(Form lithographed by The American Lithographic Co., New York.)
ARROW COLLARS (Color Page 1)—Attractive and “sketchy.” Quiet in tone and
dignified in appearance.
TURKISH TROPHIES (Color Page 1)—Strong featuring of a well advertised
trade-mark. Reproduction does not do justice to the original which was in
more colors.
MILITARY TOURNAMENT (Color Page 1)—Simple and ordinary enough in color
scheme, but strong in action. Lettering well arranged.
LOWNEY’S (Color Page 1)—Neat and pleasing, but, to my way of thinking,
the subject could be treated much more attractively. A pretty girl with
a box of Lowney’s and a “yum yum” expression on her face would give it
cards and spades. Note reminder of Lowney’s Cocoa on same poster.
UNEEDA BISCUIT (Color Page 2)—Good strong reproduction of one of the best
known national trade-marks. Poster shows name, package, trade-mark and
price. The only thing lacking is argument, and I believe this poster is
used in connection with other designs in which argument appears.
GOLD DUST (Color Page 3)—A “topical” poster which created a sensation,
and drew a request for a sample poster from Charles R. Flint, the
financial backer of The Wright Brothers. One of those ten-strikes which
happen to an advertiser very seldom.
U. S. ARMY (Color Page 4)—Simplicity, strength and beauty combined.
There’s something about a uniform that attracts attention and commands
respect, and this poster takes advantage of that fact to the fullest
extent.
COTTOLENE (Color Page 5)—A pretty poster which endeavors to pleasantly
suggest to the housewife the wholesome, cleanly source of a food product.
Used in connection with other posters giving more argument.
CHICLETS (Color Page 6)—One of the daintiest posters appearing on the
bill-boards. Rich in coloring and truly suggestive of a high-class
product.
JAP-A-LAC (Color Page 7)—A good example of the “mostly argument” poster.
Rather old-fashioned and a little too much lettering. The crowded
appearance of the lettering would make this poster hard to read at a
distance.
U. S. ARMY (Color Page 8)—A high-grade pictorial poster that would make
almost anyone wish to join the army.
GOLD DUST (Color Page 9)—_Multum in parvo._ Gives the effect of four
separate eight-sheets although the poster is only a twenty-four. Showing
four principal uses of the product, and argument for each.
GOLD DUST (Color Page 10)—Good example of an effective poster in three
printings only.
COTTOLENE (Color Page 11)—Featuring the package and catch phrases.
Another good three-color scheme.
QUAKER OATS (Color Page 12)—Strong presentation of a great trade-mark.
Some Doubting Thomas of a muck-raker might say that although the Quaker
denotes “Purity,” politics at Washington are not so darn pure as to
warrant the association.
ARMOUR’S EXTRACT OF BEEF (Color Page 13)—Good live color scheme with
strong contrasting effects, but I never did like the idea of Willie
dipping his finger into the can and licking it off. That’s purely a
matter of taste, however.
PABST BLUE RIBBON (Color Page 14)—A perfect poster, treating a product
whose use is questioned by some, in a dainty way that will appeal to all.
Beautiful blending of colors and splendid arrangement of lettering.
BULL DURHAM (Color Page 15)—A good, strong, commonplace poster. By
“good” I mean in color scheme and arrangement of trade-mark and package;
by “commonplace,” I refer to the artistic or pictorial effect. This
trade-mark is a nightmare, even if it is successful and well advertised.
FAIRY SOAP (Color Page 16)—A prettily effective poster, with a pleasing
harmony of colors, featuring one of the daintiest of trade-marks.
_You must tell why in order to make folks buy._
[Illustration: ARROW COLLARS