THE POETIC IN ADVER TISING.
We all know the Japanese to b# a very polite as well as poetic people, and both of these excellent qualities ire carried by them into their advertising, if one.may judge by some specimens wliielx have recently come under notice. We quote four examples from a Kyoto paper; “The print of our book is as clear as crystal; the matter charming as a singing girl.” “Parcels done up with such loving ns a wife bestows on her husband.” "Our silks and aatins are as smooth as a. lady’s cheeks and coloured like a rainbow.” , “Customers are treated as politely as by rival steamship companies.” Yet for poetic feeling in an advertisement. I think oven the Japanese can hardly equal one of the Futurist Co of (Chicago, concerning ladies’ lingerie. We are told of the fabric of ono garment that it is “gentle as the caress of night wind in textures soft as moonbeams.” And Chioago is not the place from which one would expect such poetic language.
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Hokitika Guardian, 30 July 1920, Page 4
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172THE POETIC IN ADVER TISING. Hokitika Guardian, 30 July 1920, Page 4
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