Part 25 (1/2)

[16] When the Greeks were about to set sail for Troy, Arteamemnon, becalmed their shi+ps at Aulis The seer Calchas thereupon declared that the Goddess could be propitiated only by the death of Iphigeneia, the daughter of Agaedies by Euripides, Racine, and Goethe

CHAPTER XIX

ADVERTIsemenTS (_continued_)

”Discretion of speech is reeably to hiood words or in good order”--FRANCIS BACON

I assignazines five advertisements which in your opinion have effective attention lines Pick out five advertisements which in your opinion have ineffective attention lines

Give your reasons for your choice

II assignu chapter, set down all the questions that you ht ask as a possible customer if you had been attracted by the attention line

(b) In the five exaazines, set down the questions that are answered in thethe attention lines

III Coherence in Advertising

An effective advertise from the attraction of attention to the point where the reader is convinced that he wants your goods, and beyond that to the point where he will take soet the between attention and action may be sketched in the briefest terms, may in some exceptional cases be omitted entirely from the final form of the advertisement, but must be carefully worked out in theo that the ordinarymust start from the attention line If you have attracted your reader by saying ”Prices Cut,” you must tell him how much the reduction is and why you have made the reduction If, on the other hand, you have attracted the attention by saying ”Our Goods are the Best,” you must explain the reasons why they are the best That the ument fro upon this line of argument must be excluded

IV Exercise

Answer the questions about the various articles set down in assignical order in which they would occur and to exclude all u Results

When you have attracted the attention of your reader and carried hiu more remains He must be induced to act upon his conviction Up to this point his part has been passive; he has been asked merely to sit in his easy chair and read what you have to say Now he ht to the point of putting on his hat and coat and going out to buy your goods The strongest language forent iiven them The appeal must, of course, be courteous, so as not to offend; but it th of ”Sign here for free booklet” with ”If you will sign on this line, ill send you our free booklet”

When your reader has been aroused to action, his way should be made as easy as possible Every direction that he may need should be plainly before him, every convenience that will reduce his action to a miniet the goods that you have convinced him he wants, your na else that will enable hin sentence for each of the advertise the necessary conclusion

Construct a series of five advertisele attractive feature of one of the articles selected in the preceding work Each advertiseh fro

James Parton's _Captains of Industry_

VIII Memorize