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602 THE PHOTOGRAPHIC NEWS. [AUGUST 28, 1891. nature—so strangely prevalent that even these ministers themselves have been known to read, mark, learn, and inwardly digest the story of some ephemeral scandal in the Daily Telegraph with far more eagerness, interest, and concern than they show in the varying accounts of the appearances after the Resurrection, as given by the four evangelists of the New Testament. Nay, accord ing to the witness of one of themselves, uttered with but little charity and, it is to be hoped, with still less truth, these “ persons, forgetful not only of their calling, but of the very spirit of the Gospel, read the account of a battle with the most violent emotions; and, provided the victory falls to their favourite side, they exalt and triumph in proportion to the number of thousands that have been slain.” The advertisement which contains the element of the novel, the strange, the unexpected, is the advertise ment which pays. Arrangements should be made artistically to excite curiosity and surprise. This is not easily managed, but it may be done; and if a souptpn of the comic is added to the mixture by some photographic Busch or Cruikshank, that is all that is required for a first-class and effective advertisement. Some of the circulars of the past were in a high degree meritorious, and obtained, doubtless, for their inventors that fame and profit which was the end of their production. Many years ago a crafty gentleman, well aware that the liberal mind of the public is dis tinguished by nothing more than a large amount of curiosity, scattered abroad, on what he held to be suit able soil, certain seeds in the form of circulars full of the merits of novel pictures, which he called “ winking photographs.” This mysterious advertisement, with its weird and uncanny title, held the careless reader as securely as the ancient mariner with his glittering eye held the hurrying wedding guest. But the photographs turned out to be a very ordinary device after all. Two negatives were taken of the same person ; if a person conspicuous for extreme ugliness or extreme beauty, so much the better for the advertiser. One of these negatives was taken with the eyes open, the other with the eyes closed. They were fastened on opposite sides of a piece of transparent paper, and applied so as to correspond exactly, as Euclid says, each to each. The double picture thus formed, when held before any light of uncertain intensity—say, for instance, one of the lamps provided for the discipline, by its capricious flicker, of the patience of persons dis posed to read on the Underground Railway—produced, by the combination of its negatives, the strange effect of a deliberate wink. A photographic circular which, in its bold originality, deserved if it did not meet reward, consisted of a card with the photographer’s name and address, and nothing more; but then there was this peculiarity—it is a peculiarity no longer now—the whole legend was set diagonally. It did what every circular should do; it compelled attention. Like the mask of the highwayman, it remained imprinted on the tablets of the mind, and the address of that enterprising photographer was as little likely to be forgotten as the “Stand and deliver!” by him who had once heard these words of evil omen. The very conciseness of this photographer’s story added to its effect. It avoided all expression of political or religious opinion ; it appealed to no prejudices; it flattered no vices; it was not puffed up; it praised not its own wares; it offered quality for quantity ; it produced no fatigue. Persistence of vision has brought about some in teresting photographic circulars. They are, perhaps, almost too well known to need description; but, for the information of such as have not seen them, it may be said that they consisted of two circular spots, one red, the other white. Underneath were directions to gaze on the red spot for some twenty seconds, and then turn the eyes upon the white, which would at once appear to be coloured with green. This blend of photography with optics depended, of course, for its effect on the simple law of complementary colour. But where does the advertisement come in ? In the centre of the red spot. There, printed legibly in white, stood out the name and address of the craving artist, and this name was declared by the advertiser to be equally visible, though not equally existent, on both spots. Some excellent persons, whose vision was possibly of an exceptional order, were found unable to discover these marvels. It may be that they were professional rivals, and that the foul fiend of jealousy bleared their eye balls. Anyhow, the public was solemnly assured that there was no trickery or fraud or vain conceit of any kind in the circular, and that the phenomena would be as stated to the normal sight. No idle jest was this advertisement, like that illusion attributed to Mr. Toole in the matter of the slimy dungeon. The comedian is said to have produced an empty box, in which, he averred, such dungeon was situated and clearly visible. People gazed expectant into this box, but no slimy dungeon was discoverable. “ Then,” said the comedian, airily, “if you cannot behold the dungeon, this much at least is clear, that the box contains a perfect cell! ” Brown had a fine high time of it with his coupons. He agreed to take a dozen portraits of the bearer of a coupon for half-a-crown. The coupon was only avail able for one month from date. This last touch did the business. People camo in flocks to Brown’s studio, and there was Brown hard at work, exposing, developing, and what-not, from dewy morn to dusky eve, and picking up gold and silver, as it were, from a veritable Tom Tiddler’s ground. But in due course this trick of the coupons became stale, and, therefore, unprofitable. Robinson still makes a pretty penny out of his portraits of celebrities advertised by his circular. The celebrities will commonly sit for the asking; if not, why, as Sir Horace Walpole was wont to observe, “Every man has his price”—an observation which may be equally true of woman. And celebrities never fail. In London there is the latest murderer, the fashionable ballet-girl, or the newly consecrated bishop; in small hamlets there are the local parsons, who little think—good, honest men—that they are helping a trade advertisement, or the editors of the local news papers. Pictures of the former secure nine-tenths of fhe female flock, and pictures of the latter are well paid
