Part 5

U. S. ARMY (Color Page 8)—A high-grade pictorial poster that would make almost anyone wish to join the army.

GOLD DUST (Color Page 9)—Multum in parvo. Gives the effect of four separate eight-sheets although the poster is only a twenty-four. Showing four principal uses of the product, and argument for each.

GOLD DUST (Color Page 10)—Good example of an effective poster in three printings only.

COTTOLENE (Color Page 11)—Featuring the package and catch phrases. Another good three-color scheme.

QUAKER OATS (Color Page 12)—Strong presentation of a great trade-mark. Some Doubting Thomas of a muck-raker might say that although the Quaker denotes “Purity,” politics at Washington are not so darn pure as to warrant the association.

ARMOUR’S EXTRACT OF BEEF (Color Page 13)—Good live color scheme with strong contrasting effects, but I never did like the idea of Willie dipping his finger into the can and licking it off. That’s purely a matter of taste, however.

PABST BLUE RIBBON (Color Page 14)—A perfect poster, treating a product whose use is questioned by some, in a dainty way that will appeal to all. Beautiful blending of colors and splendid arrangement of lettering.

BULL DURHAM (Color Page 15)—A good, strong, commonplace poster. By “good” I mean in color scheme and arrangement of trade-mark and package; by “commonplace,” I refer to the artistic or pictorial effect. This trade-mark is a nightmare, even if it is successful and well advertised.

FAIRY SOAP (Color Page 16)—A prettily effective poster, with a pleasing harmony of colors, featuring one of the daintiest of trade-marks.

You must tell why in order to make folks buy.

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TURKISH TROPHIES

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MILITARY TOURNAMENT

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LOWNEY’S

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