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NEW~I.Wt~THERON ADVERTISING ARTAdv ertising -By MI'. R . Smith.The profession of communication, undevelopedand with many growin g pains, is dem onst ratinghow it call be efficien t, effective, en te rtain ing andn ctuall y in demand. Newspapers , radio. ma gazines.T V. etc., a re all ad vert ising med ia, give highquality and fre e information "011 th e backs 0 ["a dve rt isemen ts (tha t 3d . you p a y for th e pap eris mer ely for deli ver y ch ar ges).But gra ph ic adve rt ising is gen er all y not of ahigh standa rd - yet. Ba sicall y th e aims of theadvertising a rt ist ar e to present a clie n t's ser vicewell a nd honestl y, to complement the setting ofthe advertisement and to win acceptance of thead . fro m the public. Certainly all these ideals arerarely present in an ad, but this is not the f<strong>au</strong>ltof th e true artist . Cheap, dishonest clients, andincompetent ad . Olen and quacks in the advertisingprofession (as there are in every profession)unfortunately are to the fore and give advertisinga bad name.People lik e good advertising. Twelve years agofilm cred its were th e undesirable portion one hadto end ure before the entertainment. One artist.S<strong>au</strong>l Bass, awakened everybody to the fact that.in this, th er e is a medium for graphic expression.In films suc h as " Aro und the World in 80 Days"."Som e Like It Hot", "W alk on the Wild Side"." Calvin a nd th e Colonel", etc., the artistry in thecred its is of such a high sta ndard as to eclipsethe film itself.And wh y can't this creattvrty, which is so muche njoy ed , be applied in posters, magazine ads?Actuall y there are no real restrictions. The youngdesigners of today have these crude ba ses forexciting, challenging, developmental expression.One d ay you will be living with the mostexciting gallery of packages and magazine ads.26 , ,
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