ADVERTISERS CONFER.

Auckland Star, Volume LX, Issue 257, 30 October 1929, Page 9

ADVERTISERS CONFER.

INAUGURAL GATHERING. ADDRESS BY PRESIDENT. "SIMPLICITY NOT BANALITY." Nearly a hundred, including representatives of clubs in other centres, attended the opening of the first convention organised by the Auckland Advertising Club, in the Chamber of Commerce last evening. "The Trend of Advertising—lts Modern. Development," was the subjeot of an address by the president, Mr. G. C. Codlin. A number of problems which had to be faced in regard to advertising in New Zealand were discussed by Mr. Arnold F. Goodwin, who spoke on "Commercial Art." The main object of all advertising and design, said Mr. Goodwin, was to°sell goods or services in a simple, clear and convincing way. Simplicity was not banalitj'. It was necessary continually to present a new point of view," to get freshness more than novelty. The conservative attitude of the buyer was one of the biggest difficulties to be overcome. The buyer would rather stick to things he thought he was sure of than break new ground. As it affected the artist, this aspect engendered jaded indifference, which was fatal. Economics were introduced, said Mr. Goodwin, in the consideration of the question, "What is Wrong with Commercial Design?" The price of brain necessary to produce work that would be comparable with the best overseas was beyond New Zealand's means. Sums paid in England and America were enormous, as much as £300 being given for one design. Despite this, he contended that New Zealand was producing better advertising for the price it paid than either the Old Country or the United States. Examples of advertising were shown by Mr. Goodwin, who said that modern symbolical advertising represented the completion of a cycle, for advertisinghad started as symbolism. After symbolism came realism, in which "green peas jumped off the plate and the bacon was shown frying in the pan." Eighty per cent of the product of America was still to be classed as realism, but on top

of this had begun to creep the modern symbolical rendering, in which the English Beggarstaff Brothers led the way. This endeavoured, by abstract form and design, to convey an impression favourable to them without showing actual articles. British and American Compared. The relative efficiency of BritishAmerican advertising methods was discussed. In a great many of the most important respects, said Mr. W. 11. V. Taine, British advertising led. It was distinctly more original than the American, and was better able to attract the interest of readers. Another speaker declared that it was a question of "comparisons being odious," because the British psychology called for less forccful advertising than ■ the American. Mr. X. McDougall declared that American advertising was much more enterprising and effective than any English advertising he had ever seen. The success of advertising had to be gauged by results. He quoted the preponderance of sales of American motor cars in New Zealand as proof of the superiority of American advertising.

The gathering inspected a display of advertising posters, a number of which had been specially sent from England through the Government Publicity Office. The work of eminent artists was shown as being used for commercial purposes.

The convention will be continued tomorrow evening when Professor R. M. will speak on, "Traps and Snares, or Legal Aspects of Advertising," and Mr. F. W. Pctterd on, "Typography and Display." There will be further evening sessions oil Monday and Thursday of next week. Next Wednesday Mr. H. 11. Sterling, General Manager of Railways, will speak on "Advertising by the Largest Trading Concern in New Zealand."