April 28, 1921 



The Florists'^ Review 



27 



Mothers' Day 



Next Sunday, May 9 



Flowers For Mother 



For Mothers Living — Flowers Bright 

 For Mother's Memory — Flowers White 



DO NOT FORGET 



It Mmatu So Much To Mother 



€* 



'All that I am and hope to be 

 I owe to my Mother. ** 



Abraham Lincoln. 



If Your Mother Lives in Another City, We Will Telegraph Your Flowers 



^THE RETAIL FLORISTS OF WORCESTER 



This Advertisement, Across a Newspaper Page, Told the ^Hiole Story and so Plainly that No Reader Could Miss It. 



ing. The advertisement of the Joy 

 Floral Co., at Nashville, occupied ten 

 inches two columns wide, while that 

 of W. J. Palmer & Son, at Buffalo, was 

 twelve inches deep and three columns 

 wide. 



^11 advertising for Mothers' day, 

 however, is not confined to newspaper 

 advertisements. Many florists print 

 and send to their customers small fold- 

 ers or cards telling the date of Mothers' 

 day. A particularly successful one, 

 from Scott the Florist, Buffalo, was 

 a sheet of good-grade white paper with 

 purple and green printing. At the top 

 in the center was the picture of mother. 

 Then, in green print, there was a brief 

 explanation of when and what Moth- 

 ers' day was and how well it could be 

 observed with flowers. A purple and 

 green vase of flowers in one corner com- 

 pleted the folder. It was a neat and 

 appealing folder. 



Distinctive Advertising. 



There is one thing noticeable in al- 

 most all of the Mathers' day advertis- 

 ing. That is simplicity. There is sel- 

 dom a long story told in the advertise- 

 ments. They are short and seem to be 

 full of feeling. That is as it should be. 

 The day is one founded on a tender 

 love; so the advertisements should be 

 respectful of that emotion and show 

 that florists are advertising because 

 they realize the love that prompted ob- 

 servance of Mothers' day and because 

 they want everyone to show it on that 

 (lay. Because of that, Mothers' day 

 cannot but keep on growing into a 

 widely celebrated day. And adver- 

 tising by florists will continue to make 

 flowers the emblem of the day. Excel- 

 lent service coupled with this adver- 

 tising will make the second Sunday of 

 May a big day for all individual flo- 

 rists in 1921 as in the years before. 



ABT IN EXHIBITIONS. 



Seek Natural Surroundings. 



The secret of good installation in the 

 arrangement of flowers in public exhi- 

 bitions, says Thomas Allen, vice-presi- 

 dent of the Massachusetts Horticultural 

 Society, in one pf its latest bulletins, 

 lies in the ability of the person making 

 it to visualize the whole effect of his 

 exhibit before it is installed. It de- 

 mands imagination; more than that, he 

 who attempts the installation of a great 

 floral exhibition should possess a culti- 

 vated taste and be endowed with a 

 highly sensitive color sense. Without 

 going into a deep philosophical consid- 

 eration of terms, taste may be defined 

 concisely as a love and appreciation of 

 beauty, and beauty is a quality that 

 arouses a pleasurable intellectual emo- 

 tion, always followed by a feeling of at- 

 traction and affection for the object 

 that caused it. 



We are told that "flowers are most 

 beautiful as seen growing in their nat- 

 ural surroundings. ' ' If this aphorism 

 is true, then all our exhibitions are 

 based upon a false premise, for nothing 

 could be more unnatural or artificial 



than the halls, with brick walls and 

 wooden floors, in which we install them. 

 It is one of the conditions of our cli- 

 mate and civilization. We do not at- 

 tempt to grow flowers in such surround- 

 ings, but we do show them there, and 

 in showing them most exhibitors make 

 an attempt to simulate nature in their 

 installations. In one regard we have a 

 decided advantage over nature. Nature 

 furnishes the material, but we have 

 control over the material, and by skill, 

 contrivance and ingenuity we regulate 

 beauty and produce a work of art, and 

 we concentrate in a comparatively small 

 space what, practically, it took the 

 whole world to produce. Of course, we 

 deceive ourselves in attempting so- 

 called natural arrangements, for the 

 whole situation is absolutely artificial, 

 but we may comfort ourselves with the 

 thought that "the sole object of art 

 is the beautiful." 



Boston faring Show. 



The Massachusetts Horticultural So- 

 ciety held at Boston in March, 1920, a 

 great exhibition of orchids and spring- 

 flowering plants and, as it proved to be 

 the most ambitious and most successful 

 flower show ever staged in this country, 



WEAR A FLOWER FOR MOTHER. 



Won't you wear a little posy on the eighth of May> 

 It will serve as a reminder that we then have Mothers* day. 

 Just a rose, carnation, tulip — any fragrant kind will do; 

 You \^11 feel a satisfaction that to mother you are true. 



Just a flower of purest fragrance, for our best and truest friend. 

 She who stands by you in trouble and a helping hand will lend; 

 She who laughs when you are happy and who cries when you are sad, 

 She who looks with disapproval when you happen to be bad. 



Just a posy, any color, so she'll know you don't forget. 

 She'll be happy in the feeling that you're thinking of her yet; 

 Even though she has departed, wear a flower on this day, 

 Think of mother, here and yonder, on the eighth day of May. 



— Florence Gluck. 



