ADVERTISING CLUB.

Star (Christchurch), Volume LXVI, Issue 20361, 19 July 1934, Page 14

ADVERTISING CLUB.

The Art of Display Explained.

At a well-attended meeting of the 'Christchurch Advertising Club last night, at which Mr A. R. Lake presided, an interesting address on display advertising was given by Mr J. J. Staples. The fundamental laws of display advertising, said Mr Staples, did not change greatly, hut their application changed considerably. The function of advertising was to sell. Advertising in the proper sense was news in itself. It had to be news. That was a most important aspect which should never be lost sight of. Display advertising had a particular function. It had to cLo all that a good salesman could do, and do it within a limited scope. It was a case of “a little bit of ink, a little bit of paper, and a little bit of brains.” The man who planned advertising had a real job to do. He could not direct his argument at any particular person. People did not buy newspapers to read the advertisements, so that the advertisements had to be more attractive than the news. Without advertisements the news could not be printed and delivered at the price, so that the advertisers were a real educative force, in that without them the news and general information could not be disseminated so universally. Advertisements had to be displayed because they had to attract attention in a split second. The speaker then dealt with the several phases of display technique which added to the attraction of the advertisement. *