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No. i9O
AN ANAIXSIS OF THE ADVERTISING ART IN EIGHT
RETAIL STORES OF FORT WORTH, TEXAS
THES IS
Presented to the Graduate Council of the
North Texas State College in Partial
Fulfillment of the Requirements
For the Degree of
MASTER OF ARTS
By
191299 Johnny Paul Bradford, B. F. A.
Fort Worth, Texas
June, 1951
1q129
TABlE OF CONTENTS
Page
LIST OF ILLUSTRATIONS . . . . . . . . . . . . . . . .iv
Chapter I. INTRODUCTION . . . . . . .. . . - . - - . . 1
Statement of Problem Scope of Problem Sources of Data
II. THE ADVERTISING ART SETUP IN EACH OF THE EIGHT STORES . . . . . . . . . . . . . . . 3
Introduction Leonard Brothers' Department Store
W. C. Stripling Company J. C. Penney Company Monnig's Dry Goods Wally Williams Company, Inc. R. E. Cox and Company Washer Brothers A. Davis Company
III. EVALUATION OF THE ADVERTISING ART IN THE
EIGHT STORES . . . . . . . . ' . . . -.37
Introduction Leonard Brothers' Department Store W. C. Stripling Company J. C. Penney Company Monnig's Dry Goods Wally Williams Company, Inc. R. E. Cox and Company Washer Brothers A. Davis Company
IV. CONCLUSION . . . . . . . . . . . . . . . . . .64
Summary ie commendat ions
BIBLIOGRAPHY . . . . . . . . . - . . -.. *. . . - . .69
iii
LIST OF ILLUSTRATIONS
1. Newspaper Advertisement, Leonard Brothers' Department Store . . . . . . . . . .
2. Bus 0ard, leonard Brothers ' Department Store .. . 0- - ,- . . -0 -, -. " . . . . .
Page
. 39
. 40
3. Newspaper Advertisement, Company. -* .. . .
4. Newspaper Advertisement, Company. . . . . . ..
5. Newspaper Advertisement, Goods . . . . . .
6. Newspaper Advertisement, Company, Inc. .. -.
7. Newspaper Advertisement, Company. . . . .
8. Direct-mail Brochure, R. Company. . . . .
9. Newspaper Advertisement,
10. Newspaper Advertisement, Company. . . . . . -
11. Newspaper Advertisement,
12.
13.
W. C. Stripling . . . . . . . .
J. C. Penney . . , . . . . .
Monnig's Dry . . . . . . . .
Wally Williams . . . . . . . .
R. E. Cox and . . . . . . . .
E. Cox and * 9 . . . . . .
Washer Brothers
A. Davis . .- -* - . .
NoIman -Mar cus
Direct-mail Brochure, Worumbo. . .
Bus Card, Wrigley's Juicy Fruit. . - .
..42
. . 44
46
. . 48
. .50
* . 52
. . 54
9 9
. . .
9 9 .
56
58
60
62
iv
Figure
CHAPTER I
INTRODUCTION
Statement of Problem
For several years, the author has viewed the various
types of advertising art with interest. College courses in commercial art have increased his knowledge of this type
of work and spurred him on to undertake this study: "An
Analysis of Advertising Art in Bight Retail Stores of Fort Worth, Texas." It was his purpose to acquaint himself with the various systems, materials, and people who produce the work, in order to evaluate it and to pass on the results
of his research to others who may find it useful in acquainting themselves with the advertising field.
Scope of Problem
The study is limited to the advertising art of eight leading retail stores in Fort Worth: Leonard Brothers'
Department Store; W. C. Stripling Company; J. C. Penney
Company; Monnig's Dry Goods; Wally Williams Company, Inc.;
R. E. Cox and Company; Washer Brothers; and A. Davis Company. It is further limited to the individual advertising systems-production procedures, methods, and materials--and the backgrounds of the people who are employed in the advertising
art departments of these stores.
1
Chapter 1 serves as an introduction to the study.
Chapter II will present an analysis of the various adver
t is ing systems, product ion procedures, and methods and ma
terials adopted by the individual stores. The backgrounds
of the employees of each art department will also be re
viewed. Chapter III will evaluate and compare the art work
produced by the various stores. Chapter Iv will summarize
the town's advertising, based on the work produced by these
eight stores, and present recommendations for improvement
of the systems.
Sources of Data
Information for this research was obtained from books
and periodicals, and from interviews with the advertising
managers and artists of these eight stores.
CHAPTER II
THE ADVERTIS2TG ART SETUP I EACH OF THE EIGHT STORES
The analysis of the advertising art setup in each of
the eight stores under consideration is based upon inter
views with the personnel and direct observation. Points
that will be considered are the general organization of
the work, the departmental divisions, the materials and
services employed, and the educational background of tbe
personnel.
Leonard Brothers' Department Store
Advertising Art Setup
The advertising system in Leonard's Department Store
is divided into three parts, as follows; (1) extra-mural
advertising art, (2) interior display, (3) exterior display
or window display. At the head of all three of these de
partments is an advertising manager. He works with the
merchandise managers of the various departments, and together
they plan, in a general sense, what merchandise will be
featured in the store and the amount of advertising space
that will be needed to promote it in the months to come.
An advertising appropriation in terms of dollars and cents
is allowed each department by the advertising manager.
The departments, in turn, develop an advertising plan in
3
4
which they buy their space from the three Fort Worth news
pape rs$ The Fo Wr Shopper, _Fortj Wo ttar-Te legr am,
and The Fort Worth Press. After the department has been
given the appropriation, it may use the space and money as
seems best to the department head; for example, a depart
ment may concentrate on a full-page ad for one day or three
half-pages a week. A department mayvary its advertising
in different ways, so long as it remains within its budget.
The departments requiring the largest appropriation and
amount of advertising are the ladies' fashions, men's
fashions, and appliances.
Extra-mural Advertising Art Department
Organization of department.--The department special
izing in extra-mural advertising art at Leonard's is re
spons ibie for all newspaper layouts and ads, direct mail,
and bus cards. The work is distributed among eight em
ployees--three reproduction artists, three layout artists,
one photographer, and one copy writer. Since the art de
partment is directly responsible to the advertising manager,
there is no art director in the art department. The three
layout artists do all of the layouts for the ads and di
rect mail except in a rush season; then, the photographer
and copy writer work as layout artists. All of the lay
outs are created by the layout artists unless there is not
a guide or service "go-by" for a particular type of
merchandise; then the reproduction artists create their
5
own layouts. If that is the case, the layout and creation
of an illustration is generally left to the reproduction
artist.
The merchandise managers of the various departments
send to the art department a list of points they wish
stressed in an ad. These departments follow a system of
incorporating six points in every ad: (1) item, (2) ma
terial, (3) size, (4) color, (5) price, (6) location.
These six points were suggested by an efficiency expert
who vis its the store twice a year. The efficiency expert
is not a representative of a f irm or agency, but is hired
directly by leonard's to check the efficiency of their ad
vertising system. After the merchandise managers have
sent the items desired for an ad to the art department,
the layout and copy are combined into an ad and sent to
the pr inter for a test print. It is then returned to the
art department, where it is checked for mistakes and sent
back to the printer. The illustrations and photographs,
after couple tion, are sent to the Fort Worth Engraving
Company, where plates are made. When the plates are com
pleted, they are sent to the newspaper running the ad in
which they belong. There are only two conditions under
which layouts are not created by the art departments
when a large company pays for a ad which advertises its
product alone, the layout is sent to the store complete,
except for the copy; or when a company sends its own copy
6,
as well as layout and illustrations of its product, as in
the case of Wohi Shoe Company of St. Louis ; the store does
no work on the ad. The Fort Worth Star-To agram and The
Fort Worth Press are used for name products in all lines,
but generally household goods and fashions are stressed.
The Fort Worth Shopper is used mostly for hardware and
volume merchandise.
The direct mail distributed by leonard's is usually
sent from large manufacturers and distributed by the store.
Only a small amount of direct mail is actually created by
the art department; in which case it is handled as the other
art work, under the supervision of the advertising manager.
The bus cards are designed by the art manager, but
the selection of colors is left to the art department.
The illustration for the bus card is sent to the Trans
portation and Advertising Service Company in Dallas, Texas,
which leases the space on the buses and also prints and
distributes the cards.
Materials and services.--Although the reproduction
artists may have a preference, they are restricted in the
choice of materials because some mediums ae more expensive
to reproduce than others. The art department at leonard
Brothe rs uses fluorographic paint combined with India ink
for wash work. India ink and Craftint are used for line
effects. The only variation from these materials is in
the use of colors, either for a one-, two-, or three-color
7
process. This seldom occurs because of the great expense
involved in making and printing the plates.
The art department of ieonard Brothers uses mats and
guides, sometimes referred to as "go-bys," which when
photographed give the reader an impression of original
art work. Guides are photographs of fashions, shoes, and
small household products which have been illustrated by
different service companies. Mats are cardboard impres
s ions which, when photographed, give much the same impres
sion as guides. Mats usually present nationally-known
articles or big-name appliances. The mats are sent to the
store by large manufacturers or bought from the various
service companies. Mats and guides are used to save time
by cutting the working hours of the reproduction artist,
as they may be used without adding creative art work. They
are also money-savers since they may be used many times
for tracing the position or form of articles and figures
used in creative illustrations. These guides and mats
are purchased for leonard Brothers' art department from
such companies as the Metro Associated Service, Stamps
Conhein Service, Meyer Bothe Service, National Research
Bureau, National Tear Sheet Service, Ralph-Heineman Mat
Service, and Cramer-Tobias-Meyer Service Company.
Personnel.--An interview with the employees in the
art department, including the advertising manager, dis
closed that the advertising manager attended Phillips
8
University in Oklahoma for two years, majoring in commercial
art. One artist attended the Kansas City School of Art for
two years; the second one attended North Texas State
College for two years, majoring in art; and the third re
production artist graduated from Texas State College for
Women, majoring in fashion illustration.
One of the layout artists also graduated from Texas
State College for Women, receiving a degree in journalism;
but she had had no art experience before coming to leonard's.
Another layout artist graduated from The University of
Texas ; however, his, ma jor was radio broadcasting, but he
had had previous art experience. The other layout artist
graduated from The University of Texas with a major in lan
guages. He had bad no art experience before assuming his
present position. The copywriter, who also creates layouts,
in rush seasons, graduated from the University of Rhode
Is land, with a degree in business administration, but had
had no previous art experience.
Interior Display
Organization of department.--In leonard Brothers'
Department Store, interior display is separate from the
advertising department. Also, there is very little co
ordination between the interior display and the window
display except at the beginning of a season, on special
sale days, and during pre-holiday periods--such as Christ
mas, :aster, and Hallowe'en. The work produced for the
interior displays includes machine-made signs; signs pr:dned
9
by thebsilk-screen process; and exhibits for such things
as home shows, cooking schools, and counter displays.
The interior display department consists of an in
terior display manager, a sign painter, and seven other
employees who have no particular titles.
Materials and services.--Most of the sets and arrange
ments are purchased from I. J. Carrot Company, Incorporated,
of New York, designers ard manufacturers of artificial
f lowers and display decorations; Marshall E. Moody Company
of Dallas, manufacturers of modern display equipment; the
Display Equipment Company of Los Angeles, manufacturers
of fixtures, decorations and novelty displays; Glo-Brite
Products, Incorporated, of Chicago, distributors of
Krystalite, Sno-Paneis, and Sno-Boards; and W. M. Bank of
New York,nanufacturer of motion displays. The location
and arrangement of the sets, signs, and colors are the
responsibility of the interior display manager, who also
designs the few displays that are made in the store. The
sign painter creates all the large signs used in the store,
which are hand-painted or produced by the silk-screen
process. The work of the other seven employees is that
of setting up displays and exhibits; re-touching old work;
printing machine.-made signs ; and producing the designs,
usually cut-outs created in the store. The materials used
in producing the d isp lays are wall board, Krys talite,
and show-card paint.
10
Personnel.--An interview with the employees of the
interior display department disclosed that, with the ex
ception of the display manager--who majored in interior
design at Pratt Institute of New York, and the sign
painter--whose knowledge of art was gained through experi
ence before coming to leonard Brothers't Department Store,
none of the employees had had any previous art education
or experience.
Window Display
organization of department.--The window display de
partment or leonard Brothers' Department Store is a
separate organization from the art department and interior
disp lay department, although there may be some consultation
and co-ordination between the three departments relative to
the product to be advertised. T he primary duty of the
window display department is to attract the attention of
the public and to display the merchandise which is avail
able. The employees of this department vary in accordance
with the time of the year, but normally there is a window
display manager whose duty it is to decide on a theme for
each window, design a general layout, and choose the ma
terials and colors. A sign painter and six other employees
build the sets and trim the windows. The windows are as
signed to the various departments by the store manager on
a semi-permanent basis. They may be lent from one section
11
of the store to another to meet special advertising sys
tems. Fashions and housegoods require the most space in
the window display department, as well as in the art de
partment. At times the window display department works
in connection with civic and national organizations such
as the Red Cross, Community Chest, Cancer Fund, March of
Dimes, and Disabled Veterans by including these themes
in their windows.
Materials and services.--The majority of the window
displays are made in the store, of materials such as wall
board, masonite, and cardboard. These materials are pur
chased from local display companies, such as the Powell
and Young Display, Screencraft Display, and the Sparkway
Display Company.
Personnel.--An interview with the employees of the
window display department disclosed that neither the dis
play manager nor the six other employees had had any art
education or experience before entering their present po
sitions.
W. C. tripling Company
Advertising Art Setup
Stripling's Department Store's advertising system is
divided into two groups, advertising art and display, the
latter comprising window and interior displays. An ad
vertising manager is in charge of the work in both depart
ments. His task is to decide what is to be advertised
12
and displayed. The sales promotion manager prepares an
advertising budget for each department, but the budget has
to have the final approval of Mr. Stripling. A general
plan for advertising is worked out three months in advance.
The buyers and heads of the various departments decide on
the merchandise and the number of articles to be displayed
or featured in the newspaper ads. The bulk of their ad
vertising is done in the three Fort Worth papers, The
Fort Worth Shopper, The Fort Worth kress, and Fort Worth
Star-Te lgram. The most space in the ads is used by the
household goods, ready-to-wear, and shoe departments.
Extra-mural Advertising Art Department
Organization of department. -- The primary purpose of
Stripling's art department is to create the layout end illustrations for the newspaper ads. tripling does not
distribute direct mail at the present time. The employees
of the art department consist of two production artists,
two copywriters, one proofreader, and the advertising
manager. The two production artists do all of the illus
trations and most of the layouts for the ads. When photo
graphs are incorporated in an ad, they are taken by free
lance photographers who come to the store to do the work.
Sometimes the heads of the various departments specify a
certain layout, but as a general rule the advertising mana
ger makes the final decision. The work is assigned to the
two artists, one usually doing the household goods and
13
small merchandise while the other works on fashions and
shoes., During rush seasons there is some free-lance work,
done largely by former employees of Stripling's art depart
ment who do not work on an hourly or weekly basis but are
paid by the number of plates made or by the day. This work
usually amounts to $5.00 a plate, or 10.00 a day. The
average newspaper space used is two pages, except on Sunday
when there are from one to two pages in the Fort Worth
Star-Telgram and an indefinite number in The Fort Worth
Shopper.
After the ads have been created and sent for a test
printing, they are returned to the art department,where the copy writers and proofreader go over the ads to dis
cover any mistakes. The two copywriters' work is limited
strictly to the writing of copy, and the writers are usually
assigned to specific departments; for example, basement
appliances, furniture, shoes, or ready-to-wear. The proof
reader works solely on the correction of copy and never
creates layouts or new copy.
Materials and services.--The choice of materials by
the production artists is limited because of the expense
involved. Fluorographic paint is used because most of the
drawings are done in wash effects. The expense of the en
graver is cut when fluorographic paint is employed, because
it does not require separate screening as does India ink
or water color. India ink is used at times with
14
fluorographic paint, but only for a line effect. The
artists usually trace the general form of the object and
figures from old ads they have created themselves or from
the various services or mats. These services and mats are
purchased from the Cramer-Tobias-Meyer, Retail Advertising
Week, National Research Bureau, Ralph Heineman Mat Service,
and the National Clipping Service. The services cost the
store from $120 a month to 600 a year except at special
seasons, such as Christmas and Easter, when the services
put out special issues for which the store pays an addi
tional fee. The use of the mat services is generally left
to the discretion of the two production artists, although
t he final approval is left to the advertising manager. The
art department of Stripling's believes that the use of mats
is good advertising because mats usually feature nationally
known merchandise; thus, a stronger appeal is created in
the product and the ad.
Personnel.--Anr investigation of the educational back
grounds of the personnel disclosed that the advertising
manager had attended Texas State College for Women for two
years, majoring in art; one of two production artists
gradtu ted from North Texas State College with a degree in
art; while the other production artist had no college
training but bad had vast practical experience before
coming to Stripling's. Since the two copy writers and the
one proofreader did not create art work, their educational
background was not investigated.
Interior and Window Display
Organization of department.--The interior and window
display departments of W. C. Stripling Company are com
bined into a single organization under the direction of a
display manager. The work in this department is carried
on independently of the art department, with the exception
of consultation on co-ordination of a certain product or
products. There are six employees working in this depart
ment, whose job it is to decorate the windows and the in
terior of the store, build some of the sets, and print all
the signs used in the windows and the interior. None of
these employees except the sign painter is a specialist.
The others work on the jobs as they come in. The windows
are assigned on a semi-permanent basis to the heads of the
various departments. The departments requiring the most
window space are the ladies' and men's fashions. The lay
outs of the interior and window displays are left entirely
to the display department. The display manager has a
final say on colors and arrangement. The heads of the
various departments may decide the location for the signs
and small counter displays. The majority of the store's
display is seasonal, and the layout and creation of big
ideas for the sets--such as Christmas and Easter displays-
are sometimes worked on from season to season. At other
times the department creates display in connection with
Civic and national organizations.
15-
16
Materials and services.--Most of the sets and displays
are shipped from manufacturers such as W. L. Stensgaard
and Associates, Inc. of Chicago; Sylvan Cohen Displays,
Inc. of San Francisco; Display Equipment Company of Los
Angeles; and Glo-Brite Products, Inc., Chicago. Some of
the smaller sets and displays are made by the display de
par tment in the store,, using wallboard, Krys talite, and
plywood. These sets are usually combined with sets sent
by the manufacturers instead of using them alone. The sets
are used and re-used every year, changing only the color
and adding or taking away material as the situation requires.
The display manager is responsible for the final arrangement,
layout, color, and theme of the displays. The ideas for
these displays are created by the display department, which
sometimes borrows from illustrations of other department
store windows and displays over the country. The display
department also subscribes to all the fashion magazines,
both men's and women's, and to other magazines such as
House Beautiful, Disp lay World, Department Store Economy, Southern Disl , Western Display, aid the National Research
Bureau Services. All of these magazines and services are
used for finding and developing disp lays.
Personnel.--An interview of the members of the display
department of Stripling's disclosed that the display mana-.
ger had had no previous art education or experience. The
show-card painter attended Arlington State College for two
17-
years, majoring in commercial art. Of the five remaining
employees of this department, one had three years of cos
tume designing in The Art Institute of Dallas; another at
tended Texas Wesleyan College for one year, majoring in
commercial art; and the other three, had had no previous
art education or experience.
J. C. Penney Copany
Advertising Art Setup
The advertising system of the J. C. Penney Company
Store is divided into two parts--advertising art and in
terior and window display. There is a manager in each of
these departments. At the head of both of these depart
ments is the store manager, whose job it is to work with
the heads of the various departments to plan what is to be
advertised in the store and the amount of advertising and
display space that will be needed in the weeks to come.
All of the advertising space is bought from the three city
newspapers, The Fort Worth Shopper, Fort Worth tar
Telegram, and The Fort Worth Press.
The departments are allotted their space for adver
tis ing, not by the size of the departments, but on the per
centage of merchandise sold. No certain department uses
more space than another when figured over a year's time.
Extra-mural Advertising Art Department
Organization of dear tment. -- The art department of
the J. C. Penney Company has one employee--the advertising
18
manager, whose job it is to work up the layout, write the
copy, and choose the mats or assign the illustration, if
desired, to a free-lan ce artist. The advertising manager
works with the department heads to decide what is to be
advertised. The work is usually carried on one week in
advance. The advertising manager does none of the illus
trations for the ads, working strictly on the layout and
the writing of the copy. The choice of mats is left to
the discretion of the advertising manager, while the pos i
tion, location, and style of the figures created by the free
lance artist are left entirely to the artist. All final
work is approved by the store manager. The art department
does not create or handle any direct mail or bus cards.
When the layouts are sent to the newspaper running the ad,
the mats are also sent so that the newspaper company may
make a platex for the illustration. The free-lance work
is sent to an engraver, usually the Worth Engraving Company
of Fort Worth, where plates are made and sent to the news
paper company. The proofreading is done by the advertising
manager, but each department is required to check its own
merchandise.
Materials and services.--The mat services are sent to
the J. C. Penney Company art department by the main office
of the J. C. Penney Company of New York. A branch store
of the J. C. Penney Company in California sends most of the
fashion mats, while the company in New York sends most of
the accessories and appliance mats.
19
Personnel.--An interview with the advertising mana
ger and store manager disclosed that neither had had any
art education or experience before beginning his work at
Penney's.
Interior and Window Display
Organization of department.--The window and interior
display of the J. C. Penney Company is combined into one
department under the direction of a display manager. It
is the job of the display manager to plan the layout, ar
rangement, and theme for the displays. There are two other
employees who work in the display department, helping to
create and build the sets. The manager of the store as
signs the windows to the various departments and works
with the department heads and display manager in deciding
upon the merchandise to be displayed. The advertising
manager makes the final decision on the displays, color ar
rangement, layout, and location. The departments are al
lowed window space according to the season of the year and
the percentage of merchandise sold in their departments.
The advertising manager creates and makes most of the back
grounds for the displays used in the store.
Materials and services.--The larger sets are purchased
from large manufacturing companies such as Marshall E. Moody
Company of Dallas; L. J. Carrot Company, Inc., of New York;
Disp lay Equipment Company of los Ange les; and Glo-Brite
Products, Inc., of Chicago.
20 C
Materials for the work created in the store--which
usually consist of wallboard, air brush, paper mache orna
ments, and. Krys talite--are generally purchased from
Sparkway Disp lay Company or Char lie Mann Disp lay Company
of Fort Worth.
Personne l.--Interviews with the display manager and
the two employees of the display department disclosed that
the advertising manager had had no art education or experi
ence before accepting his present position, while both of
the other employees had had previous experience as free
lance artists but no college training.
Monnigs Dr Goods
Advertising Art Setup
The advertising system at Monnig's Dry Goods is com
posed of two parts--the display department which includes
interior and window display, and the art department. At
the head of each department is a manager. Both department
heads are responsible to the general manager of the store.
The department heads work with the general manager and the
buyers and decide what is to be advertised and displayed.
All of the advertising is done in the three Fort Worth
newspapers--the Fort Worth Star-Te legram, The Fort Worth
press, and The Fort Worth Shopper. The amount of space
allowed each department is decided by the advertising mana
ger. The windows are not assigned on a permanent basis. The amount of display space given to each department is the
21
responsibility off the display manager. The amount of space
allotted to each department is based on its potential sales
ability. The departments requiring the largest appropria
tions and advertising and display space are the men's and
women's ready-to-wear departments.
Extra-mural Advertising Art Department
frgantizaton of department.--The advertising depart
ment of Monnig's has four employees and an advertising
manager. These employees are responsible for the distri
but ion of the direct mail and the layout amd illustrations
for the newspapers. Actual art work is used on the ads,
but because the fashion artist specializes in women's
clothes, mats are used for men's wear. Mats are also used
for hardware lines which are difficult for the average
artist to reproduce. The buyers and heads of the numerous
departments submit, in a written request, the items of
merchandise which they wish to be advertised. The adver
tising manager is then responsible for the number of items,
the layout, and the illustrations for the ad. Since the
advertising manager believes that ads for the newspapers
can be more informative by working them up as close to the
day of printing as possible, they are usually planned only
three or four days ahead of time. The advertising manager
has an assistant in charge of the copy writing and choice
of mats. This assistant is also the fashion artist. Other
employees include a copy writer, who works up the layouts
22
for all the ads ; and a combination copy writer and detail
artist, who writes the copy and does the art work for small
detail merchandise. There is no free-lancing of art except
in the case of photography, which is distributed among the
free-lance photographers in town. In some rush seasons
the staff of the art department hires two extra people--a
fashion artist and a copy writer--who are, as a rule, in
dividuals who have worked for the advertising department
before.
Materials and services.--The artists are restricted
in materials because of the high reproduction cost which
many materials involve. The artists usually work in line
effect, using pen and ink and Craftint. Very few wash
effects are used. The mat services are supplied by the
newspapers. The Fort Worth ShPer upplies the Meyer
Bothe Service and the Stamps-Conhein Mat Service; The Fort
Worth Press supp lies the Meyer Bothe Service and the
Metro Associated Mat Service; and the Fort Worth Star
Telegram furnishes the Stamps-Conhein Mat Service, the
Continental Furniture Mat Service, and the Metro Associated
Mat Service.
Personnel.--Inquiry into the background of the person
nel of the art department disclosed that the advertising
manager attended The University of Texas for a period of
two years, majoring in petroleum engineering. He had had
no art education or experience before his employment at
1<" A.
23
Monnig's. The assistant advertising manager, who is also
the fashion artist, graduated from Texas State College for
Women, where she majored in advertising art. The copy
writer graduated from North Texas State College with a
major in English, and bad had no previous art education or
experience. The layout artist, who graduated from Centenary
College, Shreveport, with a major in home economics, had had
no previous art education or experience. The layout and
detail artist graduated from Texas Mtate College for
Women with a major in advertising art.
Interior and Window Display
Organizat-ion of department.--The interior and window
display departments of Monnig's Dry Goods are consolidated
into one department. At the head of this department is a
display manager whose job it is to design and create all
interior and exterior displays and to work with the art
department on the co-ord inat ion of merchandise. There are
five other full-time employees and two part-time employees
in this department. Of the permanent employees, three are
assigned specific duties; one is assistant to the display
manager and responsible for the decoration of all the win
dows ; another is a fashion co-ordinator who works with the
fashion merchand is ing departments, co-ordinating the
fashions and accessories to be displayed; and the other
is a printing-machine operator who is responsible for the
printing of all small signs used in interior and window
2A
displays. be remaining two permanent employees are not
assigned specific jobs but work on the building and setting
up of displays. The two part-time employees are hired
when there is a large amount of extra work during special
seasons.
The windows are not assigned to the departments on a
permanent basis but are distributed by the display manager
on the potential selling power of the departments, based
on sales for the previous year. The buyers for the various
departments tell the advertising manager what merchandise
they want displayed, but the theme of the window, the lay
out, color, and amount of merchandise shown are left to
the discretion of the advertising manager. I&he theme and
layout for the window may be carried out by all members of
the display department, who occasionally use the southern
Diplay Magazine, Display World, , and the Merchandise
Display News Service for inspiration; however, the final
arrangement is determined by the display manager. In the
display department there is some free-lancing of art work,
usually large signs which cannot be printed by hand. These
signs are printed by the screen Craft Company of Fort Worth.
The advertising manager and the buyers for the departments
plan one month in advance what is to be disp layed. layouts
and themes for the windows are worked up one week in ad
vance. The themes for the windows are largely dictated by
the season or by civic and national organizations.
-VOWMWIMR - - W OWN"
25
Materials and services.--The larger displays are
shipped from such manufacturing companies as the Allied
Display Company, of New York; L. J. Carrot, of New York;
Allied Electronic Company, of Dallas; Adline Wood Carving
Studio, of Brooklyn, New York; and The Grenicer Corporation
for Manikins, of New York. The materials for the smaller
sets and backgrounds which are built in the store are
masonite, pressed wood, wall board, and water-based paint.
Personnel--An interview with the employees of the
display department disclosed that the display manager
studied advertising art at the Art Institute of Dallas,
and the Art Institute of Kansas City. None of the other
five permanent employees had had any previous art education
or experience.
R. E. Cox and Company
Advertising Art Setup
The advertising and display departments of R. E. Cox
Department Store, although divided into two departments,
are under the supervision of the advertising manager. The
display department has a display manager, but he is responsi
b le to the advert is ing manager. The adver t is ing manager is
responsible for making out a budget of advertising for both
departments, which is approved by the president of the
store. A general plan for the distribution of the adver
tising space in the newspaper and the display space is
worked out two months in advance ; specific plans are made
from one week to one month in advance. The buyers for the
26
various depar tents work with the advertising manager to
decide what merchandise is to be displayed and advertised.
The bulk of their advertising is done in the three Fort
Worth newspapers--the Fort Worth Star-Teleg;ram, The Fort
Worth Press, and The Fort Worth Shopper, but a considerable
amount of advertising is done by direct mail in pamphlet
and catalog form.
Extra -mur a l Advertising Art Department
Organ izat ionof de partnent.--The purpose of the art
department is to develop layouts and ads for the newspapers,
direct mail and bus cards. The art work for the direct
mail and newspaper ads is done in the store. Only the
general layout and a choice of colors are decided on the
bus cards. This information is sent to the Almer Ingle
Company of Fort Worth, which does the silk screen work for
the bus cards.
There are three employees in the art department--two
production artists and one combination layout artist and
copy writer. The advertising manager helps the copy
writer with the layouts; so the two production artists sel
dom do layout work. The buyers state what they want ad
vertised; however, the final arrangement of the ads is the
responsibility of the adver t is ing manager. The artists are
not assigned to particular jobs but are given the jobs as
they come into the department. Art work is free-lanced if
it requires a special technique or contains elaborate detail.
4VA a a " Z wo w a wo W, NOW a- 0 On " 0-0 wo 0 9 WAWA 0
27
Photographs, if used, are also free-lanced to individual
photographers in town. Some of the large manufacturing
companies send the store some mats and photogrep hs, but
the art department uses them sparingly.
There is no set number of pages used for advertising
in the newspapers. The departments requiring the most
advertising are the men's and women's fashions and house
hold appliances.
Materials and services.--The choice of materials for
the art department is dictated by the advertising manager
who, because of the advertising budget, limits the artists
to mediums and materials which can be reproduced easily at
a minimum cost. Mediums such as fluorographic paint and
India ink are used generally. For inspiration the artists
use illustrations purchased from the different service
Companies--such as Cramer-Tobias-Meyer, Ralph Heineman Mat
Service, the National Clipping Service--and they also get
ideas from such magazines as Vogue, Harpar's Bazaar, and
Esquire. The use of the mat services is generally limited
to the hard lines and men's wear. The choice of mats is
left up to the production artists.
Personnel.--An interview with the advertising manager
and the employees of the art department revealed that the
advertising manager had had no art education or experience
before taking his present job. Both of the artists graduated
from Texas State College for Women, where they both majored
28
in advertising art. The layout artist and copy writer
graduated from The University of Texas, majoring in jour
nalism. Neither had had any previous art experience.
Interior and Window Display
Organization of department.-The window and interior
display department--although under the supervision of the
advertising manager--has a display manager who is respons i
ble for the colors, layout, and theme for all interior and
exterior displays. The display manager works with the ad
vertising manager and the buyers of the various departments
in selecting the merchandise to be displayed. The buyers
ard heads of the various departments only suggest what is
to be advertised. The display manager, working with the
advertising manager, plans the theme, location, layout,
amount of merchandise, and color schemes for the displays.
Inspiration for the theme and layout for some of the win
dows comes from such magazines as Display World, Southern
Dip lay, Western Disp lay, and Harper' s Bazaar. The display
department has three employees, not including the display
manager, but only one is assigned a particular job--that
of running the sign-printing machine. The other two em
ployees are not assigned specific duties, but help in the
building of the sets and trimming of the windows.
Materials and services..-The smaller sets and back
grounds are made in the store, with the use of such materials
as .liage, wall board, and cardboard. These materials are
bought from such local display companies as Powell and
.- ,:- - s, -, ,. - ... ate .. ,ax,;,-, w.._:r.,. ue .,,-. , T ,,.y r..;...:,.t,.«.o-_-rss.
29
Young Displays, Screencraft Display, and Sparkway Display
Company; the larger displays are purchased from Sylvan
Cohen Displays, Inc., of San Francisco; Glo-Brite Products
of Chicago; Display Equipment Company of' los Angeles; and
L. J. Uarrot Company, Inc., of New York.
Personnel1.---An interview with the staff of employees
of the display department revealed that none of the em
ployees, including the display manager, had had aiy art
education or experience before entering the display field.
Washer Brothers
Advertising Art Setup
There are two separate departments in the advertising
system of Washer Brothers' store; the art department and
the d isp lay department. The art department is responsible
for all the direct mail and ads for the store., while the
display department is responsible for all interior and ex
terior displays. The manager for these two departments is
directly responsible to the vice-president of the store,
who determines the advertising budget for the year. The
manager works with the heads of the two departments and
the buyers in deciding what merchandise is to be adver
tised and displayed and also how much space and money will
be allowed each department. To a certain extent the budget
is determined by the bus iness volume of the department for
the past year. The buyers and the advertising and display
managers work out general plans one month in advance and
-6 KS . " s-,.cs+au. -. ,a. -. a'n.,....irA:dm v .. w .. i-. Y.,..
30.
specific plans five days in advance. The department re
qutiring the most display and advertising apace is the
men's fashions. All of the advertising space is bought
from the three newspapers--the Fort Worth Star-Telegram,
The Fort Worth Press and The Fort Worth Shopper--but most
of the advertising is done in the Fort Worth Star-Telegram.
Extra-mural.Advertising Art Department
Organization of department.--The extra-mura l adver
tising art department, although separated from the display
department, works with it in co-ordinating advertising with
display. The primary responsibility of this department is
to create the art work for the newspaper ads. The adver
tising manager, although respons ible for al of the work,
creates the layout and selects the mats for the men's
fashions. The other member of the art department is an
artist who works up the layout and copy, selects mats, and
ma kes the illustrations for the omen's fashions. Washer
Brothers does not ute bus cards but does handle direct
mail, which is created by large manufacturing companies.
The art department has nothing to do with the art work of
the direct mail, only with its distribution.
Materials and services.--The artist is limited in her
choice of materials because of the budget, and usually
works with f luorograp hic paint and lamp black in wash ef
fects and India ink in line effects. The mats for the
women's fashions are sent free of charge by the manufac
turers of the women's wear. Only the accessories are
31
illustrated by the artist. The mats for the men's fashions
are bought exclus ive ly from the Cramer-Tobias-Meyer Mat
Service. The only free-lance work done is in photography
and lettering.
The art department subscribes to all the men's and
women's fashion magazines and the National Research Bureau
Clipping Service, and uses them for guides and inspiration
for layouts and illustrations.
Personnel.--It was found by interviewing the art de
partment employees that the advertising manager graduated
from Texas Christian University with a major in journalism.
He had no art education or experience before entering the
advertising field. The artist graduated from Texas Wesleyan
College, with a major in fashion illustration.
Interior and Window Display
Organization of department.--The display department
handles all the interior and exterior displays, under the
supervision of a display manager. There is a co-ordination
between the display and art departments during special
seasons or special sales. The sets for the displays which
are produced In the store comprise racks and. stands to hold
merchandise and signs; large props and backgrounds are used.
very rarely. Few displays are used in the interior of the
store, and these usually consist of small signs. The mana-.
gers of the departments decide what is displayed; but the
theme, color, and number of objects used in a display are
j'.' - . x,_. . .i ,...9 . .. a irwli,,:r .-. ryx a:..G;__- rtPo'iiUskr.r 1.. '., r 1x'
the responsibility of the disp lay manager, who, in turn, is
responsible to the vice-president of the store for his se
lections. The windows ame not assigned but are distributed
to the departments, depending on the season of the year and
the amount of merchandise sold in these departments during
the previous year. The theme of the windows is sometimes
decided upon by the vice-president. It is his policy to have
the display department vwrk with civic and national groups,
incorporating certain phases of their campaigns in the win
dow arrangements. The work is usually planned from one to
three weeks in advance, depending on the season of the year.
Materials and services.--The materials for the stands
and racks are purchased from local display companies or
lumber yards, and usually consist of wood, masonite, wall
board, and water-based paint. The signs are done by the
show-card artist, who is the other member of the display
department.
Personnel.--An interview showed that neither the ad
vertising manager nor the show-card artist had had any art
education or experience before entering the display field.
Wally Williams ComIpnync.
Advertising Art Setup
The advertising system of Wally Williams revolves
around one individual--the adve r t is ing manager--who is re
sponsible for the interior and exterior display and the
advertising. The advertising manager works with the manager
... $. ,. _. r,-,.. . , ....- t., r . w._,.. .;Sx - - v, :, q..; - ._.,.. re c..5 rdti.:'+F tk WGY_+fx> n,-... "-R
of the store in selecting the material to be advertised
and the merchandise to be displayed. The advertising
manager is responsible to the manager of the store for the
advertising budget and for the distribution of window
space and of advertising space in the newspapers. Most of
the advertising is done in the Fort Worth Star-Te,
although The Fort Worth Press and The Fort Worth Shopper
are used occasionally during large-scale campaigns.
Extra-mural Advertising Art Department
Organization of dep artment.--The advertising manager
is responsible for the layout, copy, and illustrations
for the ads. Mats are not used extensively in the adver
tising set-up; but when they are used, they are furnished
by the Star-Telegram at no charge to the store. Direct
mail and bus cards are not used by the store. Free-lance
artists are not employed in the art department unless a
photograph is needed for an ad.
Materials and services.--The advertising manager uses
fluorographic paint in half-tone effects to keep down the
cost of reproduction. India ink and line work are seldom
used.
The art department subscribes to the Dallas Morning
News and The New York Times, which are used for reference
and as guides in creating the layouts and in the selection
of the style of figures for an illustration.
Personnel.--The advertising manager of Wally Williams
had no art-school education but he had had experience as a
free-lance artist before accepting his present position.
Interior and Window Display
Organization of department.--The advertising manager
also supervises the theme, color, layout, and locations
for the interior and exterior displays. All of the work
in this department is free-lanced to individual artists.
Due to the specialization in women t s fashions, the windows
are not assigned but are used by the departments handling
the narchandise in season.
Materials and services.--Most of the displays consist
of the merchandise and large background pieces. Few sets
are used, but when required, they are made by the free
lance artist doing the display.
Personnel l.--The advertising manager is responsible
for the work in the display department as well as in the
extra-mural advertising art department.
A. Davis Company
Advertising Art Setup
The advertising sys tem of A. Davis Company is divided
into two departments--the art department and the display
department. Over these two departments is the president
and owner of the store., but there is a general advertising
manager and a d isp lay manager of the two departments. Most
35
of the advertising is done in the Fort Worth Star- gr
but The Fort Worth Press is used at times. The budget for
the d isp lay and art department s is worked out by the pre s i
dent and the advertising manager. The disp lay manager is
responsible to the advertising manager. There is always a
close co-ordination between the merchandise displayed and
the merchandise advertised. The choice merchandise to be
displayed and advertised is dependent on the time of year
only, since the store specializes in men's wear.
Extra-mura l Advertising Art Department
organization of department.--The advertising manager
is the only member of the art department. He works on the
layouts only. There Is no free-lancing of live art work
but sometimes a free-lance photographer is called in to
photograph some particular merchandise which the adver
tising manager believes needs more emphasis.
Materials and services.--The mat service is sent ex
clusively by Hart-Schaffner and Marx, free of charge to. the
store .
Personnel.--The advertising manager is a graduate of
The University of Texas with a major in advertising.
Interior and Window Display
organization and services.--The display department also
has one employee--the display manager, who arranges the
color schemes and layouts for the window displays. The
36
number of objects used in the windows is decided by the
display manager, although be works under the supervision
of the advertising manager. The interior displays are set
up and arranged by the display manager; locations are
chosen by the advertising manager.
Materials and services.--No sets or props are used
in the windows; only signs, racks, and merchandise. The
signs are painted by the display manager, using tempera
and show-card paint on heavy illustration board. The racks
are sent to the store by the clothing manufacturers. The
interior displays consist largely of cut-outs which are
also sent to the store by the clothing manufacturers.
Personnel.--The display manager had no art education
or experience before entering display work.
m
CHAPTER III
EVALUATION OF THE ADVERTISING ART IN THE EIGHT STORES
Introduction
In evaluating the advertising art of the stores under
consideration, one typical newspaper ad from each store
will be analyzed. Since only two of the stores create bus
cards and only one uses direct-mail brochures, only one bus
card and one direct-mail brochure will be evaluated. Each
example will be evaluated from the standpoint of effective
ness of the layout and the extent to which the artist made
use of the art principles--balance, emphasis, and conti
nuity. Style as achieved through the use of the principles
with the art elements--form, line, color (dark and light
values), texture, and space (two-dimensional) will be con
s idered in arriving at an esthetic evaluation of each illus
tration. I
Customer appeal, of which the advertising artist must
always be conscious, will also be discussed in judging the
effectiveness of each specimen.
For comparison, the writer will present an illustration
of an ad, a direct-mail brochure, and a bus card which he
considers more successful from the standpoint of layout and
style than those produced by the Fort Worth stores.
1For a discussion of the art elements and principles see: Ray Faulkner, Edwin Ziegfield, Gerald Hill, Art Today, pp. 160-228.
37
38
Leonard Brothers't AdvertAisting A
Newspaper Ad
The newspaper ad, shown in Figure 1, was selected
from those produced by the extra-mural advertising art de
partment in Leonard Brothers' Department Store.
Iayout.--The informal balance of the ad fails to hod
the reader's attention in spite of the emphwis placed on
the large figure on the right of the ad and the catch line.
Because of the numerous illustrations, scattered copy, and
badly arranged labe ls, the continuity is spotty and the
subject-matter is difficult to grasp.
Style.--The figure illustrations used in the ad have
no distinct stylization of form or line which might give
them eye-catching appeal. As a result the appeal to the
customer is solely by means of the emphasis placed on the
merchandise names. The artist has neglected to use effec
tive textures or value contrasts, which would give the ad
interest for the reader by breaking up the monotony. The
arrangement of the space between and surrounding the figures
does not give the figures depth, and the amount of space
does not appear adequate for the amount of merchandise pre
sented.
Customer appeal.--The function of the ad in Figure 1
was to create in all types of women readers a ce ivte
for a suit and accessories. The catch line and large figure,
although emphasized, fails to attract and hold the eye
39
A.
Voran a pere Onwby xat hralt
e aa r s s. a .. u
1,.ngly Interpreted by she world's laadmgq ashan syllshs. Capluring aA th eonce owd boay o she Volentinae
season .see th lovely creolmen to n ero et teon rs.
Fashionable Spring Suit From The Most
Compete Collec.ton o wool suie ; ;ie
r , most tr umphenl $pr - season choc e Y f. . l.o Laonced s larger -w ef.eom Styl : /e "
ILeft la rega ) Hl r utby Canury of CGIB- \_ /
~- 489"I[ hee r gd
. 49«
.rnm alur
rs Matn n h e onreh n fskih
char flng n. ne
f"
e1
. Y., vle" s.een hmaY. n
Fig.+ ~jtnt 4-N sa e Mwdderti tck Ian r Bro er
De a tm n aStor.1 rioe.ar
l i P' i I I
40
of the reader. There is no centering of attention in the
ad. The display of large numbers of suits and accessories
gives the reader a variety of merchandise but fails to em
phasize the figures in a way which would hold the reader's
attention.
Bus Card
Leonard Brothers' bus card which was selected for eval
uation is shown in Figure 2.
Iayout.--The layout has formal balance. It is simple
and easy to grasp because of the gesture of the hand and
the large, simple type of lettering. The continuity is
lessened by the over-emphasis of the flowers, which tends
to lead the reader's eye away from the figure and copy.
Style.--The stylized line used in the figure illus
tr ation gives the ad in ter es t and emp has izes t he va lue
contrast. The form of the figure has been sLenderized to
41
add grace and charm to the presentation. The style of let
tering is simple, and suitable for feminine readers. The
space surrounding the work gives the ad an appearance of
cleanliness and refinement.
Cus tomer mipe al. --The function of the ad was to at
tract the attention of any member of the family. The ad
does secure attention by the emphasis placed on the color
and simple layout; however, since the style of the illus
tration is predominantly feminine, and would thus appeal
to women readers, it does not possess enough eye appeal to
attract masculine readers.
W. C. Strip lin ComyanyAdvertising Art
Newspaper Ad
The newspaper ad selected for evaluation from the
W. C. Strip ling Company is pictured in Figure 3.
Layout.--The layout seen in Figure 3 is clear, simple
and informally balanced. The three figures carry the
reader's eye over the ad, and the triangular shape in the
background holds the figures together, thus giving con
tinuity to the design. The figures are emphasized by their
colors, placement, and size, thereby attracting and holding
the reader's attention.
SyLa.--The elongated stylization of the figures in
this ad gives the appearance of style aid grace. The
simplification of line work used on the face and feet of
the figures directs more attention to the merchandise.
42
Seed.o. Oseec. a. 3. 1e
A Slint line suit .mpltesized by smnooth oam button rolt wit notched laeYour hice of Mintrel necy, gumbo teft eobige. , O Sizes 2 to 20.
r
For
Giving or for Your Own Holiday Wear
it
Special Purchase SALE!
New 1951
Spring Suits
59.95 Values
$49 of MIRON Imperial Gabardine
in MINSTREL NAVY Whet a show these fine suits are! The finest 100% worsted wool Imperial gabardine
by Miron iA Spring's best minstrel navy... tailored to perfection and in three
wonderful styles. These are the suits you need and want right now! turry. don't
delay, come in and try one on. take it home for yourself or select i+ for
a gift. It's sure to be truly her favorite gift.
STRIPLING'S SECOND FLOOR OF FASHION
A button trimmed beauty with suave sophistication youl appreciate.
Notably neow pocket detail with row of buttons and in Minstrel Navy.
Also in black, gumbo ten or pink. Sim Ioto I.
Fig. 3--Newspaper advertisement, W.
So feminine and flattering a sut with scalloped collar, oblique
cut pockets with button detail. Choose it in Mintrel
Nay, black, gumbo tan or beige. Sizes l0 to II.
& r
, i
OR? Oaie STAa-TE~ GeA/ «nA- PAGE SEVENF W
C. Str ip ling Company
43
The color--dark and light pattern in the reproduction--em
phasizes the merchandise and holds the reader's eye. The
balance of space between the copy, lettering, and illus
tration is eveaty distributed. The space gives the illus
tration depth and causes the ad to appear larger than it
really is.
Customer appea .-- The ad serves its function, that of
attracting the interest of female readers who are looking
for something of high quality in which style and good ma
terial are combined at a minimum of cost. The author feels
that the ad has done this by the simplicity and directness
of the layout and by the emphasis put on the well-chosen
illustrations and lettering.
J. C. Peney Company Adver t is ing Art
Newspaper Ad
A newspaper ad which is analyzed as typical of those
from the J. C. Penney Company is shown in Figure 4.
you .-- The illustration shown in Figure 4 is broken
down into separate ads and divided by lines or frames.
The ad as a whole does not follow any form of balance; it
is cluttered, and seems to have no continuity. There is
no particular illustration or block of lettering emphasized
to give the ad interest or appeal.
Style.--The style of the figures lacks any variation
of form, line, or color which might give the illustration
interest, There was an attempt to use texture, but because
44
PENN LUCKY It
FORT WORTH'S FASTEST GIWING
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ydns out lo
TIL9P.
Fig. Company.
4--Newspaper advertisement,
.J. C. Penney
of the lack of value contrast, it fails to function. The
style of lettering, although s imp le , does not vary enough
in size to attract the proper amount of attention.
--
I OPIA EVRY F611
45
Customer apps l.--'he function of the ad in Figure 4
is to appeal to one or all members of the family. Because
of the lack of clearness in layout and copy, and because
of the fact that the illustrations and lettering possess
few qualities which attract or hold the reader's eye, the
author feels that the ad is less effective than a simpler
presentation would have been.
Monnig's Dry Goods Advertisin Art
Newspaper Ad
The newspaper ad shown in Figure 5 was selected as
typical of those produced by the advertising art depart
ment of ionnig's Dry Goods.
Laout.--The ad has an informal layout which contains
several scattered illustrations but is held together some
what by two sets of diagonal lines in the background. The
figure in the upper right-hand corner has been emphas ized,
but not adequately, by its size.
yle . -- 'h art work of the ad shown in Figure 5 is
a combination of live art and photography, techniques
which normally blend well together. In this ad the shirt
pictured in the lower right-hand corner attracts the cus
tomer's eye because of its dark value and draws the atten
tion away from the other merchandise. The form of the
figure is of a blocky, masculine type, stylized by the use
of tone value and the variation of lines. There is no
attempt to use texture in the lettering or the illustration.
46
RUDAY MARCH , 195 The Frt Ws.k R-W f
MONNIGi
Store Hour 9:30 to 5:30 Spri
Monday thru Saturday
"Doric" White Broaddth Shirt . . . 3.5C
I. l
Cho c Mre9
le etr.R 9 Se~~~~e d 1 Tw
Mennig's Street Fleer Nan's Shop is ready for warm weather activities with a wonderful selection of the latest styles
for men.
ng Harmony for Men ...
The fabr4
Botan Sprin
Lon s zns
-oru s rs
br is *h* OWi of Ass wuit in
ny Brand 500"
g Suits
500
Get your auto icens in Monniq's
Auto License Booth
Convenenly located in Money S -etFioor
MasShop
Iby D.,eof
d Bere , n 1u fr«. tM fob- t nt x the n! ... ' , ... W7. 7.5.. n. 76
37 . G..4 ,.d 7.r ol ;7 t, . C C,
4'htOn Ss, ' _
Manha~an's Exclusive
Nutone Ties .. 1.50
0l ed'es-p cla..s Well -ad. nd They ".j1 "t- . _._ ee m.. ,mont c tm.. ig.
e tt
End-to-end Broadcloth 95 Nutone Shirt .. . . ..
Nuts... - l . r y thH heslo efi .t .rI
1e ~ ~ ~ ~ ~ ~ . ..n t..r styled fr pn -9w.r e.9.y .1,
Nto e por t S r b 17. 3. 5
- - -aMa' Exhattan
-Nutone Shorts.. 1.50 Athletic Vestsn. . I .0 -«1
eor perfecioorn shpe 9s{ a. me
Florshoim 's Cool 95 / Ventidded Shoes. . . .
u 6 ... Cr .. yeu w . or .. 7 ' s o
S te -q ,ML30
Fig. 5--Newspaper advertisement, Monnig's Dry Goods
l F I IMI
47
The line work of the two spot illustrations is interesting,
but the units are too small to be functional. The spaces
between the lettering and the illustrations are well dis
tributed, and they serve, in a degree, to break the monotony
of the layout.
Customer yea1. -- The ad is designed to appeal to the
masculine mind. The presentation of male apparel by a
blocky treatment of the forms, in the writer's opinion, is
a technique which appeals to men; however, the ad lacks the
variety and emphasis needed to produce the most effective
advert isement .
Wally Williams Company, Inc., Advertisin Art
Newspaper Ad
The typical newspaper ad selected for evaluation of
Wally Williams' advertising art is illustrated in Figure 6.
Iayout.--The general layout of the ad illustrated in
Figure 6 is evenly balanced by a bilateral distribution of
the illustrations. The store label in the upper right-hand
corner of the ad attracts the eye of the reader. Then,
the spot illustration directs the attention across the page
and down to the large figures. The emphasis on the size
makes the figures the predominant feature of the ad. The
lettering and copy are simply arranged and do not detract
from the illustrations.
tyl.--Although the line effect used in the spot il
lustration at the top of the ad leads the reader's eye to
48
(Fahion corner
navy--cool as the sea--frosted for contrast
/
iAi
?ig. 6--Newspaper advertisement, Wally Williams Company, Inc
the figures, it competes with the catch line. The artists
have used strong value contrast, which attracts attention;
however, more variety in the values used in the main figures woukd have made the ad more interesting. The form of the
shoes illustrated in the ad is slenderized to give them
grace and quality. The lettering is likewise slenderized end is simple in style, thus harmonizing with the represen
tational e laments of the ad. The use of both upper- and lower-case lettering in one style keeps the catch-lines
from being monotonous. The large areas of blank space
49
around the copy ard illustrations give the ad an appear
ance of cleanliness and refinement.
Customer apal. -- The function of the ad illustrated
in Figure 6 is to create in the reader a desire for sum
mer fashions. The ad has achieved this by its simple lay
out and choice of copy. The style of the figure, however,
seems dark alheeavy, inappropriate for spring. The atmos
phere or mood for the ad was created by using the spot il
lustrations of ships in water.
R. S. Cox and Com Advertsin Art
Newspaper Ad
The author has selected a typical newspaper ad, il
lustrated in Figure 7, for evaluation of the advertising
art produced in the extra-mural advertising art department
of R. E. Cox and Company.
Iayut.eThe layout of the ad illustrated in Figure 7 is e veaLy balanced by the illustrations, which frame the
copy on three sides; however, this plan does not seem to relate the two elements--illus tra t ions and copy--well
enough. The size and decorative treatment of "Easter'" at
the top of the page is successful as a means of drawing
attention to the ad. However, the emphasis placed on the store label at the upper right-hand corner of the page
breaks the continuity of the layout by attracting the reader's eye away from the merchandise.
. _ . *,.. .,.
50
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ench Ra.n. 895
1 Luc F.'- .un huy he I.bW wn
h lIea .ccent. Third 9w F0344. h 4 . 1499
-Cofod F--erseto[ import ed tweal of lohn B..
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50 69. ., 9
For Wrar 1.4. +A.A9.Fro,.-d 44 a 4.. 4.4., 2299 r la tr
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a wh p thn.29
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4Fig.
Company.7--Newspaper advertisement, R. E. Cox and
/
I
51
Style.--The figures displaying the merchandise lack
the variation of line and form which might give them ele
gance or class. The use of texture patterns on the mer
chandise helps hold the attention of the reader, but the
flowers used on the lettering and between the illustrations
seem too insistent for the emphasis placed upon the mer
chandise pictured.
Customer appeal.--The purpose of the ad is to inspire the feminhin reader to purchase new fashions and accessories for Braster. The ad has partially achieved this
function by its layout and copy; however, emphasis and
sensitive proportional re lat ions hips -- qualit ies which produce an interesting and eye-catching illustration--have
been neglected.
Direct-mail Brochure
The typical direct-mail brochure, shown in Figure 8, was selected by the author for evaluation.
?y "--The informal balance of the layout of the cover of the direct-mail brochure is easily grasped because of its simplicity. The label, which has been emphasized by its size and treatment of values, attracts the at.. tention of the reader and directs the eye to the illustra. tion and copy with clear continuity. The simple type of lettering used attracts attention by its size and simplic
ity.
52
...
R. E.
Fig. 8--Direct-mail brochure, Company.
R. E. Cox and
53
Style.--The figures used in the illustration are
small, but they create interest because of the way in which
they are rendered--a linear treatment combined with solid
areas. The use of texture appears too spotted and is con
fined to too small areas to achieve any good purpose. The
distribution of blank space accents the illustrations and
lettering.
Customer appeal.--R. E. Cox and Company's brochure
was created to appeal to the woman of the house. It has
achieved this by means of the style of the illustration,
the simplicity of layout, and the wording and size of the
catch-line.
Washer Brothers Advertisingrt
Newspaper Ad
The typical newspaper ad, illustrated in Figure 9,
was chosen for evaluation of Washer Brothers' advertising
art.
Iayout.--The layout of the Washer brothers' ad is
easily comprehended because of the simple, informal balance,
with emphasis upon the figure on one side of the copy. Only
the bare essentials of illustration, copy, and lettering
are included. The emphasis is placed on the merchandise,
and the store labelenters the attention of the reader.
The continuity is established by the s imple layout and easy
repetition of objects the eye must follow in order to grasp
the ad.
WK4^9 - wl-
54
This is
WA SHER CIVIC MUSIC
RO . ASSOCIATION WEEK
Be sur you join.
crisp
rayon
shant
2-pie
suit
For Sprin
abiding fro
thoughts t shontung
dress
$13"5
ng-into-Summer ishness ...
urn to the
2-piecer, with
bib-front, cuff-sleeved jacket-top ... a fly-front,
narrow skirt. Black or
toast in sizes 10 to 16.
SORRY, NO MAIL ORDERS
LITTLE MISS TEXAS SHOP
Fig. 9--Newspaper advertisement, Washer Brothers.
55
TS2e.--The human-ffigure illustration has been elon
gated and simplified to add glamour and class to the ad.
The distribution of dark and light values in the illus
tration gives the ad eye-appeal, and the textural repre
sentation of the cloth is simple and effective. The style
of the lettering is fine and delicate--suitable for the
merchandise; but the bad spacing makes the copy difficult
to read. The blank space in the layout seems adequate for
the amount of merchandise and copy displayed.
Customer appeal.--The ad under consideration was de
signed to appeal to feminine minds with a taste for deli
cacy and refinement. The author feels that the ad has
achieved this goal by its use of simple layout, choice of
type, use of delicate line, and simple treatment of the
illustration.
A. Davis Company Advertisin Art
Newspaper Ad
The typical newspaper ad illustrated in Figure 10,
was chosen for evaluation of the advertising art of the
A. Davis Company.
jout.--The layout of the newspaper ad is balanced
by the figure on the left and the copy and label on the
right. The figure is emphasized by its size and linear
treatment; however, it is well-related to the label,
"Worsted," which attracts attention by its darker value.
The lettering on the catch-line is bold, but the
56
Me're
right! a
is the right silt to
carry you smartly through - from a day at the ofice to that after-siz date.
And what worstede The finest, longest-weaning 1
suiting from the best Ameri)
can and British looms, incltding many patterns that are exclusive with Campus To .
Here are all the season's preferred colors and blends in
single and double breasted models.
FROM--55
Fig. 10--Newspaper advertisement, A. Davis Company.
accompanying script is too small to be read easily. The
continuity is spotty because of the wavy line which
separates thE two catch lines.
itre
right!
57
yle.--The illustration lacks a distinctive linear
style, and its values are not co-ordinated. The attempt to
show texture in the suit represented is moderately success-.
fful.
Customer ppeal.--The ad in Figure 10, designed to
appeal to men readers, is good in that it centers the at
tention upon one article; however, lack of clarity in the
rendering of the illustration and small type reduce the ad
to mediocrity.
The illustrations of the ad, direct-mail brochure,
and bus card viewed in Figure 11, Figure 12, and Figure 13
are the examples selected by the author for comparison
with the illustrations previously discussed.
Neiman-Marcus Advertising Art
Newspaper Ad
The Neiman-Marcus newspaper ad was chosen by the
author for comparison because of its successful use of
layout and style.
Layout. -- The informal balance of the layout is s imp li
fled by the consolidation of the three figures by the use
of the large arm. The emphasis given the arm and hand di
rects the reader's eye to the figures. The continuity of
the ad is created by the repetition of the figures, which
directs the eye from the figures to the copy, store label,
and catch line in one easy glance.
58
r
2t
daffs/ Frah cheer Fellow daffodil.!
Whaut could look brighter, .ere craisier, ovea if yoa'se
her. for the winter! Earm shr for "kirpid, extra spatial so wear over lam every*4ng Prsanla Been
with Dior drp shoulder, s.69 F.m..s. o.d F.. op.
John Barr.'s eAitiag .. noto. e hived
~~- to 'y jacke teadred with pu.rl bw.9. S or.,,sho.,sas.,d n,,, Beheaan wol. balld and "..iag. 4s.0
i Y-ur, G 4. Thonird Fl..r. Alli. i1o 16i
Fig. l1--Newspaper advertisement, Neiman-Marcus
(
4d
120 design of complete unit
o
59
Style.--be simple style of the figures is brought
about by the clean color contrast areas and the variety of
line used on the coats. The checker-board texture of the
arm attracts attention and directs the eye to the figures.
It does not detract from the figures because of the plain
treatment given the hand, which separates the patterned
arm from the figures. The form of the figures is s lender
ized and distorted to give the ad grace and eye appeal.
The simple type used in the copy is well-spaced and easily
read. The hand-printed letters in the catch line are
interesting but do not take away from the figures. The ar
rangement of white space around and between the figures,
copy, and label gives the ad refinement and an appearance
of greater size.
aus t omer ppeal.--The Neiman-Marcus ad was created to
appeal to women who are looking for clothes which are in
dividual and possess style and distinction. The ad has
achieved this by the s simple layout and by the emphasis
on the merchandise, which has been treated in such a man
ner as to suggest style and good taste.
Worumbo Advertising Art
Direct-mail Brochure
The illustration used for the comparison with the di
rect-mail brochure produced by a store in the Fort Worth
group is shown in Figure 12.
-:n.-. ----. .....- . -,s. p 4- :wns . :n-a. .em:. e e-, .orsv=41.minie.sonilmammil.Jals i WMaatillal-e=lMillii'liggil 1 -
60
4'-v
j: " *g
9K ;sf
Woolen 'h
Fig. 12--Direct-mail bro cure, Worumbo
Wonderful
z
.
k .
61
Iayout---The informal balance of the layout creates
interest by contrast in the size of the two figures. The
large figure in the foreground stresses the texture of the
cloth in the suit represented. The figures are tied to
gether by the label and catch line, thus producing an easy
continuity which makes for comprehension at a glance.
le.--The emphasis placed on the figure in the fore
ground creates eye appeal and gives the reader a good repre
sentation of the texture of the merchandise. The strong
value variations on the large figure attract attention and
give contrast to the ad. The smaller figure has a cleaner
treatment of values, giving the reader a good view of the
style of the merchandise advertised.
Customer appeal.--The specific function of this ad
was to interest the masculine reader in the purchase of a
woolen suit. By the emphasis on the texture and style of
the merchandise and the easy comprehension of the layout,
the writer believes that the ad has achieved its purpose.
Wrigley's Advertis Art
Bus Card
The bus card as seen in Figure 13 was selected by the
author for comparison with Fort Worth bus cards because of
its successful use of layout aid style.
Iyout.--The informal balance of the layout is orderly
and s imp le , due to the minimum amount of material displayed
.. ... >ra d ,..'i .,ICi _4-.v.l.e vvt4+:arM _ _ . .. ,, _..a
62
different- delicious
Fig. 13--Bus card, Wrigley's Juicy Fruit
in the ad. The emphasis on the package of chewing gum is
produced by the extreme value contrast between the illus
tration of the head in the background and the package of
chewing gum. Continuity for the ad is created by the
simple treatment given the merchandise, the illustration
in the background, and the lettering.
Style.--The treatment of the head in the background
is simplified and stylized by using a technique which is
interesting and refreshing. The contrast in value between the head in the background and the package of gum is great
enough to attract the attention of the reader to the pack
age of gum, which holds the reader's eye. The lettering is of a plain,simple type and the use of only two words is
adequate to put over the selling point of the ad. The
placement of white space on the bus card gives the ad an
appearance of cleanness and refinement.
63
Customer appeal.--The purpose of this bus card was to
create in the mind3 of all types of readers a des ire for
a different and delicious gum. The author feels the ad
has served the function for which it was planned because
of the simple continuity of the layout aid the eye appeal
created by the style and technique of the illustrations.
CHAPTER IV
CON C LUS ION
Summary
In this study the author attempted to evaluate the ad
vertising art of eight retail stores in Fort Worth, Texas.
As a background for this evaluation, the organization of
each art department, the number of employees, and the educa
tional background of each member of the group was investi
gated. The evaluation comprised analyses of newspaper ads,
direct-mail brochures, and bus cards. One typical news
paper ad from each store and a bus card and a sample of a
direct-mail brochure from two of the eight stores were used
to illustrate the text. This selection was made because
not all of the stores use direct-mail advertising and bus
cards, but all of them do extensive newspaper advertising.
For comparison, in addition to the illustrations men
t ioned above, one newspaper ad, one bus card, and one di
rect-mail brochure, which--in the writer's opinion--rank
higher artistically than those produced for the Fort Worth
Stores, were also included.
Standards for the evaluation were compiled from a
number of authoritative sources, since no satisfactory
complete set of criteria was available.
64
W-09mlim-'. 4"Aw'*
-65
After carefully considering the advertising setup and
product of the eight retail stores included in the study,
the following characteristics were found to be common to
the group:
1. The individual systems were weJll organized.
2. The systems were usually divided into two separate
parts, the art department and the display department.
3. Between the art and display departments' there were
definite attempts at co-ordination of advertising.
4. In both departments it was the advertising manager
who made final decisions.
5. The art work was usually planned several weeks in
advance.
6. All individual systems were regulated by budgets.
7. All of the stores patronized the three Fort Worth
papers for advertising purposes.
8. The stores used only a very small amount of free
lan ce work.
9. Advertising and display space was distributed to the
departments in the stores on the basis of their potential
selling power, based on past performance.
10. In all stores, fashions and household appliances
were the departments which were allotted the most space
for adver t is ing.
Procedure in regard to purchase and selection of
materials was also found to be fairly uniform in the eight
stores. It may be summed up as fo allows:
66
1. For the art department the materials were selected
by the advertising manager.
2. The display manager selected the materials for the
disp lay department.
3. The materials were selected on the basis of suita
bility for cheap reproduction.
4. All of the systems subscribed to mat and clipping
services.
5. All of the materials for the art departments were
purchased locally.
6. Some materials for the display department were
bought locally; others were purchased out of state.
7. Materials purchased for display purposes were used
repeatedly.
Certain general statements may be made concerning the
personnel;
1. The individual systems were well staffed as to
number, with particular jobs assigned to specific indi
vidua ls in some cases.
2. The reproduction artists were well trained for that
work but were frequently assigned to jobs with which they
were unfamiliar.
3. The advertising and display managers had poor art
backgrounds, although they made final decisions in regard
to the art work.
4. Most of the employees were sometimes assigned to
jobs for which they were unprepared.
67
5. Most of the display employees had had no adver
tising art training before entering their present positions.
The following points summarize the criticism of the
art work incorporated in the advertising of the stores:
1. The layouts, on the whole, are cluttered by the
inclusion of too much merchandise to be illustrated in a
limited space.
2. The merchandise is well represented as to view shown
but weak in value contrasts.
3. The choices of copy and type are usually appropriate
in style to the merchandise illustrated.
4. Most of the ads serve their func tion only partially
since they are not so designed that they attract and hold
the attention of the reader.
In conclus ion, the work produced by the various sys
tems of these eight retail stores seems, in the author's
opinion, to have slipped below the desired standards be
cause of the lack of important features essential to suc
cess ful advertising art: the lack of art education of the
employees, the assignment of employees to jobs for which
they are inadequately trained, and the lack of variety in
the style of the art work.
Recommendations
The fo llow ing recommendations are suggested for the
improvement of the advertising situation in the stores
studied:
.
Z>8
1. Create in the city an art directors' club or simi
lar organization to stimulate the advertising art personnel
of the various stores to produce advertising with better
se lling power and prestige. This could be done by having
lectures from different advertising sys tems; movies; and
exhibitions of advertising art, both local and national in
scope.
2. Employ individuals who are educationally qualified
to do the work.
3. Develop within each advertising art department a
method of evaluating the work produced by the group.
4. secure variety in style by using more free-lance
work.
5. Use as many different mediums and materials as
possible.
6. Develop more effective copy by co-operating with
the newspapers in the selection of type.
7. Encourage the members of the various systems to
be creative.
8. Minimize the use of mats and clipping services for
illustrations and layouts.
9. Increase the effectiveness of the ads by observing
the points set forth in Chapter III as essential to good
layout: comprehens ion, style, and customer appeal.
BIBLIOGRAPHY
Books Cited
Fauikner, Ray, Ziegfield, Edwin, and Hill, Gerald, Art Toda ,New York, Henry Hoelt and Company, 1941.
Books Consulted
Art Directors Club, Nineteenth Annual of 9 dvertis in Art, New York, Iongans reen andc.,~j194 .
Art Directors Club, Eighteenth Annual of Advertis ingAr, New York, longians reen and Co.I9
Art Directors Club, Twenty-seventh Annual of Advertis ing and Editorial Art, ewYrk, Pitman -Fu l - n
~p or at ion " l~.
Art Direactors Club, Twenty-nintbh Annual of dvertieing
and Editorial Ar ,ewYo, P n~eters g G7rp or n, mo.
Byrnes, Gene, Drawing, Iliustration, Car ooning and Paint in, New York., on and Sc star, 19 4M~~
De lemos, John, Planning and Producin Posters, Worcester, Massac useTThe! iv ressIncorporated, 1943.
69
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