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THE PHOTOGRAPHIC NEWS EDITED BF T- C- HEPWORTH, F-C.S. Vol. XXXV. No. 1718.—August 7, 1891. CONTENTS. PAGE Photographic Advertisement 553 Bromide Enlarging. By G. D. Milburn 555 Photographing Landscapes by Moonlight 556 Notes on Perspective Drawing and Vision. By Dr. P. H. Emerson and T. F. Goodall 557 City and Guilds of London Institute 559 Notes 560 Photography in Germany. By Hermann E. Gunther 561 PACK Para-Amidophenol as a Developer. By Dr. M. Andresen 562 Address by the President at the Opening of the American Photographic Conference 563 Freehand Drawing and Photography. By J. G. P. Vereker ... 565 Patent Intelligence 567 Correspondence 568 Proceedings of Societies ...J 568 Answers to Correspondents 568 PHOTOGRAPHIC ADVERTISEMENT. Time was when the town crier was an important factor in the diffusion of advertised knowledge. The nuisance of this official’s drawling and inharmonious acclaim is now, happily, nearly obsolete. Advertisement by means of a bell has always distressed men of a sensitive or nervous constitution. We are not all equally robust with Dr. Johnson, who would probably have listened with equal indifference to the most exquisite of the melodies of Mozart, and the monotonous clang of the evening muffin man. Even the “church-going” bell has been considered by some irreverent people as an unnecessary annoyance. All methods of advertisement which offend the ear are, perhaps, more irritating than those which are submitted to the eye. It is, indeed, utterly vexatious to find in the middle of an interesting story—where, it may be, the hero and heroine, parted by so many columns of distance, are at length about to meet again—a full-page notice of the virtues of Jones’s Juniper Gin or Blogg’s Poison for Blackbeetles; but this is a momentary torture, an agony less distressing than the continuous instrumental or vocal noises pro duced by lay or religious advertisers, with the object of making themselves and their wares known far and wide. Pictorial advertisements are, perhaps, less objectionable than those of the letterpress; less time certainly is consumed in their consideration. It is into these that photography most largely enters. Most of the mighty theatrical and other illustrations which adorn the hoardings erected about the waste places of our metropolis are taken originally by photographic aid. Afterwards they are enlarged and retouched and painted in such fashion as, in the workman’s opinion, may be most likely to attract the admiration of all be holders. Curious tales have been told of photographic adver tising. There is a story that a secret engagement was on one occasion entered into between a well-known advertiser—whom we will call Robinson—and a photographer of no high repute in his profession, by which the latter, while taking nothing—except, in deed, his portrait—from the sitter, was enabled to secure double fees from the energetic advertiser, Robinson. The sole condition in the agreement was, that in every case the sitter should hold in his hand a book, or card, or newspaper, or other convenient ob ject, on which a legend concerning Robinson’s Sauce was so conspicuously and clearly printed that none who looked on the photograph of the sitter could avoid seeing at the same time the advertisement of the sauce. An additional fee was given by Robinson in the exceptional case of the sitter allowing his portrait to be publicly exhibited in the show-case of the photo grapher. This piece of pushing enterprise is said not to have met with the success which it undoubtedly deserved. Pleasant it surely was for the sitter to have his carte taken for nothing, but when the time came for its presentation to his beloved, or to his aged parents, or to any one of the members of his flock, careful inquiries naturally arose about that sauce of Robinson, which must have troubled considerably the sitter’s soul. Another method of photographic advertisement, unlike that just mentioned in that it was rewarded with no small quantity of success, was originated by some master-mind of photographic invention only a few years ago. Its object was to procure recruits for the army. This desirable result was effected by means of photographs, ungrudgingly coloured with the showiest and most brilliant pigments, of officers and privates of all the leading foot and cavalry regiments of Great Britain—the Royal Artillery, the Royal Engineers, the Army Hospital Corps; in a word, her Majesty’s military forces were all displayed on their respective cartes, lustrous in the glory of those bright and glitter ing uniforms which, it has been asserted—though with out sufficient consideration—have, in addition to the pecuniary emolument bestowed by Government, no little power in swelling the ranks of enlistment, and extending the roll of the recruiting sergeant. On the backs of these photographic cartes were commonly