“HIGHLIGHTS OF ADVERTISING”

Press, Volume LXXV, Issue 22768, 21 July 1939, Page 8

“HIGHLIGHTS OF ADVERTISING”

ATTENTION AND INTEREST NECESSARY

ADDRESS BY MR P. LEVY

“The four main principles In making an advertisement are attention, interest, desire, and action," said Mr P. Levy in an address on “Highlights of Advertising” to the Canterbury Advertising Club. “If the advertisement does not have attention no one will look at it. and having attracted attention one must awaken the interest. By that, desire is created, and the buyer is made to inquire for action," said Mr Levy. The inducement to buy must be contained in every advertisement, he Advertisements were often criticised, said Mr Levy, but opinions can only be accepted by the ability of the man who expresses 'the idea The worst critic is the man who has had the smallest association with the subject. An experienced man will pick out the good parts of an advertisement and leave the poorer parts; but he will not denounce it wholly.” The advertising man has great difficulties in compiling the advertisement, said Mr Levy. Therefore, the first job is to visualise the fundamental selling idea. Even the most capable men have difficulty in getting the fundamental idea. Sometimes the idea is found immediately, but those occasions are very rare, “In compiling an advertisement, the copy must fit the illustration and the illustration must fit the copy,” said Mr Levy. “The art and cohesion of the copy-writer is called for. A copywriter and an artist working as one unit is a good faculty to have.” Mr, Levy outlined the work of the copy-writer and the artist in constructing an advertisement. An advertisement is produced in the rough and then reaches the stage of the finished rough. At this stage it can be shown to an outsider. The intricate and highly skilled process through which the advertisement goes in the newspaper office was then dealt with by the speaker. The method of transferring the printed matter on to metal plates was also dealt with in detail. Mr Levy -concluded by describing the composition of a news page and how • it' was printed on the rotary machine.