JOHN HENRf NASH LIBRARY 
 
 ^ SAN FRANCISCO <8> 
 
 PRESENTED TO THE 
 
 UNIVERSITY OF CAUFORNIA 
 
 ROBERT GORDON SPROUL. PRESIDENT. 
 
 <«> BY" ♦ 
 
 Mr.andMrs.MILTON S.'RfiY 
 
 CECILY, VIRGINIA AND ROSALYN RAY 
 
 AND THE 
 
 RAY OIL BURNER COMPANY 
 
 ^T'iCI 
 
1 
 
Digitized by the Internet Archive 
 
 in 2007 with funding from 
 
 IVIicrosoft Corporation 
 
 http://www.archive.org/details/advertisingindexOOjaffrich 
 
The Advertising Index 
 
 By 
 
 Rubin Jaffe 
 
 Educational Committee 
 Los ANGELES ADVERTISING CLUB 
 
Copyrighted, 1918^ by Rubin Jaffe 
 Published June, 1918. 
 
 ^ 
 
 Appreciation is expressed to 
 
 Arthur L. P'ullwood . 
 for his most valuable assistance 
 rendered in the writing of 
 
 The Advertising Index 
 
 GIFT 
 

 The Advertising Index 
 
 Dedicated to the 
 
 ASSOCIATED Advertising 
 Clubs of the World 
 
 Annual Convention 
 San Francisco -1918 
 
 122 
 
The Advertising Index 
 
 THE INDEX IDEA 
 
 How MANY TIMES liave you noticed an ad or news item 
 that you felt might some time be utilized in your work? 
 You probably made only a mental note^ depending on 
 your memory to recall it when the occasion required. It 
 may be that you clipped and "filed" the item among your 
 "papers" or carefully "dog-eared" the page, and kept 
 the whole publication. 
 
 Perhaps a month, a year, or maybe five years later, 
 the point arises on which this reference would be help- 
 ful. Groping in your mind, you dimly recollect having 
 seen "something" sometime, which just fits the present 
 case. 
 
 You ransack your memory, your folders, and your 
 "old envelopes" in a fruitless endeavor to find "it." If 
 lucky, you may; with possibly only an hour or half -hour 
 of your time wasted, (and the keen edge of your idea 
 worn off in the search.) 
 
 More often you fail to locate it — which immediately 
 enhances its value^and you reluctantly return to your 
 task, which now appears doubly difficult. 
 
 Have you ever had this experience.^ 
 
8 The Advertising Index 
 
 Glance around the desk of the average advertising 
 man and you will see shelves filled with books, magazines, 
 papers, cuts, drawings, etc. Near by will be a cabinet 
 containing folders marked "Ideas," "Good Ads," or 
 "Color Work," all so crowded that hours of search might 
 be required to locate any particular clipping. 
 
 Look into his "den" at home and you will probably 
 see magazines strewn about so profusely as to discour- 
 age even the most patient seeker of information. Many 
 have been laid aside for future use, but lie neglected 
 until they 'become an eye-sore to their owner. Some rainy 
 Sunday afternoon he decides to clean-up, and the whole 
 accumulation goes into the rubbish barrel. 
 
 The average student is often as guilty of this lack 
 of system as the advertising man. It is also true of 
 other business men, but to none is the quick, complete, 
 comprehensively-indexed file more essential than to the 
 writer of ads. 
 
 A great part of his education is gained from the ad- 
 vertising pages of newspapers and magazines, where he 
 sees what other men, trained and thinking along his own 
 line, are producing. 
 
 Few professions offer this opportunity to the stu- 
 dent. One salesman must accompany another to learn 
 his arguments and observe his methods. Even then, he 
 has not a finished product that can be dissected and 
 analyzed at leisure, and referred to at will. 
 
 Nor can the purchasing agent, the credit man, or the 
 office manager benefit by the experience and methods of 
 fellow workers, except through personal contact. 
 
A Guide for Student and Veteran 9 
 
 It is natural that the advertising man^ whether inex- 
 perienced or veteran^ should frequently see ads he desires 
 to save — and file them. His failure to clearly classify^ 
 however^ deprives him of their use^ because they are so 
 liard to find. 
 
 Emerson emphasized the importance of classifica- 
 tion. He said that it was half a man's education. In 
 his essay "The American Scholar/' the point was ad- 
 vanced that a man is not educated merely because he 
 carries a mass of facts in his head^ but only when that 
 knowledge is so classified that it is instantly available. 
 
 Too much stress cannot be laid upon the importance 
 of accurate classification. One will be amazed at its 
 wonderful possibilities. If a personal reference may be 
 pardoned^ the writer's own experience can testify to this. 
 
 His file included over two hundred folders^ eacli 
 containing at least t.en items^ and some as many as a 
 hundred. With a memory not at all abnormal^ he can 
 recall almost immediately any particular item^ merely 
 upon mention of the classification. 
 
 This is the principle employed by the memory 
 "sharp" who asks you to call out numbers, and remem- 
 bers them by association with other numbers. It is the 
 underlying basis of all memory "systems." 
 
 You might see a spike-like cluster of white flowers 
 a hundred times without it making any impression what- 
 ever. You may not even recall ever having seen it. But 
 once learn its name and botanical characteristics (in 
 other words, classify it as a hyacinth) and you will never 
 fail to recognize the flower at sight. 
 
10 The Advertising Index 
 
 Soon you will have a knowledge of the hyacinth, 
 gained without special conscious effort on your part — ac- 
 quired simply because classification and association re- 
 tained otherwise insignificant facts in your mind, filed 
 them in the proper recess, and made them instantly avail- 
 able. 
 
 Yet the complete, intelligent Advertising Index is 
 rarely found. The young man just commencing his 
 career is not sufficiently familiar with the practical side 
 of his chosen work to classify. That ability comes 
 through experience. As he grows and learns, he usually 
 becomes too busy. Then, too, that very experience makes 
 him feel superior to the Index — and so he is deprived of 
 an assistant capable of taking infinite worry and detail 
 from his mind. 
 
 The ideal method is to begin the collection of clip- 
 pings at the very threshold of your career. Save every- 
 thing — without attempting to classify. Let your ma- 
 terial accumulate for a year or two before you tackle it. 
 You will then be better able to intelligently classify. 
 
 There is but one drawback J:o this plan. It is no 
 single evening's lark to carefully analyze a two year's 
 accumulation of clippings of every sort and description. 
 While an interesting and extremely instructive proceed- 
 ing, it is infinitely slow. A year of steady work, four or 
 five evenings a week, may be necessary to complete the 
 task. 
 
 If you have the ambition and patience, then by all 
 means follow this ideal system. No teacher, book or 
 course will ever give you the thorough knowledge that 
 
A Guide for Student and Veteran 11 
 
 results from the thoughtful analysis of current adver- 
 tising. When you can figure out rvhy a certain illustra- 
 tion was used, or the reason for the appeal; the style of 
 copy; shape of ad or any of the hundred other factors, 
 then You Have It — it is yours for all time. 
 
 But few have the inclination or time for such pro- 
 tracted methods, and the best alternative is the recorded 
 ekperience of others. It is through books that we gain 
 the benefit derived from experiences, without the neces- 
 sity of we ourselves passing through them. 
 
 So it is for the young man, either in school or just 
 commencing practical work, that this Advertising Index 
 has been compiled. It gives him an insight into the ad- 
 vertising craft that could otherwise be obtained only by 
 actual experience. It is a "ground floor" start; a six 
 month's advantage. 
 
 Primarily, The Index is intended for the beginner, 
 although the gray head of experience can also benefit 
 from its brief phrase-classifications, as they remind him 
 of lessons already learned, which fickle Memory often 
 overlooks. 
 
WHAT THE INDEX DOES 
 
 It has been pointed out to the student and young ad 
 writer how he may be served by The Advertising Index. 
 An ad no longer appears as simply "good" or **bad/* 
 With The Index classifications impressed upon his mind, 
 he can analyze. Every illustration has a **why'* to him. 
 He notes the use of "white space/' the kind of type, etc. 
 He can identify the appeal that has been used. 
 
 He follows campaigns, analyzes them, and discovers 
 their keynotes. It is as though an informed and experi- 
 enced advertising man was continually at his elbow, ex- 
 plaining everything. The advertising pages of maga- 
 zines and newspapers become, as they should, his text 
 books. 
 
 When he sees an ad worth keeping, he files it ac- 
 cording to intelligent classification, and can instantly put 
 his hands on it when wanted. A time will come when 
 that item will help solve some problem or fit into an ad. 
 
 It may be the question of "white space." Turning 
 to that folder, he can quickly see how this has been 
 handled by others. It may be "appeal" or "layout" or 
 any of the factors that enter into the ad man's daily 
 work. Whatever it is, his silent assistant will tell him 
 the "how" and the "why." 
 
 Actual reference to the folder for an item will often 
 be unnecessary. The accumulated effect of constant ob- 
 servation and classification will have filed it away in the 
 brain. Then it becomes Experience. 
 
 13 
 
SYSTExM— FOE OF DELAY AND WORRY 
 
 The file when completed may have three hundred dif- 
 ferent folders. But confusion quails before classifica- 
 tion, and once the knack is acquired, clippings will be 
 found almost instantly, no matter how long filed. 
 
 As the ad man grows, his file grows with him, be- 
 coming increasingly valuable. Above all, it relieves his 
 mind of that secret dread (so often felt) that he is not 
 "cashing in" to the fullest extent on his observations and 
 experience — that he is overlooking something. 
 
 15 
 
THE INDEX AS A REMINDER 
 
 The Index renders another service to the experienced 
 as well as beginners. Without any reference whatever 
 to the folders, it may be used as a guide in planning ad- 
 vertisements and campaigns. 
 
 For example: You may wonder just what "appeal" 
 would be best. After some thought^ you select one of 
 the many that might be used ; commence its development ; 
 and then suddenly recall another (far more effective) 
 that hadn't occurred to you in the first place. 
 
 With The Advertising Index, however, you simply 
 turn to the page of "Appeals/' and there before you are 
 all that can be used. It is then merely a question of 
 selection. You cannot possibly overlook any, for they 
 are All clearly available. Back there, in the recesses 
 of your gray matter, does not lurk the fear that 
 perhaps, perhaps, you are overlooking "something." 
 
 This is applicable to every phase of the advertise- 
 ment or campaign. If you are uncertain about the 
 "Method of Telling Your Story," a glance at Page 93 
 will remind you of Analogy, the Anecdote, the Conversa- 
 tion, the Testimonial, Timeliness, and the rest of the 
 established advertising "Methods." 
 
 The "Illustration" page will enable you to quickly 
 select from All picture-types the one you think best 
 fitted for the particular case. 
 
 The selection of Appeal, Layout, Method, Type, 
 Color, et al — each can be facilitated by The Index. 
 
 17 
 
18 The Advertising Index 
 
 Through the experience accumulated in analyzing 
 your material^ you may perhaps find it unnecessary to 
 refer to The Index. But the mere fact that it is on your 
 desk^ always available^ will instil confidence and give 
 you an easier mind. 
 
 Should you desire further information on any spe- 
 cific point, refer to the folder — and there it is ! Have 
 you a triangle effect in mind.^ A glance through the 
 "Triangle" folder will give you ideas. Do you want an 
 air of class and refinement in your ad.^ The folder will 
 show you how this effect can be gained. 
 
 And here a word of advice: The Index with its 
 wide range of classifications will broaden your perspec- 
 tive. Familiarize yourself with All its divisions. Do 
 not neglect any because they are not within the present 
 scope of your daily work. Observe and classify every- 
 thing that comes within the range of The Index. You 
 can never tell when the point you noted today may be 
 employed in your copy or layout. 
 
THE AUXILIARY INDEX 
 
 The Advertising Index is devoted to fundamentals. It 
 is written for the Advertising Profession — as a guide to 
 its craftsmen^ without regard to the use they are mak- 
 ing of their knowledge. 
 
 Every well-conducted Advertising Department will, 
 in addition, carefully maintain a file of information re- 
 lating to its particular products. 
 
 The advertising man for the grocery will have at his 
 finger's tips, the history and use of everything sold in 
 the store — from sugar to Russian Caviar. The writer 
 for the department store, for the motor car manufac- 
 turer, for the tobacconist — each will have his particular 
 data available. 
 
 19 
 
THE FILE AND FOLDERS 
 
 The Index classifications have been numbered for a 
 double purpose. First: to make reference easy; and sec- 
 ond, to insure that you number your folders. This is 
 particularly important. Do not attempt to find your 
 folders by alphabetical sequence. Depend on numbers. 
 
 The mind more readily grasps the fact that "217" 
 follows "216" than that "Pleasure" is next in alpha- 
 betical order to "Patriotism," under the classification of 
 "Appeals." 
 
 Second-hand folders will answer your purpose as 
 well as new ones. If used before, they can be inverted. 
 Folders are serviceable even if both sides have been used, 
 for the index tab is of little importance. Old folders 
 can be had for a nominal sum from any business house. 
 
 Although it is desirable to have the classification 
 written on the folder, its number, appearing in the upper 
 corner, is the essential — like this: 
 
 An upright 4-drawer cabinet is best adapted for the file. 
 The student may make its equivalent from packing 
 cases. Four drawers will be ample for a long period 
 of time. 
 
 21 
 
A — Appeals 
 
 
 1. 
 
 Ambition 
 
 2. 
 
 Appetite 
 
 3. 
 
 Comfort 
 
 4. 
 
 Love of Country Life or "Back to Nature'' 
 
 5. 
 
 Curiosity 
 
 6. 
 
 Economy 
 
 7. 
 
 Pear 
 
 8. 
 
 Home Love 
 
 9. 
 
 Mother Love 
 
 10. 
 
 Mystery or Romance 
 
 11. 
 
 Ownership 
 
 12. 
 
 Patriotism 
 
 13. 
 
 Pleasure 
 
 14. 
 
 Profit 
 
 15. 
 
 Provision for Family 
 
 16. 
 
 Sporting or Athletic 
 
 17. 
 
 Vanity 
 
 18. 
 
 Miscellaneous 
 
 23 
 
Announcements — A 
 
 19. Introductory 
 
 20. Closing and Holiday 
 
 24 
 
APPEALS 
 
 As YOU BEGIN to obscrve^ you will notice that some cer- 
 tain fundamental appeal is the basis of every good ad- 
 vertisement. The same appeal is often used for differ- 
 ent subjects. Baking powder, shoes, radiators, phono- 
 graphs and automobiles can all appeal with equal effect 
 to the instinct of "Mother Love." 
 
 Analyze. First determine the appeal. Then try to 
 decide why it was used. The Index does not attempt to 
 tell you the place for the Appeals or their relative values. 
 That you must decide for Yourself. In this way you 
 will derive the greatest benefit. It will become part of 
 you. 
 
 Fill your folders with examples. Do not fear that you 
 will file too many, for as you observe and analyze, classi- 
 fications will become more and more obvious. The 
 simpler types will no longer occupy your attention. 
 Their identity will be apparent at a glance. This dis- 
 cernment will be a part of you — it will be ExpteRiENCE. 
 The more you progress the less you will file. 
 
 25 
 
ANNOUNCEMENTS 
 
 General classifications^ as you will note, are listed al- 
 phabetically. Thus "Appeals" comes first; accompany- 
 ing it under "A" is ''Announcements." 
 
 Introductory Announcements (19) -File here 
 ads referring to store openings, introducing new prod- 
 ucts, etc. There is a certain form to be observed in this 
 class of advertising that is sometimes difficult to recall, 
 unless examples are available. 
 
 Closing and Holiday Announcements (20) - For- 
 mal announcements of store closings because of holidays, 
 death, etc., come under this classification. 
 
 26 
 
B — Bad Advertising 
 
 21. Animal with Food Product 
 
 22. Irrelevant Heading 
 
 23. Too Crowded 
 
 24. Miscellaneous 
 Booklets and Folders 
 
 27 
 
BAD ADVERTISING 
 
 By noting the flaws in advertisements, you can avoid 
 similar mistakes in your own work. No attempt has 
 been made in The Index to include all forms of poor 
 advertising. This is frequently a matter of personal 
 opinion. 
 
 Animal with Food Products (21) -The mistake 
 is occasionally made of objectionably associating animals 
 with food products. This, in the opinion of many adver- 
 tising men, is poor taste, for one can readily see that the 
 picture of a wallowing pig or slimy frog does not add to 
 the attractiveness of a food product. 
 
 Irrelevant Headings (22) - File here ads in 
 which the caption is not pertinent to text or product. 
 
 Too Crowded (23) - These are ads which impress 
 one as containing too much material for the space em- 
 ployed. 
 
 Miscellaneous (24) - This folder is for the gen- 
 eral filing of poor advertisements. 
 
 Classifications can be added to "Bad Advertising,** as 
 to any other section of The Index, at the discretion of 
 the filer. 
 
 29 
 
BOOKLETS AND FOLDERS 
 
 No NUMBER has been assigned to this classification. 
 Often it cannot be kept in a single folder. About half 
 an entire drawer should be set aside for booklets and 
 folders. Keep every one that comes into your hands — 
 good^ bad or indifferent. Do not attempt to classify as 
 you will soon have so many that it will be impractical. 
 
 Your collection of folders and booklets can be used 
 in a number of ways ; for copy^ color^ cover designs^ size^ 
 etc. Thumbing slowing through them when you are 
 planning a booklet will give you many ideas. 
 
 30 
 
C — Color 
 
 25. Black and White 
 
 26. Blue 
 
 27. Brown 
 
 28. Red 
 
 29. Yellow 
 
 30. Two-color 
 
 31. Three-color 
 
 32. Four-color 
 
 33. Bold Effects 
 
 34. Subdued Eft'ects 
 
 35. Miscellaneous 
 
 31 
 
Copy — C 
 
 36. ''Colloquial; Vernacular'^ 
 
 37. Associative Instances Tersely Told 
 
 38. Copy That Makes You Taste 
 
 39. Copy That INIakes You F^el 
 
 40. Slang 
 
 41. As You Would Tell It {First Person) 
 
 42. Classic Style 
 
 43. One Sentence 
 
 44. Short Sentences 
 
 45. Copy Pointers 
 
 46. Suggestions and Ideas 
 
 32 
 
C Campaigns {and their keynotes) 
 
 47. Big Ben 
 
 Picture of Product Predominating 
 
 Excellent Example of ^'Colloquial; Vernacular" 
 
 Copy 
 
 48. B. V. D. 
 
 ' ' Colloquial ; Vernacular ' ' Copy 
 
 49. Chalmers, 
 
 Word Selection — Malces You Feel 
 
 50. Franco- American Soup 
 
 Classic Copy and Layouts that Convey 
 Elegance and "Tone" 
 
 51. Gillette's Decollete Razor 
 
 Atmosphere of Elegance and Daintiness 
 
 52. Kellogg 's Krnmbles 
 
 Bold Layouts — Picture of Product Predominating 
 
 58. Overland 
 
 Wonderful Comparative Illustrations. 
 Appeuls to all Emotions 
 
 54. Pall Mall 
 
 Blind Advertising 
 
 55. Sanatogen 
 
 Suggestion — Appeal to Emotions 
 
 56. Shredded Wheat 
 
 Bold Layouts — Simple, Sane Copy 
 
 57. Sterling Gum 
 
 Mystery: — Appeal to Curiosity 
 
 58. Van Dyke Cigars 
 
 Atmosphere of Elegance Through the 
 Quoting of Foreign Mottoes 
 
 33 
 
Miscellaneous — C 
 
 59. Calenders 
 
 60. Catalogs 
 
 61. Circulars 
 
 62. Circulation 
 
 63. Competing Products 
 
 64. Containers 
 
 65. Contests 
 
 ^Q, Costs of Advertising 
 
 34 
 
COLOR 
 
 Examples will show you just how colors have been 
 used. You may find it difficult to describe a certain 
 shade to your printer or artist. With a display of the 
 actual sample^ this is a simple matter. 
 
 No attempt has been made, of course, to include all 
 colors ; the idea given can be followed out as far as de- 
 sired. 
 
 The various colors are mentioned down to Classifica- 
 tion No. 30. Use these folders for ideas, or for filing 
 certain tints or shades. 
 
 Two-CoLOR — Three-Color — Four-Color (30-32) 
 Few ad men can tell offhand the number of colors in a 
 piece of work. Color-work samples, with the number of 
 colors designated, are obtainable from the catalogs of 
 printers and paper dealers. File these under their 
 proper classifications so that you may become familiar 
 with multi-color work. 
 
 Bold Effects (33) - In this folder save examples 
 of brilliant, vivid, eye-compelling color effects. 
 
 Subdued Effects (34) - Save subtle, softened ef- 
 fects gained by the omission of bold colors. 
 
 Miscellaneous (35) - This folder is for general 
 notes and articles on color-harmony and color-combina- 
 tion. Not for samples — ^just bits of miscellaneous in- 
 formation that one picks up here and there in trade 
 magazines, books, etc. 
 
 35 
 
COPY 
 
 It is on copy that the beginner usually lays particular 
 stress. To him it is often the sum and substance of the 
 whole craft. He thinks that clever, wonderfully-worded 
 copy (the kind "the boy Harold" writes for the literary 
 section of the High School Annual) is all there is to 
 Advertising. 
 
 He seeks to acquire a "style." A Thesaurus is his 
 constant companion. He ponders for hours over single 
 words, giving minor consideration to the question: "will 
 it sell goods?" 
 
 Which is all very well — if not overdone. It is part 
 of Experience. The chances are nine out of ten that 
 he comes through safely, with a clear, simple style of 
 copy, perhaps not as "clever" as the effusions of youth, 
 but nevertheless one that "sells the goods." 
 
 Copy is an important requisite. Here again, the best 
 teacher is the newspaper and magazine page. There are 
 certain distinct types of copy. Learn the classifications 
 so you will recognize them. 
 
 '^Colloquial; Vernacular^' Copy (36) - One of 
 the most popular and effective styles is that written in 
 the interesting, snappy, slangy vernacular of the day. 
 "Big Ben" copy is a notable example. 
 
 While not "clever," it has a ring and swing that car- 
 ries you right along. The student should pay particular 
 attention to this style. He will find nothing startling or 
 out-of-the-ordinary in its construction, but it will teach 
 better than anything else, the effectiveness of simplicity. 
 
 36 
 
A Guide for Student and Veteran 37 
 
 The brief copy that occasionally accompanies Hart, 
 SchaiFner and Marx illustrations is of that type, as are 
 many of the automobile ads. 
 
 Associative Instances Tersely Told (37) 
 "Stripped to the waist, his huge torso streaming with 
 sweat, a workman swings the heavy iron core to an iron 
 table, and wrenches off a tire which has just come steam- 
 ing from the heater." 
 
 Thus began a recent advertisement that aroused much 
 comment. It catches and holds the interest at once. It 
 is an instance or episode, tersely told. This type is often 
 used in general or "good will" advertising by the intro- 
 duction of incidents relating to the use or manufacture 
 of the product. It is the characteristic style of the late 
 Elbert Hubbard. Read his work and you will see that 
 incident after incident, historical, industrial, and other- 
 wise, has been used. 
 
 Copy That Makes You Taste (38) -This is the 
 "Appetite" copy used in food advertising. Such writing 
 is an art in itself and, according to the formula, should 
 produce smacking of the lips and watering at the mouth, 
 indicative of the reader's desire and hunger for the 
 delicacy described. In this connection, it is interesting 
 to note that one of the best pieces of "appetite copy" 
 ever written came from the pen of Washington Irving. 
 Read in the "Legend of Sleepy Hollow," his description 
 of Ichabod Crane's flight of fancy as he gazed hungrily 
 through the doorway of old Baltus Van Tassel's banquet 
 hall. 
 
38 The Advertising Index 
 
 Copy That Makes You Feel (39) - "A quick mas- 
 sage from head to toe with mild, bubbling, copious Ivory 
 lather, a plunge into clear, cold water, a brisk rubdown 
 and one enjoys that feeling of exhilarating cleanness 
 which gives body and mind a running start in the day's 
 work and play." 
 
 Such copy makes you feel. Occasionally you find such 
 advertising literature, full of energy and life, that car- 
 ries you along bodily and makes you perform the action 
 it suggests. Your folder will not contain many samples, 
 but treasure them, for they represent one of the most 
 important "Copy" divisions. 
 
 Slang (40) - This style is largely used in advertis- 
 ing tobacco. "Prince Albert" is a good example. 
 
 As You Would Tell It (First Person) (41) - This 
 is copy written in the first person, the ad appearing as 
 a letter or the relation of personal experience. Pyrenc 
 and Community Silver advertisements employed this 
 style. 
 
 Cl^vssic Style (42) - The academic or classic style 
 of writing used by the "bards," the choice English of 
 the college professor's History or Grammar, is some- 
 times used to give "tone" and an air of elegance to a 
 product. 
 
 One Sentence (43) - "Brevity is the soul of wit" 
 — and good advertisements sometimes contain but one 
 sentence. This copy has invariably been given careful 
 thought so that it is usually direct, clear and forceful. 
 
A Guide for Student and Veteran 39 
 
 Short Sentences (44) - How often the ad man, 
 the reporter — every professional writer — hears this 
 counsel. Short sentences, undoubtedly, impart a certain 
 force and punch. Listen to this: "Gears shift with the 
 slightest effort. It steers simply. The front wheels 
 cling to the crown of the road. The rear are right down 
 on the ground." The many short, staccato sentences 
 drive the message home much better than would a single 
 long one. Watch for the short-sentenced ad. 
 
 Copy Pointers (45) - P'ile here the articles and 
 pointers on copy writing often seen in advertising maga- 
 zines. 
 
 Suggestions and Ideas (46) - Here can be filed 
 actual examples of various copy styles (that may or may 
 not come under a specific classification) with which you 
 wish to become more familiar, or expect to use in the fu- 
 ture. In other words, this is your **Idea" folder on Copy. 
 
CAMPAIGNS 
 
 Save completed advertising campaigns. Analyze their 
 themes. You will note that one dominating idea is car- 
 ried through the series. A few campaigns and their 
 ''keynotes'* have been listed in The Index^ most of which 
 you will undoubtedly recognize. No attempt was made 
 to include all that were available^ for many campaigns 
 are of local significance only. Enough have been men- 
 tioned, however, to convey the idea. 
 
 Do not try to analyze each ad of the series as it ap- 
 pears. Just clip and file it in the folder, to be consid- 
 ered when the campaign is completed. 
 
 It is needless to emphasize to the thoughtful advertis- 
 ing man the importance of the ''Campaign" division. A 
 file of completed campaigns is an invaluable reference, 
 embracing almost every factor of advertising — copy, 
 illustration, layouts, etc. 
 
 40 
 
MISCELLANEOUS 
 
 Calendars (59) - Sometime during his career^ 
 every advertising man dabbles with the souvenir calen- 
 dar. Save examples of this type of advertising. You 
 may never use Calendars^ but the mere fact that you have 
 given thought to the subject and filed samples, makes 
 you a better all-around ad man. 
 
 Catalogs (60) - This is for catalogs of all descrip- 
 tions. Some day you may have one to compile and main- 
 tain. 
 
 Circulars (61) - Circulars that are handed you on 
 the street, left in your mail box, or sent under first class 
 postage, come within this classification. 
 
 Circulation (62) - This is the ogre that will con- 
 front you almost daily in your advertising work. Here 
 file odds and ends pertaining to the subject, circulation 
 figures, etc. If a beginner, you will at least know what 
 the solicitor is *'orating'* about when you experience his 
 first visit. You, Mr. Veteran, can, of course, fill the 
 folder with pet facts and figures to use as ammunition 
 when the representative of the Daily Echo drops in to 
 show you why you're losing money by not using his 
 paper. 
 
 Competing Products (63) - Advertisements of 
 competing firms selling the same line can be kept here. 
 It is interesting to observe the varying methods used in 
 exploiting similar articles. 
 
 41 
 
42 The Advertising Index 
 
 Containers (64) - It is often the ad man's task to 
 create new cartons or packages. With old established 
 concerns, where the container is usually the cold, life- 
 less pattern of many year's standing, he may insist upon 
 a new package of attractive design before starting the 
 campaign intended to place it on the shelves of the 
 dealer and in the hands of the consumer. Save samples 
 of pleasing original design for reference. Also articles 
 dealing with color, form, and other factors that enter 
 into the problem. 
 
 Contests (65) - The "guessing" and ''prize" con- 
 test is sometimes used as a method of Advertising. Learn 
 the **how" by filing examples ; also any special articles 
 that come to your attention. 
 
 Costs of Advertising {6Q) - The young ad man is 
 often at sea concerning the cost of space, printing, art- 
 work, and the other things he must purchase. Show the 
 layman a booklet, ask his opinion of its cost, and you 
 will be surprised how far he misses the mark. When- 
 ever you can, learn costs and file the figures, together 
 with a sample of the work, if possible. 
 
D — Dealer Advertising 
 
 67. Dealer Ads for Good Will 
 
 ^S. Dealer Helps 
 
 69. Dealer Broadsides 
 
 70. Lists of Dealers 
 
 D — Direct-by- Mail Advertising' 
 
 71. Broadsides 
 
 72. Envelopes 
 
 73. Envelope Enclosures 
 
 74. Follow-Up 
 
 75. House Organs 
 
 76. House Organs— ''How" 
 
 77. Mailing Lists 
 
 78. Percentage of Returns 
 
 79. Suggestions and Ideas 
 {Letters — see Page 84) 
 
 43 
 
DEALER ADVERTISING 
 
 The YOUiSKG man just starting in Advertising often forms 
 his opinions only from the consumer advertising he sees 
 in the pages of magazines and newspapers. He seldom 
 sees a trade paper containing dealer advertising. 
 
 Yet this is of the greatest importance. The wise ad- 
 vertiser is fully as anxious to ''sell the dealer" as the 
 consumer. Investigation shows that even where the con- 
 sumer specifically asks for an advertised article^ the 
 dealer can many times switch him to another brand. 
 
 Familiarize yourself with ''dealer" advertising. This 
 is best accomplished through reading trade journals. 
 Books which explain the dealer's function in the scheme 
 of distribution, like Cherington's "Advertising," are also 
 helpful. 
 
 Dealer Ads for Good Will (67) - So highly is the 
 good will of the dealer valued, that ads are often run for 
 no other purpose than to cultivate it. Although seen 
 most frequently in trade publications, they are occa- 
 sionally found in mediums of general circulation. 
 
 Dealer Helps (68) - This is a most important di- 
 vision. In many Advertising Departments, it constitutes 
 the bulk of the work. Window displays, wall-cards, 
 booklets, signs, circular letters, movie slides, blotters, 
 catalogs, etc., are forms of Dealer Help. Many articles 
 will be read concerning this subject. Save them, together 
 with any actual examples of "dealer help" that you ob- 
 tain. 
 
 45 
 
46 The Advertising Index 
 
 Dealer Broadsides (69) - Bulky folders or book- 
 lets are often issued to deliver a "broadside'* in selling 
 the dealer the firm's advertising. These generally con- 
 tain proofs of the contemplated campaign, together with 
 strong inducements for the dealer to stock up so that he 
 can "cash in" on the anticipated demand. 
 
 Lists of Dealers (70) - Ads sometimes appear, 
 crowded with small type, containing nothing but the 
 names and addresses of dealers selling the advertised 
 article. These have a two- fold purpose; to impress the 
 dealer, and to inform consumers where the article is sold. 
 
DIRECT-BY-MAIL ADVERTISING 
 
 This is printed matter going direct to the prospect. Re- 
 sults are thus made directly traceable. Direct-by-Mail 
 Advertising constitutes an important division. Many 
 individuals and concerns specialize on it alone. 
 
 At least two magazines^ ''Postage" and ''The Mail 
 Bag/' are devoted entirely to the interests of Direct-by- 
 Mail Advertising. These are invaluable for those who 
 desire to know more about the subject. The "Layman 
 Printer/' published by the Multigraph Co., is also good. 
 
 Letters, booklets, envelope enclosures and broadsides 
 are the ammunition used in Direct-by-Mail Advertising. 
 
 Broadsides (71) -All Broadsides are not intended 
 solely for the dealer. Many are designed for the con- 
 sumer. The Broadside is usually on a large sheet of 
 heavy paper with three, five, or more folds. 
 
 Envelopes (72) - Only recently have envelopes 
 been utilized by enterprising advertising men to help 
 "put over" the message. They are often in the shape of 
 amusing cartoons, copy or illustrations designed to ex- 
 cite curiosity concerning the matter within the envelope. 
 
 Envelope Enclosures (73) - These are usually 
 single sheet leaflets, enclosed with statements, letters, etc. 
 
 Follow-Up (74) - This is the series of letters or 
 booklets which follows the original letter to the prospect. 
 They are intended to still further convince, remind, or 
 "close." File such letters or folders here, together with 
 any articles you read pertaining to the subject. 
 
 47 
 
48 The Advertising Index 
 
 House Organs (75) - Little booklets are periodical- 
 ly published by many concerns containing news about 
 the product, factory, etc. They vary from handsome 
 booklets, in color, containing numerous halftones, to 
 single sheets, crowded with type. There are thou- 
 sands of House Organs printed throughout the country, 
 both for the dealer and consumer. In this folder, put 
 one copy of every House Organ you find. Keep a com- 
 plete file of those that particularly interest you. 
 
 House Organs — "Horv" (76) - File here articles 
 dealing with the House Organ — telling its "how." 
 
 Mailing Lists (77) - These are of the utmost im- 
 portance in Direct-by-Mail Advertising. They can make 
 or break the entire campaign. For instance: how many 
 returns do you think could be obtained by sending de- 
 scriptions of a high-priced car to a list in the tenement 
 district of New York ; or of a phonograph to the inmates 
 of a deaf and dumb asylum.^ 
 
 There are firms who make a business of compiling and 
 cataloging Mailing Lists. Get one of their catalogs to 
 file in this folder, togt^ther with any articles you read 
 dealing with the subject. Here also file any mailing 
 lists you may use. 
 
 Percentage of Returns (78) -What percentage 
 of returns should be expected from a Direct-by-M^il 
 campaign .f* Such knowledge usually comes through ex- 
 perience, but occasionally one reads pertinent articles. 
 
 Suggestions and Ideas (79) - File here general 
 articles and suggestions on Direct-by-Mail Advertising. 
 
F — Miscellaneous 
 
 80. Fake Advertising 
 
 49 
 
MISCELLANEOUS 
 
 Fake Advertising (80) - One still sees examples 
 of "fake" or dishonest advertising in the daily press and 
 other mediums. It is, however, gradually being stamped 
 out, and in a few years should be extinct. The progres- 
 sive advertising man quickly learns that truth pays. 
 "Truth" is the motto of the Associated Advertising Clubs 
 of the World. This organization, through its Vigilance 
 Committee, is doing wonderful work to eliminate dis- 
 honest advertising. , 
 
 51 
 
G — General 
 
 81. Ad Clubs 
 
 82. Advertising History 
 
 88. Advertising — Inspirational 
 
 84. "I Can Write Them INlyself ''— Boss 
 
 85. Advertising Humor 
 S^. The Advertising Man 
 
 87. The Advertising Department 
 
 88. ^'It Pays to Advertise" 
 
 89. Power of Advertising 
 
 90. Psychology of Repetition 
 
 91. Who Pays for Advertising? 
 
 b^ 
 
GENERAL 
 
 You WILL frequently see articles about advertising which 
 may interest you^ though they have no specific bearing 
 on your daily problems. These are often inspirational 
 in character. Some that appealed to the writer are here 
 listed. They may serve as a guide for your selections. 
 
 Ad Clubs (81) - Every ad man should belong to his 
 local Advertising Club. Even though its weekly meet- 
 ings do not yield a harvest of ideas directly applicable to 
 his work^ the inspiration and good-fellowship that results 
 from mingling and rubbing elbows with other business 
 men should make it worth while. 
 
 Above all^ the advertising man must be broad-minded. 
 Listening to the many subjects of general interest us- 
 ually heard at an Ad Club meeting contributes to his de- 
 velopment. It gives breadth of view — advei^tising itself 
 you can learn from the profession's magazines^ books, 
 the advertising columns, and your daily work. 
 
 In this folder, file all matters you wish to save pertain- 
 ing to the Ad Club. 
 
 Advertising History (82) - You should, of course, 
 be familiar with the history of your chosen work. Its 
 story dates back to the very beginning of civilization. 
 Historical articles are seen from time to time. 
 
 Advertising — Inspirational (83) - Reams of pa- 
 per are annually used to extol the greatness of advertis- 
 ing, its power and possibilities, etc., etc. Though us- 
 ually inspirational and idealistic in character, you will 
 no doubt want to save some of these articles. 
 
 55 
 
56 The Advertising Index 
 
 "I Can Write Them Myself^^ — Boss (84) - Many 
 a business man has the mistaken belief that ad-writing 
 is the easiest thing in the world. That misguided in- 
 dividual sometimes happens to be the "Boss." "I Can 
 Write Them Myself/' one of the standing jokes among 
 advertising men^ is often the inspiration of cartoon and 
 anecdote. 
 
 Advertising Humor (85) - The humor of advertis- 
 ing is not confined to the specimens sometimes seen in 
 the advertising columns. Like most other professions^ 
 it has its humorous stories. Save these, for, sooner or 
 later, you will be ''making speeches" (oh yes, you will) 
 and they will come in handy. 
 
 Public speaking is part of the advertising man's de- 
 velopment. Grasp every opportunity. Speak before the 
 Ad Club. Return to your old Advertising Class and tell 
 them how you do it ; anything that will give you a chance 
 to stand on your feet before an audience and talk. Have 
 something to tell. Swallow your fears. Be natural^ 
 and you will be surprised to find how easy it is. 
 
 The Advertising Man (86) - This individual is 
 frequently the subject of sketch and fiction story. His 
 methods, his achievements, his idiosyncrasies, his train- 
 ing, etc., are often recounted. Naturally, you will be in- 
 terested in these articles. 
 
 The Advertising Department (87) - The systems 
 of the Advertising Department, its equipment, opera- 
 tion, etc., will also interest you. File here articles, book- 
 lets and notes pertaining to the subject. 
 
A Guide for Student and Veteran il 
 
 "It Pays to Advertise'" (88) - Americans become 
 familiar with this catchword almost as soon as they can 
 talk. It is the basis of innumerable stories and articles. 
 A play with the theme and title "It Pays to Advertise'* 
 was produced by George M. Cohan. 
 
 Power of Advertising (89) - For years the public 
 had only a dim conception of the power of advertising. 
 It remained for the Great War to forcibly demonstrate 
 its real force. Every war activity, from recruiting and 
 food conservation to the sale of bonds^ owed its success 
 in a large measure to advertising. 
 
 Publicity is now regarded as one of the greatest forces 
 in existence. It is a moulder of public opinion, a power 
 that can change the breakfast habits of a people, or save 
 and destroy nations. Here is another "General" sub- 
 ject with which the ad man should be well acquainted. 
 
 Psychology of Repetition (90) - Repetition is 
 frequently advanced as the psychology of advertising. 
 "Repetition is Reputation." Many advertisers hold that 
 repeating a name often enough will insure its success. 
 You should know something about the psychology of ad- 
 vertising — so file the articles you read. 
 
 Who Pays for Advertising.^ (91) - You will often 
 hear this question discussed by advertiser, dealer and 
 consumer. It has even been the subject of Senatorial 
 investigation. Undoubtedly, it will exist as long as 
 Advertising itself; at least, until non-advertisers stop 
 dangling the bait, "We don't advertise — and give you 
 the difference." Post yourself on this problem for it 
 will come up time and again. 
 
H — Headlines 
 
 92. Direct Command 
 
 93. Curiosity 
 
 94. Suggestions and Ideas 
 
 59 
 
HEADLINES 
 
 Captions are the cause of much brain-racking, for upon 
 them may depend the success of the entire advertisement. 
 Only a few classifications have been indicated in the 
 division. More can be added as you identify them from 
 analysis. 
 
 It has not been considered necessary to elaborate on 
 the different classifications. You will recognize the 
 caption that gives you a direct command like ''Become 
 a Cartoonist" or "Avoid the Hard Labor of Letter Writ- 
 ing," etc. The curiosity-arousing caption is also readily 
 identified. 
 
 61 
 
Illustrations 
 
 95. Action Pictures That Arrest Attention 
 
 96. All Illustration — (little or no copy) 
 
 97. Appetizing — (see '-Appeals") 
 
 98. Arrow and Hand Pointing 
 
 99. Before and After — (similar to Picture Comparison) 
 
 100. Picture Ccmparison — 
 
 ("Our way" — "The other ivay") 
 
 101. Cartoons — (Humor) 
 
 1 02. Eye-centering 
 
 103. Pictures That Convey Feeling 
 
 104. ''Freak" Illustrations 
 
 105. ' ^ Kids ' ' — (See ' ' Motherlove ' ' under Appeals) 
 
 106. ''Girls'^ 
 
 107. Illustrations That Tell the Whole Story 
 
 108. Hand Extended to Reader 
 
 109. Irrelevant Illustraticns 
 
 110. Picture of Product Predominating 
 
 111. The Smile 
 
 112. ''Sensational" Pictures 
 
 113. Use of Product 
 
 114. Visualized Command 
 
 115. Suggestions and Ideas 
 
 63 
 
Illustrations (^Miscellaneous) 
 
 116. Backgrounds 
 
 117. Crayon Drawings 
 
 118. Good Cuts 
 
 119. Poor Cuts 
 
 120. Silhouettes 
 
 64 
 
ILLUSTRATIONS 
 
 The importance of Illustrations in Advertising needs 
 no emphasis. It is obvious to the young man as well as 
 to the veteran. 
 
 Yet it can be safely said that few have analyzed illus- 
 trations to discover their underlying laws^ although many 
 are^ from experience^ unconsciously aware of them. 
 
 Acting either on impulse or after long consideration, 
 an ad man may decide on a certain type of illustration. 
 There is a possibility, however, that he may have over- 
 looked another type, far better suited. This oversight 
 would have been avoided had a list containing all the 
 fundamentals of Illustration been available. 
 
 The Illustration page of The Advertising Index is 
 therefore especially valuable to the experienced man. It 
 is the product of careful analysis, and conclusively shows 
 that certain, well-defined principles underlie all Illustra- 
 tions. That is, some twenty odd laws govern all the 
 pictures seen in advertisements. 
 
 The same principle can be adapted in various ways for 
 different ads. For example: No. 107 which is the "Hand 
 Extended to Reader" idea was used in advertising an 
 adding machine, a soft beverage, a magazine and a 
 cigarette. 
 
 In the first case, two hands held out a stack of bills to 
 the reader with the caption "Need More Money in Your 
 Business.^" No. 2 showed a smiling soda-vendor at the 
 ball game, offering Coco-Cola to the reader, and the 
 heading "Here You Are." No. S depicted a hand offer- 
 
 65 
 
66 The Advertising Index 
 
 ing cigarettes, while in No. 4, a smiling clerk extended 
 the latest issue of the advertised magazine. 
 
 Although totally different products were advertised, 
 the same fundamental idea was used in all the illustra- 
 tions. With The Index, the young ad man will soon be- 
 come familiar with these laws, and thus be able to plan 
 illustrations more intelligently; at the same time mak- 
 ing easier the explanation of the idea to the artist or 
 photographer. 
 
 The experienced man, consulting this page of The 
 Index, can decide just what type of illustration is best 
 adapted, without the fear of overlooking any. It aids 
 him, too, in classifying the ads he sees. Ads can be re- 
 peatedly observed, but without classification, the impres- 
 sions they leave are weak and evanescent. Once classi- 
 fied, however, they assume a distinctly definite meaning. 
 They are recognized and more strongly impressed on 
 the mind every time they are seen. 
 
 To the commercial artist, this page of The Index is 
 valuable for reference, as a guide in filing, and in other 
 ways which will occur to him. 
 
 Action Pictures That Arrest Attention (95) 
 Action arrests attention. Since this is the primary ob- 
 ject of advertising, "action'* pictures, either relevant or 
 irrelevant, are used to gain the result. The value of the 
 irrelevant picture for this purpose is a moot question. 
 
 A good "action" picture was used in announcing a 
 notable hill-climb made by the Hudson Supersix. It 
 showed the car speeding up a hill. The action was so 
 
A Guide for Student and Veteran 67 
 
 strong as to instantly arrest the eye. It told the story 
 of the ad as well. 
 
 An example of irrelevant action showed four runners 
 just leaving the line, with the caption "Off to a Good 
 Start." This illustration was intended to advertise tooth 
 powder. 
 
 All Illustration — {little or no copy) (96) - In 
 some advertisements the entire space, or most of it, is de- 
 voted to the illustration, the copy being of secondary 
 importance. Notable examples among national adver- 
 tisers are Gold Medal Flour and Hart, Schaff'ner and 
 Marx clothes. 
 
 Appetizing (97) - This is the predominant type of 
 illustration in food advertising. The usual method shows 
 the delicacy being consumed with gusto by some happy 
 smiling individual, or so enticingly pictures the product 
 as to make the "mouth water." One will soon become 
 familiar with the standard methods through the pages of 
 women's publications. 
 
 It is well to file these illustrations under "Appetite 
 Appeal" (Folder No. 2) and make a cross-reference on 
 the Illustration page. 
 
 Arrow and Hand Pointing (98) - Although an 
 elemental form of illustration, the arrow or pointing 
 hand method is still used in good advertising. It always 
 arrests attention. Variations of this idea are seen, some 
 with the hand or arrow in odd positions, or with the art 
 work so well executed as to compel attention. Save ex- 
 amples of this type. 
 
68 The Advertising Index 
 
 '^Before and After^^ and Picture Comparison 
 (99-100) - This is perhaps the most common form of 
 illustration. It may be divided into two general classes, 
 as has been done in The Index — those depicting "our 
 way" and the "other way/' and the "before and after'* 
 kind. File the former in folder No. 100; the latter in 
 folder No. 99- 
 
 Cartoons (Humor) (101) -These are becoming 
 quite popular, usually taking the form of caricatures, 
 funny figures drawn in the ad, or "comic strips" such as 
 are often seen in newspapers. Good judgment is neces- 
 sary when cartoons are employed for they are apt to de- 
 feat their purpose. The reader may smile at the humor 
 and forget the ad. Observe carefully how others have 
 used them. 
 
 Eye-centering (102) -The purpose of these de- 
 signs is to focus the eye on some particular spot in the 
 ad. Although generally accomplished by the arrow or 
 pointing hand {Folder No. 98), some advertisers extend 
 the idea and use complex geometrical designs that the 
 eye cannot resist. The spiral is a common device. 
 
 Pictures That Convey Feeling (103) -As the 
 gifted writer conveys "feeling" through words, some 
 artists accomplish the same result with pictures. 
 
 A picture showing an energetic, buoyant, rubber- 
 heeled walker immediately arouses a responsive feeling. 
 You want to go to the nearest shoe store and buy a pair 
 of those rubber heels. 
 
 They are wonderful, these illustrations that actually 
 
A Guide for Student and Veteran 69 
 
 live and breathe, and imbue one with their spirit. Watch 
 for them, and guard your clippings jealously. Your 
 folder will not contain many for they are few and far 
 between, but find some — to give nourishment to your 
 ideals — and to show your artist. 
 
 "Freak'^ Illustrations (104) -A common evi- 
 dence of misdirected "originality" on the part of the 
 young advertising man — and, alas, the old one, too — is 
 the "freak" illustration. Conglomerations of spirals, 
 strange shapes, etc., that attract attention, and nothing 
 more, are nearly always a waste of money. Clip and 
 file some as examples of what to avoid. 
 
 ^'KiDs'^ (105) - Children, always interesting, are 
 often very effectively used in Illustration. File examples 
 under "Motherlove Appeal" {Folder No. 9), using this 
 number as a cross-file. 
 
 "Girls'^ (1^6) - Although no longer so widely used, 
 the "pretty girl" illustration is still popular. While al- 
 ways attractive, its use has been so promiscuous as to 
 greatly weaken its appeal. Watch the trend of the 
 "pretty girl" method. 
 
 Illustrations That Tell the Whole Story 
 (107) - The Illustration Ideal is one that tells the entire 
 story at a glance, needing no copy, except for emphasis. 
 The famous Valspar picture that shows a kettle of boil- 
 ing water being poured over a Valsparred dining table, 
 is a splendid example. 
 
 Watch constantly for "Illustrations That Tell the 
 Whole Story" so that you may acquire the knack of 
 
70 The Advertising Index 
 
 planning such pictures. Remember, comparatively few 
 people take the time to read advertising copy. 
 
 Hand Extended to Reader (108) -You would 
 stop, or at least hesitate, if a handful of money were 
 suddenly shoved at you. Many advertisers use this idea 
 in illustrations, showing an outstretched hand extending 
 money, or the advertised product, to the reader. 
 
 Irrelevant Illustrations (109) - There is still the 
 advertiser who uses a picture because it looks "pretty,'* 
 regardless of its connection with the advertised product. 
 However, this only confuses the reader and causes him 
 to overlook the real message. 
 
 Picture of Product Predominating (HO) - Many 
 ads contain for illustration a predominating picture of 
 the product. This is particularly true in the case of new 
 products. Here the intention is to impress the package- 
 design, or the article itself, upon the mind of the public. 
 Food manufacturers frequently use this method, so that 
 customers will recognize the package on the grocer's 
 shelf. It is also employed to prevent substitution. 
 
 The Smile (111) -Like the "Girl" picture, an- 
 other old illustration standby is the "Smile." It may 
 be a pretty girl, a child, or a caricature, but in each 
 case, a broad smile spread over the features, permeates 
 the ad. Always attractive and catching, the smile is 
 considered a good form of illustration. 
 
 "Sensational" Pictures (112) - Pictures some- 
 times depend upon a sensational or startling effect to 
 arrest attention. This type is often seen in the adver- 
 
A Guide for Student and Veteran 71 
 
 tisements of motion picture serials ; usually taking the 
 form of a sinister^ hideous_, melodramatic face^ hand^ etc. 
 Like "Action'' pictures^ their purpose is to stop the eye* 
 
 Use of Product (113) -This type is, of course, 
 familiar to every one. Calling attention to the use of a 
 product often awakens a need for it. Although princi- 
 pally employed in food advertising, other lines are adopt- 
 ing this method. It is explained further in connection 
 with Folder No. l63. 
 
 Visualized Command (114) -A direct command 
 given in the caption, and then visualized by the illustra- 
 tion, becomes doubly effective. An inquiry-seeking ad 
 with the question, "Why Haven't You Clipped This 
 Coupon.'^" emphasized its impression by the picture of a 
 long pair of shears cutting out the coupon in the corner. 
 Another ad commands you to "Write It In the Speci- 
 fications" and shows a typewritten page of specifications 
 reading: "Walls to be 10 inches in thickness. The best 
 Portland Cement to be used in all Concrete work." A 
 line has been drawn through the first three words of the 
 last sentence and "Lehigh" inserted in ink, with a finger 
 pointing to the correction . . . inferring that "Lehigh" 
 is "the best." Visualizing command in the illustration is 
 an effective means of driving home the message, and is 
 worthy of more extensive use. 
 
 Suggestions and Ideas (115) -The advertising 
 man must be able to adapt. Rarely can he hit upon an 
 entirely "original" idea. He usually finds later that his 
 "inspiration" bears the earmarks of past usage. 
 
72 The Advertising Index 
 
 **Ideas" are really individual developments of things 
 previously seen or heard. To produce ad after ad, day 
 after day, the advertising man must therefore be able to 
 adapt the ideas of others to his own problems. This is 
 not, in any sense, imitation or plagiarism. To so modify 
 and develop other productions that they will fit your own 
 particular case, is an art in itself. 
 
 For this purpose, most advertising men have what is 
 known as an "Idea'* folder. Here they file clippings to 
 be used as material for adaptation. In this connection, 
 it is well to note that the suggestion possibilities of a 
 clipping are not always apparent at first glance. It may 
 be thumbed over a dozen times before the **happy 
 thought" is struck. 
 
 In this folder, file your illustration ideas or sugges- 
 tions. Keep it full, for it will often save the day for you. 
 Do not, however, fill it indiscriminately, for it then be- 
 comes useless. Your "Idea" folder gains in value as you 
 read and analyze. 
 
ILLUSTRATIONS (Miscellaneous) 
 
 You Have thus far considered the underlying motives of 
 illustrations. Now observe some of their mechanical 
 phases. 
 
 Backgrounds (1 16) - Backgrounds are often used 
 to produce certain effects in illustrations. The gray tone 
 of the Ben Day screen or drawn background lends an 
 air of softness, refinement and elegance to an ad. Be- 
 come familiar with this method, for you will no doubt 
 wish to use it some day. 
 
 Crayon Drawings (117) -Keep a few samples on 
 hand for suggestions. 
 
 Good Cuts (118) -One often sees in high class 
 booklets, catalogs and magazines, exceptionally good 
 specimens of the engraver's art. Your standards of 
 what to expect from the artist, engraver and printer will 
 be developed by observation of such work. Keep a well- 
 filled folder available for reference. 
 
 Poor Cuts (119) - It is by observation and analysis 
 that we profit from others' mistakes. Keep a file of 
 "horrible examples" — badly executed drawings, poorly 
 registered cuts, etc. It will save you dollars and cents. 
 
 Silhouettes (120) -Keep samples of these all- 
 black effects on hand for reference. 
 
 73 
 
Miscellaneous 
 
 121. Judging Your Ad 
 
 75 
 
MISCELLANEOUS 
 
 Judging Your Ad (121) -The advertising man 
 often asks himself, "How can I tell if my ad is good?" 
 One will occasionally see articles dealing with this sub- 
 ject, considering either specific points or outlining the 
 ad in general. The best critic is your own trained judg- 
 ment. Analyze; observe; s-tudy; and you will soon 
 acquire that sixth sense of perception which will make 
 your ads **look right" or wrong at the first glance. 
 
 n 
 
K — • Miscellaneous 
 
 122. Keying 
 
 79 
 
MISCELLANEOUS 
 
 Keying (122) -This is to identify an ad so that 
 direct results can be traced. An ad carrying a return 
 coupon may bear the address 609 State St., in one maga- 
 zine, 611 in another, and so on. A query directed to 609 
 State St. is accordingly identified as originating from 
 Magazine No. 1. 
 
 This is another of the little knacks that are part of 
 "knowing the ropes.*' You should be familiar with 
 "Keying" even if you never use it. 
 
 WK "^ 81 
 
Layouts 
 
 123. Giving the Ad Personality 
 
 124. Creating Atmosphere of Long Use 
 
 125. Creating Atmosphere of Class; Elegance 
 
 Layouts {Arrangement) 
 
 126. The Circle 
 
 127. The Triangle 
 
 128. Newspaper ''Readers" 
 
 129. Small Ads 
 
 130. Too Crowded 
 
 131. All Type 
 
 132. White Space 
 
 133. Full Page Ads 
 
 134. Suggestions and Ideas 
 
 83 
 
Letters 
 
 135. Answer to Inquiry 
 
 136. Collection Letters 
 
 137. Opening Paragraphs 
 
 138. Closing Paragraphs 
 
 139. Invitation Letters 
 
 140. Selling Letters 
 
 141. Selling Letters— '' How ^ ' 
 
 142. ^^Good Wiir' Letters 
 
 143. Tactful Letters 
 
 144. ^' Thank You^' Letters 
 
 145. The Letter Head 
 
 84 
 
LAYOUTS 
 
 It Is Possible to give atmosphere to an ad through the 
 layout^ i. e._, convey the desired impression at the first 
 glance, before the copy is read. Personality, long usage, 
 and elegance are three atmospheres generally sought, and 
 there are standardized methods of obtaining them. 
 
 Giving the Ad Personality (123) - Personality in 
 an ad is like personality in a man. Having it, he is dis- 
 tinguished from the mass and remembered. Just what 
 personality is varies with the individual. Sometimes it 
 is poise and quietness of manner. Again, it is sheer force 
 and dominance. These same traits can be suggested by 
 advertisements. 
 
 There are ads which you would recognize even if the 
 name were omitted. They have certain characteristics. 
 Look for these ads and analyze them. Pleasing or dom- 
 inating complete effects may be analyzed into certain 
 specific factors that are responsible for the general 
 result. It may be type face, arrangement, layout, illus- 
 tration, or any of a dozen features. Analyze, and you 
 will be able to give your own ads the magic cloak of 
 "personality." 
 
 Creating Atmosphere of Long Use (124) -This 
 is sought in advertising certain beverages, food products, 
 etc. One such campaign pictured a series of historical 
 events, which subtly conveyed the association of the pro- 
 duct's long use. 
 
 85 
 
86" The Advertising Index 
 
 Creating the Atmosphere of Class; Elegance 
 (125) - A classic effect will be noticed in many advertise- 
 ments. They surround the product with an aura or halo 
 that unconsciously creates an impression of elegance and 
 class. Jewelers^ hotels, soap manufacturers, department 
 stores . . . all use this method to attract certain clientele. 
 
 Carefully analyzing these ads, you will discover that 
 there are basic methods used to impart the desired at- 
 mosphere. 
 
 For example, a background of vertical stripes creates 
 the atmosphere of refinement. Flowers in the ad con- 
 vey a similar impression. White space, border, type and 
 other factors of the layout may also be used. 
 
 Originality, except in a born genius, comes only after 
 thorough acquaintance with the established order. You 
 will be far better equipped to evolve new methods for 
 suggesting class and elegance once you know those al- 
 ready in use. Otherwise, you will often find your * 'orig- 
 inal" idea overlapping another of long standing. 
 
 For this reason, as well as for the understanding and 
 breadth gained, it is well to continually analyze the 
 handiwork of fellow-craftsmen. 
 
 So learn the established methods of giving "class" to 
 an ad. They are not taught . . . usually being unpremedi- 
 tated results. Observation, however, will show you the 
 "how." 
 
LAYOUTS (Arrangement) 
 
 The Advertising Man may see circle effects, triangle 
 layouts or full page ads by the score, but let him be con- 
 fronted with the task of designing one, and he is often 
 puzzled just how to proceed. Therefore, it is well to 
 keep examples of all layout styles for patterns. 
 
 The Circle (126) -The circle may be effectively 
 used in layout as a relief from the conventional rectangu- 
 lar shapes. 
 
 The Triangle (127) -Another form of geometric 
 layout which you may sometime want to use. 
 
 Newspaper "Readers" (128) -These are the ads, 
 very popular with patent medicine makers, set up to look 
 like news items. It is a style avoided by the legitimate 
 advertiser. However, "Knowledge is Power," so keep 
 your eyes open and save clippings. 
 
 Small Ads (129) -You will be amazed to observe 
 how effective a four or even two-inch ad can be made. A 
 well-filled folder of good small ads will instantly dispel 
 the misconception that large space is essential to suc- 
 cessful advertising. 
 
 A large ad may accomplish its purpose through sheer 
 size, but a small ad, unless it is good, will be overlooked. 
 The small space, therefore, generally receives more 
 thought, and often overshadows its brother of broader 
 dimensions in layout effectiveness. 
 
 New York City newspapers, particularly, carry good 
 
 87 
 
B8 The Advertising Indea* 
 
 small ads. Space is so valuable that few can afford big 
 areas^ the result being highly developed small ads. 
 
 Too Crowded (130) -Some ads instantly give the 
 impression of being too crowded. It is easy to fall into 
 the habit of forcing too much into your space. A folder 
 of "horrible examples*' will help to avoid this fault. 
 
 All Type (131) -Like the "All Illustration" ad, 
 there is also the "All Type'* style. This carries no illus- 
 tration whatever, depending entirely upon the copy and 
 its pleasing arrangement in type. This layout is used 
 for variety ... or lack of funds for artwork. 
 
 White Space (132) -File here examples of lay- 
 outs where white space is predominant. 
 
 Full Page Ads (133) - Unless thoroughly experi- 
 enced in this work, it is difficult to know just how to 
 begin. Reference to the folder will soon answer this 
 question and furnish ideas. 
 
 Suggestions and Ideas (134) - This is your "idea" 
 folder on layouts. Keep any ads that strike your fancy, 
 either for future adaptation or suggestion. 
 
LETTERS 
 
 Although Letters are a form of Direct-by-Mail Adver- 
 tisings their importance justifies a separate division. 
 Many articles are printed concerning letter-writing. 
 Some deal with openings for letters, others with the 
 closing paragraph, the letter as a whole, etc. File them 
 under their respective classifications, together with any 
 actual examples you may obtain. There are many good 
 books on this subject. If you make notes while reading 
 them, file them where they will be available. 
 
 Answer to Inquiry (135) -These are form let- 
 ters written in answer to inquiries arising from coupons. 
 
 Collection Letters (136) - Although you may 
 never be called upon to collect money by mail, it is well 
 to know something about the construction of Collection 
 Letters. They are often good examples of diplomacy 
 and tact. You, of course, will never receive any of these 
 letters, but you will see numerous magazine articles that 
 may go into this folder. 
 
 Opening Paragraphs (137) - A good letter arouses 
 attention and interest in its first paragraph. No matter 
 how interesting the rest may be, the letter is doomed to 
 the waste basket unless its opening sentences make you 
 continue reading. 
 
 Articles worth saving frequently appear on this sub- 
 ject. Observe letters that come to your notice and file 
 them if the opening paragraph is good. Thus you will 
 acquire a collection to which you can refer for ideas. 
 
 89 
 
90 The Advertising Index 
 
 Closing Paragraphs (138) - A very important part 
 of a letter is the close. It can be made the final "clinch- 
 er" that convinces and begets action. On the other 
 hand^ a good letter with a weak ending usually results in 
 another victim for the waste basket. 
 
 Analyze final paragraphs. See how one forcibly 
 "drives home" the letter's arguments, how another 
 induces immediate action by pointing out the disadvan- 
 tage of delay, etc. Observe a few good "closers" and 
 you will never again conclude a letter with "Thanking 
 you for your prompt attention," or "Trusting that we 
 may be able to get your business," etc. 
 
 Invitation Letters (139) - Invitations to new store 
 openings, sales, etc., are extended through formal or in- 
 formal letters or printed announcements. When the 
 occasion arises, their conventional style can soon be re- 
 called from samples in the file. 
 
 Selling Letters (140) - This most important type 
 of letter is the closest approach to the living, breathing 
 salesman. Many so-called selling letters couldn't sell a 
 cork jacket to a drowning mariner, but occasionally one 
 is seen that really attracts, convinces and sells. Save 
 these; and if you wish, also start a folder for poor 
 examples. 
 
 Selling Letters - "i/ow"" (141) -A subject that 
 covers reams and reams of paper is "How to Write a 
 Selling Letter." Many of these articles are good, and 
 should be filed. 
 
A Guide for Student and Veteran 91 
 
 "Good Will'* Letters (142) -These differ from 
 selling letters in the respect that there is no direct com- 
 mand expressed or immediate action urged. Many con- 
 cerns periodically write such letters, not to dispose of any 
 particular item, but to **sell the house/' the service, in- 
 tegrity, etc. "Good Will" letters should be filed apart 
 from those that carry direct selling messages. 
 
 Tactful Letters (143) -A shoe house put this 
 enclosure in every package of shoes: 
 
 "A Fortune for a New Process. A large-sized, ready- 
 made fortune awaits the person who shall invent a new 
 process for making patent enamel for leather that will 
 not check or crack. Up to the present moment no maker 
 of patent or so-called 'shiny' leather has been able to 
 turn out a product that he can guarantee against check- 
 ing or cracking. For this reason, patent leather is 
 always sold at the buyer's hazard, etc., etc." 
 
 Here is an example of tact. Instead of bluntly in- 
 forming the buyer that patent leather shoes would not 
 be guaranteed, the point is brought out in an indirect 
 diplomatic manner which, without the reader's knowl- 
 edge, conveys the same idea. 
 
 Tact is a precious quality in a letter, particularly in 
 those dealing with complaints. A blunt letter to an irri- 
 tated customer may result in the loss of his business. 
 Save the tactful letters that you occasionally see. 
 
 "Thank You" Letters (144) -A courteous letter 
 of thanks humanizes an institution and strengthens its 
 ties of friendship, just as courtesy does between friends. 
 
92 The Advertising Index 
 
 The Letter Head (145) -Advertising men have 
 recently been devoting more attention to the letter head. 
 If you analyze, you will see that many ordinary designs 
 are inartistic, meaningless and perhaps actually repell- 
 ing. 
 
 The well-designed letter head is attractive, distinctive, 
 full of meaning, and yet not so prominent as to detract 
 attention from the message. 
 
 Louis Victor Eytinge, the noted authority on letter 
 writing, says, "The letter head is the most neglected tool 
 in the advertising man's kit, when it should be the one 
 most serviceable. Too often, it is a hodge-podge of 
 inharmonious typography or a smeary spread of factory 
 picture or futurist color design, taking up more than half 
 the area of the sheet. The stationery can be made one 
 of the strongest supporters of the campaign." . 
 
 Save samples of good letter heads; also the other 
 kind, so you will know what to avoid as well as emulate. 
 
M— Methods of Tel ling- Ad- Message 
 
 146. Address 
 
 (Attracting attention of group you 
 wish to interest) 
 
 147. .Advertising *' Characters'' 
 
 148. Analogy 
 
 149. Anecdote 
 
 150. Anecdote — Historical 
 
 151. Anticipating Objection 
 
 152. ^' Blind" Advertising 
 
 153. Connection with Past Experience 
 
 154. Conversational 
 
 155. ^^ Reason Why'' 
 
 156. Soliciting Inquiries 
 
 157. Reminders 
 
 158. Repetition of Name 
 
 159. Suggestion 
 
 160. Teasers 
 
 161. Testimonials 
 
 162. Timeliness 
 
 163. Use of Product 
 
 93 
 
Miscellaneous — M 
 
 164. Mediums 
 
 94 
 
METHODS OF TELLING AD-MESSAGE 
 
 You Will Discover by observation that there are funda- 
 mentals underlying the advertisement as a whole. That 
 is^ there are well-defined^ standardized methods of telling 
 the story in an ad. Like the basic principles of Illustra- 
 tion, most ad men know them, but unconsciously. 
 
 As does The Index Page of "Illustrations/' this divi- 
 sion provides a reminder for the seasoned advertiser. 
 To the student, it is an invaluable insight into Experi- 
 ence that enables him to observe, and thus learn. 
 
 Address (146) - One of the first problems is to gain 
 the attention of a particular group out of the countless 
 numbers who read the newspaper, magazine or other 
 medium of general circulation. 
 
 The method is just what you would use in singling 
 out an individual from a crowd. You would call "Hey, 
 John Jones,** or "Sam Brown," or whatever might be his 
 name. In advertising, this is done in two ways, directly 
 and indirectly. 
 
 First: by simply calling the name of your group 
 through a heading like "Ford Owners" or "Of Interest 
 to Architects and Builders" or "This is an Advertise- 
 ment for Mothers" or "Say Kids !" In such ads there is 
 no mistaking the "address." 
 
 The second method gains the same object, with a 
 little more finesse. It is usually done with an illustra- 
 tion which depicts the product in such a way as to insure 
 the attention of a certain group. 
 
 95 
 
96 The Advertising Index 
 
 An example of this type advertised grape juice to the 
 boarding school girl as the beverage for her little 
 "spreads." It showed a group of girls in a pennant-dec- 
 orated room busy with party preparations, the grape 
 juice occupying a prominent place in the foreground. 
 Though the ad carried no caption, it surely caught at 
 once the eye of every school girl. 
 
 The matter of address is essential. However good 
 your ad may be otherwise, it is worthless unless it attracts 
 the attention of the individuals for whom it is intended. 
 
 Advertising "Characters" (147) -Velvet Joe, the 
 Cream of Wheat Chef, and the Gold Dust Twins are 
 among notable examples of this method. 
 
 Analogy (148) - Products are sometimes compared 
 with other objects in order to impress the reader. A 
 popular automobile called itself the "Siege Gun of Motor 
 Cars," and the advertisements pictured it beside one of 
 the immense guns. The picture of a bowl of breakfast 
 food resting on a book, with other volumes in the back- 
 ground, bore the caption "Food for Thought." This, of 
 course, was intended to convey the idea of a food for 
 brain workers. 
 
 Anecdote (149) - The great popularity of romance 
 and story is evidenced by the widespread sale of fiction 
 magazines. Only recently, however, have advertisers 
 realized the value of this method. Increasing numbers 
 of anecdote or story-ads are appearing. They compete 
 in interest-value with the fiction pages, signed by popu- 
 lar authors, found in the front of the magazine. 
 
A Guide for Student and Veteran 97 
 
 The anecdote^ when properly used^ is one of the most 
 effective ways of presenting your points. It is, however, 
 difficult to get the right kind of short, pertinent stories. 
 These may come from two sources — either the actual 
 use of the article itself, or from general literature, 
 speeches, etc. Keep your eyes and ears always open for 
 interesting stories that can be woven into ads. Many 
 believe the anecdote is one of the most promising possi- 
 bilities in good advertising. 
 
 Anecdotes — Historical (150) -History is replete 
 with interesting stories that have furnished themes for 
 countless books. Why not utilize them for advertising 
 which, after all, is but another form of literature ? 
 
 It is obvious that such captions as "Alexander the 
 Great Ordered Shaving to Ensure Victory,*' or **Na- 
 poleon was Deathly Afraid of a Razor,'* or "Lord Ches- 
 terfield Hired a Man to Help Him Shave," which were 
 used by a famous safety razor concern, at once arouse 
 interest and compel further reading. Each story, of 
 course, emphasized some particular feature of the razor* 
 
 The advertising man, like the author, should avail 
 himself of History. Observe how others employ this 
 method. Bear it in mind when you are reading history. 
 
 Anticipating Objections (151) -The good sales- 
 man does not wait for the customer to raise objections. 
 He answers them before they are voiced, and thus often 
 convinces. The same idea may be used in Advertising. 
 Thus the objection is expressed at the very beginning 
 of the ad, followed by the answer. This is an effective 
 
98 The Advertising Index 
 
 method with products used by practical, calculating buy- 
 ers, such as business executives. 
 
 A multigraph concern successfully followed this plan 
 by picturing in each ad a typical business man asking a 
 typical question, such as, "Can I Get as Good Work as 
 You Do?" "Will^Do All My Printing?" "Can I Keep 
 it Busy?" "Do I Have to Make a Printing Shop Out of 
 My Office?" etc. 
 
 Keep this folder well filled. It is a method of telling 
 the ad-message that, like the anecdote, is gaining in pop- 
 ularity. 
 
 "Blind" Advertising (152) -Some products have 
 been so characteristically advertised that they would be 
 recognized even with the name omitted. This is an occa- 
 sional diversion of advertisers. 
 
 Others deliberately withhold something from the 
 reader. For example, a motorcycle ad offered a machine 
 free **just for a favor," without mentioning the nature 
 of the favor, only requesting those interested to return 
 a coupon. 
 
 Connection With Past Experience (153) -An- 
 other device of the successful salesman is to emphasize 
 the desirability of his product by recalling some unpleas- 
 ant experience of the customer. Also by picturing the 
 convenience or profit of "his way" and the annoyance 
 or loss of the "other way." 
 
 This is considered one of the most forcible ways of 
 conveying the ad-message, and many striking examples 
 are seen whose appeal is hard to resist. 
 
A Guide for Student and Veteran 99 
 
 The advantages of a cool, oil cook-stove, for instance, 
 could hardly be more convincingly presented to women 
 than by picturing a sweltering housewife bending over a 
 gas range. A shaking hand holding a lighted cigar ac- 
 centuates the advisability of a milder smoke. A sten- 
 ographer sitting idle while her employer interrupts his 
 dictation to answer the telephone forcibly suggests the 
 advantages of a dictaphone. 
 
 This is another important method with which every 
 advertising man, veteran and student, should be familiar. 
 Watch for examples so that you may learn the tactics 
 of the good salesman. When possible, watch the sales- 
 man himself. Advertising is nothing more than Sales- 
 manship on paper. 
 
 Conversational (154) -Some advertisements con- 
 sist of a dialogue as though they were the recorded con- 
 versation of two persons. 
 
 "Reason Why" (155) -This phrase is one of the 
 ad man's abc's. It represents perhaps the simplest and 
 most direct way of convincing the customer. Unlike the 
 "Connection with Past Experience" method, it carries no 
 appeal to the imagination, but logically and unemotion- 
 ally advances reasons for the desirability of the adver- 
 tised product. Many examples of this method are seen. 
 
 Soliciting Inquiries (156) -Some ads are not in- 
 tended to directly sell the product, but rather seek in- 
 quiry on the part of the reader. This method, however, 
 is losing its vogue. Though still occasionally seen, the 
 "send for booklet" appeal is usually of secondary im- 
 portance, rarely being the dominant feature of the ad. 
 
100 The Advertising Index 
 
 Reminders (157) - This is the "Billboard" idea, 
 applied to newspaper and magazine advertising. Its sole 
 function is to remind, having no space for argument 
 copy. Thus one sees such phrases as "Buy Blank's 
 Bread/' or "Drink Jone's Coffee/' simply reminding and 
 keeping the name before the public. Newspaper and 
 magazine ads of this type are really miniature billboards. 
 
 It is interesting to note that many laymen hold this 
 as the sole conception of good advertising. They will 
 tell you "Just keep your name before the public. Put 
 the phrase *Use Blank Tires' on the page . . . and that's 
 enough." 
 
 The fact that this method is used so little by thous- 
 ands of experienced advertisers is an indication of its 
 inadequacy. An inexhaustible purse would be required 
 to build a prestige on nothing more than this "Billboard" 
 method. The average reader sees so much advertising 
 that a name would have to be almost constantly before 
 him to make any impression. One good, strong argu- 
 ment, however, may convince him, and by association, 
 impress itself upon his mind. You will probably be 
 involved in many a discussion on this question of psychol- 
 ogy. It is a profitable one to investigate. 
 
 Repetition of Name (158) -Like the "Reminder" 
 method, this relies upon mere repetition to convey the 
 ad-message. It is usually in the form of a border or 
 background made up of the product-name. It occasion- 
 ally differs from the "Reminder" method in that a little 
 copy is used in connection with the multi-name border or 
 
A Guide for Student and Veteran 101 
 
 background. The main purpose, however, is simply to 
 impress the name on the reader's mind. 
 
 /Suggestion (159) -This is another familiar term, 
 both in written and spoken Salesmanship. It is often a 
 variation of the "Use of Product" method (No. 163). 
 
 For example: an ad showed a young man at a railroad 
 station, with a Kodak hung from his shoulder. It was 
 evident from the picture that he was starting on a vaca- 
 tion. The only copy was the line "Take a Kodak with 
 You.*' This is suggestion, pure and simple. Obviously, 
 it suggests the use of the product, and thus creates the 
 want in the mind of the reader. 
 
 Teasers (l60)-This is the little imp who teases 
 your curiosity; makes you wonder "What is Going to 
 Happen on the 30th .^!' or why you should "Wait!" or 
 causes you to regret your ignorance of Nipponese when 
 you see "In Japanese it's e^icHl^j^-^S " 
 
 The teaser is used to excite interest at the outset of 
 a campaign by playing upon that universal emotion — 
 Curiosity. Its advisability is a matter of speculation. 
 There is danger of featuring the teaser too long. People 
 then become accustomed to it and cease to wonder about 
 what is to follow. 
 
 Few forms of advertising, however, allow as much op- 
 portunity for originality. Save examples of the clever 
 teaser ideas you see. Some day will come your turn to 
 conduct a "teaser campaign." No advertising career is 
 complete without at least one attempt. 
 
102 The Advertising Index 
 
 Testimonials (161) - Ah ! here it is — the old stand- 
 by of the gentlemen who peddle "pink pills for pale 
 people" and other panaceas for all the ills **the flesh is 
 heir to." It is the misuse of the testimonial letter by the 
 medical quack that has cast it into disfavor with reput- 
 able advertisers. Nevertheless^ the testimonial from one 
 in whom the reader has confidence is a very effective 
 means of advertising. Observe how other advertisers 
 use this method. That is the best way to learn. 
 
 Timeliness (162) -The daily paper is universally 
 read because of its timely news. This holds true of an 
 ad. Let it concern something the public is particularly 
 interested in at the moment and it will be read by almost 
 every one. Good advertisers never neglect an oppor- 
 tunity to associate their ads with timely events. 
 
 For example: with the inauguration of the U. S. 
 Food Administration^ many food advertisements em- 
 bodied a reference to Herbert Hoover. 
 
 At the time of a nation-wide infantile paralysis scare, 
 a disinfectant ad appeared dwelling upon the "Invisible 
 Menace" of the disease germs. 
 
 When a Chicago doctor permitted a defective baby to 
 die rather than attempt to keep it alivj as a possible bur- 
 den on Society, the incident was immediately capitalized 
 in advertising a motion picture serial. 
 
 An office building burned down one morning. That 
 same afternoon, an office equipment company ran an ad 
 addressed "To the Burned-Out Tenants of the Douglas 
 Building." 
 
A Guide for Student and Veteran 103 
 
 And so on . . . this is the essence of good advertising, 
 the real news message that is read as instinctively as the 
 news column. Watch for these ads so that you may ac- 
 quire the mental habit of immediately appreciating 
 the possible application of current events to your adver- 
 tising. 
 
 Timeliness is not employed as often as it would be if 
 more ad men had a "nose for news" in relation to their 
 daily work. 
 
 Use of Product (163) -This is perhaps the most 
 universal of all methods. The food advertiser employs 
 it when he quotes recipes. Ads describing the uses of 
 floor oil, court plaster, automobiles, phone service, and 
 hundreds of other products are seen on every hand. Thus 
 readers are made to feel their need. It is unnecessary to 
 dwell on the **Use of Product" method. A good working 
 knowledge can be gained from one thorough analysis of 
 the advertising pages of a woman's magazine. 
 
MEDIUMS 
 
 It Is a Practice among national advertisers occasion- 
 ally to conduct comparative tests designed to ascertain 
 the relative values of the standard advertising mediums. 
 For example: 10^000 letters were sent to people 
 selected at random from the Chicago telephone book, 
 requesting that they indicate on a return post card the 
 mediums in which advertising was most frequently 
 noticed — whether billboards^ electric light signs, maga- 
 zines, newspapers, painted sign boards, signs painted on 
 buildings, street cars or theatre programs. The result 
 of the vote was as follows : 
 
 Street Cars 33.27 
 
 Newspapers 29.19 
 
 Magazines 17.25 
 
 Electric Light Signs 13.79 
 
 Billboards 6.73 
 
 Painted Sign Boards 3.S6 
 
 Signs Painted on Buildings 1.64 
 
 Theatre Programs 78 
 
 A similar test in Los Angeles brought these results: 
 
 Newspapers 37.86 
 
 Street Cars 23.88 
 
 Magazines 13.87 
 
 Electric Light Signs 11.50 
 
 Billboards 8.12 
 
 Painted Sign Boards 3.27 
 
 Signs Painted on Buildings 90 
 
 Theatre Programs 60 
 
 In this folder keep all such information and any other 
 data concerning the relative or individual merits of 
 mediums. 
 
 104 
 
N — Newspapers 
 
 165. "Why Newspaper Advertising is Best'' 
 
 166. What Makes a Good Newspaper 
 
 167. Newspaper — Inspirational 
 
 168. Newspaper Rates 
 
 169. Newspaper — Miscellaneous 
 
 N — Miscellaneous 
 
 170. Novelties 
 
 105 
 
NEWSPAPERS 
 
 The Medium most used by the rank and file of advertis- 
 ers is the Newspaper. Some may use street-cars ; others 
 magazines and billboards . . . the newspaper^ with few 
 exceptions^ is employed by all. The retailer^ particu- 
 larly, depends on it almost exclusively. A section of 
 The Index is therefore devoted to the newspaper. 
 
 **Why Newspaper Advertising is Best" (165) 
 Of all champions, the newspaper solicitor is most aggres- 
 sive in the eternal ''best medium" wrangle. Nothing 
 approaches the daily paper for results . . . according to 
 him. Since every ad man is destined to meet the silver- 
 tongued newspaper solicitor-orator sometime during his 
 career, he should know the "pros and cons." File them, 
 here. 
 
 What Makes a Good Newspaper (l66)-The ad 
 man is frequently confronted with the problem of mak- 
 ing a choice among the newspapers of a city. In such 
 cases, comparison is based on circulation, method of 
 obtaining circulation, class of readers, cleanness of 
 advertising columns, editorial policy, standing in com- 
 munity, and amount of advertising carried. 
 
 Newspaper — Inspirational (l67)-"The Fourth 
 Estate" is the inspiration of many a literary and ora- 
 torical flight. The press undoubtedly exerts a most 
 powerful influence. Since it enters so largely into the 
 
 107 
 
108 The Advertising Index 
 
 ad man's daily work^ it is well to become thoroughly 
 familiar with the newspaper. 
 
 Newspaper Rates (168)-File here newspaper 
 rate carfls and similar data. 
 
 Newspaper — Miscellaneous (169) - This folder 
 contains general or miscellaneous articles on the news- 
 paper^ not otherwise classified. These may relate to 
 newspaper methods, history, etc. An outline of G. H. E. 
 Hawkin*s book ^'Newspaper Advertising" is particularly 
 appropriate. Separate classifications may be started for 
 any items that are of particular interest. 
 
MISCELLANEOUS 
 
 Novelties (170) - Blotters^ pencils, thermometers, 
 rulers, motto cards, etc., are known as advertising novel- 
 ties or specialties. These little tokens of good will are 
 given in the same spirit as the salesman's cigar. Sam- 
 ples can be filed in this folder, together with articles 
 that you read on the subject. 
 
 109 
 
O — Miscellaneous 
 
 171. Order Blanks 
 
 111 
 
MISCELLANEOUS 
 
 Order Blanks (171) -Order Blank arrangement 
 is an art in itself^ and a most important one^ for an order 
 often depends upon the facility with which the customer 
 can indicate his needs. Save good Order Blanks for 
 adaptation, or as a basis for original design. 
 
 113 
 
Paper 
 
 172. Paper Samples 
 
 173. Paper Facts 
 
 P — Policies of Advertising 
 
 174. "Ask for Genuine^' 
 
 175. "Our Factory'' 
 
 176. Knocking Competitor 
 
 177. Premiums 
 
 178. Widespread Use 
 
 179. Introductory Advertising 
 
 115 
 
Printing 
 
 180. The Printer 
 
 181. Composition 
 
 182. Dnmmies 
 
 183. Type 
 
 184. Complete Job 
 
 Miscellaneous 
 
 185. Position 
 
 186. Post Cards (Return) 
 
 187. Poster Stamps 
 
 188. Program Advertising 
 
 189. Programs— Ad Club 
 
 190. Price Maintenance 
 
 191. Publicity 
 
 116 
 
PAPER 
 
 Paper, like Printing, is indispensable to the advertis- 
 ing man. It varies as much as type, if not more. You 
 will not find it practicable to keep a sample of every 
 variety. Save only those that most appeal to you. The 
 bulky volume published by the type foundry furnishci 
 3^ou with a complete filing reference of type. Sample 
 cabinets provided by the large paper houses serve the 
 same purpose for paper. Many advertisers leave the 
 question of paper to the printer, which is usually satis- 
 factory. 
 
 Paper Samples (172) -Here is the place to filo 
 unusual paper samples, with the idea of future use. 
 
 Paper Facts (173) - Miscellaneous; items about 
 paper selection, manufacture, use, etc., can be filed here. 
 As with many other subjects, the ad man should have at 
 least a superficial knowledge of paper. 
 
 117 
 
POLICIES OF ADVERTISING 
 
 Ads Sometimes feature other things aside from the desir- 
 ability of the product. For instance: Baker's Cocoa 
 advertising urges the consumer to "ask for the original 
 and avoid imitations/' saying little about the product 
 itself. Others advertise along the same lines^ so that it 
 may be classed as a Policy of Advertising. 
 
 Some feature the size of the factory. This is another 
 policy. Others devote their valuable white space to 
 ''throwing mud/' directly or indirectly, at competitors. 
 While this is considered bad form it nevertheless repre- 
 sents a policy of advertising used to a certain extent. 
 
 Another kind conveys the idea of bigness or wide- 
 spread use. This is usually accomplished by associating 
 the product with a map of the world or of the North 
 American continent, suggesting that it is used every- 
 where. 
 
 You are, of course, familiar with the class of adver- 
 tising that features premiums. This, together with the 
 ad that introduces a product, are among the common 
 types. The careful observer will undoubtedly discover 
 others. 
 
 118 
 
PRINTING 
 
 Of All the arts allied to Advertisings printing is the 
 most important. Without it there could be no advertising. 
 Nothing helps the ad man more than print shop experi- 
 ence; a few weeks or even days spent at the "stone and 
 press" pay big dividends. 
 
 With this experience, your layouts will be clearer and 
 more easily comprehended by the printer. You will be 
 better able to appreciate his problems. You will not 
 arouse his indignation or contempt by asking things be- 
 yond all mechanical possibilities. Moreover, you will 
 know what results to expect, and more readily discern 
 the good from the bad. 
 
 If you are a student, arrange to spend some after- 
 noons or Saturdays in a print shop. Don't aim to become 
 an expert printer. Work at odd jobs, observe, and you 
 will absorb the shop atmosphere and gain an experience 
 not obtainable in school. 
 
 No attempt has been made in the following classifica- 
 tions to include all departments of printing. More can 
 be added as desired. 
 
 The Printer (180) -Study the printer. Learn 
 about his problems. Glance through his trade journals. 
 Be able to talk **em quads" and **picas" and **galleys" 
 and "lock-up" and "make-ready" with him. You will 
 occasionally see articles on the relations between printer 
 and advertising man. Keep them here. 
 
 119 
 
120 The Advertising Index 
 
 Composition (181) -File here items relating to 
 Composition or actual type-setting. 
 
 Dummies (182) -These "pre-sketches" or designs 
 are every day assuming greater importance in the print- 
 ing art. Progressive printers^ more and more^ are sub- 
 mitting them to advertisers. Many articles will undoubt- 
 edly appear^ in course of time, on Dummies. Here is the 
 place to file them ... as well as samples. 
 
 Type (183) -This, the foundation of printing, is 
 an essential which the advertising man should know thor- 
 oughly. Get a type book from one of the type foun- 
 dries. Hundreds of different fonts are displayed, but 
 learn three or four good types well, and you will be suf- 
 ficiently equipped for ordinary work. Cheltenham, Cas- 
 lon, Gothic and DeVinne are the faces usually found in 
 the average printing shop. 
 
 Other designs in the type book may appeal to you but 
 they will probably be found lacking from the fonts of 
 your printer. Ascertain just what type faces he pos- 
 sesses. You will then avoid the confusion and delay 
 caused by ordering a type he does not carry. 
 
 In this folder, file samples of your printer's types, 
 examples of faces that appeal to you, articles about 
 type, etc. 
 
 Complete Job (184) -To the average layman, 
 printing consists merely of collecting type, putting it on 
 a press, and turning a switch. But nothing could be fur- 
 ther from the truth. Printing has almost as many rami- 
 fications as Advertising itself. All these different fac- 
 
A Guide for Student and Veteran 121 
 
 tors may enter into a single j ob ; overlaying^ make-ready, 
 lock-up, presswork, ink, printing-temperature, slip-sheet- 
 ing, paper, tipping, gathering, sewing, trimming, folding 
 and binding. 
 
 Now, don't become frightened at their complexity. A 
 single visit to a modern printing plant will acquaint you 
 with most of the processes. The well-rounded ad man 
 has at least a speaking acquaintance with them, is con- 
 scious of them when planning a job, and thus can talk 
 intelligently with his printer. 
 
 Start this folder with a "job cost sheet" which printers 
 use to record costs. This enumerates every process 
 through which a job can pass. File here also items con- 
 cerning printing, either departmentally, or as a whole. 
 
MISCELLANEOUS 
 
 Position (185) -"Top and Next'* is one of the 
 institutions of the profession. It represents a perpetual 
 problem — "Position/* Careful tests have conclusively 
 shown that an ad in the upper outside corner of a page 
 is much more apt to catch and hold attention than the 
 same ad in the lower inner quarter. It thus becomes part 
 of the ad man's "burden" to fight for that "upper right 
 corner of right hand page/' or some other preferred 
 position^ if the "sacred corner" is not available. File 
 here articles on Position^ together with examples of good 
 and bad position. 
 
 Post Cards (Return) (186) -Nearly every ad 
 man possesses his own idea about the design of a return 
 post card. Save here samples for reference or adapta- 
 tion. Souvenir or advertising postals can also be 
 included in this folder. 
 
 Poster Stamps (187) - These little bits of artwork, 
 with their brilliant flashes of color and pleasing appeal 
 to the eye, are another form of modern advertising. 
 They are really posters in miniature, and are used for the 
 same purpose — -to suggest and remind. 
 
 Program Advertising (188) - From the charity 
 ball to the church bazaar, every event issues a program 
 . . . with its attendant "request" on the advertising man 
 for space. Part of his existence consists in evading or 
 tactfully camouflaging out of the clutches of well-mean- 
 
 122 
 
A Guide for Student and Veteran 123 
 
 ing old ladies, who carry a contract in one hand and a 
 blacklist in the other. 
 
 Many concerns consider this a necessary evil and do 
 not charge it as Advertising Expense — but rather as 
 "Donations." Keep samples of program publications in 
 this folder. It is also the appropriate place for the 
 happy article that may some day be written, solving, or 
 helping to solve, this sore problem among advertisers. 
 
 Programs — Ad Club (189) -Nearly every city in 
 the country has its Advertising Club. Every ad man. 
 naturally, should belong to his local club. Printed pro- 
 grams announcing subjects, speakers, etc., are usually 
 mailed before each meeting. It is well to save these . . . 
 you may want to refer to past programs when your time 
 comes to act as chairman. 
 
 Price Maintenance (190) - Let a group of adver- 
 tising men come together and it is safe to say that within 
 five minutes they will be in the midst of a heated dis- 
 cussion on price-cutting and price-maintenance. These 
 are questions of long standing, even having been (in the 
 Stephen's Bill) the subject of Congressional delibera- 
 tion. Since you will have to discuss price maintenance 
 many times, learn something about the subject. 
 
 Publicity (191)-Hail to the Press Agent! The 
 countless automobile and theatrical sections of the coun- 
 try's newspapers are monuments to his activities. Free 
 publicity is closely allied to the advertising art. The 
 two often go hand in hand. The well-rounded ad man 
 
124 The Advertising Index 
 
 can write an interesting newsy publicity story, and 
 knows the methods of "putting it across." There is no 
 doubt that publicity is a valuable adjunct to the adver- 
 tising campaign. 
 
 The press agent^ however, because of the "bunk" for 
 which he is often responsible, is usually disparaged by 
 the legitimate ad-writer. Sentiment among newspapers 
 is slowly turning against free publicity. There is no 
 doubt that "bunk" is doomed, although there will always 
 be a place for interesting news arising from the conduct 
 of business. Save samples of publicity, both good and 
 bad, together with articles and discussion pertinent to 
 the subject. 
 
Miscellaneous 
 
 192. Salesman's Advertising 
 
 193. Slogans 
 
 194. Stories of Successful Advertising 
 
 195. Street Car Advertising 
 
 196. Stunts 
 
 125 
 
MISCELLANEOUS 
 
 Salesman's Advertising (192) -A thorough inves- 
 tigation showed a prominent manufacturer that his cost 
 per call through salesmen was $11.25. It was found, 
 in studying the problem^ that a series of three letters 
 addressed to prospects, greatly reduced this cost. 
 
 The first letter announced that the salesman (name 
 given) would call on an approximate date; the second 
 stated that he was in a nearby town and gave the exact 
 date of his arrival. The third was a ''good will" letter, 
 written after the call, either thanking the customer for 
 the order, or for the courtesy extended the salesman in 
 allowing him to show his samples. 
 
 Results showed that where salesmen had averaged one 
 order in seven calls, the letters reduced the ratio to one 
 order in five calls — a saving of two visits at $11.25 each. 
 
 Some concerns, in addition to their regular advertis- 
 ing, issue booklets and other material designed specifi- 
 cally to aid the salesman. Since this is a practice un- 
 doubtedly destined for more general use, it is well to 
 watch for items bearing on the subject. Here can also 
 be filed such articles as holiday cards, novelties, etc. . . . 
 material put out by the salesman himself. 
 
 Slogans (193) - "There's a Reason" why **It 
 Floats" because it's the **Best in the Long Run" . . . 
 and so on, ad infinitum. Slogans play an important part 
 in modern advertising. There are specialists, like G. 
 Herb Palin, who devote their entire attention to the 
 
 127 
 
128 The Advertising Index 
 
 writing of these catchy sayings. As much as $5,000 has 
 been paid for a single six-word phrase. 
 
 The slogan is also a favorite motif of prize contests. 
 The young ad-writer usually becomes a "regular sub- 
 scriber" to the prize-slogan contest. His brain child is 
 seen among the first answers. And invariably the "Ten 
 Dollars in Gold" or "Thousand Dollar Prize" goes to 
 some venerable old lady up-State . . . which is a good 
 thing, as it helps to relieve Mr. Young Ad- Writer of the 
 obsession that "cleverness" is the sole requisite of good 
 copy. 
 
 In this folder save your attempts at slogan-writing, 
 the prize-winning slogans of contests, etc. 
 
 Stories of Successful Advertising (IQ^) - "From 
 $1,000 Factory to $5,000,000 Plant by Advertising." 
 "The Marvelous Story of Blank's Patent Dog Cakes" . . . 
 hardly an issue of Printer's Ink or similar publications 
 appear without the story of some unusual advertising 
 success. These make the finest kind of reading for the 
 advertising man since they furnish a wealth of inspira- 
 tion and ideas. Save them all for occasional reference. 
 
 Street Car Advertising (195) - The test vote de- 
 scribed in "Mediums" showed that Street Car Adver- 
 tising shares honors with the Newspaper in popularity. 
 One company controls nearly all this advertising in the 
 United States. It has a most intensified and efficient 
 selling organization. If you are an advertiser of any 
 consequence, you can't escape a visit from a representa- 
 tive of this company. The figures, facts and arguments 
 
A Guide for Student and Veteran 129 
 
 he will present have already obtained millions of dollars 
 worth of contracts. He will tell you all there is to know 
 about Street Car Advertising. Until his call, however, 
 use this folder for articles, notes, etc. 
 
 Stunts (196)-The timers at an auto race were 
 provided with new "sport" shirts, on the back of which 
 was lettered the brand name. 
 
 A band of horsemen in the costume of the Ku Klux 
 Klan rode through downtown streets during the run of a 
 Southern moving picture. 
 
 These were advertising "stunts" — unusual methods to 
 get the "goods" before the public. Automobile and the- 
 atrical advertisers are, of course, prominent in staging 
 "stunts." 
 
 Far-sighted ad men, outside of the two lines men- 
 tioned, however, look askance at "stunts" ; believing them 
 but temporary stimulants — not the sound, sane method 
 that builds for the future. 
 
Type 
 
 197. Type Arrangements 
 
 198. Big Type 
 
 Miscellaneous 
 
 199. ''Thank You'' Cards 
 
 200. Trademarks 
 
 131 
 
TYPE 
 
 The Subject of Type has already been treated under 
 the classification of "Printing." There its various fonts 
 and faces were considered. Attention is here given to its 
 arrangement. 
 
 Type Arrangements (197) -When you see type 
 pleasingly arranged — file the sample here. Observation 
 will soon enable you to appreciate the artistic in type 
 masses ; and give you the ability to prescribe it. Bear 
 always in mind the fact that no matter how strong your 
 message^ it is valueless unless inviting to the eye. In this 
 connection^ you will find it worth while to read Benja- 
 min Sherbow's book ''Making Type Work." 
 
 Big Type (1.98) - Those big^ bold effects sometimes 
 seen in the newspaper that dominate and compel, yet do 
 not repel the eye, are worth saving. There is an art in 
 designing these layouts so that they will not appear too 
 ** heavy." Observation will give you the knack. 
 
 133 
 
MISCELLANEOUS 
 
 "Thank You" Cards (199) -Like the 'Thank 
 You" letter_, this bit of sentiment impresses the customer 
 and builds friendship. Save the sample "Thank You" 
 cards you find in packages or in your mail. 
 
 Trademarks (200) - The right to use the word 
 "Uneeda" on crackers could not be bought for a million 
 dollars. The advertising world has many trademarks 
 which are considered the chief asset of multi-million 
 dollar concerns; worth more than the factory buildings 
 and equipment. 
 
 The Trademark is one of the great causes of litigation 
 among advertisers. Infringements are costly^ and it be- 
 hooves the ad man to know something about Trademark 
 Law. It is no small matter to lose^ through an oversight, 
 the product of great effort and expenditure. Be sure to 
 have the new trademark copyrighted. At the present 
 moment its worth may be small, but in countless cases 
 years have brought increased value, accompanied by ex- 
 pensive legal difficulties. 
 
 134 
 
W — Miscellaneous 
 
 201. Window Display 
 
 202. Women, Advertising to 
 
 135 
 
MISCELLANEOUS 
 
 Window Display (201) -This work is usually un- 
 der the supervision of the Advertising Department, and 
 constitutes one of its important duties. Retail establish- 
 ments, on prominent business streets, consider windows 
 their most valuable advertising medium, and place them 
 in charge of a special Display Department. 
 
 The window-trimming activity of the jobber or manu- 
 facturer consists of designing attractive displays, cut- 
 outs and posters for the dealer. The number of such 
 displays received by the average retailer (notably the 
 grocer) is evidence of its importance. 
 
 The dealer's window is a much-sought prize because 
 of its great suggestive value. Wholesale salesmen con- 
 tinually seek it for their wares. Some wholesale adver- 
 tisers deem it so important that they employ a man solely 
 for dealer window work. 
 
 A good advertising man recognizes the well "trimmed" 
 window, and is always alert for new ideas and sugges- 
 tions. Here is the place to file them. 
 
 Women, Advertising to (202) - The gentler sex is 
 the advertiser's greatest prospect. "She" either buys 
 directly, or has a voice in buying, most of the household 
 supplies. Articles are occasionally seen concerning the 
 best methods of appealing to women. "System" recently 
 conducted a test on "Why Women Buy" with the follow- 
 ing results: 
 
 137 
 
138 The Advertising Index 
 
 Consider quality first 51.1 
 
 Consider price first 26 1 
 
 Consider both (^Q.Q did not give definite an- 
 swers) 15.9 
 
 Impressed most by courtesies involving credit. 8.1 
 Impressed most by courtesies involving clerks . 54.1 
 Impressed most by courtesies involving the 
 
 privilege of returning purchases 10.8 
 
 Impressed most by courtesies involving the 
 
 privilege of examination of goods 8.1 
 
 Impressed most by courtesies involving a 
 prompt refund of the purchase price of 
 returned purchases 13.5 
 
CROSS FILING 
 
 Ads will often be seen that embody two^ three^ or even 
 more filing fundamentals. For instance: a good use of 
 White Space^ a catchy Headline,, and a fine example of 
 Initial Letter may be the outstanding features of the 
 same ad. 
 
 One is sometimes at a loss just how to proceed in 
 such cases. Cross filing is the apparent solution^ but 
 experience shows that this is not satisfactory. It com- 
 plicates and confuses the file. Simplicity, remember, is 
 the greatest aid to system. 
 
 File each ad for but one fundamental. With the 
 thousands and thousands of ads in print, and the count- 
 less numbers being added every day, it is unnecessary 
 to complicate your file. If the ad you file under "Use 
 of Product" is also an excellent example of "Picture 
 That Tells the Whole Story" — don't fear — you will find 
 another just as good tomorrow, or in the next issue of 
 the Saturday Evening Post. 
 
 Keep your file as simple as possible and free from 
 complication. With the unlimited material available, 
 cross filing is unnecessary. 
 
 139 
 
ELASTICITY 
 
 The Index lays no claim to having embodied all Adver- 
 tising fundamentals. Although, no doubt, it covers most 
 of them, The Index is intended as a guide rather than 
 an authority. 
 
 The classifications are elastic according to the re- 
 quirements of the individual. If, for instance, he is 
 interested in Headlines, that section can be extended. 
 Ten or twelve classifications, perhaps, might be added 
 to the three now listed. 
 
 To some, certain Index classifications may not be 
 of particular interest. If so, they can be eliminated. 
 Bear in mind, however, that the good advertising man 
 neglects no opportunity to prepare for the emergencies 
 of his work. Advertising is full of the unforeseen, and 
 the item that is of no particular interest today may be 
 invaluable tomorrow. 
 
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