NEGATIVE ADVERTISEMENT.

Press, Volume LXIII, Issue 12897, 31 August 1907, Page 10

NEGATIVE ADVERTISEMENT.

("Amerk-n A<_&!s■■ Altogether too m«ny «*•_*££!___! doing negative adtwti_wsßM__! advertising backwards B# '__*___■ advertising, I mcsn expends its force in telling 2_B_l what kinds of good, the not seller teU injc « f thTSBRftH their goods do not poss«*, 3&_9 of the, virtues which they touch advertising does, p_w£*B a certain value, but it of proportion to tho mote,TXflJ expended in securing it. or S???! irately, the money and _*SiS are m far greater proportion 5.72:. results justify. -^'^I Where such advertising it «d, the result is frequently te 52$ people from buying the good, £_& of encouraging, them to do *!?& can you expect tho public to l_i _S racted to an advertisement seats in picture a man in g* fi-b-ages of consumption? They __sl< many of them, lA> medy which would prevent __&» ft dition, and yet be repelled b7tL__' so strongly a* not to road the J iS at all Repellant illustr.tWH > prevent most people from _»Ztfß . associated advertisement. AnSßSexuberant health and as obtainable by tho w of » 2! would draw about a thousand vSTS', harder than any cut showing ditions which the remedt wUu!* 1 vent. ™" W. Assume tho picture of a rirl _!_< her fice screwed up into * £22 impression, just having brokon *_&_'(' on a piece of stale candy, and ! {ST mo announcing, "No Stale OaJ_£ Our Packages* The adv«S2& ! suggests stale candy, and th_ ______ abTe effects of eating it. .^JS The mmd of tho reader it UfiS the name of the advertiser vkhmJffcandy associated together. Of __? the advertiser said that his ontfS' NOT stole but the miSSSSb wrong, and his name is likely *S]§ ges- to tho reader's mind _fW__k stale candy and broken teeth. ftS* cd. leaves on the brain of the m___ an impression as a whole, and its ._3_ may be an unconscious one, _t__s_ unfavourable to tho goods tmmmTff, advertised. Ttl< If the advertiser could be ramJT every reader going cuefnlly &»__' his ad. and considering it w_L _S pondering over its meaning/ iiS would be little danger #'__?' rous results from negative adwi____ but the overage reader re«dt wTj carefully but the one iff » huaditf* five hundred which advertises- ■£ thing that ha is thinking of btL____T once. * wtf*' A cut. of tho unpleaiant' stwgjf not buying your goods will huSm your ad. badly every time. Y*S not only keeping people from nimZ'' it, but you are making it amSS to overcome in your reidingTwmS'' the idea suggested by the cut T*__ associates with your good* the mSm' of unpleasant results. • ' *35. A still further effect of some'fori*!' negative advertising is that of lw->-J-S your competitor. You have a-OSr newspaper advertisement,. which-aSE; tliat "We are not having any* mmml Sale of # Goods; we tell t__r_3; at all times cheaper than anyeaiS cells it at special sales." Ih_«Mi_N and calls attention to the other nSm Special Sale, and as no one Wwjf the man who says he sella all times than any one eke,dfwiH special sale, the statem«nt>»i_sa pretty faid ad. for the MUffUM!! Then, too, you have seen <dnS go on something like thki "WMiM sell Huyler's candy,.but we mi line of the best confectionery aiKK handsome packages, where yonjEH have to piy for the name." ' Mm There is only one way to odtwil and that is by a continual 'preatfjH of tho desirable features or yoUjB in the most attractive dress thtHH printer can provide. MJike thtlßfl themselves appear alluring, MIH-1 them constantly with the most iH| facts regarding the goods. NdgJBKI method will produce equal TetmWAbM other method will proauoe MttfMttl