Topical Guide 823
Mark Dorset
Advertising: Media: Matchbook Covers
Advertising: Types of Appeal: Appeal to Ego, Appeal to Desire to Enhance One’s Self-Image, Appeal to Determination to Meet a Challenge
At Home with the Glynns, Chapter 17:
Their approach to advertising was very simple, almost childish. It was derived from a basic schoolyard challenge that began “Betcha can’t,” and went on to trouble. Among the “Betcha can’t” challenges that I can recall accepting, to my regret, were “Betcha can’t hit that window with this rock” and “Betcha can’t climb up that ivy all the way to the roof of the school.” You get the idea. The Past Masters simply omitted “Betcha can’t” and printed the heart of the challenge on each of the matchbook covers that touted one of their correspondence courses. The one for the taxidermy course showed a cartoon raccoon over the challenge “Stuff Me!” The one for plumbing showed a dripping faucet over “Stop Me!” The one that got me, the one for the art course, showed the profile of an attractive young woman over the challenge “Draw Me!”
Jim Linderman, “The Art of Art Instruction Inc. Draw Me! Free Talent Test! Vintage Matchbook Cover Art,” on Dull Dim Bulb:
Do you like to draw? Do you like to draw “do you like to draw” ads? I presume millions saw these masterpieces of matchbook art. I have no idea how many took the time to squeeze their name onto the address section inside, but “Art Instruction Inc.” is still in business after 100 years.
At the time of writing, October 4, 2024, this matchbook cover was available on eBay for $2.75.
[to be continued]
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