Part 24 (1/2)

Long has it waved on high, And many an eye has danced to see That banner in the sky; Beneath it rung the battle shout, And burst the cannon's roar;-- The meteor of the ocean air Shall sweep the clouds no more.

Her deck, once red with heroes' blood, Where knelt the vanquished foe, When winds were hurrying o'er the flood And waves were white below, No more shall feel the victor's tread, Or know the conquered knee;-- The harpies of the sh.o.r.e shall pluck The eagle of the sea!

Oh, better that her shattered hulk Should sink beneath the wave; Her thunders shook the mighty deep, And there should be her grave; Nail to the mast her holy flag, Set every threadbare sail, And give her to the G.o.d of storms, The lightning and the gale.

OLIVER WENDELL HOLMES.

[15] Built about 1800, the frigate _Const.i.tution_ had a career that aroused popular fancy. She was at the bombardment of Tripoli in 1804; captured the British frigate _Guerriere_ August 2, 1812; captured the British frigate _Java_ December 29, 1812; and on February 20, 1815, captured the British s.h.i.+ps _Cyane_ and _Levant_. In 1830, when it was proposed to break her up, Holmes wrote this poem by way of protest. The result was that the s.h.i.+p was preserved. She now lies at the Boston Navy Yard, an object of great historic and patriotic interest. The poem is a kind of poetic editorial.

CHAPTER XVIII

ADVERTIs.e.m.e.nTS

”I hold every man a debtor to his profession; from the which as men of course do seek to receive countenance and profit, so ought they of duty to endeavour themselves by way of amends to be a help and ornament thereunto.”--FRANCIS BACON.

I. Introduction

In no field is the writer of English more generously rewarded than in advertising. The annual expenditure for advertising in the United States is close to $1,000,000,000 and is rapidly increasing. Writers skilled in presenting goods to the public command very large salaries in the distribution of this great sum. The profession has been steadily attaining higher standards and has made a place for its members in nearly every business house in the country. It is certain, however, that there is still a vast field open for advertising development.

II. a.s.signment I

Make a list of the reasons that would induce you to buy a particular kind of fountain pen; suit of clothes; set of books; stove or range; lead pencil; candy.

III. Example

(See page 109.)

IV. Definition

An advertis.e.m.e.nt is an argumentative composition cut down to its simplest elements, a composition in which single words represent sentences or even paragraphs of ordinary writing. A sentence in an advertis.e.m.e.nt frequently conveys the meaning that in ordinary writing would be expanded into a long descriptive essay. The principles of composition-writing apply to advertising in the superlative degree.

Above all things else, an advertis.e.m.e.nt must be clear, coherent, and forceful. In addition to these things it must be brief.

Model Shoes make happy, handsome feet.

Model Shoes are made on natural foot-fitting lasts and feel right the first time.

Model Shoes are made of carefully selected hides tanned by the special process which increases their wearing quality thirty per cent. Every operation from cutting to final packing is under the supervision of experts who are specially trained in their line.

Model Shoes are designed by shoe artists who watch every turn in the smart productions of fas.h.i.+onable New York and London bootmakers and combine the most favored lines with _model_ comfort into distinctive _model_ designs.

$4.50 at your store _Write for Style Booklet_

Model Shoemakers Lowell, Ma.s.s.

V. a.s.signment II

From the reasons that you have listed in a.s.signment I, pick out the one that most attracts you in the case of each of the articles named. Give a reason for your choice. Find a quality in each article that you especially desire but rarely find.