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ADVERTISING 265
to be "seen and heard" at the inaugural, including those in the news weekly and short subjects, placed in the theatre, in lobbies, in windows, at bus stations, at railroad stations, and at street-car terminals — all with names and prominent "See and Hear" captions.
10. Signs for rear-wheel caps on cabs.
11. Banners for bus lines.
Outdoor posting: i sheets, 3 sheets, 6 sheets, 24 sheets, window cards, banners, street cards, bus or auto cards, and all sniping.
Next to newspapers, outdoor billing of sound attractions, of course, assumes the greatest importance. The best advice for outdoor posting, since the copy must be short, is that the following words be used: "See and Hear" or "Talking Pictures," in connection with any attraction in which there is talking or singing. After the policy has been established other catchlines can be used. Phrases like:" This One Speaks," "You Will Hear John McCormack Sing," etc., may be used with telling effect. The phraseology can be changed to the extent of saying: "You'll See Him and You'll Hear Him," or "You Hear This as Well as See It"; but such copy must be at least as prominent as anything else on billboards or in newspaper advertising.
The following is a series of phrases, catchlines, and slogans offered as examples for general use, not only in newspapers, but for lobby cards, banners, signs on trucks or cabs, teaser ads, teaser trailers, window cards, 1 sheets, 3 sheets, 6 sheets, 24 sheets, restaurant menus, heralds, programmes, etc.
They may be used in advertising the Inaugural, the Talking Feature Picture, the Talking News Weekly, and Talking and Singing Shorts. The lists that follow this one are to be used for pictures that have no dialogue but contain voice or other effects, and with pictures which have only orchestral synchronization.