Part 24 (2/2)

Fronment 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

VI Forcefulness in Advertising

An advertisement must first of all demand and win attention The first word, the first sentence, e reader, who runs hastily through the advertising azine, newspaper, or other medium Itenough to lead hiument

So far as possible the first sentence, in some cases the first word, should contain the heart of thethat you have to say about the article you have to advertise If you fail to get your reader's interest with your first sentence, the word or words that attracted his attention to your advertisement, you have lost him forever You will have no opportunity to present to hiument that may follow Your attention words are read by your u form should therefore be presented to thenuest and most attractive sentences that you can devise Reduce the sentences to the single words that express the ideas

As an attention feature, a touch of hu It tends to put the reader into a pleasant frame of mind, a frame of mind in which he is likely to listen more attentively to what you have to say It operates in the same way as the funny story that usually prefaces the remarks of the after-dinner speaker The hu on the body of your advertising Irrelevant hu space as an irrelevant illustration Advertising space costs tooGrotesque illustrations and far-fetched puns are no longer found in advertising columns, because they have been found ineffective

IX Illustrations

In advertising practice the attention feature is frequently supplied by an illustration showing the article advertised in the use that is emphasized in the body of the advertiseument presented The ie amount of space that is occupied by such illustrations Some experiments have indicated, however, that a ritten attention line is fully as effective as an average illustration

X Suggested Reading

Carl Schurz's _Life of Abraham Lincoln_

XI Meeneia, when she heard her dooone away, took his right hand, and said: ”O father! I a and very happy

I do not think the pious Calchas heard Distinctly what the Goddess spake; old age Obscures the senses If my nurse, who knew My voice so well, so on her knee both ar in her face, and she in ht not he, also, hear one word amiss, Spoken from so far off, even from Olympus?”

The father placed his cheek upon her head, And tears dropt down it; but the king of men Replied not Then the ? Hearest thou not Me, whom thou ever hast, until this hour, Listened to fondly, and awakened me To hear my voice amid the voice of birds, When it was inarticulate as theirs, And the down deadened it within the nest?”

He ently froht tears froht to have laid down nant Artein blood; I thought to have selected the white flowers To please the nymphs, and to have asked of each By naret, Whether, since both ht at Hyirls the ard me mildly with her azure eyes,-- But, father, to see you no one!”

Gently hehis lofty head far over hers; And the dark depths of nature heaved and burst

He turned away,--not far, but silent still

She now first shuddered; for in hi a silence seeain she raised her voice: ”O father! if the shi+ps are now detained, And all your vows move not the Gods above, When the knife strikes me there will be one prayer The less to thehter's prayer For her dear father's safety and success?”

A groan that shook hied man now entered, and without One word stepped slowly on, and took the wrist Of the pale maiden She looked up, and saw The fillet of the priest and calm, cold eyes

Then turned she where her parent stood, and cried: ”O father! grieve no more; the shi+ps can sail”

WALTER SAVAGE LANDOR[16]