Introductions For Retail Advertising

( Originally Published 1902 )

An introduction should be clear, crisp and convincing. It should win the attention, then hold it. Oceans of ink have been trailed across paper in order to give telling introductions, but, after all, here is the style most in evidence: —

SPRING SILK SHOWINGS.

This spring excels all others in its great number of dainty designs and immense assortment of silks. The world's fashion wits have exceeded all former efforts in the beautiful patterns, rich and charming colorings, as well as excellence in fabrics. See our great assortments. Our prices appeal to all thrifty buyers.

Occasionally, for the sake of variety, you will see an effort in the papers after this order

SPRING SILK SHOWINGS.

This Spring's Showing Surpasses all Productions of Past Seasons—Dainty Designs and Immense Assortments Have Been Produced—The World's Fashion Wits Have Surpassed Their Best Efforts in Beautiful Patterns and Captivating Colorings—Excellence in Fabrics also a Feature—Our Assortment and Prices Will Please You.

Why the "pyramid " style—such as many newspapers use in headlining news features—is not used more extensively is something I do not understand. For this style head sticks out like a sore thumb and flashes its points on the reader at once. It does not take up so much room either. Here is how it goes

SPRING SILK SHOWINGS.

This Season's Productions Surpasses all Previous Spring Efforts—Dainty Designs a Feature—Immense Assortments Have Come From the World's Fashion Centres — Captivating Colorings and Beautiful Patterns Here n Abundance — Our Assortment and Prices Will Please You.

From time to time, in looking through the many ads of many papers you will meet this style—not a half bad style of set up either:

This Spring excels all others in its great number of dainty designs and immense assortment of silks.

The world's fashion wits have exceeded all former efforts in the beautiful patterns, rich and charming colorings as well as excellence in fabrics. See our great assortments. Our prices appeal to all thrifty buyers.

We all know how a box will throw a display line or cut in bold relief Good advertisers are liberal users of boxes, and here is an instance of a box arrangement

SPRING SILK SHOWINGS.

This Spring excels all others in its great number of dainty designs and immense assortment of silks. The world's fashion wits have exceeded all former efforts in the beautiful patterns, rich and charming colorings, as well as excellence in fabrics. See our great assortments. Our prices appeal to all thrifty buyers.