UNIVERSITY OF CALIFORNIA
AT LOS ANGELES
Graduate So^ni O f Business
r -
^bi^ 24,
ADVERTISING
ITS PRINCIPLES AND PRACTICE
6395
ADVERTISING
ITS PRINCIPLES AND PRACTICE
HARRY TIPPER
Manager of "Automotive Industries"; Instructor in
Advertising, New York University; Ex-President of the
Association of National Advertisers; Ex- President of the
Advertising Club of New York.
HARRY L. HOLLINGWORTH, PH.D.
Associate Professor of Psychology, Columbia University
GEORGE BURTON HOTCHKISS, M.A.
Professor of Business English and Head of the Advertis-
ing and Marketing Division in New York University;
formerly with the George Batten Company, Advertising
FRANK ALVAH PARSONS, B.S.
President of New York School of Fine and Applied Art
and Lecturer in Advertising Display in New York Uni-
versity
SECOND EDITION
Third Printing
THE RONALD PRESS CO.
NEW YORK CITY, 1921
Copyright, 1915, by
THE RONALD PRESS COMPANY
Copyright, 1919, by
THE RONALD PRESS COMPANY
208
Bus. Admin.
Library
PREFACE
T49
This volume is the outgrowth of two years' experience by
the authors in developing the work of the Advertising Division
of New York University. During this period they found that
the most serious hindrance to education in preparation for
advertising was the lack of suitable text-books. Many valu-
able books existed, it is true, but most of them seemed either
too specialized or too narrow, or lacking in fundamentals.
This condition led the four authors to collaborate in the writ-
ing of this text-book.
The distinctive feature of the book is its attempt to com-
bine all the various arts and sciences that enter into the work
of advertising and to give the fundamentals of each with ref-
erence to all the others. It includes the economic, psycholog-
ical, and physical factors, together with the essential principles
of artistic arrangement and English composition as applied to
the construction of advertisements. Finally, it sums up all
these parts in the actual operation of an advertising campaign.
Although the book is simple enough to be understood by the
student of advertising who has had no experience, it should be
almost equally valuable to the advanced practitioner who
wishes a broader view of some phases of his profession. Prin-
ciples have constantly been stressed, but practical aspects have
not been neglected.
The authors acknowledge their indebtedness to many special
treatises on advertising. They acknowledge special indebted-
ness to the Alexander Hamilton Institute for permission to
use material from its Modern Business text on Advertising
by Hotchkiss and Tipper.
vi PREFACE
More than all else, however, they are under obligation to
the Educational Committee of the Advertising Men's League
of New York for helpful suggestions.
New York City,
March 5, 1915.
PREFACE TO SECOND EDITION
The above preface, like that of many other first editions, was
largely a statement of purposes and promises. That these
have been fulfilled in a measurable degree is indicated, perhaps,
by the fact that a second edition has become necessary. The
authors find no little satisfaction in the knowledge that three
years of actual test in the classroom and office have not led
to any changes in the plan of the book or in the fundamental
principles it presents. They find far greater satisfaction in the
knowledge that their own experience and the valuable sugges-
tions of others have resulted in many valuable additions and
amplifications which should enable the book to fulfill even more
completely its original purposes.
Washington, D. C,
January, 1919.
Note : The advertisements throughout the book have been
selected because of their illustration of specific principles, and
their use should not be taken to indicate unqualified approval
or condemnation of any advertisement as a whole.
CONTENTS
Part I The Economic Factors in Advertising
CHAPTER PAGE
I WHAT Is ADVERTISING? 3
Historical
Recent Gro\\th
Lack of Exact Definition
General Limitations of Advertising
Efficiency of Advertising
Testing Efficiency
Advertising Has Changed Marketing Ideas
Advantage of Written Over Spoken Word
Print Has Implied Accuracy
II THE WAY IN WHICH ADVERTISING Is USED ... 14
General Functions of Advertising.
Advertising as a Control
Advertising as a Missionary
Advertising as an Economic Distribution Factor
Advertising as a Direct Selling Force
The Economic Relation of Advertising to Marketing
Cost
Increase in Efficiency of Salesman
Effect Upon the Distributor
Value to the Manufacturer
III THE FACTORS \VHICH DETERMINE THE KIND AND
EXTENT OF ADVERTISING 24
Underlying Conditions
Factory Organization and Output
Consumption
Competition
Prices
Price and Value
Packages Size
Packages Individuality
Amount of Individual Purchase
Number of Individual Purchases Per Year
The Amount Per Unit Per 1,000 Allowable for Adver-
tising
The Possibility of Economic Use
Greatest with Specialized Goods
viii CONTENTS
CHAPTER PAGE
Information Required Before Advertising
Different Situation from Personal Selling
First General Consideration Production
Second Consideration Marketing
Third Consideration Sales and Advertising Organ-
ization
Significant Points
Useful Comparison
Exceptional Case
Abnormal Conditions Need for Study of Them
Part II The Psychological Factors in Advertising
IV THE PSYCHO-ECONOMIC ROLE OF ADVERTISING . . 49
Four Main Problems
Knowledge of the Market
Knowledge of the Commodity
Establishing the Association
Making the Association Dynamic
V THE ORIGINAL NEEDS OF HUMAN BEINGS ... 60
Characteristic Animal Needs
The Needs of Primitive Men
The Civilized Human Being
Appealing to the Three Tendencies
VI THE CHIEF HUMAN INSTINCTS, NEEDS AND EMO-
TIONS 70
Classification of Instincts
Suggestive List of Instincts and Emotions
The Relative Strength of Instincts and Interests
VII ANALYSIS OF THE COMMODITY 80
Application of the Table of Persuasiveness
The Forms and Varieties of Advertisements
Use of the Rationalization Appeal
VIII ESTABLISHING ASSOCIATIONS 93
The Importance of Association
The Law of Contiguity
The Law of Sequence
The Law of Feeling Tone
The Law of Fusion
Literary and Artistic Aspects of Copy
1. Form and Arrangement
2. Color
3. Words
4. Typography
5. Illustrations
CONTENTS ix
CHAPTER PAGE
IX MAKING ASSOCIATIONS DYNAMIC 105
Laws of Suggestion
For Personal Articles, " Human-Nature " Copy
For Impersonal Articles, " Reason-Why " Copy
Sometimes Both Kinds
Suggestion in Terms of Reader
Suggestion Must Accord with Regular Habits and
Instincts
Positive, Not Negative
Prestige of the Source
Connect with Other Impulses
Unity in Variety
X SECURING VIVIDNESS OF IMPRESSION . . . .115
Attention and Memory Devices
Size
Position in the Medium
Position on the Page
Monopoly and White Space
Other Mechanical Devices
XI SECURING PERMANENCE OF IMPRESSION .... 122
Devices to Retain Interest
Novelty
Pictures and Illustrations
Color
The Comic
Arrangement
XII THE PSYCHOLOGY OF TRADE-MARKS AND TRADE-
NAMES 126
The Functions of Trade-Marks
Relative Values
Trade-Names Variety and History
Qualifications of a Good Trade-Name
Merchandising Power
Other Factors
The Psychology of Infringement
XIII How THE ADVERTISER CAN UTILIZE THE PSYCHO-
LOGICAL LABORATORY 134
The Laws of Human Nature Scientific Study
What the Laboratory Can Do
The Pulling Power of Advertisements
Experimental Analysis of a Successful Campaign
Analyzing an Ineffective Campaign
Practical Utilization of Psychological Technique
x CONTENTS
Part III Advertising Copy
CHAPTER PAGE
XIV THE DISTINCTIVE NATURE AND PURPOSE OF ADVER-
TISING COPY 149
Its Relation to Other Parts of Advertising
Distinction from Other Forms of Composition
Expression and Impression
Style in Advertising Copy
Suitability to Occasion
Relation to Personal Selling
Qualities of Effective Copy Economy
1. Clearness
2. Correctness
3. Conciseness
Effective Qualities Distinctiveness
Sometimes Overemphasized
XV STRUCTURAL PRINCIPLES OF ADVERTISING COPY . .167
The Functions of an Advertisement
1. Attraction
2. Arousing Desire
3. Creating Confidence
4. Stimulating Action
Principles I. Unity
2. Coherence
3. Emphasis
XVI REASON-WHY COPY 187
The Nature of Reason-Why Copy
Uses of Reason-Why Copy
The Process of Deliberation
Eliminating Alternatives
Narrowng the Choice
Evidence .
Deductive Reasoning
Inductive Appeal
Point of View
Style and Tone
XVII HUMAN-INTEREST COPY 203
Its Purposes and Methods
How Suggestion Works
When Human-Interest Copy is Appropriate
Direct Appeals to the Senses
Tact Essential and Good Taste
Imitation
Direct Appeals to the Emotions
Dramatic Form
The Story Form
Sentiment and Sentimentality
Negative Appeals
Atmosphere
CONTENTS xi
CHAPTER PAGE
XVIII SMALLER UNITS OF ADVERTISING COPY . . . .223
Technique in Advertising Copy
Good Use
Adaptation to the Reader
Exactness
Suggestion
Sound
Tone-Color
Atmosphere
Coined Words
Sentence Unity
Sentence Coherence
Sentence Emphasis
Paragraphs
XIX COPY AS AFFECTED BY MEDIUM 245
i/
Classification of Media
Newspapers National Advertising
Newspapers Department Store Advertising
Newspapers Small Retail Stores
Newspapers Classified Advertisements
General Magazines and Weeklies
Class Publications
Street Cars and Bill-Boards
Programs, Calendars, and Other Special Media
XX COPY AS AFFECTED BY AUDIENCE 259
" Getting Across "
Copy for Business Men
Copy for Technical Men
Copy for Trade Papers
Copy for Farmers
Copy That Appeals to Women
" Reason-Why " Copy for Women
Miscellaneous Copy Problems
XXI COPY AS AFFECTED BY DISPLAY 276
Relative Importance of Display and Text
The Factors That Attract
Publicity Copy
Inquiry Copy
Type Display
Headlines
Headlines Brevity
Headlines Specificness
Headlines Aptness
Headlines Originality
Headlines Interesting Nature
Tying Up Display Lines to Text
Tying Uo Text with Illustrations
Expansion and Condensation of Text
Xll
CONTENTS
CHAPTER
XXII
PAGE
297
Part IV Advertising Display
THE FUNCTIONS AND ELEMENTS OF DISPLAY
What Is Display?
Some Misconceptions of Art
What Art Really Is
The Elements of Advertising Display
1. Color
2. Illustration
3. Ornament
4- Type
5. Texture
6. The Importance of Form
The Function of Display
XXIII THE PRINCIPLES OF FORM 314
The Importance and Meaning of Form
Consistent Structural Unity
Consistent Shapes and Sizes
The Greek Law of Areas
Balance
Movement
Movement Structural or Rhythmic
Emphasis
XXIV
\
XXV
COLOR 341
Source and Nature
Spectrum Colors and Their Meaning
Color Terms Denned Tone
Hue
Value
Intensity
Harmony
Qualities of Likeness
Qualities of Contrast
Law of Backgrounds
ILLUSTRATION 354
The Place of Pictures in Advertising
The Functions of Illustration
Naturalistic Illustration
Decorative Illustration
Relation of Illustration to Other Elements
Functions of Illustration Summarized
XXVI ORNAMENT
366
Ornament Defined
Decoration as Distinguished from Ornamentation
Sources of Ornament
Historic Ornament
Ornament as Applied to Borders
Initials and Other Applications of Ornament
Head and Tail Pieces
CONTENTS
CHAPTER \^
XXVII
TYPE PRINCIPLES
Xlll
PAGE
. 380
Line Meanings
Straight Lines
Curved Lines
Standard and Decorative Types
Hand-Made Type
Historic and Modern Type
Relation of Initials to Other Type
XXVIII UNITY, THE FINAL TEST OF ADVERTISING DISPLAY . 390
Unity of Ideas
Psychological Reasons for Unity
Selection of Elements
The Economic Necessity of Form and Arrangement
Part V The Physical Factors in Advertising
XXIX ADVERTISING MANAGER AGENT PUBLISHER . . 401
Advertising Manager
Literary Requirements
Editorial Capacity
Artistic Perception
Analytical Work
Executive Powers
Response to Public Sentiment
Duties
Advertising Agencies
Functions
Service
Advantages
Weaknesses
The Publisher
Space and Service
Circulation
The Audit Bureau of Circulations
XXX PERIODICAL MEDIA RATES, CIRCULATION, POLI-
CIES, ETC 428
Historical
Fundamental Values
Free Advertising and Its Value
Censorship of Advertising Pages
General Division
Contracts, Etc.
Earlier Circulation Conditions
Sworn Statements
Territorial Analysis
Other Details of Analysis
Editorial Policy and Circulation
Advertising Policy and Circulation
Profitable Business an " Ethical Matter "
xiv CONTENTS
CHAPTER PAGE
XXXI THE FIELD OF THE NEWSPAPER, SERVICE, LOCAL
PRESTIGE, ETC 448
The Function of the Newspaper
Types of Readers
Advantages and Disadvantages
Lack of Censorship of Advertising
Lack of Standardization in Rates
XXXII MAGAZINES, TECHNICAL AND TRADE JOURNALS . . 455
General Magazines
Field and Functions
Women's Publications
Trade Journals
Technical Journals
Copy Service
Special Service
XXXIII OUTDOOR AND OTHER FORMS OF ADVERTISING . . 468
Historical
Influence of Signs
Values
Bill-Posters' Association
Posters
Illuminated Bulletins and Posters
Electric Signs
XXXIV DIRECT MAIL AND HOUSE ORGANS 494
Introductory
Functions of Direct Mail Advertising
Form and Typography of Printed Matter
House Organs
House Organ for All Employees
House Organ for Sales Force
House Organ for the Dealers
XXXV THE TRADE-MARK 503
Meaning of the Trade-Mark
Necessity for Individuality
From the Buj'er's Standpoint
Trade-Marks and Quality
Legal Requirements
Foreign Requirements
Certificate Countries
XXXVI MANUFACTURER'S AIDS TO DEALERS 510
General Purpose
Window Displays
Store Cards
Demonstrations and Samples
Booklets and Other Printed Matter, for Distribution
bv the Dealer
CHAPTER
XXXVII
CONTENTS
ORGANIZATION AND PRODUCT
xv
PAGE
. 520
Character of Sales Organization
Operating Policy
Character of Product
Technicality of Product
Usage of Product
Distribution of Product
Distributors of Product
Competitive Status of Product
XXXVIII PURPOSE OF CAMPAIGN 528
Establishing Reputation
Extending Organization Values
Extending Uses
Gaining Distribution
Increasing Consumption
Solidifying Sales
Identifying Trade-Mark
Familiarizing, Educating, Stimulating
Part VI Planning the Campaign
537
XXXIX DETERMINING WHAT TO SPEND ....
General Policy
Preliminary Investigation
Competitive Statistics
Consumer and Dealer
Choice of Media
Circulation Analysis
Dealers' Investigation
XL WRITING THE COPY AND CONSIDERING THE RETURNS 549
Copy Material
Psychological Investigation
Copy Returns
General Returns
ADVERTISING, ITS PRINCIPLES
AND PRACTICE
PART I
THE ECONOMIC FACTORS IN
ADVERTISING
CHAPTER I
WHAT IS ADVERTISING?
Historical
While the fact has been dwelt upon in almost every book
on the subject of advertising, there is always a tendency to
overlook the part which advertising has played in the growth
of business in the eighteenth and nineteenth centuries. The
later progress of this branch of marketing has overshadowed
its earlier development to such an extent that it is accused
of being new, experimental, and to a degree undetermined ;
while the truth of the matter is that advertising has been asso-
ciated with the selling of goods for more than two centuries.
It is true that these earlier applications of publicity to busi-
ness appear at this time entirely crude and of little moment;
yet these announcements formed a fundamental part of the
sale of goods, and were used to draw attention to wares of
various kinds in all parts of the civilized world. As a matter
of record, some form of public sign has been usual for thou-
sands of years, but advertising in any way comparable with
the work of today began with the extension of the art of
printing and the spread of education in reading and writing.
So clearly has advertising associated itself with business
growth that a study of advertising from the beginning of
the eighteenth century is almost a study of business prog-
ress. This should be thoroughly appreciated, if the place of
advertising in modern business is to be understood.
The enormous increase in the possibilities of production
available through the discovery of steam and electricity in-
troduced into business the great problems of marketing, which
3
4 ECONOMIC FACTORS IN ADVERTISING
gave an added stimulus to the use of all the forces of selling,
and particularly added to the importance of the advertising
force.
The cotton-trade growth in the eighteenth . and nineteenth
centuries indicates that the first year of the introduction of
steam in Great Britain saw a growth of 300 per cent in the
manufacture of cotton goods. This sudden and voluminous
increase in production required a corresponding increase in
markets, and so the selling problem the problem of getting
rid of the manufactured goods arose.
The first railway built in England between Liverpool and
Manchester showed another increase of 300 per cent in one
year, introducing another marketing problem in disposing of
the large surplus over the previous production.
From that time continual improvement in the machinery
of production, transportation, communication, etc., has in-
creased the production of all classes of commodities by leaps
and bounds, and added thousands of new commodities to those
already in use. The problem of disposing of these goods be-
came, consequently, more and more important. People had
to be taught to use more material and many more varieties.
This all meant, and means today, an increasing selling prob-
lem. Coincident with this development, came the spread of
education in reading and writing, and its natural consequence,
the application of the force of publicity to business.
The possibility of reaching thousands of people in the same
time required for reaching one in personal selling, the small
cost of this method, and the strength of its force, made ad-
vertising a natural move in the requirements of marketing.
This situation also gave an added value to the trade-mark
and made its use vastly more important. Some sign or sym-
bol by which the goods of a particular craftsman or merchant
could be identified had been in use for centuries, and this iden-
tification had become important enough before the develop-
WHAT IS ADVERTISING? 5
ment of modern business to make the trade-mark laws a very
essential part of the commercial structure.
Recent Growth
In the minds of the public, the articles bought had usually
been associated with the merchant who sold them, and not
with the manufacturer who made them. This condition
changed, for the necessity of enormous investments in manu-
facture brought with it the necessity of more definite touch
with the consumer, and this led the manufacturer to use the
more obvious means of reaching the consumer advertising.
Some means of identification of the manufacturer's goods by
the consumer became, in this case, vastly more important than
it had been, and consequently the trade-mark, the appearance
of the package, etc., were affected to an unusual degree.
The_jeaoHetts-development of-niaiiufdLluimg units was-the
pnmjvry_r;iiigg njjjip^regimt Jrnpetns given JQ_afjverti smg-JIL
modern diversified lines of industry. This increase in the
size and cost of manufacturing units demanded a correspond-
ing 7n^r^a^e~ln~The~stabiliTy^c)f business, the investment jn the
planTbeing jrnade jigainst the lufijre~~possit)ilities of returns
upon the capital so invested. This future obligation de-
manded a more definite control of business than the sale to a
distributor 'or the marketing of an unidentified product would
give. As a consequence, an appeal to the consumer, giving
individuality and identity to the particular product, became a
necessary part of the sales proceedings. Coupled with the in-
creasing competition between manufacturing units and the
cost of that competition, driving those concerns to take all
available means to develop the market, the necessities of the
case forced the manufacturer to give particular attention to
advertising which provided a means of massing some of the
selling operations under more definite control.
The last twenty years have seen the greatest growth of ad-
6 ECONOMIC FACTORS IN ADVERTISING
vertising. Up to the beginning of that time the increasing
cost of marketing had been more than balanced by the decreas-
ing cost of manufacture, so that prices could be continually
lowered. The necessity for further sales methods was less
apparent. The tendencies have changed in the last twenty
years ; the cost of marketing has increased far more rapidly
than the economies of production, and the use of sales meth-
ods designed to decrease or keep down the total cost of selling
has become more important.
During this time, therefore, the growth of advertising has
been sufficiently great to surpass all its previous development.
Furthermore, the requirements of competition in the adver-
tising itself have made its operation a matter of special study
involving, as it does today, detailed knowledge of the fields of
art, copy writing, printing, merchandising, consumers' habits,
media, economics, and a hundred other subjects. The very
haphazard method of conducting advertising visible in the
earlier records of its use is no longer possible, and the busi-
ness now requires as much special training and study as older
specialized branches.
Lack of Exact Definition
The word '' advertising " has been the subject of much sug-
gested definition, and it is clear that up to the present it lacks
any scientific limitations. Continuing discussions on the sub-
ject show, by the very diversity of application, the lack of any
limitation which can be quoted as accepted by the advertising
fraternity, as to either the meaning or the operations.
As a matter of fact, advertising is not a fundamental in
itself, and consequently is not capable of the same definite
limitations as a law or single operation. It is an application
to business of the force of publicity, and its definitions may
vary, therefore, with the extent and character of the applica-
tion.
WHAT IS ADVERTISING? 7
The force of publicity may be compared to the force of
electricity, in itself undefined, but used for definite industrial
objects. It is true that, even in its operations, the force of
publicity is not so definitely controlled as the physical force;
nevertheless, in the extent of possible scientific developments,
new applications, and undiscovered efficiencies of use, there is
some similarity between the force of publicity in its industrial
application and the use of electricity in its earlier stages of
development.
It is evident that in the present operations of advertising
we have done little more than determine the more obvious lines
of its future development; the intensive value of the force is
still to be harnessed.
The force of publicity or the development of a public opin-
ion is sufficiently strong to be little short of marvelous in its
effects. All the rapid developments of our civilization and its
equipment in the last one hundred years must pay tribute to
the part played by this force. We have seen the crystalliza-
tion of a public opinion in a comparatively short time upon a
matter which had previously assumed no importance; opin-
ions, knowledge, personality, etc., have been lifted by this
force from the obscurity of the unknown to a world- wide
recognition.
To define such a force or its application to business is futile
until the practical limitations of that application are more
fully understood and more thoroughly worked out. Noth-
ing can be done beyond saying that it is the organized applica-
tion of the force of publicity to the sale of commodities or
service, by increasing the public knowledge and desire for the
items specified therein.
General Limitations of Advertising
It follows from this definition of advertising that there are
limitations to its value and usefulness in connection with busi-
8 ECONOMIC FACTORS IN ADVERTISING
ness, just as there are limitations to the value of machine work
in manufacturing.
There are some things which, on account of the delicacy
of treatment, the accuracy, etc., required, cannot be trusted
to the most sensitive piece of machinery, but must be finished
by the hand of a skilled craftsman. There are many things
in the world of selling which are too delicate for the mass
treatment accorded them by the advertising man, and which
require the touch of the salesman to bring to the desired con-
clusion.
Advertising is limited by its own advantages to definite
functions in certain fields. Its usefulness varies with the
character of the product, the customer, or the purchase unit.
It varies with distribution, the character of the buying habit,
and the extent of the territory. Above all, it varies with the
attitude of mind of the consumer toward the products' asso-
ciations.
No two cases will be exactly alike, but all will come under
some one or two general classes which define the status of the
advertising in relation to the personal selling.
There are some cases where machine work is of so little
value that it could be dispensed with almost without a ripple.
There are similar cases in selling where the personal selling
represents such an important factor in relation to the total
operation that advertising can be dispensed with, and the
difference hardly noted; there are other cases where adver-
tising does all or most of the work, so that the personal selling
effort is of minor importance in comparison with the whole
merchandising requirement.
Efficiency of Advertising
From the statements just made it will be seen that adver-
tising is not something definite that can be valued by certain
measurements. Each of the factors which enter into it is
WHAT IS ADVERTISING? 9
modified in value by some of the circumstances, so that the
ultimate result involves the solution of a difficult problem.
This is true in respect to the values of any particular
business, and the difficulty of the case is by no means lessened
by the fact that we have investigated to a very small extent
the factors which enter into marketing success.
Some consideration may be given, however, to the general
efficiencies which govern and the need for further investiga-
tions, so that these shall be properly and reasonably measured.
Efficiency, as the word is understood by the engineer, is
the ratio between the amount of work actually performed by
a unit and the theoretical capacity of that unit. This implies
the existence of a standard or theoretical capacity which can
be applied to the proposition in measuring its value.
Nothing of this kind has ever been applied to the sales
end of business, and particularly to the advertising work. In
some instances arbitrary quotas have been established for sales-
men, but these are in no degree comparable with the efficiency
values desired for true measurement.
Testing Efficiency
In one department (advertising) only has any attempt been
made to consider the efficiency, and it must be stated that the
result is very disappointing. The fact of the matter is that
advertising is a very low-efficiency proposition, and succeeds
not because of its efficiency, but because of the minute unit cost
compared with any other method of sales work yet discovered.
Consider the case of a publication with 100,000 readers
producing 3,000 replies and 300 sales. Such a result is a
remarkable one viewed from the general averages of practice,
and yet it represents only three-tenths per cent efficiency of
orders. The revenue efficiency might be less than the amount
mentioned if the article in question was low priced and the
orders represented small amounts.
10 ECONOMIC FACTORS IN ADVERTISING
Advertising, in common with all selling work, lacks effi-
ciency. Its value is undoubted, because of its small cost, but
it is as yet very low in actual amount of work accomplished
in comparison with the potentiality.
, There are excellent reasons for this low efficiency. Adver-
tising has been the subject of much suspicion on account of
its exponents, it has been used without regard to its applicabil-
ity, and it has scarcely been analyzed. This means, of course,
that the investigation of advertising, and indeed all measures
looking to its analysis, are of the utmost importance, and will
repay the investigator many times.
Advertising Has Changed Marketing Ideas
As a matter of fact, this analysis of advertising is being
made at the present time, and, as a consequence of the mate-
rial brought to light from its consideration, the whole idea of
selling is undergoing a fundamental change.
This was to be expected; it is impossible to introduce a
new force into a business or a branch of business without a
readjustment of all old methods, in order to take advantage
of its value.
Like all mass methods of work, advertising is bounded by
greater limitations, is less flexible, and is subject to less change
than personal selling. For this reason, factors which as-
sumed little or no importance before the introduction of adver-
tising became of great moment afterward.
Policies must be fixed and defined, claims, agreements, and
other items determined ; packages must be considered from an
entirely new point of view. Where it was intended to sell the
goods only by the slow and private process of personal sales-
men, things could be muddled through and changed from time
to time as they showed up to be wrong. When, however, it
is determined publicly to state the claims, agreements, and
policies, to exhibit the package in the public prints with all the
WHAT IS ADVERTISING? II
finality and vitality of the printed word, it becomes important
that every possible factor should be considered and weighed,
so that no adverse point may militate against the success of
the public campaign.
By wrong methods of publicity it is obviously just as pos-
sible to educate the consumers of an article to dislike it as
it is to impress them favorably, so that it becomes difficult to
muddle along without complete analysis of the whole situation.
Advantage of Written Over Spoken Word
When the proper analysis has been made, however, adver-
tising possesses qualities which are entirely different from
those in the scope of personal selling, and those qualities so
amplify and round out the selling plan as to add materially to
its efficiency without regard to the commercial factors.
Not the least of these qualities is the advantage of the writ-
ten over the spoken word. The intonation, inflection, and em-
phasis \vhich add so much to the meaning of the spoken word
also take away from it the fixity which belongs to the cold
type.
Where business was done, where goods were sold, by oral
methods entirely, a certain want of belief or reliability, and
a certain amount of suspicion, naturally attached to the spoken
words of the seller, because of the fact that they were not
recorded, and consequently were without the proper limita-
tions.
On the other hand, the tendency of the mind in general is
to credit the printed word with almost a full measure of belief.
It is only after considerable reasoning that suspicion may
enter in and change this condition ; but the first impression of
any written or printed word is that it speaks truthfully. This
is logical, of cor.rse, because the written or printed word has
a definite meaning; this meaning is not altered or influenced
by inflexions and intonations. In fact, it may be limited at
12 ECONOMIC FACTORS IN ADVERTISING
law because of this characteristic. Furthermore, it is a per-
manent record, and can be brought up to confront the man
who wrote it at any time.
Print Has Implied Accuracy
A peculiar measure of belief, moreover, attaches to the
printed word because of the fact that it has been used largely,
primarily, and in the majority of its work to convey accurate
and concrete information, to convey news and to convey im-
pressions, all of which had values of their own, were either
an accurate representation of facts or were expressed with a
full measure of sincerity.
This work of the printed word, which even today remains
most impnrtaTTr ha^nT^Tprt^i' \v1rh~a-4teliLi--an7rl^1iahiTity"
which belongs to no other application of language. As a con-
sequence of this, the advertiser is obliged to measure his busi-
ness from an entirely different point of view when he wishes
to take advantage of the potential force of the printed word.
It can readily be seen that on account of its peculiar value
advertising will perpetuate the errors of business just as read-
ily as it will perpetuate its advantages.
Furthermore, because of the fact that it is not influenced
by personal idiosyncrasies and the fluctuating value which ac-
crues from contact with an individual in a personal way, it is
affected by mistakes which are apparently of little importance
in the old method of oral selling. It may not be a very seri-
ous matter to put your goods in a package which is not entirely
convenient when you start to sell it, through a few salesmen,
to a few people. Mistakes can be rectified in these cases at a
later period without causing much trouble. Where, however,
you wish to introduce this package to several million people
at the same time, with the idea of rapidly acquainting them
with it to the extent that it will become one of the familiar
sights, it is of vast importance that the package should repre-
WHAT IS ADVERTISING? 13
sent as nearly as possible the acme of convenience. It will
be just as easy to familiarize those milJipnjLO_f. people with
the mistake in your package as it is to acquaint them with the
value of the goods, in which case, instead of making several
million customers, you would have succeeded in eliminating
them from your possible patronage.
CHAPTER II
THE WAY IN WHICH ADVERTISING IS USED
General Functions of Advertising
Advertising is in reality the machine, or bulk, method of
selling. It takes a large portion of the public and, directing
them to matters of fundamental interest, turns these matters
to the advantage of the product and firm involved. It is the
mass action of selling, selling to the group, handling the sales
question wholesale.
It is used, therefore, either to supplant the personal selling
force, to supplement it, or act upon it.
In some cases the printed method of selling in bulk is the
only method used. This is the method employed by the mail-
order house, which secures its business by advertising in peri-
odicals and through catalogues. In this case the personal
selling force is eliminated, and the whole proposition is put
up to the customer, his approval secured and his order placed
without the personal representative of the seller having been
called in at all.
Where the salesmen of the house call upon the distributors
only, the advertising is used to supplement the work of the
salesmen by directing the consumer to the product in question,
and instituting a discrimination among the consumers in favor
of the product being sold or their acceptance of its quality
and reliability.
Advertising as a Control
That part of any business organization which comes in
contact with the public is the one upon which the good-will
14
WAY IN WHICH ADVERTISING IS USED 15
of the business depends, and the one which can be controlled
only with the greatest difficulty. The work of the agent or
representative can be controlled only to a very minor degree,
as his time is spent where there is no check upon his actual
methods of doing business. He may exaggerate, change his
arguments, guarantee and do other things not consistent with
the house policy, and so long as these matters do not assume
vital importance, may be allowed to continue.
Theoretically the principal is responsible for all the acts of
his subordinates in business, but there are a great many small-
minded men, and the individual methods of each of these repre-
sentatives cannot effectively be held to the policy which the
principal desires.
Advertising aids the central control upon the conditions
of sale, and does this very definitely. It takes the claims,
the advantages, and factors of service, puts them into the
most carefully worded phrases, and, by printing them, gives
them a definite character and record, which may be quoted
against the concern in question at any time.
The statement of the salesman is no longer the only state-
ment of the house ; another statement is found in the printed
messenger of the organization. This statement, moreover, is
authoritative, because it is printed, definite, and limited.
A measure of comparison is set up by this printed message,
by which the statements of the representative and the character
of the service can be equally measured. This measure of
comparison acts as a control upon the condition of sale in
all its phases by fixing the estimate placed by the principal
upon the services of his product, and consequently obliging
all other conditions to come to this.
Advertising as a Missionary
There is a certain amount of inertia on the part of the
buying public toward any change in the buying habits, which
16 ECONOMIC FACTORS IN ADVERTISING
must be overcome before any business can be diverted from
other channels or created.
A certain amount of familiarity with the proposition is
necessary; it must have survived a period of time, and be no
longer an entire stranger to the prospective customer. The
factor of time cannot, therefore, be eliminated in considering
the cost of securing business, and a certain period must elapse
before there is any general acceptance of the proposition.
To do the work necessary in bringing the matter to the
prospective purchaser's attention and familiarizing him with
it, either salesmen or advertising must be used. Salesmen
as missionaries are expensive ; they should rather be used as
specialists to bring conviction to those already interested.
Their efforts should be directed to the closing of business rather
than the opening of negotiations.
Advertising using all that part of selling which is of general
interest can break the ground for the salesman by introducing
the product, the service, and the house. This work can be
done at a fraction of the cost of the same work by salesmen.
Advertising is the natural and effective business missionary.
Advertising as an Economic Distribution Factor
Economic considerations have made it necessary for products
to follow different lines in passing from the manufacturer
to the consumer; consequently the efficiency of selling is con-
cerned with the economics of distribution as well as with the
cost of arranging the individual sale.
The general methods of distributing products of manufac-
ture are :
i. From manufacturer direct to consumer. This is the
commonly accepted method of distribution where products
are bought in large quantities, where they involve considerable
sums for the individual purchase, and where the number of
consumers is relatively small.
WAY IN WHICH ADVERTISING IS USED 17
2. From manufacturer through retailer to consumer. This
is a method of distribution used where the individual purchases
are small, but frequent; where the goods can remain in stock
for considerable periods of time without deterioration, and
where, consequently, the retailer can order in sufficient quantity
to make this method possible.
3. From manufacturer through jobber and retailer to con-
sumer. This is the method of distribution most widely used
for all articles of general consumption by the individual, for
all perishable goods, and for all goods where the retailer's
requirements are small. In some cases, particularly with per-
ishable goods, the commission house gathers from the pro-
ducers and sells to the jobber or wholesaler.
Advertising is used as an economic factor in the distribution
because its influence is wielded through -a much more extended
circle than the actual marketing and distributing organiza-
tion. Its effect, therefore, arises from the general character
of its influence and the small unit cost involved.
Where the goods are sold direct from the manufacturer to
the consumer, advertising has one or both of two definite
functions :
1. To sell the product entirely, as in mail-order.
2. To introduce the product, follow up the salesman, and
act as missionary.
Where the goods are sold through dealer or jobber and
dealer, advertising has the following functions :
1. To stabilize the business by getting the goods before the
consumer.
2. To decrease the distribution cost by increasing the
amount of the individual purchase, or increasing the
number of purchases from each individual dealer.
3. To act as a missionary in preparing the ground for the
general selling campaign,
18 ECONOMIC FACTORS IN ADVERTISING
4. To increase the efficiency of the dealer by bringing him
more directly in touch with the selling work.
It will be seen at once that these are somewhat large matters
which advertising has to accomplish, and, as a consequence,
things which cannot be done in a few minutes. The advertis-
ing and selling plans adopted must be based upon sufficient
analysis to be stable and definite for a considerable period of
time in order that these large affairs may be properly and
entirely determined.
Little or nothing can be accomplished if the policies of the
organization change so as to force the dealer and consumer
to new developments from time to time. The consumer, if
he is to be taught a buying habit, must be able to fix the habit,
and this argues some fixity in the sales policies which ger-
minated it.
Economic advantage can be obtained by the advertising
only where careful analysis has determined the policy of its
operation in conjunction with the sales department, so that
there may be little necessity for substantial change once the
policy is established.
Advertising as a Direct Selling Force
In some lines of business, and in connection with many
articles of commerce, it has been found possible to induce the
buying entirely by advertising, or, at any rate, to bring the
buyer to the goods by the advertising. In these cases adver-
tising acts as the principal and direct force of sell ; ng, and
the other items of selling are either eliminated by or sub-
ordinated to it.
The examples of this method of using advertising are at
present confined to the mail-order houses and the retailer. In
the case of the mail-order house the whole selling is through
the use of the advertising force. In the case of the retail
store, the advertising is expected to bring the people to the
WAY IN WHICH ADVERTISING IS USED 19
store, so that it forms the first and more direct employment of
the force of selling.
The use of advertising as a direct selling force has certain
limitations, it is true, and these are clear-cut in their delinea-
tions, mostly economic in their character, and almost universal
in their application. The advertiser who is using advertising
as a direct means of securing sales is interested in compara-
tively quick-moving products in products that have already
found a demand and in numerous products so related that
virtually every want of the individual unit can be supplied.
TJie advertiser who undertakes to do his business without
the intervention of a sales force or by subordinating the sales
force to the advertising force, must of necessity be performing
a service that is required a sufficient number of times in the
year to make possible an appeal in bulk rather than in individual
items. He must as a rule be supplying a sufficient number
of the wants of the individual buyer, so that he will not lose
any of the buying possibilities of that customer, and he must
confine his attention to those conveniences or necessities that
have already established themselves and do not require intro-
duction.
The fact of the matter is that where advertising is used as
a direct selling force it must partake of the character and
limitations of the salesman. It must close the business and
close it rapidly and continually. It cannot undertake the slow
process of educating the people to a new convenience or a new
want. It cannot undertake to overcome inertia toward any
change in the buying habit. It must merely alter the time of
buying or the direction of buying at the usual time.
The Economic Relation of Advertising to Marketing Cost
It is obvious that advertising has had a tremendous effect
jjL_h__costanlly enlarging consumption, of manufactured
products for all kinds of purposes. It was inevitable that it
20 ECONOMIC FACTORS IN ADVERTISING
would supersede some of the clumsy, inaccurate, and doubtful
methods of the personal selling \vhich it has replaced. More-
over it is obvious that the necessity for stable market control
on the part of the manufacturers made the use of advertising
to the consumer the only possible means of obtaining this end.
As \ve have seen in the earlier part of this present chapter,
advertising improves the selling or marketing condition be-
cause of the relief or replacement of the more expensive per-
sonal selling force otherwise necessary. These differences
should be noted a little more exactly, as they form not only
the justification for advertising, but the index of its possible
value for any proposition, and consequently the amount which
can be profitably engaged for its use.
Advertising, because of its mass appeal, can reach an in-
dividual at a sum which is from Moo to 7300 of the amount
which would be required to bring the information to the cus-
tomer in any other way.
By using advertising for all selling work, and letting the
customer take the delivery cost, the mail-order house can sell
for approximately four per cent where the department store
needs over twenty-five per cent for the same work. Where
the advertising has been used to supplement the work of the
salesman, the effect of the use of advertising has been, gen-
erally speaking, to increase the sales without a proportional
increase in all the marketing expenses, so that the marketing
expense, while greater in total volume, was less in percentage
cost on the individual unit.
There are three economic effects of advertising which ought
to be understood in order to determine its value under any
given set of conditions and any given analysis.
Increase in Efficiency of Salesman
The first economic effect is the increase in efficiency of the
salesman himself. The work of the salesman is of a very in-
WAY IN WHICH ADVERTISING IS USED 21
definite character ; the customers with whom he comes in con-
tact have a thousand different problems and scores of different
questions to be taken up and gotten rid of to the satisfaction
of the customer somehow. Conversation does little to
remedy this trouble, and the time spent in all this, to some ex-
tent, lost motion, is a considerable portion of the total time
of the salesman. Furthermore, where the items of difficulty
are constantly varying, the salesman becomes doubtful of his
own information and the information which his firm may have
upon the matter, particularly as there are no reference manuals
on these conditions prepared for his benefit. Advertising, be-
cause it has a tendency to crystallize, use, or forestall all
arguments in connection with the service of the goods, gives
the salesman, ready to his hands, text-books for the benefit of
the customer, and relieves his time in so doing.
In interviewing the hundreds of salesmen from whom the
writer has bought, not only in connection with advertising, but
previously in other lines, in almost all cases where specific in-
formation is required, the advertising catalogue or other mat-
ter is brought out by the salesman to reinforce his own state-
ment and to save his own time.
The benefit in actual dollars and cents of a moderate amount
of advertising for the use of the salesmen is so obvious that
virtually no concerns are without some of this kind of ad-
vertising, however much they may be inclined to call them-
selves disbelievers in advertising.
Thus, in the case of one concern, the advertising department
was created for the purpose of " eliminating a lot of cor-
respondence with salesmen and dealers and defining the serv-
ice," this being considered as the limit of its usefulness.
Effect Upon the Distributor
In some directions the economic effect of advertising upon
the dealer and jobber otherwise the distributor arises
22 ECONOMIC FACTORS IN ADVERTISING
from the same cause. That advertising has a tremendous
effect upon him, apart from the effect upon his customer, is
exemplified by the fact that great increases of business have
been secured many times without the advertising having had
an opportunity to affect the consumer.
Apart from this effect upon the dealer, which is somewhat
like the action upon the salesman, there is the effect upon him
due to the attitude of the consumer.
Advertising makes goods known to the consumer, it makes
more goods known to him, and it familiarizes him with the
arguments in connection with the various commodities in such
a way that he becomes a greater buyer, a more discriminating
buyer, and a critic of the comparison between the goods and
the advertised service of those goods.
The consumer, therefore, requires of the dealer two or three
things which he did not formerly demand. His knowledge
makes it necessary for the dealer to carry the stock the con-
sumer asks for instead of using his own judgment upon its
value. The consumer, by asking for certain brands, makes less
claim upon the dealer's time, because of the fact that he is
already sold, and demands only the delivery of the package.
Further, the consumer learning from the advertising of the
many uses for the product, buys more of it, and therefore the
individual purchases of the dealer are increased, and his stock
turns over with greater speed. The profit from the increased
speed of stock turnover is so much more than any other item
in connection with an individual product from the dealer that
this is naturally the controlling one in measuring the value of
the advertising of a product to the dealer.
Value to the Manufacturer
The value of advertising to the manufacturer is simply the
expression of its value to the consumer, dealer, jobber, and
salesman.
WAY IN WHICH ADVERTISING IS USED 23
The value to the consumer is in increased convenience and
service ; the value to the retailer is in increased turnover and
decreased selling expense. The jobber values are the same,
although he recognizes them least of any distributor, and would
like to hold in his hand the brands which control the market.
The manufacturer's advantage comes in increased market, se-
cured without a proportional increase in expense.
Of course the possibility of securing all these benefits de-
pends upon the proper use of advertising, and is by no means
general or a necessary accompaniment to the use of the force
without regard to the method of operation.
Steam as such has within it the power to do all the things
to which it has been harnessed, but without the engine and
other equipment that power would remain useless, and the
value of the power secured is in direct proportion to the effi-
ciency of the equipment used in harnessing the steam.
Advertising is a power the power of publicity and the
value it will bring to any commercial organization depends
entirely upon the way in which it is harnessed to do the work,
and the value of the equipment to which it has been tied.
The above economic advantages of the use of advertising
in business represent simply what is possible, with the present
equipment, to secure, if the equipment be properly used. There
is little doubt that the future will/ see a vast improvement in
advertising and tb^ amount of value to be secured out of it;
but at present tlv ,e considerations represent the maximum ad-
vantages which can be secured, and nothing further can be
expected in present circumstances.
CHAPTER III
THE FACTORS WHICH DETERMINE THE KIND
AND EXTENT OF ADVERTISING
Underlying Conditions
It is obvious that, as advertising is a force the value of
which depends upon the conditions governing its application,
the factors which effect such application must be assembled
in order to determine its feasibility in any particular case.
There are a number of physical conditions in business which
affect every proposition looking to the use of advertising.
These conditions can be determined and arranged in such a way
as to give some indications of the method and amount of ad-
vertising necessary in order to accomplish a certain definite
result. They depend upon economic rules which can be con-
sidered and from which the particular determinations can be
made. They form the preliminary items, without which any
decision upon an appropriation for advertising must rest on
the combination of guess and personal experience no ade-
quate basis for denning th^ place of advertising as a regular
part of the sales operations.
Factory Organization and Output
In connection with products of a staple character distributed
direct from the manufacturer to the consumer, the conditions
are such that any excessive freight charges, any differentia-
tion which will increase the selling price, will affect the possi-
bility of sale quickly and in a large degree. In these circum-
stances the output of the factory should be sold within the
smallest possible territory immediately tributary thereto.
24
THE KIND AND EXTENT OF ADVERTISING 25
In a great many cases where the product is a specialty sold
direct to consumer or through dealers, the possibilities of the
consumption are such that the output could be absorbed in a
much smaller radius from the factory than is usually covered
by the sales organization, provided that proper intensive
means were taken to develop the full possibilities of the ter-
ritory.
In the beginning of the work of marketing a product, the
scheme of selling rarely involves the territory planned to be
ultimately covered. As a rule there is a progressive extension
of territory, and this extension should naturally be considered
in relation to the factory location and output.
Furthermore, it is not always wise that the advertising
should follow- the sales organization ; in some cases it must be
extended beyond the reach of the sales force in order to do
the work of preparing the ground. As a consequence, it is
necessary to consider the advertising not only from the point
of view of sales organization, but independently from the point
of view of the factory output and its location and the effect
upon the sales developments.
Where the output represents, as it frequently does, only a
small percentage of the total consumption of the country, it is
obvious that it is easy to make the advertising plans too exten-
sive territorially for the necessities of the case. In order
to avoid this danger it is necessary to consider thoroughly
the factors mentioned. Furthermore, the output of the fac-
tory as it is at present may not represent the capacity which
can easily be depended upon if the circumstances warrant.
The advertising arrangement must of course be made not only
with respect to present capacity, but with respect to future
possibilities.
Rule. The ideal condition as to trade may be stated as
that condition under which the output of the factory is sold
through the smallest area of territory which can be allowed
26 ECONOMIC FACTORS IN ADVERTISING
under the prevailing conditions of consumption and competi-
tion. Such an ideal state means the smallest unit sales and
advertising cost, and consequently the least burden upon the
goods.
Consumption
Having considered the factory location and output, it is
necessary to determine the consumption of the product in
question; examining the territory as a whole, and state by
state; the consumption per capita or other buying unit, and
the consumption per square mile or other area unit.
In the case of some problems of specialized appeal to a par-
ticular group of buyers, the consumption figures must of ne-
cessity be arranged for the conditions of such a group or
groups.
For a technical product sold to a certain definite group of
manufacturers, the consumption would have to be figured
in zones from the important centers of their manufacturing
activities, based upon the average output per factory within
these zones. A similar calculation would have to be made
in regard to the area consumption within each zone.
The total consumption in the territory will show us the per-
centage of the business which it will be necessary for us to
get in order to take care of our present output. It will also
indicate whether an extension of the business to the future
capacity of the plant would mean an extension of the territory
or whether it could be taken care of by an increase in the
percentage in the same territory.
It will enable us to consider the relative profit to be secured
upon the individual in proportion to the cost of reaching him
by advertising ; and furthermore, it will determine for us the
cost proportionally with the consumption of the time and ex-
penses of the sales force per unit in developing their per-
centage of the business.
THE KIND AND EXTENT OF ADVERTISING 27
For instance, if the total consumption of the business in
the territory is 1,000,000 units, and the output is 100,000
units, it will be necessary for us to get 10 per cent of the
business. If, then, the population of the territory is 10,-
000,000, the per capita consumption would be one-tenth of
one unit. Suppose that in order to develop the one-tenth of
one unit business it is necessary for us to reach each person
five times in the course of the year by advertising; then the
expense in proportion would be
Price of one-tenth unit
Cost of reaching person five times
Or if it is impossible for us to determine the number of
times we should need to reach the person, we could figure the
price we should secure for the one-tenth of one unit, determine
the gross profit, and from that consider an arbitrary percent-
age for advertising, and consequently determine the amount
we could spend on each person to get the business.
In respect to the square-mile consumption, referring back
to the same figures, suppose that the square-mile consumption
is i oo units, the percentage which could be secured would be
10 units. The gross revenue from 10 units balanced against
the time and expense of the salesmen to cover the square mile
would give us the actual cost of the selling operation apart
from the administration or the advertising; that is,
Price of 10 units
Time and expense salesman i square mile
With factory location and output and these details of con-
sumption, we could therefore make a preliminary estimate of
the following factors :
i. The percentage of the possible business which must be
taken in order to agree with the output.
28 ECONOMIC FACTORS IN ADVERTISING
2. The territorial extent of operations.
3. The possible advertising expense per buying unit.
4. The possible unit sales expense.
Competition
There are modifying factors, however, which will have a
tendency to rearrange the above estimates, so that they will
assume different values. These factors arise from the con-
dition of the competition involved in the particular problem
at issue. The extent, the character of the competition, the
length of time through which the various competitors have
been in business, the character of their sales and advertising
policy, etc., will modify the conditions under which we can
expect to do business.
For instance, if the number of competitors is large, and the
control which they exercise over the business strong, it may
be possible for us to secure only 5 per cent of the business
instead of 10 per cent; in which case the territorial limits
would be very much extended. On the other hand, if the
number of competitors was small, and their hold upon the
business weak, it might be possible to secure 20 per cent of
the business ; in which case, we could reduce our territorial
limitations, and considerably reduce our other expenses.
It is obvious that if \ve can secure only 5 per cent of the
business, our square-mile selling expense and the per capita ad-
vertising expense will be correspondingly increased, so that
the operating charges in the sale of the product will be ma-
terially altered ; and it is equally apparent that an increase in
the percentage of the business to be secured territorially will
decrease correspondingly these expenses.
Suppose a square-mile consumption of 100 units, 10 per
cent would mean 10 units, 5 per cent 5 units; but the cost of
traveling a salesman over that square mile would be virtually
the same, so that in the one case we should have :
THE KIND AND EXTENT OF ADVERTISING 29
Value of 10 units fl? Value of 5 units
Cost of time and expense against Cost of time and expense
i square mile i square mile
It is obvious that the conditions are largely determined by
the character and extent of competition.
The proper estimate of the competitive factors in connec-
tion with the foregoing factors is of the utmost importance in
order to give us a proper basis for considering the expense
and possibilities involved in the advertising and selling plans.
The strength of the individual competitor and the number
of competitors, together with the consumption and output,
will give :
1. The percentage of business per square mile which is the
possible limit to be considered within a reasonable
time.
2. The square-mile selling and the per-capita advertising
expense in relation to the output.
3. The extent of territory to be covered.
4. The value of competitive sales plans.
5. The value of competitive advertising plans.
6. The extent of the discrimination in the consumer's
buying habit and the value of the advertising in this
connection.
It is obvious that in many lines of business the economies
resulting from an increase of production will outweigh the
increase in marketing costs which may be caused by larger
area of sales through less valuable territory. It is also obvious
that the increased sale of a product, due to spreading over
greater areas of less average yield per buying unit or area
unit, though secured at a greater percentage of operating
cost, may in some cases permit of larger returns on the capital
invested in the concern, and therefore still be attractive to the
stockholders.
30 ECONOMIC FACTORS IN ADVERTISING
Prices
As a natural sequence to the consideration of competition
and its general form, the question of price has a very con-
siderable bearing not only upon the possibilities of the market,
but upon the policy which will govern the marketing effort.
While the market price at which an article is to be sold
should be based upon the cost and the value of the service
rendered by the manufacturer in making and selling it, the
condition of the buying public, the extent of the supply, the
fact that in most manufactured lines there is a surplus of
product, determine the price at which the product can be sold
in order to secure certain percentages of the business.
In the marketing of the great staple commodities which
are known by their generic term, and sold in bulk, the cost of
handling to the individual producer or manufacturer is of no
account in the consideration of the market, for the price which
can be quoted is limited to a very small fraction over and
above the general price which supply and demand have es-
tablished at the time. In some cases, in fact, the market is
so general a consideration that even the slightest fraction above
the quoted price is enough to destroy the possibility of sale,
and a very few quotations below the established price are
enough to break it.
In all cases where manufactured articles are bought with
more or less discrimination between the particular manufac-
turers, and which reach the user in such a way that their par-
ticular origin can be identified, the range of prices is wider,
and the possibility of securing a larger or a smaller price is
dependent almost entirely upon the value of the individual
service in proportion to the strength of the buying habit which
it fills.
This is true, however, only to a limited extent, because the
conditions which govern the buying possibility of the con-
sumer in general in any country show that the majority per-
THE KIND AND EXTENT OF ADVERTISING 3 1
centage of such consumers are obliged to figure cost so closely
that price will be almost a controlling influence upon the
amount of business which can be secured in connection with
a large percentage of the population.
Price and Value
If the contemplated condition in any particular instance is
the control of 40, 50, or a larger per cent of the market, the
price must be always a controlling factor, because of the fact
that by far the larger proportion of the population are unable
in their buying to lose sight of the cost factor. Wherever the
percentages of business required are smaller, the price ques-
tion is of little importance compared with the value question,
which is a component of the price and the service. A certain
proportion of the people who must always and eternally figure
on every penny of expenditure, and all but a small percentage
who are removed from that consideration, can be induced to
pay very much higher prices than those represented by the
majority market, even to the extent of two or three times the
prices in some cases where the consumer has a habit of dis-
criminating.
It will be seen, therefore, that the percentage of business
which must be taken to meet output will have a considerable
bearing upon the price which can be secured. In its turn the
price which can be secured will have a very great bearing upon
the policy, arguments, and conditions of sale which will form
the background in the sales work of the organization.
Packages Size
As a corollary to the price, the package is of very great
importance in considering the fundamentals of the advertising
investigation. It is possible to get along with a package which
is not entirely the acme of convenience or attractiveness where
the public is being won over by the slow process of individual
32 ECONOMIC FACTORS IN ADVERTISING
selling and no public opinion is being formed for or against
the material; but where it is desirable to go out publicly, to
turn the attention of all consumers to the goods and particu-
larly to the package, which identities the goods, it is of the
utmost importance that this package should carry an addi-
tional argument in favor of the commodity rather than an
argument against it.
It would be just as easy by advertising with an incon-
venient package in connection with a commodity to turn the
consumer definitely against the use of that commodity as it is
to turn the consumer definitely toward the commodity when
the advertising is properly arranged. Furthermore, in most
cases where packages of various sizes are made up for use
upon the market, it will be found that there is a wide differ-
ence in the capacity for sale of the different sizes of packages.
In investigating the condition in regard to the packages used
in a number of different lines, it has been found that only
from one-third to one-sixth of the number of packages or-
dinarily supplied by a manufacturer attain any large percent-
age of sale, the remaining two-thirds or more being for the
occasional purchaser.
Under these circumstances it would seem that any manu-
facturer going into such a field would investigate very care-
fully the popularity of the different sizes of package; but a
study of the history of the packages of different concerns will
show that no such analysis has been made in the large ma-
jority of cases. In one case, where the popular package was
a certain size, a new manufacturer having unusual facilities
for turning out the product very cheaply, determined to put
upon the market a package of twice the size for the same price.
On the face of it this would have been an excellent thing, as
it would have meant an increased service and a corsequent
saving. The amount of material used by the average con-
sumer was so small, however, that there was virtually no ob-
THE KIND AND EXTENT OF ADVERTISING 33
ject in saving it, and a larger package was so much more in-
convenient to handle that it defeated its own object.
Packages Individuality
The most important item outside of the size of the package
is of course the attractive character of the package and its in-
dividuality. It is astonishing, however, to find that in many
competing lines the packages are almost exactly alike, just as
the trade-mark student will find that in competing lines many
of the trade-marks are almost alike. Inasmuch as the object
of identifying the product by placing it in a package which
will reach the hands of consumers is to establish an indi-
viduality for that product, it seems the height of absurdity to
destroy the value of that impression by making the packages as
nearly similar as they can be made without infringing the un-
fair competition laws.
A further consideration in connection with the package is
the question of its attractiveness from the point of view of
keeping pace with the requirements of the value and price of
the commodity. Much more attention is being paid to this
matter in the last few years since advertising began to take
advantage of the package in its work. The package, where
the article is of general consumption, forms the most continu-
ous reminder of the existence of the product of all forms of
advertising, and it should have more care than any other item
connected with the sale of the article. It has always been a
matter of considerable curiosity to the writer as to why the
cost of the package should have been included as a part of the
manufacturing expense, and so determined in so many cases
from a manufacturing point of view, instead of from a sales
point of view. It is capable of becoming such a large factor
in the selling of the commodity that attention to its appear-
ance, even to the extent of increasing its cost, is usually entirely
justified by the increased sales value which results therefrom.
34 ECONOMIC FACTORS IN ADVERTISING
Amount of Individual Purchase
The amount involved in the individual purchase of a com-
modity, in terms both of quantity and value, is a direct indica-
tion of the lines of distribution which must be followed in
transmitting the goods from factory to consumer. It has,
however, an additional value in illustrating the amount of
effort which is required in the response of the purchaser to the
buying necessity. It is further of value in its indication of the
extent to which quantity has any influence upon the buying
habit, and the degree with which a difference in cost would
affect the purchase.
For instance, where an article is used in small quantities
so that even the smallest package of it will last a considerable
time, the individual purchase is almost invariably made by the
small package, although the quantity is proportionately less
for the price in that case. It has been found also that in these
cases a larger quantity for the same price will not appeal
particularly, because the use is so limited that the necessity
for a larger quantity is remote and the offer of it frequently
brings a suspicion of reduced quality. This is particularly the
case where the article in question in the quantity required by
the purchaser can be bought for a few cents. If it is possible
to buy a package of a particular commodity for 5 cents which
will last the average person three months, there will be no
point in selling an eight months' supply for 10 cents. The
individual purchaser would rather buy the three months' sup-
ply at 5 cents than the eight months' supply at 10 cents ; be-
cause the quantity used is so insignificant, it is more convenient
to handle the smaller package with the smaller outlay than it
is to secure the ultimate saving by the larger package with the
larger outlay. Even where a much larger supply can be given
for a slightly increased price (as for instance, an increase from
10 cents to 15 cents, with a double amount of material) the
inducement is not sufficient to balance the inconvenience of
THE KIND AND EXTENT OF ADVERTISING 35
buying for storage so long ahead, of keeping a larger package
and paying the additional amount.
Number of Individual Purchases Per Year
In connection with the amount of the individual purchase,
the number of such purchases is very important, because of the
indication which it gives of the proportionate amount which
can be devoted to the publicity work to the individual.
It is obvious that the 5 cent article which is bought 300
times a year w r ill permit of a much larger advertising ex-
penditure per individual than the 15 cent article which is
bought 25 times a year. It will also indicate in connection
with the foregoing factor whether the buying habit is one of
daily routine, or occasional requirement or of regular but spe-
cial necessity. From this standpoint it will give some definite
idea as to the value of the buying habit and as to its strength
in discrimination. These indications will help determine the
length of time to be consumed in arriving at a certain per-
centage of business and consequently the amount of money
which must be spent in order to secure the market.
The Amount Per Unit Per 1,000 Allowable for Advertising
Having the foregoing figures all worked out and thoroughly
determined, it is possible reasonably to assume an allowable
advertising cost per unit for material to the capacity of the
factory. It is obvious, of course, that the amount to be spent
each year in securing the market should not be in excess of
the allowance based upon the total capacity of the plant. This
means that at no point in the development of the market should
the advertising expense be larger than must be allowed to
maintain the market after it has developed sufficient business
to run it to capacity. Having developed the percentage of the
consumption which is involved in the factory output, the
character and the extent of the competition and competitive
36 ECONOMIC FACTORS IN ADVERTISING
prices, the packages used, the amount and frequency of the
individual purchase, and the market limitations, these factors
will permit a reasonable estimate of the length of time required
to obtain a market for the factory output.
The manufacturing costs, the square-mile consumption in
proportion to the square-mile selling expense, plus a reason-
able charge for administration, will give the total cost in per-
centage of the market value of the unit. Figuring the possible
percentage of profit, the stability of the business, etc., it is
possible to make a reasonable estimate as to the percentage of
individual unit price which can profitably be turned into ad-
vertising for the purpose of securing and maintaining the mar-
ket for the output.
The factors which are unknown are so few in the equation
which must be made, that it is possible to determine within
reasonable limits the value which must be given to them in
the equation so that the whole matter may be reduced to a
reasonable estimate as to the value or otherwise of the ad-
vertising.
The Possibility of Economic Use
It is said by some students of advertising that it can be
economically used in connection with all kinds of industry,
and it may be that in the future this will be possible. Knowl-
edge of its principles and requirements is undoubtedly in-
creasing rapidly enough to permit the application of adver-
tising to many things which formerly were without its range.
It is still, however, of little or no value in connection with
large departments of industry, and in connection with others
its value is so limited that it becomes an insignificant part of
the selling scheme. It may be stated that the economic value
of advertising in connection with any business is in proportion
to the extent and discrimination of the buying habit. Prac-
tically all staple articles are bought without discrimination
THE KIND AND EXTENT OF ADVERTISING 37
between individual producers; they have no identity other
than a general one; they are, as a rule, carefully graded into
qualities, standardized and settled, so that there will be no
motive in attempting any individuality. For these things
advertising is of no economic advantage. With such staples
the buying habit cannot be materially affected by anything
except a change in the economic status of the population or a
change in the price of the staple itself.
Its economic value is small although definite where the
articles are not staples but dependent to some degree upon in-
dividual skill and service, although they reach the user in un-
identified condition and although they are bought largely upon
the price considerations. Knowledge of this class of goods
and of individual service in connection with them is important
in the welfare of the business, and such knowledge can be
transmitted by advertising.
Greatest with Specialized Goods
From this up to the point where advertising conducts the
whole effort of selling, the economic status increases in im-
portance. The general division of industry into which falls
the particular proposition in question will govern the economic
use of advertising apart from the factors previously considered
in this chapter.
In other words, if the other factors have been considered,
the value of the advertising must be determined from its in-
fluence upon the industry generally, and this will be in direct
proportion to its economic value from its influence upon the
buying habit.
For instance, if it is possible in the case of a specialty, direct
to the consumer, of considerable value such as large gen-
erating units to determine the feasibility of advertising from
the factors previously mentioned, it will then be necessary to
consider the influence which can be exerted by advertising
38 ECONOMIC FACTORS IN ADVERTISING
upon the selling cost of the material. In this case the in-
fluence will be entirely that of relieving the selling force of
some of the tedious preliminary work and so increasing its
efficiency.
Presuming that in this case the advertising will increase the
efficiency of the sales force 5 per cent, then the cost of ad-
vertising must bear the same relation to that 5 per cent in-
crease that the selling expense would to the original gross
revenue. In other words, suppose that with the selling force
it is possible to do $200,000 worth of business at an expense
of $30,000, and, \vith the advertising, to increase that to
$230,000, then the cost of the advertising to be within eco-
nomic limits should be not more than $4,500.
Information Required before Advertising
Some attention has been given to the economic factors
which enter into advertising, and to the relation which ad-
vertising bears to the rest of the business, but this has not been
stated in such form as to give an exact indication of all that
must be understood before the advertising can be begun as an
operation and even before the plan can be completed.
Inasmuch as advertising is a part of the marketing operation
and depends for its success upon the consideration of the same
fundamentals which must be investigated in order to have an
intelligent sales policy, much of the preliminary information
which is required for the planning of advertising ought to be
already at hand, except in the case of new organizations where
there has been no opportunity to develop it.
It is unfortunately the fact, however, that comparatively
little analysis has been made of the marketing requirements
of a business so that the necessity for certain information has
not been thoroughly understood. It is quite likely that in a
great many cases further investigation and accumulation of
statistics are necessary in order to give the information upon
THE KIND AND EXTENT OF ADVERTISING 39
which an intelligent advertising plan can be based one which
can be followed with the assurance of lasting success.
It is relatively more important that this information should
be at hand when advertising is proposed, because of the limi-
tation in the advertising operations and mass consideration.
Any mistake or lack of information at such a time would
be very serious. In this respect the sales work of a per-
sonal selling department is more flexible than the advertis-
ing and can be more readily accommodated to meet the
changes brought about by further information. Change in
advertising policy is an expensive and difficult matter and the
information must, therefore, be at hand before the adver-
tising is begun so that the necessity for change in policy will
be less likely to arise.
Different Situation from Personal Selling
The personal selling department bears the same relation
to advertising that hand operations bear to machine opera-
tions. In hand work the artisan making a mistake in his
operation may by unusual skill overcome the difficulty of that
mistake, or even turn it to advantage. Some of the most
beautiful hand work has been finished in a somewhat different
form from that projected. When the machine is used, how-
ever, the operation must be exact. If anything occurs to the
machine to destroy the exactness of its operation, the results
of operation are the destruction of the piece and the machine
itself may be seriously damaged by such disturbance.
The individual operation of selling is sufficiently flexible to
make it possible to overcome some of the difficulties which
present themselves as the selling organization develops. In
fact the planning of selling in most organizations which have
been working along those lines for some time is the result
not of a definitely fixed policy, planned in the first place, but
of a growth from the accumulation of individual experience.
40 ECONOMIC FACTORS IN ADVERTISING
Advertising, on the other hand, is sufficiently fixed and lim-
ited in its operation to partake more of the machine character
and to require consequently more exactitude in its develop-
ment. It must be figured a long time in advance. The argu-
ments, the packages, the conditions of sale, the question of
guaranties or consumer service, must be worked out so that they
will avoid all those difficulties which might ruin the capacity
of the machine for its work as well as seriously affect the
value of the work. In consequence of this the preliminary
information to be used in considering an advertising plan must
be thoroughly worked out so that the plan will be feasible and
workable over the period of time required for its consumma-
tion.
First General Consideration Production
There are three general divisions to be considered in ar-
riving at the information which is necessary for the planning
of the advertising. The first of these is the production and
its relation to competition and consumption, the subsidiary
factors of which are as follows :
1. The present factory output.
2. The maximum factory capacity.
3. The total consumption in the territory to be considered.
4. The factory output in percentage of this consumption.
5. The factory capacity in percentage of this consumption.
6. The consumption by states or other territorial divi-
sions.
7. The consumption by population areas that is,
whether the consumption depends upon a large com-
munity, whether it is equally divided in proportion
to the population of any community, or whether it
is principally in the smaller community and country.
8. The number of principal competitors and if possible
the total number of competitors.
THE KIND AND EXTENT OF ADVERTISING 41
9. The percentage of business secured by each of the prin-
cipal competitors.
10. The packages as to size and condition, the grades or
divisions of the articles sold by competitors, and the
relative proportion of the business secured by each
size, grade, or other division.
1 1. Competitive prices to the consumer and distributors.
Second Consideration Marketing
The second general division is the marketing in relation
to the consumption and competition, and the subsidiary factors
in this case are :
1. The unit area consumption in the different territorial
divisions.
2. The per capita consumption in these different territorial
divisions.
3. The relative strength of the principal competitors in
these territorial divisions.
4. Prices and their variation territorially.
5. The increase or decrease territorially in consumption
over a period of years and the consequent illumina-
tion of the tendencies of the market.
Third Consideration Sales and Advertising Organization
The third general division of this information is the sales
and advertising organization and its relation to the consump-
tion and competition, and the subsidiary factors in this case
are :
1. The unit area consumption in the different territorial
divisions and consequently the relative percentage
selling expense.
2. The per capita consumption in these different divisions
and consequently the relative percentage advertising
expense.
42 ECONOMIC FACTORS IN ADVERTISING
3. The increase or decrease of this consumption terri-
torially and consequently the probable future tendency
of such cost.
4. The character of the sales organization of competitors
in relation to their strength.
5. The character of the sales organization of competitors
in relation to their distributing area.
6. The relative strength of advertised and unadvertised
brands.
7. The character of the advertising and its relation to the
relative strength of the advertised brands.
8. The territorial distribution of advertising, its relation
to the territorial consumption and the territorial
strength of the advertising competitor.
9. The size of the individual purchase, the number of pur-
chases per year, and the strength of the buying habit.
Significant Points
It will be seen that the factors which are arranged under
the first general heading will show the percentage of the total
consumption (as at present indicated) which must be secured
to get rid of the present output and the percentage of total
consumption which must be secured in the future to take care
of the maximum capacity of the plant.
The territorial consumption will show the strength of the
different divisions of territory from a consumer standpoint,
indicating the most productive and those which are of less
value.
The division of this consumption and its relation to large
and small communities will show whether the sales effort must
be concentrated in a comparatively small area or whether it
must be wide-spread in order to secure the result.
The number of competitors will indicate the diversity of
appeal to the buyer, the ease with which the business can be
THE KIND AND EXTENT OF ADVERTISING 43
entered, and the attractiveness from the standpoint of profit
or requirements.
The strength of the principal competitors, as noted under the
second general heading above, will indicate this condition more
closely by demonstrating the amount of total consumption
which can be concentrated in the hands of a few concerns.
The size of the largest competitors will indicate the prob-
able limits in percentage of consumption which can reasonably
be expected for the new organization.
The square mile and per capita factors mentioned under
this heading will illustrate the percentage of actual sales ex-
pense and advertising expense which must be considered if the
whole territory is covered, and also the possibility of reducing
that territory by seizing only the most productive, and the
effect which this would have upon the percentage of advertis-
ing and selling expense.
The figures on the amount of the individual purchase and
the number of purchases per year will check up on the fore-
going amount which each consumer takes. They will reveal
the rapidity of the movement through the dealer's hands and
the effect of package convenience and other items upon the
individual purchases.
The reduction of all the items under this heading to the
territorial divisions will indicate the desirable territories from
the standpoint of expense and output, and will make it pos-
sible to concentrate upon the important territories so that the
sales and advertising expense are kept at a minimum and the
efficiency of trade condition correspondingly increased.
Useful Comparison
The factors under the third division illustrate very fully
the success which has attended the use of certain sales meth-
ods and organization policies and the value of these methods,
prices and arguments in connection with the goods which the
44 ECONOMIC FACTORS IN ADVERTISING
competitors are distributing. The character of these sales
organizations taken in conjunction with the relative strength
of the competitive concerns will determine the relative im-
portance of the different methods and policies employed. This
same thing is true in connection with the advertising, except
that the comparison in this case is much easier because of the
public character of advertising and the fact that the methods
can be determined more readily and the underlying policy
more thoroughly secured.
Comparison of advertising with the strength of the adver-
tised and unadvertised brands will indicate the value of this
advertising per se from the customer's standpoint and the
value of the different methods in proportion.
Furthermore, the strength of the advertised brands in com-
parison with the strength of unadvertised brands will deter-
mine the discrimination in the consumer's buying habit and
the extent to which the advertising can express in valuable
terms to the consumer the individuality of the services ren-
dered by the advertised product.
Exceptional Case
There are some cases in which the information developed
will not give these indications as they are expressed in this
estimate. Where so large a proportion of the business is in
the control of one organization, or one group of organizations,
as virtually to amount to monopoly, the control of the pro-
ductive capacity of manufacturing plants in these cases may be
sufficient to outweigh a good many weaknesses and deficiencies
in the marketing scheme so that the strength of the marketing
organization may not be equal to that indicated by the amount
of business secured. Some of the factors which are men-
tioned in these cases are difficult to determine in any industry
and in some industries the limitations of competition and con-
sumption are so thoroughly defined and the character of the
THE KIND AND EXTENT OF ADVERTISING 45
buyer so well known that no special compilation is necessary
to determine these points. All the factors mentioned, how-
ever, have a very close relation to the validity of any plan for
marketing which may be adopted and will determine to a con-
siderable extent the percentage of selling expense in toto
with which the organization involved may be burdened.
Where distributors are to be considered and where the lines
of distribution are not firmly fixed it is important that the
investigation should cover also the different classes of dealers
who carry the product in stock and the relative strength of
these dealers in respect to the amount of business which
they do.
Abnormal Conditions Need for Study of Them
The foregoing rules and definitions are the fundamental
factors which affect the economic condition of marketing in
an organization, under the normal conditions of trade when
the operations of production and demand are along normal
lines.
Under conditions which obtain when the lines of distribu-
tion are inadequate for the purpose and the unusual demand
upon production forces the attention upon materials and manu-
facturing, the marketing requirements are necessarily altered.
The problems before the advertiser are affected by these cir-
cumstances so that his operations must be conducted with the
object of protecting good-will, conserving distribution, and
eliminating waste in his business operations. It is under such
unusual circumstances, however, that the complete analysis of
marketing conditions is perhaps most valuable on account of
the illumination of each requirement and consequently the
more accurate estimate of changes which can be made in the
light of that knowledge. The operations under different con-
ditions of marketing and distribution will vary over a wide
range of necessities, governed by temporary individual or
46 ECONOMIC FACTORS IN ADVERTISING
general conditions; but the factors affecting these variations
must be studied in the light of a thorough understanding of
marketing economics along the lines laid down in this chapter.
It should be said, however, that the tendencies in diversifica-
tion, consolidation, governmental control, and other changes
brought about by a period of unusual demand and material
shortage should be the subject of continual study and observa-
tion, as some of these tendencies may become definite depar-
tures and become permanently a part of the structure of in-
dustrial operations. Many of the changes occurring during
the present period may modify permanently the methods of
distribution and sale, but the extent and character of such
modifications cannot be determined until the changes have
been defined by operation for a much longer period than at
present.
PART II
THE PSYCHOLOGICAL FACTORS IN
ADVERTISING
CHAPTER IV
THE PSYCHO-ECONOMIC ROLE OF ADVERTISING
Four Main Problems
In this discussion the intention is to sketch the main lines
of approach which the advertising man must have in mind,
whether he be engaged in the preparation of copy, as writer
or illustrator; or in the
general mapping out of
campaigns ; or in the buy-
ing or selling of advertis-
ing space ; or in the gen-
eral supervision of the
routes and stations of
marketing; or in the an-
alysis of results and costs ;
or in the direct manage-
ment of salesmen and so-
licitors.
It is obvious that in
some of these processes
the most important line
of training and prepara-
tion may not be strictly
psychological in character,
but rather artistic, tech-
nical, commercial, or sta-
tistical, as the case may
be. The psychological
Any good cigar is a comfort while you
are smoking it; but the matter of its after-effect
is also important The extraordinary virtue of
is that they combine mildness and full flavor.
This means that you get a satisfying "man's
size" smoke and yet do not pay the heavy
after-penalties of very strong cigars.
The Girard is designed to make every-
body smile.
Girard cigars are made in 1 4 sizes, from 3
for a quarter to 20c. straight
Antonio Roig & Langsdorf
E,tM.ht<l 1S71
PhiUdtlph..
An appeal to appetite and sensual
gratification
49
PSYCHOLOGICAL FACTORS IN ADVERTISING
factors are of especial importance in the preparation of copy,
the planning of campaigns, and the administration of adver-
the golden luscious kind (sliced, crushed,
or grated), makes a delicious dessert for
early summer days, simply chilled and served ;
it makes tempting ices, sherbets and fruit
cups ; - or it is the satisfactory basis of many
fine salads, pastries and puddings. All of
which are described in our free booklet,
"Ho\v We Serve Hawaiian Pineapple."
by the following 1 5 culinary experts :
Marion Harland
Janet McKenzie Hill
Alice Getchell Kirk
Marion Harris Neil
Lilian Dynevor Rice
Sarah Pearson Stuart
Josephine Grenier
Christine Terhune Herrick
Helen Louise Johnson
Maria Parloa
Sarah Tyson Rorer
Emma Paddock Telford
Virninia Terhune Van de Water
Ask your grocer for Hawaiian
Pineapple, Sliced, Crushed, or
Grated. It is picked ripe, can-
ned right and costs no more than
domestic fruits. Send for free
booklet today. Address
Hawaiian Pineapple Publicity
Department A
1 502 Tribune Building, New York
The article possesses appetizing qualities
tising space and media. It is for this reason that special
emphasis is laid on these processes in the present section of
this text-book.
PSYCHO-ECONOMIC ROLE OF ADVERTISING
The work of advertising is essentially a part of the larger
economic process of distribution. Advertising takes for
granted the existence of the industrial processes of produc-
tion and the commercial === == ===========r======
processes of marketing. It
therefore also takes for
granted the existence of a
world of possible custom-
ers, with needs and desires
which require satisfaction
and with established habits
of satisfying these needs
and desires through some of
the ordinary channels of
marketing.
In its most common form,
advertising also takes for
granted a competitive system
of production and distribu-
tion, in which rival pro-
ducers contend for the pat-
ronage of these possible con-
sumers. But even in the
case of monopolies, adver-
tising still plays a role, in so
far as it directs the possible
consumer toward the com-
modity which will satisfy
his present needs, and in so
far as it stimulates new
needs not already felt to be urgent by special classes or by
people in general. Originally the word " advertise " meant
" to turn toward," " to direct to." In this original sense it
takes the product and the need for granted, and seeks merely
R3OM for every toe, because
Florsheims are " Natural
Shape . No " breaking in just
solid comfort. Two hundred
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Priced at $5 and up to $7.
The Florsheim dealer will show you the
season's correct styles.
Free on Request
" THE SIGN of CORRECT STYLES "
The Florsheim Shoe Co.
Chicago, U. S. A.
FOR THE MAN WHO CARES
Solid comfort
52 PSYCHOLOGICAL FACTORS IN ADVERTISING
to direct the proper needy person or buyer toward the proper
commodity.
As employed more recently, advertising has come to mean
A PICTURE IN THE EIRE
What might have been without a
monthly Income Policy in the
Travele r s Insurance Comp any,
Hartford, Cpnm
Loyalty to those with whom we have been pleasantly associated
not only the direction of established buying habits toward par-
ticular products rather than toward other products, or toward
products in general, but very frequently the advertiser at-
tempts to market a commodity for which no specific needs
MAY Provi-
dence pro-
tect you and
your wife and
your children
from the neces-
sity of using it. But when you
do need it, may the same kind
Providence have forearmed you
to throttle, the fire fiend before
he can rob you of your household
treasures or the lives of those
whom the hearthstone cannot
spare. Pyrene plants confidence
in your bosom when you are
going away an assurance that
you will not return to charred
ruins, death, or a frightful
disfigurement.
Price, $7.00, f. o. b. near
shipping point
WRITE rOR BOOKLET
PYRENE MANUFACTURING CO. 1358 Broadway, New York City
Pacific Coa.t Diilribul.
CORHAM ENGINEERING CO., S
Chic .
Norfolk
Yoik. Neb.
Angeles. Seattle
Fear, devotion, and bodily safety
53
54
PSYCHOLOGICAL FACTORS IN ADVERTISING
A Thousand
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It attaches to any row boat by simply turnine two
thumb screws. It's adjustable to any ancle or depth or
stern. Develops 2 h. p Starts with half a turn of ihe fly
wheel. Is steeled with a ruddei like a launch, not by
the propeller. Rudder is of out foldinjr, stone-dodinj
type (pat. applied for). Propeller is protected by a skid
ow boats 7 to 9 miles an hour
w enough to troll. Can be run
i salt or fresh water. Weichs
hut 55 Ibs. Furnished with
ba'tery icnition or reversible
TTiacneto. Send for catalog H'
inj details. Dealers wanted.
For Larger Boats
h.ntors from 2 to 30 h p If
"H<rest,-<l, ask for our Mar-
ino Motor Blue Bouk.
The Gallic Perfection
Motor Co.,
VTorld's Lrjrfl Ruilclfr* of
Tiro C.vtle Marino Motors
1402 Caille St., Detroit, Mich.
The play instinct
exist at the time. Adver-
tising then becomes also a
process of education, a proc-
ess of establishing new buy-
ing and consuming habits,
and of creating new needs
or investing old needs with
new urgency or novel form.
Speaking generally, then,
any advertising, whether in
the form of the advertising
man, the advertising me-
dium, the campaign as a
whole, or even the single
piece of copy, is confronted
with four main problems or
tasks.
Knowledge of the Market
The first problem is that
of knowing the pre-existing
needs of the community at
large, and especially the
needs of the particular in-
dividuals with purchasing
power. A knowledge of the
fundamental needs of men
and women is thus the first
requisite in the equipment of
an advertising man. This
knowledge is equally funda-
mental, whether the specific
problem be that of appeal-
ing to the pre-existing needs
oungsters who snowball, slide, skate and coast are not the only sufferers
from chapped hands and rough faces. Their elders who stay outdoors
only as long as they must, often are troubled too. And the reason in
both cases usually is careless drying or strong soap.
If one linses with cold water and takes time to dry the skin thoroughly it is not
likely that the wind will do any harm. But, of course, if you use a soap which,
of itself, makes the skin sore and sensitive, the winter weather will not help
matters.
The sure, safe way is not only to rinse and dry properly but to use Ivory boap
as well. Then you know that upon going outdoors the skin is as smooth, healthy
and as able to withstand the cold as it possibly can be.
IVORY SOAP . 99ft* PURE
The sports of childhood
55
56 PSYCHOLOGICAL FACTORS IN ADVERTISING
of people or whether it be that of stimulating new needs on
the part of individuals, groups, or the community at large.
Knowledge of the Commodity
The second task consists in the accurate analysis of the
commodity to be distributed, an analysis which shall reveal
the specific qualities which possess the power of satisfying the
Don't b
COLT'S PATENT FIRE ARMS MANUFACTURING COMPANY
Fear, cunning, revenge, and protection
definite needs of possible buyers. This analysis should reveal
at once the nature of the task to be undertaken in the adver-
tising campaign. It should indicate whether the task is to be
merely competition with rival commodities or firms in the
satisfaction of pre-existing needs, or whether the qualities pos-
sessed by the article merit an educational campaign in which
new needs are developed or old needs given new directions.
This analysis should reveal the nature of those particular
satisfactions which the article is calculated to give as for
example, whether the commodity will satisfy in an immediate
PSYCHO-ECONOMIC ROLE OF ADVERTISING
57
way the appetite, the fear, the ambition of the buyer, or
whether its service 'is to be of an indirect sort. It should
HER property her little ones her own life she knows are safely protected
when she has a Savage Automatic in her home. She knows its ten sure shots
are at her command quick or slow, as she chooses one to each trigger pull.
And what's more, she knows it is safe knows at a glance or touch if it is loaded.
That is \vhy she does not fear the Savage. Are your little ones and property safe?
Send 6c in stamps for book "If you Hear a Burglar." Send today
THE
AUTOMATIC
age Arms Company, 79 Savaga Avenue, Utica, N Y
Matin a/Hit Famous Sa-uagt Ri/lts.
Safety first !
show whether the article is to be itself the object of direct
consumption or whether the commodity is to be used as a tool
in the production of certain other objects or facts which are
PSYCHOLOGICAL FACTORS IN ADVERTISING
g
Finding the
"Hidden Profits"
in Your Dollars
ANY a conserva-
tive investor has
found new profits concealed in
Ins invested funds and increased
nis income by purchase of sound
first mortgage bonds yielding
6% interest.
Or course, the yield from one's
investment is tar less important
than safety of principal and certainty
of interest. He who sacrifices safety
in pursuit of greater income commits
the gravest of mistakes.
However, it is not difficult to
increase the yield from one a invest-
ments without any real sacrifice of
safety. The first mortgage serial
honds we own and offer return 6%
interest and are so thoroughly safe-
guarded that no investor has ever
suffered loss of principal or interest
on any security purchased of us.
\Ve will be pleased to explain
the merits of these honds and to
show -why they combine assured
safety with a larger interest yield
than most other securities of equal
soundness.
On application we will
send The Investors J^lag-
azint, our monthly fiub/i-
cation, and literature of
value to every investor.
or Circular No. 501C.
. STRAUS & Co.
MORTGAGE'^'BOND BANKERS
The acquisitive instinct
themselves the immediate
satisfaction of the needs of
the buyer.
Establishing the Associa-
tion
These two analyses hav-
ing been made, the one of
the needs of the community
and the other of the quali-
ties of the article, the next
task of the advertiser is that
of establishing connections
or associations between the
specific commodity and the
more or je^s particular needs.
The first task, that of dis-
covering the needs of the
community, is a psychologi-
cal one. The second task
involves chiefly the technical
and industrial familiarity
with the product.
This third task, again, is
a strictly psychological one.
To establish associations be-
tween commodity and need
means to create mental hab-
its, thought habits, action
habits, of such a sort that the
feeling of the need at once
suggests to the mind of the
individual the commodity in
question. This implies a
PSYCHO-ECONOMIC ROLE OF ADVERTISING 59
knowledge of the laws of thinking, the laws of association, the
phenomena and characteristics of memory, the facts of habit
and the general characteristics of human action and human be-
havior. Since advertising is seldom of monopolies, this third
task also involves a knowledge of the way in which men and
women make their decisions, the way in which they are per-
suaded, convinced, made to feel strongly.
Making the Association Dynamic
Having discovered the appropriate need and the correspond-
ing quality of the commodity, having established in the mind
of the possible consumer an association between his own need
and the commodity to be distributed, the remaining task is that
of making this association dynamic. The mere association
of ideas on the part of the possible consumer is futile. The
whole process is futile unless the established association is
invested with dynamic power such that the mere association
of ideas is realized in action. Specific action must be pro-
duced. The need being felt, the quality of the commodity
being known and connected with this need, the craving must
realize itself in an act of purchase, or at least in an act of
inquiry, an expression of interest. To suggest and produce
specific action, definite response, is then the fourth task of the
advertiser.
Here again we are face to face with a purely psychological
problem. The laws of suggestion, the processes of will,
choice, action, in general a knowledge of the dynamics of hu-
man behavior is required as an essential part of the adver-
tiser's equipment.
CHAPTER V
THE ORIGINAL NEEDS OF HUMAN BEINGS
Characteristic Animal Needs
As we pass from the simpler to the higher forms of living
organisms and move out along that great branch of life which
bears the animal forms, with their varying degrees of com-
plexity, certain needs become more and more important. Not
only do they become more and more important, but they be-
come highly complex and subtle and varied in their manifes-
tation. The function of metabolism becomes highly differ-
entiated, and the need for particular foods and feeding places,
particular drinking places, develops. Combined with the func-
tions of sensitivity and reproduction, this function of nutri-
tion develops into specific needs for shelter, protection from
physical danger and attack, bodily defense, methods of storing
up food, and more and more aggressive methods of securing
it. The care and training of the young, the processes of mat-
ing, incipient tendencies toward community existence develop
the needs of play, exercise, combat, leadership, and, to a
certain extent, division of labor. In this process of animal
development, specific modes of behavior are formed and per-
petuated, which we call instincts.
These instincts are originally developed in the same way
as are the various weapons of defense and organs of locomo-
tion as convenient tools for the certain and safe struggle
for existence. Once the instincts are established, their very
satisfaction constitutes a source of pleasure to their possessors,
and the failure of their gratification becomes an annoyance,
60
ORIGINAL NEEDS OF HUMAN BEINGS
61
a craving, and leads to more or less definite desires, wishes,
or needs.
It is fine to come here, Clara.
You always have
delicious
An appeal to sociability and hospitality
Even if there is no longer any biological necessity for the
activity of the instinct mechanism, the psychological need is
62
PSYCHOLOGICAL FACTORS IN ADVERTISING
still present, and this is a real factor in the life of the indi-
vidual. In this way arise many specific modes of reaction to
particular objects in the world. These modes of reaction we
call by such names as curiosity, fear, play, constructiveness,
combativeness, gregariousness, lust, etc. They are the in-
Golden Hours With Billiards
The "Baby Grand" turns dull winter evenings into golden hours of delight.
The joy of life, the spirit of play, make the time pass all too quickly- " No place
like home " to fully enjoy the royal game of billiards-
When mother "shoos" the players off to bed, someone is sure to exclaim "Who
turned the clock ahead!"
That's just an innocent little trick of the Brunswick " Baby Grand."
For "His" Christmas The Beautiful Brunswick
"Baby Grand" Billiard Table
Satisfies the need for sociability
stincts, and represent, in the main, the fundamental animal
needs.
The Needs of Primitive Men
At a high level in the scale of animal life we find human
beings living together, in very simple ways, using rough co-
operative methods for their mutual struggles. The simple
ORIGINAL NEEDS OF HUMAN BEINGS
and direct instinct mechanisms of the lower animals tend to
persist, but they are in many cases less definite in form and
more varied in scope and
range. New forms of in-
stinctive reaction arise
cunning, ornamentation, and
decoration ; the elementary
instincts of fear, defense,
and curiosity develop into
vague tendencies of worship
and reverence. Social sanc-
tions and ideals arise and
such tribal or family rela-
tions as sympathy, loyalty,
revenge, and honor are
found. Cleanliness, ritual
and ceremony, organization,
develop. Processes of ex-
change and barter, institu-
tions of war and govern-
ment, education, marriage,
property, are not long de-
layed. The simple animal
instincts become overlaid
with the results of training,
habit, and custom, and the
needs, desires and cravings of each individual are infinitely
multiplied.
The Civilized Human Being
As civilization progresses these needs and cravings of men
and women become ever more subtle and highly elaborated.
To be sure, these needs can, for the most part, be traced
back to the fundamental needs of animals, or even to the
YOU Can Rise
to a Position
ot Power
To hold a position of power you
need to know more about your par-
ticular business.
The secret of power and success is to
KNOW EVERYTHING ABOUT
SOMETHING.
Right along these lines the International
Correspondence Schools train men for Posi-
tions of Power.
The I. C. S. gives you "concentrated"
knowledge specialized training that en-
ables you to master easily and quickly
everything you need to know to advance.
If you can read and write, the I. C. S.
can help you to succeed in the occupation
of your own selection. To be convinced of
this, just mark and mail the coupon the
1. C. S. will send you detailed information
as to just how you can be qualified to
advance higher and higher.
Marking the coupon involves no obliga-
tion -en your part do it now.
An appeal to ambition
PSYCHOLOGICAL FACTORS IN ADVERTISING
essential characteristics of organic existence. The main dif-
ference is in the variety of form, the subtlety of gradation,
the ease of modifiability, and
^Vhich Job Do YOU the susceptibility to training
possessed by the needs of
civilized people. Three ten-
dencies may be pointed out,
each of which has particular
importance for the advertis-
ing man :
i . The various elementary
instincts persist, and per-
haps new forms are added,
but they tend to become less
and less specific and more
easily modifiable. The low-
er animal could hardly be ad-
vertised to, for his reactions
are formed in a more or less
ironclad way, and relate to
definite objects and situa-
tions in his life. But the
human being shows instinc-
tive tendencies which may be
directed toward new objects
and situations, and the or-
iginal needs and response
tendencies may be very much
modified, elaborated, added to, and otherwise changed by edu-
cation, entreaty, appeal, argument, and experience.
2. Elaborate traditions, customs, and sanctions are de-
veloped, treasured in art, education, and in religious and civic
ceremonial. These become early impressed on the individual,
and once impressed, assume the coerciveness of instincts. To
Which
Will You GET?
The $5,000 job or $10,000 job is yours once you have
the training. Without this training you can slave away
your entire life on a bare living wage. There are too
many mere bookkeepers and clerks not enough trained
accountants \Vhichdoyoitwant to be? Which ti>!// you be?
Home -Study Course In
Higher Accountancy
and Business Law
Competition
Tecla
pearls, sapphires,
emeralds and rubies are
wonderful scientific reproduc
tions, possessing the identical
lustre, colour and weight of
natural gems. They are
mounted with real diamonds in
platinum and gold settings
f great beauty and
individuality,
398 Fifth Avenue, New York
MAXWELL eBERLET,1ne, Walnut Streetat 16th, Philadelphia
BERRY &: WH1TMORECO.. F and 1 1 thStreeta.NW. Washington
MAYNARDScCO. . , . 41 6 Boyl. ton Street, Bo. ton
RADKE&CO. . .' . . 219 Pot Street, San Franciaco
EVANS JEWELRY CO. . 351 Penn Street. Reading
WHELAN-AEHLE-HUTCHINSON. Locuat St. .t 10th. St Louia
LABORATORIES AND ATELIERS! CRETE1L. <$) FRANCE
The universal instinct of ornamentation
66 PSYCHOLOGICAL FACTORS IN ADVERTISING
each of them correspond new needs and cravings which must
be satisfied. Indeed these new needs may even become more
coercive than the cruder instinctive cravings, since they are
supported and encouraged by the sentiment of the community,
the sanction of the state, and the verdict of history. These
reinforcements the instinctive needs seldom receive. Cleanli-
ness, chivalry, piety, honesty, purity, patriotism, chastity,
obedience, co-operation, and countless habits of daily life,
needs of the moment, requirements of this and that occupa-
tion, class, etc., illustrate these new needs which characterize
civilized human beings. To all of them the advertising man
can appeal.
3. In the struggle to achieve many of these desires, certain
still more varied and distinctively social values arise, values
which serve mainly to distinguish one individual from an-
other, one group from other groups, in the eyes of the com-
munity at large. Ideals of style, fashion, prestige, exclusive-
ness, propriety, etiquette, all the vagaries and fancies of the
leisure class and the dilettanti these no less than the more
biological necessities of existence, constitute human needs.
They form triggers of reaction, explosion points of response,
which need but to be touched off to bring about vigorous
behavior. These effective conceptions and habits and ideals,
along with the social needs and values and sanctions, combined
with the instinctive requirements and the fundamental organic
necessities, all these are the original needs of the community
which the advertiser must know intimately and in great detail.
Appealing to the Three Tendencies
All these demands are represented in conduct by tendencies
to act. They take the form of impulses, cravings, desires,
wants, standards, habits, values and customs, and represent
from the point of view of distribution, what we call the needs
of the community. Their special and varied modes of origin
ELECTRIC
Society's Town Car
Distinction
The most modern features of electric
car construction, combined with the
utmost elegance > in design and ap-
pointments, make the 1914 Detroit
Electric a quality car whose operation
is a joy and whose possession is a con-
tinued source of pride and pleasure.
Your choice of worm gear axle
or bevel gear axle; front or rear
seat drive or Detroit Duplex
Drive. Catalog on request.
The Anderson Electric Car Company, Detroit, Mich
Buildert of the Detroit Electric
Largest manufacturers of electric pleasure vehicles
Buy because others do !
68
PSYCHOLOGICAL FACTORS IN ADVERTISING
may be neglected as having only scientific interest. Prac-
tically they may all be treated together as ways of behaving,
tendencies to respond. Advertising may be conceived pri-
Thank you,
dear; this is
real soap"
For the man who Wants lo
feel clean and fanou) that he is
clean, provide a soap that will Jo
more than cleanse a soap that
Will soothe, purify and disinfect.
That Soap is Lifebuoy. In
addition to rich cocoanut and
red palm oils, it contains an in-
gredient recognized the world
over as unequalled in healing,
purifying, antiseptic power.
The first clean whiff of Life-
buoy will assure you of that
but the odor soon disappears,
leaving behind it only a faint,
refreshing suggestion of whole-
some, immaculate cleanliness.
Lifebuoy does not slide greasily
over the surface; its creamy,
copious lather works down into
the pores and cleans them out
5c
rids the skin of the dirt, the grime,
the stains, the odors of perspi-
ration and leaves it pink-and-
white, soft and moist.
Use Lifebuoy for perfect cleanliness;
for relief from chafe and skin irritations;
for protection to the skin ; for the match-
less clearness and "youthful delicacy of
the "Lifebuoy complexion "; for the sen-
sation of renewed vitality and buoyant
energy which it adds to the bath. ~~
Lifebuoy is a pure, safe soap its
purity is backed by a $5000 guarantee.
Try it at the washstand and in the bath
and you will always use it.
Get it from your grocer or druggist the price
is only 5 cents. If you do not find it readily send
5 cents (stamps or com) lor a Dig, generous
cake to LEVER BROS. CO.. Department 8.
Cambridge, Mass.
> t=J
HEALTH SDAP
Be clean
marily, then, as the art of effectively presenting a commodity
in such a way that it will touch off, appeal to, or satisfy, one
or more of these tendencies.
ORIGINAL NEEDS OF HUMAN BEINGS 69
The advertising man must know as much as possible in
detail about the range of human needs, their relative urgency
when appealed to in advertisements, the ways in which in-
dividuals and classes differ, so that in analyzing his commodity
and preparing his copy he may get, with a minimum of effort
and waste, a maximum of returns. The time is long past
when advertising was a mere matter of vague and general an-
nouncement. A quarter of a century ago advertising men
seemed not to realize that human beings possess such things
as specific needs or definite instinctive tendencies. Copy was
vague, unspecialized, unconcentrated and scattering. This was
well enough when printing was new, when industry was un-
specialized and competition weak. In our own time only di-
rect, specific, bull's eye appeal to definite interests, needs and
desires is effective. Something more about the relative
urgency and coerciveness of these human needs we shall see
in due time.
CHAPTER VI
THE CHIEF HUMAN INSTINCTS, NEEDS AND
EMOTIONS
Classification of Instincts
In the past experience of the race certain objects or situa-
tions have stood out as fundamentally important in the strug-
gle for survival, supremacy, and comfort. Definite modes of
reaction have been found to be most appropriate in dealing
with these particular objects or situations. Individuals who
have reacted promptly and definitely in these appropriate ways
have been successful, have flourished, and have left offspring
who possessed the same inborn tendencies to reaction. Indi-
viduals who failed to react in these appropriate ways perished
and left no progeny. So there has been a long process of
selection, in which only those individuals have survived with
greatest advantage who displayed mechanical tendencies to
react in the ways which race history has proved most expedi-
ent. These reflex, mechanical tendencies are said to be in-
stinctive. When many of them are considered together, be-
cause of certain similarities in their character or result, or
because of certain similarities in the objects or situations
which provoke them, we speak of single instincts, such as
curiosity, combativeness, constructiveness, etc.
When we speak of special instincts it should be borne in
mind that we do not mean perfectly definite and distinct sets
of movements which will be carried out in the same way on
all occasions. We mean rather a somewhat loosely classified
set of special connections between stimulus and response, each
HUMAN INSTINCTS, NEEDS AND EMOTIONS
We built that Crane
This fine working model of a rotating
crane is one of a hundred models a boy
can build with Meccano. He can start
building at once. There is nothing to
delay his enthusiasm. Simple but me-
chanically correct that s Meccano.
Your boy can build -working models of
cranes, bridges, towers, railways, and machin-
ery of various types. Think of the glorious
fun and endless variety in Meccano for your
boy It's the ideal gift to give him.
connection being itself definite and specific, and the various
tendencies being more or less related to each other on the
basis of their consequences
or the kind of object pro-
voking them. Thus the in-
stinct of curiosity does not
lead us to do always some
one particular sort of thing
or series of things. But in
general, to things which are
new, or sudden, or unex-
pected, or in motion, or in-
tense, or in any other ways
novel or unusual, we re-
spond by varied movements,
such as turning the head,
craning the neck, pricking
up the ears, extending the
hand, prodding with the
foot, etc., etc. The par-
ticular movements and the
obiects inducing them may
be infinitely varied, but in
general, the objects are
novel and unfamiliar and
the reactions are inquisitive,
explorative, and investiga-
tive. This is why we group
the various specific connec-
tions together under the name " Instinct of Curiosity."
Much the same thing is true of all the other instincts.
\Yhile it would be arbitrary to pretend to give a complete
list of the instinctive tendencies of human beings, it is never-
theless useful to have a tentative enumeration of the most
consists of bright plated steel strips, angle
brackets, sector plates, gear and pulley
wheels, bolts and nuts in fact everything
necessary for building, including tools.
No extras to buy There are 13
Meccano outfits ranging from $1
to $36. For sale at Toy and
Department Stores.
Book No. 5
gives the ab-
sorbing story of Meccano
\Vrite for it today
Meccano
Company
Inc.
71 W. 23rJ
Street
New York
The building instinct
WALLBOARQ
Make the garret livable EASY!
DO YOU know it's the simplest thing in the world tor you
yourself \o make a nurseryroom as attractive as this ? It
is. And it's just as easy to transform any unfinished attic
or unused room into chamber-room, living-room, billiard-
room, etc.
Do as this man is doing. Get Neponset Wall Board, which
comes in sheets (7 to iO feet long) already decorated in three
beautiful finishes Plain Oak, Cream White and Burnt Leather.
You can da the rest with hammer, nails and saw. In a few
hours' time you can cover walls and ceiling.
WALL
BOARD
NEPDNS
Takes the place of lath and plaster. Just nail direct to studding
or over plaster. Costs less than lath and plaster. No dirt. No delay
for plaster to dry. NEPONSET is the wall board with water-proofed
surfaces that requires no further decoration.
SURELY SEND for samples, because nothing else can tell you so
eloquently the wonderful possibilities opened to you by this material.
BIRD & SON (Kit 1795). 941 Neponset St. East Walpol
New York Chicago Washineton Sin
Canadian Office and Plant: Hamilton, Ont
Ala maiirtf/lhtfjmoui "ila-wlj modi" Ntfanut Rxfni iftt
H'al
The building instinct
72
HUMAN INSTINCTS, NEEDS AND EMOTIONS
73
important in mind. It is also well to remember that in general
each instinct is the basis of a corresponding emotion. The in-
stinct is a tendency to react, but each characteristic reaction
is accompanied by an equally characteristic feeling or emotion.
Does Your Figure Please You?
Your dressmaker can never make a gown look well on you
unless you have a good figure and unless you carry it well
I want to make you. realize that your figure and health are
almost entirely in your own hands, and that by following my
simple, hygienic directions in the privacy of your own room
You Can Be So Well
that your whole being vibrates health. I have helped 65,000 of the most _
refined, intellectual women of America to regain health and good figures, f
and have taught them how to keep well. Why not you? You are busy, but you g
can devote a few minutes a day, in the privacy of your own room, to following j
scientific, hygienic principles of health prescribed to your particular needs. =
I have reduced the weight of over 32,000 women and increased the weight of as g
many more. In my work for reduction or building flesh, 1 strengthen every vital ^
function so that you are full of life and energy
My work has grown in favor because results are quick, natural and permanent.
and because they are scientific and appeal to common sense. Fully one-third of my P
pass, realize with me how many need better figures, better health. They could have g
rith just a little daily effort which is easy not as hard as what they =
The best physicians are my friends their wives and daughters are mv pupils the
dical magazines advertise my work. Someone in your town knows me. Ask your friends =
about my work. I am at my desk daily from 8 until 5.
No Medicines
ist as a physician studies it, the only difference being that H
; a good circulation of warm blood to them, which I purify JH
h Ailmenti as
Catarrh
Headache*
Weakness
it my work. If you a
ast you will help me
jrlenca and I should like to tell you about
perfectly well and )
your interest in this
me NOW. Don'l w.
Suffering in
Pregnancy
Rheumatism
lay be able
for net it. I have had a wonderful .'
SUSANNA COCROFT, Dept.95 624 South Michigan Avenue, CHICAGO
She personally supervises hcri
An attempt to play on pride
Sometimes the emotion and the instinct are designated by the
same name. Thus " Fear " means either a way of behaving
or a way of feeling, and hence, either an instinct or an emo-
tion. Much the same thing is true of anger, hatred, etc.
In general the human instincts, and their correlated emo-
74
tions, may be grouped under three headings, according to their
function and their degree of coerciveness, as follows:
(a) Individual Instincts.
(b) Social Instincts.
(c) Racial Instincts.
All instincts of human nature make for the well being of
the individual, but some are more social than others in their
reference. Among the individual instincts we may place loco-
motion, taking nourishment, making vague sounds and random
movements, fear, pugnacity, self-assertiveness, collecting and
storing up objects, emulation or rivalry, hunting, curiosity, and
perhaps the abhorrence of filth. Under the social instincts
we may place such tendencies as bash fulness, desire for com-
panionship, certain fears, sympathy, self-sacrifice, and per-
haps imitation and play. Among the racial instincts would
come the sex reactions, homing, nesting, mating, the various
sorts of affection and parental and filial devotion, and coquetry.
It is of course not possible to draw sharp lines of demar-
cation between these three groups of instincts, but the
broader lines of distinction are, in theory at least, fairly
clear.
Suggestive List of Instincts and Emotions
The following tabulation of the chief instincts that can be
appealed to in advertising will be found useful in the analysis
of the commodity, the planning of the campaign, and the
preparation of copy. Along with a suggestive name for the
instinct are given the emotions for which the instinct con-
stitutes the basis. The characteristic acts which are designated
by the instinct name are also given in each case. It should be
understood that this list is offered only as a working basis,
and does not pretend to give an exhaustive analysis of human
nature. It gives, in the main, the chief instincts operative in
connection with business transactions.
HUMAN INSTINCTS, NEEDS AND EMOTIONS
75
The Instinct and Its
Corresponding Emotions
i. Ajfi'tTiTE (Hunger,
Tastefulness, Sensual
Enjoyment)
2. COMFORT (Calm, Rest-
fulness, Relaxation,
Ease)
3. SEX (Passion, Lust,
Love, Coquetry)
4. DEVOTION (Faithful-
ness, Loyalty, Affec-
tion)
5. PLAV (Merriment, Play-
fulness, Sport, Joy, Hu-
mor, etc.)
6. FEAR (Timidity, Fear-
fulness, Anguish, Cau-
tion)
7. ACQUISITIVENESS (Pro-
priety, Selfishness, Stin-
giness, etc.)
8. HUNTING (Cruelty, Ea-
gerness, etc.)
The Sort of Behavior to Which It
Prompts Us
To gratify and exercise the senses
and to continue the stimulation for
a reasonable length of time or so
long as the stimulation remains
pleasant. ' (Illustrations, pages 49
and 50.)
To avoid pain of any kind, by flight,
by removal of the stimulus, or by
various overt acts of evasion or ag-
gression. (Illustration, page 51.)
Definite responses toward the opposite
sex in general or toward particular
members of it.
To protect and be loyal to our depend-
ents or to those with whom we have
long been pleasantly associated, as
in family, school, or community life.
(Illustrations, pages 52 and 53.)
To work off superfluous energy, either
alone or in combination with others,
and to enjoy this process either in
action or in contemplation. (Illus-
trations, pages 54 and 55.)
Retractile or inhibitory reactions be-
fore definitely dangerous objects, as
indicated by the experience of the
race. (Illustrations, pages 56 and
57-)
To accumulate and store up objects,
either with or without particular
value. To save, to bargain, etc.
(Illustration, page 58.)
To pursue and destroy various objects,
especially if they are inferior in
power and in motion. Related to
Combativeness and Playfulness.
PSYCHOLOGICAL FACTORS IN ADVERTISING
The Instinct and Its
Corresponding Emotions
9. SOCIABILITY (Lone-
someness, Sociableness,
Hospitality)
IO.
tion, Jealousy, Ambi-
tion, etc.)
ii. CURIOSITY (Inquisitive-
ness, Longing to Know)
12. SHYNESS (Modesty,
Bashfulness, Reserve)
13. ORNAMENTATION
(Beauty, Display, Pride
in Appearance)
14. IMITATION
15. REVENGE (Anger, Ha-
tred, Resentment)
16. CIEANLINESS (Purity,
Decency, Wholesome-
ness)
17. WORSHIP (Piety, Rev-
erence, Faith)
The Sort of Behavior to Which It
Prompts Us
To be gregarious, to form groups, to
have chums, and to react to the ad-
justments of other members of our
group. (Illustrations, pages 61 and
62.)
Conquest, leadership, domination of in-
feriors, rivalry with equals, and
jealousy of superiors. (Illustra-
tions, pages 63 and 64.)
To examine novel objects for which
ready made protective responses are
felt to exist. Explorative and in-
vestigative conduct.
T,o avoid strange objects and situa-
tions which are felt to be superior
yet well disposed, and for which
there is uncertainty of protective re-
sponse.
To decorate one's person or one's be-
longings, and to exhibit them in a
favorable light. (Illustration, page
65-)
More or less general tendencies to act
as others act, to behave with the
crowd, etc. (Illustration, page 67.)
To resent, by overt attack or other-
wise, the aggression of others against
ourselves or against those to whom
we are devoted.
To conceal or remove filth from one's
person or from one's belongings.
(Illustration, page 68.)
To reverence, do obeisance to, and feel
subordinated to the hopelessly su-
perior.
HUMAN INSTINCTS, NEEDS AND EMOTIONS
77
The Instinct and Its
Corresponding Emotions
l8. CONSTRUCTIVENESS
19. SYMPATHY (Sorrow,
Pity, and their allies)
20. CUNNING (Secrecy, In-
trigue, Slyness)
21. PRIDE (Haughtiness,
Conceit, Proud ness,
etc.)
22. GRATITUDE (Thankful-
ness, Gratefulness, etc.)
23. THE COMIC (Laughter,
Amusement, Hilarity)
24. HARMONY (Symmetry,
Proportion, Balance,
Stability, etc.)
The Sort of Behavior to Which It
Prompts Us
To build, create, invent, and construct,
for the sheer pleasure of manipula-
tion and success. (Illustrations,
pages 71 and 72.)
To aid unfortunates, especially those
who suffer in ways in which we
have ourselves suffered.
To plan in secret, to circumvent, to
use strategy.
To favor our own work, possessions,
abilities, etc. (Illustration, page
73-)
To feel and act well disposed toward
the sources of our pleasure.
This instinct shows itself chiefly in the
tendency to tease or banter, or to en-
joy seeing others teased or bantered
by other people or by nature.
The tendency to continue or to effect
arrangements in time or space, which
display such qualities as those indi-
cated, including also Rhythm, Mel-
ody, etc.
The Relative Strength of Instincts and Interests
It is not enough that the advertising man know the general
features of these instinctive reaction tendencies. He must
also know to what degree he can appeal to them in advertise-
ments, to what degree this or that appeal is strong, not only
in general life, but particularly as a basis of appeal in mer-
chandising. This will depend somewhat on the general
strength of the instincts, somewhat on the preceding tendencies
of advertising copy, and partly on contemporary tendencies.
Thus when patent medicine advertisements, with their lurid
claims and false pretenses, have strenuously assaulted the
instinct which makes us long for health and bodily comfort,
78 PSYCHOLOGICAL FACTORS IN ADVERTISING
a breakfast food which claims to be health-giving may be made
distasteful by the mere fact of its association in the same class
as the patent medicines. Or when every commodity is claim-
ing virtue because of the fact that it is imported, or in a fron-
tier region where every commodity is imported, the prestige
of " Importation " loses what value it might otherwise possess.
Not only must the advertiser know human nature in general,
but he must also keep his finger on the public pulse and know
what motives and values are in circulation.
In our own day, experiments have shown in quite definite
ways the relative strength of various appeals which can be
used as selling points in advertising copy. The experimental
methods have been checked up by the analysis of actual ad-
vertising campaigns and the detailed examination of the re-
sults of particular pieces of copy. Time and again this has
been done, especially in the laboratory. Of special interest is
the following table of persuasiveness, which shows the relative
strength of various sorts of selling points, for the educated
classes of our present day, when the results for men and women
are combined.
THE TABLE OF PERSUASIVENESS
Showing the relative strength of various appeals to in-
stincts and interests as determined by experiments on the
pulling power of advertisements.
The highest possible value is 100, the lowest is o. Values
range thus from o to 100, the appeal indicated by the highest
number being the strongest in pulling power. The actual
values range from 4 to 94, with either men or women, and
from 10 to 92 when men and women are combined.
Appeal Strength
Health fulness 92
Cleanliness 92
Scientific Construction 88
Time Saved 84
Appetizing 82
HUMAN INSTINCTS, NEEDS AND EMOTIONS 79
Appeal Strength
Efficiency 82
Safety 80
Durability 78
Quality 72
Modernity 72
Family Affection 70
Reputation of Firm 58
Guarantee 58
Sympathy 54
Medicinal 50
Imitation 50
Elegance 48
Courtesy 48
Economy 48
Affirmation 42
Sport 42
Hospitality 42
Avoid Substitutes 32
Clan Feeling 18
Nobby, etc 16
Recommendation 14
Social Superiority 12
Imported 10
Beautifying , 10
CHAPTER VII
ANALYSIS OF THE COMMODITY
Application of the Table of Persuasiveness
The beginner in advertising will do well to spend some time
in a careful study of the table of persuasiveness, in a com-
parison of the various points there presented, and in a more
detailed study of the methods used in securing the data. This
method he will find many uses for in carrying out his own
plans and campaigns or in selecting the copy to be run, the
points to be stressed, the appeal to be made, etc. The table as
given above is in a generalized form, and applies to all com-
modities in general, or, more correctly, to such commodities
as might actually be described by any or all of the points or
qualities mentioned in the table.
Obviously there is as a matter of fact no such ideal or
universal commodity. Thus durability, time saved, and beauti-
fying properties could hardly be applied as descriptive points
in favor of food products; nor do appetizing and medicinal
value seem quite appropriate as selling points for clothing or
hardware. What the table really means is this ; in so far as
health fulness can be reasonably applied as a descriptive term
to any commodity, in just so far is healthfulness the most
persuasive quality possessed by that commodity. If health-
fulness or cleanliness do not apply in an intelligible or relevant
way to the commodity in question, then the next quality in the
table that can relevantly apply is the strongest selling point
for that commodity.
Given the commodity to be advertised, then, the first thing
80
ANALYSIS OF THE COMMODITY 8l
to do is to determine what needs the commodity can satisfy,
to what instincts it can relevantly be made to appeal in other
words, the commodity must be analyzed into its qualities.
The list of relevant qualities may then be compared with the
table of persuasiveness, and the relative order of the various
selling points for the commodity in question thus determined.
There will thus be a separate table for each commodity, or at
least various tables, which vary somewhat from commodity
to commodity.
Thus if the commodity to be distributed is nails, the first
quality in the table that is relevant is perhaps " Scientific Con-
struction." Then follow, in order of value, Safety, Durabil-
ity, Quality, Reputation of the firm, Guarantee, Economy, and
Recommendation by Others. Drawing up a special table for
the commodity nails we thus derive the following:
PULLING POWER OF NAIL ADVERTISEMENTS
c ... D . . Relative
Selling Point Value
Scientific Construction 23
Efficiency or Safety So
Durability 70
Quality 72
Reputation of the Finn 58
Guarantee 58 .
Economy, Bargain, etc 48
Civic Pride 18
Recommendation by Others 14
If not nails but some such commodity as breakfast food is
being advertised, then we would derive some such table as the
following, covering such qualities as Health fulness, Cleanliness
and Purity, Appetizing Qualities, etc. It has been clearly
proved that the points would really have the relative values
indicated in the table, when employed in advertisements.
82 PSYCHOLOGICAL FACTORS IN ADVERTISING
PULLING POWER BREAKFAST FOOD ADVERTISEMENTS
Relative
Selling Point
Value
Healthfulness 92
Cleanliness and Purity 92
Appetizing Qualities 82
Appeal to Mother Love 70
Reputation and Guarantee 58
Medicinal Properties 50
Economy and Cheapness 48
Mere Assertion of Value 42
Hospitality and Sport Uses 42
Appeal to Civic Pride 18
Used by Social Superiors 12
Imported > 10
If the article to be advertised were a machine a typewriter,
for example some such table as the following results. In
the case of machines, the particular qualities selected will of
course depend more or less on the specific purposes for \ hich
they may be intended, and the urgency of the needs th . are
thereby satisfied. Only analysis of the commodity can reveal
the nature of the most appropriate appeal.
<
PULLING POWER OF TYPEWRITER ADVERTISEMENTS
Relative
Selling Point Val ^ e
Scientific Construction 88
Time Saved 84
Efficiency 82
Durability /8
Modernity 72
Reputation and Guarantee 58
Economy 48
Civic Pride and Patriotism 18
Mere Recommendation ' 14
Used by Social Superiors, or Imported 10
83
Or if the commodity is of a decorative sort, as jewelry,
diamonds, feathers, etc., some such table as the following re-
sults :
PULLING POWER OF JEWELRY ADVERTISEMENTS
Relative
Selling Point , r ,
Value
Quality 72
Modernity 72
Reputation and Guarantee 58
Elegance 48
Nobby, etc 16
Imported 10
The Forms and Varieties of Advertisements
From the psychological point of view advertisements may
be classified according to their general purpose or intention
and also according to the particular tasks which they set them-
selves. Thus we may have the three following types, accord-
ing to the task attempted :
i. -Classified Advertisement. Takes initial attention, in-
terest, and memory for granted, and merely seeks to direct the
response.
2. Publicity Advertisement. Takes for granted the ele-
ments of persuasion, decision, and response, and merely tries
to accomplish the tasks which the Classified Advertisement
explicitly ignores namely, to attract and hold attention, and
to fix an impression in the reader's mind.
3. Complete Advertisement. Attempts to perform all the
various tasks of an appeal. These are, in their logical order:
to attract initial attention; to hold attention in an interesting
way; to bring about an association or impression which will
have permanence or memory value ; to convince, persuade, or
induce ; and, finally, io suggest and lead to specific response.
Still differently classified, according to the psychological
Much painting should be done this spring, whether
linseed oil be slightly lower or slightly higher ; for
with the 1910 flax crop short it seems unreasonable
to expect a return to the oil prices of a few years ago.
The thing to remember is that, though high, paint
materials are not nearly so expensive as the repairing of a
neglected house. Even oil at $1.00 or $1.25 makes the paint-
ing of the average house cost only 4 or $5 more than it used
to cost. That isn't enough more to justify letting a $10,000
house, or even a $2,000 house, go to, ruin.- Paint it this spring.
It will cost you less than later.
And use "Dutch Boy Painter" white lead and genuine linseed oil. People
are tempted sometimes, when standard materials are high, to employ something
inferior. A great mistake, because not true economy.
Moreover, the first cost of genuine Dutch Boy Painter" white lead paint
is not so great as you may have been led to believe. It may surprise you
if you do a little figuring for yourself. Get from your local dealer prices
on the following ingredients.
ThU
12'.: |b>. "Dutch Boy Fainter" white lead
'A gallon Pure linseed oil ....
H gallon Turpentine ------
K pint Turpentine drier
nake 1 gallon Genuine old-fashioned paint
s
National Lead Company
rach of the foIh-Jiitis cit
n Buffalo Cincinnati
;vcland St. Louis San Fr;
John T. Lewis & Bros. Co., Philadelphia
National Load & Oil Co.. Pittsburgh
Compare this with the cost of any other paint you would think of
using. You'll find- the best is also the cheapest.
OUR FREE PAINTING HELPS
We try to be of service to those about to paint. We will send
color schemes, miscellaneous painting directions, and name of
Painters in your community, men who use our "Dutch Boy Painte
lead. Ask for "Helps No. 143" That will include everything.
TO PAINTERS: If you are a skilled white-leader and
"Dutch Boy Painter" white lead, send us your name for 0111
"Painters' Blue List." Write us for Blue List Circular No. 1 IS.
It gives particulars.
A complete advertisement
84
Don't Be a Ringer
Own the Time Clock
Why not own the time clock instead of "ringing up"? There
is no reason why you can't do it if you have ambition.
You begin by making up.your mind that you want to do better.
Then you decide upon the work most congenial to you. It may
be any occupation listed on the. coupon. You simply indicate your
choice by marking the coupon
and sending it to the Inter-
national .Correspondence'
Schools. In return you will
receive without charge a
wealth of information on the
trade or profession in which
you wish to perfect yourself.
The I. C. S. will show you
how to start at the beginning,
or will enable you to advance
from the point where you are
today. There -is no lost time
with I. C. S. instruction. It
is designed to put money in
a man's pocket right away.
Box 1269 SCRANTON. PA.
qualify for the position before which I mark X.
i'l II nibinr. Strum Kiltil
n 'c'orSf'ifc'o'r
rfal Designing
Show Card Writing
Bookkeeper
" Human-nature " copy
8s
Making " Dreams"
Come True
Depends largely upon clear thinking.
Coffee is one of the most subtle of all enemies of a clear
mind. Not for everyone but for many.
If you value comfort and the power to "do things,"
suppose you change from coffee to well-made
POSTUM
"There's a Reason"
Postum Cereal Company, Limited, Battle Creek, Michigan, U. S. A.
C.nadi.n Po.lum CtrcJ Co.. Lid.. WincUor, Onl.
" Human-nature " advertisement
86
ANALYSIS OF THE COMMODITY
mechanism they employ or
invoke, advertisements may
be classified as follows:
1. Reflex Appeals. Di-
rected in a mechanical way
toward the simple reflexes,
such as bright flashing lights,
moving objects, alternating
signs, curious noises, etc.
These do not attempt to sell
goods, nor usually even to
set up any kind of mental as-
sociation. They are merely
devices for getting the eye
or ear of the passerby di-
rected toward some other
appeal, more strictly an ad-
vertisement.
2. Short Circuit Appeals.
Definite and concentrated
appeals to one or more spe-
cific instincts, feelings, emo-
tions, or ideals of the reader.
The attempt here is to in-
fluence by simple suggestion ;
argument and deliberation
are avoided, no mention is
made of rival commodities,
but some strong feeling is
played upon. This short
circuit, " human-nature " ap-
peal may be either through
reading matter, picture, or
arrangement.
Superior in Every Way
Over 1,500 Users Can Testify
O
THE only ele-
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The Cowan Transveyor is the only elevating mtuhine.
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g_THEC
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Write for New Catalog "E"
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i Transveyor is the pioneer in its field,
> the essential points of merit which only
h.
TRIAL:
COWAN TRUCK CO.
RUken of the Cowu Tr.arrejor.
Holyoke,
Mats.
CHECK I
Agent*
in all
WORKS WITHOUT
SHOCK OR JAR
" Reason-why " copy
TORRID AF
OH.
FRIGID ALAS
J-MASB
OOFH
lands the Tes
f Severe Weather
The hottest weather can-
iiot cause J - M Asbestos Roofing to dry out,
melt or run the coldest weather cannot crack
it gases, chemical fumes, or salt air cannot injure it. There is not
a particle of perishable material in this roofing.
J-M Asbestos Roofing is practically indestructible because it is
mineral through and through. It is composed of Asbestos and Trini-
dad Lake Asphalt. Asbestos is a rock and, of course, everlasting.
And Trinidad Lake Asphalt is the same material that has withstood
the severe duties of street paving for over forty years.
There are buildings in all parts of the country where this roofing is still giving
satisfactory service after more than a quarter-century of wear.
Due to the non-conducting qualities of the Asbestos, this roofing keeps build-
ings cooler in hot weather and warmer in cold weather. Being composed of
Asbestos, it affords perfect fire protection.
And, with all these advantages, it costs less per year of service than any other
roofing because it lasts longer and never needs to be coated or graveled.
J-M Asbestos Roofing is suitable for any type of building, anywhere. Comes
i-eady to lay.
Sold by hardware and lumber dealers or shipped direct from our nearest
branch where we have no dealer.
Write for sample of the' curious Asbestos rock from which this roofing is
made, and our Book No. 1839
H. W. JOHNS-MANVILLE CO.
s
Alban
Baltir
Bosto
ND MAGNESIA PRODUCTS
Chicago Detrc
ASBESTOS ROOFINGS, PACKINGS.
ELECTRICAL SUPPLIES. ETC.
Louisville New York
polls Milwaukee Omaha
Cleveland Kansas City Minneapolis Philadelphia
Dallas Los Angeles New Orleans Pittsburgh
For Canada: THE CANADIAN H. W. JOHNS-MANVILLE CO., LIMITED
to Montreal Winnipeg Vanco
" Reason-why " copy
88
HAVE Solved the Problem of Perfect Tire Protection My "Brictson" Guaranteed De
able Tread Has Stood the Severest Tests In Actual Use by Thousands of Automobile O
Under All Sorts of Road Conditions. I Know This to Bo a Fact. Because. (1) I Mai
(2) Hundreds of Users of My Tread All Over the Country Have Assured Me To
Brictson" Is the One and Only REAL Tire Protector.
' ' Th Enemy of Tire Expe
d Is made:
xtra pliable Chrome
f conditions water, snow, sleet,
of Chrome Leather are five layers didf
dirt. etc. Next to-the outer thick
you get that, "five layers?" of the very best quality tire fabric. I might
use only three or four layers, and I might use a poorer quality of fabric, but my
experience has proved tliat five layers are necessary to obtain perfect /strength
and in preventing the tread from slipping
Nc
yers of tlr
Pleas
Cross Section of Briction Trod
note this: through the outer layer of
Chrome Leather, then through the five
layers of tire fabric are driven the
steel studs and steel rivets. These are
clinched into the layer of leather which
Immediately follows next to the tire
fabric, and then there Is yet another
layer of leather which covers these
clinched ends of rivets and studs and
with the rubber tire. Consider, too.
the method of fastening the Brlctson
Guaranteed Tread to the tire. The
ends of the outer layer of Chrome
Leather are skived or sliced thin where
they are placed between the rubber tire
and rim. This does away with any possibility of thick ends which miirht crumnle
up, -and makes possible a snug fit of the Brictson Tread over the rubber tire.
The Tread is slipped in place over the deflated tire and Is not held to
the tire or the rim by an artificial fastener, such as a hook, or buckle, a. wire
clasp, or anything of the sort. Air pressure between the tire and rim holds
Tread to the tire after it is inflated. It is such construction as this that cuts
Ask Your Dealer for Brictson Detachable Tire Treads
A,k the Beit Dealer in Your Town to Show You the Famou, Briction
Guaranteed Detachable Tread. If, for Any Reaton. He Cannot Supply
You. Write Me Direct, Giving Dealer 'i Name, and Size of Tire, and I 4
Will Send You FREE. "The Enemy of Tirf Ex\>en*e. " Mail Coupon ! j*
O. A. BRICTSON, President ^
BricUon M'f'g Co.. 1921 Briction Building, Brookinn, S. D. jf^ Name
J^
^^BjnHB^i^BI^^MHBHMHMHHBHMlVH^^,,*.' Address
Pieai
Tllwated 110'
liobllt O
Cut Out
and Mail This
Coupon Today
A. Briction. Prri'l
Bnrlion BuildiDf,
rookinm, S. D.
me your FREE
ok. Pr<
. Pri
etc.
Long circuit advertisement
90 PSYCHOLOGICAL FACTORS IN ADVERTISING
*'='
3. Long Circuit Appeal. So-called " reason-why " Aeopy,
which argues, deliberately invites comparison and argumenta-
tion, weighing of selling points and advantages. This will
usually take the form of text, although other devices may also
be frequently employed.
4. Rationalization Appeal. This fourth type has special
psychological interest and : is based on a principle which is only
recently showing itself in the field of advertising. One of the
striking tendencies of human beings is to act, judge, believe,
or vote on strictly instinctive, emotional grounds, and then,
after the act is committed, to try to justify or defend it by in-
tellectual and logical reasons. Thus we believe in immor-
tality because we prefer it, want it, have an instinctive and emo-
tional yearning for it. Then having formulated our belief
on these purely non-rational grounds, we search and search
for arguments which we can give to our neighbors in justifica-
tion of our belief. We would like them to think that we our-
selves believe on the grounds of the logical arguments. But
in our heart of hearts we know that we first believed, and
only when our belief was challenged did we search for logical
proofs or reasons.
Use of the Rationalization Appeal
Men buy automobiles in the same way. I buy my car be-
cause my neighbor has one, because it is the fashion to have one,
because it will gratify my vanity or satisfy my pride. Then
having bought the car, I look about for logical justifications
which I can give for my conduct. It is at this point that I
discover that " It saves time," " It entertains the family,"
" It gives us needed relaxation," " It saves car fare," etc.
The advertising man is beginning to understand this human
tendency, and frequently advertisements will be found which
begin with a distinctly emotional, short-circuit appeal, thus
persuading and seducing the reader. Then, at a later point,
j.i
There, Mother, Just
As You Predicted"
Missing the "frame-ball" right in front of the pocket is only one of the whimsfcal
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Name
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Rationalization appeal
91
92 PSYCHOLOGICAL FACTORS IN ADVERTISING
the writer hastens to add a series of logical reasons, which
probably exercise but little influence on the prospect's own
decisions, but they fortify him against the objections of his
mother-in-law, his employer, his banker, and his conscience.
This represents a distinct type of appeal which is coming more
and more into prominence. It takes advantage in a very clever
way of the " rationalizing " tendency of all of us.
The rationalization appeal is especially appropriate for com-
modities which, although they make a strong personal appeal,
encounter strong social or moral resistance, commodities which
social expectation, custom, business obligations, or group
habits tend to discourage. Thus in selling colored garments
to a Quaker a definite social taboo would need to be overcome
by a strong personal appeal, supported by a set of rational
justifications. The personal appeal would be calculated to in-
fluence the individual, the rational justifications would be cal-
culated to afford him a defense against group expectation.
In much the same way articles that are unduly expensive or
luxurious, while they minister strongly to individual satis-
factions, may violate the social or family expectations of
economy, saving, and personal sacrifice, and for such articles
the rationalization appeal is particularly effective. There are
also articles in the case of which it may be desirable on the
part of the purchaser not to have explicitly emphasized the
actual motive of purchase, and in such cases also supporting
rationalizations will be useful expedients. In the case of the
Brunswick "Baby Grand" advertisement on page 91, the
actual sale is made through appeal to parental instinct but
the mother who tries to keep father and the boys at home
nights does not want her motive explicitly emphasized, and
the argumentative copy in the latter portion of the space suit-
ably rationalizes the purchase.
CHAPTER VIII
The Importance of Association
Given a knowledge of the individuals of the community
with their original and acquired needs, and given the analysis
of the commodity into specific qualities which may be presented
as able to satisfy these needs the next step in the psycho-
economic technique of advertising is that of establishing asso-
ciations, in the thinking and acting of people, between the need
and the commodity in question.
A common blunder of advertisements consists in assuming
that the mere repetition and constant reiteration of the name
of a brand, a firm name, a trade-mark, will effect such a stamp-
ing in that a sale will be effected by brute force. The theory
is psychologically wrong. What is desired is not merely that
the community shall be familiar with the name of a brand.
Familiarity may breed contempt. Connection, association,
rather than brute impression, is what will be effective con-
nection of such a kind that, given the moment of need, the
brand in question will come to mind rather than any other
brand. Not the mere driving in of one idea, but the connect-
ing of two ideas, is the task of advertising. In this process the
following laws may be usefully borne in mind.
The Law of Contiguity
In general, the best way of establishing mental associations
between two things is by presenting them together. Thus
" Abraham " at once makes me think " Lincoln," because these
two words have so frequently been seen together. No matter
93
94 PSYCHOLOGICAL FACTORS IN ADVERTISING
how familiar I may be with the word " Lincoln," that word
will not tend to come into my mind when I think " Abraham "
unless this association by contiguity has been formed. Sim-
ilarly, the mere repetition of " Yuban," " Yuban," " Yuban,"
does not lead me to think " Yuban " when I go to purchase
coffee, unless, along with the word " Yuban " the idea " Cof-
fee " has also been presented. In advertising, then, the law
of contiguity means that whenever the name of the article is
presented it should be accompanied by the idea of the need
which the commodity is to satisfy.
The Law of Sequence
As a matter of fact two ideas are never present at precisely
the same moment ; so that " contiguity " really means rapid
succession. One idea being given, the other follows directly
in its wake. So in reading advertisements one word of a
headline is seen before another, one part of a paragraph fol-
lows an earlier part, so that a " train of ideas " is set up. The
law of sequence states that mental associations work more
easily in one direction than in the other. " Forward associa-
tions," that is, associations in the direction in which the ideas
were originally presented, are stronger, more lively, and more
easily recur than backward associations.
This is especially true of such ideas as take the form of
spoken words and other sorts of acts that involve motor proc-
esses. Thus I have seen the letters in the word " advertis-
ing " so often, one immediately after the other, that I can
begin with " a," " d," " v," and go on quickly and easily to
" e," " r," " t," and all the rest. That is, I can spell the word.
But it is a very significant fact that I cannot spell the same
word backward. The letter " a " calls up " d " and these two
call up " v," etc. But if I begin with " g " and try to reverse
the direction of the original sequence I can proceed only with
difficulty.
ESTABLISHING ASSOCIATIONS 95
In advertising this means that ideas should be presented in
the order which they will later be desired to take. The first
idea in the mind of the prospective purchaser will be the feel-
ing of some particular need such as " hotel." Effective
advertising means that when this need is felt it leads at once,
by virtue of established associations, to an advertised article,
such as the hotel known by the name " McAlpin." First the
need, then the commodity, is the sequence in the mind of the
buyer. This should be, therefore, the order in which the two
ideas are presented in the advertisment, in the brand name, the
trade-mark, etc. Such names as the following observe this
psychological law of association :
Hotel Astor Cafe Boulevard
Parfumerie Pinaud Cocktail Bocardi
Academy Riverview Encyclopaedia Britannica
Sulphur Cream Ramsdell Magazin du Louvre
Eau de Cologne Theatre Franqais
Contrasting with these names are those such as the following,
which fail to take advantage of the law and in so doing sacri-
fice real association and memory value :
Douglas Shoes Childs' Restaurant
Mennen's Talcum Spey Royal Whiskey
Ridgefield School Universal Encyclopedia
Colgate's Dental Cream Bloomingdale's Store
Ivory Soap Century Theater
The same law holds of the arrangement of items in the ad-
vertisement as a whole. The common practice of beginning
the advertisement with the name of the firm or brand, the
trade-mark, etc., and following it by a description of the need
it satisfies may gratify the personal vanity of the firm, but it
does not establish the most effective associations in the mind
of the reader. In reading the advertisement the mind should
be led in the direction in which it should go on the occasion of
PSYCHOLOGICAL FACTORS IN ADVERTISING
need. Thus, of the two layouts given below, the one is in-
effective, since it fails to establish the correct association habit
in the mind of the reader. The other is effective, since every
time it is read it reimpresses just the desired sequence of ideas.
A Unique Kind of Gift
Family Portraits in
The Copley Prints
Curtis and Cameron
Boston Mass.
This arrangement is correct,
since the desired mental habit is
set up by every reading. The
need (gift) suggests the general
commodity (portrait) ; this in
turn leads to the specific brand
(Copley) and the firm name and
address follow at once. This is
as natural a process as saying the
alphabet forwards.
Curtis and Cameron
The Copley Prints
Family Portraits
Best of Gifts
Boston Mass.
This arrangement is incorrect,
since no one of the desired asso-
ciations is effected. When the
need of gifts is felt there is no
inclination to turn backwards to
Copley Prints nothing comes to
mind but " Boston, Mass."
Knowing the alphabet in one
direction does not imply the abil-
ity to repeat it backwards.
The Law of Feeling Tone
It is generally true that associations accompanied by pleas-
antness tend to be reinforced and made more permanent,
certain, and strong. Associations accompanied by disagree-
ableness tend on the other hand to be weakened and inhibited,
and to disappear more quickly. Thus I teach a dog to beg by
ESTABLISHING ASSOCIATIONS 97
saying, " Beg, Rover," repeatedly. Sometimes, by mere ac-
cident, he will rise upon his hind legs at the moment in which
I say these words. At once I reward him by giving him a
piece of meat, an apple, or a caress. The agreeableness caused
by the reward reinforces this association between hearing the
words, " Beg, Rover," and the act of begging or standing on
the hind legs. Connections not acting at that moment are not
thus reinforced. So it comes about that in time this associa-
tion is made stronger than all others, and the dog has then
learned the trick the stimulus always calls out the response.
In much the same way the advertiser proceeds. He puts his
advertisement on a useful novelty, such as a calendar, a pencil,
a soap dish, a memorandum book, and then presents the novelty
to the prospective buyer, in the form of a gift. He trusts that
the gift will be agreeable and that this pleasure or feeling-
tone will reinforce the association of his name with some mo-
ment of need. The success of this device will obviously depend
on the amount of agreeableness really produced and on the
relevance of the novelty to the need in question. But, in a
still more conspicuous way, should the advertiser utilize the
law of feeling-tone when he prepares his advertising copy.
In this connection another law is also important, viz. : the
law of fusion.
The Law of Fusion
According to this law an observer does not analyze his
feelings of agreeableness and disagreeableness, strain and re-
laxation, comfort and distress, so as to attribute them solely
to their actual sources. No matter what the real source of
discomfort, it colors all that we do or think at the moment.
Thus when I have a bad toothache everything else in the world
seems wrong too the weather was never quite so mean, my
friends were never quite so insistent nor my enemies so an-
noying. In other words, the discomfort caused by a tooth-
98 PSYCHOLOGICAL FACTORS IN ADVERTISING
ache spreads over everything that happens while the ache lasts.
Things otherwise pleasant become less interesting, otherwise
indifferent things become decidedly annoying while the ordin-
ary mildly annoying thing becomes a source of acute misery.
Similarly in reading advertisements, the feeling aroused by
each item of the copy and the arrangement tends to spread over
the whole experience, including the association presented. The
association will be more or less effective, vivid, and permanent,
depending, in part, on the way in which it is dressed out, on the
company in which it is found, and on the past experience which
it revives.
Literary and Artistic Aspects of Copy
The literary and artistic aspects of copy and arrangement
are therefore highly important, on strictly psychological
grounds. These factors will be particularly developed in other
sections of this text book. It will suffice here to point out
what features of an advertisement may arouse definite feeling-
tone and thus help determine the strength of the association.
Chief among these features are the following.
1. Form and Arrangement
The character, quality, and direction of lines; the shapes
and ratios of masses, spaces, and areas; the relations of bal-
ance, harmony, stability all these are items in an elaborate
alphabet of feeling and expression. As much may often be
said by the appropriate use of these various elements and prin-
ciples of arrangement as by the text of the copy itself. The
associations presented in the text may be either reinforced
or confirmed or weakened and denied through the feeling-tone
aroused by the formal arrangement of the material.
2. Color
Hues, intensities, brightness, harmony, and balance. In
the lives of civilized people colors and color combinations soon
ESTABLISHING ASSOCIATIONS 99
come to possess the power of provoking strong and varied
feelings of excitement and calm, and their related feelings.
The appropriateness of colors to commodities, qualities, pur-
poses, the physiological significance and the historical sug-
gestiveness of color as a means of expression, the facts of color
preference, the value of color in conveying definiteness and rich-
ness of meaning and description, all these items are important
in the general task of presenting and impressing an association.
3. Words
Words are the very soul of thinking. Not only are the as-
sociations between need and commodity usually represented in
verbal terms but the very character of the verbal dress has
much to do with the effectiveness of the association. In them-
selves, as combinations of spoken and heard sounds, words
provoke distinct feelings of attraction and repulsion. In com-
bination with other words this element of euphony is given
still greater prominence, especially when the influence of rhyme,
rhythm, force, stress, and the factors of unity, coherence,
and emphasis are added. In general it is well to remember
that sounds which are easy to speak are usually agreeable to
listen to, while sounds that are difficult of articulation are
likely to be unpleasant to the ear.
In selecting trade names, in devising slogans, headlines,
memory verses, etc., it is frequently useful to supplement this
general test of " Easy pronunciation means agreeable sound,"
by the following more definite rules of euphony :
(a) Abrupt consonants are easiest in alternation with
vowels as in such words as " cataleptic," " epileptic," " pit-
ter-patter."
(b) Mute sounds and vowels suggest lightness and rapidity
as in the word " tintinabulation."
(c) Liquids or sibilants and vowels suggest soft, slow mel-
ody as "Carmen Sylva," "Mediterranean."
100 PSYCHOLOGICAL FACTORS IN ADVERTISING
(d) Sharp mutes (p, t, k, f, th) and flat mutes (b, v, d, g)
cannot easily be sounded together. Notice the difficulty in
pronouncing " Lake Ktahden."
(e) Cumulation of consonants makes difficult pronuncia-
tion as in "adjudged," "pledged."
( f ) Long vowels out of accent are hard to pronounce. Note
the " u " in " contribute " as compared with the same vowel
in " contribution."
(g) It is better to avoid too frequent repetition of the same
or similar sounds
Gilbey's Spey Royal runs swift as the Spey,
The famous swift river of Scotland.
(h) It is desirable to avoid clash of vowels in the middle
of words and between words. It is not so bad if one is short
and the other long. Thus compare " go over " and " go
off."
In addition to these purely phonetic factors there must be
considered the literary associations which cluster about words,
regardless of their origin or construction. Thus " horse "
and " steed " denote the same animal, but the two words
convey very different feeling-tone. " Lemon squash " may
be as easy to pronounce as " lemon crush," but the latter sounds
much more like an agreeable drink than does the former.
For an interesting study of the make up of trade names,
and for fertile suggestions as to the various principles followed
in their construction, the student should consult an article by
Prof. Louise Pound " Word-Coinage and Modern Trade
Names," Dialect Notes, pages 29-41, 1914.
4. Typography
Of special importance are feelings of strain and relaxation.
In advertising, these feelings come chiefly as a result of the ease
or difficulty of reading printed matter. Legibility makes for
ESTABLISHING ASSOCIATIONS
IOI
PRICES JND TERMS
(East oj the ftodiy Mountiins)
I The Virtuolo in Hallel & Daols Piano, ma-
hoganu. ( oloniol d sign, $700. The Virtuolo
in Hallel & Dai is Piano, A rh-and -Crafts case,
$775 lr> C' nuay / iano, mahogany or Walnut,
$575. Lexington Player Piano, $450 lo$485.
Terms: Tl ree years in wh ch lo pay if you
desire. Simple inter-st on deferred payments,
fiancs and ordinary player pianos taken in
exchange at fair valuation*
"THE INNKR BEAUTY"
Send for Free Copy
It tells how the. new Virtuolo is designed to call
forth your own expressive Instinct and respond
to it. Tells also how music is a language ty
Tol'ich the composer tells j/cu of his feelings,
thought*, imaginations. It is a book extraordi-
nary. Richly illustra'ed u'ith the u or.d's moat
famous paintings, inspired hj Music.
If you send for a copy today you'll be glad
you aidn'l forget to send for it.
i. 75 inches. Too short for easy reading
Instead of trying to force you to walk a figurative ftight-
rope of fixed interpretation, the Virtuolo aims to lead you to
express yourself in your own instinctive way to let your
instinct for expression be stirred into flame.
Four sensitive buttons to touch that is all!
They respond to your musical desires like nerves in your
own finger-tips ! How this is done is too much to try to tell
in advertisements. The best way to explain it is to let your
fingers rest dn the four expression buttons, and let the
Virtuolo, itself, tell you the marvels of instinctive playing.
If you do this at the store where Virtuolos are sold, you
will sell the Virtuolo to yourself.
3.12 inches. About right for easy reading
SEND FOR "THE INNER BEAUTY" BOOK
It explains in simple language, and shows in beautiful pictures, how Music has been the medium
'through which great souls have sent down to us their feelings of jov, inspiration, pathos, sternness,
tragedy, sympathy, love, told in music. It explains how these musical messages may be. interpreted,
felt and expressed by anyone who desires no matter how unskilled technically in Music He may be.
It explains how the invention of
The VIRTUOLO
THE NEW INSTINCTIVE PLAYER PIANO
relaxation, relaxation leads to a receptive attitude, and such
an attitude gives permanence to the association presented. It
also gives more guarantee that the copy will actually be read,
for in general we not only can but do read legible material.
Among the chief factors in typography may be mentioned the
102 PSYCHOLOGICAL FACTORS IN ADVERTISING
following points, drawn chiefly from the psychology of read-
ing and from the physiology of eye movement and general
optics :
(a) The printed line, to be most comfortably legible, should
be neither too long nor too short. In general a line from
three to three and a half inches long is the most favorable for
ordinary printing. The favorable length depends in part on
the size, clearness, and other features of the type. (See page
101.)
(b) Most of our reading is done by the perception of " word
form " rather than by the puttinj together of the separate
letters of the word. The general shape and appearance of
the word enables us to recognize it when it is so far away
that the separate letters cannot be seen at all. For this rea-
son lower case letters are much more legible than capital let-
ters. Capitals do not permit of reading by word form, since
all words made of capitals have the same rectangular shape,
differing only in length. But when the lower case letters are
used each word has its own characteristic appearance.
(c) Since the eye must readjust itself for each size and
variety of type, frequent change of style or size is inadvisable.
A good advertisement seldom contains more than four or five
different sizes or varieties of type.
(d) Reading is facilitated if the eye is enabled to make its
movements back and forth along the printed lines in a purely
mechanical and rhythmical way. Hence the lines should be of
uniform length and beginning and end should be in uniform
places. Variation in the length, beginning or ending of lines
makes for strain and discomfort. Frequent indentation assists
the eye in making these movements purely mechanically and
hence easily and comfortably. (See page 103.)
(e) Appropriate spacing of letters, words, lines, and sections
facilitates the process of reading. The spacing should indicate
the natural unity of the material. Thus letters should be closer
ESTABLISHING ASSOCIATIONS
103
VIRTUOLO
THE INSTINCTIVE PLAYER PIANO
10 rrspond to vrtrj mood and fincy. The
you can bring
Style 60 Coftway Vtrtuolo.
Study iti handtome, chattel j detign'ed mahog-
any cue. Look at id strong, durable action.
LUtentoitiweet,Mtone. Thenhearinln-
ir.ded chat
An Style H Jlet & Dar
Vinuolo. And you can
bar it to play and enjoy ,// tit lime y&rt
saving U f&f/tr it. Call at the wore of
our rrprocnutire ia your locality we'll
cod you ha addren and examine especially
hich you w' if you're
thinkingofbuyinga player piano now or liter.
And the best way to be lure of getting
this ioformauoa a to fill out the coupon
now before you by aside thii weekly.
HALLET & DAVIS PIANO CO.
.York Nork
This irregular arrangement of the
reading matter interferes with the
rhythm of the eye movements, and
for this reason it should be - avoided.
together than words, words
than lines, and lines than
paragraphs. In general the
space between elements that
belong together should be
less than the width of the
elements themselves, for
otherwise the elements fall
apart and do not seem to
belong together.
(f) Care should be used
in the selection of the style
and character of type used.
Some styles of type now in
use are at least twice as
legible as other styles, when
size is kept constant. With this large range there is plenty
of room for selection of various degrees of legibility.
(g) The background on which the printing occurs is also
an important factor in determining its legibility. In general
the lighter the background and the darker the type, the greater
the legibility. A maximum lightness difference between type
and background favors reading. Black on white is more legi-
ble than is white on black because in nature backgrounds tend
to be light and objects dark. When this situation is reversed
our attention is directed toward the background rather than
toward the object (printing) and the reading process is thus
interfered with.
5. Illustrations
Other definite sources of feeling-tone in advertisements are
the illustrations, the surroundings, the images called up by
the illustration or the reading matter. In so far as any of
these items have attractive or repulsive qualities, their feeling-
104 PSYCHOLOGICAL FACTORS IN ADVERTISING
tone characterizes the advertisement as a whole, and helps de-
termine how the reader will react to the appeal. Thus the
presence of loathsome features in adjacent advertisements,
the character of the paper on which the advertisement is
printed, the nature of the medium in which it appears, the
character of the man who wrote it, the name of the illustrator,
are all important items, which, however minute and detailed,
have a positive influence in determining the way in which the
appeal is to be received and the effectiveness of the suggested
association. To say that the psychological subtleties are the
only important items would be nonsense. Rut that they have
their own part in the complex process is verified by the experi-
ence of intelligent students of the successful and unsuccessful
advertising campaigns of the past.
CHAPTER IX
MAKING ASSOCIATIONS DYNAMIC
Laws of Suggestion
In general the better the foregoing conditions have been con-
formed to the more likely will the associations be to have
dynamic force that is the greater will be the tendency to act
on them. Nevertheless it is one thing to establish a mere asso-
ciation and quite another thing actually to make that associa-
tion count in a man's conduct. Thus I may repeat the words
" precipice jump " until the sight of the one word always
calls up the other, and still I may obstinately refuse actually
to leap off the precipice when I come to stand by it. But if the
association were " precipice shout " I would probably find
the suggestion more or less effective. Here it is clear that the
first association is not dynamic because it runs counter to cer-
tain other strongly intrenched tendencies and impulses. The
second is more dynamic because it falls in line with a general
tendency which I already have.
Much the same thing may be true of the advertiser's attempt
to associate his commodity with a need. Not only must there
be an association in my thinking but there must also be de-
veloped some real tendency to act on the suggestion the associa-
tion contains. A knowledge and observance of the laws of
suggestion is no less important than knowledge of the laws of
association and memory. Some of these laws, especially as
they apply to the work of advertising, are given here.
For Personal Articles, " Human-Nature " Copy
If the article advertised is personal and intimate in characier,
if it comes into direct contact with the body, or if it is con-
105
106 PSYCHOLOGICAL FACTORS IN ADVERTISING
sumed for its own sake, the appeal should be directed specific-
ally to some special instinct or feeling. In other words, " hu-
man-nature " copy rather than " reason-why " copy should
be used. Comparison, argument, deliberation should not be
invited. Examples of such articles are breakfast food, can-
dies, ornamental clothing, music, etc. (See illustration, page
86.)
For Impersonal Articles, " Reason- Why " Copy
If the article is impersonal, utilitarian, and thus not enjoyed
in itself but used as a tool or instrument in the satisfaction of
some more remote need, " reason why " copy is more appro-
priate. Logical argument, deliberate comparison with rival
commodities, may be effectively used here. Examples of such
articles would be wheelbarrows, sewing machines, lead pencils,
brooms, etc. (See illustrations, pages 87 and 88.)
Sometimes Both Kinds
The foregoing laws are not rigid and absolute, and it is
often difficult to classify commodities on the basis suggested.
Moreover both types of persuasion may often be used to ad-
vantage. Thus if one has in mind all the commodities used
in the preparation and consumption of a banquet, these com-
modities may be arranged in a series such that the things at one
end tend to be intimate and directly consumed, while those at
the other are distinctly utilitarian. Thus
Desserts Table
Salads Chairs
Vegetables Kettles
Meats Pans
Drinks Pots
Napkins Stove
Cutlery Fuel
Dishes
MAKING ASSOCIATIONS DYNAMIC
107
In the case of articles at or near the upper end of this series
the direct appeal to feeling, emotion and instinct (appetizing,
clean, pure, healthful, invigorating) will be most effective.
At the lower end logical exposition of selling points and " rea-
.sons why " will be more effective than sentimental appeal to
the feelings. In the middle of the list the case is not so clear.
One can say only that the farther up the list one goes the more
effectively can the "human-nature" appeal be utilized; the
Indirect suggestion
.farther down the list one goes the more appropriate will be the
argumentative appeal. In general this is because what we eat
or do not eat is determined by our personal tastes, likes and
dislikes, sentiments and feelings. What we burn, however,
is more dependent on its own properties its cheapness, dur-
ability, availability, convenience, etc. We cook in order to eat
and because there is no simple way of avoiding it. We eat,
in part in order to live, to be sure, but also in large part just
because of the immediate pleasure the performance yields us.
io8 PSYCHOLOGICAL FACTORS IN ADVERTISING
It should, of course, be added that the cost of the commodity
is also an important factor in determining the effective sort
of appeal. In general the more the article costs us the less
susceptible we are to purely short circuit appeals to our feel-
ings and instincts. Thus toilet soap can be sold by a direct
appeal to the feelings, but we think, compare and deliberate
over an insurance policy, even though our motive for securing
it be purely emotional. But even here the thinking usually
consists only in the strenuous attempt to assure ourselves that
the article will really satisfy our emotional need.
Suggestion in Terms of Reader
The strength of a suggestion depends in part on the degree
to which it appears to be our own to be of spontaneous, in-
ternal origin. Mr. Frohman, the theatrical manager and pro-
ducer, it is said, is particularly successful in handling obstin-
ate employees. It is said further that he is accustomed, on
broaching a proposition to which he does not expect the other
man to assent readily, to remark, " It seems to me it would
be well to do as you suggested the other day and . . ." The
method is peculiarly effective although the manipulated man
does not remember ever having any such suggestion. It is
enough that the plan seems to be his own or is stated by another
to be so. So in advertising, arrogance, domination, should not
be attempted. It is at once resented and resisted. The more
indirect the suggestion, the more it can be made to be an
original determination or plan or conclusion on the part of the
reader, the more its dynamic power. (See illustration, page
107.)
Suggestion Must Accord with Regular Habits and Instincts
\Yithin the limits indicated by the above law. the dynamic
power of a suggestion will be the greater the more forcefully
and vigorously the association is presented. This law is
MAKING ASSOCIATIONS DYNAMIC 109
especially true when the suggestion is in line with pre-estab-
lished habits and tendencies. When the suggestion violates
life-long habits and instincts, attempts to be forceful and vigor-
ous usually lapse into arrogance and thereby defeat their own
purpose. The following head-lines on the one hand conform
to, and on the other hand violate, this law :
A forceful suggestion
I WANT YOU TO CHOOSE BETWEEN THESE TWO
SHAPES
A weak suggestion
HERE ARE TWO FAVORITES. TAKE YOUR
CHOICE
Positive, Not Negative
It is more effective to suggest the desired response directly
than it is to argue against a response that is not desired. Thus
it is more effective to say to Bridget, " Put the potato peelings
in the garbage pail," than it is to say, " Do not put the peelings
in the sink." The positive feature of the association is always
the most effective. In the one case the positive association is
" peelings " " pail." In the other case it is "peelings"
" sink." The negative suggestion always tends to defeat its
own purpose. The attempt to dissuade from the use of sub-
stitutes is the classical illustration of the futile negative sug-
gestion.
The customer should be asked, " Does the shoe feel com-
fortable? " not " Does the shoe pinch? " The cadet should be
told, " Stand erect, with feet together," not " Don't slouch."
Passengers should be told " Get off this way," rather than
shown how not to get off. The convert should be told, " Seek
to do good, " rather than, " Do not yield to temptation." The
reader of advertisements should see the words, " Drink Pos-
tum," rather than the words, " Do not drink coffee."
no
PSYCHOLOGICAL FACTORS IN ADVERTISING
Prestige of the Source
The dynamic force of a suggestion varies directly with the
prestige of its source. The more we revere a speaker for one
reason or another, the
more easily he can dictate
to us on any topic whatso-
ever and the more prone
we are to accept his sug-
gestions even when they
are unsupported by suffi-
cient reason. The mere
weight of authority, the
reputation for straight
The Largest Selling Brand
of Cover Paper in the World
and Why
dealing, the past success of
the firm, etc., are often
seen to be as effective as
are reasons why. Among
the forms of prestige which
may be utilized in adver-
tising the following are im-
portant :
i. Prestige of Space.
Secured by lavish display
and extravagant use of
white space or magnitude
of copy. This principle ac-
tuated the Bank of England
when, as it is reported,
they regularly gave their
clerks lunches of lobster and champagne, which were eaten in
the street window, in full view of the passerby. Building the
largest ship, the largest building in the world, is a form of this
prestige whenever it is used for purposes of publicity.
The biggest advertisers in the country the most
successful, the most critical use Buckeye Covers.
Thousands and thousands of small advertisers use
Buckeye Covers.
Makers of automobiles who get out their catalogs for beauty
and effectiveness, regardless of expense use Buckeye Covers.
Mail order concerns who demand serviceable, but low-cost
covers use Buckeye Covers.
Book on Direct Advertising FREE
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hve accumulated a vast, intimate knowledge of the schemrs and mcih'odi
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Ho, .,( Samples and IWl-i, your, free of chargt
mr business letterhead. Write today.
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MAKERS OF GOOD PAPER
In Hamilton. Ohio, Since 1848
DtaUr, in Principal Cili.. of ,. Unil.J Slat.,. Canada,
and EnflanJ your Printer Know. in. N.ar..t.
Prestige of past success
2. Prestige of Past Success.
The length of time the firm
MAKING ASSOCIATIONS DYNAMIC
III
has been established, the amount of capital invested, the in-
crease in this, the amount of goods handled during successive
years, the rate of growth of the business, and similar points,
when utilized in advertising, rely on this law of prestige.
Endorsed by the
U.S.Government
Because of its broader adaptability, its accuracy
and unequalled speed of computation, Uncle Sam
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Note
this-
'a*nk'for~each"firure in the
multiplier or quotient. With-
out exception, nil other calcu-
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tach unit of each figure.
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various United States Go' .._
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Prestige of patronage
3. Prestige of Patronage. Recommendation by some popu-
lar hero or notable person, " royal warrant," patronage by the
Army and Navy service, and various other forms of the pres-
tige of patronage will at once come to mind. (See illustra-
tions, pages in, 112.)
4. Borrowed Prestige. Thus by using the name " Yale "
jack knife, or " Yale " motor-boat, the dependability of Yale
locks and the success of Yale's football team are utilized to
shed luster over an unrelated article. " Made in Japan," " Im-
ported," and similar phrases are again attempts to borrow
prestige not directly possessed by the article itself. (See
illustration, page 113.)
Connect with Other Impulses
The dynamic force of a suggestion is in part dependent on
the amount of internal resistance it encounters. The attempt
112
PSYCHOLOGICAL FACTORS IN ADVERTISING
A Few of the Users
Who Have Added
More Peerless
U. S. Steel Corporation
Canadian Government
Standard Oil Company
Corn Products Refining Co.
American Smelting & Refin-
ing Co.
Marshall Field & Co.
Pennsylvania R. R.
Montgomery, Ward & Co.
Aetna Life Insurance Co.
J. G. White & Co.
Utah Copper Co.
Northern Trust Co., Chicago
The G or ham Company
Western Electric Co.
United States Government
First National Bank, New
York
H. B. Claflin
\ P. Lorillard & Co.
Peerless ^ Rock Island R. R.
Check \ Lehigh Valley Coal
Protecting V Co.
Rochester, N. Y. \_ London & Lan-
cashire Ins.
Co.
Check
\
to displace habits, usages, and
practices of long standing is
often more difficult than to
develop totally new needs
and tendencies. That sugges-
tion will be most effective
which can call to its aid some
other impulse which is already
active. Thus a coffee drinker
cannot easily be persuaded to
give up his beverage completely
nor even to substitute a new
drink for it. But he can be
persuaded with little difficulty
to try the substitute at break-
fast only and it is better to try
for this opening than to under-
take the heavier task and fail.
Moreover it is easier to per-
suade him to use a new bever-
age than it is to induce him not
to use any warm drink at all.
In " honor system " exam-
inations one can more easily
get people to falsify by pro-
viding them with slips on
which are printed the words
" I have not cheated in this ex-
amination " than by compel-
ling each student to write the
words in his own hand. In
testimony, a witness can more
easily be led to perjure him-
b self if a leading question is
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Borrowed prestige
114 PSYCHOLOGICAL FACTORS IN ADVERTISING
asked to which he is to reply " Yes " or " No " than by getting
him to recount in detail the false evidence. In selling, de-
livery can more easily be avoided by asking, " Will you take
it with you?" than by insisting that the customer make the
choice himself. It is easier to sell an article satisfying an
old and well-established need than it is to create new needs
- to utilize an old habit than to establish a new one. The
coupon, in advertising, is best when it is most easily sent,
when the sender has the least labor to go through with. The
return post card is more likely to be utilized if it bears the
stamp and address.
Unity in Variety
" Constant dripping wears away a stone," but only if the
stone be really struck, and a different particle dislodged at
each blow. A nail in my shoe soon ceases to annoy me if it
prods me only gently and always at the same point. The rim
of my spectacles soon ceases to be seen or felt so long as it
keeps its accustomed position. But a nail prodding me now
here, now there, a series of advertisements appealing now to
this instinct, now to that, but always in the interest of the
same commodity, jogs me into an alert appreciation of its
presence. A single appeal would never have done it nor would
the same unvaried appeal, if repeatedly presented. Unity in
variety, then, a constant dripping but always a new drop, is a
law of effective suggestion in advertising. " Buy it by the
box," " The flavor lasts," " Look for the Spear," " Costs little
by the package, less by the box," keep Spearmint persistently
in the margin of my thought. " Buy it by the box." " Buy it
by the box," " Buy it by the box." would soon cease to affect
me. Mere mechanical repetition does not give associations
dynamic strength, but repetition accompanied by sufficient va-
riety to lend interest and sufficient uniformity to have a con-
stant meaning, is always worth what it costs.
CHAPTER X
SECURING VIVIDNESS OF IMPRESSION
Attention and Memory Devices
No matter how carefully an association of need and com-
modity is formulated, no matter how appropriately the dyna-
mic laws have been observed an advertisement counts for
nothing if it is not really noticed and read. Moreover it
counts for but little if it is merely read, and the association
straightway forgotten. Hence the study of attention and
memory is important in advertising. A full discussion of these
two aspects of copy, and the complete exposition and illustra-
tion of the successful attention and memory devices, cannot be
given here. All that can be given is a suggestive list of these
various devices, with sufficient explanation to indicate their
general character and meaning. The following factors are
important attention devices in all varieties of advertising,
whether outdoor publicity, window display, magazine and
newspaper space, posters, signs, etc.
Size
The larger the space used, the greater the attention value,
other things remaining equal. But the increase in value is
not proportionate to the increase in cost. A law of diminish-
ing returns holds, whereby the attention value increases more
slowly than the amount of space employed approximately
as the square root of that amount. It has been conclusively
demonstrated that the square root law holds, whether inquiries,
orders, cost per sale, or experimental attention value be con-
"S
Il6 PSYCHOLOGICAL FACTORS IN ADVERTISING
sidered. Thus, the content of the space remained unchanged
in general character
If i/ 1 6 page space brings in 25 inquiries,
Then 1/4 page, though four times the size brings in only
twice the number of inquiries, or 50.
And i full page, though 16 times as large, brings only
four times the number of inquiries, or 100.
As a result of this law it follows that the most favorable
amount of space for a given proposition depends in part on
the amount of profit made per sale, per inquiry, etc. In gen-
eral, the smaller the profit the smaller the most favorable
amount of space. This is especially true if one is interested
mainly in immediate net profit, regardless of the amount of
money invested at the moment.
Position in the Medium
Questions of preferred position on the page and in the
medium apply especially to magazine and newspaper adver-
tising. This does not mean that there are not preferred po-
sitions in outdoor advertising, for example. It is obvious that
there are such positions, but their character cannot be easily
described except in the most general terms. In the case of
magazines the following general principles have been verified
time and again.
In standard magazines the front advertising section has
about 25 per cent stronger attention value than the back sec-
tion. This is partly because there are usually fewer pages
in the front section. The preferred pages are the covers,
outside and inside, and the pages next to reading matter and
index. In magazines of about 100 pages or thereabouts of
advertising there is a decrease in value inward from the
covers and from the reading matter section, for about 10
pages.
SECURING VIVIDNESS OF IMPRESSION 117
These statements, it should be noted, apply only to period-
icals of the standard form, in which the advertisements and
reading matter are segregated, the advertisements being placed
in sections in front and after the reading matter.
In the case of flat publications (such as the Saturday Eve-
ning Post) with advertisements distributed through the read-
ing matter, tests on actual readers give results which differ
from those secured in the case of standard publications. Pre-
ferred positions tend to be fewer, the superior pages being as
before outside and inside the covers, but all the inside pages
have the same average value. Distributing the advertisements
through the reading matter thus equalizes the attention value
of the different pages. It has not yet been shown that this
procedure either raises or lowers the average value of a page.
The results show, however, that the added attention value in
the case of the poorer pages comes only when the advertise-
ment is placed next to reading matter which is actually
read.
Position on the Page
The following diagrams summarize the results of studies of
preferred positions on standard magazine pages. The dia-
grams show the way in which 100 per cent attention value is
distributed among the various sections, thus indicating their
relative values. The figures show the values in the case of
the right-hand page only. For the left-hand page the values
in the case of the vertical divisions should change sides. In
addition it is well to remember that vertical half pages are
about 25 per cent more effective than are horizontal half
pages.
Perhaps the most important facts are that the top half of
the page is better than the bottom half, the outside better than
the inside, and the vertical division better than the horizontal
division. In the case of flat publications in which the page
Il8 PSYCHOLOGICAL FACTORS IN ADVERTISING
50%
16%
33%
47%
44%
Preferred positions on the page
contains four columns, it is sometimes customary to run a
single column of reading matter in the second column from the
inside. This practice shifts attention somewhat from the
outside of the page toward the inside column, but even in
this case tests show the outside columns to have something
like 12 per cent greater attention value than the innermost
column.
Monopoly and White Space
Added attention value and vividness may often be secured
by leaving part of the space unoccupied, thus forming a white
margin around the copy. The white space serves to attract
SECURING VIVIDNESS OF IMPRESSION
119
Failure to use 10 per cent white space.
Loss of attention value
attention to the general
direction, by its contrast
with other parts of the
page. Further, this device
tends to eliminate compe-
tition by rival advertise-
ments on the same page.
Experiment shows that it is
as easy to use white space
extravagantly as it is to
fail to use it in sufficient
amount. On the whole, white margin that is one-tenth as
wide as the space occupied by the copy itself is the most favor-
able, economical arrange-
ment. With dull newspaper
stock somewhat more white
space is required. Illustra-
tion on this page shows the
effect of inadequate white
space. Illustration on this
page (lower cut) represents
its extravagant use. Illus-
tration on this page is a
sample of the most effective
use of monopoly and white
space.
Centering a vertical shape
on the full page does not
produce so great an increase
as comes from centering a
horizontal shape of the same
area on the same full page.
That is to say, the use of
white space for the purpose
TKEREissomefashion
lor every man, but
ill fashions are not for all
men. The best-dressed
man is he who knows hi
limitations, and discreetly
keeps within them,
tempering each style to
his type and adapting,
rather than adopting.
Hoever. there ire some boo*
styles, which might he termed
"bread-and-butter" styles, be-
cau<e they fulfill In all-day;
It II trade of King Rixset Calf
in t deep-brown Van Dyke tint
m.^-, . not yeltew. Long, slop-
square heel; plr.krd tip and per.
Quite the "smartest" walkinj
fcnd week-end boot fot yc-ung
J4 ft $5
Regal Shoe Company
Extravagant use of white space
I2O
PSYCHOLOGICAL FACTORS IN ADVERTISING
of isolation and monopoly is more effective in the case of
horizontal shapes than in the case of vertical shapes. Thus,
when the vertical half page is set off by a half page of white
space the increase in attention value is 66 per cent. But when
the horizontal half page is set off in the same way the increase
is about 90 per cent.
This is, as a matter of fact, only a single instance of a
much more general law. Tests show clearly that the use of
white space for purposes of monopoly is more effective when
the original attention value of the advertisement is poor than
when the original attention value is good. By the use of
white space, indeed, the at-
tention value of poor copy
may be made practically
equal to that of good copy.
Or to state the same thing
somewhat more encourag-
ingly, good copy does not
need the mechanical use of
white space to give it atten-
tion value, whereas for
poor copy to acquire the
same attention value as
that possessed by the good
copy, it must occupy tw r ice
the amount of space, and
consequently its cost is
approximately twice as
much.
Thfe electric cranker of the Packard
"2-38" spins the motor so that it starts on
magneto. Operated by heel button. Like
every other Packard feature, this electric
cranker represents the utmost in depend-
ability.
A full complement of lights is provided for
by the electric system.
The cranking motor and the generator are
separate units, each designed to meet Pack-
ard requirements. A third unit, the dup-
lex magneto, supplies current for ignition.
The Packard three-unit system avoids com-
plex and intricate wiring. It measures up
to the Packard standard of maximum service.
PACKARD MAXIMUM SERVICE QUALITIES
ARE EMBODIED ALSO IN PACKARD TRUCKS
Packard Motor Car Company of New York
IBOl Brodr
Brooklyn FUlhah ud Elchlh Atemio
Economical use of marginal white space
Other Mechanical Devices
Intensity (strong colors, bright lights, etc.), Motion (mov-
ing shelves, rotating signs, etc.) and Contrast (as a reversed
cut or white letters on black background, etc.) may also be
SECURING VIVIDNESS OF IMPRESSION 121
used in various ways for the purpose of creating a vivid im-
pression. But these devices are purely mechanical in character
and effect and do not hold the attention they may have once
secured. Moreover the square-root law, the law of diminish-
ing returns, holds for them all; hence the increase in value,
from their use, does not equal the increase in cost.
Repetition. Should a given amount of space be presented
all at once, or should it be broken up into smaller spaces which
are presented successively as on different pages of the same
issue, or in different media, or in different days, months, etc. ?
Experiment and practice both agree that if different groups
of readers are reached by the different appeals, the smaller
spaces, in different media, are superior. But this of course
does not involve the factor of repetition. Experiment shows
that when immediate replies are desired small spaces repeated
are better than the same amount of space presented once, in
the form of a splurge. But when permanence of impression
and general educational effect is desired, rather than immedi-
ate action, it is better to splurge and present the whole space
at one time.
When repetition is practised, the intervals between successive
appeals should not all be equal. The earlier appeals should
follow rather quickly upon each other, the interval being gradu-
ally lengthened as later appeals are presented.
CHAPTER XI
SECURING PERMANENCE OF IMPRESSION
Devices to Retain Interest
The permanence and ultimate value of an impression de-
pend in great measure on the length of time the attention is
held. Hence the following devices are more effective than
those that have just been discussed. They are intrinsically
interesting and not only attract but also hold attention.
Novelty
Novelty of various sorts, either in the article or in the use
to which it may be put, or in the copy, illustration, arrange-
ment, etc., is a device which appeals to the general curiosity we
have concerning any new thing. Curiosity is a universal in-
stinctive tendency, hence the novelty appeal has a wide range
of usefulness. The greatest danger in connection with it is
in the ease with which attention is attracted to the device as
such, rather than to the commodity, argument, or selling point.
Pictures and Illustrations
Pictures and illustrations of all kinds, especially those of
animate objects in the process of doing something constitute
effective devices for attracting attention and holding interest.
Illustrations are more or less effective in advertising according
to their relevance or irrelevance to the general meaning of the
appeal, the character of the commodity, etc.
Care must be taken that in representing action pictorially,
real activity is portrayed, rather than pose and inaction. Of
SECURING PERMANENCE OF IMPRESSION 123
especial importance in this connection is the " Law of the Rest-
ing Point." According to this law, to represent vigorous
activity on the part of a moving object, as an arm or leg, the
object should be represented at an actual point of rest, just
before or just after the real movement. To represent it at a
point of actual movement suggests only arrest and inaction.
Whether the initial or the terminal point of the movement
should be represented depends on the nature of the movement.
If it is a familiar and standardized movement, such as the
swing of a golf stick, the initial point serves better. If the
precise character and direction of the movement is not so
easily recognizable, as for example, the act of refusing a sub-
stitute for some standard brand, then the terminal point is
better.
Color
This is one of the most useful and effective devices. Color
may be used in advertising for a great variety of purposes.
Among these may be mentioned :
1 . As mere mass or background for other material.
2. As symbolic and expressive of qualities of the article.
3. As means of securing or promoting harmony, atmos-
phere, etc.
4. For more accurately representing the character, texture,
etc., of the advertised article.
5. As an aid in identifying packages, brands, etc.
6. For giving the effects of distance and perspective to col-
ored electric signs and other outdoor devices.
The laws of color preferences, the physical and physiological
effects of the various colors, their symbolic meaning, the
principles of color harmony, balance and combination, should
all be thoroughly known to the maker of advertisements, on
strictly psychological grounds.
u
<
^
K
o
H
U
o
o
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-I
~>
o
^0
t
<<
124
SECURING PERMANENCE OF IMPRESSION 125
The Comic
Comic situations, whether presented pictorially or verbally,
have high attention value. The comic elements are likely,
however, to be irrelevant and incidental; hence the use of the
comic in business appeals is precarious. When the comic is
used in advertisements that are to be repeatedly seen by the
same reader, the copy-writer should carefully avoid the " sub-
jective " comic, which rapidly deteriorates in interest when
repeated. All puns, plays on words, belong to this class
all jokes in which the reader himself is tricked or played upon.
Arrangement
In addition to the foregoing devices for holding attention
and fixing an impression, the matter of form and arrange-
ment is also important. Borders, lines, perspective, direction,
balance, unity, and similar structural factors hold attention,
if properly prepared, and to the degree to which they satisfy
the eye and offer it a pleasing field of exploration. The ma-
terial offered should be complex enough to invite several
fixations of attention, yet simple and unified enough to con-
stitute a single field of interest.
In this connection it should be noted that five or six discrete
elements are as large a number as can easily be brought within
a single act of apprehension. Five or six words constitute
the limit for a successful headline; five or six phrase units,
the limit for a comfortable sentence. In general, five or six
elements of whatsoever sort are about all that can be grouped
into a larger unit. Of course the nature and size of the ele-
ment is determined in part by the familiarity of the material.
This law of " attention span " applies not only to headlines
and sentences, but to paragraphs, styles of type, arguments,
items in a trade-mark, etc. It is the same law that limits the
drama to five acts, the effective conversational scene to five
characters, the letters of the blind alphabet to five points. This
law determines various structural facts in poetry and music.
CHAPTER XII
THE PSYCHOLOGY OF TRADE-MARKS AND
TRADE-NAMES
The Functions of Trade-Marks
The function of trade-marks and trade-names provides the
most striking instances of the importance of making a vivid
and permanent impression. The mark or name facilitates the
memory of the article, aids in its recollection at the moment
of need, and assists in its identification at the time of pur-
chase. Recollection and recognition may be said to constitute
the primary functions of trade-marks and trade-names. It
follows that the more easily and correctly the mark or name
is recalled and the more quickly and certainly it is recognized,
the higher will be its value. In the main, trade-marks have
come to be made up of one or more of the following materials :
1. Pictures (Old Dutch Cleanser, Scott's Emulsion, Gold
Dust, etc.).
2. Words (Keen-Kutter, Uneeda, Sapolio, etc.).
3. Geometrical Forms (star, triangle, cross, circle, crown,
etc.).
4. Syllables or disconnected groups of letters (B. V. D.,
A. B.C., etc.).
Relative Values
The common assumption seems to have been that all trade-
marks are equally good, or at least that no general principles
hold concerning their relative values. But experiment shows
126
TRADE-MARKS AND TRADE-NAMES 127
that pictures, words, forms and syllables differ markedly in at-
tention and memory value. The following table, secured by
Mulhall, indicates how large these differences are. The figures
give the number of repetitions required correctly to recall and
recognize series of 20 items of the four different kinds of
material. Each figure is the average of the results of 25 people
tested :
Number of repetitions required :
For Correct For Correct
Material Recognition Recall
Pictures i .04 3.36
Forms 1.80 3.96
Words 2.64 4.76
Syllables 5.80 7.12
Recognition is here seen to be about twice as easy as recall,
requiring only about half as many repetitions of the material,
with all four kinds of material. The four kinds of material
differ greatly among themselves. Pictures require fewest
repetitions and hence have highest memory value, both for
recall and for recognition. Next, in order of difficulty, come
Forms, then Words, and, most difficult of all, Syllables.
These facts should be borne in mind when selecting trade-
marks, for the differences are very large and likely to be im-
portant in practical ways. Syllables are nearly six times as
difficult to recognize as are Pictures, and over twice as hard
to recall. Words are nearly three times as hard to recognize,
and half again as hard to recall, as Pictures. The difference
between Pictures and Forms is not so large, but still great
enough to be measured. It is important to note that, what-
ever function of the trade-mark be considered, whether its use
for purposes of mere identification (recognition) or for pur-
poses of description and inquiry (recall), the four materials
bear the same relation to each other.
128 PSYCHOLOGICAL FACTORS IN ADVERTISING
Trade-Names Variety and History
The best discussion of trade-names known to the writer of
this chapter is to be found in an article by Prof. Louise Pound,
in Dialect Notes, January, 1914. Among other interesting
things, Miss Pound says, " All the world seems to feel at
liberty at the present time to coin words for use as trade-
names, generally without regard for orthodox methods of word
creation, or for the general linguistic acceptability of the- term
thus brought into being. . . . The general desire of the pro-
jectors of trade-names is to hit upon something that will im-
press itself on the memory of prospective buyers of goods.
. . . Beyond dispute, an apt or striking name for a newly
invented article will go far to promote sales. ... A glance
through the older files of magazines, those store-houses par
excellence of advertisements in their variety and evanescence,
makes clear the fact that for range and ingenuity of linguistic
devices and utter freedom in the manipulation or distortion of
word or phrase, the present period is peculiar to itself."
Especially interesting is Miss Pound's classification of the
various types of trade-names and the various methods of con-
structing them. She enumerates ten general groups, each dis-
tinguished from the others by the particular principle on which
the name is built. In the list of these groups that follows
only two or three well-known examples are given for each, by
way of illustration:
1. Trade-names arising from proper names and place
names. This type is relatively infrequent at present.
Examples are Listerine, Tabasco, Sherry, Madeira,
Burgundy, Davenport, Camembert.
2. Shortenings and extensions are very common Porto,
Indestructo, Eterno, Hydrox, Calox, Shinola, Pianola,
Stone-Tex, etc., may serve as examples of this class.
3. Diminutives seem now to be very much in favor as
TRADE-MARKS AND TRADE-NAMES 129
Chiclet, Wheatlet, Leatherette, Crispette, Toasterette,
Catarrlets, etc.
4. Compounds. New combinations of familiar elements
as Palm-Olive, Waxit, Underfeed, Shawknit,
Holeproof, Walkover, Spearmint, Fit-form, Meadow-
gold, etc.
5. Simplified, fancy or disguised spellings Fits-U,
Shure-On, E. Z. Seal, Noxall, Dalite, Phiteezi, Veri-
best, Holsum, Uneeda, Keen-Kutter, etc.
6. Striking hyphenations (shortenings, hybrid forms,
blends) Fab-Rik-O-Na, Jap-a-Lac, Chi-Namel, Ka-
Tar-No, Pro-phy-lac-tic, Hyp-Tex, Malt-Nutrine,
Lin-Co-Lac, Vel-Ve-Ta, Pneu-Vac, etc.
7. Blends of two names are recent favorites Electrolier,
Cuticura, Colax, Polmet, Sani-Genic, Jap-a-Lac,
Crudol, etc.
8. Blends built from proper names, firms' names, etc.
Nabisco, Aplco, Balopticon, Clupeco, Iseeco, Wisco,
Adlake, etc.
9. Names built from initials Reo, Sebco, Pebeco, Ree-
co, etc.
10. Arbitrary new formations Gas, Kodak, Tiz, Kryptok,
Karsi, Clysmic, Zu-Zu, Calox, Vivil, Crisco, Crex,
etc.
Miss Pound gives an interesting list of eighteenth century
trade-names, and remarks, " There is approximately the same
difference in the taste of the centuries for commercial terms
that exist between the prose manners of writers like O. Henry
and his followers and that of the authors of the ' De Coverley
Papers.' ' The following samples of eighteenth century trade-
names strikingly illustrate this contrast :
" The Famous Italian Water for Dyeing Red and Gray
Hairs."
130 PSYCHOLOGICAL FACTORS IN ADVERTISING
" The Famous Spanish Blacking for Gentlemen's Shoes."
" Doctor Coleburt's most famous Elixir, and Salt of
Lemons."
" Incomparable Perfuming Drops for Handkerchiefs."
" The Delightful Chymical Liquor for the Breath, Teeth
and Gums."
Qualifications of a Good Trade-Name
In recent years the growth of competition and the multipli-
cation of brands has brought about many changes in trade
symbol procedure, as well as in the laws governing the use
of these devices. The natural tendency on the part of the
purchaser to call for his favorite brand by its trade-name has
made it necessary that trade-names be not only ornamental
and printable, which seem to have been the only eighteenth
century criteria, but also short, easily and correctly pro-
nounced, unambiguous, and in all respects of such a character
that the purchaser may use them expeditiously and without
embarrassment or chagrin. Thus, " Barrington-Hall Baker-
ized Steel-Cut Coffee " and " Mennen's Borated Talcum Pow-
der " suffer because of their undue length and consequent awk-
wardness. " Hyomei," " Telekathoras," and " Sieger's An-
gostura Bitters " will probably be enunciated correctly if spoken
at all, but their inherent clumsiness disqualifies them. " Bon
Ami " and " Djer-Kiss " are unambiguous only to the linguist,
while " Pebeco," " Bevo," and " Sanatogen " contain uncer-
tainties which readily embarrass the new consumer with whose
patronage the dealer and manufacturer cannot afford to dis-
pense. " Kis-me," " I-O-U," " No-Smellee," and " Nu-fan-
gel " would prejudice even the most hardened purchaser.
Merchandising Power
The merchandising power of the well-chosen trade-name or
trade-mark calls for still further criteria of selection. If the
TRADE-MARKS AND TRADE-NAMES 131
name or other symbol can itself suggest the qualities of the
commodity, it thereby acquires enhanced value. Thus, " Old
Dutch Cleanser," " Rough on Rats,'' and " His Master's
Voice " serve this double purpose of identification and invita-
tion, defense and attack. " Beech Nut," by its inherent pleas-
ing suggestiveness, conveys a definite atmosphere of desirabil-
ity on all products on which it is placed.
The name that is distinctive and unique has obvious ad-
vantages, both psychological and legal. Thus, such names as
" Superior," " Excelsior," and " Premier " suffer psycholog-
ically because they are neither characteristically relevant to any
specific product nor sufficiently distinctive to be discriminated
in the purchaser's memory. The use of familiar proper names
such as " Smith's," " Brown's," " Baker's," and " Campbell's,"
is open to the same objection, which, however, " Huyler's,"
" Tiffany's," and " Wrigley's " avoid. Legally the general
term and the proper name also involve difficulties because of
the likelihood of either accidental or deliberate resemblance.
Psychologically, then, the trade-name performs or should
perform a variety of functions. It simplifies the act of pur-
chasing ; facilitates identification, recognition, and recall ; pro-
tects the consumer and the manufacturer against substitution ;
crystallizes intangible but marketable qualities in the form of
good-will and reputation ; through its suggestiveness acts as a
direct sales force; and through its promissory character holds
the manufacturer to the maintenance of stable quality, much
to the mental and moral advantage of dealer and consumer.
Other Factors
In addition to the characteristics here cited there are, in
any given instance numerous other factors to be considered in
the selection of a trade symbol, such as the possibility of
registration, the likelihood of infringement by or on other
trade symbols, mechanical details connected with affixing the
132 PSYCHOLOGICAL FACTORS IN ADVERTISING
symbol to the commodity or the container, and the possibility
of a later desire to capitalize the symbol more definitely by
building up a family of products under the same name or
device. These are sufficiently diverse to suggest that the
psychological factors are by no means the sole determinants
of the selection of such symbols, although the consideration
of these commercial, legal, and industrial factors is beyond
the scope of the present chapter.
The Psychology of Infringement
There is nevertheless one aspect of the problem of infringe-
ment that should be pointed out in this connection. This is
the problem of determining the tendency of two similar trade
symbols to "confuse the buying public" and hence to con-
stitute a case of infringement. When such a case arises it is
always necessary to determine the likelihood that the one sym-
bol will actually be confused with the other. Obviously con-
fusion is a state of mind, and the causes of confusion are
factors which operate upon the purchaser's mental processes.
In recent years the psychologist has been called upon to de-
termine the probability of confusion between the members of
such pairs of trade symbols. Measurements of this character
have been made with the most striking results so striking
indeed that one investigator remarked : " The fact that the
average of differences between (adjudicated) infringements
and (adjudicated) non-infringements is so small . . . shows
the results of judicial decisions in this field to be quite un-
reliable."
Thus, under the conditions of the tests, " Non-X-Ell " in-
stead of " Xox-all," a case of adjudicated infringement, con-
fused only 28 per cent of the observers, whereas under the
same conditions " Pinozyme " instead of " Peptenzyme," an
adjudicated non-infringement, confused 43 per cent of the ob-
servers. The per cent of confusion was the same for the
TRADE-MARKS AND TRADE-NAMES 133
infringement " Nox-all Non-X-Ell " and for the non-
infringement " Sozodont Kalodont." The infringement
" Club Chancellor Club " was less confusing than the non-
infringement " Mother's Grandma's."
These and other similar results suggest that much more at-
tention could profitably and equitably be paid to the actual
measurement and analysis of trade-mark and trade-name con-
fusion, and less to the accumulation of incidental testimony
and bundles of depositions, gathered for forensic purposes
from dealers, clerks, detectives, and bona fide purchasers.
CHAPTER XIII
HOW THE ADVERTISER CAN UTILIZE THE
PSYCHOLOGICAL LABORATORY
The Laws of Human Nature Scientific Study
The value of the scientific study of human nature for the
problems of advertising has in recent years been given gen-
eral recognition. The study of the laws of attention, interest,
association, memory, emotion, instinct, and thought yields
principles which apply directly to the operation of the adver-
tisement, the sales letter, the display window, the slogan, the
trade-name, and the package. The la\vs of reading and visual
perception relate with complete relevance to the detailed ques-
tion of typography, the choice of type, the arrangement of
printed matter, and the general lay-out of the advertisement,
the poster, the letter, and the car card, as well as of the book-
let and the catalogue. The principles of suggestion, choice,
and action bear especially directly on the selection of selling
points, headlines, illustrations, and the general theme and tone
of advertising copy.
Among the many indications that the psychological labora-
tory is coming to be more and more useful in the practical
affairs of commerce and industry may be cited the numerous
investigations, experiments, and research undertakings spon-
sored and supported by individual producers and agencies,
local advertising clubs, and by national organizations of ad-
vertising men. Several concerns now have a consulting psy-
chologist on their staff, and many others resort to the psy-
134
THE PSYCHOLOGICAL LABORATORY 135
chological laboratories for the purpose of having special re-
searches and tests planned and conducted, either in the labora-
tory or in the field.
What the Laboratory Can Do
This practical use of the laboratory results because the gen-
eral laws of human reaction must often be particularly adapted
and fitted to the special circumstances and problems of a
marketing compaign. It also results from the fact that, even
when no established principle is available for immediate ap-
plication, the laboratory methods provide an expedient and
accurate way of answering purely practical problems. The
laboratory technique may eliminate in the very beginning the
danger of errors of observation, statistical fallacies, and preju-
diced judgment. Among the great number of practical prob-
lems that have been investigated in particular cases the fol-
lowing may be cited as typical and suggestive : measurement of
the " pulling power " of advertisements; tests of the attention
and memory value of trade-names, slogans, and packages;
studies of the appropriateness and " atmosphere " of designs,
containers, illustrations, and " characters " ; measures of the
legibility and invitingness of different arrangements and
amounts of printed matter ; tests of the effectiveness of various
uses of white space; determination of the permanence of im-
pression produced by size of space as compared with frequency
of insertion ; tests of the actual confusion existing in the minds
of consumers between alleged infringing trade-names, trade-
marks, wrappers, etc. ; measurement of the relative interest
and persuasiveness of different sales points and qualities of
commodities; studies of the influence of different colors and
textures of paper on the effectiveness and legibility of print-
ing; analysis of the correctness and conclusiveness of statis-
tical field investigations.
The detailed character of problems that have been studied
136 PSYCHOLOGICAL FACTORS IN ADVERTISING
in this way cannot be rehearsed here, partly for lack of space
and partly because the results are as yet in many instances the
exclusive property of the concerns responsible for their ac-
cumulation. Three specific cases may, however, be given in
order to illustrate the practical application of the laboratory
technique in advertising.
The Pulling Power of Advertisements
Many studies have been made of the relative " pulling
power "of advertisements that have been or are about to be
used. The task of tracing returns from single advertisements
by the traditional methods of keying is in many cases an im-
possible one (as in general publicity advertising). In other
cases it is laborious, full of sources of error, and the campaign
must be carefully planned beforehand if the returns are to be
reliable. In strict mail order business alone is the task rela-
tively easy.
Nevertheless it is universally realized that even slight dif-
ferences in the content, appearance, arrangement, style, etc.,
of various pieces of copy may make enormous differences in
their relative " pulling power." One of the most useful dis-
coveries has been that, by proper study and analysis in the
psychological laboratory, the relative " pulling power '' of ad-
vertisements can be accurately measured beforehand. The
validity of these measurements has been time and time again
attested by their close agreement with actual returns from the
various advertisements, in cases where reliable keying has been
possible.
The following table, for example, gives a series of adver-
tisements (indicated by letters) with their relative values as
measured in the laboratory and their relative results as in-
dicated by the number of inquiries brought by each piece of
copy when run in two magazines. The first column gives the
15 advertisements (all of the same article but differing from
THE PSYCHOLOGICAL LABORATORY
137
each other in a great many ways). The second and third
columns give the order of superiority of these advertisements
for men and women. No. i is the best, No. 2 is next best,
and so on, No. 15 meaning that the advertisement with that
grade was the poorest of the series. The fourth column gives
the relative order of merit when the men and women readers
are considered together. The fifth column gives the actual
number of inquiries produced by each advertisement, through
its appearance in two standard magazines, once.
MEASURING PULLING POWER BEFOREHAND
Key to the
Positions
Positions
Final
Produced
Advertise-
for
for
Average
Actual
ment
Men
Women
Positions
Inquiries
B
3
4
i
258
A
4
3
2
155
H
i
7
3
41
R
7
2
4
60
K
6
6
5
93
Y
5
8
6
33
Z
2
ii
7
30
W
13
i
8
44
J
8
9
9
37
D
12
5
10
15
C
9
12
ii
9
G
ii
13
12
i
F
14
10
13
7
15
14
H
8
E
10
15
15
5
The following table presents the results of another experi-
ment of this sort, in which the series contained only five ad-
vertisements. The first column indicates the advertisement,
the second gives the relative per cent values as determined by
experiment, the third gives the number of replies from each
advertisement in one magazine, the fourth column the number
of inquiries from the same advertisement in another magazine,
138 PSYCHOLOGICAL FACTORS IN ADVERTISING
and the last column gives the total number of replies from
each advertisement.
MEASURING PULLING POWER BEFOREHAND
Relative
Key to the
Values by
Replies
Replies
Advertise-
Experiment,
from One
from 2nd
Total
ment
Per Cent
Medium
Medium
Replies
A
27
68
16
84
B
29
68
20
88
C
31
80
25
105
D
32
83
S 2
"5
E
33
94
44
138
Examination of the tables shows that there is almost ab-
solute agreement between the results of the experiments and
the actual returns. If the experiment had been performed at
an early enough time, it would have been possible to eliminate
the less effective advertisements from the campaign, and to
substitute for them more effective ones, based on the principles
illustrated in the superior pieces of copy. For the laboratory
study not only measures the relative value of the different
appeals but also analyzes out the reasons for these differences.
There are now on record a score of such studies, and in no
case has the laboratory study failed to reveal, beforehand,
and as the result of only two or three days of work, the actual
facts as disclosed by the results of the campaign. Keying
copy in the old-fashioned way is not only difficult but wasteful
and usually useless. The results are not known until the
campaign is over and the money spent (frequently at the rate
of $5,000 or more a page, for a single appearance). The
poor appeals cost as much as the good ones, in spite of the
difference in the returns.
Experimental Analysis of a Successful Campaign
The advertising campaign of a particular commodity had
extended over a period of two years, in national periodicals
THE PSYCHOLOGICAL LABORATORY 139
only. The campaign as a whole had brought gratifying re-
sults, but there were indications that among the various pieces
of copy, with their varying form, content, and appeal, some
pieces were superior to others. Copy-writer, typographer,
illustrator, and lay-out man had in each instance made what
seemed to each his best effort, although, since no general
principle of appeal had been formulated, each was compelled
to rely on his individual taste and personal bias on \vhat
is sometimes dignified by the term, " inspiration." Through-
out the campaign the space occupied and the media used re-
mained constant, and the commodity was not one on the sale
of which such variables as weather or time of year had any
marked influence. Nevertheless it was felt that the " inspira-
tions " were by no means equally effective, and in planning the
further marketing of the commodity it was desired to make a
more perfect campaign by discarding the ineffective types of
appeal. Analysis by the printer, the illustrator, the lay-out
man, the copy-writer and the field investigator proved of no
avail. Although each was a specialist in his own field, no
one of them was able to formulate a principle of effective
appeal to be followed in the next campaign, and so the ma-
terials were taken to the laboratory.
Tests of " pulling power," in the manner suggested in the
preceding section, made it possible to arrange representative
specimens of the advertising in a graded series. At one ex-
treme were the specimens with high pulling power, and the
series then tapered off in effectiveness, through good, medium,
and poor, down to the very poor appeals. With this experi-
mental series in view it was then possible, by tracing single
factors up or down the series, to deduce certain clear-cut prin-
ciples of effective appeal.
The Illustrations. Considering the illustrations first, the
following observations were made. At the poor end of the
series a single individual was portrayed, using the commodity
140 PSYCHOLOGICAL FACTORS IN ADVERTISING
in a solitary and independent way. Proceeding up toward the
good end of the series the number of people increased uni-
formly, from the solitary individual at the lower end, to two,
three, four, and, in the most effective appeals, to five or six
people, engaged in some social situation, their social inter-
course being facilitated by the use of the commodity in ques-
tion. At the lower end of the series the cuts were sharp,
clearly defined, with strong contrasts and hard, distinct out-
lines. Going up the series the illustrations became softer
and less distinct, the contrasts less sharp, the outlines less
defined, until at the upper extreme the whole effect was sub-
dued, the contours indefinite and vague, and the transitions
subtle and gradual, giving a dreamlike, visionary, or twilight
effect.
The Text. Considering the text, at the lower end the copy
dealt chiefly with the construction of the commodity, its his-
tory, mechanism, and mode of operation. The appeal of the
text was argumentative and logical. Going up the series the
argumentative and structural or engineering contents were
seen to be less and less prominent. The text at the upper end
of the series described the effects, rather than the mode of
producing them, appealed strongly and specifically to particular
human instincts and emotions, three in number, without call-
ing them by name or directing attention to them in any pedantic
way. At the bottom of the series the strictly marketing part
of the copy occupied considerable space, whereas the higher
up the series one went the more the marketing details fell away,
leaving more and more space for the human-nature appeal and
the suggestive, wish-provoking account of effects produced.
Conclusions Arrived At. Various other factors of definite
importance were thus determined through analyzing the series,
some of them increasing in prominence toward the good end
and others toward the poor end. It was possible, as a result
of the laboratory tests and the psychological analysis, to give
THE PSYCHOLOGICAL LABORATORY 14!
specific principles for the formulation of the new campaign.
It was clear that the effective appeal for this commodity should
have the following characteristics :
1. It should not stress the mechanical and structural char-
acter of the commodity but should rather portray the
desirable effects occasioned by its use.
2. It should not represent the commodity in the hands of
a solitary individual, but should rather portray its
use in some social situation, rendering more perfect
and interesting the social activities of the group.
3. It should not proceed in terms of deliberate and didactic
argument, but by presenting a specific appeal to one
or other of three definite, common instincts or emo-
tions, without calling them by name or directing con-
scious attention to them.
4. It should be illustrated by relevant cuts, with character-
istic tendencies, especially avoiding sharpness of con-
trast, distinctness of outline, and clearness of com-
position, tending always towards softness, vagueness,
and dreamy indistinctness.
5. Considerably more space should be given to the human-
nature appeal than to the more strictly marketing in-
formation.
Later investigation and the use of special methods of keying
the returns indicated that the experimental laboratory order of
effectiveness, on the basis of which this analysis was made,
agreed almost perfectly with the actual returns. The correla-
tion between the laboratory measurements and the business
results was 92 per cent. The case here reported is but one of
many illustrations of the practical value of the technical
laboratory analysis of the elements making up the advertising
campaign.
142 PSYCHOLOGICAL FACTORS IN ADVERTISING
Analyzing an Ineffective Campaign
In another case a prolonged campaign in which 82 different
pieces of advertising copy had been used, had given very dis-
couraging results. People had not been adequately impressed
by the commodity or its name, and even when they had been im-
pressed by the name or commodity they frequently were con-
fused as to the use of the commodity, attributing to it the prop-
erties of another article which is quite commonly associated
with such a commodity. Hence we shall have occasion in this
discussion to refer both to " the commodity " and also to " the
associated article." Manufacturer and agency seemed unable to
explain the curious and disappointing results of the campaign,
and the material was sent to the laboratory for analysis.
Four Classes of Copy Used in Campaign. Classification of
the 82 advertisements resulted in the discovery of four prin-
cipal classes, according to content and arrangement, which
may be indicated as follows:
A Advertisements in which the commodity alone was em-
phasized either by way of illustration or by way of
conspicuous words on the page or by special direc-
tion of attention through being held in some one's
hand, etc.
B Advertisements in which both the commodity and the
associated article were presented or suggested, the
commodity being emphasized more prominently than
the associated article, by being larger, more con-
spicuously placed on the page, being in blacker ink,
or being related to the most prominent words on
the page.
C Cases in which both commodity and associated article
were shown, and, by the various devices suggested
above, were both given about the same amount of
prominence in the general lay-out.
THE PSYCHOLOGICAL LABORATORY 143
D Cases in which by far the most conspicuous object on
the page, either because of its size, two representa-
^ives, or some special attention device, was the as-
sociated article.
Six specimens of each of these classes were now chosen,
and by a convenient device each of tht six representing a given
class was exposed for 20 seconds to each of 25 people. A
new group was chosen for each of the four classes of adver-
tisements, so that the effect of the different classes of ad-
vertisements could be compared. After these presentations
each person was asked the following questions. The reasons
for these particular questions will in some cases be apparent; in
other cases the question merely serves to check up other
answers.
1. What article is described in the pages you examined?
What is its particular name?
2. For what purpose is such an article used?
3. Give the names of other articles similar to this, or used
for similar purposes.
4. Recall in your mind's eye the various pages you have
seen. What feature or detail stands out most prom-
inently in your memory of the pages?
5. What feature or detail stands out next most clearly?
Checking Effects. The 25 tests for each of the four classes
of advertisements were now collected as four separate groups,
and the replies to these questions checked up. It will be seen
that the first question when answered reveals the success with
which the advertisement leaves in the mind of the reader the
specific trade name of the article. False replies will suggest
any difficulties in the name itself. The second question is
designed to determine whether the reader has gotten the gen-
eral impression of the commodity or the impression of the as-
Per Cent
Per Cent
Class
Getting
Getting
Per Cent
of
Correct
Idea of
Getting
Adver-
Idea of
Associated
Name
tisement
Commodity
Article
Correct
A
IOO
O
93
B
88
12
77
C
93
7
62
D
77
23
65
144 PSYCHOLOGICAL FACTORS IN ADVERTISING
sociated article, since their uses are different. The third ques-
tion checks up the replies to questions I and 2. The last two
questions show what is left in the reader's mind after the
reading is over what he carried away as the result of having
seen the various advertisements of the particular class.
The results, tabulated in terms of per cent of readers seeing
a given class of advertisements, were as follows:
Per Cent Who
Per Cent Who Carry Away
Carry Away Image of
Mental Image Associated
of Commodity Article
93
53 6
38 J 3
35 47
It is apparent that as we begin with Class A and go clown
the column, the Classes B, C, and D become regularly of less
and less value. A smaller number of readers get the correct
idea of the commodity and more of them get the idea of the
associated article instead. Fewer and fewer remember the
correct name of the commodity, fewer and fewer carry away
a clear picture of the commodity, and more and more get a
clear picture of the associated article instead an irrelevant
picture. Clearly, of the four classes, Class A and Class B
are much superior to Class C and Class D. The two latter
classes convey a wrong impression, and they fail to impress
the correct name, the function, and the memory of the com-
modity.
Wrong Emphasis in Copy. When the 82 advertisements
making up the whole campaign were classified under these
four heads it was found that 14 belonged to Class A, 18 to
Class B, 25 to Class C, and 25 to Class D. That is to say,
of the 82 advertisements making up the campaign, 50 were
of the inferior classes, always conveying the \vrong impression.
THE PSYCHOLOGICAL LABORATORY 145
Numerous other points of importance always result from such
an analysis, but for our present purpose it is sufficient to present
this main feature. The analysis and tests of the ineffective
campaign disclosed principles of effective appeal which, when
followed in the succeeding campaign, produced results of the
most gratifying nature.
Practical Utilization of Psychological Technique
In this chapter we have indicated that not only does a knowl-
edge of the laws of human behavior constitute an important
part of the equipment of the advertising man, but that the
special technique of the laboratory may also be effectively
utilized by the advertiser. The "psychology of advertising"
of the future will consist of more than the body of general
laws and principles of human nature and behavior. These
will always be useful and suggestive, especially from the point
of view of the beginner. But as time goes on there is being
added to this body of general lore a series of concrete, specific
investigations and studies of special technical problems, con-
ducted with all the rigor and caution of laboratory technique,
suggested and prompted by the practical interests of business.
Just as the manufacturer is utilizing the expert services of the
chemist, the electrician, the physicist, and the engineer, so
the advertiser is utilizing the expert services of the psychologist.
REFERENCES FOR FURTHER READING ON THE PSYCHOLOGICAL
FACTORS IN ADVERTISING
Advertising and Selling, by H. L. Hollingworth.
The Psychology of Advertising, by W. D. Scott.
The Theory of Advertising, by W. D. Scott.
The Relative Merits of Advertisements, by E. K. Strong.
Advertising, Its Mental Laws, by H. F. Adams.
Advertising, by D. Starch.
Applied Psychology, by Hollingworth and Poffenberger.
CHAPTER XIV
THE DISTINCTIVE NATURE AND PURPOSE OF
ADVERTISING COPY
Its Re^tion to Other Parts of Advertising
Before we can intelligently discuss the matter of advertis-
ing copy, it is necessary to review its relation to the other parts
of advertising and also to know its difference from other forms
of composition.
From the layman's standpoint, copy is the most important
part of advertising. It is the part he sees and the part by
which the advertiser's message is conveyed to him. From the
advertising man's standpoint, it is only a small part, subor-
dinate in his mind to the finding of the right sales plan, the
proper selection of media, and the determination of the best
psychological appeal.
The writer of advertising copy must give due weight to
each of these views. He must know what the sales plan is,
and what appeal the psychology of the situation demands.
He must, however, recognize that knowledge of these things
is useless unless the copy he writes performs its work of im-
pressing the message upon those who may become buyers of
the article. Copy is the crystallization of the science and the
art of advertising.
In the larger sense, advertising copy includes all the sym-
bols by which the advertising message is given not merely
words, but form, color, illustrations, type, ornament, and the
like, all of which are parts of the language of advertising.
Often these parts are more potent than words in making an
impression. They may neutralize or reinforce the effect of
149
150 ADVERTISING COPY
the message in words. The proper use of these elements is
considered elsewhere in this volume under the head of Ad-
vertising Display. In this section we are concerned only with
the message in words, or the " text."
Distinction from Other Forms of Composition
The problem of writing advertising copy is more than a
matter of grammar and rhetoric. It is true that most writers
need instruction in these elementary matters. Every day we
see advertisements that violate some simple rule of grammar.
One car-card assures us that, " We have been friends for over
20 years and it don't seem a day too long." Another says,
" Every woman should have a Tightfit Petticoat. They will
use them once they have tried them."
Grammar and rhetoric, necessary as they are, are only in-
cidental to the main purpose, which is to write English that
will influence people to buy. If disregard of grammar would
help to accomplish this result, then it might safely be disre-
garded. In the absence of evidence on this point, we must
believe that the purpose of advertising copy can be best ac-
complished by reasonable conformity to the requirements of
good use in language.
The writers of advertising copy, however, have more free-
dom in the matter of language than the writers of other forms
of English composition. Their work is not judged by any
abstract critical standards of good and bad, but by the con-
crete, tangible results of dollars and cents profit.
In other words, their art is distinctly utilitarian. Other
forms of composition exist mainly to instruct or to please:
advertising copy is written to stimulate response. It may
please or instruct incidentally, but unless it moves toward
action in some degree, it is inefficient. The rhymes of Phoebe
Snow and the Spotless Town jingles were good advertising,
not because they were cleverly written verse or because they
PURPOSE OF ADVERTISING COPY I5 1
amused us for the instant, but because they impressed upon
us the distinctive merits of the Lackawanna Railroad and
Sapolio so that we ultimately gave them our patronage. Ad-
vertising copy must always influence action.
This distinction between advertising English and literature
has a deep significance. When people read for interest or in-
struction they do so willingly. They give their time and
energy. They may even make some sacrifice.
This does not refer to a money sacrifice though people
buy literature. It means a real mental sacrifice. The passage
of ideas from one mind to another is difficult. We must have
a glossary to read Chaucer or Shakespeare. We must study
to catch the message of Browning. Enjoyment of the classics
of even our own language does not come easily to any of us.
In all reading there must be some adjustment between the
writer and the reader, before the message can be grasped.
And in the case of literature, the reader makes it.
Expression and Impression
That is why we so commonly speak of expressing ourselves.
The writer in other fields thinks of expression. He has ideas
and feelings to throw out and out he throws them. If any
one wants them he must come and pick them up. Students
of English composition are not always asked to convey ideas.
They are asked to express them. And having no one to con-
vey them to, they convey no ideas often express none.
This is not a criticism of literature. It is well for a man
to learn to catch the ideas of others. It gives power and
the sense of power. But when we come to write advertising
or any other business message w r e must write for the reader.
If there is any adjustment to make we must make it. We
must make reading as easy as possible for him. We must
economize his time and energy.
In a word, the writer of advertising English must be less
152 ADVERTISING COPY
concerned with expression than with impression. The writer
of literature should be less concerned with expression, but he
is not obliged to be. Advertising men realize this important
truth when they speak of copy that " gets across." Whoever
praised a poem by saying that it " gets across " ? No, we talk
about the imagery, the depth of feeling the writer had, and
so on.
Advertising is not generally read because of deliberate in-
tention. The reader does not buy advertising. It is thrust
upon him. If it is to succeed it must not only get his atten-
tion away from the editorial matter placed next to it in the
newspaper or magazine, but, having secured his attention, it
must be so interesting that he will read it in preference to
the material he has bought for interest or instruction. More-
over, he will not strain his mind to catch ideas that lead to the
expenditure of money.
Style in Advertising Copy
Right here \ve come to a point that is of prime importance.
The belief that writing was a matter of expression has been
responsible for an erroneous conception of the nature of style
and an exaggerated idea of its importance.
Style used to be considered the dress of thought. There
was a notion that thought and language were separable.
Later it came to be recognized that thought can only come in
the symbols by which it is conveyed. The painter thinks in
terms of form and color; the musician thinks in terms of
sound; the writer thinks in terms of words. So the form of
language is inseparable from the thought conveyed.
The modern conception of style is that it is the individuality
of the writer as mirrored in his expression. Buffon's famous
definition, " Ic style est de I'hoiiniie mane " " Style is of the
man himself" -is generally accepted now. It is even cor-
rupted to " Style is the man himself." Arlo Bates, one of the
PURPOSE OF ADVERTISING COPY 153
sanest rhetoricians of the present day, says, " Style is the in-
dividuality of a work. Style is the personal impress a writer
inevitably sets upon his production."
Now, we do not need to cast aside these definitions of style
as untrue, but we must recognize that they are inadequate for
the writer of advertising English. The reason is that they
take into account only one element of the three that affect
every piece of composition the writer, the subject, and the
reader. Here is a better definition for our purposes : Style
is the man in the right relation to his subject and reader.
Even writers of literature sometimes differ in " style "
when writing on different subjects or to different groups of
people. Take Browning. What similarity is there between
" The Pied Piper of Hamelin " and " The Ring and the
Book "? If both had been published anonymously, could any
man have guessed that they came from the same mind? In
one Browning was writing for children ; in the other, for men
of high degree of intelligence and education, or perhaps for
himself alone. Style was different because the class of read-
ers was different. It is a curious commentary, and one that
does not lack significance for us, that the poem for children.
" The Pied Piper of Hamelin," is still the poem of his that is
best known and best liked by the multitude.
Suitability to Occasion
The writer of advertising copy should forget style, forget
self, think of those readers that he wants to reach, find the
ideas that will appeal to them, the emotions that can be
aroused in them, the language that they can understand, and
the action they can be forced to take.
Many instances could be cited of the failure to adapt the
language to the reader. Look at the defense that was set up
in advertising by the New York, New Haven & Hartford at
the time when public sentiment against it was so strong. The
THIS ADVERTISEMENT IS DEDICATED
TO THE TOILERS OF THE WORLD,
practitioners of the sciences; men of brain and brawn,
an union of trained intelligences co-operating to evolve
a perfect product
The world tenders respect to the man who is a mas-
ter of means and methods, for when he learns and
knows his task thoroughly it teaches him to respect
what he learns, because merit and true worth are im-
parted to that which he produces.
In the Hyatt workshops, the melting pot of science
and skill, scholars of labor construct perfect automobile
bearings, so quiet in operation that speeding motorists .
disturb not silent vesper hours.
HYATT ROLLER BEARING COMPANY
Detroit Newark, N. J. Chicago
ILLUSTRATIVE ^LITERATURE
REQUEST
Pretentious style, unsuited to the readers
154
PURPOSE OF ADVERTISING COPY 155
THE TRUTH NO.Z
The only ieriout accident on (he main line of the New York.
New Haven & Hartford Railroad, thus far this year between Boston and
New York, was at Westport, October 3rd, when the engineer, with five
year* of clear record behind him, from sojne forever unknown cause.
patted oven signals and warnings and took a No. 10 crossover at 50 miles
an hour where his speed regulation called for 15. He lost his life and
the lives of six others. Had the crossover been a No. 20, the speed limit
for which is 25 miles an hour the result would have been the same.
But there may be some violation of rules and regulations in the
future, when, with a somewhat less speed, a No. 20 crossover, which is
50% longer than a No. 10, may save a train from disaster; and No. 20
crossovers have been ordered installed for all express service as soon a*
the w_eather will permit.,.
Meanwhile the Public Utilities Commission of Connecticut has
ordered that all express trains come to a full stop at crossovers before
the switch is changed for the detour of the train.
This order is being strictly complied with and lengthens the running
time between New York and Boston by twelve minutes, some of which can
be made up in clear sections of the track.
But, as SAFETY MUST BE THE FIRST CONSIDERATION,
the officials of the road are now figuring to what extent there should be a
readjustment of the time schedule temporarily for the winter traffic.
The New York and Chicago expresses have lengthened their time
for the winter by two hours and a corresponding lengthening of our five
hour trains would mean a winter time of five hours and a half for our pres-
ent five hour trains. This is quite unnecessary in view of the fact that the
New Haven roadbed and rails are unsurpassed for solidity of construction
by any railroad in the United States; and if it is finally determined that
with these stops at crossovers there must be a lengthening of time schedules
it will not be more than fifteen minutes for the five hour expresses and in
such proportion as may be found necessary for other trains.
CHARLES S. MELLEN,
President.
Cold, formal language obscure and lacking in general appeal
intellectual person could understand and appreciate its mes-
sages, but how about the great mass of people, whose average
education is only equivalent to the fifth grade! And these
people are the ones that the railroad most needs to reach ; they
are the ones from whom outcries against the railroads come.
Did the railroad get down to their level and talk to them?
No, its copy was dignified and cold, almost antagonistic. No
wonder it failed to change the public sentiment.
'56
ADVERTISING COPY
',<] A.
Lackawanna
Railroad
Says Phoebe Snow:
"These emblems show
Your pride in letting
People know
That day or night
Their safety's quite
First rule on Road
of Anthracite."
Safety means efficiency. Personal efficiency minimizes accidents.
Thats why Lackawanna employees are striving to put "Safety
First" above every other consideration. The button which they
have adopted is intended to fasten the gnp of safety on every
mile of Lackawanna track.
The Road of Anthracite
Simple, concrete appeal that reaches the public
Compare with this the popular advertising of the Lacka-
wanna.
Advertising English, therefore, must be suited to the reader
- written for the reader. He must be made to read, to un-
derstand, and to react. Tt should, in addition, be suited to the
subject. Jewelry and tobacco do not admit the same style of
copy, because the feelings associated with their use are quite
different. The style may also be suited to the advertiser.
The style of English that is suitable for the United Cigar
Stores would not do for Tiffany. The style that is permissible
for Wrigley would not help Huyler's. It should be remem-
bered, however, that the writer personally that is to say, the
man who actually gets up the copy does not come into the
PURPOSE OF ADVERTISING COPY 157
question at all. The less style he has, the better. Certainly
he should have no mannerisms. He should have sufficient
versatility to suit his message to the reader, the subject, and
the advertiser and forget himself.
Relation to Personal Selling
The personal salesman and the writer of sales material in
the form of letters meet very much the same problem as the
writer of advertising copy, but it has certain differences. The
personal salesman can make a new adjustment to each pros-
pect that he meets. He can find the language that the pros-
pect uses, the arguments that are suited to his character, and
the tone that harmonizes with his mood. If he is a good
salesman he will do all this. The writer of sales letters like-
wise, though to a less degree, makes a personal adjustment
to his readers, whether they be one or a hundred thousand.
The advertising writer, however, cannot do this. The at-
tempt to make his adjustment personal, to make his sales talk
a substitute for the personal conversation, is usually fore-
doomed to failure.
Compare the situation of the sales letter (sometimes called
circular letter or form letter) with that of the general magazine
advertisement. The form letter may be sent to thousands,
even hundreds of thousands of people but they are selected
in advance by some principle. They are people who have
responded to a certain advertisement, or their names appear
on a list because they are engaged in a certain business, be-
cause they possess a certain amount of wealth, because they
have bought by mail a certain class of commodities, or because
they have some other feature of similarity that gives the writer
a possible point of contact with them. He can adjust his
message to the typical prospect.
But the readers of the general magazine include nearly all
classes of humanity, alike only in their ability to read. The
158 ADVERTISING COPY
contents of magazines of large circulation are usually so
varied as to appeal to the widest possible range of readers.
The advertiser cannot adapt his message to the typical reader
for there is no " typical reader." He must construct it so as to
reach and appeal to the largest number of prospective buyers.
In other words, the advertising writer must adjust to the
mass. His readers are not picked out beforehand. His ad-
vertisement must pick them out automatically. This means
that he must find the appeals and language that are most
suitable to the majority of possible buyers, and use them.
The task would be quite hopeless if human beings the read-
ers were not so much alike. As a matter of fact, as
psychology has shown, they react in much the same w'ay to
the same stimuli. Class distinctions there are ; individual dis-
tinctions there are. These will be considered later in connec-
tion with various class publications which demand special
appeals. Our first task is to find the qualities that make copy
efficient with the majority.
Qualities of Effective Copy Economy
These qualities can be grouped under two main heads:
first, those that serve the purpose of economy: second, those
that serve the purpose of distinctiveness. Of these the former
class is the more important. No one has ever given a better
definition of the qualities that should be found in advertising
copy than has Herbert Spencer in his " Philosophy of Style."
The whole task of the writer should be to make reading easy,
to make the conveyance of thought and feeling certain. Ad-
vertising copy should economize the reader's attention; that is
to say, his time and mental effort.
i. Clearness
In securing economy, the most necessary quality is clear-
ness. The meaning of a message should be plain at first
Distinctiveness without paying
anything extra for reputation
Moline-Knight cars now in the
hands of private owners have
made good. Every claim made
by us has been substantiated.
Moline-Knight The Moline-Knight sleeve
represents progress valve tyP 6 of engine repre-
s^^^^ sents today the greatest
real, substantial progress in motor construction.
It is individually distinctive, a powerful, reliable,
silent car engineered with surpassing skill built
in small quantities with great care finished in a
high class manner, matchless throughout and
nothing added to the price for reputation.
This is the motor that made the phenomenal 337
hour non-stop run in the laboratory of the Automo-
bile Club of America, New York, averaging 38 horse-
power under load and at the end of the test reach-
ing 53.6 horsepower at 1682 revolutions per minute.
The Moline-Knight is distinctive and is a car that
is instantly recognized on the boulevard. It is sym-
bolic of reliability, comfort and luxuriousness, and
is as near perfection as human brains, energy and
automatic machinery are possible to make it. All
steels, wood, upholstering, leather and other mate-
rials'used in the Moline-Knight cannot be better
because the world's markets and craftsmanship
have not yet produced anything superior.
Get our Because of our limited production
literature not ver 1200 cars during 1915 and
= the increasing and insistent demand for
Knight Motored cars at a fair price the Moline-
Knight 50 H. P., Four-Cylinder at $2500 will be
oversold early. So write at once foir descriptive
booklets and get acquainted with this splendid car.
Dealers ^ y u have t* n selling a high grade
mation regarding Roadster, Sedan and Limousine
to be added to the Moline-Knight line. We will
require a limited number of high grade men to
market our entire production.
Moline Automobile
Company
East. Moline,
Illinois
Too many broad generalizations
159
On Ordinary Paper one letter costs
+=K
What Do You Buy with the
Xo of a cent you save?
One average letter on a fair -to-middling com-
mercial stationery will cost you at the very least
5 cents.
This includes stenographer's time, typewriter
wear and tear, postage and the office boy's
service. Your time in dictation is not counted
The same letter on Old Hampshire Bond
would cost 5 and 1/10 cents.
For 1/10 of a cent more per letter 1/2 a cent
on a series of five letters you can have the
undeniable prestige and dignity afforded by
What better advertising can you buy for a tenth of a
cent per letter? For '/io of a cent per letter, your let-
ter becomes the peer of any suitably expressing the
standards of your business.
Firms have been known to register letters to put
special delivery stamps on them to announce their
coming by telegrams to resort to any number of costly
schemes to gel attention for their letters.
Why all this when Old Hampshire Bond gets atten-
tion by its character? It is the crisp, crackling bond
paper used by the kind of men and firms whose mes-
sages are important and who do not write for idle or
unnecessary reasons.
No man who is not proud of his business feels any
incentive to use Old Hampshire Bond
send fret ihe Old Hampshire
book assembled and bound up t
We will also send you. from ti
will
HAMPSHIRE PAPER COMPANY
SOUTH HADLEY FALLS. MASS
Simple, direct copy, easily read and understood
1 60
PURPOSE OF ADVERTISING COPY
161
Paint Fine-ness
House paint, to be
good, must be smooth
as silk and opaque as
ivory. Both qualities
result largely from
Dutch Boy White
Lead sifts through finest
silk 28,000 micro-
scopic holes to the inch.
With Dutch Boy Lin-
seed Oil it makes the
smoothest, most opaque
paint.
Dart* By Wkltt ItadwhlH im
glance. Unusual words, long involved sentences, and strained,
pretentious phrases all obscure the message. Vague generali-
zations, such as " Finest Quality,'' " Best in the Market," and
many others equally trite and familiar destroy the clearness,
because if they convey any
message at all, it is too in-
exact to make an impres-
sion.
In general, the writer
should take care that the
reader be not distracted
from the thought to the
words that convey the
thought. It has long been
recognized that an illustra-
tion is inefficient if it draws
attention away from the
copy and bears no neces-
sary relation to the mes-
sage. In just the same
way every word in the copy
should be a part of the
message. It is nothing in
itself. That is why it
would not pay to use simplified spelling in advertising. Rec-
ognition of the words would be slow and some mental power
would be taken away from the understanding of the message
itself to a recognition of the symbols.
2. Correctness
This indicates why economy demands correctness of lan-
guage. The language must be that to which the reader is
accustomed, and the majority of people are accustomed to
what is correct. Indeed, correctness is only the crystallized
Dutch Boy White Leid in tleel kegt, 1
and 100 IE.I. Dutch Boy
I "Painting Helju 11," full of point fact*. Include* catalof ol
>u. Send ui description of home or roomi to be decorated.
NATIONAL LEAD COMPANY
Concise copy, well arranged
1 62
ADVERTISING COPY
preference of the majority. Advertising copy is not bound
by the rigid rules of the rhetorician. If the majority of pos-
sible buyers accept a usage as correct, that is sufficient, but
they must not be distracted by construction and words that
appear to be incorrect. In ninety-nine cases out of a hundred,
advertising copy should con-
form strictly to the accepted
principles of grammar and
word use.
What do you ^
to know about Paint/
3. Conciseness
The third and most obvi-
ous quality in securing econ-
omy of attention is concise-
ness. \Yaste words put an
unnecessary tax upon the
reader. In view of the fact
that, unless specially inter-
ested, he will not give much
time to the reading of any
individual advertisement, the
message must be put in as
few words as can be used.
Upon this point it is unnecessary to dwell at length because
the high cost of space prompts the advertiser to boil down his
message as much as possible. In this one quality his interests
and those of the reader are identical.
It may be stated, however, that conciseness must not be se-
cured at the expense of clearness. Most ambiguities in ad-
vertising come from the attempt to say too much in too few
words. One case in point is the famous example of the Tur-
kish bath proprietor who advertised " Ladies' Department
Separate, except on Sundays and holidays." An advertise-
ment of a real estate dealer read, " Two Houses, one $5,000,
Verbose copy, badly arranged
PURPOSE OF ADVERTISING COPY
one $4,500. They won't last
long." Again, conciseness is
dangerous if it results merely
in vague generalities about an
article. However small the
space, room must be found to
say something specific anc 1 defi-
nite.
Effective Qualities Distinc-
tiveness
The other main effect to be
produced by a piece of adver-
tising copy is distinctiveness.
This is the quality of original-
ity that commands the reader's
attention in spite of himself.
Advertising men usually call it
by the vague term " Punch."
Sometimes Over-Emphasized
There is a general tendency
to over-emphasize the impor-
tance of distinctiveness and
frequently other things more
valuable are sacrificed for it.
Writers of advertising copy
too often attempt to be differ-
ent from somebody else or to
imitate somebody else without
considering whether the result
is in itself good, bad, or indif-
ferent.
A young man set up a busi-
Pebeco has the
"Punch"
It isn t one of chose "lick-
and-a-promise" dentifrices
that just clean the surface of
the teeth and fool you into
thinking everything is all
right.
Pebeco gets down to the
cause of decay, which in 95%
cd cases is "acid-mouth."
"Acid-mouth" can't remain
if Pebeco is on the job
Pebeco Tooth Paste does
all its work in the minute or
two you take for brushing
your teeth every morning
and night
Pebeco cleans the teeth
It removes tobacco and other
odors. It refreshes the
mouth It strengthens the
gums. // neutralizes the acids
'I m a smoker
Pebeco
Tooth Paste
makes a hit with me he-
cause it keeps my teeth
free from ugly 'brown
spots' and my mouth free
from tobacco-breath '
Pebeco is the 100% denti-
frice. In extra-large tubes,
at all dealers.
Ten days' supply and acid
test papers to test your mouth
for acid and prove the value
of Pebeco Sent Free.
LEHN & FINK
1 and 3 St. Helen Street Montreal
Vigorous, colloquial copy in
small newspaper space
Christmas
Grand Larceny
DisHnctiveness has been sought at the expense of economy and good
taste. The space is wastefully used
164
Made inLaSdlle,
Illinois, byWestclax.
YOU awake in the
morning, snug and
comfy, right where you
are. He's standing by
your bedside, waiting,
friendly, eager to help:
"The morning tub makes win-
ning men, there's time to get it,
says Big Ben."
Distinctive copy that has also the quality of economy
"A ckan-cut shave makes keen
edged men, let's lather well, says
Big Ben."
"A short, brisk walk puts blood
in men let's walk partways, says
Big Ben."
You try it once, you try it twice best
thing you know good old Big Ben !
165
166 ADVERTISING COPY
ness of selling bonds in a conservative New England city of
about one hundred thousand population and began to adver-
tise his wares in the newspapers. He adopted a conversa-
tional style of copy that aimed first of all to create comment.
His announcements read somewhat as follows : " I am only
26 years old, but have been selling bonds for 33 years, etc."
The copy caused plenty of comment but it did not create sales,
for the obvious reason that he had sacrificed everything else
for the sake of distinctiveness. People who had money to
invest in bonds were not led to feel confidence in him.
Another instance of the sacrifice of clearness for the sake
of distinctiveness is found in the advertisement of a patent
flooring. One sentence read : " Your judgment shall pre-
vail, but we are inclined to believe that at least one room will
multiply its egotism because of a handsome, wood mosaic
floor this spring." Straining of this kind is always fatal to
the more important purpose of economy. Distinctiveness is
not synonymous with cheap cleverness. Any attempt to
" show off " is likely to result fatally.
Since distinctiveness is so closely synonymous with in-
dividuality, no general principles can be laid down for securing
this quality. Sometimes it is secured by some new method of
illustration, as the use of shadow pictures by the Community
Silver Company some years ago; sometimes by a different
method of appeal, such as the dramatic or story form. It may
be simply by vigorous, forceful sentence structure or by pic-
turesque or slangy language, as in Prince Albert Tobacco.
One of the best instances of distinctiveness is in the adver-
tising copy of the " Big Ben " clock, where the article is per-
sonified and surrounded with an atmosphere of cheerfulness
and wide-a\vakeness. The quality of distinctiveness will be
referred to again, but it must be emphasized here that economy
is a much more important matter and that it mubt not be
sacrificed in the attempt to gain distinctiveness.
CHAPTER XV
STRUCTURAL PRINCIPLES OF ADVERTISING
COPY
The Functions of an Advertisement
In securing the economy of attention which is so important
a quality of advertising copy there are certain structural prin-
ciples that need to be observed. Before these can be taken up
intelligently, however, we must have a common understand-
ing of the functions of an advertisement. These have been
touched upon in the section on psychological factors but it is
well to review them from the standpoint of the copy-writer.
It is frequently said that an advertisement is to be seen,
read, and believed. In view of the fact that its ultimate pur-
pose is to influence the reader to buy, this definition of its
functions seems inadequate. It is safer to consider it as a
sales appeal more or less complete and to say that it
should attract, arouse desire and confidence, and stimulate
action.
i. Attraction
Attraction means first of all getting the reader's attention
away from other messages the reading columns or other
advertisements and directing it to our message. The dis-
play of the advertisement often does this in part and in fact
must usually be relied upon to do it in large part. In the
chapters on psychology and display many mechanical means
of getting attention are discussed.
But it is not enough to attract the reader's attention to the
advertisement. He must be attracted to the substance of the
167
l68 ADVERTISING COPY
message to the article advertised. This is a task for the
copy, either as a part of the display in the form of a head-
line, or as a part of the text pure and simple. A point of con-
tact must be made between the reader and the article advertised.
An advertisement headed " Be a Wise Woman ; Guard Your
Purse " might conceivably attract readers, but if the message
had to do with corsets, the attraction could not easily be re-
lated to it. It does not have so close a connection with the
subject of corsets as with a dozen other subjects, such as wrist
bags and savings banks. " The Ne\v Silhouette/' on the
other hand, might easily be related to a message about corsets.
Attraction must be to the article advertised. In most cases,
a weak attraction that is relevant should be preferred to a
strong attraction that is irrelevant.
2. Arousing Desire
When we speak of desire we mean the desire to possess the
article advertised. The motive may be purely intellectual, or
it may be wholly or partly emotional. If the article is a
cash register, it will be desired as an aid to the more efficient
and economical handling of business; if a talking machine, it
will be desired as an added enjoyment of life. The broad
distinction between intellectual and emotional desires leads us
to classify advertisements as reason- why and human interest,
and as such they will later be discussed separately. For pres-
ent purposes it is enough to say that the possible buyer should
be made to u-ant the article.
This usually involves the selection and presentation of " talk-
ing-points," that is to say, the distinctive points of superiority
of an article. These include low first cost, economy in use,
greater beauty or style, greater safety or comfort, and an in-
finite number of others. They can usually be determined only
after a careful analysis of the market and comparison with
competing products. One of the most essential factors in the
PRINCIPLES OF ADVERTISING COPY 169
merchandizing plan is the choice of talking-points, as was
pointed out in the earlier sections of this book. When these
" talking-points " have been selected they must be so presented
that the reader will recognize the distinctive superiority of the
article and want it.
3. Creating Confidence
Even this is not enough. The reader must feel not only
that he wants the article, but that he should have it. He must
have confidence that it is as represented and that its purchase
would be wise. In the whole campaign this may sometimes
be accomplished by the simple repetition of a claim. In the
individual appeal it is largely a question of proof by means of
evidence.
4. Stimulating Action
The last function is to make the reader buy or at least to
influence him toward buying so that the sale can be made later,
when circumstances are favorable. The other three functions,
it is true, lead in this direction, but some additional stimulus is
usually necessary to crystallize desire and confidence into ac-
tion.
This stimulus may be in the form of a direct command :
" Take home a box today," " Ask your grocer," " Look for
the trade-mark," etc. Or it may simply be a way of making
action easy, as by giving a list of dealers or attaching a coupon.
A third form of stimulus is the use of an inducement, such as
a booklet, a statement that the offer is for a limited time only,
or the like. The three methods are often employed together.
The advertisement on page 171 will illustrate all four func-
tions of a sales appeal.
Here our attention is attracted by the picture of a hand-
some library table, and by the question, " Will you drive six
screws to save $13.25?" The universal instinct for saving
170 ADVERTISING COPY
prompts us to read further. Our desire is aroused by the
picture and the description, and by the opportunity for sav-
ing. Indeed, the very things that attract us make a beginning
in arousing our desire. Confidence is created by explaining
the reason for the saving and by offering money back to any
\vho may be dissatisfied. Last we have a stimulus to action
in the form of a free book and full directions for requesting it.
Although the complete sales appeal performs all these func-
tions, the individual advertisement does not always attempt
them. The mail order or inquiry-getting advertisement does,
but in most general advertising the task is distributed over a
number of pieces of copy, each one of which has to do only
that part of the work that it can do efficiently.
Publicity campaigns often contain " teasers " - advertise-
ments that arouse curiosity in an unnamed and undescribed
article. Again, advertisements are often merely reminders,
such as " Use Sapolio," " Drink White Rock," " Wilson's -
that's all." In some campaigns whole series of advertisements
are devoted to showing new uses or new recipes for an article,
so as to increase desire for it. Other series simply pile proof
upon proof to increase confidence.
It may fairly be said, however, that considering the limita-
tions of space and the demands on a reader's time, the nearer
an advertisement can come to giving a complete sales appeal
the more efficient it is. The following principles of construc-
tion will therefore be applied mainly to advertisements which
attempt to perform all four functions : attracting, arousing de-
sire and confidence, and stimulating action. Their applica-
tion to advertisements which perform only part of this work
is a simple matter.
Principles i. Unity
The first principle of construction is Unity or concentration.
It demands that nothing shall be placed in the advertisement
Will You Drive Six Screws
To Save $13.25?
It takes six minutes to drive these six
screws. Now, if your time is worth more than
$2.21 a minute, don't read any further. This
advertisement is for those who want high grade
furniture at rock bottom
prices, who lore beau-
tiful things in the home,
who appreciate choice
designs, know solid
worth, and approve of
a selling plan that saves
them fully one-half store
prices.
COME-PACET Sec-
tional Furniture is
such furniture. Take
this table, for example.
It is Quarter SawnWhite
Oak, with rich, deep nat-
ural markings, honestly
made. Can be beauti-
fully finished in your
choice of eight finishes
at actual costof finishing.
Measure out its dimen-
sions with a tape meas-
ure compare it with an/
piece equally -good, at
any dealer's. It saves _. .
you more than one-half . Sold on a Year s Trial. Money Back Any Tune.
How! By coming to you in five sections,
packed in a compact crate, shipped at knock-
down rates. Come-packt keeps no men on the
road, has no stores, no dealers. You save all
these big savings freight, traveling men's and
Heicbt. 30 inches; lop, 44x28 inches; lets 2M inchc:
Two drawers, choice of Old Briis or Wood Dnwei
Shippinj weight. ISO Ibi.
dealers' expenses and profits-
total of one-half or more. With
a screw driver and six minutes,
you buy a J25 table for $11.75.
Honest furniture and an honest selling plan,
as thousands have proved. Our free catalog
the most beautiful furniture book ever given
away tells all the details, gives you a choice
of more than 400 pieces, and color plates
the exquisite finish and upholster-
Write for thin beautiful big book to.
day. Mailed free.
COME-PACKT FURNITURE CO., 107 Fernwood Avenue, TOLEDO, O.
You buy at factory prices.
Come-packt Sectional Furnitu
not handled by dealers.
Complete sales appeal
171
172 ADVERTISING COPY
that does not contribute to its one central message. This
principle holds good for the display as well as the copy. In
the text it means that one central idea shall be impressed.
Others may be brought in but they should be few and should
be subordinated to the important main idea.
One of the commonest violations of this principle and
one of the weakest forms of advertising is catalogue copy.
This is not the kind of copy used in catalogues, but the kind
that attempts to mention every good quality of the article and
impress them upon the reader. The result is that none is im-
pressed. " Bon Ton corsets are the most perfect-titling, hy-
gienic, fashionable, and highest grade corsets in the world,"
claims the manufacturer. Which of these qualities is most
important? That one should have been chosen and the copy
concentrated on it. Even if they seem equally important, each
piece of copy should have been built around one of them.
A manufacturer of silk gloves devoted not merely one piece
of copy but a whole season's copy to a single important talk-
ing-point, the fact that his gloves had double-tips and there-
fore the ends of the fingers would last as long as the rest of
the gloves. The following season he concentrated upon the
guarantee that was placed on each pair, and merely mentioned
the double-tips. Another season he concentrated upon the
stimulus : " Look for the trade-mark embroidered in the
hem." This is an extreme instance of the application of the
principle of unity, but its success goes far toward its justifi-
cation.
Further proof of the inferiority of " catalogue copy " may
be found by comparison of the two following pieces of copy:
The Dominant Six The greatest piece of machinery
that ever \vent upon the highways and the most luxurious
carriage. Fastest get away; smoothest starting and stop-
ping; power without noise; best hill climber; easiest car to
drive; safest investment. . . .
PRINCIPLES OF ADVERTISING COPY 173
Why is your family safest in a Packard?
Why is a Packard at its best after thousands of miles of
hard usage on the road ?
Why will a Packard run so long without mechanical culti-
vation ?...., etc.
Because Endurance far exceeding requirements is the stand-
ard to which every Packard is built.
The first of these pieces of copy makes no clear-cut impres-
sion on the reader. It simply gives him a vague mass of claims
that could just as well be made by any other automobile ad-
vertiser. The second piece of copy impresses one distinctive
message that may lead the reader to " Ask the man who owns
one."
Frequently the article has one distinctive point of superiority
over its competitors. In this case the problem of unity is
simply a matter of concentrating on this one point. Thus
Pebeco tooth paste continually hammers in the fact that it
" neutralizes acid-mouth " and merely mentions that it has
other qualities a dentifrice should have. Valspar varnish con-
centrates on the fact that water, even when boiling, won't
make it turn white.
In this connection it should be remembered that once an
advertiser has sufficiently driven home his great distinctive
talking-point, he can concentrate upon a point that was oriain-
allv a minor point, and simply remind readers of the big one
by putting it in the form of a slogan. Ivory Soap formerly
impressed people with the fact that it floated and was pure.
More recently each piece of copy has concentrated upon some
one use for Ivory Soap, as in washing laces, washing furni-
ture and woodwork, washing statuary, or the like. The
original talking-points alternate as slogans: " Ivory Soap
it floats "; " Ivory Soap 9Q 44 ^no% pure."
Unity not only requires concentration on one talking-point.
It requires approach to the reader from one angle at a time.
174 ADVERTISING COPY
This demand is violated in the advertisement for Hygienic
Kalsomine, which begins :
Its sanitary feature kills every germ-like creature. It beau-
tifies the home.
The two appeals are incongruous, and do not help each other.
One must be subordinated before the advertisement can be an
effective unit.
Again the point of contact with the reader must not be too
far from the article or there can be no unity. When some
great event, such as a war, occurs, it is a temptation to begin
the advertisement with some reference to it on the ground that
it will probably attract attention. But it usually proves a
strain to relate this beginning to the real subject of the mes-
sage if there is no natural relation between the war and the
article advertised. The advertisement on page 175 illustrates
lack of unity through the introduction of ideas that are only
distantly related to the subject.
There is another side to the principle of unity. It demands
that everything be included that is essential to the impressing of
the main idea. This means that vague, unsupported claims are
not enough. They should be backed by concrete instances
or tangible proofs. It means that if the main idea would
arouse suspicion, that suspicion should be allayed. Thus when
the Mark Cross razor was announced as a $5 razor at the in-
troductory price of 25 cents, there had to be a guarantee of
quality and a promise of " money back if dissatisfied/' before
the appeal could be complete.
The danger of saying too little is small. The writer's chief
concern in observing the principle of unity is to have one main
idea and concentrate upon it. Whether it is a single mail-
order advertisement, or one of a long series of general adver-
tisements ; whether it contains a complete sales appeal or only
one of the functions, it should have one clear-cut message.
Painted by C- H T.iffs. Copyright 1913, by The Kcpublic Rubber Co.
pDOGDESS
Our wonderful nation is an ever-growing, ever-progressing
one. We have planned, we have dug. we have plowed, we
have builded, we have mined, we have made and we have sold.
We have neither inherited our wealth nor have we laid tribute
upon weaker nations. But behold I We are the richest of
them all.
Such is progress the spirit that has made this nation tha
leader of nations.
Progress demanded something to replace "Old Dobbin,"
and American .genius replied with the first crude automobile.
This evolved into the modern motor car, powerful and massive
So Progress demanded a safe-guard. Game the often-inade'.
quate metal studs, and the first far-from-satisfactory rubber
fenobs. And Progress called once more.
Then was invented the Republic Staggard Tread Tire, tho
tire that gave a real protection against skidding, an-all-to-be-
desired brake control, and a much-increased mileage truly The
Tire Perfect.
And Progress looked, and was pleased.
THE REPUBLIC RUBBER CO.
YOUNGSTOWN, OHIO
Republic Staggrd Tread. Pat. Sept. 15-22. 1908.
Violation of unity through use of ideas not closely related to the subject
175
176
ADVERTISING COPY
The Come-Packt advertisement on page 171 is a good illus-
tration of unity. The examples on pages 176 and 177 also
illustrate the right application of this principle.
That's the
Which you will
always find on the genuine
Fownes gloves, except our white
dress gloves, with pearl buttons,
hich may be identified by the name
Fownes in the wrist.
r
FbWNE\
GLOVES
are always sold under their own
name. Whether the words on the
r U sr% o r( TOWNES FOWNES FOWNES .1
c;asp are MAKE, or LONDON, or OWN MAKE the
famous "paring knife" trade-mark and
the word Fownes in the wrist are assur-
ance of glove value, the world over.
of our heavy two dollar street sloves for Fall wear. If you an
r With Fownes quality, you will be surprised at the endurano
ny ol these gloves and pleajed with their fit, comfort and style
If you have difficulty securing the genuine
Fownes, write us. giving the names of the shops
vmted, and we will see that you are supplied
FOWNES BROTHERS & CO
119 West 4Uth St., New
Unified in copy and unusual in display
2. Coherence
The second great principle of construction is that of Co-
herence. It demands that the material be so arranged and con-
nected that the reader may progress logically from beginning
to end without serious tax upon his attention. There must be
no serious breaks or gaps in the message. Coherence involves
three things : logical order, right construction, close connec-
tion.
Which Will You Keep?
"Acid-Mouth" or Sound Teeth?
Y
OU can't have both " acid -mouth 1 ' and
sound teeth. They don't go together.
4 * Acid-mouth" gradually but surely ^ats away
the enamel and lets decay strike into the soft
interior of the tooth. In time you won't have
a sound tooth left unless you remove the cause
of the trouble.
The ure way to counteract "acid-mouth" is by the regular daily ue of
PCBCCO
TOOTH PASTE
Pebeco is the scientific
dentifrice designed to neu-
tralize the mouth -acids
formed by food -ferment.
By doing this it removes
what authorities claim is
the chief cause of tooth-
decay.
Pebeco also cleans
whitens the teeth,
purifies the mouth,
drives out bad odors
and tastes,and leaves
a feeling of clean
freshness that noth-
ing else can equal.
The delightful tin-
gle of its taste is a
revelation.
You are invited
U.e '/3 of Bru.hful
to find out whether you
have "acid-mouth," as 9
out of 10 people are said
to have. If you have
4 ' acid-mouth, ' f Pebeco is
a necessity
Send for Free Ten-Day Trial Tube
of Pebeco and Acid Tctt Papers
The Test Papers will
show you whether you
too have "acid-mouth"
and how Pebeco counter-
acts it
Pebeco orteiOated in the hyjn-
mic laboratories o( P Beiersdorf
& Co . Hamburg. Germany, and
is sold everywhere in extra lariat'
si zr tubes As only one third of a
brushful is used at a time Pebeco
saves money as well as.te.eth.
LEHN & FINK
Manufacturing Chemists
120 William Street, New York
frtduitr, ./ Ithn Sr fink*, Rivirii Talcum
Well-unified copy containing a complete sales appeal
177
178 ADVERTISING COPY
The order in a piece of copy is often that of the sales func-
tions. The early part attracts ; the middle arouses desire and
confidence; the ending stimulates. Sometimes, however, this
order is changed for good reason. And in the advertisement
that does not attempt to perform all the sales functions another
order must be used. The commonest are the narrative, the
descriptive and the climactic.
The narrative order takes facts in the order of their happen-
ing. An article may be shown to be good by giving the his-
tory of inventions leading up to it, or the history of the com-
pany itself. It may give in order the processes of making it
or the steps taken in using it. It closely resembles the
process of induction considered in the next chapter.
The descriptive order gives the main point which sums up
the distinctive qualities of the article and follows this with
the details that support the main assertion. It corresponds
closely with the deductive method explained in the next chapter.
The climactic order simply takes the various ideas and ar-
ranges them in order of their importance. Often we have
a series of questions, to be answered by one main statement;
or a series of reasons for a statement already made. The
climactic order is useful here.
Whatever the order chosen, it must be maintained through-
out. There can be no haphazard drifting and shifting from
one idea to another. In the advertisement " A Giant is Awak-
ing " (page 180) we have a metaphorical statement that ap-
peals to our imagination, followed by a collection of dry-as-
dust figures and then another passage of inspiration. The
mind cannot adjust to these changes readily. The order would
be improved by putting the statistics down toward the end
of the text.
Coherence is further aided by keeping one point of view and
one form of construction. The mind works according to habit
and after it has moved once or twice in a certain groove, it
The Winged Message
Noah's messenger was a dove. In
Solomon's time, pigeons were trained
to carry messages. Brutus used them
at the siege of Modena. They served
the Turks in their fights against the
Crusaders. In mediaeval wars they
were more useful than ever before.
France had a carrier-pigeon mail
service, with messages reduced by
photography and read through a
microscope.
Even today carrier pigeons are
utilized as news-bearers in isolated
parts of Europe.
In America, the land of the tele-
phone, the carrier pigeon is bred only
for racing. The winged word has
taken the place of the winged mes-
senger.
Pigeons may fly more than a mile
a minute, but the telephone is as
quick as speech itself.
The dove is the emblem of peace.-
The telephone is the instrument of
peace. The telephone lines of the
Bell System unite a hundred million
people in one national family.
AMERICAN TELEPHONE AND TELEGRAPH COMPANY
AND ASSOCIATED COMPANIES
One Policy One System Universal Service
Publicity copy of distinctive kind illustrating the use of the narrative
order
179
-^L
y
r MASSACHUSETTS tijjjj.
MauachnaetU, 8266 square miles, population,
3.336.416. Estimated property value. $4.956.578.913
Montana, 146.080 square miles, population,
376,053. Estimated property value, $746.311.213.
Why has Massachusetts this advantage?
Because population makes land values
From 1900 to 1910 the population of the United States increased 21 per cent. The population
of ~the Great Northwest, including North and South Dakota, Montana, Wyoming, Idaho,
Washington and Oregon, jumped 71 per cent v It is the fastest growing section of the entire
United States. Why ? Because here is everything that makes for solid, substantial wealth
timber, mineral*, water pooler,- irrigable land*, flock raiting, an*urpat*ej farming
facilitie* and three tranicontinrntal railroad*.
Settlers are now flowing into this Northwest country in thousands. Cities are springing
upas by magic. With the opening of the Panama Canal, Northwest populations will increase
in leaps and bounds. We have seen this time coming for several years. We have bought
outright the choicest building lots in the most vigorous and logical of Northwest young cities.
Here is the Northwest Townsite proposition to you :
We are offering building lots in five of these cities, located in three different states, on the
most practical real estate investment plan ever devised. Maybe all, possibly two or three, at
if ait one, of the.se five cities is destined to develop into a Denver, a Seattle, a Portland, Ore.
These are the five cities in this offer: Bend, Ore.; Roundup, Mont ; Redmond, Ore.;
Vale, Ore.; Lemmon, on the border line between South and North Dakota.
In *ach of th,,e cilitt we has* at prtient 170 baildiaf tot*. W* will mtll-firit com*,
firit itrv*Jon* lot in each of th*t* fie* cititi in thtt* thr** mtatet for $5OO$SOO
for the *ntir* five lot* parable in initallmenti and fr** from taxen unlit paid for.
Should lie purchase! die before the whole cam is paid.'but-afl*i pjymt >250. we will deliver deed] to til
5 lots in 5 cities in 3 states, $500
la considering tbU opportunity, remember the histories of Denver, Spokane. Seattle. Portland. Omaha. Ther ofice were raw
frontier town*, now the* stand for millions on millions of dollars. The fact* about thi land are abounding.
You tthould read thm facts. Fill in the coupon below or write us a personal letter for full particulars. Tbu kind el
opportunity comes bat once in a feaeratlon. Don't wait. Wfiie at once tor our book.
The Northwest Townsite Co., 320 Chestnut St., Philadelphia, Pa.
W* Print thii Coupon for Yoar Ct
NORTHWEST TOWNSITE CO.,
Philadelphia. P> r>vr
nccnicnc*
Namf
Kn Strvrt
about the five towns mentioned In roar advert
bodr'i loi April. III). >nd TOOT plan fo> inveit
tood that this it-quest Inrolvei no obligation ol an
nee lull pinictilan:
letnent in Eer-
y kind on my pan.
Pnnnfy Sttl
p r>
Incoherent copy
180
PRINCIPLES OF ADVERTISING COPY 181
moves more easily in that groove than in some other. A
question followed by another question is more coherent than
a question followed by an assertion. It is for the sake of co-
herence that we find so many advertisements that contain only
a string of " Becauses." Too many sentences and paragraphs
of the same construction become monotonous and therefore
ineffective; three or four can be safely used.
So great similarity of construction is not essential. It is
advisable, however, to keep the same subject throughout. If
" you " (the reader) is the subject at the start, " you " should
remain the subject until the end. Similarly an advertisement
that begins in the first person should keep the first person until
there is some logical reason for a change.
The final aid to coherence is the use of good connectives.
Even when ideas are arranged in logical order and constructed
similarly there is need of connectives to bridge the small gaps
between them. These connectives are of four kinds:
1. Xttmerical ; as first, second, etc. This type is sometimes
useful, but has a mechanical effect and deadens interest.
2. Conjunctives ; as and, but, however, nevertheless, etc.
These are most commonly used. The looser conjunctions, and
and but, should be avoided as far as possible and more exact
connectives employed in their stead.
3. Demonstratives ; as this and that.
4. Repetitions of words. This last method should be more
widely used. It is least mechanical and most emphatic. The
following example illustrates its effectiveness :
The story of every child is a story of growth and change
A change too gradual and subtle for even the watchful eye of
a mother to detect, or for memory to recall.
Only in pictures can the story be told, and a record of the
childish features and expressions kept for all time.
A good photograph now and then, will mean everything to
you and to your children, in after years.
Can you afford it?
you afford to spend time
and energy on home-made
soup when you can buy Campbell's?
Can you afford to have the
maid fuss and simmer and stew
over it and nurse a chronic grouch?
Can you afford delay or uncer-
tainty at the dinner hour; when
you might be sure of the right
'soup rightly made and right on
the minute? If'you can afford to
keep house without Campbell's
Soups, you must be mighty rich
in time and patience.
Aiparagu*
Beet
Bouillon
Celer,
Chicken
Clam Chowde
CooMtnme
Jul.enne
Mock Tunic
Mulligatawny
Chicken-Gumoo Mutton Broth
(Okra) Oi Tail
Clam Bouillon
Pt
Pepper Pot
Printiniei
Tomato
Tomato-Okra
Vegetable
Vermicelli-Tomato
Look for the red-and-white label
Coherence through the use of parallelism. Seriously weakened by border
182
PRINCIPLES OF ADVERTISING COPY
183
3. Emphasis
The final constructive principle is that of emphasis. It
demands that the most important ideas be given greatest prom-
inence. In advertising, this commonly results in the use of
display type or other mechanical means to make the important
CLOSED
CARS
BROUGHAMS
LIMOUSINES
LANDAULETS
Four or SU Cylinder.
Forty or Fitly Horee;<
YOUR CLOSED CAB is an
intimate index to your char-
acter it expresses to your
friends and business associates
your tastes and tendencies.
IT IS IMPORTANT therefore
that you make a wise selection
far more important than is your
choice of a touring car
THE LATTER corresponds to
your business dress you select it
according to the work you have
to do with it.
THE DUTY THAT your closed
car does is predetermined and it
must be perfectly "groomed"
Uses, color and finish harmonious.
EACH GARFORD CAR is a de-
light to the eye in line and color
harmony. Its reputation is built
on its service. Its comfort and
elegance anyone who enters it will
instantly appreciate. You can
afford to own no other.
Broad.y t 6rd St.
Brooklyn: Newark:
Fulton St. & Bedford Av. S; Bread Si.
Boston: 915 Boyliton St.
Unemphatic copy
ideas stand out boldly. Even single words are put in bold
face style or italics or are underlined to emphasize them. But
the possibility of these methods of emphasis should not cause
us to neglect the methods that are part of the work of con-
struction.
184 ADVERTISING COPY
Three elements at the most can be emphasized by display.
Each paragraph of the text yes, each sentence has its im-
portant idea. Emphasis requires that these shall be given most
space and the most prominent position that is, the beginning
or end. So in the copy as a whole, regardless of display, the
important ideas should have most space (measured in terms
of words, not merely inches or agate lines ) and the best posi-
tions.
In the advertisement for Gar ford closed cars (page 183)
it will be noted that the first few words in each paragraph are
capitalized for the sake of emphasis. They are not in all cases
important words, however, and they suffer doubly from their
position and display. " The Latter " is merely a connective,
and connectives should rarely be emphasized. Wherever pos-
sible they should be put within the sentence. The end of the
copy is weak. It contains a negative warning, instead of a
positive stimulus.
It may safely be said that the beginning of an advertisement
should contain an idea that is most important to the reader.
That is one reason why the name or slogan of the advertiser
should rarely appear there. The ending may contain the idea
that is of the most importance to the advertiser which is
usually the stimulus to action together with the advertiser's
address.
Proportion is largely a matter of judgment. The most
frequent violation of it is in giving undue space to attacks on
the advertiser's competitors or other ideas that are at best
negative in value.
To sum up then, the copy in an advertisement should per-
form as much of the sales appeal as is consistent with the
complete sales plan and the nature of the campaign. It should
be unified; that is, concentrated upon one main idea, with all
non-essentials omitted. It should be coherent ; that is, ar-
ranged in logical order, and so constructed and connected that
4)1 I
Both are Caruso
The Victor Record of Caruso's voice
is just as truly Caruso as Caruso him-
self.
It actually is Caruso his own mag-
nificent voice, with all the wonderful
power and beauty of tone that make
him the greatest of all tenors.
Everyone of the hundred and twenty
Caruso records brings you not only his
art, but his personality. When you hear
Caruso on theVictrolain your own home,
you hear him just as truly as if you were
listening to him in the Metropolitan
Opera House.
The proof is in the hearing. Any Victor
dealer in any city in the world will
gladly play for you Victor Records
by Caruso or any other of the world's
greatest artists. There are Victors
and Victrolasingreatvarietyof styles
from $10 to $200.
Always use Victor Machines with Victor Records and Victor Needles-
Victor Talking Machine Co., Camden, N. J., U. S. A.
Well-unified, coherent, and emphatic copy
186 ADVERTISING COPY
the reader will read uninterruptedly from beginning to end.
It should be emphatic; that is, the beginning and end should
contain the most important ideas and all the ideas should be
given space commensurate with their importance.
CHAPTER XVI
REASON-WHY COPY
The Nature of Reason- Why Copy
The type of copy called reason-why copy makes its main
appeal to the reason, rather than to the senses or emotions.
It lays its chief stress upon creating confidence, or convincing,
and such desire as it arouses is largely intellectual. It cor-
responds to the forms of literary composition called exposition
and argument ; whereas human-interest copy corresponds more
nearly to description and narration.
Even though reason-why copy presents a logical argument
it need not do so in a combative way. It may be quiet and
persuasive. But it must always be logical. Sometimes it
may include a great deal of the human-interest element. In
the piece of copy on page 221 it is hard to tell where emotion
leaves off and reason begins.
The distinction between reason-why and human-interest is
often one of convenience only.
Uses of Reason-Why Copy
Reason-why copy has a larger field of usefulness than hu-
man-interest. It is almost always safe. Competitive condi-
tions demand that the advertiser create a desire not merely for
the type of product he sells, but for his individual product.
The distinction between this and a similar product is usually
one that can be seen by the mind only. The pleasures of rid-
ing in an automobile are much the same, no matter what the
car is, but no two makes of cars are precisely alike in their
187
188 ADVERTISING COPY
talking-points. Price, quality, power, cost of tip-keep, and
many other considerations lead to a man's choice of a par-
ticular make.
Even in the case of articles that are bought solely because
of a sense or emotional desire, it is frequently necessary for
reason to justify the choice before the purchase will be effected.
Even beer has been advertised on the reason-why basis by at-
tempting to show its food value. This is an extreme instance
that simply proves the universal tendency to reinforce a desire
by the intellect. (See " Use of the Rationalization Appeal,''
page 90.) Ordinarily such articles as candy, tobacco, facial
creams, and the like are advertised by a human-interest appeal.
The following classification of articles indicates those which
are most appropriately advertised by reason-why copy.
1. Articles that are bought for business, agricultural or
industrial purposes; such as machinery, office appli-
ances, agricultural implements, tools, etc.
2. Articles for building purposes; such as roofing, wall
board, lumber, etc.
3. Articles that are bought not for their own sake but as
accessories; such as automobile tires, lubricants, rub-
ber boots and shoes, etc.
4. Articles in fields where competition is keen; such as
automobiles, safety razors, dentifrices, etc.
5. Articles bought for investment purposes; such as stocks
and bonds, real estate, advertising space, etc.
There are many other cases in which reason-why copy may
be demanded by market conditions or by the particular class
of buyers to be reached.
The Process of Deliberation
Psychologists call reason-why copy " long-circuit copy "
because it involves deliberation and choice, which are functions
REASON-WHY COPY 189
of the higher centers of the brain. Response to it is slower
than to human-interest copy.
Usually reason-why copy involves four processes which cor-
respond closely to the functions of a sales appeal ; the only dif-
ference, in fact, is that all of them are mental processes. They
are as follows :
1. The mind must recognize a need.
2. It must see that the article advertised will supply it.
3. It must recognize its superiority over competing articles.
4. it must make a decision.
The merchandising situation of the article has much to do
with the emphasis laid upon the different processes. In the
case of a new invention or one that is not yet in general use,
such as a business phonograph or dictaphone, or a new book
stress must be laid on the first and second processes. In
the case of an article which is already needed and for which
the need is recognized automobile tires and typewriters
the third and fourth processes receive greatest emphasis.
Most articles, in fact, pass through about the same advertis-
ing history, consisting of certain broad phases. The first
phase is the educational, in which the advertising copy tries
to show people that this new type of article is one that they
should have. The automobile, for example, had first to
demonstrate its practicability. Advertising copy in the early
days showed the automobile climbing Pike's Peak or descend-
ing the Capitol steps at Washington. The second stage is the
more strictly competitive stage. People have discovered their
need of an article and have become convinced of its practi-
cability. It is necessary for them to recognize the merits of
the individual article rather than of the type. There is fre-
quently a still later stage or publicity stage in which the great-
est stress is laid upon suggesting action.
One method of constructing a reason-why appeal that is
190 ADVERTISING COPY
complete in its processes is called the " predicament " method
or formula. As its name implies, it begins by placing the
reader in a predicament, which he may or may not actually
have experienced, and then proceeds to extricate him from
the difficulty by means of the article advertised. He is made
to see himself confronted with the necessity of getting out a
large number of letters with his regular stenographer ill or
away on a vacation, and the others all busy. He finds the
business phonograph is the only thing that can enable him to
get his mail out on time. Or, the housewife is made to see
herself confronted by unexpected guests for whom her regular
marketing has not made provision. Canned soup or baked
beans or potted ham gets her out of the difficulty. This pre-
dicament formula is applicable to many types of advertising.
Often it involves the use of human interest in its appeal, but is,
nevertheless, to be considered a type of reason-why copy.
Eliminating Alternatives
Since the important part of the work of reason-why copy
is to make the reader choose the advertised article in prefer-
ence to competitors, it might be thought that the end can be
reached by the elimination of the alternatives. The danger
in attacking competitors is that the purposes of the first two
processes of deliberation may be defeated. Attacks on com-
petitors often weaken confidence in the class as a whole. They
make the reader think that he may be defrauded in his purchase
and perhaps he had better get along without the article or any
similar article. Moreover, copy attacking competitors is likely
to violate the principle of emphasis, which demands that stress
be laid upon the things that are important. A positive appeal
is almost always more important than a negative warning.
Attacks on competitors may sometimes be used in the case
of a type of article that is well established and habitually
bought. Even here it is bad unless the elimination of alterna-
REASON-WHY COPY
tives leads to acceptance of the
article advertised. If there are
only two roads a man may fol-
low, it is just as useful to warn
him away from the wrong one
as to direct him to the right one.
Yet, even in religion, the appeal
to do the right thing because of
the hope of future reward has
taken the place of a warning
away from the wrong thing be-
cause of the fear of punish-
ment. It is possible to attack
the habit of drinking coffee if
the avoidance of coffee leads to
the substitute of " Postum."
When several new coffee sub-
stitutes have entered the field,
this appeal may no longer be
effective and any new coffee
substitute would probably do
well to lay most stress upon
the positive benefits.
Similar principles apply to
so-called " substitute " copy
w-here the advertiser warns the
reader against imitations of his
product. The buying habit
must be strong before a warn-
ing against substitutes can be
effective. In the case of an
article bought but seldom, it is
more profitable to show the
need and to show that the ar-
Drops of Prevention
Ward off disease by dropping a little
Lysol in water used in washing, wher-
ever there is the slightest danger of
germs or. infection.
Lysol should be used regularly in
your household, as it is in practically
every hospital in the country. Disease
can scarcely enter a house guarded
by the physician's favorite Antiseptic,
Disinfectant and Germicide
Lysol is the standard antiseptic in
maternity .cases and is therefore safest
for every, day use. Five times more
powerful as an antiseptic than carbolic
acid; better in every way than danger-
ous bichloride of mercury tablets.
It is the ideal disinfectant for house-
hold and personal hygiene.
A small bottle lasts for months and
is practical insurance against heavy
A medical bills, loss of health, and worse.
A Three Size*, 25c. SOc, $1.00
J^L Sold by Draggittt Evtrywhtr*
fjk IMPORTANT Be sure you get Lysol
BB itself. It is put up in round bottles with
Vv the signature of Lehn & Fink on the label.
Lysol is safe and will safeguard you; the
imitations may not.
Helpful Booklet, "Home Hyfiene," Muled FREE
Send your name and address 'for the Lysol book-
let. It is full of practical helps for preserving health.
Address
Leka 4 Fink, M Th f .miSf Bt 120WilliSt., NewToik
Subordination of the " substitute "
appeal
192 ADVERTISING COPY
tide fills the need, than to concentrate upon the warning against
imitations. " Beware of Imitations " is a weak form of
reason-why copy. Even where the merchandising situation
indicates that the greatest loss suffered by the article is a loss
through substitutes or imitations, it is still wise to use a com-
plete, positive appeal and insert the warning at the close as a
part of the stimulus to action.
Narrowing the Choice
Reason-why copy always leads to a choice. It is often help-
ful to narrow the choice to several types of articles sold by
the advertiser. The personal salesman of books frequently
gets the prospect to show a preference for one of several
bindings, before the prospect has indicated any decision as to
whether he will buy the book at all. Indeed he has made no
decision, but by fixing his mind on the choice between differ-
ent bindings he leaps over the other decision. \Yithout know-
ing it, he has decided to buy the article. In the same way, an
advertiser of cigars by mail may invite the reader to decide
between two shapes of the same cigar. This is a simple choice
and in making it the reader is led to choose the brand itself.
Instances might be multiplied where the reason-why copy
apparently does not ask the reader to choose the type of article,
but rather to choose between two or three forms of the same
type between shaving soap in the form of stick, powder, or
cream; between tires with plain, all-weather, or non-skidding
treads.
The principle involved is the same in the case of reason-
why copy that shows the " deadly parallel." It is, in a sense,
a warning against substitutes. The advertiser places his article
beside the unnamed articles bought as substitutes and asks
to have an intelligent comparison made. The choice is nar-
rowed to the advertiser's article and something so inferior
that there can be no question of the decision.
TAKE YOUR CHOICE
After Reading these Undeniable Facts
It's mighty serious work to fight infection. A pin prick may lead to blood poison. The scratch of a
rusty nail may bring into your system ihe germs of deadly lock -jaw A distinguished physician once said .
"What medical men most desire in the remedies they use is effectiveness and reliability, m a word, confi-
dence " The name D1OXOGEN spells confidence in Peroxide of Hydrogen, the uncertainty (a marked
characteristic of ordinary Peroxide) has been eliminated.
It you have a bottle of Dioxogen handy doubt and fear are replaced by confidence, confidence in the
quality of the product and confidence in the work that it will do.
Dioxogen is the one reliable Peroxide of Hydrogen. You may be told that
Dioxogen
costs more than ordinary Peroxide (the kind that s sotd because it s cheap), and that the substitute is "Just
as good. ' Is it? Here are the facts take your choice.
Compart "ordinary peroxide" with Dioxogen
. a** lor it *** A conf'dftcr, 6> name
THE OAKLAND CHEMICAL CO., 98 Front Street, New York -
Strong reason-why copy using the " deadly parallel "
193
194 ADVERTISING COPY
Evidence
All reason-why copy should be based upon evidence, either
stated or implied preferably stated. Evidence is of three
main types :
1. Tests and guarantees
2. Testimony
3. Facts and figures
The best kind of evidence is that which the reader himself
supplies from his own experience and knowledge. Of almost
equal value are tests that he can make himself, such as the
litmus paper test for acid mouth in the case of Pebeco and the
blow pipe test on white lead in the case of the National Lead
Company. Even though the reader does not actually make
the test, the advertiser's willingness gives him confidence in
the article. The same thing is true of approval and money
back offers or hard and fast guarantees played up in the copy.
Testimony, the second class of evidence, consists of the
statement of those who have used the article and are in a posi-
tion to speak of its merits. This type of evidence has lost
much of its force for thinking people because of the fact that
it has been used in connection with medical advertising of
doubtful character and because testimonials are frequently
given by people who have not used the article and are only
trying to gain a little notoriety. The intrinsic value of the
testimony that purports to come from actresses, baseball
players, and people prominent in the amusement world is al-
most negligible. Such testimonials have weight, but it is
frequently by their appeal to the emotion, rather than by their
appeal to the reason.
The only kind of testimony that is really valuable in a
strictly reason-why appeal is that which comes from people
of unquestioned reputation for integrity, who are qualified to
speak with authority. The testimony of architects and
The Significance of Performance
When 1 16 cars of the same make run 100
miles all the way on low gear under all con-
ditions of weather, including high tempera-
tures, at lofty altitudes, over rough roads
When 94 cars of the same make average
32.8 miles each on one gallon of gasoline,
under all sorts of road and weather condi-
When. owners of cars of this same make
show an average life per set of tires of more
than 8000 miles in ordinary, every-day use
(Actual rec
years show
in outran mileage of S996 per set of tires.)
When scientific tests show that of the
power developed by the engine of this car
84.4% is transformed into motion and only
15.6 taken up by friction
(This test was made oy mechanical engineers at the Worcester
where friction reduces power. Most cars lose more than /J%
in the friction of the tires on the road alone. The Franklin
delivers all but l!.6of the power developed.)
When the experience of owners of this,
same car shows from 400 to 900 miles per
gallon of lubricating oil
ailions, the amage consumption for 100 miles by lit cars
was equivalent la 336 miles at a speed of 42 miles per hour )
When five such feats any one of them
remarkable in itself are all performed by
the same car, the significance of the per-
formance to you, as a car buyer, is this:
The Franklin is an all-round car proved at every point
power, efficiency, economy, etc.
1 he Franklin is presented to you on its performance not on
And the whole record goes back to the fundamental principl
which the Franklin organization has been at work for thirteen years
tific light weight built around the direct-
air-cooled engine. The basic advantages
of direct-air-cooling are: (1) nothing to
of more than 100 unnecessary parts, (4}
sheer engine efficiency and power*
Light Weight
\Vith no water, pump, radiator, pip-
ing, etc., weight is greatly reduced, not TI> f r a
only in the engine but in the supporting S'
There is only one Franklin chassis. But there are five styles of body
including three enclosed types. Direct-air-cooling makes it practicable
to run the Franklin, even in the coldest winter or the hottest summer
weather, without the slightest cooling trouble. The enclosed Franklin
are particularly adapted for all-year-round use. In
every particular of power, economy and efficiency
they are identical with the open cars. The ap-
pointments are complete and designed for the
Style and Comfort
The style and comfort of the Franklin can be
demonstrated by performance quite as well as the
the dealer in your city to show you the car. Then
Combined with this light weight is flexibil- your ncighboi hood. Then turn back on
Reason-why copy based on the evidence of records
195
I<X> ADVERTISING COPY
builders as to a certain type of furnace may do much to create
confidence. It is best, of course, when the author of the testi-
monial is known personally or by reputation to a large per-
centage of prospective buyers.
The third kind of evidence is in the form of well authen-
ticated records and statistics that may show the performance
of the article under given conditions, the volume of sales for
a given period, or the like. In advertising technical products,
evidence of this form is particularly strong. Its lack of in-
trinsic interest, however, makes it less useful in general ad-
vertising and in advertising to women.
Whenever used such evidence should be absolutely specific.
It would not do to say that one large company has the roofs of
its buildings covered by our roofing. It would be better to say
" The Bush Terminal Company has 3,100,000 square feet (70
acres) of our roofing." Sometimes facts and figures can be
given interest, not only by being concrete, but by being ex-
pressed in terms of action. A cross-country endurance trip
of an automobile might have something of more interest than
miles covered, number of gallons of gasoline consumed and
cost of repairs. It might show how the car plunged through
mud up to the hubs, crossed wastes of desert sand and crept
along the edge of towering cliffs until it reached its destina-
tion. This method is to be used with some caution. If the ad-
vertisement is simply trying to convince a few interested per-
sons, it is usually better to stick to the conservative tabulation
of figures.
Deductive Reasoning
Before the writer can actually begin the work of construct-
ing a piece of reason-why copy, he should carefully analyze the
proposition. He should pick out the talking-points and the
facts that ought to be most effective with his prospective buyers.
When he has sifted them down to the few that can be placed
REASON-WHY COPY 197
in a single piece of copy he is ready for the presentation of the
argument. The two main orders of presentation are the de-
ductive and the inductive.
The deductive order gives the main fact or assertion first
and then backs it up with explanation, logical reasoning and
evidence. " A Marvel of Simplicity," says the Fiat Car, and
then gives the details of construction which prove its simplicity.
" Insures Light in Emergency," " Cuts Tire Costs in Half,"
" Three Lamps for the Price of One." These are examples of
headlines that indicate a deductive appeal.
The headline, if one is used, however, does not always take
the form of a general assertion. The number of elementary
truths that attract attention are somewhat limited and if they
were used often, advertisements would be so much alike as to
be hackneyed and unattractive. Often the headline is a ques-
tion : "In 1918 What?;" "How may I tell what car to
buy?" Sometimes it is an indirect assertion, "Why You
Should Investigate," or a direct command, " Get the Personal
Touch." Sometimes the headline is largely a human-interest
appeal and the deductive method appears only in the body of
the copy.
The deductive order is useful when the general appeal is
one that is close to the reader's interests and capable of original
phrasing. It has publicity value in that even the reader who
gives it only a casual glance is likely to get the main idea and
receive some impression that will be useful in future adver-
tising, though the remainder of this particular advertisement
is not read.
The danger of the deductive order is the danger of indulging
in generalities that fail to arouse interest. There is a further
danger in that writers are likely to follow the general asser-
tion with a mere list of be causes, disconnected and monoton-
ous. A list of reasons to support a general assertion is usu-
ally a weak method. If it is used the word because should
198 ADVERTISING COPY
BARRETT SPECIFICATION ROOFS
No Maintenance Cost
An investigation into net roofing costs will promptly
disclose the superiority of Barrett Specification Roofs.
Their first cost is lower than that of any other permanent
roof, and, as they require no painting or other care for
upwards of twenty years, their maintenance cost is nil.
The Bush Terminal Company, with a total roof area
of more than 70 acres (3,100,000 square feet) on their
181 buildings in Brooklyn, N. Y., illustrated below,
studied the subject of roofing costs, and adopted this type
of roofs. The Vice-President of the Bush Terminal
Company writes :
We use this kind of roofing because our experi-
ence has shown it to be the best and cheapest.
Our analysis of first cost of application and cost
of maintenance entitles us to speak with some
measure of authority.
The roofing contractor states that the expense for
maintenance of this entire roof area has been less than
$10 and estimates that if metal or ready-made roofings
had been used it would have been impossible to keep the
buildings free from leaks, and that the painting bills
alone up to date would probably have amounted to at
least $50,000.
It is on such evidence as this that we base the state-
ment that the maintenance cost of Barrett Specification
Roofs is nothing per year and the $ro exception
" proves the rule."
A copy of The Barrett Specification free on request.
Address our nearest office.
Deductive reason-why copy
REASON-WHY COPY 199
BARRETT SPECIFICATION ROOFS
A $10 repair bill on 70 acres of roof
over a 16 year period
The Bush Terminal Buildings in Brooklyn, N. Y., ex-
tend a mile along the shore.
The net roof area of these buildings is 3,100,000 square
feet or more than 70 acres.
Every inch of this is roofed with Barrett materials
and, since 1897, when the first roof was covered, the cost
of maintenance has been less than $10.00.
The Bush Terminal people write us:
" We use this kind of roofing because our ex-
perience has shown it to be the best and cheapest.
Our analysis of first cost of application and cost
of maintenance entitles us to speak with some
measure of authority."
The idea behind Barrett Specification Roofs is an old
one. established by years of experience namely, that
coal tar pitch, tarred felt, and gravel or slag, when prop-
erly laid, make the best and most economical roof cov-
ering.
Architects, engineers and contractors know that, if
The Barrett Specification is followed absolutely, the
resulting roof will last longer and cost less than any other
kind.
Copy of The Barrett Specification with tracing ready for
incorporation in your building plans sent free
on request. Address our nearest office.
BARRETT MANUFACTURING COMPANY
Inductive reason-why copy
200 ADVERTISING COPY
not be tacked on at the beginning of each reason, for the word
is not deserving of this emphasis.
The deductive appeal, however, is usually good for news-
paper copy and for copy in other publications reaching a wide
class of readers.
Inductive Appeal
The inductive appeal begins with a concrete fact or bit of
evidence and from this proceeds to the general assertion or
conclusion. The concrete fact may be a big one one that
almost implies a conclusion. A good instance of this is the
Reo advertisement which reads: "$200 Buried." It begins
with this concrete statement and then shows how the buyer
benefits by this extra $200 spent on details of construction that
are not apparent to the eye. On the other hand, the concrete
fact may be a small one as " There is no gear lever in the new
Haynes Car," or, " Our average profit is $2.90 per tire." It
may simply be a suggestion of the particular piece of evidence,
as " Cambridge's Experience with Tarvia " or " A Million
Dollars' Worth of Harley-Davidsons in the Government Serv-
ice."
It is obvious that in most cases inductive copy has little pub-
licity value. It has to be read completely before the argument
can have much weight. It is not to be recommended, there-
fore, in most cases of newspaper advertising or in cases where
the message is to be impressed upon a large number. It is
advisable for advertisements in business and technical publica-
tions where readers are picked and in advertisements where it
is more important to convince a few people than it is to make
a slight impression upon a much larger number.
The example on page 199 represents a piece of inductive
copy based upon the same material as the advertisement on
page 198, which is a deductive appeal. In this case the in-
ductive appeal is the more effective. The evidence has srf-
REASON-WHY COPY 2OI
ficient interest in itself to attract readers, because of the
prominence of the concern and the exactness of the figures.
The general claims, on the other hand, are such as might be
made by almost any other roofing manufacturer and are not
convincing until the evidence has been read.
Point of View
So far, we have considered the reason-why copy as if it were
in the form of abstract argument. This is not always the
case, though it is most typical. Reason-why copy may be
presented in the first person where the advertiser himself tells
his story.
This first person method has the tone of realism and usually
creates a good deal of confidence. Its only danger is that of
appearing egotistical. Even though it is written in the first
person the reader's interest must always be kept foremost. It
should have the " you " attitude.
A great deal of reason-why copy is written from the second
person point of view. Examples of this are numerous in the
preceding pages.
The abstract third person method has already been dealt with.
Occasionally an advertisement is written in which an article
is personified. This is most frequently done when the evi-
dence is one of records that the article has made.
Style and Tone
When we speak of reason-why copy as argumentative, it
must not be taken to imply that it must be aggressive or
dominating. As a matter of fact, in a large number of cases
it is. The selling attitude leads to aggressiveness. Reason-
why copy in the minds of many people is composed of short,
snappy sentences like those of a Brisbane editorial. For the
average person and the average article, this tone is useful.
Some classes of people, however, cannot be successfully ap-
202 ADVERTISING COPY
pealed to in that way. They do not wish to be bullied or ex-
horted. In appealing to such classes it is better to use the
insinuating or persuasive tone. The advertiser merely states
the facts and allows the reader to draw his own conclusions.
There are all varieties of tone from the cheap clap-trap to
the ultra dignified and reserved. It is nearly always safe
to adopt a tone that is somewhere between the two extremes
simple, sincere, and forceful, without being noisy or over-
emphatic.
Successful reason-why copy has refuted the claim that a
long advertisement will not be read. A long advertisement
will be read provided it is made interesting to the reader and
contains real selling arguments. If the purpose of the adver-
tisement is to convince, it usually requires some length. De-
liberation takes time and if the reader is to deliberate the writer
may well go along with him and help him deliberate so as to
be sure he will reach the right conclusion. In some business
magazines multi-page advertisements in some cases reach-
ing eight pages have been proved successful. A man who
is genuinely interested will read them and he, of course, is the
man who is the best prospect. But the copy must be sincere,
must be vital, and must contain not merely words but facts.
CHAPTER XVII
HUMAN-INTEREST COPY
Its Purposes and Methods
Human-Interest copy, or " Short-Circuit " copy as psy-
chologists call it, makes its chief appeal to the senses or emo-
tions of the reader, with the object of arousing desire for the
article advertised. Response to it is usually instinctive rather
than reasoned, and consequently depends largely upon sug-
gestion very little upon deliberation.
In view of these facts it is natural that human-interest ad-
vertisements depend more upon illustration and other elements
of display than upon the copy itself. Frequently the copy
plays but a small part. It is not in any case unimportant, for
however brief it is, it should have some human-interest quality
and harmonize with the display.
It may be noted here that all copy has some human interest,
whether intentional or unintentional, for all symbols words
as well as colors and forms have their associations as well
as their definite meaning. Even so simple a thing as the name
of a person calls to the mind of the reader some individual
of that name he has known in his experience and the word is
unconsciously colored by his impression of the individual.
Anna, Grace, Margaret, Helen, Charles, and Henry each brings
up its associations from past experience, usually with a feeling
of like or dislike. That is \vhy the writers of romance choose
unusual names for their heroes and heroines in order that the
reader may not be distracted by impressions of every day peo-
ple he has known.
This simple instance shows how important it is that the
203
204 ADVERTISING COPY
writer of any advertising appeal should heed the suggestion or
connotation of the symbols he uses even though he is writing
an appeal to the intellect or reason. A reason-why advertise-
ment for tailored clothing tried to enforce its argument that
clothes should be individual by proving that each man is dif-
ferent from all others. Its headline read " Down to Your
Thumb Prints/' There was no intention of suggesting crim-
inals, yet those who are familiar with the Bertillon system of
thumb prints would associate criminals with the clothes and
thus be drawn away from the real message of the advertise-
ment. It was good reason-why spoiled by an unfortunate
human-interest association.
The writer must constantly be on his guard against elements
in the display or copy that will distract the reader from the mes-
sage to be conveyed, or associate some unpleasant idea with
his impression. In the writing of reason-\\ hy copy, however,
he has merely to guard against unintentional bad suggestion.
In writing human-interest copy he is attempting to secure in-
tentional good suggestion. He is trying to arouse desire for
his article by associating with it pleasant and relevant ideas
that will make people instinctively desire its possession.
How Suggestion Works
\Ve may conveniently look upon suggestion as a method of
causing the reader to see a complete image by giving him a
part of it. The remainder he constructs from his imagination,
based on his past experience. It is as if we had a circle with
a small segment omitted, or even segments. The eye would
leap the gaps and would see the circle as a complete unbroken
whole.
This method of suggestion has been effectively used in ad-
vertising illustrations by Coles Phillips and others. Their
shadow drawings do not show complete figures. They merely
give us some lines and from our knowledge of the human form
HUMAN-INTEREST COPY 205
we have no difficulty in supplying the rest. In the same way we
can take a common maxim and repeat the first part of it :
li All's Well," " Never too Late." " A Stitch in Time," and so
on. The mind supplies the rest. In a story it is not always
necessary to give the ending. A slight turn in the direction of
the solution is enough for the reader.
There are many ways in which this method of associating
ideas is used in advertising copy. Frequently an old adage or
maxim is paraphrased, such as " A Tube in Time Saved Mine "
or " A Miss is as Good as her Smile." These give no appeal
to the reason. They do, however, have some emotional effect ;
first by their appeal to the sense of humor, and second by the
fact that they associate with the article things that are old and
true, so that unconsciously the reader is led to believe in the
truth of the advertiser and his message.
Another method of using suggestion was shown by the ad-
vertisers of Wilson Whiskey during President Wilson's Cam-
paign of 1912. The copy was brief and contained such state-
ments as the following: " Long Live Wilson and so will you
if you drink Wilson from the bottle which won't refill."
The value of this came first from associating the name of the
whiskey with the name of a prominent and popular man and
second from the fact that it suggested the value of Wilson
Whiskey by showing that it had to be protected. It suggested
that care had to be taken to protect it from substitution or
adulteration. There was no proof, no reasoning, but instead
of this long process there was a suggestion that made the mind
leap the gap and reach the conclusion that Wilson Whiskey
must be good.
An even more powerful kind of suggestion is that given
us by the words and acts of other persons. We see a person
doing a thing and there is a natural tendency on our part to
follow suit. One man in a street car yawns and soon every-
body is yawning. One man stands in the street and gazes up
206 ADVERTISING COPY
at the top of a high building. A crowd collects with each man
craning his neck. The suggestion given by an action is, of
course, stronger than that given by words. Consequently, this
method lends itself to pictorial advertising better than to all-
copy advertising. Articles such as Arrow Collars and Cluett
Shirts depend largely on it. The suggestion, of course, is
strongest when the person pictured is one whom we admire.
For that reason the persons pictured as wearing advertised
brands of ready-made clothes, shirts, etc., are usually engaged
in the activities of the leisure classes, even though these brands
might not actually be worn by such persons on such occasions.
Sometimes a prominent person, such as Mrs. Castle or John
McGraw, is shown using or wearing the article in question.
This method, as has been said, is not so successful in the
copy proper as it is in the illustrations. It is used, neverthe-
less, by naming the article after some prominent individual, as
" Mary Garden Perfume," " Lillian Russell Face Cream," and
the " Castle Pump." It is also used by giving testimonials and
indorsements from prominent persons, especially in the field of
sport.
These are onlv a few of the wavs in which sueffestion is
^ * oo
used in human-interest copy to arouse a buying impulse. In
all cases, however, the idea is to take advantage of some well-
worn channel of thought and start the reader along, confident
that he will reach the conclusion.
When Human-Interest Copy is Appropriate
It is necessary here to give some brief classification of the
propositions for which human-interest copy is appropriate.
The fact that suggestion depends upon experience indicates
that it is not likely to be used in advertisements about new and
unfamiliar articles. Some human interest may be necessary
to arouse desire, but desire alone is not enough. All the sales
functions need to be accomplished in such articles though part
HUMAN-INTEREST COPY 207
of them may be accomplished by salesmen. Even in such cases,
if the article will be bought finally because of deliberation, it is
generally advisable to start deliberation by means of the copy.
On the other hand, articles that are bought because of de-
sire alone that is, luxuries and articles that appeal to the
senses primarily may generally use human-interest copy.
The following classification indicates articles for which human-
interest copy is suitable.
1. Articles for personal use, especially for adornment or
the improvement of one's appearance, such as toilet
articles, jewelry, clothing accessories, etc.
2. Articles for family use that contribute to the enjoyment
of life, such as musical instruments, toys, and the
like.
3. Articles that contribute to the personal safety or longer
life of the individual or members of his family, such
as insurance, safety devices, revolvers, etc.
4. Most foods and drinks and smoking materials, especially
those bought for enjoyment rather than for nourish-
ment, such as candy, beer and liquors, ginger ale,
grape juice, tobacco and cigarettes.
5. Articles bought frequently as gifts, such as silverware,
books, and flowers.
Price is frequently a factor in determining whether the ap-
peal shall be to the reason or to the emotion. Articles of small
price can be sold usually by human interest. The method,
however, that is good for chewing gum, soap, and tobacco is
not so good for automobiles, pianos, and furniture. A still
further factor is the class of readers. All persons can be
reached by an appeal to the emotions, but it is far easier in the
case of women than of men and is difficult in the case of busi-
ness men and farmers. Again, the article that is dominant in
its field can better afford to use the human-interest appeal than
208 ADVERTISING COPY
can the article that is a relatively small and unimportant com-
petitor.
Direct Appeals to the Senses
The simplest, though by no means the easiest, of human
interest appeals is the direct appeal to the senses. This almost
always involves the use of illustration. It is difficult by means
of words alone to suggest to the reader the taste or sound or
smell of an article, and of course in making him imagine the
appearance, the illustration is one hundred times as effective
as words. The English vocabulary contains so few words
that directly describe sensations that it is usually necessary to
resort to more indirect methods.
If a direct appeal to the senses is used, it must be absolutely
direct and concrete. Vague, general words such as pleasant,
delightful, delicious, and the like, have no human-interest value.
They have been used so often they are worn out, and more-
over they are too vague to convey a definite impression. The
writer should try to pick out the distinguishing superiority of
his article that will appeal to the senses, and suggest this by
an exact and concrete description. He should also picture the
article from the standpoint of the user. Only in this way can
he bring the article to the reader's actual or imagined experi-
ence.
The following example will illustrate :
WOULDN'T You LIKE A SOAP WITH THE REAL
FRAGRANCE OF VIOLETS?
The delicate perfume of the fresh, sweet violets, so real
you can close your eyes and fairly believe you are smelling
the fresh-cut flowers themselves this is the toilet delight
awaiting you in Jergen's Violet Glycerine Soap !
And we have caught this real violet fragrance in a soap
so clear you can see through it the color of the violet leaf,
a beautiful translucent green.
" Freshen-up " with it to-night !
HUMAN-INTEREST COPY 209
See what a sense of dainty cleanliness it brings you, what
an exquisitely fresh fragrance it imparts to your skin and
hair.
Any water, anywhere, releases its delicate perfume and
makes an instant lather soft, white and plentiful.
The following examples will illustrate wrong methods of
making a sense appeal :
The New, Delicious and Really Nutritious Candy
MELLAMALT
CONFECTIONS
The product of a new candy-making formula that provides
health-giving qualities in addition to rare deliciousness.
You can't eat too many of them because no harmful in-
gredients are used. Nothing else in them but pure cream,
sugar, nuts, pure fruit flavoring and delicious concentrated
extract of malt acknowledged by physicians to possess
highest nutritive value.
Wiser Than Her Grandmother
Grandmother believed heavy meats and pastries were nec-
essary for active, vigorous girls.
Granddaughter knows that her happy face her springing
walk her gay spirits all are caused by wholesome,
energy-building sugar.
Each day granddaughter eats
MORSE'S MILK CHOCOLATE CREAMS
In the one case the copy emphasizes the fact that the candy
contains malt. To the average mind malt is medicinal and
therefore incongruous with the taste of candy. In fact, most
people would not care to eat candy that contains malt. The
other case gives an unfortunate suggestion to people who re-
spect their grandparents and respect for the aged is a char-
acteristic of the race. In general, a sense appeal must con-
tain no ideas that are irrelevant or incongruous to the average
person's conception of the article, nor should they awaken
210 ADVERTISING COPY
emotions of a negative kind that would counteract the positive
desire that is being created.
Tact Essential and Good Taste
Many grape juice advertisements have made the mistake
of associating the unpleasant ideas of alcoholics with their
product, as for example in the advertisement which begins as
follows : " Take a Joy Ride with Me. No Gray Dawn of
the Morning After for people who drink Armour's Grape
Juice." Unless the appeal were made mainly to people who
were in the habit of drinking wines and beer, which obviously
is not the case, the suggestion of such a beginning would be
unfortunate and would interfere with the taste appeal of the
copy.
Another danger to be avoided in sense appeals is that of
making them so vivid that they are disgusting. The most
conspicuous example of this in recent years was the chewing
gum advertisement which read " Click go the teeth. Out
trickles the delicious juice of Wrigley's Spearmint Gum."
The appeal was constructed along the right lines but the image
created would antagonize any normal person.
It is also well to avoid associating an article to be used by
refined persons with a person of the lower classes or with an
animal. An advertisement that shows a hobo picking up a
cigar butt, and saying " I find Prince Charley's Cigars ex-
cellent " does not sell them to discriminating smokers.
In similes, likewise, it is well to avoid comparisons with
persons or conditions for which there can be no feeling of
respect. " Make Your Breath as Sweet as a Cow's Breath "
does not constitute an effective appeal for chewing gum. An
image must be more than merely vivid and concrete. It must
be pleasurable and reasonably close to the reader's experience.
A direct sense appeal does not always mean a direct descrip-
tion of the article. It may be a description of the process by
HUMAN-INTEREST COPY 211
which the article is made or the conditions that surround it.
We may get a desire for a certain brand of milk by learning that
it comes from " contented cows grazing in green pastures."
We may want a breakfast food more because we learn that
" no human hands touch it " before our own. These appeals
are incidentally reason appeals. Primarily, however, they
stimulate desire through the senses. The following piece of
copy is an interesting if somewhat exaggerated example of this
type of appeal.
WE PICK THEM AT SUNRISE
Red-ripe solid Jersey tomatoes with the dew standing on
them, and flashing out among the vines.
The fruit at that hour is cold and firm. When you open it
the juice glistens temptingly; and the delicious flavor is like
nothing else in the world.
That is what you get in
We make these perfect tomatoes into soup the day they are
picked. The Campbell process retains all their native qual-
ity and freshness and their delightful aroma.
All the other ingredients are equally choice and tempting.
And our exclusive blending-formula produces a result so in-
viting and so wholesome that experts agree in classing Camp-
bell's as the standard perfect tomato soup.
Wouldn't your family enjoy it today?
Imitation
A more indirect sense appeal, but frequently effective, is
made by showing someone enjoying the article. Thus, we
see a child licking the peanut butter from a slice of bread,
a family gathered around a pianola or a talking ma-
chine in attitudes of eager attention, a man smiling as he
puffs at his cigar. We imagine their pleasure and want to
share it. As has been remarked earlier, the person pictured
jlL i<r eJwQgyy welcoipe
diaotSd
THE highest ideal of fastidious lovers of rich confections is realized in
Liggdt's Chocolates. The craving for more lingers because their irresistible
charm of Haver is never forgotten That s why they are "The sweetest story ever told"
Liggett' t Chocolate* art not told everywhere but by select thopt
The leading druggists of 4000 town* and cities in United States & Canada
If there u no ^?amat& Store where you live, remit us $ 1 .00 and we wiD send you a pound bo x. delivery charges prepaid.
anywhere in the United states or Canada. Send us lUc stamps or silver and we wifl mail you a dainty trial package
Pounds dOc anJ .(I 00 Liggett. Boston. Man
Exaggerated and absurd in every respect. Makes no sense appeal
212
HUMAN-INTEREST COPY
213
must be of the kind we wish
to imitate, otherwise the ad-
vertisement not only does
not give us a buying impulse
but may give us an actual
aversion to the article.
What is equally import-
ant, the character illustrated
must exercise reasonable re-
straint. Usually it does not
please us to see a young
woman eating chocolates
with too vivid an expression
of pleasure, and although it
may be attractive to see her
displaying her hosiery to the
knee, it is likely to antago-
nize a refined woman and
make her feel that that par-
ticular brand of hosiery is
not worn by really nice
women. The great success
of McCallum Hosiery adver-
tising has been due to its re-
straint. There is never any
lengthy display of limb and
usually there is not actually
descriptive copy except of an
informative kind.
The advertisements on
pages 212 and 213 illustrate
the difference between an
unrestrained appeal which
repels by its exaggeration
.Waiting
i/bf* i
IT'S pretty hard to wait that
last half-hour before daddy
comes with the box of *$*'.
But *&?# are worth waiting
for. They, always taste just a
little better than you remember.
r J
Bonbons *^ Chocolates
Children lik^ z&%6& best be-
cause they are most delicious.
Mother likes them best for the
children because they are al-
ways pure and fresh. *$&&
come in so many varieties that
they suit every age and taste.
*&$&? candies are sold by
*&f4f> agents (leading druggists
everywhere) in United States
and Canada. If there should
be no sales agent near you.
write to us.
^^ A^f 64 IRVING PLACE
&&p&rf NEW YORK
Frank DeK. Huyler, President
efapAp Cocoa the greatest drink for
young people
Appeal by suggestion (used in chil-
dren's magazine)
214 ADVERTISING COPY
and absurdity, and a restrained appeal which suggests more
than it says.
It will be noticed that the second appeal shows a child as
the subject. In taste appeals it is usually safest to feature
children. Even though they are shown keenly enjoying their
peanut butter, jam, grape juice or candy, their physical pleas-
ure is not offensive, even to refined people.
Few articles can be advertised entirely by a sense appeal.
Usually the human-interest appeal is directed to the emotions.
Curiosity, ambition, love, and pride are among the strongest
emotions and those most commonly appealed to. Fear is even
stronger, but is dangerous except in the case of articles bought
for protection and the like.
Emotional appeals frequently are made through the senses.
In fact, it is difficult to distinguish sometimes between a sense
appeal and an emotional appeal. The advertising of musical
instruments usually blends the two and it is hard to say where
the sound of the instrument leaves off and the joy or pathos
of its effect begins.
Direct Appeals to the Emotions
The simplest type of direct appeal to the emotions is that
known as the inspirational type and used for correspondence
school courses and the like. The reader is addressed as
" you " and is exhorted to get out of the rut and become a
trained man. He is reminded of his duty to himself, his
parents, or his family. He is reminded of his need of in-
creased pay and shown the way to get it. By these and an
infinite variety of other appeals to ambition, love, pride, or
acquisitiveness he is made to desire the education, the set of
books, or the article, whatever it may be.
In such appeals it is necessary to put the reader in a fa-
miliar situation or one which it is natural to imagine such
situations as counting the contents of the pay envelope, figur-
HUMAN-INTEREST COPY 21$
ing expenses, seeing another person promoted, or the like.
In the case of the business man it is likely to be perplexity over
some difficult problem; in the case of a woman, the discomfort
and inconvenience of sweeping or washing clothes by old
methods, etc. In any case the headline must be concrete
and strike a responsive chord in those who are sought as
buyers.
This direct appeal is capable of many uses but it has to be
carefully handled. One of the chief dangers is that it may
easily have the suggestion of preaching and it is human nature
to resent advice gratuitously offered.
Dramatic Form
Because of the general aversion to preaching, the dramatic
form is sometimes a safer method than the direct appeal.
Here the advertisement becomes a monologue by some pic-
tured or otherwise visualized character. Exhortation or advice
is given by him, not by the writer, and is therefore less likely
to offend. Moreover, the use of this character has greater
realism and a stronger personality. It gives a chance for
colloquial language such as might be used in ordinary con-
versation.
The monologue should begin with a tense moment or a cru-
cial situation in the life of the person addressed. It must be
absolutely concrete. Such a beginning as " It is a great op-
portunity " or " Here is your chance " is not strong enough.
The best headline is usually in the form of a question or an-
swer to an unspoken question of the reader. The advertise-
ment on page 217 illustrates an effective method of writing
monologue copy.
The dialogue is only a minor variation of the monologue and
the same general principles apply to it. It is hard to handle
effectively, however, because it has greater tendency toward
length. There is a temptation also to have opposing views
2l6 ADVERTISING COPY
presented and although the interests of the advertiser ulti-
mately triumph in the copy, there is a chance that the argu-
ment of the other side may prevail with the reader. Dialogue
heightens the reality by giving more of the flesh and blood
quality to the characters. It is especially good in appeals to
sentiment.
The Story Form
The story form is one of the safest and most widely useful
of all human interest appeals. It is written in much the same
way as the stories in the magazines but instead of beginning
with the most important facts about the article it begins
logically with the incident that set the story in motion. In-
stead of saying, " Tins is the story of a man who got a higher
position because of his correspondence school training," it
begins, " ' You are wanted in the Board Room.' This is the
message that Rert \Yilliams received, etc." It is not until later
that the reader is told why Williams was called before the
board of directors and made treasurer of the company. In
rare cases it is effective to tell the purpose of the story first.
In such a story as this the facts stated must be absolutely
credible. If they are true, so much the better, but at least
they must appear true, and as a rule this is impossible unless
they are founded upon truth.
Sentiment and Sentimentality
In all human-interest appeals it is necessary to recognize
the difference between sentiment and sentimentality. Senti-
mentality means an attempt to arouse emotion without an ade-
quate cause. It is easy to make human-interest copy slushy,
mushy, and ineffective. Readers do not care to read an ad-
vertisement that is full of extravagant praises of a product,
even though they are represented as coming from the lips of
some third person, nor do they feel sympathetic with the
"Yes, I'll tell you what
makes the difference
"I'm going to be frank with you, Jim, as you have
asked me to be.
"You have as much natural ability as I have you
know that. You have just as
mnrn /-Tliirahrm n far a rrmnl
"There's only one difference that makes my
salary $5,000 and yours $2,000. You know
your own work and that's all. I've been
studying the whole field of business.
"I know finance and accounting and organi-
zation as well as selling and collecting. I know
business as a whole. You don't. That's
blunt, Jim, but that's the truth.
"Of course, I didn't have experience in all
these departments. But I got the experience of
other men. I studied it every minute I could
spare. I am doing it still, and intend to keep on.
"You can do it, too.
"The Alexander Hamilton Institute gives a
Course and Service meant for just such fellows
as us.
"It was planned by progressive educators like
Joseph French Johnson, the Dean of New
York University School of Commerce, and
Jeremiah W. Jenks, of New York University,
and by business leaders like Frank A. Vander-
lip, President of the National City Bank, Elijah
W. Sells, of Haskins & Sells, public ac-
countants, and Henry R. Towne, of Yale &,
Towne.
"They planned it right. Then they got the beat ex-
perts they could men of national reputation to conduct
the Course and the Service.
"A lot of men are taking it Alfred I. duPont, Presi-
dent of the DuPont Powder Company; Seth Thomas.
Jr., of the Seth Thomas Clock Company; E. F. Hershey,
of the Hershey Chocolate Co., and others of their stamp.
"If it is good for these men, it is good for us. I know
it has done wonders for me. I couldn't have gotten such
a knowledge of business in a lifetime in any other way.
"But I'm not going to try to tell you all about it. Write
to them. They have a little book, 'The Ability to Handle
Men,' that gives you the whole jtory. And it's mighty
interesting. Send for a copy."
Alexander Hamilton Institute
Astor Place, New York City
under any toft of oblis.lion lend me your new book, "The Ability to Handle Men." >nd full
four Coune and Service. (Write your name, busmen addiew nd buiuieu poHlion below.)
The monologue form gives human interest to a reason-why story
217.
218 ADVERTISING COPY
monologue artist when he expresses himself in the following
impassioned way :
And Betty ! When the last note ends as softly as a fall-
ing rose leaf, Betty sits there with her dear little head
drooped, her face flushed and rosy, the most splendid dewy
moisture in her eyes, and she just wants to put her head on
my shoulder, and I know it and I'm King. I say it gently,
" Betty, come here," and without a word she comes. She
cuddles on my big awkward knees and her head slips into
that place on my shoulder, and all I can say is, " Oh, my
dear. My very, very, very dearest dear."
There is a place for sentiment in copy. Every one knows
that buying is most common before the Christmas holidays
and that a large percentage of the purchases for the family
throughout the year are made on sentiment. But there is no
room for sentimentality. It may be added that the nature of
suggestion itself indicates that in every appeal there is much
that may be left unsaid.
Negative Appeals
Writers have been warned so generally against the use of a
negative appeal that it is more necessary to give a defense
of it here than to repeat the reasons why it should not be used.
It is true that the buying impulse is not commonly associated
with unpleasant feelings. Certainly no one would buy a cedar
chest because he was reminded of Samuel Rogers 1 pathetic
Ginevra story. On the other hand, many articles are bought
only because they will protect, and protection implies that
there is some danger to be guarded against.
In selling sprinkler systems and other forms of fire pre-
vention, the appeal to the sense of fear is often necessary.
It may easily be overdone, but if handled with care should
prove effective. The example on page 220 will illustrate the
effective use of an appeal to the sense of fear.
HERE is how a good thing
will force its way to the
front. For a long time
there was only one "Bulldog"
Gillette Razor in existence.
Then there were two, then
seven, and now everybody
wants one
The first "Bulldog" was de-
signed for the Chief of the
Company to smeet his desire
for a stocky biilldog handle. He
liked it at once. Said it shaved better
new grip and balance gives more
weight and swing to the stroke.
Other members of the organization*
adopted the "Bulldog" : it was evident
that the extra weight and different bal-
ance are fundamental.
Then men everywhere were given a
chance at the "Bulldog". They saw
the point instantly. Result, the most
widespread and immediate success of
any new model ever put out by the
Gillette Company.
It is making thousands of new friends
for the Gillette and regular users are
finding it well worth while to buy the
new "Bulldog."
Contained in an oval case of Gray
Antique Leather, with Blade Boxes to
match, containing 12 double-edged
Gillette Blades (24 shaving edges). With
Triple Silver plated Razor, $5.00;
with Gold plated Razor, $6.00. See the
"Bulldog" at your Gillette dealer's
anywhere.
GILLETTE SAFETY RAZOR COMPANY, BOSTON
The story is well told but would be helped by the use of a more
interesting illustration
219
Save The Lives of Little Children
from Holocausts like Binghamton
Merchants, Manufacturers, Parents, Public Officials:
Consider This One Absolute Fire Prevention
WHENEVER your child goes into a school building, store or factory
remember that water is the one absolute fire-proofing. Whenever
you go into a theatre, "movie" show, or steamboat, or lie down in a
hotel to sleep remember that water is the one absolute fire-proofing.
And, merchants and manufacturers, whenever you send hundreds of human
lives into great buildings to work remember that water is the one absolute
fire-proofing. Then remember that
rery fire with a drenching
the Iroquois Theatre.
Km
1"
H
lember that it watches ovc
g, with sleepless eyes and 1
r every inch of a build.
:ireless vigil-4hat it finds
alarm of fire all at the
Remember the Binghamton horror, where 31 girls were
burned alive.
N
ew York Triangle Waisl Fire.
ing and ready to drown the first little tongue of flame.
Collinwood School Fir
GRINNELL AUTOMATIC SPRINKLERS
Therefore Building Owners Actually Get Paid For Saving the
Lives of Little Children From Holocausts Like Binghamton
GENERAL FIRE EXTINGUISHER COMPANY
277 WEST EXCHANGE STREET, PROVIDENCE, R. I.
Branches in 25 Leading Cities of U.S. and Canada
FIND OUT YOUR PROFIT FROM
GRINNELLS
BY FILLING OUT THIS BLANK AND SENDING IT TO US-
NO OBLIGATION ENTAILED
WHAT THE GRINNELL
AUTOMATIC SPRINKLER IS
mechanisms.callcd sprinkler "heads," are placed at
^"""/a?""''"*' '" *"<*-.
nt uniLall warm the head automaticall/a/,,"',
/ C JnBullJ nl R-t*
1 f \,' f
releasing a powerful, drenching spraj or uatcr on
SltnJ .
thcfir Cl and sendsinafire alarm. Makcsthcfirem-
m/'/juiVjW/beforeithastheslightcstchanceto spread.
Justifiable use of an appeal to the sense of fear
220
The Ruler of a Kingdom
Left drive, center
control.
Bosch Magneto.
W-inch wheel base.
The man who sits at the steering wheel of his new Chalmers "Six," rules an empire.
Here within reach of his arm isa little world all his own. Power, speed, endurance
the forces that make for change and enjoyment are under the sway of his scepter.
Let's Take a Day Off
Don't you feel like cutting .the traces
and getting away to the hills ? Let's
strike out what do you say ?
Push the switch of the electric starter.
There the engine is running with scarcely
a sound. It's the silent Entz starter the
best yet it never fails.
Floating Away Like a Swan
Close your eyes now as we let in the clutch and
fx if you can tell when we start. This new clutch
is a wonder. It grips so firmly, yet so gently, that
we move away with the silent grace of the swan.
Notice how flexible the power mounting quickly
to 20, 30, 40 miles an hour. Now we throttle it
down to a crawl, without shifting gears.
This wondrous flexibility is in the motor itself.
There's no need to resort to cumbersome double
gearing.
Easy Chair Comfort
Have you noticed that you don't feel the vibra-
tion you do in most cars? The six cylinders of this
Master Motor give an unbroken stream of power.
So there's a smoothness impossible 'in any "four";
a lack of vibration that adds years to the life of
the car.
The new "Six" costs but little more than a
"four" at the start and a lot less in the end.
A Little Friend In Need
Try to stall this motor once. Throttle it down
to a. snail's pace run it into, that deep sand ahead.
It's no use this_motor is unstallable. Even
should the gas be cut off accidentally, the electric
starter always on duty keeps the motor mnnipg.
It can never "go dead" in a crowd or on a crossing.
Beauty That Has Utility
Don't shrink as we run through this stretch of
mud. Those graceful oval fenders sit so close not
a drop of mud can reach you. The extra wide
doors fit like a watch case. The long underslung
springs cushion the bumps of the roughest road.
Left hand drive and center control leaves room
to enter on either side.
Put This Car To The Test
Let our dealer take you out on our Standard Test
Ride. It is our way of proving to you that this car
will do things no other car will do.
But first write for our literature. Get all the
facts.
Ro.dster . . . $2175
Four Passenger . . 2175
Fire Passenger . . 2175
Wire wheels $80 extra (five)
All bodies interchangeable
Six Passtnjtr . . $2275
Coupe ..... 2850
Limousine .... 3600
Qialmers Motor Company, Detroit
Human interest makes the reason-why Argument more effective
221
222 ADVERTISING COPY
In this case we have the direct appeal to the emotions by
exhortation; on page 52 we have the unusual example of copy
in the form of a plea, or prayer.
Atmosphere
Most human-interest copy gains its force not from a direct
appeal of any kind, but from the association of ideas and these
so vague as to be difficult of analysis. In speaking of such
copy we find it convenient sometimes to designate it as copy
with atmosphere. Silverware, for example, is surrounded
with an atmosphere of refinement, of antiquity, or even of
definite periods of art. A great many of the articles sold to
women, especially through the high priced publications, are
made attractive because of the atmosphere in the display and
copy.
The chapters on display in this volume will consider the
suggestion given by colors, shapes, historic ornament and the
like. In the copy the suggestion is ordinarily that of the in-
dividual words and will be considered in the chapter on words.
It is human interest of this kind that most frequently appears
in reason-why copy and the element of human interest is al-
ways a force that strengthens the power of such copy. One
of the most valuable opportunities for this combination of rea-
son-why with human-interest is found in the advertising of
automobiles. The example on page 221 will illustrate.
CHAPTER XVIII
SMALLER UNITS OF ADVERTISING COPY
Technique in Advertising Copy
Right thinking is the most essential thing in writing adver-
tising copy. The choice of method and the organization and
construction have more to do with the success of an advertise-
ment than matters of technique. Numerous cases can be cited,
nevertheless, where two pieces of copy alike in conception and
general construction, and used under similar conditions, dif-
fered fifty to one hundred per cent in resultfulness. The
differences were mainly in sentence structure and diction. Ob-
viously, technique is important. In the smallest unit of all,
the word, often lies the difference between an insipid com-
munication and a vital appeal.
The smaller units of composition especially the word and
sentence are best studied in revision. The writer should
not give too much thought to them while in the throes of con-
struction. If he does, he will hesitate and flounder and the
result will be labored. He should have at his command a broad
vocabulary and a thorough knowledge of the principles of
effective sentence structure. When actually writing he should
focus his attention upon his message and the person to whom
he would transmit it. Afterwards, he can go over his work
to see its errors and obscurities to see where transposition
would add force, where the change of a word would brighten
up a dull passage. He can then revise it for greater effective-
ness and incidentally gain power for his next attempt.
It is necessary here to give some principles of diction, sen-
223
224 ADVERTISING COPY
tence structure and paragraphing. They are much the same
for copy as for other fields of composition, but have certain
differences. Matters of technique, moreover, need to be re-
viewed constantly, even by experienced writers.
The word is the smallest unit of composition and should
therefore be considered first, even though the sentence is more
logically the unit of thought. The word is a symbol. It
represents an image or conception, just as a sign in a signal
code does. It is valueless except there be a community of un-
derstanding between the writer and reader. Unless a word
represents the same thing to both of them, it cannot convey
the message intended.
Good Use
The first requirement of words, therefore, is that they should
be in good use. Good use is the acceptance of a word or ex-
pression by the majority of authorities. In the case of literary
composition these authorities are writers and speakers whose
position and reputation are unquestionable. In advertising
copy the standard is somewhat broader. It includes the ma-
jority of the reading public. Good use is crystallized in the
dictionary and in the textbooks on rhetoric. These, however,
lag a little behind actual good use. The writer of literature
is content to lag behind with them. The writer of advertise-
ments, however, is entitled to more liberty and takes it. Some-
times he is in advance of the standard of good use ; rarely is
he behind it. If his words and phrases are understood and
accepted as correct by the majority of readers they are
good.
The ordinary requirements of good use are that a word
should be present, national, and reputable. Language con-
tinually changes. \Yords that were commonly accepted yes-
terday may be obsolete today; such as \clept. charcjer, and
yore. The copy-writer must avoid these and even such words
SMALLER UNITS OF ADVERTISING COPY 225
as smite, steed, and aver. His language must be up-to-date;
it must contain only words that the average man understands
and uses. On the other hand, he must generally avoid slang
such words as cinch, con, dub, etc. Even though they are
frequently used by the man of the street, they are limited to
a temporary existence. Frequently the man who uses them
holds them in contempt.
In the same way the writer of advertising copy should avoid
French or other foreign words that have not been Anglicized,
words that are peculiar to certain localities only, and words
that are vulgar corruptions of good English words, such as,
alright, orate, and pants. Naturally he must see that the words
he uses are in the accepted sense. He must not confuse affect
with effect, suspect with expect, accept with except, etc.
It may be felt that the advertisement writer has to work
within narrow limits and that his ideas are likely to be cramped
and confined. To a certain extent this is true. It should be
remembered, however, that advertising is not primarily an
educational pastime ; it is judged by results. The reader must
receive the message if he is to respond, and receive it without
having his attention distracted by the medium. The words
and sentences should be transparent. Most ideas can be con-
veyed by words that are neither too new nor too old English
words of general acceptance throughout the country.
It is almost an axiom that words in advertising copy should
be simple. They should come within the comprehension of
the least intelligent and poorest educated of possible buyers.
The advertisements in a newspaper should contain no word
that might not be found in the rending columns. The simplest
words are those we ordinarily call Anglo-Saxon words the
kind we have used since childhood. They should be given
preference. Pretentiousness at any rate should be avoided.
Emollient and detergent have little meaning to the average
reader.
226 ADVERTISING COPY
Adaptation to the Reader
Although our language is more nearly national than that of
almost any other country largely because of national ad-
vertising still there are sectional and class differences. The
standard of good use in Boston is slightly different from that
of Seattle or Galveston. Advertisements addressed only to
limited groups may use language that is peculiar to that group.
In fact, they should use it because it establishes a community
of sympathy between the writer and the reader. It indicates
that they stand on a level.
In writing advertisements that appeal to men only, such as
advertisements for smoking tobacco, it is possible to use even
slang that would be totally unsuitable for articles that appeal
to both sexes. In advertisements to society v/omen French
expressions may sometimes be used. More important still,
advertisements to business men, medical men, lawyers, engi-
neers, farmers and to many other groups of persons who have a
peculiar class lingo may be written in this peculiar lingo. This
point will be discussed more fully in Chapter XX, " Copy as
Affected by Audience."
It may be set down here, however, that one of the great ad-
vances advertising is making today is in the adaptation of ad-
vertising language to readers. It is no longer necessary to in-
sist upon the strict correctness that savors of pedantry. Every
principle of word-use and sentence-structure must be con-
sidered in relation to this principle of adaptation. The writer
of an advertisement can address his readers in almost the same
language that he would use in talking to them in a convention.
Exactness
Words should not only be in good use and correctly used -
considering adaptation to the readers they should also be
exact. If the writer means to assert, he should not contend or
declare or claim or state or advise. He should know the fine
This is the sort of .feeling that you have after a bath or
a wash with Pears a feeling of natural freshness the exhil-
aration due to a sense of perfect cleanliness the glow and
delight of a healthy stimulating influence.
Pears is composed entirely of natural saponaceous in-
gredients of the highest ^emollient and detergent properties.
It is so daintily soothing and softening to the skin surface,
and it promotes in a pre-eminent degree that natural beauty
of complexion which is universally admired.
Pears' Soap
JBest aid to the Health and Beauty of the Skin
Matchless for
the Complexion
Pears is the Most
Economical of Toilet
Soaps because of
its Double-Lasting
Qualities.
I
OF ALL SCSNTED SOAPS PEARS' OTTO OF ROSE IS THE BEST
Weak arrangement of material, with blind headline and uninteresting
copy, composed of pretentious generalities
227
Resi nol Soap
improves complexions
Try this easy way to clear your
skin: Bathe your face, for several
minutes with Resinol Soap and
warm water, working the creamy
lather into the skin gently with the
finger-tips. Then wash off with
more Resinol Soap and warm water,
finishing with a dash of clear cold
water to close the pores.
Do this once or twice a day, and
you will be astonished how quickly
the healing, antiseptic Resinol bal-
sams soothe and cleanse the pores,
remove pimples and blackheads, and
leave the complexion clear, fresh
and velvety. When the skin is in
very bad condition, apply a little
Resinol Ointment and let it remain
on ten minutes before the final wash-
ing with Resinol Soap.
Simple, strong layout with specific definite language
228
SMALLER UNITS OF ADVERTISING COPY 229
distinction between these words and be sure that he has chosen
the one that conveys his exact shade of meaning.
Generalities are to be avoided and specific words used in-
stead. Words like best, highest grade, first class, and the like,
have been used so extensively that they no longer have any
definiteness of meaning. Words should show how the article
is best. Nine times out of ten an advertisement that is weak
and unconvincing would be greatly strengthened by substitut-
ing specific words for the glittering generalities.
Exactness is especially helped by concreteness of language.
Concrete words carry a sense image. They hammer the idea
into our minds by giving it to us in the same form our eyes
or ears or fingers would perceive it. " Small boys are lugging
off our wash suits in great spirits " is stronger than " Children
are carrying off our wash suits." So, instead of writing
" We have secured that pleasant smell which is peculiar to the
violet," we write " We have captured that sweet, elusive odor
that has made the violet universally beloved."
Figurative language frequently makes for even greater ex-
actness. We say " This furnace will not eat up your coal ;
it will cut your bills in half.'' Advertising men habitually
talk in figures of speech. They talk of a copy with punch, with
smash, and of copy that gets across. Figurative language is
due not so much to a desire for exactness as to a desire for
picturesqueness. It has to be used carefully. Figures of
speech must be pleasant and close to the reader's experience.
They must be natural, and they must not be mixed. When
a writer says, " Striking the keynote upon the first cost is>
another essential and is hitting the nail on the head when reap-
ing a saving in your savings account," we feel that he has not
seen any image himself. Figures of speech should not be
strained. When a writer speaks of the motion of an auto-
mobile as like a caress, we feel that he has gone a little too far.
It may help in summing up these requirements for exact
THE MAMMOTH MODERN MUNSINGWEAR MILL
' s '" e mar k ' P er f ect ' n in underwear. It is made under
E A R manufacturing conditions that are ideal. When' you put on
a Munsing Union Suit, you do so with the assurance that it is
clean and sanitary, fit to wear next the skin. In Munsmgwear, you get gar-
ments that are guaranteed perfect in workmanship and material. Because of
fine quality and unusual durability and washability and the perfect way in which
it fits and covers the form, Munsingwear has received nation wide endorsement
The magnitude of this endorsement is indicated by the magnitude of the Mun-
smgwear mill and the number of Munsingwear garments produced daily. This
year, a production of over 8,000,000 Munsingwear garments will be required
to supply the demand from trade already established. Millions of the most
discriminating men and women in America wear Munsingwear with complete
satisfaction. The confidence of millions of people in Munsingwear quality,
their faith in Munsingwear ideals, their satisfaction in Munsingwear itself, their
continuous and repeated buying of Munsingwear, their daily proof of its superi-
ority in actual use, these are the things that have made possible the mammoth,
modem Munsingwear mill illustrated below.
Copy weak because of lack of paragraphs, continual use of broad gener-
alizations, and valueless alliteration
230
SMALLER UNITS OF ADVERTISING COPY 231
diction to see how a single idea is improved by being expressed
in a specific rather than a general word, a concrete rather than
an abstract one, a figurative rather than a literal one. Take
the verb go. This is general. We make it specific by saying
walk, run, or ride. It becomes concrete when we say stride,
or shuffle, or stumble. It becomes figurative in the Big Ben
advertisement, which says, " These men siving down to their
work," and in the automobile advertisement, which says it
" floats up the hill on high gear." The gain in power through
these successive stages becomes apparent if you try to substi-
tute the more general word go, in place of swing or float.
Suggestion
The distinction between words is not purely a matter of
their exact meaning or denotation, but is largely a question of
their suggestion or connotation. Every word has its mean-
ing determined by the agreement of people. It also has its
associations, which are peculiar to the individual and are de-
termined largely by its sound, its degree of dignity, and the
associations which have accompanied it in previous experience.
Some words that mean literally what we intend them to mean
should be avoided because of their unfortunate suggestion.
Other words are strengthened by this element.
Sound
The sound itself has an important effect. Many words
originated in imitative sound. The writer of advertising
should not make too careful an attempt to suit the sound of
the words to the sense. He should, however, avoid words
that do not sound right.
For our purposes there are two classes of sounds : liquid,
free sounds; and harsh, closed sounds. The liquid sounds
are those in which open vowels and such consonants as I, m, n,
r predominate. They suggest speed and lightness. They en-
232 ADVERTISING COPY
able the reader to pass quickly from one word to the next.
They may be said to be oily.
Harsh sounds are those in which close vowels and such con-
sonants as k, g, h, x, etc., predominate. They give the im-
pression of strength and slowness. They may be said to sup-
ply friction, because they make a physical barrier to the reader's
passage over the thought. They impress the words individu-
ally upon the reader's mind.
When we speak of " the most delicate chocolate that ever
tickled a candy palate or watered a candy tongue " the phrase
ripples along with the suggestion of daintiness that the thought
requires. \Yhen we say, " the chords crash forth," we hear
the thundering music of the piano. The writer need not take
care to secure such harmonies of sound to sense, but he must
be sure that he does not allow his liquid sounds to become too
frequent when he is trying to drive home an important thought ;
and that he does not use too many harsh words when he wants
his writing to be read quickly and easily.
Tone-Color
Words should have the right degree of dignity or tone-color.
The various degrees of dignity may be compared to the colors
of the spectrum in their effect upon the mind.
At one extreme is the vivid, figurative, emotional diction that
corresponds with red. Such language we find in the following
passage :
When Vance wrote "The Brass Bowl," he drew aside
the curtain of night and turned the flash-light of his story-
telling power into a woman's heart. When the reading pub-
lic opened " The Black Bag." they saw in its depths the
source of cupidity. Those who took the lid off " The Band-
box " found the story of vanity, love of finery, hunger of
jewels, and the intrigues born of deceit. It was a best seller.
It will be noted that the last sentence has a distinct change
in tone to another level of language.
SMALLER UNITS OF ADVERTISING COPY 233
The next level is the vulgar or slangy language that is both
vivid and colloquial. We frequently rind it in tobacco adver-
tising:
FIRST OF ALL-
you buy a jimmy pipe. Get one that chums-up with your
spirit right oft' the bat, natural like. Then lay a dime against
a tidy red tin of Prince Albert tobacco that's all pleasing and
fragrant and fresh. A match ! and you're off !
Get jimmy pipe joy'us quick as you can beat it up the pike
to any store that sells tobacco
The third level is the cheerful or colloquial language, the
conversation that is suitable to messages about some article
of common use, such as an alarm clock or a razor. This cor-
responds to yellow. Big Ben copy almost always has it, as
in the following example :
\Yonderful memory that fellow Big Ben has fact is for
his age, the smartest thing alive.
In that room with a hurry-up straight five-minute ring
in that other room with ten short take-your-time gentle half
minute hints.
Green is the color that combines light and cheerfulness with
restraint. The language of every-day use corresponds with
it. It contains no words that are not generally known and in
common use. It is always safe nearly always appropriate.
Beyond this is the level of restrained, dignified language that
may suitably be used in the advertising of expensive and ex-
clusive articles, such as high-priced writing paper, solid silver-
ware and period furniture. Such an expression as " bespeaks
refinement " is an example. This level should not be used ex-
cept by a concern that can afford to stand aloof from the
reader, for the language has the suggestion of withdrawal and
aloofness that corresponds with blue.
Highest of all is the elevated and sonorous language of lit-
234 . ADVERTISING COPY
erature, rarely useful, but occasionally of tremendous power
in presenting a subject that calls for vividness together with
restraint. We find it in such an advertisement as
I am the printing-press, born of the mother earth. My
heart is of steel, my limbs are of iron and my fingers are of
brass.
I sing the songs of the world, the oratories of history, the
symphonies of all time.
We find this level also in the Cadillac advertisement on page
235.
It corresponds to the color purple.
The important thing to be remembered in connection with
these degrees of dignity is that when any one of them is
adopted no words should creep in that violate it. The effect
would be as bad as that of inharmonious colors. When the
writer starts out with a vivid flash of red and then drops into
the commonplaceness of " It was a best seller '' he spoils his ef-
fect by the introduction of an inharmonious tone. The degree
of dignity should also be in accord with that of the article ad-
vertised.
Atmosphere
The last thing to be considered is the atmosphere of a word.
This is a slightly different thing from its dignity and its sound.
Its atmosphere is its suggestion of place, or mood, or point of
view. Some words suggest the warmth and comfort of life,
others the freedom and freshness of out-of-doors, others the
quiet and peace of the family fireside.
When a department store speaks of " springtime kimonos
like those the musemes wear " we get a breath of the Orient.
We do not know what " musemes " are, but that does not mat-
ter. Other words suggest the footlights, the cafe, the senate
chamber, the office, or the factory.
When a breakfast food advertisement speaks of its "crisp
PENALTY OF
LEADERSHIP
1
IN every field of human endeavor he that is first must perpetually live
in tho white light of publicity. ^Whether the leadership be vested
in a man or in a manufactured product, emulation and envy are ever at
work 11 art- m literature, in music, in industry, the reward and the
punishment are always the same. ^The reward is widespread recog-
nition, the punishment, fierce denial and detraction HWhen a man's
work becomes a standard for the whole world, it also becomes a target
for the shafts of the envious few ^If his work be merely mediocre, he
will be left severely alone if he achieve a masterpiece, it will set a million
tongues a-wagging. HJealousy does not protrude its forked tongue at
the artist who produces a commonplace painting. ^Whatsoever you
write, or paint, or play, or sing, or build, no one will strive to surpass, or
to slaader you. unless your work be stamped with the seal of genius.
'Long, long after a great work or a good work has been done, those who
are disappointed or envious continue to cry out that it can not be done.
^Spiteful little voices in the domain of art were raised against our own
Whistler as a mountebank, long after the big world had acclaimed him
its greatest artistic genius. ^Multitudes flocked to Bayreuth to worship
at the musical shrine of Wagner, while the little group of those whom he
had dethroned and displaced argued angrily that he was no musician at
all. IThe little world continued to protest that Fulton could never
build a steamboat, while the big world flocked to the nver banks to see
his boat steam by UThe leader is assailed because he is a leader, and
the effort to equal him is merely added proof of that leadership. ^Failing
to equal or to excel, the follower seeks to depreciate and to destroy but
only confirms once more the superiority of that which he stnves to
supplant. HThere is nothing new in this. Hit is as old as the world
and as old as the human passions -envy, fear, greed, ambition, and the
desire to surpass. ^And it all avails nothing. ^If the leader truly
leads, he remains the leader ^Master-poet, master -painter, master-
workman, each in his turn is assailed, and each holds his laurels through
the ages. ^That which is good or great makes itself known, no matter
how loud the clamor of denial. ^That which deserves to live lives.
1
Cadillac Motor Car Co. Detroit, Mich.
Figurative language is here used effectively but the lack of paragraph
separation makes it hard to read. The marginal space is poorly distrib-
uted and the base is weak
235
236 ADVERTISING COPY
granules combined with the most digestible of all fats, cream "
it brings in an atmosphere that is not favorable to our early
morning appetites.
We may allow this matter of atmosphere to rest with a dis-
cussion of the synonyms for the word smell. Smell itself is
ordinarily neutral to many minds negative or unpleasant.
It covers the whole broad field. Odor is more dignified, but
still general. Fragrance suggests delicacy and the atmosphere
of flowers grown in the fields or gardens. Scent suggests a
heavy, powerful smell, perhaps of the Orient, perhaps of per-
fumes, perhaps of hot-house flowers but certainly not the
fragrance and delicacy of out-of-doors. Aroma suggests
things to eat or drink or smoke, the kitchen or the dining-room,
but not flowers of any kind.
To go deeply into the question of atmosphere of words would
require a consideration of practically the whole field of lan-
guage and psychology. There is no way to determine with
positiveness the atmosphere our words will carry to our
readers. \Ye can, however, make sure that the atmosphere
shall not be negative or unpleasant and that it shall be close to
the experience of the majority of our readers. If we do this
we shall bring them into close touch with us and make a re-
sponse more certain.
Coined Words
The question of coined words is one of the most difficult
connected with advertising copy. It is important, however,
in considering the name to be chosen for an article, and there
are a few principles that help in it.
Coined words should be short and easily pronounced. This
is necessary in order to economize the attention of the reader
in grasping it and in remembering it. Glycothymoline is too
long, though its suggestion is otherwise good.
The word should be apt. It should belong to this article
SMALLER UNITS OF ADVERTISING COPY 237
rather than to others. The word Usit, applied to a new glue,
is bad.
The word should be new. It should not be imitative or
reminiscent of competitors. After Uneeda came Iwanta and
Takhoma, and other like combinations.
It should be euphonious; yet have enough friction to grasp
and hold the attention. Words with a z, or k, or x, combined
with liquid O sounds, are particularly good. This is not only
because they are easily pronounced and because the unusual
letters attract attention, but because their very sound com-
bines the two parts of euphony. Such words are Coca-cola,
Calox, and Onyx.
The word should be suggestive of the article and its other
suggestions should be pleasant. In the case of furniture polish
the ending ol or ola would suggest oil. The manufacturers
of Vinol were compelled to advertise that it contained no oil,
because the word suggested oil to the minds of most people.
Words like scratchoff have an unpleasant suggestion.
The word should not be silly. Few people would want to
ask for Ziggie, or Maker-nu, any more than they would want
to ask for Netherwear when buying underclothes.
Sentence Unity
In sentence structure, as in diction, usage is more important
than rules. The writer's business is to impress his thought
forcefully and with the greatest economy of the reader's at-
tention. Grammatical rules are useful only because they pro-
vide a standard.
There are many idioms that cannot be justified by gram-
matical rules ; yet it is not only safe to use them, but really wise,
for they give force and vitality to expression. The writer
should not hesitate to say " You had better " or " No one else
can, either." These idioms convey his idea. " Nothing is
superior to this " is another good idiom that means one thing
238 ADVERTISING COPY
in our language and quite a different thing in some foreign
languages.
On the other hand, there are many grammatically correct
constructions that sound a\vk\vard and pedantic because they
are not commonly used in every day life. The following will
serve as examples:
Athletes must have sound teeth the kind that is kept sound
by Pebeco.
Give this to whoever you think will like it.
Such constructions should be avoided, because they distract
the reader from the thought to the medium in which the
thought is conveyed. It would be better to use the following
forms :
Athletes must have sound teeth the kind that are kept
sound by Pebeco.
Give this to whomever you think will like it.
These are grammatically incorrect, perhaps, but they sound
right, and they have abundant sanction in the usage of the gen-
eral public and even in that of many writers of reputation.
The critics who delight in pointing out these " faults " in the
work of prominent authors merely testify to their wide-spread
acceptance and hence their justification. For usage is the
standard of language.
As an alternative to the use of a form that may be regarded
as incorrect the writer can recast his sentence. For example :
Athletes must have sound teeth the teeth that are kept
sound by Pebeco.
Give this to anyone you think will like it.
In cases of doubt, this is the better practice. Under no
circumstances should the writer use sentence forms that will
draw attention to themselves and away from the message.
Fortunately correct grammar is common enough so that it
SMALLER UNITS OF ADVERTISING COPY 239
usually passes unnoticed. Incorrect structure is more likely
to be the cause of distraction.
Because of the greater license allowed the writer of adver-
tising copy, and the general desire for brevity, it is easy to
fall into the habit of writing fragmentary sentences which
are not really sentences, but mere groups of words. A sen-
tence must contain a complete idea. There is little justifica-
tion for such pieces of copy as the following:
All work hand-laundered. Prompt service. Quality is
our motto. Fairest prices always. No charge for mending.
Collars and cuffs our specialty. Satisfaction guaranteed. A
trial will convince.
The use of a few more words to make these sentences gram-
matically complete would add greatly to their effectiveness.
If space were not available for more words, it would be better
to omit some of the ideas. There are cases in which sentences
may be mutilated to get them in the space, but this should be
the last thing done.
The principle of unity, as applied to the sentence, requires
that it contain one main thought, with its closely modifying
thoughts and only one. Obviously a sentence that is in-
complete grammatically cannot be a unit. Another frequent
fault is the practice of taking a modifying idea from its main
idea and giving it the dignity of a sentence.
More dangerous, and equally common, is the fault of writing
several unrelated ideas in one sentence. Long, involved sen-
tences of this kind are ineffective, because they tend to confuse
the reader. Often he has to go over a sentence several times
before he can grasp its meaning, and naturally, he will turn
aside in disgust.
In point of fact, most selling messages should be written in
short sentences. If a hundred successful advertisements are
chosen at random and analyzed it will be found that their sen-
tences average not more than fifteen words in length. This
240 ADVERTISING COPY
length may safely be taken as a standard. Long sentences are
sometimes necessary; occasionally they are advisable for the
sake of dignity. In any case, however, they must be unified.
Sentence Coherence
Coherence in the sentence demands proper order, construc-
tion, and connection. The order should be the normal one,
except when transpositions are desirable for the sake of em-
phasis. Modifiers should be as close as possible to the words
they modify. Particular care should be taken to see that ad-
verbial modifiers, such as only, are in their right places.
The construction of the sentence should be as simple as
possible. In complex or compound sentences, the subject
should not be changed unnecessarily, nor should the verb be
changed from active to passive, from subjunctive to impera-
tive, or in any other unnecessary way.
Wherever possible the parallel construction should be used.
This means that similar ideas should be cast in similar form.
Correlatives always demand the parallel construction; thus if
not only is followed by a verb, but also should be followed by
a verb. A special form of parallel construction is found in
the balanced sentence, which is a compound sentence cut ex-
actly in half, with the two clauses similar in form, and either
similar or contrasting in thought.
The balanced sentence is particularly useful in slogans, for
it is easily remembered. The following are a few examples :
We would build them better, but we can't; we could build
them cheaper, but we won't.
No time like the present ; no present like the time.
We couldn't improve the powder; so we improved the box.
Proper connection within the sentence demands that un-
equal ideas should not be co-ordinated. And is a loose con-
nective at best; the writer should examine his compound sen-
tences closely to see whether one main clause should not be
SMALLER UNITS OF ADV^tlSING COPY 241
subordinated to the other. He should also see that his sub-
ordinating connective expresses the right relation between the
clauses. When and while are frequently missused for then and
although. Pronouns must always refer to a definitely ex-
pressed, not an implied antecedent. This antecedent must be
near enough the pronoun to be unmistakable.
Participles are a fruitful source of incoherence. A par-
ticipial clause that begins a sentence must modify the subject
of the sentence. " Divided up into sections, you can quickly
refer to any part of this book," should read " Divided up into
sections, this book is convenient for quick reference." Or,
better still, such a sentence should be recast, with a subordin-
ating conjunction and a definite verb used in place of the parti-
ciple. The absolute participle, " it being very cheap " should
always be avoided, for it does not show the true relation be-
tween the idea it contains and the idea of the main clause.
Sentence Emphasis
The most important devices in securing emphasis in sen-
tences are compression, repetition, suspense, and climax. As
a rule the sentence should be as brief as it can be with full and
exact expression of the thought. Verboseness is fatal to em-
phasis. Sometimes, however, the repetition of a word, if the
important word, is helpful. The following example illus-
trates :
It is a glove of marked distinction distinction in fit and
style distinction in quality and feel distinction in all the
little niceties of workmanship that are demanded by the par-
ticular woman.
The beginning and end of a sentence are its most important
places and should be occupied by important words. Negative
and unpleasant words should not be placed there. In the
sentence, " Among so many investments it is hard to tell which
would pay and which would lose," it would be better to trans-
242 ADVERTISING COPY
pose the words lose and pay so as to end with the positive, pay.
Connectives and parenthetical expressions should, if possible,
be placed within the sentence.
Since the sentences on street car cards and posters ordinarily
stand alone, it is especially important that they be constructed
according to the principle of emphasis. One street car card
reading, " The pages of history will record the great war just
as the Evening Post today tells the story," failed to emphasize
the important contrast between history and the present day
and did emphasize the unfortunate word story. Revised ac-
cording to the principle of emphasis, it would read : " His-
tory will tell the story of the great war just as the Evening
Post tells it today.''
The periodic sentence, because of the fact that its idea is
incomplete until the end and it therefore holds the reader in
suspense, is especially emphatic. Inversions of order and
transpositions, if not used to excess, are likewise valuable.
It must be remembered that not every sentence can be empha-
sized. The normal order should be followed unless there is
good reason for change.
Climax is a most valuable means of emphasis. When three
clauses of similar form are used together they make a strong
impression. This is especially true if they follow Herd's
principle of having the shortest first and the longest last. The
principle of climax applies to words and phrases as well as to
clauses. Three is the best number; if more than this be used
the form becomes monotonous and loses force.
Paragraphs
A paragraph is a group of sentences that form a single step
in the progress of the complete advertisement. Its construc-
tion is not entirely a matter of revision, because it can be
planned in advance. However, it is frequently necessary in
revision to change the paragraphing of the copy.
SMALLER UNITS OF ADVERTISING COPY 243
The paragraph was designed for the convenience of the
reader. Its whole history shows this. In order to rest the
eye and mind of the reader it is necessary that the black mass
of type material should be broken up, and the most effective
method of breaking it up is by means of white space. It nat-
urally follows that the shorter the paragraphs are, the more
attractive the copy will be to the eye. The whole tendency
today is toward very short paragraphs.
The very short paragraph especially the single sentence
paragraph is not suitable in all cases. It has great attention
value and invites reading. It lacks dignity, however, and fre-
quently lacks conviction. Used to excess, it is very tedious.
Then, too, it is not suitable for subjects that require the per-
suasion of a fe\v rather than the attention of many, or sub-
jects that must be kept free from any suggestion of cheapness
and commonness.
Regardless of length, the paragraph should contain the whole
of one phase of the message and only one. The copy should
be so divided that each paragraph marks a logical step forward
in the progress of the thought conveyed. In other words, the
paragraph should be unified.
The other structural principles apply to paragraphs. The
sentences should be in logical order. They should have no
unnecessary changes in construction or in point of view and
should make free use of parallelism. They should be so
closely connected in thought that few, if any, expressed con-
nectives are needed. If connectives, or " word-bridges." are
necessary to span the gap between ideas they should be exact,
and unobtrusive in position.
Emphasis in the paragraph demands that the important ideas
be given the best positions and greatest proportion of space.
This would apparently mean that the last sentence should con-
tain the most important idea and be longest. In point of fact,
however, many good paragraphs end with short sentences.
244 ADVERTISING COPY
Occupying tnis important position they have an effect like the
crack of a whip.
It has not been possible, in the limits of this chapter, even to
touch upon all the principles that are useful in the construc-
tion and revision of paragraphs, sentences, and words. Only
those of most value to the writer of advertising copy have
been mentioned.
CHAPTER XIX
COPY AS AFFECTED BY MEDIUM
Classification of Media
The writer of an advertisement must always govern his
copy to some extent by the medium in which it is to be placed.
Most advertisers give careful thought to the selection of media,
for they realize that their messages are of no value unless they
reach the people for whom they are intended. Unfortunately
they do not always realize that a message in the right medium
may not be read by the right people unless it is properly adapted
to its purpose. The newspaper has very different require-
ments from those of the monthly magazine. An advertise-
ment that would be read and responded to in one might be
ineffective in the other. For that reason we must consider
here some of the factors that affect the construction of adver-
tisements in the various important classes of media.
It is unnecessary to give an exhaustive list of media. Any-
thing that carries the advertiser's message may be considered
an advertising medium. This definition would include labels
on packages, samples, booths in fairs, floats in street parades,
and even such indirect media as restaurants and nurseries in
the department stores. We need consider only the media in
which a written message would be placed. The following list
is reasonably inclusive :
1. Newspapers
2. Weeklies and flat periodicals
3. Standard monthly magazines
4. Women's publications
245
246 ADVERTISING COPY
5. Farm publications
6. Religious, educational, and other class publications
7. Technical publications
8. Trade journals
9. House organs
10.. Programs
11. Circulars and other mailing pieces
12. Street-car cards
13. Bill-boards and outdoor displays.
14. Specialties (calendars, blotters, and the like)
Each of these classes has its own special problems, which
are considered in Part V of this volume. Here we are inter-
ested only in their influence upon the copy. The influence of
the special class audience will be considered separately in the
next chapter. Circulars and mailing-pieces are not discussed
at all in this volume. Their problem is so different that it
comes more properly within the field of salesmanship and sell-
ing literature.
The types of media listed above, however, do not in all cases
differ because of the class of readers. They differ because of
method of distribution, length of time given to them, reason
for reading them, attitude of reader toward them, and many
other factors. Hence it is fair to say that the nature of the
copy is affected by the medium as well as by the audience, and
to separate the two influences. In both cases the principle to
remember is that an advertisement must be adapted to the
readers if it is to " get across " in other words, to make an
impression and secure a response.
Newspapers National Advertising
It is commonly recognized that the newspapers reach more
kinds of people than the monthly and weekly periodicals.
Their appeal is practically universal. On the other hand, they
are read more hastily than the more costly periodicals and are
COPY AS AFFECTED BY MEDIUM 247
shorter lived. All these differences indicate that in the news-
paper the chief tasks are to get attention and to stimulate ac-
tion. The national advertiser who tells his story with a fair
degree of completeness in the magazines, must usually boil it
down for the newspapers.
National advertisements in newspapers demand bold, dis-
tinctive display. There are likely to be many other adver-
tisements competing for attention, to say nothing of the news
and editorial columns for which the paper was bought. Many
readers glance over the day's news and then toss the paper
away. Strong attractive power is therefore a necessity.
Clever and original stunts are possible in the newspaper that
would be out of place, even if permitted, in the magazine. It
should be remembered, too, that the range of possibilities in
illustration is narrowed by the cheap and coarse paper, which
prohibits the use of fine half-tones. The attraction must be
secured by simple methods.
Since each message must be brief (it is estimated that thirty
seconds is the average amount of time given to an ad-
vertisement) continuity of impression is essential. The ad-
vertisements are usually inserted in a series, only a few days
apart. This demands that they have a similarity of form.
Trade-marks, slogans, or other identifying characteristics, are
usually featured. A good-sized illustration of the package
which is to be bought is especially important, for the news-
paper is seen by people when they are close to the store or
source of supply; and, moreover, newspaper advertisements
are used to influence the dealer as well as the consumer. In
general, it may be said that the display should be such as to
command attention, recall to the memory previous advertising
of the article, and impress upon the mind the characteristics of
the product in such a way that buying action would be easy and
natural.
The text should be governed by the same considerations.
248 ADVERTISING COPY
It must be remembered that the newspaper is not selective.
Men and women of all classes and professions read it. There
is, of course, some difference between the one cent paper and
the three cent paper, between the home paper and the sporting
paper but these differences are too numerous to be analyzed
here. Ordinarily the text should have material that appeals
to the largest possible number of those who may become buyers.
As there is no connection between wealth and education, this
means that the arguments should be clear and fairly obvious
and the language simple, even in advertisements for expensive
articles.
As newspaper advertisements must usually be brief and gain
their effect largely through repetition, assertions can frequently
be substituted for reasons. An assertion, if repeated often
enough, gains belief. Whether assertions take the place of
reasoning or not, the copy should be terse, vigorous, and
snappy in tone. Sentences and paragraphs should usually be
short, and the diction should be colloquial and journalistic.
The news quality should permeate the newspaper advertisement.
The point of contact with the reader is frequently his inter-
est in the news. This does not mean that when war is the
dominant factor of news interest, the copy should always con-
tain references to the war. If this were done too much it
would become tedious, and it is likely to lead to straining for
effect. But an advertisement on the sporting page may well
feature the testimonial of some famous ball-player or other
athlete. Some of the interest in the personality is trans-
ferred to the advertised article. This is only one example of
the many ways in which copy in newspapers may use the inter-
est in the news to gain attention.
Newspapers Department Store Advertising
The advertisements of department stores depend largely
upon the news interest and indeed partake of the character
Whistler, the artist, could put a touch
of color ia the one right spot in his
picture and give a new value to all
the rest*
So the Automobile Show at the
Grand Central Palace is enhanced
and made more valuable by the pres*
ence of the
New York Sales:
Harrolds Motor Car Co.
333 West 54th Street
New Jersey Sales:
Ellis Motor Car Co.
416 Central Ave., Newark
Concise, distinctive newspaper copy for nationally advertised product
249
250
ADVERTISING COPY
ThisMan
hasn't heard the
news yet But
he's priching up
his ears, at all
wise men do,,
at the suggestion
that the John
Wanamaker men's
Store has tome
news for him.
Watch
his expression
Monday evening
when the news
will begin to
develop.
"Teaser" copy preced-
ing a department store
bargain announcement.
of news. Many women read the
latest announcements of the stores
as regularly as men read the quota-
tions on the market and financial
pages. One Philadelphia newspaper
is said to have lost 20,000 circula-
tion when it lost the Wanamaker
advertising. Often these department
store advertisements are set up in
columns like the news columns.
Their chief purpose is to give infor-
mation that is interesting and up-to-
date.
The bargain appeal is most uni-
versal and most extensively used by
department stores. Figures are ex-
act and are slightly below round
numbers (as $4.98 instead of $5,
$2.49 instead of $2.50, and the like)
in order to further the impression of
saving. But it must be remembered
that a low price is less appealing than
the reason for the low price. Fre-
quently the reason has to do with
the element of time, as a pre-inven-
tory sale, an after-the-holidays sale,
and the like. This has added value
in that it contains the news-element.
Sometimes the reason is that a large
purchase has been made on fortunate
terms. Here the time element enters
only through the suggestion that the
articles will be sold out quickly, and
prompt action is therefore necessary.
Great!
That was his simple comment when he heard the
news of what the JOHN WANAMAKER MEN'S
STORE was going to do.
This much of the news you may know tonight :
$355,585 represents the regular value*
$226,013.75 the selling price
$129,571.25 the savings.
in, the greatest Sale in the history of Men's Clothing
which opens Wednesday morning of this week at
Broadway and Ninth.
Every man will be interested.
Prices will fit every pocket-book.
All about it tomorrow evening.
Second " teaser " preceding a department store bargain announcement
251
THE JOHN WAN4MAKER STORE
THE MEN'S STORE OPENS AT 7:30 TOMORROW (WEDNESDAY I TO USHER IN
The Greatest Sale in the History of Men's Clothing
Join Wuamaket
Unusual Linens in
Thi Sale of White
u*ry Sale .1 Linens
|rin Mid *r ' >' *"* ' H'lVr?" '",JTl, "" *' I
*r .MiitF 'It inly I * TT I uJ . slut t '
l, ,. *,, ,M ,.,. .:r
CurfauM
HALF PRICE !^,;TVI. > CV{1'~ '.''
I <ur,.,n, .. Uf< ., pc,c
Sal* of Silk-.nd.Colton
R.iine. 28c Yrd
We lon't hkc uperiative& They nave been
much misused: ttave lost a <ret deal.oi their
we: i 'up J u We ..ould And only -jne phrase
to rir th Ucts tne greatest uVe in <hr history
Tliis is the First Annual
Nat5cna5 CJearaway
of Men's Better Suits
and Overcoats
i.4:c brand new uits and overcoats, just un-
packed, from the leading clothing nunufacturert
Irom the fine 'tfultr Wananuker stocky ell
12,643
Men's Suits
and! Overcoats
onh. fcpired on t(w bu of ou. '<j!r priet*. 10 l- "'/'.' , ',, -.,* ^ , V.T.i.';
Sr*<l (<> ttijjjr TS. * < **">f "1 ' J'-'l **
I There are 6,223 Suits )
i!!;;!!i t; r ';":;^ .: $11.50
^ ;:,' w :ir: ;:":! $1850 ^ii?^^fM^!
| There are C,420 Overcoats .
On r/le Burlington Aictdt Hoot On -lit Barllaf ron Arcade oo
Four. 1 ! 4'enu^ Entf S.oarfw.). <(
Black and Oitord Overcoats i J, 11 /^.^;^. ^ . _-
<k wi,, . ..... !*, Jin w "^..,,..*; $14.50
'|;;;:;::^:-";;^:[ $9.75
Men Know What to Expect of a War.amaKer Sale
More Than 100 Extra Sale
No Charge tot Alteraboni
Department store advertisement featuring a bargain sale. (Size very
much reduced)
252
COPY AS AFFECTED BY MEDIUM 253
The large amount of material available for advertising in
the department store makes its problem of special difficulty.
Usually a system is adopted by which each of the departments
gets during the year a certain amount of space, to be appor-
tioned at the most suitable season. A selection of leaders is
made for each day's advertising, and these are made so attrac-
tive in price as to bring people into the store, who may there be
persuaded to buy other articles.
The department store usually has a definite position and
space in the paper and a distinctive type or method of display,
for the sake of identification. It is not wise, however, to allow
the marks of identification to dominate the special appeal of the
day. Even though the name or motto of the concern be placed
at the top, it should be carefully separated from the rest of the
copy.
Newspapers Small Retail Stores
The methods of the small retail store that carries only one
or two lines of goods differ somewhat from those of the large
department store. The bargain appeal is useful but can hardly
be employed so frequently, or the store may lose reputation.
Nevertheless, as the most important thing is to stimulate peo-
ple to enter the store, a large percentage of small retail adver-
tising contains in some form or other a money inducement.
Next in importance to this comes the advertising that has re-
minders, or timely suggestions. A third type consists of short,
epigrammatic talks for the sake of establishing a store atmos-
phere. Usually these advertisements contain the element of
human interest. In the case of large concerns they are fre-
quently accompanied by material of one of the other two types.
This last type of advertising frequently wins its readers by
the element of distinctiveness or character. The personality
of a storekeeper has much to do with his success, and if he
can put his personality into his advertising messages or get
254
ADVERTISING COPY
a distinctive style put into them he can often win new
customers. Even small space, if wisely used for little anec-
dotes, essays, stories, epi-
grams all with a sales
element, of course can
be made to attract readers
who will look for them as
eagerly as for the news or
the editorial columns. The
little talks of the Rogers
Peet Co. are read by hun-
dreds of thousands of New
Yorkers every day.
UR regular visitors, who
know us well, are taking as
lively an interest in sottie
of the Christmas innova-
tions here at Best's as if
Somebody had brought a'
bride into the family
The cheery, convenient
gift-shop on the second
floor, for one thing; the
special saleswoman who
will go with you from table
to table and devote herself
xclusively to your service
if you wish, for another
thing; the overflowing toy-
shop on the fourth floor,
for o'ne more.
"You never pay more at
Best's" that's not an in-
novation at all. but it may.
be news.
ft'* Aumi. 3 ol SiJ,. C~~, .,' 1
Newspapers Classified
Advertisements
Smaller retail store advertisement
featuring service
As pointed out in a pre-
vious chapter, classified
advertising is distinct in
character from display and
publicity advertising. It
is intended mainly for readers who already realize their
needs. In choosing a medium for such advertising it is well
to pick out one that contains a large amount of this kind of
material. People who are looking for some specific thing nat-
urally look where the range of choice is greatest. It is true
that in a publication containing few classified advertisements
each one of them secures a large proportion of attention. But
this is not sufficient compensation for the fact that fewer
readers look here.
In spite of the limitations upon attractive power, classified
advertisements should be made as distinctive as possible. The
rules of the publication ordinarily allow no type display or
illustration. Sometimes they do allow the use of white space
COPY AS AFFECTED BY MEDIUM 255
at the top and bottom; if so, it is a wise investment. The
text, however, must carry the main burden. Most advertisers
make the mistake of too great brevity for the sake of saving a
few cents. The text should be concise, of course, but it should
not be boiled down to such an extent that it is ungrammatical
or obscure. As a rule, the more complete the details are, the
better. The first word of a classified advertisement should
begin with a letter near the beginning of the alphabet, prefer-
ably the letter A, it the advertisements in each section are in-
serted alphabetically, so that the advertisement will have a
position near the top of the column.
General Magazines and Weeklies
The previous chapters have dealt mainly with the problem of
writing copy for general publications, such as the standard
magazines and weeklies. It will, therefore, be unnecessary to
consider them in detail here. They offer better opportunities
for display than newspapers, especially for half-tone illustra-
tions of high quality. They also have longer life and, conse-
quently, offer a better chance for mail order and inquiry-pull-
ing copy, or for publicity copy that tells a complete story.
Keyed advertisements (by which is meant advertisements con-
taining some identifying mark in the address by which in-
quiries from this publication may be traced) frequently show
results in considerable volume for three months after the pub-
lication date, and inquiries occasionally come in a year or more
later. This is only one indication of the general truth that
copy in such publications has a longer life than copy in news-
papers, and so may be more complete.
General magazines reach a higher average level of intelli-
gence and education than the newspapers. The newspaper
reaches every class of people who can read. The general
magazines and weeklies reach those who desire a higher type
of entertainment and instruction than can be found in the daily
256 ADVERTISING COPY
news or in the Sunday supplement. For these reasons the
copy in such publications may be more refined. The language
should not be colloquial, unless the specific nature of the article
demands it. On the other hand, the language should not be
stilted or formal.
Class Publications
In the class publications the advertising copy is affected not
so much by the factors considered above, as by the fact that
the audience is selected. Hence in them a certain amount of
adjustment to the reader is possible that cannot be accomplished
in the newspapers or general magazines, where the readers in-
clude all ages, sexes, and occupations. In the class publication
the readers are selected, much as the list of names of people
for a certain sales letter are selected. The writer can tell in ad-
vance that his appeal is directed to dealers, to women, to
farmers, to business men, to engineers, or some other fairly
well defined class, and can govern his material and language
accordingly.
The effect of a selected audience upon the nature of the ap-
peal is so important that the whole of the next chapter will be
devoted to it.
Street Cars and Bill-Boards
Street-car cards, bill-boards, and outdoor display generally,
are used mainly to supplement other forms of advertising.
The field of their influence is comparatively narrow. How-
ever, they have the great advantage that they are nearest of
all to the place of buying. The man or woman frequently
sees them when on a shopping trip or on the way to the office
and is reminded of a need he has felt earlier. They are con-
sequently valuable for stimulus.
On the other hand, they are read hastily and often at a dis-
tance. The copy, therefore, must always be brief. The
COPY AS AFFECTED BY MEDIUM 257
violation of this fundamental requirement was responsible for
the failure of the bill-board advertising used by the Repub-
lican National Committee in the campaign of 1912. The ad-
vertisements for President Taft's administration were crowded
full of material in small type. Few people would pause in
front of a bill-board long enough to read it. Regard for this
principle was responsible for the effectiveness of the subway
and street-car cards used by the Fusion Committee in New-
York City, in Mitchel's campaign in 1913. The cards used
contained simply the question " Mitchel or McCall ? " The
word Mitchel was in large blue letters; McCall was in black
small type and behind this was the word Murphy in large red
letters. It may be noted incidentally that the suggestion of
the colors was good for the purpose.
Since the copy must be brief and since the purpose of out-
door advertising is largely intensive, the copy should be con-
centrated upon attraction and stimulation. If only two words
can be used they should be the name of the product combined
with an imperative verb, as, for example, " Use Sapolio,"
" Drink White Rock." Reasons and arguments are of little
value, because the space does not permit them to be given
in sufficient detail to convince. Assertions and clever slogans
are much more useful. They gain some power of conviction
by their very repetition.
Whatever the outdoor advertising may lack in possibilities
for conviction it atones for by its greater range of possibility
in display. In the illustration, color and often motion may be
implied. As you walk along the Great White Way in New
York, or its counterpart in any great city, your eye is tempted
by every possible device colored lights, quick-changing pic-
tures, to say nothing of size, which, after all, is the simplest
way to emphasize any statement.
Originality and distinctiveness are looked upon as of first
importance in outdoor advertising. They should, however,
258 ADVERTISING COPY
be tempered with discretion and good taste. It is not usually
wise to attempt to shout just a little louder or use just a little
more brilliant color or a little more sensational picture than the
next man. The extreme has been reached in that direction,
and today attention is more certain to be secured by a quiet
neutrality of tone and a fair conservatism of language. The
eye will seek it for relief from the more strident claims of its
competitors.
Programs, Calendars, and Other Special Media
Programs may be most effectually used when some consider-
ation is given to the mood and interests of readers at the time
they see the advertisement. It is obvious that people are
usually in the mood for enjoyment, and the program is simply
a guide to their further pleasure. The most effective adver-
tisements, therefore, are likely to be those which use the hu-
morous or clever tone and take advantage so far as possible of
the spirit of the play-house or opera.
Calendars have a long life, but any attempt to tell a very
complete story upon them is usually fatal, because people do
not care to adorn their walls with what purports to be an adver-
tisement. They should, therefore, be attractive and they may
profitably contain some slogan or stimulative phrase. In the
case of retail stores, of course, frequently only the name and
address is used.
CHAPTER XX
COPY AS AFFECTED BY AUDIENCE
" Getting Across "
The disadvantage of advertising copy as compared with
sales letters is that advertising copy cannot individualize its
appeal to the same extent as sales letters. Advertisers in gen-
eral publications sometimes try to make up for this by fea-
turing various different uses for their product as, for example,
in the home, in the factory, in the office, on the farm, and the
like, so that a point of contact will be made with several classes
of possible buyers. This method is useful, but at best only
decreases the disadvantage.
This disadvantage, however, is much less in the case of
publications appealing only to a selected class; for example,
technical and trade publications, farm publications, and wom-
en's magazines. Here the audience is selected, and for that
reason such publications, as a rule, command higher prices for
space than the general magazines and newspapers. This is
especially true of the technical field. The value of this dis-
tinctive kind of class publication depends upon the extent to
which it actually reaches its audience, and the influence which
it has upon that audience. In general it may be said, however,
that space in such publications offers good possibilities, pro-
vided the writer of the copy adapts his appeal to the character
and language of the special class of readers that he addresses.
It is not enough in such publications that the copy be writ-
ten from the standpoint of the buyer, rather than from that
of the advertiser. This should be done in all advertising. In
the class publications, it is also necessary that the length of
259
260 ADVERTISING COPY
the advertisement, the kind of material it contains, and the
tone be governed by the class characteristics of the audience.
It is a matter of economy of attention or " getting across."
It is comparatively easy to study the article which is being
advertised, to know its talking points and to select the material
that should be presented in the copy. It is a far harder task
to know the people who are to buy and adjust the message to
them. There is no better way, obviously, than to go out
among them, talk with them as a salesman might, and find out
their characteristics and points of view. Some publishers of
technical magazines require men who are accepted as copy-
writers in their service department to spend six months' ap-
prenticeship on the road in order that they may know their
audience by personal contact. The service department itself,
incidentally, has been established in many cases because the
average advertiser is not sufficiently familiar with the special
class audience to direct his appeal to them in such a way as
to be effective. The publications, therefore, place at his dis-
posal a corps of copy-writers who know the audience and are
able to adapt the appeal to them.
It is possible, however, for any copy-writer to write copy
for class publications if he will intelligently study the class
characteristics. For that reason some of the most important
classes of readers are analyzed in this chapter to discover how
the appeal should be adapted to them.
Copy for Business Men
The business man is a busy man, or regards himself as one,
which for all practical purposes amounts to the same thing.
He will not read a long advertisement unless it is upon a sub-
ject that particularly interests him. First of all, then, the
advertisement should be as short as is consistent with com-
pleteness. Even if the subject is interesting and the copy has
to be long in order to convince, it must tell him some new
COPY AS AFFECTED BY AUDIENCE 261
facts. The business man resents truisms and trite generalities.
He wants definite, concrete facts and wants these boiled down
to the essentials.
He is a practical man and is therefore more influenced
by reason-why than by suggestion. He prides himself on
his ability to decide questions for himself and is therefore
more open to the conviction of facts and figures than to that
of testimonials. The best arguments to use with him are the
practical arguments of saving money, increasing efficiency,
or adding to health, convenience, or comfort.
The language used should be simple and direct, but not too
colloquial and rarely slangy. This applies, of course, to arti-
cles for business purposes, and not to those which have no
connection with business, such as tobacco and other similar
luxuries. An advertisement for a high grade bond paper is
injured by such language as the following:
Armed with a powerful, smart-looking letter-head, you
Business Men can enter any business port and be dead sure
of a warm welcome.
Copy for Technical Men
The problem of technical copy is much the same. Tech-
nical periodicals, like business magazines, are read for profit
and read while a man is in a business atmosphere or at any
rate in a business mood. The copy must give facts and give
them concisely. Mere assertion has little weight. Charts,
tabulations of figures, blue-prints, and cross-sections are all
useful in appealing to technical men. Human-interest copy is
rarely of value, especially when unrelated to the subject, as
is so often the case.
The specific talking points used for a single article adver-
tised in different technical papers vary according to the class
appealed to. Take the case of building materials, for exam-
ple. They may be advertised in general publications, contrac-
"Yes, sir, in the old days they laid the
stone cold, then they poured the as-
phaltoverit;muchofthebitumen was
wasted. The penetration was seldom
more than an inch deep. Generally it
was less than that. Then, Mr. Six-Cyl-
inder comes along, going 30 miles per
hour, and rips up the whole pavement
We don't do it that way any more; now we use a
It heats the stone to any temperature, 350 degrees, / ^^/
if the specifications say so. Then you run in the as-
phalt; and the whole mass is uniformly coated with-
out wasting an ounce of bitumen. There's no question
about the penetration. No automobile can rip this sur-
facing from the 'street. It's concrete, asphaltic concrete,
one of the most lasting road surfaces known to science."
You can get Hot Mixer Catalogue No. 21 from
15 he j; JL..5WM Co
1126 32nd Street
Milwaukee, Wis.
W. J. Cullen
New York City
J. J. Shannon <&, C
Philadelphia, Pa.
Justifiable use of technical " lingo " in a technical publication
262
COPY AS AFFECTED BY AUDIENCE 263
tors' publications, architects' publications, and engineers' pub-
lications. In the general publication, the advantages of the
material from the standpoint of the beauty and durability of
the finished structure are given. The merits of the material
are explained from the standpoint of the person who is to
live in the house. In the engineering publications, the strength
of the material, its fire-resisting power, or other special points
may be shown in comparison with those of competing ma-
terials. In the contractors' publications, the copy may attempt
to show how conveniently and easily the article may be used
in building; how it cuts labor cost, etc. The architect may
be told of the co-operation he can get and of the variety of
effects that he can secure. There may be illustrations of
buildings designed by other architects using this material.
So it is with every article ; the arguments must be chosen from
the standpoint of the class, and their interests kept in mind.
The simple, direct language that is suitable for business
magazines is also good in technical publications indeed, in
any publication read chiefly by men. The technical publica-
tion, however, is justified in using technical words and phrases
that are peculiar to the class of readers. This is one reason
why service departments of such publications are so useful.
Their writers are familiar with the " lingo " of the audience.
Most professional magazines, such as medical publications,
accounting publications, and the like, are governed by the
same principles that apply to technical publications. The chief
difference is that the professional publication usually has a
strict code of ethics which prohibits members from vigorous
advertising and they consequently demand more dignity in
the appeal which reaches them.
Copy for Trade Papers
Trade papers differ from technical publications in several
important respects. Their readers are ordinarily dealers who
Is this tk> same shoe I have been wearing?
Doubt is the most expensive factor the retailer has to deal mutt come through holding your trade from year to year,
"th. When you handle an un-named shoe, what have you to offer
When the customer questions, the salesman has to explain. that y ur competitor cannot duplicate? In other words.
That means a loss of time. But what is more important, it what guarantee have you that the customers you have care-
means that there is no connecting link in the customer's mind fu "y worked up this year will not be worked away from you
between the goods she bought last year at your store and next y ear b y
what she may get this year.
A trade marked shoe such as the Dorothy Dodd overcomes
completely this difficulty Therefore, it sells with less effort
and less expense in time and advertising, and holds your cus-
tomers from year to year
If you analyze your cost closely you know that $5.00 is
not e high price to pay fo
ry firil sale. Your profits
>mpeting attraction probably price?
Every customer made by Dorothy Dodd dealers is like a
new link forged in the chain of success.
This is just one feature of many that makes the Dorothy
Dodd shoe proposition attractive.
Think this over then ask for full details about the shot
and the selling plan.
DOROTHY DODD SHOE COMPANY
101 B1CKFORD STREET, BOSTON
Trade paper copy showing familiarity with, the dealer's problems
264
COPY AS AFFECTED BY AUDIENCE 265
are interested in articles mainly from the standpoint of sales
and profits. Technical publications are usually addressed di-
rectly to the consumer, who is not interested in the article for
resale. In trade advertising, therefore, the copy usually pre-
sents the merits of the article from a sales standpoint; the
illustration shows the goods in large size or in detail and calls
attention to their selling value. The text shows the selling
advantages, the profits to be made, and the like. Frequently it
also shows by reproduction or otherwise the advertising that
is being done in general publications to stimulate a consumer
demand. In general, the advertising is informatory and con-
tains a good deal of the news element. Its language is fre-
quently colloquial even slangy and " mere cleverness "
is apparently effective at times.
Copy for Farmers
The farmer as a rule reads fewer publications than the
average business or professional man and, consequently, reads
them more thoroughly. He is inclined to deliberate carefully
before deciding upon a purchase. These general considera-
tions make several important differences in the nature of the
copy written to appeal to him. Display is of minor impor-
tance, not only because the periodical is read carefully from
beginning to end, but also because the quality of paper and
printing does not allow the use of a fine quality of illustra-
tions. It is doubtful, moreover, whether esthetic considera-
tions weigh very heavily in the farmer's decision. Legibility
rather than beauty is to be sought.
For the same reasons the text may contain a large amount
of material, provided it is in the nature of useful facts. Hu-
man interest is sometimes possible, but the stress should be
laid upon reasons and a reason appeal. Many advertisements,
of course, perform all the functions of selling, arousing the
emotional desire as well as convincing the purchaser. Con-
266 ADVERTISING COPY
viction is always necessary. The arguments that convince are
more especially those which deal with the qualities of dura-
bility and economy. The price appeal is usually valuable.
Details in the construction of the article, even to the number of
coats of paint used and side-by-side comparisons with com-
peting articles, are frequently helpful. In fact, it may be said
that all exact information about an article has weight with
the farmer. It is unnecessary to concentrate upon the single
talking point that is most distinctive.
The evidence chosen should be of a kind to arouse confi-
dence. Testimony, if used, should be that of other farmers,
expressed in their own language so far as possible, even though
this may be slightly ungrammatical. An important kind of
evidence is in the form of guarantees, either by the advertiser
or by the publication. Many farm publications have adopted
the policy of standing back of their advertisers and agreeing
to straighten out any difficulties which may be caused by dis-
satisfaction with purchases made as a result of their advertise-
ments.
The personal point of view, in which the advertiser uses
the word / liberally, is especially good for farm advertising.
In all cases the language should be simple, without the sug-
gestion of pretentiousness. It is possible sometimes to go to
the extreme of colloquialism and, since most farm papers have
a sectional distribution, localisms are not objectionable. Anal-
ogies and figures of speech from the farmer's experience lend
force as. for example, " Buy your tires as you buy your
binder," or, " The bed of the wagon is only hip-high.'' In
connection with this point, however, it is well to add a warn-
ing that the so-called " Rube language " is likely to be fatal
to success. The farmer of today is usually an intelligent per-
son with a fair degree of education and resents any tone of
patronage or implication of inferiority. It is well to consider
him as an unusually careful business man who is not in a hurry
COPY AS AFFECTED BY AUDIENCE 267
and who wants a sound business reason for anything he is
urged to do or to buy.
Copy That Appeals to Women
Generalizations about advertising to women are peculiarly
difficult because the first generalization is that a woman does
not care to be treated simply as a member of a general class.
She prefers to be treated as an individual. This fact should
be remembered in writing copy, and wherever possible her
judgment should be appealed to. (See page 271.) There
are, however, certain general class characteristics which dis-
tinguish women as a whole from men and influence the nature
of the copy that should be used in women's publications.
The first important distinction is that women as a whole are
more suggestible than men. They are more easily influenced
by their emotions, and by the ideas which are associated with,
but not directly conveyed by, the illustrations, words, and
other symbols used in an advertising message. For this, rea-
son human-interest copy and the liberal use of illustrations,
especially those which tell the story, are especially desirable
in advertising to women. Text is relatively less important,
for it is not easy to make a strong appeal to the emotions by
means of words.
The esthetic sense is more highly developed in women than
in men. Proper balance, harmony, and all other things which
make for artistic beauty are almost essential. It is only neces-
sary to contrast the advertising pages of such a publication as
Vogue, or The Ladies Home Journal, with those of System,
or The Iron Age, to see the absolute necessity of an artistic
appearance in advertising to women. Hand lettering, liberal
white space, and the like, to mention only a few, are among the
valuable means of appealing to women.
For the same reasons the language used in the text should
be absolutely correct, with a slight leaning toward formality
More for Your Money
Quaker Oats is put up also in a 25-cent size, nearly three
times as large as the lo-cent size. By savingin packing it offers
you 10 per cent more for your money. See how \onf it lasts.
Do You Know the Wealth of
That Lies in Quaker Oats?
There is one grain in which Nature
stores an exuberance of vim. Fed to mankind
or to animals, it breeds spirit and vitality.
For ages men have known this. Among the
intelligent, children all the world over are being
brought up on this grain.
Quaker Oats presents this grain in its most
delicious form. It brings it to you in large,
luscious flakes, matchless in taste and aroma.
The result is, children love it. They eat an
abundance. And even,' energy-laden taste be-
comes a new source of vivacity.
That's why the mothers of a hundred nations
now send here for Quaker Oats.
Is Vim-Food Made Delightful
We and 25c per Package
Except in Far West and South
Copy poorly adapted to high-class woman's publication, because of
exaggerated language and sensational tone
268
A wide selection of Quaker
Laces reflecting inspired Euro-
pean styles, unquestioned taste,
conceded beauty!
Quaker Laces in the newest motifs,
freshest notes all crystallized in
authoritative American styles!
Quaker Laces suited .to Russian
Tunic Effects, to over-drapes, to
flounces, to ruffles!
Also Quaker Lace novelties flesh-
colored laces, delicate Chantillys, 42-
inch flounces, \Iargot flounces, Com-
bination Camisole flounces!
We have anticipated Fashion's
trend created new Quaker designs
in American styles ready for the
moment. The moment is now
The " fascinating feminine " has
but to choose! Simply let her look
for the blue card with the Quaker
head atop. That adds authority to
her selection.
QJJAKER LACES
QUAKER LACE COMPANY
Refined and charming; very nearly ideal for high-class woman's
publication
269
2/0 ADVERTISING COPY
and dignity. Colloquialisms, slang, technical lingo, are alike
dangerous. On the other hand, figurative expressions that
bring to the mind pleasant associations increase the effective-
ness of the appeal.
" Reason- Why " Copy for Women
If reason-why copy is used and in some cases it is appro-
priate the arguments that appeal most are those in which
health, beauty, pride, style, the maternal instinct, cleanliness,
or economy are dominant. Evidence of facts and figures is
ordinarily useless. In selling such a food product as beans,
for example, it does not help the cause to give copious statistics
as to the number of bushels of beans used yearly, or the num-
ber of tin cans required to pack a month's supply. Such evi-
dence harms rather than helps, because the associations of thou-
sands of tin cans is not pleasant and, incidentally, takes away
from the individuality of the appeal. A better kind of evi-
dence is that of authority the testimony of some prominent
man or woman, such as Anna Pavlowa or Dr. Wiley.
A large proportion of women, of course, are influenced
by the bargain appeal, as is evidenced by the advertising of
retail and department stores. Premiums, likewise, are useful
as an inducement. Even the coupon system of the United
Cigar Stores Company exists largely for the benefit of women,
as may be ascertained by a casual survey of the catalogue of
premiums, or by an inspection of the premium departments
of these stores. It has also been found valuable to feature
samples, booklets, and the like in the copy, as an inducement
to response. Free gifts have been responsible for the success
of many articles advertised to women.
A distinction, of course, should be made between the differ-
ent classes of women's publications, but this distinction is not
one caused by the functions of the publications, but rather
by their social class determined by the price. From the
would you Kqve cKosen
in tins ffirfume Test ?
IHE test was made by 103 representative women, comparing six perfumes-
three of which were the most popular foreign perfumes and three were
domestic, made by Colgate & Co. Over 3 A of the 103 women chose
JJ Colgate's in preference to the imported. Before making the test 61 of
the 103 said they preferred a foreign perfume, yet when the influence of a foreign
label was removed 41 of these 61, or % of them, chose Colgate's first.
Every woman will be interested in the story' of this test
It shows very clearly that
selecting a perfume because
it has a foreign label does
not necessarily result in a
woman's getting what she
. really prefers.
The test was conducted as
follows by two impartial
judges (Mr. F. N. Double-
day of Doubleday. Page &
Co.: Mr. S.Keith Evans of
the Woman's Home Com-
panion). They purchased
three of the most popular
imported perfumes and three Colgate perfumes all in origi-
nal unopened bottles. The judges poured the perfumes into
six plain bottles, numbered from one to six, and kept a record
by which they alone knew which number represented each
perfume. From 'time to time strips of Perfumers' Blotting
Paper were scented from the numbered bottles under the su-
pervisionofthejudges.andthesewereusedinmakingthetest.
The 103 women represented business women, the stage, the
editorial staffs of two wom-
en's magazines and college
women. Each was asked to
name the perfume she was in
the habit of using and was
then given 6 strips of the
scented paper numbered 1 to 6
corresponding to the num-
bers on the bottles. She was
asked to make a first choice,
a second, a third, etc. Rec-
ord was kept of all selections.
When the tests were com-
pleted the judges took the
record, and inserted the names of the perfumes in place of the
numbers from the key which they alone had. The result was
then announced to Colgate & Co. It was a daring test in-
spired by the confidence which we had in the superiority of
our perfumes. How is your choice of perfumes determined?
By what you really prefer or by a foreign label ? Is it not
possible that a domestic label is keeping you from the enjoy-
ment of the particular perfume you would naturally select?
This is the Way They Chose
Hole Ibese lilttt itoriii ofwomtn wbo baj
ban buying a labtl ratbtr Iban a ptrfumt:
ett, who lud previously Three Smllli Collate firls In like r
ncfi P'rlume, winch hip. piswd by Ilieir unlibtlcd atautd Choi
s test, placed thai perfume two chose Splendor, one Eclal.
:,:!'! v-'-i her favorite cliose Colgate's Sple^J T
eluded in the test, which she put in seconc
Would You like to make the Test for yourself?
If so, we will send you three Perfumers' Testing Strips,
three miniature vials of the Colgate Perfumes Florient,
Splendor and Eclat and an extra strip of paper so that
you can make a comparison between Colgate's and the
perfume which you may now be using.
This test will not only be valuable to you but can be
used as an interesting form of entertainment for your
friends. We will send full instructions as to how to make
the test. Your name and address and a 2c stamp for mailing
will receive prompt attention.
Write today for details showing liaw to make tlie lest yourself
COLGATE & CO., Perfume Contest, Dept. 45. 199 Fulton Street. New York
Effective reason-why appeal to women
271
PACKARD
BEAUTY is a human necessity. Taste is the
faculty of discerning it.
Every time we make a selection for our-
selves, our home or our friends, we are revealing
our true selves, and putting ourselves on record as
possessing taste or lacking it.
As we read the story of the ages we are re*
minded that certain qualities which men have woven,
and carved, and infused into their works have
lived because they have satisfied human demands;
and while it is true that some will manufacture the
things the 'many require, it is also true that the
many will demand better things.
Prestige of the producer increases in direct ratio
as raw material is advanced from the level of mere
utility to the higher one that seeks also to beautify
and convey esthetic satisfaction.
Ask the man who owns one
PACKARD MOTOR CAR COMPANY DETROIT
The perfect balance and restraint of this copy and its arrangement
wins confidence
272
COPY AS AFFECTED BY AUDIENCE 273
thirty-five cent publications, like Vogue, to the ten cent, like
McCall's, and to the even cheaper publications, like Comfort,
with their circulation lodged in the small villages, a large pro-
portion of the space is taken up with fashions; the remainder
with household suggestions and stories of a sentimental char-
acter. The differences between the publications are largely
social, not functional. The appeal is the same except that
in the more expensive publications the appeal of style, beauty
and exclusiveness is greatest; whereas in the cheap publica-
tions, the bargain appeal takes first place.
In the cheaper publications, too, the language may be sim-
ple and approach more nearly the language of farm paper
advertising. In the high-priced publications, on the other
hand, whole sentences are given in French, frequently with-
out translation. Only a small proportion of the readers prob-
ably understand what is said, but all of them feel the compli-
ment. It is simply an extreme case, illustrative of the fact
that suggestion is more important than direct meaning in the
text of advertisements to women.
Miscellaneous Copy Problems
The classes discussed above are by no means all those
which are reached by special publications. There are chil-
dren's magazines, religious periodicals, sporting and theatrical
papers and innumerable others, each with its own special copy
problem. It can generally be solved, however, if the writer
will take the trouble to gain a fair knowledge of the charac-
teristics of the class and then write the copy from their stand-
point. Only when this is done can advertising reach its high-
est point of efficiency. The too general practice of construct-
ing an advertisement for a general magazine and then insert-
ing it with practically no change in children's magazines, busi-
ness magazines, and women's magazines is wasteful. While
it may be true that the buyers are the same people, no matter
~ aoiaw
uno oarnwrotoucno
doleaauicQ
a La toilette waumna.
Do you know the charm
of Frenclvmade talc? Of
all talcum powders it is the
finest the smoothest the
most refined. Djer-Kiss Talc
is French-made talc at its
best, delicately scented with
Djer-Kiss, the famous French
perfume.
J ;V.. : -- 1 >'>~
IIP
The chief merit of this copy lies in its suggestive power. Note the use
of French
274
COPY AS AFFECTED BY AUDIENCE 275
where they see the advertisement, there is a vast difference in
their mood and attitude in reading different publications and
that attitude is carried over from the reading pages into the
advertising copy. All advertising copy in class publications
of whatever type should be built according to the Golden Rule
of adaptation to the reader.
CHAPTER XXI
COPY AS AFFECTED BY DISPLAY
Relative Importance of Display and Text
The message of an advertisement is conveyed by various
symbols. By general consent they are divided into two
classes : words, or the " copy " or " text " ; and illustrations,
color, type, ornament and texture, or the " display.'' Few
copy-writers are able to execute the display ; fewer artists are
able to write the copy. The matter of combining the two so
as to reach their greatest effectiveness is therefore difficult.
Three methods are in common use. The first, and poor-
est, is to have an artist arrange the display and then have a
copy-writer build the text to accompany it. Copy written
under such conditions is likely to be " a hole in the advertise-
ment filled with words." A better method is to write the
copy first and then have it properly displayed by an artist.
Best of all is the method of having both text and display han-
dled together by the copy-writer, even though an artist may
later be asked to execute the finished illustration and layout.
At any rate the writer of the copy should be in control of the
advertisement and see that text and display are properly re-
lated.
An advertisement should be a unit. Unless its text and
display work together in harmony a large part of its effect
is bound to be lost. The builder of the advertisement should
visualize it as it will appear in the pages of the publication.
Many copy-writers never write a word of the text until they
have made rough layouts in the size and shape demanded and
with sufficient detail of illustration and display elements to
276
COPY AS AFFECTED BY DISPLAY 277
enable them to work intelligently with the finished product
always in mind. They follow this practice whether they want
an advertisement that consists largely of illustrations and
other display elements, or an advertisement that is wholly or
almost wholly text.
People are interested in advertisements by very much the
same elements that interest them in books or magazine articles.
These are, roughly speaking, the subject, the advertiser, the
picture, and the headline. When a man is interested in buy-
ing a motor boat he will, of course, pay particular attention
to advertisements of motor boats and engines. So with any
other article. That is one reason why publications that have
obtained a large amount of advertising of some particular type
of article find it easier to get others. Buyers naturally look
to this publication to find the latest announcements of differ-
ent firms in the field, and thus get as large a basis as possible
for comparison.
As the people who are interested in the subject are the best
of all possible prospects, a bulky advertising section, which
lessens the attention value of any individual advertisement,
frequently counterbalances the loss by an increased interest
value. Readers turn to this section as they turn to the market
section of a city, where most of the stores of the kind in
which they are interested are grouped. It sometimes happens
that a publication of no intrinsic merit for a certain field has
acquired it through the advertising of different firms in that
field, and has become a good medium for automobile adver-
tising, for educational advertising, for sporting goods adver-
tising, and so on.
The Factors That Attract
Some readers are interested in the name of the advertiser.
This is true, however, only of a small percentage of adver-
tisers and those of commanding importance in their fields.
278 ADVERTISING COPY
The names of Tiffany, Colgate, Pillsbury, or Waterman, have
some value in attracting readers, a value that has been built
up by a long process of advertising or long experience in doing
business. There was a time when the advertisements signed
by Seymour Eaton or Thomas W. Lawson were read because
of the author's name, just as the stories of Jack London, Rob-
ert W. Chambers, or George Randolph Chester invited read-
ing simply because of the author's reputation. Many adver-
tisers who have not this reputation or any past history to
fall back upon adopt the same method with poor results.
The names of Jackson, Lee, and Jones bring no particular sug-
gestion to the average mind. It is, therefore, inadvisable for
such an advertiser, or any new advertiser, to place his name in
the most prominent position in the advertisement, or to make
it in any way the dominant factor in the display. It does
not attract readers.
Unless readers are interested in the subject or in the name
of the advertiser the attraction must come either through the
illustration or through the headline. By illustration, of course,
we mean not merely a picture, but also any display factor which
is in itself alluring. As a rule, however, people are interested
most in pictures. More than half of the people who read a
magazine story look at its illustrations first. Only those maga-
zines which appeal to the cultured, discriminating reader can
afford to dispense with illustrations. In just the same way,
only those advertisements which have their appeal largely to
intelligence can afford to neglect this important factor of at-
traction.
Publicity Copy
In advertisements that exist largely for publicity, i.e., for
getting the attention and interest of as large a number of read-
ers as possible, the illustration may be the dominating feature.
The artist should be allowed the greatest amount of space and
COPY AS AFFECTED BY DISPLAY 279
the best opportunities. The picture is all-important; in fact,
sometimes it tells the whole story. This method of adver-
tising is especially good for the commoner food products, such
as prepared cereals.
The Kellogg Toasted Corn Flake Company once held a
competition for artists with a first prize of $1,500. The pic-
tures were simply to deal with child-life in such a way as to
advertise Kellogg Toasted Corn Flakes. It was the theory
of the advertiser doubtless the correct theory that an
attractive illustration of child-life, with a taste suggestion,
would do more to sell his products than any amount of text.
His main object, therefore, was to get these attractive illus-
trations, and for that purpose he was willing to pay a large
sum to have the work done by the best artists that could be
secured. The advertisements of Cream of Wheat likewise are
almost entirely illustration only the name of the article and
some caption are usually added. Such a method is, of course,
ideal for these cases. It would not be good, however, for
some article of less common use or less extensive distribution.
Inquiry Copy
\Yhere the purpose of the advertisement is to get direct or-
ders or inquiries, the picture and other display elements are
much less important. The text is the all-important thing.
Many advertisements of this type are shockingly bad in ap-
pearance, full of closely printed matter, broken up into small,
ugly-shaped chunks, unbalanced, full of smudgy lines the
kind that have been aptly called " eye-killers." Yet frequently
they produce an astonishing volume of business. Regardless
of their form they contain the facts the reader wants. This
type of advertisement is frequently called the mail-order type,
because it is used in the great majority of mail order proposi-
tions.
Even where the picture is used in mail order copy, fre-
280 ADVERTISING COPY
quently it is not wholly or even mainly for attraction. Often
it is the illustration of the article to be sold, or of the booklet
to be sent upon request. It is rarely that the whole story
should be told in the picture and it should usually be subordi-
nated in size and in other ways to the text.
Between the extremes of pure publicity advertising and
mail order advertising are all gradations. Most advertise-
ments combine the purposes of publicity and inquiry-getting.
From the stress laid upon these two purposes, roughly speak-
ing, depends the relative importance of display and text.
Other factors, of course, enter, such as the degree of educa-
tion and culture of the class appealed to and the size and im-
portance of the advertiser. These, however, have already been
sufficiently considered. In general, the small unknown adver-
tiser should place his reliance upon text rather than display.
In advertisements that exist mainly for the sake of direct
inquiries and orders, and in most other advertisements that de-
pend largely upon a reason appeal, copy is more important than
display. Frequently it is only necessary to see that the dis-
play does not detract from the message in words. Even if
it does detract, the advertisement may pay, because of suffi-
cient strength in the copy and thus lead the advertiser to the
erroneous conclusion that artistic quality is of no impor-
tance. Good copy often succeeds in spite of poor display; it
succeeds better when coupled with good display.
Type Display
The simplest form of display is created by setting impor-
tant points of the copy in bold-face type. There should not
be more than three points emphasized in this way ; otherwise
there will be too many things competing for attention at once.
Moreover the continuous use of a single method of emphasis
nullifies its value for its purpose. Three display lines work
well together. Two are often enough.
COPY AS AFFECTED -BY DISPLAY 281
These display lines should be in proper position and se-
quence. The theoretically ideal form is to have the most
important one at the top, as a headline ; the second at the
optical center; and the third at the bottom. Taken together
the three display lines give the gist of the message. This
theoretically ideal form is found in a surprisingly large num-
ber of advertisements, and is capable of many effective varia-
tions. There are, however, other arrangements of display
lines that are equally effective.
Headlines
In a large proportion of advertisements the headline is
relied upon to secure attention and interest. Even where
display first draws the eye, a headline is frequently necessary
as a secondary attraction to secure a reading of the copy.
The difference between two headlines has often been the
difference between success and failure in an advertisement. It
is said that the simple change of a headline from " Cold Feet '"
to " Warm Feet " greatly increased the productiveness of a
medical advertisement. For this reason it is wise to study
some of the fundamental requirements of good headlines.
A headline may be regarded somewhat in the light of a
title to a magazine story or a newspaper item. There is a
slight distinction to be made, however, between headlines for
inquiry-getting advertisements, and headlines for publicity ad-
vertisements. In the latter case the headline, like that of a
newspaper article, may tell the whole story, or the most im-
portant part of it. In the former case, since results depend
upon complete reading, the headline is more like that of a
magazine story ; it aims to stimulate curiosity. In either case
it should be short, specific, apt, original, and interesting.
These requirements are not of equal importance, nor is it
possible to make every headline conform to all of them. Any
one of them may be sacrificed for good reasons. They are,
282 ADVERTISING COPY
however, good working principles, which may be followed in
the majority of cases.
Headlines Brevity
Brevity is an obvious necessity, for reasons that have been
made clear in the section of this volume that deals with psy-
chological factors. Four words are about all that the average
eye and mind can grasp at a single glance. This does not mean
that no headline should contain more thar four words. It
means that undue length should be avoided. Such a headline
as " The Thrill of Leading a Great Orchestra in Great Music
is Yours " might profitably be contracted to " The Thrill of
Leading a Great Orchestra is Yours." In the revised head-
line there are more than four words, but only four word-
groups.
The advantage of brevity may also be seen by comparing
such a cumbersome headline as " Ask the Man in the Street
what he thinks of the Chalmers Automobile" with the crisp
headline actually used, " Ask Bill."
If the headline must contain more than four words it is
wise to put only four or five on one line. For example :
Build a $5,000 Business
of Your Ozvn Be Independent
or
A Summer Without Rent
and Houseivork Only Play
It should be noted that the second line should be shorter
than the first. To accomplish this it may be necessary to set
the second line in smaller type than the first.
Headlines Specificness
The headline should be specific. Such generalities as Wis-
dom, The Truth, Character and Reputation, Easy Economies,
COPY AS AFFECTED BY DISPLAY 283
or Cheapest and Best have little value for the average reader.
The broad, sweeping statement passes over his head where
some definite fact, such as " $200 Buried " or " Average Profit
$2.90 per tire " would catch his attention instantly. Labora-
tory tests of the reading of advertisements have proved con-
clusively that a specific headline is much more certain to lead
to a reading of the advertisement than a headline that is vague
and general. This fact can be seen also from a comparison
of the following two headlines for the same automobile:
Best two passenger automobile 'in the
world at anywhere near the price.
This chain of evidence proves Saxon worth.
Or again compare the two following headlines :
Here are two favorites; take your choice.
I want you to choose betzueen these two shapes.
The latter headlines were each used with a piece of mail order
copy for cigars, which were the same in display and sub-
stantially the same in text. Each illustrated two shapes of
cigars. The second advertisement proved far more success-
ful than the first and the success was due largely to the more
specific command of the second headline.
Headlines Aptness
Closely connected with the requirement of having the head-
line specific is the requirement of having it apt. " Blind "
headlines such as "Burglars" for a breakfast food; "Off
Key " for a coffee substitute ; " How Very Comfortable " for
soap are of no particular value. Even though they may lead
to reading of the advertisement they do so by deceit and do
not strengthen the power of the copy. Many others, such as
" Safety " for revolvers, or " A Narrow' Escape " for insur-
ance, while they have a certain amount of appropriateness for
284
ADVERTISING COPY
White sheep give more wool
than black sheep there are
more of them.
PEMINGTON
P..OIC o! the world 1
stenographers [her
All the world knows why there ire n
REMINGTON u the machmi
deuce and the machine whichf p
12,500,000 Remington letters
mailed.m the United States every business day in the year
the article advertised are still lacking in aptness because they
are equally appropriate for many other articles. " White
sheep give more wool than
black sheep there are
more of them " is not only
faulty in its extreme length,
but in its total lack of apt-
ness for a typewriter, which
was the article advertised.
The deficiency of such
blind headlines is all the
more apparent when we
consider such apt headlines
as " Get a full measure of
light " or " Three lamps
for the price of one." If
it is impossible to have apt
headlines otherwise, the
R^mincrl-nn name of the article or of
C J H I U . the advertiser may well be
used, as for example, " An
eight cylinder Cadillac."
This may be deficient from
some other standpoints, but
there is no question as to its aptness. Probably it would be
sufficiently interesting to attract the attention of the best
prospects.
Headlines Originality
The requirement of originality in a headline is not based
on ethics, although it is obviously unfair for an advertiser
to appropriate to his own uses a headline formulated and suc-
cessfully used by somebody else. Original headlines are neces-
sary because most headlines that have been used to any extent
emi ngton
Typewriter Company
New York- and Everywhere
" Blind " headline
COPY AS AFFECTED BY DISPLAY 285
have lost their power to attract attention. Such headlines as
" Do you know?' "Are you interested?" and the like are
obviously worn out. " Safety First " has recently been used
too extensively ; likewise " A Christmas gift the zchole family
will appreciate." The headline " Always Young " was used
for two advertisements in a single issue of the same publica-
tion. Many other instances could be cited of headlines that
lack originality and therefore attractive power.
Headlines Interesting Nature
As has been indicated already, there are several possible
sources of interest in the advertisement. So far as the head-
line is concerned, the three possible types of interest are: sub-
ject interest, advertiser interest, and reader interest. The
latter is normally of greatest value. A headline with the word
you in it, especially if it contains an appeal to some funda-
mental human emotion, such as ambition, curiosity, or desire
to save, is likely to appeal. The following will illustrate :
"Are your hands tied?" "Will yon drive six screws to
save $11.25?" "Build your own house in two hours."
Obviously the word " you " cannot be used in all headlines.
The requirement of originality sometimes suggests some other
form as preferable. How and Why titles have a strong factor
of human interest, as for example :
How a world-wide business
grew from this old kettle.
Such forms have the added advantage that they appear to be
the beginning of an answer to an implied question; therefore
the reader will go on without appreciable pause.
It is frequently desirable to have some word in the head-
line that will automatically select the right class of readers.
The word pipe, for example, would attract smokers, as in the
286
ADVERTISING COPY
Is Your Wife
Helpless
or Dangerous
in these times when more idlers
make more burglars and brutes ?
THESE times make more idlers. More idlers mean more Burglars
and Brutes. Burglars and Brutes break your house ; shock your
wife into permanent hysteria and mark your children with a horrible fear for life.
A ten shot, easy-to-aim Savage Automatic converts your helpless wife into a dangerous
defender of her children more dangerous to face than a mother grizzly bear.
Fathers, it is a serious duty in these times to arm your home by day and by night
with a Savage Automatic the one arm which every Brute and Burglar fears. They
fear its IO lightning shots, 2 to 4 more than others; they fear the novice's power to
aim if as easy as pointing your finger. Therefore take pains that you get the Savage
the one the thugs fear.
As harmless as a cat around the house, because it is the only automatic that tells by
glance or touch whether loaded or empty.
Take home a Savage today. Or at least send for free booklet, "If You Hear a
Burelar," written by a famous detective.
A Brand New Savage Rifle
This .12 Tububr Repeater has all the original Savage features hammerlcss trom-
bone action, solid breech, solid top, side ejection, etc. Price $12.00. Send for circular.
SAVAGE ARMS CO., 75 SAVAGE AVENUE, UTICA, NEW YORK.
THE @ SAVAGE AUTOMATIC
Negative headline of doubtful value
headline, " A hot letter from a pipe smoker," " The man with
fifteen pipes and what he said," or " The smuggled Cala-
bash." "Rani your college expenses" would automatically
pick out students.
There is one special phase of self interest which might per-
haps be mentioned in this connection. Aside from the funda-
COPY AS AFFECTED BY DISPLAY 287
mental emotions and instincts of human nature there are fre-
quently temporary interests induced by current events, by
the approach of holidays, or by some other outside stimulus.
This temporary interest is frequently made use of to good
effect: " The War How Will It Affect You? " " War-
in the Encychpcedia Britannica," and the like, are headlines
that make use of this temporary interest of the reader.
There is one further requirement of headlines that applies
to publicity advertising and to some extent to inquiry-getting
advertising. A headline should ordinarily be positive. If the
headline " Decayed Teeth " were seen in connection with the
name of a dentifrice the association of ideas would be unpleas-
ant unless the whole of the copy were read. Of course, the
whole copy is read only in a small percentage of cases. For
this reason we should avoid such headlines as " Is your re-
frigerator poisoning your family?" or "A man would die in
the first alcove " unless the advertising exists almost entirely
for purposes of inquiry-getting. Even in cases of this kind
they are dangerous on account of the unpleasant, negative
suggestions they contain.
Tying Up Display Lines to Text
Headlines and other display lines should be regarded as
integral parts of the copy and as such should be tested accord-
ing to the principle of coherence. The headline should be
closely connected in idea and tone with the copy that follows ;
otherwise the interest it secures is not transferred to the smaller
type of the text matter.
The text that follows the headline should either explain
it, or relate to it in such a way that the reader's attention is
led from the one to the other without strain. If he is at-
tracted by the headline but finds that the first paragraph of the
text is not closely related to it, he is not likely to read far.
For example, in the headline, " Balanced Heating Guaran-
~1
O/x/y Years
f Knowing How
Our Evening Dress Clothes Men's
and Young Men's are the very finest
that our Sixty Years of Knowing Hoiv
can produce.
Stefn-'Bloch
Smart Clothes
are sometimes called dear but when
rightly estimated they really are the
cheapest.
The Stein-Eloch.Co.
Rochester, N. Y.
There is no connection between illustration and headline. The advertise-
ment attempts to do too many things at once
288
COPY AS AFFECTED BY DISPLAY 289
teed," the stress is laid upon the word " guaranteed." The
text that follows should, therefore, explain not only what
" balanced heating " means, but also how this furnace " guar-
antees " it. Again, in the headline, " This Roofing Never
Costs a Cent for Maintenance," we have a direct, positive
statement. If the first paragraph of the text begins nega-
tively, " It's false economy to put your money in a cheap
roofing/' something of the attention-value of the headline is
lost. The headline and the beginning of the text should have
the same point of view. The name of the article, or other
display line, should not be inserted at the optical center unless
it can logically be connected with the ideas in the text that
precede and follow.
Tying Up Text with Illustrations
Much the same principles apply to the connection of the
text with illustrations. There should be no doubt in the read-
er's mind as to the aptness of the illustration when he reads
the text. Yet oftentimes we find in advertisements text that
has nothing whatever to do with the illustration that drew
our attention. It indicates lack of team work between the
artist and the copy-writer, which could have been obviated
had the man who wrote the copy made himself responsible
for the layout and illustration as well.
The harmony between illustration and text should not be
merely in the matter of the direct connection of ideas. It
should be in their tone or style as well. No argument is neces-
sary to show that a fine line drawing does not belong with the
rough, colloquial, slangy text of Prince Albert tobacco, or that
heavy crayon or charcoal drawings do not belong with the
dainty descriptions of silverware. Vigorous, argumentative
copy should not be set in dainty or frivolous type. On the
other hand, copy with an appeal to the senses or sentiment
should be displayed with some dignity and refinement. Chel-
KVDIANTis the woman in wliose body and heart and
soul there is health; pitiable she whose body is sick.
Health means happiness, and happiness charms even
the birds of the air. For a quarter of a century
has spelt Health and Happiness to many thousands rf
women who were sick and unhappy. The rich, wholesome
malt and tonic hops are Nature's own restorative in the
most concentrated and effective form. It builds the body into
strength, beauty and usefulness.
Vbur grocer and druggist have it
Mall Nulrino.tt'hrnmurd unih inilVor JpjrHmj wjirr. mikfi a
Jrmk. Mali Nuuinr dbrcd by US. Revenue Dtoulnirn
tw* in aU-ohdic bcvrrjge. Conl.iim \^\ pet tci null wliji - 1 qo [^or cci
ANHEUSEI\-DUSCH- ST. LOUIS, U.S.A.
<l6l (bttuiifully illuiirncd) sent Free on rcqucu."
The chief elements displayed are totally unrelated
290
COPY AS AFFECTED BY DISPLAY 291
tenham bold type and heavy rule borders would be hardly
appropriate.
When the reader sees a frivolous picture of a ballroom scene
it is somewhat of a shock to him to see directly below it
" Sixty Years of Knowing HOIV," and it is a strain upon his
attention to adjust to the new point of view that such a head-
line implies. When he sees the negative illustration of a
gray-haired old invalid it is hard for him to grasp the posi-
tive appeal in the headline " The Charm of Health " and per-
haps equally difficult to see the relation of the stork picture
to either of these elements. It is unsafe to assume that he
will recognize the stork picture as a trade-mark. Again, when
he sees a somewhat sentimental illustration of an old gentle-
man apparently talking to a little girl he naturally expects that
the words below will be in the form of direct conversation or
at least will have the same human interest element that at-
tracted him to the picture.
If text and illustrations have unity of idea and of tone,
usually no other connection between them is necessary. In
some cases, however, notably in advertisements of mechanical
or technical products, it is desirable to direct special attention
to some one or two features in the illustration. This can be
done in a number of different ways, most conveniently per-
haps by loops and arrows pointing to the features in the
illustration which it is desired to emphasize.
Expansion and Condensation of Text
Sometimes the form of the illustration and the general lay-
out of the advertisement cuts the space allowed for the text
matter into small, odd-shaped pieces. This is, as a rule, to
be avoided, because it always sacrifices the appearance. But
sometimes it is necessary. If such is the case, the copy should
be so written that the various units will fit exactly into their
places. In other words, the text must be written to fit given
The Continental Motor Manufacturing
Company is the world's greatest buyer
of high grade motor material; is backed
by a decade of success; possesses the
finest equipment for accurate and cost-saving
work; has the men who know how.
Continental Motors
Solely by the combination of all these can be made possible such extra
value as distinguishes every Continental Motor.
And only as the months and seasons go by, is the full worth of the extra
materials, tests, and scrupulous inspections of a Continental made appar-
ent. On the day of resale then is the last extra value of a Continental
repealed. For a car is as young, or as old, as its motor.
Over one hundred firms are now building into their product the
"extra value" of Continental Motors. Tens of thousands of users
are benefiting thereby. Choose what type you will, but insist on
the Continental-powered truck or pleasure car.
CONTINENTAL MOTOR MFG. CO.
Detroit. Michigan
Factories -Detroit and Muckegon
Extra Experience
* Extra Value
Extra Security
There is no apparent connection between headline and text
2Q2
Yes tKe Apolladoes cost us both a little more
But tKe pleasure of listening to its almost fault-
less reproduction of a musician's playing more
tnan justifies tKe sli&Kt additional initial cost.
TKe musical and mecKanical perfection of tKe
Apollo Kas &iven it a standing second to none
in tKe world.
A letter from you will brin& proof from us that you'll
never be&rud&e the little increase in price of the Apollo
over the average player piano. Full details of the six
exclusive patented features of the Apollo will be included.
MELVILLE CLARK PIANO COMPANY
EXECUTIVE OFFICES 411 FINE ARTS BUILDING, CHICAGO
NEW YORK SHOW ROOMS 113 WEST 40th STREET
Illustration and copy are not connected in idea or tone
293
294 ADVERTISING COPY
spaces. To do this each space in the layout should be ac-
curately measured by means of a ruler and the number of
words of a given size type that will fit into the space should
then be estimated.
This is only one of the cases in which expansion and con-
densation of copy are made necessary. Expansion is a
comparatively easy matter, for it usually involves only the
insertion of additional evidence or descriptive details. Con-
densation is more difficult. The formula for condensation
is, briefly, as follows :
1. Omit all the clever statements those which strain for
effect.
2. Omit all circumlocutions.
3. Omit adjectives and adverbs that are trite or general.
4. Omit all the statements which do not relate directly to
the important one.
5. Omit any examples or illustrative statements that can
be spared.
It may be said, in passing, that publicity copy may nearly
always be improved by condensation. Copy that is intended
to produce orders or inquiries should contain all the material
possible within reasonable limits. In all cases there should be
no multiplication of words, though there may be multiplica-
tion of ideas.
The general principles for relating text to display which
have been given in this chapter are affected, of course, to some
extent by the nature of the audience and the medium used,
as discussed in previous chapters. The writer, however, who
uses them as a basis will find it easy to adapt them to suit spe-
cial conditions.
PART IV
ADVERTISING DISPLAY
CHAPTER XXII
THE FUNCTIONS AND ELEMENTS OF DISPLAY
What Is Display?
The term " advertising display " requires first of all a
knowledge of the meaning and scope of some terms usually
misapplied when treating of this subject. The layout of this
display has been entrusted mainly in the past to the so-called
commercial artist, or, worse still, to one with a less clearly
defined understanding of what the following terms mean.
Some Misconceptions of Art
The term " art " is perhaps the vaguest of all these terms;
so let us attempt a description of this first. One of the best
ways to see what a thing is, is by the process of elimination ;
hence, let us see what are some things art is not. The term
" antique " has become almost synonymous with the term
" art " in the public mind. We need to know that the art
quality may be present in an antique as well and no better than
in a modern thing. If a thing is good which is old it is so in
spite of the fact that it is old and not because of it, for age
is not the requisite for art quality.
The term " prettiness " has stood for beauty and, therefore,
for art until the public consciousness scarcely realizes that art
and beauty are permanent truths, while prettiness is a quality
pleasing the eye for the instant without any appeal to human
intelligence. Art is not prettiness.
Pictures of all sorts and kinds have seemed to be essential
to the idea of decoration in the minds of many. Their use in
the most detailed naturalistic form has not only crept into the
397
SEASON'S ART
LECTURE COURSES
NEW YORK SCHOOL OF
FINE AND APPLIED AFVT
FRANK ALVAH PARSONS WM. M. ODOM
Booklet cover with display well placed and well distributed in three
masses
208
FUNCTIONS AND ELEMENTS OF DISPLAY
299
matter of decorating china, wall papers, rugs, and other use-
ful articles, but has become seemingly a necessary adjunct in
advertising display, although
the result is ugly, mislead-
ing, and perhaps totally ir-
relevant to the idea. Deco-
ration or decorative art is
based on law. A knowledge
of this law changes one's
attitude to art in advertis-
ing.
Finally, it is an error to
suppose that all persons who
possess technical skill in
drawing either the human
figure or other objects can
be classed as artists or are
fit to choose or advise in
matters of advertising dis-
play.
When any new useful ob-
ject has appeared in the his-
tory of any race it has done
so because there was a de-
cided need or call for it, or
because of the lives and ac-
tivities of the people who
developed it. Cathedrals
rose in response to the al-
most fanatical demand for
THEORY AND
PRACTICE OF
FURNISHING AND
DECORATING
Booklet cover with border enclosure
re . i 1 r of good width, type matter well placed
a place sufficiently large for in one mass
the town or city to assemble
en masse for discussion, rest, religious expression, and social
intercourse. The cathedral came, secondly, as a mass of
300
ADVERTISING DISPLAY
symbolic expression, every part of which definitely and clearly
embodied in tangible form the religious ideal of the time in
which it was developed. Secular buildings and furnishings
have exactly the same history. When man was ready for
. chairs, chairs came. When
UNIVERSITY CLUB he required elaborate beds
MONDAY, NOVEMBER 2, FROM 8:00 TO 10
OPENING RECEPTION TO MEMBERS AT THE
CLUB HOUSE. J^THE TIME OF THE SIGMA
XI LECTURE HAS BEEN CHANGED TO 7:45.
TUESDAY, NOV. 3, THE ELECTION RETURNS
WILL BE -RECEIVED AT THE CLUB HOUSE
TUESDAY, NOVEMBER 3, AND THEREAFTER
THE DINING ROOM WILL BE OPEN AT
ELEVEN IN THE MORNING AND LIGHT RE
FRESHMENTS WILL PE SERVED ON ORDER
THROUGH THE AFTERNOON AND EVENING.
MONDAY, NOVEMBER 9. AND THEREAFTER
THE DINING ROOM WILL BE OPEN FROM
ELEVEN IN THE MORNING TO SEVEN IN
THE EVENING. ^SPECIAL LUNCHEONS
AND DINNERS WILL BE SERVED IF ORDER
ED SEVERAL HOURS IN ADVANCE. Jf IF
THE DEMAND WARRANTS IT A SPECIAL
LUNCHEON WILL BE SERVED REGULARLY
THURSDAY, NOVEMBER 12, BARNES HALL
PIANO RECITAL BY MRS. DRESBACH FOR
THE BENEFIT OF THE CLUB. J| AN INFOR
MAL RECEPTION AT THE CLUB HOUSE
WILL FOLLOW. Jf ALL ATTENDING THE
RECITAL ARE INVITED TO THE RECEPTION
Announcement card in single mass
with perfect structure, pleasing mar-
gins and concentrated attention value
and more luxurious sur-
roundings, these sprang up
out of the instinctive desire
for something to fill this
need and the ability to cre-
ate it. Pictures developed
in response to the necessity
for a method of conveying
religious facts and cere-
monies, when written lan-
guage was less developed.
These were out of both the
soul and the intelligence of
those who produced them.
Advertising is a new
science and a new art. It
is a necessity because of
modern conditions. It?
breadth, growth, and de-
velopment are along ex-
actly the same lines scientifically as other forms of art ex-
pression, and its art quality is dependent upon exactly the same
relationships as those of any other objects made out of ma-
terials, no matter in what age thev were created.
What Art Really Is
Art is a quality it does not depend on materials, or the
person concerned, or the date, or pretty looks, or any other tra-
FUNCTIONS AND ELEMENTS OF DISPLAY 301
/CONTROL of all the processes
\^ in the manufacture of an
article, from the raw material to the
finished product, assures uniformity
of excellence and reasonableness of
price obtainable in no other way.
Each process in the manufacture of Jones &
Laughlin Steel Company products, from
the mining of the ore to the finishing of the
article, is conducted in works owned and
controlled by themselves.
Works Eliza furnaces and coke ovens South
S'de works, Soho furnace and works, Keystone_
works, Aliquippa works Products Bessemer
and open hearth steel, structural material, agri-
cultural shapes, patent interlocking steel sheet
piling, cold twisted steel concrete bars, steel
chains, light rails, mine ties, spikes, wire nails,
cold rolled shafting, axles, forging, tinplates, wire
rods, barbed wire, power transmission machinery.
Jones & Laughlin Steel Company
The American Iron and Steel Works, Pittsburgh, Pa.
Single page from trade journal, showing interesting variation, perfect
structure and well distributed attention values. A restful arrangement
dition. This quality has two distinct elements, each of which
must be seen by itself clearly. Every applied art must in the
final estimate be judged by these.
302
ADVERTISING DISPLAY
S/>oe Shop
The first element of the cathedral, the chair, even the paint-
ing, is that of fitness to use, or function, as we shall call it.
When a chair meets all the
requirements of a thing to
sit upon in the circum-
stances for which it is
made, it expresses the first
element of its artistic ne-
cessity. When an adver-
tisement expresses perfect
fitness between its idea and
the commodity, and then
between the selection and
arrangement of all the ma-
terials used in the advertis-
ing display, the advertise-
ment has the first element
of art present in it. If this
is not true; if, further, the
advertisement is inefficient
in its power to sell, it loses
a portion of one of the two
elements to be reckoned
with in the art concept.
On the other hand, in-
herent in the nature of man
is the desire for beauty.
He wants it because he's
made that way. And when he doesn't produce it and use it,
it is only because he has a mistaken viewpoint as to wha':
beauty is and as to how to express in his materials the beauty
idea. This makes even beauty somewhat a matter of science,
because the laws of choice and arrangement in any materials
in which beauty is expressed may be fairly clearly stated and
4 West 38th St. Store Floor
Separate Stare, A Sttf frnm F'ftk Avrnue
Important Sale (Today) Friday
Men's Shoes
Mahogany. Tan or Black Ruula Calf Short. ultH Tan
or Crag Cloth or Leather Topv alto fatenf Colt.
ulth Black Cloth or Leather Top*.
3.75
Regular Prior tSM
Men's Baqister Shoes
All Stylet and Leathert,
6.50
filial $T30 Value
Men's Thomas Cort Shoes
BENCH-MADE. HAND-SEWED
All Styles and Leathert,
8.50
Viual HIM Value
Jfranfclfn Sfmon & Co.
Fifth Avenue, 37th and 38th Sts.
Newspaper advertisement monot-
onous in arrangement, wasteful in
blank space arrangement, unorgan-
ized in form, unpleasant in use of
many types
FUNCTIONS AND ELEMENTS OF DISPLAY
303
if followed will result at
least in the training to ap-
preciate the general com-
binations which result in
beautiful creation.
Beauty then is not a
matter of pure feeling, but
a matter of feeling, or
emotions, plus intelligence,
or intellect. Persons who
recognize that both of these
powers are active in beauty
development will be able to
create in the advertising
field results that are beau-
tiful as well as suited to
the purpose. Beauty, in-
deed, becomes a distinct
selling feature, since the
Two Article! That
Every One Should Read
i.
THEODORE ROOSEVELT
on
"The International Posse Comitatus"
Prof. ALBERT BUSHNELL HART
of Hairard Umvenity
"Turkey and the War"
in
NEXT SUNDAY'S TIMES
Order next Sunday'* Time* today of your newt-
dealer. The Timea if alwaya .old oat early.
GE O.C.FLINT Co.
_ _ __ and
R..J.HOR.NE.R. Co.
SUBSTANTIAL REDUCTIONS
10% TO 50%
Will be offered during the month of August at
the combined two' stocks of
FURNITURE
DECORATIONS
RUGS
make it imperative that they be greatly re-
duced to make room for our New Fall Styles
arriving daily.
Flint & Horner Co. inc.
20-26West36th.St
New \fcrk
Advertisement showing exceedingly
bad distribution of copy as related to
blank space. Lack of organization
destroys interest and convincing
power
Uninteresting, unorganized and badly
placed copy, lacks interest
desire or appetite for it is
as clearly defined in the
individual as the desire for
companionship or the ap-
petite for food or drink.
It is a well-known fact
that a man is more ap-
proachable in a business
proposition after a good
meal than before it. He
is also more approachable
when commodities are put
before him in a beautiful
form than when ugliness,
unattractiveness or disor-
304 ADVERTISING DISPLAY
ganization of material is the component accompaniment of the
article.
Men convey their ideas one to another through some form
of language sometimes by words, sometimes by actions, at
other times by pictures. In these various ways ideas are ex-
pressed which have somewhat the same meaning to all persons
who understand these symbols and their relationships.
The Elements of Advertising Display
Advertising display is a language through which and by
which the maker or seller of any commodity presents its qual-
ities in a convincing way to the prospective buyer or consumer.
So far as printed advertising is concerned at least, and in
window dressing and many allied forms of display, the same
laws of choice and arrangement of material obtain, modified
only in part by local or special conditions. Since advertis-
ing display is a language, it has both a scientific and an artistic
side, each of which must be somewhat understood to make
the language effective.
It is a common error to suppose that " copy " is the only
form of language in display and that all other material used
in the make-up of car cards, posters, newspaper and magazine
ads, etc., is merely a matter of whim and personal desire.
Copy is only the first element of the language of display. It
has been shown in Part III that copy has distinctly in mind
a sequence of ideas which it is presenting to the public for
consideration, arranged in such a way that certain definite
quality conditions will be created and certain definite results
expected. But this is just as true of the other elements of
the advertising display language.
There are five distinct elements to be considered besides
copy and each of these has its own clearly defined scope and
meaning, conveying some ideas even clearer than words can
do. It is a sad thing when an illustration creates one impres-
FUNCTIONS AND ELEMENTS OF DISPLAY
305
sion and sets in motion one set of associated ideas in the read-
er's mind, while the copy in its choice, arrangement, and se-
quence declares at the same time an entirely different condi-
tion and set of ideas. The situation becomes even more con-
fusing if the other elements in the display each asserts itself
in its own particular way in irrelevant lines to either of the
aforementioned elements of the language.
i. Color
The first and probably the most abused of all elements is
that of color. It should be clearly recognized at the outset
that every tone of color is
scientifically and artistically
capable of expressing and
does express its own definite
idea. For example, if on a
very cold night one finds
his room unendurably chilly
and sees before him two
robes, each of heavy wool
and equal in weight, one of Good distribution of blank space for
,, .. , . , , , attention value
them a light, clear blue, the
other a deep, rich red, which will he instinctively use to create
the feeling of warmth? Surely not the blue one. If instinc-
tively red is chosen to create the atmosphere or condition of
warmth of spirit or exaggerated action, it is worth using in
exploiting those ideas in advertising. If, on the other hand,
one finds that the color blue increases the initial coolness, puts
a damper on action, lulls and soothes the excited nerves, in ad-
vertising we can well afford to take cognizance of this fact and
use blue to express these ideas of coolness, restraint, restful-
ness, etc. This not only strengthens the copy which uses these
.deas by repeating the impression, but also sometimes reduces
essentially the amount of copy required to carry an idea.
THE MITCHELL VANCE COMPANY
8j6 AND 838 BROABWAT AT THIRTTINTH STREET
Sale Announcement
RARE BARGAINS IN ELECTRIC FIXTURES
In order to reduce Si large ro<k ol Electric
Chandelien. Bracket*. Table Lamp. &c W .11
offer great inducement! to buyen in many cam
ft leat than half the regular pnce
Original modela imported from England. France and Italy
Manerpiecet of imatir deiign in all period* together with
Suitable for Wedding Presents and Hobday Gifts
306 ADVERTISING DISPLAY
2. Illustration
A second and very important element of advertising dis-
play is that known as illustration, or picture. This term, also,
must have special consideration. It is of broad scope. It
may include anything from a photograph or a carefully worked
out, naturalistic, detailed delineation of any object, to a line
sketch or decorative arrangement of any idea which is to be
submitted through display. The picture language is a gen-
eral one, more general than any word language on earth.
Even we Americans understand somewhat the meaning of the
picture language of primitive races and certain highly civil-
ized ones like the Japanese or Chinese. We, more than any
other people, however, seem to require a strictly naturalistic,
detailed, non-suggestive, pretty, finished and even overdone
representation of things to get any satisfactory idea from
the illustrative or picture element.
The use and abuse of illustration is a matter for further
consideration. May it not be clearly seen even at this point,
however, that if we are advertising in copy one, two, or three
definite ideas which we wish to have grasped in their rela-
tive order, or if we are trying to create the idea of the qual-
ity of refinement or fineness, it is absolutely absurd to intro-
duce a picture of some body or some thing which expresses
none of these ideas or has none of these qualities? If we say
- in our words that a thing is refined, our color and our
illustration must repeat that idea. If we are advertising
hosiery, the naturalistic bust picture of a grinning woman is
not exactly relevant to the idea. Not only is such an illus-
tration absurd as having no relation whatever to the subject,
but it is absurd to believe that any persons can think of two
things at once, or that such a thing will not materially detract
from the power of the individual ever to concentrate upon
hosiery or its qualities. By the illustration a new set of asso-
ciated ideas is set in motion in consciousness and the essential
FUNCTIONS AND ELEMENTS OF DISPLAY 307
idea of the copy stands little chance of again occupying the
focal set.
3. Ornament
The third important element in art language is that known
as ornament or decoration. Just an allusion to this is neces-
sary to see how important it is that a thorough study of the
source of this ornament be made and that one attempt at least
to know the significance of the most ordinary fixed orna-
mental ideas which are recognized in every field of civilized
output except that of the printer and the advertising man.
In the first place, there is a difference between decoration
"and ornamentation. Decoration exists never for itself, but
always for the thing before which it goes. When it becomes
aggressive, impertinent, or ostentatious, and shows off before
the main idea, it is in bad taste and is no longer decoration.
On the other hand, ornamentation exists to show itself and
uses the thing upon which it is applied as a vehicle for expos-
ing itself.
This may be clearly seen in the following illustration.
Some women know the difference between a lady and a
manikin. Some don't. The former wear dresses in the street
that make them inconspicuous and that allow them to go about
their business unmolested by gaze or otherwise. There are
some, however, that consider their function the same as that
of the lay figure or model in a dress-making establishment, and
they parade the streets to show clothes just as the model
or lay figure parades them in the shop.
Decoration, then, must never appear more prominent than
the copy or the other necessary material out of which the dis-
play is made. The intensely bad taste of elaborate borders,
over-ornamented initials, grotesque head and tail pieces, is a
result of misconception as to the difference between the decora-
tive idea and the ornamental one.
308 ADVERTISING DISPLAY
Again, historic ornamentation is the direct result of the
crystallization of ideas. These pieces of ornament have come
to stand for certain ideas as clearly as words do. For exam-
ple, the qualities of classic construction and decoration are
expressed by Greek motifs. These qualities are primarily
simplicity, sincerity, and consistency. These motifs can
scarcely be used except where great restraint or simplicity is
COAL AGE BOUND VOLUMES FOR SALE
We have just received from the binders bound copies of Coal Age, Volume 1 (Oct 14. 1911 to
June 30. 1912, inclusive) and Volume 2 (July 1 to December 3 1 . 1912. inclusive) These books are
bound in clolh and include the complete index toeach volume. We have only a limited supply on hand.
PRICE PER VOLUME, 13 POSTPAID
COAL AGE, 505 PEARL STREET, NEW YORK CITY
Attractive, interesting and convincing arrangement within a horizontal
oblong, dignified, restful, well built, and pleasing
desired. On the other hand, the motifs of the French Renais-
sance are out of the consciousness of the life in which men
play frivolity, insincerity, vanity, instability, and such like
characteristics. Vanity boxes and allied products seem a
little more relevant when enclosed in French motifs than Greek
ones ; while, on the other hand, building materials, fine, solid
old furniture and kindred objects appear satisfactory when
associated with the classic idea.
4. Type
With a clearer understanding of the importance of form
in the various fields of art expression, such as architecture,
decoration, and other phases of composition, there is coming
an understanding of the importance of choice in type. One
of the most important things in advertising display is the
creating of an atmosphere, or mental state, of harmony, clear-
ness, and pleasure. Fven set types are, by their form, the
FUNCTIONS AND ELEMENTS OF DISPLAY
309
Here's The Number Four
Hartness Automatic Die
IT will tut any thread from i'-32 p.tch up to ll'-S pitch, or !'-7
pitch. Note that this c!ic will thread pilches as line as 32
JONES 3 LAMSON MACHINE COMPANY
Springfield. Vermont. USA 97 Queen Victoria Street. London. E. C.
expressions of ideas quite distinct from those of other forms.
Handmade letters may be made to express almost any qual-
ity, by the proportion of
their sizes, the ratio of
height to width, the width
of line, and other accessory
form arrangements.
If a man is exploiting
paving stones or bricks, or
even heavy machinery, he
needs to express his idea in
type that is heavy, strong,
compact in short, to em-
body as many of the quali-
ties or characteristics of the
object he exploits as he pos-
sibly can. The repetition
of the quality in any new
form of display adds just
so much strength and power
to the appeal that is made.
If the qualities of the com-
modity are of a more ephem-
eral, dainty sort, a type should be used whose form, pro-
portion, and arrangement express clearly these qualities. This
view of type places form in its proper relation to word
meaning, color significance, and the function of the illustrative
picture.
5. Texture
Not much attention has been paid to the selection of stock
papers as expressions of the idea of quality. In the case of
newspapers and magazines and such work, where a fixed kind
of paper is used, the question of selection, of course, is not
An excellent arrangement of copy
and illustrations properly placed and
embodying the qualities essential in
a good display
310 ADVERTISING DISPLAY
pertinent. But in catalogues, circulars, letter-heads, etc., it
is of the utmost importance that the quality of texture form
a consideration in the conception of advertising display as a
language of expression.
Texture is the term which expresses the quality one gets
through the sense of touch or feeling. By association these
ideas of hardness, smoothness, roughness, compactness, porous-
ness, thinness, etc., are associated in the mind in such a way
that we seem to see these ideas or qualities when they appear
in objects presented to the sense of sight. Since the eye
recognizes instantly such qualities as strength, permanence,
delicacy, weakness, daintiness, grossness, compactness, etc.,
in paper stocks, it is desirable that stock be made to do its
part both in the creation of the desired atmosphere and also
in the expression of the fundamental idea which the advertise-
ment exploits.
6. The Importance of Form
If it is clearly seen that copy, illustration, ornament, type,
color, and texture are all of them elements of this new lan-
guage and that each element is, in itself, a force and power
to be reckoned with, there remains but one necessary premise
in outlining the distinctive points we are to consider, namely,
the importance of layout or form.
The importance of a knowledge of form in connection with
any art work is too well understood to require any discussion
here. It is a basis for everything else. No matter how much
or how fine the material in any constructed thing, if this ma-
terial is unorganized and badly formed the result is chaotic.
Fine bricks, expensive woods, desirable furniture, artistic rugs
and pictures may not result in a beautiful house. The care-
ful construction and arrangement of these is as surely a cri-
terion as is their choice in the beginning.
In advertising, " form " or layout is a matter of building
FUNCTIONS AND ELEMENTS OF DISPLAY
or arranging within certain limits certain materials to express
particular ideas. The edges of the paper, or the limits of the
space used, form a structural line a building line which de-
termines in a way the general arrangement of copy, illustra-
tions, and other matters which are to be placed within each
space. Both ideas and atmosphere in advertising are in a
ASHLAND BRICK
is specially made for Metal-
lurgical and Chemical work.
ASHLAND FIREBRICK COMPANY
ASBIAND KENTUCKY
y^HLAND BRICK specially
made for Metallurgical and
Chemical Work.
ASHLAND FIRE BRICK COMPANY
ASLAND WISTUCKY
First half shows a structural, well built, interesting and convincing
advertisement with sane distribution and copy well related to back-
ground. Border sufficient. Second half shows same copy badly grouped,
badly related, type too small, initial distracting and frame out of pro-
portion to copy
great measure dependent upon the form which these elements
of display take in their final arrangement. Form is ?ccord-
ingly an important element in the question of advertising dis-
play. It will be treated, with an analysis of its various prin-
ciples, in a subsequent chapter.
The Function of Display
Having seen the meaning of display and somewhat con-
sidered the elements necessary in its expression, let us look
into the second part of the subject the function or use of
display.
Much, very much, has been written and said about " ap-
peal," the things that make appeal, and considerable about
the power and value of certain things as attention-getters. It
seems, however, that display exists for one thing; namely, to
produce results. There are three distinct steps in bringing
312 ADVERTISING DISPLAY
about this result that we need to have in mind both in the
choice and arrangement of material.
Whatever the problem is, the first necessity is to secure an
audience. The display, whatever its kind, must be of such
a nature that attention is voluntarily given on the part of the
reader. It must be borne in mind, however, that a person's
attention sometimes may be gained by a touch on the shoulder
Mrs. Elsie Oobb Wilson,
1910 Sunder land Placs ,
Washington, D. 0.
An envelope with interesting placing of address, stamps and personal
copy. Address type might be a little stronger
as effectually as by a slap in the face. Let us recognize at the
outset that it is not always the most violent thing that com-
mands the most nor the best attention of the public mind.
Forcing the reader to " stop, look, listen " avails but little
if the display does not contain such things as will tend to stim-
ulate his interest and hold it to the end of the argument. For
sustained attention interest is absolutely essential. Where
the reader's interest is not roused and retained, the display
is a failure, no matter how great its immediate attention value.
Many times the attention value of a piece of copy is so strong
that the mind is led to contemplate a very different phase of
the subject from the one intended, and often the attention
FUNCTIONS AND ELEMENTS OF DISPLAY 313
power is so strong that one looks and looks away in sheer self-
defense. Interest is a matter of careful psychological study
and is treated in detail in another section. This cannot be
too thoroughly studied.
The quality of conviction which a thing carries is its final
test. Having won attention and secured interest, our suc-
cess depends upon the convincing quality of what we present.
Certain facts of sincerity, frankness and truth are prom-
inent in this quality. The function then of advertising dis-
play may be briefly said to be the power to arrest public
attention, normally stimulate its interest, and convincingly
present the ideas for which any given commodity stands.
Advertising display then is indeed a language. It depends,
like all other applied art expression, first, upon a knowledge
of the commodity to be exploited, and, second, upon one's
conception of how human beings act individually and in masses
under certain given circumstances. It also implies a knowl-
edge of the scientific meaning and artistic combination of
copy, illustration, ornament, type and texture in one unit
whose ideas are relevant, sequential, and presented both with
the idea of fitness to purpose and beauty in arrangement.
CHAPTER XXIII
THE PRINCIPLES OF FORM
The Importance and Meaning of Form
Because of the supreme importance of form in every made
thing it seems wise to look carefully into this phase of the
subject before discussing further the elements or materials
concerned in arranging the form in advertising display. The
principles of form, like other abstract principles, should be
clearly understood, and the effect of their use and abuse tested.
Then one needs to know that all rules have exceptions and
to modify each individual case according to common sense.
The slavish follower of any general rule must at times not
only annul another rule of equal value but defeat the end he
has in view besides. Know principles of construction in any
field thoroughly; then, like the poet or other genius, defy them
for good reasons only.
The successful evolution of any definite thing means a
conscious plan of organization in which all of the elements
us:ed are considered in relation to each other and in relation
to the laws or principles of arrangement in their making. In
designing a house, the architect considers not only its func-
tion and its cost, but the materials out of which it is made.
He sees their possibilities, their limitations, and then decides
the proportions of space and surface to be allotted to each
particular detail in his creation. When the general structure
of the walls has been determined he plans and arranges all
subordinate parts within these bounding structure walls and
in direct relation to them. The gable, the doors, the win-
dows, the cornice, and other minor details of the fagade are
314
THE PRINCIPLES OF FORM
315
related each structurally and in due proportion to the lines
vertical and horizontal which are the limits of the fagade it-
self.
t;^v.7^.:v/:^:-"^::^-;;:::;::::^:;r.v/r^::ir;:-i
....
t*. ....... -W.NSTON-
TH s vHVoSs- THE JOHN C.WINSTON CO.
w Ss?c!U..
^:::,';::r-::::;x.z: BOOK AND BIBLE
IU. U ST.MO o P~OT 06R ,o,t
M'w^hgjw/Mui PUBLISHERS AND MANUFACTURERS
1 > T U *H C DAID W^l^
*%iii?i*i>.
' ">> PHILADELPHIA
Letter-head showing unorganized mass. No structure, no definite space
allotment, uninteresting and difficult to read
NEW YORK UNIVERSITY
SCHOOL OF COMMERCE
ACCOUNTS AND FINANCE
New YOKK ClTV
PHILLIPS & VAN BRUNT CO,
PRINTING AT PROPER PRICES
Well organized letter-heads
From this illustration we may derive the first principle
of form, which is called the " Principle of Consistent Struc-
tural Unity."
316 ADVERTISING DISPLAY
Lord Help Apprentices
depending on foremen to teach them anything!
exclaimed a Craftsman at our November meeting.
There's more truth than jest in that statement. It brings to mind one
of the most important, and also one of the most neglected, problems
of the printing business. How are you superintendents and foremen
of New York printing plants "breaking in" the apprentices? -How
many boys are running around your shop subject to anybody's beck
or call? What personal effort have you made to improve the alleged
"system" under which your apprentices are "learning their trade" ? Any ?
Whether you have or not, this problem will be turned inside out at
our next meeting by a man who through years of hard work and
special study has more than made good in this particular endeavor
The Apprentices: Training Those Who Are to
Succeed Us. Dr. J. L. Elliott, of Hudson Guild,
will make a straightforward, interesting presentation on the every-
day work of a "man on the job." Dr Elliott knows his problem
thoroughly from center to circumference and will tell us all about the
system that has 1 made his efforts so successful. This talk will surely
prove a vigorous spur to a greater and more personal effort on the part
of all earnest Craftsmen in helping the apprentices under their charge
to become better and more efficient printers, not necessarily from a
humanitarian standpoint, but because it pays and because it pays big.
Charles Francis, President of the New York Printers' League, says
"Dr. Elliott is doing a work single handed that the Master Printers
should be doing themselves." Charles McCoy, Business Manager Print-
ing Trade News, says: "The work Dr Elliott is doing is so thorough, its
benefits so great to the trade, that he should receive unstinted encourage-
ment." Many others speak just as enthusiastically of the doctor's
work. Be sure to come and hear Dr Elliott and try to bring a guest.
Put a memo on your calendar under date of December 19
to be at the Broadway Central Hotel, 673 Broadway (between
3rd and 4th Sts.) at 7:30 p.m. Members $1.50. Guests $2.00.
For tickets, address J. Dowling, 419 Lafayette St., New York
Page illustration showing perfectly consistent, structural, well margined
page and well distributed sizes of type matter
Consistent Structural Unity
The general plan or shape of all advertising space is either
square or oblong generally the latter. Sometimes the ob-
THE PRINCIPLES OF FORM
American Machinist
317
THE LUMEN BEARING CO.
offer the services of an organiza-
tion trained to the manufacture and
sale of non-ferrous castings and ingots.
The foundry experience of years is made effi-
cient by the constant guidance and control of a
well equipped and carefully directed laboratory.
The products are sold with a view to intelli-
gent specification for each customer's service.
The details ol our various products may b< easily ascer-
tained from the following booklets sent upon request!
Bearings for Gasoline Engines Ideal Trolley Wheels Bushings
A Proper Prmng Kit Oil Grooves Fitting Up Bearings Copper
Castings of Highest Conductivity White Metal Pie Castings Pro-
THE LUMEN BEARING COMPANY
BUFFALO Brass Founders TORONTO
Technical magazine cover page showing good structure, well distributed
cony, interesting organization, dignified arrangement and well distributed
margins
long is vertical, as in the single column newspaper or whole
magazine page advertisement. Sometimes the space is hori-
zontal, as in the car card or letter-head. In either case the
form is very much the same as the fagade of the house or the
ADVERTISING DISPLAY
WESTERN UNION
has greatly reduced the
cost of cabling abroad
through the introduction of
CABLE LETTERS
Over-night service to
Europe at a minimum
charge. Example: A
twelve-word cable letter
from New York to London
costs only 75 cents.
Alk for rate* from your city.
THE WESTERN UNION TELEGRAPH CO
Newspaper advertisement, structur-
ally good, good margins, border a little
too strong
inside wall space of a room.
The structure is rectangu-
lar. The boundary is com-
posed of straight lines.
This determines the gen-
eral feeling of all well ar-
ranged material within this
enclosed space; that is, the
edges of paragraphs as well
as the lengths of the lines
themselves should be so ar-
ranged as to give the. gen-
eral feeling of right angu-
lar form, in harmony with
the edge line of the enclos-
ing space.
Let us illustrate. Tra-
dition has decreed that each paragraph should have a slight
inset to call attention to the
fact that a new group of
ideas is recorded. This is
merely a traditional form
of expression however.
It will be seen that if the
first line of the paragraph
be begun flush with the fol-
lowing lines and each par-
agraph be dropped one line
below the last, the para-
graph is emphasized and
the structural edge be-
comes harmonious with
that of the space limit or
paper edge. At once this
Today and tomorrow
the last two days of this
Sale of Men's Silk
Scarfs at 45c
<5 The biggeft opportunity you ever had in scarfs
is passing. You have just two days more, includ-
ing this one, in which to take advantage of the
most important offering of fine silk neckwear in
'years. And we cannot urge you too strongly to
avail yourself of what is substantially an exhi-
bition of the smartest conceits in cravats. They
are positively wonderful countless designs and
forty varieties of silks stripes, figures, checks,
plaids and solids not a hackneyed pattern fn the
selection-rr-but all of them new as November; and)
of that iiberahty/of fold which is ever character-
istic of an aristocratic four-in-hand.
Broadway at 34th Street
Newspaper advertisement with body
well formed, head and foot badly
spaced and badly arranged
Two Spindle
Adjustable
And You Get
the Other One FREE
Capacity If -in. to 8f-m. between centers. Note the extra strong construc-
tion, casing of all gears (they run in an oil bath). Drills instantly and posi-
tively locked in any position.
The coupon brings you complete details. Send it to us TODAY.
Nelson-Blanck Manufacturing Co.,
Detroit, Mich.
Nelson-Blanck Mfg. Co.
Detroit, Mich.
Please send me details on "Drilling the Other Hole Free." No obligation
to me.
Name. . .
Firm. . . .
Address. .
Trade paper page, showing unrelated shapes. Splendidly placed, well
distributed, interesting and convincing
319
320
ADVERTISING DISPLAY
Combine Pleasure
with Business
GOTO
Philadelphia
See some of the most beautiful
scenery in New Jersey Ride in
comfort in a perfectly equipped
train over a perfectly smooth
roadbed. Enjoy a bountiful
breakfast, luncheon or dinner,
promptly and courteously served
Hard Coal No Smoke No Tunnels
Your Watch Is
Your Time Table
Evtrr Hour en the Hour fast trains
leave Liberty Street from 7 A. M to 10
P. M. weekdays. 8 A. M. 10 11 P. M.
Sundays. Midnight (rain daily . Sleep-
ers ready 10 P M. (Leave West 23d
St. 10 minutes of the hour (or all trains.)
Newspaper column adver-
tisement. Lower two-thirds
structural and well distrib-
uted. Upper one-third loose,
non-structural and badly han-
dled
produces an effect of organiza-
tion, dignity, security, and places
lines more nearly of the same
length. This last situation makes
reading simpler, since the eye by
habit swings from left to right
across the page. Particularly is
it easier to read when every line
begins directly under the one
above it. The right-hand edge
of the material should also be
kept structurally in harmony
with the edge, in so far as pos-
sible.
The foregoing plan is being
widely adopted in certain phases
of advertising and should obtain
not only in the printed page but
also in the written one.
Even where the body is well
formed, however, one often finds
the leading head display lines or
the foot display in extraordinarily
bad form. The head should be
constructed in as nearly horizon-
tal oblong feeling as possible : the
foot as well. If either of these
must vary, better the head than
the foot. This is because it is
essential that the page have a
sufficient foundation so that ma-
terial upon it may seem to be well
supported. Weakness at the end
of anything is unpleasant. It is
THE PRINCIPLES OF FORM 321
particularly so when a structure seems to rest upon a weak
foundation.
Consistent Shapes and Sizes
The second principle of form is called " Consistent Shapes
and Sizes." Let us consider the first part of this alone.
Shape or form is seen because of bounding edges. The circle,
which is a plane figure bounded by a curved line changing its
direction equally at every point, and the square, which is a
plane figure bounded by four straight lines of equal length
and having four right angles, illustrate two forms as inhar-
monious as two can be. This is because they have nothing
in common so far as bounding lines are concerned. Because
this is so, it is difficult indeed to place the circle in the square,
or oblong, adjacent to each other with any appearance of har-
mony in so doing.
The placing of a round clock within an oblong space upon
the wall, or placing a round picture next to a square or oblong
one, creates an ugly, discordant and inartistic spotting. To
place the round cut in the oblong space, or to use a curved
line trademark adjacent to straight lines of print or paper
edges, has precisely the same effect. Some one will doubt-
less say, " But the trademark is used for the purpose of at-
tracting attention and should be of a different shape from any
other material within the enclosing form." or, perchance, will
say, " The cut is designed to call special attention to it." This
is true, but again it is not essential to create an ugly condi-
tion to attract attention. There are ways and means amply
sufficient to emphasize any point without violating flagrantly
the laws of form and color. When cuts or trademarks are
bounded by curved or erratic lines they must be placed through
an understanding of the law of balance and the optical center
in such a way that when they are supported by type or other
material their vicious contrast is less noticeable. Illustrations
GAS ENGINES
Absolutely AVithout Cost
GJAjS
Thi b tie
b Qt inl*r*
t LMUM of Powe)
This will announce to the public The Meria
Process by means of which steam can be gene
the ordinary gas engine.
This process has recently been demon-
strated and tested before various engineering
organizations and prominent engineers; the
tests showing in excess of 4 Ibs. of water evap-
orated into steam at
25 Ibs. pressure fo:
each horsepower hou
delivered by the en
Several installa- '
tions of this process [j
MELRIAM
STEAM PROCESS
ticability of the process and tlie perfection of
mechanical equipment. From the few, how-
ever, who have seen demonstrations, orders
are already coming in.
Merlam Steam Process
is applicable to all
internal combustion
engines, whether op-
ited on natural gas.
ire already in opera-
tion and are showing almost unbelievable
No public announcement has previous-
ly been made by The Bruce-Macbeth
Engine Co. or the inventor, Mr. J. B.
Meriam, as it was their desire to first be
absolutely positive regarding the prac-
n.il
city ga.,
Full particula-_ ._
.garding tiui new de-
velopment will be rna'led to any reader of
If interested in a combined plant, which
affords the advantages of a steam plant with
the wonderfully low operating cost of a gas
plant, write us
plant, write us
for estimate.
The flruce-Macbeth Fnqine (a
Page showing badly placed illustrations, badly cbosen type, badly arranged
copy, too much border and too much illustration for one page
THE PRINCIPLES OF FORM 3 2 3
of the right and wrong uses of these things may be found in
the accompanying advertisements.
The second part of this principle, which is known as " Con-
sistent Sizes," should have, perhaps, a more thorough explana-
tion than the foregoing, because upon a clear understanding
of it depend largely the relationships in size which will exist
in the advertisement matters of margins, blank spaces, ar-
rangement, blocks of copy, size of illustrations, width of bor-
ders, proportions of initials. It is the clear understanding
of such matters as these that secures pleasant relationships in
sizes in any material with which we deal.
The Greek Law of Areas
The Greeks, more than any other people that have ever
lived, made their life ideal the study of intellectual, imper-
sonal form. Through centuries of mental and physical train-
ing they developed the most nearly perfect human figures
that have ever been known. They also evolved a simple,
consistent, and sincere intellectual architecture and ornament
which have been the source or well-spring of inspiration for
all succeeding schools except, perhaps, the Gothic. The chief
fact in this whole development was the evolution of the most
subtle sense of proportion in areas and lengths which has
ever been found. By measuring, comparing, and deducing,
scholars have solved or made a general expression of the
proportion through which this subtlety was gained. In an
elementary way it may be stated thus :
The Greek avoided exact mechanical divisions wherever
possible. He never made a thing twice, three times, or four
times the size of another. Second, he was as careful not to
use two areas which the mind found it difficult to compare
as he was to avoid using exact multiples. An area of three
square inches is not comparable with one of twenty-five square
inches, but one of three square inches and one of five square
The Rage of a Spring Freshet
Could Not Harm These American Ingot Iron Culverts
Sweeping down from the hills, the waters of a spring
freshet tore out a road tossed broken pavement like
chips and cannonaded the culverts with debris.
The Culverts were Armco American Ingot
Iron. They were not injured in any way.
Strains that ruined the concrete bulkheads
were withstood stresses of every kind
endured.
Armco Iron Culverts prove their worth in
service. Under conditions that would be
fatal to most culverts, these stand up
triumphantly and, if forced away from
their places, as in the cas2 above, may
readily be' hauled back and re-installed,
upon which they are ready to give good
service 'again.
ArkaniM. LI
California Wr.t
CftUlomu Corr
Colorado. Dn*q
Goofala. Atlanta
Ul.l- Culvert A Mewl
Illlnoll. Bloomlnllon
Armco Culverts have strength, natural
ability to withstand severe wear and
the forces of corrosion, and the flexibility
to conform to a shifting bed. Their cor-
rugations enable them to readily adjust
themselves to expansion and contraction.
These are the culverts for the difficult
places.
Write the nearest manufacturer for par-
ticulars and prices on American Ingot Iron
Armco Culverts, Sheets, Plates, Roofing
and Formed Products.
New Hampahlr*.
Tb Ohio Comioud cv
UIU't"ivt"A 11 Mex*l I
Showing bi-symmetric placing of trade-mark, well placed illustration
and well balanced copy. Margins bad; illustration too large for so much
copy
324
THE PRINCIPLES OF FORM
325
inches are easily comparable. The Greek avoided such com-
binations as the first case.
The law of his practice may be stated in general in these
terms: Distances or areas are subtle and pleasing together
when one of them is between one-half and two-thirds the
length or area of the other. This leaves quite a play or differ-
ence in length or size as circumstances develop that need in-
dividual treatment, but at the same time avoids bringing to-
gether crude and incomparable lengths and sizes.
This law should be considered in connection with one other
Virginia T. Odom and Emily Rushmore
Interior Decorators and Advisory Bayers
100 Bui .r. .nlh BlrMI
New York C*y
Well balanced bill head with proper structure and proper allotment of
blank space
important point before its concrete applications are made.
Every student is familiar with what is known as the " Law
of Optics." The exact center of a page is not the apparent
center, the apparent center always falling a little above the
real or exact one. Because this is so, the weight or strength
of the display should appear above the real center of the
advertising space. This prevents the feeling of dropping from
the top, or sagging, as it may be called, either of which feel-
ings not only destroys the artistic merit but. with no apparent
artistic sense, creates an uncomfortable mental situation on
the part of the reader.
326
ADVERTISING DISPLAY
This Greek law of proportion is sometimes crudely stated
as the ratio of 5 to 7 to n. This is somewhere near correct
and perhaps near enough to work with. In applying this
ratio to the margins of a page it will be clearly seen that the
widest margin or 1 1 should appear at the bottom, the
next widest or 7 at the top, and 5 the narrowest
should appear alike on either side in all vertical compositions
of space. In horizontal compositions the widest margin
should still appear at the bottom, the middle size at the right
and left, and the narrowest at the top. This is so that the
general form of the display within the composition shall pre-
serve the same ratio as is found in the enclosing space itself.
Not only should the Greek law of areas be applied to mar-
gins, but also, when pos-
sible without interfering
with the meaning of the
copy, it should apply to the
width and strength of the
various parts or paragraphs
of the copy within the
space. When it is possible
to do this, the effect is
doubly pleasing. There is
also often a chance to apply
these proportions to the
blank space between differ-
ent parts of the copy dis-
play. When it is possible
to do so, this has an added value. Xot enough attention is
paid to the relative widths of these blank spaces. Blank space
is often more eloquent than copy.
A helpful thought may be given here as to how wide blank
spaces may be between parts of the same copy composition.
Take, for example, a paragraph explaining the display head-
SYNOL
p .~) t *. det.r
i <UM tl*** a*4
Ai ajl DrvffUU.
Newspaper advertisement with
good grouping, but badly balanced
on blank space. Last two lines should
be brought to extreme left
THE PRINCIPLES OF FORM 327
ing, a second following it explaining the first paragraph, and
a third which explains something at the bottom of the page,
that is, which is less related to the first than the second is.
The first and second paragraphs evidently should be read
together and thought of as related to each other. If these
paragraphs are to be seen or thought of as one thing, the blank
space between them must be less in distance than the width
across the face of either of the paragraphs considered. When
this is so, the two paragraphs are seen as one thing. The
instant the space is wider than the distance across either para-
graph they pull apart and two distinct unrelated things are
seen. While it might be possible to have a blank space wider
than either the second or third paragraph, clearly this would
not be possible between the first and second. When one thor-
oughly understands this, it will not be so difficult to see in
advertising display which parts of the display belong together.
Neither will it be so difficult to select ,the proper sequence of
ideas on sight when the display is presented for public con-
sideration.
Balance
The law of gravitation is responsible for the erect position
of human beings and the holding of other material substances
in proper relation to the surface of the earth. The merest
school boy knows the power of this force even though he
may give little or no thought to its " why and wherefore."
Instinctive knowledge of this law is a part of the subcon-
sciousness of each human being. It is so much a part of us
that it passes unnoticed and unthought of, but when it is opposed
or challenged its power is immediately felt. The application
of the principle of gravitation to the sense of sight is called
" balance." Balance is that principle of form through which
rest is obtained. Because through balance rest results, we
instinctively feel in the balanced arrangement a sense of dig-
328
ADVERTISING DISPLAY
nity, repose, ease and organization, in harmony with the gen-
eral condition of things which appeals to our intelligence when
we attempt to know our
focal status. Disorganiza-
tion, haphazard arrange-
ment, spotted construction,
erratic lines, all tend to
make the grasping of the
idea difficult or impossible.
Designers in every field
realize the power of the
principle of balance and
make it one of the funda-
mental ideas in working
out any problem which re-
quires dignity, ease, and so
.forth, as qualities in the
solution. There are two
types of balance with which
we must deal. The first
is that known as bi-sym-
metric balance. This, as
the term signifies, is a bal-
ance on which there is an
equal attraction of shape,
size, and color on either
side of a vertical center line drawn through the composition.
Occult balance, or the balanced arrangement which is non-
bi-symmetric, is that form of balance in which parts are so
arranged on either side of the vertical center line that there
is a perfect feeling of equal attraction without the one side
having necessarily the same forms, sizes, or colors, as the
other side. This last type is harder to sense and harder to
arrange. It is more subtle, more interesting, of greater pos-
Old English Oak
for the Room of To-day
TpHE patrician dignity of the
dusky-hued oaken furniture so
blended with one's memories of
the Stately Halls and Granges
which give romantic interest to the
quiet English Countryside may
give an added interest to the plen-
ishing of the Living Rooms of
to-day.
Among the Hampton Shops
Reproductions can always be
found such characteristic exam-
ples of masterly craftsmanship as
the Elizabethan Court Cupboard
of glossy dark oak with its carven
panels and turned balusters or the
buffet table with its convenient
drawers and air of grave simplicity.
34 tnd 36 Wat ]t< St., Nnr Y*rk
! riU A't., < Br4v>r
Newspaper advertisement showing
well placed material except last three
lines which should be moved to left
and two last lines should be reset
THE PRINCIPLES OF FORM
329
sibilities, but is less dignified, less formal, less simple, and
sometimes less restful.
If one will look at the end of a large building with a gable,
conceive a line to be drawn from the center of the gable to
the ground through the center of the end, and then look on
either side of this line for windows, doors, or other mate-
rials which are the same distance from the center, are of the
same sizes and of the same general arrangement, he will sense
at once the bi-symmetric balance. Place upon a mantel piece
in the exact center some statue or other object. On either
end equi-distant from the end and from the center object
place two large candle sticks exactly alike. The mantel piece
has a bi-symmetric arrangement. Dignity, repose, simplicity,
easy solution of the arrangement is the result.
Again, on the same mantel piece place a large vase near
the center but not in it. Attempt with two very different
objects to balance on either
side, one larger and one
smaller, so that there shall
seem to be exactly the same
amount of attraction on one
side of the vertical center as
on the other. You will see
at once how difficult it is to
place these objects so that
the mantel piece does not
seem to dip down, one end
or the other. Notice that if
the central object is a little
to the left of the center, the
smaller of the two remain-
ing objects must go at the
"Temporary Investment"
Funds
idle
afety and at the sam
if they are placed v,
of Deposit. These b
payable on, demand,
: in perfect
i Certificates
s date.
fe, easy, profitable wy to
iporarily, until a favor-
BANKERS TRUST COMPANY
Newspaper advertisement with il-
lustration and copy well balanced ex-
cept last two lines which should be
moved to the right in structure with
body. Bad interior margins
left and the larger at the right. This is the solution of the
law. Equal attractions balance each other at equal distances
330
ADVERTISING DISPLAY
from the center, while unequal attractions balance at unequal
distances from the center, and further, unequal attractions
balance each other at distances which are in inverse ratio to
the power of their attraction. With this in mind it is well
to practice arranging in other
fields than the display field
and then make the applica-
tion to one's personal prob-
lems.
Take the full newspaper
page, for example. Draw
a vertical line through the
center, cut out portions of
any Sunday advertisement
dealing with some specific
thing that is to be featured
the following week. At-
tempt to place this on the
vertical line, or either side
of it, with illustrations and
type matter in such a way
that there is perfect balance,
either bi-symmetric or oc-
cult, and you will find how
much more readily some ar-
rangements read than others
Local newspaper ad illustrating and h W valuable is balance
well balanced material, good strnc- ill the distribution of the ma-
ture and movement through arms and ferial unon the na"e
coat
This same problem may
be tried with the magazine page, or a portion of it, with
the layout of the car card or the poster, or in any field in
which copy, illustration, and other material may be used with
pleasing effect.
The suit and the price are
both as light as reliability
will permit. Two-piece of-
course, unlined, but careful
tailoring, and firm fabrics
make it hold its shape.
Gravs have the coolest look,
but the darker colors if you
prefer.
A saving of $3. to $5. on
every suit you buy.
The World's Foremost Builders
of
TANKS and WOOD PIPE
And it's on that basis we solicit your orders with equip-
ment, facilities and experience unequaled.
If it's a tank you need, our Redwood and Douglas Fir
Tanks will more than measure up to your requirements
No iron or steel tank will resist the corrosive elements of
water, which have absolutely no effect upon wood tanks
made of these materials.
If it's pipe you are considering, also consider well the 1 life
of our wood pipe (Redwood and Fir). It lasts for ages. ' It
has 20% more carrying capacity than cast iron pipe. It is
50% cheaper.
Our line iiKluilcs pt.im tai^js and pat-
Machine Banded Pipe
> 300 fool head. It is always buil
and other material being delivered to th
pipe line in knock-down form.
The staves arc milled from clear, well
seasoned or kiln-dried, redwood or fii
The ends of the staves are connected by
tongue which pr
"ed with individui
ebj
The pipe is banded
ed round ' '
leablc or
ul-
requ
:l furnished
a,k for the book, "Wooden Pipe It* Many Adaantafei,"
PACIFIC TANK & PIPE CO.
Technical journal page, well formed using two illustrations in opposite
movement, well placed holding the attention within the inclosing form
and directing the eye to parts of the individual advertisement
33i
332 ADVERTISING DISPLAY
Balance, then, is the principle of form through which even
circles and other erratic forms may be distributed through-
out the space in such a way that a sequence of ideas is real-
ized and organization is simple enough for the reader easily
to get the thought.
Movement
If a series of spots is arranged along a line and the atten-
tion is directed to one of these spots, it instinctively follows
to the next, the next, and so on to the end of the sequence.
If in place of the spots a line is drawn, the observer is still
more inclined to follow the line to its limit. If the spots
change from the horizontal position downward, then upward,
\ve find ourselves jumping with the spots but continuing our
search for the end of the material arranged. The effect of
this is seen in the bunches of flowers which sometimes appear
on the side walls of rooms where wall paper is used. It is
a familiar experience to hear persons speak of having counted
the number of bunches from the top of the room to the bot-
tom, crosswise between windows, diagonally from one side of
the space to the other, and so on, showing how unconsciously
one is led in any moment of cessation from directed thought
to compute these spots until interrupted by some more inter-
esting object presented to the mind. It is impossible to imag-
ine the amount of good energy that goes into counting wall
paper spots in one day.
One often sees people doing the same thing with spots in
a rug pattern, the boards of a floor, bill-boards in the field,
and in various and sundry ways proving that the eye tends
to follow lines and spots extending for some time in one
direction until the end of the sequence is reached.
The creation of this situation is brought about through a
principle called the " Principle of Movement." This term
had its origin in the word action or motion, which is the term
THE PRINCIPLES OF FORM
333
MEN'S FALL AND WINTER STYLES
Calf lace boot, English last.
low heel, brood shank. Hand
made $1000
Same in tan
CM l.-icc boot, slightly less
conservative than the Eng-
lish last, narrower toe, full-
er extension. $8 00
Same in tan.
J. & 3. SLATER
NEW YORK
Tan russia lace, medium toe.
New model. Medium or dark
shade. Hand made. $9.00
Same in black.
Tan oil grain bluclier, double
sole, leather lined. Com-
fortable walking toot last.
Regular cut. ' $8.00
High cut. $9.00
Well balanced placing of illustrations type bi-symmetrically placed ;
head display lines too weak
applied to the human figure in any position in which absolute
rest is not the idea. The position of the figure in throwing
a ball, jumping, running, etc., is called the position of action.
This is because the lines of the figure are neither strictly ver-
tical nor strictly horizontal in harmony with the laws of grav-
334 ADVERTISING DISPLAY
itation. When this principle of motion or direction is cre-
ated in the abstract idea, it is termed movement. Movement,
then, is that principle which leads the eye consecutively
through the parts of a composition or a design. If the prin-
ciple is correctly used, the reader of a page, a card, or a cover,
sees in sequential order the things one wishes him to see,
with final emphasis upon the thing desirable to see last.
Movement is used, then, to point out the things in adver-
tising display that the creator of the display wishes particu-
larly to feature. The simplest and most hackneyed methods
are the use of the arrow and the dart, the pointing of the
finger, etc., but there are other phases to be reckoned with.
Objects themselves sometimes terminate in the height of a line.
Take the shoe, for an example. If I am featuring shoes and
use the cut of one in a single column next another man's
advertisement, and place my shoe toward the bottom of my
space with the toe out, I can easily point the toe at the other
man's ad in such a way that he alone gets the benefit of my
shoe because the motion directs the attention to his copy
material instead of mine. Any other illustration may be
placed in such a way that the same results obtain.
Movement may be obtained by line, as in the case of the
arrow; by a sequence of spots, like the use of small illustra-
tions one after the other, or of different size type growing
from larger to smaller or vice versa; by the single object,
whose very form indicates line or direction ; and by what
is known as gaze movement, which is a very important phase
in relation to the use of cuts. It often happens in posters
and car cards that the figure used stands or sits with back
toward the text or copy and faces either the wall, or vacancy,
or another man's advertisement. Manifestly this is a waste
of illustration and an aid to the other man. Instinctively the
observer of a human being in picture form is interested in
what that picture form is looking at, and the eyes of the per-
THE PRINCIPLES OF FORM
335
son in the illustration should either be looking at the observer
or at the thing in the illustration that is of paramount value.
This matter of gaze movement is as essential as any other
point of form, if not more
essential.
Movement Structural or
Rhythmic
Movement may be said to
be either structural or rhyth-
mic. Structural movement
is the movement in which
one direction comes at a
sharp angle against another
direction. This always forms
a juncture point where the
observer is bound to look.
Draw a straight line on a
blank paper at right angles
to another straight line until
they meet. See how quickly
the eye goes to the meeting
point. In creating forms
within the display surface
use care that this structural
or opposition movement does
not occur except at such
places where you want very
Just think of everything
you've ever read in a cloth-
ing sale advertisement and
apply it to this salewe
won't disappoint you.
Here's a bunch of this sea-
son's suitsall Al, 0. K.
and 99 7 /&% pure~$5 cut off
the price of $20 suits. From
$2, to $7. cut on the others.
Showing excellently placed matter
and vigorous movement connecting
parts of display
emphatically to focus public
attention. The other type of movement, known as rhythmic,
is that movement in which the same general direction is indi-
cated without violent opposition. I might be looking at and
pointing my finger at the same thing. These movements are
rhythmic with each other. I might point my ringer or look
33 6 ADVERTISING DISPLAY
and have an arrow pointed in the same direction with these
movements crossing each other. Rhythmic movements are
accessories each of the other; that is, one repeating or empha-
sizing exactly the same idea as the other ; while movements in
opposition conflict at a certain point for the express purpose
of creating a turmoil so that all may see that particular
point.
Movement is the exact opposite of balance. Balance cre-
ates rest, repose, formality, dignity, simplicity and clearness.
Movement creates motion, unrest, informality, complexity, and
often destroys clearness. It is of the utmost importance in the
use of this principle as a test of arrangement not only that
it be clearly understood but that its use in excess be dis-
countenanced. Some one will probably say, perhaps using
the advertisements of spearmint gum as an argument, that
its violent, distracting use has been successful. Possibly.
But that is no proof that a decent, well-organized, restrained,
dignified and intelligent use of motion would not have been
equally successful had this been used in place of what has
been used. Use movement temperately, with a complete
knowledge of why and where, and it becomes one of the
strongest factors in producing the sequence desired in all
effective advertising display.
The creation of the sequence of ideas, that is, deciding upon
the most important thing to feature and then correlating with
this the subordinate ideas in the order of their importance,
is a strong feature in effective display. To make this sequence
clearer the principle of emphasis or stress is employed. In
conversation importance is given to various words, phrases,
or sentences, by their being spoken lower, softer or slower,
as the case may be. In music this effect is produced by
tempering the voice or instrument in much the same manner.
In advertising display the effect is procured, but by different
means.
THE PRINCIPLES OF FORM
337
Emphasis
Stress or emphasis is the principle of arrangement whereby
the attention is directed to particular things in regular order
of procedure.
Emphasis in copy may be produced by change of type,
italics being the change usu-
ally employed. The use of
italics is simply traditional.
As a matter of fact it does
not strengthen it weakens
by its very form. But weak-
ening is one of the ways of
calling attention to the fact
that the order has changed.
The same effect may be pro-
duced by underlining, by
writing the word in caps or
a bolder face, or any other
variations. Many times it
seems best to use the under-
line, or caps, or some other
method of emphasizing the
idea rather than eternally
following the traditional
italic change. This form of
"Step lively please."
It will pay you to hurry and
select before the assortment
is picked over.
Silk shirts of the $-- family
now $-- .(not many). But
a plenty of the fine striped
madras. The $2.50 kind
now $--
Silk and linen, fine as silk
and durable as linen, now
$--
Movement through motion and gaze
emphasis is, of course, a
change in shapes.
The change in shape of the
entire display is another way
of securing emphasis. If we have been following the struc-
ture edge quite closely, dropping one paragraph below another
to indicate paragraph change while the edges are kept straight
at right and left, the mere act of indenting one whole para-
graph a little at the left and right makes a change in order
338 ADVERTISING DISPLAY
and, therefore, secures attention. If a cut or ornament is of
different form from the general copy outline, of course this
emphasizes the erratic object at once. A most violent illus-
tration of this idea would be the changing of the direction of
lines of type from horizontal to oblique. This is an impos-
sible use of emphasis except in case of extraordinary emer-
gency, as it creates an uncanny, unstable, unattractive lay-
out.
Sometimes an effective emphasis may be had by changing
the size of type or contrasting sizes in cuts. This contrast of
size is based on the law that a small thing seems smaller when
compared with a large one and a large thing larger because
of its comparison with a smaller.
. Emphasis of color or tone is perhaps the most frequent
type of all. In colored plates emphasis is secured through
discreet changes in hue, value, and intensity, one or two of
these qualities being employed to produce the emphatic idea.
(The terms hue, value and intensity are explained in the next
chapter.)
The change in face of type is a familiar illustration of the
use of color value, as is also the tendency to use borders in
gray and tinted gray backgrounds, with cuts, etc. Perhaps
there is no better illustration of the emphasis through inten-
sity than that seen in the use of color in clothes. A man
would scarcely think of wearing a brilliant red suit, but he
might, under right conditions, chance a red necktie, the tie
by its intensity and placing calling attention through itself
to the face of the man rather than his feet. Again, the
interior wall of a house need scarcely appear in intense red
or blue, while a sofa pillow or lamp shade or a bit of bric-a-
brac that is to be picked out as a single idea may well be
clothed in an emphatically intense color.
If the scheme of a room is almost wholly in greens, a blue
jar, an orange rug, a yellow lamp shade, easily become the
THE PRINCIPLES OF FORM 339
only things noticed in the room, because of their color em-
phasis.
It should be clear that in the use of color, whether it be hue,
value or intensity, there must be a pretty clear conception in
the mind of the user as to what he wants the public to see,
why he wants them to see it, and then he must use his knowl-
edge of color to make emphatic the right things. Much
money, time, space, physical energy and mental power are
wasted through the lack of knowledge on the part of the man
who makes the layout of how to use effectively the principle
of emphasis.
It has been the purpose of this section to show the power
of form and arrangement in creating an advertising display
which by its qualities should appeal naturally to the reading
public. A display is efficient or successful when the money
returns satisfy one, but there is a certain qualification which
comes through right usage that must not be overlooked. In
the evolution of a race or type of civilization people gradually
learn to form habits out of instincts which make them in time
superior to most brutes. The time is coming when any con-
structed thing to be convincing must at least have the qualities
of organization, simple dignity, sane form construction, rest-
ful formality or informality, and a logical intellectual appeal.
If the principles of form are studied, sensed, and applied,
they contribute to this end.
It must be clearly borne in mind, however, that no one
problem in any field can be successfully solved by slavishly
following every law involved in its solution. To follow one
principle is often to modify another. This is because each
principle exists to create positive qualities. It is often de-
sirable to modify these qualities. To do so one must know
the law of modification and the effect of it. Let no man then
suppose that in any problem he can follow every law of form
and be most effective. On the other hand, let him not think
340 ADVERTISING DISPLAY
that he can afford to ignore any principle of form and yet
hope to reach his highest degree of efficiency. " A little
knowledge is a dangerous thing," but truth is permanent, and
intelligence in the use of truth is the criterion of a man's
power.
CHAPTER XXIV
COLOR
Source and Nature
Color is light ; it exists because light exists. A> light fades
at night or in a stormy day colors change grow duller,
feebler ; and as darkness comes they disappear. The brighter
the day the brighter the color. Many simple experiments
prove the source of color to be in light.
An analysis of light by the chemist or physicist results in
three elements, each of which, standing by itself, may con-
vey an idea; but the confusion of this scientific division of
light with the pictorial idea of pigment as a representation
in material form of these ideas is very probable.
The term pigment may be applied to water colors, oils, dye
stuffs, printers' inks, and like materials, which seem to give
certain color tones to objects upon which they are placed. It
is extremely important that one realize in the discussion of
color from the standpoint of pigment that scientific light and
color pigment are two things, and that the representation of
the thing may have another name, or even, perhaps, a slightly
different appearance from the original of which it is a pic-
ture. This is because of limitation in materials.
For general purposes and in view of the present develop-
ment of the pigment idea it is best to divide pigment study
into its three elements yellow, red and blue. These ele-
ments of pigment fused together in their proper ratio pro-
duce what is known as a pure neutral gray. This neutral
gray has no apparent color in it. Each of the elements has
destroyed or helped to destroy the individuality of the other
342 ADVERTISING DISPLAY
two, the color has been neutralized or annihilated, and neu-
tral gray is the result. In pure light the union of the three
elements produces white. With pigments, the result is gray,
because of the sediment, or non-transparent quality, of the
pigment itself. The proof of neutralization or composition
is there because of the neutral gray result.
The term " spectrum " has been given to these three ele-
mentary tones with their intermediate steps, as will be seen
later on. The spectrum circuit has these tones arranged in
circular form.
Spectrum Colors and Their Meaning
Yellow, red, and blue are called primary colors. They are
primary because they are elemental; that is, each is a single
thing or single idea, and perhaps may seem to express but a
single quality.
Yellow expresses light, cheer, vivacity, pleasure. This is
so because it looks nearest like the sun, the moon, or artificial
light. The beneficial effect of the sun upon plants and upon
the physical welfare of human beings is well known. The
color yellow has a similar effect, because of the mental asso-
ciation with light itself and the effects of light in human
experience. This color brings the qualities of light and cheer-
fulness wherever it is used and carries those qualities in dis-
play as a method of creating an atmosphere in which these
are prominent. Experiment has been made in dark corri-
dors and inside sleeping rooms and it has been found that yel-
low wall paper and hangings produce a light, cheerful effect
which finds an immediate reaction in the occupants' lives.
Yellow is the color most luminous, therefore most penetrating.
These facts should be borne in mind in choosing color for
display to be seen in moderately dark places or to be seen
mostly in the open sunlight. It should also be apparent that
yellow can be used to express individual ideas also.
COLOR 343
Red is the color of human interest. It looks like fire. It
is that which stirs human action, causes the blood to move
more rapidly, thereby exciting to greater mental activity,
arousing passion, expressing force, and kindling the feeling
of warmth. It is called a " hot " color and in its fullest bril-
liancy is the strongest, the most irritating, and the most ag-
gressive of all colors. Civilized women with some rudiments
of good taste would never think of wearing this color in mid-
July under the hot sun, out of respect for their fellow men
who must look upon it. Why should the advertising man
inflict it upon the general public in huge areas in public places
as bill-board backgrounds? Why use an acre to express an
idea that a square inch will adequately tell ?
Blue is restraint, is almost the opposite of red in its feeling.
It soothes, constrains, sometimes almost repels because of
its very nature. It is called the " cold " color. Sometimes
the so-called steel blue gives almost the sensation of freezing.
Because this is so blue expresses its own idea or quality which
no other color can express for it.
It must be understood that these colors, being elements,
should be carefully considered before any of their modifica-
tions are thought of, in the same way that the elements of
any language should.
If equal forces of yellow and red are combined, orange
is the result. Equal forces of yellow and blue produce green,
while like forces of blue and red produce what is known as
violet or purple. These three color tones are called binary
colors because each is made of two distinct elements. The
binary colors have a double significance. Orange is light
and heat. That makes a conflagration and is destructive to
public consciousness when seen in large quantities misapplied.
A little fire is a good thing, but a big one may do much dam-
age.
Green is light and coolness. Nothing is more agreeable,
344 ADVERTISING DISPLAY
particularly in summer, than a light, cool spot in a heated
car, or in other places where display ideas most abound. Do
you notice that the grass and trees are green when the sum-
mer is hot and that the sky is blue ? These are the antidotes
for excessive heat. They produce upon the mind qualities
which become permanent in consciousness, so that in every
generation is bred the feeling of a quality belonging particu-
larly to each color.
Violet or purple is an equal union of fire, or coals of fire,
and coolness, or ice. Ashes must result. This is the color
which is used to express shadow. It is the opposite of yellow,
its complement, its destroyer. It neutralizes cheer, dispels
light, creates gloom, brings on the night. This quality of
feeling has been associated with purple for many ages. Roy-
alty uses this color for masquerading all that it needs to
masquerade; the church to express the ideas of mysticism,
humility, and devotion. The modern person clothes herself in
it to express half as much sorrow as she felt when she wore
black only. The use of this color bears not only a relation to
the idea to be expressed, but it bears a relation to the amount
of light in which the display must be exposed.
Color Terms Defined Tone
Perhaps at this point, for the sake of a common under-
standing, it is well to define some terms in color that are
inaccurately used. ' Tone " is the term which applies to
any color note whatsoever, including black, white and gray.
It is so general that when you are in doubt " tone " is per-
fectly safe. It should be borne in mind that this word should
be used instead of " shade," to mean anything and everything in
the whole realm of color expression. The term " neutral " is
applied to tones in which no color is apparent. Black, white
and gray are neutral. Black is the absence of color and white
the union of all colors. Black, therefore, absorbs color, while
COLOR 345
white is saturated with it and does not. This is the reason
why white as a background shows things stronger than black,
so far as the color itself is concerned. The question of value,
however, may change this effect, as will be seen later in the dis-
cussion.
Normal colors are the spectrum colors at what is known as
their maturity point. When these become lighter or darker,
change their hue or become less intense, they are no longer nor-
mal. This standardization of the normal color makes it pos-
sible to have a reckoning point in all color tones from which to
compute color quality.
A shade of color is a tone which is darker than the normal
tone. It is made by adding black or. a darker pigment of the
same color.
A tint is a color tone which is lighter than the normal color.
This is produced by adding white or water. The tint then is
weaker than the normal color, because it is diluted; the shade
is stronger as to body but weaker as to color also, because it is
likewise diluted. The normal color is the strongest color note
possible of any given color.
It will be seen that red and blue may have more tints than
shades ; that yellow, green and orange have more shades than
tints ; that yellow has more shades than violet ; that violet has
more tints than yellow. It is most desirable that the terms
" tint " and " shade " be clearly understood and that these
terms be not misapplied. Shade indicates the normal color
going towards shadow or darkness ; tint means the normal color
going towards light or whiteness.
Every color tone has three distinct qualities. It is some-
what difficult to see these qualities each distinct from the other,
but the full force of color cannot be understood until this is
done. This is because contrasts in the use of these qualities
are the real power of color whereby the intensity of the idea
expressed is varied.
346 ADVERTISING DISPLAY
Hue
The first of these qualities is known as hue. This is the
general name given to the change which a color undergoes in
moving from one binary in either direction towards a primary.
All of the possible tones which are produced by putting a
primary into a binary are the hues of that binary color. Let us
illustrate.
The color orange is a fixed fact. It is made by putting yel-
low and red together in equal force. As soon as I begin to
put yellow into red, red changes and moves toward yellow.
Any tone which is produced before the red becomes a pure
orange is known as red orange. It is orange as soon as it
leaves red. It is red orange because there is more red in it
than yellow. On the other hand, if I begin by putting red
into yellow, the color becomes orange as soon as it leaves yel-
low, but it is yellow orange all the way until it reaches orange.
It is yellow orange because there is more yellow present than
red. When these forces become equalized it becomes normal
orange.
If I start with yellow and blue, putting yellow into blue, the
color becomes green instantly it leaves pure blue. As long as
it is more blue than yellow it is blue green. When the forces
are equalized it is green. The moment there is more yellow
than blue the tone is yellow green and so remains until no blue
is present, when once again it appears to the eye as normal
yellow.
In the same way, if red is put into blue the color becomes
violet with a preponderance of blue. This is blue violet until
the point violet is reached. \Vhen more red is present than
blue the tone is red violet, until no blue remains ; then the color
tone is normal red. These intermediate tones on either side of
a binary color, before the color reaches the primary stage, are
known as hues. The hues are yellow orange, red orange, red
violet, blue violet, blue green and yellow green, and there may
COLOR 347
be as many of them as the eye detects in the introduction of
one color into the other.
Value
The second color quality is known as " value." Value is
the light and dark in color ; that is, the proportion of white or
of black, without relation to the color intensity itself. Refer-
ence to a color chart will show that green is lighter or nearer
white than violet or red, that normal blue is darker or nearer
black than orange or yellow. To take value and separate it
from intensity is to understand how to produce color con-
trasts which are most effective and most efficient in conveying
ideas in their strongest ways. A color may have as many
value steps as can be detected between white and black; but,
for convenience sake, we usually scale a color into nine steps,
called white, high light, light, low light, middle, high dark,
dark, low dark, black. This division makes it possible to see
colors in their value relations. To judge them accurately we
must partially close the eyes and try to eliminate the color from
them and see them as grays instead of as colors.
Intensity
The third quality of color, and perhaps the most important
quality for the advertising field, is known as intensity, or bril-
liancy. Intensity in color is that quality of self ness or person-
ality which names it. When a red is as red as it can be got, it
is in its fullest intensity. As soon as it is weakened in any way
it loses some of that quality. Intensity is the quality which
gives power, individuality and personal appeal. It is the qual-
ity which is most abused, least understood, and most prodigally
exploited.
Yellow and violet, blue and orange, red and green, are said
to be complementary colors. They are called complementary
because each has the power to neutralize or destroy the other.
348 ADVERTISING DISPLAY
Put red into green and the green begins to lose itself, becomes
softer, grayer, less ferocious, tamer, and more usable in large
quantities. Put green into red and the same effect is seen.
Orange neutralizes or softens blue, and blue produces a like
effect upon orange. Purple neutralizes yellow and yellow,
purple. This is a fundamental fact in choice of colors in har-
mony and also a fundamental fact in the use of any colors in
backgrounds and objects to be shown against them.
When a color has lost half its force or strength, it is said to
be half neutralized, that is, half as powerful or aggressive as
the normal color. Full intense, normal colors are the most
primitive, childish, strongest, crudest, and most elementary ex-
pressions of color ideas. Neutralized colors are softer, more
refined, more subtle, soothing, livable. These quality effects
are important in our further discussion. As has been said, it
is absolutely important to realize each of these qualities as dis-
tinct from each of the others; that one may make use of con-
trasts and likenesses in his choice and arrangement of color in
any form of display in which color is a factor of expression.
Harmony
Harmony is concord. It is the relationship of agreement in
regard to certain qualities possessed by objects or things.
Musical composition is based upon the scientific laws of these
relationships. Sound, being produced by vibrations, has been
scaled and each tone standardized, so that the selection of tones
based on relationship makes the study of harmony a compara-
tively easy task. Violate these relationships and harmony is
destroyed. Color is produced by the vibrations of light and
the tonal impressions of consciousness through the sense of
sight, in the same way as the tonal impressions of sound enter
it through the sense of hearing. Less attention has been paid
to the standardization of color tones than to that of sound
tones, but enough has been clone to give an approximately clear
COLOR 349
idea of what the line of development will be and the qualities
upon which harmony in this realm depends.
Qualities of Likeness
In the development of color harmony it is necessary to con-
sider two sets of qualities: first, the qualities of likeness; and,
second, those of contrast. Color harmonies are based on these
two sets of ideas. From the spectrum circuit it will be seen
that green which is half yellow and half blue is by nature
of its composition half related to each, as orange is to yellow
and red, as violet is to red and blue. This establishes a rela-
tionship called a relationship of family likeness. Into green
two of the three primary elements enter. These two elements
are found also in yellow green and blue green, although in
different proportion. This makes yellow, yellow green, blue
and blue green a family harmony, a harmony of likeness, or, as
it is sometimes called, an analogous harmony. Blue, blue
green, green and yellow green are also a family group, but yel-
low, which is an element, is not found in blue. Yellow, yellow
orange, orange, and red orange form a group ; red, red orange,
orange, and yellow orange another. About violet two other
groups are formed. The first includes red, red violet, violet
and blue violet ; the second blue, blue violet, yellow violet, and
red violet. One of these sets, or any two or more of one of
these sets, will form a related harmony. By the nature of
their composition these colors, whether in their full intensity or
otherwise, are more or less related to begin with ; in some
cases the relation is closer than in others, but all have common
elements.
It will perhaps be noted that while yellow, yellow green,
green, and blue green form a family, yellow orange which
is nearer to yellow than blue green is not included in this
family. This is because yellow orange introduces red, which
is the third of the three elementary colors. The combination
350 ADVERTISING DISPLAY
of yellow orange and yellow green in their full intensity, or of
red violet and red orange, or of blue green and blue violet, is
not possible in these family groups. The law of selection is
that in selecting the analogous scheme the primary color must
not be crossed. When this is understood a reason is seen for
the bad combination made when so-called crimson and scarlet
- that is red violet and red orange or when blue green and
blue violet chance to enter the same combination in juxtaposi-
tion to each other. Nothing is more unpleasant than scarlet
and crimson combined, nor more impossible, particularly in
intense colors.
Qualities of Contrast
The harmony of contrasts starts with an entirely different
premise. It will be remembered that violet and yellow, red
and green, orange and blue, are complementary colors, that
these colors are complementary because no part of one is found
in the composition of the other. Take, for instance, blue and
orange. Orange is made of red and yellow in equal force.
These two primary colors leave but one unused, namely, blue.
Blue mixed with orange produces a neutral gray, as, in fact,
does violet mixed with yellow, or green mixed with red. The
reason in each case is the same. The three primary colors are
combined in equal force and each is destroyed. The destruc-
tion of each is the proof that they are complementaries. If
any apparent color remains in the gray, the colors are not true
complements.
It must be distinctly borne in mind in this connection
that many of the manufactured pigments have not been made
with a sufficiently scientific understanding to produce absolute
complementary relationships. This is perhaps more true of
printing inks than it is in any other field of pigment relation-
ships. Inks should always be based on some scientific knowl-
edge of tone production. If they were, the necessity for
INERS
AKEUP
Guaranteed By
Est HENRY C, MINER, inc.
Established 1864
Illustration showing a right relation of intense color to its background in
position, but exaggerated in proportion.
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Little Cash Down, Balance $50 Monthly.
See Samuel Knopf, 220 W. 42d St., N.Y
Illustration showing wrong use of an intense color in relation to copy.
COLOR 35 1
drawing or touching up any reproduction would be entirely
overcome.
Orange and blue in their fullest intensity are inharmonious
in fact, but the choice is the basis for producing a harmony in
the following manner. The introduction of blue into orange
is made, and of orange into blue, until each color reaches the
half neutral point. These colors are harmonious at this point.
A certain area of full intense blue may be used with a larger
area of half neutralized orange, or vice versa. If one of the
colors is further neutralized, a larger area of the complement
may be used in a more intense form. The harmony relation-
ship lies in the " keying " of one color into the other to produce
elements of likeness. The more the colors are keyed, the
closer and more symphonic becomes the harmony ; the less they
are keyed, the more dispersed and cruder the harmony. When
the full intense colors are reached on both sides with no tones
of neutralized color, or pure neutrals, harmony is destroyed.
Full, intense, complementary colors may never be used touch-
ing each other. If, as in the case of stained glass, such tones
are used, they must be separated by strong bands of a neutral.
These two methods of producing color harmony are suf-
ficient for general use.
Law of Backgrounds
This idea of neutralization is perhaps the most important law
of color choice in any field of expression. A wall paper that
is more than half intense destroys the possibility of seeing
people, furniture or pictures in anything like a fair relation-
ship to the background or to adjacent objects. The average
person, with average color of skin, can ill afford to wear a
suit of contrasting color in its full intensity. It is as absurd
to try to show cuts, ornament, copy, and the like, upon a full
intense background. The background upon which objects are
to be shown is not the important thing, or it would have had
35 2 ADVERTISING DISPLAY
another name than background. The senseless waste of color
on the plea that it is necessary to attract attention is in direct
opposition to the known law in any other field of color use.
Far away hills seem to be less intense in color than the flowers
and grass under one's very feet. Probably the difference
would disappear if one had them actually under his feet also.
The general law of background may be stated thus: Back-
grounds should always be less intense than objects shown upon
them. This is to give the objects at least a fair chance to
assert themselves for what they may be worth.
Closely associated with this may be the corollary, " the
larger the area in any design the less intense the color should
be," and conversely, " the smaller the area the more intense
the color may be." It is not the background of the out-of-door
sign, or car card, or the catalogue cover, that demands full in-
tense color; it is the objects or facts which are to be presented
on this background that should receive the strength which pure
color contains. Catalogue covers and book covers, car cards,
and bill-boards, show perhaps the most violently bad taste in
this regard of any form of expression used.
Upon the qualities of color we must depend, then, for our
intelligent choice of color as a. vehicle of expression. It has
been seen that each fundamental tone in the spectrum is meant
to convey a set cvf special ideas or qualities, that the presenta-
tion of these colors should arouse the feeling for these qualities
in consciousness, the same as color tones arouse conscious qual-
ity feelings. If intelligent choice were adopted in every field,
general comprehension of the significance of colors would come
within a generation. It is valuable then yes, essential -
that advertising recognize the power of individual color in
quality expression.
It has been seen that 'diluted colors, or tints, possess less
strength, more playfulness, youth, instability, than shades or
darker tones. This fact makes it possible to select such color
COLOR 353
relations as will convey the quality idea which the advertised
article purports to possess.
The relating of objects of whatever nature to the back-
ground idea is the third important truth to realize from color
quality.
Each quality in color makes it possible to choose two tones
with wide or close contrasts, as the case may be. If one
will study these possibilities, crude color combinations will
disappear. For example, one will choose normal yellow at
high light, in full intensity, and half neutral violet at low dark,
in one-fourth intensity. This is terrific in its contrast. Its
value contrast is almost as great as can be obtained. Its con-
trast in hue has the widest range, the colors being complements
of each other. The intensities are forced apart, one being full
and the other but one-fourth. It very seldom happens, except
under very abnormal conditions, that one needs to use violent
contrasts between each of the three qualities which color tones
possess.
Even as brief a discussion as this of color should place it in
the mind of the reader among the most important, even the
most interesting, of all the elements possible in conveying
ideas. Color makes an appeal to everybody who sees it. It is
natural that it should be so, because the eye, or sense of sight,
recognizes color immediately
CHAPTER XXV
ILLUSTRATION
The Place of Pictures in Advertising
The term " illustration " is broad in its significance. Some
persons understand facts and qualities easily and clearly
through their description in words. To others words are
almost meaningless symbols, and seem to convey little or no
idea unless accompanied by some supplementary method of
human expression. We find persons who respond to panto-
mime activity easily without word accompaniment. Others
sense the meaning of musical composition more acutely without
word or action. To some people all three are essential to any
conception of the meaning of either.
Pictures are a common language. The world over, where
words from one language mean nothing to persons speaking
another, pictures convey to all persons, in a quite similar way,
detailed facts of thought, action, and effect. The pictorial
expressions of the Chinese or Japanese, while differing in al-
most every essential from occidental types, convey to us some-
thing of the idea intended. So do ours to them. In occi-
dental consciousness pictures mean much the same thing in
their elementary fact and quality expressions. In the finer
sense of esthetic relationships, of course, this is not true.
Because of these facts illustrations have come to be a very
important normal and natural adjunct to advertising display
language. Their use and abuse is a matter of common specu-
lation with everybody and a matter in which men interested in
the scientific development of this subject are taking an acute
interest. Just when to illustrate and when not to, just how
354
ILLUSTRATION
355
form of language, under gen-
just what types of illustration
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THE BOTTOM HAS DROPPED OUT OF PIANO PRICES
much space may be given to this
eral conditions and specific ones,
make certain kinds of ap-
peal, just what treatment
they permit in order to be
most efficient, these and
many other questions are
daily argued and daily ex-
perimented with.
Illustrations may be said
to include line drawings,
wash drawings, photographs,
prints, posters, naturalistic
paintings, and all those
things which approach the
pictorial idea. The very
term illustration implies that
these forms have something
to say. Just what they have
to say and what they do say
may not always be clearly
apparent.
The Functions of Illustra-
tion
The first function of the
illustration proper is to sup-
plement, make stronger,
clearer, or more attractive,
something which the copy
fails to present successfully.
This, of course, gives a basis,
and a fundamental one, for classification in the illustration
field. Perhaps the problem is the exploitation of hose. A
When We S r "Hurrr," It li for Four <>u-n Good
Hallet & Davis Piano Store
lw H.n,i * [>..u BoUhi . is t.. i 4M 5ir~i ....^.-r.r.-rr.-;.-.^...
Too many illustrations, destructive
placings, badly cut up copy and gen-
eral chaos
356
ADVERTISING DISPLAY
certain firm gives half of its car card space to the face, bust,
or figure, of what they presume to be a pretty girl. Perhaps
she was before they treated her to the car card reproduction
process; she is not always so after the process. When asked
what is the object of this
head or bust, the reply gen-
erally is " to attract atten-
tion," or " a pretty woman
gets the public," or " every-
body is interested in a pretty
woman.'' Every one of these
answers defeats the end of
the illustration in itself. The
classification based on these
ideas may be said to be rele-
vant and irrelevant. In the
first place, if the pretty wom-
an is used to get the public
Excellently balanced and showing attention the device has
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When ,01 csll for Hcrpicide. do not accept a
substitute. Applicslions st prominent Barber
Shoos.
how by attractive placing repellent fa}led m a j percentaRe
illustrations seem to be almost good
of cases to get the public at-
tention to the thing for which the display exists, namely, hose.
In the second place, if the " pretty woman gets the public " and
the public is got, the chances are that the public is not thinking
about hose or the qualities which this particular hosiery wishes
to exploit. If, in the third place, " everybody is interested in a
pretty woman," they are not so because she wears any kind of
hosiery in particular, or because she wears any hosiery at all,
and the possibility of creating a set of associated ideas on the
hosiery question is very remote in this type of illustration.
One should refer to his knowledge of the laws of attention,
interest, association, and the ideas of apperception to judge the
relevancy of an illustration of this type.
Whenever a set of ideas is set in motion by suggestion and
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This illustrates the use of one intense color on a neutral background,
with a strictly decorative technique in form, line, and color. The color
appeal is strengthened by the decorative appeal. Attention is called to
the fact that the message of realism is in no wise weakened by the sub-
stitution of the decorative for the naturalistic treatment and that the
former is simpler and more direct.
ILLUSTRATION
357
urged to continue by further suggestion, the probability of
changing the association or forming a new one with an entirely
new set of ideas seems absurd. More time, space, money,
and mental effort are spent in the sentimental viewpoint of the
pretty picture, particularly
of the pretty girl, than
one can afford to spend in
illustration as an efficient
factor in advertising dis-
play. Whenever there is
a question in the mind of
the user as to whether an
illustration is absolutely
relevant to the idea he is
exploiting he should ask
himself "For what am
I using this illustration?
- Can I afford for the
sake of public attention
to interest the public in
something which is en-
tirely foreign to the thing
I wish them to consider? "
If our plea is human in-
The drawers are
on ball-bearing- slides
Let as lhr you a brand-new Idea In iteel
filing wblneti a perfected elide which per-
mits tne drawers to be pulled out and pushed
in with tittle effort and lets DOlse.
It does Its work astonishingly well. Drawers
nay be chock-a-block with papers that weigh
hundred pounds, yet out they come and In
they go without sagging, sticking or banging.
Other things which we should Uke you ta
examine arei
Steel card eaMneta.
Sttet counter uoiu combinations of card
and filing cabinet! forming a perfec*'y
practicable- counter.
Steel iterate shelving fot vtolu and
storerooms.
Steel record ailea for bousing ledger*, etc.
Please don't tell us, "! am not In the market
(or any office equipment at present " YOU
WILL BE, SOON
Library Bureau
Card aa4 flMna ayt*tn. Unit cabinet* in wood and nL
Sit Broadway, New York
Suggestive treatment of illustra-
tion, emphasizing only one feature
described
terest, the only possible
connection can be the fact
that if one arouses pity,
or admiration, or affection, in the mind of the observer, he
may consider him in a better state of mind to open his pocket-
book without question. This is the only possible argument,
it seems, for such illustration waste.
Thousands of cases may be cited all over the country in
which this almost illiterate and childish admiration of pictures
has led great manufacturing firms to expend millions on useless
358
ADVERTISING DISPLAY
Our interest-bearing Certificates of
Deposit are a good "temporary in*
vestment"
While a good opportunity for
safe and profitable permanent in-
vestment is awaited, money can
be earning interest at a fair
rate and be perfectly safe by
placing it with us on Certificates
of Deposit. The money will be
subject to demand, or payable at
a convenient future date.
stuff. Granting that the firm has in some cases tound these
advertisements to yield a satisfactory result, there is no proof
that even a better result would not have been yielded had they
been omitted. There is every reason to believe that a higher
state of public appreciation
would long ago have been
reached if this sort of thing
in car cards, catalogues,
magazines, and calendars in
the country had been ta-
booed, as any other useless
waste and pernicious ten-
dency has been treated.
C*II' upon oar D0c*n or writ* to
BANKERS TRUST COMPANY
16 W.I! Str~t, N.w York CtT
CwlUl, 10.000,000 Sorptu^JlO.000.000
Naturalistic Illustration
Showing badly placed illustration,
unbalancing page
A further classification of
illustrations seems to be ad-
visable at this point. Pic-
tures should convey facts as to form, shape and action, and
they should also convey ideas of certain qualities which may
be classed quite apart from the idea of facts. This refers to
such qualities as refinement, strength, dignity, frivolity, firm-
ness, and the like, as well as the quality of pleasure which is
aroused by a sense of esthetic relationships.
The picture that is like an old-time photograph, seeking in its
idea to reproduce with positive accuracy the smallest facts of
detail, important and unimportant, is called naturalistic treat-
ment. This naturalistic treatment in pictures may be com-
pared to the realistic epoch of acting in which the drama sought
to portray in the most realistic way every fact connected with
the birth, growth, and maturity of the plot. The old-time
audience listened in martyred complacency while realism, with
all its joys and horrors, was told in the most naturalistic pos-
sible manner before their eyes. In modern times this seems
ILLUSTRATION
359
childish and ludicrous. Only the most flagrantly ignorant de-
sire to have the bold truth with all its actual details of setting.
The public is imaginative it has rudiments at least of intel-
lect, it desires to judge for itself, mentally to create something,
to let imagination play some part in creation. The suggestion
is all the public wants now in plays, problematical as they are.
This is the modern state of consciousness. It appears in lit-
erature, on the stage, in music. It must appear in one's judg-
ment of pictures.
To a student familiar with the history of painting, even
casually, there is a great lesson to be learned in this regard.
Epochs of painting that
produced masterpieces are
not those that produced
in each masterpiece every
technical fact. The more
realistic a school may grow,
the softer and more ephem-
eral become its types and
the less decorative the fin-
This is no run on a bank, but
you can bank on a run on these
suits at $--
Yes, all this season's make, all up
to our regular standard.
Instead of spending the money
in big newspaper space we're
giving you the money--$3. to
$5. saving to you on every suit.
ished product.
In current times it has
been quite a custom in us-
ing, for example, the pretty
girl before referred to, or
any other similar thing, to
retouch and work over de-
tail after detail, taking out
character and putting in softness and artificiality. The result
which this treatment tends to produce is the failure of the
illustration to fulfil its function altogether. The illustration
has become a statement of fact, and suggestion, clogged by the
fact, has degenerated into a secondary, senseless pretense,
which is not art.
Poster treatment of illustration ;
vigorous motion for attention value
and interest
360 ADVERTISING DISPLAY
Decorative Illustration
The other method of using illustration is the one with which
facts, or at least minor facts, are subordinated to the decora-
tive idea. This type seeks by the choice and arrangement of
the facts to be shown, the colors used, the forms and lines em-
ployed, to show a decorative plan suggesting facts and quali-
ties at the same time. In addition to facts and general quali-
ties, it seeks further to create an atmosphere of esthetic pleas-
ure through its choice and arrangement. This is the ideal
type of illustration as to treatment. Broadly speaking, it is
called the poster idea. This is a somewhat incomplete term,
since it may be applied to other things. At any rate it is a
type in which flat tones or design takes precedence over un-
important fact.
A very important modern exposition of this type is seen in
recent Austrian and German poster work. A few places in
this country are educating students now to the power of appre-
ciation as well as production in this field. When illustrations
are properly comprehended, this form of treatment will sup-
plant the former one and mere pretense, with its sentimental
associations, will pas into the background.
Relation of Illustration to Other Elements
A word should be said in regard to the placing of the illus-
tration in its relation to other matter within the display. Let
us illustrate with the car card. If we consider the car card
divided into two equal parts by a vertical line, left and right
hand parts, it is sometimes the custom to place the illustration
at the left, facing out. This calls attention, by gaze, to the
ad next the one in which the illustration i 4 s found, and is bad
form. On the other hand, it sometimes happens that the
illustration is placed in the right hand half. If it faces out,
it is still worse. If it faces in, it is better, but very often
takes attention entirely from the copy at its left and the
CzECHOSlOVAKSf JOIN
o
URCREEOLORS!
I
Here is a particularly interesting and convincing use of intense color on
a neutral background, with areas so distributed as to accomplish not only
a decorative arrangement, but an emphasis on the top symbol through
color area. The appeal of abstract color is increased by that of patriot-
ism. Attention is directed particularly to the fine feeling for balance and
strength given to the page by the use of black at the bottom in producing
this effect.
ILLUSTRATION 361
observer, who naturally reads from left to right and whose
attention is carried in that direction, passes from this illustra-
tion to the next card without ever seeing the copy.
What is true of the car card is true in other fields under
similar circumstances. If the function of the illustration is
to attract attention, stimulate interest and bring conviction, it
must be placed where it will as nearly as possible accomplish
these three things. In magazine and newspaper layout, cuts
frequently appear too low down, or after the points have been
made. This means that either they are not needed, because the
points have been made, or that they may, unless very carefully
chosen, lead the observer into another field of thought and
destroy the sequence.
Sometimes when the illustration is suggestive enough or
strong enough in idea, quality, and art feeling, it is possible by
its proper use to lessen the amount of copy needed. It fre-
quently occurs that fewer words may be used because of the
illustration's appeal, and sometimes fewer illustrations may be
used because words a-re sufficient.
There is much discussion as to what part of advertising space
should be used in the cut as compared with the whole amount
to be used. Of course, there is no definite rule that can be
given in this regard. Sometimes a poster cut may tell in itself,
through its statement of facts, actions, and qualities, nearly all
one needs to say. This is probably truer of out-of-door post-
ers than of any other fields. On the other hand, it very often
happens that a mere suggestion of some quality, or style, or
fact, is sufficient with the copy to make the idea clear, attrac-
tive, and convincing. While there can be no way of stating
the exact proportion of the illustrative idea, it seems that it
may be fairly safely stated that in general work one-fifth the
space is not too much. Sometimes, of course, much more may
be allotted, and probably sometimes less. If the function and
type of illustration are understood a reasonably definite con-
Foote-Burt Independent Feed Drills
THIS is one of the nine
six.es of this type machine
we build. The Independ-
ent Feed feature makes it pos-
sible to drill a number of holes
in one piece at varying centers in
a straight line, thereby eliminat-
ing the excessive handling and
expense and insuring accurate
work. While the above is the
main feature of the machine, yet
the drilling of single pieces can
Feed, as the operator and ma-
No. 4 Four Spindle Independent Feed Drill
.hinc has a capacity of 2-inch drills in solid steel
mm center distance of 8 inches or a maximum
ancc between outside spindles of 75 inches.
ndle has independent feed with automatic knock-
itch for stopping and starting in order to change
out stopping the whole machine.
The spindles arc adjustable on the rail while the machine
is running or at rest.
Three changes of geared power feed are provided through
<|lilck change gear device, any one of which is instantly avail-
able by simply shifting a lever conveniently located. The
weight of this machine is 10,000 Ibs.
Write for new circular specifying No. 4-5.
The Foote-Burt Co., Cleveland, Ohio
D.'lrolt Office 1127 KorJ
Milwuuket. - 4.t(, Wells Bldg.
Magazine page with illustration too large in proportion to copy
362
The use of neutralized color in background form is admirably shown
in this illustration. The qualities of refinement and distinction are well
brought out in the choice and arrangement of a finely keyed complemen-
tary color scheme. Attention value is secured through the treatment ot
the car in the lower foreground and a perfect balance is obtained through
the size and the placing of the name at the top left. This adds a dignified
quality in harmony with the goods advertised.
ILLUSTRATION 363
elusion may be arrived at in each of the various fields of dis-
play.
Functions of Illustration Summarized
To summarize a moment the function of the illustration
is to convey fact, quality, and create a mental condition through
suggestion. Suggestion should play a much more important
part than statement of fact in all places where quality is of any
importance. Generally speaking, words are about as effective
in conveying abstract ideas as pictures are; this is an import-
ant point. Under ordinary circumstances the first use of the
illustration is to supplement the copy and in order to do so,
in any sense, it must be relevant to the copy.
The second reason for the use of the illustration is based on
the psychology of human appeal. People are more interested
in persons than in things. " Persons," however, is not a sex
term. The advertising of face powder, hose, paving stones,
and caskets by means of a female head or a female figure, as an
attention getter, should not be regarded as illustrating human-
interest appeal.
The third function of the illustration, is to make a more gen-
eral and far-reaching appeal than words can. Because of the
impersonality of words, because of their abstract similism, they
cannot, except in very rare instances, stir the emotions with the
same vigor and zeal that pictures do, and it is, of course, the
emotions that create the mental atmosphere desired in much of
our advertising display. The difference between the way the
intellectual faculties of the mind act and the mental activities
of the human being is a matter for psychological discussion.
The sections on those subjects should be carefully studied in
relation to this section on illustration.
Atmosphere is indeed an indefinite word, but it is not so
difficult to describe in this connection when it is seen in this
way. Anything which is presented to consciousness through
40%
Greater
Capacity
Patented Removable
./"led Arnu~
air-cooled arms of th
sbofl Furnace arc hollow
gh them a forced draught of air
lated from the central shaft. Besid
taining the strength of the
effects the preheating of ai
bunion. Thus is the te
of the
BoasiiniQrer
at. No slagging ^k J
pany knows the ^^i n ^
For
Meiallur$cal
and
Chemical
Furnaoey Made In
Varioo/i/izey'
Wrile_/r
HERRESHOFF FURNACE DEPARTMENT B
25 Broad Street Now York, N. Y.
PACIFIC FOUNMiDMPANY
!6^ar,J lUniron ./Vetl-i- J\>n Fru^uxo Cl/omi
Pacific CofLr/ Aqcni/*
Magazine page, material badly selected, badly grouped, badly placed,
too mixed in kinds
364
ILLUSTRATION 365
the senses, if sensed at all, creates a mental state of pleasure,
pain or indifference. It is rarely wise in advertising to create
the condition of pain, or fear, except indirectly in the case of
patent medicines and other articles that are bought only be-
cause of fear. It is generally wise to create as pleasant a
mental condition as possible. Some persons find pleasure in
one thing and some in another.
The intelligent use of the illustration in creating atmosphere
is its use in creating mental states which really are the at-
mosphere of the individual. For we are pretty nearly what we
think we are at the time and we do somewhat nearly what we
feel like doing when we can. This mental state, created by
the presentation of qualities to consciousness, is atmosphere.
It is a mistake to think, because people are poor, somewhat un-
cultivated, and apparently unrefined, that they buy things more
readily which are as poverty-stricken and illiterate-looking, or
badly formed, as they themselves believe they are. People like
to be thought better than they are, and the atmosphere that
recognizes this fact is more likely to produce results than the
one which believes that everybody must be met on the exact
ground on which he seems to be to the man who is judging
him. People are often much better than they seem and often
understand and enjoy much better things than they appear to
do.
CHAPTER XXVI
ORNAMENT
Ornament Defined
The term ornament is applied to certain forms which have
been evolved, or are being evolved, with decorative intent.
The aim of ornament is to strengthen or define structural lines
and to add beauty through a unity with the thing upon which
the ornament is applied. Every period in history has evolved
its own ornament types, with the same sense of desire for
beauty and belief that ornaments would realize this end.
Sometimes beauty has been the result, sometimes the most in-
tense ugliness has come out of both the making of the orna-
ment and the bad use of it after it has found expression.
Decoration as Distinguished from Ornamentation
The first step in understanding ornament is the clear dis-
tinction between the terms " decoration " and " ornamenta-
tion." The ornament itself may be good and the result of its
use bad; or, the ornament itself may be fairly good and the
result of its use extremely pleasing. There are then two dis-
tinct things to realize when ornament is itself beautiful and
when it is decorative in its use.
The term decoration implies two things : first, the defining or
strengthening construction or structural lines. This presup-
poses a made thing upon which decoration is to be placed.
Ornament existing without this idea cannot be a decoration.
Bands or stripes around a rug define its edges and sometimes
add beauty to the rug. They break the surface, occasionally
366
ORNAMENT
367
introduce pleasing shapes and sizes, vary the color, and alto-
gether add charm to the rug. This is a decorative use of orna-
ment Curtains which hang at the windows, straight, in har-
A Few Border
Arrangements
conducted by FRANK ALVAH
PARSONS under the man-
agement of the New York
Advertising Men's League
Composed and Printed by
WILLIAM GREEN
627 West 43d17reet, N Y
A succession of borders in several lines
1. A fairly adequate support
2. Lines become distracting and conflict with copy
3. Lines dominate
mony with the window casings, door casings, and other vertical
structural lines, have a pleasing color and pattern, form a dec-
orative window idea. Two long candlesticks on either end of
a mantel, in harmony with the structure of the mantel, making
For Holiday Gifts
The PopullI Shop Prcienll
The Followinj SujjeKiov
Mu
r.ds nd Odd P
Joseph P. McHugh & Son
For Holiday Gifts
Joseph P. McHugh & Son
For Holiday Gifts
Joseph P McHugh & Son
A succession of borders inclosing a well arranged copy
1. Line too weak
2. Line too strong
3. Line about adequate
stronger the structural lines because of repeating them, cause
a decorative effect. Carving, restrained or confined between
certain lines, may add strength and beauty to the structure of
368
ADVERTISING DISPLAY
a cabinet or a chair, or, by loose and unintelligent placing, may
weaken the structure and make a chaos instead of a chair back
or cabinet front.
For Holiday Gifts
Th. r.p.l.r Stop f,.-..n
U. K,a,.-,,;| Su4|MidB
' 1
For Holiday Gifts i'
The Fllow.o{ SufJfUioll
For Holiday Gifts
Tb> Pop.l.r Sbnp Prc>l>
The HI1<tia| Su(|(tnB*
Al M (0 *5 oi"o'n'i'"=M
AI M to >s ^.u p ,:;7^
w'uft siVnd"n<l Odl PcTtu^r
Al M lo '5 ^'.'.-"pi,;
..-,, >!..-,.,. 1.....
^,ri ,.,.,.,^., ;
...r.,i.^,....^M..
Joseph P McHugh & Son
Joseph P. McHu{h & Son r
Joseph P Mcllush & SOD
A succession of border lines
1. Showing how placing of strong line leads attention both out and in
2. Showing placing of strong line so as to direct attention in only
3. Showing lines too far apart and their scattering effect
Often it happens that one admires a piece of bric-a-brac,
curtain material, a pattern in a rug, or a bit of historic orna-
ment, and imagines that he can place this where he likes,
For Holiday Gifts
Th, Popular Sb.-p Pr,,<i.l>
u
For Holiday Gifts
ibJ rlik,i', n ?"<"
AlMlo'Slr;,,"","
At l 10 '5 J;;',^'?',,;
^i"t. B B' k .U'c. V n7"H?j"l!
?"., ";",;,'C. V V."M ;>:;
M.lf.nSurfi.^CXM r.,,.,.
u.itii sued, ud o r u i,.,,
Joseph P McHujh & Son
Joseph? McHuCh i Sun
TI r
ii ft
\ For Holiday Gifts
The Pop. !> Shop Prclcnn
AI M to 's ^iv,^ ?.'.,::
Joseph? MclIujhiSon
Showing set of borders
1. With corners too strong detracting from copy
2. Better balanced, but corners in line form a different motif and by
contrast remain too strong
3. Showing how wavy line contrasting with copy demands the whole
attention
as he likes, with anything he likes and the result is decora-
tion. This is not so. This is ornamentation. It is the ex-
ploitation of ornament for the sake of showing the ornament.
ORNAMENT 39
The result is usually in bad taste. Perhaps this may be briefly
stated in these terms. Decoration exists to strengthen struc-
ture and make more beautiful the object upon which it is
placed. Ornamentation exists to exploit itself at the expense
AAAAAAAAAAAAM TTTTTTTTYTTTM
< For Holiday Gifts fc For Holiday Gifts * j For Holiday Gifts
The Popul.r Sb..p P.tu.ii The P.p.l.r Shop Pt..,.i *\ J b ' r '"'" Sh f P'""
The FollD.mf. Su((iino Tk Follows* Sylio ^ I Ihe rallowinf iu((,.,io.,
+ > 41
4 At no D s i^zr^ 1 .,;: >- I*- At '' ' D 15 olio":.,;" -4
^ Joseph P McHugh & Son ^ ^ Joseph P. McHugh & Son ^ \ iT^w reHtJ"^f?!
^ ^ ^ ^ *
-4 > >- <
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A set of borders in which one shows the distracting effect of movement
outward. Two shows the concentrating effect of movement inward.
Three shows the use of the French motif and its decorative effect badly
used to express general merchandise
of the objects with which it is associated. It would be well,
by the way, if persons knew this in arranging the interior of
their houses, selecting materials for their clothes, as well as
in the question of advertising- display.
Sources of Ornament
There are two distinct sources, or fields, from which orna-
ment is drawn the field of nature and the field of abstrac-
tion. Naturalistic ornament is ornament which proposes to
express some thing in nature as nearly like the original thing
as is possible to the medium of its reproduction. At various
times in the history of art development the extravagant love
of nature or the belief in its beauty under all circumstances has
led people to exaggerated ideas of the importance of represent-
ing nature in all places, in all materials, for all purposes. This
seems ridiculous on the face of it. While it might be possible
to tolerate a wax rose, it is unendurable to think of a hair one
or a shell one. Tin and iron scarcelv lend themselves to the
Matchless
THE OSTER "Matchless" threads all
sizes from 1 in. to 2 in. on one set
of narrow, receding dies. There is not
an easier cutting die-stock made and none
so light with the same range. Its Protected
Leader Screw is an exclusive feature.
Oster Tools
are on display in
525 Cities of the
United States
and Canada.
No. 306B is one of three sizes we build of
this type. The gears made from solid metal,
cut on costly automatic machines and the
pinions cut from solid steel forgings place
these tools in a class with the finest ma-
chinery made. This tool in the corner cf
your shop will take care of all your pipe,
bolt and nipple thread!
Pipe-threading today
is Easy and Cheap
THE fact that this is so is due in a large
measure to the persistence of this con-
cern for twenty odd years in concen-
trating on <me subject better pipe-threading.
The truth of this you can quickly prove by
testing any of the 47 tools of the Oster line, the
largest and most complete group of pipe,
threading tools on the market.
OSTER TQDIS
Hand
Belt
Motor
are built on the principle that every tool must
win the good will and respect of its owner. To
make sure that they will make good we build
our tools with the utmost care and accuracy.
The result to you is inevitably more work
accomplished in less time and more and better
work per dollar expended. The dealer in your
locality will gladly show you what you can do
with an up-to-date pipe-threading tool:
This is the complete
OSTER Catalog
which we are send-
ing FREE by return
everyi
The
Oster Mfg. Co.
2095 E. 61st St.
CLEVELAND,
OHIO
Unbalanced placing of illustrations with "breaking of margin lines and
ugly general arrangement
370
ORNAMENT
371
The Baldwin Carbide Lamp
Never Needs Coaxing
You want a mine lamp you can depend
upon, one which simply requires filling
and lighting and nothing more to
bother with until fresh carbide is
needed. No valve feeds to fuss with.
A lamp which will give you a steady,
bright light until the last grain of car-
bide is used.
You don't want a light which is sputtering and blowing one minute,
wasting carbide and giving you more light than you need, then the
next minute dying down to a glimmer, leaving you in the dark. You
don't want to be continually fussing with a regulating valve or bother-
ing with some other kind of an adjusting device. You cannot afford
to be wasting your time trying to coax a lamp to do its duty
We Would Like to Prove to You That the Baldwin
Carbide Lamp Is the One Mechanically
Perfect Mine Lamp
Every Baldwin Lamp is guaranteed. It must give you continued, unqualified satis-
faction. It is your privilege to try the Baldwin for a week and if at the end of that
time you are in any manner dissatisfied it is your further privilege to take the
lamp back to your dealer and he will return your money (See our guarantee be-
low.) We want to convince you that every fault you may have ever found in
other carbide lamps is overcome in the Baldwin.
The Automatic Water Feed
This feed regulates the flow of water. It keeps the
flame constant and steady. It prevents waste and
If Your Dealer
Docs not Sell the Baldwin*
John
Simmons Co.
96 Centre Street, New York
BRANCHES!
arket St., San Francisco, Cal. 150 Bk-urj- St.. Montreal, Can.
OUR GUARANTEE
Every Automatic
Feed Carbide
Mine Lamp
service that wo clai
give tho son-ice i
Bad structural arrangement, with unnecessary introduction of ugly
shapes
subtleties of natural floral textures. Paint, with all its possi-
bilities, fails to do justice to the beautiful lily, even when the
so-called artist applies it to the dinner plate, the sofa pillow, or
the wall paper. The misconception of the possible terms of
nature is legion, but in most historic periods this has been an
372 ADVERTISING DISPLAY
important field from which decorative motifs have been chosen.
The second type of ornament is taken from the field of ab-
straction. This means that forms have been created with lines,
spaces, spots and colors, the results of which have aimed at
pure form beauty and the attempt to arrive at this without its
bearing any resemblance to anything that ever had life. The
Greek did this largely. The Saracenic school, because of re-
ligious prejudices, evolved a system of interlining ornament
wholly free from the naturalistic idea.
There is a class midway between these two, called conven-
tional ornament. The source of this class is nature, and the
result is a modified form of the source better suited to general
use than the actual representation of nature itself. Rnskin
has said, " Conventionalism is man's expression of nature in
his own materials." This means that conventionalism is the
adaptation of natural motifs, floral and animal, to the indi-
vidual material in which man intends to represent it. Liber-
ties are taken with the actual form, size, and color. Parts are
added or taken away. Colors are harmonized through law.
Lines are constructed and bent to circumstances, both as to the
space they will fill and as to the material in which the design
is to be worked. It is bad art to try to represent a flower as it
really looks, on wall paper, a rug, or a china plate, but the
general idea of form, size, and color may be so arranged and
modified and structurally placed as to become a true decorative
idea. This middle type, the " conventionalized ornament," is
in quite general use.
Historic Ornament
At this particular point it seems best to discuss for a mo-
ment the historic ornament idea, because this type whether
naturalistic or otherwise has been and is in the printing
trades a good deal the vogue. Type books have been sent out
with ornament taken indiscriminately, apparently from any
ORNAMENT 373
place and every place, and printers have taken these traditional
motifs to be " real art," using them for borders and in other
ways where ornament seemed desirable, or where the client
was willing to have his paper used that way.
A " period " in art is an epoch in which the activities of a
people are dominated by one master mind. In monarchical
countries until very recently this has been comparatively simple.
In France the art was the art of Louis this or that, really dic-
tated by the women of the court and their followers. In
England the art of a period was more or less the monarch's
HOTEL MAJESTIC
A perfectly organized service freedom 'from
the usual restrictions caused by lack of space
and a quiet and reserved atmosphere which
is just as much a part of this hotel as the
structure itself, give The Majestic first claim
for exclusive Receptions, Weddings, Parties
and Dansants.
Three magnificent Ballrooms.
J. CHAHLTON RIVERS, Managing Director.
72-StreettfCeivtiai RakWst
MMHMNMMMMNHimmRVmmMHmM
HWMVWflHHiMMHMSMIM^^
Illustrating good balance of copy and illustration. Abstract border
intellectual and domestic interpretation of the Italian Renais-
sance up to the days of Chippendale, when it became largely
an individualistic expression. The older periods, like the
Greek, Roman, Saracenic, and Byzantine, have expressed ac-
tual ideals of life, religious, political, and social. These ideals
have been expressed, like the later ones, in architecture, paint-
ing, sculpture, pictures, literature, and in ornament.
It will be clearly seen that ornament must be as truly the
natural, spontaneous expression of ideas as is architecture,
music, or literature. The ideals and activities of the time find
their permanent form often in ornament. Take the Gothic
374 ADVERTISING DISPLAY
period, for example. A cathedral would be meaningless with-
out its ornament. The cathedral is symbolic of the greatest
religious enthusiasm the world has ever known. Every detail
of its ornament is symbolic of fact and fancy connected with
medieval religious life. No part of it was for show, and no
part of it without a meaning. The Greek period represents
much the same spirit, with the development of pure form
beauty as an ideal instead of the spiritual ideal of the Gothic
era. Nowhere in the history of ages is there recorded a more
devoted and live interest than that of the Greek in the develop-
ment of this pure form ideal. These are but two of the many
types of ornament which have been the result of the normal
activities of nations, based upon the concentrated ideals in
which they lived. This makes ornament not an effort of show,
but the actual, living representation of ideas. Many of these
forms are still used and still retain their original significance,
and this fact must be recognized.
An amusing illustration of the failure to catch the spirit of
a period was seen in a single group of advertisements with
borders which was submitted for class criticism. The period
of Louis XV stands for a period more unstable, frivolous, un-
trammeled by convention, and ungoverned by restraint, than
any other period since the fall of the Roman Empire. Its
ornament is largely composed of rococo motifs, curved and
twisting, sinuous and sensuous, non-structural and moving,
dainty and effeminate, wonderfully worked together in col-
umns of writhing unstableness. Borders precisely the same in
their origin and much alike in appearance, taken directly from
this period, were found around pages on which were adver-
tised vanity boxes, printing machinery, paving stones, and
caskets. While there may be a connection between the first
and last of these and the ornament used, there seems to be very
little between the second and third.
Although some of the historic periods have lost their sig-
ORNAMENT
375
nificance somewhat, there is always a decided feeling of certain
qualities in ornament which makes it impossible to use it indis-
criminately.
Ornament as Applied to Borders
One of the most familiar applications of ornament in adver-
tising is that of border use. At present there is a wave, almost
an epidemic, of borders. They vary from a single line to five
or six lines, from the Greek fret to the Gothic trefoil, from
black to white, through the
entire range of the spectrum.
Because of this we will con-
sider first the function of the
border itself.
The general form of the
printed mass upon the page
has been so bad, the edges
so ragged and disconnected,
that the border has very
likely been the natural step
between this chaotic mass
and the constructive hand-
ling of edges which is rapidly
coming into use. By plac-
ing a line or some border
arrangement around the page
and outside the copy, an ap-
parent unity has been pro-
duced when otherwise the
page would have been an
unorganized mass. The first
function of the border is to
sustain the material, help to
Shoe Facts
The insides of' our
boots have no wrinkled
or bunched lining to
mar one's foot comfort.
Neither are the leath-
ers strained or weak-
ened. Tiiey.are full cut
and hand-stitched with-
out stretching.
Compare any of our
products with the origi-
nal last, and you will
find it absolutely ac-
cui r at e the hand-
sewing holds it fast to the
"mould." This is not true
of 'machine-Wade sh6es.
.Dress Pumps amT Sf>orts
Bovls in large variety.
FARTI1
LARTl
BOOTMAKERS FOR ME! AMD WNEM
1 East 35th St., New York
variety.
3SI
make it structural, and make
An arrangement showing border,
sides and bottom well sustained, con-
sistent though a little strong. Top
inconsistent in line motif and feeling
376 ADVERTISING DISPLAY
it appear to belong together and also to the edge of the paper.
In this the border has done a great work.
The second function, unless the border is a purely abstract
one like a line or a Saracenic motif, is to express an idea. It
sometimes happens that a fact which is expressed in copy or
illustration may be repeated in border form, thereby strength-
ening the appeal. Often a border creates a mental state the
quality of which is exactly the one you wish to have under-
stood by your illustration or your copy. Take, for instance,
the Louis XV border and the vanity box. The very shapes
and sizes of the ornament suggest powder puffs, frizzes, mir-
rors, and the like. When a border can do this successfully it is
well used. This is really, then, expressing a fact or creating
an atmosphere.
Allowing this to be true, there are certain cautions which it
is necessary to observe in the use of borders, or their efficacy
is destroyed. Since the border is used to harmonize the copy
with the edge, sustain it and make it stronger, it must in no
case be itself stronger than the copy. This is the same prin-
ciple as that of the picture frame. Whenever a picture frame
makes a stronger appeal than the picture, the frame is bad.
Few persons indeed there are whose taste is so depraved that
they would care to admit their desire to exploit picture frames
on their living-room walls. Most persons, even with bad pic-
ture frames, think they are framing pictures to show the pic-
ture. If the advertising copy is of any account, let it seem
so by being stronger than the border which surrounds it.
Furthermore, unless the border can be made to express the
same idea that the rest of the display expresses, it is very de-
sirable that it be kept purely abstract, that is, in line or shape
without the suggestion of historic style or of a natural unit.
An irrelevant border is as bad as an irrelevant illustration and
sometimes even in worse taste, because ignorance as to the
meaning of ornament is less excusable than one's undying be-
ORNAMENT
377
lief that he must love pictures of anything whatever. We have
inherited that tradition.
Initials and Other Applications of Ornament
A second use of ornament is seen in the disposition to use
extravagantly what are known as ornamental initials. The
treatment of initial letters should have a chapter by itself.
They are of all shapes, sizes,
periods, colors, and forms,
and represent in their ag-
gregate probably the most
atrocious combinations the
market affords. Whenever
the ornament becomes more
attractive than the letter it-
self, so that it is difficult for
the mind not only to select
the letter but to connect it
with the rest of the word,
the use is not in good taste.
It seldom happens that an
initial letter which occupies
more than three lines of
space, from top to bottom,
can be successfully used.
The letter itself should be,
of course, near the top, so
that its top is horizontal with
the first line of print. Great
care should be taken that the
initial used is not too large,
too long, or too disconnected. Arrangement whose border in style
These are not supposed to be and feelin ^ is in keeping with goods
advertised. A little too strong for
decorative. Function pre- text
fcC
{Founded 1S86V
Oriental
Rugs
|7 Rugs whose au-
1 thenticity is
vouched for by the
great importing
house of Kent-Cos-
tikyan, Inc.
fll Thousands
Ml Small Rugs
of
and
hundreds of Rotm
Size Rugs and Rugs
In extraordinary di-
mensions selling at
less than wholesale
prices.
Mall Orders Pilled.
KENT-COSTIKYAN
Incorporated
8 West 38th St.
New York City
FAIRMONT
GOAL MINE EQUIPMENTS
Slippery Tracks Bad
Brakes Don't Affect
Fairmont
Railroad Car Retarders
T
W
tin
>le at all times complete
trol of the cars to be loaded,
chance of runaways if
have a Fairmont,
es you money, too. Klim-
les' spilling cars arc fed
ularly makes a lx-ttcr-
king load.
th the Fairmont there is
chance for accidents. The
Jo not have to ride cars
Tin
rder dc
the tipple
s it all
This device is easy to install
and operate. Effects a sav-
ing in labor, often enabling
owners to dispense with the
You will find this installation
a paying investment. Let
us send you a bulletin
NOW.
Fairmont Mining MachineryCo.
Fairmont West Virginia
Showing how qualities of the merchandise may he used effectively in
border arrangement, at the same time illustrating the ideas exploited.
Good arrangement of copy as to blank space
3/8
ORNAMENT 379
cedes looks in its importance, in the field of advertising display
as in other fields. We are not bound by tradition to accept
and use any and all forms of decorative initials even though
they were developed by the monasteries in medieval days.
There was plenty of time for such things in those days and the
object for which these things were designed was entirely dif-
ferent from the object of their use in present day problems.
Head and Tail Pieces
The third important use of ornament concerns what we shall
call head and tail pieces and " space fillers." It has been the
custom to select pieces of ornament, frequently triangular, turn
them upside down, and attempt to fill out a page half filled with
copy. Worse practices are prevalent, of dropping in a clover
leaf, a dot, a small rose, a trefoil perhaps repeating it to fill
out a line. These practices of introducing ornament hetero-
geneously to fill out space are distracting and tawdry and in
bad taste. Silence is golden. Blank space is equally eloquent.
Good form demands dignity, and the copy should ordinarily
speak for itself. The most pernicious use of ornament is in
its introduction into spaces of this kind and on pages otherwise
unblemished. Ornament is effective only when it is needed
and when it bears a distinct relation to the other materials
with which it is used.
CHAPTER XXVII
TYPE PRINCIPLES
Line Meanings
Words are abstract symbols having meanings only as we
have so decreed by choice and use. Lines have much the same
history. Primitive races, in their hieroglyphics and other
language forms, used lines to express ideas of both fact and
quality. The Egyptians expressed a regiment of soldiers
standing at rest, by a row of vertical lines. Grain and for-
ests undisturbed by wind were represented in the same way.
Flat objects, such as a river, prairie, or the ocean, have often
been represented by straight horizontal lines : \vhile waving
grain, ocean waves, persons in motion, and other activities, are
often recorded in oblique lines. The seemingly inherent ten-
dency to use lines to represent various quiet and active posi-
tions has led to a feeling for these expressions in persons see-
ing such line forms.
Lines may be said to be of two kinds, straight and curved.
The straight line is the shortest distance between two points
and, as the definition signifies, it is direct, forceful, structural,
determinate in its character and feeling. The curved line,
which changes its direction at each point, is less direct, non-
structural, and decorative in its character. Furniture con-
structed on curved lines has not the same feeling of security as
that built on straight lines. This is equally true in architec-
tural construction except in the case of the arch.
Straight Lines
A straight line in a vertical position was used by primitive
people to express such qualities as growth, unrest, aspiration,
380
TYPE PRINCIPLES 381
repose in gravitation, and dignity of position. The same line
when horizontally placed has indicated rest, repose, sleep, death,
and has represented water level, flat land, and the like, in con-
crete forms.
A human figure, erect, in line with gravitation, has the same
significance as the vertical straight line, while the same figure
horizontally placed will bear the same interpretation as the
horizontal straight line. If, however, the figure is in a slant-
ing position, bending forward as if to catch something, or half
bent in rapid walking or running, it is at once said to be in ac-
tion. There is no repose, less dignity, and the feeling of
unrest is present at once. Out of this feeling of action has
grown the term " motion." The oblique straight line has rep-
resented action. It has the feeling of unrest, instability, and
creates the idea of lack of harmony with the law of gravita-
tion.
The structural lines of the average room are vertical an-d hor-
izontal, its angles right angles. Strength, dignity and form are
the result. A picture whose frame has horizontal and vertical
lines appears harmonious upon the wall and if wires are ex-
tended from the top corners in a vertical position to two picture
hooks upon the molding these vertical lines are in harmony
with the picture frame, doors, windows, and structural lines of
the room. If, on the other hand, one wire is used, starting at
the corners of the picture, and meeting at a point with one
hook at the wire, a triangle is created w'hose lines give the
idea of motion or action and destroy the unity of the wall.
They call attention to themselves because of their unlikeness to
the situation in which they find themselves.
Curved Lines
Curved lines are of three classes, which should be studied
carefully that one may feel at once the significance and possi-
bility in each of the curves whenever it enters into the con-
382
ADVERTISING DISPLAY
tour of any made thing. Curves seem easier to grasp in their
meaning in pottery and porcelain than in any other field, al-
though they are active, of course, in the structure of any and
all kinds of type with which we have to deal.
The circle is a plane fig-
ure bounded by a curved
line, every point of which
is equally distant from a
point within called the cen-
ter. An arc in this bound-
ing line is the most mo-
notonous curve we have.
Wherever it is taken, how-
ever great its magnitude,
it changes its direction at
every point in exactly the
same way that it does at
every other point. Some-
times, of course, this is de-
sirable, but for decorative
purposes and subtlety of
feeling the curve of the
circle is less desirable than
the other types. The
Supple men ting display* of late Pi
American ideal
exhibited only m lhar ow
jvenue al 46'*dtrett
ork.
Bad taste in mixing many types.
Main body of type well chosen to
express fashion's frivolities
bounding curve of the el-
lipse changes its direction
differently from one ex-
treme of the minor axis to
the adjacent extreme of the
major axis, but changes in a like manner between the same
extreme of the minor axis and the other extreme of the major
axis. This curve is less monotonous than that of the circle;
therefore more subtle. The oval is bounded by a curve which
changes its direction differently at every two points between
TYPE PRINCIPLES 383
one extreme of the major axis and the other. This gives a
curve of exceeding grace, subtlety and interest, and is the
curve upon which the most interesting and beautiful curved
line objects are built.
This discussion of lines has been given in the hope that we
may see its relevancy to the structural form of type faces, the
abstract symbols used to convey our thought.
Standard and Decorative Types
The supreme importance of having a knowledge of form
as a medium for expressing ideas has been already discussed.
In no field is there a greater chance for exploitation of this
idea than in the field known as " type forms." Every letter of
every type should convey in itself not only a feeling of fact
but a feeling for quality, which no other type of any kind
could exactly express.
In discussing this subject, let us first see type, or letters,
divided into two classes, the first class of which we shall call
" fixed forms." By this we mean such type as has been stand-
ardized and cast and is used in general book, newspaper, maga-
zine, and catalogue work. Perhaps those in the most common
use may be said to be Roman, Caslon, Cheltenham, John Han-
cock, and Gothic, and other simple styles which are known to
every printer. Because these are fixed' in form and abstract
in their nature they are, of course, standardized in shape.
Being standardized in shape they are also standardized in
quality.
The Roman impresses one as angular, blocked, structural,
somewhat scientific in its shape. Speaking of a medical book
or a book on electricity, one instinctively feels Roman type.
Caslon and Cheltenham are capable of a more decorative treat-
ment. The various faces of each of these types give rise to
still greater possibilities in feeling expression. Inasmuch as
straight, horizontal and vertical lines are used, the feeling for
384 ADVERTISING DISPLAY
these lines should appear in the type. Where slant lines appear
in any number the feeling is changed. The kind and quality
and number of curves involved materially change the feeling.
It should be clearly seen that a sub-division in thought is neces-
sary here into structural, or scientific, and decorative styles.
When working out a display in which the idea, either in object
or in atmosphere, requires a decorative quality, even these fixed
forms of type lend themselves splendidly to the possibility of
such expression.
Hand-Made Type
If the problem is one in which the letters may be hand-made
or particularly made for this special problem, the situation is
infinitely more interesting. In advertising the frivolous ob-
jects in theatrical make-up, or woman's lingerie, letters may be
constructed uniting straight and curved lines in such propor-
tions that on the presentation of the word lingerie, or theatrical
make-up, or false hair, one is obliged by very virtue of the
letter form to visualize the object advertised. A book treat-
ing of wading birds should not present its cover and title page
in short, thick letters that might be suited to Dutch tiles or
paving stones.
The effort to design type which shall perfectly suggest the
idea has been the reason no doubt for many new types which
have been put on the market in the last few years. It should
be remembered, however, that not all things new are decorative,
nor is it desirable to over-decorate anything, even the page on
which type is the decorative feature. And it must further be
borne in mind that the same formula which expresses frivolity,
insincerity, and change, cannot express stability, dignity and
repose.
Historic and Modern Type
A further division of type may be made into what may be
called the historic and modern styles. The term historic re-
TYPE PRINCIPLES 3^5
i Strength
N
E
B
R CHEAPNESS
E
T
common sense
femininity
Severity
A N T i o -o i T Y DIGNITY
Showing how styles in type suggest by their form the prime quality
which they represent. (By courtesy of Benjamin Sherbow.)
lates to periods already passed in which type forms have been
used to express certain strong ideals or activities in much the
same way that ornament has been developed. Old English
type, for example, is the decorative Anglican church ideal of
word expression, as it relates to events, incidents, or occasions
in the religious life of the time in which it was developed. No-
386 ADVERTISING DISPLAY
tice in what points it. is similar to the Old German and in
what it is different. It will be found to be similar as to
curves, in number and kind, to have a more vertical feeling and
generally a somewhat thinner line.
Take any historic type you know best and you will see by
comparing it with the ornament of its time that it bears a
somewhat similar relation to ornament in its meaning. This is
always true to a greater extent when the ornament is largely
abstract instead of naturalistic. The impersonality of orna-
ment created out of lines is, therefore, related to the imperson-
ality of type created out of the same lines and expressing the
same general ideas of feeling.
Modern types, like most modern forms of expression, are
somewhat mixed in their meaning. It is not an uncommon
thing to see a large building in a city with Classic, Gothic,
Romanesque, and even Byzantine features entering into its con-
struction. In fact, you may occasionally see a house in which
there is a succession of gables and arches in one tower repre-
senting five distinct architectural schools. This is not only
bad fcrm, but an ignorant conglomerate. Care should be
taken in selecting type to see that it is consistent with the sub-
ject it purports to represent and also that it is consistent in
itself, part for part. The question of cost, of course, enters
into the use of hand-type. When there is a possibility of us-
ing this form of display it is a most desirable thing to do.
Under this head the question of italics as a means of em-
phasis naturally presents itself. Tradition has declared that
italics shall be used to make stronger or more forceful a word
or phrase. It seems well at first to see in what other ways
the same effect may be obtained. A word may be effectively
underlined when this is not done too often. It may, how-
ever, happen so often that the page becomes a spotted mass.
Sometimes a stronger type face may be used, thereby empha
sizing the important word. If this occurs many times the
TYPE PRINCIPLES 387
page becomes unbalanced, or is likely to express the same
spotted appearance as in the use of underlining. Capital let-
ters throughout the word produce the same effect, sometimes
pleasantly and sometimes awkwardly. When any of these
three forms of emphasis is used, however, greater strength is
certainly obtained. In each case the word actually appears
stronger for the change. When italics are used, however; the
result is quite different. The word which is italicized is ac-
tually weakened, not strengthened, by the change of type.
It will be noted, by the way, that if very many italicized
"CRAFTSMAN"
(Tntt Jferfe H.iiutffW it V. a. Pnt OfM)
Furniture -^ Metal-work
Furnishings Jrej| Leathers
Fabrics Needlework
arc on sale at the warerooms of our associates in the
Illustrating a type whose feeling in form is similar to the idea expressed.
Trade-mark well placed but underlining unessential
words appear on the page the effect is much the same as
one sees on a pond with very thin ice and many holes made
by stones or other missiles. The page as a whole is greatly
weakened by the general use of italics.
It will be seen from this discussion, surely, that an extrava-
gant use of any form of type emphasis is bad taste and that
there may at least be a variation from the accepted form of
italic use.
388 ADVERTISING DISPLAY
Relation of Initials to Other Type
It is desirable at this point to consider the use of initial let-
ters in connection with other type. Decorative initials, or
initials which are considerably larger than the rest of the word,
have been considered in the previous chapter. Initial letters
out of all proportion to the rest of the page are not only a
waste of space and material but often result in supreme ugli-
ness. It is well to think back to the Greek law of areas and see
if there cannot be some initial devised which bears a compar-
able relation to the rest of the type used. This inordinate dif-
ference in sizes is emphasized and made worse by the extrava-
gant use of ornament surrounding such an initial. The initial
becomes less inappropriately decorative if it is made of straight
lines and rather formal in appearance than when it is sur-
rounded by a mass or maze of curved line ornament. This
large area of forestlike ornamental stuff also unfits the observer
to see and sense with any degree of satisfaction the decorative
quality of the type style with which it is used. Initials should
be in good size relation to the rest of the type, say two or three
lines in height; perhaps a very little larger than this, if deco-
rative material is used with them.
It is the purpose of this section to awaken a keener interest
in the possibility of the selection of type when expressing
fundamental ideas of quality in objects. Too long has type
been as color has been just a matter of like and dislike.
Too long have people worshiped at the shrine of the indi-
vidual who created the type. And far too long have printers
ignored the possibility of this form of abstract language ex-
pression. If one becomes interested to work out the possible
qualities which type may express he at once sees its supple-
mentary power as an element in advertising display. Surely
a larger harmony exists in any advertising layout when the
copy, the form, the color, the illustrations, the ornament, and
the type, speak the same thing at the same time. Here then
TYPE PRINCIPLES 3^9
are five distinct elements of the language of advertising dis-
play, each element of which is capable of its own ideas and
functions and each capable of supplementing the ideas and
functions of each of the others. Type is no less important
than color or form,
CHAPTER XXVIII
UNITY, THE FINAL TEST OF ADVERTISING
DISPLAY
Unity of Ideas
A unit may be defined as that to which nothing can be added
and from which nothing can be taken without destroying the
idea. This makes the problem of unity in advertising display
of the utmost importance when seen from any viewpoint what-
soever.
The advertising manager or the firm whose goods are under
consideration invariably says the test of an advertisement is
the return in dollars and cents which is realized from its use.
This at least may be said to be one of the tests of the quality
of an advertising display. But even this must be seen from
at least two distinct viewpoints. First, the fact that a given
advertisement has yielded a certain result is no proof that some
other or better one would not have yielded a greater result.
Neither is it proved that the form of display used for a par-
ticular advertisement was better than some other form because
a certain commercial return has resulted. This makes the
question of the real value of any display always an open one
and one which the fair-minded man will admit is worthy of
consideration.
In the second place, advertising display is a language to be
used and understood by everybody. Not all persons speak
the English language with the same intelligence: neither do all
persons understand the meaning and arrangement of its vari-
390
THE FINAL TEST UNITY 391
ous word and phrase forms exactly alike. Education alone
makes understanding clear, and association makes terms ex-
pressive of similar ideas. Because this is so, a universal un-
derstanding of the meaning of each element of advertising
display is quite essential to a perfectly intelligent use of it in
the commercial world.
While it is true that not all people understand color, type
forms, illustrations, ornament, in their full and natural import,
it is equally true that each of these has a distinct and fixed
place in the expression of ideas and that many persons under-
stand, both by feeling and intelligence, some one or more of
these language elements. Some people know color, its source,
its meaning, its tonal arrangement, its harmonies, its discords,
its qualities, and their relationships. These persons under-
stand this language when correctly used and are shocked at the
ignorance of persons who use it incorrectly.
Another class of persons speak the English tongue with some
considerable degree of accuracy and some measure of under-
standing. They, in their turn, wonder at the indefinite jumble
sometimes called advertising copy. People of refinement and
culture know by inheritance and by study the source and mean-
ing of ornament as it expresses and has expressed the ideas in
history for which it stands. Association has made ornament
talk. These persons, cannot understand why there is so little
intelligence used in the selection in this field when ornament
so adequately expresses the idea to be conveyed. Illustrators,
painters, and many other people, find in picture language their
keenest representation of truth and quality. Why this lan-
guage should be mutilated by the whim of advertising artists or
by the ignorance of the man who directs them is beyond their
comprehension.
Finally, the sense for texture as a means of receiving ideas is
not to be ignored in estimating the. value of language elements.
In short, it must be clear to any reasoning man that a thorough
39 2 ADVERTISING DISPLAY
knowledge of the power of each of these language elements is
essential before we can compute or attempt to compute the
effect any advertising display will have on any person or any
class of persons to whom we wish to appeal.
Psychological Reasons for Unity
A knowledge of psychology or a knowledge of how human
beings think and act in different conditions, under different cir-
cumstances, is the closest possible accessory to an understand-
ing of the field of display. Display exists for persons. It ex-
ists for the mind. It attempts to present ideas in such a way
that the mind will behave as we desire to have it behave. It
is evident, then, that a knowledge of the mind is as essential as
the knowledge of display. A closer correlation of the prin-
ciples of choice and arrangement with the study of psychology
is the only way to use either effectively.
One of the greatest faults with modern advertising in any
form, from the short newspaper ad to the largest window dis-
play, is the attempt to express too many ideas at one time, in
too small a space. The multiplicity of ideas in a short adver-
tisement in a small place and the exaggerated heaps of rubbish
that appear in our window displays are but evidences of the
fact that few recognize the importance of isolating ideas we
wish to have the human being grasp. Neither facts nor quali-
ties can be grasped by a human being when they appear in del-
uges. This is particularly true of the class of persons to whom
the deluge is usually presented. Some there are, indeed, who
have sufficient sense not to do this in high-class advertising.
Few there be, however, who have seen far enough to be con-
vinced that the so-called lower classes have probably no more
power of immediate comprehension or present isolation than
the so-called upper classes. Just why people who are herded
together in droves in dirty tenements should be obliged to re-
ceive all their information from the outside world through
THE FINAL TEST UNITY 393
Hail Craftsmen!
Ever and anon, and sometimes oftener. the Club of Printing House
Craftsmen foregather in friendly fashion for the good of their craft and
the preservation of their immortal souls Tomorrow Thursday. Nov-
ember 21 is the next date and you will be there or forfeit all right
to your hope of a cool hereafter You will strip off your dignity,
forget all your troubles, side-step your cares and be real happy
In plain New York you'll have a good time And to get just the proper
effect of light and shade, shadow and substance, you 11 listen to a Man
with a Message. He is Frank Alvah Parsons president of the New York
School of Fine and Applied Arts author of 'Principles of Advertising
Arrangement . " lecturer before the Advertising Men s League of New
York City and Craftsman of High Degree His message concerns
The Meaning and Importance of Choice
and Arrangement of Material in Printing
And while the title is involved, the And buries deep some pet hobbies that
message will be straight plain and have ruled too long in printing and pub*
pointed, delivered in Mr Parsons in hshing shops
mutable *tyle- , , heir p|ac( , he put$ ^ deap
Which gets across and sticks in ihe straight, sane ideas constructive criti-
mmd ol the hearer to his lasting benefit cism of the highest character
Mr Parsons puts the kibosh on over You'll like Parsons, you'll like ana
display unbalanced arrangement mis- learn from his talk, you'll meet the fel-
directed emphasis, unrelated and ir- lows again, you'll certainly like the
relevant ornamentation, underscoring dinner, the smokes and the good music.
Why say Craftsman you are going to have the evening of your life'
Unless you re the old original tight wad. you'll loosen up to the tune
of $2 00 per and you 11 make some friend happy by bringing him. too.
Tomorrow (Thursday) Evening, Cafe Boulevard
Second Avenue and Tenth Street, at 7:30 o'Clock
A perfect arrangement of material well placed in sequence following
to a logical conclusion the principles of consistent structural arrange-
ment, balanced placing and consistent shapes
correspondingly unclean channels is impossible to understand.
Even " poor folks " can appreciate a clean spot, a clearly ex-
pressed idea, and a decent arrangement of it. Many of them
394 ADVERTISING DISPLAY
are forced into their present condition and their intelligence is
superior to their physical surroundings.
If more than one idea is presented, at least there must be a
close relationship between these ideas. One idea must be of
supreme importance and all others presented in a logical way,
in a perfect sequence, with no distracting ones which operate
to destroy the order for which the whole advertisement
exists.
Selection of Elements
It has been shown in each section of this part how possible
it is even with co-ordinated ideas to destroy this co-ordination
by a wrong choice and an injudicious arrangement of things
chosen. Let it be remembered that not every element of ad-
vertising display is essential to any one advertisement. Many
times copy is sufficient. Frequently copy and illustration are
a plenty. Very often copy, illustration and color are final.
In short, do not use every known element to express every one
idea, but judiciously choose which of these elements is best
suited to the idea and most emphatic and convincing in its
use to express the idea. Having decided what elements to use,
let these elements be in perfect unity each with the other.
Also let these elements be in unity with the idea to be expressed.
This forms a logical arrangement with which human con-
sciousness can deal in a normal manner.
Too much cannot be said in favor of a knowledge of the
principles of form in advertising display. No matter in what
field a man \vorks, the best of intentions are often wrecked in
the process of use. It is true too that the choice in any field
of material may be excellent and the arrangement entirely un-
successful. Too well we all know how easily a room may be
made a pandemonium by the wrong arrangement of furniture
or pictures on the wall. There is even more hopeless confusion
often in the working out of electric signs, and bill-boards, and
THE FINAL TEST UNITY
395
Newspaper page with an ideal arrangement for attention, interest,
space distribution
and
such mixed erratic placings as are found in some magazine and
newspaper advertising.
The Economic Necessity of Form and Arrangement
The slightest knowledge of life makes clear the positive
necessity for organization and arrangement in any material
thing. Let a man who doubts this investigate any field, and
he finds himself unable to grasp or explain the situation unless
there is an apparent organized arrangement of everything
which is presented to him. In no other field is this more essen-
tial than in that of advertising display. This is the one field in
\vhich we expect persons of all degrees of intelligence easily to
grasp, be deadly interested in, and positively convinced of our
At Radical Price Reductions For This Week
250 Round Double Roasters
PRINCESS OUTFITS STANDARD OUTFITS REGAL OUTFITS
Three Booms '65 ".:, Four Rooms '125 SX& Five Rooins """
7k Tfeek Puts This Combination High Grade Coal and
Gas Range, Big Warming Closet as Shown, in Vour Home
U-Ptect GrulleHirc Set tree with in> Stove it SIS ^
This is the unorganized page with illustrations in excess of ideas
Two arrangements on opposite pages in a Sunday paper. See the
geneous conglomerate
396
Advertising Does Not Add
to the Retail Cost of Goods
Intelligently Applied to Business, It Reduces the Selling Price
of Merchandise and Increases the Profits of the Advertiser
Once upon a time not so many years ago a certain merchant
kept a sign in his window stating that he could afford to sell his
goods at lower prices than his. neighbors because he did not spend
money for advertising
That was nothing more nor less than an admission that he did not know how
to intelligently apply advertising to his business For years he seemed successfully to defy the march
of advertising progress He stubbornly insisted that advertising was an expense. Eventually, others
handling the same lines of goods crowded in about him.
He felt secure because his store had been estab- paper advertising as much as he and his father
Ushed since before the stirring days of the Civil before him had accomplished in half a century
War Hehadalargefollowingthatwasapparently Although he turned a deaf ear to the advertising
loyal to him But his new competitors were keen. men who approached him. and lost his temper on
persistentadvertisers Inthecourseofafewyears. occasions, the pressure became too great and he
some of them did as much business as he. Their was finally forced to yield. He became an
merchandise was as good as his and they actually advertiser Andne regrets that he did not BUT-
met his prices Sometimes they annoymgly went render years before at a time when newspaper
below his figures. It is a fact that they accom advertising began to be recognized as an agent of
plished in five years, by the use of intelligent news- economy in business instead of an added expense
Who Pays for the Advertising?
Advertising eoS*J money of course, and there must b some An Associated Press dispatch trom Cambridge Mast sajt
easily ui '
itdMtfl
fcitetligentnwspaper advert is irg describes desirable mercnan-
prospert> follows
ppmg ne
h... nas goods to sell co the retailer and"
& goodi u> sell to th public
The Plain Dealer With Iti Great Army of Thrifty Readers Is Invaluable to
the Merchant or Manufacturer Who Want* to Advertise Intelligently in Cleveland
The Plain Dealer
First Newspaper of Cleveland. Sixth City
The organized and structural page, readable and understandable
effect of an established, dignified arrangement in contrast to a hetero-
397
39 s ADVERTISING DISPLAY
viewpoint, whatever it may be. Granting this, it is not difficult
to see how important are the principles of advertising arrange-
ment. It must be remembered too that not all principles in any
field are alike operative at the same time, and that the slavish or
unintelligent following of principle results sometimes in defeat.
It must also be remembered, that in the judicious choice and
application oi principle is success, and that violations can only
be safely made by him who understands how to follow the very
rules he violates.
If the final test of display is the commercial return, advertis-
ing display is an economic question. It is desirable to save
space, material, time, and also the mind power used in prepar-
ing the display offered the public. Whatever, therefore, con-
tributes to redundancy, where simplicity will do the work, is an
economic waste. Whatever appears that is not absolutely
essential in matters of appeal, interest and conviction, is worse
than useless and therefore an economic as well as a psycholog-
ical fault. Whatever is not wisely chosen as the best method
of expressing ideas will fail to give the most perfect results;
therefore, this badly chosen material is economically wrong.
Human intelligence is fairly busy in these strenuous days tak-
ing ideas, assimilating them, and attempting to use them in
life's activities. It needs the most careful consideration as to
what these ideas are, what will best express them and how this
expression can best be presented to consciousness. A knowl-
edge of this is a knowledge of advertising display.
PART V
THE PHYSICAL FACTORS
IN ADVERTISING
CHAPTER XXIX
ADVERTISING MANAGER AGENT PUBLISHER
Advertising Manager
As has been said previously, advertising is not a funda-
mental science, neither does it use any new fundamental prin-
ciples. It is a compound, assembling the factors of a number
of old principles in some new combinations so that it repre-
sents a new application and condition.
Under these circumstances it is obvious that the advertising
man who would be well grounded in regard to all the require-
ments of his work, needs a breadth of training which will in-
clude all the fundamentals represented in the new applications
he is obliged to make and which will enable him to survey some-
what carefully a wide field.
Considering the importance of advertising in establishing
good-will, the discussion which goes on from time to time as
to the way in which it is valuable in this direction should be
considered in estimating the influence of advertising upon mar-
keting in general, and the influence of markets upon advertis-
ing. The economics of distribution and of competition must
be understood, as well as the importance of the human nature
appeal. A sympathetic understanding as to the position of
the sales department is required. In fact, it is obvious that
the preliminary training of the advertising man should be
almost as wide as marketing itself. It should, therefore, take
up the fundamental principles of all branches of business and
in addition provide something of the fundamentals of mass
psychology, of written expression, and of art arrangement.
401
402 PHYSICAL FACTORS IN ADVERTISING
This is no small matter and needs a training at least as severe
as that required for any other profession.
Literary Requirements
It is evident that the man who must depend for his entire
success upon his ability to influence large masses of people at
the same time, must have a knowledge of the art of written
language. This, in fact, is one of the items in connection with
the advertising business in regard to which the information
of the advertising man must be detailed and specific. Only so
much value can be taken out of the advertising campaign as
can be put into the expression of the advertisements. The
advertising man, as a matter of fact, has a most difficult lit-
erary task in front of him. He must take what are to him
commonplace items, and invest them with an interest second
only to the interest of the reading pages in conjunction with
which they are to be seen. As the competition between ad-
vertisements grows keener, the advertising page which hopes
to attract attention will be obliged to develop an interest beyond
the 'interest developed by the reading pages.
The advertising man, however, must be prepared to do this
without the liberty as to space, subject, etc., which are accorded
the fiction and special writer. He is confronted with a space
already defined, frequently inadequate, and at any rate, admit-
ting of no change. His subject is determined for him, and, in
fact, even the arguments which he must use. With these diffi-
culties he must be able to impress the imagination of the hearer
so as to induce action.
Editorial Capacity
Allied to the literary or writing capacity, the advertising
man must have the editorial capacity which enables him to
judge of the merits of the different methods of presentation
and arrangement, their harmony and applicability, and in this
ADVERTISING MANAGER 403
respect, again, the requirements of his business are much
greater than those of any other writer.
All writers in other fields are permitted and expected to
pass their manuscripts into some other hands for editing, and
the editor is not expected to becloud his own judgment by con-
stant writing. In the case of the advertising man, however,
he must write and then judge what he has written. Even when
he ceases to write the actual copy, he must produce the argu-
ments, the limitations, the general situation, and then judge of
their validity.
Further, the editorial requirements of his work necessitate
thorough familiarity with limitations of make-up, typography,
space, with the requirements of the engraving, etc. He must
be thoroughly familiar with the attitude of the audience he
wants to reach. He must be able to sense the applicability of
the particular article, piece of copy, or other written message
to the purpose he has in view.
Closely allied and tied down to an organization, either
from the manufacturing, agency or publishing standpoint, he
must be able to project himself into the other side of the case
and measure the possibilities of his work in terms of the public
interest. Not only is this true, but he must be prepared for the
criticism which is accorded to any public work, inasmuch as his
own mistakes cannot be concealed, his errors of judgment are
made at large, and he cannot at any time hope to escape for
long the public consequences of his own act.
Artistic Perception
It is not enough, however, for the advertising man to be an
expert at written language ; with the foregoing difficulties, he
must also possess trained judgment as to the artistic surround-
ings of the message and the character of the illustration which
must be used in connection with it. He must thoroughly un-
derstand the principles of arrangement, the history, general
404 PHYSICAL FACTORS IN ADVERTISING
character and purpose of the ordinary means of decoration,
border, etc., the different methods of engraving and their ar-
tistic limitations. He must know definitely the association of
ideas between certain types, borders, methods of decoration,
and illustration and must be equally familiar with the subject
matter which can go with them.
Considering the universality of the picture, a knowledge of
the art surroundings is second only to the knowledge of written
expression in connection with the advertising man's work.
Lack of judgment upon this point may indeed destroy the value
of the written message by taking the interest away from the
message or destroying it.
Analytical Work
As though the foregoing requirements were not sufficient
for one average human being to become proficient in, the ad-
vertising man must add to these a capacity for analysis, which
is rarely to be found in combination with the previously men-
tioned talents. The economic side of advertising governs his
operating side and he must be prepared to analyze the funda-
mental business conditions, possibilities, and returns, before he
can determine the value of his own work or hope to repeat it
successfully. This part of the work is somewhat removed
from the requirements previously stated and is naturally the
part of the work for which the writer, the editor, and the
psychologist are least prepared.
As a consequence of this lack of technical preparation, the
business man has generally considered the advertising man to
be lacking in business knowledge just as the advertising man
has considered the business man as devoid of imagination.
As a matter of fact, the business man is accustomed to speak
in the language of economics, whereas the writer and editor
are accustomed to speak in the language of human nature inter-
est. The business man has not yet begun to realize the eco-
ADVERTISING MANAGER 405
nomic effect of the human nature factors, so that he cannot
translate the things which are spoken in that language into
his own; and it must be said of the advertising man that he
has usually been so little trained in economics that he has been
unable to translate the business man's statements into his own
language.
There has thus far been an incompatibility between the busi-
ness end and the advertising end, due not so much to a lack of
appreciation of values, as to the lack of understanding arising
from the difference in the expression and points of view. In-
asmuch as the advertising man's is the newer department of
business, it is necessary for him to become acquainted with the
older and standard language of business, the language of eco-
nomics and analysis, so that the work (which he knows can
be accomplished by the human nature interest) is translated
into the factors which the business man understands and to
which he will pay attention.
If there has been one point more than another in regard to
which the advertising man has failed to fulfil the requirements
of his position, it has been in the analysis of the various fac-
tors entering into his work and their translation into charts,
figures, and economic data which can be understood by any
business man.
Executive Powers
The popular conception of the man who is able to command
the written expression, to exercise judgment upon art. etc , does
not give him much credit for talent in the direction of execu-
tive capacity, and yet the advertising man who would grow
beyond a subordinate position must of necessity possess execu-
tive powers and be able to use them thoroughly.
It is necessary for him to have learned the handling of men,
so that he will be able to organize his subordinate?, to main-
tain discipline among them, and at the same time to hold to tb~
406 PHYSICAL FACTORS IN ADVERTISING
atmosphere of democratic co-operation which is so necessary
to the proper development of the particular kind of talent re-
quired in an advertising organization.
Furthermore, he must possess the capacity for relieving
himself of the detail necessary to the accomplishment of a piece
of work, and know when to forget the matter. His judgment
must extend over all the things which his subordinates are
required to do, so that he can with equal justice determine their
value in respect to all operations. He must be able to analyze
the units of his organization so that his control of it is not
based upon mere assumptions, snap judgment, or occasional
examinations, but is based upon a continual knowledge of
what is being done and to what extent it is valuable.
Response to Public Sentiment
All the work of the advertising man is based upon the estab-
lishing or the crystallizing of public sentiment in respect to a
particular proposition. Only in so far as this is accomplished
can the work of the advertising man show in the economic con-
dition of the business. This means that of all the studies
which must form a part of his work, the most vital is the study
of public sentiment.
In this connection it is of the utmost importance that he
should not only sense the possibilities of change or fixity in
the sentiment of the public in regard to his proposition, but he
must know these things in a sufficiently analytical way to make
it possible for him to refer back to the analysis for the solution
of other problems.
Every man who has a capacity for written expression and
editorial judgment possesses in a greater or lesser degree the
sense of public sentiment and the demand of the public interest.
If this sense be used in an analytical way and the results of its
use determined with corresponding analysis, it is possible to
control the matter so that the factors already demonstrated can
ADVERTISING MANAGER 407
be used in connection with almost any problem of the case.
It is somewhat important that this matter of response to
public appeal, which is the kernel of the whole advertising busi-
ness, should be examined in a more scientific way, so that it
can be controlled more definitely. When the value of each in-
dividual piece of advertising varies so widely, it is evident that
the control is very indefinite and uncertain.
Duties
The advertising manager in the manufacturers' organization
or his equivalent in any other organization, is the man who has
charge of all operations of the selling forces which lie outside
those used by the salesmen. The advertising manager, there-
fore, is the man who is using the machine method of selling as
against the hand method necessary to the sales organization.
He is the man who must treat selling in the mass, and his work
partakes of the duties and responsibilities of such treatment.
To put the matter briefly, the advertising manager is re-
sponsible for the estimation, the planning, and the carrying out
of the advertising necessary in connection with any business,
including the economic considerations which enter into the esti-
mate and plan, the knowledge of media, copy, art work, make-
up, returns, etc., which enter into the operation; he must have
the knowledge of selling which will adjust these to the sales
organization and the consideration of the results which are ob-
tained therefrom.
The requirements which have been previously stated prac-
tically illustrate the duties which devolve upon him.
In many cases these requirements have not been thoroughly
understood or the exponent of the matter has fallen short so
that his work has been limited to very much narrower outlines
than those suggested.
In some organizations the duties of the advertising man are
confined to the consideration of media, the writing of copy, the
408 PHYSICAL FACTORS IN ADVERTISING
carrying out of the schedule and the placing of the advertising
contracts. This, however, is incidental to the growth of busi-
ness and as the value of advertising forces is understood more
thoroughly, so that their fundamental requirements are deter-
mined more exactly, the duties of the advertising manager will
be correspondingly increased to cover all the items stated.
Advertising Agencies
Nothing so illustrates the recent growth in the advertising
field as the change in the position, the functions, the character
and the size of the advertising agent. The advertising agent
occupies what might be termed a dual position in the advertis-
ing field. In respect to one of his functions, he is a broker,
jobber or commission agent. He collects or takes care of or-
ders from a number of customers, clears them through his own
organization, and passes them out again to a number of other
people, as do commission agents in other well-established busi-
nesses in merchandizing. In another part of his organization,
he acts as a service bureau, operating to take care of his clients'
interests by means of special services for which he makes no
charge excepting the charge contained in the commission he is
allowed by the publisher.
This position is a natural outgrowth of the original position
of the advertising agent. In the beginning the advertising
agent was merely a space broker ; in other words, he was a free
lance commission man who was able to secure advertising; he
was a salesman, carrying a number of lines a number of pa-
pers and securing the advertising for all the different papers
with which he had connections.
As this commission agent, this space broker, passed on his
rounds, striving to induce the reluctant manufacturer to adver-
tise, he discovered that the manufacturer when he could adver-
tise to some extent did not know what to do with the space
how to get the value of it. The space broker, coming in con-
ADVERTISING AGENCIES 409
tact with many conditions, accumulated ideas as to copy and
space; so he gave the customer his own experience on these
lines. He found it worth while to express opinions upon the
mediums to suggest this medium instead of that. In con-
nection with the space brokerage, therefore, there grew up an
added service on copy and medium ideas for which he made
no charge. This was very valuable, as few manufacturers at
that time had any one in their employ specializing upon that
particular subject.
As time went on, the service department of the advertising
agent began to be his big talking point; so much so that the
agency has to some extent lost sight of the fact that it is paid
by the publisher, and it now makes its great play upon its serv-
ices to the advertiser.
Functions
As a matter of fact, the advertiser is not the client of the
advertising agent in the generally accepted term. The client
of the lawyer is the man who retains him and pays his bill.
The man who selects his advertising agent does not pay his
bill except indirectly ; the agent is paid by the commission from
the publisher.
In giving the service which has grown up with the space
brokerage the agent has accumulated valuable data. He has a
knowledge of media. He has acquired this knowledge through
the conducting of many different campaigns, and each cam-
paign has added a little to his experience and information, so
that if he has recorded it there is no reason why he should not
possess valuable information on the point.
Because of the fact that the advertising agency has been
called upon by competition to provide certain items of service
for the advertiser, he has developed an organization which
would take care of such items with the least possible expendi-
ture compatible with the required results. The most important
410 PHYSICAL FACTORS IN ADVERTISING
parts of his organization are, of course, the copy or production
department, the rate and checking department and the business
getting department.
Service theories have been evolved in respect to the agency
organization which have all the appearance of being accurately
built to fit the final conditions, but which have little relation to
the precise reasons for the organization development. There
has been a good deal of discussion of late years as to the rela-
tive merits of the large agency organization and the small
agency organization. The small agency argues that the service
is a matter between the particular parties and the advertiser,
and consequently is only to be determined properly from the
small organization standpoint, where two or three individuals
do all the work.
On the other hand, the large organizations say that service
is not an individual matter but is better undertaken by the ac-
cumulation of experience and education secured by the num-
bers of individuals found in the larger agencies.
Both sides claim that the theories on organization were the
governing ideas which induced them to develop or restrict the
tendency in their own business. As a matter of fact, the
agency organizations are the result of the conditions in the
business. At best, the theories were formulated after the or-
ganizations were finished. The first demand for service and
still the greatest demand for service made upon the agent is the
demand for copy. This copy, as it is represented by the aver-
age requirement of the manufacturer who is dealing with an
article of general consumption and with little or no technical
appeal, is secured most cheaply and probably most effectively
by the employment of a number of men who are more effective
along certain specified lines of copy than in other fields.
Furthermore, so long as the service is to be confined largely
to copy, the profits of an advertising agency lie very distinctly
along the lines of a large organization. Consequently, many
ADVERTISING AGENCIES 411
of the better known and most successful advertising agencies
have large organizations.
Of late years as the advertising competition has increased,
and as the competition among agencies has increased, the de-
mand for service has grown more and more until it has become
necessary for the agent to add to copy work merchandizing
ideas, suggestions, and information in order to retain his busi-
ness. Men who have been successful in this advisory capacity
have started in business as advertising counsel, and frequently
ended by combining with other similar individuals to make a
small agency, because the money in the agency business does
not as yet lie in the fees for counsel but in the profits from
the commissions.
This has led to the small organization w r hich lays its stress
upon the personal service given by the different individuals
composing it, each of whom is supposed to be an expert in his
particular line. These developments of the advertising organ-
ization have a considerable bearing upon the position of the
agency today. The call for more effective advertising has de-
manded a specializing of copy for many media, corresponding
more closely to the purposes and requirements of the medium
and its audience. This specializing of copy is particularly
necessary for media reaching audiences of a distinct occupa-
tional or business character. It requires a very much finer
degree of study and application to the media and the subject
and is one of the points used by the small service agency as a
point of value.
Service
The matter of service to be given by the advertising agency
is a matter of considerable controversy between advertisers and
agencies, and publishers and agencies. There is no doubt that
considerable dissatisfaction exists in the advertising field with
the service rendered by many advertising agencies, for it is
412 PHYSICAL FACTORS IN ADVERTISING
felt that the amount of money paid the agent by the pub-
lisher as commission would justify his giving more service
than he has so far undertaken to do. The consequence is that
further service is being demanded from the agency by some
publishers and advertisers and it is a general opinion that the
agent should be capable of advancing more information from
his experience and the work which he has done in other direc-
tions. The service w r hich the agent is giving may be classified
as follows :
A knowledge of the media which comes from the experi-
ence with a great many different campaigns in connection with
the media.
A production of copy, which probably is the most important
part of a service.
Without question, some of the finest copy service depart-
ments in the advertising fields are in the hands of agencies.
They have spent years in accumulating the best copy-writers,
artists, and layout men all that is necessary to the making
of copy, the agent attracts and keeps. He has the advantage
of working on a great many different campaigns, and each of
them gives him a view of human nature and types, the way to
approach these and the way to produce results with the least
expenditure of money and effort. He knows how to arrange
copy to suit space, or space to suit copy, and should be able to
produce the most economy in this respect.
The third item of information is the question of rates.
While there is a tendency all along the line to standardize rates
so that there will be one rate for all advertisers, some classes
of media have no certain method of making rates, and the ad-
vertiser who is absolutely certain he is getting rock bottom
prices in such a case is little short of a miracle
The agency, because of its use of these media for a great
many conditions, has an insight into the rate question which the
advertiser is hardly able to gain unless he is spending an enor-
ADVERTISING AGENCIES 413
mous amount of money. Some of the large companies have
undoubtedly some of the best rate departments in the field, but
as a general rule the advertising agency is better posted on
the matter of rates and discounts than is the average adver-
tiser.
The question of economical distribution of advertising is
very important, and it is possible to waste a great deal of
money through lack of knowledge of the question of rates and
discounts.
There is no doubt that the wide experience of the agent has
given him valuable selling ideas, or merchandizing ideas, suf-
ficiently so to be worth handing out to his customers. How-
ever, it is rarely possible that the agent is able to give very
expert counsel on the marketing to the manufacturer where the
manufacturer has studied his market as he should do, because
there is a tendency for a man on the outside to be somewhat
superficial in his considerations. In connection with the mar-
keting of any proposition, the line from the man on the outside,
however, will have a value if it is considered in connection with
the expert development.
The agent, however, can submit new selling ideas, and his
experience in this regard is good. Scientific laws are based on
one thing the accumulation of the experience of thousands
of people gathered together. Advertising is in its formative
stage no\v, when experience is the only real guide. There is
not enough experience accumulated for a sufficient length of
time to make it possible to lay down many laws. Some laws
regarding the general action of groups of humanity, certain
typographical rules, certain rules regarding copy, illustration,
color harmony and the like, can be defined. In many respects
it is not possible to lay down rules of advertising or the laws of
selling ideas. Experience is the thing that counts, and the ex-
perience of the agent covering the results of his work with a
number of advertisers as a general rule gives him a flow of
414 PHYSICAL FACTORS IN ADVERTISING
selling ideas which are valuable, though they are not all appli-
cable to any one particular business.
Advantages
The advantages of the agent from the publisher's standpoint
lie in his possibilities for the creation of new business. The
agent, because he is allowed to work as an unrestricted free
lance, is naturally required to create advertising possibilities out
of a number of non-advertising firms or to increase the adver-
tising of those who are already doing such work. The publish-
ers, whether rightly or not, give the advertising agency credit
for a large part of the advertising business of the last twenty
years ; and there is no doubt that they have been responsible for
the production of a great deal of new business. There is no
doubt that, from the publisher's standpoint, the commission to
the agent is thoroughly justified. The advertiser, particularly
the man who has not previously advertised, frequently requires
service of one kind or another in order to make his advertising
possible, and consequently the service department of the agency
is a necessity from the publisher's standpoint.
Viewed from the standpoint of the advertiser, the agent has
a number of advantages. His work on numerous campaigns
and numerous sales problems has provided him (if he is worthy
of his hire) with an immense amount of information as to
what is of value and what is not of value in connection with
certain sales matters, so that he is able to get information to
the advertiser from an entirely outside angle which will am-
plify and correct the advertiser's viewpoint. There is no
doubt that the counsel, the merchandising ideas, the copy work,
the information on rates and discounts, etc., possessed by the
agency, are of the utmost value to the advertiser who is able
to take advantage of them. But as the advertiser does not pay
for them directly, it is pretty hard for him to control the
amount of the service he will get.
ADVERTISING AGENCIES 415
Weaknesses
It may be found that with the agent, service means getting
out twelve or twenty-six or thirty pieces of copy and suggesting
a booklet or two to go with the copy, and some minor details
of that kind. On the other hand, he may have some selling
ideas, some advertising ideas, some suggestions as to media.
But as to how much of that service can be secured, it is hard to
determine.
When you retain a lawyer, the fact that his payment depends
absolutely upon your satisfaction makes it possible to hold him
closely. \Yhen you secure a doctor the same condition holds
good. But as the agent is paid from the publisher and his pay
is not primarily dependent upon the extent of his service, it is
harder to control this service, especially for the man unin-
formed upon advertising. The fact is that the agent is most
valuable as an ally to the advertiser only w T hen acting in con-
nection with a specialized department in the advertiser's own
organization, which can check up, amplify and modify the
agent's work so as to make it of the utmost service.
Where the manufacturer relies upon the advertising agent to
carry his business, as is done in some cases, there is no check
upon the agent and the discounts which should be placed upon
his particular angle are not made. The check and investiga-
tion which should be carried out independently to serve as a
conservative balance on the agent are missing, and the tendency
then is for the agent to determine many things which he alone
is hardly competent to judge, causing expenditures which
would have been unnecessary if the proper checks had been
applied in the first place.
When you consider the value of the agent, you must always
remember that by his very position paid by the publisher. of
the magazines, newspapers or other space, paid on the business
he brings in which is based on the amount of space he can
secure his tendency is to get as much as possible. His very
416 PHYSICAL FACTORS IN ADVERTISING
remuneration depends upon his getting you to spend as much as
he can. Of course, the wise agent figures that if he can put
out your money carefully one year, next year you will become
a larger customer, but i f he induces you to spend more in this or
in other ways than is necessary, next year you may go else-
W 7 here. This is on the basis that a satisfied customer is better
than a dissatisfied one. Just the same, we find that the agent
is like the salesman. You know, salesmen have a tendency to
write a nice long order on the books if they can, without figur-
ing too nicely on its necessity to the customer. There is the
same tendency on the part of the advertising agent.
It is not human nature for a man to be two things equally
well at the same time, and the advertising agent as advertising
counsel and the agent as commission man, are apt to have a
little fight with each other. They compromise, and the com-
promise is never anything but a degree or two less than the best.
The Publisher
The place of the publisher in advertising may be considered
analogous with the place of the man \vho leases the theater and
produces the plays, putting his time and money and organiza-
tion into securing an audience. The periodical is produced be-
cause the public wants something to read. The writers and
the editorial make-up of the periodical represent the staging
and organization of the play and the writer of it. The audi-
ence are readers interested and attracted because of the titles
of the pieces, the name of the periodical, the value of the
reading matter, and the names of the waiters. Unlike the play,
however, the periodical can figure on a definite minimum audi-
ence for each of its offerings. The custom of requiring yearly
subscriptions in connection with a good many periodicals, the
tendency for the reading of certain publications to develop into
a habit, and the general tendency of a publication to acquire an
atmosphere which attracts the same audience continually, make
THE PUBLISHER
it possible for the publisher of the periodical to secure and re-
tain an audience which will be carried over successive issues
of the same publication for months or years, or even decades.
So far as the advertising man is concerned, however, the pub-
lisher does nothing more than provide an audience, more or
less interested in the reading matter which he puts out, and
consequently a public which is more or less interested in the
signs and announcements which may appear, in addition to the
reading matter, between the covers.
This is very well exemplified by a little examination of the
history of periodicals, which shows that in the earlier days of
printing, the periodicals disliked to give up any portion of the
paper for advertising, limited the amount of space which could
be secured for such advertising, and left it out if the reading
matter covered more space than was allowed for.
As a matter of fact, the publisher in the early days had the
advertising forced upon him by the merchant who grasped the
possibilities of bringing his announcements to the people in this
simple manner, and offered inducements to the publisher which
were sufficiently strong to engage him to give up a small portion
of his paper to such announcements. It was a very long time
after the introduction of advertising into periodicals before the
publisher began to see the possibilities of his medium in con-
nection with business.
Practically all that the publisher has learned about the v.alue
of periodical media for advertising has been secured by the in-
sistence of the merchant in his uses of this method of extending
his market. Today, of course, the \vhole situation is changed.
The demand of the public in respect to reading matter, the price
at which the publications must be sold in the face of competi-
tion, and the revenue which the last thirty years has demon-
strated can be secured through advertising, have made the ad-
vertising the important part of the periodical from the stand-
point of immediate revenue. In very few cases does the peri-
418 PHYSICAL FACTORS IN ADVERTISING
odical sell for such a price as would pay for the cost of pro-
duction. Usually there is an increasing loss upon the subscrip-
tion price as the circulation increases.
The only thing which has made it possible to get up a news-
paper such as is represented by the New York Times, Tribune,
Chicago Tribune, Springfield Republican, or any of the larger
newspapers that sell for one or two cents, is because the adver-
tising possibilities of the medium are such that the advertising
revenue will take care of the loss in production above the sub-
scription price and produce the necessary profit. On account
of this the business department of the modern publication is a
very important department, representing as it does the market-
ing end of the organization. The publication lives only
through its advertising revenue.
Space and Service
It is customary, because of convenience, for the publisher to
sell to the advertiser space in his periodical, this space being
represented by a certain number of lines or a certain area in
the periodical. Actually, however, the publisher is not en-
gaged in selling space, neither is the advertiser buying space ;
the publisher is selling an advertising service. He is selling
to the advertiser an opportunity to speak to the audience which
the publisher has gathered together, and the advertiser by the
amount of space he takes confines himself to what might be
compared with the one-minute, five-minute, fifteen-minute or
half -hour speeches, which would be given to such an audience
were it gathered together in one place.
It is evident that the publisher, in order to be of any service
to the advertiser, therefore, must first secure his audience, and
it is further evident that this audience must be to some extent
interested in the subjects presented to it. It is obvious that the
editorial department remains the most important and govern-
ing department in the publication because of the fact that upon
THE PUBLISHER 419
the work of the editorial department will depend the value and
the interest of the audience which the advertiser secures.
Circulation
When advertising began to provide a large portion of the
publisher's revenue, and when the demands of competition in-
creased the cost of production so that the advertising became
the only revenue, the publisher discovered that the circulation
which w r ould naturally accrue to a publication because of its
interest and without any special efforts to bring it to the atten-
tion of the people, was not sufficient for his purpose and was
far too slow in its accumulation. He consequently began to
introduce a selling department to sell the publication to the
people who could buy it, and this selling department and its
conduct have an important bearing upon the value of the pub-
lication to the advertiser. In the competitive situation \vhich
developed, and in the wild attempts to secure circulation at any
cost and by any means, all sorts of selling methods were devel-
oped ; premiums of all kinds, prize packages of books, clocks,
household furniture, etc., were given away with the publication,
and all sorts of stimulation was applied in order rapidly to
accumulate the circulation which would show tremendous gains
and large totals.
The fallacy of this proposition becomes evident when we go
back to the analogy of the audience. If the subject matter of
the evening brings in only a half-filled hall, it may be possible
to go out on the streets and by other inducements fill the rest
of the hall. The man who is to talk upon the subject may have
the pleasure of talking to a larger number of people, but it is
scarcely likely that he will impress more people or make more
disciples than he would have done with the smaller audience.
The trouble was that the publisher was selling two ways
he was selling his publication to a list of people who might
read, and he w-as selling the value of that circulation to the
4^0 PHYSICAL FACTORS IN ADVERTISING
advertiser. It was a long time before he made any effort to
co-ordinate those two selling propositions so that they should
agree and provide additional strength, instead of additional
weakness, to his position. In fact, it may be stated that the
recent improvements which have occurred in this regard have
practically been forced upon the publisher by the insistent
demand of the advertiser for a larger efficiency in circula-
tion.
Inasmuch as periodical media take the principal portion of
the money which is spent upon advertising in the United States
each year, it is obvious that the efficiency of this branch of ad-
vertising is of the utmost importance and the position of the
publisher something which must be thoroughly understood and
appreciated.
The publisher has been under considerable difficulties in
attempting to provide something for the advertiser which
would agree with his technical requirements and suggestions,
and which at the same time would fit in with the necessity of
his circulation conditions. The circulation of the publisher
represents his list of the buyers of his actual production. Nat-
urally enough, for a long time the publisher considered that this
list of buyers was his own private business and that it was not
incumbent upon him to disclose to the advertiser any informa-
tion in regard to it. Furthermore, the advertiser himself was
not clear as to just what he wanted to know.
Advertising is not very well understood even today and the
advertiser demanded so many things from the publisher which
were obviously absurd or impossible for the publisher to fur-
nish that he had many reasons and excuses for refusing to fur-
nish those things which would have advanced his own position.
Today, however, practically all the large publications of any
importance in the newspaper or magazine field are willing to
provide the advertiser with all the circulation information
which is necessary under ordinary circumstances.
THE PUBLISHER 421
The Audit Bureau of Circulations
The tendency for the publisher to make his circulation state-
ment look as large as possible and the impossibility of keeping
irresponsible publishers within reasonable bounds, started the
advertiser many years ago to demand much information about
circulation. A number of years ago an association was formed
for the purpose of making audits of circulations in certain fields
for the benefit of its members. This association was known
as the Association of American Advertisers and its work was
the pioneer effort in this line. In an entirely different field
the Technical Publicity Association was working out with the
publishers of technical and trade papers the question of stand-
ard forms of contract and standard forms of preparing circu-
lation statements.
Later the Association of National Advertisers took up the
matter and developed the work upon somewhat broader lines.
There came a demand upon the part of the advertiser for reli-
able statements as to the circulation of the different publica-
tions, and a demand that these statements be checked. For a
long time these demands took in only the questions of quantity
and territorial distribution of the circulation. The first at-
tempt to determine the character of circulation was made by
the Technical Publicity Association in its work with the tech-
nical journals in which methods were laid out for the stand-
ardizing of an occupational analysis along certain lines.
As the value of audience became the subject of deeper study
the necessity for some understanding of the quality of circula-
tion became more and more generally understood. It is cus-
tomary now to analyze circulation by occupational or buying
power in the case of publications of more or less specialized
character, and to analyze the methods of acquiring the circu-
lation in the case of publications with a general appeal.
Along with this demand for more accurate information came
a more insistent demand for an adequate check upon the circu-
422 PHYSICAL FACTORS IN ADVERTISING
lation figures as given by the publisher. The publisher was
therefore burdened with the necessity of getting up special
information for scores of advertisers and advertising agencies
and the need for some standard method of attaining these re-
sults became apparent. The matter was again agitated by the
Association of National Advertisers and in connection with
the developments produced by the old Association of American
Advertisers, crystallized into the Audit Bureau of Circulations.
This was the first really systematic attempt to standardize
methods of checking the publishers' circulation statements and
also the form in which the advertiser should receive them.
This work has now been going forward for some years and
has become strongly established. Before long it may be ex-
pected that its work with perhaps some further modifications
will be accepted in the advertising field as the standard of report
and information on this subject. Necessarily this work has
called for some definition of the terms used by advertisers and
publishers in technical senses, and this matter of defining terms
so as to indicate their exact technical meaning will undoubt-
edly be the most important feature of the movement. This
movement toward standardizing of circulations is so important
that it is of value to consider the forms used in connection with
it, as they are employed today. A set of the forms is accord-
ingly appended.
THE PUBLISHER
423
AUDIT BUREAU OF
CIRCULATIONS
VENETIAN BU'LDiNG CH'CAOO
AVERAGE NET PAID
MT-1
2. dty.
4. Year
OUOTEB 6 Report for-
" 7. Date exami
8 Average circulation (or period covered bu. Section 6. above
-months ending.
J9l_
J9l_
Mail Subscribers (individual) . .
Net Sales through Newsdealers .
_
....
_
BROUGHT FORWARD . .
Advertising Agencies .....
_
_
__
TOTAL NET PAID
Si"gie Issue Saies -n Bulk
TOTAL NET PAID INCLUD G BULK
o espo^
TOTAL FORWARD . .
...
._
TOTAL DISTRIBUTION
10 Net paid circulation by states based on issue of.
STATE
STATE
Indiana ....
" A
Illinois ....
Iowa
NEW ENG STATES
Missouri ....
New York . . .
....
North Dakota . .
New Jersey . . .
-
Nebraska . . .
Pennsu>an a . .
-
Kansas ....
Mar^'and ....
MIDDLE STATES
D.st o Columba .
Montana. . . .
N AT STATES .
Wyoming "...
Colorado
........
-
...
....
-
....
-
New Mexico . .
_
...
_.
._.
....
_
.._
....
Utah
FioT.da ....
Nevada ....
._
SO E STATES .
1 Idaho
Kentucky . . .
...
....
Oregon ....
West V.Tgm.a . .
California . . .
Tennessee . . .
WEST STATES .
Unclassified . .
Louisiana. . . .
UNITED STATES
Texas
Ok'ahoma . . .
Alaska & U S Poss.
Arkansas ....
Foreign ....
SO. W. STATES .
Miscellaneous(a) .
Oh'o
,..
GRAND TOTAL .
|
424 PHYSICAL FACTORS IN ADVERTISING
12. State percentage of subscription circulation based on issue of
in cities of
100,000 and over </ ( .
50,000 to 100,000 % 25,000 to 50,000 %
10,000 to 25,000 % 5,000 to 10,000 %
2,500 to 5,000 % Under 2,500 %
(Percentage to total 100'/6.)
Actual figures only to be given; if not available, so state
(This question not to be answered unless an actual analysis lias been madt by the
publisher and auditor must then state how the classification was obtained, and
publishers' working sheets showing analysis must be analyzed by testing a suf
ficient number to insure accuracy. If inaccuracies are found compilation shall
be rejected and no percentages given but conditions stated.)
Total subscription circulation for issue
13. What is the class, industry or field covered by publication?
ANALYSIS OF CIRCULATION METHODS
21. Single copy price:
Regular subscription rates: 1 year ; 2 years ; 3
year ; 5 years
Are short term subscriptions accepted pro rata?
Special subscription offers: Period of for $
" " for $
" " Years for $
" " Years for $
(50 per cent of the regular subscription price shall be considered as a special
offer.)
Rates at which club raisers may take subscriptions for this pub-
lication alone:
Rate of $ per in clubs of
Rate of $ per in clubs of
What special rates do you make for renewals or extensions? give
details .
22. (a) To what extent is publication returnable?,
(b) Premiums, contests, etc. (B, I, O)
explaining fully.)
(Premiums to be continued on extra page if necessary.)
THE PUBLISHER 425
22. (c) Canvassers (If canvassers are employed state whether in city
or country, and if paid salary or commission or both)
(d) Were subscriptions obtained from club raisers (paid by re-
wards other than cash) ? (Explain fully)
(e) Were clubbing offers made of this and one or more other pub-
lications to subscribers? (Describe fully)
Were subscriptions received (other than their own) through or
from other publishers (direct or through subscription agencies)? (Ex-
plain fully)
(f) What percentage of mail circulation was obtained through sub-
scription agencies? %
(This percentage should include subscriptions received from other publishers.
If publisher requests, percentage from other publishers may be stated)
(g) What percentage of mail subscriptions were renewed? Actual
figures only to be given; if not available, so state
(On giving above figures state within what period of time after expiration publi-
cation has counted a subscription to be a renewal)
(h) Describe bulk sales if any
426 PHYSICAL FACTORS IN ADVERTISING
22. (j) During this period were subscriptions obtained on the install-
ment plan?
(Installment subscriptions are those paid for in two or more periodical install-
ments. State terms and describe policy.)
(k) During this period were subscriptions accepted on trial or
short term offers ?
Were these subscriptions obtained at pro rata rates and stopped
promptly at expiration?
(If not, deduct and explain fully.)
(p) During this period from what sources other than the preceding
(except direct and through Newsdealers) were subscriptions received?
23. What percentage of subscriptions (other than installment) is in
arrears? As at date of
(Should be representative of same issue listed in Par. 10)
Up to 3 mos %; 3 mos. to 6 mos %; 6 mos. to 1 year % ',
Total %
(a) What percentage of newsdealer circulation is in arrears?
% as at date of
(b) If installment subscriptions are accepted, state how many were
served with the issue portrayed in Paragraph 10
How many months were installment subscriptions carried in arrears?
(Answer to above question shall be based on the total obligation assumed by sub
scriber, including subscriptions to other publications, books, or merchandise ar-
ticles sold in combination. An agreement to pay, acceptance or note in payment
for a subscription shall be considered an order or a confirmation of an order
only, and not payment.)
24. Is publication an official organ of any associations (if so name
them) and on what basis do members of such associations get publica-
tion? .
(a) Do dues paid or part of dues paid by members of this associa-
tion entitle its members to subscription to this publication?
If so what percentage? %
(Explain price, etc.)
27. During this period was each copy of the entire edition of each
issue uniform as to its contents and quality of paper stock?
If any exceptions, describe fully.
THE PUBLISHER
427
28. Explanatory.
(If publishers' statements are not verified cross out the first
paragraph. If verified cross out second paragraph.)
Publishers' statements to the Bureau have been verified by this
audit.
The difference in net paid circulation, as shown by this report, as
compared with publishers' statements for the period audited, amounting
to an average of copies, is accounted for by deductions made for
(Auditor will add extra page if further explanation is required.)
Net Paid Circulation for this period by issues:
Date
Copies
Date
Copies
Date
Copies
Date
Copies
City .
jditor's Signature
Date
(A
We, the undersigned, agree to give no publication and in no way
make use of the figures contained in this auditor's report, which was
shown us by your auditor, but to await the release of the final figures
which shall be sent to us for signature as soon as the report has been
verified and accepted by the Bureau.
(Publishers' Signature)
CHAPTER XXX
PERIODICAL MEDIA RATES, CIRCULATION,
POLICIES, ETC.
Historical
Periodical media began with the discovery of printing and
came into general use with the discovery of cheap paper. The
earliest form of periodical media was the news letter, which
was occasionally published in the centers of commercial and
political activity and circulated among restricted audiences of
the upper classes, who, for political or other reasons, were
obliged to keep in close touch with affairs. Following on this
came the weekly newspaper, which was in no sense similar to
the newspaper of today, but rather the general ancestor from
which the newspaper, the magazine, and the trade journal have
all descended in the increased ramification of human interest.
Apparently the merchant had from the beginning of the use
of type and the establishment of periodical media taken advan-
tage of its presence to announce the articles which he had for
sale. It is evident from an examination of the copies of such
media that practically none were entirely without advertising
of some kind. The value of the audience, therefore, to the
business man, is not a new discovery, neither is its application
new. It has simply progressed in accordance with the general
industrial revolution resulting from the wide use of steam and
electricity.
Fundamental Values
The fundamental value of the periodical media from an
advertising standpoint, is due to the curiosity inherent in
428
PERIODICAL MEDIA
human nature and the tendency for readers of periodicals,
who have bought them for the value contained in the reading
pages, to extend their curiosity and consequent interest to the
advertisements and so become informed as to the wares which
are offered by the various individuals comprising the manufac-
turing or selling units of the community, nation, or world.
The beginning of advertising in connection with periodicals
was not due to the publishers of such periodicals, but due
rather to the eagerness of the merchant to seize any means at
hand to increase the possibilities of his sales and to his recogni-
tion of wider influence which would obtain from the use of
such media. The doubt w : hich the manufacturer of today
feels in regard to advertising value is due rather to his igno-
rance of historical conditions than to any definite knowledge
of its failure.
Actually, however, it is probable that the value proportion-
ally of each piece of advertising in periodical media has de-
clined to some extent in the last twenty years because of the
increased competition in advertising which has made it impos-
sible for the individual advertiser to secure the same attention.
The curiosity and interest which permitted the reader to glance
through and pay some attention to each of a dozen or a few
dozen advertisements is no longer sufficient to permit attention
to each of, or even a reasonable proportion of, several hundred
advertisements. The number of objects advanced for the
interest of the reader is so great that it becomes impossible for
him to fix attention upon more than a very small percentage.
Indications are that this feature of the growth of advertising in
periodical media bears a somewhat definite relation to the
value and that there is consequently a point beyond which it
will be uneconomical to add advertising pages to the publica-
tion even though the reading pa^es be added in proportion.
Inasmuch as the publisher of the earlier periodical did not
desire to take advertising, but simply acceded to the request of
43 PHYSICAL FACTORS IN ADVERTISING
the merchant, the space method of buying for the advertising
was the natural outcome. The merchant who wished to an-
nounce his wares offered the publisher a certain amount of
money for certain space to do so, and the publisher, unwilling
to devote any time or attention to the subject, interested only
in the editorial and reading pages, decided on the basis of the
offer in comparison with the size of the space he would have
to give up to the advertising. As a consequence, the cost of
advertising in periodical media has always been based upon the
amount of space, although its value is based upon a service
which has to do with a great deal more than space or the num-
ber of readers. As a consequence of the survival of this old
method of payment in connection with periodical media, many
facts which should have a tremendous bearing upon the value
have only in the last few years been suggested, and then only
because the increasing competition has obliged the buyer of
advertising to look more closely into its proportional efficiency.
It is frequently said that in these days periodicals are read
as much for their advertising as for the reading matter. If
this were the case, the logical outcome of the tendency would
be to devote certain media entirely to advertising so that the
readers who depend upon the advertising for their information
and conscientiously read it, would not be disturbed by the read-
ing matter. The fact of the matter is, that all advertising up
to the present indicates that the reading of the advertising is
an incidental matter, due either to leisure, to the presence of
advertising on the reading page or to the extension of the
interest over into the advertising section so that curiosity impels
an examination of such pages. The comparatively small pro-
portion of the readers who remember more than a very few of
the advertisements contained in a publication, the tendency to
place advertising next to the reading matter, and the increasing
difficulty and cost of securing returns, indicate that the interest
in advertising is an indirect interest due to the public's in-
PERIODICAL MEDIA 431
creased habit of reading or the extension of interest or curi-
osity which such habits have engendered.
Free Advertising and its Value
If there is any one thing more than another tnat indicates
the indirect interest in advertising, it is the continual attempt
on the part of all people who wish to influence public opinion
to secure space in the news or the editorial columns of
publication in the hope of beguiling the reader to learn some-
thing about the proposition under the guise of news. Hun-
dreds of thousands of dollars have been spent in the endeavor
to secure space in the newspaper or the editorial columns of
newspapers, among the special articles in magazines, etc., where
there was no use of the advertising columns. Even where such
space could not be secured, advertising space has been bought
upon the basis of its being printed in the same type, in the same
style, and same general appearance as the reading pages. The
whole history of press agency work shows the tendency to con-
sider the reading pages as far more likely to interest the reader
than the advertising pages.
This, of course, does not demonstrate the value of such free
advertising, or publicity, as it is called. In order to appear in
the reading pages of any publication worthy of consideration,
the stories or articles must of necessity be so general in char-
acter that they can be tied to the particular proposition only
with difficulty. The editors of the publication, particularly
since the advertising revenue has become of so much impor-
tance, are on the lookout for free publicity material, and unless
it passes the rules and regulations for reading matter it will
probably be refused. As a consequence of this the free ad-
vertising partakes of the difficulties and the disadvantages of
the reading matter of the publication itself.
Out of the mass of material which is read by the public in the
newspaper, magazine, or other periodical, very few things are
432 PHYSICAL FACTORS IN ADVERTISING
remembered for more than a short time, because of the con-
tinual crowding of other interests, of further reading matter
and the attention constantly directed into other channels. Of
the thousands of items which have appeared in the daily news-
paper for the current year, the average person can remember
hardly a few scores. Of all the matters upon which writings
have been made in publications, the average reader can remem-
ber but fragments. As a consequence of this, free publicity
to be obtained in the reading columns of a publication can have
but little value as to its effect upon a product because of the
difficulty of tying the story to the product and of putting it in
such a way that it will be retained upon the memory.
One of the most important items in the value of display
advertising lies in its identifying repetition, something which is
lost in free publicity.
Censorship of Advertising Pages
Inasmuch as the strength of advertising lies in the confidence
which will rest in the announcements made by any particular
firm, it was logical that the men who were engaged in adver-
tising commodities having intrinsic value in accordance with
their selling claims, should begin to display a considerable in-
terest in the character of the advertising allowed in the pages of
the various periodical media. It became obvious to the stu-
dent of advertising that every victim of an unscrupulous adver-
tisement meant not so much one person who would not believe
the statements of that particular advertiser, but one person who
would have difficulty in believing all advertising thereafter.
The amount of unscrupulous and fake advertising which pre-
sented itself for consideration to the student of this matter a
few years ago was sufficient to demonstrate the extent of the
suicidal destruction of advertising value by some of its very
exponents.
Finally, this matter became of such importance to the care-
PERIODICAL MEDIA 433
ful publisher, the square dealing advertiser and the intelligent
agent, that in many of the most reputable periodicals censor-
ship of the advertising pages was adopted so as to exclude the
unscrupulous and fake methods which would have a tendency
to destroy the advertising value. It was evident that all
branches of the advertising business that were attempting to
build up permanent and legitimate business relations were
equally interested in the extension of this movement. The
publisher was interested because the destruction of advertising
confidence in his pages meant the destruction of the advertising
value and revenue; the advertiser, because the destruction of
advertising confidence meant the destruction of advertising
possibility and its economy for his business ; the agent, because
the destruction of advertising value meant the destruction of
advertising accounts and of his business.
One of the reasons for the prestige and for the tremendous
advertising value secured by the magazines, women's publica-
tions, and farm journals, has been the adoption of an adver-
tising policy in respect to their advertising pages which resulted
in the elimination of a large percentage of the unscrupulous
and fake advertisements, and in many cases of all of them.
It is a somewhat astonishing feature of the case that the
newspaper, though so intimately connected with the daily life
of the public and possessing such unusual advertising value
from the standpoint of its history and purpose, has up to the
last two or three years practically refused to recognize the
necessity for censorship of its advertising pages. In the case
of some of the reform newspapers, it is somewhat astonishing
to the man who knows anything of the history of advertise-
ments to read in the editorials of the periodicals, the jubilation
upon the destruction of the patent medicine and loan shark
and other fakes, and in the same issues to see their advertise-
ments in the advertising columns.
The progress of the immediate future will show very defi-
434 PHYSICAL FACTORS IN ADVERTISING
nitely that the advertising value of any particular medium is
materially affected by its policy in respect to the kind of adver-
tising it carries, and there is no question that it will increasingly
affect the income and the consequent stability of such medium.
General Division
As the reading habits of the public have grown and interests
have ramified in proportion to the increasing complication of
human life, the number of publications has increased so that
they have naturally divided themselves into certain general
groups, going to certain more or less well defined audiences, of
more or less definite value to certain portions of the business
world, and catering, because of particular information of some
kind, to certain types and classes of people.
Under the heading " General Magazines " have been in-
cluded all those monthly and weekly publications which have
for their object the entertainment, the information, the relaxa-
tion, etc., of the public, covering any portion of the field of
human activities and containing a selection of items, from
poetry and fiction to special articles in respect to important
branches of the industrial world. Some of these publications
specialize somewhat largely upon literary and critical work,
some upon humor and some upon fiction, but the interests to
which they cater are general and the audiences as a rule run
through all types and a good many classes of readers.
" Farm Journals " are those publications which are devoted
to the information of the farmer in respect to his work, and to
his entertainment and the entertainment of his family, etc.
At one time such journals also fulfilled the purpose of the
newspaper. They are, however, now practically confined to the
items mentioned and their circulation is consequently confined
almost entirely to the farm and those dependent upon it.
As a subdivision of general magazines and as an indication
of the ever widening sphere of women's influence, there are a
PERIODICAL MEDIA 435
large number of magazines devoted solely to the interests of
women. The importance of woman as a buyer, particularly in
regard to all matters which enter into and pertain to the house-
hold or the affairs of the family, has undoubtedly been the con-
trolling feature in establishing this large division; in fact, all
of them are intended primarily for the woman of the household
because of her importance as a buying factor.
The general division of manufacturing, production, and
other branches of industry into subdivisions has resulted in the
establishment of periodicals which are classed under the gen-
eral name of " trade and technical journals." The technical
journals are those which cater to the practice, the theories, and
the conditions of operation in respect to the branches of engi-
neering and manufacturing fields, mining and other production
operations. They relate rather to the processes of construc-
tion, production, manufacturing, etc., than to the processes of
marketing. They are concerned with the efficiency of opera-
tion rather than the efficiency of sale.
On the other hand, the journals which are concerned with
the problems of the distributor, with the news of marketing,
with the conditions of sale, are termed " Trade Journals " and
have specialized upon the distributing and selling portions of
the different branches of industry rather than upon manufac-
turing and production.
These journals, appealing as they do to special interests,
naturally segregate the audiences so that it is possible for the
advertiser to reduce the waste inherent in reaching a small por-
tion of the public through ordinary channels.
The subdivision of industry and the general complication of
human life by the extension of its departments have resulted
in a subdivision of the relaxation operations as well as those
connected with the serious objects of life, so that every form of
relaxation and recreation is provided with periodicals devoted
to the exposition of materials connected therewith. Such peri-
436 PHYSICAL FACTORS IN ADVERTISING
odicals are termed " Class Periodicals " in order to distinguish
them from the trade periodicals concerned with the operations
of industrial and professional work.
As a natural consequence of the subdivisions of sport, recre-
ation, and relaxation of all kinds, and the tendency to standard-
ize the conditions in such subdivisions, as they are standardized
in business, large branches of industry are devoted to the manu-
facture of products used for the pursuit of these various sports
and recreations. Subdivisions of the periodical media which
segregate the more interested public among such classes, are
very important from the advertiser's standpoint as they pro-
vide a direct audience for a large class of industry.
Contracts, Etc.
As a logical result of the early attitude of publishers towards
advertising there was no regular method of payment for adver-
tising for a long period. The payment for the advertising was
analogous to all other transactions in business a matter of
individual compromise between the individual publisher and
advertiser so that it was a usual thing to find all kinds of
rates in the same publication with various methods of selling
space. This evil exists even to some extent today. Although
it is usual to have specified rates as expressed on the rate card,
it is by no means true that a certain amount of space in a
certain publication always costs the same. Quantity discount
is usual, extra discounts due to the importance of the advertiser
are usual, so that the foreign rate that is, the rate for out-
side advertising in newspapers has always been different
from the domestic rate that is, the rate for local concerns.
Frequently there is also a patent medicine rate, a department
store rate, and there are, of course, the classified rates all of
these rates being subdivided according to the requirements of
the particular contract in view.
The best of the technical and trade journal class of publica-
PERIODICAL MEDIA 437
tions have settled the rate question so that there is practically
one rate. A good many of the general magazines and women's
publications have also decided this matter and arranged so that
all advertisers pay the same price per unit. The newspapers
and other periodicals of the kind are far from any such desir-
able position. "What is a newspaper rate?" is a question
well understood by any informed advertising man, and it is
one of the difficulties under which the newspaper labors.
In the business of advertising, as in every other line of indus-
try, the customer who could make a contract covering a period
of time was allowed a smaller rate. This is still the case with
most divisions in the publishing field so that the possibility of
making a time-contract for a certain amount of space is of im-
portance in securing economy in rates. A number of general
magazines and women's publications have removed this dis-
criminating feature so that all pay alike either for one issue or
for a number. The space on the time contract is, however, of
importance, involving as it does by far the larger portion of
the periodical field and of the individual publications.
The rate which is to be paid to a publication per unit that
is, per line (the agate line is usually the measure) is supposed
to be based upon the number of copies circulated and paid for
by the general public. There is, of course, a tendency for each
publication to vary in its circulation between one issue and the
next, so that it is only possible to take a general average in
arriving at the rate. Matters of unusual interest, scoops, serial
features involving unusually good points, all have a tendency to
increase the circulation and are balanced by a corresponding
drop when such features are removed. The buyer of advertis-
ing has been troubled many times by the general tendency of
rates to increase with the increase in circulation, due to such
features, without decreasing when such features were removed
and the circulation correspondingly dropped.
This has led to the tendency on the part of the large buyer
43 8 PHYSICAL FACTORS IN ADVERTISING
of advertising to demand very specific information in respect to
circulation so that the validity of the rate can be determined.
This demand has been further intensified by the unfortunate
habit, formerly very widespread among publishers, of quoting
figures in regard to circulation which did not entirely agree
with the actual facts. This evil is in process of removal.
Earlier Circulation Conditions
The earlier circulation conditions, therefore, were very much
more allied to the chances of a gamble than to the require-
ments of a business proposition. Claims as to circulation were
sometimes cut down to one-sixth, and less, when an opportu-
nity to study the paper and printing bills disclosed the actual
condition. Every scheme which ingenuity could make up for
the padding of circulation was indulged in. Furthermore,
where circulation was actually secured, it was frequently se-
cured by such processes of sale as eliminated any interest in
the medium itself. Premiums, clubbing offers, souvenirs,
prize contests every conceivable extraneous interest which
could have been used as an incentive to buy the publication
were made a part of the scheme for padding circulation. The
very extent of the evil was undoubtedly the cause of its rapid
elimination, and the buyer of advertising quickly began to
demand further information.
Sworn Statements
On account of the absence of reliabiltiy in connection with
circulation statements issued by publications, it became custom-
ary among the shrewd buyers of advertising to demand sworn
statements of circulation based upon the responsibility attach-
ing to the making of an oath in connection with any such mat-
ter. These sworn statements undoubtedly restricted the pad-
cling of circulation totals and so proved to be the entering
wedge in securing needed circulation reform. That, however,
PERIODICAL MEDIA 439
did not indicate in what way the circulation had been secured,
nor whether the totals mentioned actually had been issued in
such a way as to seem valuable to the advertiser. It became
necessary, therefore, to go further than the actual sworn state-
ment and a demand was made upon the publisher for state-
ments to be made by responsible auditors of the condition of
his business in respect to circulation.
Territorial Analysis
Inasmuch as total circulation simply meant the number of
copies distributed, the first call from the advertiser was for a
comparison between the total circulation and the net paid cir-
culation, or the number of copies actually paid for, so that the
proportion of free copies to the total circulation might be deter-
mined.
The wider influence of many classes of media and the exten-
sion of their circulation through large territories made it neces-
sary for the advertiser to have some way of determining the
relative proportion of circulation going to his particular field
and consequently the amount of waste in comparison with the
net possibility in respect to his own proposition. This deter-
mined the advertiser's request for territorial circulation, di-
vided either by states or in some arbitrary way so as to illus-
trate the proportions within specified fields. An extension of
the same idea due to the necessity for intensifying work in
certain sections, resulted in the demand by advertisers for the
circulation analysis in cities over and under certain sizes, this
demand being dependent upon the distribution of the product
and its influence in respect to the population area.
Other Details of Analysis
The constant endeavor of the advertiser to segregate as
much as possible his buying of circulation to agree with the
people who represented his prospective customers, has resulted
440 PHYSICAL FACTORS IN ADVERTISING
in a demand for circulation analysis along many of the lines
besides those mentioned. There are two difficulties in regard
to circulation buying which confront the advertiser at each
step in his analysis. The one difficulty is the impossibility of
estimating the relation of probable readers of advertisements
to the total circulation ; and the other is the relation of the pos-
sible buyers of a product to the total circulation. The constant
demand for this information and the large obstacles in the way
have resulted in the advertiser's asking for analysis of circula-
tion by occupation, by position and by buying power.
Practically all these items are confined to the general maga-
zines, technical, class, and trade journals. It is obvious that
the universality of the newspaper clientele, together with its
method of distribution through news dealers and news stands,
makes it impossible to secure such information, so that no at-
tempt has been made to determine it in these cases. Further-
more, the functions of the newspapers are such that analysis
of this kind is not important in their case.
In respect to the magazines, general magazines particularly,
extending as they do over a wide field with limited circulation
in any field, analysis of circulation from one or other of these
standpoints is of the utmost importance in measuring the pro-
portion of the circulation which will be of real or of any value
to the advertiser.
It is obvious that if there is in a town of 100,000 only 10,000
magazine circulation, serious defects in such circulation from
the standpoint of the particular advertiser would so attenuate
the value as to make the strength of such circulation in propor-
tion to the population of very doubtful influence.
Analysis by occupation, however, while it is true that it does
in general illustrate something of the financial limitations, does
not illustrate the buying power because the terms which are
applied to occupations embrace so many different classes of
workers that they are limited only within very wide boundaries.
PERIODICAL MEDIA 441
The statement, for instance, that a man is a mechanical engi-
neer is of no value in estimating his buying power for a piano
or an automobile, inasmuch as there are mechanical engineers
working for $25 a week as well as those working for $25,000
a year, and the first are in the majority. In fact, thousands of
mechanical engineers are earning less than $3,000 a year for
tens who are earning over $5,000. The same thing is true in
all divisions made in occupational lines. Consequently, the
occupational analysis of circulation is of value largely to the
company supplying products or materials entering into the
occupational work of the individual in such a way that they
are practically necessary to his proficiency, and therefore are
secured without respect to buying power in other directions.
Analysis of position is another method of determining the
value of the audience from the standpoint of the sales work of
advertising. This method of circulation analysis is practically
confined to the technical and trade paper, principally because
of the fact that a large portion of the circulation of such
papers is taken out in the names of corporations, and conse-
quently the character of the circulation is not illustrated by the
subscription list in any way.
This is particularly the case where the corporations are not
large enough to be subdivided into many departments but
where the power is still centered in the hands of a few so that
the men to be influenced may not be by any means the men
who read the publication. For such papers there is evidently
no better circulation analysis. There are two factors of im-
portance to the man who sells : the person who buys ; and the
persons who influence the buying. The actual importance of
these factors relatively varies not only with the business but
with each particular organization. Analysis of circulation in
any line of industry by the position of the subscriber will illus-
trate the percentage of buyers and the percentage of those who
influence buying but do not actually write the order.
442 PHYSICAL FACTORS IN ADVERTISING
Analysis by buying power is something to be desired but is
only possible in certain limited, well defined and segregated
fields. So much of the buying which is indulged in by human
beings, outside of the bare necessities, and even in connection
with some of these necessities, is influenced by particular tastes
and prejudices that it is not concerned intimately with the eco-
nomic status in any particular cases although, of course, the
whole volume of consumption is practically governed in that
way.
People who are in a position where the statistician would say
they were unable to buy some particular article, are constantly
and continually using the product as one of their few luxuries.
It is characteristic of human nature that some things which
can be done without, or which can be purchased in a cheaper
form, are classed among the prized habits and possessions of
every buying unit. Food product manufacturers and other
people supplying articles which are considered to be of high
quality, and correspondingly high prices, have been astonished
to find the enormous amount of business which could be devel-
oped in those sections which are peopled by the poorest classes
and those least fitted from an economic standpoint to be pur-
chasers. In fact, this has become such a significant propor-
tion of consumption in connection with commodities that spe-
cial effort has been spent to secure and retain it.
There are, however, certain things which demand a consid-
erable cash outlay and which of necessity are constantly limited
to people having a certain economic status. In other words,
while it is not possible to determine the people \vho will buy,
it is possible to make a pretty accurate statement of those who
cannot buy. Where articles, for instance, call for a cash ex-
penditure of a considerable amount (as in the case of automo-
biles) it is possible to place a limit of income below which
neither the cash expenditure nor the operating expenditure
can be readily furnished, on account of the fact that, although
PERIODICAL MEDIA 443
the cash expenditure might be furnished in individual cases, the
operating expenditure involved would be an absolute bar to
the purchase.
Furthermore, even where there is no large operating expen-
diture connected with the outlay, the very fact that an outlay
of such a large amount is required, is enough to make the
buying public below a certain income negligible as a portion of
the business.
Where goods of this kind have been the principal products
of advertisers, some of them have secured investigations from
some of the publications, or have made their own investiga-
tions of the circulation, based upon analysis of a certain per-
centage of the readers compared with tax lists, assessments,
and rents. In one case where the investigation was very care-
fully carried out, covering fifteen cities in as many states, and
covering twenty-five magazines, it was found that the people
who could spend over a thousand dollars in cash or $25 a
month (figured from the above basis) varied so much as be-
tween one magazine and another that in some cases a maga-
zine of 100,000 circulation represented in actual numbers a
larger audience of the kind required by the advertiser than a
magazine of 500,000. It was found that one magazine of
approximately 150,000 circulation at the time figured 103,000
who could afford to spend that amount of money; whereas,
out of 500,000 circulation of the other magazine only 75,000
were in that position.
Paid upon the basis of ordinary space rates, a page in the
first magazine would cost $150. Actually it would cost $250
a page, inasmuch as the space rate was above standard. In the
second case, the page rate was $500 for less audience. The
amount of time and expense involved in investigating in this
way has confined it to the place where it is obviously of most
value and to a very few publications. It is evident, however,
that this part of the circulation analysis will develop as com-
444 PHYSICAL FACTORS IN ADVERTISING
petition becomes keener and the necessity for increased effi-
ciency becomes more apparent.
Editorial Policy and Circulation
The value of editorial policy as an indication of the char-
acter and value of the audience has always been recognized
very thoroughly, although the factors which have contributed
to that influence have not been so thoroughly understood.
The character and style of the editorial, the actual phrase-
ology which is used in all departments of the reading pages,
influence the character of the audience so deeply that they form
today a most reliable basis of circulation analysis if they are
thoroughly investigated and followed.
Apart from the editorial policy, however, the general pur-
pose of the publication, the interests to which it responds are
themselves an illustration of the publication's strength or weak-
ness from the standpoint of circulation value. The interests
of human beings are divided and subdivided into primary, sec-
ondary, tertiary, etc., interests; some of them exceedingly
strong and fundamental so that they are deeply absorbing and
intense; others so little affecting the general attitude upon life
that they are almost academic, theoretical, and both leisurely
and shallow. Between these lie interests varying to all degrees
of intensity and permanency. It is evident that the interest
which the magazine serves is of fundamental importance in
determining the permanency and the bond of sympathy which
lies between the publication and its readers. Tn respect to
some publications this becomes so important and so intensely
a part of their audience that belief in and reliance upon such
publications amount almost to a religion, and criticism is apt
to breed a trial for heresy.
Furthermore, the editorial department, if it is to lie success-
ful, must of necessity learn to feel the pulse of the public so
accurately that it can determine just what the attitude of the
PERIODICAL MEDIA 445
audience will be towards the material which goes into the edi-
torial pages. It knows just about how many readers will be
interested in any particular article, and upon the strength of
that knowledge, gained painfully by experience, it intuitively
judges and uses the material which comes to it for publication.
Such judgment of the editorial department is formed by the
fluctuations in circulation, by the written expressions of sub-
scribers, by the tangible and observed results which follow the
publication of the material.
It has always been a matter of astonishment to the writer
that these tangible results and expressions should be allowed to
pass day by day through the office of the publication without
any attempt to collect, record, and classify them, so that some
fundamental rules in regard to human interest would have been
determined by the hundreds of thousands of cases which would
so accumulate. Careful study, however, will show the adver-
tising man the relative character and value of the different audi-
ences which are accumulating to the different publications,
through correspondence with subscribers, fluctuations in circu-
lation, etc., by which he could choose the one or the other.
Advertising Policy and Circulation
" Advertising is built upon confidence." The advertising
man has used this phrase for his own purposes, although it is
obvious that it covers the whole of industry. Advertising is
not the only thing that is built on confidence : the whole atmos-
phere of commerce is nothing more or less than an expression
of human confidence of one unit in another. Advertising is,
however, the closest expression of such confidence because it
depends for its success upon the written or printed word and
not upon the intervention of personal contact. Personal psy-
chology may create confidence for the moment, establishing a
condition between the two personalities which does not extend
to the goods or which does not survive beyond the period of
446 PHYSICAL FACTORS IN ADVERTISING
contact. No influences of this kind enter into advertising. It
is dependent entirely upon the confidence placed upon the ex-
pressed claims of the one by the other. The advertising man,
therefore, has realized more than any other man in business
the necessity for fighting all influences which tend to destroy
that confidence. Most important to him of such influences are
those fraudulent or fake advertising schemes which are in-
tended to deceive the public without giving them value in return
for their money. Such schemes not only injure the publica-
tion, the particular victim of the advertiser, etc., but they injure
the cause of all advertising by reducing the confidence which
each victim of such fake advertisements has in the general
value of advertising.
The necessity for permanency of profit in legitimate busi-
ness, in order to acquire the business and return upon the
capital, imposes upon the advertising man who is connected
with such business the necessity for doing everything which
will establish and fix the confidence of the public. He is conse-
quently obliged to become an earnest reformer in urging the
establishment of advertising policies in respect to all publica-
tions which will eliminate the bad company that destroys con-
fidence not only in its own value but in the value of those sur-
rounding it.
Profitable Business an " Ethical Matter "
It is being slowly realized by all business men that because
of this necessity for permanency, profitable business can exist
only so long as it serves the public and consequently it becomes
what is still termed an " ethical matter/' a matter of service,
in order to be a thoroughly successful business matter.
The advertising man, depending upon the most modern prac-
tice in marketing, depending more than any other man upon
permanency of profit for the proper expression of his work,
must of necessity be interested in the co-ordination of the
PERIODICAL MEDIA 447
fundamental economic and the present practical policies. It is
for this reason that we find him persistently standing on the
side of legitimate, careful, honorable business methods and
fighting those methods which are calculated to destroy rather
than to create and build.
Inasmuch as the value of circulation depends upon the bond
of sympathy between the publication and the subscribers, it is
evident that the value of the advertising in connection there-
with depends largely upon the confidence between the advertis-
ing page and the subscriber. As a consequence the actual value
per 1,000 of circulation is naturally decreased according to the
number and character of the objectionable advertisements
which are carried in the pages of the medium.
CHAPTER XXXI
THE FIELD OF THE NEWSPAPER, SERVICE,
LOCAL PRESTIGE, ETC.
The Function of the Newspaper
The newspaper as a medium of advertising has a very dis-
tinct field in which it is pre-eminently important, on account of
both the reason for its existence and the universality of its use
in any particular community. The instinct for news is prac-
tically existent in all types of people under all conditions of
civilization. Where the illiteracy of a people prevents them
from being able to accumulate their news through the medium
of the daily or weekly newspapers, the place is filled (of course
to a much smaller degree) by the gossip which is carried from
person to person with astonishing rapidity through the entire
district. Of necessity, where conditions are such that the peo-
ple in a community must depend upon this method for the
news, it is so meager, so intensely local, so limited, that the
want of ability to read is justly considered as an almost exact
index of the ignorance of a people or a community.
The strength of a newspaper lies in the fact that it caters to
a greater or less extent to the instinctive desire for news which
is inherent in nearly everybody, and the same fact also limits
its field and determines the advantages and disadvantages from
an advertising standpoint. It is obvious that the newspaper
would be the last reading matter to be given up by the ma-
jority of people if the opportunity and necessity for such a
choice were to be put up for their decision. There are. of
course, numerous exceptions to this as to any other general
448
THE FIELD OF THE NEWSPAPER 449
rule which deals with human nature ; but the exceptions do not
disturb the general tendency, which undoubtedly is to make the
newspaper (within the limitations of its field) a vital necessity
in the life of any people who are sufficiently educated to be able
to read.
The fundamental value of this proposition as a determining
factor in newspaper consideration will also give an index to
the character and education of the community, for the actual
contents of a newspaper are based upon the desires and interest
of the people who will read it. The recognition of this strength
in the field of the newspaper does not, however, imply that
these mediums are necessarily of value in every campaign of
advertising and without regard to the character, interest and
make-up of the particular newspaper involved.
Any particular newspaper in a field has a tendency to gather
its clientele largely from one or another of certain well defined
types of people. It is necessary here to distinguish between
types and classes. Classes of people are commonly divided
according to the similarity of their occupation or the extent of
their buying power, which may be expressed in rough general
divisions either socially or in business language. The type is
due, however, to environment, education, temperament, and
heredity considerations, and while of necessity on account of
the influence of the environment and occupation, the type may
approximate the class distinction in some cases ; on the other
hand, types are not in the least correlated with buying power,
and all the general types of people may be necessary for the
exploitation of a single commodity. In other words, the type
division is a psychological one, while the class division is merely
an artificial one created by business or social considerations.
Types of Readers
It is inevitable that the particular newspaper, influenced by
a certain type of editorial policy which runs through the writ-
450 PHYSICAL FACTORS IN ADVERTISING
ing of all news, should have a well defined tendency to attract
to itself as readers, people who approximate one or another of
the well defined types, and this is so without respect to political
affiliations or opinions. The newspaper which deals with
news of a personal nature, or which amplifies the personal ele-
ment in all news, must of necessity attract as its regular readers
those to whom all interest in things must center around a per-
sonality. As a general matter, women will usually be found
to be large readers of such newspapers. That paper which
seeks in its gatherings and writing of news to play up the sen L
sational, the unusual, the startling, will naturally dra\v to itself
those people with whom the play of emotions is of paramount
interest, and in general it will be found that such a love for the
sensational which allows the emotions free play, is co-existent
with a lower order of intelligence and a more restricted out-
look, both physically and mentally.
This does not necessarily mean that such newspapers are
exclusively read by people who have little or no money to
spend. A small or restricted outlook, either in a mental or a
physical sense, is not always confined to those whose occupa-
tion and buying power is of no importance in the scale of
things. Those papers which endeavor to gather accurately
the news of larger interest affecting the world at large, and
which naturally appeal to a class of readers who are to some
extent (either by business interest, general education, tempera-
ment or environment) predisposed to a more than academic
interest in things which have no immediate effect upon their
living or their pleasures will in general require a higher
order of intelligence to appreciate and interest, although this
does not necessarily imply a larger buying power.
This explanation of the tendency of the newspapers to cater
to certain types of people is necessary in order to show that the
newspaper, on account of the necessity from which it grows,
the universality of the instinct to which it caters, and the gen-
THE FIELD OF THE NEWSPAPER 45*
eral considerations involved, cannot control entirely the buying
power of its clientele or their value for a particular proposition.
Advantages and Disadvantages
The newspaper, on account of its position and the character
of its reading pages, without respect to its policy, is of neces-
sity a concentrating force, having a tendency to consolidate the
force of the advertising on one community, and consequently
produce more rapid, more thorough, and more effective local
stimulation. It is to be doubted, however, whether there is
much effect carried beyond the borders which naturally limit
the newspaper published in any one particular place. The
readers of the newspaper include all classes, and consequently,
the proportion of readers of the newspaper which belongs to
any one particular class represents only a small proportion of
the total.
In fact, the strength of the newspaper as an advertising me-
dium lies in the same plane as its strength as a general news
medium. It carries to the people those items of interest which
in general appeal to the whole community; it cannot devote
more than a modicum of space to interests which concern only
a very small proportion (the covering of such fields on account
of this fact having been turned over to publications which
deal specially and only with the classes involved).
As an advertising medium also the newspaper displays its
greatest strength with commodities \vhich are of general inter-
est to the people and in more or less general use. Where the
commodities are of interest and in use only by a very small
and limited class, the power of the newspaper is to a large
extent wasted, because its shots are scattered over such a large
number of people in comparison, that the concentrating
strength which should be of more consideration is of necessity
lost. Outside of the conditions which naturally limit a news-
paper to a more or less local sphere of influence, the conditions
45 2 PHYSICAL FACTORS IN ADVERTISING
surrounding the newspaper itself, and as a consequence the
advertising in it, have resulted in less increase in strength as an
advertising medium than the natural advantages of the propo-
sition would warrant. These conditions are :
1. The absence of any definite business method of deter-
mining rates.
2. The absence of any concerted attempt to supervise the
character of the advertising accepted.
While there are many important exceptions, the newspaper
is the last stand of the stock swindler, the real estate swindler,
the patent medicine and cure-all fake, and the rest of that
brotherhood who have so long taken advantage of the force
of advertising to separate the gullible portion of the public
from their money without returning value in proportion.
It is a pleasure to add that this condition is rapidly changing,
largely through the efforts of the Associated Advertising Clubs
of the World, the Association of National Advertisers and the
local advertising clubs.
Lack of Censorship of Advertising
W r e have seen in New York City papers advertisements of
the sale of stock by promoters who were afterwards pictured
on the first page of the same papers as on trial for their crim-
inal actions. Inconsistency such as this must of necessity
breed that kind of suspicion which affects very seriously the
efficiency of all advertising, and from which, if it is ever to
take its proper place as an honorable business, advertising must
free itself in all reputable mediums.
It has long been known and must be recognized by the news-
paper publishers themselves, that most newspapers have taken
practically any advertising which came along without much
attempt to investigate. Were this practice confined to the
country weeklies of doubtful value, it might be easily taken
THE FIELD OF THE NEWSPAPER 453
care of, but it obtains with some of the largest newspapers in
the country and there is apparently neither a tendency nor a
desire materially to change their attitude. We should not
care to have our business office in the same room with a man
whose methods were questionable, whose actions were suspi-
cious and who received his money without giving any value in
return. If we did, we could hardly be surprised if the same
suspicion should fall upon ourselves. It is in this kind of
company the newspapers frequently ask the responsible adver-
tiser to place advertisements, which he has been careful to
square with the truth of the proposition, and which he believes
should be believed by the public who read them.
Lack of Standardization in Rates
From all the information, investigation, and careful study
which have been made, it seems impossible to find that the
rates in newspapers are governed by any regular established
method of proportioning, nor are they by any means the same
to different advertisers. An experience with some several
hundred mediums of this class has indicated the apparent lack
of any method of determining the value of any newspaper
space per 1,000 circulation. "A fair price, one price, and no
discrimination " has become the cry of progressive politicians
and of the people in many states. Not a few newspapers have
been powerful in leading attacks against discriminations prac-
tised by railroads, large manufacturers and others. It is hard
to see any difference between such discrimination and the prac-
tice of the newspaper which charges one advertiser at one rate
and another advertiser at so greatly reduced expenditure per
line as to be altogether outside any considerations of contract
discount.
The newspaper has a great field. For a great many com-
modities it is the only medium which will successfully concen-
trate the local effort in such a way as to give the proper sales
454 PHYSICAL FACTORS IN ADVERTISING
for the particular commodity in question. In many cases it is
of advantage in stimulating local trade. In some cases, how-
ever, its very limitations make its value doubtful and it is not
every commodity which can be successfully advertised in it.
It has a strong position, however, and a large field and no
medium can render a more important service in advertising:
but the newspaper has neglected to. clean its columns, it has
neglected to establish its rate upon an equitable basis, it has not
squared its business policy with the policy of the editorial de-
partment, and if it is to secure the prestige in advertising and
the consequent revenue which it should obtain, it will be neces-
sary for it to devote some time and attention to cleaning house
in these respects so that the advertiser who has an honest,
straightforward business proposition to put out can do so with
some knowledge of the company he will keep and the equity of
the cost.
CHAPTER XXXII
MAGAZINES, TECHNICAL AND TRADE
JOURNALS
General Magazines
The spread of education, and the continual accumulation of
wider interests due to the availability of records, and to the
possibility of compressing a large amount of information in a
small space, created a desire on the part of the public, or some
portions of it, for reading matter which would carry out a
somewhat different idea from that expressed in the newspapers
or the news weekly.
As the pressure of work increased through the simplification
of tasks and the consequent concentration, the necessity for re-
laxation in the matter of reading became correspondingly more
important. People who were informed and experienced on
many lines felt it necessary to have some easy method of keep-
ing in touch with the progress of such matters without being
obliged to go to much trouble in it or to become professionally
expert. The interests, the relations, the general entertainment
of the public became continually wider so that it was necessary
to introduce periodical media devoted to these particular pur-
poses. Books were inconvenient in some cases ; they cost too
much to be read at leisure and discarded after reading; they
involved more concentration than the average reader was will-
ing to give except at specified times ; they provided no diversity
and consequently did not give the complementary character
that was required to offset the routine daily task.
General magazines, as they are termed by the advertising
455
45 6 PHYSICAL FACTORS IN ADVERTISING
man, came into being to fulfill the desires created by this state
of affairs. They were at first concerned with developing every
type of editorial matter which was of interest, and the enter-
taining, educational, humorous, pictorial, and special interest
items were all contained in the covers of the same medium.
Increasing subdivision of human requirements, increasing com-
plication in human affairs and increasing population deter-
mined further subdivisions which swung the editorial policy
to one or another of these lines. There are now magazines
devoted entirely to the exploitation of the humorous, maga-
zines concerned only with the educational, the serious, and the
controversial, publications which review and publications which
depend lor their interest upon the pictures.
It is true that a great many of the publications partake of
all the other interests as well as the principal one w r ith which
they are concerned. It is equally true, however, that there is a
tendency for the editorial department to specialize upon one or
other of these general divisions so that they shall have a cen-
tral interest. It is natural that it should be so. A certain per-
sonality accumulates around the periodical medium. It is of
course a vague personality but it depends for its existence
upon a central idea embodying the reader's conception of its
editorial policy. The definition of this personality is in fact
almost exactly in proportion to the definition of its editorial
policy along certain lines and consequently the clarity with
which such a policy can be visualized. Each of these types of
magazine has certain functions to perform which make it more
or less suitable for the particular purpose for which it is to be
used. In some cases it is necessary to divide them by such
types in order to determine their relative value. For the pur-
pose of tin's consideration, however, such differences may be
neglected and the general scope of the magazine determined
as it is considered in connection with all the types of general
media.
MAGAZINES AND TRADE JOURNALS 457
Field and Functions
The magazine is in respect to its advertising policy comple-
mentary to the newspaper, performing entirely different func-
tions and having entirely different measures of value. The
magazine is extensive territorially, and intensive because of its
segregation from a circulation standpoint ; whereas the news-
paper is intensive from a territorial standpoint and extensive
from a circulation standpoint.
The magazine, through its special interest or interests, ac-
cumulates to itself an audience composed of those people in
each community over the whole country or the whole world
who are sufficiently concerned in those interests to be anxious
to read the matter in regard to them and to pay for that read-
ing. Considered from a circulation standpoint, therefore, it
has a tendency to pick out from a general bulk of the popula-
tion those people who are interested in certain special matters
or whose education is sufficiently advanced to require extended
reading over and above the reading which can be secured from
the local media. The magazine, therefore, must operate
through a larger territory than the newspaper because it will
appeal to a smaller percentage and to more specialized classes
of the population.
The periodical which deals with the more general affairs
covers a w T ider field and acquires by this means a prestige which
is not accorded to the local media largely concerned with and
distributed through a small territory. It argues an impor-
tance in the subject matter interest \vhich is sufficient to elimi-
nate the territorial differences and to draw r to it readers over a
wide area. This same prestige and importance naturally ap-
plies in a measure to the advertising which appears therein.
Furthermore, it provides a natural selection of the readers who
have a good many advertising requirements and eliminates
some of the waste which might otherwise be incurred. It can-
not be used for intensive cultivation but it is a very important
458 PHYSICAL FACTORS IN ADVERTISING
factor in the improvement of the condition of the general field
which it covers.
Its place in the advertising equipment is very distinct and
easily defined, as the functions which it fulfils to its readers
carry with them an explanation of its possibilities and its own
limitations. It is a leisure time publication and receives in this
respect more attention and probably more careful reading than
the local media. It has a tendency to exert a more powerful
influence upon the habits of mind of the people who are part of
its regular audience and as a consequence within the limits of
its field its value is unquestioned. It is valuable, as its term
implies, for general advertising, and its use in this connection
is entirely justified and in fact to be desired from the functions
which it is capable of performing.
Women's Publications
The economic importance of the women of the household,
due to the percentage of material in general consumption which
goes into the household or is influenced by the women, is so
great that all classes of media pay a great deal of attention to
the requirements of the women, and certain media are devoted
entirely to their needs.
Professor Hollingworth estimated from his investigations
of a few years ago that the women either bought or influenced
the buying of 80 per cent of the articles which went into the
household, including the clothing of the male members of the
family, and it is evident from the trend of recent advertising
that the attitude of the woman and her importance in connec-
tion with all these matters is being more keenly appreciated.
It is logical, therefore, that a great many of the periodicals
which cover the country generally, and those having the largest
circulation for the number of media, should be devoted entirely
to the wants, interests and relaxations of women. The wom-
an's magazine to the women of the household approximates
MAGAZINES AND TRADE JOURNALS 459
the relation of the farm paper to the farmer. It is not entirely
a matter of business but it is so closely related with the prin-
cipal objects and wants of her life that it has ceased to function
according to the general magazines and approximates the farm
journal or trade journal in its action. So much of the life of
the women of the household is represented by considerations
fully as important from their economic requirements as the
business consideration of the men, that information upon such
points is not only valuable but in most cases absolutely neces-
sary. Furthermore, the general tendency of women's clothing
to change rapidly from season to season in its style, the neces-
sity for keeping up with changes in social requirements, the
desirability of being informed upon club movements, etc., as
well as the generally extending horizon of the women, make the
women's publication as nearly a necessity as anything can be
which does not cater distinctly to the news instinct. It will be
observed that these special functions of women's publications
entitle them to an advertising consideration which cannot be
given to the general media. The relation between the sub-
scriber and the magazine is much more intimate, the interest in
the editorial policy much keener and the relation between the/
editorial and the advertising pages much closer, than is the
case with the other general media.
To advertise in the magazine with a number of recipes some
of the material which should enter into those recipes is obvi-
ously approaching the maximum of suggestion. To advertise
labor saving devices for the kitchen in the same magazine
where discussions are continually taking place as to the pos-
sibility of reducing the drudgery of the household comes very
close to the acme of periodical media efficiency. The possibili-
ties of relating products nred in the home or by the women
to the editorial interest in such magazines are so great and in-
volve so many thousands of items that the advertising possi-
bilities are unusually favorable.
460 PHYSICAL FACTORS IN ADVERTISING
The functions of women's publications in this regard make it
possible to segregate the work in connection with items of gen-
eral consumption for the household for prestige and general
advertising much more easily than in any other class of general
media.
Of course, the editorial requirements in this connection are
unusually severe. The styles suggested by the magazine must
be authoritative and delivered to the subscriber at the time
they are news. The recipes, the articles of interest to the
household, questions of education of the young, etc.. must of
necessity be developed so as to show authority of the highest
type, in order to give the advertising value which is necessary
to fulfil properly the important functions represented by the
media.
The obvious care with which women must regard every item
entering into the household affairs, because of the importance
which such affairs assume in their lives, makes it possible to
presume their interest in connection with the reading of wom-
en's publications which cannot be so safely assumed in some of
the other cases, although it may be there. Furthermore, it
should be noted that in the matter of dress and other items of
personal adornment, the actual manufacture of the product has
so much to do with its applicability to the particular individual,
that the advertising pages conveying these items to the reader
are apt to be studied almost as closely as the reading pages.
These things all have a tendency to make the women's pub-
lications particularly valuable on account of the strength of
their appeal to women. The disadvantages connected with this
style of medium are similar to those found in the general maga-
zine field and are largely involved in the territorial weakness of
the women's publication from the standpoint of its intensive
effect upon sales and consequently its lack of influence from
the standpoint of volume in respect of articles of very general
consumption. This disadvantage is added to from the stand-
MAGAZINES AND TRADE JOURNALS 461
point of some products by the lack of action incentive always
to be connected with media which are primarily concerned with
the leisure moments, although in the case of women's publi-
cations the importance of the subjects dealt in to some extent
offsets this particular disadvantage.
It is evident that it is impossible also in the women's publi-
cations to get the rapid fire action which is sometimes neces-
sary to stimulate sales within some particular territorial limi-
tations.
Trade Journals
Trade journals are those publications which are devoted to
the dissemination of news and the consideration of questions
relating to the distributing of products of a certain industry
or products handled through a certain line of distributors.
The grocery journals, for instance, are papers which deal with
the conditions to be found in the grocery business and
are limited by the extent of the business and not by the
extent of some of the products thereof. The Tea and Coffee
Trade Journal, on the other hand, although being distributed to
jobbers and retailers of teas and coffees, is also sent to a line
of distributors who deal in many other products besides those
covered by this journal.
These trade journals are alike in this, however, that they are
not distributed to the consumers of a product but rather to
those who buy material to resell. This, of course, has a tre-
mendous effect upon the necessity of the journal from the
standpoint of advertising value, and the requirements which
it must fulfil in order to arrive at maximum strength.
There is a possibility of the establishment of great interest
between the trade journal and the distributor because of the
information which can be secured through such trade journals
in connection with the conduct of the business, Matters which
affect the business in which any man is engaged are apt to be
462 PHYSICAL FACTORS IN ADVERTISING
of sufficient interest to make him pay considerable attention to
them. As a consequence the trade journal is capable of awak-
ing a very vital interest among its readers, such an interest as
will establish those intimate relations in connection with which
the highest advertising advantage is to be found. The accom-
plishment of this, however, lies in the following out of a some-
what more difficult development than is required of the gen-
eral magazine. The subjects of which the trade journal will
treat must be chosen from the field in which it works and it is
consequently limited to some extent in its editorial scope.
Furthermore, it is not easy to find writers who have the pa-
tience and knowledge required to enter into and investigate
the operations of such complicated matters as the details of
the distributing business ; while very few of the men engaged
in such businesses have acquired the art of writing or expres-
sion to such an extent as to enable them to give out the things
which they have found of advantage.
Nevertheless, some means must be found by the trade jour-
nals of getting together the best information in connection
with the operation of the business and of presenting it in such
shape that the reader will understand and appreciate its value
and importance. The trade journal is intended for his in-
formation and there is no incentive for him to spend time
with it unless it contains such information. The value of a
trade journal can be almost exactly determined by an investi-
gation as to the standing of its editorial work from the stand-
point of authority, progressiveness, and accuracy. This re-
lates equally, of course, to the dissemination of news in con-
nection with the industry as well as the discussion of con-
troversial points or elimination of difficulties.
Trade journals vary greatly in value. Some have little ex-
cuse for existence except the complaisance of the advertiser.
They are frequently without any authority, have insignificant
circulation and make no attempt to supply the industry with
MAGAZINES AND TRADE JOURNALS 463
important information. The best of the trade journals, how-
ever, in most fields have developed editorial staffs capable of
entering into the questions which are involved in the progress
of the industry and capable of writing such investigations so
that they are thoroughly interesting and informing. They
have equipped stations for gathering news and are undoubtedly
responsible to a large extent for the progress made in their
respective industries due to the dissemination of information
of all kinds among the various practitioners. Such trade
journals are naturally of great advertising value because they
have automatically selected the audience in any particular field
so that they represent the best combined intelligence in that
field and the most influential business men connected with it.
Such trade journals can hardly be neglected in any well bal-
anced campaign, representing as they do the nearest approach
to maximum efficiency which can be found in the advertising
field.
Technical Journals
The functions of the technical journals are somewhat differ-
ent from the functions of the trade journals in that the tech-
nical journal reaches the consumer in a particular industry or
line of human endeavor, approaching him by reason of infor-
mation in regard to the technique of his operations. It will
be seen at once that the objects of the technical journals,
therefore, vary 'considerably from the objects of the trade jour-
nals and the advertising value is based upon slightly different
considerations. Market news, prices, and movements of staple
commodities, and items of that kind which (where reliable)
may form the most important part of a trade journal's edi-
torial matter, have little place in the technical journal, except in
one or two special cases.
The Iron Age has been quoted as an authority by all general
media in connection with the progress of the iron and steel
464 PHYSICAL FACTORS IN ADVERTISING
industry, and its figures, its reports and considerations of the
market, etc., are accepted without question. This paper, how-
ever, holds the unique position of the technical journal which
has through the course of time, by reason of its editorial effi-
ciency and scope, automatically extended its authority over the
trade as well as the technique of an industry. It has become,
in fact, an institution rather than a mere technical or trade
paper. This, however, is the exception. There are indeed
very few industries which combine the technical and trade
features in the same way that the iron and steel industry does
and there is a possibility in very few cases for the technical
journal to assume the functions of a trade journal.
The questions of thoroughly controversial nature as to prac-
tice, and discussion as to materials, etc., naturally occupy much
more editorial space in the technical journals than they can be
expected to occupy in the trade paper. The technical papers
of manufacturing must of necessity dissect such operations,
gather from the industry as a whole the most efficient methods
adopted, and discuss these as well as the principles and theories
which lie behind them. The editing of a technical journal in
such a way that it will be of the highest advertising value is
obviously a matter of considerable difficulty and requires the
highest type of editorial capacity.
The technical journal is similar to the trade journal in that
it automatically segregates the audience, confining it within
certain limits either in a particular industry or in connection
with a specified occupation. Automobile, Horseless Age, and
other motor papers are examples of technical journals relating
to an industry. Poicer, Practical Engineer, American Machin-
ist, etc., are examples of technical papers devoted to a specified
occupation, which may enter into a great many industries and
cover a great many different problems.
The value of either method of conducting the technical
journal from the standpoint of an advertising medium depends
MAGAZINES AND TRADE JOURNALS 465
almost entirely upon the industry which is to be advertised.
In most large manufactures the products which enter into the
equipment of manufacture, etc., are classified according to spec-
ified occupations rather than the industries for which they
are used, so that there is large scope for technical papers which
follow the lines of specified occupations. In some industries
the equipment is almost altogether specified by the industry
itself, and in this case, of course, the technical paper must fol-
low the lines of industry rather than occupational lines.
The present strength of the technical journal lies in the de-
velopment of its editorial staff so that they understand the
problems, the needs and the circumstances of the occupations
or industries to which they cater, and are able to develop a
really authoritative standpoint. There are, of course, in the
technical field a great many journals which are of no partic-
ular value from the standpoint of authority or editorial infor-
mation. These exist largely because of the lack of investiga-
tion by the advertiser and because in these days of multifarious
writings it is possible to assemble a superficially attractive
paper with the proper array of clippings. Such journals have
no place in any advertising scheme. The more important tech-
nical journals, however, have sufficiently demonstrated their
value in respect to the particular fields which they cover to
make their selection largely a matter of adjustment to the par-
ticular campaign or marketing plan which is under considera-
tion.
Copy Service
In the course of the development of the technical journal
and its sale of advertising, where that commodity represented
a value almost impossible to determine and where the advertiser
was inclined to look upon it as an unavoidable evil, it became
necessary to investigate the reasons for the success or failure
of different advertising accounts. In those days 90 per cent
466 PHYSICAL FACTORS IN ADVERTISING
of the advertisers in technical journals were content with a
standing advertisement which expressed without change of
copy or layout, about what was to be found on the visiting card
of the concern in question. From time to time the technical
journals themselves induced the advertiser to change this card
and to put in copy which was changed from issue to issue. In
some cases this development was followed up, copy-writers
were engaged, investigations were made into the field of the
paper, the audience was dissected as much as possible and a
free service to advertisers, intended to increase the value of
their advertising, was started in connection with some of the
more advanced publications. Inasmuch as most of the tech-
nical journals steadily refused to pay commission to the ad-
vertising agent, contending that they had to secure the business
themselves, it was necessary in some cases to put in service in
order to offset the services advanced by the advertising agent
for general media. Some of these copy service departments
have been notably successful, while others have proved to be of
little importance. The value of the service seems to depend
almost entirely upon the extent to which the audience has been
considered and dissected and consequently the extent to which
it is understood by the copy service department so that they
can be sure of getting the viewpoint which will interest the
audience.
Special Service
Special service in connection with requirements or possibili-
ties in the development of business along the particular indus-
try or occupation in question, has been used by some of the
more important and progressive journals and in some cases
the investigations have been carried out with the advertisers
so that the advertiser can secure maximum value from his
advertising. Up to the present this service has not assumed
any important place in connection with the technical journal
MAGAZINES AND TRADE JOURNALS 467
work, but the general trend of advertising and the effort which
is being made to investigate the conditions of a business much
more closely before entering into and conducting a campaign,
will undoubtedly make developments along this line of the
utmost importance, and bring into greater prominence special
service in the investigation of these different fields. The posi-
tion of the publisher is such that it is easy for him to get in
touch with many conditions in an industry or occupation which
may be difficult for the manufacturer to determine, and it is
rather surprising that up to the present he has developed this
possibility to so slight an extent.
CHAPTER XXXIII
OUTDOOR AND OTHER FORMS OF ADVERTISING
Historical
The earliest method of advertising was the sign. Excava-
tions made in various parts of the world bringing to light the
conditions of life in the earlier civilizations, have shown that it
has been customary in all ages, wherever any degree of civiliza-
tion has been attained, to designate by a symbol either the occu-
pations or the products made in a certain place or by a certain
individual.
Advertising by signs was, of course, carried very much
further in the time of the Romans, and notices of games in
the arena, of gladiatorial and other spectacles and of events of
all kinds were added to the signs which denoted the character
of the stores. These earlier symbols developed on the one
side into the outdoor advertising, and on the other side into the
trade-mark protection for goods.
Up to the time of the discovery of cheap paper and
also until the general increase in the art of printing, there
was little use in attempting to extend the sign on account of
the fact that so small a percentage of the population could
read or write. As education spread and more of the popula-
tion became versed in reading and writing, the use of signs to
announce all kinds of sales, all kinds of events, to give notice
of legal action, governmental proceedings, etc., extended very
rapidly, until today it is one of the most important methods of
advertising.
OUTDOOR AND OTHER ADVERTISING 469
Influence of Signs
The sign has been associated for years and even centuries
with two definite functions which have determined its value to
a large extent in the past and which influence its present value.
The sign has always shown either where a thing could be
secured or at what time it must be secured, or both. It has,
therefore, been conspicuous all through its history because of
its determination of the place and its suggestion as to time.
Until it was so generally taken up by advertisers it was prin-
cipally used over the doors where various products were kept
or to notify the public that certain things would happen at a
given time and place. Services of a religious character, an-
nouncementS; political meetings, educational gatherings, all
kinds of matters of general interest were made known to the
public by reason of outdoor advertising in the form of bills
posted on the walls or convenient places. Even now a large
part of the outdoor advertising in any city is devoted to the
dissemination of news in regard to matters which must be
taken advantage of within a certain time and place, in order
to be secured at all.
While, of course, the general use of the poster has to some
extent destroyed the suggestion which arose with its entire
association with such matters, nevertheless this association of
ideas is still active to a sufficient extent to determine the value
of the poster as an advertising medium. By the very condi-
tions of its use it is manifestly out of the question as an educa-
tional proposition. The necessity for telling the story at a
glance so that literally " he who runs may read " precludes any
argument or reasoning which forms the basis of educational
endeavor.
The sign in fact must arrest attention by the simplicity and
broadness of its design and character, drawing attention to the
products of the store so that it will not only arrest attention but
also suggest the necessity for immediate action. It has been so
Indoor display store
470
471
472
OUTDOOR AND OTHER ADVERTISING 473
constantly used to reiterate the fact that something will be done
at a certain time and place, that a subconscious spur to action is
almost imperative. These functions of the outdoor advertis-
ing make it of great importance for intensive stimulation of the
sale of products of general consumption. Where considerable
educative effort has been spent upon a territory or a commod-
ity with apparently little result, some well calculated outdoor
advertising by its subconscious insistence upon action has
drawn this educative effort into actual sales. It is, of course,
impossible for this method of advertising to change a buying
habit until some educative effort has been made so that much
knowledge of the product has already been gained. It is, in
fact, in respect to advertising akin to the salesman's closing
talk, calculated to bring to a head the work which has been
progressing favorably but without action theretofore. This
does not mean that action cannot be secured by the other
media of advertising. It does mean, however, that the whole
history and development of the sign and of outdoor adver-
tising has had a tendency to associate it with the necessity for
action in such a way that it presents a logical medium for the
final development of intensive stimulation.
Values
In the great development in the outdoor advertising field,
the business has divided itself into four distinct branches, each
branch being subject to different conditions and covered by
different practical experiences. They are painted bulletins,
posters, electric signs, and enameled or lithographed signs.
Painted bulletins are made of boards, metal-faced as a rule,
placed alongside the streets or roads, along the tracks of rail-
roads, on the roofs of buildings, and other convenient and de-
sirable locations. They range from 12 to 48 feet long, gen-
eral sizes, though special boards are built as long as 75 feet
for lease, while they are built in all sizes for the individual
CIGARETTE
Painted Sign
Illuminated for city use
474
u
475
476
OUTDOOR AND OTHER ADVERTISING 477
ownership of a single advertiser. The location for most of
these signs is leased by companies who undertake to erect the
boards, paint them with the advertiser's design, maintain them
and keep them in proper condition. For most of the boards
alongside railroads and roads the charge is made per square
foot of space, but in cities for special locations and other points
of particular advantage, a special charge is made for the pre-
ferred position.
On account of the conditions required by the character of the
signs, it is usual to make contracts for a period of a year or
more to include repainting within six months or one year. It
is not possible, with this method of advertising without
special arrangements to secure a change of copy more fre-
quently than yearly, or at each painting, although special ar-
rangements have been made at times for this purpose. In
many places the signs have been arranged in the best form by
building panels, concealing supports, and effecting decorative
framework to eliminate the objections which have been ad-
vanced at times against the unsightly appearance of advertising
boards alongside city streets.
In the buying of painted bulletin advertising, it is possible to
buy either by particular location or by asking for a showing in
particular localities or along certain railroads or highways.
Inasmuch as most of this advertising grew up through local
requirements, it became necessary for the local concerns to
form an association through which it is possible for the larger
advertiser to use this form of advertising all through the conn-
try, without being obliged to deal with a large number of local
establishments, and in order to secure the co-ordination which
should be secured in such a campaign. The value of this
form of advertising varies very considerably with the character
of the products to be advertised. It is not possible to deter-
mine its value per se, without an examination of merchandis-
ing, and the way in which the product is used.
478 PHYSICAL FACTORS IN ADVERTISING
The function of the painted bulletin is to act as a constant
reminder, easily read and easily seen, of the fact that a product
is on the market and with some suggestion of its quality, in-
duced by the character of the design and the wording. From
the fact that copy can be changed very infrequently, it is of
course not reasonable to expect that form of advertising to be
of any educational value, and it therefore serves its purpose
when it is used for the general publicity of the matter, and for
the establishment of identification in connection with other
public efforts.
In connection with some necessities for which painted bulle-
tins are used, the value of the location is greater than the num-
ber of boards. In other cases the number of boards secured
may be greater than the value of single locations. For in-
stance in the automobile business, in covering touring roads in
various sections of the country, boards which are head on to
the road and are in such a position that they are directly in the
field of vision of the driver, have been found to possess a great
advantage in advertising value. Such boards are therefore to
be sought in cases of this kind, rather than merely a number of
boards on a particular road.
The question of design is very important in connection with
painted bulletins. Because of the difficulties in connection with
hand-painting, the design should be as simple as possible, suit-
able for quick identification at a considerable distance, without
any small wording, and developed along such broad lines both
as to style and number of colors that the effect of the design
and wording will impress itself on the mind, with little or no
effort. The extensive use of painted bulletins for all kinds of
business illustrates their value under given conditions, when
they are advantageously situated, and in connection with a
definite kind of product. They are, of course, valuable in
proportion as the product can be used by the general public
who pass along the highways or the railroads. Their value
479
Head-on sign automobile road
480
OUTDOOR AND OTHER ADVERTISING 481
decreases according as the number of people who could use
them decreases in proportion to the total population.
In the buying of outdoor advertising, however, so many
factors enter into the question of price, and so many items
influence the question of value that it is not possible to buy
such advertising with the accurate knowledge of what is being
bought, as is the case with some other advertising equipment.
In the first place, the number of people who can see the sign is
a matter of conjecture, except in a few special cases where they
are so placed as to govern thoroughfares, in which event the
number can be averaged. The number of people who will see
the ordinary outdoor sign or poster, however, is a matter of
guesswork and the exact influence of the sign can never be
determined.
In the second place, the surroundings of the sign, whether it
is in the middle of other signs, whether it is at a height or
close to the ground, whether it is in a narrow or wide thor-
oughfare, the speed of the traffic past it, all have a bearing
upon the advertising value which is none the less important
because it has not been thoroughly recognized. It has been
customary, particularly in the use of outdoor advertising, to
accomplish by volume rather than by selection. In the old
days when it was intended to advertise a sale, to give notice
of action in the courts, or to advertise coming amusements, it
was customary to place the bills anywhere and everywhere in
the hope that volume would accomplish the necessary regis-
tration and provide insistence upon action which alone would
give the required result. The competition for signs, the neces-
sity for leasing ground or space for them, and the general ten-
dency for restrictions to be imposed upon them in most com-
munities have somewhat limited the number which can be used ;
although even now it is customary to consider bill-boards or
printed signs from the standpoint of volume rather than selec-
tion. The number of factors which enter into the value of a
483
484 PHYSICAL FACTORS IN ADVERTISING
particular sign or poster have not been determined, except the
certainty that results can be obtained by posting bills and by
putting up printed signs. It is questionable whether any ad-
vertisers, save those who because of the character of their serv-
ice use that method alone, can determine the actual results
secured from the accumulation of signs and posters in a given
territory.
If the knowledge of results, or operation of any particular
equipment was of such an indefinite and general character in
connection with any other part of the business except the ad-
vertising or merchandising end, there would be very little pos-
sibility of the method being continued unless further evidence
could be secured.
Bill-Posters' Association
So long as the use of posters was to be secured only through
local individuals who controlled the general spaces devoted to
such purposes, it was a very difficult matter properly to arrange
for advertising by this medium in many localities. As the pos-
sibilities of national advertising or general advertising grew
and the use of posters in this connection became of more and
more importance, the difficulty of dealing with several thou-
sand different people in the handling of such poster campaigns
became more and more apparent, and it was evident that some
other scheme was necessary. The consideration of this matter
finally led to the gathering together of all the local bill-posting
firms into an association of bill-posters, with agreements cov-
ering the general use of posters in such a way that a general
advertiser can now make arrangements with one representa-
tive of the bill-posters' association to handle all the posting
which he expects to do over the entire country. The condi-
tions governing posting service have improved very rapidly
since this association was formed, as the field has been stand-
ardized to a great extent and it impossible to get showings in the
485
486
OUTDOOR AND OTHER ADVERTISING 487
different localities which more nearly represent a standard cam-
paign.
Of late years in this country an increasing agitation has been
working against the unrestricted or practically unrestricted
use of bill-boards, on account of disfigurements of the land-
scape, and their alleged nuisance and sometimes damage in
cities. There seems to be a slightly growing opinion on the
part of a small section of the population against this use of
signs and bill-boards without any restrictions whatsoever upon
their size, upon the number or upon the character. From time
to time ordinances have been introduced in various civic bodies
designed to regulate this part of advertising and there is little
doubt that at some time or other the use of bill-boards or out-
door signs will be subject to strict regulation as to size and
location.
In some of the European countries the limitation of posters
in cities has been carried out to a considerable extent, so that all
posters are of uniform size, practically the size of a one-sheet
poster, and the spaces reserved for them are comparatively few
and carefully designated. These regulations have had one
effect which has been of more advantage than any other, and
that is, the necessity of accomplishing by artistic work what
has heretofore been accomplished in this country largely by
size of poster. The uniformity of size naturally made it im-
possible for the artist to secure any advantage in that direction
and only the study of the poster by competent artists made it
possible for the advertising value to be secured therefrom.
In all the European countries, but particularly in France and
England, the poster artist is an artist of established reputation
who has made a study of poster work just as another artist has
studied mural decoration or portrait work. As a consequence
the European posters are a delight to the eye and as interest-
ing from an artistic standpoint as they are apparently effective
from an advertising one.
488 PHYSICAL FACTORS IN ADVERTISING
Posters
This term applies to all papers used for pasting upon boards
wherever and in whatsoever size they may be used. It has,
however, in the growth of the advertising business, become
generally accepted, as referring to the twenty-iour sheet post-
ers adopted as standard by the poster advertising interests and
maintained by concerns of this kind all over the country.
Poster locations regularly built and maintained by bill-posting
companies are to be found in all cities and towns of any import-
ance, and are so arranged as to give a possibility of fairly
complete general appeal to a section of the country or na-
tionally.
Poster advertising is much more flexible than any other form
of outdoor advertising. It permits of a monthly change of
copy, short and long campaigns, and can be carried out either
sectionally or nationally. It is therefore not a reminder or
identification form of advertising but a stimulant to action,
localizing the appeal and tying it up with the direct incentive to
purchase. It is not an educational form of advertising because
of the conditions under which it is used and the impossibility
of concentrated attention. Used for the functions which it
could be expected to perform, however, it is a valuable method
of publicity for the stimulation of interest in products bought
by the general public and used by them intimately. The use of
this form of advertising has developed very largely in the past
ten or twelve years and the understanding of its functions has
resulted in a development of its art as well as its general im-
provement. The old circus style poster is passing and the
new simple, attractive, flat color poster which has long been in
use in Europe is rapidly replacing it.
The last few years have seen a very rapid and encouraging
development of poster art in this country and some of the work
which is appearing on the bill-boards today is of a very excel-
lent character. The illustrations shown will indicate how far
OUTDOOR AND OTHER ADVERTISING 489
we have traveled from the old circus poster and the hope for
future artistic development, which these advances indicate.
Illuminated Bulletins and Posters
In connection with the more careful erection of bill-boards
and bulletins, giving the panel effects, separation of the adver-
tising, and the concealed parts and general decorative designs,
advantage has been taken of the possibilities of illumination to
add to the hours of daylight several of the evening hours as
advertising possibilities. For this purpose in many of the cit-
ies special bulletin boards and bill-boards have been erected for
the use of painted signs and poster advertisers with illumina-
tion directed upon the boards so that the design should appear
as readily at night as in the daytime. This has had the effect of
taking advantage of the night life of people in the cities, so that
the value of the bulletins or poster advertisements could be
increased by the addition of the hours of entertainment to the
hours of the daytime. Inasmuch as the people of the cities
are to a large extent free from their labors during the evening,
the value of the illuminated poster and bulletin is very much
bigger than the value of advertising of the same kind which
can be seen only during the period of daylight
Electric Signs
Electric signs are the most recent development in outdoor ad-
vertising and by all odds the most spectacular. Broadway,
New York, from 23rd Street to 59th Street would be scarcely
as well lighted as the principal street of many a much smaller
city were it not for the large number of advertising electric
signs which make up for the deficiency. The electric sign
at first merely spelled out in electric light the name of the article
or firm that was being exploited. Competition in attention,
however, created the necessity for moving characters in such
signs until some of the most spectacular are exceedingly com-
490
491
492
OUTDOOR AND OTHER ADVERTISING 493
plicated in design and furnish an enormous number of move-
ments. The movements are, of course, secured by succeeding
contacts produced by a revolving " Flasher," as it is termed, so
that different bulbs or sections light up at different periods.
This demand for spectacular movement reached such a stage
that co-operative signs have been built employing complicated
designs and scenery with the different advertisers appearing
above. The sign called the " Leaders of the World " was
probably the most prominent of these, the spectacular part of
the sign showing a chariot race and a panel above giving the
names of the different advertisers.
There are a great many other purposes for which outdoor
advertising is used besides those noted in the previous head-
ings. These purposes are not organized under one general
system, nor is it possible to make any general division of them.
For this reason they are usually included under some other
heading, such as " Manufacturer's Aid to Dealers," " Window
Display," and similar propositions. They are merely men-
tioned in this connection in order that the reader may note them
as actually a part of the outdoor advertising work.
CHAPTER XXXIV
DIRECT MAIL AND HOUSE ORGANS
Introductory
What is termed direct mail advertising has no technical spe-
cialization, strictly speaking. It has become a specialized oc-
cupation because of the volume and diversity of the work
rather than because of functioning through a series of special
factors. A great deal of the material, therefore, which will
be required for a study of this method of advertising is con-
tained in the chapters devoted to the human interest, the con-
struction of copy, and the elements of advertising display. All
the present chapter attempts to do is to outline some of the
developments and practice which have come from the wide use
of this general division of advertising work.
Functions of Direct Mail Advertising
Furthermore, the functions of direct mail advertising vary
in accordance with the character of the material employed.
The function of a sales letter is entirely different from the
function of a mailing card, while this varies in turn from the
booklet and the circular. The functions of none of these in
any way agree with those of the house organ. They perform
different sections of the work and they are useful for different
reasons.
The sales letter is a personal communication growing out of
the correspondence method of conducting business. AYhile the
use of certain mechanical devices makes it unnecessary to write
each communication separately, the function of the letter re-
494
DIRECT MAIL AND HOUSE ORGANS 495
mains personal ; the point under discussion is treated not as a
public matter, but as a private matter between two individuals
or two concerns. The letter is efficient according as it ex-
presses this personal quality.
A great deal of discussion has gone on in advertising circles
regarding the relative efficiency of printed matter and letters.
There has also been a great deal of controversy over the ques-
tion of the advantage gained by rilling in letters, by giving them
a pen signature, and by the degree with which, in physical
appearance, they resemble an individual typewritten letter.
These controversies indicate that we have been misled into con-
fusing the physical appearance of a piece of advertising mat-
ter with its functions. The fact that a piece of advertising
copy is written on a letter-head and addressed does not make it
a letter ; neither does the fact that it is printed make it any the
less a letter if it is fundamentally performing that function.
A communication of President Wilson addressed to the
American citizens is still a personal communication to each
and every citizen although it would naturally be printed and
very few 7 of the citizens would receive it as an original docu-
ment. On the other hand, the proclamation of the Govern-
ment that a certain day is to be observed as a legal holiday, no
matter in what form it is printed, would exercise none of the
functions of a letter.
Whether it is written to one or to many people, the letter
must relate to the personal and individual problems of the man
or organization to whom it is addressed. If it does not do
this it is not a personal communication and the matter it covers
might be presented better in some other form.
Similarly, there has been a good deal of questioning about
the value of long and short letters ; about the right way to
approach a subject. The best answer which is to be found to
these questions is the one suggesting that the writer of the
letter have in mind some particular, individual customer when
49^ PHYSICAL FACTORS IN ADVERTISING
the letter is written. This statement really expresses the whole
theory of circular letters. If it is impossible to write upon the
subject with the visualization of a particular customer in mind,
then the subject is not one which should be treated by this form
of advertising.
All matters other than personal communications, all matters
relating to subjects which are not the individual problem of the
individual organization, but represent only the general problem
of the industry, trade, or user, should be considered proper
subjects for forms of advertising which agree more directly
with the public announcement. All forms of printed matter
come under this head. Printing itself gives an element of gen-
erality and an effect of publicity which cannot be secured in
any other way. It performs its best function when it is used
for those elements of advertising which are common to all indi-
viduals or organizations in a particular section or industry or
to the whole country.
Form and Typography of Printed Matter
About the various forms of printed matter there is a good
deal to be said as to the effect of size, style, and make-up in
their agreement or disagreement with the subject and purpose
of the advertising. A circular to be enclosed in an envelope is
associated with an entirely different purpose from that of the
large booklet which must be sent under separate cover, or which
is of a size that demands separate consideration.
The envelope stuffer, the mailing card, and the circular which
can be mailed without the envelope, are matters of current
interest only. They may act as reminders, they may suggest a
new phase, they may bring out something of timely interest,
and when this has been accomplished their work is fulfilled.
They should not be used for items of reference, for general
information valuable at no particular time, or for matters into
which the elements of time and place do not enter.
DIRECT MAIL AND HOUSE ORGANS 497
The size of all forms of printed matter bears a definite and
direct relation to the importance and character of the subject.
The story of a large organization, its growth, and its history
should not be confined within the space of a 4 x 6 page, with
correspondingly insignificant type and small illustrations.
Such a story merits a 6 x 9 treatment with a type that in itself
impresses the reader with size, character, and tradition and
with illustrations which in their physical dimensions suggest
the size and stability involved in their subject. On the other
hand, it is equally foolish, for the purpose of suggesting a new
phase of a matter which may be only of minor significance, to
get this up in such a form that the physical dimensions of the
printed matter would be entirely out of proportion to the im-
portance of the subject. Similarly, bold type, flashy headlines,
underscoring of phrases, all suggest an element of urgency and
should be used with great care and discretion, lest by the very
desire for emphasis the whole value of the emphasis is lost.
House Organs
One of the most important developments of printed matter
in connection with advertising has been the development of
house organs for all purposes. Periodical media, letters, cir-
culars and booklets, and other forms of advertising leave one
element of the advertising contact still to be considered that
is the element of continuity. Each advertisement in a peri-
odical, each letter, each circular or booklet, and each sign is
complete in itself. While the efforts may be repeated, each
individual effort must carry its separate and complete impres-
sion. The problems of the manufacturer, however, demand
that there be not only a repetition of information but a con-
tinuity of interest and some way had to be found for estab-
lishing and maintaining this continuity.
This has been answered to a very large degree by the use of
the house organ, which is nothing more or less than a period-
498 PHYSICAL FACTORS IN ADVERTISING
ical published by the manufacturer or the advertiser in what-
ever line, for the maintenance of continuity of interest with
his sales force, with all his employees, with his distributors, or
with his consumers. The advantage of this periodical form of
advertising lies in the fact that it permits of a discussion of
matters which are of continued interest in a much broader way
than they can be discussed in printed matter or in periodical
advertising. It enables the manufacturer to utilize in his pro-
paganda, the appeal of community of interest which is usually
very much wider than a particular product or a particular serv-
ice. It permits of a combination of news features with discus-
sions; so that the interest of the reader can be carried over
from one issue to the next, thereby establishing a bond be-
tween the publishers of the house organ and its readers, which
can be created by no other form of advertising.
The functions of the house organ seem at first thought to
approach some\vhat closely those of a general business paper.
The tendency, however, for a house organ to develop into a
paper of general business information in the particular field
with which it is concerned, is a dangerous one, as it thereby
loses its efficiency for the firm on whose behalf it was devel-
oped. It should be remembered very clearly that no period-
ical can carry out the double purpose of being a house organ
for a manufacturer and at the same time existing as a current
periodical of general business information. The two pur-
poses, while apparently alike, represent requirements so dis-
tinctly apart that they cannot be confused in the operation.
The purpose of the house organ is to use the general interest
which obtains between a firm and its patrons who read the
sheet, to exert an influence upon the readers looking to the
strengthening of the firm's own position in that particular field
of business and the enlargement of its own market. There-
fore, everything which is done in such a house organ must
be considered frankly from this standpoint, and the strength
DIRECT MAIL AND HOUSE ORGANS 499
of the house organ will depend upon the frankness with which
this attitude is maintained. To attempt to cover this propa-
ganda necessity by giving the house organ the appearance and
character of a general business paper, is to weaken the propa-
ganda by just that much and to cast suspicion upon the general
information because it does not come from an unbiased source.
Granted, however, that the functions of the house organ are
thoroughly understood, it is a very useful method of advertis-
ing for various purposes and its use may well be considered
wherever the continuity of interest is difficult to maintain
through personal contact.
House Organ for All Employees
Large corporations, such as those engaged in public service,
railroads, local transportation companies, electric light and
power companies, as well as other large organizations employ-
ing numbers of men, have found it to their advantage to es-
tablish some means whereby the industrial ideals, the policies,
and purposes of the organization and the community of inter-
est between directors, executives, and workers of all kinds can
be kept constantly and forcibly before the whole organization.
For this purpose the house organ has been of immense advan-
tage and some of the railroad house organs, those employed by
the express companies, and the organs of the large industrial
corporations, have grown into magazines of considerable size
and of intense interest to thousands of employees and their
families. In fact, a chapter could well be devoted to the
growth and development of this class of publication and the
effect which it has had upon the organization's stability in
large concerns.
As these organs are used more and more for the frank dis-
cussion of questions of interior organization and policy and for
the interchange of opinions concerning organization outlook
and advancement, they will exercise a very great influence
500 PHYSICAL FACTORS IN ADVERTISING
upon the labor question in these large concerns and upon the
incentive to maximum production.
House Organ for Sales Force
In a great many concerns where the necessity for some
means of communication to the employees in general has not
yet been felt, there has grown up a demand for some method of
communicating with and maintaining the spirit in the sales
force which is scattered away from the organization atmos-
phere and subjected to a special set of influences that are con-
tinually tending to undermine the enthusiasm of the individual
salesman for his work and for his product. Because of the
fact that the salesman works with very little tangible equip-
ment and must be constantly ready to meet the local problems
of the prospective buyer, he is in need of a constant revivifica-
tion of his knowledge and enthusiasm with new illustrations,
so that he may continually acquire fresh viewpoints in connec-
tion with his own requirements. For this purpose the house
organ for salesmen, intelligently edited, with bright chatty talk
about sales problems, with illustrations of the way in which
work has been done, with suggestions of new solutions, and
with comments upon successful operation, has been found
invaluable. This type of house organ has found a large place
in sales work. The number regularly printed runs into the
hundreds. This method of keeping contact with the sales
force should be watched by the advertising man. It should be
introduced wherever the conditions merit it, and should be util-
ized wherever possible for the maintenance of a contact be-
tween the advertising and the sales force, so that this develop-
ment may be generally understood and appreciated by them.
House Organ for the Dealers
As a natural extension of these purposes and because of the
direct interest which exists between the manufacturer and the
DIRECT MAIL AND HOUSE ORGANS 5OI
people who distribute his goods, it has been found of advan-
tage in some cases to extend the house organ idea and provide
the same means for maintaining contact with the distributors
of a product. There has grown up, therefore, a house organ
specially arranged to interest the dealer in a certain line of
goods and to keep the contact between this man and the manu-
facturer's organization. In this case, of course, the character
of the house organ changes somewhat. It is no longer dealing
with policies, with interior conditions, and with those things
which can very well be the subject of communication and dis-
cussion between members of the same organization but which
would be entirely without interest to those whose problems are
the problems of a different character of organization. Some
of these house organs have, however, done a great deal of
work with dealers in going into problems of turnover, cost
accounting, keeping of stock, window display, and other
matters which are directly concerned with the dealer's
profits. All this leads to a larger sale of the manufacturer's
goods.
It is in this class of house organ that the greatest difficulty
is experienced in maintaining its proper function and not per-
mitting it to dip over into the field of the general business
paper. Many of the problems which interest the manufacturer
and his particular dealers in a special way are the same prob-
lems which form the subject of discussion between the busi-
ness paper and the dealer in a more general and comprehensive
way. It is in this field, therefore, that some of the most con-
spicuous failures have been made in house organ work, due
very largely to a lack of comprehension as to the particular
functions of a house organ and the necessity for its mainte-
nance along the lines of these functions if it is to maintain its
position solidly in its field. There is very special reason why
the student of advertising should study this form of house
organ with considerable care, so that he may not be confused
502 PHYSICAL FACTORS IN ADVERTISING
as to its real purposes and the distinct requirements of its
success.
In addition to the house organs mentioned, there are occa-
sional modifications dealing with special cases which do not
form a sufficient class to be separately mentioned. It is prob-
able that the changes which are being made in manufacturing
and distributing conditions today will involve further modifica-
tions, but these can be easily determined and understood if the
general principles have been thoroughly fixed in the student's
mind.
CHAPTER XXXV
THE TRADE-MARK
Meaning of the Trade-Mark
The trade-mark as a symbol stamped or marked upon or
woven into the goods is a very old method of identifying the
products of a craftsman or manufacturer. It has been in use
so long that there has grown up around it a special branch of
technical law. It has been the subject of international conven-
tions and the reason for international discussions. Laws have
been made to govern the use of trade-marks and the abuses
which have crept in are the subject of a long list of court dis-
cussions.
Originally the trade-mark was pictorial. It was intended to
signify the product of a craftsman, a company, or a guild to
the people who bought. Most of these people were unable to
read and write and therefore the mark required the pictorial
representation to accomplish its purpose. The older trade-
marks, which can be traced, show the use of the place, the en-
vironment, or the name of the craftsman as the leading part
of the design.
While the trade-mark is a very old method of identification
and while the law in regard to it dates back a long way, its
extended use. in the modern sense, dates back to the beginning
of the industrial expansion and the growth of international
trade. Before that time so few of the products required by
the people of various countries were distributed over any great
distance that there was comparatively little use for this means
of identification and little or no conflict in the similarity of
503
504 PHYSICAL FACTORS IN ADVERTISING
various marks. Most of the products of a community were
sold so near the point of manufacture that there was no compe-
tition in the modern sense of the term and there was usually
a personal contact between the consumer of products and the
maker of them.
As the products of industry began to travel further afield and
to pass through more hands on their way to their final destina-
tion, trade-marks came more and more into use. Sometimes
these trade-marks were applied by the manufacturer and some-
times by the merchant, but in all cases the reason was the same
that the goods themselves might exhibit the particular indi-
viduality behind them and so avoid confusion in the mind of
the buyer, who by this means could identify the ones he de-
sired. The meaning of the trade-mark is the same today. It
enables the user of products to be assured that he is securing
the products made by the concern he wishes to secure them
from and not by some other. It assures him that he is get-
ting products of the same manufacture as those which have
satisfied him in the past.
Necessity for Individuality
Advertising has exercised a marked influence upon the value
of the trade-mark :is it has extended its operation over a much
wider field. It has also forced upon the manufacturer of
products which pass through many hands, the adoption of this
means of securing final identification of his product by the
consumer. Its use has been greatly extended under these con-
ditions, and the difficulties of selection and protection greatly
enhanced, so that it is not easy to secure a trade-mark which
will fulfil all the requirements. Indeed in some lines of busi-
ness there are a sufficient number of trade-marks representing
so nearly the same thing that the very purpose identification
- is lost and none of the trade-marks so affected are of much
value for their purpose.
THE TRADE-MARK 505
It is necessary, because of the very purposes for which a
trade-mark is used, that it should present an individual appear-
ance, differentiating- it from others. It is particularly import-
ant that a trade-mark should be different from the others in its
field..
1. It should be easy to pronounce.
2. It should be easy to identify.
3. It should be easy to reproduce.
4. It must be capable of protection.
A trade-mark which possesses all these qualifications can be-
come through advertising of immense value to an organ-
ization. There are mai^y examples that come in this class.
Vaseline which is a common word in the language both here
and in Great Britain is the trade-mark of the Cheseborough
Manufacturing Company and their exclusive property. How
many sales do they make because of that fact? Kodak
which is used almost synonymously with camera is the
trade-mark of the Eastman Kodak Company and their exclu-
sive property. Gold Dust Twins, Fairy, and Ivory are other
examples of trade-marks which by advertising have been made
of great value.
None of these originally meant anything. Vaseline and
Kodak are coined words, with no meaning when first intro-
duced. Gold Dust, Fairy, and Ivory are very ordinary pic-
tures as illustrated on the packages, but very familiar and full
of interest as developed in advertising. Naturally, it is be-
coming constantly more difficult to find names which will fulfil
all these qualifications and the tendency to approximate some-
thing already in use becomes greater as the number of trade-
marks increases. For this reason greater care must be exer-
cised in the selection of a trade-mark today and a more ex-
tended examination must be made into its value and into the
possibility of protecting it.
506 PHYSICAL FACTORS IN ADVERTISING
Coined words offer the best solution to many of the prob-
lems. Descriptive names can be protected only occasionally
and they are not allowed registration today. Even coined
words which are pronounced like a description of the product
such as " Nomordust " are not easy to protect from imitation.
Coined words, however, if they are not too difficult to pro-
nounce, can be protected and can be made effective where they
are the subject of proper advertising effort.
From the Buyer's Standpoint
The trade-mark is fundamentally a buyer's protection. It
is not considered at law as a protection to the manufacturer,
save incidentally and as this is required for the buyer's protec-
tion. The value of the trade-mark lies in the ease with which it
can be remembered, spoken, and seen by the buyer of the goods.
Where the buyer is confused by names and colors which are
fairly similar, the value of all such marks is seriously dimin-
ished in his eyes and there is a tendency to give up the attempt
at identification. From the buyer's standpoint, therefore, the
trade-marks in the same line should be as different as possible,
so that they can be distinguished with ease. It should not re-
quire any special knowledge to decipher and it should not re-
quire too close an inspection to make the identification com-
plete.
Trade-Marks and Quality
The value of the trade-mark as a means of identifying the
product of a certain manufacturer in stabilizing his business
has had a very definite bearing on the quality of his product.
It became obvious that a trade-mark is only of value to a per-
manent business organization and that its value in this case
would depend upon the value of the product. There would be
no purpose in identifying the product, except for the repeat
buyer, the permanent customer. No customer is permanent
THE TRADE-MARK 507
unless value is given. The use of advertising made the trade-
mark a necessity, and the necessity of the trade-mark de-
manded, in turn, a character and uniformity of product fit to
secure permanent advantage from the added responsibility.
The wide and general use of the trade-mark has had a dis-
tinct tendency to improve and stabilize manufacturing, to keep
the character of the product uniform, and to make it depend-
able. This effect has been recognized by the buyer although
perhaps unconsciously and the result is to give to the trade-
marked product a presumption of quality of great value to the
manufacturer.
Legal Requirements
The trade-mark law in the United States, as well as in Great
Britain, its colonies, and dependencies, is based upon the com-
mon law right of the consumer to be protected against substi-
tution in his buying and the rights of the manufacturer to the
exclusive use of a trade-mark for that purpose. The right of
the manufacturer to the use of a particular trade-mark is de-
termined by :
1. \Yhether or not he is the first user of the mark
2. Whether the mark conflicts with some other to a suffi-
cient degree to confuse the buyer and lead to possible
damage to the manufacturer's business in that way.
In order to afford a practical and easy means of determining
his position to some extent, the man who is using a trade-mark
may register it with the patent office, giving copies of the mark,
the date of the first use, and other particulars. The patent
office authorities will not register the mark if it
1. Is descriptive of the product.
2. Involves the use of a geographical, historical, or proper
name.
3. Conflicts with other previous marks to their knowledge.
508 PHYSICAL FACTORS IN ADVERTISING
After application and passage through the examiner's hands
the mark is published in the official gazette for thirty days,
during which time anyone affected may protest against its reg-
istration. Unless a protest is made the mark is registered.
The registration of a mark does not confer any rights upon the
registrant. If some other party has continuously used the
mark from a date prior to the registrant's first use of it, he
can claim the right to the mark although he has never registered
it and did not protest the registrant's application. What the
registration does, is to give the registrant prima facie evidence
of ownership and lay the burden of proof to the contrary upon
the other party. The difficulties of the case are not decreased
by the fact that the files of trade-marks in the patent office are
not cross-indexed thoroughly and a search may not establish
all the information. Neither are these files representative of
all trade-marks, as there are numbers of marks in the United
States which are not registered at all and which may not be dis-
covered at the time of adoption of the trade-mark by the regis-
trant.
It is not generally understood by sales and advertising execu-
tives that trade-marks are not property they are merely an
identification and cannot be transferred, bought, or sold by
themselves. Then they can be transferred only as part and
parcel of a business. In this respect they differ from patents
and this difference must be well understood.
Foreign Requirements
In some of the European countries and some of the South
American countries the trade-mark laws are entirely different
from those obtaining in the United States. In these coun-
tries the first registrant of a trade-mark is the owner of the
mark and the prior use of it by another individual or corpora-
tion does not affect the matter. There are a number of well-
known cases where American concerns have found their trade-
THE TRADE-MARK 59
marks already pre-empted by local concerns in several of these
South American cases and they have been put to much trouble
and expense to straighten the matter out.
In most cases the time required to procure registration in
foreign countries is very much longer than that required in
this country, even supposing there are no delays, or protests,
or questions of local registrations. For this reason foreign
registration of trade-marks should be fully attended to before
there is any prospect of goods arriving in quantity in the for-
eign market, so that no difficulty will be experienced after trade
is once established. Furthermore, the question of applicability
of trade-marks to the conditions of the country and the popula-
tion should be studied, as the trade-mark which is thoroughly
suitable for the United States may be utterly unsuited for
operations in countries speaking entirely different languages
and having different customs and conditions.
Certificate Countries
The United States has a convention agreement with a num-
ber of countries, whereby among other things the corporation
domesticated in the United States must have secured a certifi-
cate of registration in this country before applying for regis-
tration in other countries. Other conventions between differ-
ent countries affect the operations of trade-marks in the various
quarters of the globe. The colonies of some countries handle
their own trade-mark affairs ; in others they are taken care of
by registration in the parent country. As a matter of fact
the ramifications of trade-mark practice are so many that a
competent trade-mark attorney is necessary when considering
such questions. There should be no question about securing
such advice as it is the only method of keeping out of difficulty
and getting results worth while.
CHAPTER XXXVI
MANUFACTURER'S AIDS TO DEALERS
General Purpose
In connection with the manufacturer's work in establishing
a trade-mark or a brand, and in individuality of his service to
the consumer who buys his materials for the most part from
dealers, the manufacturer has naturally examined the retail
situation to some extent and discovered that his work did not
cease with the bringing of the goods to the consumer in his
own advertising, but that he could further his purpose by deal-
ing with the distributor and aiding the distributor in securing
larger benefit from the general advertising by using some of
the particular advertising media which the manufacturer was
prepared to furnish him. There-is no doubt that this has been
and is an important part in the advertising scheme for any man-
ufacturer, but the situation becomes more and more difficult as
the manufacturers in all lines try to impress upon the dealer
the necessity for using all the particular " dealer's aids " as
they are called, which they are prepared to furnish.
Dealers who are handling many hundreds of products are
naturally unable to consider in such a way more than a few of
these products, and the consequence is that in the general awak-
ening to the power and possibility of the dealer, the manu-
facturers swamped him with so much material presumably in-
tended to aid in his service, that he has become callous to its
possibilities. Furthermore, so much of this material has been
but remotely connected with his work that he has been in many
cases antagonized instead of aided. Where there has been
510
MANUFACTURER'S AIDS TO DEALERS 511
some service besides the manufacturer's suggestions to the
dealer, and where these helps were put up in such a way that
they were readily understood by the dealer, no difficulty has
been found in securing the dealer's co-operation in the use of
them.
There are, of course, many limitations attached to the use
of the advertising material specially intended for the service
of the dealer. These limitations are partly connected with the
extent of competition along these lines, the competition in such
cases existing between all manufacturers reaching the same
dealer, rather than between manufacturers selling the same kind
of goods. They are partly connected with the situation of
the dealer, partly with the diversity of products which he sells,
and partly with the character of the material which is offered
to him. It is obvious that only a certain proportion of the
dealers in any one line of business will be interested in any
special offer or any special methods of increasing the trade.
And it is equally obvious that the attempt to interest the dealer
in service schemes of various kinds may, if it is carried out to
the fullest degree, result in the limitation of the value of all
such methods, because of the multiplicity of the demands.
The possibilities of useful service lie in the supply of material
which is intended to increase the value of the store itself in the
eyes of the customers, which is intended to increase the use of
the product by direct application of the store principles or
which is intended to increase the efficiency of the dealer by ex-
tending his own information in regard to the possibilities of his
trade.
While it is obvious that these are permanent functions inas-
much as no class of business will be able to round out all its
opportunities at the same time, it is equally obvious that the
operation details in the execution of the performance of such
functions will constantly change, as the dealer in regard to his
position and information changes, so that he becomes more
512 PHYSICAL FACTORS IN ADVERTISING
discriminating in the use and more insistent in the requirement
of such service.
Window Displays
The most obvious and consequently the most highly devel-
oped service of the manufacturer to the dealer in aiding the
distribution of his own goods has been in the matter of win-
dow displays. While, of course, the larger dealers have their
own window display departments, experts in the planning of
attractive and suggestive windows, the thousands of dealers in
the more important retail lines scattered through the country
are in general without any definite policy on this matter, and
consequently can be served by the offer of window display of
various manufacturers. The same situation is arising, how-
ever, in this connection that has arisen in a good many other
items which form part of the manufacturer's service to the
dealer. Where the dealer once had no aid in the matter of
window display and concluded to stock as much as possible of
his goods in the window and let it go at that, he is now con-
fronted with an embarrassment of riches in that there are many
manufacturers prepared to offer him service of this kind, and
it becomes impossible for him to use more than a small per-
centage of the service that he can get. This means that the
competition is becoming constantly keener, the window display
arrangements are becoming more expensive, so that some man-
ufacturers of products of general use carry their own window
trimming crews ; and it also means that the conditions in the
future in respect to this kind of service will probably change
materially, imposing upon the manufacturer conditions which
are somewhat more burdensome than those obtaining today.
Of course, it is true that the manufacturer of a product with
the possibility of reproducing hundreds of window displays at
a time, with the possibility of securing the best service along
these lines, is in a position to make window displays for the
MANUFACTURER'S AIDS TO DEALERS 513
use of the dealer which are far ahead of anything the dealer
could secure himself. The trouble is that the manufacturer
has been so lavish with this service, getting it to those who do
not want it and pressing it upon those who are reluctant, that
the value of the service is not understood very thoroughly by
the retailer today, and it is only the few unusual suggestions
which receive the attention they merit. Nevertheless, the use
of the dealer's window forms such an important part of the
manufacturer's advertising and the sale to the consumer, that
this condition of affairs results in imposing upon the manu-
facturer a greater necessity for originality and completeness
of service. It is obvious that he cannot do without the window
display and that he must find means of inducing the dealer to
carry out his suggestions in this regard, and make use of the
display material supplied.
Store Cards
All retailers handle a great many varieties of products so
that it is impossible to bring before the minds of the customers
the possibilities existing each day to increase the individual pur-
chase. It is necessary, therefore, for the store to call certain
things to the attention of the customer so that these individual
items impress themselves on the mind and insure possibility in
purchases which might otherwise have been neglected. The
custom of drawing attention to particular items by the use of
cards is an old one, and it was not long after the manufac-
turer began to impress his trade-mark on the consumer that he
appreciated the value of the store card in suggesting to the re-
tailer's customer goods of his brand. He began, therefore, to
supply the dealer with store cards for his use which would draw
attention to the product and at the same time advertise the
trade-mark. Competition has developed this method so that
the dealer suffers from an oversupply of store cards, as he
does of most advertising matter. The consequence is that his
514 PHYSICAL FACTORS IN ADVERTISING
use of store cards becomes a matter of choice of methods that
are brought to his attention and of the applicability of the
store card to his business. It has developed, therefore, that
the manufacturer has extended the store card service so that
it not only draws attention to particular products but can be
used in explaining the character of the service or in acting as
one of the prominent directions. Thus Coca-Cola issues store
cards to the druggists who have soda fountains, " Get your
soda check at the cashier's desk " with Coca-Cola advertising
underneath. Several other pertinent store directions are used
by the same firm in connection with their store cards. The
following paragraph from an article in Printer's Ink of Au-
gust 21, 1913, regarding the desirable quality of store cards
and other matter, from the pen of a wide-awake dealer, is a
good statement as to the kind of material which the present
day dealer requires from the manufacturer :
Many specimens of the matter sent to the dealer for his
use are of such a fantastic design or shape that he does not
care to use them. Airships to be suspended from the ceil-
ing and Dutch windmills to be stood upon the counter and all
that sort of stuff will be immediately scrapped by the sensi-
ble retailer. Cut-outs, if well done, are popular for window
displays. Many of them, however, are poorly executed and
are too large for convenient use. I have just seen a cut-
out showing a boy and a dog, from the makers of K. & E.
Boys' Rompers and Blouses, that is very effective. It is neat,
beautifully executed, and of a size that is practical for a
variety of uses. That cut-out will be kept at work until it
becomes shabby from handling. The carton and cut-out
window exhibits sent out to the grocery trade are, with few
exceptions, excellent, but they never should be sent without
an order. Don't these advertisers know that three-quarters
of their expensive displays are never used? A show card
that looks like a crazy quilt does not appeal to the average
dealer. I have one before me measuring 12x5 from the Am-
brosia Chocolate Company, that contains nearly a dozen dif-
ferent kinds of type and as many different sizes. That card
MANUFACTURER'S AIDS TO DEALERS 515
will mar any display with which it is used. If it were about
a third the size, and printed neatly, it would make an excel-
lent price card. Why advertisers go to the expense of get-
ting up freakish selling helps is one of the great unsolved
mysteries. Matter prepared with the evident intention of
being " clever " usually falls short of its aim. The keynote
of the effective circular or sign, or whatever it is, is sim-
plicity and not cleverness.
Store cards are valuable to the manufacturer and of impor-
tance to the dealer provided they can be arranged so as to
perform real service to the store in general besides advertising
the trade-mark of the manufacturer who supplies them.
Demonstrations and Samples
In respect to many lines of merchandise, particularly those
connected with the household or with matters more or less
personal with styles of clothing, etc., demonstration adds
such a large value to the display by its showing of the possi-
bilities of the goods that this method is of the utmost impor-
tance, particularly in connection with the introduction of
products of general consumption, which readily lend them-
selves to such a means of exploitation.
There are, of course, so many articles in general consump-
tion, the uses of which are so self-evident and the individual
differences of so little importance, that they cannot be accept-
ably demonstrated. There are, furthermore, many products
which would offer no attractive display from the demonstra-
tion standpoint although it would be perfectly feasible to
demonstrate their actual use.
Where an improvement has been made in an existing prod-
uct or where the purposes of a product are not obvious from
its appearance, the demonstration is of considerable impor-
tance in the introduction of such a product to the customers of
a store. Of course, in some lines of goods, particularly in
women's wear, demonstration is a regular part of the business
5l6 PHYSICAL FACTORS IN ADVERTISING
and should not be omitted from the consideration of sales
methods under any circumstances. The advantage to the
storekeeper of demonstrations wherever they are possible is
obvious. Goods actually in use are attractive, they spell ac-
tivity, they give opportunities for comment, criticism, for sug-
gestion, which are impossible with displays only and their
addition to the buying impulse is most important. It is prob-
able that the demonstration of the possibilities in electric cook-
ing utensils has had more to do with progress along these lines
than any other single feature of the work done by manufac-
turers of such appliances.
The inertia against new things is particularly strong in
household affairs, and especially with household equipment,
so that in such cases demonstration at times represents the
only possibility of turning interest into action. Where ver
demonstration can be adequately made, wherever the possibili-
ties of sale will permit it, and where the demonstration itself
will add something to the known value of the product by its
further explanation, it is a part of the manufacturer's work
with the dealer which should by no means be overlooked.
Where it is impossible to demonstrate to the consumer of
the product the service which will be rendered by it, the next
most definite way of convincing the consumer is to give him
an opportunity to use the product itself. This consists of
demonstration by the use of sampling and is a part of prac-
tically every advertising method adopted by manufacturers of
goods which are consumed generally and which can be tested
in small quantities. In combination with most other methods
of advertising, however, this method has been worked to such
a point that the sampling must not only be done but it must
be clone in such a way as to draw attention to the product in
order to have it work out to the highest efficiency. The value
of samples in demonstrations depends upon the visual and con-
crete items upcr which the possible or prospective customer can
MANUFACTURER'S AIDS TO DEALERS S 1 7
concentrate. After all, spoken language is something which
is easy to hear without paying attention to, and written lan-
guage only a little less so. Operations conducted before one's
eyes, however, because of their action and the curiosity aroused
by such action, have a tendency to automatically concentrate
the minds upon such demonstrations; and the presence of a
concrete object has something of the same tendency. It would
be readily understood that a superfluity of samples or of dem-
onstration might defeat their own purposes, because the mind
would refuse to concentrate upon so many different proposi-
tions, selecting those which are presented in such a way as to
impress themselves more readily upon it.
In sampling, because of its expense and because of the large
possibilities of waste, the method which is adopted is of the
utmost importance, and it may be said that, provided the prod-
uct lends itself to sampling, the wisdom of sampling depends
not upon the advantage of presenting some of the product, but
upon the method by which this is accomplished.
Booklets and Other Printed Matter, for Distribution by the
Dealer
The retailer sends out a great many parcels, some letters
and a good many bills. He is very willing and anxious to
distribute with these parcels and this correspondence printed
matter of the right kind. That there is an enormous amount
of waste in connection with such printed matter is evidenced
by the statement following. It was made in an article from
System by George L. Lewis, who was granted opportunity to
sift the waste paper baskets of a number of dealers.
Today, tor instance, thirty-two pieces of third-class mat-
ter have been received. Of these, here are three on my
desk; the rest are in the waste basket. Probably 'n those
thirty-two cards and circulars every available article that
we sell in the store is represented. But of that number of
518 PHYSICAL FACTORS IN ADVERTISING
different manufacturers and wholesalers only three really got
my attention. Those three offer to send at their expense,
without throwing any responsibility on me whatever, samples
of the goods they make the entire article, mind you not
parts or samples of goods.
A waist manufacturer is willing to send prepaid a new
blouse, a novelty in design and pattern, so I can actually see
it and feel it and examine it here at my leisure. So also are
the offers of a maker of hair goods. All the others, in va-
rious ways, want us to give orders, write for an appointment
with salesmen, or fill out postal cards with all sorts of speci-
fications. Well, I can't bother with them. . . .
Then I called on another retailer, a clothier, just as he
was sorting his mail. It was interesting to note how care-
fully he opened and laid aside for future reference all first-
class matter, and how, after a glance, he threw away most
of the third-class stuff. This instance, and quite a number
like it, show that mail is usually opened with just about the
same consideration as the sender gives to it. First-class
sealed matter under two cent postage, is considered with
triple, not double, the attention that third-class matter re-
ceives.
A very small portion, my inquiry showed, only four and
one-half per cent of third-class matter reaches the active
buyers of the various departments. Each day's mail at these
big stores is opened and sorted by a staff of girls who place
the letters, circulars, or cards in separate baskets, designated
for the various department heads. In addition, I found that
incoming mail passed through the hands of each buyer's
stenographer or secretary or assistant before it reached his
desk. When the mail does reach him, it is generally bared
of any third-class matter. With the exception of some card
or circular that is usually attractive or clever in its physical
makeup, very few appeals of this nature find a place on the
buyer's blotter.
These evidences go to show what has been stated from time
to time, that lack of consideration as to the dealer's possible
use of material, lack of any attempt to fit the material to the
dealer's needs, and lack of consideration for his already busy
MANUFACTURER'S AIDS TO DEALERS 519
hours, result in the waste of by far the largest part of the
printed matter which goes out from the manufacturer's office.
It is inevitable that the receipt of so much matter by the
dealer should result in his tendency to avoid the mass of it if
not all of it. If it is possible for a dealer in the course of four
months to throw away 2,400 pounds of advertising matter
after he has picked out all he can use of it, it is evident that
present methods of distributing to the dealer are not as efficient
as they should be. All the progressive dealers who have
written and talked upon the subject, insist upon the desirability
of limiting all printed matter distributed to the dealer to those
items which he requests, stating that he will request as a gen-
eral rule a supply of those things for which he has any use.
The difficulties mentioned in connection with printed matter
to the dealer and for his use are :
1. That much of it talks at the dealer or his customer
instead of to him.
2. That a large part of it is not calculated to fit in with
the ideas or service of the store.
3. That it is sent many times in such odd shapes that it
cannot readily be mailed.
4. That it frequently contains nothing of service from a
store standpoint or as advertising the store to the
customer.
In other words, the manufacturer has been, up to the pres-
ent, viewing the dealer simply as an outlet for his goods instead
of a distributor who has thousands of lines to take care of and
who can give attention to only a few of these lines. Since he
must choose and discriminate for the benefit of his own busi-
ness he looks at all such manufacturer's helps from the value
which their use would give him, rather than from the manu-
facturer's standpoint in his desire to move a maximum quan-
tity of goods.
CHAPTER XXXVII
ORGANIZATION AND PRODUCT
Character of Sales Oganization
It is obvious that as a preliminary to the advertising plan
there must be in the mind of the advertising man who is at-
tempting to do the planning a thorough understanding of the
sales organization concerned. It is not enough for him to
know that there are a certain number of salesmen with certain
territorial arrangements or any collection of general facts in
regard to the situation. He must be reinforced in his knowl-
edge by some idea as to the general character of the sales
force, its attitude in respect to advertising, its general methods
of solicitation, and the extent to which its services are required
in work which is not directly connected with securing an order.
In some lines of business the services demanded of the sales
force in connection with the installation and operation of a
product are sufficiently important to determine the qualities
which will govern in the hiring of salesmen. In other organ-
izations the amount of service required outside of the solici-
tation necessary to secure the business is practically nil. It is
well for the advertising man to understand how frequently the
salesmen are personally in touch with headquarters, how they
are kept in touch by correspondence, the way in which they
must report, the extent and character of their sales in their
individual territories, and as much of their personality as he
can secure.
He should also be thoroughly acquainted with the branch
organization, if a system of branch offices exist, and with the
methods of operating these branch houses. He must, of
520
ORGANIZATION AND PRODUCT 521
course, know whether the sales force is occupied in selling
direct to the consumer or selling to someone who must resell.
He should know whether they have been put through a tech-
nical training in regard to the business or whether there is no
standard method of giving them the -in formation.
Operating Policy
The operating policy of the sales organization should also
be understood. Is there a system of branch managers, each
with his sales force responsible to him, or is there a direct
contact between each member of the sales force and the gen-
eral sales manager? Do the salesmen operate in specific terri-
tories or specialize upon lines of business? Are they all en-
gaged in selling exclusively the products to be advertised or
are these products only a part of their work? Such details
of operating policies of the sales force should be thoroughly
understood if the advertising man is expected to take full
advantage of the organization in connection with his work and
to establish that particular type of co-operation which is essen-
tial to the fullest efficiency of the advertising operations.
Sales manuals should be thoroughly studied, or if there are
none, then the instructions given to salesmen when they begin
their work. Such manuals and instructions represent the con-
densed experience of the organization in question and contain
those facts and claims upon which its representatives are ex-
pected to base their solicitations. It is also well for the adver-
tising man to understand the system of remuneration which
obtains and the way in which this system is operated, so that
he will not be working upon the supposition that the men are
receiving a flat salary when they are really depending on a
commission or a bonus arrangement.
Character of Product
It goes without saying that the man who will plan adver-
tising for a concern must exercise a reasonable amount of care
522 PHYSICAL FACTORS IN ADVERTISING
in the study of the product which is to be advertised. It is
probable that in a great many cases the advertising man who
is not directly connected with a manufacturer's organization
studies the product in a somewhat superficial manner and fails
to arrive at some of the fundamental reasons for its position.
Few men have such adaptability or such a quick grasp tnat
they can secure from a rapid survey of a product a reliable
understanding of its characters and individuality, but such an
understanding is absolutely necessary if the advertising is to
be applied to that particular product in the most efficient
manner.
Every organization has come into being because of some
differences as well as some similarities between its work and
those of similar organizations in the same field. The similari-
ties represent the general practices which are common to busi-
ness and they can be discovered from a general survey of the
industry or trade. The differences are the points of practice
which have grown up from the personality and previous rec-
ords of the individual organization, and it is in these differ-
ences that the possibility of advertising in an effectual way is
to be found. As a rule these individual differences do not ap-
pear on the surface, to be easily secured in the course of a rapid
survey. To most men they are observable only after some
acquaintance alike with personnel and with operating policy.
These differences, however, have served, so far, to mark out
the organization to some extent from the competitive units ;
and inasmuch as they can be used for advertising they can be
made to accentuate that individuality.
It is the advertising man's necessity that he should in all
things attempt to provide a line of demarcation whereby the
individual product which he is advertising can be separated
from all its competitors' product. The history and the prac-
tice of the individual organization will indicate one means of
securing this.
ORGANIZATION AND PRODUCT 523
Technicality of Product
This question involves not the technicality required for the
manufacture of the product, but the amount of special infor-
mation which goes into the buying and the use of the product.
It is concerned largely with a study of the purposes for which
the product is used and the section of the population by which
it is bought. Advertising covers such a range of subjects
and is used for such a wide variety of products that the con-
ditions which obtain in the advertising of one product may not
apply in the least to the advertising of another. The technical
points which are involved in the buying and use of a product
must be thoroughly understood in order that the principles may
be properly worked out in operating practice.
The advertising man who wishes to sell to a line of factories
a complicated machine tool is faced with an entirely different
problem from the one which confronts the advertising man
who desires to find a market for a new line of toilet soaps.
Practically every medium which he will use in advertising
must be studied from an entirely different standpoint and used
in an entirely different way.
Usage of Product
Allied to this question of technicalities is the question of
the usage of the product, except that the usage of the product
refers not only to the purpose for which it is bought but also
to the buyer's association of values. The way in which a
product enters into the business considerations, the social life,
or the personal habits of the buyer affects the value which the
buyer attaches to the product and to the discrimination between
various products. This matter is referred to under the head of
" Buying Habits " to some extent in the first chapters of the
book, and a more comprehensive study may be made of the
matter by reference to " The New Business."
It is obvious that a product which is used only in connection
524 PHYSICAL FACTORS IN ADVERTISING
with another product and as a part of the working of another
product, does not assume the value in the mind of the user
that is established when the product can be used by itself. As
an example of the difference in the buying habit of the con-
sumer in such cases, it is interesting to refer to the automobile
business. The automobile as such is rarely, if ever, bought
without the buyer being acquainted with the name and the
characteristics of the particular car which he buys. In some
lines of accessories, however, which are used for this car, the
buyer asks for the name in fewer than one-third of the cases.
In connection with some of the supplies which are required
for the running of the car, the demand for a particular brand
is made in only 10 per cent of the cases. Similarly, it has
been shown that the householder will discriminate about five
times as frequently in favor of a particular brand in the case
of a floor wax or polish than in the case of laundry soap, al-
though both articles cost so little that the amount of money
involved would not in itself indicate such a difference.
This matter of usage in its effect upon the buyer in regard
to discrimination, carries all the way through, even in business
circles where things are bought for business purposes. The
discrimination which is exercised by a production manager in
the buying of machinery is almost 100 per cent, while the dis-
crimination which he exercises upon the oil upon which the
running of the machinery depends is less than 25 per cent and
is frequently exercised even in those cases only as a matter
of price.
It is obvious that in cases where the discrimination has al-
ready become a general habit, no great amount of difficulty
will be involved in educating the consumer as to the importance
of choice, and consequently the influence of the advertising will
be very greatly enlarged. On the other hand, in the cases
where the discrimination is not exercised to any extent by the
consumer, the advertising value will be wasted to a very con-
ORGANIZATION AND PRODUCT 525
siderable degree unless the consumer can be educated to acquire
the habit of discrimination in this particular case.
Distribution of Product
Under this heading must be considered the channels through
which a product must pass from the time it leaves the manu-
facturer until it is in the possession of the final user. There
are four general conditions obtaining in this respect and the
product in question must fall within one or the other of these
four classes :
1. Direct from manufacturer to consumer. This is the case
with most products involving considerable money for the indi-
vidual order, which are bought in connection with the opera-
tion of the business, and with which there is considerable bulk
per individual order.
2. From the manufacturer through the retailer to the con-
sumer. This is the case of those products which are consumed
by the general public but which are required in sufficient quan-
tity by the individual retailer to permit of transportation and
delivery without the intervention of the jobber.
3. From manufacturer through jobber and retailer to con-
sumer. This is the case with most of the supplies used by the
general public and a great many supplies used by business. It
is used for all cases where the quantities which can be carried
by the dealer are not unusually large and where the economic
necessities of transportation and delivery require redistribu-
tion of the product within territory limitation and circum-
scribed areas.
4. From the producer through commission agent to the re-
tailer, or jobber and retailer before reaching the consumer.
This is the case with a large amount of perishable food prod-
ucts ; it is the case with products which do not reach the con-
sumer until they have been subjected to further manufactur-
ing after leaving the hands of the original producer. It is
526 PHYSICAL FACTORS IN ADVERTISING
also the case with semi- fabricated materials of all kinds re-
quired in small quantities.
Distributors of Product
The position of the jobber and the dealer is usually under-
stood in all lines of business where their services are required
and there is little necessity for comment upon this except that
the relative strength of these distributors should be thoroughly
determined in connection with the product to be advertised.
It has frequently been found that while it was wise to proceed
through both jobbers and retailers in certain territories, the
same product could be handled direct to the retailers in other
territories. It has also been found in many cases where at-
tempts have been made to establish direct sales with the re-
tailers that the economic value of the jobber made it necessary
to go back to the former method of dealing through him. In
some problems which the advertising man will have to face
the question of exclusive jobbing arrangements and exclusive
retail arrangements will become important. The value of this
method will depend almost altogether upon the trade habits in
the field, the extent of the buying in reference to population,
and the association of the buying habit in the people's dealings
with the retailer.
Competitive Status of Product
Of as much importance as the other items is the competitive
status of the product in respect to quality, attractiveness, and
price. The exact importance of these three items varies
greatly with the character of the product. In connection with
very accurate machine tools or instruments, a reputation for
quality is the strongest sales argument which can be used and
in every line of this kind there are organizations today whose
position in the field has been made on that basis. With articles
going to the general public, however, the competitive status as
ORGANIZATION AND PRODUCT 527
to quality means the competitive status as to quality at an equal
price. And in many cases this question of quality develops
into one of attractiveness in connection with the package, so
that even where the actual products in competition are practi-
cally equal in quality, the quality suggested by the method of
packing and the character of the package have been sufficient
to differentiate the products in the minds of the public.
Whichever may be the important point, all three items should
be studied by the advertising man who is planning a campaign
and he should be thoroughly acquainted with the status of the
product in'the competitive market this status as established
in the actual facts of manufacture and as established in the
minds of the consumers.
CHAPTER XXXVIII
PURPOSE OF CAMPAIGN
Establishing Reputation
Advertising is not always required for the purpose of in-
creasing the sales of a product, although that must be the final
effect of the advertising if it does its work. It frequently
happens that business organizations at various times in their
careers need advertising for the extension of values along more
general lines in connection with the organization and its mar-
ket. Sometimes it is necessary to forestall difficulty by estab-
lishing relations of confidence with the public, not merely in
connection with the product but in connection with the organ-
ization itself. It is frequently necessary to find other uses
for a product and impress them upon the consumer.
In the last ten years of rapidly increasing activity along
industrial lines, many concerns which have started and gained
a considerable amount of business have been obliged to set
themselves at work to devise advertising for the purpose of es-
tablishing an organization reputation. This has been particu-
larly the case with organizations making a number of products,
where the sale of the one product cannot altogether carry the
sale of another product, but where an established organization's
reputation can increase the sale of both. It is obvious that the
plan of action will materially differ if this is to be the central
idea. The media must be chosen from their association with
reputable matters ; they must be chosen from their standing and
authority. Every piece of copy and every piece of printed
matter must be selected physically with the same idea so that
528
PURPOSE OF CAMPAIGN 5 2 9
type, border, illustration, the text of articles in the magazine or
publication, and the whole atmosphere of the campaign will
intensify the suggestion contained in the copy.
Extending Organization Values
Allied to this matter of establishing reputation is that of
extending the value of the organization by suggesting not so
much its repute but the individual character of its actions.
This point of view has been necessary in a number of cases
where it is difficult for the consumer to be able to determine
from the appearance or general survey of a product, the value
which it will possess for his purpose, and where consequently
the discrimination is not exercised except in a negative way.
There are many products which to all appearances may be made
to look equally good with a 50 per cent difference in cost. In
such cases the only hope of the serious manufacturer is to
extend his organization value to the public by showing the care
that is taken in giving to the public a product which will fulfill
the purposes required of it and possess a value equal to the
price which is asked for it. The plan which requires this point
of view will not be effective particularly as to media, but it
will be thoroughly effective as to copy and illustration.
Extending Uses
Where an organization has secured as much business as
would seem to be reasonably possible under the usual method
of consuming the product, it has frequently been able to dis-
cover new uses for the product which could be suggested to
the general public, opening up rusw lines of consumption and
consequently new lines of sale. This has, in fact, been one of
the important developments, and in it the advertising man has
had a considerable share. With his keen appreciation of the
value of the new thing, the new idea, the new suggestion, he
has seized upon discoveries of the manufacturer as opening up
530 PHYSICAL FACTORS IN ADVERTISING
the way for an additional appeal to the public and an addi-
tional value in his work. Sometimes this extension of use has
required the entry into different advertising fields from those
required by the original problem ; in other cases it has meant a
rearrangement of the old advertising methods rather than an
entirely new development. In any case the choice of the media
is subject to a somewhat different consideration, where this is
the purpose of the campaign.
Gaining Distribution
Probably a considerable number of advertising campaigns
which are undertaken, particularly by young concerns, are for
the purpose of gaining a larger distribution of the product,
either over a wider area or more intensively over the area pre-
viously covered. Where distribution is required, the impor-
tance of the distributor must be very carefully considered.
As has been noted many times, the influence of the distributor
varies with the character of the product but is never insignifi-
cant, and in many cases it is more important to maintain the
good-will of the distributor than it is to inform the public.
We have altogether discarded the idea which was extant ten
years ago that it was unnecessary to pay any attention to the
distributor provided the public was reached. We- coined a
new phrase to express this theory, " consumer demand," and
it took us several years to find out that the consumer demand
was mostly a theory; that in practice there were very few
products upon which the consumer insisted and very many in
regard to which the dealer advised. Nevertheless, even today
we are in the habit of minimizing the importance of the dealer
and putting a large part of our effort and attention upon the
public without regard to the character of the product or the
influence of the dealer in opening or closing the channels of
distribution. Where we desire to gain distribution through
the regular channels, the particular interests of the jobber and
PURPOSE OF CAMPAIGN 531
the dealer should be taken into consideration, and media
should be used in which they are vitally interested and which
are most serviceable to them. The character of the product
will determine whether the consumer should be appealed to, but
no campaign which has for its purpose wider distribution can
afford to neglect the appeal to the dealer and a complete study
of those periodicals in which he is interested and those lines
of advertising which he uses.
Increasing Consumption
This case is quite the reverse of the previous case. If it is
desirable that we should attempt to increase the sale of an
article by increasing the consumption of it per unit of popu-
lation, then the energy must be directed towards the consumer.
The retailer should then be considered to the degree to which
the increased consumption will benefit his business but the edu-
cational work must be done with the consumer and the cam-
paign must be laid out for that purpose.
Solidifying Sales
In the increasing analysis which has been given to the char-
acter of sales work and the factors which enter into its effi-
ciency, many organizations have discovered that while they
were steadily increasing their business the mortality of ac-
counts was greater than it should be and it was necessary to
get a large percentage of new customers each year in order to
make up for this mortality as \vell as to increase the output.
Such concerns have begun to use advertising as a means of
stabilizing the sales, by expressing to the consumer not merely
the reasons why the product should be bought, but the advan-
tage of its continuous use and the care and uniformity in its
preparation. The principal effect upon the advertising opera-
tion of this kind of purpose in the campaign is its effect upon
the copy. The media which are used will in general be the
532 PHYSICAL FACTORS IN ADVERTISING
same as those employed when the idea is to increase consump-
tion, but the copy will be worked out with an attempt to sta-
bilize the use of the product so that a continuance of this
use may be secured in a larger percentage of individual cases.
This means a play upon the service idea in advertising. It is
the idea which has brought into being a lot of information
designed to make the use of the product a familiar habit so
that it becomes a part of the regular process of life. It is not
concerned so much with stating the value of the product as a
thing to be bought, but stating the service w 7 hich can be secured
from the use of the product and emphasizing that in a great
many ways.
Identifying Trade-Mark
The use of advertising to such a degree for the performance
of sales work has brought about an entirely different considera-
tion of the trade-mark. In many cases where trade-marks
were secured before advertising became an important part of
the work, it has been found that the trade-mark is a tax upon
the memory, that it is not readily distinguished from other
trade-marks, or that in some way it fails to perform its func-
tion as an identification of the manufacturer's goods. For this
reason it has been necessary for advertising to be used either
to establish a new trade-mark in the place of the old one, or
to individualize a trade-mark which previously did not give
proper identification, even to suggest to the public the pronun-
ciation of a mark, so that there would be no mistake. In such
cases the purpose of the advertising campaign is somewhat
different from any that have gone before. It is not concerned
so much with producing educational copy through suitable
media, nor is it concerned so much with reaching most largely
the immediate buyers of the product. It is rather concerned
with reaching the largest possible number of consumers of the
article, with instructions \vhich will enable them to identify the
PURPOSE OF CAMPAIGN 533
trade-mark, with suggestions as to its meaning, and with indi-
cations of its value. This purpose of the campaign will affect
very intimately the choice of the media, the use of printed
matter, and the character of the copy. It must be considered
as a part of the central planning if the whole operation is to be
co-ordinated to the greatest advantage.
Familiarizing, Educating, Stimulating
The purpose of advertising per sc is to increase the knowl-
edge of the public in respect to a particular product, organiza-
tion, or service, so that the effectiveness of any one of these will
be greater. In its general plan of action, therefore, it must
always attempt to increase the familiarity with these things so
that they may become a part of the life of the business man,
the farmer, the householder, etc. It must further be prepared
to educate men in the uses of its product and in how to get most
value from it. In addition it must be sufficiently stimulating
to suggest action, at least to a sufficient degree, so that the
effect of the advertising may be transmuted into buying. The
general purpose of the campaign may be either one or all of
these. Their relative importance in connection with the cam-
paign must be determined by a close study of the position of the
business, its history, the distribution, and the character of its
product. The advertising which is prepared must have these
things in mind so that it is unconsciously bent towards their
development and so that there is no break in the successive
steps. Much of the effectiveness of advertising is lost because,
while the media have been more or less carefully chosen in con-
nection with their individual value for the problem in hand, and
the illustration and art work have been painstakingly worked
out, the assembled pieces of advertising do not represent an
orderly progress in the conception of a central idea designed
to increase the familiarity of the product or service, to extend
the knowledge of its usefulness, or to stimulate the desire for it.
534 PHYSICAL FACTORS IN ADVERTISING
These three items, in fact, sum up the present chapter.
They include, if they are properly studied, all the other pur-
poses for which an advertising campaign may be started. But
further than this, these are the points by which the human
interest may be secured and maintained. The education of the
public in the use of the product is made possible because the
product is becoming a familiar one, and the education is sug-
gestive in character. Moreover, the advertising is interesting
because the necessity for stimulation demands the introduc-
tion of sentiment or, as it is termed, human interest, in order
to supply the motor impulse which will act upon the knowledge
already gained about a familiar thing. This whole question
of the purpose of the advertising campaign is one which has
been insufficiently investigated and superficially studied. It is
worth a great deal of the student's time to dip into a good many
apparently unrelated matters in order to determine how the
public can be approached to accomplish these things with the
least possible lost motion and the greatest efficiency.
CHAPTER XXXIX
DETERMINING WHAT TO SPEND
General Policy
In the previous chapters in this book, the principles, and the
detailed application of those principles in respect to each
branch of the advertising field, have been fully considered.
All the preparatory work has been determined, upon which an
advertising campaign must be projected if it is to assume the
efficiency compatible with present knowledge of the equipment
and the requirements.
The application of the principles involved, to the detailed
operations and analysis of any particular branch of advertis-
ing, is a somewhat different matter from the correlation of all
these branches in the working out of a general campaign. It
is necessary, therefore, to go beyond the work which has been
done so far and bring these matters into relation with each
other and the place which they will take in the actual planning
and operation of an advertising campaign in connection with
the business.
At the outset it should be understood that in most conditions
in actual business the problem presented in connection with the
working out of an advertising campaign is modified by the
previous traditions of the business, by its already determined
policy, by its limitations of manufacture, and by the personal
equation which enters into any decision of an important char-
acter. As a consequence of these modifications, the problem
in practice is never quite so simple a matter as the hypothetical
consideration of it, where many factors must be assumed.
537
538 PLANNING THE CAMPAIGN
Following is an account of an actual campaign which was
worked out in connection with an automobile accessory. Obvi-
ously, in a case of this kind, it is impossible to give the actual
figures, but these are unnecessary to show the way in which
the campaign was developed and the way in which the use of
the principles in connection with the campaign aided in secur-
ing high efficiency. The figures and the actual conditions of
preliminary investigation will, of course, vary with each par-
ticular business and the circumstances of that business. Fur-
thermore, the conduct of the campaign itself and the character
of its operation would be very materially changed by the char-
acter of the industry and by the one of the three following
classes into which it falls :
1. Mail order.
2. Technical product direct to consumer.
3. General product, going through dealer or jobber and
dealer.
It is obvious that in the first case, the mail order, the adver-
tising being the whole operation, no consideration of any other
sales problem is involved, and none of the extensive operations
required for the development of the sales organization and the
aid to the distributor need be included in this consideration.
Furthermore, the effect of the advertising is not a good-will
matter merely or an influence of public opinion, but is a sales-
closing proposition in which each advertisement must close the
business and close it at the proper price. These limitations
and requirements govern the investigation of the operation to
such an extent that they vary materially from the other two.
In a technical product that is, a product used either for
occupational purposes or in connection with an industry where
the goods are sold direct to the consumer and to one technically
expert in their values the sales conditions, the requirement
of tests and service, and the elimination of distributors govern
DETERMINING WHAT TO SPEND 539
the investigation and operation to the automatic limitation of
the number of avenues to be used and the character of the
sales argument to be developed.
The case which will be considered in these chapters has been
taken from No. 3, where the goods go through the distributors'
hands and where they are of fairly general use. This has
been done because this case represents the most frequent and
important advertising condition, and because it requires the
consideration of practically all avenues of publicity and organ-
ization in connection with the work.
Preliminary Investigation
Inasmuch as this product has to be used on a pleasure or
commercial automobile, motor cycle, or motor boat, the con-
sumption statistics were secured in the following way :
1. From a development of the number of motor cars in
each state as shown in the registrations.
2. From a development of the number of motor cycles in
a similar way.
3. From a consideration of the output of the motor boat
factories and the number of marine motors in use,
developed through the registration of members of
various motor boat clubs, the statistics available from
factories and the investigation of the picked localities.
The disposition of the cars in accordance w r ith the branches
of the company was shown to be as follows :
New York 27 per cent
New England 15 " "
Philadelphia 14
Norfolk i " "
Chicago 36 " "
Dallas 8 "
Houston 6 " "
Oklahoma City 4 " "
t
540 PLANNING THE CAMPAIGN
Atlanta 2 per cent
El Paso 2 "
New Orleans i
Denver 2
The subdivision of motor cycles and of motor boats was
made in the same way and apportioned to each branch.
After taking the number of cars, motor cycles, and motor
boats, a careful estimate was made of the possible yearly sales
volume to each from the standpoint of money value. Then
the present output of the factory was taken and compared with
the possible volume in the territory in each branch. It was
found that about two per cent of the business generally was
being secured and that about ten per cent could be handled by
the factory working at its fullest capacity.
A further analysis was then made by taking the total number
of cars, motor cycles, and motor boats in the territory covered
by each branch and developing the amount in money repre-
sented by the total volume of sales in that territory. This
amount was divided by the total area in square miles, so that
a definite volume per square mile of total business in the com-
modity was secured. This illustrated the point that the num-
ber of cars in some of the agricultural territories was so small
and the cars themselves so widely scattered that all the busi-
ness required to bring the output of the factories up to its
greatest possible capacity could be secured in the more thickly
settled branches.
Sales efforts in connection with this particular automobile
accessory were held over in the district covered by four of the
branches, except as the business was automatically produced as
an incident of the sale of other products.
Competitive Statistics
A careful investigation was made of competitive conditions,
and it was discovered that there were eight principal competi-
DETERMINING WHAT TO SPEND 541
tors engaged in practically a national business. Of these com-
petitors the largest had 30 per cent, three others 15 per cent,
one 10 per cent, two 5 per cent, the lowest of the eight being 2
per cent, and the rest of the business being divided among
more or less local efforts.
Further analysis of the competitive situation showed :
1. That the largest business was held by the firm whose
product was most extensively and thoroughly adver-
tised.
2. That the distributing facilities entered very considerably
into the matter of sales volume.
3. That the general reputation of the concern and prompt
service were important factors as well as the quality
of the goods.
This investigation developed also, particularly as to the ad-
vertising sales policy :
1. That those competitors who had secured the most busi-
ness protected the dealer, instituted some sort of train-
ing for the sales force and used a satisfaction guar-
antee of some kind.
2. The advertising of all competitors showed the use of
practically the same arguments.
3. Very little effort had been made to establish individual-
ity in connection with the value of the product, indi-
. viduality having been derived from package, trade-
mark and the other accessories.
In respect to the product itself, this investigation showed
that the output of a number of the largest competitors was of
practically equal value from a technical standpoint. Further,
that a large proportion of the material was sold without iden-
tification to the ultimate consumer, and the dealer influence was
consequently very great. This had evidently affected prices,
542 PLANNING THE CAMPAIGN
as prices were by no means standard, and there was not only a
great deal of fluctuation but a great deal of difference between
competitors as to price.
If the student will refer to Chapter III and the factors which
enter into preliminary investigation and take the principles
enunciated in that chapter, comparing them with the prelimi-
nary investigation as stated, he will find illustrated in this case
the advantage and the value in the application of the prin-
ciples considered in that chapter.
After this preliminary investigation had been concluded,
the necessary step to be taken was the consideration of the
sales argument and atmosphere to go behind the copy and the
choice of media to be used.
Consumer and Dealer
In considering the sales arguments to go behind the copy,
it was necessary to study the consumer and the dealer. Inves-
tigation disclosed the fact that only a small percentage of the
consumers actually insisted upon securing a certain brand of
material, the majority of them evidently being influenced more
by the convenience of buying.
Further investigation disclosed the fact that while there was
a good market for a high-priced material, such as was being
considered in this campaign, a very large number of dealers
were buying mainly on price, with the exception that prompt
service on delivery was of considerable importance.
A study of the consumer showed that there were about 10
to 12 per cent of users who were intimately interested in every
detail in the running of the car or boat, to such an extent that
every item which entered into its production or up-keep was
discussed and of importance to them; that about 30 per cent
paid considerable attention to the buying of supplies and equip-
ment for the car and could be induced to insist upon one item
or another when the importance of the item could be surfi-
DETERMINING WHAT TO SPEND 543
ciently illustrated; and that a considerable portion of the users
were not particularly concerned with anything in the way of
accessories, so long as the car ran properly and the charges
were not unduly large.
Thus, there were the keen lovers of motoring or motor
boating who, either from necessity or pleasure, demanded the
best of service and were sufficiently interested in that demand
to investigate the requirements of such service; a larger pro-
portion of the users who, while enjoying the pleasure and being
to an extent interested in producing the best service out of the
motor, were not willing to study to any great extent or to
wade through the technical matter necessary to keep up with
all the requirements ; and about 50 per cent who were only
interested in the car as a convenience, to be dismissed from the
mind so long as it fulfilled its purpose without any serious
mishap.
Investigation was made of the product itself, and the values
which the manufacturing end of the business placed upon it in
comparison with competitive materials. In the course of this
investigation two outstanding items of individuality were
brought to the advertising man's attention, which indicated the
possibility of increasing economy by the use of the material.
Sufficient tests had been made and sufficient testimony received
from customers amply to prove this condition. From the in-
vestigations and consideration of the matter, it was decided
that the sales argument should have the following funda-
mental ideas behind it :
1. The atmosphere of the copy should indicate the addi-
tion to pleasure to be secured from the use of the
motor.
2. The copy should be arranged to link this pleasure with
the human interest of the motorist, and finally,
3. The evidence should supply the argument to technically
prove the claim.
544 PLANNING THE CAMPAIGN
Students should consider in this connection the early chap-
ters up to the analysis of the commodity and advertisements
in the division of Psychological Factors in Advertising.
Choice of Media
The choice of the media for this campaign was considered
on the basis of preliminary investigation, the condition of the
consumer, and the type of sales argument to be employed.
A further study of conditions in the cursory consideration
of the matter developed that the number of motorists was only
a very small part of the total population, that the individual
class motor magazines reached only a very small percentage
of the total number of motorists, and that these motorists in-
cluded every type from the standpoint of reading habits and
taste and other type divisions. Street cars were quickly elimi-
nated because of the enormous waste attached to dealing with
so large a percentage of the population to secure the attention
of so small a number, with the additional consideration that
except in the larger cities, the motorist did not ride frequently
in street cars.
The number of branches and the extent of sales distribution
already secured by this company made it necessary to consider
an advertising campaign in all parts of the company's terri-
tory in order to agree with the sales work and organization.
The small part of the population interested in this particular
commodity, the small money value of the yearly sale to the
automobile owner, and the necessity for covering much ground
with a small possible expenditure, made it obvious that the
backbone of the campaign would have to be those territorially
extensive media which were valuable as to selection of readers.
For the principal periodical media, therefore, the general maga-
zines were chosen, along with the magazines specializing on
matters connected with the automobile for the " crank "
motorist.
DETERMINING WHAT TO SPEND 545
Circulation Analysis
The choice of the proper number of magazines and the ones
individually fitted to answer the purposes of this campaign
was a hard matter, owing to the fact that there was practi-
cally no evidence as to the number of automobile owners in
proportion to the total circulation of the medium, except as
the amount of advertising secured along automobile lines
could be considered as evidence. This evidence was not
thought satisfactory, and, after a number of ineffectual at-
tempts to secure some kind of evidence upon which the expen-
diture of considerable money could be reasonably predicated,
out of a number of general magazines offered, a choice was
made of about twice the number contemplated, this choice
being based upon the editorial policy, the circulation policy, and
the reports from the company's field force.
These magazines were then requested to send into the adver-
tiser's office circulation records covering fifteen cities of sizes
varying from 50,000 to 200,000. Altogether about five hun-
dred thousand names were accumulated, covering cities scat-
tered from the East to the Southwest. These names were
compared by trustworthy men in each locality with the tax
list, the city license list, the location of their residence, and a
recheck from the storekeepers.
Six months was required for this work, but at the end of
the time all these magazines had been tested through a suffi-
cient proportion of circulation, scattered widely enough to
give an average of the percentage of automobile public to
which they catered.
The conclusions secured from this investigation were as
follows :
1. The amount of automobile advertising was not an exact
indication of the value of a particular medium for automobile
audience.
2. The circulation of interest, that is the circulation going to
546
PLANNING THE CAMPAIGN
automobile owners or possible owners, was not by any means
in proportion to the total circulation of the magazine. In one
case a publication having 400,000 circulation at a cost of $400
per page per issue, showed an automobile audience of 75,000,
while another publication, having a total circulation of 125,000,
at a cost of $250 per page per issue, showed a total of 100,000
circulation of interest to a man selling to automobile owners.
CIRCULATION DATA
MAGAZINE
1 GOOD LOCATION
(WITH MONEY FOB
LUXUPlES SUCH AS
AUTOMOBILES'
* MED.UM LOCATION
MOST GENERAL
ARTICLES INVOLVING
LESS THAN 50O
EXPENDITURE)
' BAD LOCATION
(POOR BUYING POWER)
^~- ^~\-_
_----V . ^
- - -^ '
Chart A
CIRCULATION DATA
cos- or ADV
PAGS
-- - _
~-
^^_
--S. /- 1
~-
_^^-_
Chart B
The figures were entered on Chart A (shown above), and
then figured out in reference to the cost of the magazine page
on Chart B. From these charts the final choice of the maga-
zine media was made.
The choice of the other media and the conditions governing
the amount and proportion of the appropriation allowed them
were worked out by investigation in varying ways.
Dealers' Investigation
One thousand dealers were visited, and from this experience
a dealers' book was gotten up which contained all the adver-
DETERMINING WHAT TO SPEND 547
tising to be conducted to the consumer, and in certain publica-
tions having dealer circulation the consumer advertising was
run as a part of the dealer copy.
It was felt after visiting the dealers that some means of
identifying the dealer and tying up the campaign to both must
be found. A sign for the front of the dealer's store had long
been used in similar advertising and this sign was made a
feature of the copy to the consumer in the general magazines,
to the dealer in his advertising, and to the salesman, so that
all legitimate dealers should have one set up.
This scheme proved to be effectual only with transient or
touring motorists, and some more definite system was wanted
for the ordinary case. The. direct mail system was made
available for the dealer in order to get the full effect. Wher-
ever the dealer began to stock the goods, letters were sent from
him to all the automobile owners in his community, calling
attention to the fact and requesting them to have their needs
filled at that store.
The question of outdoor advertising came in for a good deal
of attention at once, because of the outdoor character of the
proposition and the many opportunities of attracting the motor-
ist at the time of his use of the machine. Investigation made
by driving an automobile along all the touring routes disclosed
the fact that there was a great deal of loss of attention due to
the location of many signs. All locations for signs were
therefore carefully selected, all suggested locations being re-
fused unless showing head-on to the road ; while many of the
locations obtained were situated so that the lamps of the car
would sweep the board at night.
"Window display, printed matter, and other items were in-
cluded in the campaign, the proportion of the various items
being as follows :
General magazines 31 per cent
Outdoor 25 ". "
548 PLANNING THE CAMPAIGN
Trade journal 12 per cent
Printed matter 12 " "
Small signs 6 ''
Direct mail for dealer 7 " "
Window, counter, and show displays 7 " "
If the student will refer to Chapters XXX, XXXI, and
XXXII, and study the functions of the media as given therein,
in connection with the campaign so far considered, the appli-
cation of those principles will be very apparent in the investi-
gations and decisions made in regard to the equipment in this
particular case.
CHAPTER XL
WRITING THE COPY AND CONSIDERING THE
RETURNS
Copy Material
From the investigation of the product, which had been made
under the preliminary work of analysis, the information from
the manufacturing and sales ends of the business was accumu-
lated in the following way for the advertising to the consumer :
1. The advantages of the product because of the processes
of manufacture.
2. The way in which those advantages were to be observed
in their action on the operation of the car.
3. Tests which had been made by the company's engineers,
the results obtained, and the analysis of those results.
4. Tests which had been made by other engineers and the
information available from them.
5. Results obtained by racing drivers, speed boats, aero-
planes, and the like in contests, the opinions of the
drivers, the conditions under which each of the con-
tests were staged, and the service required of the
product in each case.
6. Expressions from owners of all kinds, from dealers and
manufacturers, showing the results obtained, but not
necessarily indicating the conditions or other analyses.
7. The principal difficulties of the owner in connection
with the operation of similar products and the effect
of the particular commodity in each case.
549
The Test of Winter
Put a motor oil to the supreme test,
use in winter weather, and you can judge
,vell of itt quality. It will break down then if ever.
Many fairly good oils that give fairly good
service in summer fail utterly under the extreme
conditions of winter. They congeal, grow "lumpy," lose their
power of lubrication.
is not a fair weather oil. It gives
as good service in winter as in sum-
mer. It gives maximum power with
minimum consumption and without
carbon deposit.
There is a reason for this. Texaco
Motor Oil shows a zero cold test.
It will not congeal at zero. It is
practically unaffected by cold.
Look for this quality when you buy.
Buy Texaco and you won' t look far.
Nearly all good garages and supply
shops sell Texaco Motor Oil in 1
and 5 gallon cans. Inquire at yours.
'"When Tourinri
[ f . f -.\, -/XI.TU:.. <2T.
For a booklet, "Maintain!
that may help you with si
troubles and that will ena
any car you meet onJhe roa
5 West St., New York
THE TEXAS COMPANY
HOUSTON Srmk of,,,, NEW YORK
_^.. V
Consumer comfort advertising (general magazine)
550
Scarcely A Sound
FEW car owners realize to how great an extent
lubrication, or lack of lubrication, affects the
operation of a motor.
No matter how good your power plant, that soft,
almost inaudible purr indicative of perfect action and
maximum power may only be obtained through the
use of a lubricant of the highest quality.
fills the bill. By its use you obtain you get an oil that will reduce your
maximum power from a quiet, easy- gasoline consumption anywhere from ffteen
running motor. You get an oil that will to thirty per cent,
never deposit a hard carbon crust on Test these statements for yourself. You
cylinder walls or spark plugs. You get can obtain Texaco Motor Oil at most
an oil that lubricates perfectly at all times good garages and supply shops. Sold
on account of a zero cold test. Lastly in 1 and 5 gallon cans.
Write us for booklet "Maintaining a Motor Car " You will find it instructive and entertaining.
Address Dept. C,
Vhen Tourinrf,
THE TEXAS COMPANY
HOUSTON NEW YORK
T.Z1
Consumer convenience advertisement (general magazine)
552 PLANNING THE CAMPAIGN
8. The climatic differences in different territories and the
effect of such matters upon the operation of the prod-
uct in question.
9. The extent to which the motor owner discriminated be-
tween brands in buying the products of this kind.
For the advertising to the dealer the points were arranged
as follows :
1. The extent of the delivery facilities of the organization.
2. The advantage in profit (if any), the advantage in turn-
over, and the advantage in other custom to be secured
from the sale of this product.
3. The effect of the sales and advertising work in develop-
ing the right use and advantage of the product to the
consumer.
4. The value of the service to the dealer, in comparison
with the efforts put out by competitors in the same
direction.
When these matters had been assembled, reference was made
to the human interests and needs such as have been indicated
in Chapters V and VI of the division on Psychological Factors,
and the copy material was arranged with three alternatives,
which are shown in their order of importance:
1. Results showing advantage in comfort and convenience.
2. Results showing an advantage in economy of operation.
3. Results showing a reduction in repair requirements.
For the dealer the copy material was arranged with two
alternatives, which are shown here in their order of impor-
tance :
1. Items showing direct sales advantages.
2. Items showing advantages through the indirect effect
from the consumer.
Throttl?
closed
when at
this point
With Texaco' Motor
Without
Texaco
Motor Oil
Reduces Gasoline Consumption 15% to 3$
YOUR throttle tells the story of gas consumption and power developed tells it
truthfully and graphically. When your motor is developing full power the throttle
is not opened so wide to 'give a speed of say twenty miles an hour, as when the
motor is acting poorly. The consumption in gasoline is not as great.
Texaco Motor Oil reduces gasoline consumption by iacrtaiing power. A large manufacturer of molor
cars (name on request) conducted several tests among lubricants competitive with Texaco Motor Oil.
The oil that these tests proved to be the test was twice tested against Texaco with the following re-
sults in favor of the latter:
Test No. \
Decrease in gasoline consumption per 8 hours
run, 3.21 gals., or 31.3$.
hours run, .313 gals., or 24%.
Increase in miles per gallon of gasoline, 5.7,
or 31*.
Increase in miles per gallon of lubricating oil,
33.1 on 24%.
Test No. 2
Reduction in gasoline consumption per 7 hours,
5.187 gals., or 28%.
Reduction in lubricating oil consumption per
7 hours, .375 gals., or 33%.
Reduction in gasoline consumption per 10 h.p.
hours, .741 gahi or 2% c fe.
Reduction in lubricating oil consumption per
10 h.p. hours, .0537 gals., or 33%..
:se two tests. Data with regard to othe
Space permits us to give here the results of only these two tests. Data with regard to others will be
furnished gladly on request.
You get more out of your motor in the way of power and put less into it in the way of gasoline and
Texaco Motor Oil is for sale in 1 and 5 gallon cans at most good garages and supply shops. Ask for
it. tin interesting and informative booklet, "Maintaining a Motor Car," address Dept., F, Five
West St., N. Y. City. THE TEXAg COMpANy
HOUSTON BXJNCH omCES: NEW YORK
Consumer economy advertising (general magazine)
553
Read
These
Marked
Paragraphs
When Tourin,Loqk for This Si
T INDICATES unlailins Karaj-rs where you will receive courteous,
efficient sen ice and wlicic vim can get Texaco Motor Oil. It blazes
the main highways from Tampa to Bangor; from New York to Phila-
delphia, Chicago, St. Louis. From tlic .Mississippi, East, it acts, as a friendly,
helpful guide.
MOTOR OIL
ally to toc,h-r When during lone, hard rum, have khown an
i Motor Oil lim mamtm Hair wili of tvhkh ii eapabltl Try T
n reniumftim. Many trsu innijuard hnd out.
I ad ! title* <, a^it r~J r-r-;
Do they refer to your garage? Is the efficient, courteous service,
given your customers advertised to 75 out of every 100 car owners
in this country?
If you show the Texaco Motor Oil sign it is. If you don't, it isn't.
hundred! of car owners who buy where they find a Tearo
Perhaps you haven't realized what Texaco advertising
to the dealer who Carrie. Texaco Motor Oil. Read thi
comumer ad and you will.
This advertisement, and
rive million and a half copies. These publications reach about
Thii great publicity has its effect. The scene shown at the
top of the advcrmemcnt is true to life. It is enacted daily by
Sign. They buy because ikt farage that tarritf that tig* hat
bttn advrrttttd to them and they have confidence in it. And
ny others like it.^ appears in 19 they don't only buy oil. They buy 'shoes, .tubes, gas, etc.
They have repair work to be done.
Do you show the Texaco Sign ' If not write our sales
department and learn more about Texaco Dealer Service.
Addrcsi Dept. Four,
THE TEXAS COMPANY
WHITEHALL NEW YORK CITY
ixtci'Tire offices,
HOUSTON NEW VORKL
BKJ.VCH OFFICES:
CliieiKO Si. I-oui. Norfolk Atlanta New Orleani DJU- Kl P,t.
Dealer advertisement for consumer tie-up
554
WRITING THE COPY THE RETURNS 555
The copy attached to this chapter will illustrate the working
out of some of these arguments in both cases.
It was further decided that a consideration of the psycho-
logical features involved had indicated the advantage of illus-
tration to such an extent that all advertising in periodicals,
whether to dealer or consumer, should be illustrated as effec-
tively as possible.
The actual writing of the copy and the making of the layout
were governed by the ideas developed from the consideration
of the material and atmosphere to be preserved.
The samples of the copy shown should be used by the stu-
dent in connection with the chapters on " Copy " and " Ar-
rangement," as they will indicate the result of a practical appli-
cation of the principles involved in the considerations in these
chapters, and it will be possible for the student through this
study to determine the extent to which they have fallen short
of the maximum efficiency which should be reached. The
working out, in practical business, of the laws applicable to
human affairs, must of necessity suffer from the deficiencies of
the workers, and there are points in each of these advertise-
ments which, despite the care and investigation, are to be
counted as taking away from the ideal operation of the prin-
ciples upon which they are based.
Psychological Investigation
After the copy was written, one further investigation was
made before the material was used. A number of approved
pieces of copy were tested in the manner described in Chapter
XIII in the division on Psychological Factors. The copy
finally used was confined to those pieces which had shown
approximately the same results.
In order to check this in the working out of the campaign,
the copy was keyed and a careful analysis made of the replies
on a form similar to the one illustrated. It is interesting to
556 PLANNING THE CAMPAIGN
observe the agreement between the actual results obtained and
the estimated results secured from the investigation.
These practical copy results therefore bore out the principles
stated in the chapters mentioned, and form additional evidence
of the necessity for the investigation outlined, or the advan-
tage of the estimate in advance of use.
The returns from the copy which were shown on the chart
illustrated in connection with the investigation of the copy,
were used in estimating the comparative value of the different
magazines in comparison with Chart B, shown in the previous
chapter.
Copy Returns
It will be noted that in Chart B the estimated value of the
publications from the analysis of circulation undertaken, was
compared with the total circulation and the cost of the space,
so that a true comparison could be made one with the other.
In connection with Chart C, showing the returns from the
copy, the replies were again compared with the cost and the
circulation of interest so that a parallel could be established
with the earlier results exhibited on Chart B. In general, it
was found that the results were according to expectations, so
that the value of the earlier investigation was borne out ; there
were some discrepancies, but these were traced further, with
the result that most of these disappeared under a development
of the character of the returns which separated the worthless
inquiries from those which were of value from a sales stand-
point.
While the returns from the copy were valuable for compara-
tive purposes in considering the relation of the different pub-
lications to each other, they were entirely insufficient to form a
basis upon which the value of the campaign as a whole could be
predicated. Moreover, the character of the campaign was such
that the advertising was not expected to complete the sale, but
WRITING THE COPY THE RETURNS
557
to act merely to arouse interest upon the part of the consumer
and a demand, if possible, from him upon the dealer. Con-
sequently the value of the campaign had to be determined
from an entirely different standpoint.
The purpose of the campaign, of course, was to increase the
sale of the goods, and to accumulate new dealers through whom
ADVERTISING CAMPAIGN-FISCAL YEAR
no. or issocs
ACCORDIN
TO COPY
Chart C
such sales could be made. The success of the campaign de-
pended, therefore, upon the increase in the total volume of the
sales, the number of new customers secured, and the relative
expense at which that had been accomplished.
General Returns
In other words, before the advertising was started a certain
amount of material had been sold at a certain sales cost.
When the expenditure of money for advertising wa's decided
upon, it was clone with the expectation that the volume of
sales would be increased without requiring the same propor-
tionate expenditure of money to accomplish it. To illustrate
558
PLANNING THE CAMPAIGN
this by hypothetical figures, suppose the original sales condi-
tion before advertising was as follows:-
Gross revenue from sales $100,000.00
Sales expense 15,000.00
Then the percentage of selling expense to gross revenue
would be 15 per cent. If, then, $40,000 is appropriated for
advertising, it is expected that the expenditure of that amount
will increase the sales so that the condition will read as follows :
Gross revenue from sales $462,000.00
Advertising expense 40,000.00
Sales expense 30,000.00
or not more than a 15 per cent relation.
Of course the proportion of selling and advertising expense
may be altered this will depend upon the particular circuin-
ADVERTISING CAMPAIGN
SALES OF FROM
TOTAL*
TIS'NC (CH MO.
TOTAL
COT or DVC-
TISINO C*CH
OMIT
AVERAGE
COST
stances of the proposition : but the addition of the advertising
should increase the business sufficiently to keep the total ex-
pense of selling and advertising at the same or a lower per-
centage on the total revenue than the condition without the
advertising showed. Unless it does this, the advertising will
WRITING THE COPY THE RETURNS 559
add a burden of extra cost to each unit of sale and conse-
quently be without economic justification.
In order to determine this, it was necessary to take the con-
dition of the business before advertising and compare it with
the condition at the end of the campaign. This was done by
the use of the following methods :
Chart D. On this chart were plotted each month the sales
of the particular product and this amount compared with the
same month of the previous year. A comparison was also
made with the amount of business which should be secured in
order to take the expected proportion of the total consumption.
These figures were then recapitulated for each six months
and yearly period, the form illustrated showing the recapitula-
tion for the first six months of the year.
It will be noted that under the sales for each month is a
statement of the advertising expense for the month, and the
advertising expense per unit of sale.
This shows during the six months' period the progressive
tendency of the advertising expense on each unit sold, and this
tendency to be correct should decline during the earlier part
of the campaign until it reaches its minimum per cent and its
maximum efficiency.
At the end of the year Chart E was filled out with the totals
secured from the charts filled out under D. This chart shows
the comparison of the gross revenue with and without adver-
tising, the net revenues in the same cases, the increase in the
number of units sold, and the status of the selling cost per
unit in each case in the one case including the advertising.
These two charts give an excellent survey of the general
value of the advertising as built up over the period, upon the
actual sale of the goods and the proportionate cost of selling
them. Something further is needed to develop the exact effect
upon the number of distributors carrying the product and the
area of its distribution.
560 PLANNING THE CAMPAIGN
COMPARISON
Gross revenue Fiscal Year, with advertising Sj
Gross revenue previous Fiscal Year, without adver-
tising
Increase $ .
Net revenue Fiscal Year, with advertising 5]
Net revenue previous Fiscal Year, without adver-
tising
Increase $ .
Total number sold Fiscal Year, with advertising. . .
Total number sold previous Fiscal Year, without ad-
vertising
Increase $ .
Cost per unit selling, without advertising $.
Cost per unit selling and advertising on increased
sale .
Decrease . ..$.
Chart E
Chart F supplies the information for each branch office,
showing graphically the number of new dealers secured by this
work and the way in which the work of the selling force upon
the new dealers fluctuates from month to month.
From this chart a combined chart was made at the end of
the period, showing the totals for all branches and the losses
for all branches from the monthly return through failure to
secure repeat business.
These charts, the one for each branch and the one for the
totals, showed the additions of new distributors, the losses
due to failure to retain their customers, and the net gains for
WRITING THE COPY THE RETURNS
each territory ; so that they not only indicated the results in
general through the work of the combined selling and adver-
tising organization, but showed at a glance the strong and
weak territories from a distributing standpoint.
By comparison with the total consumption figures for each
branch, further figures were secured showing the percentage
of distribution in proportion to the total possible volume of
business, and therefore another angle on the strength or weak-
ness of the distributing facilities.
ADVERTISING CAMPAIGN
BRANCH OFFICE NO
NEW CUSTOMERS BY MONTH
FISCAL YEAR
Chart F
These operations have necessarily been given very briefly
and without the minute detail which had to be gone through in
every part in order to bring them to a successful conclusion.
Xot all of them apply to all lines of business by any means,
nor are all the investigations here indicated of fundamental
necessity with all problems. The modifications, however,
which arise in these cases are similar to all conditions which
surround the individual application of recognized principles in
^ny business operations. They are the things which can only
562 PLANNING THE CAMPAIGN
be acquired when the student has forsaken the classroom for
the business office and transferred his preparatory knowledge
to the necessities of everyday business requirements. When
the student has acquired all that is contained in the chapters
of this book, he will undoubtedly be better equipped to under-
stand and pursue the business operations which must measure
his success; but the intelligent use of experience and the appre-
ciation of the necessity of experience thoroughly analyzed is
as much a part of his success as anything else.
The text-book is the point of departure for the man who
desires to add his contribution to the world's scientific
knowledge; as such it can cover only what has been discovered
and then only in general terms. The application of the things
already known and the definition of the new things to come
depend upon the student himself, his analysis of the princi-
ples contained in the written knowledge and his more careful
analysis of the new things which experience will bring within
his ken.
INDEX
Abnormal conditions, need for
study of, 45, 46
Action, stimulating, 169, 170
Advantages and disadvantages of
newspaper advertising, 451, 452
Advertise, original meaning of
word, 51, 52
Advertisement,
attention and memory devices, 115
classification of, 83
classified, 83
complete, 83
publicity, 83
classification of, psychological,
long circuit appeal, 90
rationalization appeal, 90
use of, 90, 92
reflex appeal, 87
short circuit appeal, 87
color, 98, 99
complete, 83
contrast, 120
form and arrangement, 98, 125,
395- 398
functions of, 167
illustrations, 103, 104
intensity, 120
motion, 120
novelty, 122
ornament in, 366-379
pictures and illustrations, 122, 123
position in the medium, 116, 117
flat-publications, 117
standard form publications, 116
position on the page, 117, 118
pulling power, 136-138
measuring, 137, 138
563
repetition, 121
size of, 115, 116
typography, 100-103 (See also
"Type" and "Typography")
white space, 118-120
horizontal shape most effective,
119, 120
words of, 99, 100
Advertisers Association of Amer-
ica, 421
Advertising,
advantages and disadvantages of
newspaper, 451, 452
advertised and unadvertised
brands, comparative strength
of, 44
agencies, 408-416
advantages of, 414
departments of, 410
duties, 408
evolution of, 411
functions of, 409-411
position of, in field, 408
service department, 409-414
classification of, 412
economical distribution, 413
rates, 412
selling ideas, 413
specializing of copy, 411
weaknesses, 415, 416
an economic distribution factor,
16-18
a new science, 300
as a control, 14, 15
as a missionary, 15, 16
as a selling force, 18, 19
beginnings of, in periodical media,
429
bibliography of, 145
564
INDEX
Advertising Continued
.booklets, 517-519
by mail, 494-497
campaign.
planning the, 537-562
purpose of, 528-534
campaign, analysis of an unsuc-
cessful, 142-145
classes of copy used in, 142, 143
tests of effects of copy, 143, 144
wrong emphasis, 144
campaign, analysis of a successful,
138-141
conclusions arrived at, 140, 141
illustrations, 139, 140
text, 140
censorship, 432-434
community needs and, 69
contracts, 436-438
cost per unit per 1,000 allowable,
35, 36
definition, difficulty of, 6, 7
direct appeal, 69
early problems in, 4
economic effects of, 20-22
economic use of, 36-38
greatest with specialized goods,
37, 38
editorial policy and circulation,
444, 445
efficiency of, 8, 9
testing, 9, 10
elements of display, 304-311. (See
also " Display, functions and
elements of ")
free, value of, 431
functions of, 14, 17, 18
illustration in, 354-365
information required before, 38,
39
lack of censorship in newspaper,
452
laws of suggestion employed in,
58. 59, 204-206, 231
limitations of, 7, 8
manager, 401-408
analytical work, 404. 405
artistic perception, 403, 404
duties, 407
editorial capacity, 402, 403
executive power, 405, 406
literary requirements, 402
needs of, 401
response to public appeal, 406
where most frequent failures
occur, 405
outdoor and other forms, 256-258,
468-493
problems confronting, 54-59
commodity, knowledge of the,
_
connections between commodity
and needs, 58, 59
laws of suggestion, 58, 59
market, knowledge of the, 54, 56
problems when lines of distribu-
tion are inadequate, 45
psycho-economic role of, 49-59
psychology of, 49~59. MS
publications supported by, 418
publisher's place in, 416-427
Audit Bureau of Circulations,
421
blank forms, 423-427
changed relations with adver-
tiser, 421
circulation of periodicals, 419,
420
defined, 442
space and service, 418
recent growth of, 5, 6
relation to marketing cost, 19-
21
signs, 469, 473
store cards, 513-515
sworn statements, 438, 439
territorial analysis, 439
three general divisions in plan-
ning, 40-42
marketing, 41, 43
production, 40, 41, 42
sales and advertising organiza-
tion, 41, 42, 43, 44
uneconomic use, 36, 37
unity, the final test in display,
390-398 (See also "Unity the
final test in display ")
value of, to consumer, 23
INDEX
565
Advertising Continued
value of, to manufacturer, 22
window displays, 512, 513
Agencies, advertising, 408-416 (See
also "Advertising, agencies")
Alternatives, eliminating in copy,
190-192
Analysis of,
advertising campaign, successful,
138-141
advertising campaign, unsuccess-
ful, 142-145
circulation, 421, 439-444, 545, 546
commodity, 56, 80-83
Analytical work of advertising
manager, 404, 405
Annual needs, characteristic, 60-62
Appeals,
emotional, 87, 214
followed by logical, 90, 92
long circuit, 90
rationalization, 90
use of, 90, 92
reflex, 87
short circuit, 87
Aptness in headlines, 283, 284
Arousing desire by copy, 168, 169
Arrangement of advertisement, 98,
125, 395, 398
Art.
some misconceptions of, 297-301
what it really is, 300-304
Artistic perception of advertising
manager, 403, 404
Association of American Advertis-
ers, 421
Association of National Advertis-
ers, 421
Associations,
establishing, 93-104
relative force of, 105
Atmosphere in copy, 222, 240
Attention and memory devices, 115
Attractive packages as a selling fac-
tor, 33
Audience, copy as affected by, 259-
2/5
Audit Bureau of Circulations, 421
blank forms issued by, 423-427
B
Backgrounds, law of, 351-353
Balance in type display, 327-332
bi-symmetric, 328
occult, 328
solution of law of, 329, 330
Bates, Arlo, quoted, 152, 153
Beauty in art, 302
Bibliography of advertising, 145
Bill-boards and street cars, 256-258
Bill-posters' association, 484, 487
Binary colors, 343
Bi-symmetric balance, 328
Blank space in advertisements, 326,
327
Booklets and other printed matter,
517-519
Borders in advertisements, 375-377
Breakfast food advertisements,
pulling power of, 82
Brevity in headlines, 282
Bulletins,
illuminated, 489
painted,
advertising by, 473-484
character, location and size of,
473, 477, 481
contracts for, 477
designing, 478
function of, 478
number of boards and location,
value of, 478
Business men, copy for, 260-261
Calendars, 258
Campaign,
planning the, 537-562
purpose of, 528-534
educating, 533
establishing reputation, 528
extending uses, 529
extending values, 529
familiarizing, 533
gaining distribution, 530
identifying trade-marjt, 532
increasing consumption, 531
5 66
INDEX
Campaign Continued
purpose of Continued
solidifying sales, 531
stimulating, 533
Catalogue as salesman's help, 21
" Catalogue copy," 172
Censorship,
lack' of, in newspaper advertis-
ing, 452, 453
of advertising pages, 432-434
Circulation,
analysis of. 421, 439-444, 545, 546
figures, demand for check upon,
421
statements, standardizing reports
of, 421
Civilization increases wants, 63-66
Classification of,
advertisements, 83 (See also " Ad-
vertisement, classification of ")
instincts. 70-74
Classified advertisement, 83, 254,
255
Class publications, 256, 436
Clearness,
essential in advertising copy, 158,
161
Coherence in copy, 176, 181, 240,
241
Coined words, 236, 237
Color, 340-353
. backgrounds, law of, 351-353
definition of terms, 344-348
hue, 346
intensity, 347
neutralizing, 348
shades and tints, 345
value, 347
harmony, 348
defined, 348
"keying" colors, 351
likeness and contrast, 349-351
source and nature, 341, 342
spectrum colors, 342-345
binary. 343
cheerfulness of yellow, 342
gloom of purple. 344
light rind coolness of green,
343, 344
light and heat of orange, 343
primary, 342
restraint and coldness of blue,
343
warmth of red, 343
Commodity,
analysis of the, 80-92
establishing connections with
needs, 58, 59
knowledge of the, 56-58
Community needs, 69
Comparison of salesman's and ad-
vertised statements, 15
Competition in factory output, 28
Competitive factors, estimating,
29
Competitive statistics. 540-542
Competitive status of product, 526,
527
Complete advertisement, 83
Conciseness, essential quality, 162,
163
Condensation of text, expansion
and, 291, 294
Confidence, creating, 169, 445
Connections between commodity
and needs, 58, 59
Consumer,
and dealer,
study of, in considering sales
arguments, 542-544
value of advertising to, 22, 23,
542
factors governing advertising to,
549
requirements of, 22
value of advertising to, 23
Consumption,
increasing, 531
indicated by number, strength, and
size of competitors. 42, 43
of factory output, 26-28
figured in zones, 26
statistics in actual practice, 539
Contracts for advertising, 436-438
Control, advertising as a, 14, 15
Copy,
literary and artistic aspects of,
INDEX
567
Copy Continued
poor, enhanced by white space,
120
Copy as affected by audience, 259-
275
for business men, 260, 261
for farmers, 265-267
personal point of view, 266
reason appeal, 265
for technical men, 261, 263
professional copy, 263
for trade papers, 264, 265
for women, 267-273
bargains and premiums, 270
publications, different classes
of, 271, 273
" reason-why " copy, 270
" getting across," 259, 260
class characteristics, 260
miscellaneous copy problems, 273,
275
Copy as affected by display,
expansion and condensation of
text, 291, 294
rules for condensing, 294
factors that attract, 277, 278
illustrations, 278
reputation of firm, 278
headlines, 281-287
aptness, 283, 284
brevity, 282
interesting nature, 285-287
originality, 284
specificness, 282, 283
inquiry copy, 279, 280
mail-order type, 279
publicity copy, 278, 279
relative importance of display and
text. 276, 277
harmony, 276
three methods, 276
specific,
tying up display lines to text,
287, 289
tying up text with illustrations,
289, 291
type display, 280, 281
Copy as affected by media, 245-258
calendars, 258
classification of media, 245
class publications, 256
general magazines and weeklies,
255, 256
long life of advertisements, 255
newspapers classified advertise-
ments, 254, 255
newspapers department store
advertising, 248-253
bargain appeal, 250
news interest, 248-250
newspapers national advertise-
ments, 247, 248
assertion, 248
continuity of impression, 247
display, 247
newspapers small retail stores,
253
human interest, 253
personality, 254
programs, 258
specializing, 411
street cars and bill-boards, 256-
258
copy must be brief, 257
valuable as stimulus, 257
Copy, human-interest, 203-222
direct appeals to senses, 208-210
wrong methods, 209
dramatic form, 215, 216
monologue and dialogue, 215,
216
emotions, direct appeals to, 214,
215
inspirational type, 214
how suggestion works, 204-206
paraphrasing, 205
words and acts of others, 205,
206
imitation, 211-214
restraint, 213, 214
purposes and methods, 203, 204
sentiment and sentimentality, 216,
218
story form, 216
tact and good taste, 210, 211
when appropriate, 206-208
classification of articles, 207
price as a factor, 207
568
INDEX
Copy, nature and purpose of adver-
tising, 149-166
distinction from other forms of
composition, 150, 151
expression and impression, 151,
152
use of good English, 151, 152
essential qualities of, 158-166
clearness, 158, 161
conciseness, 162, 163
correctness, 161, 162
distinctiveness, 163-166
economy, 158-163
relation to other parts of adver-
tising. 149, 150
relation to personal selling, 157
adjusting to the mass, 158
style in, 152, 153
suitability to occasion, 153-
157
Copy, reason-why, 187-202
atmosphere, 222
choice, narrowing the, 192
deductive reasoning, 196, 197, 200
dangers of, 197
eliminating alternatives, 190-192
" substitute " copy, 191
evidence, 194
experience and knowledge, 194
record, 196
testimony, 194
inductive appeal, 200
nature of, 187
negative appeals, 218
point of view, 201
" you " attitude, 201
" predicament " method, 100
process of deliberation, 188-190
style and tone, 201, 202
argumentative copy, 201
long advertisements, 202
persuasive copy, 201, 202
uses of, 187, 188
classification, 188
Copy service of technical journals,
465
Copy, smaller units of advertising,
223-244
adaptation to reader, 226
sectional and class differences,
226
atmosphere, 234, 236
coherence, 240, 241
balanced sentence, 240
co-ordination, 240, 241
parallel construction, 240
coined words, 236, 237
emphasis, 241, 242
climax, 242
periodic sentence, 242
exactness, 226, 229, 231
figurative language, 229
good use, 224, 225
paragraphs, 242-244
principles of, 243
sentence unity, 237-240
idioms, 237
pedantic phrases, 238
short sentences, 239
sound, 231, 232
suggestion, 231
technique in advertising, 223
tone-color, 232-234
Copy, structural principles of, 167-
186
arousing desire, 168, 169
" talking-points," 169
attraction, 167, 168
coherence, 176, 181, 240, 241
climactic order, 177
connectives, 181
descriptive order, 177
narrative order, 177
creating confidence, 169
emphasis, 183-186, 241, 242, 337-
340
display, 183, 184
proportion, 184
functions of advertisement.
167
stimulating action, 169, 170
unity, 170-176 (See also "Unity
in copy ")
Copy, writing the, and considering
returns, 549-562
consumer, factors governing ad-
vertising to, 549
copy returns, 556, 557
INDEX
569
Copy Continued
dealer, factors governing adver-
tising to, 552
general returns, 557-502
material, 549, 552, 555
arrangement, 552
psychological investigation 555
Correctness, essential quality, 161,
163
Curiosity, instinct of, 71
D
Dealer,
direct sales to, 525
economic effect of advertising on,
21, 22
factors governing advertising to,
552
house organ for, 500-502
manufacturer's aids to, 510-519
study of, in considering sales ar-
guments, 542-544
value of advertising to, 22, 23, 542
Decoration contrasted with orna-
ment, 307. 366-369
Decorative illustration, 360
Deductive reasoning, 106, 197, 200
Definiteness of the printed word, 15
Definition, difficulty of, 6, 7
Deliberation, process of, 188-100
Demonstrations and samples, 515-
517
Department store advertising, 248-
253
Determining what to spend, 537-548
circulation analysis, 545
competitive statistics, 540-542
consumer and dealer, 542-544
final analysis, 543
sales arguments. 542
dealer's investigation, 546-548
media, apportionment among,
547, 548
general policy, 537-539
classification of campaign fac-
tors, 538
media, choice of, 544
preliminary investigation, 539, 540
consumption statistics, 539
Developing territory, 25
Dialect Notes, quoted, 128
Direct appeal, 69, 73
to emotions, 214, 215
to senses, 208-210
Display,
copy as affected by, 183, 184, 276-
294
lines, tying up to text, 287, 289
relative importance of text and,
276-277, 287
Display, functions and elements of,
297-313
art, some misconceptions of, 297-
301
definition, 297
elements of advertising, 304-311
color, 305
decoration and ornamentation
compared, 307, 366-369
fitness in decoration, 307
form, importance of, 310, 311
illustration, 306
ornament, 307, 308
texture, 309, 310
type, 308, 309
use of display, 311-313
what art really is, 300-304
Distances, law of, 325
Distinctiveness, essential quality.
163-166
Distribution, advertising a part of,
Si
gaining, 530
of products, 16-17, 24-26, 525, 530
present-day conditions may mod-
ify, 46
Dramatic form of copy-writing, 215,
216
Duties,
of advertising agencies, 408
of advertising manager, 407
Early problems, 4
Economic,
distribution factor, 16-18
570
INDEX
Economic Continued
effects of advertising, 20
on dealer and jobber, 21, 22
necessity of form and arrange-
ment, 395, 308
use of advertising, 36-38
greatest with specialized goods,
37, 38
Economy,
essential quality of copy, 158-163
of advertising over salesmen, 16
Editorial,
capacity of advertising manager,
402, 403
policy and circulation, 444, 445
Efficiency of advertising, 8, 9
testing, Q, 10
Electric signs, 489, 493
Elements of advertising display,
304-311 (See also "Display,
functions and elements of)
Elements of unity,
selection of, 394
Emotional appeals, 87, 214
followed by logical, 90, 92
Emotions, chief human, 70-79 (See
also "Instincts and emotions")
direct appeals to, 214, 215
suggestive list of instincts and,
74-77
Emphasis in copy, 183-186, 241, 242,
337-340
through color or tone, 338
through contrast, 338
through shape change, 337
through type change, 337
Employees, house organ for, 499
English, use of good, in copy writ-
ing, 151, 152
Establishing associations, 93-104
Estimating competitive factors, 29
Euphony, rules of, 99-100
Evidence in "reason-why" copy, 104
Evolution of instincts, 62-66
Exactness in copy, 226, 229, 231
Executive powers of advertising
manager, 405, 406
Expansion and condensation of
text, 291, 294
F
Factors on which advertising de-
pends, 24-46
Factors that attract, 277, 278
Factory,
advertising in relation to sales
organization, 25
advertising value of package, 33
consumption of output, 26-28
square-mile basis of, 28, 29
unit basis of, 28, 29
developing territory, 25
economic use of advertising, 36,
37
greatest with specialized goods,
37,38
estimating competitive factors, 29
ideal trade conditions for, 25, 26
individual purchase as index of
sales, 34
information needed before adver-
tising, 38, 39
marketing in relation to compe-
tition and consumption, 41
marketing product, bearing of
prices on, 30, 31
market requirements, analysis of,
38, 93
number of annual individual pur-
chases of product, 35
organization and output, 24-26
packages as a factor in disposing
of output, 31-33
prices, bearing of, on market, 30,
3i
production in relation to compe-
tition and consumption, 40, 41
sales and advertising organiza-
tion, 41, 42
size of package as factor in sales,
34, 35
staples, when advertising does not
affect sales, 36, 37
three general divisions in plan-
ning advertising, 40-42
uneconomic advertising, 36, 37
unit system of advertising, 35,
36
INDEX
571
y Farmers,
copy for, 265-267
Farm journals, 434
Feeling-tone,
law of, 06, 97
sources, 103, 104
Field and functions of magazines,
457, 458
Fitness in decoration, 307
Foreign requirements for trade-
marks, 508, 509
Form and arrangement of adver-
tisement, 98, 125, 395, 398
Form, principles of, 314-340
balance, 327-332
bi-symmetric. 328
law of, solution, 329, 330
occult, 328
emphasis, 337-340
through change in shape, 337
through change of type, 337
through color or tone, 338
through contrast, 338
importance and meaning, 314
movement, 332-336
defined. 334
how obtained, 334
principle of, 332
rhythmic, 335, 336
structural, 335
shapes and sizes, consistent, 321,
327
balance and optical center, 325
blank space, 326, 327
law of distances, 325
law of optics, 325
mechanical divisions, avoidance
of, 323
proportion, Greek law of, 326
structural unity, consistent, 316-
321
foundation, 320
paragraph indentation, 318
Forms issued by Audit Bureau of
Circulations, 423-427
" Forward associations," 94
Frohman, Daniel, quoted, 108
Functions of,
advertising, 14, 17, 18
advertising agencies, 409-411
display, 311-313
illustration, 355-358, 363-365
the newspaper, 448, 449
Fusion, law of, 97
applied to advertisements, 97-104
color, 98, 99
form and arrangement, 98
illustrations, 103, 104
typography, 100-103
words, 99, 100
General magazines, 255, 256, 434,
455
" Getting across," 250-260
Good usage in writing copy, 224
Greek law of proportion, 326
Hand-made type, 384
Harmony in color, 348-351
Head lines, 281-287
aptness, 283, 284
brevity, 282
interesting nature, 285-287
originality, 284
specificness, 282, 283
Head pieces as ornament, 379
Historic and modern type, 384-
387
History of advertising, 3-5
early problems, 4
History of periodical media, 428
Horizontal shapes in advertising,
117
House organ,
advertising medium, 497-502
element of continuity supplied
by, 497, 498
for all employees, 409
for sales force, 500
for the dealers, 500-502
functions of, 498
purpose of, 498
572
INDEX
Human instincts, needs, and emo-
tions, 70-79, (See also "In-
stincts and emotions ")
Human-interest copy, 203-222
when appropriate, 206-208
Human nature, laws of, 134, 135
Human needs,
advertiser should study, 66-69
of civilized men, 63-66
original, 60-69
I
Ideal trade conditions for factory,
25, 26
Ideas, sequence of, necessity of
proper, 95, 96
Illustration, 354-365
decorative, 360
functions of, 355~358
congruity between text and, 356
naturalistic, definition of 358
place in advertising, 354, 355
relation to other elements, 360-
363
sources of feeling-tone, 103, 104
space devoted to, 361
summary of functions, 363-365
atmosphere, 363, 365
general appeal, 363
human appeal, 363
suggestion, 363
tying up text with, 289, 291
use of psychology in study of,
135
Imitation, 211-214
Impression,
securing permanence of, 122-125
securing vividness of, 115-121
Individual purchase,
as index in factory sales, 34
number per year, 35
Inductive appeal, 200
Information required before adver-
tising, 38, 39
Initials in ornamentation, 377
relation to other type. 388
Inquiry copy, 279, 280
Instincts and emotions,
chief human, 70-79
classification of, 70-74
curiosity, 71
individual, 74
racial, 74
relative strength of interests and,
77-79
social, 74
special human, 70, 71
suggestive list of, 74-77
Interest,
devices to retain, 122-125
arrangement, 125
color, 123
comic situations, 125
novelty, 122
pictures and illustrations, 122,
123
relative strength of instincts and,
77-79
Iron Age, as technical and trade
journal, 463, 464
Italics, use and abuse of, 386, 387
Jewelry advertisements, pulling
power of, 83
Jobber,
dealing through, 525
economic effects of advertising
on, 21, 22
value of advertising to, 23
Laboratory method, practical tests,
135
Law of,
sequence, 94-96
contiguity, 93, 94
feeling tone, 96, 97
fusion, 97, 98
sequence, 94-96
suggestion, in
Legal requirements for trade-
marks, 507
Letters, advertising media, 494-490
INDEX
573
Lewis, George L., quoted, 517
Limitations,
general, 78
value of periodical media, 429
of advertising as a direct selling
force, 19
Line meanings, 380-383
curved lines, 381-383
motion and rest, 380
straight lines, 380
List of instincts and emotions, 74~
77
Literary requirements of advertis-
ing manager, 402
Long circuit appeals, 90
M
Magazines and weeklies, 255, 256,
434. 455
Magazines, technical and trade
journals, 455-467
field and functions, 457, 458
general magazines, 455, 456
origin of, 455, 456
value as a medium, 457
technical journals, 463-465
and trade journals, comparison
of, 463, 464
copy service. 465
editorial staff, development of,
465
functions of, 463
Iron Age, unique functions of,
463
special service, 466
value as media, 464, 465
trade journals, 461-463
defined, 461
influence of, 462
value as media, 463
women's publications, 458-461
functions of, 459
value as media, 459
Mail, direct,
advertising medium, 494-497
functions of, 494-496
house organs, 497-502, (See
also "House organ")
printed matter, 496, 497
form and typography of, 496,
497
sales letter, 494
efficiency of, 495
long and short letters, 495
visualization of customer, 496
Mail-order,
advertising, 14
selling, 18
Making associations dynamic, 105-
H4
Manufacturer's aids to dealers,
510-519
booklets and other printed mat-
ter, 517-519
causes of waste, 518
demonstrations and samples, 515-
517
general purpose, 510-512
limitations, 511
store cards, S^-SIS
Printer's Ink, quoted, 514
window displays, 512. 513
growing expense of, 512
Manufacturer, value of advertising
to, 22
Market,
knowledge of, 54, 56
requirements, analysis of, 38, 29
Marketing,
changes in, caused by advertising,
10, ii
cost, relation of advertising to,
19-21
factory product, bearing of prices
on, 30, 31
in relation to competition and
consumption, 41
packages as factor in, 31-33
when lines of distribution are in-
adequate, 45
Mass appeal of advertising, value
of, 20
Media,
choice of, 544
specializing of copy for, 41.1
Medium, copy as affected by, 245-
258
574
INDEX
Memory devices, attention and, US
Miscellaneous copy problems, 273,
275
Missionary value of advertising, 15,
16
Monopoly control of production, 44,
45
Movement, 332-336
definition, 334
how obtained, 334
principle of, 332
rhythmical, 335, 336
structural, 335
Mulhall table of repetitions, 127
N
Nail advertisements, pulling power
of, 81
National advertising, 246-248
Naturalistic illustration, 358
Needs,
characteristic animal, 60-62
chief human, 70-79, (See also
"Instincts and emotions")
community, 69
of civilized men, 63-66
advertiser can appeal to, 66-69
of human beings,
original, 60-69
of primitive men, 62, 63
Negative appeals, 218
Newspapers,
advantages and disadvantages,
451. 452
classified advertisements, 254, 255
department store advertising,
248-253
function of, 448, 449
as an index to community, 449
classes and types of readers de-
fined, 449
lack of advertising censorship,
452. 453
national advertisements, 246-248
rates, lack of standardization in,
453. 454
service, local prestige, 448-454
small retail stores advertising,
253, 254
types of readers, 449-451
O
Occult balance, 328
" Optics, law of," 325
Organization and product, 24-26,
520-527 (See also "Sales or-
ganization," and "Product")
Originality in headlines, 284
Original meaning of word, " adver-
tise," 51, 52
Ornament, 366-379
borders as, 375-377
functions of. 375, 376
when ineffective, 376
decoration contrasted with, 366-
369
decoration defined, 366
definition of, 366
head and tail pieces, 379
historic, 3/2-375
art period, 373
Gothic period, 373, 374
Greek period, 374
initials and other applications, 377
sources of, 360-372
abstract, 372
conventional, 372
naturalistic, 369
Ornamentation, 307, 366-369
Outdoor and other forms of ad-
vertising, 256-258, 468-493
bill-posters' association, 484, 487
legal regulation in Europe, 487
standardization of field, 484
bulletins, 473-484, 489
illuminated, 489
painted, 473, 477, 478
electric signs, 489, 493
history of, 468
signs, ancient, 468
posters. 488
illuminated, 489
signs,
functions of, 469, 473
influence of, 469, 473
INDEX
575
Outdoor and other forms of ad-
vertising Continued
values, 473-484
design. 4/8
location, 477, 481
Output,
consumption of factory, 26-28
factory organization and, 24-26
Package,
advertising value of, 33
as factor in marketing factory
output, 31-33
size of, as factor in sales, 34, 35
Paragraphs, 242-244
Periodical media, 428-447
advertising policy and circulation,
445, 446
necessity for inspiring confi-
dence, 445
censorship of advertising pages,
432-434
early fake advertising, 432 ,
inconsistency of newspapers,
433
mutual efforts, 433
circulation, 419-421, 438, 446, 545,
546
contracts, 436-438
time rates, 437
varying rates, 436
details of analysis, 439-444
buying power, 442
occupation, 440
position, 441
earlier circulation conditions, 438
editorial policy and circulation,
444- 445
free advertising and its value, 431
fundamental values, 428-431
limitations of, 429
general division into groups, 434-
436
class periodicals, 436
farm journals, 434
general magazines, 434
trade and technical journals,
435
history of, 428
space and service, 418
sworn statements. 438, 439
territorial analysis, 439
Permanence of impression, secur-
ing, 122-125
Personal selling, relation of copy
to, 157, 158
Persuasiveness,
table of, 78, 79
application of, 80-83
Phonetics in advertisement writing,
99, 100
Pictures and illustrations in adver-
tisement, 122, 123
Planning the campaign, 537-562
Point of view in reason-why copy,
201
Position of advertisement, 116-119
in the medium, 116-117
on the page, 117, 118
Posters, 488. 489
artistic development of, 488
illuminated, 489
value as advertising media, 488
Pound, Prof. Louise,
quoted, 128
reference, 100
Prejudice, personal or traditional,
overcome by rationalization ap-
peal, 92
Primary colors, 342
Primitive men, needs of, 62, 63
Principles of form, 314-340, (See
also "Form, principles of'')
Printed matter,
advertising medium, 496, 497
arrangement of, psychological
study of, 135
form and typography of, 496, 497
Printed word,
definiteness of, 15
tendency to credit the, 12, 13
Problems confronting advertising,
54-59, (See also "Advertis-
ing '' )
Product, 521-527
character of, 521. 522
competitive status of, 526, 527
576
INDEX
Product Continued
distribution of, 24-26, 525
distributors of, 526
marketing factory output, 24-26,
525 .
technicality of. 523
usage of, 523-525
Production,
in relation to competition and
consumption, 40, 41
Programs, 258
Proportion, Greek law of, 326
Psychological,
investigation, 555
laboratory. 134-145
advantages of, 135
how to utilize. 134-145
practical problems investigated
by. 135
needs of individuals. 61, 62
reasons for unity, 392-394
Psychology,
of advertising. 49-59. 145
of trade-marks and trade-names,
126-133
Publicity,
advertisement, 83
copy, 278. 279
developments due to. 7
force of, 7
Publisher, place of. in advertising,
416-427
Pulling power of advertisements,
136-138
measuring, 137, 138
of breakfast food, 82
of jewelry, 83
of nails, 81
of typewriters, 82
psychological measurements of,
136-138
R
Racial instincts, 74
Rates in advertising, 412, 436, 437
standardization, lack of, 453. 454
Rationalization appeals, 90
use of, 90, 92
Readers,
types of newspaper, 449-451
Reason-why copy, 187-202
Recent,
growth, 5, 6
meaning of advertising, 52, 53
Reflex appeals. 87
Reiteration, futility of, 93
Relative strength of instincts and
interests, 77-79
Repetition in advertising. 121
Repetition of advertisement, 120
Responsibilities of advertising
manager. 407
Retailer, value of advertising to.
21, 22
Retail selling. 18, 19
Returns, writing the copy and con-
sidering the. 549-562
Rule embodying ideal trade condi-
tions, 25. 26
Rules of euphony, 99, 100
Sales,
and advertising organization, 25.
41, 42, (See also " Sales organ-
ization ")
present-day conditions may modi-
fy methods of, 46
force, house organ for, 500
methods and organization pol-
icies, 43. 44, 520. 521
operating policy, 521
sales manuals, 521
values, extending, 529
organization, 520, 521
character of. 520
solidifying, 531
Samples, demonstrations and, 515-
517
Selling force, advertising as a, 18,
19
Senses, direct appeal to, 208-210
Sentence unity, 237-240
Sentiment and sentimentality, ap-
peals to. 216, 218
INDEX
577
Sequence,
comparison of effective and in-
effective, 95, 96
law of, 94-96
of ideas, necessity of proper, 95,
96
Service and functions of advertis-
ing agencies, 409-411
Shapes and sizes of advertisements,
321-327, (See also "Form,
principles of ")
Short circuit appeals, 87
"Short circuit" copy. (See "Hu-
man-interest copy ")
Signs, advertising by, 256-258, 468-
493
Size of advertisement, 115, 116
Small retail store advertising, 253,
254
Social instincts, 74
Space and service in periodicals,
418
Special service by technical jour-
nals, 466
Specificness in headlines, 282, 283
Spectrum colors, 342-345, (See also
"Color")
Square-mile basis of factory output
consumption, 28, 29
Standard types, 383
Staples, when advertising does not
affect sales, 36, 37
Store cards, 5I3-5J5
Story form of copy-writing, 216
Street cars and bill-boards, 256-258
Structural and decorative types, 383
Style,
and tone, 201, 202
in advertising copy, 152, 153
Suggestion, in advertising, 58, 59,
204-206, 231
borrowed prestige, in
direct, 109
factor of internal resistance,
111-114
forceful, 109
illustration, functions of, 363
in accord with habits and in-
stincts, 108, 109
indirect, most successful, 108
laws of, 105
" human-nature " copy, 105, 106
'' reason-why " copy, 106
positive, 109
prestige,
of past success, no, in
of patronage, in
of source, no
of space, 1 10
spontaneous. 108
unity in variety, 114
Summary of functions of illustra-
tion, 363-365
System, quoted, 517
Table of persuasiveness, 78, 79
application of, 80-83
Tact and good taste in copy-writ-
ing, 210, 211
Tail pieces as ornament, 379
Technical Publicity Association,
421
Technical and trade journals and
magazines. 264, 265, 455-467
Technical men, copy for, 261, 263
Technique in advertising copy, 223,
224
Territorial analysis, 439
Text, relative importance of dis-
play and, 276, 277
Three general divisions in planning
advertising, 40-42
Tone-color, 232-234
Trade and technical journals, 264,
265, 435, 461-467
Trade-mark, 503-509
and quality, 506
certificate countries, 509
factors determining right to use
of particular trade-mark, 507
foreign requirements, 508, 509
functions of, 126
identifying, 532
individuality of, necessity for,
504-506
legal requirements of, 507
578
INDEX
Trade-mark Continued
meaning of, 503, 504
psychology of, 126-133, (See also
" Trade-names ")
registering with patent office, 507
purpose accomplished by, 508
value of,
to business organization, 506
to buyer, 506
Trade-names,
attention and memory value tests,
135
confusion resulting from use of
like sj'tnbols, 132
psychological tests, 132, 133
good, qualifications of, 130
merchandising power of, 130, 131
psychology of, 126-133
functions they should perform,
131
infringement, 132, 133
varieties and history, 128-130
Trade papers, (See "Trade and
technical journals")
Type, (See also "Typography")
display, 280
hand-made, 384
historic and modern, 384-387
initials, relation to other type,
388
italics, 386, 387
line meanings, 380-383
curved lines, 381-383
motion and rest, 380
straight lines. 380
principles, 380-398
selection, 103
structural and decorative, 383
standardized forms, 383
varieties, 102
Types of newspaper readers, 449-
45 1 _
Typewriter advertisements, pulling
power of, 82
Typography, 100-103, (See also
"Type")
background a factor, 103
legibility of, 100, 101
lines of uniforrr length, 102
rules for in advertisements, i(
103
spacing of letters, words, lines
and sections, 102, 103
" word form," 102
U
Unit,
basis of consumption of factor]
output, 28, 29
system of advertising, 35, 36
Unity in copy, 170-176
approach from one angle, 173
concentration on one talkiiij
< point, 173
consistent structural, 316-321
sentence, 237-240
violations of, 172, 174
Unity the final test in displaj
390-398
elements, selection of, 394
form, principles of, 394
form and arrangement, 395, 398
of idea, 390-392
factors entering, 391
results as a test, 390
unit defined, 390
psychological reasons for, 392
394
multiplicity of ideas, 392
relationship between ideas, 35
Unscrupulous advertising, 432
Uses of advertising, 14
V
Value of advertising to manufac
turer, jobber, and retailer, 2
23
Vertical shapes in advertising, u;
W
Weaknesses of advertising agencie
415, 416
White space,
in advertisement, 118-120
psychological tests of effectiv 1
ness, 135
INDEX 579
gfuindow displays, 512,- 513 "Word-Coinage and Modern
r Women, Trade-Names" (reference),
Uh as buyers, consideration of im- 100
portant, 458 Words of advertisement, 99, 100
copy that appeals to, 267-273 Written word,
| magazines for, 434, 435, 458-461 advantages of, 11, 12
6 3 P 5 J
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