remembered. When I took over the ‘Come to Britain’ advertising, I substituted photographs for the drawings which the previous agency had used. Readership tripled, and so did tourism to Britain. Direct- response advertisers find that photographs pull more coupons than drawings, and department stores find that they sell more merchandise. However, photographs reproduce so badly in some newspapers that you can get a more lifelike picture by using a line drawing. I found that scratch-board drawings sold more Thom McCan shoes than photographs. When you don’t have a story to tell in your photograph, make your product the subject of your illustration. This photograph was taken by Irving Penn, for Philippe Saalburg of FCB-Impact in Paris. 6 The use of characters known to people who see your television commercials boosts the recall of your print advertisements. 7 Keep your illustrations as simple as possible, with the focus of interest on one person. Crowd scenes don’t pull. 8 Don’t show human faces enlarged bigger than life size. They seem to repel readers. 9 Historical subjects bore the majority of readers.