Page 2 Advertisements Column 2

Northland Age, Volume IX, Issue 16, 28 November 1939, Page 2

In that amusing book “Husbands and How to Manage Them,” the writer relates how, during the engagement, she told her intended that if he wouldn’t abandon smoking for her sake she’d know he cared more for his pipe than he did for her. So he gave in, and they were married. Six months later she begged him to start smoking again!—“and he became a different man!” “My advice to all wives,” says this vivacious lady, is: Let Him Smoke! Tobacco is a Wonderful sweetener of the temper.” It is—if it’s, the right kind. Brands containing a lot of nicotine (there are plenty of them!) upset the nerves, and when a man’s nerves go wrong his temper may prove the reverse of amiable. “New Zealand Toasted” is the purest tobacco: —and the best. Almost free from nicotine (which is toasted out of it) this beautiful tobacco is as harmless as it is fragrant, and delicious. The five brands are: Navy Cut No. 3 (Bulldog), Cavendish, Riverhead Gold and Desert Gold, and Cut Plug No. 10 (Bullshead). R.P.40

Typographical T . R . I.C.K.S WE, as professional typographers, are unalterably opposed to typographical tricks. Said a New Yorker : “ The cleverest advertisement I ever saw is the electric sign at Times Square the one with the girl in the swing. Every time I see it, I stand for several minutes to watch it. That’s an ad. that gets attention. Think of the millions who see it ! It must sell a lot of ” “ Of what? ” he was asked. “ Why, er, Chesterfield cigarettes, I guess, but I’m not sure.” The same rule applies to typographical tricks. They may attract attention and arouse interest, but they don’t sell merchandise. Flesh and blood salesmen dress neatly bu+ quietly, speak clearly and concisely, and try to impress with the quality of merchandise or service they are selling. Flesh and blood salesmanship is the best salesmanship in the world, because it is personal and because it is possible for a salesman to modulate his voice, and by methods of expression, give emphasis, power and conviction to sales arguments. Display advertisements can copy the flesh and b'ood salesmen by appearing neat and dignified, by being lltra easy to read, by segregating the various divisions or units of display, and by restrained, attractive, effective use of type. Advertisers have returned to sanity, and the cubistic, modernistic freaks have practically disappeared from advertising. The fact that professional typographers opposed this throughout is evidence that the science and profession of typography is built upon sales and common sense. The NORTHLAND AGE Phone 37 KAITAIA P.O. Box 45 “ The Best Advertising Medium For The Far North ”