ADVERTISING [DEASA Practical Guid,e ta Methad,s That Make Adaertisements F6/orlt

ADVERTISUNG IDEASA Practica{ Guide to Methads

That Make Adaertisements Wark

BY

JOHN CAPLESof Batten, Barton, I)ursti'ne & Osborn, Irrc';

Author oJ "Tested' Adaertisittg Methods" and

" Ad.aertising for I mn'ediate Sales"

FOREWOR'D BY

FREDBRICK C. KENDALLlldilor, Adaertising & Selling

Frnsr Eorrrox

COMPANY, Ixc.

L O N D O N

McGRAW-HILL BOOKNEW YORK AND

1 938

Coevntcnr, 1938, nv tnp

McGn,lw-Hrlr, Boor Cour.lNY, fxc.

PRINTED IN TIIE UNITED STATES Or. AMERICA

AII rights reserued. Thi,s book, orparts ther eof , rnay not b e r epr oduc ed,

in any torm without permission ofthe publishers.

THE MAPLE PRESS COMPANY, TORK'

INTR@DU€T[@[Nff\HE purpose of this book is to shon'you how

I to make better adr.ertisements-to tell you

definitely and specifically:-how to choose effrctive appeals-how to write headlines that are "stoppers"-how to write copl' that sells-how to make all kinds of layouts-how to get attention b1' using brides, babies,

animals, cartoons, conric strips, etc.-how to use sex appeal-how to use hunror, horror, news, curiosit5',

and self-interest-how to introduce ne$'products-how to sell several products in the sarne ad,-how to handle contests, premiums, and free

^ ofrersv -'how to build prestige

-how to increase coupon returns--how to get orders b1'mail-how to make people follow your ads week

after week and tnonth after month, just as

they follow a continued story-holv to nake advertisernents achieve the pri-

rnar]' purpose thel' are intended to achieve;

namell', to .sell nore tnerchu.nd'ise.

1'he method of preseutntion is the "case

methocl." One hundred advertisements that were

outstandingil' ,l.,"""..fuI in producing results are

reproduced just as the;' appeared in publicationsi except that color is omitted). 'f hese ads are taken

;rparL and analS'zed-headline, layout, il lus-

trations, and copl'-section by section, feature

by feature-in order to show you how they work,

why they were successful, and how you can take

these successful methods and use thern as your

_ 0 w n .

v

!-or your convenience, the book is arranged as

foliox's:

(a) The 100 advertisetnents are printed onright-hand pages, where you can most

easi l ; r see and studl ' them.

(b) The discussion of each advertisement is

printed on the left-hand page facing it.

This is to enable you to have the advertise-

ment con.stantly before you while you are

reading tJre f acts about i t .

(") A system of reference numbers is used to

tie up the text x'ith the illustrations. For

example, if a large numeral @ is placed

alongside the headline of an advertisement,

a sirnilar numeral @ is placed alongside

the paragraph in the text which discusses

the headline.

Important: 'I-here are definite, proved reasons

for the inclusion of every single advertisement.

X{ere opinions and personal preferences are not

considered sufficient re&sons.

Of course, there are hundreds of advertisements

n'hose proved records of success entitle them to be

included in a Lrook of this kind. However, in order

to keep the book within the lirnits of a single

usable volume, it was necessarv to boil the list

down to 100 exanipies.

I{ere are some of the factors that have been

used as guides in the selection of these adver-

tisements:

The sales directl-v traceable to individual adver'-

tisements, wherever this information was avail-

able.

vii

.".-

Coupons, sample rer;uests, and other forms of

dinect inquiries.'fhe number of box tops and coins received

from advertisements offering premiums, etc.

The number of entries reeeived in the case of

contest advertisements, with especial emphasis on

entries accompanied b.v proof of purchase of the

product.

I\'fail order sales in the case of mail order

aclvertisements.

The tabulated results of asking thousands of

rnagazine readers rvhich advertisements they have

noticed and reatl in current pubiications.

l\nd finally, the experience gained ove-r a periotl

of years through millions of dollars spent in

testing advertisements to find out which sell tl it

most goods. In other words, every recognizt,' l

device has been brought to bear to ma.ke certiLittthat the methods explained in this book are

methods that utork.

For assistance in the preparation of this bttrrk,

thanks are due to M. V. Caples, the ts.B.I) .O.

Library-Research Department, I\[r. Wi]liam I.

Orcharcl. ilIr. Robert Uhl, and Mr. I{erbert 1\'est.

Nnrv Yo l rx ,

Decentber , 7937,

JouN C,rpr,ns.

!oC@NTENTS

Conlents According: to ProductsPrce

Cosmetics and Pharmacetttical sttppliesApparel, Etc.

Jantzen Swimming Suits

Spencer Corsetsl'alon Slide Fastener

.ltdom obiles, SuPPlies, Eb.

Ethyl GasolineFisher BodYIlord AccessoriesFord CarsGeneral MotorsGolden Shell l\{otor Oil

Liberty Mutual Automobile Insurance

MobiloilPackard Motor Cars

Flymouth CarsSocony-Vacuum Motor Oil

Super-Shell GasolineTexaco GasolineWillys Motor Car

Books, Pamphlets, Etc.

Black, Walter J., Inc.

Book-of-the-Month Club, fnc'

DoubledaY, Page & Co.

McGraw-Hill Book ComPanY, Inc'

Itelman Institute of America

Shers'in CodY School of English

Simon & Schuster, Inc.

Cantera Supplies

Agfa !-ilmsEastman Kodak Co.

Ligarettes and Tobacco

Camel CigarettesKool CigarettesOld Gold CigarettesPrince Albert' lobaccoRaleigh Cigarettes

Absorbine Jr.Brorno-SeltzerCamay Soap 77 '

Colgate's Dental CreamCoty Face PowderCutex Nail PolishJohnson & Johnson

Baby CreamBaby OiIBaby Powder

. Baby SoapTek Tooth Brush

Lifebuoy Shaving CreamLifebuoy SoapListerineLux Toilet SoapLysol DisinfectantParke, Davis & Co.Palmoli'r'e SoapSal HepaticaSquibb Dental CreamSquibb Tooth Pos'derTek Tooth BrushWoodbury's Facial SoaP

Electrical Appliances, Etc.

Bell System TelePhonesEvcready BatiericsGeneral Electric MixerGeneral Electric t'oasterRadio SetsSchick Shaver

Food,s and Food' Products

Calumet Baking PowderCampbell's SouPsCampbell's Tomato Juice

Chase & Sanborn Cofiee

Coca-ColaCrisco

n 1a l

1 1 1oa

P a c e

99c l

1811 6 1ca

351871891 7 11931891631 9 155

I 1 , 109145

J C

I D I

107143

9 , 1 9 12 l

3 9 , 1 1 7:J5

87A r y

l v70

7979

t o c

5 35363

6D

159I b D

r831 91 9

O! l

t l o

t D l

t t a

t t l

1 r y R

\.23

59

651791991651 l dt t ,

Jr l

15383"/

13581

ix

.-

Del l\{onte FoodsDel Monte Fruit CocltailGold Medal FlourHeinz BeansHormel SoupKaffee-Hag CofrceNational BiscuittRitz CrackersSanka CofreeSoftasilk Flour lWelch's Grape Juic'e

F urni s hing s ond Dmraliotts

Bell System TelephonesBigelow-Sanford Carpct Co., fnc.CurtainsPittsburgh Plate Glass Co.

Gifts, Jerelry, Etc.

Cellophane Gift 'WrappingHamilton WatehesHickok Belts, Etc.Schick Shaver

I nsurance and F inancial

fnvestors' SyndicateLiberty Mutual Insurance Co.Metropolitan Life Insurance Co.Northwestern National Life Insurance Co.Phoenix Mutual Life fnsurance CoUnited States Savinss Bonds

Liqttor

Canadian Club WhiskeyFleischmann's GinPaul Jones IYhiskies

Contents

r\ttenti on-gettersBargain AppealCartoonContestsDepartment Store CopyEconomy AngleEditorial TechniqueFamous PeopleFat ReducingGet Rid of Work

x

fit'.,aps, Cleanser s, Etc.

Boraxof)a.nray S,lrpI)ranoI'els-Naptlra SoapIvory FlakesIvory SoapJohnson & Johnsol Raby SoatrrL i febuoy Shaving Creaml,ifebrroy SoapLuxLux' Io i le t SoapLysol DisinfectantLysol l ly'gienic SoapPalnrolive SoapSunbrite CleanserWoodbury's Facial Soap

Schools, Courses, Etc.

Hugo lrench CoursePelman Institute of AmericaRoth Memory CourseSherwin Cody School of English

Trauel, Tours, Etc.

Canadian Australasian LineChesapeake and Ohio LinesUnited Air Lines

Miscellaneotts

Air Conditioning 75Cellophane 201Community Chest 167' DuPont Cellulose Sponges 797Flori.sts' Telegraph Delivery Association 73Fountain Pens 127

'Freon Refrigerant 75Metro-Goldwyn-N{ayer Pietures 31World Peacervays, Inc. 105

1 9 ,

Pecs

1 4 1

1 4 1

197| .).)1 0 369{949

J)

t 9 571

I ? : t

??, I r i l

l ' l l )

t i I

l : J9

1 : 1 9

i 9

5 : i

9 i

a ifr5rJ5

1rJ5+523

D I

95o

6 t

1 7. 9 1

149

1 1 5o l

127I 3

?011 0 11 4 1123

931 9 it25

i[3

o

1 1 3

o /

169z5

According to Aduertising Appeals and

14, 16, 23, 30, 48, 55,59, 61, 78, 80, 85, 92, 123, 155,

Techniques

159 , 163 , 181 , 185 ,121 ,127 ,

45, 57, 69, 91,d qI l t

1 2 , 3 2 , 1 3 1 , 1 4 3 ,7, 13, 55, 74,133,

31 ,65 , 71 , 83 , 107,

187, 1gg1 7 5 , 1 9 51 2 9 , 1 5 11 1 9 , 1 9 9r27, 175191, 200157, 163169, 1857 1 , 1 1 195, 1773,

7 , 1 1 , 2 1 , 2 7 ,

^5rror Copy

Jmorous CoPY

Long CoPY

\[ail Order'

Ilfoney, Profits' Btc.

Money BackNewsNewspaper CoPYPoster TechniquePremiumsPrestige APPealPricesPromoting Fublic \Yelfare

Quick ResultsRadio Tie-uPRecipesScare CopyScattered CoPY

Sex Appealdl;Short CoPYStrip TechniqueStory CopYTestimonialsTimely CoPYTrade Journal CoPY

Two or more products in one advertisement

Jusual Layout

05, i;;45 , L29 ,151 ' 179

3 . 9 , 3 9 , 1 g , 4 7 , 5 1 , 8 ? , 9 5 , 1 1 ? , 1 1 9 , 1 9 5 , 1 9 7 , 1 9 9g, 21, 39, 47, 51, 87, 95, 117 ' 121

3 , gg , 77 ,95 , 119 , 137 , 191 , 199

22, 47, 103, 119, 195

1 1 , 5 5 , 1 0 7 , 1 3 1 , l 3 ? , 1 4 9 , 1 ? 3 , 1 9 3 , 2 0 071 ,127 ,1?5 , 199

25 ,67 ,107 , 135 ' 171

147 ,179 ,195 , 197

108, 123, 125, 133, 141, 153, 1 89

r27, l1 l , 143, 161, 175, 177, 17$

105. 195, 159, 167g , 57 ,71 ,85 , 95 , 97 , 111 , 183

7 , r 1 , 2 3 , 8 3 , 1 0 793 , 37 ,81 , 169

5 3 , 6 3 , 9 947, 117

. , _ - - - 15 , 16 , 31 , 34 ,41 ,61 ' 123 , 161

-- A, Q7, 3J8,, 4,5j,i, ii, ur,65, 69, '1, 'u:u'gi:hnu*X'"'Zl"lli' ill; i335 , g , 43 ,51 , 95 ' 157

g , 2 7 , 4 7 , 6 5 , ? 1 , 7 7 , 8 5 , 9 5 , L 5 7 , 1 6 9 , 1 8 1 , 1 8 5 ' 1 9 5 ' 1 9 7

- 1 2 . 4 0 , 4 8 , 5 5 , 7 g , 1 0 0 , 1 1 4 , 1 2 9 , 1 3 5 , 1 4 I , ! 4 7 , 1 7 1 ' 1 7 8 ' 2 0 1. 75 ,137

g2 ,95 ,53 , ?9 , 127 ,131 ,139 ' 141

g7, 49,59, 61, 91, 115, 133, I45, 147, 151, 153, 159, 163

3, 2A, 25 ,37 , 67 , 101 '1 6 . 4 1 , 4 7 , 7 5 , 1 0 1 , 1 2 1 , 1 2 3 ,

Atner'ican XlagazineChain Store AgeChicago TribttneColl'ier's 2'

CosmopolilanDrug TopicsFortuneGood ITousekeePingLadies' Hotne .Iournal

trIcCall 's )Iagazine t

Neu I'ork SundaY Ilirror

New I'ork SrrnrlrrY .Net's

l,{ew }'ork Tim.esNen, I'ork Times Suntlay ltlaguzine

PoptLlar trIechanicsSaiurrlay Ez,ering Pttst 4, 6, 18, 56, 64' 82' 106' 108'

'[ ' inw I$agazine'l'rrrc

Story Ilagazine

Contents According to Publicatio'ns58, 68

' tou

l+ ,2 { ,98 , : l ( } , 1 ( ) ,5 '2 ,5 , { , 66 , 72 , 92 ,98 , 100, 140, 144, 148, 154, 156 ' 160 ' 162 ' , 166 ' , 168 ' 17062, 88

136104

32, 44,60, ?8, 80, 84, 110, 128, 130,132,152' 1802 2 , 3 6 , 4 8

2 6 , 1 3 8174L2(i

70, 1981 1 6

38

l l4 , 122,124,134, r42,146,150, 158, 164, L72,176, 178'

182, 184, 186, 200

10, 12, 16, 42,90, t r88, 19234, 96

I

!oT I{A\rE known John Caplesfor about ten yea'rs'

t a,nd durins that time have published in

Arluertising & Selling upwards of twenty-five

articles written by him. To my mind, the chief

value of his writing is that it is based on facts

rather than on oPinions-

Xtr. Caples began his advertising career as a

*,riter of rnail order copl'-a type of work where

every advertisement can be measured by the

actual sales it produces. In 1927 he went into

general advertising and carried with him the hard-

boiled viewpoint of the mail order man' He

applied mail order tests to general advertising'

and where these could not be applied, he devised

l* tests. fn 1932 he wrote the book "Tested

YclvertisinE l{ethods," which became a best

seller in the advertising field' In 1936 he wrote

another volume entitled "Advertising for fmme-

diate Sales." Also in that year he was appointed

by the Association of National Advertisers and

the American Association of Advertising Agencies

to serve on a committee to study methods of

testing advertising

Tiris third volurne, "Advertising Ideas," is

dif{erent in a number of respects from any adver-

tising book ever published before. The earliest

advertising bo,rks showed advertisements which'

in the opinion of the authors, were worthy o{ note'

Certain recent books have reflected the scientific

trend of the times by showing advertisements

rvith proven records of success. This book not

only shows you successful advertisements, but it

tells you how to produce successful advertise-

rnents. The book will help writers because it tells

how to write copy that attracts readers and pro-

duces sales. It will help artists because it shows

how to produce layouts that get attention' It will

help advertising managers and other executives

whose work touches advertising and sales' AIso

teachers of advertising and students will find

here a simple explanation of how to build good

advertisements. Above all, the younger man in

advertising, the man whose future depends on

knowing the latest scientific methods, will learn

from this book how to make a,dvertising make

nrone'' Fnnppnrcr c. Kn*n'tr'r',\)ditor, Aduertising & Selling.

F@REW@RD

XIII

TISING IDEASThat Make Aduertisements Worlc

Advertising the Cheerful Side of the Story

C'1O]IE advertisers make themselves known by\.L) spencling large sums of money annually.'fhis is called "tonnage of advertising." Others,

such as the I'hoenix Jlutual Life fnsurance

Con-rpan-v, aceontplish resttlts b.v spending rela-

tively srnall sttnrs of nronel- scientit'cally.

Everl' nerv Phoenix Jlutu:rl advertisement is

first tested for sales results in a single publication.

Onll' the advertisements rvhich produce a large

number of coupons and sales are used in natl'onal

magazines.

The advertisement at the right appeared in

Collier's and other nationttl magazines' It is a

te st ed arlv ert isement.

Note the cheerful, self-interest approach of

this advertisement. It features the money you

get rvhen you retire, insteacl of the money

your rvidow would get if you were suddenly taken

awtw-.

Note the extremely Iong copy. Most advertisers

rvoukl hesitate to use so much text. They would

say, "So felv people will read it." It is true that

not m:rny peopie read lengthy advertisements

ciear through. But people who are really inter-

ested-in othe"r words, the real prospecls for a

Retirement fncone Policy-will read every word'

This advettisement gets results as follows:

e @ @ '\ quick Inessage is. conveyed to

glancers by the illr-rstration, the heacliine, and

the name plate, "Phoenix Nlutual ' " '

@ @ The copy "o^tui.,,

a long sales nressage

for those lvho are real ly interested. Incidental l l ' ,

the panel at the left @ is a complete tttlvertise-

ment in i tsel f . ' the three columns at the r ight @

also tell a complete stor.v. Actually two advertise-

ments have been cornpressed into a single page'

@ The coupon o{fers a free booklet containing

f urther inf ormation. This selects the so-called

" hot prosp""t. "-1hg people who are likely to

buy iurmediately if properly approachetl by a

salesman.

o PFIOENIX MtfTtTAL, one page, black and white, various magazines.

=

F{ew o mon of

4* eon retire

in 15 yeors

I t m a k e s n o d i f f c r t n c c r f Y r r

care fu l l y la id P lans fo r l v r rg

have been uPsc t dur ing lh? P" l

few years . I t mak€s no dr f l " 'K

i f you s re wot th ha l f as tnuch lo

d a y a s y o u w c t e .

Now, by fo l lo* ing a $mPL

def in i te Ret i r€mcnt lncomc P l 'n '

you can ar range to qu i t *o r l fd

ever f i f teen Years f rom r ' -deY u l l h

e month ly incom€ Ruaran (cd lo

you fo r l i fe .

dt Guoronteedlncome for Lifo

H e r e i s w h a t $ 2 0 0 a m o n t h R c '

l i r e m e n t I n c o m e , P a Y a b l c : t r 3 c

55, w i l l do fo r You:

l l ! ,uoro t r l . c t wh.6 You c ro t !

an income o f $200 s month fd

l i fe . Th is income cannot 3 toP un '

i i l a t l€as t $20,000 has bc .n P .d .

and You can ge t 9s much as 125.

OO0, $30,000 or morc , dcP<ndtn3

on ly upon how long You l l vc -

Th is impor tanr b<n ' :6 t i3 avar l '

ab l l a lone: bu t i f You i rc ro$ t_

eb l€ , sdd i t ions csn b< m.dc to

y o u t p l a n b Y w h ' c h -

I t qu6tan t . . r ePo. d . . t k ta

oc< ld .nh l 6Fnt b . fc . . ceo 53

a Cash PaYmcnt to Your b<rc

f i c i a r y o f $ 4 0 . O 0 O O r . m d t h l Y

income fo r l t f c .

I t gu . ron ic . r vPd aFt | . hh

Gny o th€r tou i . b r+on.a . g t

a Cesh Paymcnt to Yor tm-

hc is ry o f $2O.o00 Or r |16 th l t

incomc fo r l i f c .

t t g e o r € n s . h k . n a a d , f ,

manrnt ttrl dtE5llhy Lhti

o g r ! i a M o n i h l y l n c @ ' f o r

y o u .

I t sounds too good to k tM '

B u t i t i s t r u r . T h . r c r r t o o

" c a l c h e s " i n i t , f o r l h c P l a n r .

guarsn tccC bY .n 84 Yc . t -o 'd

c o m p e n y w i l h o v . t h t l f a b t l l r m

d o t l a r ! o f I n ! u r r n . c t n f ( { ( .

T h c P l e n r r n o t l r n r t t d i o f t n

o f ' 1 0 . Y o u m r Y b . ' ) l d . t o t

youngcr T l r t In t ,mt r r n .n hm-

i t e d t o t 2 o o ! m , n l h l r ( . n b .

mor t o r Icas And You .an .< l r rc

a t any c f t [ . fo l los rn t a tc t

5 5 6 0 , o r f ) 5 .

H. ,w much c to you h .vc lo Pu l

i n ? W e l l t r g l a d l ( ) l . l l Y o u t h .

c x a c ' a r t , u n ! a s g , r l r r : w t k n r ; *

y o u r p r c s . n ' a g t . h o * m u c h r n

aornr y ; r t r wen i , and how gM

y i ) u w a n t t o a e t i r c .

Send fo r Frec P lon Book

V / r i t ( y o u r d a t c o f b i r l h i n t h c

c o u p o n a t t h c r i g h l , a n , l m a r l t o

d a y Y o u s i l l r . c e r v € w i i h o u t

c o s t o r o b l i g a t i o n a c o p y o f a n

i l l u s t r a t r d b o o k l r t i h a t t t l l 3 a l l

a b o u t t h . P h * n i r N l u t u a l R c .

t i r e m € n t I n c o m c P l a n .

**6-%t1"'

":- t g '

w

Here 's)uour chse to 6nd out how littlc

it costs to retirc at 55, 60, or 65 with a

montlly income of $100, $200' $300 or*::::.:":-::::::",oWrite t}le nccessry infomation in the

oupon below and snd it now' You

witl bc nailcd s 24-pagc b@k tiat tell3

all about this nw.plan. It telts how you

can providc moncy to leave your home

clcar of debt, money to smd Your sn to

college, moncy for spccial needs. lt tells

how this plan is backed bY thc Phmrx

Mutual, an 84-year-old company witlt

over half a bil l ion dollars of insurancc in

force. No cost. No obligation Scnd for

your copy of this fre bmk todaY' The

coupon below is for vour conv€nience'

I crs et- s.., Hddd' cou

t Sond m, by m^i l , * i tho' , obl ;a^t io^ 'sond m. by m^t l * t thout oo t 'ad"v '

y " " , n " * 6** a" . . , ib tnd ta ! PHo ' i ' I

Muru^L RErr *ExEia Ixcogz Pux '

Datc o f Bk tb

Bu ' io? ! i

Addc!r-.........--...--'

rcttYou don't have tc he rich to

$2OO A MONTRETIRE AT 55 oN e

H""T 'LL DRAW an income o f $200 a

I month for the test ol mY liIe, as

son as I 'm 55," sid a certain man

talking of his plms for the future .

"How can you do it on Your salarY ?"

askcd his fricnd.

"Easy," uid thc first man. "I 'm buy'

ing a Rctircmmt Inome on the install'

ment plan. My inomc of $200 a month

begins who I'm 55, and it '3 guarantced

for life."What'r mor€, if I should droP out of

thc picture bcforo fry retirement ag€'

my wifc would get a regular monthly

inrcme for thc rcat of her life."

"That rcunds good," said the other,

"but what if you'rc totally disabled' and

can't make your PaYments?""I don't have to worry about that

either. If, bcfore I reach 55, *rious ill-

ncss or eFident 3tops my caming power

for six months, thcn-so long thcreafter

as I remin diubled-I dm't hsve to'

pay my prmiums that fall due, md

I'll get a Disbility income besides."

"Fine. Can you tcll me how much this

new Retirement Inme Plan would cost

me ?"

What Docr lt Ccrt?

"How much you need to save each month

depends on how old You are, when Youwant to retirc, and the size of the income

you will want,"Why don't you write for the book

called 'The Phoenix Mutual Retirement

Incomc Plan'? They'll mail you a copy

free. :It tells all about how the plan

works and what you get."

A'*"%,t l F t I t t t U R A N C E C O f r t F A R Y

Home Off icc: Hart ford, Conn.

fflHIS sas the best-read advertisement in aI reeent issue of The Sahtrday Euening Post,

according to a leading advertisement-checking

service.r Here are features that helpetl to makeit a rvinner:

@ '\ headline that suggests a story.

@ Comic strip technique.

€) A human-interest situation; namely, anargument between a policeman and a woman.

* Briefly stated, this reader-checking method

operates as follows: Between 300 and 400 people

who have read the current issue of a certainmagazine are interviewed by reporters withregard to each advertisement of half-page sizeor larger. The reporter determines: (1) whether

the person had seen the advertisement in theparticular magazine and had thetr associated it

with the product; (2) the extent to which he had

An Argument That Attracted Thousands of Readers

@ @ @ e Note that the people in the illus-

trations are shown in animated, poses-not dull

and quiet. A single glance at this pa,ge suggests

that something dramatic is happening. lVhenadvertising men first produced cornic .strip ads,

they failed to get action into the pictures. Eachpicture was simply a tiresome iepetition of twopeople talking in the same pose. Now, the ad men

have learned to imitate the professional comicstrip artists ancl increase interest by continuallyshifting the poses of the characters.

reacl the component parts. Results are tabtriatedon a percentage basis and also on the basis ofcost. That is, if a color page and a black-and-white page both receive the same percentage ofreaclers, the biack-and-white page is considered thewinner because it costs less than a color page.

See page 203 lor a detailed description of how

this method of checking advertisements is handiedby reporters working in eighteen cities.

SANKA COFFXE, one page, b lack and whi te, The Saturdury Eret t ino post .

OThe ,Jrori, of r&e

plug. "&i," sirl I io my*lf, "if i t 's trouble she's loking for,

?olicenon and rfre &dyl. wtcorr .. . shc camc strceking down the street in one ofthm shiny red rsdstcs and parked plumb'n front of a 6re

ffi'..E:, ,;I';:',,,1

fr'h,,"

shc's comc to thc right man . . . and on just the right day."

.t'€IF

@ ,$

f\

2. 3o cvcr I go to whcrc shc wes si t t ing in her

c a r , a s m a d a s a l l g e t o u t . " S u r c , " s a r d I , v e r ypol i tc, " woul.J lou bc want ing mc to move the

h v d r r n r ? O r m a r b c i t ' s a t i c k c t y o ' r e n e e d i n g

t ' r terch ) ou whcrc to perk arond hcre.".

rffi3. "le ycu ork mc," she snapped back, "what you need issomething to teach you to keep a civil tongue." " It 's a lot youknow, young lady," said I, " about the nature of a man wholoves good coffee but has becn owl-eyed practically all nightfrom drinking it at midnight."

i. Make Sanka Co$ee the way allgmd coffee should be madi . . .s lrong. U se a heaping tablespoonfulof Sanka Coffee for every cup. Ifyou "perk" it, give it a lew extraminutes " on the fire."

Your grocercarries Sanka Coffee.I t i s a Genera l Foods Produc t .

Saxrn CoFFtrEREAL COFFEE_q7% CAFnEIN-FREE. DRINX I? AND SLEEP I

F'l',L.:

13*.,:t:iV:f:l.It

' fti

.,"i,:

.]

1t f\ _f"#\T

?. .1 - tka

5. sr'" -"r i l ..t er(,ugh when I nabbcd hcr, ncxd day, " Do I get; r t i cke t l " shc rs lc l . " ' l ' i ckc r , n rv c l 'e , " I sa id . ' ' l ns tcad I ' l l bct hrlkirrq r rn l irr r. isi rrg nrc ug' t,, i r well c('ffce that leti mc sleEpl ikc r , l<sk s<rgr rn r . .1 long w i th 1 'ou and watch the f i re p lugs . "

l i - : l i ' ] . - , : : i , r r . , ; , t . t . , , , 1 i , t . ; _ - r : . i t

tr: - ri' I F you have a passion for good coffee . . . but are on badi',i terms with caffein . . . get to know Sanka Coffei.

I nr'll 6nd Sanka Coffee is real coffee at its fragrant bestI . . . end more. For97% of i ts caf fe in is removed . . . so i t just

can't keep you awake . . . or frazzle your netves . . . no matterhow much you dr ink.

{

,i\* **"*L*

\

4. -oh don'r I - shc said. "Well, take thcwordof an cx-stayer-awake and get somc SanksCoffcc. Mot of the caffein is taken out, so itcan't keep you awake. Divinecoffee, tm.". Bc-fore I could answet, she's offin a cloudbfdust.

lrlFi

F:3-?+:: ::.:.:-:.t:::!,: :'::.2,:-.:+.a:,: . : !.) :'. '.:.: .: a+t:.;.a:i.:':.:r;ta.::::,,;.a::=:.: il|t ::::i3 :.: f,,.a.a.2:at::.::t?:

{Jsing the "sunday Rotogravure" Technique

EST-READ advertisement in a recent rssue

oI The Saturday Euening Post.

Not long ago, a surYey was made among

thousands of newspaper readers in order to find

out which sections of the daily and Sunday news-

papers were best read. The comics received the

highest ranking, and the rotogravure pictures

were second best. This coffee advertisement

imitates the layout and human interest of the

rotogravure section of a Sunday newspaper.

@ The people in the pictures look like regular

people doing interesting things, instead of pro-

fessional advertising models in formal poses.

@ The copy is printed under the illustrations.

Investigations of peoples' reading habits have

shown that this increases the chances of the

copy's being read.

@ The headline deals with one of the rnost

interesting subjects in the world*amuteurs!

NIost of us can remember Amateur Night at the

theater, when folks from the audience went up

on the stage bo do their stuff. The attention of

the audience always rose to new highs on these

occasions. The public's interest in amateurs has

been further heightened by various radio antateur

hours. These are arnong the top programs of all

Lime in number of listeners.

Notice also the type style used in the headline'

It is similar to the style which the tabloid news-

papers have found so successful in increasing

circulation. This style does two things: (a)

suggests big news, and (b). makes it possible to

feature important words in extralarge type'

I

! l

ri

oCHASE & SANBORN COI'FDE, one page, black and white, The saturdatl Eteninp Post

GfillJEffi0Rt

Fb

trHEuers Bss *f Chase & |Sanbarn Bated Coffee Yau IBuu HeEps Anather Amateur I

**4

AT[ffm$efi

],1

HORO TO ROAD.SEOW STAR_Skeets Simmons said a hobo is "atourist without funds" . , . he shouldknorv because he uos one. He fol-

lo r red the ber rY and f ru i t c roPs

nrountl the countrY, worked during

crop seasons. But he's not a hobo

an1' longer. His barnl'ard imitationsserc so se l l l i ked , he go t a job w i thone of the Amat€ur Units-travel-ing around the count rY in s tY le !

I t l ' ogr t i t i r t t r anr l s r Icccss . . . an t l a rcgu-

l r r s r la r r : r f l c r porc r l i ' an<t t rncer -

t ir i n t ) ' . . . ' l 'hn

t 's rrhat l ortr purchases

o f ( i l r r r s t ' < t S a t t b o r t r I ) o l e c l C o f f e c

nr ( ' iu r lo t l toscr rho r t i r r vo tcs on } la jo r

lk r r r cs ' \ tu i r t< ' t t r I I< t t t r .

t r r r l fo r - r 'o t r . l l t i s f i t l c co f fcc mcat ts

r i r i l r c r f la r r r r - f rcsh t r tss assurcd by

PENNILESS ORPEAN BECOMES POPULABBLUES SINGER-Rhoda Chase left a Pittsburgh

orphanage at 18. Got a job in an Ohio candy store,

but was advised by a customet to get into ahow

business. Her deep'blqe voiee was ignored-untilshe wrote Major Bowes. She sang on the AmateurHour. Joined a Unit back in Pittsburgh!

dating-and real mor.ey saving due to

the new' economical Datedbag.

Dated.Coftee is rushed {resh to your

grocer with a delivery date rrarked on

every pound. And no pound remains

on his shclf more than 10 days. Order

Chasc & Sanborn l la ted Cof fee a t

your grocer's tdmorrow I

TArH{f RECOGNTZED - SteepleJack Kaymade a dangerous !ivingpainting flagpoles' He dbveloPedan individual style of harmonicaplaying-holding the harmonicain back ol his head-but nevermade anything of it until he wentto Major Bowes. Then he gothis chance at iast!

CoDEisht, r936, br Standard lratd! lnc.

succEss AT NINE-Y€roaica Mimosa is only 9 years old, but is already_ an accom-pf i"f,"a|u"i"i"n. ple'a tle piano as few adults csn, She was taught by her motheririii-}t"

"i"-.t z-tira by a professional teacher'.I{.c memorjzed 9l:

hYd:*selections. Her brillient perlormance on theAmsteur llour brought her exactly the aamerrward a grownup would get' . . a featured placein one of Meior Bowesl touring Unitr.

Horv Mr. Addison Sims of Seattle Becarne Famous

@ The heacl l ine has at least four good qual i t ies.

f t begins with t l re worr l " l fow," wlt ich is one of

the best headline words in the English language.'l 'he words "fmproved My Memory" select the

proper audience. The words "Jn One Evening"

inrlicate that the method is cluick and easr'.

And the headl ine as a whole is cur iosi ty a,rousing.

It makes people wonder what this method can be

that gets such quick resr.rlts.

@ 'l 'he subhead suggests a dramatic story antl

contains the word "Arnazing," which is another

one of those hea,dline words that never seem to

lose their appeal.

@ 'fhe copy begins with abreezy, entertaining

story and leads you gradually into a powerfrrl

sa les ta lk .

@ The copy contains convincing test inronials.

@ The copy does not reveal the ntethot l t . t f tht '

Roth }{emory Course. You have to mai l the

coupon to find that out.

@ Finally, there is a powerful urge to action in

the "Send l{o l\ifoney" paragraph, which gives

you an opportunity to try the course five days,

free, and then return it and owe nothing if you

are not satisfied.

fff HIS is a mail order advertisement that be-

I eame fanrous . I t was be ing run in magaz incs

as far back as 1924 and perhaps before then. It

has been repeated many times since in many

publ icat ions.

This is an unusual record of long life for any

single advertisement. 'Ihe opening sentence of

the copl- savs, "Of cotrrse I piace youlMr. Addi-

son Sirns of Seatt le." This l ine became kno'wn al l

over the I ni ter l States, and hns often been usedjokinglv 'rhen people were r'ntroduced t.o each

other.()nl1 ' an ar lvert is ing man, and especiai ly a rnai l

ortler mern, can appreciate what it means when

a niiril order arivertisement is run again and

again over a period of years. trt is as noteworlhy

as if the same horse kept winning the Kentucky

Derbl- r'ear after year.

Jlail order concerlls are continually testing

new pieces of copy in order to discover nerv

appeals that rvill bring sales at lower cost. There

is a ke1' nurnber, such as "Dept. 22," in every

coupon. Everl' time an advertisement runs, this

ke1' number is changed. 'fhis means that the

sales cost for each piece of copy can be figured

rlorvn to the last penny. The f act that this

arlvertisenrent for bhe Roth Nlemory Course

wzrs usecl for so many years, means that. in

ull thut time no other aduertisemertt uas produced

lhot equnlletl t.his one in sales resu,lt,s.Ifere are sc',me

of the f actors that made this message outstanding:

ROTH VIENIORY COURSIt, one page, black and whi te, var ious magazines.

I\demaryO InOrreEveniry

The Amazing Erperience of Victer Jene 1f}

"Of coutse I placl you! Mr' Addiron Simr

of Seattle."If I rerdembcr corrcctly-end I do rcrncm'

u.t tit."tiv-Mr. Burnrgh+ thc lumberman'introduced me to you at thc lsctrcon ol tne

3.rr?rc n"."o Cliu tt t "

ytars a8o -in lvtay'

This is a pleaiure indecdl I havcn't taro eye

;;';"; ;;;;-th"t dav. Hcnr ir the grain busi'

;:Jt- H; dit o"i ttrtrr sork out?"

The assurancc of this gcaket-in thc crowdcd

.o*a"^ "i

the Hotcl St' Rcair-coanpgll*- T'to lok at him, tlrorglr it it not my haDlt toi'listen in" evca in I hotcl lobby'

"He is David M. Roth, thc most famous

-.-"ry .tp.tt in thc Unitcd Statcs''' rsid t-ny

friend kennedy. .nt*lring my -quction bc-

ilri i co"ra gcl it o.tt. "Hc will drorr you a

i;;;;;t;.i tr,ittr trtatt that, bcfore the

evening is ovcr."And hc did.As wc wc'nt into thc banquct roqn the toast'

-".i.i *.t introducinS a long line of the grrests

i. Mi. n.O. t lot in line and when it came my

;;;.'il;. F*h -."roa,

"wtt"t arc vour initials'

Mr. Joncs. and your bsincas @nnectron ano

itj'.tt-t.'"*iti.z' Whv hc asked this' I

i.-"tiJ"itt*, -ttcrt

he pi-cked out from thc

"t"*J-aft. m'tt- trc hai met two houre bc-

i;;;'"J -tkd c*h bv oe.oc without a mis'

;;L;. -'wh"i

t mrc,-bc nagrcd eactr man's

busincls ard tclealrcrc number'

I qsr't tell yur ell thc othcr amazing.thingsttri" *--aA ."".pi to telt bo$' he called back'

;i;oi-;-;io,'i:'r bcsitatirrr, lons lirb of

.t^t a,-U""t charings, priccs, parcrl.post

rate3 and anything el* the guests gave nlm ln

rapid order.a a t

Whm I mct Mr. Roth-which You maY.bcsure I did the 6rst chanct I got-hc ratnerbowled me over by seyng, in hir quiet' modest

'lThere is nothing miraculous about my re'

-.-u.tio*- ""y,ttiig

I want to rcmembcr'*tr.tt.r ii t

""-.". faccs, figures, facts, or

something I have rcad.

FREE EXAI'IHATIOI{ COUPON

r brEltnnrtr t l l l l l l l l r l t l r | t r r l l

wiLtEt J. f | .^cx. l .c- Drpt ' 22

2 tq.t Av6r. . Xrw Ycrt . X. Y.

Plcar md m, in r p!8in c@t!ind, thc Roth Mcmoiy

c""t* "i

*"- isi. I sill .ithq ttmil thc comc

* ;;;;',;;;;; d"yr eftr its rcipt c pd vou $3 50

rn full p.yhf,r.

"You can do this as easilY as f do' AnY-

""a

-Ji*t t"

".t"t"g. mind can leam quickly

io do c*a"tiy the same things which seem so

miraculous when I do them'

"Mv own memory," continued Mr' Roth'

"*"s-&einattv very faulty' Yes it was-a really

;;;il;tt. oir meetine a man I would lose

f,i*"-. in ttrirty scconds, while now there are

il;;b; ib,ooo i"." and women in the united

ilG: inani of whom I have met but once'

;il';;; r can call instantlY on meeting

them.""That is aU right for you, Mr' Ro1h"' rin-

terrupted, "you have given years to lt' ltut

how ibout mc?"

"Mr, Joncs," he replied, "I can teach you-the

*;i';i;;;;d met'iory in one evening This

;;;i;ii""", u"""gti.I have done it with

li""*"a"l"f p.ipils. In the 6rst of seven simple

f-oront *tti"tt I have prepared for home study'

fi-"* uoo the basic principle of my whole sys-

i.- -i v." will find it-not hard work as vou.islt? f.i;U"t just.like plaving a fascinating

g.ile, I will Prove it to You.''

Hc didn't have to. His Coursc did: I got it

thi ncxt day from his Publishers'

When I tecLled tlrc firtt lceson, t suppose. I

-;'-ii;; -mct

surprird man in fortv-eightdt"t;t" find thet i hed leamed-in about onc

ti't-i.* t" "-"."U.r

a list of onc hmdred

J-rar r" g1rt I could call thcm ofr forr*rard and

b.ck without a singlc mistake'

That lcsson sfuc&. So did thc other eix'

Rced this letter from one of the most famous

trial lawyers in New York:

"May I tatc eui6 to rtatc that I rcgdd yout

wie.in giting tfi! s)Etm to the sqld s a Pubtic

LcfactiJn. Tbc sodcrfirl rioplicitv of th

mcthod, 6d thc qc with which it! ptinciPla my

L ""qoi"ea,

cqcially sppeil to me' I @y edd

that l;lrddy had ffisim to t6t thc "F€tiv6@

oi atto fu"t two lcgr in thc prcp&ti6 fd trisl

of m lmportot ection in which I @ about to

"ngagc."

?his man didn't put it a bit too 3$ong'

Thc Roth Course is pricelessl I can counf

orr--i---.-oty now. I can call the name of

;;;;; I havi met before-and I keep getting

iliait. I can remember any figures I wistt. to

remember. Telephone numb€rs come to mrno

i""i"tirv, ""*

I irave filcd them bv Mr' Roth's

easy method.

The old fear of forgetting hae-vanirhed' I

uscd to be "scared stiF' on my fcct-bccausc

I $,asn't sure' I couldn't llmcmbcr wnel r

wantcd to 8eY.

Now I em sureof myeclf, confidcnt'-and "cagJt

".-"i-ota tfto." wtren I get on my fcet et the

club, at a banquct, in e busincas mcetrng' or rtr

eny rccial gathcring'

The most enjoyable part of it all is t}lat I

;;;; ;-;;' inversetionalist-end I used

i"'il-.. iif,"t as a sphinx when I got into a

crowd of peoPle who knew things'

Now I can call up like a flash of lightning*..r-""" fact f watf rigttt at the instant I need

i;;;;: 'l--"..J

to ihi'k a "hair trigger"

;;;; belonged only to the ProdigY and

senius. Now I sce that every man ol.us nas

Ihat kind of a memory of he knows now to

make it work.

I tell vou it is a wondcrful thing' after

groping aiound.in.th3 {a.rk for so many years

io ue a-ut. to switch the big searchlight on your

mind and see instantly everything you want to

remember.This Roth Course will do wonders in your

office,

Since we took it up you never hear anyone tn

""t om". say "I giriss" or "I think it wss

;fti;ild" or;I forget that right now" or

"I can't remembcr" or "I must lool( up nls

""*..;

- No* O"y are right there with the

answer-like a shot.

Flcre is just a bit from a letter of a lvell-

knovm sales manager uP in Montreal:

"Hcrc ir thc wholc thing in a nutlhcll' Mr' Roth

t*t-" i-t r'ruLrblc-Mcmory Corru' It ic

rinolc. od qcy u fdliog ofr a los Myone-r

amlt qc whq hc iru improvc hi! McmorY

iooZ i" "

wk nd f ,oooTo in lir month!"'

Mv advicc to you is don't wait anothcr

-ittrrta. S."a for-Mr. Roth's amazing courae

;;d se€ what a worrderful memory you heve got'

Your dividcnds G rhcreased powcr wlll De

enorrnous' th vlcroR Jo\Es.

s*Hlto ,f."".st-."*pSo confidcnt arc thc Ptulorv Cou.s. that yoir will bc amazed to see

how easv it is to double, yes, triplc your memory

oower in a few short houre, tlut they are wlll-

lng to send the coursc on free examination'

Don't send any money' Mcrely-.mail the

couoon and the complete course wrll be sentl

Ot-'.ft"tg." prepaid, et once' If you are not

ilti*ivl"tiltn.g send it back anv time wit}'

i"-n"Jatvt after you rectivc it and you will

owe nothing.

On the other hand, if you are as pleased as

are the tJrousande of other mcn atrd women

Ji"[i""'*J-tr,i--""o rcnd onlv $3'50 in full

"4"**t' You tske no riek and you have cvery-

ihits to gain, eo mail tbe coupon now Derorc

Oir-t=-riU.tf" oFer ia withdrawn' WAI.TFR

t}]ilcK" t;".' o.'pt. 22, 2 Padt Ave" Ne!il

York, N. Y.

I

Presenting ImPortant N ews

-issue ofhas

ts, as

irds page advertise-

Time.*several imPortantfollows:

face is not Pictured in

Instead, it is shown in

quiet portrait Pose'

lively, smiling, eYe-a

a

rO

@

name is used in the headline'

face, beloved bY millions of

catching Pose.

C @ Furthermore, this advertisement is Ne'osl

Announcements and news have always shown

attention-getting power' But an announcement

as exciting as this is the ad man's dream' It is a

" natttral " for impelling attention'

complete explanation. As you go through this

book, you will notice some significant differ-

ences between o'best-read" and "best-observed"

advertisements.

IIl

i lI

prominently disPlaYed' And the

* Note that this was not the best-read' but the

best-ohseraed, advertisement (on a cost basis) in

the issue. The method for counting observers is

the same as for counting readers' See page 203 for

10

?ACKARD, two-thirds page, black and white' Iirna'

oGOES OT{ THEAIR !

fo Packard presents aversatile=,ql r -"-T star to radio's millions O

F ll|'Tt* r":::l:':,ff;: {r.'.il'n:: Til*$}'fJfi:::"'* "ffirlctrt-l full l tour sltorv tlrat prontises to rattk

irs orre of t l le greatcst on tltc airl

I lcadilg tlre cast of the Packard Ilour is

Frtd ,\stairc-fanlous st:tr of Inusical ct'rt ltr ly

:urd scret tt. \ iru' l l hcrr lr inl sirrg, duttt t ' , atr 'I

rrood gucst stars.

Packard cordially irrt ites you to ltear the

Iacliartl I lour ctcry Tttestla;'

i r ig l r t . )uu l l lo te iL t l re g rca ies t

nrograrr .\ ou crcr ltcartl l

ffiEPAffGAI}HOINf ith folwny Crcan and His Archestra

EVERY TUESI}AY I{IGHT9:30 P. 1\I. Enstcrn Daylight Saving Tinte

COAST.TO.COAST Ii B C RED NET\J{'ORK

I 1

l1

@ The economy angle: The advertisement

does not urge you to go to the expense of buying

entirely new furnishings for your home' It sirnply

tells you how you can modernize your home with

paint and glass-a mirror here and there

newly painted walls and ceilings ' ' furniture

touched up gaily with gleaming enamel' fn other

words, this message appeals to the broadest pos-

sible market by offering beautiful interiors at lon'

cost. Instead of strai3ht selling, the copy ap-

proaches the reader with information and nerv

icleas. And finally' a convenient coupon offers a

free booklet to those who want further infor-

mation on this PoPular subject'

I1 Lt -

t -

* Note that item @ is discussed before item @'

This is done in order to discuss items in order of

importance rather than in numerical order.

12

Dramatizing What the Product Wiil Do for the Reader

EST-OBSERVED color advertisement in a

recent issue of Time.

@ *The principal "stopper" in this advertise-

ment is the beautiful photograph (in natural color

in the magazine) of a modern living room' taken

by, the well-known commercial photographers,

Bruehl-Bourges. Since all of us want attractive

homes, a picture of this kind appeals to every

magrzine reader'

@ Timeliness: This advertisement was pub-

lished in the post-depression period-at a time

when millions of people were thinking about

fixing up their homes.

PITTSBURGH PLATE GLASS, one page' four colors' ?ine'

MODEN^&errlezgaGr*r/**rt rtrf,crc rtrays ro MoDEry!ryruT wrrr€

Paint snd gtr6 ritl rort ninda il'morl roy roon'

o,i-.it. C"r.." W.UhidG P.irr till 6ivc colorful wall'

l i ke lbos in thc p i .N . . . You 6 ! w Whi lc W' r " 'Pr t

Enrm.l for rhc rmdrott bio. Tt' Lctlolc of lhit mh

i th. 6rcpt.e. fomd rod prrlcd lo rbc ccili't vis

lorcly Eino. :lrg' Thc ofa lblc t'r r mim' bP'

Sr l l s o f Crn : r r S i .uc tuh l C l6sr b . ing

Lr ' ruh r^ n t rmrdad. un . t r ! . t i v . b t rh '

r , , , , r r ' . H . r - . u p p " r r a l l . o f B ! l l h i d t

l " io r !nd a l r .g . d i3h r ' . t ,d D i r .o r "n -

l , x r , . th . ! f r r r t G. . rnh l€ e f l t . r .

Grac iou re f ,ec t ions in g lss ' o f t ! v ly lou'vc no idea how wondcrfully I coat or

two o f long las r ing Sun 'Proof P&io t . io

vour fstoriic .olot .ohbio!tioo' 6n iE'

;rov€ rhc .rtcrior looks ot your homcl

in.rpcnsivc rnd quick. root

JT'S amuing what a lransformation the

I use of glass and paint can make inyour

honre ! A nr i r ro r here and there . . . uewly

lrrinted walls and ceil ings . . . furniture

touchetl up gayly with gleaming enamel " '

1ou wouldn't believe howsuccessfullythese

simple things can give new life, loveliness

antl color to rooms which hrive become un'

attractive to you through ege or familiarity'

Our Studio of Creative Design has pre-

pared a book crammed with practical sug'

gestions for home improVement, equally

vaLuable whether you !ent' own or plan to

builda bome. k's called"Deeigns forLiving"

. . . and it tells you many things about home

decoration. . . how to make kitchens care'

free, small rooms larger, how to plan a re'

modeling job and what colors to use inside

and out. It contains score ofvaluable hinrs'

nany of them quito inexpensive to follow

. . . and it's absolutely free' Send the coupon

. . . now '.. . for Your coPY'

LL't. .o th. colotful awtic of tlt

n.kbu,gt SfnPiont Orch.ttra dcq

T teda, ot 8:N P-M.' E.ST., oa

NBC EUt NdM'* @d @itd

PITTSBURCH PLi{TE GL SS COMPANY?3t6A G'rot Buildisg, PidrbuBh. PL

Plorc rcad witbout o6ligrtiot' yoot rcr boL 'D€ti€!'

for Liviag' prcpttcd by 1ou Sodto of Crotivc Ddigo'

offi;r #

risr.1,iH

t

I

d

c o l o r . d p s i n t . d f u t n i t u r ' ! Y o u r b ' d r " " m

r " a L ' " i " n . ' b " " u r 1 w i t h m i ' ! c l e w o ' L '

inE P ' r tsburgh Mi . ro* . b tu r , f ,esh t in red '

go id , gunmeta l o r c rys ta ld '

fr*4 tm*,u.ng,Hlfun r o l d r o / t r A L L H l D E P A I N T . q A T E R S P A R E N A M E L c n d V A R N I S H ' S U N - P R O O F P A I N T

F I . O R H I D E . C O L D S T R T P E P A I N T B R U S H E S . P O L T S H E D P L A T E C L A S S ' M I R R O R S

F E N N v F R I i O N W I N D O 9 G L A S S ' C A R R A R A S T R U C T U R A L G L A S S ' D U P L A T E S A F E T Y C L A s sciry-94c-

l 3

An Age-old. Formula for Getting Attention

EST-OBSERVED advertisement in arecent

issue of ColLier's.

Time and again an advertisement containing

a picture of a good-looking man carrying a pretty

girl in his arms has been a winner. This theme

goes deep into the subconscious mind of every

man, woman, and child. Since time immemorial,

every girl has dreamed of being carried off by a

handsome man, and every male has dreamed of

carrying ofr a beautiful girl.

@and

page

@ This advertisement shows the realization of

both dreams in a single photograph' No wonder

it was a "stopper"! It is interesting to note that

the advertisement was a winner on " observation "

rather than on "high reading." This simply bears

out the fact that the most interesting part of the

story is told in the picture rather than in the cop;"

The sales message in the headline is simple

cannot be missed by anyone who gives this

more than a fleeting glance.

1 tl : l

AGI'A FILMS, one page, black and white, Collier's'

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O A hard picture to get - but Agfa film got it!

lls hti! to ret itaailbila?&4iloitqth tp*IbgFtfua! b.i*t ;tietd d thQ sw titu Bd w lw 16lo Film's' ttuIe latitude de it . - .sitbn @43!Eue in tb ligfii tgeNoticc the ubtt*y oJ tone,u{vlly bthe tuialdthryL

&l:b Figures moving in mottled patches of light and shailow " '

V against a glaring baclground of bright srm on running

o.i"r. Noi."t1 promising conditions for a good phorograph!

But just the sort of place to use Agfa Plenachrome lilm'1}"film thar not only gire you good pictures under favorable condi-

rions. but insures best posible results eren tlhen lighting and

rreather conditions are far from the bct.

Plenachrome's side latitude, high speeA anrl color sensitivity

gire 1ou clear, brilliant negatires, with every detail perbct.

\ext lime . . . ask for Agfa Plenachrome Film- Every roll is solil

sith theguarante of "Pictura that stisfy or a ners roll fre."lt{rdcbl lgfo Anco Corporat!,on iu Bingbrmton, Fl. Y.

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ffi? I t E C U A R A H I E E D F I t N

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A Sure WuY to Get CoPY Read

EST-READ two-thirds page advertisement

in a recent issue of Time'

o

@ Surveys among magazine readers have

,to:*n that people iike to read copy under illus-

,"uaroor- It is likely that they develop this habit

i " - "n i ran ' ' awh i l e read ingschoo lbooksand,i"", Uoof.s' And the habit is continued later in

ii" i""rr"" much interesting editoriai material in

*ugurirr"" and newspapers is found underneath

tii""a.*t""s' In this ad' not just part of the copy'

i"t, ,r, the copy, is under illustrations'

Furthermore, the copy is/act copy*lol merely

" ,r"i"* of adjectives that give no information'

Note the specific information on prices' ports of

call, accommodations' etc'

@ Notice the subhead featuring "low rates'"

@ Last, but not least' notice the interesting

photograplttlc illustrations' two o{ which contain

ari attractive girl in a bathing suit' a never-fail-

ing device for getting attenti-on'

II

I

16

CANADIAN '{USTR'{LASIAN LINE' two-thirds page' black and white' ?irnr

SURFRI$IHGIY I"SW R&1"8$

&tu.

r&i !,.<,ii;'of '1 i i.ir

Come to New Zealand and Austral iaby the Sunshine Route. Travel on Cana'd i ; rn Ausr ra las ian l iners , s l r ips bu i l t fo rconrfort in t lre tropics. Fares to Sydney:o r r l v $ 1 3 2 u p , F i r s t C l a s s . . . $ 1 2 6 u P ,Cab in Chss . -A lso . low-cos t Th i rd C lars .

't 'ou l l l ike tirc huge Aotangi . . . ac'conrmodat io r rs , p r iva te ba ths , and dec 'o ra t ions a l l da tcd

' l 9 i ( r . Or go on hcr

runnr rc r l r . l t c ! t l r c N la ,g r la , Ourdoorn , r ' l r . i r b , , r l r s l r i p s . l t I c . r l s r n d s e r v i c clquo I ru l r ig i rcs r f r ins -At l . rn t i c s t ln , l r r , i s .

51-day a l l -expense tou t to New Zea-land, $4 ; -6 up , Cab in C lass . . . l5 daYsin New Zealand. Or if you prefer, taker h e 5 l - d a v t o u r t o A u s t r a l i a . ' . $ 4 8 0up, Cab in 'C lass . . .6 days in Aus t ra l ia .A lso 6r -day a l l -expense tours , $650 uP.

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Sa i l f rom V; rncouver o r V ic ror ra t0Hono lu lu , F i ; i , Auck land, Sydney, N{e l -bourne. Conncc t a t Hono lu lu f rom Ca l i 'fo rn ia p< ' r ts . Ask abour a l l - inc lus ivetours . B t rok le ts and der l i l s f rom vouno. rvN TRAVEL AGENT orCanad ian Pac i6c .

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g",r*&*r1thur"!*be*hs

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Putting Human Interest into Everyday Situations

EST-OBSERVED black-and-white adver- @ A headline that contains a self-interest

tisement in a recent issue of The Saturday appeal to everyone and is at the same time

Eaenhry Post.

Three qualities helped to .nake this advertise-

ment a winner:

believable.

O O @ I A simPle, Pleasing laYout'

t

@ A large and excellent photograph, full of e @ @ Note how picture, headline, and name

human interest. plate tell a complete story.

ll[ ']

18

SQUIRB TOOTH POWDER, one page, black and white, The Soturday Ewnino Post.

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- S*rileg *ENTRS. tmealk€ . SQgJEffffi k*?'ffi F*w*EKIt TI,c P,iceless Ingredienr of Exen,Pradrct is tbe Hmor cnd Integrit l of its hlabcr

.

Most t*oth decay ca'n be preaercted, OT\I NTAL science has movcd forward more rapid ly than is

Ll q.n" . r l ly known The dental profession roday knows thar

f ( ) r l ( . ( ) f l t of a l l ages rhe' re is no nced for most of the pain, the

crprnsc and thc i l lncss throu5hout l i fe that have their source in

rooth dccaY.

Bccause of th is fact mi l l ions of men,women and chi ldrenare

aaq f . ' 11 " " r r , g r hc Squ ihb P lan '

e. € The dai ly carc of rhci r tceth has a PurPosc far morc imponant

V, l , .n mcre 1v br ighrening the teeth or sweetcning thc breath l t is

prr t of a p lan by u 'h ich most tooth dccay can be prevented'

ln fo l lowing th is p lan the denrr f r ice used should contain an

clcmcnt rhar Penetrates inco many t iny crevices to neutra l ize the

bactcr ie l acids, that cause too(h decay, whereter i t comes inro

c on racr rv r t h thcm.

Squibb DenralCteam and SquibbToorh l rowder both contarn

rn anncid many t imes more e f fect ive than Bicarbonate of Soda-

Borb rrc t l rorough c leansers. They are refreshing to t l re taste and

s ( r o t l r i n q t o r h c t t r m s

These rwo products do not contain soap or harsh abrasives and

were developed by the Squibb laboratories in cooperation wtrh

mcmbers of the medical and dental professions to provide the

best possible daily aid in safeguarding the health of teeth and

gums. lhey are available today in any drug store at l i tt le cost'

TllE SQUIBB PLAN b7 uhich mosr tootb decay can be pretmted

1. Go to your dentist and follow his advice.'t-tris witl include tne kind

of roothbrush to use, aod how to use it; wlrat kind of denrift ice to use,

and whar kind not (o us€; and whether you should supplemetr( your own

home t re tmcnt w i rh thc use o f denu l f loss and ora l perbora te

2. Check your diet wittr your physician or dentist-to be sue you system

is geming the elements essential to rhe helth and strength of your teeth'

3. Brush your reah thoroughly, at lqst sice a day, and be sue you usc

a dentifrice scienri6cally prepated to clan teeth effecively, and rfely.

START TODAY on th Squibb Plan for rhc care o/Jbe teetb and gamt'

It coJtt l i tt le dnd maf Pfc?ert fain, itt beatth and cxpcnte later in l i fc.

1 0

One of the Best-selling Mail Order Ads Ever Written

fFHE highly successful Book-of-the-MonthI Club has built much of its business on adver-

tisements like this. Many of the best-knownworks of well-known authors have been offeredfree "to those who join the Club at this time."

'Ihis particular page, featuring Eugene O'Neill,has been one o{ the most frequently repeatedadvertisements over a period of years. Here aresome of the qualities that made it a winner:

@ A wonderful free offer is macle in the head-line-the type of offer which would especiallyappeal to the very people who are the best pros-pects for the Book Club.

O @ A famous author is fuatured in bothheadline and illustration. The illustration has

added interest because it is large and because it is

a photograph rather than a drawing. The serious

expression on Mr. O'Neill 's face, while it wouldbe out of place in a toothpaste advertisement, is

striking, and it is appropriate to the type of plays

for which he is famous.

@ The subhead answers the principal ques-

tions that occur to every reader: (a) lVhat does

it cost to belong to the Club ? (b) Do f have tobuy a book every month?

Note that although this is a mail order adver-

tisement, it has dignity and helps to build prestige

for the advertiser. This answers an objection that

some people have raised; namely, that mailorder advertising has to sacrifice prestige in orderto produce immediate sales.

I

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20

BOOK-OF-THE-MONTII CLUB, one page, black and white, various magazines.

^'ONINE FLAYf

- to those who iain the Booft-6f-tft6-

Month Ctub at this time . . . lt costs

nothing to belong ond you do nothove to tqke q book every month

of expense, through the teports ofthc ,iudges you are kcpt completelyinformcd about all the lmportantnew books, so that you can chooscamong thcm with discrimination,instead ofhaving to rely upon bally-hoo rnd hcarsay. Equally important,rhe systcm rcally cnsures that youwill not miss the Derdculalncwbooks you. arc anxioui to rcad Thcrcare several othet advantages likcthesc, not readily mcasurable inmoncy, that cannot bc outlincdhcrc for lack of spacc. Surely, withinthc next ycar, thc distinguishcdiudges of the Club will choor asitri Uook-of-rhc-monrh or rccom-mend es rlternates,at lcast a lcw boofuthat you will bc vcry anxious notto miss and which you will buy any-way.Why not-by iriningthe Club-make sure yo:u getthesc iutcad otmiuing thm, uhich to ottcn haPPcat;get thc rcally sub,stantial advantagcsthe Club affords. and at the srmctimc get e copy of Ntrt rutvs byEugcnc O'Neill, frcc. Scnd the cou-poti bclow for full information.

BY EUGENE O'NET&L

r r r a - - r r - 5 r - r r :

FREE- I?l.T#l

\ \ f /E suggest that you send\f,/ thc coupon below to getY Y fu l l in fo rmat ion as to

what thc Book-of-the-Month Clubdocs for book - readers, and thendccidc once for all whether ot notyou wxnt to loin. Are you ewarc,for rnstancc, ,hal dr il nnnbtltot arcmt obl4cd to tahc a bwk cucry month;oor 1rc you ever obliged to takc thespccifi c book-of-the-month chosenby thc iudges? You may buy it ornor, es you plcase, after reading theiudgcs' pre-publication report aboutit. Nor doya haac to 1ra1 any f xcd nmro bc t annber ol th Clnb-therc ercno ducs, no fccs, no fixed chargesof any kind. You simply pay thercguler rcreil pricc .for such booksas you dccidc to buy. What thenis thc rdvantage of ioining?

Thcrc rrc many: first, undcr theuniquc book-dividend policy of theClub. for cvcry dollar its membersspcnd on books thcy reccivc backonthc avcr:gc ove r 50%lnthe formo[frcc books. Sccond, without a peirny

il

CONTENTSC

ilounHlNc tEcotutTIICTRA

iINANCE INTITI.UDE

IHE :ftIFIBOT JON:g

nA tcq [ t t t t o ] t l

t H E 6 r l A t G O Sr t o w N

Att GoDt, cHlttut{oor wli les

LAZA*UT TAUEHID

' H : H A I i Y A P I

Drtrrr ulrD:t t t t t: LtrS

800I(.oF-THE.MONTH CLUB, lxc t2l,86 Fourrx AVENUE, Nil YoiK N' Y'

T}L-r:se nd m, *idnut m, r boo|<tc oclidng hw thc Eootoflbc-l.Ioorh

Orf opcnrs. This rtqu* involvq m in m obtigrio o crbcaibc to twr rnke

lo.fu rh?Fa 6 Cr.di.n ca$.d rb@r:h lat{C$AMdh Clgl (€sir) Ln!'E{

onoticed this advertisement more than any other

black-and-white page in the magazine' but they

frankly admitted that fact when interviewed by

reporters.Other attention-getting features of this ad are

as fol lows:

O @ The headline and illustration are timely'

since the advertisement appeared in July' which

is an ideal month for sun baths'

The aclvertisement tells a quick story' as

follows: @ headline, @ main illustration' @ pi"-

ture of product, @ reduced price (Woodbury's

Soap used tobe 25 cents), @ money-back offer'

A r\ude Deal in Advertising

EST-OBSERYED black-and-white adver-

tisement in a recent issue of the Ladies'

Hotne Journal.

@ Of course, the main stopper here is the

photograph of the nude woman. This would have

been considered bad taste five years ago, and

absolutely immoral in the days when women wore

bathing suits with skirts and stockings and

sleeves. In those days, a photograph like this'

if it were not banned by the U' S' Post Office,

would probably have created more ill will than

good will for the Product.But times have changed. Women not only

' I

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22

l vooDBURY'SFACI^ ] -soAP,onepage,b lackandwhi te ,La i l ies 'HomeJournaL.

,gci ence enrich*e Wn*d t+ury Elb*,ntula

an cxc lus ivc , l )a tc l r te ( l Proc-css , one o f i t s i r rg red icn ts i s

norv i r rad ia ted w i th " l i i l t c re r l

Suns l r i r rc " . . . t l ro - *e gcr t t le ,

k i rd l l rays t l ta t a re Naturc 's

a id to sk in love l iness .

Th is " I r i l te red Suns l r i r re "

e l e m e n t i s r e l e a s e d f r o r r l

t r l ' o o d b u r l ' s l a t h e r a s 1 ' o t r

iilI@

, . . i

i r r l cars pas t , 1 'ou pa id t rven t l - f i l c cer r ts '

Your complex io t t r r i l l soon hccontc

"A Sk in You Love to Touc l r " " l o r r r

- .k in a l l over rv i l l be so f te r , snoother '

An t l don ' t be se l l rsh ! [ ,e t your lho le

fami l y use the r re tv "F i l te red Su nsh ine"

\ \ 'oodbury 's lo r face , hands and ba th '

I t ' s sp lend id fo r the baL l ' s ba th , too ,

lead ing au thor i t ies agrec . A t a l l d rug .

depar tment and ten-cent s to res , and a t

your g rocer 's ! Cet 3 cakes todaY!

W , FE X C T T I R G M O I I E Y .

S A C K O T F E R I

D r r y 3 c a k e s o l \ ! , , " , 1

b u r y ' s w i t h t h e " l i i -

t e r c d S r r n s h i n e " e l t .

n r e n t i n i t , U s c 2 c r k c s .I f y o u r s k i n i s r o t

snroother, f incr, not ice-

aLly lovel icr, thcn do

t h i s : l l a i l t o u s b e l o r e

. A r g r r s t 3 1 , 1 9 3 6 , t l t e

r r n u . r J c a \ c i n r r r a p p c r ( s c a l s u n b r o k t n )

a n d t h e * r a p p r r s f r o m t h c t w o u s e d c a k e s ,

T c l t u h v \ ' o , , d b r r r y ' s d i d n o t s u i t y o u , a l - . o

a n o r n t p a i d l o r 3 c a l t s - W e w i l l t l r c n r t "

t r n d t o l o r r t h e f u ) l p u r c h a s e p r i c c , p l , r a

I , J r l a g c . A d ( l r c s s , J o l r n H . W o o d b r r r y , I n c . '

1 6 7 . { l f r t r l S t . , C i n c i n n a t i , O h i o I n C a n u , l a ,

J o h n I i . W o o r J b u r y , L t d . , P t r t h , O n t r r i o .

1 ' u h E l k o n P A U L I T H I T E I t A N ' N B C N T i -

r r o r k - e v c r y S u n d a y c r t n i n g , 9 : ' 1 5 E . I ) . ' l '

L o k i b . d , , I r . , d d n , l 5 i i n l ' u r . , ; A a f , n - € a t < '

o d . l l q o " J l u r t ! . u l ! r l n ! l l l t l l L o ! w d u l r t i o c i

4t ".s

\trith Hencfirs *f,** K:EEffie*"ed .&* KkeE€, Eeee*'hrsttu-e's saurce of bernty far *ze skin"!

&r l r t t t . s r n r , \ , r s . l c { ' n l l ' c l ' r o g r n - c

I o l : , i " , , ' . 1 I a c l i ) P i r r I ' t i r r : ' s r r ' ' r

r v o n d e r s . A n d 1 9 . 1 6 r n a r k s t l r e g r e a t e s l

s i r r g l e c o n i r i l r u t i c ' n t h a l S c i e r t c e l t a s

e v t r n i a d e l o t l r r : r l l a r m a n ' l l o l e l i r l c s s

o [ A m e r i c a n \ \ o m e n .

T o d a y . a s o a P \ o t r l r a r e l o n g k n o r ' t t

a n d l o v e d . . . \ \ o o d l ' u r \ ' s I i a c i a l S o a P

. . . g i v e s l o u r c o m p l r : r : i o n , : r l l t o u r

s k i n , t h e 6 6 1 1 g l o u s . l r e ' r u t l - c t t h a n c i t r g

b e n e f i t s o f " F i l l e r e d S u n - ' h i n e ' "

Nns Endotted tilh Rutc.ftts

of " F i l t ' : red 'Sansf t ine"

[ -cr more than 50 1ears S-oodbur; 's' : i canry la iher has coared 6ncr tex tu re

a n d c l e a r r a d i a n c e t o f a u l t l c o m p l e x -

r i o n s , i m p r o v e d e v e r r n o r n t a l s k i n '

I f , lo * t l re o r ig i r ra l S 'oodbury fo r -

V- , , r lu b r ings 1ou a n t r r re f inement . B1

rvash ar td ba the . The sk in read i l y ab-

sorbs i t , as ex tens ive tes ts b ; 'a l cad ing

uu ivers i ty have pro l 'ed .

,1 Lrt.t tt r tous Econom1'

Try t l r i s amaz ing r rew sc ien t i f i c soap I

You coa a t verY l i i t l c cos t and on

\ \ Ioodbur l "s p romise to re fund Your

mole \ ' , i f 1ou ' re no t de l igh tFd! The

nov \ l ' ood t ,u ry 's i s on ly lOc fo r the

sarne b ig , long- las t ing cake fo r wh ich ,

?3

Getting Attention by Being Different

EST-READ color advertisement in a recent @ @ product a,nd name plate.issue of Collier's.

One way to get attention is to be different. Other points which helped to give the copyMost ads show photographs of people in lifelike high reading are as follows:poses. This shows a carved bust. Most ads showmodern people. This shows a hero of early Amer- , \rean hrstorv.

(a) The copy is short'

There is a "ugg".t

simplicity about this pagethat makes it easy to look at and

"*"y to

""J. (b) The copy is framed in a white cut-out panel

ft contains only a few elements: which makes it stand out'

O @ A short headline and a big illustration. (c) The bust of PauI Jones is looking directly

' @ A single copy panel.at the copy panel. This draws the eye inthat direction.

I

Il i

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i

a24

PAIIL JONAS WHISKIES, one page, two colors, Collier,s.

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f ' j o t , eas f i t Hou ld bc fo r us to

J - - i t a k c s h o r t c u l s - a n d g i r c 1 o u a

r rh iskey a lnos l ss good as Pau l Jones l

But r tc ' re jus t o ld - fosh ioned enou$h

t o c l i n { s t u u L J [ a s t l ] t o t l r c s l u \ 1 ' t i m c '

p ro lc t r n t r : thods o f c l i s t i l l i ng tha t rvc ' r ' c

rused lo r over sevent ) ycers ' and g ive

s 'o t - I 'au l Jones !

O n c s i P o f t h i s n o b l e , r i c h , d e e P '

Ea lore< l wh iskey w i l l te l l you Rh) s 'e ' rc

such s t i ck lc rs fo r qua l i t y -and wh1. ' fo r

[our &cnera t ions , I 'au l Joncs has becn

knorvn as onc o f Arncr ics 's t ru ly 6 rea t

n 'h isk ics I

,A g E ', 7'r' E ifAh"s lufl]'s KE]'

STA'CE T6.65

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l r t n I l 0 r t U i r r i l l r r l c r ' l o o '

f f i , t o u i r v i l l c a t t r l t . o o r c , o r L c r r

o l F o u r F l o r o ( 9 r l r m t ) ' O l d'

0 rc . r PcPPc ' (9C Proof ) ' I ' t t t -

, r io { lY & t r toorc (90 Proot ) - r l l' t t . " d t o t r t ' ( i l h t s ' h i r k i c t '

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Holding Readers after You Have Stopped Them

EST-OBSERYED and best-read black-and- @ Universal appeal-women's desire for

white advertisement in a recent issue of romance.

McCall's.

This advertisement has many attention-getting @ Copy placed at bottom of illustrations.

features:O @ Headlines in unconventional lettering

@ Name of a famous movie star. instead of formal type'

@ @ @ @ Four testimonials, including the

@ Photograph of the star in attractive and one from frene Dunne.animated pose' In general, notice how effectively this page

uses the technique of (a) stopping the reader with

O @ Strip technique plus some interesting a single big picture, and (b) holding the reader's

situations. attention with a series of smaller pictures.

,oi i it , uu

LUX TOILE? SOAP, one page, black and white, lfcCall's.

? evst

##.\.,tr"a " fh i . t ip hor .€do ih ly bdn o wqshouf '

, Wonde? why I don'l ove? hcel tho drroe

. livc mcn," movtn: tonc. Men oro ddwn lo

i thc alrls who hove lovely t&it, Jonsl

c "ll aoena oi ihough I'm olvevr tho txtrc

qi.l,".ighr B.fty frc6 th. SoGk rsl. loo' bod rhc do€rsrt Eolito lhot unolM'flwI Cornatic Jkln ir sPoilins hor good looktl s

f",I

lresur Dq.#^#,€g

I U\,1 3 : l :

&.."a rJli.r sur.n M. of 5r. Jcraph. lJto., royt: j

"l'm ohgoged to Dona1, lloybe my Lur iloilot Soop complrxion L toiponriblo- IDonny roya nic€ thing. obout ny t l in." I

DoN'r Rrsr CostflgrtcSrrru ! My coMPtcxtoNcRBe-LuxTongr5onp-REMOVES COSMETfCSTTIOROOG'ILY-KEEpsSKIN SOFTAND SMOOTH

f#{ '

a trlir. tlitobeth 3. of Conyaghom, ?o.,r6yr: "lorl {osl Poul govc me ny rlng."Elirobsthlnowr yov con urr coth.llGrfsly,yot kect llin loycly whh tcr follet S.oF.

lrIIli l

Right and Wrong Ways to Handle a Difficult Subject

EST-OBSERVID and best-read half-page

. advertisement in a recent issue of Collier's'

@ News is the chief feature of this advertise-

ment. Anything as radically new in men's wear

as a slide fastener or " zipper " for trousers is

bound to get attention. Reason: Men's styles do

not change as rapidly as women's' If you look at

a photograph of a street scene laken in 1910'

the women's clothes look ou'Llandish, but you will

see men wearing apparel similar to lhat which

they wear todaY.

@ @ @ @ Notice how the large illustration

plus the three sub-illustrations make clear the

merits o{ the product and explain how the slide

fastener works.

@ The headline makes a strong appeal to self-

interest and plays up in big lettering (a) the main

{eature which men desire in clothes, and (b) the

special tracle-marked type of slide fastener which

the manufacturer wants to sell'

The restraint and dignity of this advertisement

are also important. Slide fasteners for trousers

have receivetl a ceriain amount of "kidding"'

which is bad for sales. This "kidding" would be

greatly increasecl if the acls were.made too obvious

by the use of arrc\ws pointing to the fastener or by

ludicrous situations involving "the trousers that

wouldn't stay closed " or " the trousers that

conldn't be openecl'" Only after a product of this

kind has been generally accepted and the novelt5'

has worn off, is it safe to remove sorne of the

restraint from Lhe advertising'

28

TALONSLIDEFASTENER,one.hal fpage,blackandwhite 'Col l iet 's .

ff@6 6 -

Trousers Tailored

u'ith

g&e*ffiThc button closing for trousers may

be presentable, perhaps, when new,

and freshly prcssed. But soon after

appear unnk les . . . gaps . . . s igns

of shabb iness . , . g rowing worse thc

longer you wear the trousers.

But qhat a difference the Talon

c los ing makes! Th is smal l , f lex ib leTalon trouser fastener gives a tnm

and Fn ished aPpearance tha t w i l l las t

the Iife of the trousers. And the Talon

fastener cteates a contitttors closurer lhere a cont in r rous c losure is impor -

tan t ro good tasce .

Already 8,m,m men wcar trou-

sers with the Talon closing . . . this

Spring, 474 rnanLrfacturers arc l iccnscd

to use Talon . . and to meet their

necds, rnany thousands more fasteners^ . - - . , 1 . ^ . , . . , , J , , ,

\\ 'ear a pair of trorrsers tailorcdwi th Ta lon anr l d iscover a l l th is ncwc los lng means to rnen.

Hook less Frs tener Company,

Mcac lv i l le , Pa.

- . it.i .:'.-R" {'

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BUTTONS

TL. TaIu tnrt.r lattcn$ itn zd e e tb.. ia I It Jol ic Be.r. Th.tliAe/ h.l! e tbd, ;t ca"not tlipdau.7 zldt h trcei'ion-ndd..,.zlLztt d.Pendable . .. dlwttrotls eaihr Cdn't.at.b i"sndercktbks b..arsc ol brotcc-tiu. lndPda,. Ilzlc! disnarhrPosiblc... rcfin.' drane andfrnhb. Rdles, , . anbarn.n b,dry clenins6nd Prcsh6. Cius

td?.t 'crd(e lar te@d the

Today . . .we I i - ta i l oced t rcusess esec l "osed w i th the T&[GN s l id .e €as tener

for the whoie life

$flITH TALON

q a

Shakespeare Would Have Laughed at This

EST-OBSERVED black-and-white adver-tisement and best read of all advertisements

recent issue of Collier's.

\Then you consider how many millions of peo-

ple in the IJnited States attend the movies

regularly, it is easy to understand why a page like

this attracted attention.

@ The main illustration is an attention-getter

because it shows the familiar faees of two well-

known movie stars in an amorous pose.

The sub-illustrations portray interesting situa-

tions from a famous story. Notice that the sub-

illustrations are not separated by white space

from each other or from the main illustration.

Instead, there is a continuous gray background

which merges all the pictures into one big domi-

natingillustration. This method, simply by putting

more ink on the page, gives the illustration a

Bi n a

stopping power greater

pictures were separated

than it would have if the

into small vignettes'

@ The headline is a stopper because it is made

up entirely of famous names. Note how the

movie stars' names are printed in larger' type than

the name of the play and the author' Shakespeare

lovers might resenb this, but the ad man who

designed this page knew that the narnes o{

Norma Shearer and Leslie Howard had greater

pulling power with the masses than either

Shakespeare or Romeo and Juiiet' This fact was

illustrated by a humorous cartoon whieh appeared

in a magazine at the time this movie was being

released. The cartoon showed a young man and

his girl friend leaving a motion-picture house

where they had witnessed a showing of Romeo

and Juliet. The girl, with an indignant expression'

was saying to her escort, "Aw, why didn't you

tell me it had a sad ending!"

30

METRO-GOLDWYN-MAYER, one page, black and white' Collin's'

tI

i r' t lI, il ll r

, i li

I

: ilrl

I r t , t , a . l ; . l , h t t i l l l o \ . . t

* ' i t h JOHN BARRYMOREE ' I ) N A " I l A . ! ' o L I v E R . B A S I L R A T H B o N E . c . A U B R E Y S M I T HA . N D ' ! ' D E V I N E . R A L P F { F O R B E S ' R E C X N A L D D E I { N Y

COI\- \ \ 'A\ ' TT'ARI-E . ROBERT WARWICK' ' VIOLET KEMBLE'COOFERDircclcd b1

CSORGB CUKOR

II

The Kind of Copy Women Like to Read

EST-RBAD color advertisement in a recent

issne of Good Ilousek'eeTtitrg.

@ Appetite appeal is the big attraction here.The pieces of cake were shown in rich natural

color, one with pink frosting, one with yellow

{rosting, one . with white frosting-and all deli-ciouslooking. fn addition, there is an appeal topride. Any'woman would be proud to serve suchattractive home-baked cake.

O @ The headline and bridal decoration aretimely, since this advertisement appeared in thernonth of June.

@ @ The headline and the panel, which isset in the illustration, feature the idea of thrift.

Norn: Some ads in this book which are listedas "best tead" contain short copy-l00 u'ords orless. This Calumet ad contains over dbO words,

@ This list is interesting and informative, since

it tells what kind of cake to serve on various

occasions.

@ \Y.r^"n like to read recipes. Surveys h:rve

shown that recipes, even though set in small tvpe.

frequently receive twice as high a reading as

straight sales talk sel in larger type.

Note that in addition to calling for CalunretBaking Powder, the recipe does not call forordinary flour; it calls for Swans Down CakeFlolrr, another General Foods product.

@ Good featuring of Calumet's easy-opening

can.

@ Attractive free offer.

not eounting the coupon. Therefore, it. is a con-

siderable achieverrient for this lengthy ad to bethe best-read color page in the magazine.

32CALUMIIT BAKING POIVDDR, one page, Iour colors, (lood llousekeepino

#a*9.a** *gl*"*u( e

:*

."VELVETY CRU

1 - - -rr -,' E

-:i --

*€rEE Srf

,o'*'" ' -. ta

I i t: Jot.

""d€8 . . } ,

. : r " }

Cdua Fruit Ceke ,, 'ucddingcahc to dnam on'

Silvq Ctkc. .. lhe "bridc\ caLc."

Sce Fre Fudge C zke . . . for tbc b*bclot tap!*.

Ribbo Ceke. . ./or sbourtt.Otug. P.oll . . .for Pdrtier.

l RE you siehing e bit wistfully, l i tt lc

Ab.ia., ou".t ,f," glorious cakcs medcin vour honor?

pcrfcctly bzlenccd that your finishcd cakchas an cvcn grain-iust likc vclvct!

Bcgin your ncw clrcet as a wondcrcakc-makcr with a can of Celumct . . . eproduct of Gencral Foods. And mail thcioupon forrhc helpful rccipc bookl ^

STLYER GAIE (4 ,gtr .nt1Jf i3 ops siftcd Swaos l/2 cuis rugar l,l t

Down Cakc Flou I cup oilk - ]/, tcrsp@ns C.lumet Y2 tc.sp@n lcoon

Bakiog Powdcr extract

Y2 cup butter or othcr 4 egg whitcs,

shortening stiflY be.ten

Sift 0our ooce, measurc, rddiog baking po*der' andsift toftthc. thGc ti6es- Crcam butter tholoughly,

add sugat gradual ly, and tream togethcr ut i l l ight

and du$, Add f lour, s l ternatcly si th mi lk, e soal l.mount at a time, beating after each additioo uotilsmooth. Add lemoo cxtt.ct. Fold inegg thites quickly

aod thoroughly. Eakc in ts'o greased f inch layct

Dans in moderate oven (375c F.) 2t to 30 oinutes.Spread marshmallow Fost ing bclwecn layers and on

too rnd sides of cake. Decor. te with si lvcr dragdes.- (All ncanwcntr aft lescl.l

THE DOUBLE.ACTINGBAKTNG POW}ER

CAII'TET'E ITEIYEISY4?EXn{C CtttlO6c*ld,rldthco.f,E . iy -Opco lng TopIlftroffl Ir'3.!6lddo"r6d - t cdgcr - r rvcd

No d€lat, tra tptrlhg.no blokcofldgo.dll..]{nd h.ld. rherGt I.p .c l r l , convco l€ ! t.9@[.l;vcll€.iotelpyou gct reunta lcvcl

FREE! :JH::TfrTfi:JI

.o'{ls

tt.

Tekc heart-your vcry first casy onc-

cgg cakc can havc this lovely textute' too !

*iautce ".n

th" simplcst cakcs madc with

C:lumet Baking Powder havc a mawel-

ous, mclting tenderness-thc tcxture that

crkc cxpcrts call " velvcty crumb."

What makcs Calumet cakcs so rcmark-

abfy 6nc ar.dsofc? Dotblc-ictiat! Aquickaction in thc mixing bowl-sct free by

liquid. A slower action in thc ovcn-sctfrcc bv hcat. And these two actions lre so

(' ,/-- /1

O YoaleurcrZ

pFrenccs L.c B3rtoo, c. H. ! 16Gcncral Foods, Battle Creck, Mich. 1Please send me your FREE recipc bol i" The Calumet Book of Oven Triumphs

. ' \Namc

cit!-stata-- -

Pr int name aod address plainly. Thi: of fercxpircr Dec. 3 l . l9 l6-oot g@d in Canada.

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Conventional [Jse of Comic Strip Technique

D EST-READ black-and-white page advertise-

I) -"o1 in a recent issue of True Story III agazine.

This comic strip follows almost exactly the lay-

out and technique of the regular comics which

millions buy newspapers to read.

@ The top panel containing the name of the

heroine and the title "Elmont tries to put one

over" is similar to the style of dozens of popular

comic strips.

@ There is a boy-and-girl situation in which

the girt is the winner. This, of course' appeals to

the female audience reached by True Story

X'Iagazine.

@ Reading of this strip is kept at a nraximum

by omitting sales talk until the last panel'

@ The bottom panel contains in smail space

all the principal elements of a complete sales

message: (a) a self-interest headline; (b) reason-

why copy; (c) picture of the product; (d) an

action coupon . .. . Incidentally, note the simi-

larity between " Cutie," the name of the heroine,

and "Cutex," the name of the product.

l l

lo

34

CUTXX, one page, black and while, True Stor'g-

o

o

".__Ehtofft rruls Iq\- Put otE ovER'

CUTIE. WILL YOU

/ r KNOW "(IEXACTLY WHY,Y3U WANT (ME TO WEAR/{,THAT ouo i(! DRESS, 1J

ELMONT ,i\ *-' ,,

OLD MAN/SILLIEP ll.lAl'l AMAN W-{OTHINI(SHE KNOIi'/S ALL

}ft'

,

YIN/a

WHAT WERE )OU DOIN€ALLEVENTNG/ELMoNT? rr WASVER)/ IMPOLITE OF \/|cU TOt-EAvE Nae ALoNel

'{{et)kz

lSrri#'K/lrl'

BUT J'LL rcRGIVE )4)U/BECAUSE IT€AVE ME SUCHA'\^ICNDERFI-JL cHANcE.TO PRCVE THAT NOBODY

en rush the girls who wetrrthe New Bright Cutex Nqils

You won't be a wallf,ower inize all your sports things.rj you w-ear the new bright And remember-everyCut*-Nails. Try them_and Cutexshadegesonsmootli-seeifthegrandestmendon't ly, never cra-cks and keepsnoticeyouandflckarornd, ,iti lovely sparkte for days.

Cutex Ruby will make Only 35d a bottle at your fa-you oldest black frocklook vorite etore in 8 authenticas if it were going places. shades. I*t Cutex give youCutex Rust will make your modern glamour todaylgrays and beiges twiceas ex. Northam Warren, New yort,cit ing. Cutex Rose wil l fem' Monttcat, Lonion, paris

'

,'-"::::ii*"!i:*dj:,j-i;:?,i:""1".i*:,:

.ffi-;+g"rp11g;"'911i1;'5$'rrx#"i**"$:c,iifri*rpP;n*i*

oh ' .9:,

'it^

AFTER, MAKIN€ MEWEARTHIS OLD DRESS,\I3U JUST LEFT

o

d{

Something New in LaYout

D EST-READ black-and-white page atlvertise-

.D ment in a reeent issue of Ihe Ladies' Hom'e

Journal.This page offers helpful information in a layout

that is goodJooking and d:ifferent'

@ The headline "Room Recipes" packs inter-

est for housewives into only two words'

@ @ @ The illustrations are attra'ctive and

the sta,ircase Picture is unusual.

@ @ @ The copy is short and informative,

and is printed under pictures. r\s previously rnen-

tioned, this is an effective way to secure high

reading.

fn general, this page is unique because it looks

more like etlitorial rnatter than like an ad'

36

I I IGELO\YWEAVERS,onepage ,b l ackandwh i t e , t r ad i t ' s ' I l oneJou rna l '

lr

lir l

*

h/ il" tsIGE&@W WEAVERS

d,r9

\ny A^V now you, l l be fe" l i^^oh'ng"

" ll,,.'.' r*"i,""1 j'."lffi li:li"f ,t f em in in e u rse to$#t:;ji'n g* :*i *,fi'"]'.i'.T il: : ;:1: jt'.T:, ti :"ft ;,I h"."j{"1di1,ff ux* jfl* ri4# rffii: "r{ Th;": # i,Hil ":T:ff il [;j;i.::rT::, :11rr ii:{.:,$:T.f :"il.1 "t,i{ i;;for a

.*n".rro. . . . "*".T,]ili,il j:::r,'x-. .:;r..;;" r,1li"i-1rlil1':" x";;i"15. ;;i ''o:'ill; h i,:::# r'ff ,;i.$J$fr .,4-f :,_ 3;,H ,',:.,'flr {o Mad ison a,:." ".,

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Putting a Complete Sales Message into Small Space

HIS advertisement made an unusual recordof direct, tracelble sales.

@ The headline has a number of importantqualities as follows:

(a) The word " electricity " tells what the ad isabout and thus selects the proper audienee.

(b) The wording "Know Electricity as ExpertsKnow ftl" gets a lot of selling into a smallspaee. It offers exactly what the prospect

wants. The 'headline could have said,"Study Electricity" or "Take This Coursein Electricity," but that would be empha-sizing the wrong thing; namely, the workyou have to do. The present headline jumps

over the study period and emphasizes theresult-the expert knowledge you willacquire.

(c) Finally, the reward of knowing eleetricityis plainly stated in the last part of theheadline, "get an expert's pay."

@ This illustration shows the, product in anattractive way. The volumes are good looking

and authoritative looking. They constitute a set

of books that the prospect. would be proud to

own. Furthermore, they are thick volumes; andthe titles, which are large enough to be readable,

seem to cover the electrical field in a thorough andpractical manner.

@ This second headline, and the subheadsthat immediately follow it, further emphasizethe fact that this is a complete library of elec-tricity, not just a few assorted books bn thesubjeet.

@ This copy, like all good mail order copy,is an excellent combination of compactness andsales punch. lYritten in a telegraphic style, itcondenses a complete sales talk into three inches

of spaee.

@ The convenient coupon gives the prospect

an opportunity to order immediately. The last

two lines of the coupon obtain information reededfor credit purposes. Note the identifying key

number in the lower right-hand corner. Trans-

lated; this means, Populnr Mechan'ics Magazine,

Mareh, 1937.

38McGRAW-Hrr.r. BOOK COMPANY, INC., one-half page, black and white, various magazines.

- and get an exper t ts PaYl lccovor l , hrs begun ! The months lhcat l arcch r r r cc , l r v i t h s i sn i f i , r r r r t e r nd cxnec t r t i on . Whr tr v i l l 1 ' ou t l o t o

" gu t t he j un rp on - t hc o thc r f c l l o r v?

' l 'housrLni ls of men hnvc used

$*.f#-Jf*?if'lJSA comblrred bome-gtudy course and reteteoce l lbrary otm a a t e r e l e c t r l c o l p a a c t l c e . .

7 VOLUl\rES. 3000 PACriS, 2100 ILLUSTRATIONS

' - J ' H l i C r u t t I . i l r n t r v i s l c o n r p l e t e e l e c t r i c o l e r l u c f , t o r . I t i 6I f o r r n r l e r l o n p r c c t i c e - o n u o r k r s i t i s ; r c t u a l l y d o n e . l t i a

j r r r r m e < l f r o m c o v e r t o c o v e r w i t h t h e k i n d o f h a r d h e a d e df l c t s t ' o u w o n t . W r i t t e n s o t h a t t h e b e g i n n e r c a n e a e i l yr r r r < l e r s t a n t l i t , ] e t s o s o u r r l , s o t h o r o u g h , t b a t i t i s t h e g u i d e o ll ' r { l .0QO lr ighly pait l e ler: t r icrr l u-orkers ^n( l engineero.

Explains Eyery Eleetrical Problsn' l ' l , is L ihrary covers electr i . i ty thoroughly. The sound tndr r s r r l r l e r r r u t e r i r l i t o f f e r e r t i l l e r n b l e v o u t o s o l v o e a a i l y a n dq r r i , k l 5 r l l o f l h e r n r r r y c l e c t r i ' : r l y , r o l r l e r r r s c o n f r o n t e d i n d a i l yJ r r l c t i c e . l l e e i r r r r i r r c r r i t h t h e n , , ) s t s l r n p l e c i r c u i t e a n d a ne l e r r r e n t r r r y t l i s o r r s s i o r r o f p o r v e r a l ( [ e l e c t r o - m l g n e t i c e n e r g y ,t l r e s e b o o k s r r r l r l r r c e t o t h e n r { ) - r t i r r t r i c a t e e r v i t c h b o s r d w i r i n g ,t e l e t r h o r r - r ' , l r n ( l t l r e o l ) e r r t i o r r o f c e r r t r l r l s t r t i o n s .' l ' l r e y g i Y e 5 o t r c r > r r r p l e t e i i l f r r r r r r r t i o n o n l i l o t o r s - g e n e r a t o r 6 -t r i r t r s f o r r r r e r - c i r c r r i l s - a u r r e n t s - s w i t c h b o r r r r l s - < l i a t r i b u -t i o t r s y s t e r n s - i n s l r l l r r t i o r r r r n < l r e p a i r o f e l e c t r i c r l m l c f r i n e r y -r v i r i r r g f o r l i c l r t r r r r l r x , \ ' e r - t h e N r r t i o n a l I i l e c t r i c s l C o d e -I t n r l e r s r i t e r s ' r e t l r r i r e r r r c n t s - s i g n a l c i r c u i t a - n r l t h e n l a t i c a -e t c . \ ' o r l r r e t : r k e r r " o n t l r e j o l t " a n d t t u g h t e l e c t r i c i t y f r o mt l r e s t i l r l l t ) o i r t o f f i r r i s h e r l e r n e r i e n c e . , { B h o r t t i r n e d e v o t e d t ot l r e q e . b o r i k s e r c h , l r y r r r l l n y r e r r f o r y o u t h e e i l t r r e w o r l d o fe l e c t l r e r t y r r d i r ( l v l ! I ( e ' r e r r t .

HO } IONEI DO11|N-8A57 PAY} IENTS- G l j l l l I n l n d m a l l i h c c o u p o n e t t s c h e d a n d w e w l l l

l l f l l l E r | E n s c n r l v ( ' i l t h c e n t i r r { e t o ( s u u e n v o l u m , s t o r l 0l H f ; d - l E a l d u v i l r r e ! : r b m i r r s t l ' , n . w e t s k e d l l t h e r l s k -

l l t . ig! l .? l l yoir arsurne no obl ig&t ion. I r you dcclde to kcepl l l i { 7 : l l l t h c b o o k s , \ c n ( l S 1 . 5 0 l n l 0 d a y r x n d l h e b a l a n c e

w llil:'t'"ill;"'"K3.TT,11":lll""iJ;'^Jil:l:- - - l

F'REE EXAlilltlA,?tOX COUPONM c ( ; r a r v - H i l l R o o k C o . . l n c .3 3 0 W . 4 2 n d S t . , N c w Y o r k , N . Y .

S ( r t ( l f o r l l ) ( l l r ) . f r i . ( ' o \ i l r l i l t t i { r i l t l ( , ( r r t l l L i l } f t l r y o f l ' r s c t l c t ll : l e t l r i ( i t y . l f r i l i ' l i r c l r i r \ ' I s i l l s . i l i l ] r ' l t : i l . : , 1 ) l l l ( l ( l r y s r t ! ( ls J l r l l I n o r r t l l l y u I l i l t l r f l ) r i ( ( ( ' l S l , t ; ( l i s I I t l r l . I t l o l s a l r t r x l .| \ r i l l r | t u f I t h r . l ) o r ) k \ l ' { ) s t l ) a i r l ( - l o i ! r i u r c l ) r o A r l ) l 5 l r l D , n c r t ,s r i t c l ) h i r l y d I d l i l l i l r ! l l l l r r u J . )

- \ . L m r . . . . . . .

, \ d ( l r ( i $ . , . . J & l . .

( l ty aod stdtc. f l$nI ' o s l t i ( ' r . W( o i l r l l l u t ! . . . . . . . l , r t -J -37

E lo

The Right Time to [Jse Sex Appeal

EST-OBSERYED and best-read page adver-

tisement in a recent issue of Collier's.

@ Here we have the ever-popular " man-and-

woman" situation coming out a winner. Sex

appeal might not do for selling adding machines,

but it is entirely apropos for selling barthing suits.

Men want to be admired by v/omen, and women

want to be admired by men. Therefore, this

drawing by artist Petty is packed with appeal for

both sexes. Furthermore, this ad is timely, since

it erppeared in June.

@ The headline, with the words "finest

fitting," singles out the feature that people want

in a bathing suit.

@ The copy continues the discussion of perfect

fit. That is a good way to hold readers-continue

to talk about the headline theme which originall.v

caught their attention.

@ Nearly everyone is interested in the impor-

tant consideration of price.

@ A crude-looking, conspicuous eoupon can

hurt the appearance of an otherwise handsome

page. Note how this inconspicuous coupon de-

tracts nothing from appearance and yet makes it

easy for the prospect to secure further infor-

mation. l\{any general advertisers of the "Fisher

Body" type could make their advertising more

resultful and more sci,enti,fi'c by simply adding a

keyed coupon of this kind.

4{)

JANTZEN SWIMMING SLIITS, one page, four colors, Collio':

1E.:

,h; t t i: : i

: ' - *;t , *

, '4 {t

;a)t r / l

€ { - / /

/@-t ,// ,4

L--'

l,*- / / (/.+ / /

.: ' {,/ at|EERrGn's AFINf ,ST TITTI IYG

SWIITIMIIUG SUIT

On the beach or in the water your €n-tire appearance depends on one brielgarment. Be gure that garmeut lits youperlectlyl Your mind-aad your body-are at ease in a Jantzen-so smooth, socomfortablg so perlect ig the lit.

It is not by chance that Jantzen isAmerica's iinest fitting swimming suit.Marvelous elasticity is achieved thtuan exclusive knittiug procesg-fantzen-stitch. That is why a lantzea alwaye fitsperlectly and permanently. That ie whya Jantzeu gently but lirrnly holds thebody in the natural position of youth.To every woman tbig means a trulysurprising degree oI ligure-control, tomen a trim athletic gmartness.

See the 1936 Jantzens today. VeryIashionable, very beautiful, are the newKava-Knit fabrics. Certainly they arequite the lovelieet of the year iu rich-ness oI texture and design.

n 31 n I l l ug t t a ted J r . i r . t r

MEN'S STREAMLINE TRUNKS 3.95Other Jantzen Trunkr . 2.95 to 4.9S

THE BRJ(.LACE . 6.95Othor lantzsnr lor Womea . . 4.5O to 8.95

TANTZEH TNITTING MILLS, D6pr .226, Por t lA ld , Or .eor .Sead Ec tty16 Ioldcr tD color l.oturiDs Dcw 1936 dod.tt.

woMEN's D tsts n

41

Making Your Ad Look Like an Editorial Feature

EST-READ advertisement in a reeent issue

ol Time.

IJnusualness is the chie{ virtue of this page' It

contains no headline, and the name plate or

signature is so small that it is unnoticed by the

casual glancer' Therefore, the page does not iook

Iike an ad at all, but like some new kind of edi-

torial feature. The principal stopper, of coutse'

is the photograph of the wornan looking directly

at You.

As a rule, it is dangerous to subordinate the

name plate of an ad. By doing so' you deliberately

throw away any effect on the majority of maga-

zine readers who merely glance at ads' However'

the man who designed this page did so good a job

that he stoppeil a large number of the glancers and

made them reail-

t

@ The first part of this copy says' "My hus-

band paid me a compliment' But I am sorry he

did." This arouses curiosity' It makes you want

to know the explanation of this paradoxical

statement.

@ The remainder oi the copy tells a marvel-

ously efiective story. It moves rapidly' wastes no

words, and is strong in understatement; namely'

in the things it iioesn't tell' Note' for example'

the part of the story that is omitted between the

last sentence of the first column @ and the first

sentence of the second, column @' The copy does

not attempt to describe the struggle the woman

went through between 1932 and the time she

worked up to a good position in a department

store. That is left to your imagination' In a case

like this, imagination is stronger than words'

42

N0RTH.I/vISTERNNATIONAI,LIFEINsURANcsCOMPANY,onepage,blackandwhite,Time.

O O nr, httstnntl paitl nre a complinrcnt. But I srn

*orry he did. ,.^ l1'hen lte died a l itt lc ovcr srs

I 'cars ago, l rc lc f t nrc abor t t $40,000 in l i fe

insuratrct'. Not long before hc died lte carne to

nre antl explainctl that rvith thc help of ]ris l i fe

insuran(t' agenb he }rad'rorl ictl ottt att alrange-

rrrcnt s' lt ich rvould use this $+0,000 to givc tnc t

l i fe income, but nonc of t lre plinciprrl pcrtetl-even rvise business men make

i t r c a s l r . . a o I t h o r r g l r t l r e < ] i d r r . ' m n r i s t a k c s . R u t i f a ] i f e i n s u r a n c e

'#EI.

I I e r ' . . e . - . n i c e a l ; o , . - , . r . i t . ] { e - - I l o q } . c a n e v e I a o t l s e

r-'_l-_: S4l l l l :.: ::,:!: II:s - -

r-hank vourhusbanu ior'

",i1,Iife ins.rance agent object- -,r,,,

{} *&i t listening to him'" co, v> a'

cd strenttottsly. But m1' husbantl " '

n'antecl to please me. ra Not long. ' i p;,; cornrnon todal', for men are com-

nfter that hc died. - I cliscussed tlrc k*".**..;ffi ing to heed the counsel of trained':"iFF ''r

i 'vestment of $40,000rvith mysister"s ':

,,,.. ,tj; l::F life agents who urge that insurance

lrusbancl. I lgoodfai t l r ,heaclvisednre ' tn 'J

.- i proceeds,beyond lump sum neecls,be"* - . , ' ' : :

to inyest $15,000 of it in the company !, paid as incotne, providing lasting security.

Ire rvas rrorking for. I ditl so. About sis .\sk an NWNL agent to show you the chart

lrolths later the company u'ent itrto bank- plan, a quick, accurate way to determine life in-

lrptcy. i\I1' brother-in-law lost his good job, surance needs, and to find the mqst economical

lncl 1'as broken-hearted about the loss of rn;' u,ay to cover them' And ask him about NwNL's

$15,000. .- I bought some good stocks l' ith record of growth and stability, parLicularly dut-

$20,000. The;, n'ere good stocks, too. Thel'l 'ere ing the depression. It is outstanding, even as

se g,-oorl lhat I l rought rnore of thenr than I comparedtothef inerecordof al l l i fecompanies.

t'rrrrlrl 1rrt1' for, otr ttrargin. You t'ctnetnber rvltat Northrcestern National Life Insurance Company

lr;r1r1:errt,cl to c'ett goocl stocks betrveen 1929 srn.rNC ,r,i;i. ' i",i i, ' ';;::;*" LItIERAL

anrl 1g32..o" I finall)' ha'c rvorked up to " s"t.l+

position in a dcparttnent store. lI1' claughtcr

rvent to business collcgc instcacl of to the f ni-

versit.l'. S]re norv is a good stenographer and

contributes to the family's sttpport' I\fy son,

aftcr high school, found a job as an errand

bo.r'. -. .,ea {'111 not ashamed of what hap-

t l C )t ! i )

oo

+.*FF :- -

Building a Foliowing

EST-OBSERVED and best-read two-thirdspage in a recent issue of Good Housekeeping.

Brevity plus entertainment is the secret of this

ad's success in attracting readers.

@ The headline suggests entertainment.

@ The copy is brief, and the cartoon strip by

of Regular Readers

the well-known cartoonist Soglow is humorous

and entertaining.

A cartoon series of this kind, if well done, can

actually build up a following of readers. Note

the close tie-up with the product throughout the

entire strip. This has more sales value than strips

which drag the product into the last panel as an

afterthought.

44

SUNBRITE CLEANSER, two-thirds page, black and white, Good Housekeepins.

PTADAM-HEREI3 9OMTTHINGTHAT wlLL CLEAN

C l e o n s €qsier . \AforksWon' f 5crotch

45

When Ad Men Go Stale Thev Can Use This Forrnula

|TIHIS is one of the most successful mailorderII ads of recent years. It was repeated in a wide

list of publications.

@ The headline is a real stopper. The words

"Feel Rotten" probably never appeared in a

headline before. The idea of. Doctors feeling rotten

has the efrect of making this statement even more

startling. The second part of the headline-" Thisis what they do "-contains a self-interest prom-

ise. The testimonial angle is also a powerful part

of this headline. The reader concludes that if

doctors follow this method it must be good.

@ This drawing arouses curiosity and suggeststhat the page contains real information. However,the copy under the illustration does not deseribe

the exercise fully. It simply arouses further

curiosity about it.

@ Like almost all successful mail order ads,this one contains a long and powerful sales talk.

Other good features of this ad are:Picture of the book.

The price.

Photos of famous people.

Additional testimonials.

fnteresting subheadings.

Copy under illustrations.

A coupon for immediate action.

A choice of either (a) send no money, or (b)

money-back guarantee.

lVhen mail order men discover a successful nerv

hea,dline, they sometimes use that headline as apattern or formula for other successful headlines.

Here are some suggestions as to how the headline

of this ad might be used as a formula. These

suggestions are not all practical, but at least thev

illustrate the formula method:(Headline for seasickness remedy) When sailors

get seasick, this is what they do.(Headline for set of law books) \Yhen larvyers

are sent to jail, this is what they do.(Headline for business course) 'lYhen

bankersgo broke, this is what they do.

(Headline for book on will power) lVhen minis-

ters are tempted, this is what they do.(Headline for Bromo-Seltzer) \Yhen bartenders

have a hangover, this is what they do.

46

SIMON & SCHUSTER, fNC., one page, black and white, variorx magazines.

APTIEH'SOYERTF..h0lt Dir.dc.

ol N.@ YotL Prt';'.idrr' c,cr. N.doorl.{q'ts CLEtidBor . r r t 16 ! k rmrdd.c ot eriliq i!p r i2 . r ing d .y ' . bo t

r..lilcd rft.r oFios

tirlt @, b. rf,ouldl D o r e o r . r b o u t

Er l ins , o t l tumrh

bdt. So h. lrudi.d

rt CoRU Ub;!.6it

M.dic.l Clioic, rtcrt

b r w . ' : 1 6 9 h t | i . . ld i rccor fo r ! yc rn ,

T o d r y , . r { , i ! .mod.l ol plyricrl tsr-fcctioo-rrroagcr rndhor . rd iv . r l .o r f , .av . taac .o l l .a . rd l .h .

-This Is Whet W Do!T TOW can many of New York'sll busiest physicians stand up un-

^ ^ dertheirgruel ingduties? Whyare their nerves so steady, their mindsso clear after nights of broken sleep anddays of {atiguing work?

The answer is simple. They followrules for health described by Artie Mc-Govern in his new book- Many notonly go to McGovern's famous gym-nasium in New York, but asked him tobecome Physical Director of the formerNew York Physicians' Club.

These doctors are too wise to fallfor work-outs that leave the "patient"gasping, dizzy, exhausted, the kind ofexercise that does more harm thangood. And not only doctors have bene-fited by McGovern's safe, sane methods.Anrong the nationally known peoplewho have used them are: Grover Whal-en, Walter Lippmann, Vincent Rich-ards, Babe Ruth, Gene Sarazen. Rubc

S:1,1*.*, Frank Sullivan, Paul White-

TL. .s...ir. rt@. .L*., @Li.L .., L. l..c a*il. t.a <rc lj4 ix Lcd, i.s..t tl. [.,t ?. ..' t.! o. t*...ta t..t, 's[ ,;t' u ti6i *a aat . t . r i . . t . . , l . . t a i l l , . s , Lqh t t nar . t tL . JOM pt n t Ja*. ,..6tr ,d.t l..A t.Zr ...1 ....t.|i.h. M.e*.r.\ bo.I tte' t.. LHt. 4.., ht YTTHOUT rr.L a.,/ao, ct aleuia ratit!

smoking, cocktails, juggle calories or vitamins. He has nopills,_trick reducing salts, tonics or appararus to sell you.His famous Mcrhod is based upott rourid scienrific pri'nci-ples, the result of 20 years'experience in planning physicalculture programs for people in all walks of life. Thousandshave paid up to &5fi) for the McGovern coun€ - now soclearly describcd and illustrated in thisgreat newbook,.'TheSecret of Keeping Fir"---the very same-Method relicd uponby thousands of doctors and rnen irnportanr in public iifc.

Amerlea's Greategt Tralner at t estReveale Hls Secret of Keeplng Flt!

trr.Qr about exercise. He explodes fallacies. He shows vouhow to increase vigor, fe-el.bener,-relieve constipation, eitlrcrlose weight or put on solid pounds--how tor{rx wcrglr oF pur on sollo pounos__now to get more cnroy_ment out oJ lifc. Your parricular problem (dipcnding upon

n his new book Arrie Mccovern gives you "de$unked" TRY YHE TKGOryER|' ilt.:n|oD dI ?ttrsI.OAY DOUBLC GUARAilTEE

SEND NO TilONEYThe McGovern Method has worked for tlou-

sands and can therefore b€ sold on these terms:

I Send no money with the convenient cou--' pon below. When postman hands youyour copy of Anie McGovern's new book.THE SECRET OF KEEPING FIT, depositwith him the Special Offer price of oniy gi.98,plus.a few cents posrage.

-If, after five'days;

readrng, you are not convinced that theMcGovern Method is just whar you need andwant-yo,u may rerurn it and your money willoe retundeo at once.

, [ f , a f tc r app ly ing fo r 30 days the pr inc io lc- r c lear ly g ivcn in Mr . Mccovern 's book_ voudon ' t . fee l_ l i kc a new pcrson, v ib ran t w i th g lowingheanh and ncw-found ,,pcp"_if you arcn't thorouq+iIy convrnccd by acrual RESULTS thar it is workiacy"ldgs for YOU-you mry cvcn thcn rctwn dDook for a full rcfund-

_ .9J i f " l i me i l th is coupon -w i thour mncy_

NOW-|- STMON AND SCHUSTER, rr. . , -n' .pt.

l0 l l , 386 ! 'our th Avc . , Ncw york C i ty . ' - ' - - ' - ' ' "

the type of person you are) is treated as such.-Here is a book of unvarnished truth about r,osr

body, your heakh, your living habits. It shows asale way to control weight (ihe way d.octors andath le t t t do l ; how lo e l im ina te ne t rousncss , s lcep lcssncss ;how tu cor rec t cuns t ipa t ion w i thout laxa t ivcs i ho* mronc up your en t i re sys tem, and bu i td rcscrvc v i ta l i t v torcs is t s ickncss . And a l l w i th s imp le , casy cxcrc iscs you( a n d o a t , l o m r - w i t h o u t a p p a r a i u s i

Are You Overwelsht-Run-Down-Consdiated?

_ l ) r r you fee I run-down 7 Arc your musc lesf labby? Are you ovcrwe ighr o r undcmeigh t?I )o you take la . ra r ives?_Do you s lccp poo- r ly?r / ( , y ( ,u wakc up t t red / I f your answer to onc orm' t re r l f rhcsc . is , ,Yes" thcn you owc i t to your_se l l and lamr ly t ( , t ry thc McGove rn Mctbod-

Ar t i c Mccove rn docsn ' t makc you g ivc up

$1S

-.r

\yw . a * r . . . . . .r r . r * . . . . . . . .Ch-t.

ffiflqF

T}qii . . ..

-|f F. -raa.t a d p h

PRICE

BABE RUTH-Wh.t th. ilccorm

trtlrra DL ttr lfm

BJ64,r\t€{.th

er/.a?tatcU.

Attsl lc

t614$47xrtEE

*I.rgr.;'xffi386 Fo..rth Avc., }{ew yddr qiy

qp};,ii:*r"f*;1i,\#':r*:ffi l:ri.i..T jHt""Fj*,fff, i . .1"- ,- : :

' ,k up ro per. whcn prtnrn dcr ivtn i r . i _; i i p i i r r .ge, i r" jFrrAc <hr.16

_ . . l r n d i . r i . < r l y u ' d . d r @ d r h . r i t | . r r . r o . I m r y , . r s r . r h . b @ t

| : ; 'hrn , t dryr. I r i . . r l rc u,d.r .rdd rrrc ; t e. t i i . r 'Mi. - i \ i .d; , i

, \ r . rhoo 'nro p,.(r( . do.r nor. * i rhin otr . ho"rr . , -a" i . i i . , . i "J,-"r .:";ii:ii,: r,lrlir: t*li:,J':i::,ffi :l. t#u.1",^;:ti:t .'i:i . - .i dd '6 .

c i t t i r r .

- C h < t h * r i l p r r r . n . t d i t r . r t ,-u . ! ! !16 senc rq road

" ,u* ; - .3 ' iT t - : i rbu ' rdn6

p t rp

€;r*;d b l b d r t t u I h e r c *

EEha b lry E riEd h, k

_'YcE h-&L-5u!ah. ryh lEr r-Ed qtd dE b h. I trrt{h' tEr|'d ft b a!r!t. brl dtt-dsrf .!a.e, $rd I .fr .L-;dnad rh.t rtd r. blsLr fd 6r rrq ffi

47

"An Eve-catcher That Seldom Fails

T) EST-OtsSERVED page advertisement in a

I) recent issue of lhe La,ilie.s' Home Journul.

Big, simple, eye-catching elements printed in

bright colors made this page siand out among

competing pages.

@ A large picture of a smiling face which is

looking at you is one of the best eye-catchers that

have ever been discovered.

@ The headline containing the words " this

summer " is timely. Although this issue of the

Ladies' Home Journal was dated September, it

actually appeared in August. Also, the headline

suggests that the product is popular with millions.

This, of course, is another prol'ed appeal. People

imitate other people. For example, if a crowd of

people stand on the street and stare at something,

an additional crowd will stop and stare, not always

knowing what the original crowd are staring at.

There is an old saying which expresses this imita-

tive instinct, "IVIonkey see' monkey do."

@ and @ The attractive tray of cold drinks

and the package of Ritz Crackers catch the eye

because they are prominently displayed.

48

RITZ CRACKERS, one page, four colors, Ladies' Ilotne Journal'

oosEE{rts arca gnrsaoavS

.1*

CRAZY ABOWgairftIER

f.G p.

' , , e. t .T

IV

fCRITZ THIS

j

:>",-

\

See for yourself how these amazing Ritz crackersput a brand new thrill in cooling beverages . . .

One of the most pleasant sur- for serving with summer bev-

prises of your life will be your eragesand dishes. Itgives ihem

6rsttasteofRitz!You'llhardly a new thrill trat just can't be

believeitpossibleforacracker described. You'll forget the

tobesodelicious,sorichlycrisp, hot weather . . . you'll forget

so nut-like in its satisfaction. everything exc€pt. . ."Pass the

And Ritz is iust made to order Ritz, please!" '

i;" r{<\

A Product oTNATIONAL BISCUIT COMPANYbaters olUneeda Biscuit, Loroa Doooe Sbortbread, Fig N€wlons,Premium Flake Crackers, and bundreds of otherJavorite tarieties.

49

, Y ^ , t

RITZ HAS DOUBLED MY POPULARIDITOO,IN MIILIONs OF HOMESI

t 1"8tr'''

The Advertiser Cashed In on This

and So Did the Joke Writers

ff.lHls mail order ad became famous. Probably "They were surprised," remarked the gentle-

I more jokes were made up about it than any man whcl never tipped, " when the waiter spoke

other ad of its kind. It also was a best seller for to me at all."

i.he Hugo Mail Order Course in French. The ad "'\fter you learn French by mail you can con-

was first tested in The Neu Yorlt Times Book versefreelywithanybodyelsewholearnedFrench

Reaiew. The following clay, newspaper columnist by mail."

Heywood Broun devoted his column to a humor-

ous discussion of it. He said in part:|

" Naturally I was interested by this caption, @ The selling power of this ad is clue chieflyfor French has been one of the great tragedies of to the headline which (a) arouses curiosiby, (b)

my life. But for French I would possess a college suggests that the copy contains an amusing

, degree and stand among the company of educated story, and (c) selects people who are interestedmen. Now I often cringe even in arguments where in learning French.all the merits of the case are on my side. Suddenly

I take thought that the man across the roo

whose contention is parpabry absurd, i, ,r"rr""t#l n"rturThe

illustration adds to the attraction of the

less the holder of an A. B. {rom Hamilton. And

so I leave the field to him with a placating 'Per-

haps f,m wrong,' and an added obeisa,lce of @ The copy begins with a story which grad-

r i , t t t''r'here rs mucn rn wnar you say. ually leads the reader into-

Radio urra .tf" ""-"01.""

made up jokes @ A powerful sales talk'

about the man who spoke to the waiter in French,

and humorous magazines printed remarks like @ There is a convenient coupon for immediate

these: action.

50

IIUGO FRENCII COURSE, one page,.black and white, various magazines

I tr /E l lAD dropped into Pierrot's for din-V V ner -P ie r ro t ' s , tha t qua in t French res-

raunnt where the wa i te rs speak no th ing bu t!rmch. Jack Lejeune, who boasted a smatteringof lr.nch, voluntcrrcd to Jct as intcrprettr.

"Now t r l l me what J ,ou rv in t to ea t , " an-nounced Jeck grandly, after we were seated, "andl ' l l

' p r r ley 'w i th the we i re r . "\ f i th h r l t ing French phr rses rnd muc l t mot ion-

ing o l hands , Jack t r rnsh ted our o rders to the

OrrFI4*il.*':it*5qi;+:*rrl{orvevor. he made a brave effort.

.. lnmbon et des-et des-" but Tack

.n.,|-dn't think how to sry "scrrmhled e[gs."l{e nrrde rnotions as if he were scrarnbling eggsin a fryii lg prn, but the writer couldn't get whlthe u'as driving at.

" l 'm a f ra id you ' l l have to o rder someth ingr lse , ! ' re r l . " he s r id l ine l l y . " l c rn ' t th ink o f thesrrrd for'scrrmbled eggs.' "

l ' ivc11'body srniled<verybody except me. With

Frcrt c(rcmony I beckoned to the waiter. "I ' l lt-xplrin rny ortler to tlre waiter," I said. Arh t rck le r rn r iound the tab le . -

"l;r 'ed can'r sneak F'rench. crn he?" I heardr g i r l u 'h isper to 'J rck .

"No--he ncvrr snol<e a word of French inh i . - l i fe . " c rn re t l re answer . "du t wat th h im.'l 'his

rvil l be funny. t le' l l probably give ani rn i ra t ion o f r hen hy ing an egg. "

.A, Tense MomentThc rvriter rddressed me. "Qu'est-ce-que

vot rs vou lez . I \ lons ie r r r?" he asked. -' l ' hc re u 'as , D: ruse . A l l eves were on me, I

h rs i r : r r r r l -p ro longed the suspense as lonq aslxrssibtc.

' l 'hen in perfect Frinch I said tJ the

rraitr: " l)onnez.-moi, s' i[ vous plait, du jambonrur * r fs b rou i l l i s - iambon de V i re in ie . "' lhe

r f f t c t on my f r iends was- t remendo ls .Thc l r r rgh tc r s topJrd .

' l ' here were gasps o f

oiil,,.i.,,".*hllli,!#,liti1'*,Thi

" l can scarce ly be l ieve i t myse l f , bu t ius t afes' months ,so I didn't know j *'ord of French.Norv I can soeak and unders tand French whenr t rs spoken to me. And I d idn ' t s tudy much-ltrsi a ferv minutes a day. There were no la-borious exercises to do-no tiresome rules-nodu l l c lass- room dr i l l s . I t was ac tua l l v fun learn-ing . Every th ing rvas so c lear , so s imp le , so easy .Honestly, the Hugo 'At-Sight'

French Course isthe most remarkab le th ins o f i t s k ind I havcever seen ! "

Try [t 5 Days FREEThis story is typical , You, to, can now lcarn Frcnch

at homequicl ly, casi ly, pleasanrly- just ac thourandrof orhcrs art doing by the celebratci l Hugo "At-Sight"I\'lerhod. Twenty-four frscinating lersdnr, carcfully plenncd.I he rnost ingrnious mcrhod of learning Froch cvcr dir-covercd. l \hole gener: t ions of languagc-teaching cxpericnccin al l the leading L.uropcrn ci t ies are behind this Frcnch

' lhc woqderful thing about this simpl i f ied Hugo mcthod

is that i t males yo! aout tun tcachct. At hom*i6 minutcrthar nr ight,otherwise 6e wasred-you lcam phrasc by phrasc,senrence by senttnce, to speak the languagc correcaly andwcl l .

' lo bc ablc to spcak Freoch is decidedly a cuhurel

attr inment, and is recognized es such. Usc thee rparcminutes to master French this fascinat ing Hugo wzyl

No money is neccssary now. We shal l bc glzd ro ecndIou the completc coutse FREE FOR 5 DAYS so thet youmav see i t and judgc i t for yorrsel f . Within the fre cr-aminat ion period you hzve rhe pr iv i lege of returning thccourse without cost or obl igar ion, or leepiog i t as your ownand sending only tu as a f i rst piymeot, znd thereaftcr $z amonth unri l the ful l or ice of$lz has becn oaid.

l -ou ort the i r l r r . Simolv return ihe couree within qdal s i f you ere nor"fascinated rnd del iehted with i t , I f yoiacr promptlv, a valurble Frer ich-Encl ish Dic( ionary, on-taining 45,o words, r i l l be rncluded without addit ionel

We urgeyou tocl ip rnd mai l thiscoupon today. Doublcday,Pagc & Co., Dept. F-522, Gzrdcn City, New York.

r"l,l.l.-"i.-"-J- ;;;;.- - -

Adcrl@a Repretenlatroet of Huto"LanEuEe tnttl,ule of landori.Ce.dcn Clty, Nd YorL.

Pleerc sad mr rhe Hueo "Frcnch-rt-Sichr" Courrc, in qJc.Ear, h.f ' . . . r rn ;o . r ion . W, r t in adrv i I r i l l c ; 'h . i rc ru rn rh t o rc o r rnd yoc

t r . ! rh . t r in . . rd t , . rch month rhcrc : f t t r un t ; l 5 t r hs b . .n e l id . I rEto r.c.ivc z 6py of thG Frcnch-Englis[ Dict;orrry ?ithour .ddkidtl si.

-but their laughter changed ta q.mazement at my replyhow lonc he had been in Amer ica , and manvother qu i r ies . When I f ina l l y le t the wa i te r go ,evervbody s rar ted f i r ing exc i red q t resr ions a t me.

" l ' red ! \ \ ;here d id 1 ,ou learn to speak Frenchl i k e t h a t ? " " \ \ ' h v d i d n ' t l o u t e l l u s l o r r c o r r l dta lk French i " " Who u rs y 'our teacher i "

"Wel l , fo lks , " I rep l ied , " i t ma1 'sound s t range,bu t the t ru th i s I never h rd a teacher . And ius t afew months ago I cou ldn ' t speak a

" 'o rd o f

French. ""Qu i t your k idd ine ! " laughed Jack . "You

didn't develop that knouledge of French in afew months. I t lrought it took years to learn tota lk l i ke tha t . "

"l havc been studying French only a shortwhile." I insisted. And then I told them thewhole story.

How I Learned French Withouta Teacher

"D id you ever hear o f the House o f Hugo l " Iasked.

Jeck nodded. "That ' s tha t famous LanguageIn-s t i tu te over in London, i sn ' t i t l "

"Yes , " I rep l ied . "They 've been teach ingl rnguages fo r over a century . Thousands o fEuroperns heve le l rned fo re ign languages in asr r rp r is ing ly shor t t ime by the i r 'a t -s igh t ' method. "

" B t r t u ' h a t ' s t h a t g o t t o d o w i r h l o r r r l e a r n i n gFrench l " asked Jac i . " \ 'ou heven ' t been ove ithere taking lessons from the House of Hugo,hrve you ?"

"N-o , I cou ldn ' t go to the House o f Hugo, sothe House o f Hugo came to me, " I rep l ied qu iz -zic:rl ly.

My Friende Look Startled"Here's what I mean." I said. 'The authori-

ties of the House of Hugo got together recentlyand decided to condense their kriox'ledse oflanguage instruction-their, experience in iiach-ing French-the secrets of their wonderfulmethod into a coltltc oJ printed lrsoflr-a coursewhich anvone could studv at homc.

"This course turned out to be the most in- Nrnc...genious metiod of learning French ever devised.It * 'as simply marvelous. It enabled people to Addrts.

lerrn French in their own hornes, in an incrtdibly ciry..short t ime.

5 l

q

Appealing to Both Sexes with the Sarne Ad

EST-READ advertisement in -a.recent issrreof Colli.er's.

@ The headline contains a promise of pro-

motion and pay, and is written so as to att.ract

both wives and husbands.

@ The subhead suggests a true story.

@ A" interesting plot ip developed oia comic

strip teehnique.

@ Note man-and-woman situation and the

happy ending as a result of using Lifebuoy.

@ ithis panel, arJdressed to women, contains

an additional promise-improvetl complexion.

@ These bottom panels advertise another

product made by the same manufacturer-Life-

buoy Shaving Cream. Thus, two ads are con-

densed into a single page. Again, there is a man-

and-woman situation and a htppy ending.

@ Note the free offer with key number " Dept.

A-115." This method (a) helps to compare the

pulling power of this advertisement with other

Lifebuoy advertisements, and (b) gives prospeets

an opportunity to sample the product.

52

LIFEBUOY, one page, two colors, Collier's.

F{USBAND SWES HtS PROMOTTON TO AA-Ft^hr* 73.0. e4"e/r,ti%tt: af a ,r;ft utfu su/fanlsofunf{*6 u4dA..V

MY HUSBAND WAS A DRIVER FOR A BIG STORE(HER sroRY BEclNs). HE wAS AMBlrlous r0

GET INS|DE. BUT PROMOTIONS ALWAYS

FOR feo To l5o 5;nAVES lN rHE BtG RED rUBESWELL! NO MORE SORE FACEFROM SHAVI NG. LIFEBUOY'SSO MILD AND SOOTI{ING!

ITS LATI{ER SrAYS WEITOqSOFTENS MY BEARD LIKE

NOBODY,S BUSINESS

i.@7WIF,".lttn,fi.\- soAPK E E P Y O U R S K I N

s o F R E S H A N 6 .6towrrue ?

rnore than ZOVo mildet than many so'called "beauty soaps "

"B.O." ig no regpecter of Personsl

TooK ih vour mirror-nowt Has yar skin that frahnessL *o-.n .nw. men adore? If it has, use Lifebuoy to guud

it! If it 's tired-looking, dull,.UfebuoT,.will revive ,i,'-,11

creamy lacher grrtfi reii'o.s clogging rdirt, makes skin glow!

"Patch" tests -on

ihe skins of hundreds of women ptove it's

Thousands of letters ptove that . -\ '- .-. '-- r-

7o one c n be sure iust whm he's i' -

offending. Bathe tegularlY with i ILifebuoy! Its tich lather searches i Imore deeply, keeps you fnth! i IIts clean scent rinses awaY. \r"s

IAppnod $ Good HouclccPing Btaaa ^-*-

ONE DAY I OVERHEARD TWO CLERKSDISCUSSING MV HUSBAND

SO THAT WAS IT II HAO SUFFERED

SILENTLY FROM MYNuseeNo3 FAULT FoR

YEARS! BUT I NOWGOT BUSY. I GOT

LI FEBUOY

MY HUSBANO WASDELIGHTED! HE SAYSLtF€BUOY MAKES

HIM FEEL R€ALLYFREsH, AND EXTRA

CLEAN

Etuoustt

&-

SI.IAVING USED TO BOII4ER MY DAD THATwRv. zur Nor slNcE HE's uSlNG /-'iiFiBIoY SiAvtro cnEera.SAYS ITS EASIER ON TENDERSxttt eeCRUse ITS LOTSMILDER THAN OTI]ERLEADING SI{AVING SOAPS

{; + { Rf r + q _

Send for o FREE Tricr,l lubeTry this milder, cxtra-moist lsthcr.See how much more shaviog easc

and comfort it ofrers.Get it at Yourdruqiqist s. Or write Lever Brothcrs

Co.ibept. A. t t:, Cambridge, Mass.'

for s Frce l2-day t.ial tubc. (?l'ri

ofer 2ad ia U. S. oat1.)

h---,i --

How to {Jse the Tabloid l{ewspaper Technique

EST-READ black-and-white page adverlise- @ The copy is written in a newsy, informative

ment in a recent issue of Collier's. style and leads gradually into a sales talk for

Mobiloil.

@ This headline has several important quali-

ties: (a) big news, (b) timeliness (this ad appeared @ The photographs at the bottom of the page

when the Queen Xlary was making her first are full of human interest.

voyage), (c) large black type. Incidentally, this is one of those advertisements

whose stopping polver is increased by means of

@ This night photograph is unusual and pic- large dark masses-by sheer weight of ink on the

I tures a ship in which everyone is interested' page'

o

54

MOBILOfL, one page, black and whiLe, Collief s.

'$rlufffilifiHilfuffiYl|ilMilnEilU0YA0Eo

2 O0 r0 0 0 h. p. Engine s, Inbrieatcd, by Socony-Vacuum, Alt Set for Cro ssinpl$rz'rrrolERr.r.LpnoFELLlNcERclriEstuncdup.Brit- To ufeguard this costly mar'lr inery,_cunerd-vhite dustries,dcpendonSocory'Yacuunlubrication'- Yy ;i;'.";;'.;;;.ii".. i" .*"iti"" the dav

'of hcr Srar oficiele tahe no chances. From boilers io propel- In America,this leaderehip ieknom to the millions

Tbe rvorld's eyes are upon her. Will she bring beck

ro Britain thc coveted Blrre Hiband for sped?

lnside her giant brrl l is the answer...L6 turbines,

ruost potcrfui nrarine engincs, capable of unleashing:ltto.{Xi'O horscporcr to thc prcpcllers.

lers. power Eove! o[ Soooy-Vacuum lubrication-

the sime lubricatioa reruice that helped the famous

Cunarder,the "Mauretania,"win and hold the apeedbonors ofthe Atlantic ir hcr daY.

rWhercver you go, in 63 difierent countries, major

transportation systems or land, ea and air, large in'

Sri rlr;tt r.8ntrrul, Coooodotc of tbc(iril'rd.fhitc Slar fiea, will bc or bridge.

Fnou rEEs^te nrlNEnle rhat aupply yu t6l@tL-23,0OO gallou of Gargoylc-Ma'

.i.c Oil for I i fetide D.ot€ctior of Qud Mery'r cagi oe -co.tli@t E rchlEcry 'dotl

A Confiict with a Happy Ending

EST-READ half-page advertisement in a re-cent issue of The Suturday Eae'ning Post.

@ The headline suggests entertainment in thellanner of the regular newspaper comic strips.

(f .\ large first panel is used in order to get thereader started.

@ Succeeding panels are lively and dramatic.

@ Huppy ending.

@ Brief, but effective, sales talk. Readerresearch shows that many people fail to reaclformal copy at the end of a comic strip. Moral:Put a complete sales message into the strip itself.

56BROIIO-SELTZER, one-half page, The Saturday Er:ening post

o

o

t'pt 5o soRnY vaoeeecgao,uvcLe /

ffie+T

' w Alt' LL I C AI.cA YOU,YO UYOUN6 fiENO.Yo'JIRET..oWERTHAN A CENfI-PEOEWIIH FALLEN

-wAt( Asec, UNCLe{ot{- \otoKEIpsBROMtO-SEtffZE$<N.HCMEOrcINE CAaINETHe 'A'fs rrs (Ae"aesf {HING

<ffHANKBROI-4Orze?l MvHTAD-

ACHES GONE-I CANSMILS EV€N- AfYou!

Aslt l.,r l lrornrrstltztr at drupstores. soda

l i , r rn ta i r rs . K tcP i t in r tu t n red ic in t cab in t t .

Nt;\,.9 g

\ l)rrcrrrrst.ct 'nt|)tcstednert{ror"-/y'/a' lel-Vou

lL:,i:*;;i: ;:ffi}:;:".i:: /*/ l,ranv orlrr.r rt 'rrr..r lv th..l tested! f i dots npre FASER/l . , r \ou . t .n ' . Sdr r t l r t s an u l ) r r r s tonrach. qur€ ts / \ \ -rr . ' r . ' . . . R". l t te. 's t l re r ' rceis lact ic acid in the

l ' l u r d e r t r s e d l t r ' , t r t r i n t l t t l s e n c e ,

I ADVISE EVERY MAN TO TAKEBRoMo-SEffzErz FoR NExr-MORNIN6 HEADACHES. DOCTORSFrND lT WORKS FASTER/BY

BROtrlO'gEITZERoJ t

An Effective Attention-getter

EST-OBSERVED and best-read page adver-tisement in a recent issue of The American

Magazine.

@ Photographs of young children and babies

almost always get attention. This is especially

true when they are shown in an unusual situation.

@ Two factors helped to secure high reading

of this copy: (a) it is short; (b) it obviously

contains further information of a human interest

nature.

@ This heading and body copy contain a

powerful reason-why sales talk, the logic of

which is undeniable. And the reasons for taking

pictures today zre combined with reasons for

buying Kodak films.

lo58

KODAK, one page, two colors, The American lWagaziru

7*e4'"utt',r,klyL {w.ft

,

, 'A"^. u n' 'WA*f*-e; /*rW

;;rT-Hk?*y*ffif "rysv,f trratuhd -h."a*?in

trtt',

. "'.'--r*?'*dffi.. iq#'

-*#tri-*;*h1* ,

,- ,,.lor_- ,..,.,. ,*.r*_r{*..,.i

,".

The snapshots you'll rvant Tomorrow-you rrrust take Today

rFHEY dorr't come tu'ice-those momentsI u e rvorrld l ike so much to keep forever.

Chiich'en gro\1' u[), places change, people for-get. I!{ake your snapshots no\v, and be sureof them fol keeps. And don't take chances-Ioad your camera r.r'ith Kodak VerichromeFiLn. This double-coated fihn gets the picturerlhele ordinary filns fail. Your snapshotscome out clearer, truer? more l ifelike. Anycanrera is a be tter calnera, loaded uith Veri-clrronre-ttse it alrr-a1,s . . . Eastman KodakCornpany, Rochestcr', N, Y.

;i"lt, i it gt nIE

1lIri

5! l

How to Make a Continuity Strip Catch More Readers

T) EST-READ page advertisement in a recent

IJ i"".r" of Gootl HousekeePing'

In general, this ad looks unusual-not like

an ordinary ad, but more like an editorial

feature in the magazine'

@ Although there are five panels, the first

panel is as large as all the others eombinerl'

Thus the first panel (a) stops the reader, and

(b) gets the reader started on the series of panels'

Other good features of this first panel are: (a)

it shows a man-and-woman situation, and (b)

the copy is set in balloons' Tests have shown that

putting a balloon around a piece. of copy will

defi nitelY increase reading'

@ The interest in the first panel is continuedin other panels. The copy, however, is longerand would not conveniently fit in balloons.Therefore the layout man put the copy in thenext best position; namely, under the illustra-

tions. He also used the effective device of printing

the first words of each sentence in bold-facetype.

@ Many ads simply end with a name plate.This one goes a step further by combining thename plate with a brief sales message. Hence thispage reaches two groups: (a) those who read it

elear through, and (b) those who read only the

balloon copy at the top and the display line atthe bottom.

60

FELS-NAPTHA SOAP, on€ page, blae\ and wbite, Good Houffkeepinq.

DID YOU NOTICE 5UE'5

TAN ? IT,5 A KNOCKOUT I

YEAH ! EONEEOUS TAN-BUT I

CANT "60'' HER TATTLE"TALE 6RAY

h^t-o-ow I

;." i

t 'Qh, you corl V'hy doot you tcll Sue hoq to gct rid of tatrle-

trld env instcr.l of mcorving bchinrJ her hack ? "

; 'oon'i wort1, darling. I I i // tell hcr, 6rst t ime I catch hcr alone.' '

t{tr"J*=G

- - l B* - - r f ' *

"l'm rorry ifI've hrllt your feelings, Sue-but your clothes y'a tattle

about you. lt's not your fault. I know you rrcn't careless. But

that lazy soep you use doesn't wash clean, and the clothes say so."

. . c 1 i I

9 '9 ' t '

i.B

i

" l {ow you lus l c l r rngc t ( ' mt 's r rndb) , l c ls -Naprhr . Th t t r ihu ,

7" l , l , t ' . r f i s n 1 ,a l ,J t i r l ra f th r r l i r t p racr ica l l l l l i cs ou t . T ry

l i t l . 1 . . . r1 t l r r [ r ' r s r , ' r l : ingc rn , l un ' l i cs . t r ,o - - i r ' s s 'onr lc r f l t r l l y

tc . r , , l . . \ r r , l i r ' r c r r i r . r r ,n l l rn . l sbccrurcc lc r r l r r r r h " l , l sg lye t . r inc . "

Banish "Tattle -Tale Gray"

"P-t-r-tt. ir 's Sue. Shc wants us for dinner to sce hou'pcrfectly

grand her l inens and th ings look now."

"$oy, one of /rr dinners is something. You'd bettcr go tipping

of . r / / your f r iends to changcto Fe ls -Naptha Soap! " e , . . . . * . . . . ' n

tp;tlt Fets-I{aptha Soaplg

( i l

A "Scare" Campaign That Built Big Sales

EST-OBSERYBD two-thirds page adver-tisement in a recent issue of Cosm,opolitan.

@ The keen gaze of the policeman with that"going-to-give-you-a-ticket" expression makes

this picture an amesting one l

@ This headline arouses the reader's curiosity.

It makes him want to know what the ooliceman

said.

@ This paragraph contains one of the best-

known sentences in all advertising-" Even your

best friends won't tell you." This sentence

has been repeated for years in Listerine ads in

connection with many different situations.

O @ @ Note how picture, headline, and

name plate convey an instantaneous message to

everyone who is familiar with the Listerine

stories that have been printed in the past.

62

LISTXRINX, two-thirds page, black and white, Cosmopolitan

a_:i,'i..;,i,. i ',.:: :,: ]j't ,:t,'. :'.:: a

. . ,

t l , i t . t : ; , r : i .

"That's notyour only

bffense, mister"-and then the copper told him . . .told him what his best fr iends hadnever had the heart to tgl l him. I tsimply stunned Hart ley, . , now heunderstood why people deliberatelydodged him . . . why business ac-quaintances always sat as far as pos-sible away from him and cut his callsto a minimum. Then and there heresolved that never again would he

,,.:::_;H__;":pa n t b r c a r h t i s t l r a t r r n r t v o r r r l r l f n e v e r k n o w

when you have it. And einre the eubject is odelicate, even your best friends won't te[[ you.

Due to conditionc frequently existing evenin normal mouths, everyone is bound to havcan oFensive breath at some time or other.Fermentation of tiny bitr of food ir one ofits principal causes.

Fortunately this condition yields to thetegular use of Listerine as a mouth rpash andgargle. For Listerine, poseessing marLed anti,septic and deodorant qualit ieq haltc foodfermentation in the mouth, overcomeo dis-agreeable odors, and le:ves the breath sweet,fresh, and clean.

Keep a bottle of Lieterine handy in homeand office. Cet into the delightful hebit ofusing it morning and night, end betweentimes before business and eocial engagements.lzmbett Pharmual Compaay, St. Iiu;t, Mo.

sta

IJSIB&INB9t

HA.LITOSTS

$:l

-t

t,iit il i

il

{Jsing a Testimonial from a Well-knon'n Individual

EST-READ page advertisement in a recentissue of The Saturday Euening Post.

@ This headline is not a direct lead into thestrip. However, it makes sure that no one canlook at this page without receiving at least abrief sales message for Camels.

@ This strip was so interesting that it causedthis ad to outrank all others in the issue in spiteof the fact that the headline was used as aslogan rather than as a device to make people

read further. Here are the main interest-arous-

ing features of this portion of the ad:

(a) Photo of well-known explorer.(b) Exciting statement in large type, "f

captured 22 wild elephants."(c) Series of dramatic pictures reali.stically

drawn in brill iant colors.

@ The last two panels contain an effective

sales talk for Camels.

@ At the bottom is additional selling directed

at both men and women.

@ Note good display of product.

64

CAMELS, one paget four colors, The Salurttuy Ercning Post.

o *f ,*l** FtEvER GEr $v

LAIfiGIS oNyou* nERvEs!"l-coptu RED 22wltii ELEPHANTs;'

"€amels re so mild

they never jangle oyo e a v e s o a c u t m ywiod.They'vegotral

mildness. And s for

ute- wel l , Camelsjurant bebetenfor

smooth, r ich f l rvor!"ALLAN M. CRATG,J..

9lama

SAYSFR.ANK BUCK,

YOUTL L! KE TH E I R MILDNESS TOO!

"SMOKE? YOU BET.CAMELSI

THEY AR,E SO MILDTHEY NEVER, 6FT MYWIND OR. UP5ET MYNERVES-AND WHAIA SWELL TASTE !"

{ T H A T S H O U T D; 8 E S T R O N C

T N O U 6 H T OH O I . O T F T M

'ff#

j:o'- t'\Sf," * s*Ii$'h'sF.q\ -

I

tI+l l r r I1 ; Xl a / \

:*i-,-b*'"' AT A S ICNAL THT ELTPHANTS ARE

STAMPTDID TOWAR,D THT TRAP/

i rr,r o'ui-, wnr?, , 'I r 5 - r N T H A T u r n o i ; n .

fq+{tr8 EAT T R.S

/ wHTWI THAT WAs- ) a r cB - H tR t ' 5

I W H E R E I S M O K E

.. ,- -1_1M!1.

rdMI*F

6ffiry€4"wTVRXI"SSi6 pQt{Egfir:

BL,EfrN

TUNE IN ! CAMEL CARAVI.N , i , , WALTER o'KEEFE. DEANE JANIS. TED HUsINc. GLENGR,{Y snd rhe CASA LOMA ORCHESTRA o Tuc:<tay rod Thufs&y_9 p. e_ E. s. T..8 p. m. C. S.T.. 9: lo p. m_ M. S.T., and 8:Jo o. m. p. S.a- ovcr WABC - Colmbia N€No,\ .

O Camels are made from 6ner, MORE EXPENSM TOBACCOS

-Turkish znd f6me5si6-than any other popular brand. -

(Sigac{ R. J. REYNOLDS TOBACCO COMPANY, Vinsron-Salem, N. C.

65

"I was attracted toCamels bccause thcyhave such a dcl ight.ful ly mi ld f favor. Nom a c t e r h o w m a o y. l s m o k e , C a m e l s

n e v e r t h r o w m ynewes out of une."MRS. R. W. SAYLES

[Jsing the Poster Treatment

DEST-OBSERVED page advertisement in a (c) Foreign scene. Not all of us have time to

I) "o"rrt

issue of Collier's. travel, but we are all interested in foreign lands.

The principal attention-getting elements are:

(d) Good display of product name and pack-

(a) Large heads of people in a cheerful situa- age.tion full of human interest. One qentence in the copy reads, "It 87 lands,

'Canadian Club' is prized." This is good copy

(b) Color. This ad appeared in the magazine because it doesn't merely claim popularity, it

in brilliant four-color printing. yroaes it.

66

CANADIAN CLUB WHISKEY, one page, four colorc, Collier's

=:4

/qh 4 .*f.aV(ffiF

"When I visited Rotterdem,twritesL E. Bates,"I expected to 6nd dikes,eilver ekatee, tuli;re and wiodmills.I certainly didn't erpect to E€et.Caaadian Club'*but there it was.and no old friend from home wasever.more welcome.'

In 87 lsnds, 'Cana,lian Club' is piizcrl. No orh"r$hiskcl dtstillnl on th€ Anrr.icao continrm [a. crrt}ccome & popular. Whethrr tou prcfa rle ,,rlrcnrbor-bondsl. Llenderl or rtraiCr-pu'll tir,l ulliran \\rlktr whiskcy to ruit yorir prr* and pl"a.r'

;,'rr palate. \t !or. fsrr'ritr; rleul.r'r rnrl rrelu!s. bats cnJ totcis thruugbut the cuuntrl

.i #s

.r4q#

j

ot

t-;

turuS } X Y E A € O L D

JCAI{ADIAI{ Ctt]B''There': sHirm WalkerWhirkey forevery te6temd puloc.

.H

I

t

67

How to write Headlines That Attract Readers

EST-READ two-thirds page advertisementin a recent issue of The American Magu,zi.ne.

@ Tests have shown that headlines beginningwith the words "How to",usually attract morereaders than average headlines.

AIso note that this headline arouses thecuriosity of. both rviyes and husbands.

@ The first panel pc.rrtrays a domestic scenefull of drama and a,ction. 'lhis helps to get thereaders started.

@ @ @ The copy in all these panels is brief.This acts as a further attraction to readers,because they see at a glance that they can readthe entire story in a short time.

{

l r

68KAFFEI-HAG coFFE{, two-thirds page, blaek and white, The American ifaoazinr.

R E A L L Y . B O B , Y O U R N E R V E S

A R E A F R I G H TNOW DONT TELL ME AGAIN I OUGHT TO

DRINK THAT COFFEE WITHOUT CAFFEINE

Heur lo Finesse Yorrr Hrrsband

(TWO WEEKS LATER) LOOK. DADDY, HERE'S THAT

COFFEE YOU L IKt SO M

(Wrn$NTTEE.HIG GOFTEE

(Pronouaced Kof tee-HAIG)

SAVES YOUR NERVES

When husbands have nerves, but notions about decaffeinated coffee' let

Kaffee-Hag comc to the rescue. All the grand coffee flavor is in Kaffee-Hag'

bvt 97To of thc nerve-driving caffeine is oul' ft 's real coffee' all coffec;

firr< r:offee. Make it good and strong! Kellogg Co', Battle Creck' Michigan'

SAY, ITS SWELL HOWH O W D O Y O U L I K E T H I S

NEW COFTEE r COr rOOnI BOg?

SO TTIAT.S WHY I FEEL SO MUCH BETTER

I TS KAFFEE.HAG COFFEE!

69

One of the Strongest Appeals in All Advertising

ff\HIS newspaper ad, and others like it,I proved to be successful sales builders for

Welch's Grape Juice. The fat-reducing campaign,

after being run for three years in limited space,

was enlarged to include additional newspapers

and magazines.

This page looks so mueh like a mail order

advertisement that you almost expect to find a

coupon at the bottom. However, it is simplyan exeellent illustration of applying tested mail

order principles to a product sold in stores.

@ ?he fat-reducing appeal featured in the

headline is one of the oldest and most successful

appeals in all advertising. All sorts of products

have been sold in large quantities by means of

this appeal. For example, reducing belts, patent

medicines, rowing maehines, books on diet,

whole wheat bread, and various other non-

fattening foods or reducing methods. The manu-

facturer who can prove that his product reduces

fat can be almost sure of making a fortune.

And, paradoxically, the manufaeturer who canprove that his product adds pound,s can make

money too. Because it would seem that half the

people in the United States want to reduce and

the other half want to gain weight. And anybody

who can arouse the interest of half the population

doesn't need to worry about sales.

Compared with the average headline, this

one is tremendously long. Instead of five or

ten words, it contains thirty words. However,

the type is so well arranged that the headline is

both a stopper and a complete sales talk rolled

into one. The three words "Lose Ugly Fat"

stop the reader and the other parts of the head-

line offer him exactly what he wants, namely:

(a) Lose 7 pounds a month (the specific

number 7 rrakes this claim believable)

(b) No going hungry (fat people, above all

others, hate to go hungry)

(c) No exercise or drugs (fat people hate to

exercise, and they have been warned

against drugs)

@ This photograph with the testimonial

printed underneath adds attractiveness and

believability.

@.The copy explains how the method works

and tells why it works. At the end it gives

convincing reasons why you should insist on

Welch's when you buy grape juice.

70

o WELCH'S GRAPE JUICE, various sizes, black and white, newspapers.

Here's the Amazin{ }lby_Tbsts ffsve provei! to' O

LOSE UGHffian average ot

7 poulf DsAMOI{THwithout sutleringa hungry moment

*hich ofiers at lrst, a eay to tske oGugly fal pithout sufierln(l s hun0,rynrom(nt-and without tekin3 ltrenu-ous erercises or dru86. A m€thod whichrctually lncreas your physisl andInentill energy rc erces! welEht raemst0 disappear l ike magic.

l nder rhe dirstion of the emlnent Dr.llamrnu of New York, a number ofIgrplt who sefe Eainisg at the rate oflr/3 pounds ! month. followed this re-nrrrkrble method. And the alemge lost(eistered was 7 pouods p€a peren In asinAl( month. (;onsider thst car€fully.

This ls AU You Do' fhis s.nstional reducing method sim-ply callr for this: Mir y. of a glss ofItrlch'sCnpeJuice. wlth /1of a j lauofwttec, an{ </'ink belorc eoch mql-on4

IYATCH YOURNT'SSAIID's WEIGHT

lffinc (b6tslo ?.6 rboua rhcdrnad ot ddrrtlhl. Pa .hq h.vcd,.ltikdt trerrd rhrt owdahr pl.G

@ Du.h o, r loid 6 tbr ho.t. l. oftsrscl.t.d ,lih .uch ill.@ r. dlrhre.nd lLcry lbrbl.-.od.ho.ail lhcnd@l.al.r o( Mc. Don't.llor taths.boil tc tNe dcr.dah.. Sget6t.bb r6rd63rt' dt. p| snr, !1. ll.lah

lr whrt hspp.n3.

firrt, Welch'c Ctap€ Juice stisEes loutmvlo! for rkh, lwet toodt. You hsYels de.lrc, to ov€reat fattenlnl f@ds-yet you do fel comfortably sti86ed.

Se@nd, tl/'e grnp€ 8u81t ln welch'8 irqulckly burned u$) - produclnS vitalenergl. And. mct lmportant, hslpsneture to (tswn€ etc€s fe t.

fftird, the julce haa an rlkdizang, e64ton the lyatem whlch rny doctor eill tellyou lr hlghly bene6clal.

Thtr l3Thy weag,hi ls not only lGt natu-rrlly and efely-often at the rste of 7gounds a 6onth, or more-but why youfcl F mtrh b€trs and stronilet aE youru8,ly fat dispp66.

Ooly One ThioS To lYatchIn following thls ptoted. SAFE way tole ugly f3t-€et nnglbly-rnd be sureto ue Welch'r pure, adcd, unadul-tmt€d,lull-strcngth0rrp€ julce. Mad€fm the ffn6t SEpB Lroen. No mtsedded! no arti lacial col9tin8,. CoodHou*keplntl approved. lnalet uponthe tmulne W€lch'r Crap€ Julce forthc |wlt! you wan(.

WEI.€TI GRAPE 'UIC8 COIiIPANYctdfi.6, N. Y.

nflt $ct r$$ rul|sf,v6t Fridat oieht 0"6 NB(;8 lu !N"F t - !k to ! .p . tFtd the tlG rnd .t.tloa,

!tI

* i L

7l

How Timeliness Increases Reading

EST-READ black-and-white advertisementin a recent issue of Collier's.

@ Timeliness is the essence of this message.It appeared just at the right moment to remintlmillions of readers of Mother's Day. Also, notethese qualities in the illustration:

(a) A dramatic situation is pictured.

(b) The flowers are shown in a new andrunusual transparent package.

(c) r\n ideal type of model has been chosen torepresent the mother. You may not agreewith this at first, but ,consider the adman's problem in a case like this. Themajority of mothers in the United Statestoday are divided into two widely differento

t1'pes. 'lhere is the gray-haired old-ladytype that the painter lYhistler portra;,-eclin his famous "Portrait of IVIy Mother."And there is the rnotlern type who usescosmetics, dresses smartly, and keeps oldage around the corner. This advertisementllses a good compronrise between thosetwo types.

@ The headline does not attempt to beclever by employing some such expression as"Think of her on May 10" or "r\ll that f am fowe to my mother." The simple statenrent"May 10th is Nfother's Dry" is much moreeffective.

@ This panel is good because it tells simplyand quickly in pictures and words just how theFlorists' Telegraph Service operates.

72!'LORISTS' .\SSOCIATION, one page, black and white. Coltier's.

l

. .

. , a .

l*i

\

. - , : :

ta -F

. . 3 - p r c c " y c , , o , o e r o / od . l i v e r y ; n ! t r ! { i o . r * i r n

r h . f T D . r c r i l t i l . a b . r

r h c p d i r F , o y ; ' g r r .W i n g c d M € . < ! . y € i b l . 6

.4 * Ar lc . io r io^ t .a6 .* o d l . b o n J g d l o g i " G y o !

F l , t . o . t i . i , 6 t . 1 l l a . . r l

, S . . . *vou. a t4 . t .F rd t

fo o . eq . . : ; y p ror in ln f

f . 1 . C . i r . i r l q c q L € r r r d

€- 6=- l.+rh. frogreaiiF* ' t ! .e i ) 'aFttb. d*: i . .* .* i =r dire: : .?* t ,v :r i

F t C F t S T S T T L E G R A p i . { D f t { V i E y A S S C I e t A T t C r " jl a " i { l t { a { i { . - r t i !

a r @-rA-r . \ T .t

tiL';::;'i!fr:i";r::'k:;";7in"!:::-;:i:

Mayl0tt' is Mother's Doyrenrenrber ' her ' \ ry i th FL0WEIIS-BY-WInE

Iour l \ lo thcr 's thouglr t -s, h,rpcs arr , l praycrs

are ever for your welfare and happiness.

Shc glor ies in your t r iumplrs, sorrows wi th

you i n adve rs i t y . . . . he r l ove a r rd unde r -

stanr l i r rg surrourrd you al rvays.

On t r lothcr 's Day pay honrage to her de.

rot ion sent l f lorvers l I f you are far

fron ber-tekgraph lhcn. What a glorious

tr ibutc f lorvers-bv-r l i re are, r lhat l rappiness

t l rcy l ; r ing . , , ynt thcv urc so i r rerpensi te.

Arry F. T. D. f lor is t u ' i l l be glad to serve

you. As a bonded member of the Flor is ts '

Telegraph Delivery Association (lnterna-

t ional) he displays the Winged Mercury

Emblem on his shop windorv-your guar.

antee of prompt, satisfactory delivery of

fresh flowers, artistically styled, anyuhere,

n.nftime. Over 10,0O0 florists-leaders in

t he i r p ro fess i on -a re members o f t h i s

speedy and efficient world-wide servicc.

. l - a I y + , r n . r i

! . . 1 r r 3 i t r f p F . r i o - t

.J-rr ittriti'6Jktuets

I ; '

Outstanding Results from Trade Paper Advertising

fflHIS advertisement, addressed to chain storeI executives, was d success from the start.

It was remarkable, not only because of the

comparatively high number of inquiries it pro-

duced, but also because of their quality. Inquiries

were received from high officials of several very

large businesses.

The advertisement was not intended primarily

to sell the product, Freon Refrigerant, but

rather to sell air-conditioning. Its simplicity

and directness appeal to the type of man to

whom it is addressed. It has an " editorial "

appearance.

T

@ The headline promises information on cosl-

a subject which is usually avoided in air-condi-

tioning ads, yet is in the mind of the prospect.

@ Generalities about air-conditioning offer

nothing new to the chain store executive-he

knows all that. This copy gives him information

(a) about costs of air-conditioning, and (b) about

activities of his competitors.

@ This panel of recent air-conditioning in-

stallations has considerable news value.

74

FRXON REFRIGERANT, one page, black and white, (|hain Store Age.

o l"iti alcost and upkccp of

Air-Conditioning O/- \HAIN sToRE executives almost\-, without exception acknowledge thebene6ts of air-conditioning. Many chainsintend to install air-conditioning ulti-mately, but hesitate to take immediateaction because ofan impression that firstcosts and upkeep are high, and becausethey hope that equipment costs will beconsiderably lowrr in a few years.

Air-condit ioning equipment is notcosdy. For example, 4l stores in thevariety and chain department store fieldreported air-conditioning installationsduring 1935 at an average costof$22972.Incidentally, the Mclellan Stores Com-pany's San Antonio unit doubled its saleswith air-conditioning. Operating cost forthis unit was only $150 per month.

In the chain drug store field, one chaininstalled air-conditioning in 12 units atan average cost of $2,833 per unit. An-other chain air-conditioned l07o of itsunits at an average of $5,000 per store.

In the chain apparel field, two impor-tant chains air-conditioned 26 units atan average cost of $7,500 per unit.

A recent survey among both chain andindependent hotels and r€staurants l['ithair-conditioning revealed an average in-stallation cost of $9,000, and an averageoperating cost of $5 per day. The aver-

age patronage increase after air-condi-t ioning was instal led was 3016; checkaver€es increased 20le.

Air-conditioning must be consideredas an investment, and firs.t cost must bebalanced against probable increases inbusiness. Few investments offer so higha return as does air-conditioning; fewimprovements offer such advantagesover competition.

Waiting for price reductions in air-cofrdit ioning equipment means wait inguntil the many advantages and profitsof immediate instal lat ion are diminishedbecause of instal lat ions by competitors.Air-conditioning is far beyond the ex-perimental stage. While new improve-ments and apparatus are constantly ap-pearing on the market, there can be noquestion that exist ing equipment andknowledge is more than adequate to doan efficient and economical job.

Immediate profits, proven in so manycases, are so great that it is unwise towait longer to install air-conditioning.The profts far exceed any probable ie-duction in equipment costs.

Why not ask an air-conditioning engi-neer or manufacturer for an up-to-dateestimate of installation and upkeep costsfor your storesl

Here are a feu of thechain stores air-conditioned

anith "Freon" for safett: t

Schrafft's, Syracuse, N. Y.General Electric

Lcrner's Stores Corp.Newark, N. J.

Liggett Drug Co. Inc.Kansas City, Mo. Frigidaire

F. W. Woolworth Co.Reading, Pa. Wcstinghousc

Melville Shoe Co.Washington, D. C. York

S. S. Kresge Co,, Oak Park, Ill.Frick

French, Shriner and UrncrNew York City Frigidairc

Peggie Hale, Inc., Mcmphis,Tenn, General Electric

Walgrcen Co., Chicago, Ill.Frigidairc

F. W. Woolworth Co.Cleveland,Ohio York

Simon's l-unch Roomg Ltd.[-os Angeles, Calif. Kclvinator

Adelinc Shops, Inc.St, Louis, Mo. Frigidaire

Weinberger Drug Storcs, Inc.Canton, Ohio York

York

FREOHFEC, t . g. FAt. OFF.

r€frigerant for your air-condidon- / / . JingsYstem' t-c,fe *f1*a"&4

V KINETIC CHEMICALS, INC. , TENTH & MARKET STREETS, WILMINGTON, DELAWARE

"FREON" contributes safety and ef-ficiency to your air-conditioningsystem. It is ooo-poisonous, non-fl ammable, ododess, non-exPlosive.It does not harm foods, furs, fowersor closhes. Specify "FREON" as she

' t D

How to Run a Successful Prize Contest

|TIHE makers of Camay Soap have run aI "Life Income" contest every year for several

years. This proves the success of that type of

contest. Each contest ad asks for three Camaywrapperc as a proof of purchase. Campaigns

like this one are expensive to run, and they would

not be repeated year after year unless the sales

results were satisfactory.

Below are listed the principal elements that

helped to make this prize contest bring bigreturns.

@ A" attractive first prize is ofrered in the

headline.

@ A large number of addi[ional prizes are

ofrered in the subhead. This causes the reader

to say, "Well, if I don't win first prize I still

have a good chance of winning something."

@ The contest is easy. You don't even have

to have a sheet of paper to write on, because

your entry blank is printed right in the ad.

All you have to do is to check the Camay quality

you like best and write in thp blank space why

you prefer this quality.

@ Proof of purchase is required in the fotm of

three Camay wrappers. This insures that every

entrant (except the few who send faesimiles)

has bought the product. When a contest like

this is running, dealers everywhere report in-

creases in sales.

@ There are names and pnotographs of former

winners of Camay "Life fncome" contests..This answers the question of skeptical people,

"Do the manufacturers really pay these big

cash prizes?"

16

CAMAY, one page, four colors, various magazines.

$il-o€}o8HWhrso s PRtzEs oF $I,ooo EAcl{

€,nmev sFFGRs $RFffig

AND I,OOO PRIZES OF $IO EACH

1. Tov would You like it if rcmeone

told vou theie wuld be anolbr $1,000

for you rof ling in stsdily y-ar.tfter year

-fimcirl seiurirY and freedom froo

vwry for the rotof Yer life!

Thiak of it, ooe mioule of Yor dme

ruY win Yo the Grand P.i2e-$l,oOO I

yc"'. fo. lif" o. d flat Payment of Sl2,q)o

th, And temember-therc r.c l,oo5 o(het

biq cesh rwuds. VhY, righc in Yor own

siti,oo of the onay alone rh€re {e 201

lc.l prizcs-dc Prize of t l,0oo @ld c6h

.od 2oo pri6 of $lo e.4h.

xilt'r xow ^xl llt:'t wstt

Vc ofrer yo dris woadctfrrl oppomrairy

bss ri,c ?ur yo to tqr CeolY-, thc

?ostd-fi@s boutY seP. For wc ue

src drtt oocc yo *e bw geodY-how

dcpty rnd &otoghlY CUY cteus-

how imoth ud ndirnt Your skin lmks

-* erc se yorll bc r Cmay fao for life''Aod

ids sh rn oY contct! All Yodo is set 6re cd(o of CrmaY ud trY it

(ir ccc rc licle )' Chcd< drc Cury qul'

iiy yoo lile bcst-nc lbtiag beloesd

,h.n it zl words or los, tcll u *'trY Yoltke tbtt qldlit!. SimPleisn't it?

Aod mw, Gmd h<k!-BuY CamrY te

l l t l l ' l l t R J o l l t c 1 1 . . .

l H t i l l ? l a - I l t ! ? l i l t W l * H l l l l .

tu dior of Xb kt6 Dwe d cli;rw *ioybr & tl,@r+..{oFlft bt trA ory &'6 i. l9X. O.. tu.. d w. I tmaq 9r'mi.a, &. r. w. Blffi, l9rt FA ?i.c. ru,a Crm. r k* d t t ,@ r F t tu l& ! & .Urh@ db.n 6@Aod & ryr,t5 .c C6.d!-.ll trmr ri.!6 oa Ce.t'. rtd! odldit6 ! Rol* .o da. .6a fd lt#

GRAND PRTZE - $I,OOO o Yocr for Llfe t(oi il tt

" u'it fler elects, ttz,ooa Cash in ofle l&np sam)

ln qddltlon-

There 20t prircc will hs cwerded I" gS! of 5 pri:o lonct'

HnSt PnlzE-tf l ,ooo casl{ lH oNE paYMENll

NEXY 2Oo PRlzES-$to €A3l* EACH lN OHE PAYI^EN?I

In zooc where Grand Nrtiooel Prize is won, the 6rst prirc of 0 1'OOo

."rt t . ,t", zooe will b< rwt&d to the cotry which is rcocd bcm in

ii.'"pi"f- "l

tte iudgcs. (tdthtc tht 4 prizc zo4es at yxt lula'l

GAffifitr

dav rnd enrer this simole Casv Contcst.

N6 marter *here yo,g iite, yot ha'. a f"it

and Nual chance t6 sin eo incomc ofg1,0oo e year for life or ode of l,oot othct

Big Cuh Prizc. Don't pu up this chroce !

nEAD tH IS I l l s v Ru t t s lI Frm s. ld hlor. 66t lk qqlitt tsu l&. h hCrnrr. Thm. in tb. *&. P@kLd' hll !t i. tbst 2tvode rht r Pdr rhn qu.lit.

2 Pn. r D l l r l ton $h .nqbhnt P n .d .od .ddc t.,J ,b. kr. ..a .UaD oI tk abtn fr.n a't.- ,..,ri C.r,r. Akd Sc amt til?Fr. o( &tihil6'eai oril por 6q h C.mrt. &f, ry, &! 52t.Cirmn.ri.'ohio. N dF iu h @.d trnkiAr, NoEb. !d, rt5.

3 hd h .. dnt dd6 .t F riil. Dmwidd d.t iro; r F.dc frtil U.d q k of Pl.it t.F'. *h*r riu o* ril dtE, d. dr rnd .ddB oa

;;i;;,:';;;ft;<ia+aii rr 6c hir

@,o .6c io i l s .a n .N. rh l E i !d$r ,@.h ' h .L& a i l l k . .rnNit F(hrd k 6. tl.M It P|uff r G.dl....- if 6G riner dd. llI,@ b d..6 FFt

tr hd86 witl .rd rriE b * d& *6'. b 6.irdi'b6. .il Sc m$ o.tid. rFq.4l, .{ (Erx

tirs b; rldiq D. sli' tuF. Th quliq.ial.d h.r m i.iffio & idaaq

tldri4 rin k dd 6. d.S@ ot XO-B& Y.r"-'iici fldrrd crrrrfE . ..d k Mhb. D'<tM' .f 6. i!&n till h 6n.1. No Et/s 6nd.tuolc ld oa pib ?i.o6 rill b .t!d h S.M.;i rt6 iru o( Lbry M.a{h.. o. !.il^dl

6 lw or 6€ dqt dPloF ot-Ptgu cCrdc. rhcir edm'q ..4b rd 6c( 66ilh.

t 6ffi dh dlt b & U.id 5E .d H.niiiod r uhrr:io F&rt, bn r# kd l.*. ud @'lildr. E.trb.nd <6|dtuf Mft Pqfiof kE. & Gd.-

Ill

ll

ffi ;T"T:f :i#:'x ;'r'ff*i

*nll,ll'*Tji *o ^oo**"'

19fr 7,::r:;':"2\'lE!""xffi E"-r-'"'n.?H€ SCAF 0r aFAi r? t fu r wt } * t f f r ;

l6ilZil*. e,ra'.' at'

I t

Selling Several Products in One Ad

EST-OBSERVED and best-read advertise- message. There is a powerful tie-up with John-

ment in a recent issueof GoadHouselteeping. son ,,t Johnson's Baby Powder.

@ @ @ Survey after survey has shown that @ Observe the strong appeal to mothers in the

baby pictures are good stoppers, especially in last sentence of this panel of copy.

women's magazines.

@ The final sales copy continues in the same

@ @ @ This copy sparkles with originality friendly style and mentions three additional

and interest. Yet it does not neglect the sales Johnson's baby products.

78

JOHNSON & JOHNSON'S BABY PO\\'DER, two-tbirds page, Coorl Housekeepury.

.t's

*3 "0e-hoo, Mother!Come right a@a)/-Sisler's getti.ng all

fxed for a big cry.Andyou knou hotpcatehing itis! Ifshecries, tr'm going to,eoo - 'cause she'smy otnn tu:in and. L

feel so so*y!"

J e 'Some for tn-e,

too? Oh,hou nice! trjust loae to feel thatsoft, slippery pow-der going a.II ticklyd,otawmyneek. Lectsnot hetae i t just atb a t h - t i rme - te t ' shsae it often! Thentoc'tl n.euer cry!"

ta .,1'm Johnson's Babjr Powder. , . the best care-

taker for babies' tender skirc! My silky smooth'

uess uar<ls offchafes and rashes-for P*z mnde

of fiuest trtalio'rt tale. No gritty pcrticles qmd na

orris-root. . .Try rfohnson's Eaby Soap, Baby

Cream and Babv AiL rco,o'

Gt 4',t\^,'u""4tl^wvu*- t

I1{

J

, i *1.F

,.i'di.,-g -,.-:.io#t'n,'

i ' : i ,: , : ' ' i

.. ir !r . ' t ' I

t : , . l : :j - ;

o 6 'See here- th isuootly suteq.tertsmaking her a littteb i t p r ick4r . Hatouell tr knowthefeet-ing! Vouldn'tafewshakes of our stick,smooth Joknson'sEabyPowderbejustehe thing?"

79

Three Stoppers in the Same Ad

EST-RBr\D page advertisement in a recentissue of Gooil Ilousekeeping.

@ This continuity strip with the heading" Midnight Robbery " describes the kind ofcooking triumph that every housewife wants.

@ The photographs of food (in natural cnlorin the magazine) look realistic and have appetiteappeal.

@ The recipes give complete details for cook-

ing these dishes, and, of course, Crisco is included.

As previously stated, recipes almost always get

high reading. Women will often skip ordinarl'

copy set in large type and read every word of a

recipe set in small type.

Note that this ad has three stoppers. The

recipes attract a large group of women; the

pictures of {ood attract others; and t}re con-

tinuity strip attracts still another group.

I

BO

CRISCO, one page, four colors, Good llousekeeping.

f ' r l i ' ' j lGl{T f t*7&?{:Y . $n u)roAsTIlAT

l9!! r€ilotr Pr€,IOAI WHY SUCHA Lrrrt€ 9l€C€ ?

\\ dili - l

Jfl, I WANT TO S€€ lF lT WrLLA6R€€ WITH YOU _ I IRI€OcRtsco pASTRY THrs Trff€8€CAU5€ AUilTI€ SAYS IT3OIG€5TIAL€

GOI-LY! TSAT.S TH€g€sl Fr.r€0 F|SH -

CRI5 P.. . NATURAL-TASTIN6 I

1a. /f * t -

sw€rl cAK€! s'r€L! FrsH!Sw€lL Pl€ - SAt loA-.YOUT TIIT Y(

A|(E- JliAY CA(€,

\

JUSls€€

OOX'T sAY IT-L€T fit€_Ir 60rNG TO COOKCNTfRETY WITI+orc€slraL€ ctusco !

POTATO BOATS sre dandy "drc-up6"for crcamcd nlcat or v(gctablG. Fry them lnd(r'p C'risco e thcy'll lrc crunchy-bfown ouc-6klc sr(l tR! f.onl indlgcstiblo gMlnes. Purgsholevxilc (rris@ Eak6 ljght €ks aDd dt-

Crlso fordcep-fryh€i

Scl@t ovol nolato6. Pare. Cut off lmgthwls6lices. llollorv out ccDtcrs, Cook ltr bol8ngqltcd rvaF. 10 minutcs. Dr&in: dry.'DeoFfryln digcstilrlo Crlsco (th€ icgotrblo fat). I{cotCrisco to 395o F.-tcsi Nlth an lnch obe ofbrcad-it rvill brorsn io 40 so6d3. Whq youbcgin to fry Jrotato hoets. rals Cho hcat 2mihut6. Draio on al)rcrlEnt papcr. -Flll sltlr@mcd mcat, tlsh or vcgciablcs. Saag Crimfor othcr fryings-it revor glv6 tbg tbto ofoilc fricd t@d t4 uothcr. E@DoElel anddigcsitblol

Iood @sts money-don't rlsk fallutFwpureq@oy crl*o fof trrf€t Eults h l,bls rEIIa.

cRtsco Fot otcEsTtBtE rRED [('ODSO\LY l0l brings you "Favorit€ Rbctlr6." 08r@ipcsl Scnd IOC l[ coin with namo and &d-dss to Dept. XC-5G, Dox t37. CiociDnatl. O.

FOR DIGESTIBLE PIESI CAKES AND FRTED FOODS

MA"KE TFIIS ONE-!yEEK TEST. . l l t a 2-auttn a moncy-a6,cK YAdtcfttCC

To disover that Criso is the perfdt "all-pupose"chqt€ning, use only Crisco for a week's coking.

See if pies aren't flaky-light, truly digestible. S*if fricd foods uen't crisp aad greaselcssl See if skcaren't fluFyJight Dade with prc-crcamed Criscollf 1rcu don't like digestible Crisco for srl you c@k-ing, after me week, retrm any Crisco you have leftto you dealer wbo will gladly refund you money.

I tP

WAINUT SQUARES sro llsht lwtouffpri#ad ato lEplo revol Try th.lr @k6i.lth gufiy Cris-ihe ek6 Ehort€nlnA ih&t'rpt!.@med, aDd tsbs s f.6h s cE&.And reEeober-Crl*o is the eeking of Ughtlstry ud digGtiblo frted t@d6, tool

X t68!Eou slt}, cup rDllkX cup cbopped

Dutr2 t€asp@n6 bsklug 1 tGD@n vslll&

IDWOSBlend Cri@, B|gd snd eACs lu ore ailr.lng-i6'a 6y rith pr@amed Crtm. Sift f,our,baking powder, sli-add aliernately vithmilk. U6o 2 oxha tablesp@ns floua to @atnu6. Add nuts ud vanilla. Uso a ,.Cris@ed.'-end-f,oured pan (aboui 8,, x 8,,). B&ko tnDode.at€ ov€! (3500 F,) 40-45 Einut6. Cool.

Flxnv lcing: Uso I egg rhtte. % op bugar,3 tablGpoons watq, ,A tffipool elt. put intop of doublo boller over boiliqB wat€r. C@k7 hi[ut€s. bating constatrtly vith Dov€rb€ter. Remov€ froE beat, add X t€ep@nvanllla. b@t utll of a spreading @D6lsEncy.Spread ou @ke, D@orat€ vilh wahut-balv@,

Food co6tamoney-don'trisk falltJrw Durecrea@y Cris@ for p$f@t @lts io tbls reiipe.

CREAMY CRISCO FOR IIGHI CAKE3

,rt2 , fi

* . =&' ;.#-r* ; l>* i - i - . :

i''. ,.o' .l , '

gprtiblo tr$try, t@.0 ocdium-sized

poE@el

ttG.

o\

Ia*& r

AUNTIE'S LEMON PIE mkcs a loverratch lrtNan cr€my lcmon flllirg and cloud-l,(,alis of ulcri$goc. It's pcrfcction Nith Criscot)arlry-so i.cndcr ord digGtible. Try llghtcrrarry Crisco for cak6 aud frylng, too.ljti euDs sugar 2 cuDs boiling wat€r

il tolJlcsl)oons com- 3 cgg yolks, betcnstarch 2 t@spoons lemon riDd

:; tcst)@n slt X cup lcmon JuicoBlcnd srrgar, cornstdrch, sal t . St i r lnto bol l lng${lcr. Cook aDd s{ ir t i l l th ick and clear. St i ri r (gg.yolks. Cook 2 minutcs longc, RemovefLorn stov€. Add lemon jul@ and .ind.

Cri\co't T?nilcr Dio.stible Pasttt: SlIb lr4cu/)s flour Nith l4 teaspoon elt. Cut in %cut) of light digcstible Crisrc (the c@med\(sctalr le fot) ui l t i l nno as meal. Add 4 to Otrbl( .stnons wator. i ts lng * l i t t lo as rcssible.t lo l l out on l tght ly iorrred board. Llne J, ict) la(c. Pr ickot l ovcr. Bake In hot oven (450o n.)lJ-15 Dinut6. Add f l l l lnc. Cover with mc-rirF{c (hat 3 qg whibs stifr $lih 6 tahle-stntrr6 t lnc g6nula((d egar). Daosn Ecringuelx slos.ov6 (3250 F. ' .

lj.xxl c6ts money--don't alsk lallurFu$ pur€crrurrJ Crls for tHleir6irlts ln tltls MiIE.

cr6co iroR olcetnBE PASftYAII ifa\ur@qlt tffL Relos apprcved b-v(;wl llo{s{isphlg Instltute. C.is(o ls tlrcnfi\t (rtl lfrdi.trhrk ol a 6ltortenlng nranufac-luhrl lrla alE l|Mter & CaEblo ColDpanJ.

it-fr t- q r t: J

:;Yt'

X ap Cri&I cup auge2 . 2 6

lX cups iou

*I '- 'pt#'

. tIt ,

t € M c N P r € ?

81

l II ., 1E

Eii

Combining Entertainment with Salesmanship

EST-OBSERVED and third-best-read adver-tisement in a recent issue of The Saturday

Eaenbtg Post.

@ Here are the qualities that helped this

eomic strip get attention:

(a) Most important of all, the strip showspictures of George Burns and GracieAllen, two comedians who have beenmade famous by radio and motion pictures.

(b) The heading "Educating Gracie" helps

to identify these characters in case the

reader does not reeognize them at firstglance.

(c) The pictures are not drawings, but photo-

graphs of George and Gracie. This adds

realism and interest.

(d) The expressions on the {aces are animatetl

and varied. This suggests that a lively

conversation is going on. Incidentally,

note that all the panels are different

shapes and sizes. This avoids the monotony

of a series of identical panels.

(e) The advertisement was printed in brilliant

colors-red' ot:"' -""1

*":""'

@ In addition to entertainment, this page

contains a good display of the produet and eon-siderable sales talk.

82

CAMPBELL'S TOMATO JtlICE, one page, four colors, The Sahrday Eaening Post.

1

*&!LtsrEt{ t}t AND LAU6}I "?'H"iJAH,)'EAc H w E D N E soAy EVEN I ttc''" !;$';,lf'-1;J'il"'. i:'.-

TOMORROW HE

* dHgg 8f 6oa, ,!tfw6*48#r

ve*r I,DADDY'S COING

i ro rnrE rHr. rtl UOUnnS/ nHo guvI cennpseLL's/ {oMATo JulcE; - . , < u c a a c c,. syrHE,fsS

t-F)Nemember

there reolly iso hig difterence!n tomato iuice!

lT *i l l ,"k. iust one glassfLrl o( Caupbel! 't

Tomrti l Jrrice ro lct you knrtu' what a great drink

trrnrrt(! ,uice crn bc. The ripe-reJ, natural color(.urci f()u ro diink, an.l the 6rst sip tells you,"Thr it tbt rrre frt:h-tonara fauor!" You drink

.krp. l lr irsr gocs, and lou are refreshed. Afcer'rrrJ )()u l i.cl pcrkcd up, rcally alive.

Vhal makes tlrc dificrence?

Tomatoes, 6rst. Tomatoes cross - cultivated

rwenry-six years to get a more luscious color anda brighrer f lavor. Ripened Narure's way-on thevine, in the sun. Then promptly pressed-lighrly,

for the 6rst full-f lavored juice. Finally, Campbell 's

special canning process retains the l ively fresh-

oicked flavor and valuable vitamins. Narure

made it a grand drink; Campbell 's keep it that way.

Say "Campbell's Tomato Juice"

Drink tomato juice often, for health and fot

fun, ar lunch and dinner and between times.

But - do be sure the tomato .juice you buy is

Campbell 's. Remember, there really is a big

diFerence in tomato juice. Canpbell't is the onewith the true fresh-tomato flavor.

Tatte thc differenee!

(OOK fOR INE

I to .aND.wHt l€

taSf t

i low 3 r!zE5You c rn ,now a . rl4 -oorcc ,20 .oun(cor J0 .ouncc { rn r .A s k f o r ! i z r r h r t

D O Y O U R E M E M B E RWHO ADVISED YOU TO

'ffit\.':.ARE YOU TAKING

r' TOMATO JUICE LIKE

\ t (EN NTLES SAID ?

YEAH I AND MYDADDY TOOK SIXC A N S . T H E N ACOP TOOK MY

' ' xnsNi YouR

*=tt

B3

:cR a. _r

EST-OBSERYED black-and-white adver-

tisement in a recent issue of Good House-

kecving.

@ The world-wide interest in the Dionne

Quintuplets caused them to be featured in

newspapers, magazines, and motion pictures.

This publicity aroused increased interest, which

in turn brought about more newspaper stories,

more movies. It is this process which builds up

people like Lindbergh, the Quintuplets, and the

Duke of Windsor until any of their photographs

becomes a stopper that few will pass by. This

action photograph of the Quintuplets at play

is especially rvell calculated to stop women

readers.

@ The use of the word "five" in the headline

helps further to establish the ,identity of the

children.

@ The first paragraph of the cop-v says that

Lysol is the only disinfectant ever used to

protect the Quintuplets. This is one of the most

powerful sales arguments that could be used,

because every one knows the care that has been

exercised in caring for these famous youngsters'

Canada's Gift to Advertising Writers

o

84

f,YSOL, one page, black and white, Good Housekeeping

t. l i !\ :{

} : :' l - ' " -

. . t 5

1 . , ' ' '. ; . , * , r , i

, _ , r ,

$

k"{;t

1r? HlF '

Phob@h ettiahd bt l3A g.m6 tE

Are you gpving your baby this ecien-tific care? Are you using "Lysol"to clean the nursery, bathroom, thekitchen, Iaundry, cellar.l.to disinfectclothes, bedding, telephone mouth-pieces, door knobs, banisters, etc.?The scienti6ccare given to theDionnesis an example every mother shouldfollow. Full directions for correct usesof "Lysol" com€ with each bottle.

:D uring last uinter's f.oo d d,isaster s, thousantlsol gallons ol "Lysol" were rushed, to detas-tated are6, to fght lnlection and, epid,emics.Doctors, hospitals, and, Public Health off-cers know thel can ilepenil on "Lysol".

FREE! "Protecting the Dionnes"- rhe ttot!, @irh pi.tue., of ,heir tcienlifc @te

On thc occes ioo o l the i r b i r rhday . theee famourbab ica h ! 'e a g i l r lo r tou ! , { f r€e book io l l iDgth( i r l i f . -s to ry ,6od how "Lyso l " has be lped pro-r€c t rh€m . . . lu l l o f hsc ina t ing lac ts and pho io ! .

Scnd oame aod rddregr on a coop le te "Lyeo l "c a n o n ( e o 7 e i z e ) r o - L e g r . F r N ( P r o D U d sCorF. . B looh6e ld , N. J . , Dept . GH-7 . $oreDis . t ib ! .o ts o l "Lyoo l " d i l i ! {ec tsb t .

a 19s6, bhr & F iDL, bc .

riove ".."Going on Three"The DIONNE OUINTUPLETS, now Ealely rhrough lheir second year

CrNcEtle day ol their birth,"Lysol" able germicide like "Lysol" to help

D hos been the only disinfectant useil protect both mother and child'

to help protect these lamous babies But here is a record for "Lysol" ofy,o* ih" doosers oJ rnrection,

O;::.;l':IHTffi:ffi;,[:llXThe very first registered nurse whd- cal history. . . in the care of the mostreached the Dionne home, that exciting watched-over babies in the world . . .birthday morning in May 1934, had "Lysol" has played, and still plays, a"Lysol" with her in her kit and went vitally important part.to work with i t at once. Their clothes, bedding, diapers,

"Lvsol" has been used in thousands cribs, even their toys, the furnirure

and thousands of childbirth opera' and woodwork of that snug, modern,

t ions. For the danger of Infect ion is l i t t le Dafoe Hospital. . .al l have been

high in childbirth; and d<ictors and keptclean with "Lysol," theeffective,

nurses knorv they need a safe, depend- economical germicide-

N E W ! . . . L Y S O L T T Y G I E N I C S O A P

. . . fo r hands , complex ion , ba th . A f ine ,

firm, wlite soap, with tlre added de.

odoran! property of "Lysol." Protects

longer aga ins t body odors . w i :houtafter-odor. Washes away germs qndperspiration odors. Try a cake, toda.r!

85

An Ad with an Unusual Sales Record

ff\HIS mail order advertisement achievedI unusual success over a period of more than

ten years. A number of other ads for this course

in English have been tried, but the one given

here has been outstanding.

@ Note these qualities in the headline:

(a) It selects the proper audience by discussing

"mistakes in English."

(b) It arouses curiosity.

(c) It offers free information. This is done by

the word "these" in the headline. For

example, if the headli_re simply said,

"Do you make mistakes in Bnglish,"

the reader might conclude that the copy

was simply a lecture on the importance of

speaking good English. But the headline

says "these mistakes." Therefore there

must be some mistakes listed in the copy.

The reader can learn what they are andprofit without spending a penny.

However, many of the readers who

thought they would get something for noth-

ing did not realize the power of a good mail

order sales talk. Such a sales talk is ]ike

opium. It leads you on, promising better

and better things. It is like a chain whose

links are imperceptible at first. Gradually

the links grow stronger until they finally

drag mone: ':t ":

t"."'Pocket'

@ Here are quaiities that make the strbhead

efiective:

(a) It increases interest by using the words

" remarkable invention. "

(b) It increases confidence by stating that

more than 100,000 people have used this

method.

(c) It ofrers quick, easy results-"Only 15

rninutes ,

:rt,t":*:O

':

@ This is one of the longest ads ever printed

on a single page. trts success proves that people

will read tremendously long copy if they are

real prospects. Note how the subheads scattered

through the copy keep beckoning to the reader

with additional promises.

@ The coupon gives the reader an oppor-

tunity to act immediately, while he is in the

mood.

86

SIIERWIN CODY, one page, b lack and whi te, var ious magazines.

rDc You Vfake TheseMistakes in English.fu

Sherwin Cody's remarkable invention has enabled more thanIOO'OOO people to correct their mistakes in English. Only 15minutes a day required to improve your speech and writing

Obviously, if one could learn to spell, use,lund pronounce these words correctly, one w-ould ^go fur toward eliminating incoriect spellin'^4and pronunciation. II

Similarty, Mr. Cody proved that lhe r€ -rvere no morc$f,than one dozen fundamental principles of punctullpn.If se nrastered tber principles there lvould b€ nobugbear of punctuation to handicap us in our vrit ing.

Finally, he discovered that twenty-6vc typical errorsin granrmar constitul€ nin€-tenths of our everyday mis-takis. \l'hen one Iras learntd to avoid rhes tiventy-6vcpitfalls, horv readily one can obtain that facil i ty oIipeech rvhich denotes th€ persn of breeding and edu'cation !

\\'hen the study of English is made e sinrple, it bc'conres clear ihat progress can be made in a very shorttinre. No rrore ,hofr f lteet fritutes q doy orc rcquiledFifteen minutB, not of study, but of lascinatinS prac't ice! lt lr. Cody's students do their work in any sparenronrent they can snatch. They do it r iding to work orat hom€. They take frft€en minutes from the tim€usually spent in profrtless reading or amusement. Theresults really are phenomenal.

Sherrvin Cody has placed an excellent command ofthe English language within the grasp of every onc.Those rvho take advantage of his method gain some'thing m pricelcss that it can nol be measured in termsof monei. They gain a trad€-mark of breeding thatcan not be erased as long as they live. They gain afacility in speech that marks them as educaled peoplein rvhitevei society they find themselves. They gainthe self-confrdence and self-resp€ct which this abilityinspires. As for material reward, certainly the impc'tance of good English in the rac€ for success can notbe over-eJtimated. Surety, no one can advancc far rvith-oui it.

FREE-Book on En3lishIt is impossible, in this brief revie\r, to give more

tlran a suggestion of the range of subjects covered bytrIr, Cody's new rn€thod and of tvhat his practice tx-crciscs consist. But those who or€ interested cln frnda detailcd description in a faxinating l it l le book called"How You Cm Master God English in 15 Minutes rDay." This is published by the Sherwin Cody Scboolof English in Rochester. It can be had by any one'free, upon request. Therc is no obligation involved inrvrit ing for it, The book b more than a prospcctus.Unqueirionably it lells one of the most i i let€stingsrorics about education in English that ever has bcenrvr i t l cn .

If you are int€resl€d in learning more in dctail ofs'hat Shcrrvin Cody can do for you, *nd for the b@k,"Horv You Can Master Good English in 15 lvlinutesa Day. "

Mcrely mail lhe coupon, a letter or postal card fori t now. SHERWIN CODY SCHOOL OF ENC-LISH, 22 Searle Building, Rochester, N. Y.

]\ fialf t)rrsons usc such cx1>ressions asIYI "f^.:r.i,them lnl tlrere" rnd "Ilary rvasinvitcd rs rlell as m1self." Stili others say"lrt$'(,?n 1'ou and I" instead of "between you:rnd mc." It is astonishing horv often "who" isustrl for "l{rom" and horv frequently we heariu(h ql r r ing mispronunciat ions as " for IUIDable,"""rve-.\-OO," and "KEW pon." Fervknos rrhcther to spell ccrtain words with one ortrlo "c's" or "m's'i or "r's" or with oie" or "ei"'lnd rr'lrcn to use commas in order to make theirnrsaninc alrsolutelv clear. I\lost persons use onl)'. urn.r,i s ords-cblorlcss, fl at, brdinary.'I'heirsperch and their letters are lifeless, monoto-trous. lrunt<.lrum.

Why Most People MakeMistakes

\\'hat is the relson so many of us are dc'ticicnt in the use of English and find our ca-rccrs stunled in consequence? Why is it someciln not spell correctly and others can not

lrunctualei \\'hy do so many find.themselvesrt l loss for rvords to express thetr meantngrudrqudtell'? The reason for the deficiency. iseleui. Shdrsin Cody discovered it in scientifictesls, rvhich he gavi lhousands of times. -l/ostprrsons do rtot irite otd speak good English'tinpll'bt'cuuse

lhey ucuer lorned the htbit ollo i t tg to,

What Cody Did at GarY' l

lrr frrrtnittiolt of rrnl htbit contcs onll' fromr or)stilrt prirctiec. Slr:ikcspcare, 1r.lu mal besure. n(vc; studicd rulcs. No one rvho rvrites lndil*irks (r)rrcctl)' thinks of rttJes rvhen he is do-itr,{ so.

Ht'rc is our mother-longue, a language thathrrs lruilt uu our civilizttion, and rvithout rvhichwt' shoultl all still lte muttcring savagesl Yet<,ur sclrouls, lrr' trrong m('tlrods' have mcde it a:trrrlv to be rloidcd-tlte hardcst of tasks in-' l t ; r t i , r I t l te t t :ost f i rsc in l t t ing of games! Forr t r rs i t l r rs l rcet t a cr ; ing disgrace.

ln tlr:rt l)oilrt lics the real difference bets'eenSlrr . r r l i r r ( ' r rh ' i rnd the schools l Here is an i l -I t r . t ra l iot t : Sot t re lerrs ago r \ I r . Cody rvas in-r iitrl lrl tlre ruthor of the fnmous Gary S1'stenr, , t l ' i lucat i , rn to ter tch Engl ish to a l l upper-;.tr;rtk' puf ils itt G:tr.v, Indiana, By meons ofurr i rgue l r r rct i te cxcrc ises ) l r . Coi ly seeurcdnon intltro;'tttrt'nt iu thtsa pupils in litte weehsth,rn pni , iousls ' h, td brrn obtoined by s imi lorpultils in t'*o \'rilts un<lrr old mrthods. There\ \ : rs r0 gu(r ! \ \ork a l rout thcse fesul ts. The) '\\, rr lrror.r'.1 I'r' scit'ntific comparisons. Amaz-i r rg r r . t t r is i r r I r ( , \ ' r ' fnrnt \ \ ' rs , more interest ing-t i l l u ; r : t l ru f r r r t t l t i r t thc c l r i ldren rvere "rv i ld": r r 'ut t l r r . ' s tudr ' . [ t rv l r -s l ikc p la l ing a glmel

I l rc L,usic prr inc ip le of } l r . Cody's nerv

SHBRWIN CODY

method is habit-forming. An1' cne can learnto write and speak correctly by constanll)' usinglhe correct foims. But horv is one to knorv ineach case rvhat is correct? \{r. Cody solves this

;rroblem in a simple, unique, sensible way.

LOOVa Self .Correcting DeviceSuDDose he himself rvere standing forevcr at

yout "ibo*.

Every time you mispronounced ormisspelled a word, every time you violated cor-rect grammatical usage, every time you usedthe rvrong word to express what 1ou meant, suP-pore yo'i could heir him whisper: "That'siuron". it should be thus and so." In a shorttime iou would habitually use the correct for'mand the right words in speaking and writing.

If vou continued to make the same mistakesover and over again, each time patiently hervould tell 1'ou rvhat was right He would, as itrvere, be an everlasting rnentor beside you-amentor lvho would not laugh at your but whouould, on the contrary, support and help you.The l0Q% Self-Correcting Device does exactll 'this thing. It is IUr. Cody's silent voice behind

1ou, ready to speak out whenever you commitin error . I t f inds your mistakes and concen-trltes on them. You do not need to learn an1 -

thing 1'ou alrendy knorv. Therc ilre no rules tomemonze.

Only L5 Minutes a DayNor is there very much to learn. In llr.

Cody's lears of exper iment ing he brought tolight some highly astonishing facts about Eng-l ish.

For instance statistics shorv that a list ofsixt1,-nine rvords (with their repetitions)nahe rp morc lhan hall of oll ow speech andlctter arititrg,

I sHenwru coDY scHooI. oF ENGLISH! 22 Sea.lu Building, Rche.ter, N. Y.eI Pl"us. send me, rvithout any obligation on my

part, your nerv free book, "How You Can lVasterGood English in l5 Minutes a Day."

Namc . .

Addrcs

O n ts Fot, ot cnda rLc* kt. lo, 'dl'l l'

87

A Layout That Flows Smoothly from Stopper to Product

EST-OBSERVED two-thirds page advertise-ment in a recent issue of Cosmopolitan.

@ This picture is an eye-catcher because the

pose is different from conventional poses.

@ The headline contains a promise, appeals

to women's self-interest, and suggests important

o

news. Note how the headline leads directly into

the panel containing the news, and the panel

Ieads your eye down to the picture of the product.

@ This panel, by the use of bold-fut" .rrb-

heads, gives the news briefly to glancers- Ancl

there is longer copy for those who want the

details.

88

COTY, two-thirds page, black and white, Co'smopolitan.

€

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&t

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t' ' ile,-,as 6e t t ing a fac ia l . . . "

f*"* powd gih*l ,o{} u'q

*{' ,rt,,br 3 ^r""'{e+r

l r l l . i ' l : "r ,"3. ,n,o'" '1,"n;i;:' ;:.' : : *,,i,""i J,,,", [,slinr r4o.- r. rli,,' r'

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e , . o " - - , 1 : ; 1 -1 ' : ' t l ' ! f t c l he '

r ' . . : r , . * . " , ; .1 i , . ' , .11-" ju,

Fo.r* new Flatteries . .when

Do you think that all face powder cando is take the shine off your face? Manywomen thought so, until they tried thenerv discovery...Cotv Air SPun.

Now they know face powder can bringnew warmth to sallow skins! New soft-

ness to dry complexions !Air Spun is made by an utterly new

method, The delicate powdcr substancesare whirled, buffed, spzn together by tor-rents of air. Out comes a powder manytimes smoother tltan any you've everknown! Warmer in its shades! And con'taining nerv skin-protective ingredients.

Choose Air Spuu in any of its world-b e l o v e d C o t y o d e u r s - L ' A i m a n t ,L'Origan, "Paris," Emeraude-and ina range of foulteen shades, You reallymust see the newest "bluslrirrg" shades-..SoLeiL d'Or an,J Rachel Nacr6. $1.00-

,t,/,--) /'-)

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(-zLa Jf*-A N E W K I N D O F

F A C E P O W D E R B Y

J. Sitoo?lttR, 5oF'ER

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3.,WAni\ { f ,R SHAOEST h e + i n i r d r c ^ . + . . - . ti a t c r A o ^ ^ , - ' 1 " ' Y o ' ' s P u n

) h o d € s t c l € o n

C()TY89

llII:lI

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il'lli lllIltrl

Securing Extra Attention for Sales Information

EST-OBSERVED and best-rea,d two-thirdspage advertisement in a recent issue of

Time.

For a long time the Chesapeake and OhioLines have been using the theme that you can"sleep like a kitten" when you travel in theirsleeping cars. This advertisement is simply acontinuation of that theme.

@ This comic strip might be called "a storywithout words " because the adventure of a

sleep-walker who liked a Pullman berth better

than her own bed is made clear almost entirelv

by pictures.

@ Many ad men would have placed the nameplate, map, etc. in the conventional position

at the bottom of the page. Note how additional

attention is secured for this sales information

by placing it where the reader's eye has to pass

through it in order to reach the last part of the

comic str ip.

90CHESAPEAKE and OHIO LINES, two-thirds page, black and white, ?irns.

The ticket agent o;f uny rqilroud. cun route yol. on

THE GEORGE WASHINGTONTHE SPORTSMAI\ . THE F. F. V.

The finest fleet of genuinely air-conditioned. truins in the world

KE*,zQ'Hlo0 q*;zrr-t;gt-' ; //85

:n-L-L, |-B-O-i-R-D The Garxe Washington!, ' -ST. t_OtJI-S_{Jnion Srat ion r CEICACO_I2IhS t r c e t C c n r r a l S t a t i o n o L ( ) l t f s v . l L L E - C r n r r a l - s t r r i o n . I N D T A ' \ A p q L I S - U n i o n S r r r i o n o C I N C I N -N^TI-union Ttrmirrat r wASTtNGTUN-union Star ion o rrrr1"no-e"t_?ir ,r :_i"Ji ." i r r , i l i i rJ nl ' i ' . s,"-t iors r NUW YOItK-Penncylvar ir Srrr ior.

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What Every Advertising Man Should Know

EST-READ advertisement in a recent issueof. Collier's.

@ Pictures of brides almost always rank highas stoppers. fn this picture there is not only a

bride, but a human-interest situation builtaround her. Note how the man on the right, bylooking directly into the camera, acts as anadditional stopper.

@ Headlines like "What every (young man,wife, executive, boy, secretary, etc,) should

know" have always attra,cted readers. These

headlines suggest that important infornration

is contained in the copy.

@ Paragraph Seven (top of center column of

copy) is especially powerful. It says: "Yet

every man who has fifteen years of earning power

lefL-if he earns enen a mod,erate income-can

make a financial success of his life "

The interest of many readers begins to l"g

when they get about half way through a piece

of copy. But this paragraph contains enorrgh

promise to keep them reading clear to the encl.

oo

INVXSTORS'SYNDICATE, one page, black and white, Collier's.

G \ - . t . - r r r(!| Whar every yorng brtdesnoom chould lmow

\ZOU and the girl s'ho has so bravely casilllTet every rran qho has ffteen years of him explain this plan ol Lioing PrctectimtI her rot *ith yours -r, J:Til;''.*'Q"::ffierbft-rJt e earns enc, a md.er- ro you. rn rhe meantime, write Investors

thirrgs. Clrildren, a home of your osn-these ale income-can make a ffnancial success of Sy"dicate, Dept. C66, Minneapolis, Minn.arc important tlrirrgs. his life. tor "A Nea PIan ol Lite," a booklet whieh

lou n'ill want to educate your children. A representative of fnvestors Syndicate points the way to financial independencalu sill wunt to pay for your home. You can show you just how this may be done,fou n'ill $unt to pay for your home. You can show you just how this may be done,

sill went financial success by the time your llecanshowyouhowsmallsuosof moneyIr;rir is gray. And these are costly things.- put aside rcgufrtty *ill, th-ulh i[u po*",

In your heart-and in hers-is a world of of compound interest, return io yo,t rt th"failh that you rcll/ hrve them. end of fifteen years g5,000, S10,000,895,000

llut-and tlis is lesson number one-;/cr'llricn'l cnough.

Noney is one bf the most fugitife thingsin t-he q'orld. And the will to arcumulate itis seldom as strong as the desire.

Iou czn see the truth of this all aroundyou-in frustnrted ftopes, in people who havebell firrancial iudependente in their two hands,rnd have let it slip tlrrough their 6ngers.

ot moFe,He can show you how this money will be

protected during these years-by an institu-tion which has masteied snd will apply inyour interest the best rules of fnance asAmerican history and fnancial experiencehavedeveloped them.

Send for an Investors Syndicate repre-sentative at your earliest convenience. Let

INVESTORSSYNT}ICATE

Eebbdt&Lioing Protetion

Ofia ia 120 prtripl citizs, inclutliag:mV YOUI . BOSTON . PfttSBmCg . C$ICAGO

BIMIXGEAX . DMOIT ; DAIAS . sT. LOUISxaNsascn . DENVB. SEATTLE . SetrneXqSCO

TOROmO. . llOmEAL. . V^NCfitVB.

Hmofie: Minwpolis,Min.ltib.d C.ipb ; I ldtub,' rdtu M d C6B.t

UnFn|,Na Yor,a.t6tu@ raM, M,.A.4L

93

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IIiII

t i

What Is the Secret of This Advertisement's Success?

ff\HIS mail order advertisement has been

I ,rr"c"""fully selling colrrses in Pelma,nism for

many years. ft has been repeated time and again

in a long list of publications and still retains its

selling power.

In general, the advertisement divides itself into

two simple elements: (a) a headline that stops

people; (b) a piece of copy that is long enough

and strong enough to do a complete selling job on

those people after they have been stopped.

@ This headline has many success qualities,

as follows:

(a) It appeals to the reatler's self-interest. NIen

and women want to know ho-w they can do

what this man did.

It talks about money-a ttniversal appeal.

Furthermore, it mentions specific sums of

money. This adds believabilitY.

ft promises quick results. Two years is not

a long time when you consider the amount

$35,840. Also, the mention of two years

instead of " a few years " or " a short time "

is another specific figure which adds

bel ievabi l i ty.

It appeals to the gambling instinct' And it

informs the reader that the stakes are only

31. lYho would not gamble with odds like

that in his favor?

It suggests that the method is easy and

there{ore appeals to the lazy instinct. The

headline does not say, "I uto'rlced 2 years

and. earned $35,840." It says, "l gambled

3C and won $35,840."

@ The subhead enlarges the appeal to include

women as well as men' It also suggests that the

copy is an interesting storY.

@ The illustration shows an idealistic-appear-

ing individual who looks as if he would tell the

truth.

@ The copy has these qualities:

(a) It is written in the first person and sounds

as if the writer were having a personal,

heart-to-heart talk with the reader'

(b) It describes the unhappy lot of a $40-a-

week man' This makes many a reader say,

"That 's me."

(c) It, describes the big rewards which the man

secured. This makes the reader s&;rr

"Thatts what I want."

(d) It l ists the names of famous people who

have studied Pelmanism' 'Ihis makes read-

ers say, "It must be true."

@ The coupon gives the reader a chance to act

inimediately.

(b)

(")

(d)

94

(e)

PELMAN INSTII|UTB, one page, black and white, various magazines'

o "I GAMBTED Jr andw&$3 51540 inZ YTARS"

l rt',';t o{,i;,,# :; ;: f ,{; :;,O^f-f-lHIS is the story of a gamble-a 3c

J) | risk-which paid me a profrt ofE f

- $35,840 in two years. I am not, and

Vnever was, a gambler by nature; il allprobability I never would hav€ taken thechance if more money was involved. Soeven if you, too, are against gambling,you will feel like risking three centsafter you've read my story.

Some people believe I was lucky. Oth-crs think I am brilliant. But this sort ofluck I had everyone can have. My typeof brilliance is that of any average tnan.

Almost any $4O-a-week wage earnerhas as complete a mental equipment asI had two years ago, And he feels todayjust about the way I did then. For twoyears ago, I too, was in the $4O-a-weekrut. My earnings were $2,080 per year!

I was discontented, unhappy, I was,rot getting ahead. There didn't seem tobe much hope in the future. I wanted to earnmore money-a lot more money, I wantedto wear better clothes and have a car, andlravel. I wanted to be on a par with people Ithen looked up to. I wanted to feel equal tothem mentally and financially.

But it all seemed hopeless. I was besetwith fears. I was afraid of losing my job.I was afraid of the future. I could see noth-ing ahead for myself and my wife and babybut a hard struggle. I would live and work,n6 6;s-just one of the millions who slavedtheir lives away. f was irritable, easily an-noyed, discouraged. "sore" at my fate andat the world. I could not think clearly. Mymind was in a constant whirl. I was "scat-terbrained." I had a thousand half-bakedideas to make more money,. but acted onnone of them.

Thc cnd of each year found me in aboutI he same position as the beginning. The tinyincreases in salary, grudgingly given to me,rvere just about enough to meet the risingcost of living. Rent was higher; clothes costmore: food was more expensive. It wasncccssary for me to earn more money. Soonce iit a while I got a few dollars more. Buli t $asn' t because of any great change in myab i l i t y .

Tod:r5' I have an income of 920,000 a year.That 's cxact ly Sf 7,920 more than i t was two\-o;rrs ago. A differcnce of $35,840 in twoIcars. )11' fami ly has everyth ing i t needs

for its comfort and pleasure. My bank ac-count is growing rapidly. I have my ownhome in the suburbs. I am respected by myneighbors, and I have won my wife andchildren's love as only the comforts andpleasures of life can do. When I am old Iwill not be a millstone around anyone's neck.My children will not have to support me.

I look forward to the future with con-fidence and without fear. I know that onlyimprovement can come with the years. OnceI wandered through life aimlessly, cringing,afraid. Today f have a definite goal and thriuill to teach it. I know. I cannot be beaten.Once my discontent resulted in wishes. To-day my slightest discontent resuits in action.Once I looked forward hopefutly to a g5 aweek increase in salary. Today I look for-ward confidently to a $100 a week increasein my earnings.

What magic was it that caused the changein my circumstances? How did I. a $40-a-weeh clerk, change my whole life so remark-ably ? I can give you the answer in one word-Pelmanism. I gambled 3c on it. Yet with-out it, I might have continued in my old 940-a-week rut for the rest of my life.

Pelmanism taught me how to thinkstr4ight and true. It crystallized my scat-tered ideas. It focused my aim on one thing.It gave me the will power to carry out myideas. It dispelled my fears. It improved mymemory. It taught me how to concentrate-

how to observe keenly. Initiative, rne-sourcefulness, organizing ability, force-fulness were a natural result. I stopp€dputting things off. Inertia disappeared.Mind-wandering and indeeision weretbings of the past. With new allies onmy side and old euemies beaten, therewas nothing to hold me back.

I am writing this in appreciatioa ofwhat Pelmanism did for me. I want otheraverage men to gamble 3c as I did..,Forthe cost of a postage stamp I sent forthe booklet about Pelmanism, called"Scienti6c Mind Training." Reading thatfree book started Eoe on my climb, Itook no risk when I enrolled for theCourse becauge of the Institute's guar-antee. All I gambled was 3c and I am.$36,000 better of now than I would havebeen had I not written for the bookabout Pelmanism.

* . * * *The Pelman Institute will b€ glad to send

a copy of "Scienufic Mind Training" to uy in-tereEted indivldual. This book is free. ft explainsFelmanism. It tells what it doe8 to the mtnd. Ittells what Pelmanism ha8 meant to others. Forover 25 years Pelmanism hB b*n h€tpingpeople to happiness, Over 75O,000 othera havestudied t}lls remarkable science. Among tlosewho have praised it are such great world flguregas tj.e late Jerome K. Jerome, the tamow novel-ist, Sir }rarry Lauder, T?ank p. Wafsh, MtjorGen. Sir Fred€rick Maurice, Cen. Sir RobertBaden-Powell, H, R. H. prince Cherles ofSweden, and many othera. yow whole lue mavbe altered a.s e reault of read.ing ,,Scienti6c Mlni?raining." Send the coupon- you have nothing:to lose. If Pelmmism does not help you it costsyou nothing. Ttrere is no obtigation in mailing.the coupon. No salesman wilt call on you. D€--cide for youfself what to do after you read thefree book about petmanism. Mail the couoonNOW.

l4p_ Pp!MAN TNSTTTUTE OF AMERTCA271 North Avenue, D€pt- 402, New Rochette, Iri. y.

Txe Pa,uax Ixsrtrure or Argntcl27I North Avcnue, Depr. 40?New Rochelle, N, Y.

- I want you to show me what pelmanismhs rctually done for- over Zb0,0O0 people.He&se aend me your f ree book , ' .Sc ien t lncMlr.rd Trainlng." This places me under nooDrrgailon whatever.

Addrcss

ci ty. . - . . . . . . . . . . . . . . . . . . . . . . . . . . - . . . . . . , . . .s tate. . . . . . . . : - . . . .

95

{Jnconventional Use of Strip Technique

EST-READ black-and-white advertisementin a recent issue of True Storg fuIagazine.

O @ \Yhen ad men started using the comicstrip technique, they produced strips whichseemed to lag behind the regular comic sectionsin originality. Now the ad men are catching up,

and in some cases they are going the regular

comics one better. The large photo with conver-sation in balloons is actually Panel Number Oneof the strip underneath. This strip is not onlyunique in layout, but its combination of photo

and line drawings is also unique.

Note how this particular situation of a woman

on a larlder is ideal for featuring stocking runs.

And the theme "cut down stoeking runs" is one

which has universal appeal to women. trn selling a

product, it is better to base your appeal on a daily

experience rather than on something which hap-

pens infrequently.

@ @ "Quick and easy" is a time-tested ap-

peal. The heading and copy here effectively

present this appeal.

@ Here is a space-saving device. This adver-

tiser exhibits his package, names his product, and

states his sales message, all in one line.

,o

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96

LUX, one page, black and white, True Stmy Xlagazine.

or\ . , € € l

i'f Alff /I4f E,8eyo$ f#yE roU4FrtR Offi

Sr^cKfffGSkouttorfit ro(/st?

THESFAPET\To/4 DEAR-

SEEAfiS AS fFIifr4 ATWAYS

GErrrryteRAfiS

t*'"J;*;Gto cut down RUNS

LOOKINGsrocKrNG9HONEYANDYOU SEEM10 I{AVEPUT ASTOPPEP

wasutlsg wlT1rLUX CUTS DOvvt'lRTJNS BECAUSE

IT SAVESE-L-A's-T-l'c't'T'Y

'rall .N'l

I gA\^/AFUNNY IN

Thee(Isy

$sves sfocking E-I-A-S-T.!"e.$"Tryg '

How to tlse Scare Copy

EST-OBSERVED advertisement in a recentissue of Collier's.

@ The most striking thing on this page is the

trail of footprints which the man is leaving trehind

him. (In the magazine they were printed in

bright red.) They act as a curiosity-arouser to

those who are not familiar with the Absorbine

Jr. story; and they convey an instantaneous

message to those who have seen previous ads in

this series.

O O The headline and the name plate carry

a quick but complete message; namely, "IJse

Absorbine Jr. for Athlete's Foot." The headline

also serves to cast a shadow of reproach upon the

man who spreads germs in the pathway of his

associates. fn other words, if a man won't get rid

of Athlete's Foot for his own sake, he should do

so for the sake of other people.

@ Note how the third paragraph in the copy

uses the same approach as Listerine: " The trouble

is, he himself does not know that he has Athlete's

Foot. For the insidious thing about the disease is

there is no pain at first." For years the Listerine

ads have said, "The insidious thing about Hali-

tosis is that you yourself never know you have it."

98

ABSORBINE JR., one page, two colors, {'oilier's.

e walked in the Eocker room and spread

thlete's Foot. . l ' . L . , I

" ! , L i : : t , A . i i t 4 i i - = i ' i + : l : + i r r i i r . t ; i ' i ,

HE WAS I,,GARRIER||.1'.

Lf E'S one of the most popular rnen in the club-playsL I r beautiful game and sings a fair to middlic'teooret the t9rh hole.

But if the oembers only knew he wrs 4 carier of

Athlete's Foot, they'd give him a wide benh in the lockcrroorn aod barh where his bare feet spread the iafection.

The trouble is, he himself does oot know thet he has

/ f,,ftnt.re's Foot For the insidious thing about the disease

1l llis rhere is no pain at 6rsg no distressing symPton to

f/*""o of iofccion and pain to ibirgw.'

Look for rtd, ltchlng rklnEven oow you may be infected youtself rnd not know itDon't be a carrier-to yout friends et thc club, to yourowo faoiln spreading iofection io your own lpodedbarhroom, For your own sake, as well rc otherc, ctilnlncthe skio benreen your toes. If you aote the sllght:st

^ rednesg take action et once with cooling, ooothiogl^bsorbine Ja or else tiny, itcbing blirters msy sppclr.

UOfien there comes excessive moisture: qrhitc, dced'look'ing skin; painfut peeling; broken skin, raw distrcssingtissues.

Abrorbtna Jr. roothcr ond hcokLeboratory tests show thqt AbsorbineJr. kills the fuagusthat causeg Athtete's Foot' wheo teached. Usc this 6ncold remedy constaotly during the sumt[er whcn thisscourge is at its height. Douse it oo rt the 6rst syt'ttPtonr.Bcner sdll, whenevet you have irearl brrefoot-on thebeach, in the clubhouse, aayubere-aa applicetioa ofAbsorbineJc. is wise precautioo.

Keep a bottle at the club as well as at horne. TakeAbsorbine Jr. with you on youl vacatioa or when youravel. For the fungus is hard to desroy. la exremccases, see your doctor in additioa to AbsorbioeJr. treat-ment. So dif6cutt is the disease, your own socks mayreinfect you unless they have been boiled 2o miuutes.

Don't buy somethlng "iuri oc ggod"AbsorbineJr. soothes raw tissues pleasaotly and aids iohealing them. It is ecooomical to use because it takes solittle ro bring relief. Beware of cheap imitations. Un-known substitutes may not only be inefective, but actu-ally dangerous to your condition. At all druggists, $ f.25a bottle, or try it at our expense. Write for a generoussample to lV. F. Young, inc,,357 Lymao Street, Spring-6eld, Iifassachusetts.

a*J.\

. J

iJ

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tr

*

. -"( ARRIFR- is rhe medital rerm for E grrrcn who crrr iesinfert ion. Fople inferted q, i rh Arhlete'$ Fooiare "carr ierr ." Ander lcr<t om-balf of al l a<lrr l ts ruf ter f rom ir at rcme t ime aecordioRr . r ( h t ' l ; . S . P u h l i c H e a l r h S e r v i t e .

- t h e y s p r e a d r h e d i s e a s e w h e i .

c. tr thtv trcad baref ixrr-r 'n shoser and locker.room f loors, ont < e r h q : l l s a n J i n h a t h h l r r . e . . , ' n r h e e J g e s o f r w i m m i n g p o o l s ,. r r n . , n t ( r r r o s n h a r h r r u m t l , r l r . [ ] o n r h e a c a r r i e r . D o n ' t r a k e. hrnr er. ( i< rr t l of A rhlr te r t oot e. i rh cool ing, sooth ing, heal ingr h s o r h i n e J r ,

_,#OTBINE IR.

**Er,musculqr qcheg, bruises, sprcins' : : : cnd : . . . , , . . , . r ,

AB$ .w#

kelleves sore

99

Dramatizing a Farniliar Situation

EST-OBSERVED half-page advertisementin a recent issue of (,'ol,lier's.

@ The headline is brief and dramatic. Also,

the change in pace from large script lettering to

rornan capital letters gives this headline style and

snap.

@ This action photo ties up with the action

headline. And there is human interest here. The

girl has only thirty seconds to make the train,

and yet her expression is calm.

@ @ These pictures and descriptions and

prices are the part of the copy that is read witli

greatest interest by real prospects. Surveys show

that prices, even though they appear in small

type, are reatl by large numbers of people.

Note bow the name Hamilton is placed close

to the pictures of the watches. This helps to make

a tie-up between Harnilton and handsome watches

in the mind of everyone who glances at this

advertisement.Inci dentally, this advertisement is "timely,"

not only because it talks about timepieces, but

because it appeared in the summer vacation

season, when more people than usual are thinking

about catching trains.

100

H.{}IILTON WATCHIS, one-half page, black and white, Collter's

TO MAKE

S*r r"" no fear, for her Hamihon

t€lls her to ,rrc Je@nd how huah timc

ghe has before the whecls of her train

begin to .oll. Thug from ole end of

rhe land to ihe other, from thousande

of terminals and wayeido rtat ione,

c o m m u t i n g t r a i n s a n d f a m o u a

" l i i l i t e d s " l c a v c a n d a r r i v e O N

HAMILTON TIME.

Tran6portstion todsy is a msncl of

acctrrslc limitr8-tluly. Yet it'r a mar'

vel matched in n*rly crerY Phw of

modcrn life. Today you'll 6nd "thc

vatch of railrosd .cunct" on lhc

wrist of the trsnlport Pilot, of lhc

progrrm dircctor in the radio studio,

ofthe scicntirt in thc laboratory.

And, rc mighr wcl l add, on the

slender wrist of mademoiselle as chc

entcrs her box at the operc. Fot the

new Hamiltons src as beutiful to rec

as th€y arc dependable to livc by.

You'll 6nd Hamiltons in cvcry etyle

you could wirh-fot men rnd women

-from t3?.50 to f1000. lllusrrared

{older upon rcqucst Hamilton Wrtch

Company, 8.l() Columbia Ave., Len

c8ster, P€nnsylvonis.

Ll l l - l ,o nlcHT

ruRNEn. l? jcael. . tol6l lcdBold,vt i lc o.d!u.sl r.ll.s. wnhttpli.dgold n.rk.rdi.l (.hosn)'3{. With !o..t U.ck .r.m.l di!l' Pti...137.S-

GA|L. A H!frifto. to 6r nod.{ por..r. l? i.(.L-lok 6tlod !old, rbt. o. n.rur.l ,.11.*. Sill ilr'lon, 13?.50, vnh f[.d cold bt c.h . . . l@.@_

SllERvOOD. l9 jc,.h. llk r.[d n.rur.l t.lk'w!.H. C.i€ cud.d ro rdil. Inlid bl.cl .n.d!l d i i l .

l?5. Atrl id ;. ld .vnd.l dilt (.hown), l?7.S.

tuf[l.lSffitr ilfi a ffL{ gold lra.cLr,..,1i.

101

This Advertisernent Started a New School

HIS advertisement appeared in 1932 and

started a new school. The Hormel Company

the first of more than forty manufacturers to

the appeal "DOUBLE your money back if

are not satisfied."

At first there was a good deal of apprehension

regarding this advertisement, because times were

hard in 1932 and many people were hungry.

It was feared that thousands would try to make

money by purchasing soup and then asking for

double their money back. This simply did not

happen. The advertisements were tested in small

cities at first, and then in larger cities. During a

six-week campaign in Chicago, onl;' twelve

women asked for double their money back.

Sales results from campaigns using this appeal

have been highly satisfactory. The reasons for

the success of the idea are: (a) the headline is a

stopper-an intriguing idea; (b) the olTer of

"double your rnoney back" is proof of confidence

on the part of the manufacturer that his product

measures up to high standards of quality.

was

useyou

o

102

HOIiI{EL SOLIP, various sizes, black and w}rite, newspapers.

o

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le i,i,;,4,;t'\ :.1: !t,;i:i,,'lii ,'4i

& ,".+:+,r t . l

: ,:i".l s'

.*"3"

HORMELzryT@,VEGETABI"E SOUF

At Your l*earest Fcod $tare

DOUBLEYOUR. MONEY BACK

.. . if you (lon"t satt this HEW .Efrrrne-Style Vegetable Soup

is tht. nx)lit tlt'lit'ious you ever bought

THE OFFERFriday and Saturday OnlYOo ro tour t tatr<'r t . f txnl r l t t t ' . I \ ty l l r t '

rczul i r pr ice <2f l5r ' . [u ott t ' l t ig !( l nz'

t ) t r d u i r o f l k r n t < ' l l " l t r o r - l t t l t t l

l ' e g e t a l r l a S i r r r y r . 5 r ' r r ' . ' i t . . [ o l l o x i t t ; ti f f s l r i . l i . r r t i . r rr t lp lalx ' i . I . f vm t lui t

lEr. ,c t lxt l df ' r l le f ier l I 'g1,1alt l t st t t t l t

. a r r r , " r ' " t l x n g h l . r d u r r t t h ( . ' , t t l t l ! '-corr i t t iuer ,a, \ . r t , f Aroa'er. . . r r l to is

outhoriaei l l i 1xt1' yon bu& ' l l l

l l l l i

u l w l y o r t 1 x t i d .

{ } +'W 'P

*ur r , tas te rs ! . . . A t , l , K INDSTHusbands who are s tand-o f f i shabout soup. Childr€n who rebel atvegetables. Women who tak€ pridein their own veEetable soup.

\ \ ' c h ( )nes t ly th i t l k thn t hy ourrrretlrrrrl of press-urc cookin$, irr rirc- .t r r rm co t r t i t i r re rswe l r l ve deve loped alrorne-style, frc'slr f lnvored vegetablesoup th l l t i s n rore de l i c lo t rs t l rnn anyyOU Crer t rs te ( | .

Er.r,rt ' (.utt is its (lrcrr

Sortp Kilt l<'

! ' i f teen cri! ip, tasty vegetal)lcs i lrecooked irrside individual vacuUmcon-tniners. All their appetizinS aroma-every whifi of ffavor is held withinthe soup.'f hey're cooked thoroughly.But not so long that they becomepulpy and tasteless. Peas stay sweetand juicy, Carrots crisp. Beans solid.Tomatoes. f irnr and red,

To give you some idea of howastonishingly Eood this soup ls, wemake thls extraordinary ofier;-

Go or send to your food store to'day. Pay l5c for a container of thisdelicious l{ormel Flavor-Sealed V€e,'etable Soup. Serve it, followinE ln-structions. You don't need to weakenthe delicious flavor of this Eoup' byaddinE water to Eet enouEh portionsto go around.

Try it today! Then, if you don'tagree that it is the most dCliclousvegetable soup you've ever bought,return the containef to your Erocer.He'll g,ive you back twice what youpaid if you fail to taste the a{nazlnt,difterence.

a a 6l u . l

Using Advertising to Promote a Great Cause

f|.lHfs advertisement is one of the most effec-I tive inquiry produeers that \\rorld Peace-

ways, Inc., has published. At peak it brought in5000 inquiries a day for five days.

World Peaceways is a non-profit organizationthat publishes advertisements whose airn is toprevent future wars by showing people the hor-rors of war. The organization solicits contribu-tions, and this money is used to continue thecampaign against war. Publications contributespace, and advertising men donate their work.Twelve million reprints of advertisements weredistributed among members of church organiza-tions in one year. And letters {rom abroad indi-cate that advertisements of World Peacewayshave been cireulated in forty-seven countries.

'fhe headlines of some o{ the other advertise-rnents are:

"The Corn-fed Kid from the West"

(showing a skeleton with trench hat and

gun) '

"The Children Who Will Not Come Home

frorn School "(showing children at play in the shaclow of au

air raid).

"ff He's Lucky, a Million Men Will Die"

(showing a scientist in his Jaboratory', work-

ing to develop a more deadly poison gas).

The advertisernent shown at the right was

printed in full color and the headline appeared in

bright red. The reason for its pulling power is

obvious. ft shocks the reader. ft makes him

wonder what can be the explanation of this

startling message. He has to read the copy to

firrcl out. fn reading the copy he comes upon an

invitation to write to World Peaceways, Inc.

104

WORLD PAACEWAYS, INC., one page, four colors, Fortune.

iI

iI

I

i;i :lt : i

{

He'r going lo grow uF to go to wct?

No-he's never going to grow up et ell'If onother n'ar comes, he lnd his mother

and thousands upon thousands like t'hem

are going to ildie in action."

"lmpossible!" you 8&y. "They're non-

ombstsnts." Don't be silly-there'll be

no srrch thing as non-combatsnts in the

next ser.

\Yide<ruising submarines, and bomb'

ing plaaes wiII laugh at front lines. Gas-

ger rc powerful that one drop on 1'ourskia wilt kill you-will not be particular

whose ehin it touches. T'here n'ill be no

lrrveo.. no eanctuary, no *fety' Eaery

otu will oufter.

And f,rr whet? GlorY-whcre was it

hr thc last *'rr?

Tidory-rvherewes it in the lastpo<t?

\\'ith tlut <'rucl lesson still frtsh irr

urind, is tnutltcr rtqr to trc foruul rr1rurr

us-a wrr infinitcly nrore horrible, more

futile, and nrorc lasting il its harm than

the last?

That it Jot You la daidcl

What to do obout it

Ilysterical protests won't avert another

wer, any more than will "preparedness"'

Civilization must build its own defense

out. of human rea^qon and intelligeuce'

properly organized and aPPlied'

To every reasonable and intelligeni

man ond woman in America ges the re-

sponsibility of doing his or her share to

avert ihe coming war.

lVorld Peaceways ofiers I practical plan

of how you con help. IVrite for it' There

is no r$ligation involved in I'our inquiry,

cxrept tlre obligation to your con*iencc

and tn your convi<'tion Lltal thete musl'

be trc tnore rraru. l\'rdd Peacervays, fnc"

103 I'rrL Avcnuc. New York CitY'

F;

i05

[Jsing Space Advertising to Increase the Effectiveness

of Radio Advertising

EST-OBSERYED and second-best-read ad-vertisement in a recent issue oL The Saturdag

Euening Post.

@ Pictures of screen stars are always good

stoppers. So are pictures of radio and stage stars.

Eddie Cantor has made himself famous in all of

these branches of entertainment-screen, radio,

and stage. Hence, his photograph is in a elass by

itself as an attention-getter.

@ People are always interested in news, and a

big feature of this advertisement is the news

which is displayed on the plaeard that Eddie

Cantor is carrying.

@ Note ttre interesting way in which the two

Scotties (Texaco Mascots) have been brought

into the picture. This helps to identify the

product.

An advertisement like this can greatly increase

the effectiveness of radio advertising by increasing

the number of listeners.

106

TXXACO, one page, black and white, The Saturclay Euening Post

o

-*t'ahF'lts*r|'",j: ilffiSdfttG^ntrt"

o

, t l f f b r , I

st,vodyin,n..- !"u.u**,o

', f ffiltf t'

8.'-en - .' t'r'*t'**

i' V l t D r .

f.rJ ,-. r. ,ijil,,.*i i

' v t ' t l r E x r . , lg:ailor ii^_",'r'^ ;'

8;CIop * ::1"'-T ;. , " , r ,*- . , i l i . ;It

r3 ,ACQI ES REI{ARD :k ttUnV IYTLLII|GTOI-whose lively music gnd

' - -selected by 6c pubtic

refreshing armngements ssRldio'sNo.lsnnoudcetare popular everywhere io mrny nrtionel coote$6

PAf tKYAT(A f tK U S-The blundering "Greekgentlemani' who so skil-fullyhclpswith checomedy

y3 BOBBY BREEx'-The I year old singingstar who has scored sucha hit in radio and movies

^ Presenred by dealers from coast toO*ithTexa ca {t*E tIIIfrt gasoline and

coast who serYe youotherTexaco producm

107

l.l;;i

How to Build Prestige

T) EST-OBSERVED color advertisement in aI) recent issue of The Saturd"ay Euening Post.

As a rule, automobile advertisements do notrank as high in reading or observation as adver-tisements for articles of frequent purchase suchas cigarettes, soap, cofree, etc. However, thisautomobile advertisement did rank high, whichmakes its record all the more outstanding.

@ Of course, 70 per cent or more of the stop-ping power of this page is due to the large andhandsome illustration. The car was pictured inbright yellow, and the background of trees andthe Capitol building and sky were done in beauti-ful pastel shades of green and blue. The picture ofthe Capitol is an important par! of the appeal of

this picture. It gives prestige. Again and again

art directors have made plain objects look hand-

some, and handsome objects look even more

handsome by means of background. For example,

rather plain-looking mail order books have been"dressed up" by photographing them alongside

of a vase of flowers or a piece of statuary.

@ The headline has selling power and at the

same time ha,s n classical sound that fits in with

the illustration.

€) A number of advertisers have improved tbe

appearanee of the name plate by boxing it, l ike

this, instead of stretching it clear across the

bottom of the page.

108PACK-\RD, one page, four colors, The Saturdag Eaerving Post.

.::

;..€E. ' . . . i ' ' . :

. '-.,?'. i ',; .::.,,4=.,i.. :..::.: :: :,

:: Z" :.,t -'

;: l:: {'.- : ;

\5

; i ' : i

, i l

I tes t i ! *o l r ia l tha l l ras besn l l vedr Eo l w l i t t cn

]

/

f \ th , t , , r t rse o f i t s t l r i r t y ' s ix yeus o f l i fe , Prckar r l

I l ,u. r., . iv",l many lhousnds of lestimonials from

r l e l i g l r r e , l , , * , , t r . . '

\ et Par,kard's ntost impre:i ive testimnnial is one

tlrat lra. becn wtilten, not in ink, lrut in the ldues of

osr r r rs . I t i s ihe r tcord o [ d cor ls la l l t l ) g roh ing

r r ,s te r t , [ , l i s t i r rgu is l r r ' ,1 Ar t l " r i ,a r l [u r r r i l i t s who have

,,r 'rrcil Packar,ls continuourly for 2 I years or longer.

Such a recr , rd r r l owt rer - l r t va l ty -a record . we

l+ l ieve , unrna l r l r td in the i rdus t ry -speaks fo r

i t se l f o f [ ' r , kar , l s a l , i l i t y lo p rodut ' e rs lha t a re

a ls ravs ah ' r , l o f the 6c ld . l t te l l s o f a marg in o f

su ; ' i r io r i t v t lu t i s w i t le r lhan ever today in the

grruterl [ 'a, kards ofall - the n"w Packar,l-" for 1936.

[ , ,1 t l re lova l tv o f Pr r ,kar l ownt , rs i s on ly one

Thc l9J6 PuAarJ Tuclr Spott l 'hneto^

of the l iving testintonials to this great car. Today,

among th€ larger 6ne ars, Packard leads in regir

trarions in every ooe of the 48 stales' During lhe

past year. Anrerica purcha*d almost as many large

Packar,fs as it dirl all otherfre cus combired' And

<luring this sme Iime, Packard exported more latge

fine ss lhan any lhree other mal<es comtrined.

Equally impressive is the tetimonial given to the

new, lower-priced Packard l2O. [n its first year of

existence, this newest member of the Packard family

** u*"id"d 6rst Platr in registrations among srs

in its price class.

The bauriful new Pac{crds far 1936-the 6net

and most luxurious ers in Packard's history-are

awaiting you inspection at your Packard dealer's.

S t l ren you see them, r t l ten 1ou r l r i re the t l t . nhc t t

you measure them against arry othcr cars l9jl6 curt

offer you, we are confident you rri l l rote l lrern tlre

great$t motor cars the torld has ever scen.

PACKARD

4k Jr*dfk.7*/*9".1"^/ tzo

ASK Tt8 HLN Wtlo otl ' ! i8

109

r i l

i:l

Telling a Story at a Glance

EST:OBSERVED two-thirds page advertise- The message is therefore: (a) instantaneous, (b)ment in a recent issue of Good Houselceeping- interesting, (c) believable.

Most manufacturers tell in words what theirproduct does for you' A few fortunate ones have @ @ The reader is given an opportunity toproduets whose virtues can be shown in photo- act immediately, either by telephone or coupon.graphs. This advertisement is a stopper becauseit combines both methods.

@ The coupon gives the reader an opportunity

to indicate her special interest. ?his makes it@ The headline, in few words, conveys an possible to mail sales literature specially designed

important message to women: (a) better appear- for each type of prospect.

,l *ce, and (b) quick results.

ll @ This paragraph secures replies from womenI €) The result of using the product is shown in who may be trained to sell corsets to other women

l .

il photographs by the "before and after" method. in their communities.i

i lr l

ilI I

l;

110

SPENCER CORSETS, two-thirds page, black and white, (Jood HouseA.ee.ping.

"f lost

*=,- ,t -

€ha€ ugly hulgere irozmirc,utes'; Cl

&-,..-:-'*.

. - ; ; , , . -rJ keeping her f rqure yotrng. As soot tas a Spbnci. ruas

-desigrred lo lift arrd Send for interesring free boolelet

.,,npoit fatigued muscJ.s, tlre abdoln' "|F'hit Figurc Fou-It-Is Yours?"suppoi t fat igued musclrs, the abdom' "Vhat Figure Fauh Is Yours?"in i lbulee d- isappeared and her f igt r re Lookin 'ourte lenhonebookunder"spencerl ines rv i re resi , ] red to their nair ra l Csrser ie ie"or send us the coupon beiowfor

s l i r l lovel iness. "Why", she excla i rnet l , i , I * l i ' - " I j a f ree analvsis of vour 6gure '

; i i ;;;thi 'rclyt.,196 i;t*o"iin*tes.'r J':: ""j not o,Llieate 1":'] :1..: it '--.,

HaseaSpencer< les igner l to l i f t t i re t l , sag ' u r i te aane spencer fo r ad- t i ce FREE

v;,giur,* ::1. irm m "l "i; ";ni--d "i;'.;;: :;::', :i # E g* *

#*m, 'tbffi"wnI"i:':;';,*,::,::,teed,to

keeP its totctv tines i1"-';ilil:*.;i."",,.

' m"

r : r

' , t . l :. .',r'*+;B*{

{'i :

*iL : ,i l i t l

rr iriir . i

C!n. ,h : Ro.k h land. Quebcc ,

Haoe a f igure ana lys is - f ree c r t r r B t i ra in : 96 Rcgent Sr ' . w ' i ' . London

e

6Har e l o r r e te r had a Spencer Corse t ie re make N. - -a s l u r i v o f v o u r 6 q u r e ? A t a n v t i t u e I n o s t c o n 'r ' . r r i c r i t fo i you m in te l l iger r i r ro r r tan . t ra iner l Ad4ress-in t l re Spencer < les igner 's rne t l r , , r l s o f f ig r t re

' ^ " " ' ' ; - * - -

: , , ,a l r r i . . ' * i l l ca l l r t iour I 'onr " . 'u " n l t J i "y . You Want to l l l ake I l loney?

A s tu r lv o fvour f igurerv i l l cos t you no lh ing . I f you are a bus i r ress woman ' o r wou ld l i ke

S"1* ' . 'p " ' i , " r . " i i , i ! .P . i " " t ,1 "p" ' i , lon , , iu t " i i ' to l ' e one, le t us t la in you to become a

a ls ie lec ted . A rv i , le range to su i i every purse , Spencer Corse t ie re . Check here . . . D

SPENCER "';{,IX{#f" CORSETS1r1

Right and lVrong Ways to Write Headlines

A DVERTISENIENTS like this have beenfl successful in selling large quantities ofUnited States Savings Boncls. For example, apublisher's report states that a series of fouradvertisernents in one rnagazine resulted inclirectly traceable sales of 9293,000 worth of thebonds. Total space cost was $7200.

@ The man who wrote this advertr'sement hadan advantage which no other ad man can have inthe same degree. He did not have to use testi-monials to prove the finaneial soundness of hisclient- He had the rea y-made confidence of hisreaders that no securities can be safer than UnitedStates Bonds. The fact that this ad man realizedhis advantage is shown in his ct'oice of the mainheadline. He did not use a would-be "clever

heading" such as "Save with Uncle Sam."

He did not use a claim such as " Sa{e as the -Rockof Gibraltar." He simply said the strongest thinghe could say: n'tlnited States Savings Bonds". and then in smaller type, "Direct obliga-tions of the llnited States Government."

@ (} The subhead and the picture attractivelyillustrate one of the important uses of the bonds.

@ Second only to the headline in importanceis this lengthy piece of copy, which answers allimportant questions about the bonds clearly ancl

without fril ls.

@ This coupon is worded to take care of twokinds of prospect: (a) those who want to see

Iurther literature, and (b) those who want to

order immediately.

1t2U. S. TRE-{SIIRY, one page, black and white, various magazines.

o tJlttTHD STATE$ $AYE t6S BO}{L$T H F T , ! N I T E D S T A T E S G O V E R N M E N T

* *

^gouystemattc Savingt tto.iwill provide funds

College in 10*

Regular investments in United States Sav-

ing-s Boods are a sqre way to provide funds *

AND RECREATION...coosider the many desirable features*

of these bonds as outlined in the "Quick Facts" below'

By saving systematically you can provide funds yoh-will need

fo" fo.o." pians. Select fromthis table tAe Systematic Savings

program that is best suited to You.

Amoun( You Invcrt Each yrrutilv Vel-uc PltrbJG Erch Mo'dt' fo-t- I 20'i,il,i'iii

roiiiij iiii"ir'l iiiiiik"irrt'r M6orlir, sruiog io loYcsr

$1r .7 t . . . . . . . $3 ,OOO. . . . . . . $25 .OO l537.50. $6,000.-. $5O.OO i$ 7 5 . O C . . . . . . . $ 1 2 , O O O . ' . . . . . . . . . . . " $ l o o . o o 1

$ 9 3 . 7 5 . . . . . . . $ r 5 , 0 O 0 . . . . . . . $ 1 1 5 . O O5 1 8 7 . t 0 . . . . . . . $ 3 O , O O O . . . . . - . . . . . . . . . $ 2 5 O . O Ot375 .OO. . . . . . $60 ,000 . . . . . ' . $500 .00

QUICK FACTS AEOUT t}NITED STATES SAVII'IGS BONDSmorc than two) iodividuals. Such bonds nry

bc rcdccmcd by cithcr pcrson nemcd 's c@wocr'

BENEfICIARY CAN BE NAMED. Younrv r .ei* . . vour bond with rhc namc of a

bcr icf ic iary to *hom, on rcquct, your bond wi l l

bc payabl i or reissucd in thi cvcnt ofyour dcath.

PROTECTION AGAINST LOSS. Should

vour bond bc losr or dcstroycd, a dupl ic. tc wi l l'bc

istucd ulnn proof of losr and propcr indcm-

f, i ty.

TAX EXEMPT both as to pincipal and in-

tcrest to thc samc cxtent ol othcr I rcasury mnos'

as more {ul ly dcf incd iq Trcasury Circular No.

t t { .31O.OOO MNXIMUM IN ONEYEAR. Itj r mrmissihlc undcr thc law authoriz ing thcsc

hoids that $ro,w (but not morc than $ro,m)mator i ty valuc, issucd during any onc calcodary:ar, ( lar. r to Dec. 3 r) mry bc hcld by any onc

e.son. An addit ional $ro,tm maruri ty valuc

is.ucd durinq crch or anv subsequent calcndar

l cer mrv t ,c so hcld.

D I R E C T O B L T G A T I O N S O F

cessive years will return $10oo starting in10 yeals, for four college Years.

But whether you save: TO EDUCATECHILDREN... TOR A RETIREMENTFUND...TO TAKE CARE OF DEPENDENTS...FOR A CASH ESTATE...OR TO

ACCUMULATE FUNDS FOR TRAVEL

**

**

I *

*

FOR, $A tE AT POST OFFICES OR,IF YOU FR,EFEE, ORDER, BY I f ,A I t

:oTbe Trcasrry Dc!*rt ficnt bas inaxgaratcd tbe

Regular Puichase Pla;n to llciliute slstc'f,:th

poibor"t by iaoeshis uho a*lt to bx7 tbcse-'bonds

cacb-uteefr' eacb moatb ot at otbcrtlxed

intentak, Yoat teqtcst, *ing co*pon bebut uill

brkg complete detaih.

*

THTY ARE DIRECT OBLIGATIONS OFTHE GOVERNME,NT.

YOUR, INVESTMENT \7ILL INCREASE3Jt/z% lF HF-LD EOR lO YEARS' Donds arc

" i i i i l ' r " ; " t l r c denominet ions s l ro r rn in thc

INTERTST ACCRUES AT THE RATEO F 2 , 9 1 P I R A N N L ] M C O M P O U N D .ro srMirrfvf.rUnLLY rroviJcJ thc bond isI ' s lJ r r , r , r . r r r r ; r r .

l{AY nE RnDE'MED IN CASH aftci 6c, l r rs f ro rn i i ru : d , r tc . i r r rho lc o r in par t .

FREE TRONf PRICE F!-I- 'CTUATTON.T l ' c f i : , t c r h rcJcn l t ion r r lucs , r th ich nc tc t. rc ! t . . r l , , .n rhc f l rc l r i sc ; r i< : , r rc l r in tcd ont \c f . rc ' : o f c r th Ford .

Ol f 'N fRSHtP. T ! rc r tn r r - l ' c rcq i r t r rcd in thcr rn r : r , { i , l i r i . ! r : r l . , coor . ncr . , r rus tc rs . her ,k i ,r ' . g r r r ; , ' , . r 1 ' : ' ( 1 , ( i l L r , l c n ' ; ' r

r } N N r R s H I p t r y T ' \ Y o p u R S r ) N S . i c : v, , ' , , I L r : ' i r r r - I ; " t l a l . u r . . n f r " . o l h ! r t n r ) r

TREASI.'RER OP THE UNITED STATES, DEFT. 9O3.STASHINGTON. D. C.

l-l Please seod me without obligatioo, you Rcgular-Pu'- chase Plao aqd forms for my coasideration atrd oFtiooal use.

I Send me the fotlbwing bon& for wbich I enclos- check, draft, or mooey order.

NUlr{BER$2 5 United States Savings Bonds at $18'7t 0 " " ". ' -

. : : i :oUn i tedSt " resSav ia lsBoodsat $37.50$. . " ' i - \

. . . $ ioo Un i tedSta tesSav iagsBondsat $75.oo S" " t1 l

: : : ct333 Uriill 3::::: SllilE: B:l!: :: $?f :3i ! : : : : It,f . ,

Register in I t\4me

tbcnaneof 1 Snect Addres.nct senalo

I cirr-st4te- -

Make all checks pavrble to Trcrcurer ofthc Unitcd States'

113

Why This Ad Doesn't Need a Large Name Plate

EST-OBSERVED half-page ad in a recentissue of The Saturday Eaening Post.

@ One of the best eye-catchers is a photograph

of a face looking at you. This advertisement con-tains a number of such faces, and every one of

them is rnade as large as the space allows.

Timeliness is an important element here. Thisadvertisement appeared just before Christmas.

@ A headline set to music is unusual.

@ The name plate is small. But the Telephone

Company does not need as large a name plate

as a manufacturer who is trying to outdo his

competitors, because there is only one Telephone

Company. If this advertisement sells you the idea

of calling up friends or relatives on Christmas,

you will have to use the Bell System.

fn general, note that this is one of those adver-

tisements which gain stopping power by their

blackness against a white background-by sheer'

weight of ink on the page.

I t 4

BELL SYSTEX,{ TELEPHON-I}S, one-half pzge, The Saturd.a3l Ewning Post..

o&#

fr?€'i\ . /-"'-\- ?.

eu=nt/

o

o115

Securing Orders at Low Cost

HIS advertisement was outstandingly suc-cessful in producing maii order sales.

O @ The man who prepared the copy realizedthat the title "Getting Along with People"was more than just a name for the book-it wasalso a powerful sales talk in four words. There-fore, the featuring of the title in both illustrationand headline was the logieal thing to do.

@ This panel features important sales mate-rial; nameiy, the price, the number of pages, andproof that the book is successful ("Already in its?th Printing").

@ @ These two panels attractiveiy presenrquick facts about the contentsbf the book. Thefaets are all built on the time-tested theme-"what the book will do for you."

@ The coupon gives the prospeet an oppor-

tunity to exam.ine the book free. To those who are

willing to send money with their orders, the

coupon offers this inducement, "We pay postage

on orders accompanied by remittance."

@ @ @ @ @ I" general, note that this adver-

tiserrient follows the "scattered copy" type oflayout which mail order advertisers have provedgood by sales results over a period of many years.This ad might have used only one headline, butactually it uses two. The copy might have beenset solid, but instead it is broken up with sub-heads and panels. The information in the variouspanels might have been all put into one largepanel, but actually three panels are used. Thismethod rnay not make a smooth, artistic layout,but it does make an interesting, readable, eye-catching and sales-producing layout.lo

IIi j '

116MILTON WRIGHT Boo.K, two columns, black and while, The New Ymk Times Sunilay Magazine.

€TrF+d -Aror*{ wt?r

rcftE;

r*td{t'da

Ilo npcrile Uke Jrorrfitstin*,iveSf

Do Fo ?st to irya th@ fr@nblt. td tl@g wI dtl 6a'

hdlff ed lad tf@? tod^y. to b' nxc-h'l i6 M 6v rd'

y* -* f.* f- a" dal *itf pq|e-fq m6 bt 'blc to *ir thtir

friardAig, thci! r#t 6d tbcit @'fr'

Nd t !6. i. r |w bot th.t rho* yd hd to rqdr' 6i' tbilit''

Soud rd prqicrl tnir b@t dat' sitl tfc 6 of probh h nEtirB

.nd hlrdlitr Plc th.t pu lqlu glein nlthod! ud ryC.@t

Li *U rn L..p* si6c with pople--ifrm k 6 n*c

WdGt fr@1b6, Plo$td, frrt ffiIcfuL

Milton Wright'r

GETSI{CAIONGItrTTII PEOPLE

mEROUCHOUT tb. raq th@ hrE ba! ffiI rbo u&rul sd ut d the rn ol g.ttiDg

dohr ritb Ddple b ebi€w t^hdr ubitiou.Pryclolorit hrn rdd:d b t}e lonLdle dhow rnd rhl ppl€ ad i! efuir trF b@ah .ppd.h6. -Nor ffi6 Milbn Wdght,knadinr t4nbd the pn6ial rnd th€ 5o-tlfrc, aviry B . .tibul.ting, b.lpful side on6c t cbDiqw ol hus rhliodhir.

A key to ruccQs in handling othcrr

Oai@ Alq 'i{a| Pa* t€lL vd PEi.'lv wh.t b do ud ay, rbdrhv mu Aold do it. b @ thc EIjt! yd tet in @ultlaitur_tioir. ir buina rnd pcirl lilc, ia ety&y oDt&. &d i! ibporlst3iturtiou rith r Daioa hating or you. lile ud bappila. Eepl6IDD ab€ dho!'. 6r ryi.le, ob.flatiou ud ildis*id lih6.[tillurtnit tbe rih(s bG 6d.-'

To h..kc th. bsl ltiu 6@ helplul,Milb Y,ltiSht rpFr& b.+dr ch.P!.-rr lirt of dihulrting qudon! ellovill co@ uo in your ev.ryd^Y @ntd.Hr tlE giE tou t n uhb.t ot l'nqtdlDrobld tnd tt6 h.lp6 You blE 6@.

,"--,-;l$,lt.Ss a ' d e t t h h n r . . n l . y n . n l r . r ' r R l t n x

^ h d d . i l l n r e i t h B - D l . l l l t o n w " t n t

u G . r i { l m D l . , d l . c . t N l t l . , r ' l l h F . 9 h l c. h h D l . r l o l l l u r l E l . h l . @ l n l . l t

r l l l iol t.kr You l.na to Frro ht!a u n d r h . n t r l l d r a . . r d * ( h t n ? . l o

ol rk ryrler Ddl.m. h hclts tourdt our, lo lhort. tou. enGl.r k h . r i . . s . n d r o k n . l l r a r o m t h l !.Gr ,.ddonr d .l.nbrlon.

Gcin lour ende in1ntmrcI rebtiont

bg lannlag:+o? to d d.dd

dbt FDl. rlll lll. yoo

4or to .daD( tourelt bh otl.. f.llot

-hor b 1l(n.t trt otlon-hor (o drblld rkht

-b? to bulld r.rubtlon-nor !o w .ucesirot-rhrh to blutt. to reipn.

to us buhor

+or to hcoh. a lcrd..

Take advantagc of thir help nowSec the book for lO dayr FR-EE

I lo you went . . . .- lo t r tood Rlt6t*b fcd rt 4 lh rnt

-b crlc@r&Iadal'-b r..llt coiot lot

sirdon ritl ett 6?-.b l^ndh pd. .tG.-

drdtt-.b trrc tou otln6

- b h. l6&.d b faladctli 9?

to ! ? l l l n r ! . r r . t l r . !r i , ln t : . Dr l4 lBr r \ ' ' r il . lh . .n a l , ! lq $h .^t , , ! na t , r (n l l l i t i t l . r .Ds r . m: \ . lh . *t r ' *? r . you 'e Snd thc

$cndmJgsf

& n d f o r t h i r b 6 l a . . t O d . y . . € r -i h l . a t l o n I ' n r D n r o r 6 l N o ' & l l R r l o n .y o u m e r . l y k . a r o r . r ! r ^ r h r t k t. r t h . 6 d . l t h r r r a o h s r k , n F r n do r l . l r Y l o r l r t h . i l W . b r t . \ . l n u* l l l F a l f i l h m f e { 0 . a b l y i n t n u . d . g l .I t r a < r l l h r n h . . A I t y . E D . a ( t t e r h .i u E a ^ i t l o n . a l \ r n I n t h t . h t kto. youEll g.tl rhc ouF. (diy.

of{-at?Rovar couFo*X r c h r ' B l l l l d C @ r , l - . t - | t . y -g *br ad i l ,N- td cE L Bdb

. s ? . d . ! , S r l a h r ' r C . t t i n a A l o n a * l t nl \ , { ' 1 . l " r r i l d A r r ' . t i h l ^ ^ l k , n o n ^ t -

I r i ' \ . 1 l n l o d a y r f r l l l * d l ? . : i r p h t

N f c x . r . r . F F r a S r , " .

t . t u m b b t r t 'O a i l . ( W . D a y u , i b a € . n o r d r r . . c . q -r u n t . d b l r € n r l l t ^ n c . . l

\ a i l ( . - . - . - . . . . . . . .

\ d d t r ! - . . . - . , , . . ,

tItIIIIIIIIt

117

Recipe for Getting a Large lt{umber of Contest Entries

1-I ENERAL MILLS, INC., makers of Soft-\f urilk Flour, Gold Medal Flour, and other

products, have run a large number of suecessful

eontests. Practically all of these have followed

the pattern shown in this advertisement.

@ The headline offers a large amount of cash

free. Experience has shown that cash is the most

attractive offer that can be made.

@ The contest is easy and as much {un as a,

game.

@ The entry blank is printed right in the

advertisement. All you have to do is to fill it in,

tear it out, and mail it.

@ Proof of purchase of the product is required

in the form of a box top' This insures buying of

the produet by contestants.

118

G0|{ER.\I MILLS, INC., one page, four colors, various magazines.

c0t{TEsT closEs i f lDNlcHT, M0i lDAY, SEPTEMEER 30i lg35-ACT I{0W-USE EI{TRY BLANK BELoW'A Contect For Hourewives

Who Want Caah QuicklPurprc of Contc.t to AcquaintMorc Womcn With Thir Ncv andAmrzins Cako Flour -Softrri lk-Rcgarding Which Bctty CrockerSaytz " Il you Ey mt Softa.il h mcth-od I @ill nelc you a bcatc, ceh.aakct, accotdinl to ah. g coia..C-@i^^a^g poi^a., ot I'll teltad }auDOUBLE thc mo^ct tou Daid fo.Solae'ilk."

By B.tly CeL.t

nEAR FRTEND: The minute or s!l- l rt taks towritea last l ine forthls srmpf e LlmencKfroJ oTtnE tmu$1,50o cosh, or one of 567 othercash prizes.You se, the reason I'm ofieringthis big cash prize mon€y is to getmore wmen to accept mY amazrngchallenge on Softasilk Cake Flour.Ilere it is:IJ you'll hy mr.Soflas;lh.deltod Igritonlce io nfuke you 4 bcllq caheusher on the I conlesl'wif,ningho;nts, 07 I' ll reJund yu DO U.B LEihc uonet tou sbcnl Jot SolasilhCahe Flour,You can't leand the chancesare you'll improve your cake bak-ing amazingly!For my Softasilk method not onlyovcrcohes the faults of cake madewith ordinary floor-lou$hncss,coaGeness, hcaoinesFbut also over-

g& How ro wRtrE LAsr uNEs ,XE _l$.9f.T.r-RlE_yl'Lo.onvrvEU

-----mAr iiix FiirzEs

-- eR "!,,::l'H'i:,il:j,'":'.::rllll

Ai thc fiftt fd liffi of th. limdickDoint @t, Mary was havin8 tbublcffikinr ek6. Sotne ol hca ek6 wccro.d.

-but dttE6 were bad. Peum.

iHy chc war uaing she othet €kcnqr than Sofbsilk, and alth@gh the.ekc llour had sme gmd poinB, it@ld not guEnte her a perfect €kecvery trft.th.o lhe tlied Softasilk . what didche diqver? Did her €ks tum outtlrc sde rs bef@? Did her husbandmte anydiff erene? Was she iurPrisd?Make the loi, @rd ad votr ldsl aan.rd. uilh the losl wl in thc lrst t@trias. Fd €EmDle: "Nos h€r BL6re pria winren-no le"'

com€ tie faults of less moderncake flou-loss of moislure, lachol nooor.So I urce you to act at once! Frsr,get a faclage of Softasilk, CakeFlour tiom your grcer, and enterthis amazingly asy contet as q-olained in the entry blank at theiieht. Secozd, follow my Softasilkm;thod by making any cake listedon the Softasilk package, withSoftasilk and according^to therclpe grvfl on tne Dox. umpareit witheny other similar cake madewith your own recipe and anYother brand of cake flou- Then, ifyou are not 10070 convinced myirew way is better, simply ter offthe top of the Softasilk package,write on the back of it what voupaid for Softasilk, together withvour name and addrs. and nlail i tio me personally at the addrss be-low. I will send You exactly lwicethc ot nunl tou sPent lot Soitasilh,Don't delay! Act at once beforecontest closes!

Thc main point to kep in mind is to *._< Dear Betty CrEk r:try an4 lt|-ahe ttE.last line kep th€ E^t ii?"iii'iriTi,im.ceofth€l imerick.Oncsoodwayk - J i " f i l i i i - " i6n- in t t reto.wiE-down all the wnd6.yd €!l IF.i al iiiiii 6i,in-i dii mvrhink of that rimc with "distr*." J t iiiit-tirit,ilOol^vo-$ch s "imp-lF," or "happitr6." ilrE, iiJiii-riiri'I-imer,.rAnd then pick out the one or on$ !F|; Co,iieii. t wijjirit onBhich emi to make- ene, and build flffi o.i ;#;ilt'"i;;i;'"d-yN ldt line {ouod them. ii?i -iG"fiini

"f itj. reeu*l

Yo don't have to be a "pet" to win th-@sht it was e sirpl€ it @uldottth€ $l,5OO 8rand fict pria. Just write 6;$y win. Just think, I almdta plain, o,-mmon*nsi last line, and ltrrew 6I.OOO a*avt But I *nt it inyou have iust as good an oppottunity anyway, and you can imagin€ howto win 4 the 8Et6t poet alive. ruipri*d I was when I really didwinTakc 5 minute now-wite vour last and go! the money' Thanking yourine in thc cntry bruk t*l'os-ozd ffi7!iiii.i;r,'i[,'iiit"#t;,*don'l tail to t'nd tt til

A0.., cr.o.rontt H.ith!', ohio.

coLD ITDAL FmDs, INmTRAEDoJ

".?f ilff.:?;..GENERAL MrLLs, INc., MINNEATLTS

TAIL PNOMPTLY TO BETTY CROCXERBffi Crerar, DeDt. BHG9, Gcn€rJ Mills, Inc.. Minnatsll!, Mlou.

Mdy ' r cakc ! 6 l led her hear r i l th d is t f t . r .SoE. ver . @d -em. ePre d imDly a E€$.

Th€n th€ $ I ra3 i l k way .Shc disoved ooc dai-

I ' """ " """liiiiiiii

iii; i;i ii;; ;Li;t y"u mDr to Gorer. abvr.)

I I h.w prlnl.d qbvc, tn! lalt linc I want to cntcr In your Sofialtlk Cakc: F lour l lEer tckCooht . Bc los i ! my own nane nnd add ie ls . A lF . a t tachedI is r bor&D rrm a Daclaac ol Sofcaltlk Crte Flour. on rhe back ol wlnch II havc dtted thc nah. and addres! o( hy rrcer.

W X E N Y d B A X € C ^ K E A ' H O M E , U S € S O f r A 5 I L X . . . B U I R E M E M B E R . I H E U S I E S '

W A Y t O G E T A O E L I C I O U S C A X A F O E I O U R F A M I L I I S I O O R D E R O { € F F O M Y O U R

a ^ ( E R O l F C C l r O R I X F @ G H Y O U R G F € E R . Y O U R 6 K E R , W l t H T R U L Y P R S E S S I O N A L

S X t [ . Y A G I A L L Y I F A I S F O R M S W X € A Y . " I H € S i A F F O F L I F E . ' ' I N T O T A S T Y .

l3 r br&D lrm a 9.claac o{ $radlt Crke Flour, on the back ot *ldch Ihavc dtted thc Dam. and addre6! o( my rrcer.P l4 chRk D Arc you a new u* r \ o t Sofusr tk Cakc F lour t

f ] Arc you au o ld u* r t

H;;;:*:":::"':"",--..-'..'......:::::*:@

i COXTE3I RULES: E?joritv of -thcd on all n5!tc'rFr: I

| $#H#gtri#i:,:*'$Hi ff;$.$!1trd;T4"j*-ffi i! ti'&-Sc,r*."_e;*ir-.,e1*l: f.f*Ui"gciitt"f"'#lE'o**; II dk Eut_rGl t .shbcraa lhe Howa,Di fe roaNgc HoEaForuD, .dk Eut r c!! s6 &.lut rl6e gowc, Difetor NBc Homc Forum. :you crtcr to oake it cllcible to wiD.

{{'dcon th! back d 6c-hr.ioo sc !. Priic wlnncrr wlll b. notificd .! Ii;r'riri

-aiii-il-a,-*-"1-;;;; ;-,-*;: .9on ai.rlibJ. afbr rH.-contst I

You tuy cntcr.s tut lalt lJtrea s clos. No dlnet relorns. rPnst Iyo[ se!b. G€t s!-{.otrv blot E*wc' lncnah! to u*.o.r nor.to u!. Ii t vour rm. r_or wdt . .a1h eddt_ uy ras( r rnes .uDmrr rd In rDs on- Itlonsj la;r llac on oe ddc of a DldE rcar, sn.rnf a Dflza srnn6_of nor. I.hd of Drr. {dic db on €.ah olSc Dl<ia d FFr your bam. ild p4'c-snnhg nll nn'' ouP|rcak Ifu]l i6a6;.-i;t;d;i.:it;iid-d; ed'6. yirt b..-a*ardd. to all tsr- iili.it]*i riii *i'i .i*. -"ii sc

"L ear dul v erd6.d bv .thc Jgdsc! to I

oEouid by a *oaratc br_roD nave. DroF rlt co!€rd .ucn ptr.- lt ro r i r$ fbd tkc*dFtourEcka.

qnnrns r i l r t rnc , rn+-if,;";;;;.i.;;;;d;aa;d dcd form, rr thc ontcsr. Iwdthoo- thcbsck . iB . Conr rs ! l im i icd b thc Un i tcd tt .Th !dve lo ts@nta ln lngyourcn- s ta t€s and. l t . -Doc .c8s- lon ! . No It re mu l t U w(ms led on or b€ forc cEproy .e . o r ( rcnerar Ml r r r , nor I

I t .Th !dve lo ts@nta ln lnayourcn- s ta t€s and. l t . -Doc .c8s- lon ! . NoI t re mu l t u w(ms led on or b€rorc cEproy .e . o r ( rcnerar Ml i l ! , norr E ido t rh r . Mondav. &DreEkr JO. Eembe ' ! o t thc l i fah i l ie , nor thdrI t935.(S.ndlD6€dlaElttofrcillbtc advctudDa {eocie! ec cli8iblt bI ca ly iuds i4 - ) cn le t .

I rf. OriFnauty. uDlquenc.s. sd aDL 7. Th. lalt linc ulcd lor m damDleI ro d l l be onddcrcd by thc juda€t and ouored in ih ls adverdscmanrI Jor4ch ln r rhe i rd f t i s ion .Thc judsc ! w i l l Dot be acc6td . Howev. r . ta l t| .hall d"terEine thc prEdurc to h lidd eherd! on. or morc wordsI lollo*ed in rcachios thdr deddoo diner from th6. ouored la ihi.I .nd the d.dlioo of the iudse. or a dffiple Fill be Derdlrted.

A P P € T I Z I N G . W r c L E S O M E . M 4 L I I M C O 4 I G H T S .

I Ci l t a fM.. . . . -- . - . - . . . . . . . . .s, . r ' . . . . . . . . . . . . . . . . . . . . . . . . . : . . . . . II l Idptt . i l : 8c.trc your eutry bldt ls complcrety hl ld out. l i lcaiblc, an' l l ! II D d d F & b b r t E a r l d o n o r k ' o r e m i d n i s h t , M o n d a y . & p t . J o . l 9 J 5 ) I

l i g

A Formula for Getting Immediate Sales

ff\HIS advertisement follows the successful.1 pattern which Walter J. Black has used for

y"u", in selling the works of Shakespeare, DeMaupassant, Oscar Wilde, etc.

fn general, this page is powerful in its firstflash impression. At a single glance you see"Shakespeare-98f"-and a picture of the book.These things are so arranged as to lead youdirectly into the coupon.

@ The headline selects the proper audienceand employs two of the most successful words inthe ad man's vocabulary-((Amazingt' and"Bargain."

@ People have had the sad experience of pay-ing what they thought was the full price for anarticle and then finding out that they had to pay

more. The ad man who prepared this page reeog-

nized this situation and reassured the reader, not

onllr r,rnce, but twice: (a) "OAl in full," (b) "No

further payments."

@ This subhead answers one of the first ques-

tions that occur to nearly everyone, "Can the

volume be complete for only 98 eents ?"

@ 'lhe subhead " Send no money-Free exarn-

ination" is a tested mail order appeal.

@ @ The completeness of the volume is fur-

ther emphasized in the panel which lists all the

works and the subhead which says, " 1312 pages."

@ The coupon ofiers an opportunit.y for con-venient and immediate action.

o

ii l

l

l

l

!o120

WALTBR J. BLACK, INC., one page, black and white, various magazines.

The Mosf AmazingC

Bargain Ever Offered!\/ES. onlv 98c -in full and with no further payments-for this beautiful volume

Y "iin.uJ.o.*e,s

complete works! And you don't even have to send the 98c

now! Unless you are firlly co,,.'i"ctd that this is the biggest book bargain you have

ever seen after reading tt. U*t for 7 days at our risk, you may return it' Just mailing

ah. "orrpor,

below willbring your *py tt once' But send it NOW --because this offer

has never been made before and may never be made again!

suDrem€ literature-every word shakespearc make yo9 a better thinkcr and talker' a rrcre

lil i,iit.l-1. "ti

tt,trn.tt ttittory only this oNE fluent writcr'

;;;;;;;.;';-ieip into irtJn*itt of all- Let us send vou this-book at ouR RIsK'

orrlv he has held th. k.ys to utiocl cvery human " oi"-'"tt thc urisuspected pleasurc of a SBakc'

;li,ffi':;;tv "iti"L-irl, """w

weaknlss' .' ' ' speare vour schooldav - tv-pt 9f rcading mav

ii"-*"ii.r'tttlt toa.J ni is m6re a/ive, univer' n'ever hive revealed' Be fascinated !Y "9"ty';ir";fii--;;t.irv,iit" rtt Jes 300 vcars ago! ous cl€oDatra' shuddcr at murderous Macbcth'*

i";ii; ;;.; th-at Shake=peare eLoNB is chuckle et Falsta6. Thrill with lovcsick Romco'

th€ comerstone of the "iiii]ilia'i"t;.- "i

Stqnd sshast at the treachery of lago' Be cn'

woman.s culture. ff. t.""t'.'J-iJJ- i;,:.y It ctrantea-witfr the beautiful Sonnets end the wild

nraking it so thriiling that you a'i h"td it b'eatt'' passion of "Thc Rape of Lucrccc" and "Vcnus

less suspense Pagc arter pt!t' Hlt marvelous and Adonis"'

ctl l r l l rrrrr lr l l r l rr tr l f 7I WALTER J. 8LACX, lnc.. Depf. 2llI WAL I Ef, J, 3LA9Rr InC,r gePf.

i 2 Park Avenue. New York. N. Y.I V^ , ' mqw <cnd ma fn r f re exami rYou may send me for free examination your 1312! p"g., or.-ioit-. edition of Shakespeare's?ompletc! Works. I will either return the book or send you!

-wiii". --r-*ili-;itt'.;';;il*'tt'e fur or send-you

t 98c, nlus a few cents pctage, within 7 days.

! *'-. .I r r , t . E . \ s t : I ' R t N t N A v ! : P I , - A I N L Y )

t

I.*:' OII statc .

OCOMPLETE-Every Word He Ever WroreY Now. in one singre TluT:-i':*"::t9: *?:t'.ltf ""[.1il,1f,ffu.."J1"."11i1:::?Jll

4\.\send only 98c plus fcw cents Poctegc'

*ittr""t moniY, now! Walter J.Black. .Inc., DePt. 2l I''2 Park Ave., New York,

! 3 t 2

SEND NO MONEY-7 Days',Ftee EraminrtionMail coupon today' without money' P. ay

,r"i.,.i"" i" idr"r..; nothing to Pmtman when

book Is delivered. Read and examine thls

i;; i l .;;. islz'p"g" volume-printed in large'

easy-reading type on thin but opaque.Paper'

lr iutifully bound in morocco-gralned clorn'

Then. after 7 days' free examination if you

f.. i y"i, can Part with. this volume--simply

rt 34 PIAYS-rLL Hls PoErrsA XIDSUMMET

xtGHr '5OREAU

€ndr W. l l

M{c} Ado Ab.!tflothing

TOHCO ANDJIJ I IC '

l(ir! Jott

fing Aichc.d ll

tlrg H.nrt lV

Iing Hcnrt Y

{in9 H..tt Vl

ti'g (i.l6rd lll

N ing H.n . t V l l l

tlt. wiilct't ?ol.

tasrflG OF ?H€SHNEW

l'.lftfi Xighl

Ctrlcl;F!

5onnctl<ll l5+

llhr lndrdlcu3

Kn! l!a.

tcricl.r, kinc.ol ?yrc

Fllgrin

lhc lcac ot

ftdl.

H!illct

Olficllo

5onett to su.drt*otei .f l,lltic

Vc$r and Adonit

complsinl

l.itcr to k

Glo!r!ryJ€fin.r.ll Ltnt

it-iail' "tIJr"tg.t

the matt€r' otherwise N. Y.

To know Englistr bcttcr-to rcad any bookmorc appr€ciatively -to speak and wnte ,4,more colorfully, effectively you must Aknow ShakesPearc! Send couPon' il

ONLY

rN ruu!NO FURTHER PAYMENTS

C. .p l . t . - l . a t .. l t t l t v . l s i . -wcty word Slrctc-tF r rrr? ffih.Urab" lagcd. A l rocillclff Indcr Lfln Chc.Gt 6 .rd

Clor r .?y d .a i l tg.ll f..i..

-'b121

!

I!

I

A Lesson in Simplicity

EST-OBSERYED and third-best-read adver- (b) Large and excellent photograph.tisement in a reeent issue of The Saturday (c) Sex appeal.

Eaening Post. (d) A huppy situatron.

O @ Here are the qualities that made thispicture and headline stop readers: O @ @ Note how picture, headline, and

name plate convey an instantaneous message to(a) Timeliness. This advertisement appeared glancers, regardless of whether or not they read

about ten days before Christmas. the copy.

122SCHICK SHAVER, one page, black and white, ?le Sahtrtlay Et,ening post.

.rut *-4. bq3f .::!e.

,4i*n

a# f

*S,.'.'S.

; t'',rj

.i:.*ffit

?(-..,< /, ' ,,- c- scHICK sHAVER

How could you cboose a better gift than this marvelous mech- morc youthful and flcxiblc skin which can Pcne

anism which is changing the shaving habits of the wodd! trate a littlc furthcr into thc shearing slots and

thcrcby givc you an cven do*r shave.

%*

No orhcr p rcscn t cou lJ possrb ly b r rng more per -

son. r l cor t fo r r r rnJ s r t i s f rc t ion ln to i t ln rn 's l l f c

l . r r b . such a gcn t lc ha t r - rcmovcr {o r womcn) .

l r l r r r r rs l rcs fo rcvcr thc nu isance o f water , soap,

c rc r r r r , l r thc r and b ladcs .

Czttttol cst

Thcrc . , rc no b l . rdcs rn thc Schrck Shaver . Noth-

r r { r ro tn ( touchcs rhc skrn . A f la t p la rc movcs

()\ '( r . i lr( l F!-ntl.v Prcsscs dorvn thc mounds of the

:Lr r r so t l t . t r h r r rs mr1 ' cn tc r an , l bc shcared o f f

hc lu rv rhc nur tna l l cvc l o f shc sk ln mounds.

Hence thrs extremely thin fat platc is rcsponsiblc

fo r thc c lose , c lcan shave wr th the Schrck Shavcr .

I t i s rmpossrb le to cu t o r sc rapc the sk in wh i lc

usrng the Schrck . I r hur ts no more than rubb ing

rhc face wrth the fingcr tipn. The Schrck Shavcr

is good for toughcst bcards or tcnderest skios.

A neu shin gws

Oncc you use a Schick, Nature has no usc for thc

old skrn hardened and toughcned by ycan of

larhcring and shaving- ln a short ttmc, thc

callouscd skrn flakcs off to bc rcplaccd by I nru,

A*s hs to sbac

Ovcr a pcriod of timc thc cnrirc cosc of e Schick

is paid by savings in blades, crcams, soap and lo-

tions. So tbar bcsidcs the plcasurc ir givc, it is

mrly thc moct cconomical way to shavc.

A* ne oJ o*r 15,W dealen

Hc will show you thc Schick Shavcr and how

cry it is for anyooe toshavc with it. If no dealer

is oear you, wrirc to Dcpt- A.

SCHICK DRY SHj{vER, lNC., STA}{FORD. CONN. wotlmDi,Eiburor: Edis. Iuc., Ss Frmcilo. lo Cra&. H.6ry Birb !So@. l.d., od 06€ Ldiq r6E. (Csrdira !.iq *16.t0.)

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How Advertising Can Save Lives

EST-READ black-and-white page in a recentissue of The Sahrday Eaening Post.

O W" have all read in the newspapers of thelarge annual toll of lives that cancer takes, andthousands have had the experience of cancerstriking close to home. Therefore, a headline likethis, which brings good news and which isbelievable because it is conservatively worded andsigned by a great organization, is bound to com-mand serious attention.

@ No ballyhoo here. This copy gives informa-tion that will save lives. In fact, over a period of

years the Wletropolitan Life fnsurance Companyhas done a splendid public serviee by spendingin the neighborhood of hal{ a million dollars ayear to print messages that help to lengthenand make pleasanter the lives of many people.The public has learned by experience that noarticles or stories in the magazines they buy aremore worth reading than the advertisementssigned by Metropolitan.

@ Note that the last paragraph offers furtherinformation on this vital subject. Those who send{or IVfetropolitan booklets find that they containvaluable information--not just sales talk.

124METROPOLITAN LIFE, one page, black and white, The Sahtrday E.rcnins post

ITI

@ O The price is displayed in large type. The

price-cutting phrase, " 69i . . usually would

be 1.39" is another device which departmentstores have used with good results for years.

@ This list gets sales points across quickly.

@ More and more department stores areusing coupons, especially in Sunday newspapers.Sunday newspapers have a wide out-of-town

circulation and the coupon gets orders frompeople who cannot come to the store. Besides,

the Sunday paper usually remains in the home

for a few days. This gives people more time tofill out coupons than in the case of the averagedail;r paper.

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l'{ewspaper Advertising for Department Stores

I\TE\,YSPAPER advertisements like this havet I helped to make Macy's the largest depart-ment store in New York.

Note that the sales approach is the same withboth fountain pens and curtains: (a) picture ofproduct, (b) price, (c) bargain appeal. The bar-gain appeal helps to get people into the store,where they will be exposed to other merchandiseas well as the items advertised.

O @ The word "sale" ,r"ir"" seems to wearout. Department stores have always used it anclwill probably always continue to use it.

@ @ The pictures of the items being sold arelarge and clearly drawn to show details.

128D{ACY'S, one page, black and white, Nazo Yorh Sund,ag Neus.

O *h4ACY'Sf"*.ffi*r/fr6/&

5.000 Fully Guoranfeed

FIIUIITAIN PET$with l4-K. Solid Gold lridium Tipped Painf

Plus your full Nome in Gold

An e\traordinarv vrlue in fountain pensl l lhcgur r in tcc aga ins t n rcchan ica l de fcc ts ind ica tes ourconhdcncc in cach pcn* thc pr ice speaks fo r i t se l f .l 'on should also knorr, about thc bcautiful new de-s ign o f sharksk in g r r incd pcar l f in ish in g reen,

burgundy, b luc o r p la in b lack . ' l l -here

is no longera rcrson rvhv an_y man, \\ 'onran or school child

shor r ld do rv i thout thc cor rven icnce o f a good foun-trirr pcn. Macy't Stotioaery Depf. Strccf Froo.

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*1 'our fu l lnane ia gold

F. t{. l{acY & co., lile.3/t+k St. & E'wcy. H. Y. CPl.& *id ft-------io't;ia Pd! .t .7t.

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OF THE SEASON

f G||rllon DotI Febblc Dotrt ?in Dotr

Each sidc is 39 inches wide and,2lftyards long t Imagine saving rl all on the6easonts rnost popular curtains twowholc weeks bcf ore the Fourth! At thispricc, you catr groom cvcry window inyour home. . . in crisp, fresh, cool.looking summer drcss! Your choicc ofwhite, creem or ccru in finc marqui.sctte. 2),000 pairs witl not last long..we warn yorl Curtains, MACYSSelenlh Floor.

Tcrribly Sony . .. Wc Cawt lcult l|lail *

Phonc Ordtt!

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ALSO:5.000 Pqirc Tcllorcd

CURTAINSIltuuy woxtd u ,.t $C|| rr.E* qutlirt of mrquirte, *ll uilorcdB:cl rkrsc hrrc Sca mrtd o rroc.r.dsht h:nd4l Vfii(., c6o rnd c.u. !1i . .h . r id . on 6 [ t id . . . .2 l -5 y r td r ton /

r27

Selling a Product of Infrequent Purchase

EST-READ advertisement in a recent issueoL Good Housekeeping.

Ordinarily, an advertisement for a produet ofinfrequent purchase such as Drano would ranklow in comparison with ads for produets of fre-quent purchase such as soap and cofree. The factthat this Drano ad ranked Number One in amagazine that carries as many competing adver-tisements as Good Housekeeping is a wonderful

record. It proves the reader-getting power of:

(a) a good comic strip, and (b) u well-known

comic strip heading "Bridge," signed by a

famous cartoonist.Note how cleverly the comic strip is done. ?he

product is not dragged in as an afterthought in

the last panel. It is an integral part of the entire

story, even though the name "Drano" is not

mentioned until the end.

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1e8DRANO, two-thirds page, black and white, Good, Housekeeping.

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FINE SRID6€-L€AVIN6 ^I€ IN

NO fRJMPs AIN L€TT'NG '/E 60gou.,A, Frv€ TRtcKS ! 6(/€55ftrgvee AtLSAYN6 wHArA

5^4ART /r'lA^r | /vtARRr€D

^.tiNO? wnat awo?N€V€R .'IINO YQOR SARCASPI.

I brAS 1TiI,VK|NG. tAeV'O saV

y'\- You're a Rot'7-€^.,2- tl lHous6K6€ftR w.{€N

T-d€Y si+^./ fHATSLOW eurrr r,Ar@

Daeuruo,You'peg€rLLrANl-i ANo Arol^./'tuaT uou've t,lrlRo-OUC€O he'l:o gRANot'tc lave 1:o ose ,rR&!,LARLY ,M €V€ft,

DRAIM €V6RYw€€l<

o129

Applying a Tested Appeal to a New Product

EST-OBSERYED color advertisement in arecent issue of Good. Housekeeping.

@ A beautiful, full-color photograph of fruit

cocktails is the chief attention-getting element in

this advertisement. The red cherries, the pale

green grapes, and the yellow peaches stood out

brilliantly against a dark-blue background.

@ The headline contains two sales arguments

of proved power: (a) "New," and (b) "Ready to

Serve," which means little or no work. Copy

tests of various appeals have shown that " quick

and easy" and "get rid of work" are attractive

ideas to almost everybody.

@ @ Without interfering with the main

attraction, this advertisement brings in two other

Del Monte products-Del Monte Fruits for

Salad and Del Monte Coffee.

130

DEL MONTE, one page, four eolors, Good Hoztsekeepzng.

.-l'"tt ,.,, ,..;l{"-.,,.t tt' q;"!.r

READY TO SERVE

and for guicksa lads and descer tsremember Del Monte

l a r o t t l t t t t t a r c 0 t t l , a r t t r ^ a a t l c o

watering fruits ia your o\{a kitchen.Your friends will be servin6 tlis

tempting cocktail soon. Why notbe.;6rst-and get the credit for agrand discovery?

Looking for something vey!.aeryf iaviting? Somethingthat can lift your meals to festive levele-without youreven lifting a little finger?

This enticing fruit cocktaitr is the anewer. It's gay. It'ssmart. It's especially prepared for cocktail use!

Here, in one can, are five ideal fruits-ran-sweet piae.apple" sun-ripened peacbes, mellow pears, tender whitegrapes and scarlet maraschino cherries-in perfect bal.ance, their flavars accented by a beguiling ayrup. Oh, youmust taste this fruit cocktail!

And like DBr- Monrn Fruits for Salad-which youprobably enjoy often-it costs so little! Iess, aetuallyothan it would cost you to conbinr tleee eanne &outh:

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FOODS131

I

Making Ads That Don't Look Like Ads

EST-OBSBRYBD color-page advertisementin a recent issue of Good, Housekeeping.

@ Modern color photography presents prod-

ucts with remarkable realism. The light-brown

beans in their dark-brown jars were photographed

at the peak of perfection-a perfection which can

last only a short time, but which is preserved

indefinitely by photography. To say thatthese beans looked good enough to eat (in originalcolor ad) is an understatement.

@ @ @ Another feature of this advertisement

is that it does not look like an advertisement.

That efrect is produced in the following way:

(a) The headline " Yia Boston " does not sound

iike an advertising headline, and it is not

set across the page like most headlines.

(b) There is no name plate at the bottom of the

page. fnstead, the package and name plate

are shown on the can in the photograph.

(c) The copy is set like regular editorial matter

and carries the author's name, "Josephine

Gibson."

Note the tiny word "Advertisement" in the

lower left-hand corner of the page. This shows

that the publishers of Good Housekeeping realized

that this page looked very much like a regular

magazine article.

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732HEINZ, one page, four colors, Good Houwkeeping.

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the Boston-style beans of ihe House ofHeinz are baked and sauced.

fTaHE broad "ah's" of Boston greetI realBoston Baked Beans. . . From

I the land of the bean and the cod,comes the traditional recipe by which

As every good New England trencher-man will tell you-there must be porkcommingled with theplurnp, brown beans-sweet; translucent blocks of it well-streaked with lean, and dark molasses

IAde( l i l cm(n t 1

By Joseptrrine Gibsonflavoring the rich juices. The beans mustbe baked-really bakcd qhrough andthrough-in hot, dry ovens.

And vet vou c4n serve a Baked BeanSupper 'any t im-e you."hone" for i t -and in just a few minutes, too. Forbeans-trulv-Bostonian are now one ofthe Heinz farnous 57 Varieties-the beanin the yellowJabel tin.

Tust heat and serve them in individualcrocks. Heinz brings you the comelylittle brown pots as well as be+ns to 6llthem. Write- Hcinz Bostox-styh BakcdBcans at the top of your list today. Andask your grocer about the bean pots.

Besides-Boston-style beans, Heinzmakes three other delicious kinds, alloven-baked (1) with pork and tomatosauce (2) in tomato sauce without pork(vegetarian) and (3) red kidney beans'

t"+g tHz

133

io1 lI

The Poster Technique That Has Made Millions of Customers

EST-READ advertisement in a recent issue people in costume, and it appeared in the maga-

of. The Saturday Euening Post. zine in bright colors.

Here are the elements that rnade this page a

winner: @ The copy is short. In general, short copy

O @ Timeliness. The headline and illustra- seems to increase reading' Whether to use short

tion are tiecl up with the Texas Centennial or long copy depends on the product and on the

n'xDoslrron. problem involved. Sometimes long copy is abso-

lutely necessary in order to sell the product

@ The illustration is fuil of action and shows properly.

134

COCA-COLi\, one page, four colors, The Satu.rtlay Euening Post.

O The pff'use Eh*6 refre*h"rO

at the T*o** C**rtennial

f,o'o$-t'{r:,

,_\. l$

"R.emernber the Alamo", and go! In making its Centennial

celebration a great anractron, Texas has forgotcen noth-

;.:;:-': "*'1". :,1" "":" :;: ::fi:'J:::Oof wholesome ref reshment wi th Coca-Cola. - ice-cold.

C O C A . C O I A g O T T I . E D O N I H C E X P O S I T I O N G R O U N D S A I D A L I , A S

. I N T H E V A R I E D I N D U S T R I E S S U t I . D I N G

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A Trade Paper Advertisement That Brou,ght Traceable Sales

HfS advertisement.

brought an unusual

addressed to druggists,number of returns czd

@ This panel effectively presents scientific

facts about the new sponge.

@ This group of sketches and eopy shows

clearly that the product has many popular uses.

€) A convenient coupon helps to increase

response from readers of trade papers just, as itdoes in the case of readers of. The Saturday Eae-ning Post.

@ Note the name "du Pont" in the sig;nature;

also the display of the name in other parts of thelayout. Tests have shown that emphasis on thename " du Pont " increases sales. Probably thereason is that the reader knows the product mustbe okay if it is made by an organization sowell known.

I

orders.

@ For years druggists have displayed spongeswhich have been produced by nature in the formof an under-water animal growth. Therefore,the announcement of a chemically made spongeis real news. This advertisement takes fulladvantage of the important news angle (a). byputting the word "News" in big type, and (b)by showing a large, realistic picture of the prod-uct, and (c) by superimposing these elements ona section of newspaper. Note also how the newsangle is tied up with the prof,t an.gle.

@ This copy furth"" "-phurizes

News andProfits.

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136DfI PONT CELLULOSE SPONGE, one page, black and white, Drug Topics,

OtniP [55

i* "tm;r.u f*, . ,. *,011 :o-T: "::,11*5ii"*-t-L-.r.irr, From Hea wlrH oursrANDlNG NEwdll- * _ - _ : - . - , - - - : ^ , . ; , r t : . i k t t r r

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4I WITH OUTSTANDING NEW4I,; SALES FEATIJRES IE:'i

You have a fast-selling, profitable item

: when you stock the new du Pont Cellu-

. . tuai lests in drug stores.Wherever it has

.',:. been introduced, consumers are enthu-. siastic. And so are druggists. For this

; new spong€ has proved a ieal source ofprofit which you can tap without anY

special effort.

Here's why du Font Cellulose Spongc

puts new Yigor into 3aler

1. It trotd" 20 times its weight of wets!

2. It flet"-des not pick up dirt ed gritfrom the bottom of pail or tub.

3. Maruelously soft, yet tough od lmg-lasting.

4. Resistsdilutedhouseholdacids,alkalis.ad cleming compounds.

5. C* b. boiled (sd cterrTrzed) with'out damage.

6. Nationally advertised.

Availablc in fou sizs od rctails from25c to $1 .10 .

Fo. thc b.t ! . . , { Fftd,surcapecity .pongc th.t 8dt!

Fq dr wa.hinS . . , will .trndup udc. th. rcugb6t kiDd ofuac. Nev6 asatcho.

For window washing sd dltct

hoosc-ctcaning u.d. . . 3o Fft

it Flilha ar wcll rt cl@. . . .

can bc usad likc chMoia.

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For d ishwa6h ing . . . r tandrhot

watc r w i thoutdam68a. . .can

bc boilcd clcs aftcr 6ch sc.

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-Jryry-16ffi

E. l. ou Poxr BE xEilouRs & co., lt{c.

CELLULOSE SPOXGE 3ALE5

EIiPIRE STATE BUlLqtXG. tlEv YoEx clTY

Pld!. &Dd full iofometi@ rcgddibg thc du Pmt

Ccllulcc Spongc etrd thc nmc md addraof thc nar'

6t a6vic shol6ql6.Packagcd in dozog in this

g o o d . l o o k i n g d i l p l a y b o x .

O t b c r D o i 0 t - o f { s l c d i r P l a Y

m e t c r i a l ( f o r e i D d o w a n d

@untcr) ivailablc on tdludt.cel ulo$e

ta@ $p0N$E137

Using Two Continuity Strips on the Same Page

EST-READ color advertisement in a recent

issue of llI cC all' s .

@ This headline suggests an interesting storyplus valuable information.

@ @ The continuity strip does not disappoint

the reader. ft contains exactly what the headline

promised-an interesting situation, plus informa-

tion regarding the washing of delicate garments.

@ This second headline arouses interest be-

cause it suggests a conflict with a h"ppy ending.

@ @ Note that this second continuity strip

(as well as the one above) follows the formula of

famous writers from Shakespeare down to Eugene

O'Neill; namely, that the plot must contain a

conflict in order to hold the attention of the

audience. Consider how dull these continuities

would be if every panel simply showed two people

agreeing that fvory Soap is the best in the world.

138

MRY SOAP, one page, four colors, I[cCaIl's.

TNIY TW]iI MUES REST-(}THER TWIN L(l(lK$ BE$T

NEXT MORNIXG

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l l A N o T H E R D r s H . . . T H E s E , lI ] SL IPPERY RUBBER GLOVEs I iI i I H o P E T H E Y G E T M V - . . 'I l . reros sMoorHd/.ia\

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w€tr!- lf You coutD stE Tl{tn{tN65 lrATCOM{ EACK RUIl{€0You'D 5f€ wfiY Tl{€ SroR€-t-{i. RtcoMM€NDs

J ; -.;I IVORY FLAK€s,

Yf5-AND YOU LAZY TWIN!_-YOU SLTPTALL AFT€RNOONI DIDYOU !YAsI{ YOUR GRTEN SILK

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n T, SnCtYor/R€woRr$r{G lN TI{ATD€PARTM{NI 51OR€YOV\G. '/.WrrsFAIiNIT{G BRIDG€fs

PAT. YOU MUSTB€ D€AD _

W O R K I N G I NT#AT sTOR€

" l f a soap is s t rong enough

for an ord inary fami ly wash,

it 's too strong for silks and

woolens," warn dePartment

stores. "ri l /e recommend luke'

q'arm suds of lvory Flakes."

IVORY FLAKES

FLAK€S.

BLANK€T5ALL BABY CLOTfi€S6t v€5WASflABL€ SILK PRINTS

grtc( TNrs LrsT. TH€SE T#|I.IGSSI{OULD N€V€R BE PUT Iil r{{€FAMIIY WASH, YOU WITT SAV€MOII€Y If YOU PROT€CT T+I€M

wrrrt pun€. IVORY

ggl&7"pvF'e-cHlFfoN cuRLS oF lvoRv soAP

C,osg, PAT, YOUR GR€ENsrrK tooKs T{N t lM€S

v€s,lno utriCs s€EN wAs+{€DT€I{ TIM€5 WtTIi IVOT.Y FLAK€S.W+IAT DID I T€LL YOU AEOU1BRTDG€T's WEg{DAY SOAP

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t;i DoN,T WEAR THEM,tou! usE PURE tvoRYSOAP_IT (E€P5 YOURHANDS SMOOTH. AND

pacxnoE soaps !

ACTUALLY COSTS LE55 Irro usE THAN 5TRON6 |

;.TFfur E"s

Aiir*l1ftiij* Fir:1":*'r:;i;.',;r,i:

:r/OA OIO,L,T O I O/V'|'L euurrel h ealed smoofh hands !,

7{J',

NO, LOU. HE WANTS AGIRL TO SHOW HIS R IN6S .BET A MARRIED WOMANWITH REO ROUGH HANDSDOESN,T GET THE JOB.

You DrD! You PRAcTTCALLYSAID MY HANDS LOOK AWFUL IHow cAN I HELP tT ? -wAsHrNG o rsxes r venv o t v !

ISN 'T THATA FUNNYAD, EOYO ?

AN ANNIVERSARYRIN6 FOR DEARSMOOTH HANDS,

BOYD, DEAR,YOU OU6HTTO BUY A SILVER, SOAPorsH FoR rvoRY-BECAUSE IvoRY DIo IT !

Luch for your haads-and pocketbook!

Imagirel Exquisitely pure Ivory can be used

every time you wash dishes-at a saving!

actually costs less to use thanthe laundry-type of pac(age

ups. Get Ivory in the LargeSize today - w in wh i tc r ,sm@ther hands in a weck.

IVORY SOAP eeaaltuolo pvue

139

!

-i 1

A Time to Avoid Tricks

EST-READ color-page advertisement in arecent issue of Collier's.

There are times when the best way to getattention is to avoid clever headlines and imagina-tive illustrations and to simpll' display yourmerchandise. lYhen this ad ran, the Hickok Com-pany had an ideal situation for a straight mer-chandise advertisement because: (a) they haclhandsome merchandise to display, and (b) thisadvertisement appeared shortly before Christmas.

@ Note how the use of a plain dark back-ground shows these gifts to advantage. Anytrimmings, gadgets, or other illustrations wouldhave wasted valuable space and detracted fromthe gifts themselves

@ The copy is {ull of facts and, even more

inrportant, it contains prices.

An ingenious device was used to promote easy

rea,ding. The artist placed a yellow circle on

Gift Number One and a similar yellow circle

alongside Paragraph l{umber One, which de-

scribes that gift. He placed an orange circle on

Gift Number Two and an orange circle alongside

Paragraph Number Two. The copy for othergifts was identified in a similar manner.

@ Another reason for the success of this

advertisement is that it offers a novel idea in

Christmas gifts; namely, "2 gifts in 1." For

example, the "package" which contains the

leather belt in the lower right-hand corner is a

Scottie ash tray.

140

HICKOK, one page, four colors, Collizr's.

Hi t ow. i6 i l ioh-b loc t on

p lo l inv6 ' lo ie - i rd iv iduot i : .

th ; r (ho i . r i . ( l i p . lhe rmor t , f r6nn i !h

dcr ;g^ , ohd r l re Poten led o l l iga lo r

gr ip , o r lo re nn€r l l r y lc , P€r f .c l 3 . r '

r i ( c . - . t l l h € a r h 6 ( l i v . , r e r Y i ( e _

ob le <o t lo r bo t i ! t l go lh

P ie (e ! ,

^ H i ( ro l P lo led . go ld o i wh i re , in r i (h

- f r L "wo lnu t " (o r . . ' .32

-.-V__! , F inc b t id le Cowhid€ , hond

- . boordcdgro in -o :e rv i tcob le

bc t t o f d i ! l i n ( l ion . Ev . ty de lo i l 3howt

Hi< to l e rce l len<c . B lock or b ro-n-

l h e e r ( t u 3 i v € n € * H i . t o t ' P l o l e d

b e ( k l . ; n h o n m e r e d o . d € n g i n e '

tu .ned dc t ;9n . ho l 3 in i l io ls , b ld (k

o n p l o l i n u m ' l o n e . C o m P l c l ' i n o l l '

p u . P o t c b o * . l i l e < o r c . - . 1 2

f i r t o ' u ' i o , ' C o r t r r i n b . l i ,E i n r h r u n t c n g r o i n , r o d d l e

! l i t (h€d, w i lh Cowh;de l in ;ng . H i< tok

t t r le , f r i th , ro l ue t O i l l i n ( l i v . t t€ r l ing

t i l ve . bv< l le , t60 , l l v ; . i l i o led . ln

d o d . r n c b t o ( l b o k € r i l . c 6 e . w i l h

g lo$ (o !c7 , th . re l i t t3 .5O

# a C o , t c c t i . t l Y l c , l h i t C l c o r

q F C ' Y ' t o l d r e ' r i e w e l r t . * ' l h

tmo. l b lo< l < .n l . r r . led turc r n !w

Hic to lo i r t inc conr l tv ( l ion . Cuf t l in13

o . d r l u d 3 . . . $ 5 I n c l u d i n E v " r

b u l t o n r . . . t l I n o ^ c n v r u o l ( o t .

oJ Po l i th .d b lo ( l bo l ! l i l c .

O lhc t d i t l i n ( t iY . t { i . ko l D .c , . Sc l t ,

o l l in Pc t fc ( l to t l . . . . l .om i l to l4O

^ Av lhcn i i . G?ond C ionp io t

U 5 c o t t i c l i c . l i p , c h o i n ! l y l ! '

v i rh . t ( lo t ie . o l l igo tor g r iP . R ich

t<u lp tv t .d c f i " ( l -H i<ko t ' P lo l 'd in

go ld . . . $1 S6od s (o l l i c ( ! f t

l i n r r to motch . . . 33 ' !O th i ' 3 ' l '

i ^ 3 lunn iag tcd-ond 'b lo . t bok ' l i l '

< o r o . . . 3 ! ' 5 O

Oth .7 rnor l C .ond ChotP;on dogt

ond ho6. t ; o lao fo r l t , Ph .o lon l l '

S < c i f p i n t o n d l i . . l i P t . . . S 2 C u f t

l i n h . . . 3 1 J O

, i , C u r t o 6 ' t t t l . d i n i l i o l t f o t p c ' '! j+ roao l i t l l -on o f ine H i ( lo l

l i . < l ip r i lh ih ! po lcn tcd o l l igo lo r

9 r i p . . . f t S h o t l , t . r v i < c o b l e

co l lo r bor . . , toc H;c tok 'P lo led

tn go tC o . wh i t . . lhc 2 'P i .<c re l , in

on i r l . r . t l iFg ho6n. .cd nc lo l o th

t r o y . . . $ ! . t O

I C " n r t n t H o r i a h i d . b t i d l .

V be l t . l l c g ro in , lh ! l in ing ond

t in i lh o l l c rp t . r t qoo l i l y . H i<ko l '

P lo lGd i . l t io l bu . t l c in s i l ver , w i lh

go ldc^ rk ip . . Cohp lc l ! in omuing

hcw Sco l r i r o rh t roy . . . $2

JtrlnU

L E A D E R S H I P

r € r l sB U C X t t S

S r a c t sG A T T I R S

J E W f t R V

CI,Correclly styled, dislinctive, lostingly u:eful, every

gift morked Hickok ic sure of o mon's opProvol'

He knows tho t H ickok meons exce l lence " 'ond i t

reflects your good tqite. He wil l oppreciole one

of the lotest f inely forhioned belt retr-mode

d is t inc t i ve ly h i : own by h ic in i t io l on the buck le '

Anolhcr "rure-firc" gift ir f ine Hickok iewelry '. '

in I FOR A MAN

mony styles custom-init ioled. Hickok AclionBAK

broces, ioo*in smorleit new colors ond weoves

-ore every mon's ideo of comfort. rtyle ond

quolity. The permonently useful pockoges, hond-

somely designed, in bokelite, metol, gloss qnd

Gnc woods, enoble you to give 2 gif l: for rhe

p r i c e o f l ! H t c K o t ( , R o c t l E s r E R . N . . Y .

HICKOK14r

An Unusual Record for a Car Ad

I

II

I2 EST-READ black-and-white page in al) rcesnt issue oI The Saturday Eaening Post.

fn general, automobile advertisements havereceived comparatively low rankings on reader-ship. Factors that have contributed to this are:(a) automobiles are not bought so often as otheradvertised articles; (b) many automobile adver-tisements have shown a monotonous similarity.

Here are elements that gained readers for thisadvertisement:

@ "Ifalf the gas" is real news compared withother manufacturers' claims of "less Eas."

@ The car is good-looking and fairly large. ft

does not look like a midget car or a freak car such

as one might expect after reading the headline"half the gas."

@ The statement "up to 35 miles per gallon"

helps to prove the claim in the main headline.

The reader begins to think "it must be true.'.'

@ The low price of $395 is another stopper.Never before has the reader seen a car as largeand modern-looking as this at a price so low.

4

142

IVLLYS, one page, black and white, The Saturday Etening post.

{L" *o*'""

*t1" *'l-i',rt:' t-' ?i :i

#-k;"Jil:H;""

. #*:.*3*?l, ffi,rJi * .i&;F* ^ r.oy

l l r . r r . 's t l r t Srrrpr isccanof the) 'ear ' - - Al l . *eel , .o lono -^nrt r r rent

i.u*ln;::r.';:.i;:*]* \ , *,,i',,u,r"rugl.,g"::::,ro l-:r.cat rhul it can tra'el twice as \ f sr.o lurge

'""u ."

^ -eslt trorrsrnission

i::'::;l-;:lli:".1H';l':"','.r"; \ ,*""jr,-srriJri';rs 'v"''1"")rurL.srzTeot

,

ff

t l( ' t()r ( '{r r. 'ost to the very lo*est-

! l r t ' r ' a r l l ra t i s so c lc lc r l y d lcs igncd

l h r l i l l , r o r i r l c s g r e a t e r - t h a n -

- | rr r r, lrr rt l ro(rtt l r) tt a -.tanrlard'trcad

t l r r r . i . - - t l r r : r :a r w i l l t t l r c sa fe ty o f

l r r rg , l , rak ts . v i< [c f ,nder l ig l r ts "

. ;q fq '11 g la .s r l l . l rount l . lo r+er center

, , f g r a r i l r . n n r l l o p a n c l l r o d l o f o n e

\43

: I

t lt '

Why Some Ad Men Are Highly Paid

EST-READ color-page advertisement in arecent issue of Collier's.

In the previously discussed Willys Automobileadvertisement, the copy writer had the advan-tage of startling news, sueh as "35 miles pergallon," and a price of only .9395. But the manwho prepared this page was in the situation thatmost ad writers are in. He had Lo mahe news.

Most low-priced cars are about alike. Mostcigarettes are identical. Most cakes of soap havethe same advantages. Therefore, the news andexeitement about these products have to comeout of the ad man's head rather than out of hisclient's factory. This is why ad men have morenervous breakdowns and larger incomes thanfactory workers.

@ This advertisement owes its attention value

to its unusualness. The illustration is different

from any that was ever used before to illustrate

an automobile advertisement.

@ The headline is different from any previous

automobile headline. When you consider the

number of new automobile advertisements that

have appeared every week for the past ten years,

you can realize what a task it is to write one that:(a) attracts readers, (b) has sales value, and (c)

is entirely d,iferent.

O @ @ Note how picture, headline, and name

pla,te convey a quick message to glancers.

144

PLYMOUTH, one page, four colors, (ollis's.

A Meet Plymouth'snnladies' Man"\ X ZE CALL HIM Plymouth's "Ladies' Man" be-

V Y causeh issharpeyesandcare fu l ,sk i l ledhandscheck up on all the interior details ofnew Plymouthcars. . - those details which feminine eyes wil l be thefirst to appreciate.

As each big, all-steel body is completed,inspectorsgo over the rvhole new Safety Interior.

The handsome instrument panel...all dmr-pullsand windorv-l ift handles. . . designed for safety. . .are inspectednotonly for looks, butforsmooth oper-ation. Every inch of the deep upholstering is goneover..."head-lining". . . curtains. .. carpets.

And if tbe car were being delivered to a queen,this final inspection could not be more criticallycareful. That is why your neu' Plymouth is not onlyluxuriously comfortable but beautiful, too. . . and

will cantinue to stay beautiful for a long, long time.All through the building of a Plymouth there is

equally careful workmanship...equally searchinginspection. On the scientific sound-proofing...therubber body mountings and airplane-type shck-absorbers that keep bumps and vibration awayfrom you. . . the steering mechanism that is so easyon a woman's hands and arms,

As a matter of fact, every one of Plymouth'sskilled workers is really a "ladies' man." Becausethey build into Plymouth cars the comfort, safetyand va,fue...that women appreciate. The style andbeauty...ofwhich every woman is proud.

And every year, more and more women,..and men...learn that it's truly a great cu...built to last!PLyMourH DtvtsloN oF CHRySLER CoRpoRATroN.

EASY TO BUYToday, yori'll 6nd Plymouthir priced right down with thcloweat...and ofcrs contcnie[tpayment terms. You can buya beautif ul, bigncwPlymouthfor aa low as $25 a month,ThcCommercial Ciedit Companyhac made availablc-to Chryr-lcr, DeSoto and Dodge dcalcrr-tcmc which you wil l 6ndfit your budget . . . and makcit exceptionally easy to pur-c h a r c . . . a n d e n j o y . . . a n c wPlymouth loday.

145

Advice to Young Ad Men

EST-OBSERVXD color-page advertisementin a recent issue of The Saturday Eaening

Post.

The first rule that a young advertising manshould learn is that News, Self-interest, ReasonWhy, and other tested appeals are the bestmethods for getting attention and selling mer-chandise. After he has ]earned this rule he willdiscover that occasionally a good advertisementcan be prepared which seems to break all rulesand get attention because it is fantastic. Thetrouble with most beginners in advertising is thattoo many of their ideas are fantastic. They wantto break all the rules all the time. They are likethe music student who wants to play Beethoven

before he has learned how to play the scales.

e @ @ This combination of headline, il ius-

tration, and package has action, novelty, andgood humor. The situation acts as e stopper and

thus gives the other elements on the page an

opportunity to get attention.

@ @ These elements carry the usual cigarettesales talk "smooth blend," etc.-plus a px-rrverful

additional argument in the form of valuablefree coupons which can be exchanged for hand-some gifts. These gifts are especially appropriate,

since this advertisement appearetl about twoweeks before Christmas.. I

II

il'iiriI, l

116

RALEIGII, one page, four colors, The Saturday Eaenino Post.

PIAIN or

COR|( ' IPPCO

]rox mao:

v

^r , ,5 * - , , i

They re now priced down to other PoPular brands-but see how

much more Raleighs offer! A smooth blend of distinctive Turk'

ish-Domestic tobaccos. Plain<r cork tips, if you prefer their

tailored firmness, And with each pack of Raleighs you get a cou'

pon good for handsome premiums. (Offer good U. S. A' only')

After a pack of ordinary €igarettes you've nothing left but a

wrapper. But finish off your pack of fine Raleighs and there's

still thar valuable B & W coupon good forpremiums that make

stunning gifts. Get a pack of Raleighs today - . . smoke a better

cigarelte! Start saving coupons and see how fast they mount!

Brorvn&WilliamsonTobaccoCorp., P.O. Box 599, Louisville, Ky'

sK@L CTCARE1TES

AISO CARRYE&W COUFONS

l:3.;;W3=:/t4ffir : l \ { .1 rn } gn l . a . ,n r "d f i . s . t

r i l - h ! ,LJ ! r l { i i i l l , p r r " tb t

f I - ITHOISE TABLT: . B . .o r i ru l

0r(6,n,nal rrll.. 17y,' high. v.

ut.n.d v,lnqr b.d.r. Got.! oa

p.n(il.rrilc ouhdcni. 3?5.oupon,.

cOcrTAtL SET. Cle Cho;oo

.Ua, bL* .n.d+l tu3!. 3@ @{-

F!'. { sp., l?5@dp.. Tnt,20.

G E p l * a - . . . . 6 0 @ u F .

ONEIDA CoDnqnitt P.r Pl.t. SiL FREE aoOKLFL Vdt. rd.t 6??&

Hc l@Hd '8autltol Msb.i'

Nd dnio! No' U. Sed.dJt ilhr

h d . k b r l t B l v p t o r t

r.r.r.26?k vhb ddt (&riE

ror.L).8@ .@p.. Tiddt d4

@. Addieol pk okiEH..

G::::'';:.;i:*'8 A 8 O H f i , \ U G N S H A u r E N t l N A e n A N o - t t E W S H O W C O A 3 i - I O - C O A 3 I N N C B L U E N f t w o t K . T V E C Y f * O t { O A Y } : t O t O l 0 t . e { . . l . S , T .

1 t " li-'ll t

Something That Americans Love

EST-READ advertisement in a recent issueof Collier's.

@ The principal stopper here is the illustra-

tion. Pictures of airplanes; streamlined trains,

new ocean liners, etc., almost always have high

attention value because they combine two vital

human interests: (a) interest in scientific progress,

and (b) interest in travel.

@ This is a news headline and as such com-mands more attention than average headlines.

@ The American people love superlatives-

the biggest, the fastest, the tallest, the oldest,

and newest. Note that this subhead is written so as

to contain a superlative. If you were an ad writer

for a competing air line, you would have to develop

a diff erent superl ative such as, " lhe lar g est air fl eet "

clr "the most luxuriolrs" or " the most Ttopular" ot,

if all else failed, " Ihe most unique air fleet !"

@ The copy is informative, newsy, telegraphic

in style. ft contains about three tirnes as many

facts per paragraph as average copy.

148

UNITIID AIR LINES, one page, black and white, Collier's.

{hltedmmidhcrs€F

Aod'alt's triumPh in air taael!

The fastest deluxe air trensPort

fieet i.x the warld!

- r rxEt"nE the BIG NEWS of 1937 in arrI i , "ntpot t" t ion ! -Uni ted's 13:099,090I i ,"" ip"i i" , i ." ! United's S3p00,000

fl.er of di"nt new Mainlin-ers! Built fort l e e t o l q l a n t n e w l v l a l l r l r r r c r s

United Air Lines by Douglas, these- ne wUnited Air Lines by Douglas' these. n€wMainline rs rank as the most Powe rlul Pas-i.ncii l"ndpl"n.s in the United States and.ii-" n.* .tina"rd ofluxury, service, speed'

Uniiedk M.inlin.rs are'now going into' - - : t - - : ^ - - -

United's Mainl ine rs ar€ now golng Intoservice . . . 2l-passenger day p.lanes arealreadv flvinq 2hour non-stop 5an Fran-alreadv flvinq 2hour non-stop Dan t'ran-cisco-l-os Anieles schedules, Deluxe lounge-' .* v , i " t i i .o of fer a 3 hour 55 minute

s e r v i c e . . . 2 l

iype Mainlii.ts offer a-3 hour 55 minute

.iii', Luri..you tide in the quiit.atmosphtre

;fi:.;";'ei'''*so-i\ew York fl ight ; and. afaster . f iner coast- to-coast serv lce wl l l.[.iit" u. hown with thesc ultra-modernii^n.do.t.. N.* 1937-type sleepers also willsmn ilv overnight coast-to-coast.

Picture the t-uxury of these 190-mile-an-hoir- skvlounzc Maiirliners! In a cabin de'siened for 2l-seats are l4 deep-c-ushioned,fu-ll-swivel chairs, custom upholstered tn'l,ii

,1,I

rich labrtc. You rlde tn tie qulet aImosPflof a beautifully-appointed. club lounge!

Thus, United's 1937 equipment progrThus, United's I937 equrPment programestablishes an unprecedented range olluxrr-iiorr- it"r.t faciliti.., and provides.thesreatest choice of service ever offere{ byiny airline: Twen-ty-e-ight dcluxe.. Main-li;;rr b; Douelas for fa-ster' Iong-distanceserrice it pea[ trafic-periods; equally fastl l n C r s U v U s u H l 4 ! r v ' t 6 - e r e i - " - -

.ervice it oea[ trafic periods; equally fast

lo-nassenqer Boeines for United's frequent,lO-passenger Boeings for Unttedconven ien t ln te r -c l ty schedu l€s .convenient inter-city schedules.--n"a

i"*.t"U.r this: Back of everyfighti. uritiJ" ioo.illion miles of experiexPen€nc€.

* lactt alout ul t l t tot ! t tal i l l lNrt t *

r{ toH 3P:Eo-212 m.p. l r Cruiss190m p'h' ' 1500

milcs without tcfueling.

Stzt-Wiog span, 95 ft.;lcqtl\,64t6 ft': wcight' 12

tons fully loaded.

ctlw-Tht€e piloc-2 vctcran piloc and latcst tyPc

aurometic oilot. Stewardcss.powra ?laxt-Two I l5o h.p. l4<ylindcr WASPS'

Can climb 9.000 ft. snd sustain fighr on ooc cngtnc'

s P E c t a L P A S t E N c l t r : a t u R l i - A i r i n c a b i n

ihaneed ctcrvminuc' 70"in cabinwhcntcmPcratur€outsi ie is 20d belov. Quictcr than a Pul lman'

FLY|Ne alDS-Mult iple redio fact l i t ies,. constant

speed prcpellcn, automatic mixturc @ntrcl' deaccN'

( l n r t l r a ; l ^ I : t r ' r . d l ' . l - i ' c - T h n . o o t t l o i r ' o r a u o n

{ t}lE sl(YlouilcE r{alNLtNtl-l+ decFc, rsh ioncr l . s * ' i ve l cha i rs in a cab in asl , r rcc as th r t o I t l re 2 l -1 ' . rssenger daylJ rnc ! Unusur l v is ib i l i t r . , dc luxer l r . , in tmcnts t Ind iv idur l t r l ' l es . Rer l. i l r c r , ch in r . l i nen . Compl iment r rylrt,rls, more delici(rus thtr ever!

t . |.,1; at ot,tUuitcd / ir Lines Offce,or at

^ rar,r 'Tra:l Bnrcau,tor rctotalions ot]t,. ratnrt, Plnt llal ncxt coatlJoloattJl itttct-rit, ,ri!, :;a Unil€d.-

I"e'149

How to Put Stopping Power into Pictures

R EST-OBSERYED color-page advertisement

L) in a recent issue of The Saturday EueningPost.

@ This picture has several important qualities:

(a) It tells a story.

(b) It is unusual.

(c) Its message is instantaneous.

(d) It contains the basic element of drama;

namely, conflict. (trn this case it is the

amusing conflict between driver and nurse.)

(e) It portrays a common experience-a situa-

tion which nearly everyone has experi-

enced as driver, pedestrian, or onlooker.

O @ @ Note how the combination of picture,

headline, and name plate conveys a quick sales

rnessage, regardless of whether you read the copy.

o

fI

I, 'II

IIIl, 'l l

I

150SUPER-SI{SIL GASOLINE, one page, four colors, The Saturduy Euening Post.

o nWW*o F'

enrur#fswoif &69;*

- unless your Ecsoline is especiclly mode fcr [t " " o

\,fOU fltctirgc li() stops a dal' . . ' shift gears 60 times

I a dal ' . Accclerat ing in "high" can use up 60% more

gasoline thah rtrnning steadi l l ' at 30 miles an hour.

For econont;' in todal"s "stop-and-go" driving' your

gasoline needs 3 kirrds of porver-just as your car needs

3 shifts of gears. One pou'er for quick starting, one for

fa*t pichry and hill clinrbing, one for stead'g running.'

Super-Shell conrbines these 3 different kinds of power

in one fuel-theTtrst truly balanced gasoline.

F1."'f,-r&h..F

.*' 3 . -

ifrir

F

{ ' " ; , , . " ,

*..,n:'ttt: ,,,.., J

,;,,, ,f F ffi-F'::j

'ia;;

1 . ] t

Ilo

o

When Not to U"se a Photograph

EST-OBSERYED color-page advertisementin a recent issue of Good Houselceeping.

@ This is one of those illustrations whichbreak ordinary rules and yet obtain an extraordi-nary efrect. Rule Number One: Photographs getmore attention than other illustrations. But inthis case the use of an oil painting with beautifultones of green and yellow is more effective thana photo would be. Rule Number Two: Use pic-

tures of people. However, in this pieture, theintroduction of a farmhand or even a beautifulmilkmaid would have reduced the desired effect.

@ The use of the large illustration did notleave much space for copy. Nevertheless, all theusual elements of a Campbell's Soup advertise-ment have been retained by compressing theheadline, the copy, and the sub-illustrations intosmaller sDace.

152CAMPBELL'S SOUPS, one page, four colors, Gooil Housekeephtg

' - . . - . .+* -+d .€1_

*+llf,r

SUGGESTING IIO}v.,MUSIIROOIr,IY ANI} CREAI}{Y

IS CA}IPBEI,LTS CREAM Cf *TUSTTRO(}II SOUP--

r-- I

tI-.ZaH...OH...Whatr'Jthat t imc"'betterthuanycrem Now! ffu"r what-'this am'

- tl-rtcding,t ntarzingi'ri'nii il;i,;hi;;lh.1l_1iT,I*, :I"l,::l.j..*i* af.i';:i,*,"X,l'.1T5:,TJ'iilfi"ri'"il; li,vi,l)i*',";n,e-"r;.. of Mushrum tate likc ! . .. R6-^rD-vtnrrE

ki tchendor?.. .Sosavoryand Madeitmorc"mush@my'. . . Say, when wi l t wc bave a L^sr l

.Jv i i r" t" yott swal lowing, odcrcmier. . .and sotmath! p-ty iwh.. 's thc 6ntqcur {* i " - . ts l v i t s e t s y o u € w a l l o w i n g , o d c r c m i c r . . . a n d ' o r m @ l h ! o a t v ? W h e n ' s t h c 6 n t q c u rjui t in hopei. , . Now, i lorher spoonfut. . . io. i auirg

lhir c." :{ ,1-. I , 'U

* . . \

y:r::i;:?::l1i",',".'i:xT; J;-+q',Ei:iii-;*::T: 31'"Tlf,:::i^t,l'##H rF** :.i''ii:o.j:,:: *-o-l:ji:::l :#pT;;'iti --irii"g i;J; mm again ? - . .werr, au rigbtcreamy color j . . saylng ro,you

mushron momls ,. ..)/,s rhut !"come and set me !" And

"#ifr.;li'-T:*]" ":'7::'!::!

' ' ' ror" ramilv treat ihen ' ' '

MUsHRooMs!-Whole big- i l ; i l ; ;-P;t* oniewhcre' Swn! Let's get 6everal cm I

ff."*",liYr,""t';,-,'iJ#"il ili?. *':'ll';[J*-ru'*l: ili*t;1;t:tr:a&": EDon,t wait for ir to €@l . . . I'iiiti"g fait glo*in;

-wittt this new Campbell's Cream

Blow on a spoonful and tote' golden cieam-tich' fresh' of Mushrmm! , '

Mmm-mmm! what cream ;ountry-style' t"tTl-;-: 'Aii [\Etv! Be-!'ertha"E.GreE ! ; lMmm-mnm. t Whatc ream cou i l ry_5ry rc NEw:Ee l t€?EaEcYcE: ;e ' r f ,F '

With acam to thitk ii'iiijir'.il''ii'll'i;; ii;i:.. shoving, up through rhc grrc ttd rpe€ialrvcultlvat?d 't'

""'ii"i'niiupo- t.l',iiiltr,l...[ttiltseven a-..o,i"itoo-tr' PlmP, ---"-'],1""-Tl;:11:::! SA c.--;

153

II

f r

Putting Full-page Punch into a Half Page

EST-OBSERVED advertisement in a recentissue of Collier's.

After you have looked at a number of reportson observation and reading, you can begin toguess which advertisements will stand high onobservation and which will stand high on reading.

O @ @ TLis advertisement with its simpleelements-short headline, big picture, big name

plate-is obviously the type of layout rvhich

ranks high on observation. The chief lesson

here is that a big smiling face looking directlyat you has always been and probably alwayswill be one of the best stoppers in the ad man's

tool kit. But this picture is more than a stopper.Note how, in connection with the line " Cleaninside too," it quickly demonstrates the advan-

tage of a Tek Tooth Brush.

154TEK TOOTH IiRLISH, one-half page, black and whibe, Collier's.

t You've too Inuch to risk.

Bu lky , o ld -s ty le b rushes

can't reach the very place

where dangerous ta r ta r

forms. See how Tek 6ts. Pro-

fess iona l l y smal l -shaped.

Cleans rNst Dt curves as easi ly

a s o u t s i d e . P u r e , s p r i n g y ,

long- l i fe b r is t les . Remem-

ber, Tek Jr. for the children.

($Xwnwd+s%wrYonU , - . ' , - " , ' . ' ' U . - . ' @ " ,

o

o

Ho

TOOTH BRUSH

15, )

How to Arouse Curiositv

EST-READ color-page advertisement in arecent issue of Collier's-

People buy magazines to read stories. There_fore, as mentioned before, if an ad man can tella story, he will attract thousands of readers.

@ This headline arouses curiosity regarding a"hiss of doom" and forces you to read furtherin order to learn what caused the hiss.

@ The subhead further intensifies your curi_osity but conceals the cause of the ., hiss of doom. "You are forced to read further.

@ ?he dramatic illustration adds to thegeneral excitement and gives the first clue as tothe cause of the hissing sound. The presenceof the gas jet in the wall suggests an accident thatmight happen to anyone. Therefore, in additionto curiosity, the instinct of self-preservation isbrought into play. You want to learn how thisaccident occuned so that you can avoid ityourself.

@ The copy does not disappoint the reader.ft is an exciting tme story. And it leads into apowerful sales talk for Eveready Batteries.

156EVITREADY BATTERIES, one page, two colors, Coilier,s.

O; :,fraf rerrs f6af .:t,|issof;'=eern fffi,,'i:rcA Snake? Escaping Steam? Some Creature

+t of the Dark? More Swift and Sure- - -9than any of these, Death L*y,

*

&

w-:+

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"l owe you an apologyl", writesMrs, FlorenceWhitfield Barton (a6ooe), of Cisco, Texas. "lthought you really made up those ticklish situ-ations you print in your adver,

tisements wh"r. .*plor"r, unj

adventurers and travelers owe

their l ives to dated Eveready

flashlight batteries,* But not

any morel"This summer my husband ,

and I were forced to stop over-

night in a l itt le town near the

border.Theonly hotel wasclose

to the railroad tracL, where

a f r e i g h t l o c o m o t i v e w a sswitching when we went to

bed. lt u'as terribly hot, and

from the wall and pull it as near the single win-dow as 'we could, Late in the night I awotewith a splitting headache, caused, I thought,by the heat, and the hissing of the locomotive.But after lying awake a few moments, I realized

llhat hissingsound u'as inourown room. I reached

lvcr to the table for (l confoss ;r with shame)

a match, and just happened to feel Bart's flash.light. which he always carries in the car. WhenI switched on the fashlight I saw what had hap-

pened: a leg of the bed hadopened the gas-cock at thebaseboard as we dragged thebed away from the wall. The

' room was full of gas. I shudderto t h i nk wha t wou ld have

.' happened if I had struck that

match! Now I am alwaye the

one to see that the flashlight is

,:Tli,' .::fTJri.1. "it;itr+1fif;.1

f: Onep ntor6 the;: DATE-I|RE

il

that Night, at her Fingertips

L J I

Building a Following of Readers

p EST-OBSERVED and second-best-readIJ, black-and-white advertisement in a recentissue of The Saturilay Eaening Post.

@ This picture secured attention because ofits unusualness. ft is one of those illustrationsabout which it can be said that, "Probably noth-ing like this ever appeared in an advertisementbefore."

@ This headline prompted a reading of the

copy because of its appeal to self-interest.

@ The copy, from beginning to end: (a) isinteresting, and (b) contains facts everyoneshould know.

@ This narne plate stimulates reading, becausepeople are learning from experience that, just

as in the case of Metropolitan Life, Parke,Davis & Company print messages that areworth reading.

158

P-{RKE, I)AVIS & co}IP-{NY, one page, black and while, The saturday Eaening post.

/i

a;

i t_*\y'--

. i

l

\

;\' d '

\ | . f F l l ( ; H l N ( i o r r l y 8 t o l 2 u u n . r ' . r h ; r t

Y V h . " r , o [ l n t r r s m u s t e a c h t l . L v d o a n

a n r , , u n t o f r v o r k e q t t i v a l e n t t o l i f t i n g a m a n

r , f 150 1- r ,u r t ,1s one-and-a-quar te r t imes the

bcrght o f thc Enrp i re S ta te Bu i ld ing !

I t r l r t r n c v c r r c s t . O n a n d o n i t m u s t b e a t

72 t r r re . e i rc l r m;nute , 4320 t in rcs each hour ,

J7 ,S lJ ,2oo t imes each Year .

I t s Herc t r lean job is made s t i l l more d i f f i -

cu l t [ .1 ' the s t ra in and acce le ra ted pace o f

modcrn l i l e . 1 'h is , perhaps , i s one o f the rea-

sons h"ar t d isease is inc reas ing . Today, r t

lcads all othcr causes of dcath-ottt pt'rsott

itt six, abot,c tht agt af 4o, dits oJ hcart diseast

That i s an a la rming f igure . I t makes the

thought fu l person *onder , " \ \ ' ha t about z ry

h c r r t ? " A n d t h e o n l y p e r s o n w h o c a n

Thr h.arl at f.?ftr.hkd it an anatomical dnuing o! tk t8th

, tjr

c.n:,rur1,

e@,ueu .-t+

6?t Ulslaaa"€+ , 4 < ,lhr,mtansq 'e r th r t qucs t ion fo r lo r r i s 1 o t t r t loc to r .

The answer n ros t Peop le ge t i s one tha t

takcs a load o f f the i r m inds- "Thcrc i sn ' t

any t l r rnq rv rong. " But i ( somct \ tng shou ld

be u ' rong, ) 'our g rea tes t secur i tv l i cs in know-

ing about i t p rompt l r ' . l i r r the hear t has

remarkab le p roper t i cs o f recupera t ion . I t re -

sponds to t rea tment , i f s ta r ted in t ime, be t te r

than most o rgans in the body . Even peop le

rv i th bad ly c r ipp led hear ts o f ten l i ve happv,

ac t i re l r . ,es a f te r they have been taught what

precaut ions they shou ld observe .

Today phys ic ians know more about the

i l l s o f the hear t and ways o f the hear t than

cver t re fo rc . They are be t te r equ ipped than

ever bc f r r re to t re i r t and cont ro l hear t d isease-and to guard aga ins t i t as we l l .

S h o r t n c s s o f b r e a t h - f l u t t c r i n g o f t h e

hear t -numbness o f the ex t remi t ies - these

are among the symptoms tha t suggesr an

inned iare- t r \p to the doc tor ' s . Bu t even w i th -

ou t warnrng symFtoms, many a w lse man

sees h is doc tor a t regu la r in te rva ls - fa r less"serv ic ing" than he g ives h is car ye t , obv i -

ous ly , in f in i te ly more impor tan t !

GDyilsh! r*.-P!rr.. Davir * ConDany

@o,l/u,@o*ot" a-/2

&'Uo'mrtaruf/ J

DETROTA, v tCBrCl {

Tb World't L)rgcit Makcrs oJP larm at t ut kal and B iologiu I Prod uu s

l 5 v

it

llrlI

o Turning Glancers into Readers

EST-OBSERVED and best-read hal{-pageadvertisement in a recent issue of Col,lier,s.

@ This headline is a stopper because it soundsstrange to have someone call a toothache alucky break. Also the balloon technique, plusthe dark background behind the balloon, makesthe headline stand out.

@ This picture gets attention because thesmile is a little strrprising. You don't expect arnan to smile v'hen he is talking about a tooth-ache. fn fact, this cheerful attitude toward pain

is not only curiosity-arousing, but it makes thereader think that there may be valuable informa-tion in this advertisement.

@ This comic strip technique (usually called"continuity strip" when humor is not involved)is the same technique which has shown highreadership on many occasions.

@ I{ote this space-saving device. The adver-tiser shows his package and his name at the sametime. No formal name plate is needed.

160COLGATE'S DENTAL CREAIl, one,half page, black and white, Collier's.

AND TO TOP IT ALL, THISTOOTH SEGAN TO ACHE.

50 I WENT TO THE DENTIST.HE PULLED THE TOOTH

A N D T H E N S A I D . . ,

BROWN, DO YOU KNOW THAT MOST9AO BREATH COM€S FROM D€CAYINGF O O D D € P O S I ' s ' N H I D O E N C R E V I C E s

EETW€EN IMPROP€RLY CLEANEOTE€Th? THATb wHY I ADvIsE

COLGATE D€NTAL CR€AM. I fsSPECIAL PENETRATIXC FOAM R€MOV€S

Most Bod Breorh Begins wi th the Teeth !. fEsTs show tha( 76dn oI ^ l l people orer pei lct tdt ing foam which gers into every^ the ag€ o{ l7 bave bad brcatb!Tess t inycrevice-enulsi f ies and washes a*ay

also prove that most bad breatb comes odor,breeding food and acid deposits.frcm improper$ cledned teeth! And ar the same time, Colgaie's soft,

O r d i n a r y c l e a o i o g m e t h o d s , w b i c h s a f e p o l i s b i n g a g e n r g e n t l y , y e t r h o r .merely pol ish rhe exposed surfaces,. fai l ro ougbly, c leaos aod br ighteos rhe eoamelremove -decayiog food deposits in hiddcn -makes your teeth sparkle-gives oewcrevices belween the reeth. Aod rhese de. br i l l iance ao your smile.posirs, tests prove, are the source of mos( So brush your teetb, gums, toogue withbad .brearh . . . dul l , dingy teeth , . . and Colgate Deotal Cream ir least twlce dai lyntuch tooth decay. aod bave cleaner, br ighter reeth and a

Bur Colgate Dental Cream has a special sweerer, pu.er breath.-Get a tube today!

f , t A K E 5 T E E T H C L E A N E R A N D E R I G H T E R , T O O l

i 61

{+t',.-'-

Borrowit g a Technique from a Nursery Book

I?EST-OBSERVED and best-read advertise- (d) It shows pictures of animals.IJ msnl in a recent issue of Collier's.

Here are the qualities that made this page a (e) It employs a nursery rhyme techniquewinner: that is easy to read.

(a) It is unusual. (f) The copy is short.

(b) It doesn't look like an ad.

(c) It is amusing.

Other advertisements in this animal-and,rhyme

series for Golden Shell have also ranked high onobservation and reading.

162

GOLDEN SHELL OIL, one page, black and white, Collier's.

'-2.=*+.,_4_

a

L/ is for 'Cator-

His mannel's al'e rotrghDo not distur'll him

He's apt to get 'l-ough !

R is for Rabbit-he's shy, btrt he's FastDon"t tly t.o catch hirn-you'll sure conle in last!

Norv mix them both uPAnd mix them up well

And there, sir, you haveThe New Golden Sheltt

Like tn'o oils in oneIt's Tough and it's Fast

lt Cuts Starting WearAnd how it does last!

Stalting causes l\Iore Engine \tr'ear than all

Nerv Colden Shell l\Iotor Oil is Fast-Florving to

Tough so it stands the heat of steady

the runnirg. . .

reduce this wear,

driving

EtU

New Mator Oil163

Ir-,, -tv

Thousands Read This Feature Regularly

EST-READ advertisement in a recent issue

of. The Saturdag Eaening Po.st.

Most comic strip ads are isolated stories.

One tells the adventures of Joe Smith, another

the adventures of Susie Brown, and so on.

However, the makers of Prince Albert Pipe

Tobacco have for some time been running a

series of strips about "Ol' Judge Robbins,"

the pipe collector, and again and again these

advertisements have been the best-read in the

magazines in which they appeared. This indicates

that it is possible for an advertiser lo bui,Id up

a loyal following just as a Sunday comic strip

or a weekly radio program builds a following.

trn order to promote a situation of this kind, it is

necessary to do two things, as follows:

@ lJse an identifying title which always

remains the same in each advertisement.

@ Always give your readers an interesting

story. Never let them down by giving them all

sales talk and no story. fn this way, you will not

only retain your old readers, but yow will con-

tinually increase your following.

io

16.1

PRINCE ALBBRT TOBACCO, one-half page, black and white, The Suturday Euening Post

rVE SEEN PtPEs FtrotvtALL FAFTS OF'IHE rt$/ORLD JrJO6E, BlttNONE FROM

''I4E

POLYNESIAN €OTJIHSE'. IET-AND GROJPS

-Tr.{E NATtVeg'fRreo gMoKrNG-LIKED IT _ AND.IOOAY MAKE ARA'THER C1JRIOUS

I{EFTE IT IS -A €OUT}4 SEA ptp

f,,lADE F'POI.4 A €€A-S-F{ELL. lTMAKES A guFlPQl€lFlqLY J-

r.{€FrE rT rS -A €ourH,sEA ptp€

lnl.$xfi*gii'ffi$lii$r"TJ'."81

r'o*" P"'*

F 4 p i p c f u l s o ( f t a g d n t t o '

b U lr:,'l;,1"'1,f,;:?;

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165

ro Using Advertising to Solicit Contrihtioni

T) EST-READ advertisement in a recent issue

I) ol Collier's.I Newspaper men, artists, and writers have

discovered that people are interested in people.

Probably one reason is that when you read

ebout another individual in a human-interest

situation, no matter whether he is a big shot or a

dorn-and-outer-a President being inaugurated

dr a murderer being electrocuted-you say to

yourself, "ft might have been me!"

@ These photographs all show human beings

in human-interest situations. They are as absorb-

ing as the editorial material which the reader

pays for when he buys a magazine. Note that the

pictures are not square and static but are cut

into odd shapes. This adds action and eye

appeal.

@ @ The headline and the name plate

convey a quick message to glancers and at the

same time make clear that this is not an ordinary

advertisement but something unusual.

@ The first few sentences of this copy tell

you that this is not just the average sales talk.

o166

COIVIMUNITY CHEST, one page, black and white, Collier's.

;ffiIfH

| : -f '

*

3lar

, i]l :t

n;qr. l i i l -

Ilope deferced

rnaketh ethe heart siek

K tfcr

;.;

Hope sustains self-respect. Yet as youread this" millions of inen and. womenare touching elborvg with dcspair, nearlycrushed by continual drain on courageand spirit.

tt Government relief aims to prevent

tTstarvation add provide shelter. Thisrneets basic human want. But other hu.man needs-hunger that asks for norefood-are fully as important!

Pictured above are some of the hope.ful, humari dramas made real by yourlircal welfare organizations. This year,your Community Chest will aek you fora contribuiion to all the organizations

devoted to first-hand neighborly contactwith those in need.

These needs have grown. While thedemands upon neighborhood agencies aregreater than in 1929, thetr income hagbeen decreased. Health and cbaracter.building prograns, their true firnction,have been impaired.

The neoney you contribute will senila visiting nurse up tenement stairs, equipa playground to weed out crime and helpcharacter to flower, find a good home fora homeless child, assist a shattered familyin getting a new start. Help tlem to holdon to hape. Give with a generous hand. ^

I

1

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ISg6'i.6vOruoEILIaE.TI$N Foa HUlrAIT NEEI}S

o Getting the Createst Value out of a Testimonial

EST-READ advertisement in a recent issue @ Here are factors which helped to secure aof Collier's. high reading of the copy:

O @ A commercial artist said, "Newspapermake-up men cannot bury a good";; ;

(a) r t isshort '

even if it occupies only a small space." The sameis true in magazines. This advertisement secured (b) It is informative.attention by combining the cartoon format with apicture of a famous individual. (c) rt is printerl in balloons.

Note how Ted Husing is identified in severalways: (a) his picture, (b) his name in larsetype, (c) radio rnicrophone, (d) football language

(d) rt is a direct statement by Ted Husing'

in the headline. . . . If any of these factorshad been omitted, the advertisement would have (e) It is lettered in cartoon style rather thanlost some of its stopping power. in formal type.

l ,l rIirol ij

l;

163FLEISCHI{.\NN'S GIN, one-half page, black and whire, Cd.lier's.

idDoNlT FUMBLE YOURHARTIF,II COCKTAILS"'

s:fuH**Si*"b..MAKE THEM WITHAN AMERICAN GIN''

USE 2 PARTS FLEISCH'IAANN.S 6INio r pegr vERMourH- srlR,DoN'TSI{A|(EI TNAKE ONLY ONE ROUNOOF MARTINIS AT A T IME AND NOA.TAT'ER HOW VOUM A K E I T - 8 E S U R ErO USE FIEISCS:

}IERE.S THE WAY IM I X M I N E - . I C E F I R S I

F L E I S C } + M A N N , S. N€XT-VERMOUII{t r LAsr- rHE

l c E cHlLLs_,-THE GLASS- 'TI{E VER^^OUTH

FTLTERS THROUGH' I {E GIN

SMOOTH MARTINISARE THE SECRETO F S U C C E S S F U L

COCKTAIL PART IES ;PERSONALLY IALWAYS USE

FLE I SC I I MAN N ,S6 l N .

Fleischmonn's Gin is disiillerl espetiallyfor mixing-from Americcn CroinFilT

D:';:'j."-'f'.'ffi"t;:n:':";tm:; lIeIil::""i":[:IFTli"ff';'i'i:1ff: ffi., . tg

Use Flc ischmann's Gin ror your next -"1" . '

t

fi:[',":'"tl'jlr'I:i:j::'*]11"""-;; t1t$tl{rtl'vrr hJ'to m;ke a smooth cocktail." 9O Proot' U,rr,rrrri EAlso Fleischnrann's Sloe Cin, 65 Proof' f lRY Cl\ FlThe P le ischrnar ro D is t i l l i r rg Corp , Peeksk i l l , N ' Y '

I -

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FIEIS(HMANN'S ., ,. 1',,I ' s *L tED DRy GtN rW, ,

t69

Timing Your Ad for the Christmas Market

EST-READ page advertisenent in n recent

issrre of Collier's.

@ This headline is timely, because it appearedshortly before Christmas.

@ The copy received high reading, because i t

is short aud nen's1. and appears under interesting

i i lustrat ions. The i l lustrat ions suggest not only '

articles you rnight rvant yourself, but attractive

Christmns Eif ts for others.

io

oI 7 { )

roRr) . \ ( ' ( l tssoRIESone p i rge , t rvo co lo rs , Co lL iq t ' s

, j : _ ) r ,;I+,' -

P JLz J $:if f ;. : i , " F '

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RADIATOR SHIETD

t ICENSE PLATE FRAMES

^%eryu'

rRr.€==&i*

T L E C T R I C A I R H O R N S

SPOT TIGHT

F o r d d e o l e r .

GENUINE FORD HEATER

%- . ,

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Presenting Somethina' Nerv

ES?-READ color-page advertisement in arecent issue of The Saturday Euening po,st.

C @ lYords iike "discovered" and ,.neri,,,

have always been sure-fire for getting attention-especially if your advertisement looks ljke realns'tDS rather than manufactured news. Thatthis advertisement contains real nervs is proved

by the fact that the name "Boraxo" and theblack-and-white container are things which thereader has never seen before.

@ @ The sub-i l lustrat ions make clear at aglance what the product is for, and, by appealingto both men and women, help to broaden theinterest and attr:rct readers of both sexes.

17:2BOl t . \ IO , ( ) ue page , two t o l o r s .

' l ' he , \ r t l t r n lo 4 I i r t ,n i r tq I ' os t

1 - ' s ' '

=:l

ttt i'i

',* =ll

& ffiew fu€m* sg $eered sEealter=: i:+i:+:::ji

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... ....:

It's quick. It's thorough. It's diflerent lrom any hand cleanser

you've ever tried. And it hasn'l a scralch or a piece ol grit in it'

Thal's BoRAXo-lor cleaning dirty hands'

"What is it?" you ask. Simply pure Borax and fine toilet soap in e

special combinalion. And what results it givesl Takes oII grease,

grime and plain d.irt in a jiffy. But leaves the hands soft, smooth and

lree from odor. Boraxo.is sold at grocery stoles and most drug

stores. Now you can discover it ior yoursel{! Pacific Coast Borax

Company . .. Producers of the famous gO Mule Team Borax Products'

Tune in the Otd Ranger'r tedio tales of "Death Valley

Deys".every week. See newepapet radio progrems for tim6'

No mrr tc r how handr gs l dLny . Botaro g6 t

t l ran c lean. Ju t t f ro i r lGn You! handt , spr ih l l s

on Bor : ro and wor t in to a la lhEt - the . tu5e.

1 r y q

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{- lsing the Bargain Appeal in Nervspaper Advertisins

NTE\\-SP'\PER advertisements like this oneI I have helped to build Davega's into a largechain of stores in New York City and vicinity.'Ihe advertisements feature various items atbargain prices, such as radios, golf clubs, iceskates, sport clothes, etc. 'Ihis zrdvertisement ist1'pical of the series. l{ote these selling elements:

@ Rargain appeal-" eo!/o Io So /6 off"

@ No money down ,free horne trial.

@ l ,arge picture of product being sold.

@ Arr-ows indicating good features of product,such as "giant dial ," etc.

@ T,ist of nationally advertised makes ofraclios. This helps Davega to cash in on nationalarlvertising done by raclio manufacturers.

@ Repetition of bargain appeal, this tirrre withspecific figures "l'Ianufacturer's list price S79.50. whi le they l t rst-933.00."

(3) List showing location o{ branch stores and

displav line "All stores open evenings."

@ Terms: "$1 .00 a rveek pays for a radio."

@ Coupon oflering the prospect any or allof the following:

(a) Estimate of the trade-in value of his presentradio.

(b) Free home tr ial .

(c) Free booklet.

Some ad men who desire a srnooth-lookinglal.out to delight the eye might sa1. that thi.sadvertisement is ail wrong. The1.' rvoulcl point orrtthat i t has too many competing elernt 'nts, that i tlacks dignity and prestige. Horveverr, erperiencehas shown that this is exactlv the sort of copythat lv i l l produce the best immediate salesresults in nrass-circulation newspapers.

I / - r

DAtr-EG-{, crr re- fourth page, b lack and whi te, Neto l 'ork Sunr lut l } [ inor

k#F.5F#-iW

KB&RTH&E-?# ,$fare Raaff* ,Ss*de

YU&K RA*E*St*$Tr :FtGFEE.S'Gucrcn*eed

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vtcrsR

,uAJgsrtc';il**a*

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: zEHtrlt

sr*wnnrr+Ai*rnTXE S?HER$

Monufoc iure. ' '7 Q50L IST PRICE 3 E f .

kYfiife Tliey Lcs*

T l L e A I R I I A S T E RS m a l l J { o n l h l ! P o l t 1 l t e i l t a

S t n o t L C r t { l i t C I t o t l l e

&#\f€G#-drew

trlTY R&EIGglh_*Tli,,ii fffi frli €i Erli,' 1 ffi96;;i i l i ' i i in it.-.grl e,oaavu 8@k1v0 924 Fll lbu.sh .At6'i i lr*-di"io.'. ia w. gath Sa. Er@ktvn l3M Kino-.HisbwaviJii bi'.i,ooii, ."

", 3li*1'o1,.i;,::1't?J'l'&n^ii:

r i m c r s q u u o , ' i i z W . D n d S t . B r o w n 3 v i l 1 6 l 7 0 3 P i t l l n A v ' 'l # i " i i r i l . . ' . i + a E . 8 0 t h s t - J a d s i c a . l 6 l - 2 4 l a m a i c r A Y ' 'r ie i i 'Si-- . . . . . -zros

-sroruw"v Astor ia ' ztE sl ' inwrv Avo'

lll, "*i: : : : : i# ff. ia:[l-'t'J ili"' "Fid,^;'"i'! li.,'!*si:i ; ; ; i r

' - - - H 6 q a r k . . . . m P a r k P l { c a'-"" ' ' i ids

8t. l i icho{6r Ar. . {Mi l iurt Psrk sldt )arun. . . lGs-i io, l ih*r ei*- Js!. t c i tv, 30 J 'u: nal sqdare

Ar-L sTOtrSg OPE]\ EVENII iCS

(YAU SAVE 46.50]

. . . . . . R i d i o ?

I rrat r I Frse Home f ' I i8 l

F I L L T N T H I S C O U P O N . h A I LT O O A V E G A . 7 6 H I N T H A V E , ,

x . Y . c .

Gent lemrD:M y D r € s e D t r a d i o i s a . . . . . . . . , .

Ye&t Durcbssed. . . .

Eow much could you r i lor nl"otr & fsde h lor ! nes 193i

T I J

{Jsing a lJniversal AppealEST-READ half-page advertisement in arecent issue of The Saturday tueni.ng post.

O @ Headline and subhead are built around auniversal appeal: Get rid of work.

@ @ The photographs arouse curiosity. Theymake people wonder, "}l'hat are these unusual-looking gadgets and what will they do for me?',

@ @ As previously stated, surveJ,rs have shown

that people are more likely to read copy underillustrations than regular body text. Besides,this copy, like the copy in a rnail order catalogue,is full of facts; and the mail order concerns haveproved that fact copy sells better than glitteringgeneralities.

@ The name "General Electric" has prestigeand is an additional reason for reading the.copy,because you know that it is good merchandiseif it is made by G-E.

i

I

776G-E IIOTPOINT, one-half page, black and white, The Saturiluy Eueni.no post.

WitwY{oLel these two G-E ltids save

yolrr strenglh and keep You Yourf,g

DOES EVERYTHINC BUI SINCI This mixer beatseggs, r 'h ips creanr, mixes battets. S-speed double beater.Glasbake bowlr guaranteed against heat breakage. Haody

rubber sparula. Askyour G -E dealer to show you how easi ly i t

works. Creanr eoamel with green tr im, conrPlcte as shown

. . t l a . r r ( a l s o i n s i l v e r 6 n i s h w i t h o p a l u h i t e b o w l s ) .

, u i c e e x t . a c t o r S 2 . 7 5 ; o ( h e a a c c c s s ( ) r i e s a t s l i S h t e r t r n c o s t .

FESIECT TOAST EVEAY TIME! This hand'some aid to smooth breakfasts signals by l ight aod

b€l l when toast is dooe. Turns ofr eutomatical ly '

Kecps toast cr isp and bot. .Makes unsurpassed

MelLa toast, I t saves wear aod tear oo the oervous

sysrem, and gives long and rel iable P". t" .- i l : ; ;

Ibn'll alu'ays be glad Tott bonght a G-E

\

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R E S E A R C H K E E P S G E N E R A L E L E C T R I C Y E A R ' S A H E A D !

177

Combining Several Effective Devices in One Ad

EST-OtsSERVED advertisement in a recentissue of The Saturday Euening Post.

O @ Headline and illustration here haveseveral important characteristics :

(a) Timeliness. The advertisement appearetlshortly before a presidential election, whenthe battle between the donkey and theelephant was at its height.

(b) Good humor. The illustration with itsclever headline is amusing and expresses a"ballots-not-bullets " philosophy of whichAmericans are justly proud.

(c) Familiarity. The Kool Penguin, through aseries of adventures, portrayed month after

l

Ir l

-

month in advertisements, has become a

familiar character in the minds of magazine

readers. This is a new and effective use of amanufacturer's trade mark (or trade "cha,r-

acter"). fn the past, when a rnaTrufacturerused a bird, an animal, or a person for atrade mark, there was seldom any varietyof pose to arouse new interest each time thetrade mark was shown.

@ 'Ihese cigarettes have this important advan-

tage: The name "Kool" is a sales talk in oneu,ord!

@ The premiums, which are shown in everyKool advertisement, lend additional interestbeeause they are good-looking and Lhey arefree.

178KOOLS, one-half page, black and white, The Saturday Eoenino Posl

i'@..4

t

- t -

f,rOn the hottest campaign irr ' al- l i fetime we give you the ciga-rette that pledges itself to keepyour throat relued and c'ooJlTake a deeo puf-feel that mildmenthol soothe and refresh. Takeanother-enjoy that fine, fu.ll to-hacco flavor, Note the cork tip that

doesn't grab your l ips. And savethe valua-ble B & W coupons fora l ist of great premiums.

Don't vote for hot smokes. Jointhe landslde for K(D!5. Better foryou on every count! Brown &Will iamson Tobamo Corporation,P. O. Box 599, louisville, Ky.

Ju l ,pCup" - t l . rvy r ik r1 i la r , ,14N. FREE.Wnrc for i loskded4-pr€< Ct r$varc -br r l rb ldcd .6hqhba l .c .p3( i t J . Sr to f rqo , . . l iSeouprnr B&Spf f i tom[oo l tG lNo, 12 or6r .& ,or6o tJk l ioacd- lmcop.

RAttfctt ctcAREttEt..,ttottr Ar gopu[AR pElcti_..Atto €aRRy B & W COUp0Nt

'/7 (P 'E ioo 06 . ' 56d u_s .A. o . t r )

t r y n, t J v

ln a,

An Idea for an Aspiring Ad Man

EST-OBSER\|ilD advertisementrecent issue of Good trIouselteeping.

@ Pictures of brides are among the best ofall stoppers and only oecasionally are outranked

by pictures of babies and by pictures containing

sex appeal. Perhaps some day some ad man will

sweep the field by getting bride, sex appeal,

and baby into the same illustra,tion.

@ @ The interest in this illustration is

heightened because it becomes apparent from

the headline and the copy in the panel that this

is not just a professional model but a real bride.

180

CALAY, two-thirds page, black and rvhite, Good llottsekeeping.

"I 'uo rnosE eertaEmES' gratetul

q

tJ\-.q C ( '

SAYS Tt'!15 CHARIV\tNG wlSCONStN BRIDE

lL,,,rTtHE bride carriel orchids, s'ore

I wlt i te velvct with old lace"-

a charming pictule, btrt then n'hat

a lo'r'clv bridel For Mrs' Eds'ard

Clark, Junior, has joYous blue eYcs,

hair l ike blond satin, a complcxion

t h a t ' s a s f r c s h , a s f a i r , a s s P r i n g

i tsc l f ! And she keeps i t so ( jus t as

lou should 1'ouls) by dai l l ' cale

rvith dcep-clcartsing Camar'.

I t ' s e - t h i l a r a t i n g ! - t h c m e r e

tr-rtrch of Cartrat ' 's dt l iciorrslv fra-

grar rq l t thc r '1 And hon ' c lcar , hon '

CAMAY

satin-smooth i t mahes your akin,even in coldest skin-trying wedther.Carnnr"s so soothing for Camay'sso mild-prouably milder than allot l icr beauty soaps, by actual testson s'onten's skins,

I legin Camay care of youl skintodav. The price is very low!

Let Camay bring your loueliness to l ight.

a

%" Qr"p "t

8"rr"t'/"t/ J{/"r',r*r"18r

EST-OBSERVED black-and-white page ad-vertisement in a recent issue of The Satu,rday

Erening Post.

@ This photograph is a stopper, because it

tells a story at a glance. The expression on the

man's face, the blanket, the handkerchief, the

woman with the glass, and the fireplace in the

background-all help to make the message

instantaneous. The message is timely, because

the advertisement appeared in February, when

colds are prevalent.

@ The headline has several good qualities:

(a) The word "Cold" in extr-a-large type helps

to select the right audience. ft tells in a

single word what the illustration tells

in a single glance.

(b) The headline offers exactly what "cold"sufferers want: a definite treatment andouick results.

Telling a Story at a Glance

(c) The typographic handling of the headline

is good-bold-face type surrounded by

generous white space. Note the use of the

numeral "2." This permits faster reading

than the spelled-out fotm "two."

@ These white panels are artistic, and at the

sarne time they get attention and prornote easy

reading.

@ This secondary headline has a double

appeal: (a) avoid the expense of buying two medi-

cines, and (b) avoid the bother of taking two medi-

cines. Incidentally, the use of the name of the

product in this headline does away with the neces-

sity of a name plate at the bottom of the page.

@ This secondary illustration shows you what

the product looks like, and the copy on the white

card adds a sales urge by repeating in different

words the same message continued in previous

display lines.

182

SAL iIEPATICA, one page, bhck and white, The Satttrttoy ErertirLg .l'ost.

o shcrke rhsg CSLD quickerl$.Do fhese 2 fhings:

\Jrl,**

e" f t

\

k",l8:u

trits

r*&.j*:''

"THts ls the ritnc of year"' rvrrtr physiciarrs'

"rvhen eolds harrg orr. drag yott dowtr.. ' They

ret.rmntctrd rrvo fighting measures to help

vour s )s te ru i t r i t s na tura l de fense aga ins t a

long- l inger ing co ld :

l. Clcarrse the inteslinol trret'

2. Help Nrture coBl'et the acidity *hkrh

frcrlucatly a<'<rmpanies a ttold'

And you atn da both things aL otne bl t(king

9tl Heputicu,

For here's how Sal Hepatica acts. First, it

l lushes out wastes in the intestinal tract-

quickly, gently, thoroughly. (You know that's

u gmd thing without treing told.) Second,

Sal Hepatie brings atrout a definite alkaline

(u t i -ac id ) reac t ion . to he lp your sys ten l

rwirg back toward thc alkaline reserve so

@ Scrl Hepqtictr does BOTH!neccssary to germ-res is tan t hea l th and

well-beins.

Ask yor doctor-see if he doesn't stress

the irnfortance of taking both a laxative and

an anti-acirl in treating a cold.

Be modern-fght a cold'

the modern uaY "

So whenever a c,,ld contes your way, take

two teaspoonfuls of Sal Hepatica in a glass

of waterl In addition, get plenty of rest and

quiet-go to bed and call a doctor if your

cold is severe. Watch your diet' Drink plenty

ofl iguids. It pays to fight a cold the modern

way. Get a bottle.ofSal Hepatica today.

tUNE lN: Fred Allen's "Town Hall ' lonight"-Fullhour o{ rnusic, dtarnu. fun. Every Wednesday night-

N. B. C.- coast'to'coast.

^#;::9

-1-:.:.t * l l

THE MINERAT

SALT tAXAlIVE

THAT HELPs NATURE

€ornBAl ActDlTY

183

{Jsing the Quins to the Best Advantage

EST-OBSERYED color-page advertisementin a recent issue of TIte Sahtrday Euening

O @ A previous advertisement in this book(Lysol, page 85) featured a photograph of the

Quintuplets. Here, however, an oil paintinghas been used instead of a photo. Also, Dr.Dafoe has been included in the picture. Thishelps to increase identification, since Dr. Dafoeis almost as famous as the babies, and it helpsto add force to the statement by the doctor whichis printed under the picture.

@ The Lysol headline was "Five . . . ' Goingorr Three.'" ft would seern that this headline for

PalmoUve contains greater instantaneous salespower beeause it (a) names the Dionne Quins,(b) points out how carefully they are guarded,and (") says that they use only Palmolive.fn the Lysol ad, you do not learn that Lysolis the only disinfectant used until 1'ou read thefirst paragraph of the copy.

@ @ 'Ihese pictures of baby ancl soap help

further to establish the idea that the Quinsare guarded with a product which you canbuy at your drug or grocery store.

@ This bottom line brings in an appeal togrown-ups and helps to avoid an.v possibleimpression that this is a product for babies onlv.

BPost.

lrliil

184PALI,IOLIVE SOAP, one page, four colors The Saturrlay Erening Post

C*J wr1^) t/, 8-A

E

E

!-t

ft*D N . A T T A N

nlr'[ l inle sleepy-heads . rosy-cheeked,

-Fru ,*"., nnd'i l""t . ' . fresh from their

bath with gentle Palmolive SoaP!

And if you could see tfre smooth, satiny skin

of those lovely Dionne Quins . . . then you

wold realize how u'iscDr. Dafoe was when he

decided that Palmolive'Soap, made wirh Olire()i l, should be used exclusively for bathing them'

WHY PAI ' r r tO l lVE WAI CHOtENI

B<.causc the Quins were born prematurely, they

hare always had unusually sensitive skin. That

is why. for sometime after their birth' they

*'ere bathed only with Olire Oil. Dr. Dafoe

kncq ' th r t thc re i s no th ing so sooth ing lo r

dcliclt( rkin us gentle Olive Oil.

Then, s hen the rime canrc for solP and water

soa P

t - r S f I i l l - { i t l t . 1 L - ' I \ i { } 4 i ' { H ( } S t N F O R T H { : Q U I ! r 5

fiFff,t,,

6',

Cuarded s0 carefully... the Dionne QuinsO u":e only PALIVTO LIYF r.-

Wre**,JaA'ol^uSJImade from the gentlesl, most soothing ingre'

d i e n t s ! A n d t h a t i s w h y D r . D a f o e c h o s e

Palmolive. made with Olive Oil, to be used

exclusively for bathing the Quios'teoder skin!

w H A t a L E s l O N f o t E v E r Y w o s a N l

So why should you risk bathing Toxr precious

baby. or any of your children, with any soap

less gentle, less soothing than the oue chosen

for the l itt le Dionnes?

And you too, Lovely Lady . . . you who wadt

to keep your complexion soft, smooth, allur'

ing! rVhy not give yoar skit the matchless

beauty care that ooly Palmolive's secret blend

of Olive and Palm Oils can give?

rlfhy not use safe, gentle, pure Palmolive

Soao for vour own face aod bath!

R

K l l .F \ L r i ' t { t - } } { 1 \ , ii , i . l 44F t l x l i . ) i i A t ! \ A 1 - i t { J \ t i }

185

A Situation That Always Gets Attention

REST-READ among all petroleum, auto-

L, mobile, and automobile accessory advertise-ments in a recent issue of The Saturdag EueningPost.

@ "Just Married" has always been an in-

terest-arousing situation. Notice also how the

ticker tape and the crude lettering on the caract as stoppers. So many perfectly groomed

automobiles have appeared in advertisements

that it makes you pause when you see a car"mussed up" a little.

Another thing: This photograph, like the others

in the Ethyl Gasoline series, appeared in the

rnagazine in brilliant four-color printing.

@ This headline serves a double purpose: (a)

title for the picture, and (b) slogan for the

product.

@ The line "Only 43 seconds to read" gives

you an extra urge to read the copy.

@ The copy is made attractive by the small

il lustrations and by starting the paragraphs

with words in bold-face capital letters.

186

ETHYL GASOLI\E, one page, four colors, The Sahtrday Eoening Post.

'%o, t'{*

O r*sTI-nr,{G

*t*'l=

Z4.rr*tt p,a t -

z"d&/t;ts?t#/tft<

BUT ETHYT F0R ME (Only 13 sGconds t6 ru&d)

,.* .j"\,/r,o"'o

!-ffi

I r t

EEWAItE a "pinging" cound thic

srrrrrrrrrr uhcn you t 'step on thcglr"

l i r ' p ich+p, or hi l ls. l t i$ yout cn-

girrc 's way o[ saying: " I fccl hot

s ratlrer, too. I'm ldJizg powet, @6t-

irg gas and oocrhcaliag. Givc mc

bettcr gasol inc."

xxoct is t l rc narrc of that wuning"pirrg." l t occurr whcn a garol inc

lrrcaLs dowrr (burnr too quict ly)

rrrrdcr t l r r hcat of a rnodcrn high

cornpresoion cnginc.C e r c b u i l t i n r c c € n t y e e r r h l v .

high coorprcsion cngincr. , tnd in

snnrrtcr thc lnocl ing cvi l i r r t i te

rt , rrst beeuec hot wcathcr incrcercs

cngine hcrt .

? R t C U t I - r n d p r c v c n t i v c - o f

Lnocl ir bcttcr grrolinc.Thet ir why

rnort oil ompenia now imprcvcgarolinc by rdding enti-tnock f,uidr(containing tcracthyl lad) madc

by thc Ethyl Gerol inc Corpont ion.They rccomncnd,za tlrcir &rt fucl

for rummcr drivirg, rpccial gerolinc

sold at pump3 tn.rlccd "Ethyl."

/6t+r= e,YoU oCT at thc "Ethyl" pump:

1 Enough anti-Lnocl fwid.lo iland

l tp tndc lfu highat agiu m-

1 prcssin on thc hollcst do7.

. , All-round otalitr tiar ir doublc-Y r . . ' .

cnccK6- ot lM ora aofr?dnEt

af, d I hz Et h t I C6o l; nc Corptaion-al lhc reftcry aad dt ah.ltap.

Dowlt ?e ti e gallon ovcr rcgulergasol ineand high abovc i t in rnt i -knock (high corrprcsr ion) valuc.

C i v e y o u r c e r t h c c o o l a r l f u c l t h i s

cummcr. Avoid thc cvi l o[ Lnocl,

with itr powrr lou, geaolinc waatc

and ovcrheat ing. Gct more powcr

lrom each gal lon of garol inc you buy!

'. l//+u"

ffi

ti x E x t T t * E c E T E T N Y L1I

187

Never Forget the Stopping Power of a Picture

That Tells a Storv

EST-OBSERVED advertisement in a recentAutomobile Show issue of Tinte.

@ Photos of children usually rank high inattention value, especially a photo of a veryyoung child in a human-interest situation likethis one.

Note how the picture conveys the Fisher Bodymessage at a glance; namely, Protection (otsafety) plus Comfort.

@ The headline conveys the same message:Protection plus Comfort.

@ The copy is based 0n the same idea:Protection plus Comfort. trn other words, theelements of this ad are like the members of anorchestra all playing the same tune.

@ These seals identify the product in aprestige-building way.

lrt188

FISHER tsODY, one page, black and white, Time.

i r.,t;, F.a; *F's'i '. ' ,17:=5-:**i'"-;1f;f

P J

d

'df

J&* -'

\ Wi;*&**rc*

. , , , i 1 r '

,,ijt,.,'1,r 1,, ,1 * J

I t i s sc f t as a k i t t en ' s ea r - ye t du ra -

hle alrnosr beyond l:elief. The velvet;.

smcothness qrf its cl.. isely \4ioven, nichly

colorful surface is easy on clothing.

And this 6ne fab.

r ic can actual ly

be cleaned with

soap and water i

T]iVISTHHT, FOXt S(}TN$ STIEHR'GTH @

.41r*% Fu*H su,REEI 'u*HF,*uETENEA.Ti{ t }re Unisteel Turret 1 'op

cif tbe nerv Bocly hy Fisher, a new lux-

r i rv of last ing comfort bids y.ru stretch

out and relax.^+-r.E I Covering t l re deep wide cushions isv

a smart new fabric that provides a

cooler r ide in surnmerr a more com-

l lortable one in any seasoxr.

or , r 'F . \ER{L } lo roRS Clxs oNLt ' : c t {E \ /RoLE ' l ' - PoNTl .LC . oLDS} IOL] t r . ! t rJ t r r . -h . r . r sAr -LE cdDl l -L . rcn. O d t h c @ o s l p o p r r l a r m o d c l r

tyF I S T I E R

1 t9

How a Selective Appeal Increases Interest

and Builds Prestige

ff\ IIE campaign of which this ad is typical.f has produced a double result: (a) prestige

for Liberty Mutual, and (b) leads for salesmenin the form of coupons from advertisements.

@ This headline is powerful because it appealsto self-interest and at the same time it is selective.For years, advertising headlines have beensaying, "You can have this" or t'You can have

that." Therefore a headline which talks about

something desirable (save money) and at the

same time raises the Question as to whetheryou can qualify is bound to be a stopper. Theheadline also has the effeet o{ keeping LibertyIfutual on a high plane by saying in effect,"Here's an exclusive company that doesn't

accept every Tom, Dick, and Harry."

@ This illustration is good-looking, attention-getting, identifies the service being sold, and

at the same time does not take up so much room

on the page that there is no room left for copy.

@ Note how complete this sales talk is.

@ @ This free booklet and the coupon do two

things: (a) they furnish further information toprospects, and (b) they furnish a means by which

Liberty Mutual secures the names and addresses

of the most immediate prospects.

@ @ Note how headline and name plate

convey a quick sales message to glancers who

do not read the copy.

190LIBERTY MLTtrAl, one page, black and white, various magazines.

o tt Y(lu RRE fi eARErfft [}ftluER You snfto sntrE ffitlrtEY tlil cAR II{$uRAilcE

i , l J

l f you arc r car t fu l d r iver , r te b" l ieve yo t r a re cnr i t l td to car in -

ru rance f t loscr cos t . $ r i th us , you do no t havc to pay the s rmcpr rcc fo r au tomobi lc insurance as dangerous , reck less dr ivers .Herc i s t l r c \ ray our p lan works : S t lec t rd d r ivers , hcn ic fc rver

is summed up in these nine s 'ords:'Cereful dr i rcrs are ent i t led to lorverautonrobi le insurance cost ."

Here's horv i t uorks: By barr ingdan-gerous dr ivers and select ing only carefuldr ivss5, rve h:rve fex 'er accidents. Thisrnerns ferrer losses to paJ' . Furthermore,you avoid paying large commissions toinsur lnce salesmen on new pol ic ies orrenerrals. The srv ings rvhich resul t f romrhis p l : rn conre back to you. I \4ore than.16 nr i l l ion dol lars in d iv idends have beenso re. turned to pol icy l :o lders by LibertyI \ Iutual s ince i t s tar ted 24 years ago.

HOW YOU PROFIT BVINSURING WITH ! IBERTY MUTUAT

l. Yorr are associated rv i th renutable:nd carefrr l dr ivers r rho are s i lec- ted,notmercly nlieited, They are the most care-

LIBERTYMMUTUALINsURANcE\4lzcoMpANy jI

31st' rames I::::i:,Boston E

LIBERfi MUTUAL alto uritcs lf'othmcn's Compcnration, Ccnctal Liebility, Burglary and|rl lety, Pctnral ltt idcnl, Forgry and Fidclity Bon& for nanufadurcts, mctchantt andil iduah. l l l lormt of f irc Irturantc wtiucn tbough lJnitd Mutual Fic Inturanct Co.

accidents cause.d by dangerous, recklessonvers.

2. You do not p iy a b ig sales commissionfor brry ing and renerving vour pol icy. \ 'oudeal d i rect r r i th L iberty IVlutual throughful l - t ime, saler ied representat ives.

3. Salings effected by careful selectionof good dr ivers, and set ings resul t ingbecause you do not pay large commis-s ions, are returned to you. These sav-ings, in the form of cash div idends, haveamounted to 207o of premiums everyyear for 2-l years.

4. You rvill be protected by the largest,s t r o n g e s t m u t u a l c a s u a l t y r n s u r a n c ecompany in the country, a companyw-hich has grown steadi ly in s ize andstrength, in good t imes and bad.

5. Your company operates from coast tocoast. Service is as close as your tele-

phone, It is as convenient as it is econom-ical todeal d i rect lyrv i th L ibertyMutual .

6. Cla ims are set t led fa i r ly , prompt ly,courteously. No company does more tosave i ts pol icyholders f rom trouble andworry.

7. You may use our convenient DeferredPayment Plan.

GET THIS FR.EE BOOKLET

You erc inv i ted to c r i t c fo r thc

{ rcc moncy-s rv ing bo l l c t " Bow

To S:vc Moncy on Car ln rur -

ancc . " I t te l l s : l l :bou t rhc L ibcr ty

Mutua l P lan-how i t worhs-hor

hoch you !2v€-adv :nr laes o f

dc : l ing d i rcc t w i th e t ra ined L ib -

c r ty Mutua l rcprescnrer ive<on-

tz in i . l i s t o f l cad ing comprn ies

prc tcc tcd by L ibcr ty I \ lu tua l -

te l l s a l l :hou t our Defc r red Pay-

mcnt P len fo r 1espq6. ;61 . . t

l v { r i l thc coupn today- No ob-

l i sz t ion .

.i:'f f

Lr B ERTY M uruAl r rruo o *-."111 -"r]

3 r 5 t . J a m c s A v c n u c . B o s t o n . M a s s

. l \ ' i (hou t ob l ig l ion , p lcnsc scnd mc f rec b@l le rw h r c h s h o \ ( s c x x c r l y h o r v m u c h c a r c l u l d r i v c r s c a n

i1'r.;l#i":,L'iF,l';ul'ilTi:..:."";:,J;i[..".?:

] ion t *

R , : : . . , . . ) J - . - . J --[rr---_ _ . - _ . * _

T o q n s h c r c c a r i r ! e p t - - . - . . . . . . - - . . - - . . - . . . -

Makc of Car.- .- . - . . . . . . . . . . , , , - . -- .No. of Cyls.- .- . . --- . . -

Body Typ.-..-.----Modcl No.,-.---..-.-.Ycar

t91

o Emphasizing the Nervs Angle

T) EST-READ automobile advertisernent in al) ,'"""tt Automobile Show issue of Time.

This advertisement started off with an initial

advantage: It talks about a make of car whichhas been owned by more people than any othermake. An equally excellent advertisement forRolls Royce could not possibly interest i)s many

readers, because the masses cannot affortl RollsRoyce cars.

@ News is one of the best attention-getters

in all advertising, and this headline ernphasizes

the news angle in three ways, as fol lows: (a)

announcing, ft) the new Ford, and, (c) for 1937.

@ This il lustration is not only hanclsome, but

it gains added attention by the use of plenty of

white space.

@ The fact that this copy is short ancl contains

an announcement of a choice of two sizes of

engine for the same car helped to secure high

reading.

ot92

FORD, one page, four colors, ?znre.

o

TH E N E UJ

F0RI V.8 t f r f t5

F0R l9 l7

o

i\.-l

1 , . ' t : : i , , , i \ 1 : l i i

, ' j ' i r ' i ; : - , 1 : r i , r

ol 93

A Tested Method for lJsing Premiums

fflHIS type of premium advertisement hasI b"".r reported as very successful in stimulat-

ing sales of packaged goods for General Mills,

fnc., and for other manufacturers. Briefly stated,

the plan is as follows: a good-looking item, such

as a dish or a piece of silverware, valued at S1.00to S4.00, is mailed to anyone who will send in a

box top plus a small amount of cash. The cash

requirement varies from 25 cents to $1.00. It

has been said that the cash which the manu-

facturer receives is sufficient to pay (a) for the

premium, and (b) for the cost of handling and

mailing. This would mean that the sales produced

by this method can be counted as profit and

do not have to be discounted because of thepremium.

Note these efrective qualities of the advertise-

ment:

@ The headline sounds like a bargain.ro

@ Thephotograph showed the premiurn (actual

size) in an attractive way.

€) A testirnonial from a style authority ern-

phasizes the beauty of the premium.

@ A testimonial from a certified public ac-

countant testifies to the cash vaiue of the

premium. Also, there is a money-back guarantee.

@ This second heaclline re-emphasizes the

bargain appeal.

@ This copy and picture help to sell the value

of Softasilk Flour.

@ This picture acts as a name plate for the

advertisement and the coupon furnishes a con-

venient order blank for the premium'

194

GENER.\L I I ILLS, I \ ( ' . , one page, four colors, var ious -oguzine. .

,Lrr./ T[{1,,,",, l'l4o A,"Tolirv {/7TT" /07,"

rt'' K"J C',1't"/,W" 0/F"THIS HAND . CUT

S}WRocKcRYsT&tMARMATIIDE JARu,iil c'erlifer/ un/r, ot / *orrr1 lac/z Tuaraatee

t A -t I tna t sar". sifp Frcn

fo, Elqs;*K;;;Oflcr lfadc To Lrlucc Tou To i\lorc Quickty Act On Betty CreLerte Prcmiee-

" ' t i . l l r lc l 'ou A l lct tc. Cakc l t lakcr On Thc I Conteet-winning Pointe' Or

t l . f r rrr l lou l l rublc \ \ ' l tat lou l toid For Softa6i lk Cake Flour. ' ' Urc Thc

Corrrcrr ictr t Ort lcr Blalk trc low' Dontt Delay' Act Now'

Distinguished Authority Fays Tribute

To Elegante Deeign

Ntrs. Jamcs C. Rogcpn. for-mer Preidcnt' Ameri@n Insti'

i;i;.ib;;;;L;;:i;o Plcsidcnt of the world Famous Ardq

Studios. New York. eys: ' . . " I am Slad to approve tne Ele_

sant€ Dcsisn ol Rck Crystal becruse it represts g@ la.sle'

it aomls io me bccau* it has ao artistry $ldomacnlevd oy

thc t6ntcmporary Amerien Schml of DcsiSn' l-sncerelyt6'

ommcnd this Droduct as (rom my knowledge ol o6l8nr ll.rs

Ililiii.iit iiiLlii'iipi'ttim witt traimonize *ith thc b6t tradi-ttio'n.'i. uittr lntiqite and modem cmftsmamhiP."

For l{armalade, Jam, Sauce, Mayonnaige, 1000lgland Dr-e'

i;. fl;;;;lv i;iviii Fiove A'wetcome Addition To You

iii?li'il riLt" App"intm6t& Act on This ofiq Now'

lln .roue^.d Natwot Color Pblort.pr- A.tu.l Slt'.

' 2 ,OO CERTIF ICAT ION A .ND MONEY.BACK GUARANTEE

On Seot, 15. 1931, Theodore Stark, Certified Public Ar@untant, cedincd totiiuiiio"Jof tnis Uarrolade Jar as reported bv Mianepclis DeP{ttmtStores to be $2.@, $2.5O, $3.50 and $3.00 r6pctively.If. within lOdavs alterrceipt, vou are not entilelystirfied, retum Mmlade

i"'ito "i

ana*e *itl refund your 25c. I f Jar is daro8ed in rnailto y-o!' Nthd

will be reot fre of chargc upon our reeipt o( "Guamte Sip" whrs @om'pani6 €ch Maimalade Jil. I

€€ffi

* - '1* . {

, 1

. r * , t1 ,

i -'. t*al \ / , | '\ . - 4 r - . , . ' ,

TO SAVE $ r.75On Thtu $2,o0 Ruk Cryttal Marmalade Jar' lnd-

Oi*owr Tlw "&ntzct'Vinniol" Cokc Making

Method-Urc Otder Blanli Below

Madam! One benents in s many ways by this ofi'r that'obviously, it would be folly not to accept it at once'Firet, vou ret this cxquisite $2.00 Rqk Crysial lvtamlad:fd f;ionlizsc. Fashioned from hed{ut' hand'blown KcRbryiii, ;1ttr its pue ailverplated top, thb.lovelv Elegant6d6ign heBlds th€ retm to a nev @ ol gmclouE llvmg'

ScJnd, you start roking @k6 thc neP "ontet-winning"-"tfri i"ae. Betty CGL6'8 famos "doubleyou-money'back" 8udatrte.ihi. t.i *n*tio""t 8lrcnte. Yet thousnd! hav€ fobd this:;;;:-;n;; wirn;s this letter frcm Ms. 11. C. E*ell, Box-"itt.a Uetts. Witn& this letter frcm Ms. It. C. Ewell' Elox

ii?.6;h;;, Tmg, vhe eke won'fint, sond, 8Jd third4s?.Gmham, Tms, vh@ @k6'prid at the Youg County Fair:

"I bclicvc it ms thebiggGt thrill I cvcr got in my life when

-v cika tmadc witf, Softasilk C5ke Flou) t@k first'

iciond. and third place over the 125 other cak6 otercdLJ

"irr'"r c*tqtutits, 2o of whom wcrc @king dcmon'

eiaton. I certainly givc Softa3ilk qedii Iq my 8uc6."

Neu YaY Scienllltc

You s, Soltasilk not only ovscome the 3 common (aults incrhc rude with ordinary flou-toughne, ctffiq, h@vi-i*-taau* the chanctq of t}tc starch and glutcn inSoftasilk ie eicotih€lly balanccd' But' in lddition, it ovcr-comc thc faults of 16 modcm dkc flou mthods-le ofmoisturc.lG in flavor-bqaurc Sottasllk itld( is si4ntifEllyblddcd.

And rhc -Kitchcn.tstcd" rdits for it (standard raip€Drintcd on c|cry packagci arc xicntifically dBigncd to $inihc I uut Stnt! and County Fai( Cont6t Judging Pointr

Note the kdv Baltimore Cake pictsed heE &!hm FIEJ

i;tii"lit *iti?Jt* rr. And rim-b.t' B€ttv CGka viu

refund you ,aic. what you pakl for SotS6ilk i( you do ool Ey

it is Bup€rior to le modm methodg

Accept the $2.m Rak CryEtal Marmlade Js ofid . . ' et lt

once! U* ordd blan& below,

G o L D M E D A L F o o D s . I N c o R P o n A t l go/ q 'rg 'vu-a*

C e N E R A L M t r r s , t l c . . M I N N E A P o L T s , M I N N '

TS S&Vn

$ l.?sMall YourorderE lft Mldntgbt,

PGb. 17. 1935

Q"& Ct .'-ocL-gt\ say":I

-fbtHe lbtr..lforre-Y Bock-II tfbr'r llrl'a l'ou.'l Be t ter Cake ttlolytr

a Th.* t Con ac.t t ! ud I i n g P oi n tt.' r

'=-ft tn r FtF ot SrfBilk (M vff t@. Cet r 6la-;.i;i dirs* etd cnd iL in (d thi' lov'ly Ro'L CrttdGrd-i;.-'i.b* ky my Sofbcilk iry o( ilkin3 6la

lltc rr li.lcd 6 ttE Ft.F' acding @ hy Grp'.rEc'It a f F & d tm!6 cmvind tMt my mw w'y E u(6'

;-;ai'; i* 8 or;r'$innins point!' *nd ne th' cEplvIi;-F.ti}. ktt m how mwh.io paid tot it, ard I will *td

fttsfa'ffi"ttil't':i',lit;iiir.-*r.!a''*.lx-a4t ta Yo l !a t t t t to loa ,

2 i ro r tc t *ca to t t r taoa!0 .

a 0 t r l a A t t , t v l r l lY r :oYtao ( t ! r t .

i i ! 4 r r t t t t r r r x r t r r r .

, /A , . l grr r .vrrvrnrrr r*r .

./l;, i t iffiIJl"ffil:;' J3 :..€* iil'"lllilliiil;".".J - \ . - r B v r o r l t u t l .

.1.3 t,ffi

SH'-'ff .'ni*"'Po}-G#"'''f t.t9]iEr

ffi$ffi

. . r l hcn r,,u hrLc rt homc urc SoftJritk . . . But rcmmbct. thc euicrt wry to gcr r dclicious cake $Sr\

I ffi lil'l:1,11?litr::,'ifiu1'ilii'i';Jllfrl',.T1,',:,*l'ifr:; +rl [:.T $Tir:',vil.:, ,""H: $It rppctiring, wholcrcmc' nceltimc dclighc'

195

The Free Premium-One of the Oldest Selling Der.'ices

ff\HIS advertisement features a prerniumI plan which has been used successfully for

many years. In some respects the plan is similar

to the one described on the previous page. But

it is different in one important respect; namely,

that no cash is required. The cuslomer obtains

the siberware free in exchange for coupons

included in every size sack of flour. This means

that this plan can b:uild repeaC sales in a way that

the ofrer of an article such as a rnarmalade jar

cannot do; because a single marmalade jar is

sufficient for a family, whereas a housewife who

obtains one of. these silver spoons is likely to

continue saving coupons in order to obtain:

(a) a complete set of spoons, and (b) complete

sets of other items, such as knives, forks, etc.

O @ The large word "FREE" and the large

picture of the spoon convey the main idea in the

fastest way possible.

@ @ The copy and illustration identify and

sell the product.

@ @ The picture of knives, forks, etc., and

the testimonial, help to sell the idea that youcan obtain a complete set of silverware at no

cost by simply saving coupons (and incidentally

by continuing to buy Gold Medal Flour!).

@ This copy and coupon contain a special

pre-Christmas offer by which a wonan can obtain

spoons immediately by sending cash and a

sales slip showing purchase of Gold }[edal Flour.

1 9 6

GENERAI- IILLS, INC., one page, four colors, various magazines'

&$&E&&Fe EErRdEFS"€FE 5ET5 OF THIS: -

Fomous Medotity Potfern, Guoronteed by Fhe lnfernofronol Sifver Co,, Mokers of Wm. Rogers & Son Silverwore

-ilEw tirtfrtir FRE E

Oftcr l*{odc Sotcly lo Inducq You To lry

C'oto r'{€o^f. " Ktl.h en.}6sled" F logr - Thc NcF

l lpo Flour Thot Scicntt f lcol ty Bonlrhct Thc Prlnci '

Fl Cac€ of Eoking Foi luec-And lr Sovlng Ml l '

l lonr of Dol lorr In Aoerlcqn Homcl lodoy

'7" O&,aSAL*r [ook For Frcc Silvor-

rerc Coupons tncludcd ln Every Sizc Sock of

@tD MrDAt "Kitcho^-lo.l.d" Flour. . . Abo Notc

So*iol Prc-Chrirtmqr Offcr On Thir Pogc

AN EASIER, SIMPLER, SURER

}vAY TO BAI(ING SUCCESS

"l-1HlS senstional fre silverware announce'I ment ts rude to induce more women to

try GoLD MeoLt " Kilchen-rest€d" Flour-thesimplest, surest, most economical way to bak'rng success.

The "Kitchen-tested" method was d€igrledto eliminate the principal cause of bakingfailures:-lact oJ uniJormity itt fot* uscd,

Every batch of ffour is tested in an ordinaryeveryday oven, just like yours, BEFoRE lT@Es To You, for uniformity of results. As aresult, the flour you get acts the 6ame sayevery time you bake.

Thus. GoLD MEDAL " KitchenJesled" Flour notonly shows you the way to elimtnate cmtlybaking failures-but now gives you the addi-tional advantage of securing complete sets of

torgcous silverware absolulel! lree'

Please understand that this silverware is not,rn any way, to be confused with cheap "pr+mium" ware. It is the famous Wm. Rogers &Srn silverware. (The teaspoons, for example,arc rcgularly priced at $4.00 per dozen.)

So try GoLD l\tEDAL "Kitchen-leslet' Flourtoday-free silverware coupons are packedinside every sack. . . . Or, if you wish to receiveyour 6rst pieces of silverware at once, takeadvantage of the special pre-Christmas offermade by Betty Crocker (noted Got-o Meollc@king authority) in the coupon at the right.

DEFT. GH-12, WASHBURN CRosBY.CoMPANY

\ )L .

- -

ttSL*tu

GOT HER SILVERWARE IN (NO TIME ATAAL''_FRIENDS RAVE O\/ER PATTERN

HE "t c.'t tell you how delightei I am with

F-- Jl tf,y s€t of Medality spoons. My lriends

S * ] ! s imply rave.about them-and i t *emsE * ! no t ime at al l Bince I comenced savingf F -

the coupons. Now I am start ing to svetor salad forks and later on for butter spreaders."

Mt. BelQ Gtay, Pottland, Oregot

..a+*:::::2.

l::l

tLLUsiRAtroNBhows the lovely Medality PalEm ofwhich Prines Galitztne, famos h6@sand wial'lte, sys.-"The Medality Patt€rn i8 ore of the

lovelieEt ard m6t exqursite of silverare d6igng."Complete sts of this beautrrul silvePare may

be esily obtained with Gorn Meo* couponspacked in every size sck of GoLD MEDAL "Krlcr-cn-lesleil" Flow and every package of Soltailk.whqties and Bisquick. . . . Se specdol o{Ier below. t

AnEXT 'tl|GY Yr€- ^l{ower€xT ,#LovELY ? Y@ clcEl I lF

/ E n f f i i l F M / e : '

:4J A -L,_zz________--u

BETTY CROCI(ER'S SPECTALPn'E.C[RISTll{AS-.(}FFER

If yo wish to Btart yoq eilvero et withoutd€lay, take adnntage of this 6pecial pre€hrist-maa offer ffide by Betty Crcker, famous 6oLDMED& c@king authority. Go to yos grcer, buya Eck of GoD MEDI Flow (any sia) and get aEl6 6lip or re@ipt as evidene of purcha*. Sendthis in with 39c in stahps or coin-(together with

tl"""i3lH",""if luiff$:l,311J.iTilFf"If '"?z+

m#r#**i*ts:*"ls:mm:ltlof the sck of GoLD MEDAL Flou to apply onadditional piee of silveruare) expie prcmptlyatmidnight, Dec. 24, 1935. So act at onc. 35tO6

SEND NOW-BEFOR,E TOO I.I,TELtnit-3 Spoooc To r Faoily

coD MDE F1our, Dc9t. GH-I2MinreaFlis, Minn.Gentlemen: I sdt to take edvan4e of Bctty C.ftL-er's Dre-Chri€tms offer ffid BEt my ilv.rware et atoue. Endosed Dlease find sle! slip or rcipt [roEmy gmr ehowing purch.le of GoLD MEDe "K;l.r#raid" Flour. Al.o-6nd 39c io staEF or mir. PleaeFnd me 3 auaranted Wm. Roaer! & Son-b4pggollnthe Medat i i y Pat te rn , u r r your a rc ia l , l lm lEd oEer .

(M onl! uilhi\ coit;aaral liiirs of U S. A.)

N dn . . . . . . . - , . . . - . - - . . . . . . . . . .

S t .c t d R. F . D. No. . . . . . . . . . . . . . . . . . . .. - - ; f i1 wxex You WANT l DELtc rous ca(E oR PASTRY, oR aNY KrNo oF EFSO, hEMEMSER THE SSIEST

f |ff wl',';.i,:',';.:?::i"'.1^l-"IffI 1?'^L"';:;:: :,LJ.i'"iff'"L?'fi,Ti.:'::"""::':.-.'"::- .:7 ENERGY, INao DELICIoUS, N6RITIoU5 F@os FoR Y@R TABLE. BAXEo FooOS FFOM YoUR 4Kq

Y ARE DEL 'c Ious . EcoNoMIqL. GoMPLTELY WN4EsoM€. SERVE TH€M GENEROUSLY EVERY MALI

197

to egr niEM 1 b :1

'O A big first prize in cash.

,O A long list of secondary prizes.

@ The contest is fun. ft is the sort of game

V.onr would enjoy, regardless of whether a prizeitas involved.

@ The eontest is easy at first. That gets people

*arted. Later the contest gets difficult. Thatmillions of entries.

HIS is one of the largest prize contests everrun. Contests like this have again and again

a big volume of immedi*te sales for a

of different products. Ilere &re thets that help to make this type of contestmillions of entries:

@ It is easy to prepare your entry because an

entry blank is printed right in the ad.

@ Folders containing everything you need to

enter the contest are also distributed bv dealers.

This adds more volume.

O Th" advertisement says, "Start tpday."

Later advertisements also say, "You can start

today." As the campaign progresses towards the

end, the ads eontinue to say "There's still time

to enter the contest." This method keeps bringing

people in.

In this particular eontest, the. number of

cigarettes which the entrant had to buy was

considerable-three packages a week for fifteen

weeks, or a total of forty-five packages. ff you

multiply that by the number of entrants all

over the United States, you ean see where the

increased sales volume comes in.

OLD GOLD CIGARETTES, one page, black and white, various uewspapers.

.'ra!r$E y#ffi €AN Wnffi€FTO8,FERSTFRITE

S{TEf, XOTH NRST TYEEKS FUZILESHffHilTED OT{ THI$ PAGE!

Here's How You ltSins1$0,S00"00 First Pr[zerf€D/f,Y, tiile y@ E rediry tlo vcds, me!€ up yfr mind

I b Tb $0o,000.00-oNE HUNDRED TBousA.llD DoLlaRs

cr.glt-Fiilt hi4 i! rlir @tstd thill,

Ir o erl to giw tcnd tbi! opDqoEity. Today i! u idal tine

to ate. Mhilg y@ Ded i! 6d6 to 6ta b ircluded ir thi!

M@@L

A $m,(x)o.Cl) lo.bDe, sEciedt elh to bting yq 6!5cial inde

pendw tc tle l@siadq d you !ite' a be yoc u FiFt hite

in tbia @ts! a @t6t i! shich you do trot d@eDd upon luck or

gu@od(, a @tat in thic! y@ Fill hsw you m SEPA-RATE

aND mfnDUl-L FILE. Ald Fu EYIRy will b6 sJ.Cuerd€d

and Fotet d, snd rBilibl€ t6 yro iBpetid fo @Epsipn *ith

Ey otb6 f,iuiDa otrt et tbc ocluion ol the @nt6t, Esve yd

€c b€a@ itr y@ lilc brd qc! e ellol oppo.blliq t til

gd@lth?

Yqii!b 6i.6dDt nliiq ! si6 dpual6 ah F* b @rdrnertt!tLnla lAcWZEr,ldlSEb,rsi6ol&DuLGxillb.on€dl€.lotioL Tb.sdls b6 h rc f.. @ f-L Thu. b sbb

F b 16 e, E 6 bdAt ryhig rI C ot tlc ht rEtf ,Ef*

fta ir dhi{ bld b ud@nd, mtlils @DlM r'bon 6L e6L Foltd th 8 ilgrtlq 6d Dot FEeUi! U& tq?b ! eh lflu.ol tl&,m.m.

1f.,. ru m Ruta! Fiid s. @ tEaDt d byet ol thc6 Dd.rleEiad 6 B D.&. Bddeh p{tl. i! r llt ol !,&. nnd yoEde lc r.h Fab lD tf,. lirt hlor lhc ?d. nE !l. ruaH6r d tL okt t@ !.wid.d itr.tbL mE@6L

2na..,Sad w 6tt b O&p @ €ffi, P. O. Bot 9,Vuicl Stut&tu, Nn TalcN. i. Md ry.!tsr uy htetra mesd Xldlir!! d * 6dry $E!&r 'ld.di&ly upn reitn.d

ry 6Et, tL bd h.|/x pnda il L nd.d b you rad tou M.d h. DB6d o! oq uili{ li.l b Fjv. lqtl$ lcrtld & ir.u.d.

S.{...I! ttir mbt,4b Gtly si€ of slutid ii b be @bpidtr ! out.ooD idlorFlrglhF or 3 huddEm l6imilE.thc, rh6 6dhs lh tour aFy, clde a OD COID ruorF.bs dF d bldlEh lrgirihc

Rdt n6d |tl Arta. Solv. s. DuEi6 NoP. Mllk !D llu Eird b€h mDAY. Y@ iiE udl l(llnigbt, Srlurdry oi8tt. b bbb you

hfFr (fr FFE.p taiDl6) ud @il you e![y.

EIITER TI[!$ C(}I{TE$T

BfiMil0tt!BY INIIIG II{IS EI{TRY TORiIt0r & lodt mG (erch| 3l'5ooJo10 k t(crcn)lJOO.oo

ra h $aO.Oo..dr...I.'OOOOO . tOG ltle !3O.OO idt...

tf0r & lzltt Prka (trch| 31trOO.0O28tr r(crch)$230.00

. l0O ibr FltJOO €dr...II,OOO.OOSrFrcrAL EsrRY Foftt*:: c.t\i'i1i D.k.....--.-

I t , ! .n rn ! t 1 : r in , \ i r 1 i l4 , i_ . y ,l i , . F , r - r L ! , : ; u i u { ; a r 1 . D " t L , r n : -T H E R U L E S

'tnr lrrdllrrn crrttr4ryl - , @ ! ' c , f f i r

l . - . - - - r - d - b * 3 .

- - * - - d L * t s - f i L

f o D - ! r h t s

L * ; i . - - d - -

l h . . * s - i d t s * . l - r 5 b u Fd r H * r -

- q | 4 - * r L -

b - * r & tb - r r * - . r . € * H - ! L

l r d * * { | d 4 r s k d r 6 b 6 D * F -

8 . n F | w h r h h i ' . , . d t n u : r r i l h t i a & -

H r h o c i i ! b 6 i l * n d r t S . D @ H

} F I N ' Y O U I R A E E A R E & B S I ( I I

l9{}

Securin g a Large Coupon Response

advertisbment made an outstandingin the number of booklet requests

it produced. Here are factors whichto make this record:

The advertisem.ent was timely. It appeared

before Christmas, when millions ofwere thinking about wrapping gifts.

News: Many people did not know that

could buy "Cellophane" in so many attrac-as sheets, ribbons, tying cord, ete.

fnformation: The page, which was printed

in brilliant colors, is full al ideas, It presents

novel and attractive package wraps.

@ Economy angle: Few people can spend

as much money fcr Christmas gifts as the;1'

would like to. This page shows how to make an

inexpensive gift look handsome.

@ A picture of the free folder is shown.

@ There is a display line " Get This Free

Folder."

@ There is a eonvenient coupon.

CEI;LOPHANX, one page, fow colors, various megazines.

COLOP.S, colors, colors! Thc.c 's Do

l imit ro thc combinrt ions * i rh rol l3

of Ccl lophznc ccl lulosc f i lm obrain-

:hlc in clcucn colors es scl l s c lcar

end pr intcd dcsigns.

F A S C f N A T I N C m o n k . y - b o s i n c s s

. . rhe( s ubet i t is! Wirh eo io-

'cnr ivc brr in and art ist ic 6ngds,

you can mekc dcsigni to amatc lodthr i l I your fenr i ly aod fr icods.

WHEN a gi f t hs en odd shaPc rnd

is berd to wrap-C:l lophznc dm

wondcrs. Thc sunburst r t thc toP

l u i o s s o m c t b i o g a w k w e r d i n t o

rcocthing cxci t ing.

EVEN r bottlc of Perir Prfumcco bc E ic mdc glorlou b)' . rutr

of oisp Ccllopbem ud r ribboo of

Ccllophmc lrouod thc nc(k

MAYDE tbis should bc cdlcd "Ooc

Ovs Onc." AnYweY, i t lho*t bow r

r imnlc idca qechcrs cxci tcmmr thrcugtr

thc usc of -v i" id,

colorful C. l lophuc

sd Scotch ccl lule gi f t tepc ( ic r t ickr

fesr, aod comcs in colos). I

.p' Y E S . . . y o u c e n m l l c c r e n C h r i s r m r s

r r c c s ! A n d b c t a u s c G l e s s i p s c o m c i o

scrcrel <olors-Iour trc nccd not b<

prccnl How ebout a spet l l ing rcd ooc

-or crystal c lc:r? Thc I i t r lc rccs erc

vcrv smart tabl< dccoret ions, to.

effir \" -qt*!/

6--''

A l L o ( ( h c * . ' r r P s a r c { r i l l 1 '

, - s C < l l o p h r n c i s c s P c i d l Y c l '

I ' r r r m f l c * r a p s l i k c t h i s o n c*rt \ : rrbbon of Ct l loPhzoc.

.ffP- i t ] -

t ,_ i i4, - 2- 1

, l r ,j . -

T f . l . 1 . , ' . ; ; B I i g h t - r e ' c f f c c t i s . o b 'r r , . . - . ' r t i G l a s s i l s t r e n s p a r c n t d r i n k. ( r " r i t f ) r r : c t i o n s f o r m r k i n g t h c *

r- . , ! r 'c in t l rc l rc loldo, and in t l tc( . , , r 1 , 1 f : ( & r e c Dcpt X, Du Poot, f5o Fi l rh Avc ' Ncw Yotk Gry

I wrnt thc f ,u lolda, ' i l

Scxrs of Gif i Wrrp'

p i n g , t h z i t c l l s h o w t o g l o r i { y g i { t s w i t h

Crl lophanc ccl lulosc 6lm.

( P L t A s E P R I N I N A v f A N o l n D R E s s '

C i . r . n d S ( r r .

Explanation of R eader checking Metirod

ar\'

i . n,l

l l[- lrrrrpose of reacler-checking is to find out

s ' i : i , ' l r i r , l r -ert isenrents are seen and which

fr.I srt'n-n-hich adl'ertisetnents are read

s'h:cl l are uot read.l)n'. ., lrvioLls \\ 'al ' to obtain this information

i . . i r : r l , l . r ' to a.sk people which adver t isernents

: rr, 'r ' sus. an,l lead in a certain isstte <-rf a rnagazine.' l -h i -

is thc ruethod employed by the Danie l

>t : r r t 'h . , rganizat ion and the in forrnat ion obta ined

i . f t i r r r is l rer i to adver t isers and to adver t is ing

:rs,'nt' i ,. 's in the folrn of weekly reports on weekly

rr iagazinrs ancl month ly repor ts on rnonth l l '

rrr: i{azint... Sonre of the Starch findings reearding" '1, . 's t - , r l rserr -ed" and "krest- read" adver t isernents

:,:rr-t. l ,r,:n ust'd in the preparation of this book.

Il.. lr.rrr ' :rre some of the most frequently asked

,r i r ' . i t i rx ts regarding t i re method of operat iou of

r i i i . St'rvice and the ans\\rers furnished bv

l , , n i , ' l S ta rch .

v(1 trr., l i1111: I{ow long has the Ser:vice been I'n

, ,1r t ' ra t i t in ?

-- l r rs i lcr . ' S ince February 1, 1932.

(/ttt,.1i111v.. \\ ' l iat magazines are reported on?

- l r t . ' . t t t t . !

7' l t r . : r t t t t r ' , .1 uy Eret i t ry Post

|,. j l ,r r l11

r , , *x l J I r t t tscA' t tp tn.g

l , r , l i , . * ' I Iunte Jot t t 'nq, I

. l r t l t ' r 2 t ' t l l l

f r i l t S l o t ' y

( ' , , l l i ; r ' . s' f in t '

- l / c { , r 11 ' . '

l i ' t , r t t r t , , ' . * I I o tn t ( ' o t t t pa. t t i o t t

i t , - ' ; r i , , J , , i i l r t t t

Qr1r..l i tttr. ' How many interviews are made on

1ci : . is . r re of each magazine?

V.{ r,.:tt r ' t ' : On th,: rrot.rt l i lv m:rgrr.zitres, (}xcept

Tnte Storq, the Stalch orga.niza,tiou gets betlvceu

300 and 400 completed interviews on each issrLc.The same is true of each issue of TlLe SattLrday

Et;cttirtg Post, with a slightl-v smaller nutnber

on the other three weekly magazines and on

1 ' r t te S t , , ru .

Qu,es[,ion: What is meant b"v "completed

interviern's " ?

Ans'user: Irirst, that e.rch person intervieq'ed

is orre u'ho had read the magazine prior to the

interviewer's call, and second, that every adver-

tisement of one half page or iarger had an oppor-

tunity to be interviev'ecl on. Othernise, the

iuterview is discarcled.

Que,stion: Mlhere are the intervicrvs tnlr<le?

Atrswer: All over the tlnited Sta,tcs. I{ere is a

l ist o{ c i t ies, within a radius of 100 miles of rvhic}r

the interviewers work:

Roston

New York

Philadelphia

Baltirnore

Cleveland

Cincinnati

Atlanta

New Orleans

Louisville

Detroit

fndianapolis

Chicago

St. Louis

\Ainneapol is-St. l 'aul

Dallas

Seattie

San llrancisco

Los Angeles

Qrtestiort: \\ 'ho makes the interviex's,

Anstt,er: The interviervers wht-r cotrfitre their

work {o our cont i r ruous magaz i r re sur r -e ,v a re a l l

women. l'he;' 21'g far above averag'e in inteliigeuce

and personality. \Ye have found it desirable t<r

use mostly coll. 'ge graduates or the equivalent.

Unif,rrmitv and inpaltialit; ' are stressed in their

work. Their wolk is constantl.l ' sultert'ised.

Question: Are intervic'ws made in horues ot'

olficcs ?( i ( t ! l

.' Women, for the most part, are

We aim not to interview the same person twice.

,(|uestion: How long after publication of maga-are interviews made?

Ansun: We start interviewing on the monthly. nagaaines one week after they go on the news-dends and interview on the issue for four weeks.We start interviewing on the weekly publicationslfuee days after they go on the newsstandsand interview for a week.

Question: How is an actual interview handled?

Answer: First, the cooperation of the personbeing interviewed has to be won.

Then the interviewer asks which of the currentirsues (among those on our list) the person hasin his or her possession.

iewed in homes.

majority of the interviews with men arein places of business.

,WEinterview only women on the women'smagazines. We interview both men andon the weekly magazines and also on

, Cosmopolitan and. True Story.We interview only readers eighteen years of

or over.

Next the interviewer asks which of those

magazines (current issues) the person had readprior to the interviewer's cell.

'lhe interviewer then asks the person to go

through the magazine, page by page, and indicate

whieh of the advertisements he or she had seenand how much of them had been read. Theinterviewer makes a record of the results of eachinterview on a tabulation sheet.

Our interviewers are instructed that the person

being interviewed should take a naturale eom-fortable attitude during the interview-that

the interview must be made without hurry orpressure-tbat it is advantage,ous to re.create,as nearly as possible, the original situationsurrounding the reading of the publieation.

These things ean be accomplished by the experi-enced interviewer who has learned to use properquestions and procedure.

The reliability of the interviewee's recognitionmay be, and frequently is, tested by questions

regarding the surrounding editorial matter, andby questions as to the time of reading, cireum-stances surrouriding it, general habits of readingthe magazine, and the like. As a rule, the majorityof persons reeognize quickly and with positive-

ness whether or not a given advertisement had

been seen or read before.

Author's I{ote

rc ?9 advertisements in this book

rated as winners according to:reports. However, these are not

ads that come to hand. Hundreds

advertisements were examined in

these ?9 winners. Here is the reason

a recent issue of Tirn*, the inter-

showed that a certain automobile

was the best-read in the issue'

of this advertisement showed

only about ten words of coPY

of headline size. In other words, to

ed was to read it. The fact that it was

" was not an outstanding achieve-

re, the ad was discarded.

a recent issue of Tlffi SaturdaY

PosJ, the interviewer's reports showed

eertain insurance ad was the best-observed

liscue. An examination of this ad revealed

"lO p"t cent of it consisted of a huge photo- (r)

of a eat's whiskers. The author has worked

advertising for more than ten years'

of this has been keyed-coupon adver-

rhere records are kept of the number of

by each advertisement. We have

able to produce sales with any such

device as a photograph of a cat's whiskers'

this insurance ad was discarded

it is doubtless true that the ad did

observation).

"i* ,.-ii *- ..

A number of other advertisernents which

showed up as winners on reading or on observa-

tion were found to be in speciai positions in the

magazine, such as back cover or opposite the

table of contents. These were discarded (even

though many of them were good ads) because

it is difficult to tell what proportion of their

success was due to good copy and what propor-

tion was due to sPecial Position.An effort was made to seiect most of the win-

ning ads from magazines containing & large

number of ailaertisements such as Good House-

keeping and The Saturtlag Ersening Post' The

reason is that it is a greater achievement for

an advertisement to be the best of a group of

200 ads than to be the best of a group of 20 ads'

In other words, in selecting the 79 winners

out of hundreds of winners' every effort was

made to be certain-

That the high observation or high reading

of the advertisements should not depend

on the fact that they had the advantage

of special position or any other special

circumstance.

That the advertisements, in addition to

high observation or high reading, should

be advertisements that were built in

aecordance with tested methods for pro-

ducing sales.

(b)

2$5