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Septembbb 2, 1916. 



The Florists^ Review 



18 



Original Decoration in the Store of the Art Floral G>., San Francisco, Put In for S. A. F. Convention Week. 



for the materials used in funeral work. 



Charge for your time and your skill; 



charge for service and give good 

 service. 



FOE • ' NATIONAL FLORISTS. ' ' 



Colored advertising posters will be 

 lOne of the features of the advertising 

 campaign which the National Floral 

 Corporation, of New York, proposes to 

 Jaunch this fall in behalf of its mem- 

 bers, the National Florists. The post- 

 ers are being furnished to every florist 

 who has purchased the right to be 

 known as the National Florist of his 

 community. They are to be attached 

 to the store windows of the florists 

 simultaneously with the appearance of 

 the magazine advertisements and other 

 forms of publicity. The purpose of the 

 advertising will be not only to per- 

 suade the general public to buy more 

 flowers, but to use flowers as gifts to 

 -oijt-of-town friends, and to instruct 

 the buyer how to mail his order and 

 payment to the National Florists at the 

 point where the flowers are to be de- 

 livered. The trade-mark of the organ- 

 ization, National Florist, upon, a shield, 

 ■^ill be prominently displayed in all ad- 

 vertising, as that is the keynote of the 

 campaign. In order that the advertis- 

 ing may "hook up," the store fronts 

 of the National Florists will be deco- 

 rated with the trade-mark. 



The posters are not large, being 

 about two feet long and five inches 

 high. They are printed in red and 

 green, on glazed paper. Catchy 

 phrases have been coined, such as 

 ''Saturday Flowers Make Sunday 

 Gladness" and "Love Insurance: Buy 

 Flowers." Others announce the cur- 

 rent flowers on sale: "Chrysanthe- 

 mums Are In Season," "Fresh Violets 

 Just Received" and "American 

 Beauty Day, Extra Long Stems." All 

 posters feature the trade-mark, and 

 some of them are adorned with colored 

 illustrations of flowers. One poster is 

 embellished by an illustration of the 

 proverbial girl's head, and another has 

 a bit of country scene. 



The organization expects to have all 

 its advertising distributed and every- 



thing in readiness for the start at 

 Thanksgiving. 



IN HONOR OF THE S. A. F. 



With the 8. A. F. coming to town, 

 most of the first-class flower stores in 

 San Francisco arranged special decor- 

 ations, but none so elaborate as those 

 of the Art Floral Co., of which P. Vin- 

 cent Matraia is president and Julius 

 Eppstein secretary. The front of the 

 store blazed at night with the inscrip- 

 tion, "Welcome S. A. F.," as shown 

 in the accompanying illustration, and 

 the interior was elaborately trimmed. 

 The decoration was a huge success, be- 

 ing greatly admired both by the visitors 

 and by local people. The latticework 

 around the store was made and built 

 just for this convention. The four pan- 



els had, as can be seen in the illustra- 

 tion, figures of girls carrying bouquets. 

 The first one represented the bride car- 

 rying phalsenopsis in a bride's bouquet, 

 the rest of the decoration around the 

 .panel being of white hydrangeas, mak- 

 ing a perfect setting for the bride. The 

 second panel showed the bridesmaid, 

 with the bridesmaid 's bouquet of Ophe- 

 lia roses, and around the panel roses of 

 the same kind carried out the idea. 

 The senorita, in yellow, carried a bou- 

 quet of Ward roses, while around the 

 panel were yellow chrysanthemums, and 

 crotons and celosia around the base 

 made this a most beautiful picture. The 

 other was called the corsage girl, car- 

 rying orchids, and around the panel 

 rubrum lilies completed the decora- 

 tion. The figures were painted on 

 heavy cardboard and cut out with a 



Store of the Art Floral Ca, San Frandaco, During Convention Week. 



