Advertisement, Penn/Brite papers, New York & Pennsylvania Company

It is a truism that the fundamental problem of the advertiser and publisher is to get the message into the reader’s mind. Commonplace images and unimaginative visualization afford the spectator little reason to become engrossed in an advertiser’s product. Radio and television advertisers, who use media by which it is possible for studio and home spectators to take part in the proceedings, have discovered the value of audience participation. Producers of print advertising, on the other hand, must …