Case, Francis H. (Francis Higbee), 1896-1962 · New York, Cincinnati, The Abingdon press · leaf 41
hCleanser girl chasing dirt is another well-known trade-mark which has the particular value that in itself itcarries a suggestion of the work done. What a trade-mark does.—AH use of trade-marks,symbols, and slogans is an attempt to do for an ideaor a commodity what shorthand does for writing. Itis… … The average man sees the church lighted up—at night. A U^^hted church ismore famiUar than a dayhght picture. For this reason we have used the lightedchurch. A golden orange color gives the hghted effect. ADVERTISING PRINCIPLES APPLIED 37 of experience comes to consciousness, the entire expe-rience…
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