. Florists' review [microform]. Floriculture. April 12, 1917. The Florists^ Review 13 tail sales literature, than anything the florist himself can say about his flowers. Which is more interesting, from the buyer's standpoint—the only correct viewpoint in advertising: "We have a fresh supply of roses," a weak gener- ality, or '' You surely agree with Emer- son," a personal statement bound to arouse curiosity on the part of the reader? The advertiser has his chance in the second paragraph, after he has gained the reader's attention. There is plenty of time for Smith, the florist,
. Florists' review [microform]. Floriculture. April 12, 1917. The Florists^ Review 13 tail sales literature, than anything the florist himself can say about his flowers. Which is more interesting, from the buyer's standpoint—the only correct viewpoint in advertising: "We have a fresh supply of roses," a weak gener- ality, or '' You surely agree with Emer- son," a personal statement bound to arouse curiosity on the part of the reader? The advertiser has his chance in the second paragraph, after he has gained the reader's attention. There is plenty of time for Smith, the florist, to tell the people that Smith's flowers are won- derful and that Emerson must have thought of flowers such as Smith's when he wrote his essay. Having exploited Emerson for com- mercial purposes, the florist who sells flowers to the upper class may as well use quotations from Darwin, Bacon, Burke and other men of fame, who, in less strenuous days, found time to say something nice about flowers. The unusual in advertising is at a premium. Of course, the retailer whose patrons are of the less affluent class, or whose advertising is chiefly price argument, may not fihd high-brow tactics advis- able; there is such a thing as "shoot- ing" over the heads of one's pros- pective customers. GRANDY'S GOOD WREATH. Stock item: Twenty cattleyas, 100 valley, some bronze galax and Adiantum Croweanum. Given one order for one wreath. Artist, Grandy the Florist, of Norfolk, Va. Execution, as shown in the accompanying illustration. The judge's rating, good. THE WIRE IN BOUQUETS. In making wedding bouquets, do you wrap A'o. 12 annealed wire around the flower stems or do you use an extra piece of wire thread for this? J. C. M.—Tex. The stemming of flowers for a bouquet is a matter of much importance. The nature and frailness of the different flow- ers must always be considered. For car- nations, roses, etc., No. 20 annealed wire i3 considered good, but with valley and sweet peas extra
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Keywords: ., bookcentury1900, bookdecad, booksubjectfloriculture, bookyear1912
