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APRIL 22, 1920 



The Florists*^ Review 



15 



careful consideration. There is the il- 

 lustration or the ornamental border, if 

 any is used, and there is the copy, which 

 may be subdivided into the date, the 

 sentiment for the day, the couplet call- 

 ing for bright flowers and white flowers, 

 the advertiser's special facilities- — his 

 "talking points" — and the signature, 

 the retailer's name and address. 



Care in Illtistration. 



The illustration may be either a 

 sketch representing mother, used alone 

 or with drawings of her children, a re- 

 production of some famous painting of 

 motherhood, or something else appro- 

 priate to the day. The ornamental bor- 

 der if used at all, may include one or 

 more of these pictures. Because of the 

 kind of appeal which this advertise- 

 ment is expected to make, particular 

 care should be taken to have the draw- 

 ings and reproductions well made. The 

 painting which has been most com- 

 monly copied, Wliistler's portrait of his 

 mother, has been criticised as being too 

 sad for the purpose, but that impression 

 of 8adnes3 is due rather to faulty repro- 

 duction, which fails to do justice to the 

 peaceful dignity of the original. Other 

 paintings which have been used are the 

 Madonna studies of the medieval Ital- 



ians. 



A Couplet for the Copy. 



Coming to the copy, it is well to state 

 both the date, Sunday, May 9, and the 

 fact that it is the second Sunday in 

 May. That will help to lay the founda- 

 tion for the trade of later Mothers' 

 days. The sentiment may be a quota- 

 tion from some famous man telling what 

 he owed to his mother; it may be a com- 

 ment on the importance of the day, a 

 suggestion of the mother's enjoyment 

 of flowers, or an allusion to pleasant 

 memories which flowers may revive. 

 The couplet referred to is the one origi- 

 nated by The Review to overcome the 

 first bias of the public toward white 

 carnations; that demand clearly could 

 not be satisfied and a wider selection of 

 flowers provided a much more satisfac- 

 tory means of celebrating Mothers ' day. 

 Whether or not the lines are literally 

 quoted, the idea should certainly be in- 

 corporated in the copy. The well 

 known couplet is as follows: 



For Mother at home, flowers bright; 

 In Mother's memory, flowers white. 



If the retailer has facilities for tele- 

 graph delivery, that fact should be men- 

 tioned, since Mothers' day is preemi- 

 nently a day for long-distance messages. 



Signatures in Cooperation. 



The treatment of the signatures de- 

 pends largely upon whether the adver- 

 tising is individual or cooperative. If 

 the advertiser is a single retailer, the 

 insertion of his name, address and tele- 

 phone number is a simple matter. But 

 It a number join in the advertisement, 

 sev-eral possibilities are open. 



More and more the trade is finding 



tiiat unless the individual can afford to 



pay for a large display, several retailers 



f ^^ secure better results at less expense 



> getting together and buying a large 



spJif-e than they can by individually 

 laking a few inches each. This coopera- 

 tJ^, advertising has taken three forms. 



isf f^ ^"*' ^^^ generally the least sat- 

 aetory, a page or half -page is given 

 If.^Pi'non head and the rest of it is 

 'vided into equal spaces, in which the 

 ^operators put their own advertise- 

 ments. The styles are likely to be dif- 



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MOTHERSDAY i 



All That I Am or Hope To Be, 

 I Owe To My Angel Mother 



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— Abraham Lincoln. 



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'Tlowers for Mother'^ 



Join the Millions of Men, Women 



and Children of this Great Nation 



in Paying Homage to Her. 



THIS day has been set aside by an Act of Congress as a day to be kept sacred in honor of the 

 "Mothers" when we, as a Nation, turn aside from our usual tasks to pay homage to her who 

 gave us birth, whose guiding hand and unselfish love made life's path smooth for our first faltering 

 steps. 



FLOWERS 



Profusely fragrant and delightfully refreshing, they will, if presented on this day, be a true token 

 of love and devotion. It means so much to Mother, every petal, every leaf, every waft of fragranc-e 

 is laden with a message for her. It speaks to her in language no human tongue can speak— it 



makes her feel that the pain, the anxiety, the fear, the sleepless nights, her silent sorrow, her sufferinjfs have not been in vain— it 

 ipeakt to her of love returned, the sweetest of all compensations and it means to little to you measured by the standard of Kold and 

 silver. 



Give Her Favorite Flower to "The Best Mother That Ever Lived, Vour Mother". All flowers are appropriate for "MotlK-r's 

 Day" Blooming Plants, Cut Flowers. Baskets, in fact any of the many kinds Ske likes so well. 



You Can Mail or Telegraph Your Flowers If Your Mother Is In 

 Another City . _Place Your Order For Mother's Da^ NOW[ 



» 9 



The Canton Flower Shop 



t 



108 Third Street SW 



Bell Pkomt 125 ■ ■ Suit Pkont 615 



W« IMhm Any Plact m th« United Suits. 



Cowgill's 



306 Tuscarawas Street W 



Bell PkoHC I52J • ■ Simc Pkone 97: 



« 



Alrmber plornK Trlrgrafk Delhrry .litocUlio^ 

 522 Market Avenue N - - Both Phones 



Johnston's Flower Shoppe 



Harris .\rcadc. .^2.^ Market .\ venue N 



Stale I'hu'ir 3111 ■ ■ Bell Pkone Mam SOO 



Effective Co-operation in Canton^ O. 



ferent and the effect is too confused to 

 be forceful; in addition, much space will 

 probably be wasted either in telling the 

 same story several times over or in giv- 

 ing conflicting stories. 



Doing the Day Justice. 



In the second and generally most 

 effective type, almost the entire space 

 is devoted to a large-scale, unified pres- 

 entation of the claims of Mothers' day 

 and the signatures are grouped together 

 at the bottom. The advertisements from 

 Washington, D. C, and Canton, 0., are 

 two good examples of this style. In 

 such advertisements, the names are bet- 

 ter set in uniform type, as in the Wash- 

 ington example. In some cases, instead 

 of the names of cooperating retailers, 

 the name of an organization is given, 

 as was done by the Albany Betail Flo- 

 rists' Association, or the name of a 

 group, as in the advertisement on the 

 front page, signed by the Eetail Flo- 

 rists of Bichmond, Va. 



The growing tendency of the trade 

 toward cooperation suggests the follow- 



ing adaptation of a familiar line : ' ' Boost 

 always flowers, let the buyers come 

 where they may." In newspaper ad- 

 vertising, this policy has sometimes 

 taken the form of advertisements with- 

 out signatures, perhaps concluding with 

 the words, "Patronize Your Own 

 Florist." An example of this kind, 

 one of those used in Milwaukee, is re- 

 produced on the preceding page. 



Now Is the Time. 



Turning from the style of advertise- 

 ment to the method of originating it, 

 the initiative may lie in the newspaper, 

 the individual retailer, or the florists' 

 club. When the newspaper advertising 

 manager solicits cooperative trade ad- 

 vertising, he may suggest the hodge- 

 podge style with subdivided spaces, the 

 newspaper perhaps contributing a head 

 and a general comment in the body of 

 the advertisement. It will be much bet- 

 ter to adopt the unified style, with the 

 group of signatures at the bottom. In 

 any case, no time is to be lost in mak- 

 ing use of these suggestions; early prep- 



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