ART AND ADVERTISING MUST BE RECONCILED

ART MUST BE INCORPORATED INTO ADVERTISING

"There is no such thing as putting art into advertising, but there is an art of advertising", Mr. Heyworth Campbell declared last night in his talk on "Illustrative and Commercial Art, and Its Use in Advertising"; the fourth of a series of advertising talks being conducted by the CRIMSON and the Lampoon. Art is not a material which can be added to advertising to make it more effective, he went on to explain, but is the method by which an advertisement is given beauty.

Mr. Campbell is the Art Director of Vogue, Vanity Fair, and House and Garden, and in that capacity is in charge of the artistic appearance of these publications. In introducing the speaker, Mr. P. M. Hollister '13 said, "Mr. Campbell is not a theorist; he takes idiotic and ineffective drawings, and makes them attractive and plausible."

"Art", Mr. Campbell began, "unharnessed and unbridled art, is the beautiful, the combination of beauty and truth revealed through an individual's vision. This combination of beauty and truth is of the greatest merit in making advertising artistic. There is no beauty in a baked bean, but the right man, advertiser or artist, can make an artistic label, even for beans."

"In a magazine cover," the speaker continued, "circulation must be considered; the cover must be such that it may be seen at a distance. Consequently, a designer must strive to combine artistic quality, richness, softness, and pleasing tone with carrying power. There is a great difference," Mr. Campbell concluded, "between common 'huckstering' and presenting advertising with persuasiveness. In increasing the power and effectiveness of advertising, commercial art plays an important role."

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