THE LAIHUAGE OF ADVERTISING
a
GRADUATE THESIS
submitted to The Graduate Division
Howard Q. Bunker
March, 1928
Boston University
The College of Business Administration Graduate Division
V, /O. cfe THE LANGUAGE OP ADVERTISING
v An Outline
I. Introduction
A. The Story of Arthur Chennery Page 1
B. The Power of Advertising 7
C. The Scope of Advertising 7
II. Advertising a Business Factor
A. Advertising Defined 9
B. The Purpose of Advertising 9
C. What Advertising Has Done 10
D. Some Economic Phases of Advertising 11
III. A Survey of the History of Advertising
A. Early Advertising 16
1. Poster Advertising 16
2. Signboards 17
3. Criers 17
4. Trademarks 19
B. Present Advertising
1. Periodicals
a. Newspapers 19
d. Magazines 20
2, Street Car Advertising 20
3, Direct Advertising 21
4. Advertising Agencies 22
C. Some Early Advertisements 23
IV. Advertising Mediums
A. Space Advertising 26
B. Direct Advertising 26
C. Outdoor Advertising 27
D. Novelty Advertising 28
1. Their Functions
2. Their Forms
V. The Language of Advertising
A. Emphasis Defined 30
B# The Principles of Emphasis 31
1. In the Sentence 31
a. The Simple Sentence 31
b. The Compound Sentence 31
c. The Complex Sentence 31
d. Sentence Variety 31
e. Long vs Short Sentences 32
f. Loose vs Periodic Sentences 32
g. Word Arrangement 32
V. The Language of Advertising (continued)
2. In Word Choice Page 33
a. Saxon English vs Anglicized Latin 33
"b. Concrete vs Abstract V/ords 33
c. The Classification of V/ord s 33
d. The Connotation and Denotation of
V/ord s 34
e . Synonyms 34
f. Isolated Dogmas 34
3. In Phrase and Clause Arrangement 35
a. Antithesis and Balance 35
d. Parallel Structure 35
c. Climax 36
d. Voice 36
4. In the Paragraph 36
a. Position 36
t>. Space 36
c. Repetition 37
C» An Analysis of the nine "Distinguished Individual
Advertisements" Recognized by the Harvard Jury of Award
under the Sdward W. Bok Foundation. 37-42
1. Sentence Structure 38
2. Diction 39
3. Paragraph Formation 41
4. Conclusions Drawn from the Foregoing
Analysis 42
VI. Advertising Predictions
A. The Future of Space Advertising
B, The Future of Direct Advertising
43 44
R5FSRBNCSS
1. Twentieth Century Advertising by George French
2. Advertising, Its Principles, Practice and Technique "by Daniel Starch
3. J. Walter Thompson Bulletin, June 1927 "Advertising and the Cost of
Distribution'ty Henry T. Stanton, V.P., J. Walter Thompson Co.
4. Waste in Advertising vs. Waste in Selling, An address "by Watson H.
Cordon, Advertising Mgr. S.D. Warren Company.
5. J. Walter Thompson Bulletin, June 1927 "Advertising and the Cost of
Distribution" by Henry T. Stanton, V.P., J. Walter Thompson Co.
6. J. .Valter Thompson Bulletin, June 1927 "Advertising and the Cost of
Distribution" by Henry T. Stanton, V.P., J. Valter Thompson Co,
7. J. 'Walter Thompson Bulletin, June 1927, "Some Economic Phases of
Advertising" by Paul Cherington, J. Walter Thompson Co.
8. An Address by Calvin Coolidge given before the American Association
of Advertising Agencies, Washington, Oct. 1927.
9. The Six Sources of Poster Art, Page 21, April 1925, Printers' Ink
Monthly
10. History of Advertising from the Earliest Times by Henry Sampson
11. History of Advertising from the Earliest Times by Henry Sampson
12. History of Advertising from the Earliest Times by Henry Sampson
13. The Evolution of the Trade Hark, Page 36, Aug. 6, 1925, Printers' Ink
..eekly
14. History of Advertising from the Earliest Times by Henry Sampson
15. A History of Advertising, Page 12, Jan. 4, 1923, Printers' Ink ..eekly
REFERENCES (Continued)
16. Effective Direct Advertising by Robert E„ Ramsay
17. Effective Jirect Advertising by Robert E. Ramsay
18. An Abbreviated History of the Advertising Agency's Origin and
Development, Page 25, Oct. 4, 1923, Printers' Ink Weekly
19. Advertising in 1844, Page 20, Sept. 1923, Printers' Ink Eonthly.
20. How They Said It In 1905, Page 85, Feb, 1, 1923, Printers' Ink Weekly.
21. Theories of Style by Cooper
The Philosophyof Style by Herbert Spencer
22. 7/orking Principles of Rhetoric by Genung
23. The Business Letter by Gardner
24. A Still Better Reception, S. D. Warren Company, 1925.
Page A
g g g f A C E
1. A Resume of the Pield under Investigation, with a. Critical Evaluation of the brk Tone.
Much has been written on advertising and the language of
advertising. To prove this, one has only to glance at a bibliography
on either of these subjects to be completely convinced. Each year
scores of new text books are published on advertising in its various
phases, and each month brings a deluge of articles on "Printed
Salesmanship. 11 Most of this work is complete and thoughtfully
written.
Generally speaking, there is little new to be added to this great mass of literature, for after all the TDrincinles of good writing are the same in every field of endeavor.
It is not, then, the purpose of this thesis to attempt to
add soioething nev.' to the language of advertising, but rather to
make a careful survey of advertising; to review briefly its history;
to consider thoughtfully its economics; and finally to analyze
carefully its mechanical structure.
a. Need for the Present Study: Its Significance
and Aims.
Prom the point of view of the general reader, this thesis may be little more than interesting. Because it is not intended to be a handbook on advertising writing. Its purpose is to clarify in the mind of the writer some of the salient facts concerning advertising, the subject which will be his life's work. The need for the present study, then, is to help the writer become more efficient in his daily task. This, too, is its aim. The present study, however, is not an entirely selfish one, because in some instances, it may inform the reader of facts with which he has not thus far had contact.
Page B
2. A Detailed Statement of the Method to be Followed And the Approach to "be Used.
This thesis comMnes library study, field work, and original, constructive thought. It knits together facts gathered here and there and works them into a unified whole. The bibliography found at the end of this thesis gives some indication of the extent of the writer's study. Although he did not study each textbook thoroughly, they all came to his attention.
The first section is a consideration of the power of advertising. The second discusses the economics of advertising. Next, the thesis reviews briefly the history of advertising, and finally the study is given over to an anlysis of nine prize winning advertise- ments under the Edward W. Bok Advertising Award for excellence in the use of language and illustration. This last section deserves special comment.
The subject of this paper is "The Language of Advertising" and yet if one will study far enough he v/ill determine that there is no language of advertising as such. True, it has some idiosyncrasies, but so has all writing. Advertising writing is usually marked by the presence of such distinguishing features as slogans, trade names, coined words, phonetic spelling, freedom from punctuation, and elliptical speech.
It is also rare that one finds in advertising the so called Biblical style, the literary style, the oratorical style or the poetic style. And yet advertising uses to some extent, and at some time, practically every literary style ranging from the purest English to the crudest of foreign dialects, yes, even to slang. Kote these :
--age C.
"In one generation automotive engineering has revolution-, ized civilized life. Yet many of the fundamentals of the science are older than the Christian era."
(Packard Motor Gar Company)
"Meesta Munn, he say to roe, 'Tony, you no can cutta dessa Kro-flite ball.' It's dessa way. I, Tony Spinella, cutta de grass on da golfa club. One day, Meesta Munn, he show me da new golfa ball he call a Kro-flite - - - -"
(Spaulding Sporting Goods Com -any)
"He looked a wow when they first met, but that was out where the traffic roars.
Indoors, away from the noise, the awful truth begins to dawn. His velvet line is drowned out - always snifflin.
Poor egg, he has that schoolboy afflic tion - excess lubrication of the adenoids and flappety tonsils."
(A, Patent Medicine)
"/hat is the language of advertising? We claim there is none, but granted that this is the case, there must be some general conclusions which one can drav; regarding advertising writing, otherwise, it might just as well not be distinguishea from any other
kind of literature. and so there are. The conclusions in this
thesis are going to be based first, upon a careful study of the principles of eirrphasis, as found in effective writing, and second, upon an analysis of nine distinct advertisements which have been recognized for their excellence in technique and substance by the Jury of Av<ard, at Harvard University, The Graduate School of Business ■Administration.
Just a word about the Harvard Advertising Award ThXn
fund was founded by Edward 7. Bok in 1924. It consists of a series of annual amrde offered to encourage merit and stimulate improvement in advertising. The fund is administered by the Graduate School of Business Administration, George F. Baker Foundation, Harvard University. Each year the Jury of A'ard is chosen by the Dean of the Harvard Business School. It consists of men chosen from business and
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academic life who are well qualified to consider the merits of the many advertisements submitted to them. The Edward '7. Bok Awards are made under four classifications:
1. For Distinguished Services to Advertising
2. For Advertising Campaigns
3. For Scientific Research in Advertising
4. For Distinguished Individual Advertisements
It is this last classification that we are particularly interested in. Under it the Jury ordinarily, but not necessarily, considers the individual advertisements and makes the awards under the following sub-classifications:
a. For the advertisement most effective in its use of text as the chief means of delivering its message.
b. For the advertisement most effective in its use of pictorial illustration as the chief means of delivering its message.
c. For the advertisement most effective in its combination of text and illustration as the means
of delivering its message.
d. For the advertisement most effective in typography.
Advertisements falling under Class 4, Sub-Division a, are the ones which the writer plans to analyze. Our reason for following this method of approach is briefly summed up in the next paragraph.
The nine prize winning advertisements under the Bok Advertising Foundation are the most effective from the point of view of technique, that have been presented to the Harvard Jury of Award since 1924. They represent the best advertisements written in the United States and have been chosen as the result of a scientific study.
If, then, these advertisements are effective, and if they
seem to have certain characteristics in common, can ;e not safely
assume that those characteristics are essential to effective advertising writing? Or, by adoptin- these principles, can we not
Page E.
make our own writing more effective? The writer "believes we can. For this reason, we shall analyze nine advertisements, and from this analysis shall "build several rules which may serve as a guide to tetter advertising writing.
Below, is a list of the nine prize winning advertisements, their authors, the year of their appearance and the names of the companies above which they appeared.
1924
Advertisement No. 1 Erma Perham Proetz of the Gardner Advertising Company, St. Louis. To a distinguished individual advertisement of Pet Milk Company, titled, "Take Baby and Go," deemed most effective in its use of pictorial illustration in any form among the advertisements of 1924 coming under the attention of the Jury of Award.
Advertisement No. 2
Mr. L. Hayward Bartlett of Eastman Kodak Company. For a dis- tinguished individual advertisement of Eastman Kodak Company, titled, "Keep a Kodak Story of the Children," deemed the advertisement most effectively accomplishing its purpose in a few words among the advertise- ments of 1924 coming under the attention of the Jury of Award,
Advertisement No. 3 Metropolitan Life Insurance Company, with recognition to Robert Lynn Cox, Second Vice President, in charge of advertisement, and to Hawley Advertising Company, Inc. For a distinguished individual adver- tisement titled, "100 Years to a Day," deemed most effective in the use of English among the advertisements of 1924 coming under the attention of the Jury of Award. In the opinion of the
Page F.
Jury, it possessed the additional value of being one of a series of advertisements of a similar merit.
1925
Advertisement No. 4
Merle Thorpe of "Nation's Business". For a distinguished individual advertisement titled "Let Washington Do It," deemed most effective in its use of text in any form among the advertise- ments of 1925 coming under the attention of the Jury of Award. Advertisement No. 5
'"illard D. Humphrey of McKinney, Marsh & Cushing, Inc., with recognition to Hay F. Heinrich, the Artist. For a distinguished individual advertisement of the Daniel Hays Company, Glover sville, New York, deemed most effective in its use of pictorial illustration in any form, among the advertisements of 1925, coming under the attention of the Jury of Award. Advertisement No. 6
Erma Perham Proetz of Gardner Advertising Company, St. Louis, for a distinguished individual advertisement of Pet Milk, a product of Pet MilkComuany titled "Cooked in Milk," deemed most effective in its combination of text and illustration as the means of delivering its message, among the advertisements of 1925 coming under the attention of the Jury of Award.
1926.
Advertisement No. 7
A. f« Diller. For a distinguished individual advertisement
of the Manufacturers National Baik of Troy, New York, entitled:
"'They saw Europe on Dimes," deemed most effective in its use of text in any form among the advertisements of 1926 coming under the
attention of the Jury of Award.
Page 0,
Advertisement No. 8
The Prudential Insurance Company of .America, with recof2'nition to I. Stanley Turnbull, the Artist. For a distinguished individual advertisement of the Prudential Insurance Company of America, entitled: "The Misery of an Old Man is of Interest to Nobody," deemed most effective in its use of pictorial illustration in any form among the advertisements of 1926 coming under the attention of the Jury of Award.
Advertisement No. 9
Federal Advertising Agency, Inc. For a distinguished individual advertisement of the Canadian Pacific Railway Company, entitled: "Visit this next-door Normandy! Chateau Frontenac . . . Bienvenue a Quebec," deemed most effective, in its combination of text and illustration as the means of delivering its message, among the advertisements of 1926 coming under the attention of the Jury of Av.ard.
Having nov: indicated in a general way the nature of the thesis which follows, we shall proceed at once to the story of Arthur Chennery.
H I E 0 D U C T I 0 N
A. The Story of Arthur Chennery
B. The Power of Advertising
C. The Scope of Advertising
Page 1.
THE STORY 0? ARTHUR C E E ■ g B g Y
Arthur Chennery was a success. There was no doubt about it. He owned his own home in Shadowlawn, which the realtor had told him was one of the finest residential sections of Rotary. He drove a Chrysler "80", and every summer he and Mrs. Chennery and the children went to their summer home on the Cape. In fact, only last winter he had served his first tenn as president of the Rotary City Club. Those who lived in Rotary knew that this was the highest honor which it could bestow upon any of its citizens.
Last night he had been called upon to make a speech before the Better Business Convention, and as he lay in bed that morning a smile of satisfaction crept over his face as he recalled the introduction accorded him by the toastmaster. "Mr. Chennery is one of the foremost citizens of our community. His dynamic personality, his independent thought, and his constructive criticism have been the most powerful factors in placing the City of Rotary among the leading comiaercial centers of our country,"
Independent thought, that was it, no man can get ahead in business today unless he makes his ov/n decisions, thought Chennery. And with that, he contemplated the day before him. Suddenly his mind was unpleasantly jolted from its complacent meditations by the harsh rattling of "Big Ben," Chennery 's faithful but rather noisy alarm clock. It was now time for the efficient business man to commence the day's work. It was 6.30 o'clock,
A bit reluctant to crawl out of bed, Chennery rolled over and shut off the alarm. "Damn it, why don't they make buttonless
Page 2.
pajamas',' he swore to himself as he absent I dndedly tried to fasten his Sleep-tite pajama coat without the aid of buttons. You see, Mrs. Chennery had been so busy attending bridge parties that reek that she had had no time to exaraine the clothes sent back by the laundry. Bat Chennery thought nothing of that, she was keeping up his social standing, and that was all that mattered.
He looked at the clock only to find that ten minutes had slipped away, and with a quick movement, (Chennery always did things with precision) he rolled out of bed talcing his Lady Pepperell sheets and Indian Head blankets with him.
Like all good Hotarians, Chennery read the Saturday Evening Post every Thursday night. It was a religion with them. In fact, they read the current magazines much more faithfully than they did their Bibles. But perhaps this was to be expected in a commercial center like Rotary. Often they didn't have time to read the stories in these excellent American national institutions, but they always faithfully digested the complete advertising sections, because these pages told them how other Rotarians were living; what they were wearing; how they were furnishing their homes; what the < latest mode was; what they should eat to be healthy; and how they should act to be successful.
Chennery prided himself greatly upon his efficient method of living. He had studied it out scientifically and knew the reason for every act. Independent thought, he called it, and as though realizing his position as a leader in his com amity, he pulled out the plug on his At water Kent just in time to hear, "This is Station 'TEAT broadcasting the Metropolitan Life Insurance Company health
exercises. Are you ready? lake position for bending, exercise No. 1,
Page 3.
ready, exercise! Down, up, down, up, touch the floor, dora, up." ind Chennery automatically began to "bend in the middle as best he could for a rather stiff and somewhat corpulent man of forty.
This was self-discipline, and he enjoyed it immensely. Little did he
i.
recall that some months ago a well written advertisement had stimulated this idea in the back of his mind.
. Puffing and out of wind, Chennery shut off the radio and went to the bathroom. It was a beautiful room, just like those pictured by Crane & Company in their advertisements. In fact, Chennery had told the architect to confer with Crane before drawing up the plans. Everything was correct. There was the shower bath, the built-in fixtures, the immaculate tile flooring, the delicately tinted walls and every convenience for guest or family.
Stepping under the shower bath, Chennery pulled to the rubber cue-tains and for some minutes peculiar sounds and a great amount of noisy splashing issued from the bathroom as Chennery battled with cold water and Ivory soap.
The next step in the morning's toilet was then systematically undertaken. Chennery was now feeling good, and with new vigor he reached for his Prophylactic toothbrush ana began conscientiously to brush his teeth with a circular motion. 'That was the proper way to brush teeth and when used in conjunction with Pordhan's tooth paste, Chennery felt no fear of Pyhorrea or other teeth troubles.
Shaving, however, was a task which Chennery had always hated until Ltennen brought out a ne shaving cream which, by the process of dermutation (Chennery wasn't quite sure yet what this process was) made this bothersome task a pleasure. Now he smiled cheerfully as lie scraped his face with a new Gillette, and after
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applying a liberal dose of Aqua Vela, his skin felt cool and refreshed.
But Chennery wasn't through yet. His hair had become a bit thin during the past few years and he thought fearfully of the possibility of having to go thrash life bald-headed.
One day, however, his mind was put at ease when upon going through his Saturday Evening Post he discovered that Listerine would cure dandruff as well as halitosis, and now he was a faithful devotee, of this nationally advertised product.
The i-iorning breakfast was much the same as usual. Chennery gave his wife a perfunctory kiss upon coming into the kitcr.en and they sat down together in the breakfast nook.
"Will you have some Kellogg 's Bran on your cereal, dear ?" she
asked.
"Yes, I guess so, "he grunted, and with his eyes half on the Morning Tribune and half on his cereal, he began to eat. Suddenly he spoke, "Bid you see that Packard was making a new Straight Eight?"
"Yes," his wife replied, "I was talking with Mrs. Haycor.sber about her car the other day - - they have a Packard you knor. - - and I suggested that we might turn in our Chrysler this year for a new car. "
Chennery mumbled something under his breath about not knowing what he was going to do, but mentally he made note to ask Jack Hamilton how he liked his Packard.
That morning, as Chennery was driving to work, his mind was
at peace with all the rorld. The engine in the Chrysler just seemed
to hum as he stepped it up to thirty-five and forty. The singing of his Kelley-Springfield tires pleased him too. In fact,
Page 5
never "before had he felt quite so prosperous. His thoughts shifted in quick succession from the "beauty of the morning to the order which was now pending with the Atlas Company. It involved 535,000 for electrical fixtures for the Hotel Ffritz-Charlton and although there had "been keen competition for the contract, Chennery felt sure that he would "land* it. He pulled a Blackstone from his pocket and lighting it, smoked as though he thoroughly enjoyed its companionship. Just then traffic came to a stop and as Chennery looked about him, a flash of color caught his eye. It was a twenty-four sheet poster advertising the Packard Straight-Eight. "Leadership", the word hit Chennery right between the eyes. Man!, he thought, what a beautiful car that is, and his attention fixed upon the sheer beauty of its racy lines.
"Packard owners, themselves leaders in every field of human endeavor, know that their cars cannot "but reflect a compliment upon their taste and judgement." Traffic was moving. The car behind blew its horn, and Chennery sub-consciously shifted into first and easing out his clutch, moved along with the tide of motor cars now nearing the city,
"Packard owners, themselves leaders in every field of human
endeavor " the words stuck in Chennery* s mind. He couldn't forget
them. "Leadership," why that was the subject of his talk before the convention last night. Perhaps Packard was right. He had always felt that hi 8 social position required a better car than a Chrysler — now he felt sure of it. The next week a Packard StraightrEight , monogramed "A.C." stood before the Chennery home in Shadowlawn.
The mail was heavy that morning, and li:30 o*clock found Chennery still dictating to the Ediphone. The constant drone of his voice was interrupted only by the frequent instructions given to the operator. Then his voice would rise and from the inner office could be heard:
i
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"Operator, take a letter to Mr, Reed of the Atlas Company, with a carbon for Mr. Baker of the Hotel Fritz-Charlton, Dei^r Mr, Heed," and with that his voice would again lapse into a low, monotonous tone punctuated only now and then by such expressions as, "Paragraph", "Period," "Comma" or similar cautioning instructions dictated for the benefit of the operator,
Chennery prided himself greatly upon his letter-writing ability. He was always striving for the unusual effect. His sentences were short, terse and pithy. Then again his thoughts would amble along in a cordial and friendly fashion, depending upon the person addressed. From his constant reading of many advertisements and business publications, Chennery had mastered the Ten Commandments of Business Writing,
That afternoon Chennery sat liesurely back in his swivel chair and examined the third-class matter which had come tohis desk. He gave it careful attention. It was his contact with the leading companies throughout the country and in this literature he always sought for new ideas, for new prospects, for improved methods. In fact, for anything that would make Arthur Chennery a more successful business man.
One by one he examined the printed pieces pausing longer on some than on others, but each left its impression upon his mind and at the end of his task he had made a careful division of the material which had interested him and that which hadnot. The first group he laid to one side for further reading, the second, he threw into the waste basket.
Chennery stayed at home that night, much to the delight of Mrs. Chennery, and together they sat in the living room, reading and
I 49 ar •uit<:x,H
Page 7
talking. The hands of the clock read two minutes of nine. Noticing the hour, Chennery turned on the Radio to await the time signal. V/atch in hand, he listened for the sound of the gong. It struck. Then followed a familiar voice, "This is Station MBB "broadcasting. Fe have just given the correct time by the Hamilton watch. Please stand "by." Content that he was running with "Railroad Accuracy," Chennery shut off the Radio and was soon lost again in his evening paper. B. The Power of Advertising
Having read thus far, the reader prohahly wonders what place this narrative has in a thesis on advertising. But if he has read the story even casually, he will recognize in it a narrative of the power of advertising. The story of Arthur Chennery is written with apologies to Sinclair Lewis, the author of "Babbitt". It is simply an exaggerated account of one day's happenings in the life of an average American.
From the time Chennery • s"Big Ben" aroused him from his revery, until he checked his watch "by the Hamilton Time Signal, he was acting unconsciously upon the suggestion of advertising. Chennery prided himself on "being an individualist. He thought he acted independently, but our story shows th%t the reverse was true. Everything he did and everything he said could be traced either directly or indirectly to some form of advertising.
Chennery slept in nationally advertised pajamas. His bed boasted of Lady Pepperell Sheets and Indian Head Blankets. He read the space advertisements in the Saturday livening Post faithfully. Every morning his radio, an Atwater-Kent , brought him setting-up exercises, a program supported very appropriately by the 1'etroplitan Life Insurance Company of New York. Chennery1 s morning toilet, too, was the acme of correctness according to modern advertising.
Page 8
3ven Fackard's, "Ask the Man '.Yho Owns One," was not entirely- unheeded. Nor could Chennery drive to work without having his desire for a Packard strengthened by a colorful twenty-four sheet poster. Direct Advertising, also, was a regular part of Chennery1 s daily routine, and from it he gained many of his "original" thoughts.
From this "brief explanation, the reader can now readily see why we opened our thesis with the story of Arthur Chennery.
* There are 31,403,370 Arthur Chenneries in the United States
# and 29,483,150 Mrs. Chenneries. Each one of them is influenced
by some form of advertising. And it was the purpose of this story to dramatize the power of advertising and show how it effects the American Public.
It attempts to show how they are constantly surrounded by advertising and how they are continuously acting upon its suggestion, although like Chennery, they may not realize it. Advertising is on every hand, magazines ana newspapers carry pages of it, the Radio programs are sponsored by it, poster displays meet us at every corner and electric signs blink out their messages every night .
C. The Scope of Advertising
Advertising is an economic factor in business today and when the average person stops to consider its growth and present scope he is amazed, A man of fifty has seen newspapers grow from four and eight pages to thirty-two, forty-eight and sixty-three pages and on Sundays, from one hundred to two hundred pages. He has seen magazines increase in size fror, sixteen and twentj-four pages to one hundred or
two hundred pages, or even more, all because of advertising. He has
* Male population of the United states, f Female population of the United states.
Page 8 A
seen his mail increase. He has marvelled at such electrical displays as the .Urigley sign in L'ew York City ouilt at a cost of '100,000. And when he learns that more than a "billion dollars is spent annually on advertising, he realizes more than ever that a new element has taken its place in the business world,
A consideration of such a definite form of "business activity naturally involves such questions as: What is advertising? How is it defined? What is its purpose? What has it done? What are its economic aspects? etc. Therefore, we shall try to answer each one these questions in turn.
II Advertising a Business Factor A Advertising Defined B The Purpose of Advertising C What Advertising has Bone B Some Economic Phases of Advertising
Page 9
A. Advertising Defined
The word "Advertising" is derived from the Latin word "Advertere" meaning, '♦to turn toward" or "turn attention to" • Thus, we have one conception of advertising, it heing"the act of making known". This is the first conception of advertising.
The second is that advertising should sell as well as make known. And here we have what is probably a more accurate definition of advertising, because unless it plays a part in the actual selling process, advertising can serve no real purpose. It must in some way help to sell, either by reducing sales resistance, that is, developing readiness to accept a * product , or by actually creating a desire or demand for it.
Another definition of advertising is the giving of news about the things we desire to sell. While this is true, it is not the whole definition of advertising because it does not include the element of persuasion which must accompany the news in order to complete the selling process. The steps of the selling process go from zero knowledge of, and desire for the product, (news in advertising) to the actual purchase and possession of it. (persuasion in advertising.)
B» The Purpose of Advertising
Closely allied to the definition of advertising is the purpose of
advertising. What is it supposed to accomplish? We have just stated
that advertising should be designed to sell. But if it sold only those
things which people actually needed, the necessities of life, advertising
would hold no such important place in business today as it now commands.
Advertising should do more than sell the necessities of life, it should
make people covet today that which yesterday they did not want, and yet
not to want anything that will not in some substantial degree contribute to their happiness or tneir well-being. This is the danger line in
* Ref. No. 1 | Ref. No. 2
Page 10
advertising and unless the advertiser resolves to protect the buyer "by truthfulness of statement and honesty of appeal, he will fail. Calvin Coolidge said, "There can he no permanent "basis for advertising except a representation of exact fact." And in these words he warns against the danger of misusing advertising.
Advertising tries to interpret the ideas of the other man, it argues with him, it enlightens him, it moves him and herein lies the difference between advertising and other forms of literature. Since time "began, man has "been writing "by some means or other. He has drawn on the walls of his caves, he has scratched messages on stone, he has stamped history on bricks of clay, his deeds of heroism he has cut on monuments, he has recorded the Scriptures on sheets of papyrus, and since the time of Gutenberg he has used printing to distribute intelligence about the doings of the world. But in most literature you do not find the written word trying to explicitly inspire definite and particularized action as you do in advertising. Most applications of the printed word are passive. They do not require action except through suggestion and advice. The Bible, like many other classes of literature, implores, commands, expounds, reasons and advises, but only in advertising are specific recommendations made and enforced byoffers of personal benefit.
C. What Advertising Has Done
To even indicate what advertising has accomplished would entail pages of narration, so we must content ourselves with only three illustrations of how it has benefited the masses.
Those who are near the half century mark in life's short span will easily recall the usual Saturday ni^'ht bath, when father and mother, sister and brother, all by some miraculous process managed to take a
Page 11
bath in a round, wooden tub measuring exactly three feet in diameter by two feet in depth. How they did it is a mystery that still remains hidden by the many other wonders of the "Gray Nineties".
Today we bathe daily, if we do not, we are ashamed to mention it. Why , because we are cleaner than our forefathers? Not at all. It is because through massed impressions the soap manufacturers and the plumbing fixture manufacturers have taught us that it is more healthy to bathe once a day than once a week.
"Have you had your iron today?" asks the Sun Llaid Raisin Company. "There* s a reason," says Postum. And so on a hundred food product companies keep reminding the public that we should eat foods for health as well as for pleasure.
But they are not alone. The dental cream business for some years has been pointing out the dangers of poor teeth. Squibbs, Porhans, Pebeco, Pepsodent and others have all been educating the public in the proper care of their teeth as a safeguard to their health. These illustrations are sufficient to show how advertising has been, and is accomplishing a great deal of good in the world through the spreading of knowledge. D. Some Sconomic Phaser of Advertising.
This brings us to a discussion of the economics of advertising. For many years advertising has come under bitter criticism from many persons. Some were informed but more were uninformed. The gist of their objections was as follows: "In 1925 statistics show that over a billion dollars were spent on all forms of advertising. This money is not producing economic goods, therefore, it is an economic waste." They do not stop to consider that a billion dollars is only 1^% of our entire annual production of manufactured goods. Neither do they know that on the average advertising consumes only 3% of the sales price; and that the percentages distribute themselves as follows:
♦ Ref. No. 3
Page 12.
Many companies spend only l/2% of the sales price of their goods
on advertising,
Still less spend - - # And still less spend
Less spend
H
tt
it
rt
tt
it
7 - 10%
But assuming that the amount of money spent on advertising was higher, could we still justify it? The answer is "Yes."
Professor Bishop of Cornell stated that dispite all the advertising that has "been done on automobile tires, there would he just as many tires sold as if there had "been no advertising cf them. Since an automobile must have tires to he operated, and since most automobiles would be operated somehow, most of us would agree with Professor Bishop. Never- theless he overlooked one of the great fundamentals upon which the economic case of advertising rests. In an industry so great as that of making automobile tires - an industry with volume running into many hundreds of millions of dollars - production, without advertising, would have been divided among a multitude of manufacturers. There would have been no such concentration of tire manufacturing as exists today, and without such concentration, we could not have achieved the present low cost of tires. Undoubtedly the diffusion of the total volume of business among hundreds of manufacturers, instead of among scores, (as is the case today) would have forced the public to pay more than it now pays for a tire probably in no way as good.
Concentration of volume in this industry has resulted in great economies in production, and in equally great progress in perfecting the tire itself. Advertising has made this concentration possible.
An amusing insight into the criticism directed against advertising is furnished by this story. During a session of Congress, a statesman arose
# Ref. No. 4
♦ Ref. No. 5
Page 13
and arraigned advertising in the following manner: "Gentlemen, I have "been investigating this matter of the economics of advertising, and I find that millions are being spent annually without beneficial results to the public. Here is a concrete example." he cried, waving aloft a copy of the Saturday Evening Post. "Gentlemen, they tell me a page in this publication costs C5,000.00. Why, that's a hundred dollars a week," and with that forceful argument he sat down. As a matter of fact, a full
year's showing in the Saturday Evening Post would then have cost $5,000.00 a week or 5260,000.00 a year. But our earnest Congressman entirely oblivious to that fact thought that he had scored a victory against the wasteful practices of advertising.
Arthur Brisbane says, '"To call advertising extravagance is stupid. It is a great economy. It increases business, decreases overhead,
and makes goods cheaper."
But there is another angle from which to approach the economics of
advertising. Fifty or seventy-five years ago, all buying and selling was done through personal contact. The business motto was, " Cavdtt
Emptor," "Let the buyer beware," because every buyer was presumed to be
just as expert as was the seller.
Take horse trading for example. If the buyer could beat the seller,
more power to him, he was a better trader. Today, however, the consumer knows nothing about the goods which he must buy. His purchases are so many
and so varied, that he cannot possibly become even a passably good buyer.
More than ever, the consumer has to depend upon someone else who knows
more about the ^oods than he does. Therefore, what can be more useful to
him that honest statements regarding goods which help to make him a more
intelligent purchaser. V/ho can better supply these facts than the one who
knows about the goods, and who will assume the responsibility /or what he
says regarding them?
* Ref. No. 6
page 14.
This is the great economic service of advertising. It establishes for the consumer a cheap, swift and trustworthy source of useful suggestions and real knowledge in countless purchases. Advertising enables him to buy with assurance.
The actual decision to purchase rests entirely with the consumer. Without his decision there is no willingness to buy, and where the wisdom
of his decisions rest entirely on evidence, necessarily incomplete, the value of honest advertising is at once evident. It is an economic gain to the consumer.
Advertising is a device for saving effort and cost in establishing contacts valuable to the consumer. It helps him to make more intelligent demands when purchasing. In fact, one of the tests to prove the economic justification of advertising is simply stated in this question: n Is it designed to make the final consumer a more competent buyer?"
In concluding this section on the economics of advertising, we should like to quote directly from President Coolidge's speech given before the American Association of Advertising Agencies. He said in part:
"Advertising is not an economic waste. Formerly it was an axiom that competition was the life of trade. Under the methods of the present day it would seftm to be more appropriate to say that advertising is .the life of trade. Under its stimulus, the country has gone from old hand-made methods of production, which were slow and laborious with high unit costs and low wages, to our present great factory system and its mass production with the astonishing result of low unit costs and high wages. The preeminence of America in industry which has constantly brought about a reduction of costs has come pretty largely through mass production. Uass production is possible only where there is mass demand. Mass demand has been created entirely through the development of advertising."
* Ref. No. 7
# Ref. No. 8
Ill A Survey of the History of Advertising
A. Early Advertising
B. Present Advertising
C« Some Early Advertisements
page 16.
A. Early Advertising
Like everything else, advertising has a past. For those who will study its history, there lie many interesting facts, only a few of which we can touch upon here. Probably the earliest form of advertising was that carried "by word of mouth. When Jesus addressed his disciples in the Sermon on the ..lount, he "bade them go into all the world and preach the Gospel of God. In reality he was telling them to make Christianity known. To advertise it, if you will. But long before Christ, people were making things known to their fellowmen. They were even employing other means than the spoken word. U'or example, poster art began many centuries before the Mrth of Christ. It originated with the Orientals. The Japanese and the Chinese. And today we find the simplicity of the early Japanese prints and the Chinese stone reliefs incorporated in our modern posters.
Grecian art, too, did not overlook the power of the poster design. We find that they used figures to decorate their vases which were flat in color, full of action, and striking to the eye.
In later years, the European races used poster art to design monumental brasses which may be found even today, in the stone pavements of the early churches. They are in a sense funeral posters which mark the resting places of notable men.
In the days of Solomon, public notices were posted for the Children of Israel so that they might know the utterances of the kings and the prophets.
In Pompeii, poster advertising was used 2000 years ago. Dr. Vittorio Spinaz»ola, author of "Pompeii and Ifly New Excavations," writes:
"Every available wall in Pompeii was a billboard devoted to publicity. Factories and offices all had painted signs - some of them works of art; while every wall and pillar was used for advertising space."
*Ref. No. 9 #Ref. No. 10
Page 17.
Signs, too, date "back to earliest history. We read of them in Greece while an old proverb says, "Good wine needs no bush." Bush being the Roman name for the sign which hung outside of the early taverns.
The Egyptians were probably the first to appreciate the value of signboards for as well as exposing their goods for sale, they would also attach to their shops pictures and descriptions of their goods.
Signs took many forms in the European countries, some of them were developed as a result of heraldry, while others depicted in picture form the work being done by the advertiser. Almost every person dealing with the public had a sign of some kind. The taverns, the lawyers, the chemists, the publishers, the millers, all had their particular sign of distinction. Some of the more interesting signs appeared as follows:
1. A goat was the sign of a dairy
2. A mule driving a mill was the sign of a baker
3. A boy being switched was the sign of a school
4. Bacchus pressing a bunch of grapes was the sign of a dispenser of drinks.
5. An anchor and ship was the sign of a ship chandler.
In fact, many of the artificers of Rome had tools over their workshops and gravestones. Diogenes, the grave digger, had as his emblem a pickaxe and lamp.
In England, when reading was little known, signs were used extensively. Such names as "The Red Lion" and"The Green Dragon Tavern" were commonly found, and it was not unusual to find such wit as this posted over a wine seller* s door: "Good entertainment for all that passes - horses, mares, men and asses."
The public crier has long been known in every country. He was found in Jerusalem. In Greece he was a common sight, while in Rome criers told the public of private as well as public matters.
During the ages following the fall of the Roman Empire, and the western migration of the barbarian horde*, darkness and ignorance prevailed *Ref. No. 11
Page 18
among the European peoples. The ability to read and write was an art possessed only hy the superior clergy. Illiteracy existed from the king down. It was then that the Mediaeval Crier came into existance. He shouted proclamations of peace and war. Notices of the sale of slaves or plunder. But as wealth increased and competition in business "became keener, he had more work. In France, the public criers had organized as early as the Twelfth Century. Louis 711 of France when chartering a town in 1141, set forth rules concerning the wine criers, a group peculiar to France. An early account says: "They carried samples of their wine. Whate troops of them, and they each made passers-by taste their vintage.,, A quaint story is told of an old woman who hired a wine crier to shout (her lungs were not strong) "God is righteous, God is merciful, God is good and excellent." She followed him explaining, "He speaks well." History records that she was tried, found guilty and burned for vanity.
English criers were a national institution at an early date (1299). They proclaimed the cause of the condemnation of all criminals, read proclamations and advertised all kinds of goods. They were the chief organ by which the mediaeval shopkeeper obtained publicity. In fact, he was not opposed to"crying"himself , for then the custom of "touting" or standing in the doorway and calling to those passing by was quite a usual way of getting attention. The merchant who got the most attention beiig the one who could out-shout the other, calling "What d'ye lack, sir? What d'ye lack?"
It was not until printing and reading, however, that posters and handbills became common in England. In 1679 Jonathan Holder, a London haberdasher, gave a price list to each person who had spent over one guinea in his store. His competitors thought it lavish of him to pay for 3uch useless bills.
* Ref. No. 12
Page 19.
Billstickers were a nuisance in England. Their one object was to cover over their competitors' advertisements, so each night found a host of them each trying to he early enough to gain the choice positions, and yet late enough to hide their competitors' announcements. The following morning found every availahle wall covered thickly with many unintelligihl posters. Eventually this advertising chaos was "brought to an end hy the control of contractors of good standing who took over the work on an orderly basis.
Another advertising feature which has lasted through the centuries is the trademark. These signs have been found on the bricks of Babylon and Egypt. They were used by the potters of Korakon, 4000 years ago. While the lamp makers of Rome used trademarks as symbols of identification The modern trademark has evolved from the mediaeval trademarks which were of two kinds:
1. Owners' marks
2. Producers' marks
In England, the use of the trademark was widespread. It was te ed by almost every guild, and we find the pewterers, the bakers, the cutlers, the brewers and the coopers all realizing the value of the trademark as a tangible asset.
B. Present History
Concurrent with the development of printing, came the developing of newspaper and magazine advertising. The first English newspaper was published during the reign of Queen Elizabeth. In 1583, the time of the Spanish Armada, a series of extra-ordinary gazettes were published. They were called the "English Mercurie". In 1792 newspaper advertising was a growing art and a source of profit to the newspapers. But it was not until 1855 when the heavy duties were abolished, that newspapers
experienced a great increase in circulation.
* Ref. No. 13
# Ref. Nt. 14
Page 20.
The United States has always led the field in newspaper publishing. Its first journal was the Boston Newsletter published in 1704. Since that time America has realized the value of the newspaper and newspaper advertising has taken advantage of it.
In regard to magazine advertising, reasoning from a specific instance, suffice it to say that in 1902, just a quarter of a century ago, the April 26 issue of the Saturday Evening Post consisted of twenty- four pages. It weighed slightly less than four ounces and contained eight and a quarter pages of advertising inside.
In 1927, twenty five years later, the April issue of the same magazine contained one hundred and thirty-four pages of advertising out of a total of two hundred and twenty pages. It weighed over half a pound. In the 1902 magazine, the largest advertisement was a quarter of a page in size. Today the largest advertisement is a center, double-spread.
The beginnings of street car advertising are veiled in doubt but credit for organizing the business goes to William J. Carleton who was originally a New York street car conductor. Carleton used to tack up signs while collecting fares. This was in 1875, but history records that Artemas Ward, then with the Sapolio Company, bought space advertising above the door in the old stages which preceded the horse car on Broadway.
*n 1832 John Stephenson placed advertisements in the early horse cars. While in 1850 Lord & Taylor has record of buying space from the same New York company.
But the growth of street car advertising was slow until electric cars came into use. The reason for this slow beginning is not hard to find when one considers the ppor displcy facilities offered by the low- ceilinged, dingy and ill-lighted horse cars of the nineteenth century.
In 1856 William J. Carleton came to Boston because street car * Ref. No. 15
Page 21.
advertising was then largely in disrepute in New York City. Through his efforts car cards were made standard in size throughout the country and "by the end of the eighties, he had seen clean "business practices introduced into his field of work, with four thousand cars carrying advertisements in Boston, Chicago and New York. Today street car advertising is handled "by several large companies similar to Ward &, Gow, New York, and the Street Railways Advertising Company of this same city.
Direct advertising is one of the most recent forms of publicity, its importance dates "back scarcely a quarter of a century, and yet its lineage can he traced through hundreds of years. About 1000 B.C. an Egyptian land-owner wrote on a piece of papyrus for the return of a runaway slave. This, so far as we know, was the first example of direct advertising. The original was exhumed from the ruins of Thebes and is now on exhibition in the British Museum in London.
History records too, that messages were imprinted on bricks in the days of Babylon, and so were sent to prospects. But this method was not used to any great extent.
We next hear of direct advertising about the time of Christ. In one of Pliny's books we read with reference to a poet, "He hired a house, built an oratory, and dispersed prospectuses.
The fact that writing was not a common art in the Mediaeval Ages probably accounts for the slow development of direct advertising during that period. However, the invention of the printing press assisted greatly in making direct advertising more popular, and since the introduction of moveable type by Gutenberg in 1434, the growth of direct advertising has been concurrent with the progress of printing.
In 1471, William Caxton, the pioneer printer of England, set up a press at Westminster Abbey and in 1480 he printed the first English handbill, the forerunner of our present "dodger." The original is now in the
♦Ref. No. 16
page 22.
Bodleian Library, Oxford, England.
The first American direct advertising, according to the Philadelphia Public Ledger, was a pamphlet published in 1681 by William Penn. The front cover read: "Some Account of the Province of Pennsylvania in America, Lately Granted Under the Great Seal of England to William Penn. Together With the Privileges and Powers Necessary to the Well-Governing Thereof. Made Public for the Information of Such as Are or Maybe Disposed to Transport Themselves or Servants into Those Parts."
Printers* Ink said: "Excepting for its now archaic language, some of the passages in this pamphlet would seemto be a quotation from a modem land scheme.
Penn's direct advertising piece appeared in England to stimulate emmigration to Pennsylvania. It was reprinted immediately in Dutch at Rotterdam and in German at Amsterdam. But Penn was not content to let his publicity end even here. Like a good direct advertiser, he followed up his first piece with seven others issued between 1681 and 1690. In one case he took a small portion of his first pamphlet and published it in a broadside.
In 1683 Penn issued a map of Philadelphia and survey of the city by Thomas Holme, In 1687 he was confronted with the problem of offsetting rumors about "Perm's Woods." He succeeded, hov/ever, by sending out a pamphlet containing quotations or( testimonials or indorsements) regarding his province which, as the pamphlet explained, had been written by "persons of good credit."
One can hardly discuss the history of advertising even in a general
way without mentioning the development of the advertising agency. Ben
Johnson in his story, "Every Man Out of His Humor," introduces an
advertising agent called "Shift". Thus the advertising agency dates back
to the reign of "Good Queen Bess" but the modern agency was unknown * Ref . no. 17 f Ref. ITo. 18
Page 23
one hundred years ago. The advertising agencies grew out of a group of brokers who bought and sold space in periodicals merely for speculation, v.hen their rates became prohibitive, the advertising agency was established. These companies fixed rates, gave advice and information and finally, planned campaigns.
During the "Patent Medicine Era" publishers and advertising agencies had no definite censorship of advertising copy or ethical basis for such censorship. The attitude of the average publisher toward truth in advertising paralleled Mark Twain's famous story about promiscuous lying. He said that he opposed it not because of any moral ground, but because promiscuous lying tended to discredit all forms of lying.
Mr. U. Wayland Ayer, of the N.W. Ayer Advertising Agency, New York, writes: "The first advertising agency in the United States was founded in 1840 by Volney B. Palmer in Philadelphia." Mr. Ayer continues that it was his policy when starting the Ayer Advertising Agency, not to accept advertising, the phrasing of which was obnoxious to women of refinement, nor would he accept advertisements of intoxicants, opiates or other injurious articles. Thus tf. W. Ayer started a crusade against the low standard of advertising ethics prevalent during the nineteenth century.
Today an advertising agency is a company which creates, develops, distributes and cares for the advertising of some company other than its own.
C. Some Early Advertisements
Having now completed a broad and rather sketchy survey of the history of advertising, we may glance for a moment at some interesting early advertisements.
One old print used to advertise Trail's Patent Sails is now in possession of the Brown-Robertson Galleries, New York. It shows two ships in a storm, one sailing before the wind, sails spread, the other its sails torn to shreds being driven on the rocks. The caption reads:
"This Engraving Represents a Frigate Working Off and Clearing a Lee-Shore
*n«f. fin. 1<T
Fage 24
in a Heavy Gale, Aided By Trail's Patent Sails. Another Ship '.Yith Ordinary- Sails is Drifting to Leeward on the Rocks, Her Oanvas Split and Blown From the Bolt Ropes. Dedicated To The Ship Owners and Captains of Great Britain By Their Obedient Servant , Archibald Trail, Fatentee, 1844." Imagine how effective this old advertisement must have been as it hung in the various inns near Pool of London or Southampton influencing captains and ship owners to buy "Trail's Patent Sails".
Another ammusing incident is offered by the laborious copy-editing of an advertisement written by one, John Thompson, in the eighteenth century. The present day copywriter who thinks his own copy unduly mauled, will appreciate this.
John Thompson composed his advertisement thus:
"John Thompson, Hatter, makes and sells hats for ready money."
Upon submitting it to his friends, he received the following comments:
1. "Hatter" is tautologous because it is followed by "makes hats" which showed he is a hatter. It was struck out.
2. Friend No. 2 observed that "makes" might well be omitted because customers would not care who made the hats. If they were good they would buy them whoever made them.
3. The third friend remarked, "For ready money" is useless. It is not the custom to sell on credit.
The advertisement now reads: "John Thompson sells hats."
"They wouldn't expect youto give them away", says friend number four.. "'•Vhat's the use of 'Sells'? "
The advertisement now evolves: "John Thompson, hats. "
Finally, Thompson' s fifth good friend points out that a picture of a hat would be much more effective than the word, "Hats," so out goes"Hats." Thompson's advertisement now appears with his own 'frame under an illustration
Page 25
of a hat.
About the beinning of this century, we find advertisements performing a lot of amusing antics. For example, in 1905, one collar company showed their product in black. The caption read, "The ..hitest Collar 3ver Made."
In 1909 a Winton headline read, "One Thousand Dollars Worth of Folly." Following the illustration was a great mass of reading matter which, we're afraid, no public would bother to read today.
This salutation appeared only a short while ago, "To Lovers of Coffee and Retail Grocers."
And this bit of logic comforted two million readers for a great number of years, "Isn't it Wonderful to Know That When you Buy Blank's Hosiery * You Are Absolutely Sure of Getting All the Wear That's In Them?"
Now to return to more serious things. *Ref. No. 20
Advertising Mediums
A. Space Advertising
B. Direct Advertising
C. Outdoor Advertising
D. Novelty Advertising
Page 26
Before taking up a discussion of the language of advertising, we should like to pause for a moment on the subject of advertising mediums. By mediums we mean channels through which the advertiser's message can he conveyed to the mind of the public. Roughly speaking, there are four mediums in all, viz:
1. Space Advertising
2. Direct Advertising
3. Outdoor Advertising
4. Novelty Advertising
Under each of these headings, there are a host of sub-heads which might be called the forms of advertising. Some of these forms will be listed after we define in a brief way the four mediums of advertising and indicate their functions.
A. Space Advertising
Space advertising is of two types, newspaper advertising and magazine advertising. It is used to convey to a large number of people the salient points regarding an article. It may be used frequently because of its relatively small cost; it brings good results.
Newspaper advertising is more flexible than magazine advertising. Through it you can nationalize and localize at once. It can be unified and yet varied to meet the needs of specific communities.
Space advertising, whether newspaper or magazine, tries to move the reader to action. It usually invites him to make inquiry about the seller's product. It keeps the public sold, stimulates reorders and creates demand.
B. Direct Advertising
Direct advertising is the sharp shooter of all advertising. It is defined as any form of planned advertising reproduced in quantities
page 27
by or for the advertiser, and "by him or under his direction, issued direct to definite, specific prospects through the channels of the mails, dealers or canvassers. Direct advertising follows up and reinforces other mediums of advertising. It usually conveys detailed information and tries to stimulate immediate "buying.
Direct advertising has several advantages which make it a valuable medium. It is:
1. Selective
2. Confidential
3. Forceful
4. Feasible
5. Timely
6. Economical
7. Capable of being checked as to effectiveness Direct advertising is used:
1. To sell directly
2. To supplement other advertising in magazines or newspapers.
3. To prepare the way for the salesman before he calls.
4# To follow the salesman, presenting further arguments and to keep his customers interested until the salesman calls again.
5. To drive selected territories and boom business.
6. To meet unexpected conditions.
7. To distribute samples.
C. Outdoor Advertising
Serving an entirely different purpose is out of door advertising, in which posters, signs, car cards and displays play the most important part. Each of these forms of out of door advertising keeps the seller's product before the public. They are noticed hurriedly, but often, and their short, terse messages make a strong impression upon their readers.
The advantages of outdoor advertising are:
1. Position
2. Size
3. Color
4. Dignity
5. Instantaneous Impression
6. Indelible Impression
7. Circulation
Universal Flexible
J
)
bug eld
page 28
8. Repetition
9. Permanancy
10. Dealer Attitude of Goodwill
11. Economy
This medium of advertising keeps hammering away at the public. It will not let them forget the advertiser's message. D. Novelty Advertising
Novelty advertising ranges all the way from sky-writing to souvenir gifts. Its only purpose is to "build good-will and to keep the advertiser's name before his market.
Just to give the reader some idea of the scope of the forms of advertising, we list "below a rather detailed classification made according to where these forms will he found:
1. On the Billboard and In The Car
a. Posters
Billboards Subway Stations Elevated Stations
b. Car Cards
Regular Size Odd Size
2. In Retail Stores
a. Window Items Screens Cutouts Cards Posters Stickers Festoons Price Tickets Transparencies Decalcomanias Trims
b. Inside Store Items Card 8 Hangers Shelf Signs Counter Easels Counter Containers Calendars Danglers Price Tickets Cartons Labels
3. Consumer Items (Distributed By The Advertiser)
Booklets
Catalogs
Folders
Slips
Circulars
Fans
Novelties
Pop-up s
Coupons
Cards
Artplatas
Calendars
Letters
House Organs
Broadsides
Envelope Enclosures
Package Inserts
Blotters
Portfolios
THE LANGUAGE OF ADVEBTISIHG JL Emphasis Defined
B. The Principle s of Emphasis
1. In The Sentence
2. In ",'ord Choice
3. In Phrase & Clause Arrangement
4. In the Paragraph
C. An Analysis of the Harvard Award Advertisements
D. Conclusions
page 30
TEE LMggAgg 0? ADVERTISING
This much for advertising so far as its physical make-up is concerned, fe shall now devote the remainder of this thesis to a discussion of the language of advertising, taking up first, i study of the principles of good writing and second, an analysis of the nine advertisements which won the Harvard Advertising Av.ard. The thesis will close with a few advertising predictions.
When we think of the language of advertising, we automatically think of words, sentences and paragraphs, for these are the tools with which the copywriter works. Granted that we have ideas, they must be expressed, but how is the question. Inasmuch as the principles of advertising writing are the principles of good writing, we shall consider them here.
The four fundamentals of all good writing are Unity, Coherence, Bup] ony and Emphasis. The first of these demands that there shall be one thought only in a sentence, paragraph or any single piece of writing. All writing must "be related to a single subject.
Coherence states that -ords and ideas should be logically arranged so as to develop thought naturally.
Euphony suggests that all Writing should be harmonious to the eye ana ear.
The last fundamental, Emphasis, is by far the most important. ]Tor, if a piece of literature is emphatic it must be unified; it must be coherent; it must be euphoneous. I. ftsphasifl Defined
Emphasis re uires that an idea be given force appropriate
to its importance. This force may be obtained in several ways,
by bizarre and unusual meciianical or rhetorical devices, or through
page 21
simple and straight-forward expression. The latter is much more effective, and for this reason the bulk of this section v.lll deal rith how to write so that the reader vrill pay attention to our message.
II. The Principles of Emphasis A. In the Sentence
1. The Simple Sentence
There are three kinds of sentences; si pie, compound and complex, \hich of them is the most emphatic? Undoubtedly the simple sentence, for it is usually short and direct. It can only express one idea and so it is easily understood. The simple sentence is used extensively in advertising. Note the force of these well known slogans:
"It covers the world" "It hasn't scratched yet" "It chases dirt"
2. The Compound Sentence
The ' compound sentence is sometimes referred to as the dumb-bell sentence because its parts are of equal weight. This facetious interpretation of the definition of a compound sentence points to its very weakness. A compound sentence includes two ideas. To be sure, they are closely related, but by including them in one sentence each loses some of its force. However, a compound sentence may serve to emphasize two or ^ore thoughts by setcing them off against one another, or by balancing them. '.Then Caesar said, "I came, I saw, I conouered," he expressed in a compound sentence what a simple or complex sentence would have marred.
3. The Complex Sentence
By using a complex sentence, the writer can subordinate i.unor ideas grammatically so as to throw stress upon th . main thought. It also allov/s a nice fitting together of ideas in varied sentence patterns. Zhla avoids monotony and makes reading easier.
4. Sentence Variety
The point to bear in mind when writing is to gain sentence variety. To express it negatively, don't use long, strin/ry com pound sentences entirely, nor should you write a great iaany short, choppy, simple sentences. A judicious use of the simple, compound and complex sentences combined, jives to any composition the variety in sentence structure which it needs.
page 32.
5. Long vs. Short Sentences.
To state definitely what is a short sentence and what is a long one is difficult. Much depends -upon the subject matter, and uoon the capacity of the reader. In business writing, sentences should vary "between twenty and forty words. Any sentence longer than forty words should "be used carefully, for it may not carry its message to the average reader. 3e simple and direct.
A long sentence is not emphatic, it fatigues the reader's attention and so leaves hirn less power to grasp the idea expressed. On the other hand, while good for occasional emphasis and point, the short sentence is lacking in rythm, and if used too frequently, it will produce a curtness and abruptness which violates the principle of euphony.
6. Loose vs. Periodic Sentences.
"We come to our journey's end at last, with no small difficulty, after much fatigue, through deep roads and bad weather." The above is an example of a loose sentence. Re-reading will show that its meaning is complete before the end. Or to define a loose sentence, it is one in which a period may be inserted at one or more places before the end of the sentence. We naturally speak and write in sentences of loose construction - therefore, it should be used as the basic style in business writing.
The periodic sentence is more difficult to grasp as it withholds the main thought until the end of the sentence. The former illustration expressed in a periodic sentence would read:
"At last with no small difficulty, and after much fatigue, v/e came, through deep roads and bad weather to our journey's end."
This style, except when writing to a group mentally advanced, should be used with care, and even then it should be used only for variety in expression. The periodic sentence is emphatic because of its climactic effect. By thus arranging the sentence parts, the attention is fo cussed upon the end and it is here that the main thought is expressed.
7. Word Arrangement.
Is there one arrangement of the words in a sentence more effective than another? The answer is, "Yes." English custom favors that the adjective precede the noun, that the adverb follor the verb, that the subject precede the predicate, etc. If then this usual order of sentence parts be changed, atten- tion will at once fall upon the unusual. But in trying to obtain such emphasis, the reader must not adopt a style which:
e
I
Page 33.
To state it positively, he should observe the following rules:
a) '.'/'ords should be so arranged that each one may be understood without waiting for subsequent ones b) "'ords should develop thought logically., c) V.'ords should be so arranged so as not to check thought.
There is then an emphatic order of sentence parts (subject and predicate) namely, inversion. It places all of the qualifications and limita- tions on the predicate first; it develops the sentence in the order of climax. Because it is unusual, it is emphatic.
In brd Choice
Heruert Spencer in his essay, "The Philosophy of Style," says, "Language is the vehicle of expression and whatever causes friction or inertia deducts from its efficiency." If we consider "language" to be synonymous with "words" it is evident that whatever obscures their meaning, lessens their force. To write effective English, you must choose well your words.
1. Saxon English vs. Anglicized Latin
Spencer points out that Saxon English is more forceful than Anglicized Latin because it is learned earlier in life. Because it is organically connected with the reader, it brings to him rapid association, and permits ease of understanding. Saxon English is brief, it is imitative, and has a likeness to the things symbolized. For these reasons it requires less effort to call up the ideas expressed, and leaves more atten- tion for the ideas themselves,
2. Concrete vs. Abstract ords
We think in particulars. This means that any language which will stir our imagination is more effective than language which is vague and abstract. Make your language concrete and it will stimulate your reader; dull and ineffective words will leave him unmoved.
3. The Classification of '..'ords
"It is where a word dwells that determines its class." says Professor Roy Davis of Boston University. He continues, "They may be classified as f ollow8:
a) Literary or Upoer Class "'ords
b) Middle Class Words
c) Lower Class Words d) Hobo or Tramp '.fords
e) Criminal ."ords
We find that in business the Middle Class words are better known than Upper Class Words - therefore they are the more powerful and should be used in every- day writing. "
* Ref. No. 21
Page 34.
There is another classification of words more common and more widely used than the one given above. It is:
national - Local
Reputable - Unacceptable Present - Obsolete
Derived from- this grouping is the rule that in order to be in good use, a word must be National, Reputable and Present. The reader may query, "I know when a word is National and Present, but when is it Reputable?" A word is reputable when it is recognized and used by language authorities, that is, professors of English, good writers, and standard dictionaries.
Some words are not acceptable because they are too new, some are too old. In every case when there is a legitimate i ord in the language one should never use a doubtful one. However, be careful not to reject terms that give life to your lang'oage, for if you are too conservative, your language may be correct, but it v/ill be inert, it will lack vim.
4. The Connotation and Denotation of ,'ords
Regardless of its ancestral history or present social status, any -ord is the right word if it conveys the correct ii.rpression. i'or accuracy in word choice one must study the Denotation and Connota- tion of words. The first is the dictionary meaning of words; the second is the popular meaning. Genung has said, "To choose the correct word one must get at its fundamental note, for a vitally chosen word is like a bell; in addition to its fundamental note it has overtones which in various ways enrich its meaning. These tones it takes from its settings and associations."
5. Synonyms
Fine discrimination between word meanings is obtained by carefully weighing synonyms. They permit the rigjh.t shade of meaning, or the right degree of expression. Synonyms, then have an important place in correct and emphatic writing,
5, Isolated Dogmas
Prom various sources the writer lias gathered a group of rather dogmatic rules concerning emphasis and word choice, "rardner has contributed the first ten.
a) Plain and Simple words are more vigorous than elaborate ones.
b) Specific words are stronger than general
words.
c) Short words are emphatic; long words are weak.
d) Natural and idiomatic ohrases are more effective than formal and hackneyed expressions.
e) Descriptive words call up specific images before the mind. They are concrete. Use them,
*Ref. No. 22 #Ref. No. 23
Page 35.
f) '.7ords or phrases in unusual senses, or figures of speech, set the reader thinking.
g) Verbs and nouns should he made to carry the weight of the meaning.
h) Especially valuable is a good verb.
i) Avoid the over-use of the verbs "be" and
"have".
j) Nouns help to develop imagery. They represent objects or things and so induce images.
k) Adjectives make the nouns vivid and
realistic.
1) Avoid exaggerated language
a) Don't pile on adjectives
b) Use superlatives carefully
c) Avoid "very" expressions
C. In Phrase and Clause Arrangement 1. Antithesis & Balance
One of the uost natural modes of expression in writing is the principle of contrast, by which opposite terms or ideas are so placed or employed as to set off each other. To the contrasting of ideas we give the name, antithesis; to the contrasting of terms, the name balance. An example of each follows: Balance :
"If you would seek to make one rich, study not to increase his stores, but to diminish his desires." Antithesis:
"They were engaged in the noble work of calling men out of their heathenism, with its manifold corruptions and superstitions, into the gospel of purity and love." These constructions, by the likeness of their parts, or by the antithesis of their thought, throw into sharp relief the ideas expressed. Antithesis and Balance are an aid to clearness and force.
2. Parallel Structure
Parallel Structure requires that elements of thought which are paired together, or which answer to each other, should show that relationship by being of like speech - Part - ship. This is a fundamental rule which even beginners should heed with care for a sentence, which is not parallel in structure is weak anc3 ineffective. Notice hdw the following illustration conforms to the rule given above.
"He had good reason for believing that the delay was not accidental but premeditated and for supposing that the fort, though strong both by art and nature , i ould be forced by the treachery of the governor and the indolence of the general to capitulate within a week.
Page 36.
3. Climax
Probably the most effective method of arranging the phrases and clauses in a sentence is the order of climax. To obtain a climactic effect, the words of less intense meaning should precede those of more. Likewise, phrases and clauses should be arranged in the order of their importance, from lor- to high. This style should be used only occasionally, for it is an artificial rather than a natural order of speech, and we should not violate this order except for well chosen emphasis.
4. Voice
The active voice should be used ill all writing intended to convey a spirit of movement, or to stimulate action. As Professor Roy Tavis has pointed out, "It is much more interesting to read that someone did something, than that something was done by somebody." This is very true. Business writing, especially, must be interestinp and unless it is made so, with good verb action, it will fall flat.
D In the Paragraph 1. Position
There are three chief devices for bringing important ideas prominently to the reader's attention: they are:
a) Giving them important positions
b) Giving them much space
c) Repeating them often
At this p>oint we may call upon Psychology to aid us. The lavs of primacy, recency, and frequency are basec. uoon the facts that whatever comes to our attention first is more impressive tharjthat which comes to our attention second or third. Also, whatever is stated last, remains in our memory longer than what has been said before, finally, we remember longer that which is repeated.
If this is true then, we should capitalize it in our writing. We should arrest attention at the beginning by making a concise stateiiient of the main idea in the paragraph. The end may be used to summarize what has gone before. The middle of the paragraph should expand the main thought, and in it should be placed the less important :aaterial.
2. Space
Mere size or space may serve to indicate im- portance; for this reason the attention of the reader raay be fixec uoon one idea by saying much about it. However, one must not be led by this fact to fill up space with unnecessary 1 ords, for conciseness is one of the chief elements of emphasis.
page 37.
3. Repetition ■ The third method of securing emphasis is "by repetition, by making a word or phrase echo and reecho. The words repeated must be rorth repeating. They must be the keynote of whatever you are trying to emphasize. Usually this word is either the subject or object of the verb. Remember, "the constant drop wears out the rock," but re- petition mustpot be carried to the point of weariness. If it is, the result is fatal.
C. An Analysis of the Harvard Award Advertisements
Having thus completed a careful discussion of the principles of effective writing as they are found in a study of emphasis, let us now turn our attention to the problem of analyzing actual advertisements that we may see how well our theories work in actual practice.
Our first step in analyzing the nine advertisements under discussion was to identify each sentence as simple, compound or complex. We then determined the derivation of two hundred words chosen at random from the nine advertisements • We classified them as AngloTSaxon, French, Latin or Miscellaneous,
But this was not enough. It would not give us a basis for comparison; it would not allow us to draw sound conclusions, therefore, we decided to ana3yze the sentence and word structure of an essay, "The Moral Equivalent of War." As in the case of the advertisements, we studied each sentence in the essay. Then we examined the derivation of one hundred of its words.
Our third step was to analyze the advertisements objectively in an effort to note any outstanding characteristics which might distinguish them from any other kind of writing. This analysis follows.
Uake Jiaby and Qo-
i
rH ETHER you go by trail or train, the bottles packed in the bags will be ready for every feeding of the day.
In camp or cottage — in the mountains, the woods or at the seashore — Pet Milk will be at hand for baby — the same safe, wholesome food he has at home.
You will prepare the feedings for the whole day, knowing that the last bottle will be as fresh and sweet as the first.
Pet Milk is fresh cow's milk concen- trated. It is more than pasteurized. It is sterilized — scientifically clean. It is always fresh and sweet in the sealed container, no matter what the weather.
Take baby and go! Wherever trail or train may take you grocers have Pet Milk.
Send for free booklet. Pet Milk Company {Originators of Evaporated Milk) 830 Arcade Building, Saint Louis
iVAPORATE£
milk
100 Years to a Day
HOW wonderful it would be if our bodies were like the "one-hoss shay" — if we kept on going until we just col- lapsed from old age! What joy to live a life free from pain and illness, filled with pleasant activities and followed by a natural passing away— just the simple stopping of a worn-out heart!
Heart disease is another matter. Today more people die from heart disease than from tuberculosis or cancer or pneumonia. And many of them die needlessly. Heart disease is so little understood and so greatly feared! There has always been a hush whenever the dread words were mentioned — always an air of awe and mystery. The person who had heart dis- ease was supposed to be doomed — with the sword of Damocles hanging by a hair above his head.
It was thought that nothing could be done about heart disease. Those who had it were afraid to exercise, afraid to work, afraid of this — afraid of that. Relatives watched with terror, ready to open the window or bring a glass of water.
But it need not be so. Heart disease is not the tragically incurable and unpreventable affliction it was thought to be.
Nature, in most cases, makes the heart strong enough to serve faithfully for a long life — there are few bad machines turned out of her work shop.
Day and night, year in and year out, this most wonderful machine in the world does its work. It has no rest, from the day you are born to the day you die. It has no time off for repairs — it knows no holidays and observes no union hours.
Steadily, steadfastly, second by second and minute by minute, this marvelous muscle contracts and expands — contracts and ex- pands— pumping the blood all through
your body. More than 30 million times a year this action is repeated.
"Have you heard of the wonderful one-hoss shay,
That was built in such a logical way It ran a hundred years to a day, And then, *****
All at once the horse stood still — First a shiver, and then a thrill Then something decidedly like a spill, —
— What do you think the parson found, When he got up and stared around? The poor old chaise in a heap or mound As if it had been to the mill and ground I * * It went to pieces all at once, — All at once, and nothing first, — Just as bubbles do when they burst!"
»'< are grateful to Mr,. Howard P,le and Houghton Mifflin Company for permit, ion to reprint Howard Pyle'i htttoric picture of Dr. Oliver tVendell Holme,' wonderful "One-Hoi, Shay."
Treat your heart fairly — protect it from the things that may injure it and you have little to fear. Heart disease has grown to such alarming figures as the greatest life destroyer in the United States, simply be-
cause people have not dealt intelligently with it.
Many damaged hearts can be made to do their work through proper rest and care. The heart has amazing recuperative powers and often will mend itself if given a chance. But even though you have some serious organic heart trouble, there is no reason why you should despair. Some of the busiest, most useful people in the world," are heart sufferers.
If you have heart disease do not lose hope. A noted heart specialist said: "The cases in which people drop dead from heart disease are comparatively few. If those with impaired hearts will follow the in- structions of their physicians they can live practically normal lives — and will most likely die of something else."
Find out how to live so you will not over-tax your heart. Learn the kind of occupations that are safe for you. Let your doctor tell you what you may do and what you must not do. Exercise is often a part of the treatment of heart disease but your exercise must be directed by your physician.
A lot of people are suffering from imagi- nary heart disease. Don't try to decide for yourself. There is scarcely a sensation associated with heart disease which may not be caused by some other disorder. The most important thing is to live hygi- enically, to keep yourself strong and well, so that disease germs will have little chance to attack your A. body. When you are ill put (f~ yourself at once in your doctor's f A care and obey his orders. ". Ij
Have your heart carefully ex- sfj"V<:5°) amined after every attack of ^ ^) serious illness. ^>$t S
Aim for "A hundred years to f]jlM(J
a ^y" ? mi
Ithasbeenestimatedthat 2% of the popu- lation of the United States, or more than 2,000,000 have organic heart disease.
Statistics show that one industrial worker in every fifty has a serious heart defect. And one out of every 13, so suffering, dies.
The annual death toll of heart disease in the United States is 150,000.
Prior to 1912 tuberculosis caused more deaths in the United States than any other disease. Since then, heart disease leads. The reason is that the death rate for tuberculosis has dropped, while the death rate for heart disease, has remained almost stationary.
In the communities where people have learned how to fight tuberculosis, it
becomes less of a menace each year.
As fast as people understand what can be done to prevent and relieve heart disease, there will be not only a decrease in the number of deaths, but also a splen- did increase in the number of lives com- pletely transformed — from dependence and anxiety to usefulness and happiness.
HALEY FISKE, President.
Published by ^'iW^^\W--'
METROPOLITAN LIFE INSURANCE COMPANY- NEW YORK
Biggest in the World, More Assets, More Policyholders, More Insurance in force, More new Insurance each year
63355
PRINTED IN U.S.A.
5108
TO PUBLISHERS:
Please insert this advertisement in your publication as per written order. Position requested: First page following main body of text or as near thereto as possible. This advertisement must not be placed preceding text.
EASTMAN KODAK COMPANY.
Keep a Kodak story of the children
Autographic Kodaks $6.$0 up
Eastman Kodak Company, Rochester, N. Y., The Kodak an
"LET WASHINGTON DO IT"
AN IOWA shoe dealer writes — "There ought to be a law k. to limit the styles of shoes." As a people, we have come to expect the Federal Govern- ment to perform economic miracles. "Pass a law" has become the national panacea.
If we think the price of wheat is too low, we say to Washington — "Please raise the price of wheat." If we think the price of sugar is too high, we say to Washington — "Please lower the price of sugar."
We ask Washington to lower the freight rates and in the same breath re- quest higher wages for railroad labor. We haven't yet thought of a glorious third law compelling the railroads at the same time to pay higher dividends — and to pay them oftener.
Aren't we asking too much of our legislators? They are not supermen.
The cynic says that the trouble with representative government is that it truly represents. It does truly rep- resent— and therein lies its great strength.
But it can no more repeal economic law than it can repeal the laws of nature.
WASHINGTON is just a greaT cross-section of American citi- zenry— hard-working, honest, doing its best under a deluge of instruction from all of us, the burden of which is — "There ought to be a law . . ."
Last year 100,000 new laws were proposed in this land of the free, where already there are 1,900,000 on the statute books.
We have come to ask Congress to do everything from enacting a maternity bill to running a three-billion-dollar merchant marine.
We forget that our forefathers who created the greatest form of Govern- ment of all time did not design that political mechanism to operate busi- ness enterprises.
The checks and balances, designed to protect political liberty, by their very nature prevent efficient operation of business projects. As Herbert Hoover
puts it, "The Government lacks rapid- ity of decision." Which is proper. It can't cut corners. There must be de- bate. Even red tape. Business must make quick decisions.
Yet we go blithely ahead, asking Washington to enter new fields of busi- ness activity. We forget that every entry requires more laws, more office- holders, more expense, more taxes.
J^JORE important, every law which puts Government into business strikes at that which has made this Nation great — individual reward for individual effort.
Our national legislative mill will soon start grinding again. A large part of its grist, by far, will deal with busi- ness questions; your business and your neighbor's.
For this is an economic age — an age in which industry has become so inter- related that a law directed at one activ- ity extends out and on, affecting a score of others in unlooked-for industries and localities.
AN IMPERATIVE need today is a better understanding of the grow- ing relations between Government and business, and also a better appreciation of the dependence of every industry upon every other. NATION S BUSI- NESS is a magazine devoted to this end. It is published in Washington by the largest business organization in the country, and is founded on the belief that anything which is not for the public good is not for the good of business.
That the value of Nation's Busi- NESS is recognized by American busi- ness men is attested by this publica- tion's growth. The circulation of NATION'S BUSINESS one year ago was 160,890. Today it is 200,947.
NATIONS
BUSINESS
MERLE THORPE, Editor
PUBLISHED MONTHLY AT WASHINGTON BY THE CHAMBER OF COMMERCE OF THE UNITED STATES
r»cr Mann mit ten 5>an6fdtuhcn.
$o()f4mffJ fur tin jiuKnylnfat »on 3. Dt $dnrfdji ffi* bic Sirnui „3i>< £anul« $094 Company"
Cooked in Jnjlk
Th
HIS recipe for meat cooked in milk is only one of many that will give most welcome variety to your daily menu.
And Pet Milk gives to such dishes the '"cream and butter" flavor which would require a lot of cream and butter if ordinary milk were used.
Meats and vegetables cooked with milk are easy to prepare and then they help you give to the family that "quart of milk a day" which health rules now prescribe for everybody.
Pet Milk is pure, fresh milk, concentrated — more than twice as rich as ordinary milk — put in sealed containers and sterilized— made scientifically clean.
Canned Foods Week is coming. Buy a case of Pet Milk from your grocer. Try it in this recipe and use coupon below to obtain other recipes of dishes cooked in milk.
Veal Cooked in Milk
Veal Cutlet 4 carrots 6 potatoes 4 white onions or
small head of
cauliflower
i green pepper 4 tablespoons fat salt and pepper flour and bread crumbs i-1 3 cups Pet Milk i cup water
(Note that Pet Milk is used instead of the usual egg in breading the cutlets.)
Dredge pieces of cutlet, cut for serving, ia flour, dip in undiluted Pet Milk, then in flour and bread crumbs, half and half, and fry in fat in deep frying pan until brown. Arrange quartered potatoes, onions (or cauli- flower) and carrots, cut lengthwise, over and around meat. Add shredded pepper and cover with diluted Pet Milk to which has been added the salt and pepper. Bake in moderate oven until milk is practically absorbed.
Pet Milk Company
(Orti§njfri « / £i jpcrjuj MiU) 854 ArcaJc Bide , St. Loui>. Mo.
STERIl'lgP
A STAMP OF EXCELLENCE ON PET MILK ADVERTISING
TWO Harvard awards in succession for Pet Milk advertising are more than something to be proud of. They put a stamp of high excellence on our advertising. A jury of experts has said that it is advertising at its best. , This is more than ordinarily important because of the educational job we are trying to do.
You know the theory and purpose of our advertising. Believing that Pet Milk is milk at its best, we believe further that if consumers know of Pet Milk they will use more of it. All of our advertising is designed to persuade consumers of the virtue of Pet Milk. The better the advertising the more effective it will be in accomplishing the purpose for which it is designed. It is a worthwhile purpose, and the awards say that the advertising is worthy of the purpose for which it is intended.
Harvard Advertising Awards
JFounDrt by <£utoaru WL. ilok
ADMINISTERED BY THE HARVARD GRADUATE SCHOOL OF BUSINESS ADMINISTRATION GEORGE F. BAKER FOUNDATION, HARVARD UNIVERSITY
A Sciia of Amm.il Amrdi Offered to Encourage Merit jttj SttmtiLtte lmprovewart in Advcrtiiing
Certificate for i 9 2 5 of the Award to
6rma ^rrljam $rort?
OF GARDNER ADVERTISING COMPANY, ST. LOUIS
Fora Distinguished Indnidual Advertisement of Pet M i I k , a pro- duct of Pet Milk Compain, titled "Cooked with Milk,"dcemed most effective in its combination of text and illustration as the means of delivering its message, among the advertisements of 1925 coming under the attention of the Jury of Award
31n CtBtinion)' CCJIirrrof, the Harvard Graduate School of Business Adminis- tration issues this Certificate of Award, signed by its Dean and approved by members of the Jury of Award who served during the year 1925
VlStt... this next-door Normandy!
Plenty to do and see, at Quebec! Such a different place — so old, so romantic, so picturesque! Down from the Chateau Frontenac, stroll through the streets of the town. Explore its shops, and brush up your French. Take a Kiluhe or car for a jaunt into the country. You'll see wayside shrines, thatched roofs, road signs in two languages. Can this be America, or 17th Century Normandy ^ A pleas- ant hour on the St. Lawrence takes you to Isle d'Orlcans, just as it was centuries ago. Visit Ste. Anne de Beaupre, place of miracles. Go out to
Montmorency for ye ancient game of golfe. Revel in a country as rich in beauty as in history — to return at each day's end to this extraordinarily good hotel. Here, arc comfortable rooms, spacious lounges, excellent cuisine, and deft service. Here, is hospitality. Come this summer, stay awhile, and know the peace of this castle of rest. Reservations at Canadian Pacific, ^ l I Madison Avenue at i ith Street, New York ; 71 F.ast Jackson Boulevard, Chicago; \()^ Boylston Street, Boston; or. Chateau Frontenac . Que bee . ( anada.
HATEAU FRONTENAC
TSknvenue U Quebec^
THEY SAW
EUROPE
on
D
imes
IT was the dream of this man and his wife to travel abroad. They made their dream come true by saving dimes.
Every time they had a 10 cent piece it went into a little bank. Each time the little home bank filled up they deposited the dimes in a Special Interest Account at this Bank.
One fine day this man and his wife set sail for their six weeks trip to the Old World. Old fashioned thrift took them there and brought them safely home.
Though they are people of modest means we count them rich — rich in the wealth of wonderful memories which will be theirs as long as they live.
The moral of this true story is quite plain:
THE better prepared a man is, Make your beginning now. Start the farther he will go in life as with a weekly sum — small enough well as on vacations. for you to be regular about — large
▼ i £ enough to amount to something
Is there any surer way of pre- J? , % ,
£ i r » j • worth while in a year s time,
paring for life s many destinations '
than the methodical habit of put- Let us help to start you on your
ting aside a definite part of what way. When you come in please i^k
you earn? lor the Special Interest Department.
THE
Manufacturers National
BANK OF TROY
HARVARD An Analysis o:
f Sentence Structure
entence No,
urst 'Tord
|
1 |
Take |
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2 |
Whether |
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3 |
In |
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4 |
You |
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5 |
Pet |
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6 |
It |
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7 |
It |
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8 |
It |
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9 |
Take |
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10 |
7/herever |
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11 |
Send |
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1 |
Hovr |
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2 |
What |
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3 |
Heart |
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4 |
Today |
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5 |
And |
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6 |
Heart |
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7 |
There |
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8 |
The |
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9 |
It |
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19 |
Those |
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11 |
Relatives |
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12 |
But |
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13 |
Heart |
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14 |
Nature |
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15 |
Day |
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16 |
It |
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17 |
It |
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18 |
Steadily |
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19 |
More |
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20 |
Treat |
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21 |
Heart |
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22 |
Many |
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23 |
The |
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24 |
But |
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25 |
Some |
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26 |
If |
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27 |
A |
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28 |
|
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29 |
Find |
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30 |
Learn |
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31 |
Let |
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32 |
Exercise |
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33 |
A |
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34 |
Don't |
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35 |
There |
Sirrmle
Corooound
Complex
Phrase
Ady.fl
Adv. ^2
y
y y
y
y
y
y
y
y
y
y
y y
y
y
y y
s
y y
y y y y
y
y
y y
HARVARD AWARD ADVERTISEMENTS An Analysis of Sentence Structure
Sentence Ho,
Eirst V/o rd
Simple
Compound
Complex
?hras<
6b 37 38 39
Adv. #3
Adv. #4
2 3 4 5 6 7 8 9
10 11 12 13 14 15 16
*7 18
19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36
The '.Then Have Aim
Keep
Let
An
As
Pass
If
If
We
We
Aren't
They
The
It
But
Washington
Last
We
We
The
As
Which It
There
Even
But
Tet
We
More
Our
A
For An
Nations It
That
The
Today
y
/
/
y
y y
/
y
/ y y
y
V
/
y
/ /
y y
y
y
y
y
y
y
y
y
y y
y
y
HARVARD AWARD ADVERTISEMENTS An Analysis of Sentence Structure
|
Sentence No. |
First '.Vord |
Simple |
Compound |
Complex |
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* .a ft r> Adv. #5 |
|||||
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1 |
Without |
/ |
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Adv. 46 |
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1 |
This |
y |
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2 |
And |
✓ |
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3 |
Meats |
y |
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4 |
Pet |
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5 |
Canned |
y |
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6 |
Buy |
y |
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7 |
Try |
y |
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Adv. #7 |
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1 |
Visit |
yy |
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2 |
Plenty |
y |
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3 |
Such |
/ |
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4 |
Down |
s |
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5 |
Explore |
y |
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6 |
Take |
y |
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7 |
You* 11 |
yy |
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8 |
Can |
/ |
y |
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9 |
A |
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10 |
Visit |
y |
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11 |
Go |
y |
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12 |
Revel |
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13 |
Here |
/ ✓ |
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14 |
Here |
y |
|||
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15 |
Come |
y |
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16 |
Reservation |
y |
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Adv. $8 |
V |
||||
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1 |
The |
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2 |
Lire |
y |
|||
|
Adv. #9 |
|||||
|
1 |
They |
/ |
|||
|
2 |
It |
y |
|||
|
3 |
They |
y |
|||
|
4 |
Every |
y |
|||
|
D |
Each |
y y |
|||
|
0 |
One |
||||
|
7 |
Old |
/ s |
|||
|
8 |
Though |
/ |
|||
|
9 |
The |
y |
|||
|
10 |
The |
y |
|||
|
11 |
Is |
y |
|||
|
\2 |
Make |
y |
|||
|
13 |
Start |
y |
|||
|
14 |
Let |
✓ |
|||
|
When |
Phrase
SUMJIARY OF SENTENCE ANALYSIS
The Harvard Award Advertisements
Total Number of Sentences
Simple 68
Complex 48
Compound 11
Phrase 1
Total 128
In Percentage
Simple 53 l/2 %
Complex 38 /U
Compound 8 l/2 %
Total 100 %
HARV^UlD AWARD ADVERTISEMENTS An .Analysis of ',','ord Derivation
|
No, |
Word |
Anglo Sa^on |
Latin |
Other |
|||
|
X |
ft UI1~.C1 X U-X |
||||||
|
«-i |
■Rnrl ipc |
y |
|||||
|
C |
y y |
||||||
|
uUXicl^JbcU |
y y |
||||||
|
□ |
|||||||
|
D |
A -o jie,e |
y |
|||||
|
7 |
.T n " r l> V,/ |
y |
|||||
|
p |
T.i f |
||||||
|
q |
|||||||
|
xu |
r din |
y y |
|||||
|
XX |
xxx |
y |
|||||
|
1? |
Pleasant |
y y |
|||||
|
lu |
Ai^'f'n ■vi i*i |
y |
|||||
|
X^X |
in a u uraj. |
||||||
|
xo |
C A r,TT\ 1 d g fcBM/JLT? |
||||||
|
XD |
|||||||
|
X ( |
y |
||||||
|
1 Q xo |
|||||||
|
Little |
y y |
||||||
|
/ |
|||||||
|
PT cx |
T Tnr arcitn nri |
y ✓ |
|||||
|
C/Ci |
X' Cui CU |
||||||
|
?3 |
Hush |
y y |
|||||
|
PA |
JJ I C-iXX |
j> s |
|||||
|
26 |
AlT |
y |
|||||
|
PR |
y |
||||||
|
fl?7 S ( |
✓ |
||||||
|
PR CO |
|||||||
|
?q |
S1* ord U vl VX |
||||||
|
^0 ou |
ilcLX X |
y |
|||||
|
ox |
— G x. X oc |
^y |
|||||
|
■sp |
I'UX A. |
y |
|||||
|
33 |
Terror X v X X W X |
y |
|||||
|
34 |
Open |
y |
|||||
|
38 Ov |
' X ilU \J TV |
||||||
|
3fi |
X x Cx^j x v^cix xj |
y |
|||||
|
37 |
X iiL* ULx Cl U —C |
y |
|||||
|
38 |
Af f licat ion |
y \y |
|||||
|
3Q |
IJaw -*X O |
y |
|||||
|
St T* nn/r O M x v I Xjj |
|||||||
|
AT *±x |
y |
||||||
|
4? |
Faithful lv X CLX WilX *iLX^ |
y |
|||||
|
43 |
Machines |
y |
|||||
|
44 |
Year |
S |
|||||
|
45 |
Rest |
y |
|||||
|
46 |
Born |
||||||
|
47 |
Die |
y |
|||||
|
48 |
Tine |
||||||
|
49 |
Holidays |
||||||
|
50 |
Observes |
HARVARD AWARD ADVi^.HSii&aiTS
An Anlysis of V.ord Derivation
|
No, |
Word |
Anglo Saxon |
French |
Latin |
Other |
|
|
51 |
Let |
y |
||||
|
52 |
Do |
y |
||||
|
c Q OO |
S.io e |
y |
||||
|
54 |
Dealer |
|||||
|
55 |
Writes |
/ |
||||
|
56 |
Ought |
<- |
||||
|
57 |
Law |
s |
||||
|
58 |
Limit |
y |
||||
|
59 |
Styles |
y |
||||
|
60 |
Expect |
y y |
y |
|||
|
61 |
Perform |
|||||
|
62 |
Economic |
y |
||||
|
63 |
lUracles |
y |
||||
|
64 |
National |
|||||
|
6o |
Panacea |
y |
||||
|
66 |
Think |
y |
||||
|
67 |
Price |
|||||
|
68 |
Low |
y |
||||
|
69 |
Freight |
y |
||||
|
70 |
Breath |
y |
||||
|
71 |
Reoxuest |
y |
||||
|
72 |
« Wages |
|||||
|
73 |
Labor |
y |
||||
|
74 |
Glorious |
y |
||||
|
75 |
Dividends |
y |
||||
|
76 |
Of tener |
y |
||||
|
77 |
Cynic |
y y |
||||
|
78 |
Trouble |
y |
||||
|
79 |
Represents |
s, |
||||
|
80 |
Repeal |
/ |
||||
|
81 |
Honest |
y |
||||
|
82 |
Deluge |
y |
||||
|
83 |
Burden |
y |
||||
|
84 |
Statute |
|||||
|
85 |
Enacting |
|||||
|
86 |
Design |
y |
||||
|
87 |
Political |
|||||
|
88 |
Checks |
y |
y *y |
|||
|
89 |
Protect |
|||||
|
90 |
Eli icient |
y |
||||
|
91 |
Projects |
y |
||||
|
value |
||||||
|
93 |
Decision |
|||||
|
94 |
Debate |
y |
||||
|
95 |
quick |
y |
||||
|
96 |
Blithely |
y |
y |
|||
|
97 |
Activity |
|||||
|
98 |
Expense |
y if |
||||
|
99 |
Strikes |
y |
||||
|
100 |
Grinding |
y |
HARVARD A/AilD ADVEr.TISELIENTS
An Analysis of .ord Derivation
|
No, |
Vford |
Anglo Saxon |
French |
Latin |
Other |
|
|
101 |
Visit |
y |
y |
|||
|
102 |
Next |
|||||
|
103 |
Door |
y |
y |
|||
|
104 |
Plenty |
|||||
|
105 |
See |
y |
y |
|||
|
106 |
Different |
|||||
|
107 |
Place |
y |
||||
|
108 |
Old |
y |
||||
|
109 |
Roman t i c |
y |
y |
|||
|
110 |
Picturesque |
|||||
|
111 |
Chateau |
y |
||||
|
112 |
Stroll |
y |
||||
|
113 |
Streets |
y |
||||
|
114 |
Town |
y |
y |
|||
|
115 |
Explore |
|||||
|
116 |
Shops |
y |
y |
|||
|
117 |
Brush |
|||||
|
118 |
Take |
y |
||||
|
119 |
Celeche |
y |
||||
|
120 |
Jaunt |
y |
||||
|
121 |
Country |
y y |
||||
|
122 |
Shrines |
|||||
|
123 |
Roofs |
y |
||||
|
124 |
Road |
y |
||||
|
125 |
Signs |
|||||
|
126 |
Language s |
y |
y |
|||
|
127 |
Hour |
y |
||||
|
128 |
Centuries |
|||||
|
129 |
Ato |
y |
y |
|||
|
130 |
Ancient |
|||||
|
131 |
Revel |
yc |
||||
|
132 |
.Rich |
y |
||||
|
133 |
Beauty |
|||||
|
134 |
Historjr |
y |
||||
|
135 |
Return |
y |
||||
|
136 |
End |
y |
||||
|
137 |
Extraordina |
rily |
||||
|
138 |
Good |
y |
y |
|||
|
139 |
Hotel |
|||||
|
140 |
Comfortable |
y |
y |
|||
|
141 |
Spacious |
y |
||||
|
142 |
Lounges |
|||||
|
143 |
Excellent |
y |
||||
|
144 |
Cuisine |
y |
||||
|
145 |
Deft |
y |
||||
|
146 |
Service |
|||||
|
147 |
Hospitali fey |
y |
||||
|
148 |
Summer |
y |
||||
|
149 |
Peace |
y |
||||
|
Castle |
y |
HARVARD AJARD ADVERT I SEMENTS An Analysis of Vord Derivation
|
No. |
Vford |
Anglo Saxon |
i o >^ -I |
Jjci 0 J. XI |
||
|
35 1 |
Dines |
y |
||||
|
152 |
Dream |
y |
^y |
|||
|
153 |
Man |
|||||
|
154 |
tin e |
✓ |
||||
|
156 |
Travel |
y Ir |
y |
|||
|
156 |
ADroao. |
|||||
|
157 |
Made |
|||||
|
158 |
j. rue |
✓ |
y |
|||
|
159 |
saving |
|||||
|
160 |
XjVcX y |
|||||
|
161 162 |
Sum Piece |
r |
||||
|
163 |
Bank |
y |
||||
|
164 |
Home |
|||||
|
165 166 |
Deposited Special |
y |
||||
|
167 |
Fine |
y |
||||
|
168 |
nay |
✓ |
||||
|
169 |
oe * |
✓ |
||||
|
170 |
COT 1 |
|||||
|
171 172 3.73 |
olX nip Fashioned |
y |
y |
y y |
||
|
174 |
Thrift |
|||||
|
175 |
Took |
|||||
|
176 |
Brought |
/ |
||||
|
177 |
Saiely |
|||||
|
178 |
±nro ugn |
y |
||||
|
179 |
\ f r\ r\ a & 4" |
✓ |
||||
|
180 |
Me£\iis |
y |
||||
|
181 |
/ |
|||||
|
182 183 |
Rich |
y |
||||
|
184 |
. i (JI1U.C JL X - — |
y |
||||
|
185 |
y |
|||||
|
186 |
y |
,/ |
||||
|
187 |
r.iorai |
|||||
|
188 |
True |
y |
||||
|
189 |
ooory |
|||||
|
190 191 |
Plain Qu.it e |
y |
y |
|||
|
192 |
Better |
|||||
|
193 |
Prepared |
y |
||||
|
194 |
Farther |
y |
||||
|
195 |
Way |
y |
||||
|
196 |
Destinations |
|||||
|
197 |
Methodical |
|||||
|
198 |
Habit |
y |
||||
|
199 |
Definite |
|||||
|
200 |
i — _ - Earn J- r |
y |
SUMMARY OF ANALYSIS OF WORD DERIVATION
The Harvard Award Advertisements
Total Number of Words
Anglo-Saxon 74 Latin 61 French 39 Others 26 Total 200
In Percentage
Anglo-Saxon
Latin 30 1/2$
French 19 1/2$
Others 13 %
Total 100$
1. The war against war is going to be no holiday excursion or camping party. 2. The military feelings are too deeply grounded to abdicate their place among our ideals until better substitutes are offered than the glory and shame that comes to nations as well as to individuals from the ups and downs of politics and the vicissitudes of trade. 3. There is something highly paradoxical in the modern man's relation to war. 4. Ask all our millions, north and south, whether they would vote now (were such a thing possible) to have our war for the Union expunged from history, and the record of a peaceful transition to the present time substituted for that of its marches and battles, and probably hardly a handi-ul of eccentrics would say yes. 5. Those ancestors, those efforts, those memories and legends, are the most ideal part of what we now own together, a sacred spiritual possession worth more than all the blood poured out. 5. Yet ask those same people whether they would be willing in cold blood to start another civil war now to gain another similar possession, and not one man or woman would vote for the proposition. 7. In modern eyes, precious though wars may be, they must not be waged solely for the sake of the ideal harvest. 8. Only when forced upon one, only when an enemy's injustice leaves us no alternative, is a war now thought permissible.
9. It was not thus in ancient times. 10. The earlier men were hunting men, and to hunt a neighborin tribe, kill the males, loot the village and possess the females, was the most profitable as well as the most exciting, way of living, 11. Thus were the more martial tribes selected, and in chiefs and peoples a pure pugnacity and love of glory came to mingle with the more fundamental appetite for plunder.
12. Modern war is so expensive that we feel trade to be a better avenue to plunder; but modern ;:ian inherits all the innate pugnacity and all the love of glory of his ancestors. 13. Showing war's irrationality and horror is of no effect upon him. 14. ."he horrors make the fascination. 15. ffiar is the strong life; it is life in extremis; want axes are the only ones men never hesitate to pay, as the budgets of all nations show us.
16. History is a bath of blood. 17. The Iliad is one long recital of how Diomedes and Ajax, Sarpedon and Hector killed. 18. No detail of the wounds they made is spared us, and the Greek mind fed upon the story. 19. Greek history is a panorama of jingoism and imperialism — war for war's sake, all the citizens bein warriors. 20. It is horrible reading, because of the irrationality of it all — save for the purpose of making "history" — and the history is that of the utter ruin of a civilization in intellectual respects perhaps the highest the earth has ever seen.
21. Those war:-: were purely piratical. 22. Pride, gold, women, slaves, excitement, "ere their only motives. 23. In the Peloponnesian war, for example, the Athenians ask the inhabitants of Melos(the island where the "Venus of Milo" was found) hitherto neutral, to own their lordship. 24. The envoys meet, and hold a debate which Thucydides rives in full, and which, for sweet reasonableness of form,
— 2—
would have satisfied Matthew Arnold. 25. "The powerful exact what they can," said the Athenians, "and the weak grant what they must." 26. "lien the Meleans say that sooner than be slaves they rill appeal to the gods, the Athenians reply: "Of the gods we believe and of men we know that, by a law of their nature, wherever they can rule they will. This lav was not made by us, and re are not the first to have acted upon it; we did but inherit it, and we know that you and all mankind, if you were as strong as we are, would do as we do. 27. So much for the gods; we have told you why we expect to stand as high in their good opinion as you."
28. Tell, the Meleans still refused, and their town was taken.
29. "The Athenians," Thucydides quietly says, "thereupon put to death all who were of military age and made slaves of the women and children. 30. They then colonized the island, sending thither
five hundred settlers of their own."
31. Alexander's career was piracy pure and simple, nothing but an orgy of porer and plunder, made romantic by the character of the hero. 32. There was no rational principle in it, and the moment he died his generals and governors attacked one another. 33. The cruelty of those times is incredible. 34. When Rome finally conquered Greece, Paulus Aemilius was told by the Roman Senate to reward his soldiers for their toil by "giving" them the old kingdom of Epirui. 35. They sacked seventy cities and carried off a hundred and fifty thousand inhabitants as slaves. 36. How many they killed I know not; but in Etolia they killed all the senators, five hundred and fifty in number. 57. Brutus was "the noblest Roman of them all," but to reanimate his soldiers on the eve of Phllippl he similarly promises to give them the cities of Sparta and Thessalonica to ravage, if they win the fight.
38. Such was the gory nurse that trained societies to cohesiveness. 39. V/e inherit the warlike type; and for most of the capacities of heroism that the human race la full of we have to thank this cruel history. 40. Dead, men tell no tales, and if there were any tribes of other type than this they have left no survivors. 41. Our ancestors have bred pugnacity into our bone and marrow, and thousands of years of peace won't breed it out of us. 42. The popular imagination fairly fattens on the thought of wars. 43. Let public opinion once reach a certain fighting pitch, and no ruler can withstand it. 44. In the Boer war both governments began with bluff but couldn't stay there, the military tension was too much for them. 45. In 1898 our people had read the wore: "war" in letters three inches high for three months in every newspaper. 46. The pliant politician McKinley was svept away by their eagerness, an;' our squalid war with Spain became a necessity.
47. At the present day, civilized opinion is a curious mental mixture. 48. The military instincts and ideals are as strong as ever, but are confronted by reflective criticisms which sorely curb their ancient freedom. 49t — Innumor-'ioin va'itoiu — >vo i.. -in — - — beofeial oide of frrodoi i. 49, Innumerable writers re showin the bestial side of military service. 50. Pure loot and mastery seems no longer morally avowable motives, and pretexts must be found for attributing them solely to the enemy. 51. England and we, our army and navy authorities repeat without ceasing, arm solely for
I
-3
"peace", Gtermany and Japan it is who are "bent on loot and glory. 52. "Peace" in military mouthfl today is a synonyr.i for "War expected." 53. The vord has beco:.ie a pure provocative and no government rushing peace sincerely should all on it ever to be printed in a newspaper. 54. It may even reasonably be said that the intensely sharp competitive preparation for war "by the nations is the real war, permanent, unceasing; and that the battles are only a sort of public verification of the mastery gained during the "peace" interval.
THE MORAL EQUIVALENT 07 WAR Ag Analysis of Sentence Structure
|
Sentence No. |
ffirst "ord |
Sinrole |
Compound |
Complex |
Phrase |
|
|
1 |
She |
y |
||||
|
2 |
The |
y |
||||
|
3 |
There |
y |
||||
|
4 |
Ask |
y |
||||
|
5 |
Those |
y |
||||
|
6 |
Yet |
y |
||||
|
7 |
In |
*y |
||||
|
8 |
Only |
y |
||||
|
9 |
It |
y |
||||
|
10 |
She |
y |
||||
|
11 |
Tims |
y |
||||
|
12 |
Modern |
y |
||||
|
13 |
Showing |
y |
||||
|
14 |
'The |
/ |
/ |
|||
|
15 |
War |
|||||
|
16 |
History |
/ |
||||
|
17 |
She |
y |
||||
|
18 |
No |
y |
||||
|
19 |
Greek |
y |
||||
|
20 |
It |
y |
||||
|
21 |
Those |
y |
||||
|
22 |
Pride |
y |
||||
|
23 |
In |
y |
||||
|
24 |
The |
y |
||||
|
25 |
The |
y |
||||
|
26 |
So |
y |
||||
|
27 |
Well |
y |
||||
|
28 |
They |
y |
||||
|
29 |
They |
y |
||||
|
30 |
Alexanders |
y |
||||
|
31 |
There |
y |
||||
|
32 |
Sht |
/ |
||||
|
33 |
When |
/ |
y |
|||
|
34 |
They |
|||||
|
35 |
How |
|||||
|
36 |
Brutus |
y |
||||
|
37 |
Such |
y |
||||
|
38 |
We |
y |
||||
|
39 |
Dead .< |
y |
||||
|
40 |
Our |
|||||
|
41 |
The |
/ |
||||
|
42 |
Let |
|||||
|
43 |
In |
|||||
|
44. |
T-n |
y |
||||
|
45 |
The |
y |
||||
|
46 |
At |
y |
||||
|
47 |
The |
y |
||||
|
48 |
Innurterable |
y |
||||
|
49 |
Pure |
SUMMARY 01 SENTENCE ANALYSIS
Moral Squivalent of War
Total Number of Sentences
Compound 21 Simple 18 Complex 14
Total 53
In Percentage
Compound 39 5/S%
Simple 34 %
Complex 26 z/s/c
Total 100 %
THE MORAL EQUIVALENT OF WAR An Analysis of Vford Derivation
|
Woi*d |
Anflo Srocon |
French. |
Lat in |
Other |
||
|
1 |
V |
|||||
|
p |
||||||
|
5a o |
o rrrr » "i ti r- V CU1X J X 11^ |
y |
||||
|
*± |
||||||
|
M"l 1 "1 f.flTV if* J. -L X v Cj.X V |
y |
|||||
|
H |
"I?ppl "1 r»;"0 x1 J.lr o |
/ V |
||||
|
7 |
Deeply |
y |
||||
|
R D |
y y |
|||||
|
Q |
||||||
|
10 |
PI qpP |
|||||
|
11 X X |
Trl pal c |
y |
||||
|
IP |
fin)) t; T "1 T TIT P Q |
y |
||||
|
VJfXUJ. ^ |
✓ |
|||||
|
1 4. it |
/ ✓ |
|||||
|
l^i |
IN d w X 'J 1 1 |
/ |
||||
|
16 X \J |
T nri i vi rl n :^ 1 q X 1 1*X X V X LXCi O |
|||||
|
17 |
V"l H CQ1 T ")A P C |
y y |
||||
|
1 o lo |
lxQCLo |
y ■y |
||||
|
19 X u |
X ul <Z:\X ClX |
y |
||||
|
T fori P T*T1 |
y |
|||||
|
ri |
P p 1 of, i fm |
|||||
|
22 |
Ask |
y ■y |
||||
|
23 |
TTi Hi on<; |
|||||
|
24 |
Worth |
/ |
y/ |
|||
|
25 |
Vote |
|||||
|
26 |
— . w ^/ |
|||||
|
?7 |
T Tn i n ti U XIX Uii |
|||||
|
28 |
1 v Til m a" p d_ |
y y |
||||
|
29 |
Ppf»OT*f] |
|||||
|
WW |
Pp£i pp *Pn1 x o -. v — m |
y |
||||
|
31 |
X X ClXi wr X u J.UU |
y y |
||||
|
uc |
X XI It? |
y |
||||
|
33 |
Sulmfci fen ^ >_ XU v U X v tX v VslX |
y |
||||
|
34 |
1>LCIX O |
y |
||||
|
35 |
JB *-*> wu X G O |
y ✓ |
||||
|
36 |
Boa a ti *h t i q Xw ^ ^ v ■ i I « _ 1 U c |
y y |
||||
|
37 |
Anr*p t;torR |
y |
||||
|
38 |
Efforts |
y |
||||
|
39 |
Memories |
|||||
|
40 |
Tip/'pndfi XJ i . 1^ 11LL o |
|||||
|
41 |
Ideal |
y^ |
||||
|
42 |
Part |
y |
||||
|
43 |
Own |
w |
||||
|
AA |
Sacred |
|||||
|
45 |
Spiritual |
y |
||||
|
46 |
Possession |
y |
||||
|
47 |
'Torth |
y |
||||
|
48 |
Poured |
y |
||||
|
49 |
People |
y |
||||
|
Cold |
y |
|||||
|
Civil |
||||||
SHE EQUIVALENT OP V/AR
An Analysis ox ,'ord Derivation
|
No, |
Word |
Anglo Saxon |
French |
Latin |
Other |
|
|
52 |
Gain |
y |
||||
|
53 |
Similar |
y |
||||
|
54 |
Possession |
y |
||||
|
55 |
Proposition |
y |
||||
|
56 |
Modern |
y |
||||
|
57 |
Eyes |
y |
||||
|
58 |
Precious |
y |
||||
|
59 |
'..'aged |
y |
||||
|
60 |
Solely |
y |
||||
|
51 |
Sake |
|||||
|
62 |
Ideal |
y |
||||
|
63 |
Harvest |
y |
||||
|
64 |
Forced |
y |
||||
|
65 |
Enemy |
y |
||||
|
66 |
Injustice |
y |
||||
|
67 |
Leaves |
y |
||||
|
68 |
Alternative |
|||||
|
69 |
Nov; |
y |
||||
|
70 |
Permissible |
y |
||||
|
71 |
Ancient |
y |
||||
|
78 |
Hunt |
y |
||||
|
73 |
Kill |
y |
||||
|
74 |
Loot |
*y |
||||
|
75 |
Village |
y |
||||
|
76 |
Possess |
y |
||||
|
77 |
Females |
y |
||||
|
78 |
Profitable |
y |
||||
|
79 |
Exciting |
y |
||||
|
80 |
Martial |
y |
||||
|
s; |
Tribes |
y |
||||
|
82 |
Selected |
y |
||||
|
83 |
Chiefs |
y |
||||
|
84 |
Pure |
y |
||||
|
85 |
Pugnacity |
y |
||||
|
e6 |
Love |
y |
||||
|
87 |
Glory |
y |
||||
|
88 |
Mingle |
s |
||||
|
89 |
Fundamental |
y |
||||
|
90 |
Appetite |
|||||
|
91 |
Plunder |
y |
||||
|
92 |
Inherits |
y |
||||
|
93 |
Feel |
|||||
|
94 |
Trade |
y |
||||
|
35 |
Plunder |
y |
||||
|
96 |
Innate |
y |
||||
|
97 |
Ancestors |
y |
||||
|
98 |
Horror |
|||||
|
99 |
Fascination |
y |
||||
|
100 |
Extremis |
y |
SUMMARY OF ANALYSIS OF '.VORD DERIVATION
The Moral Equivalent of War
Total Number of [ ords
French 46
Latin 26
Anglo-Saxon 21
Other _7_
Total 100
In Percentage
French Latin Anglo-Saxon Other Total
46% 26$ ZYfo 7% lOOX
page 38
D. Conclusions
Before going on with our conclusions let us state that it is almost impossible to make any flat statements concerning the language of advertising. As we said in our Introduction, it is too varied and too full of interfering factors to allow one to draw fixed conclusions.
In the first place, it is impossible to divorce language and thought. Technically an advertisement may "be absolutely correct, "but unless it presents its message in a clear-thinking way, it will not succeed.
In the second place, the language of advertising is as varied as its subject. If it*s discussing machinery, technical language must "be used. If health is its topic, words derived from the Latin may "be prominent. On the other hand, French words may be evident in any advertisement which talks of styles and fashion in clothes, especially women* s clothes. In all of these advertisements, however, Anglo-Saxon words predominate as they are the foundation of our English language.
The third variable in advertising is its audience. The vocabulary of women differs decidedly from that of men. In it we find such words as "chic", "charming", "adorable", "caressing", "exquisite", "delicate", "delicious" and a thousand others like them. V/hile men talk about things being, "excellent", "reliable", "accurate", "sturdy", "rugged", "smart", "worth-while" and so on ad infinitum.
These three variables, clearness of thought, subject-matter ani audience, all effect the language of advertising and make it the most versatile of all our forms of writing.
Our own study points to a number of interesting things, ./ithout doubt the simple sentence is used to a greater degree in
page 39.
advertising than in any other form of writing. There proved to "be 53jj$> of simple sentences in the nine advertisements which we analyzed, while only 347o were found in the essay, "The Moral Equivalent of War."
Complex sentences were second in number, having a ranking of 38%. In the essay, complex sentences appeared only 26 2/5% of the time.
Compound sentences were used least in the advertisements and most in the essay. Their percentages were 8^'b and 39 3/5% respectively.
From this it would seem that advertising writing favored simple sentences; that it preferred not to use compound sentences except where they were employed for emphasis or variety; that complex sentences were used more often than compound sentences, hut not as frequently as simple sentences.
The reason for these percentages is obvious. An essay is written to be thought upon - to be studied. But an advertisement must break in upon a person's consciousness with the least possible amount of effort.
An essay writer may express involved thought through the means of complex and compound sentences. The advertiser, however, must use simple sentences to make his message clear.
In word choice, the advertiser seemedto draw most heavily upon words derived from the Anglo-Saxon. The essay writer looked to French and Latin for his support. Numerically, the percentages were as follows:
Harvard Award Advertisements
Anglo-Saxon 37$
Latin 30M French
Other 13,
Page 40
The Moral Equivalent of War
French 46^
Latin 26%
Anglo-Saxon 21%
Other ?fo
An examination of these percentages shows that in advertising writing the short, forceful Anglo-Saxon word is more desirable than those derived from either the French or the Latin. But here again, aur decision is often influenced by the subject under discussion.
An objective study of the nine prize winning advertisements discloses several points which were unlooked for at the outset. First, we failed to find a single slogan, trade name or coined word. So far as the technicalities of writing were concerned, any one of the advertisements might well have been an excellent illustration of good, straight-forward English Composition. There were no attempts made to be clever, none of the advertisements smacked of being "smart". They were simply clear, well-ordered bits of exposition.
We do not mean to imply, however, that slogans, trade names, coined words, etc. have no merit, not at all. We merely state that the advertisements which we studied happened not to have any one of these earmarks of advertising writing.
The point we do want to emphasize, though, is that effective advertising writing is straight-forward. It may be humorous, if humor appeals to your audience, but it must be clear, direct and forceful.
The next point we noticed about the Bok Advertisements was the frequent use of short, simple sentences. They were usually of two types, imperative and declarative. Following are a few to illustrate our po int :
page 41
A* Imperative
1. Take 'baby and go.
2. Keep a Kodak story of the children •
3. Aim for "A Hundred Years to a Day."
4. Buy a case of Pet milk from your grocer.
5. Make your "beginning now.
6. Visit . . • this next-door Normandy.
7. Explore its shops and brush up your French.
8. Go out to Montmorency for ye ancient game of golfe.
9. Revel in a country as rich in beauty as in history-rto return at each day's end to this extraordinarily good hotel.
B. Declarative
1* The misery of an old man is of interest to nobody.
2. They are not super men.
3. Business must make quick decisions.
4. They saw Europe on dimes.
A third characteristic of these advertisements was their use of the dash to indicate a slight change in thought. A few examples will illustrate this point.
1. In camp or cottage - in the mountains, the woods or at the seashore - Pet milk will be at hand for baby - the same safe, wholesome food he has at home.
2, How wonderful it would be if our bodies were like the "one- hoss shay" - if we kept on going until we just collapsed from old age.
3o The person who had heart disease was supposed to be doomed - with the sword of Damocles hanging by a hair above his head.
4» Washington is just a great cross-section of American Citizenry - hard working, honest, doing its best under a deluge of instruction from all of us, the burden of which is - "There ought to be a law . . . " •
5. It has no time off for repairs - it knows no holidays and observes no union hours.
Elliptical sentences also seem to be outstanding in practically
all the advertisements we studied. The commonest was the omission
of the subject and predicate, so:
1, Without a doubt, Hays Super-seam gloves.
2, Cooked in milk.
3. Plenty to do and see at Quebec.
4. Such a different place - so old, so romantic, so picturesque. The last feature of the nine prize winning advertisements was
their concensus of opinion regarding the length of paragraphs. They were short in almost every case. Notice particularly the advertisements entitled:
1. 100 Years To a Day
2. Let Washington Do It
3. They Saw Europe on Dimes
4. Cooked in Milk
.1
page 42
This is a point well worth remembering "because it facilitates quick understanding and urges immediate action.
From the foregoing study, one can readily see that the language of advertising is an elusive thing. It may appear in any form, it may be a seven word caption as in the case of the Kodak advertisement, or again it may be a several hundred word essay as in the case of the advertisement by "Nation's Business." All these things make it difficult to express dogmatically statements regarding the language of advertising. The best we can hope to say is that it should conform to the rules of good writing as outlined in our section on Emphasis. No doubt there are many successful advertisements whic.h break all of the rules given there, but that does not exouse their mistakes - they would have been better advertisements without them. They were successful not because of their mistakes, but in spite of them.
In short then,
1. Write the truth.
2. Write straight-forwardly .
3. Write simply.
4. Write concisely.
5. Write sincerely.
If you will do these things, you will stand a much better chance of being successful than as though you tried to be clever. Remember the words of one orator to another, "You make them say, 'How well he speaks,' I make them say, 'Let us march against Caesar." Write as this ancient spoke.
VI. A Pew Advertising Predictions
A. The Future of Space Advertising
B. The Future of Direct Advertising
Page 43
A, The Future of Space Advertising
At the "beginning of this thesis we stated that no business force could continue unless it was economically sound. We then stated that advertising could not be defended unless it helped the buyer purchase more intelligently. This, then, is our first predic tion. Advertising in the future will be more informative and less boasting.
If you will look through any national magazine, you will notice a new type of advertisement. It is a cooperative advertisement and is usually inserted by an association of manufacturers to in- crease the general volume of business within their industry. These advertisements give some indication of the spirit of cooperation which will develop more and more in business during the next quarter century •
Another new type of advertisement is that being developed by large industrial and public utility concerns. These are designed to inform the public about the activities of large corporations and to make the public feel more kindly toward them.
A third kind of advertisement which is gaining momentum is the so-called "Indirect Appeal Advertisement". These advertisements are accurately represented by those now being created by the N.W.Ayer Company of New York and the S. D. Warren Company of Boston.
Still another type of advertisement is being developed by companies whose product is used as an intermediary product in the manufacture of some other article. Note particularly the advertisements by Chase-Velmo, Fisher Body Company, Duco, Skinner Satins, Stainless Steel and others.
Communities, too, are beginning to advertise more and we see no reason why the power of advertising should not be used to promote * See advertisements which follow.
page 44
civic and national welfare in the near future,
A very notable tendency in space advertising today is the increased use of illustration and the lessening, in some instances, of the amount of copy. In the future space advertising will continue in this direction and its purpose will he, more than ever, to keep the name of the advertiser before the public and to throw about his product a certain atmosphere of prestige which will create in the buyer greater consumer acceptance. The task of causing the buyer to act will be left to direct advertising.
B, The Future of Direct Advertising
Mr, Watson M, Gordon, Advertising Manager of the S.D. Warren
Company has outlined with characteristic clearness, the future of
direct advertising, so, if we may be permitted, we will base this
last section upon the conclusions which Mr, Gordon draws concerning
the future of direct advertising. His first prediction reads:
Prediction Number One
"A reference library of instructive literature sent by advertisers will be found in every home," He then goes on to say, "There are two major reasons for this. First, advertising literature, beautifully printed and carrying valuable information, is forcing such recognition. Second, the public prefers to study and formulate its buying ideas in the quiet of the home • "
Prediction Number Two
Prediction number two states, "The bride and groom will be at home to printed pieces." Mr, Gordon continues, "The day when the bride must turn to mother for advice on housekeeping has gone. Printing has brought this about. The authoritative booklets gotten out by manufacturers treating on house furnishings and decorating, on lighting, on heating, on diet, on clothing and on many other subjects, give the bride sources of information that the wieest mother cannot hope to supplement. In the near future every mother will give the newly married daughter this advice: 'Get on the mailing list of good me rchant s ' , "
♦Ref. No. 24
#See exhibits which follow.
Page 45
Prediction Number Three
Prediction number three reads: "A central consulting library • of printed pieces will he found in the larger stores." It is supplemented by the following statements, " Many prospective buyers like to weigh values and to make comparisons without feeliig that they are unnecessarily wasting the time of sales people. This is especially true of important purchasing steps - like those involved in the furnishing of a home - or in the purchase of an extensive wardrobe for such buyers, the larger stores will all eventually have central consulting libraries where hours profitable to both the house and customer can be spent."
Prediction Number Four
The fourth prediction follows much the same reasoning as the third, "The floor of a store will be as well equipped as the lobby of a hotel." This explanation follows: "Prospective buyers flow through stores in search of two things - information and merchandise. The day is fast approaching when the time consumed this way will be shortened. Printing (direct advertising) will make this possible. Each store will some day have central racks where information, on products sold by t hem, je are fully cataloged, will save many steps for prospective buyers. And fewer needless questions will be asked of busy clerks."
Prediction Number Five
Prediction number five concerns direct advertising and the retail clerk. It follows: "The clerk will learn to let printed pieces answer shopper and customer questions. The retail clerk in the modern store has no easy time. Customers and those who are " just looking" come in crowds. They ask difficult and time wasting questions - which, when not fully and satisfactorily answered, lose not only sales, but also customers. Printing will correct some of these difficulties. The day is fast approaching when each clerk will have behind his counter printed information that, handed to customs rs, will answer all important questions - and save the clerk many hours."
Prediction Number Six
The next prediction visualizes "A Plant Librarian (who) will give studied attention to printed pieces that come through the mail." It continues: "More and more the general manager is sensing that the daily mail carries information too important to be sorted by the office boy. Eventually, in large organizations, mail will be read and routed to executives by experienced men who will check its important features for quick reading."
Prediction Number Seven
Prediction number seven again emphasizes the increased importance which is being placed upon direct advertising. It reads, "On the walls of business offices a new sign will be placed," and then explains, "Every twenty-four hours puts some process out of date. A year makes some machinery and methods obsolete. Each day brings developments, the value of which no executive can ignore. And the daily mail brings tte wtory. The company that ignores the daily mail will soon find itself in
Page 46
the land of 'Bahind-the-times' • We predict that the day will come when the importance of mail will he stressed "by signs like the ahove on business walls."
Prediction Number Bight
Mr. Gordon next ventures to predict, "How a salesman may some- time interrogate a prospective employer." He continues, "the salesman is coming to understand more and more the value of the help given by printing. He knows that printed pieces make his effort less burdensome and more profitable to him and his employer. The day will come when a good salesman will carefully investigate the kind of printed cooperation given by any company before deciding that he can do his best work for that company* And there will be closer and closer cooperation between printed and oral selling."
Prediction Number Nine
In prediction number nine, Mr. Gordon points out that, "Some day there will be much less waiting time and more selling time. The time will come when salesmen will do little antioroom waiting. One reason will be that all executives will sense the wisdom of seeing them promptly. Another reason will be that through printed pieces the buyer will be well informed in advance of the call regarding the subject the salesman wants to discuss. Less time will be required by each salesman to get a decision from the buyer. Both the salesman and buyer will save time and money."
Prediction Number Ten
Prediction number ten indicates that "The customer will some day get the attention that he appreciates." The prediction is then e^lained, "There is nothing today in a business that cannot be covered by insurance. This includes stock, buildings, fixtures, machinery, key men and - customers. Insurance of the latter - the most tangible business asset - is the least fully developed. The day will come when the first duty of a salesman or clerk will be to add names of cash as well as credit customers to mailing lists. And the cultivation of this list, by printed pieces, represents customer insurance - really profit insurance,"
Prediction Number Eleven
"Some day most discussions about new business will start with the customer file." Thus reads Mr. Gordon's eleventh prediction. It is further discussed as follows: "The customer file post-mortem is a sad thing in many businesses. Names that have been dead - so far as buying is concerned - for many years, clutter the files. It will not always be so. The time will come when the customer file will be checked periodically for flagging purchases. In the customer file the seller will sense the surest source of new business - based on established confidence. And it will be cultivated with printed pieces.
Page 47
Prediction Number Twelve
The next prediction speaks confidently about the future of the small merchant. It states, "The small merchant will eventually learn that printed pieces represent his opportunity to grow. The small merchant will some day discover his own remarkable resources. He can be sure that customers are courteously treated and given prompt intelligent service, because his clerks work under his eye. He will sense that he commands expert help in advertising, in stock arrangement, in window and counter display. This service is offered by the national advertiser whose goods he sells. If he builds a mailing list in a selected area, puts the manuf actuers* materials to work, and supplements it with the product of a local printer, growth will follow ..."
Prediction Number Thirteen
Mr. Gordon's final prediction compares direct advertising with a school, and goes on to make clear this comparison. His thirteenth prediction reads: "Your customer and prospective customer will always study lessons prepared by you or your competitors. The business that goes to pieces suddenly is rare. The business that is lost, is lost gradually. The business that grows, grows gradually. It grows because of persistent daily selling. Likewise, advertising that helps to build business is the advertising that, like the school, spreads its story day after day before possible buyers."
And so we come to the close of this thesis on advertising,
more particularly "The Language of Advertising." It has been an
earnest attempt on the part of the writer to handle a broad subject
in a logical fashion, but at times he has felt that his efforts have
failed hopelessly. However, we present this study to the Graduate
Department of Boston University, The College of Business Administration
and shall let them be the judge.
BIBLIOGRAPHY
lo Advertising and Its Mental Laws "by Henry Foster Adams •The Macmillan Co., New York City, 1916
2. Advertising Copy "by George Burton Hotchkiss
Harper & Bros. Publishers, New York City, 1S24
3. Advertising, Its Principles, Practice and Technique,
by Daniel Starch A. V. Shaw Company, Chicago and New York City, 1923
4. Business V/riting "by Lee
The Ronald Press Co., New York City, 1920
5. Composition for College Students by Thomas, Manchester & Scott
The Macmillan Company, New York City, 1922
6. Copy by George P, Metzger
Doubleday Page & Co., Garden City, N.Y., 1926
7. Effective Direct Advertising by Robert 3. Ramsay
Appleton & Co., New York City, 1923
8. affective Hagazine Advertising by Francis Bellamy
Kennerley, New York City, 1909
9. Elements and Principles of Advertising by George H. Sheldon
Harcourt Brace & Co., New York City, 1925
10. Elements of Composition by Canby & Opdyke
The Macmillan Company, New York City, 1915
11. English Composition by Greenough & Hersey
The Macmillan Company, New York City, 1917
12. English Usage by J. Leslie Hall
Scott, Foresman & Co., Chicago, 1917
13. Essentials of Advertising, by Frank Leroy Blanchard
McGraw Hill Book Company, New York City, 1921
14. Essentials of English Composition by Homer 2, oodbridge
Harcourt, Brace & Howe, New York City, 1920
15. Everyday Uses of English by v/eseen
Thomas Y. Crowell Co., New York City, 1922
16. Expository Writing by Mervin James Curl
Houghton, Mifflin Co., Boston, 1919
17. Expository .Vriting by Maurice G. Fulton
The Macmillan Company, Hew York City, 1921
BIBLIOGRAPHY (Continued)
18. Forty Years an Advertising Agent "by George P. Howell
Printers' Ink Publishing Co., New York City, 1906
19. History of Advertising from the Earliest Times "by Henry Sampson
Chatto & V/indus, London, 1875
20. How to ..rite Advertising by Howard Allan Barton
J. B. Lippincott Co., Philadelphia, 1925
21. Illustration in Advertising by Livingston w. Larned
McGraw-Hill Book Company, 1925 I New York City)
22. Language of Advertising by John Baker Opdycke
Pitman Company, New York City, 1925
23. Literature of Business by Saunders & Creek
Harper & Bros. Publishers, New York City, 1920-23
24. Manual of Composition & Rhetoric by Gardiner, Kittredge & Arnold
Ginn & Company, Boston, 1903
25. Masters of Advertising Copy by Justus George Irederick
Prank-Maurice, Inc., New York City, 1925
26. Modern Advertising by Earnest Elmo Calkins and Ralph Holden
Appleton & Co., New York City, 1905
27. Modern Business Writing by Charles Harvey Raymond
The Century Co., New York City, 1921
28. New Composition Rhetoric by Scott & Denney
Allyn & Bacon, Boston, 1911
29. Principles & Practice of Direct Advertising by Chas . A. Macl'arlane
The Beckett Paper Company, Hamilton, Ohio, 1915
30. Printers' Ink Monthly
Romer Publishing Company, New York City
A. Advertising in 1844, Page 20, Sept. 1923
B. How V/ill Your Advertising Look Twenty Years from Now?
Page 36, Jan. 1924
C. The Six Sources of Poster Art, Page 21, Apr. 1925
31. Printers' Ink <Veekly
Romer Publishing Company, New York City
A. A History of Advertising, Page 12, Jan. 4, 1923
B. How They Said It In 1905, Page 85, :-eb. 1, 1923
C. Reason - Why Advertising in 1652, Page 96, Apr. 12, 1923
D. The Original Telephone Advertisement Comes to Light
Page 76, May 3, 1923
E. An Abbreviated History of the Advertising; Agency's
Origin and Jevelopment
Page SS, Oct. 4, 1925
BIBLIOGRAPHY (Continued - 2)
31. printers' Ink /eekly
F. A Lawyer Who Advertised His "Platform" Page 76, Aug. 14, 1924
G. The Evolution of the Trade :.:ark, Page 36, Aug. 6, 1925
H. Halitosis, ./hiskers and .hite Collars Sixty Years Ago
Page 93, Jec. 24, 1925
32. Psychology of Advertising by ..alter Dill Scott
Small, Maynard & Co., Boston, 1908
33. Science of Advertising by Edwin & Thomas Balmer
Duf field & Co., New York City, 1910
34. Theories of Style by Cooper
The Macmillan Company, New York City, 1912
35. Theory of Advertising by ./alter Jill Scott
Small, Maynard & Co., Boston, 1904
36. Twentieth Century Advertising by George French
D. Van Nostrand Co., New York City, 1926
«
37. Use of Words in Reasoning by Alfred Sidgwick
A.& C. Black, London, 1901
38. Words & Their Ways in English Speech by Greenough & Kittredge
The Macmillan Company, New York City, 1901
39. Working Principles of Rhetoric by Genung
Ginn & Company, Boston, 1901
40. Writing an Advertisement by S. Roland Hall
Houghton Mifflin Company, Boston, 1915
ADDENDA
41. An Address by Calvin Coolidge, American Ass'n. of
Advertising Agencies, Washington, Oct. 1927.
42. Effective Business Letters by Gardner
The Ronald Press Company, New York City, 1915
43. J. Walter Thompson Bulletin
j. Walter Thompson Company, New York City, June 1927
44. Still Better Reception, A
S. D. Warren Company, Boston, 1926
45. Waste in Advertising vs. Waste in Selling, An Address by
Watson ¥., Gordon, Advertising Manager, S. D. Warren Co. Boston, Mass.
EXHIBITS TAKEN PROM A BOOKLET ISSUED BY THE S. D. WARREN COMPANY entitled "A STILL BETTER RECEPTION"
A Still Better Reception for booklets, folders and other printed pieces
PREDICTION NUMBER ONE
The DAY is not far off when every home will have a section of its book- case reserved for instructive printed books and booklets sent by advertisers.
There are two major reasons for this. First, advertising literature, beau- tifully printed and carryi/ig valuable information is forcing such recognition. Second, the public prefers to study and formulate its buying ideas in the quiet of the home.
The Warren Advertisement on the opposite page is helping to bring this day closer.
ADVERTISEMENT OPPOSITE APPEARS IN FULL PACE SIZE IN
Literary Dicest, January 2, 1926; Saturday Evening Post, January 16, 1926; Collier's, January 16, 1926 Printers and advertisers arc at liberty to use copy with or without credit after dates of insertion
Electros on reoucst
Yhz next twenty-six pages contain 13 W^arrcn Advcrtiscmcnts that
will appear daring th^ year 1926 in the Saturday Cvcnins Post, Colli cks and the JIitcrjlry DigcsT*
m alio 13 Predictions about the use of Printins as a part of selling
THESE ADVERTISEMENTS are written to help printers, advertising men, sales managers, salesmen, manufacturers, wholesalers and retailers. They will help to gain a better reception for goods sold with the aid of Printing. They will show buyers and sellers how printing makes buying easier and selling less costly.
PRINTERS will find it profitable to show these advertisements to their customers. They may want to use the pictures and copy in their own advertisements. They are at liberty to do so after dates of insertion.
Advertising men will find it profitable to
forward the thoughts in these advertisements
to executives in their own companies and to the men and women who do the selling.
SALES MANAGERS will find it profitable to forward the thoughts in these advertisements to salesmen, to wholesalers, to retailers and even to buyers.
SALESMEN will find in them certain ideas that may help to make their work easier and more productive.
MANUFACTURERS, wholesalers, retailers and other business men will find in them many helpful suggestions for reducing sales costs.
THE PREDICTIONS will be interesting and perhaps profitable because of the suggestions they offer.
[7]
A Still Better Reception for booklets, folders and other printed pieces
PREDICTION NUMBER TWO
On and Gftex $une 29 o)]lr. and t)lXrA. ^XeWl^Wcd Wiff lie p(caAc9
aX tneix aeAiaence
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The Bride and Groom will be AT HOME to Printed Pieces
T„
.HE DAY when the bride must turn to mother for advice on housekeeping has gone. Printing has brought this about. The authoritative booklets gotten out by manufacturers treating on house furnishing and decorating, on lighting, on heating, on diet, on clothing, and on many other subjects give the bride sources of information that the wisest mother cannot hope to supple- ment. In the near future every mother will give the newly married daughter this advice: "Get on the mailing list of good merchants".
The Warren advertisement opposite will help to bring this day closer.
ADVERTISEMENT OPPOSITE APPEARS IN FULL PAGE SIZE IN
Literary Dicest, January 30, 1926; Saturday Evening Post, February 13,1926; Collier's, February 13, 1926 Printers and advertisers are at liberty to use copy with or without credit after dates of insertion
Electros on request
I 10]
83:
The
Customer
in the making
Every day you begin a journey toward some new purchase. It is printing that tells you what you need, and printing that helps you buy it.
WHAT is the very next thing you are going to buy? No matter WHAT it is, there was a time in your life when you never dreamed you would be buying any- thing of the sort. And there was a time when you had never even heard of the place where you are going to make your next purchase.
If you check over the last five important purchases you have made you will be amazed to dis- cover how short a time it has been since you would have considered them either outside your needs or beyond your pocketbook.
How many men are playing golf today who would have scoffed at the notion ten years
ago?
How many women will buy permanent waves this week who six years ago didn't know what a permanent wave was?
How many baby carriages will be sold this year to people who would have been horrified at the thought of buying one in 1922?
Since yesterday your needs have not changed perceptibly, but you will find it hard to say what you will be buying two years from today.
Right now you are somebody's customer in the making. Every man is. Every woman is.
Your own life is do>- much to decide what you will be u customer for, but printing on pa^er is doing most to decide whose customer you are going to be.
You are not likely to become the customer of some one whose name or whose goods you never see in print.
You don't know it — you may deny it, but the booklets and the catalogs and the circulars that you think you throw away are helping to shape your future needs and laying a path for your footsteps on your future shopping tours.
We hope and believe that you will be a very well satisfied customer of those firms who are today using good printing and good paper to attract your future trade. We hope you will be very happy with all those desirable things which Destiny in the shape of a print- ing press will inevitably persuade you to buy. As for those things about which no printing ever reaches you — they are for the most part
WARREN'S t
STANDARD PRINTING PAPERS [
Warren 's Standard Printing Papers are tested for qualities required in printing, folding and binding
things that you will probably never have, and will certainly never miss.
To merchants, manufacturers, printers, and buyers of printing
Some interesting information on how to co- operate with a good printer to secure business from the customer who can be made yours is contained in a series of books being issued by the S. D. Warren Company. They discuss ways and means for increasing business through the intelligent use of printed paper.
Books in this series that are already pub- lished and in print, as well as those to be issued, can be obtained from any paper mer- chant who handles Warren's Standard Print- ing Papers, or by addressing the S. D. Warren Company, 101 Milk Street, Boston, Massachusetts.
better papers
better printing
]
A Still Better Reception for booklets, folders and other printed pieces
PREDICTION NUMBER THREE
A Central Consulting Library of
printed pieces will be found in the larger stores
IVIany prospective buyers like to weigh values and to make comparisons without feeling that they are unnecessarily wasting the time of salespeople. This is especially true of important purchasing steps — like those involved in the furnishing of a home — as suggested hy the Warren advertisement opposite — or in the purchase of an extensive wardrohe.
For such huyers, the larger stores will all eventually have central consult- ing libraries where hours profitable to both house and customer can he spent.
ADVERTISEMENT OPPOSITE APPBAB9 IN PULL PACK SIZE IN
Literary Dicest, February 27, 1926; Saturday Evening Post, March 13, 1926; Collier's March 13, 1920 Printers and advertisers are at liberty to use copy with or without credit after date* of insert um
Electros on request
The Bridegroom looks at the
-.m-rr-n s—r tPf/M fT-Tx f \T T*T T T? A VTMT
Wedding Presents
Yesterday he thought as a bachelor, with few needs. Today he sees visions of many, many pur- chases he never thought he would have to make.
YOUR CUSTOMER IN THE MAKING 'People know what they have bought and why, but who can predict their purchases of next year, or their needs five years from now? 5 From the advertising booklet or catalog or circular that they look over today, they are unconsciously taking knowledge and im- pressions that they will use to advantage some time, perhaps sooner than they expect.
groom he is buying those advertised things. Firms that are building future business by the use of printing and direct advertising do not know who will marry whom, or when. But they do know that the ratio of mar- riages to population is pretty well fixed and that certain events like marriage, the birth of children, the purchase of a house, etc., have far-reaching effects on the kind of things an individual is likely to find himself buying.
The merchant or manufacturer who em- ploys a printer to keep you supplied with in- formation about his goods may know better
THE man (or woman) who marries becomes at once a new sort of consumer. Money saved for Heaven knows what is immediately diverted to new and different channels and spent in ways unthought of.
Every wedding day is a birthday of new needs.
Every peal of a wedding bell is the begin- ning of a response to somebody's advertising. Every marriage license issued by a bored and unromantic clerk means two pairs of eyes that will look with new interest at shop-windows, at booklets and at catalogs.
Printing that was merely attrac- tive to the maiden has an absorb- ing interest to the bride. The
bachelor who wondered "why do < — ~ , , „ , _ r_ . _ „ ~ 0
these people mail this advertising STANDARD PRINTING PAPERS
to me" finds that as a bride- Warren 's Standard Printing Papers are tested {or qualities required in priming, folding and binding
[11]
WARREN
than you yourself know how near you are to being in the market for his wares.
To merchants, manufacturers, printers, auA. buyers of printing
A number of books dealing with different phases of the use of direct advertising and printed pieces have been prepared by S. D. Warren Company.
Any of these books which you require may be obtained without cost from any paper merchant who sells Warren's Standard Print- ing Papers, or direct from us. Ask to be put on the mailing list, and if possible suggest the special problems of direct advertising on which you can use help. S. D.Warren ^ Company, 101 Milk Street, Boston, ■ Massachusetts.
[better papers ~i] better printing J|
A Still Better Reception for booklets, folders and other printed pieces
PREDICTION NUMBER FOUR
The Floor of a Store will be AS WELL EQUIPPED AS the lobby of a hotel
Prospective buyers flow through stores in search of two things — in- formation and merchandise. The day is fast approaching when the time con- sumed this way will be shortened. Printing will make this possible.
Each store will some day have central racks where information, on prod- ucts sold by them carefully catalogued will save many steps for prospective buyers. And fewer needless questions will be asked of busy clerks.
The new father shown in the Warren advertisement will especially appre- ciate this service.
ADVERTISEMENT OPPOSITE APPEARS IN FULL PAGE SIZE IN
Literary Digest, March 27, 1926; Saturday Evening Post, April 10, 1926; Collier's, April 10, 1926 Printers and advertisers are at liberty to use copy with or without credit after dates of insertion
Electros on request
[14]
YOUR CUSTOMER IN THE MAKING
The big events in every life are more or less unexpected. Building booms do not come because people have been planning to buy homes for years. They come because a number of people suddenly find they must buy or build at once.
Your customer of next year may not realize today how near he is to needing your -wares. But you know. And your printer can help you spread the messages that -will bring this suddenly maturing business to iour doors.
Houses are bought
EMPTY
The new owners must buy many things they never thought of needing before
THE man who buys a house for the first time finds a vast new field in which he must have specific information, (ioods and brand names that formerly meant nothing take on a sharp new significance.
What is the best roofing? Who makes the good furnaces? What gas stove to buy? Hinges, door-knobs, wall-paper, woodwork, plumbing, paint — all kinds of things that go into the building of a house loom up as something one must know about.
And the house must be furnished. Rugs, a piano, an ice- box, lamps, chairs, tables, beds, clocks, a kitchen cabinet —
there are too many to name, but nearly all of them must be bought.
Which are the fine ones? Which are the good ones? The new householders must spend their money wisely. They want all the information they can get. Man and wife will read all the booklets they receive. They will thumb over cata- logs and study pictures, and they will try to remember everything they ever read and everything they were ever told about
WARREN'S
STANDARD PRINTING PAPERS
Warren's Standard Printing Papers are tested for qualities required in printing, folding, and binding
[ is]
all the things that they must buy.
To people about to buy some- thing they know little about, the printed booklet is a blessing. People do not think of this printing as "Advertising." It is irifon/iatiofi that they want, and the question of the quality of the message arises only if it is poorly expressed or imperfectly printed on an unsuitable paper. That is why the good printer who is able to prepare good printed pieces is one of the greatest business- building forces in America today.
To merchants, manufacturers, printers, and buyers of printing
The production of printed pieces that contain all the elements of success is dependent upon the recogni- tion of certain well-defined principles.
These principles are laid down, discussed and illustrated in a series of books to be issued by the S. D. Warren Company during 1926. Copies of these books, as issued, may be obtained without cost from any paper merchant who sells Warren's Standard Printing Papers or direct from us. S. D. Warren Co., 101 Milk Street, Boston, Massachusetts.
better paper rx. II better printing Jj
A Still Better Reception for booklets, folders and other printed pieces
PREDICTION NUMBER FIVE
The Clerk will learn to let
PRINTED PIECES answer Shopper and Customer questions
The retail clerk in the modern store has no easy time. Customers and those who are "just looking" come in crowds. They ask difficult and time- wasting (juestions — which when not fully and satisfactorily answered lose not only sales but also customers. Printing will correct some of these difficulties. The day is fast approaching when each clerk will have behind his counter printed information that, handed to customers, will answer all important (juestions — and save the clerk many hours. Incidently this practice will help the customers shown in the Warren advertisement on the opposite page.
ADVERTISEMENT OPPOSITE M i l ins in M i l. I'ACK s|/i in Literary Digest, April 24, 1926; Saturday Evening Post, May 8, 1026; Collier's. Muy 8, ll>26 Printers and advertisers are at liberty to use copy with or without < mlit after dotes of insertion
Electros on ro/uest
The new father buys many things
Cigars are just the beginning of a string of purchases, many things he never thought of buying before
THIS man giving away cigars does not smoke. But an event in his family caused him to buy a box of cigars and pass them around. And this is just the beginning of new needs.
Hardly a week will pass that these parents will not have to buy some goods they never bought before.
How will they make their decisions on what to buy and where to buy it ? Largely on the basis of printing. We are able to live, to grow, to meet emer- gencies and cope with new situations because of what we learn and have learned from booklets or other printed pieces.
That most of this printing is advertising makes no difference.
The American people have accepted ad- vertising as the right and economical method of learning how to live and how
YOUR CUSTOMER IN THE MAKING
£very time a marriage license is issued; every time a child is born; every time a salary is raised; every time a home is bought — a new customer is created for goods he never bought before. These new customers appear daily by the hundreds of thousands. To reach these people in the mass is the function of printing and direct advertising.
formation supplied bybusiness men and made available by printers.
We travel, we cook, we select schools and make our wills by advice that comes from the printing press in the form ofadvertising books and booklets.
So true is this that you can hardly name a great business in America without naming a great buyer of printing.
And if you are in a business that you wish to see grow, remember that business growth without the use of printing is like travel with- out the use of mechanical power — possible maybe, but painfully slow.
to buy.
We buy our foods, clothe our- selves and our children, furnish our homes and care for our pos- sessions from advice and in-
WARREN'S
STANDARD PRINTING PAPERS
IVarren 's Standard Printing Papers are tested for qualities required in printing, folding and binding
If your business deserves to grow, if your goods deserve to be sold, it is very hard to use too much printing. The bigger the busi- ness, the better this fact is understood.
To merchants, manufacturers, printers, and buyers of printing
Advice and information on the preparation of effec- tive direct advertising is contained in a number of books on various phases of the subject issued by S. D. Warren Company.
Copies of books now printed and those to be issued may be obtained without charge by addressing any paper merchant who sells Warren's Standard Printing Papers, or from S. D. Warren Company, 1 01 Milk Street, Boston, Massachu- setts. Pl ase indicate the subjects in which you are most interested.
C better paper^ jj better printing Jl
15
A Still Better Reception for booklets, folders and other printed pieces
PREDICTION NUMBER SIX
A Plant Librarian will give Studied Attention TO PRINTED PIECES that come through the mail
]VtoRE and more the general manager is sensing that the daily mail carries information too important to be sorted by the office boy. Eventually, in large organizations mail will be read and routed to executives by experi- enced men who will check its important features for quick reading.
This means that it will be increasingly important and profitable to sup- plement the work of salesmen with printing as explained in the Warren ad- vertisement on the opposite page.
ADVERTISEMENT OPPOSITE APPEARS IN PULL PACE SIZE IN
Literary Digest, May 22, 1926; Saturday Eveninc Post, June 5, 1926; Collier's, June 5, 1926 Printers and advertisers are at liberty to use copy with or without credit after dates of insertion
Electros on request
\ l«]
The Day the Big Rise in Salary Comes the Living Expenses take a Jump
T»HE i your i
first big jump in your income! You did not know just when it was coming. Your boss did not know. Your friends did not know.
The only people who seemed to know it was coming were people who would not have known you if they had met you on the street.
Yet they sent you things by mail. Book- lets that described things you could not afford. Circulars describing purchases and investments far beyond your means. Catalogs with pictures of wonderful possessions you could hardly hope to own.
And then, one day you found yourself buying here and there these very things from these very people. You found yourself with a bank account, at the very bank whose cir- culars used to amuse you because the prospect of a bank account seemed so far away.
You found yourself with a charge account at a department store that you once thought was too high- priced and exclusive for you even to enter its doors.
While this change was taking
They talk two minutes about "saving-it- all." But they talk until midnight about the new things they will buy.
YOUR CUSTOMER IN THE MAKING
Changed habits of living mean changed habits of buying. The buying habits of the average person change sharply at least four times — at marriage; when the first child is born; ■when the first big jump in income comes; and when the first home is bought. And not until after each of these events does the individual know that commercially he is a new person — a customer in a new form, a consumer of different goods. But the advertiser with a live mailing list and a good printer to serve him can bank on these events and create new customers before the customers themselves realize that their buying habits hare changed.
<£?
place with you the same thing was happening to several million other men. Every great busi- ness in America is founded on the belief that young men are going to get along — earn more,
WARREN'S
STANDARD PRINTING PAPERS
Warren 's Standard Printing Papers are tested for qualities required in printing, folding and binding
need more, spend more. It is that belief that causes mer- chants and manufacturers to depend upon good printers and good printing to help cultivate tomorrow's mar- ket. By printed direct advertising, business men are constantly preparing people's minds for buying the very goods that today they think they will never be able to afford.
To merchants, manufacturers, printers, and buyers of printing
The first step in the production of a series of effec- tive printed pieces should be to consult a good printer. His advice on the technique of their pro- duction is valuable.
The planning and producing of this highly remu- nerative form of advertising is discussed and illustrat- ed in a series of books issued from time to time by S. D. Warren Company Copies of these books, as published, will be sent you by any merchant handling Warren's Standard Printing Papers; or we shall be glad to mail them direct. S. D. Warren Company, 101 Milk Street, Boston, Massachusetts
[
better papery
better printing
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A Still Better Reception for booklets, folders and other printed pieces
PREDICTION NUMBER SEVEN
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On the Walls of Business Offices A NEW SIGN will be placed
Every twenty-four hours puts some process out of date. A year makes some machinery and methods obsolete. Each day brings developments the value of which no executive can ignore. And the daily mail brings the story. The company that ignores the daily mail will soon find itself in the land of "be- hind-the-times". We predict that the day will come when the .importance of mail will be stressed by signs like the above on business walls.
And Warren advertisements like that shown opposite are bringing that day closer.
ADVERTISEMENT OPPOSITE APPEARS IN FULL PAGE SIZE IN
Literary Digest, June 19, 1926; Saturday Evening Post, July 3, 1926; Collier's, July 3.1926 Printers and advertisers are at liberty to use copy with or without credit after dates of insertion
Electros on m/uest [20 1
"If I had a dozen Salesmen j
like John"
John presents facts as a printed booklet presents them— in an orderly, logical,
J
OHN is a wonderful salesman. He can make sales to people who never heard of his firm or his goods. John is a star. He is unique. There is only one of him.
John makes big money, but his employer says that he would cheerfully pay twelve times as much for twelve more like him. If he could multiply John by twelve, he could mul- tiply his profits on John's sales by twelve.
Working alongside John are a dozen other salesmen whoaregood, able, competent fellows.
But each man lacks one or' more of John's characteristics. No one of them has all of John's energy, patience, zeal, imagination, and knowledge of his line. Like most men, they all lack the gift of being able to sell easily the unknown product of an unknown firm.
If John's employer, instead of vainly crying out for more Johns, would go forth and employ one good printer and engage him to prepare good direct advertising, these other salesmen would begin to sell as many orders as the mir-
aculous John sells. For these printed pieces would grade up the entire sales force to John's level. Booklets and other direct advertisements would supplement those deficiencies in each individual salesman which keep him from being as capable asjohn.
Thus the man who was as personable but lacked his logic would be reinforced by the logical printed word. The man who had as much intelligence as John but lacked John's persistence and optimism would be supported by printing that was persistent, cheerful, and of good appearance.
Instead of wishing he could hire "a dozen salesmen like John," John's employer would get the same results by using printing to create more Johns from his present staff. A
interesting way.
good printer is at the other end of any business telephone. Good printers know a surer, steadier, more economical way to boost sales than sighing for the kind of salesman who is found only once in a while and usually can't be hired at all.
To merchants, manufacturers, printers, and buyers of printing
For many years S. D. Warren Company has devoted study to ways and methods for making printed pieces more effective. The results of this work are con- tained in a series of books on various phases of direct advertising. Some of these books are ready; some are to be issued in 1926. Copies may be obtained without charge from any paper merchant who sells Warren's Standard Printing Papers, or by writing direct to ' S. D. Warren Co., 10 1 Milk Street, Boston, Massachusetts.
WARREN'S
STANDARD PRINTING PAPERS be"erPaP£
Warm's Standard Printing Paftn art lesttd for qualities requirtd in printing, [oldtpg, and binding ^—
better printing
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[19
A Still Better Reception for booklets, folders and other printed pieces
PREDICTION NUMBER EIGHT
Do YOU have a Regular Advertising Pro- gram ?
Is part of this program Direct Advertising that is sent regularly and persistently to both customers and prospects ?
Is THE salesman in each territory kept fully informed regarding the kind of material that is being sent?
Do you supply portfolios, data books, booklets and other literature for the use of salesmen in talking with cus- tomers?
Do You have a department to send liter- ature promptly to prospects and cus- tomers when requested by salesmen?
Are all inquiries followed up promptly with literature; and is information re- garding what has been done sent to the salesmen ?
How a Salesman may sometime INTERROGATE A Prospective Employer
The salesman is coming to understand more and more the value of the help given by printing. He knows that printed pieces make his effort less burdensome and more profitable to him and his employer. The day will come when a good salesman will carefully investigate the kind of printed cooperation given by any company before deciding that he can do his best work for that company. And there will be closer and closer cooperation between printed and oral selling. Warren advertisements like the one shown opposite are forwarding this day of greater profits.
ADVERTISEMENT OPPOSITE M i l Ml- IN FULL PAC1 -l/l in
Literary Digest, July 17,1926; Saturday Evening Post, July 31, 1026; Collier's, July 31, 1026 Printers and advertisers are at liberty to use copy with or without credit after dates of insertion
Electros on request
[ M 1
"Not doing anything just now"
Is that the answer you give your printer? If it is, you are hurting yourself. The nearer you are to doing nothing, the more you need good printing
IF you and every man in your business slept all day, there would still be a lot going on in your business.
Rent would be going on. Overhead would be plugging steadily away. Sala- ries would not stop.
What is MUCH more important, your customers and prospects would be plan- ning, deciding, and buying with less and less thought of you and your firm.
There are many reasons for postpon- ing, holding up, or neglecting the print- ing that keeps a business in touch with its public.
Some of these reasons may seem good, but they are all had compared to the fact that you are doing no direct adver-
tising. The public's memory will not mark time, just because you do. The public forgets.
No matter how much printing you intend to use next year or "some time soon," no matter what splendid printing you have used in the past — no matter if business is off, or you are so busy you are rushed to death — don't give your printer the answer that you "are not doing anything just now."
In the first place, it isn't wholly true — and he knows it. In the second place, to what- ever extent it is true, you need good printing more acutely than ever.
WARREN'S
STANDARD PRINTING PAPERS
Warren 's Standard Printing Papers are tested for qualities required in printing, folding, and binding
In the use of printing to promote your busi- ness, doing something is always infinitely better than doing nothing.
Further, just to say that you are doing noth- ing has a tendency to lull yourself and your people into the belief that nothing needs to be done, that nothing can be done.
Watch yourself if you feel like giving that answer to your printer. If you have already given it, right now — this minute — is none too soon to call him in and prepare to do some- thing right away.
To merchants, manufacturers, printers, and buyers of printing
Some interesting information on the use of printed pieces in advertising and on cooperation with good printers is contained in a series of books being issued by S. D. Warren Company. Ask a paper merchant who sells Warren's Standard Printing Papers to put you on his mailing list, or write direct to us, sug- gesting, if possible, the special problems of direct advertising on which you need help. S. D. Warren Company, 101 Milk Street, Boston, Mass.
C better papery better printing
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A
Still Better Reception for booklets,
folders and other printed pieces
PREDICTION NUMBER NINE
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Some day there will be much le99 waiting time and more selling time
The TIME will come when salesmen will do little anteroom waiting. One reason will be that all executives will sense the wisdom of seeing them prompt- ly. Another reason will be that through printed pieces the buyer will be well informed in advance of the call regarding the subject the salesman wants to dis- cuss. Less time will be required by each salesman to get a decision from the buyer. Both the salesman and buyer will save time and money.
The W arren advertisement opposite is helping to forward this day.
ADVERTISEMENT OPPOSITE APPEARS I IN FULL PAGE SIZE IN
Literary Digest, August 14, 1926; Saturday Evening Post, August 28, 1926; Collier's, August 28, 1926 Printers and advertisers are at liberty to use copy with or without credit after dates of insertion
Electros on request [24]
f
The Pair of Legs
You need their help in selling, but don't expect them to do all the work. Some of it can be done better with printing
IN nearly every form of selling the time comes when legs must walk and shoe leather must be worn out. Somebody must go to see someone else.
When this time comes, nothing takes the place of legs and shoe leather; but legs and shoe leather are expensive if used to take the place of printing.
Men to whom you wish to sell, often say, "Send your man to see me; I want to know more about your goods.'
They seldom say, "Send your man over; I want to know something about your goods."
Until your prospective customers already know something about you and your goods, they have no desire to see your salesmen.
Hetter, faster, and cheaper than legs are the booklets, the circulars, and the other forms of direct
advertising that your printer can prepare.
A real salesman doesn't like to "go out and ring doorbells," but the postman doesn't mind it at all.
People are glad to get what the postman brings. They sometimes stand and wait for him. And when he brings something beauti- fully printed bv a good printer describing something they need and want, they are glad to receive it and anxious to read it.
Let your good salesmen save their steps to take them where they are likely to make sales.
Let your printer use his presses to increase
WARREN'S
STANDARD PRINTING PAPERS
Warren 's Stan Jar J Printing Papers are tested [or qualities required in printing, folding, and binding
[23]
the number of places where your firm and your goods are known — where people will know something and will be ready to heap
more.
Better Printing and Better Paper con- stantly and steadily used will make your salemen's steps more profitable to themselves and to you. It will make more customers turn their steps toward your door.
To merchants, manufacturers, printers, and buyers of printing
Some Interesting information on the use of printed pieces in advertising and on cooper- ation with good printers is contained in a series of books being issued by S. D. Warren Company. Ask a paper merchant who sells Warren's Standard Printing Papers to put you on his mailing list, or write direct to us, suggesting if possible, the special problems of direct advertising on which you need help. S. D. Warren Company, ioi Milk Street, Boston, Mass.
[
better paper <-v,
better printing Jj
A Still Better Reception for booklets, folders and other printed pieces
PREDICTION NUMBER TEN
Add to Mailing List
Date.,.
M
Street
Town
OTHER MEMBERS of FAMILY If children, be sure to note ages
The Customer will some day get THE ATTENTION that he appreciates
There is nothing today in a business that cannot be covered by insur- ance. This includes stock, buildings, fixtures, machinery, key men and — cus- tomers. Insurance of the latter — the most tangible business asset — is the least fully developed. The day will come when the first duty of a salesman or clerk will be to add names of cash as well as credit customers to mailing lists. And the cultivation of this list by printed pieces represents customer insur- ance— really profit insurance.
Warren advertisements like that opposite will help bring this day closer.
ADVERTISEMENT OPPOSITE APPEARS IN FUI.I. PACE SIZE IN
ary Dicest, September 11, 1926; Saturday EVENING Post, September 25, 1926; Collier's, September 2f>. 192(1 Printers and advertisers are at liberty to use carry with or without credit after dates of insertion
Electros on request
Salesmen waiting
"If salesmen wore taxi- meters their 'waiting v > time ' would be nearly vy/ as large as their ac- tive time. '
to "see their man"
How much does this wasted time add to your selling expense?
IF salesmen wore taximeters their "waiting time" would be nearly as large as their active time.
No real salesman wants to waste his time. Time is all he has to sell. All you can buy from a salesman is his time. And it is the most valuable time your company buys.
A salesman kept waiting in a purchasing agent's anteroom is like a loaded freight train lying on a siding. It is power not applied. It is business standing still. It is waste.
It costs you money when your salesmen have to wait. It costs the other man money when you keep his salesmen waiting. It costs all the salesmen money, and it piles up the cost of selling goods.
Here is one way to check this waste of your own men's time:
See to it that your customers know who you are. See that they know who your man is. See that your customers know what your man sells and what the reasons
are why they should buy it. Your printer will help you do this.
Select a good printer — one who has the equipment and intelligence to produce good direct advertising. They are not hard to find. Such printers have ways of making them- selves known.
Tell that printer you want him to help you produce the kind of direct advertising and printed pieces that will make your firm and your goods and your service known to the people your salesmen call on.
The time will come when buyers and all other business menwill see salesmen promptly when they call. They may see them only to say "Nothing today" or "Come back next
WARREN'S
STANDARD PRINTING PAPERS
Warren's Standard Printing Paperiare listed for qualities nquirtdtn printing, folding, and binding
\ 2.5 ]
week," but they will not keep a grown man waiting two hours — especially when printing has made them acquainted with the salesman's firm and the full nature of the goods or serv- ice he has come to sell.
But please remember that a well-printed booklet can wait more patiently than a man, at less expense than a man; and when the booklet has been read, your salesman is more sure of a welcome when he calls and more likely to get an order when he is seen.
To merchants, manufacturers, printers, and buyers of printing
A number of books dealing with different phases of the use of direct advertising and printed pieces have been prepared by S. D. Warren Company.
Any of these books which you require may be obtained without cost from any paper merchant who sells Warren's Standard Print- ing Papers, or direct from us. Ask to be put on the mailing list, and if possible suggest the special problems of direct ad- vertising on which you can use help. S. D. Warren Company, 101 Milk Street, Boston, Massachusetts.
[better papery | better printing _|
A Still Better Reception for booklets, folders and other printed pieces
PREDICTION NUMBER ELEVEN
Some day most discussions about NEW BUSINESS will start with the customer file
The customer file post-mortem is a sad thing in many businesses. Names that have been dead — so far as buying is concerned — for many years, clutter the files. It will not always be so. The time will come when the customer file will be checked periodically for flagging purchases. In the customer file the seller will sense the surest source of new business — based on established confidence. And it will be cultivated with printed pieces.
The Warren advertisement opposite is helping to forward that day.
ADVERTISEMENT OPPOSITE APPEARS IN FULL PACE SIZE IN
Literary Digest, October 9,1926; Saturday Eveninc Post, October 23, 1926; Collier's, October 23, 1026 Printers and advertisers are at liberty to use copy tvith or without credit after dates of insertion
Electros on request
[28]
Does the customer who owes you money
get the most attention?
ARE you spehding most of your post- -ti. age on your slow-paying customers? A merchant who runs a large retail store overheard one of his best customers say, "All I ever get from those people is a bill."
The merchant investigated.
He found that the customers who were rated/>/> (prompt pay) received one com- munication from his store per month, that customers not so prompt received bills and statements more frequently,and that those who were very slow pay re- ceived the most attention of all.
He was spending money for postage in direct relation to the lack of desirability of the customer.
That has been changed. His printer has helped him change it. The prompt payer now gets more mail from this store than
"All I ever see from those people is a bill" is a criticism of your business that your printer can help you correct.
the slow payer. The good customer gets opportunities to be a better customer.
The good customer receives booklets, circulars, announcements, illustrated letters, all kinds of store news, that keep him and his family interested in this store where they have formed a habit of buying.
Direct advertising is making this store a part of its customers' daily lives, a ministrant to their daily needs.
And this principle applies to other businesses besides the retail.
WARREN'S
STANDARD PRINTING PAPERS
Warren 's Standard Printing Papers an ttsttd for qualities required in printing, folding, and binding
Do your good customers hear from you as frequently as your poor customers?
Better Paper and Better Printing will make your good customers better cus- tomers. Printing can bring you more customers. If you don't know a good printer, it will pay you to know one.
To merchants, manufacturers, printers,
and buyers of printing What to say in your direct advertising and how to say it is outlined and illustrated in a series of books now being issued by the S. D. Warren Company. Any paper merchant who sells Warren's Standard Printing Papers will be glad to put you on his mailing list to receive them. Or you can write us direct, stating, if possible, the particular problems of direct advertising wherein we can be of help. S.D.Warren Company, 101 Milk Street,Boston, Massachusetts.
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better papery J better printing I
27
/
A Still Better Reception for booklets, folders and other printed pieces
PREDICTION NUMBER TWELVE
The Small Merchant will eventually learn that printed pieces represent his opportunity to grow
The small merchant will some day discover his own remarkable re- sources. He can be sure that customers are courteously treated and given prompt intelligent service, because his clerks work under his eye. He will sense that he commands expert help in advertising, in stock arrangement, in window and counter display. This service is offered by the national advertiser whose goods he sells. If he builds a mailing list in a selected area, puts the manufacturer's materials to work, and supplements it with the product of a local printer, growth will follow as outlined in the Warren advertisement opposite
ADVERTISEMENT OPPOSITE APPEARS IN FULL PACE SIZE IN
Literary Digest, November 6, 1926; Saturday Evening Post, November 20, 1926; Collier's, November 20, 192<> Printers and advertisers are at liberty to use copy u ith or without credit after dates of insertion
Electros on ret/nest
I 80 1
The MAN
Who Used to be Your Customer
thing
The costliest thing in business turnover in customers. Old customers are as easy to keep as new ones are to get
SUPPOSE you had never lost a customer that you wanted to hold — what would your volume be today?
If asked, "Why did you lose those good accounts?" you have an explanation ready. You can explain easily why each one now buys somewhere else.
And those explanations are all good ones. They prove it wasn't your fault. Further, you can say, "Everybody loses business once in a while. I can't expect to hold all the business I get."
Yes, but why were those customers lost? Those excuses are fine balm to your con- science; but —
Aren't most customers lost be- cause somebody else pays more attention to them than you do?
and say, "I want you to help me produce some advertising that will help me keep all my old customers"?
Good printing is the surest and the cheap- est way of keeping your old customers friendly. They will read your booklets. They are interested in any announcement you make. They are glad to receive your folders and pamphlets.
Right now your best customer is looked upon by someone as a "prospect." Don't let him get the idea you are indifferent to him and his business. Let him know that you are constantly seeking to keep him interested in you and your business.
WARREN'S
Lots of men buy advertising to help get new customers. How STANDARD PRINTING PAPERS
many men go to their printers Warren's Standard Printing Paperi are tisttd 'for qualities required m priming, folding, and binding
You have a mailing list. Use it. You know a- good printer. Use him.
A good printer, Better Printing and Better Paper can help you cut down the turnover in customers — and this means faster growth and larger profits.
To merchants, manufacturers, printers, and buyers of printing
The first step in the production of a series of effec- tive direct mailings should be to consult a good printer. His advice on the technique of their pro- duction is valuable.
The planning and producing of this highly remun- erative form of advertising is discussed and illustrated in a series of books issued from time to time by the S. D. Warren Company. Copies of these books, as published, will be sent you by any merchant handling Warren's Standard Printing Papers, or we shall be glad to mail them direct. S. D. Warren Company, 101 Milk Street, Boston, Massachusetts.
[
better paper <^
better printing
]
29
A Still Better Reception for booklets, folders and other printed pieces
PREDICTION NUMBER THIRTEEN
Your Customer and Prospective Customer will always STUDY LESSONS prepared by you or by competitors
The BUSINESS that goes to pieces suddenly is rare. The business that is lost, is lost gradually. The business that grows, grows gradually. It grows because of persistent daily selling. Likewise, advertising that helps to build business is the advertising that, like the school, spreads its story day after day before possible buyers.
The Warren advertisement opposite is bringing this to the attention of many users of printing.
ADVERTISEMENT OPPOSITE APPEARS IN FULL PACE SIZE IN
Literary Digest, December 4, 1926; Saturday Evening Post, December 18, 1926; Collier's, December IK, 1 026 Printers and advertisers are at liberty to use copy with or without credit after dates of insertion
Electros on request
(sal
L<:.
J,
he Village within the city
How the proprietor of a neighborhood business can expand it to serve a larger and larger trade
IN their daily buy- ing habits most city dwellers live in small towns and lead more or less small-town lives.
Cities are so big that city people live in little sections, bounded by a few streets.
City housewives buy their food, their ice, their laundry service and all the other items of everyday trading from neighborhood tradesmen.
Business men eat lunch, get their haircuts, and make most of their purchases within a few blocks of their offices.
Inside that little area in which they move, they know the hotels, the cigar stores, the restaurants, the clothiers — in fact, every type of shop — thoroughly and well.
Take the men a half mile from their business or the women a few blocks from their homes and they are in a relatively strange place.
The merchant or shop of any sort that wants to enlarge its trading
zone has but one economical and efficient way to do it. That is by using printing- direct advertising.
If you are the proprietor of a business that is too big to remain little, and too little to attempt to draw trade from the entire city, you will want to advertise, but you may not know how to begin.
The man who can help you most is a good printer.
Prepare a mailing list, made up of names of people who live not too far away.
Engage a printer to help you prepare a continuous program of direct advertising.
Increase this advertising as your business increases. Increase your mailing list as
WARREN'S
STANDARD PRINTING PAPERS
Warrtn's Standard Printing Papers are rested for qualities required in printing, folding, and binding
you increase the number of your customers.
By the use of Better Paper and Better Printing the prosperous small business can become a prosperous large business. The neighborhood store that deserves to grow can lift its head above the little village within the city and become a part of the big-store life of the city.
Choose a good printer, if you haven't one, and talk to him.
From his experience you can draw much helpful guidance.
To merchants, manufacturers, printers, and buyers of printing
For many years S. D. Warren Company has devoted study to ways and methods for mak- ing printed pieces more effective. The results of this work are contained in a series of books on various phases of direct advertising. Some of these books are ready; some are yet to be issued. Copies may be obtained without charge from any paper merchant who sells Warren's Standard Printing Pa- pers or by writing direct to S. D. Warren Company, 101 Milk Street, Boston, Mass.
[Tbetter paper ^ j better printing JJ
31
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EXAMPLES OF ADVERTISEMENTS WHICH APE STRIKING A NEW NOTE IN PRESENT MY ADVERTISING (See Page 43)
1. Cooperative Advertisements
Advertisements sponsored "by an association of manufacturers or dealers.
2. Good will or Institutional Advertisements Advertisements created "by large corporations, usually public utilities, to develop a more friendly attitude toward them in the mind of the public.
3. Advertisements Based Upon an Indirect Approach Advertisements which "build a particular "business "by promoting a different "business generally,
4. Advertisements Designed to Create Consumer Acceptance of a product used in the manufacture of other goods.
5. Community Advertisements
Advertisements which influence tourists to visit a community; families to live there; and "businesses to establish there.
COOPERATIVE ASSOCIATION ADVERTISING (See page 43)
THE SATURDAY EVENING POST
159
ewe led Moment
Dad will never forgets
f This time Dad has the surprise of his life — a real present, selected at the jewelry store ! What loads of fun to watch his face as he opens the box. Too astonished for a moment to say a single word. But there's a joyous twinkle in his eye that means hes pleased as Punch.
This jeweled gift is a personal possession that Dad will use and treasure all the years to come.
G I FTS THAT LAST
4e
^odern Modes bijewelry
Fashion decrees that a pocket watch with chain be worn for evening wear or with a dinner coat.
Qonsult your jeweler
160
THE S/1TURDSJY EVENING POST
, . — , — , — _
December IO, /927
When you give an Ingersoll Watch you make a gift that is appreciated out of all propor- tion to its cost.
For there's no gift like a watch, nothing used so much, consulted bo often, carried so long. And Ingersoll Watches, made for over 35 years, have a reputation for dependability and enduring service that is world-wide and thoroughly deserved.
There's an Ingersoll for every member of
the family — at prices ranging from $1.50 to $17.50.
The $1.50 watch is the famous Ingersoll Yankee, the most famous and popular watch in the world (illustrated in its box at the top of the page).
Also illustrated above is the regular Inger-
soll Wrist Radiolite, priced at $4.00, now in the new ton- neau-shape with metal dial.
The $17.50 watch is the new 7-jewel ALDEN wrist watch in a rolled gold-plate case — a small, fine, American-made wrist warch at an ex- tremely moderate price.
You'll find Ingersolls on sale in stores everywhere. Ask to see the complete line. If your dealer hasn't just the