30 



The Florists^ Review 



NOVBMBBK 17, 1921 



tisement. Lettered across the top was 

 the word, "Thanksgiving." Then be- 

 low: 



if to God 



in tlif cliiirclioB, 



if for I»ve 



to tlio dear oiu-s, 



if for Clii'cr — 



to your liOHtcHs, 



if for Police and I'lenty — 



to Homo Itself. 

 WliatKoever Tlianksttivinj; meanH to you — express 

 it in Uod's lungua^e. 



And across tlic bottom of the advertise- 

 ment, in tlie same lettering as the word, 

 "Thanksgiving," above, was the slogan, 

 "Say It with Flowers." 



A good many advertisements were 

 sent to Tlic Review last year, clipped by 

 florists from their local papers, and tho 

 criticism that might most generally be 

 directed against them is that the senti- 

 ment was not especially and jirimarily a 

 Thanksgiving one. Flowers were sug- 

 gested as gifts to loved ones, to sick 

 ones, to hostesses, to one's family, with 

 perhaps mention of Thanksgiving day 

 somewhere in the advertisement, usually 

 in an unconnected headline. The em- 

 phasis should be put on flowers as an ex- 

 pression of the joy, of the rejoicing, of 

 the giving of thanks at this time. They 

 should symbolize that spiritual feeling 

 that accompanies the material satisfac- 

 tion which the day celebrates. The idea 

 of the flowers as a gift, as a table dec- 

 oration or as a remembrance should be 

 secondary, if they are presented also. 

 Infuse the public with the Thanksgiv- 

 ing day sentiment and show the appro- 

 priateness of flowers to the occasion. 

 That will bring in the buyers at the 

 holiday. 



WINDOW FOR THANKSGIVING. 



Decorations for the flower store win- 

 dow at Thanksgiving time are not easy, 

 since the appropriate ideas seem stereo- 

 typed and allowable of little deviation 

 of one window from another of the same 

 sort. One window, however, that made a 

 remarkably strong appeal at Thanks- 

 giving time last year and embodied an 

 idea not of the trite variety was shown 



Send A Gift of Flowers 



TO YOUR HOSTESS 



ON THANKSGIVING 



IT U not only coDtidcrcd tct* proper, 

 but It li >lio a moit (ricioui way to 

 tliow your appreciation. 

 The elrtanc« and charm of flov'r^ 

 makct yoor ttionfhtfnl- 

 Mii tviB mar* nelicctblc. 



Ponpoa pluiu 0>«1>T chrtk 

 ■Dthcmumi) arc very •ppro- 

 prlau, llWwIft lift beitfa c1 

 chfyiaathamufflt, et etbar 

 ItaaoBkbU cut lawfra. 



ALUBP rioniSTS- ASS-S 



at tho store of the Woodlawn Flower 

 Shop, Seattle, Wash. 



At Thanksgiving time the dinner table 

 seems the most important tiling of the 

 day. Tho Woodlawn Flower Shop showed 

 throngs of passers-by how. beautiful a 

 dining room can be made with flowers. 

 This lesson the firm taught by means of 

 tho display pictured on page 31. Two 

 points are at once suggested to an ob- 

 server. The home-owner decides that 

 flowers are as necessary as turkey this 

 Thanksgiving. And the invited guest 

 concludes that it would be a "mighty 

 fine idea to send Mrs. Hostess a first- 

 class bouquet of flowers." Thus the 

 window makes for more flower sales. 



As shown in the illustration, the win- 

 dow represented a dining room in a 

 bungalow. The eaves of the bungalow 

 projected over the sidewalk. So the 

 passer-by, unaware, walks right into a 

 bungalow and flnds himself looking into 

 a dining room splendid in flowers. Ht^ 

 sees a table, the chief attraction, im- 

 proved greatly by a vase of Columbia 

 roses. The flowers heighten tho beauty 

 of all the surroundings. This is a gor- 

 geous room, he decides, with its oriental 

 rug and its artistic windows draped 

 with fine curtains. Everything in it, 

 from the ferneries under the windows 

 to the hanging bird cages, is artistic, but 

 the flowers are the keynote of the 

 beauty of the room. The whole effect 

 is a vigorous argument toward flowers 

 for Thanksgiving. 



GETTING UNDER THE SKIN. 



An excellent idea for Thanksgiving 

 advertising was applied last year by 

 Alphonse Peters, of Marquette, Mich. 

 In Marquette, as in every other city, 

 there are certain families who are de- 

 pendent upon charity for a good 

 Thanksgiving dinner. Mr. Peters 

 learned that the local Visiting Nurses' 

 Association was preparing a basket of 

 food for each of these dependent fam- 

 ilies and he made up a bouquet of flow- 

 ers for each basket prepared, giving in- 

 structions to have it accompany the bas- 

 ket when delivered. A few days later 

 Mr. Peters received communications 

 from people in all walks of life congrat- 

 ulating him on what they termed a bril- 

 liant idea. 



MUMS ON THE COVER. 



Keeping close to the trade in this re- 

 spect as in others, The Review this week 

 is indebted for its cover illustration to 

 C. J. James & Son, of Ilornell, X. Y. 

 The chrysanthemums shown were grown 

 by this firm and are of the Yellow 

 Turner variety. The excellent appear- 

 ance of them is indicative of the char- 

 acter of stock that comes from the range 

 at Hornell. 



For the Day of HospitaHty. 



NEW IDEA IN ADVERTISING. 



The Allied Florists' Association of 

 Chicago last week presented a new idea 

 in its advertising in local newspapers. 

 The object of the copy which appeared 

 was to point but to merchants and their 

 window trimmers the decorative value 

 and added appearance of distinction to 

 be obtained by employing flowers and 

 plants in connection with window dis- 

 play work. 



This new idea in advertising ap- 

 peared for the first time in the Chicago 

 Daily News, November 11, and again 

 in the Chicago Tribune, November 12. 



The advertisement was accompanied by 

 a cut showing a window of John T. 

 Shayne & Co., 150 North Michigan ave- 

 nue, Chicago, displaying women's fur 

 coats and artistically decorated with a 

 vase of imposing chrysanthemums and a 

 specimen of Kentia Belmoreana, thus 

 associating the aristocratic qualities of 

 these flowers and plants with that of the 

 merchandise. 



Under the headline, "Merchants! Use 

 Flowers for Your Window Decorations, ' ' 

 the copy read: 



An arrangement of Chrysanthemum Blooms, 

 Aristocrats of Fall Flowers, compels attention 

 and invariably associates quality with your mer- 

 chandise. 



These gorgeous flowers, now in the height of 

 season, will last but two weeks longer. 



Your window decorator will appreciate the 

 possible color effects in gold, white, lavender, 

 pink and bronze "Mums." 



Ask any Florist. 

 Allied Florists' Association. 



FOR ARMISTICE DAY. 



Admitted that the wearing of a 

 flower on Armistice day is a good and 

 profitable idea, the public will not recog- 

 nize it as such if the argument is not 

 sufiiciently impressed. And to impress 

 is to advertise. Milwaukee is on the 

 job. November 8, 9 and 10, just pre- 

 ceding Armistice day, Milwaukee's pub- 

 licity association ran a large advertise- 

 ment in the several papers, in which was 

 reprinted an editorial on the subject 

 from the Ladies' Home Journal, with tho 

 appropriate illustration of a doughboy. 

 Under the box was, "When the heart 

 would speak, ' Say It with Flowers. ' ' ' 

 It was a gripping advertisement and 

 got real results for the Milwaukee trade. 



The same editorial was reprinted in 

 a folder sent out for Armistice day by 

 Joseph Bancroft & Son, Cedar Falls, 

 la. It was a neat piece of work, in one 



Sentiment and No More. 



