(Form Lithographed by The Carqueville Lithographing Co., Chicago.)
REGAL SHOES (Color Page A)—Bright, snappy coloring, but not the best
drawing in the world. Room at bottom, presumably for address of local
representative or store. Wholly lacking in argument of any kind.
RED SPOT CIGAR (Color Page B)—A good example of how _not_ to do it. Poor
drawing, no argument. Very ordinary poster of the old school.
CLOTHCRAFT (Color Page C)—Poor poster. Design stilted, no argument, no
explanation as to whether “Clothcraft” stands for suits, underclothes or
what-not. Presumably designed for local dealers’ use, with room for name
and address at bottom.
AMERICAN RADIATOR CO. (Color Page D)—A high-class poster to which
this reproduction hardly does justice, as the drawing has lost in the
reduction.
DUKE OF YORK CIGARETTES (Color Page E)—Simple yet effective in
arrangement and color scheme. Good featuring of an attractive trade-mark.
No argument but price.
KELLOGG’S TOASTED CORN FLAKES (Color Page F)—Striking combination of
colors. Brings out trade-mark, catch-phrase and package without any
suggestion of crowding.
RED SEAL LEAD (Color Page G)—Simple but effective featuring of trade-mark
and use of product. Color scheme could be vastly improved.
OLD UNDEROOF (Color Page H)—A very neat and pleasing 24 sheet, far above
the general standard. Old Underoof posters are usually good.
BUDWEISER (Color Page I)—Strong and rich in coloring. One of a series
of posters featuring a catch phrase. Note space for local distributors’
imprint.
ST. CHARLES CREAM (Color Page J)—Rather pleasing from an illustrative
standpoint. Lacking in display of trade-mark or package.
KELLOGG’S TOASTED CORN FLAKES (Color Page K)—Would not be worth powder
to blow it up for ordinary publicity, but was probably effective as a
curiosity arouser in a preliminary campaign when the product was just
being marketed.
E. C. CORN FLAKES (Color Page L)—Good combination of picture and
lettering. Well arranged and quickly and easily read.
KUPPENHEIMER CLOTHES (Color Page M)—Rather conventional, but strongly
appealing to the athletic young man. Wonder why some of these clothing
makers do not show more real business men in their advertisements? Note
line at bottom for imprint of local dealer.
WRIGLEY’S SPEARMINT (Color Page N)—Stands out like a wart on the end of
a man’s nose. Simple yet strikingly strong. The argument and package
harmonize well with, and stand out splendidly from the black background.
Hard to get away from this poster!
CARNATION MILK (Color Page O)—A strong pictorial poster, rich in
coloring, with good display of package. Only fault a little too much
lettering; that under the group of cows would not be readable except at
close range.
QUAKER CORN MEAL (Color Page P)—Very novel in treatment. Background
effect an oddity. Main lettering, package and the cooked product all
effectively shown.
_It will not pay in the long run to advertise goods without
merit or goods which do not give a dollar in value for every
dollar asked._
[Illustration: REGAL SHOES