Review of Advertising. Its Principles, Practice

Abstract

Reviews the book, Advertising. Its Principles, Practice, and Technique by Daniel Starch (1914). As appears from the preface, this book is intended to serve as a textbook for students and as an introductory handbook for businessmen. The author has endeavored to combine the practical and the theoretical aspects of the subject in such a way that the practical experiences of business houses, which are quoted at length, may illustrate the underlying principles, and that the discussion of principles, may illuminate the practical results of business. The contents cover the following phases of advertising: the place of advertising in the business world; problems of advertising; attracting attention; reaching the people; display type; the size of advertisements; emphasis and unity in advertisements; avoidance of counter-attractions; the use of colors and novel features, borders, eye-movement and attention; advertising mediums; trade names and trade marks; headlines; illustrations; repetition and cumulative effect; type and legibility; artistic elements in advertisements; arrangement, balance, and harmony; argumentative advertisements, suggestive advertisements; testing the strength of advertisements; and the ethics of advertising. The organization of the material is excellent. (PsycInfo Database Record (c) 2025 APA, all rights reserved)