Part 1

ELEMENTS OF SHOW CARD WRITING

A Course of Instruction On How to Make Business-Building Show Cards

By JOHN H. DeWILD

Prepared for the EDUCATIONAL DEPARTMENT OF THE ASSOCIATED ADVERTISING CLUBS OF THE WORLD New York, N. Y.

Copyright 1923, by John H. DeWild

FOREWORD

It is with pleasure that we present this text on Show Card Writing by Mr. John H. DeWild of St. Louis.

It is designed primarily for the use of the study classes in the educational work of the Advertising Clubs that comprise this Association.

It is built out of the practical experience of a class that Mr. DeWild has conducted with success in the Advertising Club of St. Louis. In fact, the publication of the book has been somewhat delayed owing to changes that have been made in the original plan; changes that have greatly added to its practical value and that have come out of Mr. DeWild’s experience in his advertising class.

It should be mentioned that Mr. DeWild is the manager of the Merchants’ Service Department of the Ely & Walker Dry Goods Co., St. Louis. He has written books before on this subject. Being a practical merchandise and advertising man he knows the sales and advertising value of properly made show cards. He understands the technique of show card writing perhaps as well as any man in the country.

This is one of a series of texts prepared for the Educational Committee of the Associated Advertising Clubs and it is hoped by the Committee that it may serve an important place in improving the quality of show card writing and its advertising and sales value throughout the stores of this country and of Canada and of every country where an Advertising Club is located.

EARLE PEARSON, Educational Director.

PAUL T. CHERINGTON, Chairman Educational Committee.

ASSOCIATED ADVERTISING CLUBS OF THE WORLD.

INTRODUCTION

The ten practical lessons which follow, together with numerous supplementary alphabets and showcard suggestions, are the result of careful study, based upon years of experience gained in teaching the simple fundamentals of showcard writing to various groups of merchants and employees, demonstrations before Retail Merchants’ Associations, conventions and in other educational work.

The lessons were formulated into the course recently inaugurated under the direction of the Educational Committee of the Advertising Club of St. Louis. So successful was the course that this book has been prepared with the idea in mind not only to serve as a text book for instructors, where it is desired to conduct classes under the auspices of an Advertising Club, but also for the student or store employee who desires to do individual practice outside of a classroom. This is the only text book published which carries the student forward, lesson by lesson—in a simple, practical manner. (Note the charts for beginners).

It is easy to acquire, in a very short time, the ability to do suitable showcard work, provided the student =first of all masters the fundamentals of lettering=.

By “fundamentals” is meant the simple strokes that form most of the letters, and these “strokes” should be mastered to the extent that they will always be made uniformly.

In lesson No. 1, these fundamentals are thoroughly explained, and by using the large charts which are original with the author, the student will readily grasp the idea of properly forming the letters. With the first lesson thoroughly mastered, the remaining lessons will be very easy.

The author is grateful to the Advertising Club of St. Louis for the inspiration—and the opportunity which led to the demand for a course in card writing. For many original ideas and suggestions used in the class-room, and for several alphabets and showcards, a great deal of credit is due Miss Frances Kaiman and Mr. Charles Jones, both of St. Louis, who gladly gave their services during the original course, and also in the preparation of the text itself.

Experience demonstrates the fact that classes of this kind are made up of students from all walks of life; many of them without experience, and the majority of these young men and women come from the smaller stores in outlying districts.

For this reason, it is necessary in class work, for the instructor and assistants to render personal service to the extent that each student is encouraged along the lines he or she prefers.

As an illustration: The young man from a drug store is interested in vastly different styles of showcards than the young man employed in a grocery store, and after the primary lessons are completed, it is best to prepare suitable copy and layouts for the students, so that each may work along practical lines.

On the pages following the lessons will be found many showcard suggestions for numerous kinds of business, and various seasons, all based upon the alphabets shown in the lesson plates.

MATERIALS FOR BEGINNERS

Secure the proper materials right at the start. Improper materials are a handicap.

Instructors who undertake the classwork in many of the smaller cities and towns, as well as individual students, will perhaps experience some difficulty in securing the right materials. If, after investigation, such is found to be the case and the suggested materials mentioned on this page are not procurable in quantities sufficient for individual or class practice, the Educational Department of the Associated Advertising Clubs of the World, 383 Madison Ave., New York, will be glad to furnish these materials at very low cost.