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54 



The Florfets' Review 



Jdlt 22, 1929 



FIRST SHIPMENT ALREADY AFLOAT 



Narcissus Paper White Grandiflora 



In All Sizes 



Write For Prices 



HOGEWONING & SONS, Inc. 



299 BROADWAY, NEW YORK 



The Review's correspondent in Los 

 Angeles: "Rudolph Fischer's place at 

 San Gabriel burned July 19. According 

 to reports, the fire started in the bulb 

 warehouse and spread to the green- 

 houses, destroyed these and a large 

 quantity of new freesias; damage 

 $10,000; no insurance." 



ILLUSTRATING CATALOGUES. 



The Common Language. 



Arthur Brisbane, the chief editorial 

 writer for Hearst's string of newspa- 

 pers, who draws an income in salary 

 greater than most seedsmen sell gross 

 in a year, has really written my paper 

 for me. In a talk given to a gathering 

 of advertising men some time ago he 

 made this significant statement: "A 

 good picture is worth a million words. ' ' 



Pictures are a common language. The 

 wcrld over, where words of one lan- 

 guage mean nothing to persons speak- 

 ing another, "pictures convey to all 

 persona, in a quite similar way, detailed 

 facts of thought, action and effect. Be- 

 cause of this, illustrations have come 

 to be an important normal and natural 

 adjunct to advertising language or ex- 

 pression. Like all of the other elements 

 that go into the make-up of a complete 

 advertising message, they are frequent- 

 ly abused, or used without sufficient 

 consideration of the eflfect they are to 

 produce. 



When to illustrate and when not to, 

 just how much space may be given to 

 this form of language, under general 

 conditions and specific ones, just what 

 types of illustration make certain kinds 

 of appeal, just what treatment they per- 

 mit in order to be most eflicient — these 

 and many other questions are daily 

 argued and daily experimented with. 



Fimction of Illustrations. 



In the language of the advertising 

 man, "the first function of an illustra- 

 tion is to supplement, make stronger, 

 clearer, or more attractive, something 

 which the advertising text fails to pre- 

 sent successfully." A good illustration 

 will convey fact and quality and create 

 a mental condition through suggestion. 



Getting attention is one thing — gain- 

 ing favorable attention is quite another. 

 An illustration that exaggerates is de- 

 cidedly a weak one. It usually will do 

 more harm than good and should never 

 be used. Every incident pictured or 

 portrayed in any kind of advertising, 

 unless it is manifestly visionary or 

 purely imaginative, should either have 

 happened or be one that could easily oc- 



From an address on "The Value of Illustra- 

 tlons In Seed Catalogues," delivered by Louli 

 B. Router, of New Orleans, La., at the meet- 

 ing of the Southern Seedsmen's Association, at 

 JaeksoDTiUe, Fla., June 7. 



Do You Grow Sweet Peas? 



Then good seed should interest you. We carry in stock Zvolanek's 

 Famous Sweet Pea Seed, the best winter- flowering Sweet Pea, in the 

 following colors and varieties: 



PINK 



Zvolanek's Xmas Pink Orchid 1 oz. $0.75 



Zvolanek's Rose 1 oz . 4 .00 



Miss Louise Gude 1 oz . 1 . (X) 



Mrs. A. A. Skach, clear pink 1 oz . .75 



Rose Queen 1 oz . , .75 



Miss Flora Fabing, rose pink 1 oz . 1 00 



Yarrawa 1 oz. i.OO 



WHITE 



Venus 1 oz . $1 .00 



Mrs. M. Spanolin 1 oz . 1 .00 



BridalVeil 1 oz. 1.00 



Mrs. Chas. Zvolanek, lavender 1 oz . 1 .00 



Zvolanek's Pale Blue 1 oz . 1 .00 



Zvolanek's Orange 1 oz . 4 . 00 



Orange Orchid 1 oz. 1 .00 



Lavender Nora, clear lavender 1 oz . 1 . 00 



Zvolanek's Xmas Red 1 oz . 1 . 00 



Zvolanek's Beauty, dark rose 1 oz. 1 .00 



C. C. POLLWORTH CO. 



MILWAUKEE, WISCONSIN 



Lily of the Valley 



Address, care of 



Knaatb, Nachod k Kniinc, 120 Breadwar, New York 



German strain, grown on heavy, 

 sandy grounds at Naarden are 

 the very best in the market. 

 Ask for prices. 



JAC. SNITS & CO., Naarden, HiUand 



cur. We all know that printed sales- 

 manship must inspire confidence. It 

 must be believed. An illustration that 

 fails to tell the truth is just as much 

 an offender as the text that exaggerates. 



You all know that you have hundreds 

 of customers who will more quickly 

 grasp the fact and quality of a flat- 

 head type of cabbage if it is illustrated 

 than if it were merely described in 

 words. There are so many varied types 

 in vegetables that proper illustrating 

 will materially increase sales of desirable 

 varieties. Again, many of our custom- 

 ers have had so little of educational ad- 

 vantages that pictures are practically 

 the only methofl of getting the descrip- 

 tion across and understood. 



The seed business differs from moat 

 other mail order businesses in that we 



GIGANTEUM ULIES 



Inch To case Per case 



7 to 9 800 $55.00 



8 to 9 250 55.00 



9 to 10 200 65.00 



10% discount on five-case lots 



HOLTON ft HUNKEL CO., Nilwiikee, Wis. 



Seeds, Bulbs and Hirticultural 

 Supplies 



BECKERT'S SEED STORE 



101-103 Federal St. PITTSBURGH, PA. 



are selling and distributing a product 

 that is without value itself. We are 



