ALLUREMENT OF DISPLAY

Sun (Auckland), Volume 1, Issue 2, 24 March 1927, Page 5 (Supplement)

ALLUREMENT OF DISPLAY

■ NE of many interesting features of first-class advertising is this curious fact: the cleverest and most striking advertisements have been designed by experts to command the attention of the news reader who does not want to read business and commercial appeals at all. He is the elusive fellow whom the wisest advertisers pursue with information, persuasion and suggestion. And the cumulative influence of these will get him in the end. Soon or later he will not be able to avoid getting the impression that- the appeal to him, as to others, is there in the right -way and in the right place to meet his wants. This process of auto-suggestion depends for success on allurement of display. The mere sight of a good advertisement exerts an

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The first function of “display” is to attract attention during the few minutes the average reader devotes to his evening paper. Every advertiser is striving and must necessarily strive to catch the wandering eye of the reader. Having succeeded in compelling attention, either by the use of dominating area, satisfying type arrangement or illustration it now becomes the purpose of the “copy” to convey the message. If the thing be well done, both factors simultaneously will create an atmosphere suggestive of sincerity and confidence, and promote the aim of convincing the reader that the goods or services advertised are suited particularly to his requirements. To display advertisements satisfactorily skilful craftsmen and elaborate plant are essential. THE SUN,* in its earnest and honest desire to give the advertisers in its columns the best service possible in this direction, has created a special department for setting display advertisements. It also has secured the assistance of a staff specially capable of handling this important adjunct to the newspaper, and has installed a plant that embodies all the necessary mechanical elements. DISTINCTIVE SERVICE Series of type which have won the approval of advertisers have been selected. These, together with new “faces” that have been chosen to give advertisements much distinction, are placed at the service of advertisers. These types cover the widest range known to the trade of printing, running, as it were, from the classic Caslon through all its modern interpretations, and from Cheltenham to the ultra-modern Cooper. An extensive range of borders designed to meet the demands of the most exacting “lay-out” are available in unlimited quantity. THE SUN’S advertising department staff has the assistance of the latest and "most comprehensive models in linotype machines, each a printing plant in itself. Then, the Ludlow type-casting machine —a model of ingenuity and efficient speed—and the Elrod lead and rule casting machine add versatility to the most complete' newspaper advertisement setting department in the Dominion. Advertisers who require illustration in their announcements will find THE SUN photoengraving department capable of meeting all their desires in the quality of the “blocks” and particularly in the rapidity of manufacture. It is THE SUN’S policy to give advertisers every assistance, both in suggestion and material. A well-arranged advertisement adds attraction to the news t>age—and yields an adequate return to the advertiser for his investment.