Appendix H.—COLOR AND STYLE IN MODERN ADVERTISING COPY?

For months we have been interested in checking home-furnishings advertising copy in daily papers. This easily may become more than an absorbing pastime.

As this is written, there is before us copy of a double-page spread by a well-known company which sells home furnishings. The copy fairly shouts color, tapestries, and period styles. Even brief study of the copy will show how many and varied are the offerings to meet ever-increasing competitive demands for something new.

This one piece of copy—typical of many appearing in the daily papers—should convince any home-furnishings salesman that he must be a constant student if he is to appear at his best as an interpreter of color and style to his customers.

Look at this parade of 19 different colors, both plain and pebbly twist, in carpets in 9-, 12-, and 15-foot widths.

Oriental rugs in exquisite blending of colors and native originality in design are offered in India, Teheran, Garevan, Kirman, Bidjar, and Ardebil weaves. (See footnote 5, p. [160], unit VIII.)

For the dining room there are Sheraton-Hepplewhite groups of "genuine mahogany construction rubbed and then waxed to its deep rich red color." Choice is offered of pedestal dining table, or one of the leg type; also "choice of the famous Hepplewhite shield back or Sheraton model chairs." Other offerings include an Adam group in "genuine Honduras mahogany with beautifully figured swirl mahogany veneers, delicately carved"; an English Chippendale group; an Early American group of solid rock maple construction. Separate pieces for the apartment dining room from which one may create his own ensemble include offerings of a—

Sheraton extension console—genuine Honduras mahogany construction inlaid with satinwood.

Duncan Phyfe side chair of lyre back design.

Colonial corner cabinet—genuine Honduras mahogany.

Sheraton drop-leaf table of the pedestal type.

For the living room are offered "upholstered pieces—sofas, wing chairs, easy chairs, open armchairs, 'tailored' in effective coverings; but which may be purchased in muslin and tailored in fabrics of your own selection." Look at these noteworthy dependable furniture friends:

Chippendale wing chair with handsomely carved cabriole legs; ball and claw feet. Tapestry tailoring.

Fireside wing chair.—Colonial Chippendale design; ball and claw feet of solid mahogany. Tailored in tapestry.

English easy chair.—Exposed frame solid mahogany covered in a combination of tapestry and velvet.

English club chair.—Seat cushions filled with genuine down. Tailored in damask.

English Chippendale sofa.—Tailored in damask.

Eighteenth century easy chair.—Tailored in frieze.

Barrel-back chair of English design.—Tailored in brocatelle.

The occasional pieces include: Secretary Desk in three designs—American Hepplewhite, Colonial Sheraton, and Early Colonial.

Cocktail table.—Hepplewhite design—hand-tooled leather top.

Cocktail table.—Chippendale period—swirl figured veneer top.

Tier table after the colonial period—each of the tops is square in shape making an ideal lamp table for the chair side.

Knee-hole desk.—Eighteenth century English.

Kidney desk.—Finished in the old colonial red tone.

Nest of tables.—Sheraton in design—master table has hand-tooled leather top.

Book shelf.—Early colonial in design, genuine Honduras mahogany.

For the bedroom are many new interpretations of old periods in interesting color finishes and a variety of woods, including an offering of—

American Hepplewhite finished in the new silver green known as silver-mint.

American Sheraton.—Honduras mahogany inlaid with satinwood.

English Sheraton.—Inlays of marquetry.

Chippendale group following the Chinese influence.

Modern figured oak.—Blond color—trimmed with silver hardware—hanging mirrors of crystal type.

Chinese Chippendale group.—Genuine Amazon mahogany with crotch mahogany panels.

Early American.—Solid maple finished in the traditional tone.

French Provincial.—Solid maple, finished in lovely pine color, each piece effectively proportioned—twin beds of the footless type with upholstered headboards, covered in chintz.