(4) Illuminated signs either outside buildings on a large scale or in frames of various sizes inside business premises, theatres, &c.
(5) Cinema advertising—a recent development which has proved extremely effective.
Advertising to be successful must be carefully organized. A firm wishing to advertise must first of all settle how much money it is willing to spend on this object. A common practice is to devote a fixed proportion of the profits—at least five per cent—to advertising. The firm must then carefully consider the period of time over which the expenditure agreed upon is to be spread. Occasional or spasmodic advertising does not produce satisfactory results; advertising must be constant and must move with the times in order to be effective. A firm not uncommonly reviews the results of its advertising every six months, when it also arranges its plans for future advertisements. Mistakes in policy can thus be corrected and successful schemes can be readopted or improved upon. Advertising on any large scale must be handled by experts. Many thousands of pounds are wasted yearly by firms which hand over this work to a director who has no knowledge of how to advertise. The proper way for a firm to act, if it wishes to enter upon a campaign of publicity, is to engage an efficient advertising staff or to employ a reliable advertising agent. These agents in many cases obtain their profits from the commission given to them by newspapers—this often being about ten per cent of the cost of the space booked. In return for this they give their advice and copy—everything, indeed, except blocks and sketches.—Bibliography: Henry Sampson, A History of Advertising; Edinburgh Review, Feb., 1843, On the Advertising System. A good account of the
more recent developments of advertising is to be found in H. G. Wells's novel Tono-Bungay; T. Russell, Commercial Advertising.
Ad vitam aut culpam (Lat., for life or till a fault), a formula often used in regard to appointments to posts or offices, intimating that they are held for life or till the person forfeits his position by some fault or misdeed.
Ad′vocate (Lat., advocatus—ad, to, voco, to call), a lawyer authorized to plead the cause of his clients before a court of law. It is only in Scotland that this word seems to denote a distinct class belonging to the legal profession, the advocates of Scotland being the pleaders before the supreme courts, and corresponding to the barristers of England and Ireland. These advocates all belong to the Faculty of Advocates, Edinburgh, to whom the oral pleadings in the Court of Session are for the most part limited, while they are also competent to plead in all the inferior Scottish courts and in the House of Lords in cases of appeal from the Court of Session. The supreme judges in Scotland, as well as the sheriffs of the various counties, are always selected from among them. Candidates for admission must undergo two separate examinations, one in general scholarship and the other in law.—The Lord-Advocate, called also the King's or Queen's Advocate, is the principal law officer of the crown in Scotland. He is the public prosecutor of crimes in the Supreme Court, and senior counsel for the crown in civil causes. Being appointed by the crown, he goes out of office with the administration to which he belongs. As public prosecutor he is assisted by the solicitor-general and by four junior counsel called advocates-depute. The lord-advocate and the solicitor-general, in addition to their official duties, accept of ordinary bar practice.
Advocates' Library, the chief library in Scotland, located in Edinburgh, and founded about 1682 by the Faculty of Advocates. It was increased by donations and by sums granted by the Faculty from time to time. As the donations were not confined to advocates the library was considered a kind of public library, and it has continued to retain this character. In 1709 it obtained, along with eight other libraries, the right to demand a copy of every new book published in Britain, which right it still possesses. The number of volumes is over 600,000 and MSS. over 3200.
Advoca′tus Diab′oli (Devil's advocate), in the Roman Catholic Church, a functionary who, when a deceased person is proposed for canonization, brings forward and insists upon all the weak points of the character and life of the deceased, endeavouring to show that he is not worthy of sainthood. The first formal mention of such an officer occurs under Pope Leo X (1513-21). The opposite side is taken by the Advocatus Dei (God's advocate).
Advow′son, in English law, a right of presentation to a vacant benefice, or, in other words, a right of nominating a person to officiate in a vacant church. Those who have this right are styled patrons. Advowsons are of three kinds—presentative, collative, and donative: presentative, when the patron presents his clerk to the bishop of the diocese to be instituted; collative, when the bishop is the patron, and institutes or collates his clerk by a single act; donative, when a church is founded by the king, or any person licensed by him, without being subject to the ordinary, so that the patron confers the benefice on his clerk without presentation, institution, or induction. An advowson cannot be held by either a Roman Catholic or an alien.
Ad′ytum, a secret place of retirement in the ancient temples, esteemed the most sacred spot; the innermost sanctuary or shrine. From this place the oracles were given, and none but the priests were permitted to enter it. The Holy of Holies or Sanctum Sanctorum of the Temple at Jerusalem was of a similar character.