One ne Apeemisine A Study of British and American. Pictorial Publicity By Perey V. Bradshaw (Director the Press Art School) "he Press Art School, London.
The author is well qualified to dis cuss his subject, for in his capacity the director of a now thirty years old art school he himself must have played no. small part in developing That. artistic netd which is now an essential feature of modern advertising. The book is, of course, mainly intend fed to assist the commercial artist and It is packed with information, guid And & most generous selection of modern posters. It 1s impossible, of course ior the writer on this subject to ignore the great lead given "to advertising art by American experts. Mr. Bradshaw mentions that the United States is credited with spend-Ing no less than £250,000,000 a year on advertising. In Great Britain the Walker's earlier escapades, then came Bernard Partridge, Raven Hill and M, Brock, and his present godparcountrymen to avoid excusing American leadership in advertising art by the severtion that it is merely a matter of expensive luxury. Moreover, ne points out that art in America is not of cent growth, puta plant of over forty years' standing in relation to the ad-even now English magazines have of been able to reach the standard of the monthly magazines produced in America. His survey of American Ddvertising contains, therefore, valuable hints to the British exponent of the art. For he believes that the 1 enormous advance made in the British ally press in recent years gives promise of a really satisfactory achievement, and the beautiful specimens which this book shows certainly seem justify this cheerful view. No advertising department in any firm or newspaper can fail to profit from this excellently marshalled array of plctures and lucidly expressed views.
'AS an example of the type of guldance which this book contains, it may bbe well to quote a passage pertinently discussing the relations between the advertising manager and the artist. Mr. Bradshaw notes with approval the views of a leading railway aqvertising expert in summing up the Geties of the ideal advertising ma ager: should be able to think out! the kind of poster which witl-appeal to the public and sell the woods, and then, ith his knowledge of the work fof various artists, he should commis Sion "a Picture from the man. most likely" to "produce successfully "the! design required. He is convinced that itis not to the Interest of advertising that the artist or. printer should. be encouraged to produce. pictures and! Submit them "on spec" "Such a ays fern is wasteful, and usually ineffee live. "The printer and the artist both have to go to. considerable expense! and trouble, someone has obviously jin the ong run. for all these and eventually a ts his predecessor WWorton ald, that me dividual contact with the porters and Knowledge of their, language rear importance to the climber. The Expedition, met with disappontingly ERG ick in the early advent of the monsoon. The. meteorological table Shows the weather in Apri May and STune, 1933, was much worse than that Inthe same period in 1924, when Norton made his great, effort. ut= {ledge pays a warm tribute to the work of Norton and his team and declares that the information gained from the fight for Everest, I0fe, was ofthe utmost value to the 10% expedition, sea the surviving members of Nor {on's\ climb were untiring in putting their knowledge and experience atthe Aisporal of their successors.
As for" the. atten asked question, whether the climbing of Everest ieortheetemptng, i cannot receive tier answer than is given by Sir Francis Younghusband {In his fore themselves a fi noun Those who would presume 1 at the top of their physical development and be possessed of the highest mountaineering. skill, but, more' Ime portant stil be. animated by "an {nvineible™ spicitma spirit firm and tenacious and ambitious enough to rive on the body to Its seemingly last extremity, yet solness enough throw away all hope of the prize in order fo stand by a comrade or give lace to another" if through him the foal" might the more tutely Ruitledge's modesty in recording the events of a Homeric struggle prompts quotation of the qualities which Sir Francis considers should be inherent in an Everest leader: detailed and illustrated exmination of the advertising campaigns of prominent firms this book is deserving of extensive study. Tt is sometimes thought that in days Gepression advertising cannot get the attention it normally deserves, But in reality it is just when markets reature to be stimulated and trade tak to be re-opened that the wise business man equips himself with this rear instrument for getting into touch with potential clients—ex, 'An Everest leader cannot afford to' be even a "ttle lower than the
Above them. A merely angelic quality angels" yo onside will not sufmce. "For in the mider of Itltude conditions, he must. preserve unruined composure, Even before hho gets 10 the mountain he must have 29,002 Eomesr 1003—By Mugh Ruttedge.
Text read from the printed page and cleaned; old type leaves the occasional error.