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Timeless Advertising Advice Claude Hopkins Art and Photography in Advertising
Timeless Advertising Advice Claude Hopkins Art and Photography in Advertising
Art and Photography in Advertising
Saturday, 21 June 2008 23:38
Claude Hopkins
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Pictures in advertising are very expensive. It's not just the cost of good pictures or art, but in the cost of space. From 1/3 to 1/2 of an advertising campaign is often staked on the power of the pictures. Anything expensive must be effective, or it involves much waste. Therefore art in advertising is a study of paramount importance.
Pictures should not be used only because they are interesting, attract attention, or to decorate an ad.