How to advertise, a guide to designing, laying out, and composing advertisements (1917)
French, George, 1853-1935 · New York, Doubleday, Page & Company for the Associated Advertising Clubs of the World · leaf 344
make them he would recognize that theadvertising was not real, and therefore not to bedepended upon. But the impulse that makes a person look at anadvertisement is not the residuum of a series of com-promises. It is a purely spontaneous impulse inanswer to an appeal that must be utterly devoid of… … The Pierce Arrow body surrounds and conceals thevitals of the PiercCArrow Car—the engine, transmission, clutch and all that comparatively ugly butnecessary machinery that makes the car the efficientmedium that it is. By the sound progress of art resting securely uponutility, all the great things of…
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