Moreover,  they  can  carry  more  argument,
more  detail,  and  more  conviction  to  a  reader's
mind,  at  a  glance,  than  can  be  conveyed  by  a
column  of  type  matter,  even  if  you  can  get
the  latter  read.  But  we  need  hardly  add,
that  like  everything  else  in  advertising,  illus-
trations must  be  used  with  intelligence  and
discretion  if  they  are  to  pay  their  way — ^as
they  should  do.
For  advertising  purposes,  an  illustration
must  be  reasonably  well  drawn.  If  it  is
obviously  the  work  of  a  tyro,  it  is  far  more
likely  to  do  harm  than  f;ood,  to  cheapen  the
appearance  of  the  advertisement,  and  to  bring
discredit  on  the  firm  that  uses  it.
On  the  other  hand  the  advertiser  will  find
little  use  for  the  "pretty  picture"  or  for  Art
with  a  capital  A.  Academy  pictures  have
often  been  utilized  to  advantage  for  advertis-
ing purposes;  but  having  press  advertising  in
mind  at  the  moment,  we  recommend  "com-
mercial art"  for  commercial  purposes.  And
commercial  art  can  only  be  produced  by  an
artist  who  has  a  first  hand  knowledge  and  ex-
perience of  commercial  requirements.
The  illustration  should  always  form  some
part  of  the  sales- message;  that  is,  it  should
always  illustrate  something  that  has  a  direct
bearing  on  the  subject  of  the  advertisement.
