EMBLAZONRY!

Sun (Auckland), Volume 1, Issue 82, 28 June 1927, Page 13

EMBLAZONRY!

! ADVERTISING EXHIBITION HOW TO SELL WARES OPENED AT TOWN HALL w HAT is the best possible method of selling my wares?” With a blazonry of poster art and exhibitions of window displays, newspaper advertising, printing, illuminating, working models, cinematography—in short, all the ways of modern publicity, the Auckland Advertising Club has endeavoured to solve the problem for the manufacturer and the merchant. The exhibition, opened this afternoon in the Town Hall, is a novel and effective scheme. It stands out in artistic merit from many displays presented here recently, so that not only the man with wares to sell, but the man who has to do the buying, may gain pleasure and instruction from it. POSTER ART Poster art, the new profession of leading artists in Europe and America, is represented by some notable pictures. Here is seen the revolt against the facsimile representation of the camera, the .“imaginative realism.” which fascinates the eye and drives home the motif. e\er so much more forcibly than "true to life” painting can do. Chandler and Co., Ltd., presents some fine specimens, the striking “Night Mail” of Sir William Orpen, R.A., contrasting with the verdant landscapes of Algernon Talmadge, A.R.A., and the strength of Sir ID. Y. Cameron’s Stirling Castle and purple hills. Decorative panels of lithe brown sugar-cane gatherers, by Cox; the stately ships of Wilkinson; the futuristic designs of Herrick; and sparkling colours of Tom Purvis, stand out among hundreds of examples of what is being done in England and on the Continent to advertise railways’ pleasure resorts and trade. New Zealand is not behind in the art. Chandler and Co., the Carlton Studios, the Railway Studios, and the Newart Studio have all fine exhibits of posters and display boards, designed here. No coloured photograph impression is given by these pictures—they are the work of artists. Showcards, booklets, book jackets, stationery headings, show the same artistic expression. STRIKING LAY-OUT The lay-out of the exnibition is striking. Uniformity of design runs through it, each stall or bay being neatly finished and lettered. Heraldic shields, splendidly designed, hang from the corners of each stand, and are colourful suggestions which catch the eye and add to the beauty of the scene. But there are many means of advertising besides the poster idea. William Holdswor'th and Sons, Ltd., the pioneers of their line in this country, are specialists in shop and window fitting. “If you have an article to sell we can display it,” is the slogan of the firm, and the display of fittings is an eye-opener. Gordon and Gotch (Aust.), Ltd., (Mr. W. S. Fanslome) show the "multigraph,” which produces 2,500 typewritten sales letters in an hour, besides letterheads, blotters, and the "addressograph,” which addresses 2,000 letters in an hour. Letter advertising is also a specialty of Clark and Matheson, Ltd., which has installed a machine to make “Pennant” envelopes. Lithograph printing and electric signs are also in their display. William Crosher and Sons, Ltd., have exhibits of shop window lighting and electrical display; and the “K” System Publicity Service offers a comprehensive display from window displays to advertisement printing. Letterheads, invoice and statement forms, and an addressing machine capable of turning out 800 to 3,000 addressed envelopes an hour, are shown by the Remington and Roneo agency of N.Z., Ltd. R. J. Rowe, Ltd., illustrate the printers* craft applied to colour reproduction of paintings, and the Wilson Engraving Service provide an exhibit of process and colour printing and modern illustration methods. The fine examples of industrial films are projected on a screen by the New Zealand Radio Films, Ltd. “RED-LETTER DAY” “This is a red-letter day in the history of advertising,” said the chairman of the club, Mr. C. E. Clinkard, at the luncheon this afternoon. He welcomed the guests to the largest luncheon held by an advertising club in New Zealand. When 'the club was formed it had 50 members; now, the membership was 200. This was proof of the fact that advertising was outgrowing its title of the “Cinderella” of business. “We are only on the fringe of what advertising can do,” he continued. “In this country I estimate that £5,000,000 is being spent directly on advertising each year, and that over 4,000 people are employed in the advertising profession.” Mr. A. G. Lunn, chairman of the Chamber of Commerce, a guest of honour, said that no one could appreciate the value of advertising more than members of the Chamber of Commerce. The daily Press was the great vehicle of modern advertising. The club should do everything it could to help that medium and improve it. The speaker urged that there should be absolute truth, and beauty in form and wording, in newspaper displays. The president of the Manufacturers’ Association, Mr. J. A. C. Allum, said that the manufacturers’ efforts were useless unless he advertised his wares to the people. Publicity, he considered, was a more subtle appeal to the people than advertising. His association’s attempts to give publicity to New Zealand-made goods were having success. „ The club’s exhibition was officially opened by the Mayor, Mr. G. Baildon, at two o’clock.

The Mayor expressed the hope that next year’s exhibition would fill the Town Hall itself and not the concert chamber. He contrasted the existence of other days with the ease of modern life, and said that advertising had had a big part in the bringing in of-im-provements.