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

STORE

ANNIVERSARY VALUE!

Men's NYLON SOCKS Penny's With First Quality

at Lowest Prices!

* English rib and fancies! "Sees 1413!_6 * Dark and P.stels!

Pee.f S,.reet mle af

Non-Skid LOOP RUGS Penney 's

With the First in Value! Q

. N.Sn Back! JdV8 "Sime 22" x 34"!

EVERY FLOOR EVERY DEPARTMENT!

EVERYBODY SAv GARMENT BAGS

ANNIVERSARY : Hold2Gt ,,n.y'. Ser..d F,.., each

Doors Open 9:30 A. M.

Special Buy For Our Anniversary! Wonderful, Washable I EMBERGS I2

for

" Size 12-20! 161-241!

Dozens of lovely style to please you

r e Jus Imgin.! Gsnwin. BSmeinb s ;i for this tiny prie. Hreisa woniderful opportunity for you to save

bag. wash liea hankie an com e onut resh as a daisy ! Ee r Iur intmrow frbsDOOR BUSTER! DOOR BUSTER! DOOR BUSTER!

Rayon Jersey Infants' Batiste New Print"c_ HALF-SLIPS 1 DIAPER SHIRTS g CREPE BLOUSES * Si. S-M.-1 9$. White! Blue! Pink! Maize!6) $. 3j

S Pink! BueMaz- 2 fr Phil :."Im 'e 2 f -Si- 3238 " Cap Sleeves! Peesee aimustPeet. Fourth Flear Preey'e Raeement

Anniversary Buy' Special Purchase! Anniversary Special! FirstFamous Craftsman Girls' Better BUTCHER RAYON SKIRTS DRESS SHIRTS SIT

75 BLOUSES

r) Size 14-17! * Sleeve 32-35'! * Fancies! Solids!

* 39" Wide! Checks' each O N-y WV'). ed, Yl., 49 C * Woven Patterns!

Green NuGy R0o Nu-Craft iBluse... Broaidloh and Batt Pal, Weat, . o. aid Skit . 7.. o vad Cotton Priv+s B1-4 4 d.No Starch Collar! Si. 3-6r! 7.14

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

r7n... Wn.. e S ... r 7 .. w...- .IIl

Th- 4 the "a. '..u %itP look ..

'. . hi

11

f t

R iy}- ', t' J

0

J ~ ' -- -- f

Pure ... 4 Fr.. 4- b Ch.,a. 0494. w5344 h th. n .33 f .ll ,., di,4 with . 4.24tow.d .4 10m .. ,- 44.95. O10,t, d6e T.4 3.,

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..

\.v ,fnF d . I.ed itho g4. 4Th F.

-y er ha de i R, Co-7. Pin FI.eI hoo.o 4 95

50 69. ., 9

For Wrar 1.4. +A.A9.Fro,.-d 44 a 4.. 4.4., 2299 r la tr

I Mal, 01... J...4, S-- f4.b- ~ 9. -~.I 294.l 4,w.A h6d a W p B .

a wh p thn.29

C e* 4 Ae. i n 44 b4 E..chA. n Pi .o ,..t. whre Im.r bm hbylk

2,8 B44 d444444 n. ~ 4.,Ml.

5444. 4uid . 4 . i .4 Fk 4Mir..

iim359

M

" Y

I

1

_ Y

Ig i 1

1

c

3

L

Q .

:t .

r'

V/

Ilk, f

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

,........,'" , 'atrr, .. ,;r... ,s. - _ ". .- i-I+