[DEAS ADVERTISING A Practical Guid,eta Methad,sThat Make AdaertisementsF6/orlt
ADVERTISUNGIDEAS A
Guide to Methads
Practica{
That Make AdaertisementsWark
BY
JOHN CAPLES
of Batten, Barton, I)ursti'ne & Osborn,Irrc'; AuthoroJ"Tested'AdaertisittgMethods"and " Ad.aertisingfor I mn'ediateSales"
FOREWOR'D BY
FREDBRICK C. KENDALL lldilor,
Adaertising & Selling
Frnsr Eorrrox
McGRAW-HILL BOOK COMPANY, Ixc. NEW YORK AND LOND ON 19 3 8
Coevntcnr, 1938,nv tnp McGn,lw-Hrlr, Boor Cour.lNY, fxc. PRINTED
IN TIIE
UNITED
STATES Or. AMERICA
AII rights reserued.Thi,s book, or parts ther eof, rnay not be r eproduced, in any torm without permission of the publishers.
THE
MAPLE
PRESS COMPANY, TORK'
INTR@DU€T[@[N purpose of this book is to shon'you how ff\HE I to make better adr.ertisements-to tell you definitely and specifically: -how to choose effrctive appeals -how to write headlines that are "stoppers" -how to write copl' that sells -how to make all kinds of layouts -how to get attention b1' using brides, babies, animals, cartoons, conric strips, etc. -how to use sex appeal -how
to use hunror, horror, news, curiosit5', and self-interest -how to introduce ne$'products -how to sell several products in the sarnead, -how to handle contests, premiums, and free ^ v
ofrers -'how to -how to --how to -how to
build prestige increasecoupon returns get orders b1'mail make people follow your ads week after week and tnonth after month, just as they follow a continued story -holv to nake advertisernentsachievethe prirnar]' purpose thel' are intended to achieve; namell', to .sellnore tnerchu.nd'ise. 1'he method of preseutntion is the "case methocl." One hundred advertisementsthat were
(a) The 100 advertisetnents are printed on right-hand pages, where you can most easil;rsee and studl'them. (b) The discussion of each advertisement is printed on the left-hand page facing it. This is to enable you to have the advertisement con.stantly before you while you are readingtJref acts about it. (") A system of referencenumbers is used to tie up the text x'ith the illustrations. For example, if a large numeral @ is placed alongsidethe headline of an advertisement, a sirnilar numeral @ is placed alongside the paragraph in the text which discusses the headline. 'I-here Important: are definite, proved reasons for the inclusion of every single advertisement. X{ere opinions and personal preferencesare not consideredsufficient re&sons. Of course,there are hundreds of advertisements n'hoseproved recordsof successentitle them to be included in a Lrookof this kind. However, in order to keep the book within the lirnits of a single
outstandingil' ,l.,"""..fuI in producing results are reproduced just as the;' appeared in publications i except that color is omitted). 'f heseads are taken ;rparL and analS'zed-headline, layout, illustrations, and copl'-section by section, feature by feature-in order to show you how they work,
usable volume, it was necessarvto boil the list down to 100 exanipies. I{ere are some of the factors that have been used as guides in the selection of these advertisements:
why they were successful, and how you can take these successfulmethods and use thern as your
The salesdirectl-vtraceableto individual adver'tisements, wherever this information was avail-
_ 0wn.
v
!-or your convenience,the book is arranged as foliox's:
able. vii
.".-
Coupons, sample rer;uests,and other forms of dinect inquiries. 'fhe number of box tops and coins received from advertisements offering premiums, etc. The number of entries reeeived in the case of contest advertisements,with especialemphasison entries accompaniedb.v proof of purchase of the product. I\'fail order sales in the case of mail order aclvertisements. The tabulated results of asking thousands of rnagazinereadersrvhichadvertisementsthey have noticed and reatl in current pubiications.
l\nd finally, the experiencegained ove-ra periotl of years through millions of dollars spent in testing advertisementsto find out which sell tlit most goods. In other words, every recognizt,'l device has been brought to bear to ma.kecertiLitt that the methods explained in this book are methodsthat utork. For assistancein the preparation of this bttrrk, thanks are due to M. V. Caples,the ts.B.I).O. Library-Research Department, I\[r. Wi]liam I. Orcharcl.ilIr. Robert Uhl, and Mr. I{erbert 1\'est. Nnrv
Yolrx,
Decentber, 7937,
JouN C,rpr,ns.
!o
C@NTENTS Conlents According: to Products Pace
Prce Cosmetics and Pharmacetttical
Apparel, Etc. Jantzen Swimming Suits Spencer Corsets l'alon Slide Fastener
n1 al
111 oa
.ltdom obiles, SuPPlies,Eb. Ethyl Gasoline Fisher BodY Ilord Accessories Ford Cars General Motors Golden Shell l\{otor Oil Liberty Mutual Automobile Insurance Mobiloil Packard Motor Cars Flymouth Cars Socony-Vacuum Motor Oil Super-Shell Gasoline Texaco Gasoline Willys Motor Car
187 189 171 193 189 163 191 55 I 1, 109 145 JC IDI
107 143
Books,Pamphlets,Etc. Black, Walter J., Inc. Book-of-the-Month Club, fnc' DoubledaY, Page & Co. McGraw-Hill Book ComPanY, Inc' Itelman Institute of America Shers'in CodY School of English Simon & Schuster, Inc.
9,191 2l 39,117 :J5
87 Ary
Cantera Supplies Agfa !-ilms Eastman Kodak Co.
sttpplies
Absorbine Jr. Brorno-Seltzer Camay Soap Colgate's Dental Cream Coty Face Powder Cutex Nail Polish Johnson & Johnson Baby Cream Baby OiI Baby Powder . Baby Soap Tek Tooth Brush Lifebuoy Shaving Cream Lifebuoy Soap Listerine Lux Toilet Soap Lysol Disinfectant Parke, Davis & Co. Palmoli'r'e Soap Sal Hepatica Squibb Dental Cream Squibb Tooth Pos'der Tek Tooth Brush Woodbury's Facial SoaP
99 cl
77' 1 8 1 161 ca 35 lv 70
79 79 toc
53 53 63 6D
159 IbD
r83 19 19 O!l
Electrical Appliances, Etc. Bell System TelePhones Evcready Batierics General Electric Mixer General Electric t'oaster Radio Sets Schick Shaver
t lo tDl tt
a
ttl 1ryR
\.23
59 Food,sand Food' Products
Ligarettes and Tobacco Camel Cigarettes Kool Cigarettes Old Gold Cigarettes Prince Albert'lobacco Raleigh Cigarettes
65 179 199 165 1 l d
tt,
Calumet Baking Powder Campbell's SouPs Campbell's Tomato Juice Chase & Sanborn Cofiee Coca-Cola Crisco
Jrl
153 83 "/ 135 81
ix
.-
Pecs
Del l\{onte Foods Del Monte Fruit Cocltail Gold Medal Flour Heinz Beans Hormel Soup Kaffee-Hag Cofrce National Biscuitt Ritz Crackers Sanka Cofree Softasilk Flour Welch's Grape Juic'e
141 141
197 | .).) 103 69 {9 49 J)
l 1 9 ,t 9 5 71
F urni shing s ond Dmraliotts Bell System Telephones Bigelow-Sanford Carpct Co., fnc. Curtains Pittsburgh Plate Glass Co.
115 ol
127 I3
fit'.,aps,Cleansers, Etc. Boraxo f)a.nray S,lrp I)rano I'els-Naptlra Soap Ivory Flakes Ivory Soap Johnson & Johnsol Raby Soatrr Lifebuoy Shaving Cream l,ifebrroy Soap Lux Lux'Ioilet Soap Lysol Disinfectant Lysol lly'gienic Soap Palnrolive Soap Sunbrite Cleanser Woodbury's Facial Soap
I ?:t ??, I ril l'll) ti I l:J9 1:19 i9 5:i 9i
ai fr5 rJ5 1rJ5 +5 23
Schools,Courses,Etc. Gifts, Jerelry, Etc. Cellophane Gift'Wrapping Hamilton Watehes Hickok Belts, Etc. Schick Shaver
?01 101 141 123
I nsurance and F inancial fnvestors' Syndicate Liberty Mutual Insurance Co. Metropolitan Life Insurance Co. Northwestern National Life Insurance Co. Phoenix Mutual Life fnsurance Co United States Savinss Bonds
93 19i t25 i[3 o
113
Liqttor Canadian Club Whiskey Fleischmann's Gin Paul Jones IYhiskies
o/
169 z5
Hugo lrench Course Pelman Institute of America Roth Memory Course Sherwin Cody School of English
DI
95 o 6t
Trauel, Tours, Etc. Canadian Australasian Line Chesapeake and Ohio Lines United Air Lines
17 .91 149
Miscellaneotts Air Conditioning Cellophane Community Chest ' DuPont Cellulose Sponges Flori.sts' Telegraph Delivery Association Fountain Pens 'Freon Refrigerant Metro-Goldwyn-N{ayer Pietures World Peacervays,Inc.
75 201 167 797 73 127 75 31 105
Contents According to Aduertising Appeals and Techniques r\ttenti on-getters Bargain Appeal Cartoon Contests Department Store Copy Economy Angle Editorial Technique Famous People Fat Reducing Get Rid of Work
x
1 4 , 1 6 , 2 3 , 3 0 , 4 8 , 5 5 , 5 9 , 6 1 , 7 8 , 8 0 , 8 5 , 9 2 , 1 2 3 , 1 5 5 , 1 5 9 ,1 6 3 ,1 8 1 ,1 8 5 , 1 8 7 , 1 g g 1 2 1 , 1 2 7 ,1 7 5 , 1 9 5 45,57, 69, 91, 1 2 9 , 1 5 1 dq I lt 119,199 r27, 175 1 2 , 3 2 , 1 3 11, 4 3 ,1 9 1 , 2 0 0 7, 13, 55,74,133,1 5 7 , 1 6 3 7 , 1 1 , 2 1 , 2 7 ,3 1 , 6 5 ,7 1 ,8 3 ,1 0 7 ,1 6 9 , 1 8 5 71,111 3, 95, 177
05,i;;
Copy 4 5 , L 2 9 , 1 5 1 '1 7 9 CoPY Jmorous 3 . 9 , 3 9 , 1 g , 4 7 , 5 1 , 8 ? , 9 5 ,1 1 ? ,1 1 9 ,1 9 5 ,1 9 7 ,1 9 9 Long CoPY g, 21, 39, 47, 51, 87, 95, 117' 121 \[ail Order ' 3 , g g , 7 7 , 9 5 , 1 1 9 , 1 3 7 , 1 9 1 ,1 9 9 Ilfoney, Profits' Btc. 2 2 , 4 7 , 1 0 3 , 1 1 9 ,1 9 5 Money Back 1 1 , 5 5 , 1 0 7 ,1 3 1 ,l 3 ? , 1 4 9 , 1 ? 3 ,1 9 3 , 2 0 0 News 7 1 , 1 2 7 , 1 ? 5 ,1 9 9 Newspaper CoPY 2 5 , 6 7 , 1 0 7 ,1 3 5 ' 1 7 1 Poster Technique 1 4 7 , 1 7 9 , 1 9 5 ,1 9 7 Premiums 133, 141, 153, 189 125, 123, 108, 6 7 , 1 0 1 ' 3 , 2 A ,2 5 , 3 7 , Prestige APPeal 1 6 1 , 1 7 5 , 1 7 7 ,1 7 $ 1 4 3 , l 1 l , r 2 7 , 1 2 3 , 1 6 .4 1 , 4 7 , 7 5 , 1 0 11,2 1 , Prices 105. 195,159,167 Promoting Fublic \Yelfare g , 5 7 , 7 1 , 8 5 ,9 5 , 9 7 , 1 1 1 , 1 8 3 Quick Results 7, r1,23,83, 107 Radio Tie-uP 93,37,81, 169 Recipes 53,63,99 Scare Copy 47, 117 Scattered CoPY --1 5 , 1 6 , 3 1 , 3 4 , 4 1 , 6 1 ' 1 2 3 ,1 6 1 . ,_ Sex Appealdl; Short CoPY Strip Technique 5 , g , 4 3 , 5 1 ,9 5 ' 1 5 7 Story CopY g , 2 7 , 4 7 , 6 5 , ? 1 , 7 7 , 8 5 ,9 5 , L 5 7 , 1 6 9 1, 8 1 ,1 8 5 ' 1 9 5 ' 1 9 7 Testimonials -12.40,48,55,7g,100,114,129,135,14I,!47,171'178'201 Timely CoPY . 75,137 Trade Journal CoPY g 2 , 9 5 , 5 3 , ? 9 , 1 2 7 , 1 3 1 , 1 3 9 '1 4 1 Two or more products in one advertisement g 7 , 4 9 , 5 9 , 6 1 , 9 1 , 1 1 5 , 1 3 3 , I 4 5 , 1 4 7 ,1 5 1 , 1 5 3 , 1 5 9 , 1 6 3 ^5rror
ill; i33 -- A,Q7, 69,'1,'u:u'gi:hnu*X'"'Zl"lli' ii, ur,65, 4,5j,i, 3J8,,
Layout
Jusual
ContentsAccording to Publicatio'ns 58, 68 Atner'icanXlagazine Chain Store Age tou ' Chicago Tribttne 170 1 6 8 ' 1 6 6 ' , 1 6 2 ' , 1 6 0 ' 1 4 8 ,1 5 4 ,1 5 6 ' 2' l + , 2 { , 9 8 , : l ( } ,1 ( ) , 5 ' 2 , 5 ,6{ ,6 , 7 2 ,9 2 , 9 8 ,1 0 0 ,1 4 0 ,1 4 4 , Coll'ier's 88
62,
Cosmopolilan 136 Drug Topics 104 Fortune 180 1 3 0 , 1 3 2 , 1 5 2 ' 1 2 8 , 32, 44,60, ?8, 80, 84, 110, Good ITousekeePing 2 2 , 3 6 ,4 8 Ladies' Hotne .Iournal 26,138 t trIcCall's )Iagazine 174 Neu I'ork SundaY Ilirror L2(i New I'ork SrrnrlrrY.Net's 70, 198 l,{ew }'ork Tim.es 116 Nen, I'ork Times Suntlay ltlaguzine 38 PoptLlar trIechanics 1 7 8' L 7 2 , 1 7 6 , 1 6 4 , 1 5 8 , ll4, 122,124,134, r42,146,150, SaiurrlayEz,ering Pttst 4, 6, 18, 56, 64' 82' 106' 108' 182, 184, 186, 200 1 0 , 1 2 , 1 6 , 4 2 , 9 0 , t r 8 8 ,1 9 2 '['inw I$agazine 34, 96 'l'rrrc Story Ilagazine
I
!o
F@REW@RD
ten yea'rs' T I{A\rE known John Caplesfor about t a,nd durins that time have published in Arluertising & Selling upwards of twenty-five articles written by him. To my mind, the chief value of his writing is that it is based on facts rather than on oPinionsXtr. Caples began his advertising career as a *,riter of rnail order copl'-a type of work where every advertisement can be measured by the actual sales it produces. In 1927 he went into general advertising and carried with him the hardboiled viewpoint of the mail order man' He applied mail order tests to general advertising' and where these could not be applied, he devised tests. fn 1932 he wrote the book "Tested l{ethods," which became a best YclvertisinE seller in the advertising field' In 1936 he wrote another volume entitled "Advertising for fmme-
l*
diate Sales." Also in that year he was appointed by the Association of National Advertisers and the American Association of Advertising Agencies to serve on a committee to study methods of testing advertising
Tiris third volurne, "Advertising Ideas," is dif{erent in a number of respectsfrom any advertising book ever published before. The earliest advertising bo,rks showed advertisementswhich' in the opinion of the authors, were worthy o{ note' Certain recent books have reflected the scientific trend of the times by showing advertisements rvith proven records of success. This book not only shows you successfuladvertisements,but it tells you how to produce successful advertisernents. The book will help writers becauseit tells how to write copy that attracts readers and produces sales.It will help artists becauseit shows how to produce layouts that get attention' It will help advertising managers and other executives whose work touches advertising and sales' AIso teachers of advertising and students will find here a simple explanation of how to build good advertisements. Above all, the younger man in advertising, the man whose future depends on knowing the latest scientific methods, will learn from this book how to make a,dvertising make nrone'' Fnnppnrcr
c. Kn*n'tr'r',
\)ditor, Aduertising & Selling.
XIII
TISINGIDEAS That Make Aduertisements Worlc
Advertisingthe CheerfulSide of the Story C'1O]IE advertisers make themselves known by \. L) spencling large sums of money annually. 'fhis is called "tonnage of advertising." Others, such as the I'hoenix Jlutual Life fnsurance aceontplish resttlts b.v spending relaCon-rpan-v,
not m:rny peopie read lengthy advertisements ciear through. But people who are really interested-in othe"r words, the real prospecls for a Retirement fncone Policy-will read every word' This advettisement gets results as follows:
tively srnall sttnrsof nronel-scientit'cally. Everl' nerv Phoenix Jlutu:rl advertisement is first tested for salesresults in a single publication. Onll' the advertisements rvhich produce a large number of coupons and salesare used in natl'onal
e @ @ '\ quick Inessage is. conveyed to glancers by the illr-rstration, the heacliine, and ' the name plate, "Phoenix Nlutual'"
magazines. The advertisement at the right appeared in Collier's and other nationttl magazines' It is a tested arlvert isement. Note the cheerful, self-interest approach of this advertisement. It features the money you get rvhen you retire, insteacl of the money your rvidow would get if you were suddenly taken awtw-. Note the extremely Iong copy. Most advertisers rvoukl hesitate to use so much text. They would say, "So felv people will read it." It is true that
o
@ @ The copy "o^tui.,, a long sales nressage for those lvho are really interested.Incidentalll', the panel at the left @ is a complete tttlvertise'the three columns at the right @ ment in itself. also tell a complete stor.v.Actually two advertisements have been cornpressedinto a single page' @ The coupon o{fers a free booklet containing f urther inf ormation. This selects the so-called " hot prosp""t. "-1hg people who are likely to buy iurmediately if properly approachetl by a salesman.
PFIOENIX
MtfTtTAL,
one page, black and white, various magazines.
F{ew o mon of 4* eon retire in 15 yeors laid
few years. if you
lh?
during
lo
half as tnuch
sre wotth
**6-%t1 "' -tg' ":
P"l
no drfl"'K
mak€s
It
Yrr
lvrrg
for
Plans
uPsct
been
have
rf
diffcrtncc
no
makes
It
carefully
=
as you wcte.
day
you
to quit
can arrange
Pl'n'
rc w
fd
*orl
ull h Years from r'-deY incom€ Ruaran (cd lo
ever fifteen e monthly you
$mPL
lncomc
Retir€mcnt
definite
a
follo*ing
by
Now,
for life.
dt Guoronteed lncome for Lifo Income,
lirement
ll
wh.6
!,uorotrl.ct
an
income
of
This
income
life.
cro
You
t! fd
s month
$200
3toP un'
cannot
has bc.n
at l€ast $20,000
iil
r3c
PaYablc:t
for You:
do
55, will
Rc'
$200 a month
is what
Here
ttYo
P.d.
as 125. You can get 9s much OO0, $30,000 or morc, dcP
only
how
upon
if You
but
alone:
ebl€,
sdditions
yout
plan
a
mdthlY
ltfc.
for
gu.ronic.r
to
ttgeor€ns.hk.naad,f, ttrl
manrnt ogr
a
!i
Lhti
dtE5llhy hly
Moni
for
lnc@'
y ou.
it
But
"calches"
it,
in
bY
guarsntccC
wilh
compeny
Thc
youngcr ited
cf
60, or f)5. much
art
your
prcs.n'
aornr
y;rtr
agt. weni,
You th. wt
ho* and
lo Pul
h.vc
,un! as g,rlr r:
cxac'
yi)u want
cto you
glad l() l.ll
b.
.
follosrnt
t[.
any
ot hm-
(.n
lr
You .an
And
55
We ll tr
rr n.n
m,nlh
!
at
H.,w
io ftn
')ld.t
b.
Int,mt
Tlrt
or Icas
in?
a btllrm
tn f({(.
mrY
to t2oo
mort
htlf
rr not lrnrttd
Plen
'10. You
of
r.
Plan
84 Yc.t-o'd
.n ov.t
of In!urrn.c
dotlar!
oo
rrt
lhc
for
tM'
k
Th.rc
trur.
is
to
good
too
sounds
It
RETIREAT55 oN
askcd his fricnd. "Easy," uid thc first man. "I'm buy' ing a Rctircmmt Inome on the install' ment plan. My inomc of $200 a month beginswho I'm 55, and it'3 guarantced for life. "What'r mor€, if I should droP out of thc picture bcforo fry retirement ag€' my wifc would get a regular monthly inrcme for thc rcat of her life." "That rcunds good," said the other, "but what if you'rc totally disabled' and can't make your PaYments?" "I don't have to worry about that
either. If, bcfore I reach 55, *rious illncss or eFident 3tops my caming power for six months, thcn-so long thcreafter dm't hsve to' as I remin diubled-I pay my prmiums that fall due, md I'll get a Disbility income besides." "Fine. Can you tcll me how much this Plan would cost new Retirement Inme me ?" What
Docr
lt Ccrt?
"How much you need to save each month depends on how old You are, when You want to retirc, and the size of the income you will want, "Why don't you write for the book called 'The Phoenix Mutual Retirement Incomc Plan'? They'll mail you a copy free. :It tells all about how the plan works and what you get."
*::::.:":-:
Here 's)uour chse to 6nd out how littlc it costs to retirc at 55, 60, or 65 with a montlly income of $100, $200' $300 or
Write t}le nccessry infomation in the oupon below and snd it now' You witl bc nailcd s 24-pagc b@k tiat tell3 all about this nw.plan. It telts how you can providc moncy to leave your home clcar of debt, money to smd Your sn to college, moncy for spccial needs. lt tells how this plan is backed bY thc Phmrx Mutual, an 84-year-old company witlt over half a billion dollars of insuranccin force. No cost. No obligation Scnd for your copy of this fre bmk todaY' The coupon below is for vour conv€nience'
rn gM
to aetirc.
Send for Frec Plon Book your datc of birlh in thc coupon at thc righl, an,l marl to day You sill r.cerv€ wiihout cost or obligation a copy of an illustratrd booklrt ihat ttll3 all Nlutual Rc. about th. Ph*nir V/rit(
"T'LL DRAW an incomeof $200 a I month for the test ol mY liIe, as son as I'm 55," sid a certain man talking of his plms for the future . "How can you do it on Your salarY?"
knr;*
much how
e
$2OOA MONTH"
|16thlt
lifc.
for
incomc
tm-
Yor
Or r
of $2O.o00
hcisry
gt
br+on.a.
toui.
Paymcnt
Cesh
hh
aFt|.
vPd
oth€r
Gny
b
Your
of $40.O0O Or.
income It
to
PaYmcnt
53
ceo
b.fc..
6Fnt
Cash
to
kta
d..t
ePo.
oc
ficiary
ro$t_
m.dc
bY wh'ch-
It qu6tant..r
a
i3 avarl'
irc
b<
csn
u don't havetc he rich to
llvc-
You
b
importanr
This abll
long
A'*"%, I t
crs et- s.., Hddd' **itho', tthout y m m^il, ^tl Sond sond m m,. bby
cou oobl;a^tio^' ot'ad"v'
ta! a"..,ibtnd n"* 6** Ixcogz RErr*ExEia Muru^L
y"",
Datc of Bktb
tlFt
ItttURANCE
C O f r tF A R Y
Home Officc: Hartford,
Bu'io?!i
Conn.
tirem€nt Incomc Plan. Addc!r-.........--...--'
PHo'i' Pux'
I
An Argument That AttractedThousandsof Readers fflHIS
sas the best-read advertisement in a I reeent issue of The Sahtrday Euening Post, according to a leading advertisement-checking
@ @ @ e Note that the people in the illustrations are shown in animated, poses-not dull and quiet. A single glance at this pa,ge suggests
service.r Here are features that helpetl to make it a rvinner:
that something dramatic is happening. lVhen advertising men first produced cornic .strip ads, they failed to get action into the pictures. Each
@ '\ headline that suggestsa story.
picture was simply a tiresome iepetition of two people talking in the same pose.Now, the ad men have learned to imitate the professional comic
@ Comic strip technique. €) A human-interest situation; namely, an argument between a policeman and a woman.
strip artists ancl increaseinterest by continually shifting the posesof the characters.
* Briefly stated, this reader-checking method operates as follows: Between 300 and 400 people
reacl the component parts. Results are tabtriated on a percentage basis and also on the basis of
who have read the current issue of a certain magazine are interviewed by reporters with regard to each advertisement of half-page size or larger. The reporter determines: (1) whether
cost. That is, if a color page and a black-andwhite page both receive the same percentage of reaclers,the biack-and-whitepageis consideredthe winner because it costs less than a color page.
the person had seen the advertisement in the particular magazine and had thetr associatedit with the product; (2) the extent to which he had
See page 203 lor a detailed description of how this method of checking advertisements is handied by reporters working in eighteen cities.
S A N K A C O F F X E , o n e p a g e , b l a c k a n d w h i t e , T h e S a t u r d u r yE r e t t i n o p o s t .
OThe ,Jrori,of r&e
?olicenonandrfre&dy l. wtcorr .. . shc camc strceking down the street in one of thm shiny red rsdstcs and parked plumb'n front of a 6re plug. "&i," sirl I io my*lf, "if it's trouble she's loking for, shc's comc to thc right man . . . and on just the right day."
ffi'.. E:, ,;I
';:',,,1
.t'€IF
fr'h,," ,$
@
f \
{
,i \* **"*L* \
rffi 2. 3o cvcr I go to whcrc shc wes sitting in her car, as mad as all get out. "Surc," sard I, very poli tc, " woul.J lou bc wanting mc to move the hvdrrnr ?Or marbc it's a tickct yo're needing t' r terch ) ou whcrc to perk arond hcre.".
1t
3. "le ycu ork mc," she snapped back, "what you need is somethingto teach you to keep a civil tongue." " It's a lot you know, young lady," said I, " about the nature of a man who lovesgood coffee but has becn owl-eyed practically all night from drinking it at midnight."
f\ _f"#\T
li-:li'].-,::i,rr.,;,t.
tr :-r i' i',i I I
i.
4. -oh don'r I - shc said. "Well, take thcword of an cx-stayer-awake and get somc Sanks Coffcc. Mot of the caffein is taken out, so it can't keepyou awake. Divinecoffee,tm.". Bcfore I could answet, she'soffin a cloudbfdust.
t.,,
1i,t.;_-r:.it
,
I F you have a passion for good coffee. . . but are on bad terms with caffein. . . get to know SankaCoffei. nr'll 6nd Sanka Coffeeis real coffeeat its fragrant best . . . e n d m o r e .F o r 9 7 % o f i t s c a f f e i ni s r e m o v e d. . . s oi t j u s t can't keepyou awake. . . or frazzleyour netves. . . no matter how much you drink.
F ' l',
Make Sanka Co$ee the way all gmd coffee should be madi . . . slrong. U se a heaping tablespoonful of Sanka Coffee for every cup. If you "perk" it, give it a lew extra minutes " on the fire."
L.:
13 *.,:
t:
iV:
Your grocercarries Sanka Coffee. It is a General Foods Product. ?..1-
f: l.
tka
5. sr'" -"r il..t er(,ugh when I nabbcdhcr, ncxdday, " Do I get ; r t i c k e t l " s h c r s l c l . " ' l ' i c k c r , n r v c l ' e , " I s a i d .' ' l n s t c a d I ' l l b c t hrlkirrq r rn lirr r.isi rrg nrc ug' t,, i r well c('ffcethat leti mc sleEp l i k c r , l < s ks < r g r r n r .. 1 l o n gw i t h 1 ' o ua n d w a t c h t h e f i r e p l u g s . "
Saxrn CoFFtrE lrl
REAL COFFEE_q7% CAFnEIN-FREE. DRINX I? AND SLEEPI
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{Jsingthe "sunday Rotogravure"Technique EST-READ advertisement in a recent rssue oI The Saturday Euening Post. Not long ago, a surYey was made among thousands of newspaper readers in order to find out which sections of the daily and Sunday newspapers were best read. The comics received the highest ranking, and the rotogravure pictures were second best. This coffee advertisement imitates the layout and human interest of the rotogravure section of a Sunday newspaper.
@ The people in the pictures look like regular people doing interesting things, instead of professional advertising models in formal poses.
@ The copy is printed under the illustrations. Investigations of peoples' reading habits have
shown that this increases the chances of the copy's being read. the rnost @ The headline deals with one of interesting subjects in the world*amuteurs! NIost of us can remember Amateur Night at the theater, when folks from the audience went up on the stage bo do their stuff. The attention of the audience always rose to new highs on these occasions.The public's interest in amateurs has been further heightened by various radio antateur hours. These are arnong the top programs of all Lime in number of listeners. Notice also the type style used in the headline' It is similar to the style which the tabloid newspapers have found so successful in increasing circulation. This style does two things: (a) suggests big news, and (b). makes it possible to feature important words in extralarge type'
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CHASE & SANBORN
COI'FDE, one page, black and white, The saturdatl Eteninp Post
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AT[ffm$efitrH
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Euers Bss *f Chase& | SanbarnBated CoffeeYau I Buu HeEpsAnather Amateur I
succEss AT NINE-Y€roaica Mimosa is only 9 years old, but is already_an accomple'a tle piano as few adults csn, She was taught by her mother pf i"f,"a|u"i"i"n. by a professionalteacher'.I{.c memorjzed 9l: hYd:* z-tira iriii-}t" "i"-.t selections. Her brillient perlormance on the Amsteur llour brought her exactly the aame rrward a grownup would get' . . a featured place in one of Meior Bowesl touring Unitr.
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HORO TO ROAD.SEOW STAR_ Skeets Simmons said a hobo is "a tourist without funds" . , . he should knorv because he uos one. He follorred the berrY and fruit croPs nrountl the countrY, worked during crop seasons. But he's not a hobo an1' longer. His barnl'ard imitations serc so sell liked, he got a job with one of the Amat€ur Units-traveling around the countrY in stYle!
PENNILESS ORPEAN BECOMES POPULAB Chase left a Pittsburgh BLUES SINGER-Rhoda orphanage at 18. Got a job in an Ohio candy store, but was advised by a customet to get into ahow business. Her deep'blqe voiee was ignored-until she wrote Major Bowes. She sang on the Amateur Hour. Joined a Unit back in Pittsburgh!
I t l ' o g r t i t i r t t ra n r l s r I c c c s s . . . a n t l a r c g u lrr srlarr :rflcr porcrli' an
real mor.ey saving due to dating-and the new' economical Datedbag. Dated.Coftee is rushed {resh to your on grocer with a delivery date rrarked every pound. And no pound remains on his shclf more than 10 days. Order llated Coffee at Chasc & Sanborn I your grocer's tdmorrow
**4 - Steeple TArH{f RECOGNTZED Jack Kaymade a dangerous!iving painting flagpoles' He dbveloPed an individual style of harmonica playing-holding the harmonica in back ol his head-but never made anything of it until he went to Major Bowes. Then he got his chance at iast! CoDEisht,
r936, br Standard lratd!
lnc.
Horv Mr. Addison Sims of SeattleBecarneFamous fff
HIS is a mail order advertisement that beI e a m ef a n r o u s .I t w a s b e i n g r u n i n m a g a z i n c s as far back as 1924 and perhaps before then. It has been repeated many times since in many publications. This is an unusual record of long life for any 'Ihe opening sentence of single advertisement. "Of cotrrse piace youlMr. AddiI the copl- savs, son Sirnsof Seattle." This line became kno'wn all over the I niterl States,and hns often been used jokinglv 'rhen people were r'ntroduced t.o each other. ()nl1'an arlvertisingman, and especiailya rnail ortler mern, can appreciate what it means when a niiril order arivertisement is run again and again over a period of years. trt is as noteworlhy as if the same horse kept winning the Kentucky Derbl- r'ear after year. Jlail order concerlls are continually testing new pieces of copy in order to discover nerv appeals that rvill bring salesat lower cost. There is a ke1' nurnber, such as "Dept. 22," in every coupon. Everl' time an advertisement runs, this 'fhis means that the ke1' number is changed. sales cost for each piece of copy can be figured rlorvn to the last penny. The f act that this
@ The heacllinehas at leastfour goodqualities. ft begins with tlre worrl "lfow," wltich is one of the best headline words in the English language. 'l'he words "fmproved My Memory" select the proper audience.The words "Jn One Evening" inrlicate that the method is cluick and easr'. And the headlineas a whole is curiosity a,rousing. It makes people wonder what this method can be that gets such quick resr.rlts. 'l'he subhead suggestsa dramatic story antl @ contains the word "Arnazing," which is another one of those hea,dlinewords that never seem to lose their appeal. 'fhe copy begins with abreezy, entertaining @ story and leads you gradually into a powerfrrl s a l e st a l k . @ The copy containsconvincing testinronials. @ The copy doesnot reveal the ntethotl t.tftht' Roth }{emory Course. You have to mail the coupon to find that out.
arlvertisenrent for bhe Roth Nlemory Course wzrs usecl for so many years, means that. in uas produced ull thut time no other aduertisemertt lhot equnlletlt.hisonein salesresu,lt,s.Ifereare sc',me
@ Finally, there is a powerful urge to action in the "Send l{o l\ifoney" paragraph, which gives you an opportunity to try the course five days, free, and then return it and owe nothing if you
of the f actors that made this messageoutstanding:
are not satisfied.
ROTH VIENIORY COURSIt, one page, black and w h i t e , v a r i o u s m a g a z i n e s .
I\demary O InOrreEveniry The Amazing Erperienceof Victer Jene 1f} "Of coutse I placl you! Mr' Addiron Simr of Seattle. "If I rerdembcr corrcctly-end I do rcrncm' thc lumberman' Burnrgh+ u.t tit."tiv-Mr. introduced me to you at thc lsctrcon ol tne ytars a8o -in lvtay' Cliu tt t 3.rr?rc n"."o eye This is a pleaiure indecdl" I havcn't taro dav. Hcnr ir the grain busi' ;;;;-th"t ;;';"; sork out?" dit o"i ttrtrr H; ;:Jtthc crowdcd The assurancc of this gcaket-in the Hotcl St' Rcair-coanpgll*.o*a"^ T' "i him, tlrorglr it it not my haDlt to to lok at i'listen in" evca in I hotcl lobby' "He is David M. Roth, thc most famous .tp.tt in thc Unitcd Statcs''' rsid t-ny -.-"ry my -quction bcfriend kennedy. .nt*lring you a ilri i co"ra gcl it o.tt. "Hc will drorr tr,ittr trtatt that, bcfore the i;;;;;t;.i evening is ovcr." And hc did. As wc wc'nt into thc banquct roqn the toast' *.t introducinS a long line of the grrests -".i.i my t -."roa, i. Mi. n.O. lot in line and when it came "wtt"t arc vour initials' F*h ;;;.'il;. Mr. Joncs. and your bsincas @nnectron ano Whv hc asked this' I itj'.tt-t.'"*iti.z' -ttcrt he pi-cked out from thc i.-"tiJ"itt*, trc hai met two houre bcm'tt"t"*J-aft. -tkd c*h bv oe.oc without a mis' i;;;'"J -'wh"i t mrc,-bc nagrcd eactr man's ;;L;. busincls ard tclealrcrc number' I qsr't tell yur ell thc othcr amazing.things ."".pi to telt bo$' he called back' ttri" *--aA bcsitatirrr, lons lirb of ;i;oi-;-;io,'i:'r charings, priccs, parcrl.post a,-U""t .t^t rate3 and anything el* the guests gave nlm ln rapid order. aat
Whm I mct Mr. Roth-which You maY.bc sure I did the 6rst chanct I got-hc ratner bowled me over by seyng, in hir quiet' modest 'lThere is nothing miraculous about my re' I want to rcmembcr' -.-u.tio*faccs, figures, facts, or *tr.tt.r ii t ""y,ttiig ""-.". rcad. something I have FREE EXAI'IHATIOI{
COUPON
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Drpt' 22 l.cJ. f|.^cx. Xrw Ycrt. X. Y. Av6r..
Plcar md m, in r p!8in c@t!ind, I sill .ithq c""t* *"isi. "i * ;;;;',;;;;; d"yr eftr its rcipt rn full p.yhf,r.
thc Roth Mcmoiy thc comc ttmil c pd vou $3 50
-Ji*t can do this as easilY as f do' AnY"You mind can leam quickly t" ""a the same things which seem so io do c*a"tiy ".t"t"g. miraculous when I do them' "Mv own memory," continued Mr' Roth' really "*"s-&einattv very faulty' Yes it was-a oir meetine a man I would lose ;;;il;tt. are there in ttrirty scconds, while now f,i*"-. ib,ooo i"." and women in the united il;;b; inani of whom I have met but once' ilG: r can call instantlY on meeting ;il';;; them." Ro1h"' rin"That is aU right for you, Mr' ltut lt' terrupted, "you have given years to how ibout mc?" you-the "Mr, Joncs," he replied, "I can teach met'iory in one evening This *;i';i;;;;d have done it with u"""gti.I ;;;i;ii""", p.ipils. In the 6rst of seven simple li""*"a"l"f f-oront *tti"tt I have prepared for home study' fi-"* uoo the basic principle of my whole sysi.- -i v." will find it-not hard work as vou just.like plaving a fascinating .islt? f.i;U"t g.ile, I will Prove it to You.'' got it Hc didn't have to. His Coursc did: I thi ncxt day from his Publishers' tecLled tlrc firtt lceson, t suppose. I When I-mct surprird man in fortv-eight -;'-ii;; find thet i hed leamed-in about onc dt"t;t" a list of onc hmdred t" ti't-i.* could call thcm ofr forr*rard and J-rar r" g1rt I"-"."U.r b.ck without a singlc mistake' That lcsson sfuc&. So did thc other eix' Rced this letter from one of the most famous trial lawyers in New York: to rtatc that I rcgdd yout "May I tatc eui6 s a Pubtic giting tfi! s)Etm to the sqld wie.in of th rioplicitv Tbc sodcrfirl LcfactiJn. my ptinciPla qc it! with which mcthod, 6d thc I @y edd sppeil to me' cqcially L ""qoi"ea, to t6t thc had ffisim that l;lrddy fd trisl in thc prcp&ti6 "F€tiv6@ oi atto fu"t two lcgr ection in which I @ about to of m lmportot "ngagc."
?his man didn't put it a bit too 3$ong' Thc Roth Course is pricelessl I can counf now. I can call the name of orr--i---.-oty I havi met before-and I keep getting ;;;;; I can remember any figures I wistt. to iliait. mrno remember. Telephone numb€rs come to I irave filcd them bv Mr' Roth's i""i"tirv, ""* easy method. I The old fear of forgetting hae-vanirhed' uscd to be "scared stiF' on my fcct-bccausc r wnel I $,asn't sure' I couldn't llmcmbcr wantcd to 8eY. Now I em sureof myeclf, confidcnt'-and "cagJt tfto." wtren I get on my fcet et the rtr ".-"i-ota club, at a banquct, in e busincas mcetrng' or eny rccial gathcring'
I The most enjoyable part of it all is t}lat inversetionalist-end I used ;-;;' ;;;; a iif,"t as a sphinx when I got into i"'il-.. crowd of peoPle who knew things' Now I can call up like a flash of lightning f watf rigttt at the instant I need fact 'l--"..J *..r-""" to ihi'k a "hair trigger" i;;;;: belonged only to the ProdigY and ;;;; nas senius. Now I sce that every man ol.us Ihat kind of a memory of he knows now to make it work. I tell vou it is a wondcrful thing' after years groping aiound.in.th3 {a.rk for so many your io ue a-ut. to switch the big searchlight on to you want mind and see instantly everything remember. your This Roth Course will do wonders in office, tn Since we took it up you never hear anyone om". say "I giriss" or "I think it wss ""t or;I forget that right now" or ;fti;ild" nls "I can't- remembcr" or "I must lool( up No* O"y are right there with the ""*..; answer-like a shot. Flcre is just a bit from a letter of a lvellknovm sales manager uP in Montreal: Mr' Roth "Hcrc ir thc wholc thing in a nutlhcll' It ic Corru' r'ruLrblc-Mcmory i-t t*t-" Myone-r od qcy u fdliog ofr a los rinolc. McmorY improvc hi! qc whq hc iru amlt f ,oooTo in lir month!"' nd wk i" iooZ "
Mv advicc to you is don't wait anothcr -ittrrta. S."a for-Mr. Roth's amazing courae got' ;;d se€what a worrderful memory you heve De Your dividcnds G rhcreased powcr wlll
enorrnous' th
vlcroR Jo\Es.
s*Hlto,f."".st-."*p
So confidcnt arc thc Pt Cou.s. that yoir will bc amazed to see ulorv how easv it is to double, yes, triplc your memory wllloower in a few short houre, tlut they are lng to send the coursc on free examination' Don't send any money' Mcrely-.mail the couoon and the complete course wrll be sentl not Ot-'.ft"tg." prepaid, et once' If you are send it back anv time wit}' ilti*ivl"tiltn.g after you rectivc it and you will i"-n"Jatvt owe nothing. as On the other hand, if you are as pleased women are the tJrousande of other mcn atrd rcnd onlv $3'50 in full Ji"[i""'*J-tr,i--""o You tske no riek and you have cveryDerorc "4"**t' ihits to gain, eo mail tbe coupon now WAI.TFR oFer ia withdrawn' Oir-t=-riU.tf" t;".' o.'pt. 22, 2 Padt Ave" Ne!il t}]ilcK" York, N. Y.
I
PresentingImPortant N ews irds page advertise-
-issueof Time.* has several imPortant ts, as follows:
rO
name is used in the headline'
@
face, beloved bY millions of prominently disPlaYed' And the
quiet portrait Pose' face is not Pictured in a smiling, eYeInstead, it is shown in a lively, catching Pose. this advertisement is Ne'osl C @ Furthermore, always shown Announcements and news have announcement attention-getting power' But an dream' It is a as exciting as this is the ad man's " natttral " for impelling attention'
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* Note that this was not the best-read' but the advertisement (on a cost basis) in best-ohseraed, is the issue. The method for counting observers 203 for the same as for counting readers' See page
go through this complete explanation. As you differbook, you will notice some significant o'best-read" and "best-observed" encesbetween advertisements. ?ACKARD,
10
two-thirds page, black and white' Iirna'
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GOESOT{THEAIR !
presents aversatile Packard fo r =,ql "-T starto radio'smillions O "ffi Til*$}'fJfi:::"'* F ll|'Tt*r":::l:':,ff;:{r.'.il'n::
full ltour sltorv tlrat prontises to rattk rlctrt-l irs orre of tlle greatcst on tltc airl Ilcadilg tlre cast of the Packard Ilour is Frtd ,\stairc-fanlous st:tr of Inusical ct'rtltrly :urd scret tt. \iru'll hcrr lrinl sirrg, duttt t', atr'I
rrood gucst stars. Packard cordially irrtites you to ltear the Iacliartl Ilour ctcry Tttestla;' iriglrt. )uu ll lote iL tlre grcaiest nrograrr .\ou crcr ltcartll
ffiEPAffGAI}HOIN f ith folwny
Crcan
and His Archestra
EVERY TUESI}AY I{IGHT 9:30 P. 1\I.Enstcrn Daylight Saving Tinte COAST.TO.COAST Ii B C RED NET\J{'ORK
I1
Dramatizing What the Product Wiil Do for the Reader EST-OBSERVED color advertisementin a recent issueof Time. *The principal "stopper" in this advertise@ ment is the beautiful photograph (in natural color in the magazine) of a modern living room' taken by, the well-known commercial photographers, Bruehl-Bourges. Since all of us want attractive homes, a picture of this kind appeals to every magrzine reader' pub@ Timeliness: This advertisement was lished in the post-depression period-at a time when millions of people were thinking about fixing up their homes.
The advertisement @ The economy angle: does not urge you to go to the expense of buying entirely new furnishings for your home' It sirnply tells you how you can modernize your home with paint and glass-a mirror here and there ' furniture newly painted walls and ceilings ' touched up gaily with gleaming enamel' fn other words, this messageappeals to the broadest possible market by offering beautiful interiors at lon' cost. Instead of strai3ht selling, the copy approaches the reader with information and nerv icleas. And finally' a convenient coupon offers a free booklet to those who want further information on this PoPular subject'
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* Note that item @ is discussedbefore item @' This is done in order to discuss items in order of importance rather than in numerical order. PITTSBURGH PLATE GLASS,one page'four colors' ?ine'
12
^&errlezgaGr*r/** wrrr€ rtrf,crcrtraysro MoDEry!ryruT
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MODEN
roy roon' il'morl ninda ritl rort Paint snd gtr6 wall' o,i-.it. C"r.." W.UhidG P.irr till 6ivc colorful W'r"'Prt W h i l c w p i . N . . . 6 ! Y o u like lbos in thc of lhit mh bio. Tt' Lctlolc Enrm.l for rhc rmdrott vis lo rbc ccili't rod prrlcd fomd i th. 6rcpt.e. bP' r mim' t'r lblc Thc ofa Eino. lorcly :lrg'
lransformation the JT'S amuing what a I use of glass and paint can make inyour honre! A nrirror here and there... uewly . . furniture lrrinted walls and ceilings . touchetl up gayly with gleaming enamel " ' 1ou wouldn't believe howsuccessfullythese simple things can give new life, loveliness antl color to rooms which hrive become un' attractive to you through ege or familiarity' Our Studio of Creative Design has prepared a book crammed with practical sug' gestions for home improVement, equally to vaLuable whether you !ent' own or plan builda bome. k's called"Deeigns forLiving"
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. . . and it tells you many things about home decoration. . . how to make kitchens care' free, small rooms larger, how to plan a re' modeling job and what colors to use inside and out. It contains score ofvaluable hinrs' nany of them quito inexpensive to follow . . . and it's absolutely free' Send the coupon
. . . now '.. . for Your coPY' ref,ections in glss' of t!vly color.d psint.d futnitur'! Your b'dr""m with mi'!cle wo'L' i " n.'b""ur1 r"aL'" btur, f,esh tinred' inE P'rtsburgh Mi.ro*. c r y s tald' o r goid, gunmetal
Graciou
Cl6sr b.ing Si.uctuhl of Crn:rr btrh' un.tr!.tiv. Lr'ruh r^ ntrmrdad. r,,,,rr'. H.r-. upp"r rall. of B!llhidt l"ior !nd a lr.g. di3h r'.t,d Dir.or "nl,xr,. th. !frrrt G..rnhl€ eflt.r.
Srlls
I coat or no idea how wondcrfully lou'vc two of long lasring Sun'Proof P&iot. io 6n iE' vour fstoriic .olot .ohbio!tioo' looks ot your homcl ;rov€ rhc .rtcrior in.rpcnsivc
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PITTSBURCH PLi{TE GL SS COMPANY ?3t6A G'rot Buildisg, PidrbuBh. PL 'D€ti€!' Plorc rcad witbout o6ligrtiot' yoot rcr boL for Liviag' prcpttcd by 1ou Sodto of Crotivc Ddigo'
nroldro/trALLHlDE FI.ORHIDE
.
PAINT
FENNvFRIiON WINDO9
GLASS
'
qATERSPAR ENAMELcndVARNISH
.
COLD STRTPE PAINT BRUSHES '
.
SUN-PROOF
POLTSHED PLATE CLASS
CARRARA STRUCTURAL GLASS
'
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PAINT
MIRRORS
DUPLATE SAFETY CLAss
ciry-94c-
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An Age-old.Formula for Getting Attention EST-OBSERVED advertisementin arecent issueof ColLier's. Time and again an advertisement containing a picture of a good-looking man carrying a pretty girl in his arms has been a winner. This theme goes deep into the subconscious mind of every man, woman, and child. Since time immemorial, every girl has dreamed of being carried off by a handsome man, and every male has dreamed of carrying ofr a beautiful girl.
realization of @ This advertisement shows the both dreams in a single photograph' No wonder it was a "stopper"! It is interesting to note that the advertisement was a winner on " observation " rather than on "high reading." This simply bears out the fact that the most interesting part of the story is told in the picture rather than in the cop;" The sales messagein the headline is simple and cannot be missed by anyone who gives this page more than a fleeting glance.
@
AGI'A FILMS, one page, black and white, Collier's' 1t l:l
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- but Agfa film got it! get to picture hard A O tp*IbgFtfu lls hti! to retitaailbila?&4iloitqth a! b.i*t ;tietd d thQsw titu Bd w lw 16lo Film's ' ttuIe latitudede it . - .sitbn @43!Eue in tb ligfii tge bthe tuialdthryL Noticctheubtt*y oJ tone,u{vlly Figures moving in mottled patchesof light and shailow" ' &l:b against a glaring baclground of bright srm on running V o.i"r. Noi."t1 promising conditions for a good phorograph! But just the sort of place to use Agfa Plenachromelilm'1}" film thar not only gire you good pictures under favorablecondirions. but insures best posible results eren tlhen lighting and rreatherconditions are far from the bct. Plenachrome's side latitude, high speeAanrl color sensitivity gire 1ou clear, brilliant negatires,with every detail perbct. \ext lime . . . ask for Agfa PlenachromeFilm- Every roll is solil sith theguarante of "Pictura that stisfy or a nersroll fre."lt{rdc bl lgfo
Anco
Corporat!,on
iu Bingbrmton,
AGTA pLE"*S.ffottiE
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?ItE CUARAHIEED FItN
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Read A Sure WuY to Get CoPY
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page advertisement EST-READ two-thirds in a recent issue of Time'
have among magazine readers @ Surveys to read copy under illus,to:*n that peopleiike they develop this habit ,"uaroor-It is likely that i " - " n i r a n ' ' a w h i l e r e a d i n g s c h o o l b o o k s a nind is continued later ,i"", Uoof.s'And the habit editoriai material in ii" i""rr"" much interesting is found underneath *ugurirr"" and newspapers not just part of the copy' tii""a.*t""s' In this ad' illustrations' i"t, ,r, thecopy,is under
is/act copy*lol merely Furthermore, the copy that give no information' ,r"i"* of adjectives " on prices' ports of Note the specific information etc' call, accommodations' rates'" subhead featuring "low @ Notice the interesting not least' notice the @ Last, but two o{ which contain photograplttlcillustrations' bathing suit' a never-failari attractive girl in a attenti-on' ing device for getting
and white' ?irnr LINE' two-thirds page' black CANADIAN '{USTR'{LASIAN
16
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I"SWR&1"8$ SURFRI$IHGIY
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Come to New Zealand and Austral ia by the Sunshine Route. Travel on Cana' d i ; r n A u s r r a l a s i a nl i n e r s , s l r i p s b u i l t f o r conrfort in tlre tropics. Fares to Sydney: o r r l v $ 1 3 2 u p , F i r s t C l a s s. . . $ 1 2 6 u P , C a b i n C h s s . - A l s o .l o w - c o s t T h i r d C l a r s .
51-day all-expense tout to New Zealand, $4;-6 up, Cabin Class. . . l5 daYs in New Zealand. Or if you prefer, take rhe 5l-dav tour to Australia . '. $480 u p , C a b i n ' C l a s s. . . 6 d a y s i n A u s t r a l i a . A l s o 6 r - d a y a l l - e x p e n s et o u r s , $ 6 5 0 u P .
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't'ou ll like tirc huge Aotangi . . . ac' c o n r m o d a t i o r r s ,p r i v' la t e b a t h s , a n d d e c ' orations all datcd 9 i(r. Or go on hcr runnrrc rlr.ltc! tlrc Nla,grla, Ourdoor n , r ' l r . i r b , , r l rs l r i p s .l t I c . r l sr n d s e r v i c c l q u o I r u l r i g i r c s rf r i n s - A t l . r n t i c s t l n , l r r , i s .
Sail from V;rncouver or Vicrorra t0 H o n o l u l u , F i ; i , A u c k l a n d , S y d n e y ,N { e l bourne.Conncctat Honolulu from Cali' fornia p<'rts. Ask abour all-inclusive tours. Btroklets and derlils from voun o . r v N T R A V E LA G E N To r C a n a d i a n P a c i 6 c .
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Putting Human Interestinto EverydaySituations EST-OBSERVED black-and-white advertisement in a recent issue of The Saturday
@ A headline that contains a self-interest appeal to everyone and is at the same time
Eaenhry Post. Three qualities helped to .nake this advertisement a winner:
believable.
@ A large and excellent photograph, full of human interest.
e @ @ Note how picture, headline,and name plate tell a complete story.
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SQUIRB TOOTH POWDER,
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one page, black and white, The Soturday Ewnino Post.
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These rwo products do not contain soap or harsh abrasives and were developed by the Squibb laboratories in cooperation wtrh
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mcmbers of the medical and dental professions to provide the best possible daily aid in safeguarding the health of teeth and are available today in any drug store at little cost'
SQUIBB
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b7 uhich
mosr tootb decay can be pretmted
1. Go to your dentist and follow his advice.'t-triswitl include tne kind of roothbrush to use, aod how to use it; wlrat kind of denriftice to use, and whar kind not (o us€; and whether you should supplemetr(your own h o m e t r e t m c n t w i r h t h c u s eo f d e n u l f l o s sa n d o r a l p e r b o r a t e 2. Check your diet wittr your physician or dentist-to be sue you system is geming the elements essentialto rhe helth and strength of your teeth' 3. Brush your reah thoroughly, at lqst sice a day, and be sue you usc a dentifrice scienri6callyprepated to clan teeth effecively, and rfely.
START
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One of the Best-sellingMail Order Ads Ever Written highly successful Book-of-the-Month fFHE I Club has built much of its business on advertisements like this. Many of the best-known works of well-known authors have been offered free "to those who join the Club at this time." 'Ihis particular page, featuring Eugene O'Neill, has been one o{ the most frequently repeated advertisements over a period of years. Here are some of the qualities that made it a winner: @ A wonderful free offer is macle in the headline-the type of offer which would especially appeal to the very people who are the best prospects for the Book Club.
O @ A famous author is fuatured in both headline and illustration. The illustration has
added interest becauseit is large and becauseit is a photograph rather than a drawing. The serious expression on Mr. O'Neill's face, while it would be out of place in a toothpaste advertisement, is striking, and it is appropriate to the type of plays for which he is famous.
@ The subhead answers the principal questions that occur to every reader: (a) lVhat does it cost to belong to the Club ? (b) Do f have to buy a book every month? Note that although this is a mail order advertisement, it has dignity and helps to build prestige for the advertiser. This answers an objection that some people have raised; namely, that mail order advertising has to sacrifice prestige in order to produce immediate sales.
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BOOK-OF-THE-MONTII
20
CLUB, one page, black and white, various magazines.
'ONINE FLAYf ^
BY EUGENE O'NET&L
FREE- I?l.T#l - to those who iain the Booft-6f-tft6-
Month Ctub at this time . . . lt costs
nothing to belong ond you do not hove to tqke q book every month suggestthat you send \\f/E thc couponbelow to get \f,/ Y Y full information as to what thc Book-of-the-MonthClub docs for book- readers,and then dccidconcefor all whether ot not you wxnt to loin. Are you ewarc, for rnstancc,,hal dr il nnnbtltot arc mt obl4cdto tahca bwkcucrymonth; oor 1rcyou everobligedto takc the spccific book-of-the-month chosen by thc iudges?You may buy it or after readingthe nor,esyou plcase, iudgcs'pre-publicationreport about it. Nordoya haacto1ra1anyf xcd nm ro bct annberol th Clnb-therc erc no ducs,no fccs, no fixed charges of any kind. You simply pay the rcgulerrcreil pricc.for such books as you dccidcto buy. What then is thc rdvantageof ioining? Thcrc rrc many: first, undcr the policyof the uniqucbook-dividend Club. for cvcry dollarits members spcndon booksthcy reccivcbackon thc avcr:gcover 50%lnthe formo[ without a peirny frcc books.Sccond,
of expense,through the teports of thc ,iudgesyou arekcpt completely informcd about all the lmportant new books,so that you can choosc among thcm with discrimination, insteadofhaving to relyuponballyEquallyimportant, hoo rnd hcarsay. rhe systcm rcally cnsuresthat you will not miss the Derdculalncw booksyou.arcanxioui to rcad Thcrc are several othet advantageslikc thesc, not readily mcasurablein moncy, that cannot bc outlincd Surely,within hcrc for lack of spacc. thc next ycar, thc distinguishcd iudgesof the Club will choor as itri Uook-of-rhc-monrh or rccommendesrlternates,atlcasta lcw boofu that you will bc vcry anxiousnot to missandwhich youwill buy anyway.Why not-by iriningthe Club -make sureyo:ugetthesciutcad ot miuing thm, uhich to ottcn haPPcat; advantagcs get thc rcally sub,stantial the Club affords.and at the srmc timc get e copy of Ntrt rutvs by EugcncO'Neill, frcc.Scndthe coupoti bclow for full information. rrra--rr-5r-rr:
CLUB, lxc 800I(.oF-THE.MONTH ,86 Fourrx AVENUE,Nil YoiK N' Y'
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A r\ude Deal in Advertising EST-OBSERYED black-and-white advertisement in a recent issue of the Ladies' Hotne Journal. here is the @ Of course, the main stopper photograph of the nude woman. This would have been considered bad taste five years ago, and absolutely immoral in the days when women wore bathing suits with skirts and stockings and sleeves. In those days, a photograph like this' if it were not banned by the U' S' Post Office, would probably have created more ill will than good will for the Product. But times have changed. Women not only
any other noticed this advertisement more than but they black-and-white page in the magazine' by frankly admitted that fact when interviewed reporters. are Other attention-getting features of this ad as follows: illustration are timely' O @ The headline and which since the advertisement appeared in July' is an ideal month for sun baths' as The aclvertisement tells a quick story' pi"follows: @ headline, @ main illustration' @ (Woodbury's ture of product, @ reduced price offer' Soap used tobe 25 cents), @ money-back
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,gcienceenrich*eWn*dt+ury Elb*,ntula Eeee*' \trith Hencfirs *f,**K:EEffie*"ed .&* KkeE€, hrsttu-e's saurce of bernty far *ze skin"!
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o[ American \\ omen. tt a soaP \ otr lrar e long knor' oodl'ur\'s Iiacial SoaP complr:r:ion, :rll tour ... gives lour -ctthancitrg skin, the 6611 glous. lre'rutl Sun-'hine'" benefits of "Fillered Today.
and loved...\\
This "Iriltered Sunslrirre" element is released frorrl trl'oodburl's lather as 1'otr r v a s ha r t d b a t h e . T h e s k i n r e a d i l y a b s o r b s i t , a s e x t e n s i v et e s t sb ; ' a l c a d i n g uuiversityhave prol'ed.
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You coa at verY liitlc cost and on \\Ioodburl"s promise to refund Your mole\', if 1ou're not delightFd! The nov \l'oodt,ury's is only lOc for the s a r n eb i g , l o n g - l a s t i n g c a k e f o r w h i c h ,
W,F EXCTTIRG MOIIEY. SACK OTFERI
a n c x c l u s i v c , l ) a t c l r t e ( lP r o c c s s , o n e o f i t s i r r g r e d i c n t si s n o r vi r r a d i a t e d w i t h " l i i l t c r e r l S u n s l r i r r c " . . . t l r o - * eg c r t t l e , kirdll rays tltat are Naturc's aid to skin loveliness.
Nns Endotted tilh Rutc.ftts ,1 Lrt.t tt r tous Econom1' o f " F i l t ' : r e d ' S a n si fnt e " [ - c r m o r e t h a n 5 0 1 e a r sS - o o d b u r ; ' s T r y t l r i s a m a z i n g r r e w s c i e n t i f i cs o a pI ':icanrylaiher hascoared 6ncr texture a n d c l e a r r a d i a n c et o f a u l t l c o m p l e x i o n s , i m p r o v e d e v e r r n o r n t a ls k i n '
4
-filc cerrts' i r r l c a r s p a s t ,1 ' o up a i d t r v e n t l Y o u r c o m p l e x i o t tr r i l l s o o n h c c o n t c "A Skin You Love to Touclr"" l orrr - . k i na l l o v e r r v i l l b e s o f t e r , s n o o t h e r ' Antl don't be sellrsh! [,et your lhole f a m i l y u s et h e r r e t v" F i l t e r e d S un s h i n e " \\'oodbury's lor face,hands and bath' It's splendid for the baLl's bath, too, l e a d i n g a u t h o r i t i e sa g r e c . A t a l l d r u g . d e p a r t m e n ta n d t e n - c e n ts t o r e s ,a n d a t your grocer's! Cet 3 cakestodaY!
D r r y 3 c a k e so l \ ! , , " , 1 bury's with the "l iitercd Srrnshine"elt. n r e n ti n i t , U s c 2 c r k c s . If your skin is rot snroother,fincr, not iceaLly lovelicr, thcn do this: llail to us belore . A r g r r s t3 1 , 1 9 3 6 , t l t e i n r r r a p pcr (scalsunbroktn) c a \ c rrnu.rJ and the *rapprrs from thc two used cakes, T c l t u h v \ ' o , , d b r r r y ' sd i d n o t s u i t y o u , a l - . o anornt paid lor 3 calts- We will tlrcn rt" trnd to lorr the fu)l purchasepricc, pl,ra I , J r l a g c .A d ( l r c s s ,J o l r n H . W o o d b r r r y ,I n c . ' 1 6 7 . { l f r t r l S t . , C i n c i n n a t i ,O h i o I n C a n u , l a , J o h n I i . W o o r J b u r y ,L t d . , P t r t h , O n t r r i o . 1'uhE lk on PAUL ITHITEItAN' NBCNTirrork-evcry Sundaycrtning,9:'15 E. I).'l' Lok od .ll
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Getting Attention by Being Different EST-READ
color advertisement in a recent issue of Collier's. One way to get attention is to be different. Most ads show photographs of people in lifelike poses. This shows a carved bust. Most ads show modern people. This shows a hero of early Amerrean hrstorv. There is a simplicity about this page "ugg".t that makes it easy to look at and to ""J. "*"y ft contains only a few elements: O @ A short headline and a big illustration. @ A single copy panel.
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product a,ndname plate.
Other points which helped to give the copy high reading are as follows: , \ (a) The copy is short' (b) The copy is framed in a white cut-out panel which makes it stand out' (c) The bust of PauI Jones is looking directly at the copy panel. This draws the eye in that direction.
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PAIIL JONAS WHISKIES,
24
one page, two colors, Collier,s.
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But rtc're just old-foshioned enou$h t o c l i n { s t u u L J [ a s t lt]o t l r c s l u \ 1 ' t i m c ' p r o l c t r n t r : t h o d so f c l i s t i l l i n g t h a t r v c ' r ' c rusedlor over sevent) ycers' and give s'ot-I'aul
Jones!
Onc siP of this noble, rich, deeP' E a l o r e < lw h i s k e y w i l l t e l l y o u R h ) s ' e ' r c such sticklcrs for quality-and wh1.' for [our &cnerations, I'aul Joncs has becn knorvn as onc of Arncrics's truly 6reat n'hiskicsI
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Holding Readersafter You Have StoppedThem EST-OBSERYED and best-read black-andwhite advertisement in a recent issue of McCall's. This advertisement has many attention-getting
@ Universal romance.
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@ Copy placed at bottom of illustrations.
features: @ Name of a famous movie star. @ Photograph of the star in attractive and animated pose'
@ @ @ @ Four testimonials, including the one from frene Dunne. In general, notice how effectively this page uses the technique of (a) stopping the reader with
O @ Strip technique plus some interesting situations.
a single big picture, and (b) holding the reader's attention with a series of smaller pictures.
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O @ Headlines in unconventional lettering instead of formal type'
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SOAP, one page, black and white, lfcCall's.
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a trlir. tlitobeth 3. of Conyaghom, ?o., r6yr: "lorl {osl Poul govc me ny rlng." Elirobsthlnowr yov con urr coth.llGrfsly, yot kect
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Right and Wrong Ways to Handle a Difficult Subject EST-OBSERVID and best-read half-page . advertisementin a recent issueof Collier's' of this advertise@ News is the chief feature ment. Anything as radically new in men's wear as a slide fastener or " zipper " for trousers is bound to get attention. Reason: Men's styles do not change as rapidly as women's' If you look at a photograph of a street scene laken in 1910' the women's clothes look ou'Llandish,but you will see men wearing apparel similar to lhat which they wear todaY. large illustration @ @ @ @ Notice how the plus the three sub-illustrations make clear the merits o{ the product and explain how the slide fastener works.
a strong appeal to self@ The headline makes interest and plays up in big lettering (a) the main (b) the {eature which men desire in clothes, and special tracle-marked type of slide fastener which the manufacturer wants to sell' The restraint and dignity of this advertisement are also important. Slide fasteners for trousers have receivetl a ceriain amount of "kidding"' which is bad for sales.This "kidding" would be greatly increaseclif the aclswere.madetoo obvious by the use of arrc\wspointing to the fastener or by ludicrous situations involving "the trousers that wouldn't stay closed" or " the trousers that this conldn't be openecl'" Only after a product of novelt5' kind has been generally accepted and the has worn off, is it safe to remove sorne of the restraint from Lhe advertising'
TALONSLIDEFASTENER,one.halfpage,blackandwhite'Colliet's.
28
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Thc button closing for trousers may be presentable, perhaps, when new, and freshly prcssed. But soon after a p p e a ru n n k l e s . . . g a p s . . . s i g n s o f s h a b b i n e s s. , . g r o w i n g w o r s e t h c longer you wear the trousers. But qhat a difference the Talon closing makes! This small, flexible Talon trouser fastener gives a tnm a n d F n i s h e d a P p e a r a n c et h a t w i l l l a s t the Iife of the trousers. And the Talon fastener cteates a contitttors closure r l h e r e a c o n t i n r r o u sc l o s u r e i s i m p o r tant ro good tasce.
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men wcar trouAlready 8,m,m sers with the Talon closing . . . this Spring, 474 rnanLrfacturersarc liccnscd . . and to meet their to use Talon
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necds, rnany thousands more fasteners ^ . - - . , 1 . ^ . , . . , ,J , , , \\'ear a pair of trorrsers tailorcd w i t h T a l o n a n r l d i s c o v e ra l l t h i s n c w c l o s l n g m e a n st o r n e n . Hookless
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TL. TaIu tnrt.r it lattcn$ n zd e etb.. ia I It Jol ic Be.r. Th. tliAe/ h.l! e tbd, ;t ca"not tlip zldt h trcei'ion-ndd..,. dau.7 zlLztt d.Pendable . .. dlwtt rotls eaihr Cdn't.at.b i" sndercktbks b..arsc ol brotcctiu. lndPda,. Ilzlc! disnar hrPosiblc... rcfin.' drane and , . anbarn.n b, frnhb. Rdles, dry clenins6nd Prcsh6. Cius 'crd(e lar te@d the td?.t
Today...weIi-tailoced trcusess ese c l " o s e dw i t h t h e T & [ G N s l i d . e € a s t e n e r qa
Shakespeare Would Have Laughedat This EST-OBSERVED black-and-white advertisement and best read of all advertisements i n a recent issueof Collier's.
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\Then you consider how many millions of people in the IJnited States attend the movies regularly, it is easy to understand why a page like this attracted attention. @ The main illustration is an attention-getter because it shows the familiar faees of two wellknown movie stars in an amorous pose. The sub-illustrations portray interesting situations from a famous story. Notice that the subillustrations are not separated by white space from each other or from the main illustration. Instead, there is a continuous gray background which merges all the pictures into one big dominatingillustration. This method, simply by putting more ink on the page, gives the illustration a
stopping power greater than it would have if the pictures were separated into small vignettes' it is made @ The headline is a stopper because up entirely of famous names. Note how the movie stars' names are printed in larger'type than the name of the play and the author' Shakespeare lovers might resenb this, but the ad man who designed this page knew that the narnes o{ Norma Shearer and Leslie Howard had greater pulling power with the masses than either Shakespeareor Romeo and Juiiet' This fact was illustrated by a humorous cartoon whieh appeared in a magazine at the time this movie was being released. The cartoon showed a young man and his girl friend leaving a motion-picture house where they had witnessed a showing of Romeo and Juliet. The girl, with an indignant expression' you was saying to her escort, "Aw, why didn't tell me it had a sad ending!"
METRO-GOLDWYN-MAYER,
30
one page, black and white' Collin's'
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E'I)NA"IlA.!'oLIvER.BASILRATHBoNE.c.AUBREYSMITH RECXNALD DEI{NY A.ND'!' DEVINE . RALPF{ FORBES' . V I O LET KEMBLE'COOFER W A R W I C K ' ' C O I \ - \ \ ' A \ 'T T ' A R I - E R O B E R T
Dircclcd b1 CSORGB CUKOR
I I
The Kind of Copy Women Like to Read EST-RBAD color advertisement in a recent issne of Good Ilousek'eeTtitrg.
@ This list is interesting and informative, since it tells what kind of cake to serve on various occasions.
@ Appetite appeal is the big attraction here. The pieces of cake were shown in rich natural color, one with pink frosting, one with yellow {rosting, one . with white frosting-and all deliciouslooking. fn addition, there is an appeal to pride. Any'woman would be proud to serve such attractive home-baked cake. O @ The headline and bridal decoration are timely, since this advertisement appeared in the rnonth of June. @ @ The headline and the panel, which is set in the illustration, feature the idea of thrift.
Norn: Some ads in this book which are listed as "best tead" contain short copy-l00 u'ords or less. This Calumet ad contains over dbO words, CALUMIIT
32
@ \Y.r^"n like to read recipes. Surveys h:rve shown that recipes,even though set in small tvpe. frequently receive twice as high a reading as straight sales talk sel in larger type. Note that in addition to calling for Calunret Baking Powder, the recipe does not call for ordinary flour; it calls for Swans Down Cake Flolrr, another General Foods product. @ Good featuring of Calumet's easy-opening can. @ Attractive free offer.
not eounting the coupon. Therefore, it. is a considerable achieverrient for this lengthy ad to be the best-read color page in the magazine. BAKING
POIVDDR,
one page, Iour colors, (lood llousekeepino
*gl*" #a*9.a** ."VELVETY
*u(e
CRU
*
:
1rr- - ,' -:i
E
-
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EE ,o'*'"' -. t a
Srf
I i t : J
ot. 8..}, .:
Fruit Ceke ,, 'ucddingcahc to dnam on' Cdua Silvq Ctkc. .. lhe "bridc\ caLc." Sce Fre Fudge C zke . . . for tbc b*bclot tap!*. Ribbo Ceke. . ./or sbourtt. Otug. P.oll . . .for Pdrtier. l RE you siehing
e bit wistfully,
littlc
ou".t,f," gloriouscakcsmedc Ab.ia., in vour honor? Tekc heart-your vcry first casy onccgg cakc can havc this lovely textute' too ! th" simplcst cakcsmadcwith *iautce ".n C:lumet Baking Powder havc a mawelous, mclting tenderness-thc tcxture that crkc cxpcrts call " velvcty crumb." What makcs Calumet cakcs so rcmarkabfy 6nc ar.dsofc? Dotblc-ictiat! Aquick action in thc mixing bowl-sct free by liquid. A slower action in thc ovcn-sct frcc bv hcat. And thesetwo actions lre so
O
(' ,/--
pcrfcctly bzlenccdthat your finishcd cakc has an cvcn grain-iust likc vclvct! Bcgin your ncw clrcet as a wondcr cakc-makcr with a can of Celumct . . . e product of Gencral Foods. And mail thc ioupon forrhc helpful rccipc bookl ^ STLYER GAIE (4 ,gtr.nt1Jfi l/2 cuis rugar l,l 3 ops siftcdSwaos
t
I cup oilk Down Cakc Flou ]/ Y2 tc.sp@n lcoon , tcrsp@ns C.lumet extract Bakiog Powdcr 4 egg whitcs, Y2 cup butter or othcr stiflY be.ten shortening Sift 0our ooce, measurc, rddiog baking po*der' and thGc ti6es- Crcam butter tholoughly, sift toftthc. add sugat gradually, and tream togethcr util light and du$, Add flour, slternatcly sith milk, e soall .mount at a time, beating after each additioo uotil smooth. Add lemoo cxtt.ct. Fold inegg thites quickly aod thoroughly. Eakc in ts'o greased f inch layct Dans in moderate oven (375c F.) 2t to 30 oinutes. Spread marshmallow Fosting bclwecn layers and on too - rnd sides of cake. Decor.te with silvcr dragdes. (All ncanwcntr aft lescl.l
/1
YoaleurcrZ
CAII'TET'EITEIY EISY4?EXn{CCtttl O6c*ld,rldthco.f, E.iy-Opcolng Top Ilftroffl Ir'3.!6lddo" -rrvcd r6d - tcdgcr No d€lat, tra tptrlhg. no blokcofldgo.dll.. ]{nd h.ld. rherGt I .p.clrl, convcol€!t .9@[.l;vcll€.iotelp you gct reunta lcvcl
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FREE! :JH::TfrTfi:JI Frenccs L.c B3rtoo, c. H. ! 16 Gcncral Foods, Battle Creck, Mich. 1 Please send me your FREE recipc bol i " The Calumet Book of Oven Triumphs
.'\
Namc
t:
THE DOUBLE.ACTING BAKTNG POW}ER
.':
cit!-stata-Print name aod address plainly. Thi: offer cxpircr Dec. 3 l. l9l6-oot g@d in Canada.
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Conventional[Jseof Comic Strip Technique EST-READ black-and-white page advertise-"o1 in a recent issue of True Story IIIagazine. This comic strip follows almost exactly the layout and technique of the regular comics which D I)
millions buy newspapersto read. @ The top panel containing the name of the heroine and the title "Elmont tries to put one over" is similar to the style of dozens of popular comic strips. @ There is a boy-and-girl situation in which the girt is the winner. This, of course' appeals to
the female audience reached by
True Story
X'Iagazine. @ Reading of this strip is kept at a nraximum by omitting sales talk until the last panel' space @ The bottom panel contains in smail all the principal elements of a complete sales message: (a) a self-interest headline; (b) reasonwhy copy; (c) picture of the product; (d) an action coupon . .. . Incidentally, note the similarity between " Cutie," the name of the heroine, and "Cutex," the name of the product.
ll
lo
CUTXX,
34
one page, black and while, True Stor'g-
rrulsIq ".__Ehtofft Put ovER'
o
\-
otE
OLD MAN/
CUTIE. WILL YOU
SILLIEP ll.lAl'l A MAN W-{OTHINI(S HE KNOIi'/S ALL }ft'
/ r KNOW "( IEXACTLYWHY ,Y3U WANT ( ME TO WEAR/{ ,THAT ouo i( ! DRESS, 1J ELMONT ,i *-' ,, \
,
Y
IN
/a
WHAT WERE )OU DOIN€ALL
EVENTNG/ELMoNT?rr WAS VER)/ IMPOLITEOF \/|cU TO t-EAvE NaeALoNel
'{{e t)kz 'K/lrl'
o lSrri# AFTER, MAKIN€
ME
WEARTHIS OLD DRESS, \I3U JUST LEFT o h'.
BUT J'LL rcRGIVE )4)U/ BECAUSE IT€AVE ME SUCH A'\^ICNDERFI-JL cHANcE .TO PRCVE THAT NOBODY
9:, 'it^
en rush the girls who wetrr the New Bright Cutex Nqils You won't be a wallf,ower rj you w-ear the new bright Cut*-Nails. Try them_and seeifthegrandestmendon't noticeyouandflckarornd,
o
Cutex Ruby will make you oldest black frocklook as if it were going places. Cutex Rust will make your grays and beiges twiceas ex. citing. Cutex Rose will fem'
inize all your sports things. And remember-every Cutexshadegesonsmootlily, never cra-cks and keeps ,iti lovely sparkte for days. Only 35d a bottle at your favorite etore in 8 authentic shades. I*t Cutex give you modern glamour todayl Northam Warren,New yort,' Monttcat,Lonion, paris
,'-"::::ii*"!i:* dj:,j-i;:?,i:""1".i*:,:
.ffi-;+g"rp11g;"'911i1;'5 $'rrx#"i**"$:c,iifri*rpP;n*
d
SomethingNew in LaYout page atlvertiseD EST-READ black-and-white .D ment in a reeent issue of Ihe Ladies' Hom'e
attra'ctive and @ @ @ The illustrations are the sta,ircasePicture is unusual.
Journal. This page offers helpful information in a layout that is goodJooking and d:ifferent'
and informative, @ @ @ The copy is short and is printed under pictures. r\s previously rnentioned, this is an effective way to secure high
"Room Recipes" packs inter@ The headline est for housewives into only two words'
reading. fn general, this page is unique becauseit looks more like etlitorial rnatter than like an ad'
IIIGELO\YWEAVERS,onepage,blackandwhite,tradit's'IloneJournal'
36
{
lr
li rl
*
h/ il" tsIGE&@W WEAVERS i',jl,::j{f#lil.;#:{ilffi
th:Fr,#"l;'r
d,
r9
A ^ Vn o w y o u , l l
\ny be fe"li^^ oh'ng" j'."lffi li:li"f ,t feminineurseto "ll,,.'.'r*"i,""1
g* $#t:;ji'n jt ;,Ih"."j{"1di1,ff ;:1: il::jfl* :*i*,fi'"]'.i'.T '.T:, ti ux* :"ft r j;i.::rT::, [; Th;": il i4#rffii: # i,Hil ":T:ff "t,i{ "r{ :"il.1i;; :11rr .*n".rro. . . . ii:{.:,$:T.f j:::r,'x-..:;r..;
I
It li :
for a
"*".T,]ili,il ;"r,1li"i-1rlil1':" ;;i ''o:'ill x";;i"15. ;hi,:::# :,_ 3;,H r'ff,;i.$J$fr .,4-f ,',:.,'fl -f. r{oMad isona,:." "., ""f";"fi:,".
o(
Putting a CompleteSalesMessageinto Small Space HIS advertisement made an unusual record of direct, tracelble sales. @ The headline has a number of important qualities as follows: (a) The word " electricity " tells what the ad is about and thus selects the proper audienee. (b) The wording "Know Electricity as Experts Know ftl" gets a lot of selling into a small spaee. It offers exactly what the prospect wants. The 'headline could have said, "Study Electricity" or "Take This Course in Electricity," but that would be emphasizing the wrong thing; namely, the work you have to do. The present headline jumps over the study period and emphasizes the result-the acquire.
expert
knowledge
you
will
(c) Finally, the reward of knowing eleetricity is plainly stated in the last part of the headline, "get an expert's pay." @ This illustration shows the, product in an attractive way. The volumes are good looking
and authoritative looking. They constitute a set of books that the prospect. would be proud to own. Furthermore, they are thick volumes; and the titles, which are large enough to be readable, seem to cover the electrical field in a thorough and practical manner.
@ This second headline, and the subheads that immediately follow it, further emphasize the fact that this is a complete library of electricity, not just a few assorted books bn the subjeet.
@ This copy, like all good mail order copy, is an excellent combination of compactness and sales punch. lYritten in a telegraphic style, it condensesa complete sales talk into three inches of spaee.
@ The convenient coupon gives the prospect an opportunity to order immediately. The last two lines of the coupon obtain information reeded for credit purposes. Note the identifying key number in the lower right-hand corner. Translated; this means, Populnr Mechan'ics Magazine, Mareh, 1937.
McGRAW-Hrr.r. BOOK COMPANY, INC., one-half page, black and white, various magazines.
38
-
get
and
an expertts
PaY
The months lhcatl arc llccovorl, hrs begun ! c h r r r c c , l r v i t h s i"sgnui ft i ,r r r r t er n d c x n e c t r t i o n . W h r t rvill tlo to the junrp on-thc othcr fcllorv? ' l ' h o u1s' roLun i l s of men hnvc used
$*.f#-Jf*?if'lJS
bome-gtudy course A comblrred maater electrlcol paactlce.. 7 VOLUl\rES.
3000 PACriS,
and
reteteoce
llbrary
ot
2100 ILLUSTRATIONS
'-J'Hli Crutt I.ilrntrv is l conrplete electricol erlucf,tor. It i6 I forrnrlerl on prcctice -on uork rs it is ;rctually done. lt ia jrrrrme
Problsn Explains Eyery Eleetrical ' l ' l , i s L i h r a r y c o v e r se l e c t r i . i t yt h o r o u g h l y . T h e s o u n dt n d rrsrrlrle rrruterirl it offere rtill ernble vou to solvo eaaily and q r r i , k l 5 r l l o f l h e r n r r r y c l e c t r i ' : r l y , r o l r l e r r r cs o n f r o n t e d i n d a i l y J r r l c t i c e . l l e e i r r r r i r r cr r i t h t h e n , , ) s t s l r n p l e c i r c u i t e a n d a n elerrrentrrry tlisorrssiorr of porver al([ electro-mlgnetic energy, t l r e s e b o o k s r r r l r l r r c e t o t h e n r { ) - r ti r r t r i c a t e e r v i t c h b o s r d w i r i n g , 'tle' llreet yr h o r r - r ' ,l r n ( l t l r e o l ) e r r t i o r r o f c e r r t r l r l s t r t i o n s . g i Y e 5 o t r c r > r r r p l e t ei i l f r r r r r r r t i o n o n l i l o t o r s - g e n e r a t o r 6 t r i r t r s f o rr r r e r - c i r c r r i l s - a u r r e n t s - s w i t c h b o r r r r l s - < l i a t r i b u t i o t r s y s t e r n s - i n s l r l l r r t i o r r r r n < lr e p a i r o f e l e c t r i c r l m l c f r i n e r y rvirirrg for liclrt rrrrl rx,\'er-the Nrrtional Iilectricsl CodeItnrlers riters' retlrrirerrrcnts-signal circuita-nrlthenlaticaetc. \'orl rre t:rkerr "on tlre jolt" and ttught electricity from t l r e s t i l r l l t ) o i r t o f f i r r i s h e r le r n e r i e n c e . , { B h o r t t i r n e d e v o t e d t o t l r e q e . b o r i k se r c h , l r y r r r l l n y r e r rf o r y o u t h e e i l t r r e w o r l d o f electl rerty rrd ir(lvl!I( e'rerrt.
HO }IONEI
DO11|N-8A57
PAY}IENTS
-G llflllEr|En lHf;d-lEal llt.ig!l.?ll llli{7:lll
ljlll In lnd mall ihc coupon ettsched and we wlll scnrl v('il thc entirr {et o( suuen volum,s tor l0 duvi lrre !:rbmirrstl',n. we tske dll the rlsk yoir arsurne no oblig&tion. Ir you dcclde to kcep t h c b o o k s , \ c n ( l S 1 . 5 0l n l 0 d a y r x n d l h e b a l a n c e
w
llil:'t'"ill;"'"K3.TT,11":lll""iJ;'^Jil:l: ---l
F'REE EXAlilltlA,?tOX Mc(;rarv-Hill 330 W.42nd
Rook Co.. lnc. York, St., Ncw
N.
COUPON
Y.
S( rt(l for ll) (llr). fri.('o\ilrliltti{ril tl(,( rrtll Lil}ftlry of l'rsctlctl l:letlri(ity. lfrili'lirclrir\'Isills.ilil]r'lt:il.:,1)lll(l(lrysrt!(l s J l r l l I n o r r t l l l y u I l i l t l r f l ) r i (( ( ' l S l , t ; ( l i s I I t l r l . It lol salrtrxl. | \r ill r|tufI (-l o i!riurc l)roArl)l 5lrlD,ncrt, thr. l)or)k\ l'{)stl)airl sritc dId lill ilr !ll llrruJ.) l)hirly
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....
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l,rt-J-37
Elo
The Right Time to [JseSex Appeal EST-OBSERYED and best-read page advertisement in a recent issue of Collier's. @ Here we have the ever-popular " man-andwoman" situation coming out a winner. Sex appeal might not do for selling adding machines, but it is entirely apropos for selling barthing suits. Men want to be admired by v/omen, and women want to be admired by men. Therefore, this drawing by artist Petty is packed with appeal for both sexes.Furthermore, this ad is timely, since it erppearedin June. @ The headline, with the words "finest fitting," singles out the feature that people want in a bathing suit.
@ The copy continues the discussion of perfect fit. That is a good way to hold readers-continue to talk about the headline theme which originall.v caught their attention. @ Nearly everyone is interested in the important consideration of price. @ A crude-looking, conspicuous eoupon can hurt the appearance of an otherwise handsome page. Note how this inconspicuous coupon detracts nothing from appearance and yet makes it easy for the prospect to secure further information. l\{any general advertisers of the "Fisher type could make their advertising more by simply adding a resultful and more sci,enti,fi'c keyed coupon of this kind. Body"
JANTZEN SWIMMING SLIITS,one page,four colors,Collio':
4{)
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at|EERrGn's A
FINf,ST
TITTIIYG
SWIITIMIIUG
SUIT
On the beach or in the water your €ntire appearance depends on one briel garment. Be gure that garmeut lits you perlectlyl Your mind-aad your bodyare at ease in a Jantzen-so smooth, so comfortablg so perlect ig the lit. It is not by chance that Jantzen is America's iinest fitting swimming suit. Marvelous elasticity is achieved thtu an exclusive knittiug procesg-fantzenstitch. That is why a lantzea alwaye fits perlectly and permanently. That ie why a Jantzeu gently but lirrnly holds the body in the natural position of youth. To every woman tbig means a truly surprising degree oI ligure-control, to men a trim athletic gmartness. See the 1936 Jantzens today. Very Iashionable, very beautiful, are the new Kava-Knit fabrics. Certainly they are quite the lovelieet of the year iu richness oI texture and design. .ir .tr n Illugttated 31 n Jr MEN'SSTREAMLINE TRUNKS 3.95 OtherJantzen Trunkr . 2.95 to 4.9S THE BRJ(.LACE . 6.95 Othor lantzsnr
lor Womea
TANTZEH TNITTING MILLS, D6pr.226, Sead Ec tty16 Ioldcr tD color l.oturiDs
woMEN's D
.
.
4.5O to 8.95
PortlAld, Or.eor. Dcw 1936 dod.tt.
tsts
n
41
t Making Your Ad Look Like an Editorial Feature EST-READ advertisementin a reeentissue ol Time. IJnusualnessis the chie{ virtue of this page' It contains no headline, and the name plate or signature is so small that it is unnoticed by the casual glancer' Therefore, the page does not iook Iike an ad at all, but like some new kind of editorial feature. The principal stopper, of coutse' is the photograph of the wornan looking directly at You. As a rule, it is dangerous to subordinate the name plate of an ad. By doing so' you deliberately throw away any effect on the majority of magazine readers who merely glance at ads' However' job the man who designedthis page did so good a and that he stoppeila large number of the glancers made them reail-
this copy says' "My hus@ The first part of sorry he band paid me a compliment' But I am you want did." This arouses curiosity' It makes to know the explanation of this paradoxical statement. oi the copy tells a marvel@ The remainder wastes no ously efiective story. It moves rapidly' namely' words, and is strong in understatement; example' in the things it iioesn't tell' Note' for the the part of the story that is omitted between first the last sentence of the first column @ and does sentence of the second,column @' The copy not attempt to describe the struggle the woman time she went through between 1932 and the department worked up to a good position in a In a case store. That is left to your imagination' like this, imagination is stronger than words'
N0RTH.I/vISTERNNATIONAI,LIFEINsURANcsCOMPANY,onepage,blackandwhite,Time.
42
O
O
But I srn nr, httstnntlpaitl nrea complinrcnt.
anrl 1g32..o"I finall)' ha'c rvorkedup to
*orry he did. ,.^ l1'hen lte died a littlc ovcr srs
s"t.l+ " position in a dcparttnent store. lI1' claughtcr
I'cars ago, lrc lcft nrc abortt $40,000 in life
rvent to businesscollcgc instcaclof to the f ni-
insuratrct'. Not long before hc died lte carne to
versit.l'. S]re norv is a good stenographer and
nre antl explainctl that rvith thc help of ]ris life
contributes to the family's sttpport' I\fy son,
insuran(t' agenb he }rad'rorlictl ottt att alrange-
aftcr high school,found a job as an errand
rrrcnt s'ltich rvould use this $+0,000 to givc tnc t
bo.r'. -.
.,ea{'111not ashamed of what happcrtetl-even rvise business men make
life income, but nonc of tlre plinciprrl
itrcaslr..aoIthorrglrtlre<]idrr.'mnristakcs.Rutifa]ifeinsurance
'#EI. IIer'..e.-.niceal;o,.-,.r.it.]{e--Iloq}.caneveIaotlse
r'_l-_: S4l lll
:.: ::,:!: II:s
-
",i1,
Iife ins.ranceagentobject- -,r,,, cd strenttottsly. But m1' husbantl
r-hankvourhusbanu ior'
-
t
{}
"'
n'antecl to please me. ra Not long.
'i
listeningto him'" co,v> a'
*&i p;,;
cornrnon todal', for men are com-
ing to heed the counselof trained k*".**..;ffi ':"iFF ''r ': life agents who urge that insurance i'vestment of $40,000rvithmysister"s ,,,.. ,tj; l::F 'tn'J proceeds,beyondlump sum neecls,be .-i Ilgoodfaitlr,heaclvisednre lrusbancl. ':: "*-.,' paid as incotne,providing lasting security. !, to inyest $15,000of it in the company nfter that hc died. -
tlrc I cliscussed
Ire rvas rrorking for. I ditl so. About sis
oo
.\sk an NWNL agent to show you the chart
lrolths later the company u'ent itrto bank-
plan,a quick, accurateway to determinelife in-
lrptcy. i\I1' brother-in-law lost his good job,
suranceneeds,and to find the mqst economical
lncl 1'as broken-hearted about the loss of rn;'
u,ay to cover them' And ask him about NwNL's
$15,000..- I bought some good stocks l'ith
recordof growth and stability, parLicularlydut-
$20,000.The;, n'eregoodstocks,too. Thel'l'ere
ing the depression.It is outstanding,even as
lhat I lrought rnore of thenr than I se g,-oorl
comparedtothefinerecordofalllifecompanies.
t'rrrrlrl1rrt1'for, otr ttrargin.You t'ctnetnberrvltat
NorthrcesternNational Life Insurance Company
to c'ett gooclstocks betrveen 1929 lr;r1r1:errt,cl
srn.rNC
,r,i;i.'i",ii,'';;::;*"
LItIERAL tlC) t!i)
+.*FF
:- -
Building a Foliowingof Regular Readers EST-OBSERVED and best-readtwo-thirds pagein a recent issueof GoodHousekeeping. Brevity plus entertainment is the secret of this ad's successin attracting readers. @ The headline suggests entertainment. @ The copy is brief, and the cartoon strip by
SUNBRITE
44
the well-known cartoonist Soglow is humorous and entertaining. A cartoon series of this kind, if well done, can actually build up a following of readers. Note the close tie-up with the product throughout the entire strip. This has more sales value than strips which drag the product into the last panel as an afterthought.
CLEANSER,
two-thirds
page, black and white, Good Housekeepins.
PTADAM-HERE I3 9OMTTHING THAT wlLL CLEAN
C l e o n s €qsier . \Aforks Won'f 5crotch
45
When Ad Men Go StaleThev Can Use This Forrnula |TIHIS is one of the most successfulmailorder I I ads of recent years. It was repeated in a wide list of publications. @ The headline is a real stopper. The words "Feel Rotten" probably never appeared in a headline before. The idea of.Doctors feeling rotten has the efrect of making this statement even more startling. The secondpart of the headline-" This is what they do "-contains a self-interest promise. The testimonial angle is also a powerful part of this headline. The reader concludes that if doctors follow this method it must be good.
@ This drawing arousescuriosity and suggests that the page contains real information. However, the copy under the illustration does not deseribe the exercise fully. It simply arouses further curiosity about it. @ Like almost all successful mail order ads, this one contains a long and powerful sales talk. Other good features of this ad are: Picture of the book.
Photos of famous people. Additional testimonials. fnteresting subheadings. Copy under illustrations. A coupon for immediate action. A choice of either (a) send no money, or (b) money-back guarantee. lVhen mail order men discover a successfulnerv hea,dline, they sometimes use that headline as a pattern or formula for other successful headlines. Here are some suggestions as to how the headline of this ad might be used as a formula. These suggestions are not all practical, but at least thev illustrate the formula method: (Headline for seasicknessremedy) When sailors get seasick, this is what they do. (Headline for set of law books) \Yhen larvyers are sent to jail, this is what they do. (Headline for business course) 'lYhen bankers go broke, this is what they do. (Headline for book on will power) lVhen ministers are tempted, this is what they do. (Headline for Bromo-Seltzer) \Yhen bartenders have a hangover, this is what they do.
SIMON
46
The price.
& SCHUSTER,
fNC., one page, black and white, variorx magazines.
-This Is Whet W Do!
T TOW can many of New York's busiestphysiciansstand up un^ll ^ dertheirgruelingduties? Why are their nerves so steady, their minds so clear after nights of broken sleepand daysof {atiguing work? The answer is simple. They follow rules for health described by Artie McAPTIEH'SOYERTGovern in his new book- Many not F..h0lt only go to McGovern's famous gymDir.dc. ol N.@ YotL Prt';' nasium in New York, but askedhim to .idrr' c,cr. N.doorl becomePhysical Director of the former .{q'ts CLEtid Bor.r rt 16 ! krmrd New York Physicians'Club. d.c ot eriliq i! These doctors are too wise to fall pri2. ring d.y'. bot r..lilcd rft.r oFios for work-outs that leave the "patient" tirlt b. rf,ould @, gasping, dizzy, exhausted,the kind of lDor eor. rbout Erlins, ot ltumrh exercise that does more harm than bdt. So h. lrudi.d good. And not only doctors have benert CoRU Ub;!.6it fited by McGovern's safe,sanemethods. M.dic.l Clioic, rtcrt br w.':16 9ht|i..l Anrong the nationally known people dirccor for ! ycrn, who have usedthem are: Grover WhalTodry,.r {, i!. en, Walter Lippmann, Vincent Richmod.l ol plyricrl tsrfcctioo-rrroagcr rnd ards, Babe Ruth, Gene Sarazen.Rubc hor. rdiv. rl.o rf,. Frank Sullivan, Paul Whiteav.taac.oll.a.rdl.h. S:1,1*.*,
TL. .s...ir. rt@. .L*., @Li.L .., L. l..c a*il. ix Lcd, i t.a
smoking, cocktails, juggle caloriesor vitamins. He has no pills,_trick reducing salts, tonics or appararusto sell you. His famous Mcrhod is based upott rourid scienrific pri'nciples, the result of 20 years'experience in planning physical culture programs for peoplein all walks of life. Thousands have paid up to &5fi) for the McGovern coun€ - now so clearly describcdand illustratedin thisgreatnewbook,.'The Secret of Keeping Fir"---the very same-Method relicd upon by thousands of doctors and rnen irnportanr in public iifc.
SEND NO TilONEY
Amerlea's Greategt Tralner at t est Reveale Hls Secret of Keeplng Flt!
TRY YHE TKGOryER|'ilt.:n|oD dI ?ttrs
n his new book Arrie Mccovern gives you "de$unked" trr.Qrabout exercise. He explodesfallacies. He showsvou how to increasevigor, fe-el.bener,-relieve constipation,eitlrcr loseweight r{rx wcrglr oF put on or pur on sollo pounds--how to solid pounos__now to get more cnroy_
ment out oJ lifc. Your parricular problem (dipcnding
the type of personyou are) is treatedas such.Here is a book of unvarnishedtruth about r,osr body, your heakh,your living habits. It showsa sale way to control weight (ihe way d.octors and
upon
PRICE
$1S
a t h l e t t t d o l ; h o w l o e l i m i n a t e n e t r o u s n c s s ,s l c e p l c s s n c s s ; how tu correct cunstipation without laxativcsi ho* m r o n c u p y o u r e n t i r e s y s t e m ,a n d b u i t d r c s c r v c v i t a l i t v t o rcsist sickncss. And all with simple, casy cxcrciscsyou (an do at,lomr-without apparaiusi
-|f F. tadph
Are You OverwelshtRun-Down-Consdiated?
-raa.
[f, aftcr applying for 30 days the princiolc , -r clearly givcn in Mr. Mccovern's book_ vou d o n ' t . f e e l _l i k c a n e w p c r s o n , v i b r a n t w i t h g l o w i n g heanh and ncw-found ,,pcp"_if you arcn't thorouq+i Iy convrnccd by acrual RESULTS thar it is workiac for YOU-you y"ldgs mry cvcn thcn rctwn d Dook for a full rcfund-
_ l ) r r y o u f e eI r u n - d o w n 7 A r c y o u r m u s c l e s f labby? Are you ovcrweighr or undcmeight? I)o you take la.rarives?_Do you slccp poo-rly? r/(, y(,uwakc up ttred/ If your answer to onc or m ' t r e r l f r h c s c . i s, , Y e s " t h c n y o u o w c i t t o y o u r _ s el l a n d l a m r l y t ( , t r y t h c M c G o v e r n M c t b o d Artic Mccove rn docsn't makc you givc up
*I.rgr.;'xffi 386 Fo..rth Avc., }{ew yddr
meil this coupon -withour m n c-n'.pt. y_ _.9Jif li NOW-|-" STMON AND SCHUSTER,-rr.., '--' -''" l 0 l l , 3 8 6! ' o u r t hA v c . N , c wy o r k C i t y . '
qiy
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I.OAY DOUBLC GUARAilTEE The McGovern Method hasworked for tlousands and can therefore b€ sold on theseterms: Send no money with the convenient couI-' pon below. When postman hands you your copy of Anie McGovern's new book. THE SECRET OF KEEPING FIT, deposit with him the SpecialOffer -If, price of oniy gi.98, plus.a few cents posrage. after five'days; readrng, you are not convinced that the McGovern Method is just whar you need and want-yo,u may rerurn it and your money will oe retundeo at once.
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47
"An Eve-catcherThat SeldomFails T) I)
EST-OtsSERVED page advertisement in a recent issue of lhe La,ilie.s'Home Journul. Big, simple, eye-catching elements printed in bright colors made this page siand out among
actually appeared in August. Also, the headline suggeststhat the product is popular with millions. This, of course, is another prol'ed appeal. People imitate other people. For example, if a crowd of
competing pages.
people stand on the street and stare at something, an additional crowd will stop and stare,not always knowing what the original crowd are staring at.
@ A large picture of a smiling face which is looking at you is one of the best eye-catchers that have ever been discovered. @ The headline containing the words " this summer " is timely. Although this issue of the Ladies' Home Journal was dated September, it
There is an old saying which expressesthis imitative instinct, "IVIonkey see' monkey do." @ and @ The attractive tray of cold drinks and the package of Ritz Crackers catch the eye because they are prominently displayed.
RITZ
48
CRACKERS,
one page, four colors, Ladies' Ilotne Journal'
oo
arcagnrsaoavS sEE{rts .1*
ABOW CRAZY RITZ THISgairftIERf
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Seefor yourself how theseamazingRitz crackers put a brand new thrill in cooling beverages. . . One of the most pleasantsur-
for servingwith summerbev-
prisesof your life will be your
eragesanddishes.Itgives ihem a new thrill trat just can't be
6rsttasteofRitz!You'llhardly
,Y
^, t
believeitpossibleforacracker described.You'll forget the tobesodelicious,sorichlycrisp,hot weather. . . you'll forget so nut-like in its satisfaction. And Ritz is iustmadeto order
everythingexc€pt. . ."Passthe ' Ritz,please!"
RITZHASDOUBLED MYPOPULARIDI TOO,IN OFHOMESI MIILIONs
i;" r{< \
A Product oTNATIONAL BISCUIT COMPANY batersolUneeda Biscuit, Loroa Doooe Sbortbread, Fig N€wlons, Premium Flake Crackers, and bundredsof otherJavorite tarieties.
t 1"8tr''' 49
The AdvertiserCashedIn on This and So Did the Joke Writers
|
,
mail order ad became famous. Probably ff.lHls I more jokes were made up about it than any other ad of its kind. It also was a best seller for i.he Hugo Mail Order Course in French. The ad
"They were surprised," remarked the gentleman whcl never tipped, " when the waiter spoke to me at all." "'\fter you learn French by mail you can con-
was first tested in The Neu Yorlt Times Book Reaiew.The following clay, newspaper columnist Heywood Broun devoted his column to a humorous discussionof it. He said in part: " Naturally I was interested by this caption, for French has been one of the great tragedies of my life. But for French I would possessa college
versefreelywithanybodyelsewholearnedFrench
degreeand stand among the company of educated men. Now I often cringe even in arguments where all the merits of the caseare on my side. Suddenly I take thought that the man across the roo whose contention is parpabry absurd, i, ,r"rr""t#l less the holder of an A. B. {rom Hamilton. And 'Perso I leave the field to him with a placating haps f,m wrong,' and an added obeisa,lce of ''r'here rs mucn rn wnar you say. r
i
,
ttt
made up jokes Radio urra .tf" ""-"01."" about the man who spoke to the waiter in French, and humorous magazines printed remarks like these:
by mail."
@ The selling power of this ad is clue chiefly to the headline which (a) arousescuriosiby, (b) suggests that the copy contains an amusing story, and (c) selects people who are interested in learning French. illustration adds to the attraction of the n"rturThe @ The copy begins with a story which gradually leads the reader into@ A powerful sales talk' @ There is a convenient coupon for immediate action.
IIUGO FRENCII
50
COURSE, one page,.black and white, various magazines
-but
their laughter changed ta q.mazement at my reply
dropped into Pierrot's for dintr /E llAD V V ner-Pierrot's, that quaint French resraunnt where the waiters speak nothing but !rmch. Jack Lejeune, who boasted a smattering of lr.nch, voluntcrrcd to Jct as intcrprettr. "Now trll me what J,ou rvint to eat," announced Jeck grandly, after we were seated, "and 'prrley'with the weirer." l'll \f ith hrlting French phrrses rnd muclt motioning ol hands, Jack trrnshted our orders to the I
how lonc he had been in America, and manv other quiries. When I finally let the waiter go, evervbody srarted firing excired qtresrionsat me. "l'red! \\;here did 1,ou learn to speak French like that?" "\\'hv didn't lou tell us lorr corrld talk French i" " Who u rs y'our teacheri" "Well, folks," I replied, "it ma1'sound strange, but the truth is I never hrd a teacher. And iust a few months ago I couldn't speak a of "'ord French." y o u r kiddine!" laughed Jack. "You "Quit didn't develop that knouledge of French in a few months. I tlrought it took years to learn to talk like that." "l havc been studying French only a short while." I insisted. And then I told them the whole story.
OrrFI4*il.*':it*5qi;+:*rr l{orvevor. he made a brave effort. .. des-" but Tack lnmbon et des-et .n.,|-dn't think how to sry "scrrmhled e[gs." he were scrarnbling eggs l{e nrrde rnotions as if in a fryiilg prn, but the writer couldn't get whlt he u'as driving at. afraid you'll have to order something "l'm rlse, !'rerl." he srid linelly. "l crn't think of the srrrd for'scrrmbled eggs.' " l'ivc11'body srniled
.A, Tense Moment Thc rvriter rddressed me. "Qu'est-ce-que votrs voulez. I\lonsierrr?" he asked.'l'hcre u'as, D:ruse. All eves were on me, I hrsir:rrrrl-prolonged the suspense as lonq as 'l'hen in perfect Frinch I said tJ the lxrssibtc. rraitr: " l)onnez.-moi, s'i[ vous plait, du jambon r u 'rl h *er f s b r o u i l l i s - i a m b o n de Vireinie." rfftct on my friends was-tremendols. 'l'here Thc lrrrghtcr stopJrd. were gasps of
How I Learned French Without a Teacher "Did you ever hear of the House of Hugol" I asked. Jeck nodded. "That's that famous Language In-stitute over in London, isn't itl" "Yes," I replied. "They've been teaching lrnguages for over a century. Thousands of Europerns heve lelrned foreign languages in a s r r r p r i s i n g l ys h o r t t i m e b y t h e i r ' a t - s i g h t ' m e t h o d . " " Btrt u'hat's that got to do wirh l orrr learning Frenchl" asked Jaci. "\'ou heven't been ovei there taking lessons from the House of Hugo, hrve you ?" "N-o, I couldn't go to the House of Hugo, so the House of Hugo came to me," I replied quizzic:rlly.
My Friende Look Startled 'The
"l can scarcely believe it myself, but iust a fes' months ,so I didn't know j *'ord of French. Norv I can soeak and understand French when rt rs spoken to me. And I didn't study muchltrsi a ferv minutes a day. There were no laborious exercises to do-no tiresome rules-no dull class-roomdrills. It was actuallv fun learning. Everything rvas so clear, so simple, so easy. 'At-Sight' Honestly, the Hugo French Course is the most remarkable thins of its kind I havc e v e r s e e n! "
Try [t 5 Days FREE This story is typical, You, to, can now lcarn Frcnch at homequiclly, casily, pleasanrly-just ac thourandr of orhcrs art doing by the celebratcil Hugo "At-Sight" I\'lerhod. Twenty-four frscinating lersdnr, carcfully plenncd. I he rnost ingrnious mcrhod of learning Froch cvcr dircovercd. l\hole gener:tions of languagc-teaching cxpericncc in all the leading L.uropcrn cities are behind this Frcnch 'lhc woqderful thing about this simplified Hugo mcthod is that it males yo! aout tun tcachct. At hom*i6 minutcr thar nright,otherwise 6e wasred-you lcam phrasc by phrasc, senrence 'lo by senttnce, to speak the languagc correcaly and wcll. bc ablc to spcak Freoch is decidedly a cuhurel attrinment, and is recognized es such. Usc thee rparc minutes to master French this fascinating Hugo wzyl No money is neccssary now. We shall bc glzd ro ecnd Iou the completc coutse FREE FOR 5 DAYS so thet you mav see it and judgc it for yorrself. Within the fre cramination period you hzve rhe privilege of returning thc course without cost or obligarion, or leepiog it as your own and sending only tu as a first piymeot, znd thereaftcr $z a month unril the full orice of$lz has becn oaid. l-ou ort the irlrr. Simolv return ihe couree within q dal s if you ere nor"fascinated rnd deliehted with it, If yoi acr promptlv, a valurble Frerich-Enclish Dic(ionary, ontaining 45,o words, rill be rncluded without additionel We urgeyou toclip rnd mail thiscoupon today. Doublcday, Pagc & Co., Dept. F-522, Gzrdcn City, New York.
"Here's what I mean." I said. authorities of the House of Hugo got together recently and decided to condense their kriox'ledse of language instruction-their, experiencein iiaching French-the secrets of their wonderful method into a coltltc oJ printed lrsoflr-a course which anvone could studv at homc.
r"l,l.l.-"i.-"-J;;;;.-
"This course turned out to be the most ingenious metiod of learning French ever devised. It *'as simply marvelous. It enabled people to lerrn French in their own hornes, in an incrtdibly short time.
Nrnc...
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--
Adcrl@a Repretenlatroet of Huto" LanEuEe tnttl,ule of landori. Ce.dcn Clty, Nd YorL.
h. Pleerc sad mr rhe Hueo "Frcnch-rt-Sichr" Courrc, in qJc.Ear, or rnd yoc f'...rrn;o.rion. W,rtin adrvi I rill c;'h.i rcrurn rht orc tr .! rh.t rin. .rd t, .rch month rhcrc:fttr unt;l 5tr hs b..n elid. I rE si. to r.c.ivc z 6py of thG Frcnch-Englis[ Dict;orrry ?ithour .ddkidtl
Addrts. ciry..
5l
q Appealing to Both Sexeswith the SarneAd EST-READ advertisementin -a.recentissrre of Colli.er's. @ The headline contains a promise of promotion and pay, and is written so as to att.ract both wives and husbands. @ The subhead suggests a true story. @ A" interesting plot ip developed oia comic strip teehnique. @ Note man-and-woman situation and the happy ending as a result of using Lifebuoy.
@ ithis panel, arJdressedto women, contains an additional promise-improvetl complexion.
@ These bottom panels advertise another product made by the same manufacturer-Lifebuoy Shaving Cream. Thus, two ads are condensed into a single page. Again, there is a manand-woman situation and a htppy ending. @ Note the free offer with key number " Dept. A-115." This method (a) helps to compare the pulling power of this advertisement with other Lifebuoy advertisements, and (b) gives prospeets an opportunity to sample the product.
LIFEBUOY,
52
one page, two colors, Collier's.
F{USBAND SWES HtS PROMOTTON TO AA-Ft^
u4dA..V af a ,r;ft utfu su/fanlsofunf{*6 e4"e/r,ti%tt: hr* 73.0. FORA BIG STORE MY HUSBANDWASA DRIVER (HERsroRYBEclNs).HE wAS AMBlrlousr0 ALWAYS PROMOTIONS GETINS|DE.BUT
TWOCLERKS ONEDAYI OVERHEARD MV HUSBAND DISCUSSING
M Y H U S B A N OW A S DELIGHTED!HE SAYS L t F € B U O YM A K E S H I M F E E LR € A L L Y FREsH,AND EXTRA CLEAN
SO THAT WAS IT I I H A OS U F F E R E D SILENTLYFROM MY NuseeNo3 FAULTFoR YEARS! BUT I NOW GOT BUSY. I GOT LI FEBUOY
i.@7WIF,".ltt soAP
KEEPYOUR SKIN
s o F R E S HA N 6 . 6towrrue ?
n,fi.\-
TooK ih vour mirror-nowt Has yar skin that frahness L *o-.n .nw. men adore? If it has,use Lifebuoyto guud revive it! If it's tired-looking,dull,.UfebuoT,.will ,i,'-,11 rdirt, makesskin glow! creamylachergrrtfi -on reii'o.s clogging it's ptove women of hundreds of skins ihe "Patch" tests rnore than ZOVomildet than many so'called "beauty soaps" "B.O."
ig no regpecter of Personsl
Thousands of letters ptove that 7o one c n be sure iust whm he's
offending. Bathe tegularlY with Lifebuoy! Its tich lather searches more deeply, keeps you fnth! Its clean scent rinsesawaY. Appnod $ Good HouclccPing Btaaa
i'
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FORfeo To l5o 5;nAVESlN rHE BtGREDrUBE Etuoustt USEDTO BOII4ERMY DADTHAT SI.IAVING wRv. zur Nor slNcE HE'suSlNG/-'
iiFiBIoYSiAvtrocnEera.
SAYSITS EASIERONTENDER
ITS LOTS Sxttt eeCRUse OTI]ER THAN MILDER SOAPS SI{AVING LEADING
SWELL! NOMORESOREFACE NG. LIFEBUOY'S FROMSHAVI SO MILD ANDSOOTI{ING! { ITS LATI{ERSrAYSWEITOq ;+{R
SOFTENS MY BEARDLIKE
fr
BUSINESS NOBODY,S Send for o FREETricr,llube Try this milder,cxtra-moistlsthcr.
&-
See how much more shaviog easc and comfort it ofrers.Get it at Your druqiqist s. Or write Lever Brothcrs Co.ibept. A. t t:, Cambridge, Mass.' for s Frce l2-day t.ial tubc. (?l'ri ofer 2ad ia U. S. oat1.)
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How to {Jsethe Tabloid l{ewspaperTechnique EST-READ black-and-white page adverlisement in a recent issue of Collier's. @ This headline has several important qualities: (a) big news, (b) timeliness (this ad appeared when the Queen Xlary was making her first voyage), (c) large black type. @ This night photograph is unusual and pictures a ship in which everyone is interested'
I
@ The copy is written in a newsy, informative style and leads gradually into a sales talk for Mobiloil. page @ The photographs at the bottom of the are full of human interest. Incidentally, this is one of those advertisements whose stopping polver is increased by means of large dark masses-by sheer weight of ink on the page'
o
MOBILOfL,
54
one page, black and whiLe, Collief s.
'$rlufffilifiHilfu
l|ilMilnEilU0YA0E
2O0r000 h.p. Engines, Inbrieatcd, by Socony-Vacuum,Alt Setfor Cro ssinpl$ rz'rrrolERr.r.LpnoFELLlNcERclriEstuncdup.Brit'of y ;i;'.";;'.;;;.ii".. hcr i" .*"iti"" the dav Tbe rvorld's eyes are upon her. Will she bring beck ro Britain thc coveted Blrre Hiband for sped? lnside her giant brrll is the answer...L6 turbines, ruost potcrfui nrarine engincs, capable of unleashing :ltto.{Xi'Ohorscporcr to thc prcpcllers.
of tbc Coooodotc Sri rlr;tt r.8ntrrul, (iril'rd.fhitc Slar fiea, will bc or bridge.
To ufeguard this costly mar'lrinery,_cunerd-vhite Srar oficiele tahe no chances. From boilers io propellers. power Eove! o[ Soooy-Vacuum lubricationthe sime lubricatioa reruice that helped the famous Cunarder,the "Mauretania,"win and hold the apeed bonors ofthe Atlantic ir hcr daY. r Whercver you go, in 63 difierent countries, major transportation systems or land, ea and air, large in'
dustries,dcpendonSocory'Yacuunlubrication'Y In America,this leaderehip ieknom to the millions
gallou of Gargoylc-Ma' rhat aupply yu t6l@tL-23,0OO Fnou rEEs^te nrlNEnle E rchlEcry 'dotl of Qud Mery'r cagi oe -co.tli@t .i.c Oil for I i fetide D.ot€ctior
A Confiict with a Happy Ending EST-READ half-page advertisement in a recent issue of The Suturday Eae'ning Post.
@ Succeeding panels are lively and dramatic. @ Huppy ending.
@ The headline suggestsentertainment in the llanner of the regular newspaper comic strips. (f
.\ large first panel is used in order to get the reader started.
@ Brief, but effective, sales talk. Reader research shows that many people fail to reacl formal copy at the end of a comic strip. Moral: Put a complete salesmessageinto the strip itself.
BROIIO-SELTZER,
56
one-half page, The Saturday Er:ening post
o t'pt5o soRnYvao / eeecgao,uvcLe
ffie+T ' w Alt' LL I C AI.cAYOU,YOU YOUN6 fiENO.Yo'JIRE
A CENfIT..oWERTHAN PEOEWIIHFALLEN
-wAt( Asec, UNCLe{ot{\ otoKEIpsBROMtO-SEtffZE$< N.HCMEOrcINE CAaINET
He'A'fsrrs (Ae"aesf {HING
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ACHESGONE-I CAN SMILS EV€N
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I ADVISE EVERY MAN TO TAKE
BRoMo-SEffzErz FoRNExrMORNIN6 HEADACHES.DOCTORS FrND lT WORKSFASTER/BY l)rrcrrrrst.ct'nt|)tcstednert{ror"-/y'/a'lel-Vou
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anv orlrr.r rt'rrr..rlv th..l tested! fi dots npre FASER/ l . , r \ o u . t . n ' . S d r r t l r t sa n u l ) r r r s t o n r a c h .q u r € t s /\\R".ltte.'s tlre r'rceis lactic rr.'r.'... l'lurd ertrsed ltr',trtrintlttlsence,
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at drupstores. soda Aslt l.,r llrornrrstltztr li,rrntairrs. KtcP it in rtut nredicint cabintt.
BROtrlO'gEITZER Jt
An Effective Attention-getter EST-OBSERVED and best-readpageadvertisement in a recent issue of The American
of this copy: (a) it is short; (b) it obviously contains further information of a human interest
Magazine.
nature.
@ Photographs of young children and babies almost always get attention. This is especially true when they are shown in an unusual situation.
@ This heading and body copy contain a powerful reason-why sales talk, the logic of which is undeniable. And the reasons for taking
@ Two factors helped to secure high reading
pictures today zre combined with reasons for buying Kodak films.
lo
KODAK,
58
one page, two colors, The American lWagaziru
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The snapshotsyou'll rvant Tomorrowyou rrrust take Today rFHEY dorr't come tu'ice-those moments I u e rvorrldlike so much to keep forever. Chiich'engro\1'u[), placeschange,people forget. I!{ake your snapshotsno\v, and be sure of them fol keeps.And don't take chancesIoad your camera r.r'ith Kodak Verichrome FiLn. This double-coated fihn getsthe picture rlhele ordinary filns fail. Your snapshots come out clearer,truer? more lifelike. Any canrerais a better calnera,loaded uith Vericlrronre-ttse it alrr-a1,s . . . EastmanKodak Cornpany,Rochestcr',N, Y.
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How to Make a Continuity Strip Catch More Readers EST-READ page advertisement in a recent i"".r" of Gootl HousekeePing' like In general, this ad looks unusual-not an ordinary ad, but more like an editorial T) IJ
@ The interest in the first panel is continued in other panels. The copy, however, is longer
feature in the magazine'
and would not conveniently fit in balloons. Therefore the layout man put the copy in the next best position; namely, under the illustrations. He also used the effective device of printing the first words of each sentence in bold-face
are five panels, the first @ Although there panel is as large as all the others eombinerl' (a) stops the reader, and Thus the first panel (b) gets the reader started on the series of panels' panel are: (a) Other good features of this first (b) it shows a man-and-woman situation, and the copy is set in balloons' Tests have shown that putting a balloon around a piece. of copy will definitelY increase reading'
type. @ Many ads simply end with a name plate. This one goes a step further by combining the name plate with a brief sales message.Hence this page reaches two groups: (a) those who read it elear through, and (b) those who read only the balloon copy at the top and the display line at the bottom.
FELS-NAPTHA
60
SOAP, on€ page, blae\ and wbite, Good Houffkeepinq.
5UE'5 DID YOU NOTICE I TAN? IT,5 A KNOCKOUT
TAN-BUT I YEAH! EONEEOUS 6RAY CANT"60'' HERTATTLE"TALE
I h^t-o-ow
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t'Qh, you corl V'hy doot you tcll Sue hoq to gct rid of tatrle" trld env instcr.l of mcorving bchinrJ her hack ? ;'oon'i wort1, darling. I I i// tell hcr, 6rst time I catch hcr alone.''
t{tr
y'a tattle "l'm rorry ifI've hrllt your feelings, Sue-but your clothes But you careless. rrcn't fault. I know you. your not lt's about that lazy soep you use doesn't wash clean, and the clothes say so."
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"l{ow you lusl clrrngc t(' mt'srrndb), lcls-Naprhr. Thtt rihu, 7"l,l,t '.rf is n 1,al,J tirl rafthr rlirt pracricalll llics out. Try l i t l . 1 . . . rt1l r r [ r ' r s r , ' r l : i n g c r n , l u n ' l i c s . t r , o - - i r ' s s ' o n r l c r f l t r l l y t c . r , , l . . \ r r , l i r ' r c r r i r . r r , n l l r n . l s b c c r u r c c l c r r l r r r rh " l , l s g l y e t . r i n c . "
"P-t-r-tt. ir's Sue. Shc wants us for dinner to sce hou'pcrfectly grand her linens and things look now." "$oy, one of /rr dinners is something. You'd bettcr go tipping o f . r / / y o u r f r i e n d s t o c h a n g c t o F e l s - N a p t h aS o a p ! " e , . . . . * . . . . ' n
Banish "Tattle -Tale Gray" tp;tlt Fets-I{apthaSoaplg (il
A "Scare" CampaignThat Built Big Sales EST-OBSERYBD two-thirds page advertisement in a recentissueof Cosm,opolitan. @ The keen gaze of the policeman with that "going-to-give-you-a-ticket" expression makes this picture an amestingone l @ This headline arousesthe reader's curiosity. It makes him want to know what the ooliceman said.
@ This paragraph contains one of the bestknown sentencesin all advertising-" Even your best friends won't tell you." This sentence has been repeated for years in Listerine ads in connection with many different situations. O @ @ Note how picture, headline, and name plate convey an instantaneous message to everyone who is familiar with the Listerine stories that have been printed in the past.
LISTXRINX,
62
two-thirds page, black and white, Cosmopolitan
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"That's not your only bffense,mister" -and then the copper told him . . . told him what his best friends had never had the heart to tgll him. It simply stunned Hartley, . , now he understood why people deliberately dodged him . . . why business acquaintancesalwayssat as far as possible away from him and cut his calls to a minimum. Then and there he resolved that never again would he
when you have it. And einre the eubject is o delicate, even your best friends won't te[[ you. Due to conditionc frequently existing even in normal mouths, everyone is bound to havc an oFensive breath at some time or other. Fermentation of tiny bitr of food ir one of its principal causes. Fortunately this condition yields to the tegular use of Listerine as a mouth rpash and gargle. For Listerine, poseessing marLed anti, septic and deodorant qualitieq haltc food fermentation in the mouth, overcomeo disagreeableodors, and le:ves the breath sweet, fresh, and clean. Keep a bottle of Lieterine handy in home and office. Cet into the delightful hebit of using it morning and night, end between times before businessand eocial engagements. lzmbett Pharmual Compaay, St. Iiu;t, Mo.
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{Jsinga Testimonialfrom a Well-knon'n Individual page advertisement in a recent issue of The Saturday Euening Post.
EST-READ
@ This headline is not a direct lead into the strip. However, it makes sure that no one can look at this page without receiving at least a brief sales messagefor Camels. @ This strip was so interesting that it caused this ad to outrank all others in the issue in spite of the fact that the headline was used as a slogan rather than as a device to make people read further. Here are the main interest-arousing features of this portion of the ad:
(a) Photo of well-known explorer. (b) Exciting statement in large type, "f captured 22 wild elephants." (c) Series of dramatic pictures reali.stically drawn in brilliant colors.
@ The last two panels contain an effective sales talk for Camels.
@ At the bottom is additional selling directed at both men and women.
@ Note good display of product.
CAMELS, one paget four colors, The Salurttuy Ercning Post.
64
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LAIfiGIS
l-coptuRED22 wltii ELEPHANTs;'
FtEvER GEr$
oNyou* nERvEs!"
{ T H A TS H O U T D ; 8E STRONC
TNOU6H TO TFTM HOI.O
SAYS FR.ANKBUCK,
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I r 5 - r NT H A u Tr n oi ; n .
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CAMELSI
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I W H E RIES M O K E
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THEY AR,E SOMILD THEY NEVER, 6FTMY WINDOR. UP5ET MY NERVES-AND WHAI TASTE !" A SWELL
' A T A S I C N A LT H T E L T P H A N T AS RE DH T T R A P / S T A M P T D I DT O W A R ,T
YOUTL L! KE TH EI R MILDNESSTOO! "€amels re so mild they never jangle oy oeaves oa cut my wiod.They'vegotral mildness. And s for well, Camels utejurant bebetenfor smooth, rich flrvor!" ALLAN M. CRATG,J.. 9lama
"I was attracted to Camels bccause thcy have such a dclight. fully mild ffavor. No macter how maoy .l smoke, Camels never throw my newes out of une." MRS. R. W. SAYLES
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TUNEIN !
CAMEL CARAVI.N ,i,, WALTER o'KEEFE. DEANE JANIS. TED HUsINc. GLEN GR,{Y snd rhe CASA LOMA ORCHESTRA o Tuc:
O Camels are made from 6ner, MORE EXPENSM TOBACCOS -Turkish
znd f6me5si6-than
any other popular brand. -
(Sigac{R.J. REYNOLDSTOBACCOCOMPANY,Vinsron-Salem, N. C.
65
[Jsing the PosterTreatment page advertisement in a DEST-OBSERVED I) issue of Collier's. "o"rrt The principal attention-getting elements are:
(c) Foreign scene. Not all of us have time to travel, but we are all interested in foreign lands. (d) Good display of product name and pack-
(a) Large heads of people in a cheerful situation full of human interest. (b) Color. This ad appeared in the magazine in brilliant four-color printing.
age. One qentence in the copy reads, "It 87 lands, 'Canadian Club' is prized." This is good copy because it doesn't merely claim popularity, it yroaes it.
CANADIAN CLUB WHISKEY, one page,four colorc,Collier's
66
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"When I visited Rotterdem,twrites L E. Bates,"I expected to 6nd dikes, eilver ekatee, tuli;re and wiodmills. I certainly didn't erpect to E€et .Caaadian Club'*but there it was. and no old friend from home was ever.more welcome.' In 87 lsnds, 'Cana,lian Club' is piizcrl. No orh"r $hiskcl dtstillnl on th€ Anrr.icao continrm [a. crrt }ccome & popular. Whethrr tou prcfa rle ,,r lrcnrbor-bondsl. Llenderl or rtraiCr-pu'll tir,l u lliran \\rlktr whiskcy to ruit yorir prr* and pl"a.r' ;,'rr palate. \t !or. fsrr'ritr; rleul.r'r rnrl rr elu!s. bats cnJ totcis thruugbut the cuuntrl
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There': s Hirm Walker Whirkey for every te6te md puloc.
67
How to write HeadlinesThat Attract Readers EST-READ
two-thirds page advertisement in a recent issue of The American Magu,zi.ne.
@ The first panel pc.rrtrays a domestic scene full of drama and a,ction. 'lhis helps to get the readers started.
@ Tests have shown that headlines beginning with the words "How to",usually attract more readers than average headlines. AIso note that this headline arouses the
@ @ @ The copy in all these panels is brief. This acts as a further attraction to readers, because they see at a glance that they can read
curiosity of. both rviyes and husbands.
the entire story in a short time.
{ lr
KAFFEI-HAG coFFE{,
68
two-thirds page,blaek and white, The Americanifaoazinr.
Heur lo Finesse Yorrr Hrrsband R E A L L Y .B O B , Y O U RN E R V E S ARE A FRIGHT N O W D O N TT E L L M E A G A I N I O U G H T T O D R I N K T H A T C O F F E EW I T H O U T C A F F E I N E
S A Y ,I T S S W E L L H O W H O WD OY O U L I K E T H I S NEW COFTEEr COr rOOnI BOg?
(TWO WEEKS LATER)
HERE'STHAT LOOK.DADDY, C O F F E EY O U L I K t S O M
S O T T I A T . SW H Y I F E E L S O M U C H B E T T E R
ITS KAFFEE.HAG COFFEE!
(Wrn $NTTEE.HIG (Pronouaced
GOFTEE
Koftee-HAIG)
SAVESYOUR NERVES let husbands have nerves, but notions about decaffeinated coffee' Kaffee-Hag' is in flavor grand coffee the All rescue. to the comc Kaffee-Hag
When
bvt 97To of thc nerve-driving caffeine is oul' ft's real coffee' all coffec; firr< r:offee. Make it good and strong! Kellogg Co', Battle Creck' Michigan'
69
One of the StrongestAppealsin All Advertising newspaper ad, and others like it, ff\HIS I proved to be successful sales builders for Welch's Grape Juice. The fat-reducing campaign, after being run for three years in limited space, was enlarged to include additional newspapers and magazines. This page looks so mueh like a mail order advertisement that you almost expect to find a coupon at the bottom. However, it is simply an exeellent illustration of applying tested mail order principles to a product sold in stores.
Compared with the average headline, this one is tremendously long. Instead of five or ten words, it contains thirty words. However, the type is so well arranged that the headline is both a stopper and a complete sales talk rolled into one. The three words "Lose Ugly Fat" stop the reader and the other parts of the headline offer him exactly what he wants, namely: (a) Lose 7 pounds a month (the specific number 7 rrakes this claim believable) (b) No going hungry (fat people, above all others, hate to go hungry)
@ ?he fat-reducing appeal featured in the headline is one of the oldest and most successful appeals in all advertising. All sorts of products have been sold in large quantities by means of this appeal. For example, reducing belts, patent medicines, rowing maehines, books on diet, whole wheat bread, and various other nonfattening foods or reducing methods. The manufacturer who can prove that his product reduces fat can be almost sure of making a fortune. And, paradoxically, the manufaeturer who can prove that his product adds pound,s can make money too. Because it would seem that half the people in the United States want to reduce and the other half want to gain weight. And anybody who can arouse the interest of half the population doesn't need to worry about sales.
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(c) No exercise or drugs (fat people hate to exercise, and they have been warned against drugs)
@ This photograph with the testimonial printed underneath adds attractiveness and believability. @.The copy explains how the method works and tells why it works. At the end it gives convincing reasons why you should insist on Welch's when you buy grape juice.
WELCH'S
70
GRAPE JUICE, various sizes, black and white, newspapers.
Here's the Amazin{
}lby_
Tbstsffsve provei! to' O
LOSEUGHffi an averageot
7 poulf Ds AMOI{TH without sutlering a hungry moment !
*hich ofiers at lrst, a eay to tske oG ugly fal pithout sufierln(l s hun0,ry nrom(nt-and without tekin3 ltrenuous erercises or dru86. A m€thod which rctually lncreas your physisl and Inentill energy rc erces! welEht raems t0 disappearlike magic. l nder rhe dirstion of the emlnent Dr. llamrnu of New York, a number of Igrplt who sefe Eainisg at the rate of lr/3 pounds ! month. followed this renrrrkrble method. And the alemge los t(eistered was 7 pouods p€a peren In a sinAl( month. (;onsider thst car€fully. 'fhis
This ls AU You Do
s.nstional reducing method simply callr for this: Mir y. of a glss of Itrlch'sCnpeJuice. wlth /1of a jlauof wttec, an{
IYATCH YOUR NT'SSAIID's WEIGHT (b6tslo lffinc ?.6 rboua rhc .hq drnad ot ddrrtlhl. Pa h.vc pl.G rhrt owdahr d,.ltikdt trerrd l. ofts @ Du.h o, r loid 6 tbr ho.t. rscl.t.d ,lih r. dlrhre .uch ill.@ .nd lbrbl.-.od.ho.ail lhc lLcry
[email protected] o( Mc. Don't.llor tat Sget6t hs.boil dcr.dah.. tc tNe .bb r6rd63rt' p| snr, ll.lah !1. dt.
lr whrt hspp.n3. firrt, Welch'c Ctap€ Juice stisEes lout mvlo! for rkh, lwet toodt. You hsYe ls de.lrc, to ov€reat fattenlnl f@dsyet you do fel comfortably sti86ed. Se@nd, tl/'e grnp€ 8u81t ln welch'8 ir qulckly burned u$) - produclnS vital lmportant, hslps energl. And. mct etc€s fe t. neture to (tswn€ fftird, the julce haa an rlkdizang, e64t on the lyatem whlch rny doctor eill tell you lr hlghly bene6clal. Thtr l3Thy weag,hils not only lGt natuat the rste of 7 rrlly and efely-often gounds a 6onth, or more-but why you fcl F mtrh b€trs and stronilet aEyour u8,ly fat dispp66.
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Ooly One ThioS To lYatch In following thls ptoted. SAFE way to be sure le ugly f3t-€et nnglbly-rnd to ue Welch'r pure, adcd, unaduljulce. tmt€d,lull-strcngth0rrp€ Mad€ fm the ffn6t SEpB Lroen. No mts col9tin8,. edded! no artilacial Cood Hou*keplntl approved. lnalet upon the tmulne W€lch'r Crap€ Julce for you wan(. thc |wlt! WEI.€TI
GRAPE 'UIC8 COIiIPANY ctdfi.6, N. Y.
nflt $ct r$$ rul|s Fridat f,v6t oieht 0"6 8lu!N"F t-!kto!.p.tF td the tlG rnd .t.tloa,
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How TimelinessIncreases Reading EST-READ
black-and-white advertisement in a recent issue of Collier's.
@ Timeliness is the essence of this message. It appeared just at the right moment to remintl millions of readers of Mother's Day. Also, note these qualities in the illustration:
t1'pes.
'lhere
is the gray-haired old-lady type that the painter lYhistler portra;,-ecl in his famous "Portrait of IVIy Mother." And there is the rnotlern type who uses cosmetics, dressessmartly, and keeps old age around the corner. This advertisement llses a good compronrise between those two types.
(a) A dramatic situation is pictured. (b) The flowers are shown in a new and runusualtransparent package. (c) r\n ideal type of model has been chosen to represent the mother. You may not agree with this at first, but ,consider the ad man's problem in a case like this. The majority of mothers in the United States today are divided into two widely different
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@ The headline does not attempt to be clever by employing some such expression as "Think of her on May 10" or "r\ll that f am f owe to my mother." The simple statenrent "May 10th is Nfother's Dry" is much more effective. @ This panel is good because it tells simply and quickly in pictures and words just how the Florists' Telegraph Service operates.
!'LORISTS'
72
.\SSOCIATION,
one page, black and white. Coltier's.
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yc,, o,oer o/o . .3-prcc" ;n!tr!{io.r *irn d.livery rh. f T D. rcrilt il.ab.r
r e n r e n r b ehr 'e r ' \ r y i t hF L 0 W E I I S - B Y - W I n E I o u r l \ l o t h c r ' s t h o u g l r t - sh,, r p c sa r r , lp r a y c r s
Arry F. T. D. florist u'ill be glad to serve
are ever for your welfare and happiness.
you. As a bonded member of the Florists'
S h c g l o r i e s i n y o u r t r i u m p l r s ,s o r r o w s w i t h
Telegraph Delivery Association (lnterna-
y o u i n a d v e r s i t y .. . . h e r l o v e a r r d u n d e r -
tional) he displays the Winged Mercury
s t a n r l i r r gs u r r o u r r dy o u a l r v a y s .
antee of prompt, satisfactory delivery of
rotion
fresh flowers, artistically
sentl florversl If you are far lhcn. What a glorious
styled, anyuhere,
n.nftime. Over 10,0O0 florists-leaders their profession-are
tlrcy l;ring . , , ynt thcv urc so irrerpensite.
speedy and efficient world-wide servicc.
members of this
.J-rrittriti'6Jktuets FtCFtSTS
TTLEGRApi.{ Dft{ViEy
S...*vou. , at4.t.Frdt prorinlnf fo o. eq..:;y f.1. C. ir.irl qcqL€r rrd
in
tributc florvers-bv-rlire are, rlhat lrappiness
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Arlc.iorio^ t.a6. bonJgd lo gi"G yo! l l a ..rl 6 t . 1 Fl,t.o.ti.i,
Emblem on his shop windorv-your guar.
On trlothcr's Day pay honrageto her de.
fron ber-tekgraph
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6=- l.+rh. frogreai iF*'t !.e i)'aFttb. d*:i.. *.*i =r dire::.?* t,v :ri
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T Outstanding Resultsfrom Trade PaperAdvertising advertisement, addressed to chain store fflHIS I executives, was d success from the start. It was remarkable, not only because of the comparatively high number of inquiries it produced, but also becauseof their quality. Inquiries were received from high officials of several very large businesses. The advertisement was not intended primarily to sell the product, Freon Refrigerant, but rather to sell air-conditioning. Its simplicity and directness appeal to the type of man to whom it is addressed. It has an " editorial " appearance.
@ The headline promises information on cosla subject which is usually avoided in air-conditioning ads, yet is in the mind of the prospect.
@ Generalities about air-conditioning offer nothing new to the chain store executive-he knows all that. This copy gives him information (a) about costs of air-conditioning, and (b) about activities of his competitors.
@ This panel of recent air-conditioning installations has considerable news value.
FRXON REFRIGERANT,
74
one page, black and white, (|hain Store Age.
o l"iti alcost and upkccp of Air-Conditioning O sToRE executivesalmost /-\HAIN \-, without exceptionacknowledgethe bene6tsof air-conditioning. Many chains intend to install air-conditioning ultimately, but hesitate to take immediate action becauseofan impressionthat first costs and upkeep are high, and because they hope that equipment costs will be considerably lowrr in a few years. Air-conditioning equipment is not cosdy. For example, 4l stores in the variety and chain department store field reported air-conditioning installations during 1935at an averagecostof$22972. Incidentally, the Mclellan Stores Company's San Antonio unit doubled its sales with air-conditioning.Operating cost for this unit was only $150 per month. In the chain drug store field, one chain installed air-conditioning in 12 units at an average cost of $2,833 per unit. Another chain air-conditioned l07o of its units at an average of $5,000 per store. In the chain apparel field, two important chains air-conditioned 26 units at an average cost of $7,500 per unit. A recent survey among both chain and independent hotels and r€staurantsl['ith air-conditioning revealed an averageinstallation cost of $9,000,and an average operating cost of $5 per day. The aver-
"FREON" contributes safetyand efficiency to your air-conditioning system. It is ooo-poisonous, nonfl ammable, ododess, non-exPlosive. It does not harm foods, furs, fowers or closhes.Specify"FREON" as she r€frigerant for your air-condidon-
ingsYstem'
V
age patronage increase after air-conditioning was installed was 3016; check aver€es increased 20le. Air-conditioning must be considered as an investment, and firs.t cost must be balanced against probable increases in business.Few investments offer so high a return as does air-conditioning; few improvements offer such advantages over competition. Waiting for price reductions in aircofrditioning equipment means waiting until the many advantages and profits of immediateinstallationare diminished becauseof installationsby competitors. Air-conditioning is far beyond the experimental stage. While new improvements and apparatus are constantly appearing on the market, there can be no question that existing equipment and knowledge is more than adequate to do an efficient and economicaljob.
Here are a feu of the chain storesair-conditioned anith"Freon" for safett: t Schrafft's, Syracuse, N. Y. General Electric Lcrner's Stores Corp. Newark, N. J. York
Liggett Drug Co. Inc. KansasCity, Mo.
Frigidaire
F. W. Woolworth Co. Wcstinghousc Reading,Pa. Melville ShoeCo. Washington,D. C.
York
S. S. KresgeCo,, Oak Park, Ill. Frick French,Shriner and Urncr New York City Frigidairc PeggieHale, Inc., Mcmphis, Tenn,
General Electric
WalgrcenCo., Chicago,Ill. Frigidairc F. W. Woolworth Co. Cleveland,Ohio York
Immediate profits, proven in so many cases,are so great that it is unwise to wait longer to install air-conditioning. The profts far exceedany probable ieduction in equipment costs. Why not ask an air-conditioning engineer or manufacturer for an up-to-date estimate of installation and upkeep costs for your storesl
Simon'sl-unch Roomg Ltd. Kclvinator [-os Angeles,Calif. Adelinc Shops,Inc. St, Louis, Mo.
Frigidaire
WeinbergerDrug Storcs,Inc. York Canton,Ohio
FREOH FEC, t . g. FAt. OFF.
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K I N E T I CC H E M I C A L SI N , C . , T E N T H& M A R K E TS T R E E T SW , I L M I N G T O ND, E L A W A R E 'tD
How to Run a SuccessfulPrize Contest makers of Camay Soap have run a |TIHE I "Life Income" contest every year for several years. This proves the success of that type of contest. Each contest ad asks for three Camay wrapperc as a proof of purchase. Campaigns like this one are expensive to run, and they would not be repeated year after year unless the sales results were satisfactory.
@ The contest is easy. You don't even have to have a sheet of paper to write on, because your entry blank is printed right in the ad. All you have to do is to check the Camay quality you like best and write in thp blank space why you prefer this quality.
Below are listed the principal elements that helped to make this prize contest bring big returns.
@ Proof of purchase is required in the fotm of three Camay wrappers. This insures that every entrant (except the few who send faesimiles) has bought the product. When a contest like
first prize is ofrered in the
this is running, dealers everywhere report increasesin sales.
@ A" attractive headline.
@ A large number of addi[ional prizes are ofrered in the subhead. This causes the reader to say, "Well, if I don't win first prize I still have a good chance of winning something."
@ There are names and pnotographs of former winners of Camay "Life fncome" contests.. This answers the question of skeptical people, "Do the manufacturers really pay these big cash prizes?"
CAMAY,
16
one page, four colors, various magazines.
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it if
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be anolbr $1,000 told vou theie wuld for you rof ling in stsdily y-ar.tfter year froo freedom -fimcirl and seiurirY vwry for the rotof Yer life! Thiak of it, ooe mioule of Yor dme ruY win Yo the Grand P.i2e-$l,oOO I yc"'. fo. lif" o. d flat Payment of Sl2,q)o th, And temember-therc r.c l,oo5 o(het biq cesh rwuds. VhY, righc in Yor own alone rh€re {e 201 siti,oo of the onay c6h lc.l prizcs-dc Prize of t l,0oo @ld of $lo e.4h. .od 2oo pri6 wstt xow ^xl llt:'t xilt'r oppomrairy Vc ofrer yo dris woadctfrrl yo to tqr CeolY-, thc ri,c ?ur bss seP. For wc ue boutY ?ostd-fi@s geodY-how *e bw oocc yo drtt src cteusCUY dcpty rnd &otoghlY ud ndirnt how imoth Your skin lmks -* erc se yorll bc r Cmay fao for life' 'Aod rn oY contct! All Yo ids sh cd(o of CrmaY ud trY it do is set 6re qul' (ir ccc rc licle )' Chcd< drc Cury lbtiag beloesd iiy yoo lile bcst-nc ,h.n it zl words or los, tcll u *'trY Yo it? SimPleisn't ltke tbtt qldlit!. Aod mw, Gmd
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Contcst. dav rnd enrer this simole Casv N6 marter *here yo,g iite, yot ha'. a f"it sin eo incomc of and Nual chance t6 g1,0oo e year for life or ode of l,oot othct Big Cuh Prizc. Don't pu up this chroce !
n E A Dt H I S I l l s v R u t t s l h I Frm s. ld hlor. 66t lk qqlitt tsu l&. h Crnrr. Thm. in tb. *&. P@kLd' hll !t i. tbst 2t vode rht r Pdr rhn qu.lit. n.d.od.ddct P 2 Pn.r Dllrlton $h.nqbhnt .,J ,b. kr. ..a .UaD oI tk abtn fr.n a't.- ,.. o( &tihil6' til?Fr. Sc amt ,ri C.r,r. Akd ry, &! 52t. h C.mrt. &f, eai oril por 6q tr iu h @.d N dF Cirmn.ri.'ohio. rt5. NoEb. !d, nkiAr, .t F riil. Dmwidd d.t ir h .. dnt dd6 3 hd q k of Pl.it t.F'. *h frtil U.d o; r F.dc rnd .ddB oa d. dr ril dtE, *r riu o* hir rr 6c ;;i;;,:';;;ft;
6 lw Crdc.
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* Dwe d cli;rw tu dior of Xb kt6 & trA ory bt ioybr & tl,@r+..{oFlft 9r' w. I tmaq '6 d i. l9X. O.. tu.. ?i.c. ru l9rt FA mi.a, &. r. w. Blffi, r Ft tu l&! &.U d tt,@ ,a Crm.r k* .c & C rh@ db.n 6@Aod ryr,t5 ri.!6 odl trmr oa Ce.t'. 6.d!-.ll rtd! .6a fd lt# ! Rol* .o da. dit6
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GRAND PRTZE- $I,OOO o Yocr for Llfe t
l
u'it fler elects, ttz,ooa Cash in ofle l&np sam) " ln qddltloncwerded I" gS! of 5 pri:o lonct' prircc hs will 20t There casl{ lH oNE paYMENll HnSt PnlzE-tfl,ooo NEXY 2Oo PRlzES-$to €A3l* EACHlN OHE PAYI^EN?I (oi il tt
prirc of 0 1'OOo In zooc where Grand Nrtiooel Prize is won, the 6rst to the cotry which is rcocd bcm in ."rt t . ,t", zooe will b< rwt&d tht 4 prizc zo4esat yxt lula'l tte iudgcs. (tdthtc ii.'"pi"f"l
GAffifitr
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SellingSeveralProductsin One Ad message.There is a powerful tie-up with JohnEST-OBSERVED and best-readadvertisement in a recentissueofGoadHouselteeping. son ,,t Johnson'sBaby Powder. @ @ @ Survey after survey has shown that baby pictures are good stoppers, especially in women's magazines. @ @ @ This copy sparkles with originality and interest. Yet it does not neglect the sales
@ Observe the strong appeal to mothers in the last sentence of this panel of copy. @ The final sales copy continues in the same friendly style and mentions three additional Johnson's baby products.
JOHNSON & JOHNSON'S BABY PO\\'DER, two-tbirds page,CoorlHousekeepury.
78
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3 "0e-hoo, Mother! Come right a@a)/Sisler's getti.ng all fxed for a big cry. Andyou knou hotp catehing itis! Ifshe cries, tr'm going to, eoo -'cause she's my otnn tu:in and. L feel so so*y!"
,.i'di.,
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o#t'n,'
o 6'See here-this uootly suteq.terts making her a littte bit prick4r. Hato uell tr knowthefeeting! Vouldn'tafew shakes of our stick, smooth Joknson's EabyPowderbejust ehe thing?"
i': i, 'i :,:' .. ir ! r.
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too? Oh,hou nice! tr just loae to feel that soft, slippery powder going a.II tickly d,otawmyneek. Lects not hetae it just at b a t h - t i r m e- t e t ' s hsae it often! Then toc'tl n.euer cry!"
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ta .,1'm Johnson's Babjr Powder. , . the best caretaker for babies' tender skirc! My silky smooth' P*z mnde uessuar
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4',t\^,'u""4tl^wvu* 79
Three Stoppersin the SameAd page advertisement in a recent issue of Gooil Ilousekeeping.
@ The recipes give complete details for cooking these dishes,and, of course,Crisco is included. As previously stated, recipes almost always get
@ This continuity strip with the heading " Midnight Robbery " describes the kind of cooking triumph that every housewife wants.
high reading. Women will often skip ordinarl' copy set in large type and read every word of a recipe set in small type. Note that this ad has three stoppers. The recipes attract a large group of women; the
EST-RBr\D
@ The photographs of food (in natural cnlor in the magazine) look realistic and have appetite appeal.
pictures of {ood attract others; and t}re continuity strip attracts still another group.
CRISCO, one page, four colors, Good llousekeeping.
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WHY SUCH
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Jfl, I WANTTO S€€ lF lT WrLL A6R€€ WITHYOU_ I IRI€O cRtsco pASTRYTHrs Trff€ 8€CAU5€ AUilTI€ SAYSIT3 OIG€5TIAL€
u) roAs TIlAT t€McN Pr€?
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GOI-LY! TSAT.STH€ g€sl Fr.r€0 F|SH CRI5P... NATURALTASTIN6 I 1
YOU T TIIT Y(
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sw€rl cAK€!s'r€L! FrsH! OOX'T sAY IT-L€T fit€_ Ir 60rNG TO COOK Sw€lLPl€- SAt loA-.
FOR DIGESTIBLE
PIESI CAKES AND FRTED FOODS
MA"KE TFIIS ONE-!yEEK TEST
CNTfRETY WITI+ orc€slraL€ ctusco !
-auttn
..llta2 a moncy-a6,cK
YAdtcfttCC To disover that Criso is the perfdt "all-pupose" chqt€ning, use only Crisco for a week's coking. See if pies aren't flaky-light, truly digestible. S* if fricd foods uen't crisp aad greaselcsslSee if skc aren't fluFyJight Dade with prc-crcamed Criscol lf 1rcu don't like digestible Crisco for srl you c@king, after me week, retrm any Crisco you have left to you dealer wbo will gladly refund you money.
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POTATO BOATS sredandy"drc-up6"
for crcamcd nlcat or v(gctablG. Fry them ln d(r'p C'risco e thcy'll lrc crunchy-bfown ouc6klc sr(l tR! f.onl indlgcstiblo gMlnes. Purg (rris@ Eak6 sholevxilc ljght €ks aDd dtgprtiblo tr$try, t@. 0 ocdium-sized Crlso for poE@el dcep-fryh€i Scl@t ovol nolato6. Pare. Cut off lmgthwls 6lices. llollorv out ccDtcrs, Cook ltr bol8ng qltcd rvaF. 10 minutcs. Dr&in: dry.'DeoFfry ln digcstilrlo Crlsco (th€ icgotrblo fat). I{cot Crisco to 395o F.-tcsi Nlth an lnch obe of brcad-it rvill brorsn io 40 so6d3. Whq you bcgin to fry Jrotato hoets. rals Cho hcat 2 mihut6. Draio on al)rcrlEnt papcr. -Flll sltlr @mcd mcat, tlsh or vcgciablcs. Saag Crim for othcr fryings-it revor glv6 tbg tbto of oilc fricd t@d t4 uothcr. E@DoElel and digcsitblol
o
Iood @sts money-don't q@oy crl*o fof trrf€t
rlsk fallutFwpure Eults h l,bls rEIIa.
cRtscoFot otcEsTtBtE rRED[('ODS O\LY l0l brings you "Favorit€ Rbctlr6." 08 r@ipcsl Scnd IOC l[ coin with namo and &ddss to Dept. XC-5G, Dox t37. CiociDnatl. O.
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AUNTIE'S LEMON PIE mkcs a love
rratch lrtNan cr€my lcmon flllirg and cloudl,(,alis of ulcri$goc. It's pcrfcction Nith Crisco i.cndcr ord digGtible. Try llght t)arlry-so crrarry Crisco for cak6 aud frylng, too. ljti euDs sugar 2 cuDs boiling wat€r il tolJlcsl)oons com- 3 cgg yolks, betcn starch 2 t@spoons lemon riDd :; tcst)@n slt X cup lcmon Juico Blcnd srrgar, cornstdrch, salt. Stir lnto bolllng ${lcr. Cook aDd s{ir till thick and clear. Stir ir (gg.yolks. Cook 2 minutcs longc, Remove fLorn stov€. Add lemon jul@ and .ind. Cri\co't T?nilcr Dio.stible Pasttt: SlIb lr4 cu/)s flour Nith l4 teaspoon elt. Cut in % cut) of light digcstible Crisrc (the c@med \(sctalrle fot) uiltil nno as meal. Add 4 to O trbl(.stnons wator. itslng * littlo as rcssible. tloll out on ltghtly iorrred board. Llne J,ic t)la(c. Prickotl ovcr. Bake In hot oven (450o n.) lJ-15 Dinut6. Add fllllnc. Cover with mc(hat 3 qg whibs stifr $lih 6 tahlerirF{c stntrr6 tlnc g6nula((d egar). Daosn Ecringue (3250 F.'. lx slos.ov6
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ffpri#ad ato lEplo revol Try th.lr @k6 i.lth gufiy Cris-ihe ek6 Ehort€nlnA ih&t'r pt!.@med, aDd tsbs s f.6h s cE&. And reEeober-Crl*o is the eeking of Ught ud digGtiblo frted t@d6, tool lstry slt X ap Cri& X t68!Eou I cup auge }, cup rDllk 2.26 X cup cbopped cups lX iou Dutr 2 t€asp@n6 bsklug 1 tGD@n vslll& IDWOS Blend Cri@, B|gd snd eACs lu ore ailr.lngi6'a 6y rith pr@amed Crtm. Sift f,our, powder, sli-add baking aliernately vith milk. U6o 2 oxha tablesp@ns floua to @at ,.Cris@ed.'nu6. Add nuts ud vanilla. Uso a end-f,oured pan (aboui 8,, x 8,,). B&ko tn Dode.at€ ov€! (3500 F,) 40-45 Einut6. Cool. Flxnv lcing: Uso I egg rhtte. % op bugar, 3 tablGpoons watq, ,A tffipool elt. put in top of doublo boller over boiliqB wat€r. C@k 7 hi[ut€s. bating constatrtly vith Dov€r b€ter. Remov€ froE beat, add X t€ep@n vanllla. b@t utll of a spreading @D6lsEncy. Spread ou @ke, D@orat€ vilh wahut-balv@, Food co6tamoney-don'trisk falltJrw Dure crea@y Cris@ for p$f@t @lts io tbls reiipe. CREAMY CRISCO FOR IIGHI
CAKE3
pur€ lj.xxl c6ts money--don't alsk lallurFu$ crrurrJ Crls for tHleir6irlts ln tltls MiIE.
cr6co iroR olcetnBE PASftY AII ifa\ur@qlt tffL Relos apprcved b-v (;wl llo{s{isphlg Instltute. C.is(o ls tlrc nfi\t (rtl lfrdi.trhrk ol a 6ltortenlng nranufacluhrl lrla alE l|Mter & CaEblo ColDpanJ.
81
Combining Entertainmentwith Salesmanship EST-OBSERVEDand third-best-readadvertisement in a recent issue of The Saturday Eaenbtg Post. @ Here are the qualities that eomic strip get attention:
helped this
(a) Most important of all, the strip shows pictures of George Burns and Gracie Allen, two comedians who have been made famous by radio and motion pictures.
(b) The heading "Educating Gracie" helps to identify these characters in case the reader does not reeognize them at first glance.
CAMPBELL'S
82
(c) The pictures are not drawings, but photographs of George and Gracie. This adds realism and interest. (d) The expressionson the {aces are animatetl and varied. This suggests that a lively conversation is going on. Incidentally, note that all the panels are different shapesand sizes.This avoids the monotony of a seriesof identical panels. (e) The advertisement was printed in brilliant
colors-red'ot:"'
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@ In addition to entertainment, this page contains a good display of the produet and eonsiderable sales talk.
TOMATO
JtlICE,
one page, four colors, The Sahrday Eaening Post.
1 * dHgg8f 6oa, ,!tfw6*48#r D OY O UR E M E M B E R Y O UT O W H OA D V I S E D
A R E Y O UT A K I N G r' TOMATO JUICELIKE \ t ( E NN T L ESSA I D?
'ffit\.':.
YEAHI ANDMY TOOKSIX DADDY C A N S . T HA EN COPTOOKMY
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LtsrEt{t}t ANDLAU6}I "?'H"iJAH,)' i:'.EAcH w EDNEsoAy EVENI ttc''" !;$';,lf'-1;J'il"'.
ve*rI COING ,DADDY'S
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HE TOMORROW
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/ nHoguv I cennpseLL's
JulcE / {oMATo -.,
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Vhal makes tlrc dificrence? Tomatoes, 6rst. Tomatoes cross - cultivated rwenry-six years to get a more luscious color and a brighrer flavor. Ripened Narure's way-on the vine, in the sun. Then promptly pressed-lighrly, for the 6rst full-flavored juice. Finally, Campbell's special canning process retains the lively freshoicked flavor and valuable vitamins. Narure made it a grand drink; Campbell's keep it that way.
Nemember therereollyis ohigdifterence !ntomato iuice! lT *ill ,"k. iust one glassfLrlo( Caupbel!'t Tomrtil Jrrice ro lct you knrtu' what a great drink trrnrrt(! ,uice crn bc. The ripe-reJ, natural color (.urci f()u ro diink, an.l the 6rst sip tells you, "Thr it tbt rrre frt:h-tonara fauor!" You drink .krp. llrirsr gocs, and lou are refreshed. Afcer' rrrJ )()u li.cl pcrkcd up, rcally alive.
Say "Campbell's
Tomato
Juice"
Drink tomato juice often, for health and fot fun, ar lunch and dinner and between times. But - do be sure the tomato .juice you buy is Campbell's. Remember, there really is a big diFerence in tomato juice. Canpbell't is the one with the true fresh-tomato flavor. Tatte
thc differenee!
(OOK fOR INE Ito.aND.wHtl€ taSft
ilow3 r!zE5 You crn,now a.r l4-oorcc,20.oun(c or J0.ouncc {rnr. Ask for !izr rhrt
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Canada'sGift to AdvertisingWriters EST-OBSERYED black-and-white advertisement in a recent issue of GoodHouse-
is especially rvell calculated to stop women readers.
kecving. @ The world-wide interest in the Dionne Quintuplets caused them to be featured in newspapers, magazines, and motion pictures. This publicity aroused increased interest, which in turn brought about more newspaper stories, more movies. It is this process which builds up people like Lindbergh, the Quintuplets, and the Duke of Windsor until any of their photographs becomes a stopper that few will pass by. This action photograph of the Quintuplets at play
@ The use of the word "five" in the headline helps further to establish the ,identity of the children.
that @ The first paragraph of the cop-v says Lysol is the only disinfectant ever used to protect the Quintuplets. This is one of the most powerful sales arguments that could be used, because every one knows the care that has been exercised in caring for these famous youngsters'
o
f,YSOL, one page, black and white, Good Housekeeping
84
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The DIONNE OUINTUPLETS, now Ealely rhrough lheir second year
CrNcEtle day ol their birth,"Lysol" D hosbeenthe only disinfectantuseil to help protect these lamous babies
able germicide like "Lysol" to help protect both mother and child' But here is a record for "Lysol" of
reachedthe Dionnehome,that exciting birthday morning in May 1934, had "Lysol" with her in her kit and went to work with it at once.
watched-overbabiesin the world . . . "Lysol" has played, and still plays, a vitally important part.
y,o*ih"doosers oJrnrection, O;::.;l':IHTffi:ffi;,[:llX The very first registered nurse whdcal history. . . in the care of the most
"Lvsol" has beenusedin thousands and thousands of childbirth opera' tions. For the danger of Infectionis high in childbirth; and d
Their clothes, bedding, diapers, cribs, even their toys, the furnirure and woodwork of that snug, modern, little Dafoe Hospital...all havebeen keptclean with "Lysol," theeffective, economicalgermicide-
Are you gpvingyour baby this ecientific care? Are you using "Lysol" to clean the nursery, bathroom, the kitchen, Iaundry, cellar.l.to disinfect clothes, bedding, telephone mouthpieces, door knobs, banisters, etc.? The scienti6ccaregivento theDionnes is an example every mother should follow. Full directionsfor correctuses of "Lysol" com€ with each bottle.
: D uring last uinter's f.ood d,isaster s,thousantls ol gallons ol "Lysol" were rushed,to detastated are6, to fght lnlection and,epid,emics. Doctors, hospitals,and, Public Health offcers know thel can ilepenil on "Lysol".
NEW!...LYSOL TTYGIENICSOAP
FREE!"Protecting the Dionnes"
. . . f o r h a n d s , c o m p l e x i o n ,b a t h . A f i n e , firm, wlite soap, with tlre added de. odoran! property of "Lysol." Protects
-
longer against body odors. wi:hout after-odor. Washes away germs qnd perspiration odors. Try a cake, toda.r!
rhe ttot!,
@irh pi.tue.,
of ,heir
tcienlifc
@te
On thc occesioo ol their birrhday. theee famour babica h!'e a gilr lor tou!,{ fr€e book iolliDg th(ir lif.-story,6od how "Lysol" has belped pror€ct rh€m . . . lull of hscinating lacts and phoio!. "Lyeol" Scnd oame aod rddregr on a cooplete canon (eo7 eize) ro-Legr. FrN( ProDUds CorF.. Blooh6eld, N. J., Dept. GH-7. $ore ol "Lyool" Dis.tib!.ots dili!{ectsbt. a 19s6, bhr
& FiDL, bc.
85
An Ad with an UnusualSalesRecord mail order advertisement achieved ff\HIS I unusual successover a period of more than ten years. A number of other ads for this course
and better things. It is like a chain whose links are imperceptible at first. Gradually the links grow stronger until they finally
in English have been tried, but the one given here has been outstanding.
drag mone: ':t
@ Note these qualities in the headline: (a) It selects the proper audience by discussing "mistakes in English." (b) It arouses curiosity. (c) It offers free information. This is done by the word "these" in the headline. For example, if the headli_re simply said, "Do you make mistakes in Bnglish," the reader might conclude that the copy was simply a lecture on the importance of speaking good English. But the headline says "these mistakes." Therefore there must be some mistakes listed in the copy. The reader can learn what they are and profit without spending a penny. However, many of the readers who thought they would get something for nothing did not realize the power of a good mail order sales talk. Such a sales talk is ]ike opium. It leads you on, promising better
t"."'Pocket'
@ Here are quaiities that make the strbhead efiective: (a) It increases interest by using the words " remarkable invention. " (b) It
increases confidence by stating that more than 100,000 people have used this method.
(c) It ofrers quick, easy results-"Only ': rninutes ,
15
:rt,t":*:O @ This is one of the longest ads ever printed on a single page. trts successproves that people will read tremendously long copy if they are real prospects. Note how the subheads scattered through the copy keep beckoning to the reader with additional promises. @ The coupon gives the reader an opportunity to act immediately, while he is in the mood.
SIIERWIN
86
":
CODY, one page,black and white, various magazines.
rDc You Vfake These
Mistakes in English.fu Sherwin Cody's remarkable invention has enabled more than IOO'OOOpeople to correct their mistakes in English. Only 15 minutes a day required to improve your speech and writing Obviously, if one could learn to spell, use, lund pronounce thesewords correctly, one w-ould ^ go fur toward eliminating incoriect spellin'^4 and pronunciation. II Similarty,Mr. Codyprovedthat lher€ -rvereno morc$f, principles punctullpn.
as ]\ fialf t)rrsons usc such cx1>ressions IYI "f^.:r.i,them lnl tlrere" rnd "Ilary rvas invitcd rs rlell as m1self." Stili others say "lrt$'(,?n 1'ou and I" instead of "between you :rnd mc." It is astonishinghorv often "who" is ustrl for "l{rom" and horv frequently we hear i u ( h q l r r i n g m i s p r o n u n c i a t i o nas s " f o r I U I D able,"""rve-.\-OO," and "KEW pon." Ferv knos rrhctherto spell ccrtain words with one or oie" or "ei"' trlo "c's" or "m's'i or "r's" or with lnd rr'lrcnto use commasin order to make their nrsaninc alrsolutelvclear.I\lost personsuseonl)' . urn.r,i s ords-cblorlcss, fl at,brdinary.'I'heir sperch and their letters are lifeless, monototrous.lrunt<.lrum.
Why Most People Make Mistakes \\'hat is the relson so many of us are dc' ticicnt in the use of English and find our caWhy is it some rccrs stunled in consequence? ciln not spell correctly and others can not lrunctualei \\'hy do so many find.themselves rt l loss for rvords to express thetr meantng rudrqudtell'?The reason for the deficiency.is eleui. Shdrsin Cody discoveredit in scientific tesls, rvhich he gavi lhousands of times. -l/ost prrsonsdo rtot irite otd speak good English 'tinpll'bt'cuuse lhey ucuer lorned the htbit ol loittg to,
SHBRWIN CODY method is habit-forming. An1' cne can learn to write and speak correctlyby constanll)'using lhe correct foims. But horv is one to knorv in eachcaservhat is correct?\{r. Cody solvesthis ;rroblem in a simple, unique, sensibleway.
Self .Correcting Device LOOVa
he himself rverestanding forevcr at SuDDose yout Every time you mispronouncedor "ibo*.a word, everytime you violated cormisspelled rect grammatical usage,every time you used the rvrongword to expresswhat 1ou meant,suP'l lrr frrrtnittioltof rrnl htbit contcsonll' from pore yo'i could heir him whisper: "That's r or)stilrt prirctiec. Slr:ikcspcare,1r.lu mal be iuron". it should be thus and so." In a short sure. n(vc; studicdrulcs. No one rvhorvriteslnd time iou would habitually use the correct for'm il*irks (r)rrcctl)'thinks of rttJesrvhenhe is do- and the right words in speaking and writing. itr,{ so. If vou continued to make the samemistakes Ht'rc is our mother-longue,a language that over and over again, each time patiently he hrrs lruilt uu our civilizttion, and rvithout rvhich rvould tell 1'ourvhat was right He would, as it wt' shoultl all still lte muttcring savagesl Yet rvere, be an everlasting rnentor beside you-a it a <,ur sclrouls,lrr' trrong m('tlrods'have mcde mentor lvho would not laugh at your but who :trrrlv to be rloidcd-tlte hardcst of tasks in- uould, on the contrary, support and help you. ' l t ; r t i , r I t l t e t t : o s t f i r s c i n l t t i n go f g a m e s ! F o r The l0Q% Self-CorrectingDevice doesexactll' r t r r s i t l r r s l r c e t ta c r ; i n g d i s g r a c e . this thing. It is IUr. Cody's silent voice behind ln tlr:rt l)oilrt lics the real differencebets'een 1ou, ready to speak out wheneveryou commit S l r r . r r l i r (r ' r r h ' i r n d t h e s c h o o l s lH e r e i s a n i l i n e r r o r . I t f i n d s y o u r m i s t a k e sa n d c o n c e n I t r . t r a l i o t t : S o t t r el e r r s a g o r \ I r . C o d y r v a s i n - trltes on them. You do not need to learn an1r iitrl lrl tlre ruthor of the fnmous Gary S1'stenr thing 1'oualrendy knorv. Therc ilre no rules to , , t l ' i l u c a t i , r nt o t e r t c hE n g l i s h t o a l l u p p e r - memonze. ;.tr;rtk'puf ils itt G:tr.v, Indiana, By meons of u r r i r g u el r r r c t i t e c x c r c i s e s) l r . C o i l y s e e u r c d Only L5 Minutes a Day non intltro;'tttrt'ntiu thtsa pupils in litte weehs s i m i l o r is there very much to learn. In llr. p n i , i o u s l s ' b y Nor h,td brrn obtoined th,rn pultils in t'*o \'rilts un
What Cody Did at GarY
of than one dozen fundamental If se nrastered tber principles there lvould b€ no bugbearof punctuationto handicap us in our vriting. Finally, he discovered that twenty-6vc typical errors in granrmar constitul€ nin€-tenths of our everydaymistakis. \l'hen one Iras learntd to avoid rhes tiventy-6vc pitfalls, horv readily one can obtain that facility oI ipeech rvhich denotes th€ persn of breeding and edu' cation! \\'hen the study of English is made e sinrple, it bc' conresclear ihat progresscan be made in a very short tinre.No rrore ,hofr flteet fritutes q doy orc rcquiled Fifteen minutB, not of study, but of lascinatinSprac' tice! ltlr. Cody's studentsdo their work in any spare nronrentthey can snatch.They do it riding to work or at hom€. They take frft€en minutes from the tim€ usually spent in profrtless reading or amusement.The results really are phenomenal. Sherrvin Cody has placed an excellent command of the English languagewithin the grasp of every onc. Those rvho take advantage of his method gain some' thing m pricelcss that it can nol be measured in terms of monei. They gain a trad€-mark of breeding that can not be erased as long as they live. They gain a facility in speech that marks them as educaled people in rvhitevei society they find themselves.They gain the self-confrdenceand self-resp€ct which this ability inspires. As for material reward, certainly the impc' tance of good English in the rac€ for successcan not be over-eJtimated. Surety,no one can advanccfar rvithoui it.
FREE-Book on En3lish It is impossible,in this brief revie\r, to give more tlran a suggestion of the range of subjects covered by trIr, Cody's new rn€thod and of tvhat his practice txcrciscsconsist.But those who or€ interestedcln frnd a detailcd descriptionin a faxinating litlle book called "How You Cm Master God English in 15 Minutes r Day." This is publishedby the Sherwin Cody Scbool of English in Rochester. It can be had by any one' free, upon request. Therc is no obligation involved in rvriting for it, The book b more than a prospcctus. Unqueirionably it lells one of the most iilet€sting srorics about educationin English that ever has bcen r v r i tl c n . If you are int€resl€din learning more in dctail of s'hat ShcrrvinCody can do for you, *nd for the b@k, "Horv You Can Master Good English in 15 lvlinutes a Day." Mcrely mail lhe coupon,a letter or postal card for it now. SHERWIN CODY SCHOOL OF ENCLISH, 22 SearleBuilding, Rochester,N. Y.
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22 Sea.lu Building, Rche.ter,
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Pl"us. send me, rvithout any obligation on my part, your nerv free book, "How You Can lVaster Good English in l5 Minutes a Day." Namc .. Addrcs
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87
A Layout That Flows Smoothly from Stopperto Product EST-OBSERVED two-thirds pageadvertisement in a recent issueof Cosmopolitan. @ This picture is an eye-catcher because the pose is different from conventional poses. @ The headline contains a promise, appeals to women's self-interest, and suggests important
news. Note how the headline leads directly into the panel containing the news, and the panel Ieads your eye down to the picture of the product. @ This panel, by the use of bold-fut" .rrbheads, gives the news briefly to glancers- Ancl there is longer copy for those who want the details.
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C()TY 89
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SecuringExtra Attention for SalesInformation EST-OBSERVED and best-rea,dtwo-thirds page advertisement in a recent issue of Time. For a long time the Chesapeake and Ohio Lines have been using the theme that you can "sleep like a kitten" when you travel in their sleeping cars. This advertisement is simply a continuation of that theme. @ This comic strip might be called "a story without words " because the adventure of a
sleep-walker who liked a Pullman berth better than her own bed is made clear almost entirelv by pictures. @ Many ad men would have placed the name plate, map, etc. in the conventional position at the bottom of the page. Note how additional attention is secured for this sales information by placing it where the reader's eye has to pass through it in order to reach the last part of the comic strip.
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What Every Advertising Man Should Know EST-READ advertisementin a recent issue of.Collier's.
have always attra,cted readers. These headlines suggest that important infornration
know"
is contained in the copy. @ Pictures of brides almost always rank high as stoppers. fn this picture there is not only a but a human-interest situation built around her. Note how the man on the right, by looking directly into the camera, acts as an additional stopper. bride,
@ Headlines like "What every (young man, wife, executive, boy, secretary, etc,) should
@ Paragraph Seven (top of center column of copy) is especially powerful. It says: "Yet every man who has fifteen years of earning power he earns enen a mod,erateincome-can lefL-if " make a financial success of his life The interest of many readers begins to l"g when they get about half way through a piece of copy. But this paragraph contains enorrgh promise to keep them reading clear to the encl.
INVXSTORS'SYNDICATE, one page,black and white, Collier's.
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rr Whar- every yorng rbrtdesnoom chould lmow -.t.
and the girl s'ho has so bravely casilllTet
every rran qho has ffteen years of
I herrot*ith yours-r, J:Til;''.*'Q"::ffierbft-rJt
thirrgs. Clrildren, a home of your osn-these arc important tlrirrgs. lou n'ill want to educate your children. sill $unt wunt to pay for your home. You foulu n'ill sill went financial successby the time your Ir;rir is gray. And these are costly things.In your heart-and in hers-is a world of failh that you rcll/ hrve them. llut-and tlis is lessonnumber one-;/cr'llr icn'l cnough. Noney is one bf the most fugitife things in t-he q'orld. And the will to arcumulate it is seldom as strong as the desire. Iou czn see the truth of this all around you-in frustnrted ftopes,in peoplewho have bell firrancial iudependente in their two hands, rnd have let it slip tlrrough their 6ngers.
him explain this plan ol Lioing Prctectimt
e earns enc,a md.er- ro you. rn rhe meantime, write Investors
ale income-can make a ffnancial successof his life. A representative of fnvestors Syndicate can show you just how this may be done, llecanshowyouhowsmallsuosof money put aside rcgufrtty *ill, th-ulh i[u po*", of compound interest, return io yo,t rt th" end of fifteen years g5,000, S10,000,895,000 ot moFe, He can show you how this money will be protected during these years-by an institution which has masteied snd will apply in your interest the best rules of fnance as American history and fnancial experience havedeveloped them. Send for an Investors Syndicate representative at your earliest convenience. Let
Sy"dicate, Dept. C66, Minneapolis, Minn. tor "A Nea PIan ol Lite," a booklet whieh points the way to financial independenca
INVESTORS SYNT}ICATE Eebbdt& Lioing Protetion Ofia ia 120 prtripl citizs, inclutliag: mV YOUI . BOSTON. PfttSBmCg . C$ICAGO . DMOIT BIMIXGEAX ; DAIAS . sT. LOUIS . DENVB. SEATTLE . SetrneXqSCO xaNsascn . V^NCfitVB. TOROmO. . llOmEAL. Hmofie: Minwpolis,Min. ltib.d C.ipb ; I ldtub,' M d C6B.t rdtu UnFn|,Na Yor,a.t6tu@ M,.A.4L raM,
93
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What Is the Secretof This Advertisement'sSuccess? headline does not say, "I uto'rlced2 years and.earned $35,840." It says, "l gambled
mail order advertisement has been ff\HIS I ,rr"c"""fully selling colrrsesin Pelma,nism for many years. ft has been repeated time and again in a long list of publications and still retains its selling power. In general, the advertisement divides itself into two simple elements: (a) a headline that stops people; (b) a piece of copy that is long enough and strong enough to do a complete selling job on
3C and won $35,840."
@ The subhead enlarges the appeal to include women as well as men' It also suggests that the copy is an interesting storY.
those people after they have been stopped.
@ The illustration shows an idealistic-appearing individual who looks as if he would tell the
@ This headline has many success qualities, as follows:
truth.
(a) It appeals to the reatler's self-interest. NIen and women want to know ho-wthey can do what this man did.
@ The copy has these qualities: (a) It is written in the first person and sounds as if the writer were having a personal, heart-to-heart talk with the reader'
(b) It talks about money-a ttniversal appeal. Furthermore, it mentions specific sums of money. This adds believabilitY.
(b) It describes the unhappy lot of a $40-aweek man' This makes many a reader say, "That's me."
(") ft promises quick results. Two years is not a long time when you consider the amount $35,840. Also, the mention of two years instead of " a few years " or " a short time " is another specific figure which adds
(c) It, describesthe big rewards which the man secured. This makes the reader s&;rr "Thatts what I want."
believability. (d) It appealsto the gambling instinct' And it informs the reader that the stakes are only 31. lYho would not gamble with odds like
(d) It lists the names of famous people who 'Ihis makes readhave studied Pelmanism' ers say, "It must be true."
that in his favor? ( e ) It suggests that the method is easy and
there{ore appeals to the lazy instinct. The
to act @ The coupon gives the reader a chance inimediately.
PELMAN
94
INSTII|UTB,
one page, black and white, various magazines'
o "I GAMBTEDJr andw& $3 51540 inZ YTARS" :;;:f ,{;:;,O o{,i;,,# l rt',';t is the story of a gamble-a 3c ^f-f-lHIS paid me a profrt of risk-which J) | $35,840 in two years. I am not, and E f was, a gambler by nature; il all Vnever probability I never would hav€ taken the chance if more money was involved. So even if you, too, are against gambling, you will feel like risking three cents after you've read my story.
how to observe keenly. Initiative, rnesourcefulness, organizing ability, forcefulness were a natural result. I stopp€d putting things off. Inertia disappeared. Mind-wandering and indeeision were tbings of the past. With new allies on my side and old euemies beaten, there was nothing to hold me back. I am writing this in appreciatioa of what Pelmanism did for me. I want other average men to gamble 3c as I did..,For the cost of a postage stamp I sent for the booklet about Pelmanism, called "Scienti6c Mind Training." Reading that free book started Eoe on my climb, I took no risk when I enrolled for the Course becauge of the Institute's guarantee. All I gambled was 3c and I am. $36,000 better of now than I would have been had I not written for the book about Pelmanism.
Some people believe I was lucky. Othcrs think I am brilliant. But this sort of luck I had everyone can have. My type of brilliance is that of any average tnan. Almost any $4O-a-week wage earner has as complete a mental equipment as I had two years ago, And he feels today just about the way I did then. For two years ago, I too, was in the $4O-a-week rut. My earnings were $2,080 per year! I was discontented, unhappy, I was ,rot getting ahead. There didn't seem to be much hope in the future. I wanted to earn more money-a lot more money, I wanted to wear better clothes and have a car, and lravel. I wanted to be on a par with people I then looked up to. I wanted to feel equal to them mentally and financially. But it all seemed hopeless. I was beset with fears. I was afraid of losing my job. I was afraid of the future. I could see nothing ahead for myself and my wife and baby but a hard struggle. I would live and work ,n6 6;s-just one of the millions who slaved their lives away. f was irritable, easily annoyed, discouraged. "sore" at my fate and at the world. I could not think clearly. My mind was in a constant whirl. I was "scatterbrained." I had a thousand half-baked ideas to make more money,. but acted on n o n eo f t h e m . Thc cnd of each year found me in about I he same position as the beginning. The tiny increases in salary, grudgingly given to me, rvere just about enough to meet the rising cost of living. Rent was higher; clothes cost more: food was more expensive. It was ncccssary for me to earn more money. So once iit a while I got a few dollars more. Bul i t $ a s n ' t b e c a u s eo f a n y g r e a t c h a n g e i n m y ability. Tod:r5'I have an income of 920,000a year. T h a t ' s c x a c t l y S f 7 , 9 2 0m o r e t h a n i t w a s t w o \-o;rrs ago. A differcnce of $35,840 in two Icars. )11' family has everything it needs
*.***
for its comfort and pleasure. My bank account is growing rapidly. I have my own home in the suburbs. I am respected by my neighbors, and I have won my wife and children's love as only the comforts and pleasures of life can do. When I am old I will not be a millstone around anyone's neck. My children will not have to support me. I look forward to the future with confidence and without fear. I know that only improvement can come with the years. Once I wandered through life aimlessly, cringing, afraid. Today f have a definite goal and thri uill to teach it. I know. I cannot be beaten. Once my discontent resulted in wishes. Today my slightest discontent resuits in action. Once I looked forward hopefutly to a g5 a week increase in salary. Today I look forward confidently to a $100 a week increase in my earnings. What magic was it that caused the change in my circumstances? How did I. a $40-aweeh clerk, change my whole life so remarkably ? I can give you the answer in one word -Pelmanism. I gambled 3c on it. Yet without it, I might have continued in my old 940a-week rut for the rest of my life. Pelmanism taught me how to think str4ight and true. It crystallized my scattered ideas. It focused my aim on one thing. It gave me the will power to carry out my ideas. It dispelled my fears. It improved my memory. It taught me how to concentrate-
The Pelman Institute will b€ glad to send a copy of "Scienufic Mind Training" to uy intereEted indivldual. This book is free. ft explains Felmanism. It tells what it doe8 to the mtnd. It tells what Pelmanism ha8 meant to others. For over 25 years Pelmanism hB b*n h€tping people to happiness, Over 75O,000 othera have studied t}lls remarkable science. Among tlose who have praised it are such great world flgureg as tj.e late Jerome K. Jerome, the tamow novelist, Sir }rarry Lauder, T?ank p. Wafsh, Mtjor Gen. Sir Fred€rick Maurice, Cen. Sir Robert Baden-Powell, H, R. H. prince Cherles of Sweden, and many othera. yow whole lue mav be altered a.se reault of read.ing ,,Scienti6c Mlni ?raining." Send the coupon- you have nothing: to lose. If Pelmmism does not help you it costs you nothing. Ttrere is no obtigation in mailing. the coupon. No salesman wilt call on you. D€-cide for youfself what to do after you read the free book about petmanism. Mail the couoon NOW. Pp!MAN TNSTTTUTE OF AMERTCA l4p_ 271 North Avenue, D€pt- 402,New Rochette, Iri. y. Txe Pa,uax Ixsrtrure or Argntcl 27I North Avcnue, Depr. 40? New Rochelle, N, Y. - I want you to show me what pelmanism hs rctually done for- over Zb0,0O0people. He&se aend me your free book,'.Scientlnc Mlr.rd Trainlng." This places me under no oDrrgailon whatever.
Addrcss
city..-..........................-......,...sta . .t.e . . . . . . . . : - .
95
{JnconventionalUse of Strip Technique EST-READ black-and-white advertisement in a recent issueof True Storg fuIagazine. O @ \Yhen ad men started using the comic strip technique, they produced strips which seemed to lag behind the regular comic sections in originality. Now the ad men are catching up, and in some cases they are going the regular comics one better. The large photo with conversation in balloons is actually Panel Number One of the strip underneath. This strip is not only unique in layout, but its combination of photo and line drawings is also unique. Note how this particular situation of a woman
on a larlder is ideal for featuring stocking runs. And the theme "cut down stoeking runs" is one which has universal appeal to women. trn selling a product, it is better to base your appeal on a daily experience rather than on something which happens infrequently. @ @ "Quick and easy" is a time-tested appeal. The heading and copy here effectively present this appeal. @ Here is a space-saving device. This advertiser exhibits his package,names his product, and states his sales message,all in one line.
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LUX, one page, black and white, True Stmy Xlagazine.
96
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How to tlse ScareCopy EST-OBSERVED advertisementin a recent issue of Collier's. @ The most striking thing on this page is the trail of footprints which the man is leaving trehind him. (In the magazine they were printed in bright red.) They act as a curiosity-arouser to those who are not familiar with the Absorbine Jr. story; and they convey an instantaneous messageto those who have seen previous ads in this series. O O The headline and the name plate carry a quick but complete message; namely, "IJse
Absorbine Jr. for Athlete's Foot." The headline also serves to cast a shadow of reproach upon the man who spreads germs in the pathway of his associates.fn other words, if a man won't get rid of Athlete's Foot for his own sake, he should do so for the sake of other people. @ Note how the third paragraph in the copy usesthe same approach as Listerine: " The trouble is, he himself does not know that he has Athlete's Foot. For the insidious thing about the disease is there is no pain at first." For years the Listerine ads have said, "The insidious thing about Halitosis is that you yourself never know you have it."
ABSORBINE
98
JR., one page, two colors, {'oilier's.
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,,GARRIER||.1'. Lf E'S one of the most popular rnen in the club-plays L I r beautiful game and sings a fair to middlic'teoor et the t9rh hole. But if the oembers only knew he wrs 4 carier of Athlete's Foot, they'd give him a wide benh in the lockcr roorn aod barh where his bare feet spread the iafection. The trouble is, he himself does oot know thet he has Foot For the insidious thing about the disease / f,,ftnt.re's rhere is no pain at 6rsg no distressing symPton to 1l llis of iofccion and pain to ibirgw. f/*""o
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Look for rtd, ltchlng rkln
Even oow you may be infected youtself rnd not know it Don't be a carrier-to yout friends et thc club, to your owo faoiln spreading iofection io your own lpoded barhroom, For your own sake, as well rc otherc, ctilnlnc the skio benreen your toes. If you aote the sllght:st rednesg take action et once with cooling, ooothiog ^ l^bsorbine Ja or else tiny, itcbing blirters msy sppclr. there comes excessivemoisture: qrhitc, dced'look' UOfien ing skin; painfut peeling; broken skin, raw distrcssing tissues.
Abrorbtna Jr. roothcr ond hcok Leboratory tests show thqt AbsorbineJr. kills the fuagus that causeg Athtete's Foot' wheo teached. Usc this 6nc old remedy constaotly during the sumt[er whcn this scourge is at its height. Douse it oo rt the 6rst syt'ttPtonr. Bcner sdll, whenevet you have irearl brrefoot-on the beach, in the clubhouse, aayubere-aa applicetioa of AbsorbineJc. is wise precautioo. Keep a bottle at the club as well as at horne. Take Absorbine Jr. with you on youl vacatioa or when you ravel. For the fungus is hard to desroy. la exremc cases,see your doctor in additioa to AbsorbioeJr. treatment. So dif6cutt is the disease, your own socks may reinfect you unlessthey have been boiled 2o miuutes.
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Don't buy somethlng "iuri oc ggod" AbsorbineJr. soothesraw tissuespleasaotlyand aids io healing them. It is ecooomicalto use becauseit takes so little ro bring relief. Beware of cheap imitations. Unknown substitutesmay not only be inefective, but actually dangerous to your condition. At all druggists, $ f.25 a bottle, or try it at our expense.Write for a generous sample to lV. F. Young, inc,,357 Lymao Street, Spring6eld, Iifassachusetts. is rhe medital rerm for E grrrcn who crrries . -"( ARRIFRinfertion. Fople inferted q,irh Arhlete'$ Fooiare "carrierr." And er lcr
_,#
AB$OTBINEIR.
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qcheg, bruises,sprcins c n d : .. . , , . . r, . ,
kelleves sore **Er,musculqr ':::
99
Dramatizing a FarniliarSituation EST-OBSERVED half-page advertisement in a recent issueof (,'ol,lier's. @ The headline is brief and dramatic. Also, the change in pace from large script lettering to rornan capital letters gives this headline style and snap. @ This action photo ties up with the action headline. And there is human interest here. The girl has only thirty seconds to make the train, and yet her expression is calm. @ @ These pictures and descriptions and
prices are the part of the copy that is read witli greatest interest by real prospects. Surveys show that prices, even though they appear in small type, are reatl by large numbers of people. Note bow the name Hamilton is placed close to the pictures of the watches. This helps to make a tie-up betweenHarnilton and handsomewatches in the mind of everyone who glances at this advertisement. Inci dentally, this advertisement is "timely," not only because it talks about timepieces, but because it appeared in the summer vacation season,when more peoplethan usual are thinking about catching trains.
H.{}IILTON
100
WATCHIS,
one-half page, black and white, Collter's
TO MAKE
r"" no fear, for her Hamihon t€lls her to ,rrc Je@nd how huah timc ghe has before the whecls of her train S*r
begin to .oll. Thug from ole end of rhe land to ihe other, from thousande of terminals and wayeido rtatione, commuting trains and famoua lcavc and arrive ON
"liiliteds" HAMILTON
TIME.
Tran6portstion
todsy is a msncl
of
Yet it'r a mar' crerY Phw of
acctrrslc limitr8-tluly. vel matched in n*rly
modcrn life. Today you'll of railrosd .cunct"
6nd "thc on lhc
vatch
Pilot, of lhc dircctor in the radio studio,
wrist of the trsnlport progrrm
ofthe scicntirt in thc laboratory. And, rc mighr wcll add, on the slender wrist of mademoiselle as chc entcrs her box at the operc. Fot the to rec
new Hamiltons src as beutiful
as th€y arc dependable to livc by. You'll 6nd Hamiltons in cvcry etyle you could wirh-fot men rnd women -from t3?.50 to f1000. lllusrrared {older upon rcqucst Hamilton Wrtch Ave., Len
Company, 8.l() Columbia c8ster, P€nnsylvonis. Llll-l,o nlcHT
o.d! ruRNEn. l? jcael..tol6llcdBold,vtilc u.slr.ll.s. wnhttpli.dgold n.rk.rdi.l (.hosn)' 3{. With !o..t U.ck .r.m.l di!l' Pti...137.SGA|L. A H!frifto. to 6r nod.{ por..r. l? i.(.Llok 6tlod!old, rbt. o. n.rur.l ,.11.*. Sill ilr' lon, 13?.50,vnh f[.d coldbt c.h . . . l@.@_ SllERvOOD. l9 jc,.h. llk r.[d n.rur.l t.lk'w !.H.
C.i€
l?5.
Atrlid
cud.d ;.ld
ro rdil. .vnd.l
Inlid dilt
bl.cl
.n.d!l
(.hown),
d iil. l?7.S.
tuf[l.lSffi tr ilfi a ffL{
gold lra.cLr,..,1i.
101
This AdvertisernentStarteda New School HIS advertisement appeared in 1932 and started a new school. The Hormel Company was the first of more than forty manufacturers to use the appeal "DOUBLE your money back if you are not satisfied." At first there was a good deal of apprehension regarding this advertisement, because times were hard in 1932 and many people were hungry. It was feared that thousands would try to make money by purchasing soup and then asking for double their money back. This simply did not
happen. The advertisements were tested in small cities at first, and then in larger cities. During a six-week campaign in Chicago, onl;' twelve women asked for double their money back. Sales results from campaigns using this appeal have been highly satisfactory. The reasons for the successof the idea are: (a) the headline is a intriguing idea; (b) the olTer of stopper-an "double your rnoney back" is proof of confidence on the part of the manufacturer that his product measures up to high standards of quality.
o
HOIiI{EL
102
SOLIP, various sizes, black and w}rite, newspapers.
o
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DOUBLE
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BACK MONEY YOUR. VegetableSoup .. . if you (lon"t satt this HEW .Efrrrne-Style is tht. nx)lit tlt'lit'ious you ever bought THE OFFER Fridayand SaturdayOnlY rlttt'. I\ty llrt' Oo ro tour ttatr<'rt.ftxnl !(l nz' ottt'ltig price <2f l5r'.[u rczulir r o r l ttlttl l " l t l k r n t < ' l of t)trduir l'egetalrla Sirrryr. 5r'rr'.' it. .[olloxitt;t .rrr tlp lalx'i. I.f vm tlui t if f slri.li.rrti lEr.,c tlxtl df'r lle fierl I'g1,1altlt sttttlt th(.',ttltl!' rdurrt l x n ghl. .arrr, -corrittiuer "r'"t rrlto is ,a, \.rt,f Aroa'er. . . 'lll lllli yon bu& li outhoriaeil 1xt1' ulwl
'W'P
yort 1xtid. {}+
*urr, tasters!... At,l, KINDST who are stand-offish Husbands about soup. Childr€n who rebel at vegetables. Women who tak€ pride in their own veEetable soup.
\\'c h()nestly thitlk thnt hy our rrretlrrrrl of press-urc cookin$, irr rirc- . trrrm cotrtitirrerswe lrlve developeda lrorne-style, frc'slr flnvored vegetable soup thllt is nrore deliclotrs tlrnn any yOU Crer trste(|. Er.r,rt' (.utt Sortp
is its (lrcrr Kiltl<'
!'ifteen cri!ip, tasty vegetal)lcs ilre cooked irrside individual vacuUmcontniners. All their appetizinS aromaevery whifi of ffavor is held within the soup.'f hey're cooked thoroughly. But not so long that they become pulpy and tasteless. Peas stay sweet and juicy, Carrots crisp. Beans solid. Tomatoes. firnr and red,
To give you some idea of how astonishingly Eood this soup ls, we make thls extraordinary ofier;Go or send to your food store to' day. Pay l5c for a container of this delicious l{ormel Flavor-Sealed V€e,' etable Soup. Serve it, followinE lnstructions. You don't needto weaken the delicious flavor of this Eoup' by addinE water to Eet enouEh portions to go around. Try it today! Then, if you don't agree that it is the most dCliclous vegetable soup you've ever bought, return the containef to your Erocer. He'll g,ive you back twice what you paid if you fail to taste the a{nazlnt, difterence.
HORMELzryT@,
o
VEGETABI"E SOUF At Your l*earest Fcod $tare
aa6
lu.l
Using Advertising to Promotea Great Cause advertisement is one of the most effecf|.lHfs I tive inquiry produeers that \\rorld Peaceways, Inc., has published. At peak it brought in 5000 inquiries a day for five days. World Peaceways is a non-profit organization that publishes advertisements whose airn is to prevent future wars by showing people the horrors of war. The organization solicits contributions, and this money is used to continue the campaign against war. Publications contribute space, and advertising men donate their work. Twelve million reprints of advertisements were distributed among members of church organizations in one year. And letters {rom abroad indicate that advertisements of World Peaceways have been cireulated in forty-seven countries. 'fhe headlines of some o{ the other advertisernents are:
"The Corn-fed Kid from the West" (showing a skeleton with trench hat and gun)' "The Children Who Will Not Come Home frorn School" (showing children at play in the shaclow of au air raid). "ff He's Lucky, a Million Men Will Die" (showing a scientist in his Jaboratory', working to develop a more deadly poison gas). The advertisernent shown at the right was printed in full color and the headline appeared in bright red. The reason for its pulling power is obvious. ft shocks the reader. ft makes him wonder what can be the explanation of this startling message. He has to read the copy to firrcl out. fn reading the copy he comes upon an invitation to write to World Peaceways,Inc.
WORLD PAACEWAYS, INC., one page, four colors,Fortune.
104
i I i
I I
i;i :l t: i
{
He'r going lo grow uF to go to wct? No-he's nevergoingto growup et ell' If onother n'ar comes, he lnd his mother and thousands upon thousands like t'hem are going to ildie in action." "lmpossible!" you 8&y. "They're nonombstsnts." Don't be silly-there'll be no srrch thing as non-combatsnts in the next ser. \Yide
us-a wrr infinitcly nrore horrible, more futile, and nrorc lasting il its harm than the last? That it Jot You la daidcl What to do obout it Ilysterical protests won't avert another wer, any more than will "preparedness"' Civilization must build its own defense out. of human rea^qonand intelligeuce' properly organized and aPPlied'
F;
To every reasonable and intelligeni man ond woman in America ges the responsibility of doing his or her share to avert ihe coming war. lVorld Peacewaysofiers I practical plan otu will oufter. of how you con help. IVrite for it' There And f,rr whet? GlorY-whcre was it is no r$ligation involved in I'our inquiry, hr thc last *'rr? cxrept tlre obligation to your con*iencc Tidory-rvherewes it in the lastpo
i05
[Jsing SpaceAdvertising to Increasethe Effectiveness
of RadioAdvertising EST-OBSERYED and second-best-read advertisementin a recent issueoL The Saturdag Euening Post. @ Pictures of screen stars are always good stoppers. So are pictures of radio and stage stars. Eddie Cantor has made himself famous in all of these branches of entertainment-screen, radio, and stage. Hence, his photograph is in a elass by itself as an attention-getter. @ People are always interested in news, and a
big feature of this advertisement is the news which is displayed on the plaeard that Eddie Cantor is carrying.
@ Note ttre interesting way in which the two Scotties (Texaco Mascots) have been brought into the picture. This helps to identify the product. An advertisement like this can greatly increase the effectivenessof radio advertising by increasing the number of listeners.
TXXACO,
106
one page, black and white, The Saturclay Euening Post
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t PAftKYAT(A f t K U S y 3 B O B B Y B R E E x r3 ,ACQI ES REI{ARD :k ' - ttUnV IYTLLII|GTOI
-The blundering "Greek gentlemani'who so skilfullyhclpswithchecomedy
'-The
I year old singing star who has scored such a hit in radio and movies
-whose lively music gnd refreshing armngements are popular everywhere
-selected by 6c pubtic ssRldio'sNo.lsnnoudcet io mrny nrtionel coote$6
^ Presenredby dealersfrom coast to coast who serYeyou O*ithTexa ca {t*E tIIIfrt gasolineand otherTexacoproducm 107
l. l;;
How to Build Prestige T) EST-OBSERVED color advertisement in a I) recent issue of The Saturd"ayEuening Post. As a rule, automobile advertisements do not rank as high in reading or observation as advertisements for articles of frequent purchase such as cigarettes, soap, cofree, etc. However, this automobile advertisement did rank high, which makes its record all the more outstanding. @ Of course, 70 per cent or more of the stopping power of this page is due to the large and handsome illustration. The car was pictured in bright yellow, and the background of trees and the Capitol building and sky were done in beautiful pastel shades of green and blue. The picture of the Capitol is an important par! of the appeal of
this picture. It gives prestige. Again and again art directors have made plain objects look handsome, and handsome objects look even more handsome by means of background. For example, rather plain-looking mail order books have been "dressed up" by photographing them alongside of a vase of flowers or a piece of statuary. @ The headline has selling power and at the same time ha,s n classical sound that fits in with the illustration. €) A number of advertisershave improved tbe appearaneeof the name plate by boxing it, like this, instead of stretching it clear across the bottom of the page.
PACK-\RD,
108
one page, four colors, The Saturdag Eaerving Post.
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testi!*olrial
Prckarrl f \ t h , t , , r t r s e o f i t s t l r i r t y ' s i xy e u s o f l i f e , I l,u. r., .iv",l many lhousnds of lestimonials from rleliglrre,l,,*,,tr..' \ et Par,kard'sntost impre:iive testimnnial is one tlrat lra. becn wtilten, not in ink, lrut in the lduesof osrrrrs. It is ihe rtcord o[ d corlslalltl)grohing r r , s t e r t , [ , l i s t i r r g u i s l r r 'A, 1r t l " r i , a r l [ u r r r i l i t sw h o h a v e ,,r'rrcil Packar,lscontinuourly for 2 I years or longer. Such a recr,rd rrl owtrer-lrtvalty-a record. we l+lieve, unrnalrlrtd in the irdustry-speaks for itself of ['r, kar,ls al,ility lo produt' ers lhat are a l s r a v sa h ' r , l o f t h e 6 c l d . l t t e l l s o f a m a r g i n o f su;'irioritv tlut is witler lhan ever today in the grruterl ['a, kards ofall - the n"w Packar,l-"for 1936. [ ,,1 tlre lovaltv of Prr,karl ownt,rs is only one
thal
lras besn
llvedr
of the living testintonials to this great car. Today, among th€ larger 6ne ars, Packard leads in regir trarions in every ooe of the 48 stales' During lhe past year. Anrerica purcha*d almost as many large Packar,fs as it dirl all otherfre cus combired' And
Eol
Spott l'hneto^
wlittcn
S t l r e n y o u s e e t h e m , r t l t e n 1 o u r l r i r e t h e t l t .n h c t t you measure them against arry othcr cars l9jl6 curt offer you, we are confident you rrill rote llrern tlre great$t motor cars the torld has ever scen.
in its price class.
PACKARD 4k Jr*dfk.7*/*
6net The bauriful new Pac{crds far 1936-the and most luxurious ers in Packard's history-are awaiting you inspection at your Packard dealer's.
ASK
Equally impressive is the tetimonial given to the new, lower-priced Packard l2O. [n its first year of existence, this newest member of the Packard family ** u*"id"d 6rst Platr in registrations among srs
9".1"^/ tzo Tt8
HLN
Wtlo
otl'!i8
109
ril
i:l Telling a Story at a Glance EST:OBSERVED two-thirds page advertisement in a recent issueof GoodHouselceepingMost manufacturers tell in words what their product does for you' A few fortunate ones have produets whose virtues can be shown in photographs. This advertisement is a stopper because
it combinesboth methods. @ The headline, in few words, conveys an important messageto women: (a) better appear-
,l
@ @ The reader is given an opportunity to act immediately, either by telephone or coupon. @ The coupon gives the reader an opportunity to indicate her special interest. ?his makes it possible to mail salesliterature specially designed for each type of prospect.
*ce, and (b) quick results.
ll I il
The messageis therefore: (a) instantaneous,(b) interesting, (c) believable.
€) The result of using the product is shown in l .
photographs by the "before and after"
method.
@ This paragraph securesreplies from women who may be trained to sellcorsetsto other women in their communities.
i
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SPENCER
110
CORSETS, two-thirds page, black and white, (Jood HouseA.ee.ping.
"f lost €ha€ugly hulge re
Cl irozmirc,utes';
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.-;; ,,.r J k e e p i n g h e r f r-desigrred qureyotrng. As soott lo lift arrd as a Spbnci. ruas he a abdoln' muscJ.s, u s c l r s , ttlre bdom' atigued m s.,,npoit u p p o i t ffatigued i n i l b u l e e d - i s a p p e a r e da n d h e r f i g t r r e lines rvire resi,]red to their nairral slirlloveliness. "Why", she exclairnetl,
Sendfor interesringfree boolelet Yours?" ours?" Fou-It-Is auh Is Y igure F ""|F'hit V h a t FFigurc Lookin'ourtelenhonebookunder"spencer C s r s e r i e i e " osr e n du s t h e c o u p o nb e i o w f o r a f r e ea n a l v s i so f v o u r 6 g u r e ' i , I * l i ' - " I j noto,Llieate
;ii;;;thi'rclyt.,196 i;t*o"iin*tes.'r ""j J':: urite aane
e
'tbffi"wn #*m, H a s e a S p e n c e r < l e s i g n e r lt o l i f t t i r e t l , s a g '
"i;'.;;: :i# E g* irm m"l"i;";ni--d :;::', ::1. v;,giur,* keePitstotctvtines i1"-';ilil:*.;i."",,. I"i:':;';,*,::,::,teed,to Haoe
a figure
analysis
-free
H a r e l o r re t e r h a d a S p e n c e rC o r s e ti e r e m a k e a s l u r i vo f v o u r 6 q u r e ? A t a n v t i t u e I n o s tc o n ' r ' . r r i c r i tf o i y o u m i n t e l l i g e r r i r r o r r t a nt.r a i n e r l i n t l r e S p e n c e r < l e s i g n e r ' sr n e t l r , , r l so f f i g r t r e :,,,alrri..'*ill call rt iour I'onr".'u" nlt Ji"y. A sturlvofvour figurervill cost you nolhing. S"1*'.'p"'i,"r."ii,i!.P.i""t,1"p"'i,lon,,iut"ii' a l s i e l e c t e d .A r v i , l er a n g e t o s u i i e v e r y p u r s e ,
*
1":'] a:1..:it'--., d-tice FREE
spencer for
Ro.k hland. Quebcc, C!n.,h: crtrr Btirain: 96 Rcgent Sr'. w'
'
m"
i'. London
N.-'A^ d " "4' 'r;e- *s s -
--
You Want to lllake Illoney? I f y o u a r e a b u s i r r e s sw o m a n ' o r w o u l d l i k e to l'e one, let us tlain you to become a . . D S p e n c e rC o r s e t i e r e . C h e c k h e r e .
6
"';{,IX{#f" SPENCER CORSETS 1r1
Right and lVrong Ways to Write Headlines like this have been A DVERTISENIENTS fl successful in selling large quantities of United States Savings Boncls. For example, a publisher's report states that a series of four advertisernents in one rnagazine resulted in clirectly traceable sales of 9293,000 worth of the bonds. Total space cost was $7200. @ The man who wrote this advertr'sement had an advantage which no other ad man can have in the same degree. He did not have to use testimonials to prove the finaneial soundness of his client- He had the rea y-made confidence of his
He did not use a claim such as " Sa{e as the -Rock of Gibraltar." He simply said the strongest thing he could say: n'tlnited States Savings Bonds" . and then in smaller type, "Direct obligations of the llnited States Government." @ (} The subhead and the picture attractively illustrate one of the important usesof the bonds. @ Second only to the headline in importance is this lengthy piece of copy, which answers all important questions about the bonds clearly ancl without frills.
readers that no securities can be safer than United States Bonds. The fact that this ad man realized his advantage is shown in his ct'oice of the main headline. He did not use a would-be "clever
@ This coupon is worded to take care of two kinds of prospect: (a) those who want to see Iurther literature, and (b) those who want to
heading" such as "Save with
order immediately.
Uncle Sam."
U. S. TRE-{SIIRY,
1t2
one page, black and white, various magazines.
$AYE t6SBO}{L$ STATE$ o tJlttTHD D I R E C T O B L T G A T I O N SO F T H F T , ! N I T E DS T A T E S G O V E R N M E N T
**
* *
^go
uystemattc Savingt tto.i will provide funds Collegein 10 * Regular investments in United States Sav* ing-s Boods are a sqre way to provide funds
I
cessiveyearswill return $10oo starting in 10 yeals, for four college Years. But whether you save: TO EDUCATE CHILDREN... TOR A RETIREMENT FUND...TO TAKE CARE OF DEPEND ENTS...FOR A CASH ESTATE...OR TO ACCUMULATE FUNDS FOR TRAVEL
*
*
AND RECREATION...coosider the many desirable features* of these bonds as outlined in the "Quick Facts" below'
:o *
*
By saving systematically you can provide funds yoh-will need fo" fo.o." pians. Select fromthis table tAe Systematic Savings program that is best suited to You. Amoun( You Invcrt Each 'i,il,i'iii iiii"ir'l roiiiij
$1r.7t. 537.50. $75.OC. $93.75. 5187.t0. t375.OO.
yrrutilv Vel-uc iiiiiik"irrt'r
fo-t-I 20 PltrbJG Erch Mo'dt' loYcsr M6orlir, sruiog io
. $25.OO l ...... $3,OOO...... $5O.OO i $6,000.-. . . . . . . $ 1 2 , O O O . ' . . . . . . . . . .$. l"o o . o o 1 $115.OO ......$r5,0O0....... ......$3O,OOO.....-.........$25O.OO .....'.$500.00 .....$60,000
BONDS SAVII'IGS STATES t}NITED AEOUT FACTS QUICK THTY ARE DIRECT OBLIGATIONS THE GOVERNME,NT.
OF
YOUR, INVESTMENT \7ILL INCREASE 3Jt/z% lF HF-LD EOR lO YEARS' Dondsarc i i i l ' r " ; " t l r c d e n o m i n e t i o nssl r o r r ni n t h c "i INTERTST ACCRUES AT THE RATE OF 2,91 PIR ANNL]M COMPOUND. ro srMirrfvf.rUnLLY rroviJcJ thc bond is I'slJrr,r,r.rrrr;rr. l{AY nE RnDE'MED IN CASH aftci 6c , l r r s f r o r ni i r u : d , r t c .i r r r h o l co r i n p a r t . FREE TRONf PRICE F!-I-'CTUATTON. T l ' c f i : , t c r h r c J c n l t i o n r r l u c s ,r t h i c h n c t c t . r c ! t . . r l , , . nr h c f l r c l r i s c ; r i < : , r r c l r i n t c d o n t \ c f . r c 'o: f c r t h F o r d . O l f ' N f R S H t P . T ! r c r t n r r -l ' c r c q i r t r r c di n t h c r r n r : r , { i , l i r i . ! r r: l . , c o o r .n c r . , r r u s t c r sh. e r , k i , r ' . gr r r ; , ' , . r 1 ' : ' ^ ( 1 , ( il L r , l c n ' ; ' r r } N N r R s H I p t r y T ' \ Yo p u R S r ) N S . i c : v , , ' , , I L r : ' i r r r - I ; " t l a l . u r . . n f r " . ol h ! r tn r ) r
morc than two) iodividuals. Such bonds nry bc rcdccmcd by cithcr pcrson nemcd 's c@wocr'
BENEfICIARY CAN BE NAMED. You nrv r.ei*.. vour bond with rhc namc of a bcricficiary to *hom, on rcquct, your bond will payabli or reissucd in thi cvcnt ofyour dcath. bc LOSS. Should AGAINST PROTECTION vour bond bc losr or dcstroycd, a duplic.tc will 'bc istucd ulnn proof of losr and propcr indcmf,ity. both as to pincipal and inEXEMPT TAX tcrest to thc samc cxtent ol othcr I rcasury mnos' as more {ully dcfincd iq Trcasury Circular No.
t t{. MNXIMUM IN ONEYEAR. It 31O.OOO
jr mrmissihlc undcr thc law authorizing thcsc (but not morc than $ro,m) hoids that $ro,w matority valuc, issucd during any onc calcodar y:ar, (lar. r to Dec. 3 r) mry bc hcld by any onc e.son. An additional $ro,tm marurity valuc is.ucd durinq crch or anv subsequent calcndar l cer mrv t,c so hcld.
Tbe Trcasrry Dc!*rt ficnt bas inaxgaratcd tbe slstc'f,:th Regular Puichase Pla;n to llciliute to bx7 tbcseby iaoeshis uho a*lt poibor"t 'bonds cacb-uteefr' eacb moatb ot at otbcrtlxed intentak, Yoat teqtcst, *ing co*pon bebut uill brkg complete detaih.
* F O R ,$ A t E A T P O S T O F F I C E S O R , , R D E R ,B Y I f , A I t I F Y O U F R , E F E EO TREASI.'REROP THE UNITED STATES,DEFT. 9O3. STASHINGTON. D. C. -l-l Please seod me without obligatioo, you Rcgular-Pu' chase Plao aqd forms for my coasideration atrd oF tiooal use. I- Send me the fotlbwing bon& for wbich I enclos check, draft, or mooey order. NUlr{BER $2 5 United StatesSavings Bonds at $18'7t 0 " " ".' $37.50$.."'i-\ .:: i:oUnitedSt"resSavialsBoodsat ... $ioo UnitedStatesSaviagsBondsat $75.oo S""t1l
::$?f:3i!::::It, B:l!: SllilE: Uriill 3::::: :::ct333 Register in tbcnaneof .nct senalo
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1
Snect Addres
I cirr-st4teMake all checks pavrble to Trcrcurer ofthc Unitcd States'
-
113
Why This Ad Doesn't Needa Large Name Plate EST-OBSERVED half-page ad in a recent issueof The SaturdayEaeningPost. @ One of the best eye-catchersis a photograph of a face looking at you. This advertisement contains a number of such faces, and every one of them is rnade as large as the space allows. Timeliness is an important element here. This advertisement appeared just before Christmas. @ A headline set to music is unusual.
@ The name plate is small. But the Telephone Company does not need as large a name plate as a manufacturer who is trying to outdo his competitors, because there is only one Telephone Company. If this advertisement sells you the idea of calling up friends or relatives on Christmas, you will have to use the Bell System. fn general, note that this is one of those advertisements which gain stopping power by their blackness against a white background-by sheer' weight of ink on the page.
BELL SYSTEX,{ TELEPHON-I}S,
It4
one-half pzge, The Saturd.a3lEwning Post..
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115
Securing Ordersat Low Cost HIS advertisement was outstandingly successfulin producing maii order sales. O @ The man who prepared the copy realized that the title "Getting Along with People" was more than just a name for the book-it was also a powerful sales talk in four words. There-
@ @ These two panels attractiveiy presenr quick facts about the contentsbf the book. The faets are all built on the time-tested theme-
@ @ @ @ @ I" general, note that this advertiserrient follows the "scattered copy" type of layout which mail order advertisers have proved good by sales results over a period of many years. This ad might have used only one headline, but actually it uses two. The copy might have been set solid, but instead it is broken up with subheads and panels. The information in the various panels might have been all put into one large panel, but actually three panels are used. This method rnay not make a smooth, artistic layout, but it does make an interesting, readable, eye-
"what the book will do for you."
catching and sales-producing layout.
fore, the featuring of the title in both illustration and headline was the logieal thing to do. @ This panel features important sales material; nameiy, the price, the number of pages, and proof that the book is successful ("Already in its ?th Printing").
lo I
@ The coupon gives the prospeet an opportunity to exam.ine the book free. To those who are willing to send money with their orders, the coupon offers this inducement, "We pay postage on orders accompanied by remittance."
I
ij'
MILTON WRIGHT Boo.K, two columns, black and while, The New Ymk Times Sunilay Magazine.
116
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Milton
Wright'r
GETSI{CAIONG
ItrTTII PEOPLE
tb. raq th@ hrE ba! ffi mEROUCHOUT sd ut d the rn ol g.ttiDg I rbo u&rul dohr ritb Ddple b ebi€w t^hdr ubitiou. d hrn rdd:d b t}e lonLdle Pryclolorit ad i! efuir trF b how rnd rhl ppl€ Milbn Wdght, @ah .ppd.h6. -Nor ffi6 pn6ial the rnd th€ 5oknadinr t4nbd tlfrc, aviry B . .tibul.ting, b.lpful side on rhliodhir. 6c t cbDiqw ol hus
A key to ruccQs in handling
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wh.t b do ud ay, rbd 'i{a| Pa* t€lL vd PEi.'lv Oai@ Alq in @ultlaitur_ thc EIjt! yd tet rhv mu Aold do it. b @ oDt&. &d i! ibporlst rnd pcirl lilc, ia ety&y tioir. ir buina Eepl6 3iturtiou rith r Daioa hating or you. lile ud bappila. ob.flatiou ud ildis*id lih6.[t 6r ab€ dho!'. IDD ryi.le, tbe rih(s bG 6d.-' illurtnit To h..kc th. bsl ltiu 6@ helplul, b.+dr ch.P!.-r Milb Y,ltiSht rpFr& ello r lirt of dihulrting qudon! vill co@ uo in your ev.ryd^Y @ntd. Hr tlE giE tou t n uhb.t ot l'nqtdl Drobld tnd tt6 h.lp6 You blE 6@.
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&nd for thir b6l a.. tO d.y.. €rI'n rDnror6l ihl.atlon No '&llRrlon. you mer.ly ro r.r!r^ k.a rhrt kt .r th.6d.l thr rraohsrk,n Frnd or l. lor lr th.il W. brt.\. lrY lnu *lll lhmfe{0.ably in tnu. Falfi d.gl. Itra< rllh rnh..A It y.E D.a(tte rh. iuEa^itlon. In tht. al\rn ht k g.tl youEll to. (diy. rhc ouF.
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117
Recipefor Getting a Large lt{umberof ContestEntries ENERAL
INC., makers of Softurilk Flour, Gold Medal Flour, and other products, have run a large number of suecessful 1-I \f
MILLS,
@ The contest is easy and as much {un as a, game.
eontests. Practically all of these have followed the pattern shown in this advertisement.
@ The entry blank is printed right in the advertisement. All you have to do is to fill it in, tear it out, and mail it.
@ The headline offers a large amount of cash free. Experience has shown that cash is the most attractive offer that can be made.
@ Proof of purchase of the product is required in the form of a box top' This insures buying of the produet by contestants.
G0|{ER.\I
118
MILLS, INC., one page,four colors,various magazines.
SEPTEMEER 30i lg35-ACTI{0W-USEEI{TRY BLANK BELoW closEs iflDNlcHT, c0t{TEsT ' M0ilDAY, For Hourewives A Contect Who Want Caah Quickl Purprc of Contc.t to Acquaint Morc Womcn With Thir Ncv and Amrzins Cako Flour -SoftrrilkRcgarding Which Bctty Crocker Saytz" Il you Ey mt Softa.il h mcthod I @ill nelc you a bcatc, ceh. aakct, accotdinl to ah. g coia..C@i^^a^g poi^a., ot I'll teltad }au DOUBLE thc mo^ct tou Daid fo. Solae'ilk."
iiix FiirzEs eR
EU
Ai thc fiftt fd liffi of th. limdick Doint @t, Mary was havin8 tbublc ffikinr -but ek6. Sotneol hcaek6 wcc dttE6 were bad. Peum. ro.d. iHy chc war uaingshe othet €kc than Sofbsilk, and alth@gh the. nqr ekc llour had sme gmd poinB, it @ld not guEnte her a perfect€ke cvery trft. th.o lhe tlied Softasilk. what did chediqver? Did her €ks tum out tlrc sde rs bef@? Did her husband mte anydifferene?WassheiurPrisd? Make the loi, @rd ad votr ldsl aan. rd. uilh the loslwl in thclrst t@ trias. Fd €EmDle: "Nos h€r BL6 re pria winren-no le"'
By B.tly CeL.t The minute or s! nEAR FRTEND: rt taks towritea last line for l-l thls srmpfe LlmencKfroJ oTtnEtmu $1,50o cosh, or one of 567 other cash prizes. You se, the reason I'm ofiering this big cash prize mon€y is to get more wmen to accept mY amazrng challenge on Softasilk Cake Flour. Ilere it is: IJ you'll hy mr.Soflas;lh.deltod I gritonlce io nfuke you 4 bcllq cahe usher on the I conlesl'wif,ning ho;nts, 07 I' ll reJundyu DO U.BLE ihc uonet tou sbcnl Jot Solasilh Cahe Flour, the chances You can't leand are you'll improve your cake baking amazingly! For my Softasilk method not only ovcrcohes the faults of cake made floor-lou$hncss, with ordinary hcaoinesFbut also overcoaGeness,
ro wRtrE LAsr uNEs -- ,XE How -----mAr
g&
com€ tie faults of less modern of moislure, lach cake flou-loss ol nooor. you to act at once! Frsr, So I urce get a faclage of Softasilk, Cake Flour tiom your grcer, and enter this amazingly asy contet as qolained in the entry blank at the iieht. Secozd, follow my Softasilk m;thod by making any cake listed on the Softasilk package, with Softasilk and according^to the rclpe grvfl on tne Dox. umpare it witheny other similar cake made with your own recipe and anY other brand of cake flou- Then, if you are not 10070 convinced my irew way is better, simply ter off the top of the Softasilk package, write on the back of it what vou paid for Softasilk, together with vour nameand addrs. and nlail it io me personallyat the addrss below. I will send You exactly lwice thc ot nunl tou sPent lot Soitasilh, Don't delay! Act at once before contest closes! ITDAL
coLD
FmDs,
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"!,,::l'H'i:,il:j,'":'.::rllll
Thc main point to kep in mind is to try an4 lt|-ahe ttE.last line kep th€ ceofth€limerick.Oncsoodwayk to.wiE-down all the wnd6.yd €!l rhink of that rimc with "distr*." or "happitr6." $ch s "imp-lF," And then pick out the one or on$ Bhich emi to make- ene, and build yN ldt line {ouod them. Yo don't have to be a "pet" to win th€ $l,5OO 8rand fict pria. Just write a plain, o,-mmon*nsi last line, and you have iust as good an oppottunity poet alive. to win 4 the 8Et6t Takc 5 minute now-wite vour last
Dear Betty CrEk r: ii?"iii'iriTi,im. ttre i"fili ii-"i6n-in 6i,in-i dii mv iiiiii t iiiit-tirit,ilOol^voJ ilrE, iiJiii-riiri'I-imer,.r on !F|; Co,iieii. t wijjirit o.i ;#;ilt'"i;;i;'"dflffi itj. reeu*l ii?i -iG"fiini "f it @uldott th-@sht it was e sirpl€ win. Just think, I almdt 6;$y ltrrew 6I.OOOa*avt But I *nt it in anyway, and you can imagin€ how ruipri*d I was when I really didwin and go! the money' Thanking you
don'l tail to t'nd tt til
ffi7!iiii.i;r,'i[,'iiit"#t;,*
rinein thc cntrybruk t*l'os-ozd
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RULES:
ohio.
E?joritv of -thcd on all n5!tc'rFr:
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i | $#H#gtri#i:,:*'$Hi ff;$.$!1trd;T4"j*-ffi f.f*Ui"gciitt"f"'#lE'o**; ! ti'&-Sc,r*."_e;*ir-.,e1*l: I I
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rl6e dkk d Eut E u t _ r Gr l t . sc!! h b c r as6 a l h e &.lut you crtcr to oake it cllcible to wiD. {{'dcon -aiii-il-a,-*-"1-;;;; th! back d 6c-hr.ioo sc i;r'riri ;-,-*;: You tuy cntcr.s tut lalt lJtrea s yo[ se!b. G€t s!-{.otrv blot it vour rm.r_or wdt..a1h eddt_ tlonsj la;r llac on oe ddc of a DldE .hd of Drr. {dic db on €.ah ol your bam. ild Sc Dl
INmTRAED
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GENERAL MrLLs, INc., MINNEATLTS
Crerar,
gowc, H o w a , DDifetor i f e r o a N g cNBc H o E a F oForum. Homc ruD, wlll b. notificd .! !. Priic wlnncrr .9on ai.rlibJ. afbr rH.-contst clos. No dlnet relorns. rPnst E*wc' to u*.o.r nor.to u!. lncnah! uy ras( rrnes .uDmrrrd In rDs onrcar, sn.rnf a Dflza srnn6_of nor.
:.
p4'c-snnhg nll nn'' ouP|rcak yirt b..-a*ardd. to all tsred'6. ear dul v erd6.d bv .thc Jgdsc! to nave. DroF rlt co!€rd .ucn ptr.qnnrns rilr trnc, rn dcd form, rr thc ontcsr. iB. Conrrs! limiicd b thc Unitcd stat€s and.lt.-Doc.c8s-lon!. No cEproy.e. o r ( r c n e r a r M l irlr!r,, n o r Eembe'! ot thcli fahilie, nor thdr advctudDa ec cli8iblt b {eocie! cnlet. 7. Th. lalt linc ulcd lor m damDle and ouored in ihls adverdscmanr will Dot be acc6td. Howev.r. talt lidd eherd! on. or morc words diner from th6. ouored la ihi. dffiple Fill be Derdlrted.
I i I l
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PNOMPTLY TO BETTY CROCXER DeDt. BHG9, Gcn€rJ Mills, Inc.. Minnatsll!, Mdy'r cakc! 6lled her hearr ilth distft.r. SoE. ver. @d -em. ePre dimDly a E€$. Th€n th€ $Ira3ilk way. Shc disoved ooc dai-
Mlou.
' """
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WXEN WAY a^(ER SXt[.
Yd tO
BAX€ GET
A
OlFCClr YAGIALLY
A'
HOME,
US€
SOfrA5ILX.
OELICIOUS
CAXA
FOE
IOUR
C^KE
OR
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YOUR
IFAISFORMS APP€TIZING.
GF€ER. WX€AY.
WrcLESOME.
YOUR
REMEMBER.
. . BUI
FAMILI
IS 6
"IH€ M4LIIMC
KER, SiAFF
IO
ORDER
WltH
IHE O{€
TRULY
OF O4IGHTS.
LIFE.''
USIES'
FFOM
YOUR
PRSESSIONAL INTO
TASTY.
I I I
" """liiiiiiii y"u mDr to Gorer. abvr.) ii;; ;Li;t iii; i;i prlnl.d qbvc, tn! lalt linc I want to cntcr In your Sofialtlk Cakc I h.w Flour llEertckCooht. Bclosi! my own nane nnd addiels. AlF. attached bor&D rrm lrm is r br&D l3 a 9.claac ol $radlt Sofcaltlk Crke Crte Flour, Flour. on the wlnch I rhe back ot ol *ldch Daclaac o{ havc dtted thc Dam. nah. addres! o( hy and addre6! my rrcer. Pl4 chRk D Arc you a new u*r \ ot Sofusrtk Cakc Flourt f] Arc you au old u*r t
H;;;:*:":::"':"",--..-'..'.. Cilt a fM.....-.-.-.........s,.r'.........................:..... I 8c.trc your eutry bldt ls complcretyhlld out. li lcaiblc,an'l l! lIdptt.il: I DddF&bbrtEarldonork'oremidnisht,Monday.&pt.Jo.l9J5 ) I
lig
A Formula for Getting Immediate Sales advertisement follows the successful ff\HIS .1 pattern which Walter J. Black has used for y"u",
more. The ad man who prepared this page reeognized this situation and reassured the reader, not onllr r,rnce,but twice: (a) "OAl in full," (b) "No
in selling the works of Shakespeare, De Maupassant, Oscar Wilde, etc. fn general, this page is powerful in its first
further payments."
flash impression. At a single glance you see "Shakespeare-98f"-and a picture of the book. These things are so arranged as to lead you
@ This subhead answers one of the first questions that occur to nearly everyone, "Can the volume be complete for only 98 eents?"
directly into the coupon. @ The headline selects the proper audience and employs two of the most successful words in the ad man's vocabulary-((Amazingt' and "Bargain."
o
@ People have had the sad experience of paying what they thought was the full price for an article and then finding out that they had to pay
'lhe subhead " Send no money-Free @ ination" is a tested mail order appeal.
exarn-
@ @ The completenessof the volume is further emphasized in the panel which lists all the works and the subhead which says, " 1312pages." @ The coupon ofiers an opportunit.y for convenient and immediate action.
i il l
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WALTBR
120
J. BLACK,
INC., one page, black and white, various magazines.
The Mosf AmazingC Bargain Ever Offered! this beautiful volume \/ES. onlv 98c -in full and with no further payments-for have to send the 98c even you don't And complete works! Y bargain you have book biggest "iin.uJ.o.*e,s is the this that co,,.'i"ctd now! Unless you are firlly it' Just mailing return you may risk, ever seen after reading tt. U*t for 7 days at our --because this offer NOW it send But once' tt your *py below willbring ah. never been made before and may never be made again! has "orrpor,
ONLY
Word He EverWrore OCOMPLETE-Every in onesingre Y
Now.
TluT:-i':*"::t9:
word shakespearc suDrem€ literature-every tt,trn.tt ttittory only this oNE lil i,iit.l-1. of all"ti into irtJn*itt ;;;;;;;.;';-ieip orrlv he has held th. k.ys to utiocl cvery human weaknlss' .' ' ' ;li,ffi':;;tv "iti"L-irl, is m6re a/ive, univer' toa.J ni """w ii"-*"ii.r'tttlt rtt Jes 300 vcars ago! ;ir";fii--;;t.irv,iit" * is th-at Shake=peare eLoNB ;;.; i";ii; th€ comerstone of the "i "iiii]ilia'i"t;.woman.s culture. ff. t.""t'.'J-iJJ- i;,:.y It nraking it so thriiling that you a'i h"td it b'eatt'' Hlt marvelous less suspense Pagc arter pt!t'
fluent writcr' Let us send vou this-book at ouR RIsK' thc urisuspected pleasurc of a SBakc' " oi"-'"tt speare vour schooldav - tv-pt 9f rcading mav n'ever hive revealed' Be fascinated !Y "9"ty' ous cl€oDatra' shuddcr at murderous Macbcth' chuckle et Falsta6. Thrill with lovcsick Romco' Stqnd sshast at the treachery of lago' Be cn' ctrantea-witfr the beautiful Sonnets end the wild passion of "Thc Rape of Lucrccc" and "Vcnus and Adonis"'
SEND NO MONEY-7 P.ay money' without Mail coupon today' nothing to Pmtman when i" idr"r..; ,r"i.,.i"" Read and examine thls book Is delivered. in large' volume-printed islz'p"g" i;;il.;;. easy-reading type on thin but opaque.Paper' bound in morocco-gralned clorn' lriutifully you Then. after 7 days' free examination if f..i y"i, can Part with. this volume--simply
it-iail'
"tIJr"tg.t
rt 34 A
XIDSUMMET xtGHr'5 OREAU
the matt€r' otherwise
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lrlrrtrlf ctllrllrrrrrlrl I gePf. lnc.. InC,r WALTER WAL I Ef, J, J. 3LA9Rr 8LACX, Depf. 2ll I
Olficllo wiilct't
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at. C..pl.t.-l. .lttlt v.lsi.word Slrctcwcty ffih. tF r rrr? Alro Urab"lagcd. Indcr L cillclff fln Chc.Gt 6 .rd Clorr.?y d.ailtg .ll f..i..
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send only 98c plus fcw cents Poctegc' rcad any book To know Englistr bcttcr-to morc appr€ciatively -to speak and wnte ,4, more colorfully, effectively you must A know ShakesPearc! Send couPon' il moniY, now! Walter J. *ittr""t Black. .Inc., DePt. 2l I' '2 Park Ave., New York,
kinc. tcricl.r, ol ?yrc
OF ?H€ tasrflG SHNEW
rN ruu! NO FURTHERPAYMENTS
Hls PoErrs llhr
TOHCO AND JIJIIC'
*?:t'.ltf better thinkcr and talker' a rrcre make yo9 a ""[.1il,1f,ffu.."J1"."11i1:::?Jll
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2 Park Avenue. New York. N. Y. V ^,' mqw
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O 121
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A Lessonin Simplicity EST-OBSERYED and third-best-readadvertisement in a reeent issue of The Saturday Eaening Post. O @ Here are the qualities that made this picture and headline stop readers: (a) Timeliness. This advertisement appeared about ten days before Christmas.
SCHICK
122
(b) Large and excellentphotograph. (c) Sex appeal. (d) A huppy situatron.
O @ @ Note how picture, headline, and name plate convey an instantaneous message to glancers, regardless of whether or not they read the copy.
SHAVER,
one page, black and white, ?le Sahtrtlay Et,ening post.
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How
could you cboose a better gift than this marvelous
anism which
is changing
the
shaving
mech-
habits of the wodd!
trate a littlc furthcr into thc shearingslots and thcrcby givc you an cven do*r
N o o r h c r p r c s c n tc o u l J p o s s r b l y b r r n g m o r e p e r -
Hence thrs extremely thin fat platc is rcsponsiblc
son.rl cortforr rrnJ srtisfrction lnto it lnrn's llfc
f o r t h c c l o s e ,c l c a n s h a v e w r t h t h e S c h r c kS h a v c r .
l.rr b. such a gcntlc hatr-rcmovcr{or womcn).
morc youthful and flcxiblcskin which can Pcne
I t i s r m p o s s r b l et o c u t o r s c r a p ct h e s k i n w h i l c
A*s
shave.
hs to sbac
Ovcr a pcriod of timc thc cnrirc cosc of e Schick is paid by savings in blades, crcams, soap and lo-
l r l r r r r r s l r c sf o r c v c r t h c n u i s a n c eo f w a t e r , s o a p ,
usrngthe Schrck. Ir hurts no more than rubbing
tions. So tbar bcsidcs the plcasurc ir givc,
c r c r r r r ,l r t h c r a n d b l a d c s .
rhc face wrth the fingcr tipn. The Schrck Shavcr
mrly thc moct cconomical way to shavc.
is good for toughcst bcards or tcnderest skios.
Czttttol cst T h c r c . , r c n o b l . r d c sr n t h c S c h r c k S h a v e r . N o t h -
A neu shin gws
t o u c h c sr h c s k r n . A f l a t p l a r c m o v c s
Oncc you use a Schick, Nature has no usc for thc
()\'( r .ilr(l F!-ntl.v Prcsscsdorvn thc mounds of the : L r r r s o t l t . t r h r r r s m r 1 ' c n t c r a n , l b c s h c a r e do f f
old skrn hardened and toughcned by ycan of
hclurv rhc nurtnal lcvcl of shc skln mounds.
callouscd skrn flakcs off to bc rcplaccd by I nru,
rr{ rrotn(
larhcring and shaving-
ln
a short ttmc, thc
A* Hc will
it is
ne oJ o*r 15,W dealen
show you thc Schick Shavcr and how
cry it is for anyooe toshavc with it. If no dealer is oear you, wrirc to Dcpt- A. SCHICK DRY SHj{vER, lNC., STA}{FORD. CONN. Di,Eiburor: Edis. Iuc., Ss Frmcilo. lo Cra&. H.6ry (Csrdira So@. l.d., od 06€ Ldiq r6E. *16.t0.) !.iq
wotlm Birb !
.s€tr$€K@sF[w[R @ l rlq
How AdvertisingCan SaveLives EST-READ black-and-white page in a recent issue of The Sahrday Eaening Post. O W" have all read in the newspapers of the large annual toll of lives that cancer takes, and thousands have had the experience of cancer striking close to home. Therefore, a headline like this, which brings good news and which is believable becauseit is conservatively worded and signed by a great organization, is bound to command serious attention. @ No ballyhoo here. This copy gives information that will save lives. In fact, over a period of
METROPOLITAN
124
years the Wletropolitan Life fnsurance Company has done a splendid public serviee by spending in the neighborhood of hal{ a million dollars a year to print messages that help to lengthen and make pleasanter the lives of many people. The public has learned by experience that no articles or stories in the magazines they buy are more worth reading than the advertisements signed by Metropolitan. @ Note that the last paragraph offers further information on this vital subject. Those who send {or IVfetropolitan booklets find that they contain valuable information--not just sales talk.
LIFE,
one page, black and white, The Sahtrday E.rcnins post
IT
I
l'{ewspaperAdvertising for DepartmentStores advertisements like this have I\TE\,YSPAPER t I helped to make Macy's the largest department store in New York. Note that the sales approach is the same with both fountain pens and curtains: (a) picture of product, (b) price, (c) bargain appeal. The bargain appeal helps to get people into the store, where they will be exposed to other merchandise as well as the items advertised. O @ The word "sale" ,r"ir"" seems to wear out. Department stores have always used it ancl will probably always continue to use it.
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@ @ The pictures of the items being sold are large and clearly drawn to show details.
@ O The price is displayed in large type. The price-cutting phrase, " 69i . . usually would be 1.39" is another device which department stores have used with good results for years. @ This list gets salespoints acrossquickly. @ More and more department stores are using coupons, especially in Sunday newspapers. Sunday newspapers have a wide out-of-town circulation and the coupon gets orders from people who cannot come to the store. Besides, the Sunday paper usually remains in the home for a few days. This gives people more time to fill out coupons than in the case of the average dail;r paper.
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D{ACY'S, one page, black and white, Nazo Yorh Sund,ag Neus.
128
O *h4ACY'S f"*.ffi*r/fr6/& 5.000Fully Guoranfeed
FIIUIITAIN PET$ with l4-K. Solid Gold lridium Tipped Painf Plus your full Nome in Gold An e\traordinarv vrlue in fountainpensl llhc gurrintcc against nrcchanical defccts indicates our conhdcncc in cach pcn*thc price speaks for itself. l'on should also knorr, about thc bcautiful new design of sharkskin grrincd pcarl finish in green, 'll-here burgundy, bluc or plain black. is no longer a rcrson rvhv an_y man, \\'onran or school child s h o r r l d d o r v i t h o u t t h c c o r r v e n i c n c eo f a g o o d f o u n trirr pcn. Macy't Stotioaery Depf. Strccf Froo.
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Each sidc is 39 inches wide and,2lft yards long t Imagine saving rlall on the 6easontsrnost popular curtains two wholc weeksbcf ore the Fourth! At this pricc, you catr groom cvcry window in your home. . . in crisp, fresh, cool. looking summer drcss! Your choicc of white, creem or ccru in finc marqui. sctte. 2),000pairs witl not last long.. we warn yorl Curtains, MACYS Selenlh Floor. Tcrribly
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G||rllon Dot Febblc Dotr ?in Dotr
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Selling a Product of Infrequent Purchase EST-READ
advertisement in a recent issue oL Good Housekeeping.
Ordinarily, an advertisement for a produet of infrequent purchase such as Drano would rank low in comparison with ads for produets of frequent purchase such as soap and cofree. The fact that this Drano ad ranked Number One in a magazine that carries as many competing advertisements as Good Housekeeping is a wonderful
record. It proves the reader-getting power of: (a) a good comic strip, and (b) u well-known signed by a comic strip heading "Bridge," famous cartoonist. Note how cleverly the comic strip is done. ?he product is not dragged in as an afterthought in the last panel. It is an integral part of the entire story, even though the name "Drano" is not mentioned until the end.
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DRANO,
1e8 I I I
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two-thirds
page, black and white, Good,Housekeeping.
o FINE SRID6€-L€AVIN6 ^I€ IN NO fRJMPs AIN L€TT'NG '/E 60 gou.,A, Frv€ TRtcKS ! 6(/€55 wHArA AtLSAYN6 ftrgvee 5^4ART /r'lA^r | /vtARRr€D
^.tiNO? wnat awo?
N€V€R
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y'\2- tl
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You're a Rot'7-€^., w.{€N lHous6K6€ftR T-d€Y si+^./ fHAT SLOW eurrr r,Ar@
o Daeuruo,You'pe g€rLLrANl-i ANo Arol^./ 'tuaT uou've t,lrlRoOUC€Ohe'l:o gRANo t'tc lave 1:o ose ,r R&!,LARLY
,M €V€ft,
DRAIM €V6RY w€€l<
o
129
Applying a TestedAppeal to a New Product EST-OBSERYED color advertisementin a recent issue of Good.Housekeeping. @ A beautiful, full-color photograph of fruit cocktails is the chief attention-getting element in this advertisement. The red cherries, the pale green grapes, and the yellow peaches stood out brilliantly against a dark-blue background. @ The headline contains two sales arguments
of proved power: (a) "New," and (b) "Ready to Serve," which means little or no work. Copy tests of various appeals have shown that " quick and easy" and "get rid of work" are attractive ideas to almost everybody.
@ @ Without interfering with the main attraction, this advertisement brings in two other Monte Fruits for Del Monte products-Del Salad and Del Monte Coffee.
DEL MONTE,
130
one page, four eolors, Good Hoztsekeepzng.
I .-l'"tt ,.,, ,..;l {"-.,,.t tt'
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READY TO SERVE
:-.,-;,-,4j)
|$ s
$:
i.lrJtlu.{'l-,,L1, l-
larottlttttt
and for guick salads and descerts remember Del Monte
ar c0tt
l, art
tr^aatlco
Looking for something vey!.aeryf iaviting? Something that can lift your meals to festive levele-without your even lifting a little finger? This enticing fruit cocktaitr is the anewer. It's gay. It's smart. It's especially prepared for cocktail use! Here, in one can, are five ideal fruits-ran-sweet piae. apple" sun-ripened peacbes,mellow pears, tender white grapes and scarlet maraschino cherries-in perfect bal. ance, their flavars accented by a beguiling ayrup. Oh, you must taste this fruit cocktail! And like DBr- Monrn Fruits for Salad-which you probably enjoy often-it costs so little! Iess, aetuallyo than it would cost you to conbinr tleee eanne&outh: watering fruits ia your o\{a kitchen. Your friends will be servin6 tlis tempting cocktail soon. Why not be.;6rst-and get the credit for a grand discovery?
=:',;';":ir:l:r;l
FOODS 131
Making Ads That Don't Look Like Ads EST-OBSBRYBD color-pageadvertisement in a recent issueof Good,Housekeeping. @ Modern color photography presents products with remarkable realism. The light-brown beans in their dark-brown jars were photographed at the peak of perfection-a perfection which can last only a short time, but which is preserved indefinitely by photography. To say that these beans looked good enough to eat (in original color ad) is an understatement.
@ @ @ Another feature of this advertisement is that it does not look like an advertisement. That efrect is produced in the following way:
(a) The headline " Yia Boston " does not sound iike an advertising headline, and it is not set across the page like most headlines. (b) There is no name plate at the bottom of the page. fnstead, the package and name plate are shown on the can in the photograph. (c) The copy is set like regular editorial matter and carries the author's name, "Josephine Gibson." Note the tiny word "Advertisement" in the lower left-hand corner of the page. This shows that the publishers of GoodHousekeeping realized that this page looked very much like a regular magazine article.
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HEINZ,
732
one page, four colors, Good Houwkeeping.
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broad "ah's" of Boston greet fTaHE I realBostonBaked Beans... From I the land of the bean and the cod, comes the traditional recipe by which the Boston-style beans of ihe House of Heinz are baked and sauced. As every good New England trencherman will tell you-there must be pork commingled with theplurnp, brown beans -sweet; translucent blocks of it wellstreaked with lean, and dark molasses IAde(lilcm(nt
" ,'f
Gibson By Joseptrrine juices.
The beans must flavoring the rich bakcd qhrough and be baked-really hot, dry ovens. through-in And vet vou c4n serve a Baked Bean Supper'any tim-e you."hone" for itand in just a few minutes, too. For beans-trulv-Bostonian are now one of the Heinz farnous 57 Varieties-the bean in the yellowJabel tin.
Tust heat and serve them in individual crocks. Heinz brings you the comely little brown pots as well as be+ns to 6ll them. Write- Hcinz Bostox-styh Bakcd Bcans at the top of your list today. And ask your grocer about the bean pots. Besides-Boston-style beans, Heinz makes three other delicious kinds, all oven-baked (1) with pork and tomato sauce (2) in tomato sauce without pork (vegetarian) and (3) red kidney beans'
1
133
The PosterTechniqueThat Has Made Millions of Customers EST-READ
advertisement in a recent issue
of. The Saturday Euening Post. Here are the elements that rnade this page a winner: O @ Timeliness. The headline and illustration are tiecl up with the Texas Centennial n
'xDoslrron. @ The illustration is fuil of action and shows
people in costume, and it appeared in the magazine in bright colors. @ The copy is short. In general, short copy seems to increase reading' Whether to use short or long copy depends on the product and on the problem involved. Sometimes long copy is absolutely necessary in order to sell the product properly.
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COCA-COLi\, one page, four colors, The Satu.rtlayEuening Post.
134
O The pff'use Eh*6 refre*h"rO /')
at the T*o** C**rtennial
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"R.emernberthe Alamo", and go! In making its Centennial celebration a great anractron, Texas has forgotcen noth-
"":" :,1":;:::fi:'J:::O ;.:;:-': "*'1". o f w h o l e s o m e r e f r e s h m e n tw i t h C o c a - C o l a . - i c e - c o l d .
COCA.COIA
gOTTI.ED ON .
IN
IHC THE
EXPOSITION VARIED
GROUNDS
INDUSTRIES
AI
DALI,AS
SUtI.DING
1.35
A Trade PaperAdvertisement That Brou,ghtTraceableSales HfS advertisement. addressed to druggists, brought an unusual number of returns czd orders.
@ For years druggists have displayed sponges which have been produced by nature in the form of an under-water
I
animal growth.
Therefore, the announcement of a chemically made sponge is real news. This advertisement takes full advantage of the important news angle (a). by putting the word "News" in big type, and (b) by showing a large, realistic picture of the product, and (c) by superimposing these elements on a section of newspaper. Note also how the news angle is tied up with the prof,t an.gle.
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i
@ This copy furth"" Profits.
ro
"-phurizes
News and
@ This panel effectively presents scientific facts about the new sponge. @ This group of sketches and eopy shows clearly that the product has many popular uses. €) A convenient coupon helps to increase response from readers of trade papers just, as it does in the case of readers of. The Saturday Eaening Post. @ Note the name "du Pont" in the sig;nature; also the display of the name in other parts of the layout. Tests have shown that emphasis on the name " du Pont " increases sales. Probably the reason is that the reader knows the product must be okay if it is made by an organization so well known.
DfI PONT CELLULOSE SPONGE, one page, black and white, Drug Topics,
136
"tm;r.uf*, i* ^,. *,011 :o-T: 4I .WITH Hea NEwdll NEW4I From "::,11*5 oursrANDlNG OUTSTANDING wlrH ii"*-t-L-.r.irr,
Otni
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FEATIJRES IE SALES
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You have a fast-selling, profitable item when you stock the new du Pont Cellu-
. . tuai lests in drug stores.Whereverit has .',:. been introduced, consumers are enthu. siastic. And so are druggists. For this ; new spong€ has proved a ieal source of profit which you can tap without anY special effort. Here's
.1 **
why du Font Cellulose Spongc puts new Yigor into 3aler
1.
It trotd" 20 times its weight of wets!
2.
not pick up dirt ed It flet"-des from the bottom of pail or tub.
3.
Maruelously lasting.
4.
Resistsdilutedhouseholdacids,alkalis. ad cleming compounds.
5.
C* b. boiled out damage. Nationally
6.
soft, yet tough od
(sd
grit lmg-
cterrTrzed) with'
advertised. sizs od
Availablc in fou 25c to $1.10.
rctails from
{ Fftd,sur Fo. thc b.t!.., capecity .pongc th.t 8dt!
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Fq dr wa.hinS . . , will .trnd kiDd of th. rcugb6t up udc. uac. Nev6 asatcho.
dltct washing sd For window . . 3o Fft u.d. hoosc-ctcaning . . . ar wcll rt cl@. it Flilha can bc usad likc chMoia.
ll,rrr_* lr,
lk'ffi@ -J-'
rtandrhot For dishwa6hing... watcr withoutdam68a...can sc. aftcr 6ch bc boilcd clcs
:'
& co., lt{c. E. l. ou Poxr BE xEilouRs CELLULOSE SPOXGE 3ALE5 EIiPIRE STATE BUlLqtXG. tlEv YoEx clTY
i:",
-Jryry-16
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Pld!.
in this in dozog Packagcd box. good. looking dilplay dirPlaY Otbcr Doi0t-of{slc (for eiDdow and metcrial @untcr)
ivailablc
on tdludt.
&Dd
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cel ulo$e
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Spongc
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ta
137
Using Two Continuity Strips on the SamePage EST-READ
color advertisement in a recent issue of llI cCall' s.
@ This headline suggests an interesting story plus valuable information.
@ @ The continuity strip does not disappoint the reader. ft contains exactly what the headline promised-an interesting situation, plus information regarding the washing of delicate garments.
@ This second headline arouses interest because it suggests a conflict with a h"ppy ending. @ @ Note that this second continuity strip (as well as the one above) follows the formula of famous writers from Shakespearedown to Eugene O'Neill; namely, that the plot must contain a conflict in order to hold the attention of the audience. Consider how dull these continuities would be if every panel simply showed two people agreeingthat fvory Soap is the best in the world.
MRY
138
SOAP, one page, four colors, I[cCaIl's.
BE$T L(l(lK$ TWIN REST-(}THER TW]iIMUES TNIY PAT.YOUMUST B€ D€AD _ W O R K I N GI N T#AT sTOR€
n T,SnCtYor/R€ w€tr!- lf YoucoutDstETl{t lNTI{AT n{tN65 lrATCOM{ EACKRUIl{€0 woRr$r{G 5f€ wfiYTl{€SroR€ D€PARTM{NI 51OR€ You'D '/.Wrrs YOV\G. -t-{i. -.;I RtcoMM€NDs J; IVORYFLAK€s, FAIiNIT{G BRIDG€fs
Yf5-AND YOULAZYTWIN!_YOUSLTPTALLAFT€RNOONIDID YOU!YAsI{ YOURGRTENSILK
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grtc( TNrsLrsT. TH€SE T#|I.IGS BEPUTIil r{{€ SI{OULD N€V€R FAMIIYWASH,YOUWITTSAV€ T+I€M MOII€YIf YOUPROT€CT
v€s,lnoutriCss€ENwAs+{€D T€I{ TIM€5 WtTIi IVOT.YFLAK€S. W+IATDID I T€LL YOU AEOU1 BRTDG€T's WEg{DAY SOAP
C,osg,PAT,YOURGR€EN srrKtooKsT{N tlM€S
wrrrtpun€. IVORY
"lf
FLAK€S.
a soap is strong enough
for an ordinary family wash,
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it's too
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strong warn
for silks and
stores. "ril/e recommend q'arm
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BLANK€T5 ALL BABYCLOTfi€S 6t v€5 WASflABL€SILKPRINTS
dePartment
suds of lvory
luke'
Flakes."
IVORYFLAKESggl&7"pvF'e-cHlFfoNcuRLSoF lvoRv soAP
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NO, LOU. HE WANTSA G I R LT O S H O WH I S R I N 6 S . B E T A M A R R I E DW O M A N W I T H R E O R O U G HH A N D S D O E S N , TG E T T H E J O B .
IrtltNI" o---:,'ff [-_:_:___:r--
'l r rSr nI t o o e s I I HORROR DR r s H . . . T H,El s E ll ANoTHE YU B B E R G L O V E si I I ] S L I P P E RR I i I H o P ET H E YG E TM V - . . '
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You DrD! You PRAcTTCALLY S A I D M Y H A N D SL O O KA W F U L I H o w c A N I H E L Pt T ? w A s H r N Go r s x e s r v e n v o t v !
7{J', AN ANNIVERSARY R I N 6 F O RD E A R S M O O T HH A N D S ,
H A N D SS M O O T H .A N D
ACTUALLY COSTSLE55 I rro usE THAN5TRON6|
pacxnoEsoaps!
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smoofh hands !,
OU6HT BOYD,DEAR,YOU T OB U YA S I L V E RS, O A P orsH FoR rvoRYBECAUSE IvoRYDIo IT !
Luch for your haads-and
pocketbook!
Imagirel Exquisitely pure Ivory can be used every time you wash dishes-at a saving! actually costs less to use than the laundry-type of pac(age ups. Get Ivory in the Large Size today - win whitcr, sm@ther hands in a weck.
IVORY
SOAP
pvue eeaaltuolo
139
A Time to Avoid Tricks EST-READ
color-page advertisement in a recent issue of Collier's. There are times when the best way to get attention is to avoid clever headlines and imaginative illustrations and to simpll' display your
@ The copy is {ull of facts and, even more inrportant, it contains prices. An ingenious device was used to promote easy rea,ding. The artist placed a yellow circle on Gift Number One and a similar yellow circle
merchandise.lYhen this ad ran, the Hickok Company had an ideal situation for a straight merchandise advertisement because: (a) they hacl handsome merchandise to display, and (b) this advertisement appeared shortly before Christmas.
alongside Paragraph l{umber One, which describes that gift. He placed an orange circle on Gift Number Two and an orange circle alongside Paragraph Number Two. The copy for other gifts was identified in a similar manner.
@ Note how the use of a plain dark background shows these gifts to advantage. Any trimmings, gadgets, or other illustrations would
@ Another reason for the success of this advertisement is that it offers a novel idea in Christmas gifts; namely, "2 gifts in 1." For example, the "package" which contains the
have wasted valuable space and detracted from the gifts themselves
leather belt in the lower right-hand corner is a Scottie ash tray.
HICKOK,
140
one page, four colors, Collizr's.
on
i6ilioh-bloct
ow.
Hit
plolinv6'loie-irdividuoti:. th;r (hoi.
ri. (lip. lhe rmort, fr6nni!h rlre Potenled olligalor lrylc, P€rf.cl 3.r'
ohd
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on plolinum'lone. pu.Potc
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tt€rling t t r l e , f r^ i t h , r o l u e t O i l l i n ( l i v . ;.ilioled. ln bv
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IncludinE v"r In o^ cnvruol (ot.
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choin !lyl!' 5cottic lic.lip, griP. Rich olligotor Plol'd in t
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bok'lil'
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silver, wilh in omuing
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in I
Correclly styled, dislinctive, lostingly u:eful, every
Jtrln U L E A D E R S HI P r€rls BUCXttS
Sracts GATTIRS JEWftRV
FOR A MAN
mony styles custom-initioled.
Hickok AclionBAK
smorleit new colors ond weoves
gift morked Hickok ic sure of o mon's opProvol'
broces, ioo*in
H e k n o w s t h o t H i c k o k m e o n s e x c e l l e n c e" ' o n d i t
-ore
reflects your good tqite. He will oppreciole one
quolity. The permonently useful pockoges, hond-
of the lotest finely forhioned belt retr-mode
somely designed, in bokelite, metol, gloss qnd
d i s t i n c t i v e l yh i : o w n b y h i c i n i t i o l o n t h e b u c k l e '
Gnc woods, enoble you to give 2 gifl: for rhe
Anolhcr "rure-firc" gift ir fine Hickok iewelry '. '
price of l!
every mon's ideo of comfort. rtyle ond
H t c K o t ( , R o c t l E s r E R .N . . Y .
HICKOK 14r
An Unusual Record for a Car Ad
I
I
I
EST-READ
black-and-white
page in a rcesnt issue oI The Saturday Eaening Post. fn general, automobile advertisements have received comparatively low rankings on readership. Factors that have contributed to this are: (a) automobiles are not bought so often as other advertised articles; (b) many automobile adverI2 l)
tisements have shown a monotonous similarity. Here are elements that gained readers for this advertisement: @ "Ifalf the gas" is real news compared with other manufacturers' claims of "less Eas."
@ The car is good-looking and fairly large. ft does not look like a midget car or a freak car such as one might expect after reading the headline "half the gas."
@ The statement "up to 35 miles per gallon" helps to prove the claim in the main headline. The reader begins to think "it must be true.'.' @ The low price of $395 is another stopper. Never before has the reader seen a car as large and modern-looking as this at a price so low.
4
IVLLYS,
142
one page, black and white, The Saturday Etening post.
{L" *o*'"" *t1" *'l-i',rt:'
t-'?i:i
#-k;"Jil:H;""
. #*:. *3*?l, ffi,rJi* .i&;F* l l r . r r . ' s t l r t S r r r p r i s c c a n o ft h e ) ' e a r ' ro l-:r.cat rhul it can tra'el
twice as
i::'::;l-;:lli:".1H';l':"','.r"; ('{r r.'ostto the very lo*est!lrt' r'ar llrat is so clclcrly dlcsigncd
^ r.oy All.*eel,.olono
--
i.u*ln;::r.';:.i;:*]* \ \
\
ff
-^nrtrrrent
, *,,i',,u,r"rugl.,g"::::, 'v"''1"")rurL.srzTeot f sr.o
lurge
'""u
."
^ -eslt
,*""jr,-srriJri';rs
trorrsrnission
,
tl('t()r
lhrl il l,rorirlcs greater-than- | rrrr, lrrrtl ro(rttl r)tt a -.tanrlard'trcad t lrrr.i. --tlrr: r:ar willt tlrc safety of lrrrg, l,rakts. vi<[c f,nder liglrts" .;qfq'1g 1la.srll.lrountl. lor+er center ,,fgrarilr.nnrl lop ancl lrodl ofone
\43
Why SomeAd Men Are Highly Paid EST-READ
color-page advertisement in a recent issue of Collier's. In the previously discussedWillys Automobile advertisement, the copy writer had the advantage of startling news, sueh as "35 miles per gallon," and a price of only .9395.But the man who prepared this page was in the situation that most ad writers are in. He had Lo mahe news. Most low-priced cars are about alike. Most cigarettes are identical. Most cakes of soap have the same advantages. Therefore, the news and exeitement about these products have to come out of the ad man's head rather than out of his client's factory. This is why ad men have more nervous breakdowns and larger incomes than factory workers.
@ This advertisement owes its attention value to its unusualness. The illustration is different from any that was ever used before to illustrate an automobile advertisement.
@ The headline is different from any previous automobile headline. When you consider the number of new automobile advertisements that have appeared every week for the past ten years, you can realize what a task it is to write one that: (a) attracts readers, (b) has sales value, and (c) is entirely d,iferent.
O @ @ Note how picture, headline, and name pla,te convey a quick messageto glancers.
PLYMOUTH,
144
:I
tl
t'
one page, four colors, (ollis's.
A MeetPlymouth'snnladies' Man" X ZE CALL HIM Plymouth's "Ladies' Man" beV Y causehissharpeyesandcareful,skilledhands check up on all the interior details ofnew Plymouth cars. . - those details which feminine eyes will be the first to appreciate. \
As each big, all-steel body is completed,inspectors go over the rvhole new Safety Interior. The handsome instrument panel...all dmr-pulls and windorv-lift handles. . . designed for safety. . . are inspectednotonly for looks, butforsmooth operation. Every inch of the deep upholstering is gone over..."head-lining". . . curtains. .. carpets. And if tbe car were being delivered to a queen, this final inspection could not be more critically careful. That is why your neu' Plymouth is not only luxuriously comfortable but beautiful, too. . . and
will cantinue to stay beautiful for a long, long time. All through the building of a Plymouth there is equally careful workmanship...equally searching inspection. On the scientific sound-proofing...the rubber body mountings and airplane-type shckabsorbers that keep bumps and vibration away from you. . . the steeringmechanismthat is so easy on a woman's hands and arms, As a matter of fact, every one of Plymouth's skilled workers is really a "ladies' man." Because they build into Plymouth cars the comfort, safety and va,fue...that women appreciate. The style and beauty...ofwhich every woman is proud. And every year, more and more women,..and men ...learn that it's truly a great cu...built to last! PLyMourH DtvtsloN oF CHRySLERCoRpoRATroN.
EASYTO BUY Today, yori'll 6nd Plymouth ir priced right down with thc loweat...and ofcrs contcnie[t payment terms. You can buy a beautif ul, bigncwPlymouth for aa low as $25 a month,Thc Commercial Ciedit Company hac made availablc-to Chryrlcr, DeSoto and Dodge dcalcrr -tcmc which you will 6nd fit your budget . . . and makc it exceptionally easy to purcharc... and enjoy...a ncw Plymouth loday.
145
Advice to Young Ad Men EST-OBSERVXD color-pageadvertisement in a recent issue of The Saturday Eaening Post. The first rule that a young advertising man should learn is that News, Self-interest, Reason Why, and other tested appeals are the best methods for getting attention and selling merchandise. After he has ]earned this rule he will discover that occasionally a good advertisement can be prepared which seems to break all rules and get attention because it is fantastic. The
.I
trouble with most beginners in advertising is that too many of their ideas are fantastic. They want to break all the rules all the time. They are like the music student who wants to play Beethoven
before he has learned how to play the scales. e @ @ This combination of headline, iliustration, and package has action, novelty, and good humor. The situation acts as e stopper and thus gives the other elements on the page an opportunity to get attention. @ @ These elementscarry the usual cigarette sales talk "smooth blend," etc.-plus a px-rrverful additional argument in the form of valuable free coupons which can be exchanged for handsome gifts. These gifts are especially appropriate, since this advertisement appearetl about two weeks before Christmas.
II
il'
ii ri I
,l
RALEIGII,
116
one page, four colors, The Saturday Eaenino Post.
]rox
PIAIN or COR|( 'IPPCO mao:
v
^r,,5
*-,,i
They re now priced down to other PoPularbrands-but seehow much more Raleighsoffer! A smoothblend of distinctive Turk' ish-Domestictobaccos.Plain
s K@L CTCARE1TES AISO CARRY E&W COUFONS
l:3.;;W3=:/t4ffi r:l \{.1 rn} r ilh!,LJ
gnl.
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TABLT:. B..orirul fI-ITHOISE 0r(6,n,nal rrll.. 17y,' high. v. v,lnqr oa ut.n.d b.d.r. Got.! 3?5.oupon,. p.n(il.rrilc ouhdcni.
a.,nr"d fi.s.t iill, prr" tbt
G::::'';:.;i:*' 8A8OH
fi,\UGNSHAurENt lN
A
enANo-ttEW
SHOW
Cho;oo cOcrTAtL SET. Cle .Ua, bL* .n.d+l tu3!. 3@ @{Tnt,20. { sp., l?5@dp.. F!'. @uF. a -....60 GEpl*
COA3i-IO-COA3I
P.r Pl.t. SiL ONEIDA CoDnqnitt (&riE r.r.r.26?k vhb ddt Tiddt d4 ror.L).8@ .@p.. @.
Addieol
N N C BLUE NftwotK.
pk
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Vdt. rd.t 6??& FREE aoOKLFL '8autltol Msb.i' l@Hd Hc ilhr No' U. Sed.dJt Nd dnio! hd.kbrltBlvptort
TVECY f*Ot{OAY }:tO
tO
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t. e{.. l. S, T.
1 t"l i-'ll t
SomethingThat AmericansLove EST-READ advertisementin a recent issue of Collier's. @ The principal stopper here is the illustration. Pictures of airplanes; streamlined trains, new ocean liners, etc., almost always have high attention value because they combine two vital human interests: (a) interest in scientific progress,
@ The American people love superlativesthe biggest, the fastest, the tallest, the oldest, and newest. Note that this subhead is written so as to contain a superlative. If you were an ad writer for a competing air line, you would have to develop a diff erent superlative such as, " lhe lar gestair fl eet " clr "the most luxuriolrs" or " the most Ttopular" ot, if all elsefailed, " Ihe mostunique air fleet !"
and (b) interest in travel. @ This is a news headline and as such commands more attention than average headlines.
@ The copy is informative, newsy, telegraphic in style. ft contains about three tirnes as many facts per paragraph as average copy.
UNITIID
148
AIR LINES,
one page, black and white, Collier's.
{hltedmmidhcrs F Aod'alt's triumPh in air taael! Thefastestdeluxeair trensPort fieet i.x the warld!
- r r x E t " n E t h e B I G N E W S o f 1 9 3 7i n a r r i , " n t p o t t " t i o n ! -United's I i,""ip"ii",i." U n i t e d ' s S3p00,000 13:099,090
Built for q l a n t new vlallrlrrrcrs n e w lMainlin-ers! o l di"nt fl.er t l e e t of
new these-n€w Douglas, these. United Air Lines by Douglas' Mainliners rank as the most Powerlul Pasi.ncii l"ndpl"n.s in the United Statesand .ii-" n.* .tina"rd ofluxury, service,speed' nto g o l n g Iinto a r € n o w going M.inlin.rs a i n l i n er s are'now Uniiedk U n i t e d ' sM ' --:t--:^ --day p.lanesare sservice e r v i c .e . ... 22l-passenger l Frant'ran5an Dan alreadv flvinq 2hour non-stop Deluxeloungecisco-l-osAnielesschedules, minute 5 5 minute 'iype . * Mainlii.ts v , i " t i i . o offer o f f e r a-3 a 3 hour h o u r 55
;fi:.;";'ei'''*so-i\ew
'l,ii
,1,
I
York fl ight; and.a
f a s t e r . f i n e r c o a s t - t o - c o a s ts e r v l c e w l l l .[.iit" u. hown with thesc ultra-modern ii^n.do.t.. N.* 1937-typesleepersalsowill smn ilv overnightcoast-to-coast. Picture the t-uxuryof these 190-mile-anhoir- skvlounzcMaiirliners! In a cabin de' siened for 2l-seats are l4 deep-c-ushioned, fu-ll-swivelchairs, custom upholsteredtn qulet aImosPfl tn the tie quiit.atmosphtre rlde in rich Luri..you .iii', labrtc.You tide club lounge! of a beautifully-appointed. progr 1937equrPment equipmentprogram Thus, United's I937 an unprecedentedrangeolluxrrestablishes iiorr- it"r.t faciliti.., and provides.the sreatest choiceof serviceever offere{ by iny airline: Twen-ty-e-ightdcluxe..Mainv't6-erei-"-for fa-ster'rIong-distance lli;;rr lnCrs b;v UDouelas U suHl4! fast periods; equally equally fast pea[ trafic trafic-periods; .ervice serrice it oea[ United's frequent, lo-nassenqer Boeings Boeines for Untted lO-passenger schedul€s. n t e r - c l t y schedules. convenient c--n"a o n v e n i e n t linter-city i"*.t"U.r this: Back of everyfight exPen€nc€. i. uritiJ" ioo.illion milesof experi * ttalilllNrtt ultlttot! alout * lactt r{toH 3P:Eo-212 m.p.lr Cruiss190m p'h'' 1500 milcs without tcfueling. ft': wcight' 12 span, 95 ft.;lcqtl\,64t6 Stzt-Wiog tons fully loaded. vctcran piloc and latcst tyPc piloc-2 ctlw-Tht€e aurometic oilot. Stewardcss. powra I l5o h.p. l4
( lnr
^ ]t,. Jl
-
tlra;
l^
I :tr'r.d
l'.
l-i'c-
Thn.oott
l oir'orauon
{ t}lE sl(YlouilcE r{alNLtNtl-l+ decF c , r s h i o n c r sl .* ' i v e l c h a i r si n a c a b i n a s ea ry l , r r c ca s t h r t o I t l r e 2 l - 1 ' . r s s e n g d lJrnc! Unusurl visibilitr . , dcluxe rlr.,intmcntst Individurl trl'les.Rerl .ilrcr, chinr. linen. Complimentrry lrt,rls, more delici(rusthtr ever! t . |.,1;at ot,tUuitcd / ir Lines Offce,or at rar,r'Tra:l Bnrcau,tor rctotalions ot ratnrt, Plnt llal ncxt coatlJoloatt itttct-rit, ,ri!, :;a Unil€d.
I"e' 149
How to Put Stopping Power into Pictures EST-OBSERYED
R L)
color-page advertisement
in a recent issue of The Saturday Euening
Post. @ This picture has several important qualities: (a) It tells a story. (b) It is unusual.
(d) It contains the basic element of drama; namely, conflict. (trn this case it is the amusing conflict between driver and nurse.) (e) It portrays a common experience-a situation which nearly everyone has experienced as driver, pedestrian, or onlooker. O @ @ Note how the combination of picture, headline, and name plate conveys a quick sales rnessage,regardless of whether you read the copy.
(c) Its messageis instantaneous.
o f
I
I, ' I I
I
I
I
l,' ll I
SUPER-SI{SIL
150
GASOLINE,
one page, four colors, The Saturduy Euening Post.
nWW*o o fswoif
F'
enrur# &69;*
modefcr [t ""o is especiclly yourEcsoline - unless
F1."' f,-r&
h..F .* '3.ifrir F
fltctirgc li() stops a dal' . . ' shift gears 60 times \,fOU I a dal'. Acccleratingin "high" can use up 60% more gasolinethah rtrnningsteadill'at 30 miles an hour. For econont;' in todal"s "stop-and-go" driving' your gasolineneeds3 kirrds of porver-just as your car needs 3 shifts of gears. One pou'er for quick starting, one for fa*t pichry and hill clinrbing, one for stead'grunning.' Super-Shellconrbinesthese3 different kinds of power in one fuel-theTtrst truly balanced gasoline.
{'";,,.", ,,,.., J *..,n:'ttt:
,f F ,;,,,
ffi
-F'::j
'ia;;
1.]t
I
When Not to U"sea Photograph
lo
EST-OBSERYED color-pageadvertisement in a recent issueof GoodHouselceeping. @ This is one of those illustrations which break ordinary rules and yet obtain an extraordinary efrect. Rule Number One: Photographs get more attention than other illustrations. But in this case the use of an oil painting with beautiful tones of green and yellow is more effective than a photo would be. Rule Number Two: Use pic-
tures of people. However, in this pieture, the introduction of a farmhand or even a beautiful milkmaid would have reduced the desired effect. @ The use of the large illustration did not leave much space for copy. Nevertheless, all the usual elements of a Campbell's Soup advertisement have been retained by compressing the headline, the copy, and the sub-illustrations into smaller sDace.
o
CAMPBELL'S
152
SOUPS, one page, four colors, Gooil Housekeephtg
I I
'-..-..+*-+d.€1_ *+llf,r
ANI} CREAI}{Y IIO}v.,MUSIIROOIr,IY SOUP CREAM Cf *TUSTTRO(}II -- IS CA}IPBEI,LTS SUGGESTING
r--
I
tI-.ZaH...OH...Whatr'Jthat
-
timc"'betterthuanycrem
tl-rtcding,tntarzingi'ri'niiil;i,;hi;;lh.1l_1iT,I*, li,vi,l)i*',";n,e-"r;.. X,l'.1T5:,TJ'iilfi"ri'"il;
Now! ffu"r
what-'this am'
R6-^rD-vtnrrE af.i';:i,*,"
:I"l,::l.j..*i* of Mushrumtate likc! . ..
L^srl
Madeitmorc"mush@my'... Say, when wilt wc bave a kitchendor?...Sosavoryand 6ntqcur s.Jv l v iiit s er"t" t s y oyott u € wswallowing, a l l o w i n g , o d c r codcrcmier...and m i c r . . . a n d ' o r m @ l sotmath! h ! o a t v ? W h ep-tyiwh..'s n ' s t h c 6 n t q c u thc r juit in hopei.,. io. i auirg spoonfut... Now, ilorher lhir c.":{,1-.I
{*
i
" -.
rF** J;-+q',Ei:iii-;*::T: y:r::i;:?::l1i",',".'i:xT; 31'"Tlf,:::i^t,l'##H again?- . .werr,aurigbt ''ii:o.j:,:: *-o-l:ji:::l mm i;J; :#pT;;'iti "#ifr.;li'-T:*]"--irii"g ror" ramilvtreatihen' ' '
creamy color j . . saylng ro,you
"come and set me!" And
mushron
momls
il;il;;-P;t*
,. ..)/,s rhut !
":'7::'!::! oniewhcre'
,'U
t
*
..\
:.i
'''
Swn! Let's get 6everal cm
I
ili?.*':'ll';[J*-ru'*l: ili*t;1;t:tr:a&": E ff."*",liYr,""t';,-,'iJ#"il MUsHRooMs!-Whole
With acamto thitk ""'ii"i'niiupo-
big-
Don,t wait for ir to €@l . . . Blow on a spoonfuland tote' what h a t ccream ream M Mmm-mmm! mm-mnm.t W ii;i:.. ii'iiijir'.il''ii'll'i;;
t.l',iiiltr,l...[ttiltseven
I'iiiti"g fait glo*in; -wittt fresh' golden cieam-tich' ;ountry-style' c o u i l r y _ 5 r y r ct"tTl-;-:'Aii shoving,up through rhc grrc
a-..o,i"itoo-tr'
PlmP,
this new Campbell's of Mushrmm!
Cream
N E w : E eBe-!'ertha"E.GreE lt€?EaEcYcE: ! [\Etv! rpe€ialrvcultlvat?d ttd
---"-'],1""-Tl;:11:::!
,' ;e 't' ;l
'rf,F'
SA
c.--;
153
fr
Putting Full-page Punch into a Half Page EST-OBSERVED advertisementin a recent issue of Collier's.
plate-is
obviously the type of layout
rvhich
observation and which will stand high on reading.
ranks high on observation. The chief lesson here is that a big smiling face looking directly at you has always been and probably always will be one of the best stoppers in the ad man's tool kit. But this picture is more than a stopper.
O @ @ TLis advertisement with its simple elements-short headline, big picture, big name
Note how, in connection with the line " Clean inside too," it quickly demonstrates the advantage of a Tek Tooth Brush.
After you have looked at a number of reports on observation and reading, you can begin to guess which advertisements will stand high on
TEK
154
TOOTH IiRLISH, one-half page, black and whibe, Collier's.
o
o
t You've too Inuch to risk. Bulky, old-style brushes can't reach the very place where dangerous tartar forms. See how Tek 6ts. Professionally
small-shaped.
Cleans rNst Dt curves as easily as outside. Pure, springy,
o
long-life bristles. Remember, Tek Jr. for the children.
H
TOOTH BRUSH
($Xwnwd+s%wrYon U ^ , - . ' , -" , ' . ' '
U . - . ' @" ,
15,)
How to Arouse Curiositv EST-READ color-page advertisement in a recent issueof Collier'sPeople buy magazines to read stories. There_ fore, as mentioned before, if an ad man can tell a story, he will attract thousands of readers. @ This headline arouses curiosity regarding a "hiss of doom" and forces you to read further in order to learn what caused the hiss. @ The subhead further intensifies your curi_ osity but concealsthe causeof the ., hiss of doom. " You are forced to read further.
@ ?he dramatic illustration adds to the general excitement and gives the first clue as to the cause of the hissing sound. The presence of the gas jet in the wall suggests an accident that might happen to anyone. Therefore, in addition to curiosity, the instinct of self-preservation is brought into play. You want to learn how this accident occuned so that yourself.
it
@ The copy does not disappoint the reader. ft is an exciting tme story. And it leads into a powerful sales talk for Eveready Batteries.
EVITREADY
156
you can avoid
BATTERIES,
one page, two colors, Coilier,s.
f6af.:t,|issof;'=eern fffi,,'i:rc O;:,frafrerrs A Snake?EscapingSteam?SomeCreature of the Dark? More Swift and Sure any of these,Death L*y, 9than that Night, at her Fingertips +t
---
tr t "l owe you an apologyl", writesMrs, Florence Whitfield Barton (a6ooe),of Cisco, Texas. "l thought you really made up those ticklish situ-
q
ations you print in your adver, tisements wh"r.
.*plor"r,
unj
adventurers and travelers owe their lives to dated Eveready flashlight
batteries,* But not
any morel
"This summer my husband , and I were forced to stop overnight in a little town near the
il
border.Theonly hotel wasclose to the railroad a freight switching
tracL,
*
&
w -:+
***en'
,:Tli,' a match, and just happenedto feel Bart's flash. light. which he always carriesin the car. When I switched on the fashlight I saw what had happened: a leg of the bed had opened the gas-cock at the baseboard as we dragged the bed away from the wall. The ' room was full of gas. I shudder to think what would have .' happened if I had struck that
f: ;:
.::fTJri.1. "it;itr+1fif;.1
Onep ntor6 the DATE-I|RE
match! Now I am alwaye the one to seethat the flashlight is
where
locomotive was when we went to
bed. lt u'as terribly hot, and
from the wall and pull it as near the singlewindow as 'we could, Late in the night I awote with a splitting headache,caused, I thought, by the heat, and the hissingof the locomotive. But after lying awakea few moments,I realized hissingsoundu'asinourown room. I reached llhat to the table for (l confoss;r with shame) lvcr LJI
Building a Following of Readers and second-best-read p EST-OBSERVED IJ, black-and-white advertisement in a recent issue of The Saturilay Eaening Post. @ This picture secured attention because of its unusualness. ft is one of those illustrations about which it can be said that, "Probably nothing like this ever appeared in an advertisement before." @ This headline prompted a reading of the
P-{RKE, I)AVIS
158
copy because of its appeal to self-interest. @ The copy, from beginning to end: (a) is interesting, and (b) contains facts everyone should know. @ This narne plate stimulates reading, because people are learning from experience that, just as in the case of Metropolitan Life, Parke, Davis & Company print messages that are worth reading.
& co}IP-{NY,
one page, black and while, The saturday Eaening post.
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it
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jr ,t Thr h.arl at f.?ftr.hkd
it an anatomical dnuing
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\ |.f Fll(;HlN(i orrly 8 to l2 uun.r'. rh;rt Y V h . " r , o [ l n t r r s m u s t e a c h t l . L vd o a n a n r , , u n to f r v o r k e q t t i v a l e n tt o l i f t i n g a m a n r , f 1 5 0 1 - r , u r t , 1osn e - a n d - a - q u a r t e r t i m e s t h e bcrght of thc Enrpire State Building !
a n s q ' e r t h r t q u c s t i o n f o r l o r r i s 1o t t r t l o c t o r .
I t r l r t r n c v c r r c s t . O n a n d o n i t m u s t b ea t 7 2 t r r r e . e i r c l rm ; n u t e , 4 3 2 0 t i n r c s e a c h h o u r ,
ing about it promptlr'. lirr the heart has remarkable propertics of recuperation. It respondsto treatment, ifstarted in time, better than most organs in the body. Even people rvith badly crippled hearts often live happv, a c t i r e l r . , e sa f t e r t h e y h a v e b e e n t a u g h t w h a t
J7,SlJ,2oo times each Year. I t s H e r c t r l e a nj o b i s m a d e s t i l l m o r e d i f f i cult [.1'the strain and accelerated pace of modcrn lile. 1'his, perhaps, is one of the reasons h"art diseaseis increasing. Today, rt lcads all othcr causes of dcath-ottt pt'rsott itt six, abot,ctht agt af 4o, dits oJ hcart diseast T h a t i s a n a l a r m i n g f i g u r e. I t m a k e s t h e thoughtful person *onder, "\\'hat about zry hcrrt ?" And the only person who can
The answer nrost People get is one that isn't takcs a load off their minds-"Thcrc anytlrrnq rvrong." But i( somct\tng should be u'rong,)'our greatestsecuritv lics in know-
precautions they should observe. Today physicians know more about the ills of the heart and ways of the heart than cver treforc.They are better equipped than e v e r b c f r r r et o t r e i r t a n d c o n t r o l h e a r t d i s e a s e -and to guard against it as well.
Shortncss of breath-fluttcring of the heart-numbness of the extremities-these are among the symptoms that suggesr an innediare-tr\p to the doctor's. But even without warnrng symFtoms, many a wlse man s e e sh i s d o c t o r a t r e g u l a r i n t e r v a l s - f a r l e s s "servicing" than he gives his car yet, obviously, infinitely more important ! GDyilsh!
r*.-P!rr..
Davir * ConDany
@o,l/u,@o*ot " a-/2 &'Uo'mrtaruf /J DETROTA,vtCBrCl{
Tb World't L)rgcit Makcrs oJ Plarm att utkal and BiologiuI Produu s
l5v
it Turning Glancersinto Readers
o
EST-OBSERVED and best-readhal{-page advertisementin a recent issueof Col,lier,s.
llrl
I
is not only curiosity-arousing, but it makes the reader think that there may be valuable information in this advertisement.
@ This headline is a stopper because it sounds strange to have someone call a toothache a lucky break. Also the balloon technique, plus the dark background behind the balloon, makes the headline stand out. @ This picture gets attention because the smile is a little strrprising. You don't expect a rnan to smile v'hen he is talking about a toothache. fn fact, this cheerful attitude toward pain
@ This comic strip technique (usually called "continuity strip" when humor is not involved) is the same technique which has shown high readershipon many occasions. @ I{ote this space-saving device. The advertiser showshis package and his name at the same time. No formal name plate is needed.
COLGATE'S DENTAL
160
CREAIl,
one,half page, black and white, Collier's.
ANDTO TOP IT ALL, THIS T O O T HS E G A NT O A C H E . 50 I WENTTO THE DENTIST. H E P U L L E DT H E T O O T H A N D T H E NS A I D . . ,
BROWN, DO YOU KNOW THAT MOST 9AO BREATHCOM€S FROM D€CAYING F O O DD € P O S I ' s ' N H I D O E NC R E V I C E s EETW€EN IMPROP€RLYCLEANEO TE€Th? THATb wHY I ADvIsE COLGATE D€NTAL CR€AM. Ifs FOAM R€MOV€S SPECIALPENETRATIXC
Most Bod Breorh Begins with the Teeth !
.fEsTs show tha( 76dn oI ^ll people orer ^ the ag€ o{ l7 bave bad brcatb!Tess also prove that most bad breatb comes frcm improper$ cledned teeth! Ordinary cleaoiog methods, wbich merely polish rhe exposed surfaces,.fail ro remove -decayiog food deposits in hiddcn crevices belween the reeth. Aod rhese de. posirs, tests prove, are the source of mos( bad .brearh . . . dull, dingy teeth , . . and ntuch tooth decay. Bur Colgate Dental Cream has a special
f,tAKE5
TEETH
CLEANER
peilcttdting foam which gers into every tinycrevice-enulsifies and washes a*ay odor,breeding food and acid deposits. And ar the same time, Colgaie's soft, safe polisbing agenr gently, yet rhor. ougbly, cleaos aod brighteos rhe eoamel -makes your teeth sparkle-gives oew brilliance ao your smile. So brush your teetb, gums, toogue with Colgate Deotal Cream ir least twlce daily aod bave cleaner, brighter reeth and a sweerer, pu.er breath.-Get a tube today!
AND
ERIGHTER,
TOOl
i61
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Borrowit g a Techniquefrom a Nursery Book and best-read advertiseI?EST-OBSERVED IJ msnl in a recent issue of Collier's. Here are the qualities that made this page a winner: (a) It is unusual.
(b) It doesn't look like an ad. (c) It is amusing.
(d) It shows pictures of animals. (e) It employs a nursery rhyme technique that is easy to read. (f) The copy is short. Other advertisements in this animal-and,rhyme series for Golden Shell have also ranked high on observation and reading.
GOLDEN SHELL OIL, one page, black and white, Collier's.
162
'-2.=*+.,_4_
^
a
is for 'CatorHis mannel'sal'e rotrgh Do not distur'llhim 'l-ough! He's apt to get L/
R
is for Rabbit-he's shy, btrt he's Fast Don"t tly t.o catch hirn-you'll sure conle in last!
Norv mix them both uP And mix them up well And there, sir, you have The New Golden Sheltt Like tn'o oils in one It's Tough and it's Fast lt Cuts Starting Wear And how it doeslast!
Staltingcausesl\Iore Engine\tr'earthan all t h e r u n n i r g . . . to reduce this wear, Nerv ColdenShell l\Iotor Oil is Fast-Florving Tough so it standsthe heat of steady driving
EtU New Mator Oil 163
I
ThousandsRead This Feature Regularly
r-,
,-
tv EST-READ
advertisement in a recent issue of. The Saturdag Eaening Po.st.
comic strip ads are isolated stories. One tells the adventures of Joe Smith, another the adventures of Susie Brown, and so on. However, the makers of Prince Albert Pipe Tobacco have for some time been running a Most
series of strips about "Ol' Judge Robbins," the pipe collector, and again and again these advertisements have been the best-read in the magazines in which they appeared. This indicates that it is possible for an advertiser lo bui,Id up a loyal following just as a Sunday comic strip
or a weekly radio program builds a following. trn order to promote a situation of this kind, it is necessary to do two things, as follows:
@ lJse an identifying title which always remains the same in each advertisement.
@ Always give your readers an interesting story. Never let them down by giving them all sales talk and no story. fn this way, you will not only retain your old readers, but yow will continually increaseyour following.
io
PRINCE
16.1
ALBBRT
TOBACCO, one-half page, black and white, The Suturday Euening Post
rVE SEEN PtPEs Ftrotvt ALL FAFTS OF'IHE rt JrJO6E, ''I4EBltt $/ORLD NONE FROM €OTJIH POLYNESIAN SE'. IET-AND GROJPS
-Tr.{E 'fRreo NATtVeg gMoKrNG_ AND LIKED .IOOAY IT MAKE A RA'THER C1JRIOUS
ptp -A €ourH,sEA IS -A €OUT}4 SEA ptp€ I{EFTE rT r.{€FrE IT rS lT f,,lADE F'POI.4 A €€A-S-F{ELL. guFlPQl€lFlqLY MAKES A J-
lnl.$xfi*gii'ffi r'o*" $lii$r"TJ'."81 P"' *
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165
Using Advertisingto Solicit Contrihtioni
ro T) I)
I
EST-READ
advertisement in a recent issue
ol Collier's. Newspaper men, artists, and writers have discovered that people are interested in people. Probably one reason is that when you read ebout another individual in a human-interest situation, no matter whether he is a big shot or a President being inaugurated dorn-and-outer-a dr a murderer being electrocuted-you yourself, "ft might have been me!"
say to
@ These photographs all show human beings in human-interest situations. They are as absorb-
o
ing as the editorial material which the reader pays for when he buys a magazine. Note that the pictures are not square and static but are cut into odd shapes. This adds action and eye appeal. @ @ The headline and the name plate convey a quick message to glancers and at the same time make clear that this is not an ordinary advertisement but something unusual. @ The first few sentences of this copy tell you that this is not just the average sales talk.
COIVIMUNITY CHEST, one page,black and white, Collier's.
166
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3
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lar
Ilope
deferced
rnaketh e the heart , i]l
siek
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tfcr K I
1
frl
;.; Hope sustains self-respect. Yet as you read this" millions of inen and. women are touching elborvgwith dcspair, nearly crushed by continual drain on courage and spirit. Government relief aims to prevent tt add provide shelter. This tTstarvation rneets basic human want. But other hu. man needs-hunger that asks for nore food-are fully as important! Pictured above are some of the hope. ful, humari dramas made real by your lircal welfare organizations. This year, your Community Chest will aek you for a contribuiion to all the organizations
OruoEILIaE.TI$N
devoted to first-hand neighborly contact with those in need. These needs have grown. While the demandsupon neighborhoodagenciesare greater than in 1929, thetr income hag been decreased. Health and cbaracter. building prograns, their true firnction, have been impaired. The neoney you contribute will senil a visiting nurse up tenement stairs, equip a playground to weed out crime and help character to flower, find a good home for a homeless child, assist a shattered family in getting a new start. Help tlem to hold on to hape. Give with a generous hand.
Foa
HUlrAIT
^
NEEI}S
ISg6
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Getting the CreatestValue out of a Testimonial
o
EST-READ
advertisement in a recent issue
of Collier's. O @ A commercial artist said, "Newspaper make-up men cannot bury a good";;; even if it occupies only a small space." The same is true in magazines. This advertisement secured attention by combining the cartoon format with a picture of a famous individual. Note how Ted Husing is identified in several ways: (a) his picture, (b) his name in larse type, (c) radio rnicrophone, (d) football language in the headline. . . . If any of these factors had been omitted, the advertisement would have lost some of its stopping power.
@ Here are factors which helped to secure a high reading of the copy:
(a) rtisshort'
(b) It is informative. (c) rt is printerl in balloons. (d) rt is a direct statement by Ted Husing'
(e) It is lettered in cartoon style rather than in formal type.
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FLEISCHI{.\NN'S
163
GIN, one-half page, black and whire, Cd.lier's.
idDoNlT FUMBLE YOUR HARTIF,II COCKTAILS"'
s:fuH**Si*"b ..MAKETHEM WITH AN AMERICANGIN'' SMOOTHMARTINIS ARE THESECRET OF SUCCESSFUL C O C K T A I LP A R T I E S ; PERSONALLY I ALWAYS USE FLE I SCII MAN N,S 6lN .
}IERE.S THE WAY I M I X M I N E - . I C EF I R S I FLEISC}+MANN,S . N€XT-VERMOUII{
tr LAsr-rHE
l c E cHlLLs_,THE GLASS-' TI{E VER^^OUTH THROUGH FTLTERS 'I{E GIN
U S E 2 P A R T S F L E I S C H ' I A A N N . S6 I N
io r pegr vERMourH-srlR,DoN'T ONLYONEROUNO SI{A|(EITNAKE O F M A R T I N I SA TA T I M E A N D N O A.TAT'ERHOW VOU MAKEIT-8E SURE
rO USEFIEISCS:
espetially Ginis disiillerl Fleischmonn's
CroinFilT Americcn for mixing-from
D:';:'j."-'f'.'ffi"t;:n:':";tm:; lIe
Iil::""i":[:IFTli"ff';'i'i:1ff: ffi., . tg -"1".'
Use Flcischmann's Gin ror your next
t
hJ' t1t$tl{rtl'vrr fi:[',":'"tl'jlr'I:i:j::'*]11"""-;; Proot' U,rr,rrrri to m;ke a smoothcocktail."9O SloeCin, 65 Proof' Also Fleischnrann's , ' Y' T h e P l e i s c h r n a r rDoi s t i l l i r r gC o r p , P e e k s k i l l N
flRYCl\ -
I
E Fl
.,,. 1',, FIEIS(HMANN'S I's*LtED
DRy GtN
Fl
rW,,
t69
Timing Your Ad for the ChristmasMarket EST-READ page advertisenent in n recent issrreof Collier's. @ This headline is timely, becauseit appeared shortly before Christmas.
@ The copy receivedhigh reading, becauseit is short aud nen's1.and appears under interesting iilustrations. The illustrations suggestnot only' articles you rnight rvant yourself, but attractive Christmns Eifts for others.
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SPOTTIGHT Ford deoler.
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PresentingSomethina'Nerv ES?-READ
color-page advertisement in a recent issue of The Saturday Euening po,st.
C @ lYords iike "discovered" and ,.neri,,, have always been sure-firefor getting attentionespecially if your advertisement looks ljke real ns'tDSrather than manufactured news. That this advertisement contains real nervs is proved
by the fact that the name "Boraxo" and the black-and-white container are things which the reader has never seen before. @ @ The sub-illustrations make clear at a glance what the product is for, and, by appealing to both men and women, help to broaden the interest and attr:rct readers of both sexes.
B O l t . \ I O , ( ) u ep a g e ,t w o t o l o r s . ' l 'h e , \ r t l t rn l o 4 I i r t , n i r t q I ' o s t
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& ffiew fu€m*sg $eeredsEealter .......:
=: i:+i:+:::ji It's quick. It's thorough. you've
ever tried. And
Thal's BoRAXo-lor
i..
E
It's diflerent
lrom
any hand
cleanser
it hasn'l a scralch or a piece ol grit in it'
cleaning dirty hands'
fine toilet soap in e "What is it?" you ask. Simply pure Borax and givesl Takes oII grease, it results And what special combinalion. soft, smooth and the hands jiffy. leaves But grime and plain d.irt in a sold at grocery stoles and most drug stores. Now you can discover it ior yoursel{! Pacific Coast Borax gO Mule Team Borax Products' Company . .. Producers of the famous lree from odor. Boraxo.is
No mrrtcr
Tune in the Otd Ranger'r tedio tales of "Death Valley Deys".every week. See newepapetradio progrems for tim6'
how
handr
gsl
dLny.
Botaro
tlran clean. Jutt froirlGn You! handt, on Bor:ro
and wort
into a lalhEt-the.
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{-lsingthe Bargain Appeal in NervspaperAdvertisins
I
ir
advertisementslike this one NTE\\-SP'\PER I I have helpedto build Davega'sinto a large
(3) List showing location o{ branch stores and displav line "All stores open evenings."
chain of stores in New York City and vicinity. 'Ihe advertisements feature various items at bargain prices, such as radios, golf clubs, ice skates, sport clothes, etc. 'Ihis zrdvertisementis
@ Terms: "$1 .00 a rveekpays for a radio."
t1'pical of the series.l{ote these selling elements:
@ Coupon oflering the prospect any or all of the following:
@ Rargain appeal-" eo!/o Io So /6 off"
(a) Estimate of the trade-in value of his present radio.
@ No money down ,free horne trial.
(b) Free home trial.
@ l,arge picture of product being sold. @ Arr-owsindicating good features of product, such as "giant dial," etc. @ T,ist of nationally advertised makes of raclios.This helps Davega to cash in on national arlvertising done by raclio manufacturers. @ Repetition of bargain appeal, this tirrre with specificfigures "l'Ianufacturer's list price S79.50 . while they ltrst-933.00."
(c) Free booklet. Some ad men who desire a srnooth-looking lal.out to delight the eye might sa1. that thi.s advertisement is ail wrong. The1.'rvoulclpoint orrt that it has too many competing elernt'nts,that it lacks dignity and prestige. Horveverr,erperience has shown that this is exactlv the sort of copy that lvill produce the best immediate sales results in nrass-circulationnewspapers.
D A t r - E G - { , c r r r e - f o u r t hp a g e , b l a c k a n d w h i t e , N e t o l ' o r k S u n r l u t l} [ i n o r
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(YAU SAVE46.50]
F I L L T N T H I S C O U P O N .h A I L TO OAVEGA. 76 HINTH AVE,, x. Y. c. GentlemrD: M y D r € s e Drta d i o i s a . . . . . . .
.,.
Ye&t Durcbssed... . nl" Eow much could you rilor lor ! nes 193i otr & fsde h ...... I
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Home f'Ii8l
"Fid,^;'"i'! li.,'!*si: lll, :':::i# - - ff. - ia:[l-'t'Jili"' i'-""' ; ; ; "*i: ir H6qark ....m Park Pl{ca 'iids Psrk sldt ) {Miliurt 8t. liicho{6r Ar..
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{Jsing a lJniversalAppeal EST-READ
half-page advertisement in a recent issue of The Saturday tueni.ng post.
O @ Headline and subhead are built around a universal appeal: Get rid of work. @ @ The photographs arouse curiosity. They make people wonder, "}l'hat are these unusuallooking gadgets and what will they do for me?', @ @ As previously stated, surveJ,rshave shown
that people are more likely to read copy under illustrations than regular body text. Besides, this copy, like the copy in a rnail order catalogue, is full of facts; and the mail order concerns have proved that fact copy sells better than glittering generalities.
@ The name "General Electric" has prestige and is an additional reason for reading the.copy, because you know that it is good merchandise if it is made by G-E.
G-E IIOTPOINT,
776
i I
one-half page, black and white, The Saturiluy Eueni.no post.
WitwY{o Lel these two G-E ltids save
yolrr
strenglh
and keep You Yourf,g
DOES EVERYTHINC BUI SINCI This mixer beats eggs, r'hips creanr, mixes battets. S-speed double beater. Glasbake bowlr guaranteed against heat breakage. Haody rubber sparula. Askyour G -E dealer to show you how easily it works. Creanr eoamel with green trim, conrPlcte as shown . . tla.rr (also in silver 6nish with opal uhite bowls). , u i c e e x t . a c t o r S 2 . 7 5 ; o ( h e a a c c c s s ( ) r i e sa t s l i S h t e r t r n c o s t .
FESIECTTOAST EVEAYTIME! This hand' some aid to smooth breakfasts signals by light aod b€ll when toast is dooe. Turns ofr eutomatically' unsurpassed Kecps toast crisp and bot..Makes MelLa toast, It saves wear aod tear oo the oervous sysrem, and gives long and reliable P".t".-il:;;
Ibn'll
\
alu'ays be glad Tott bonght a G-E
ETDCTntC RESEARCH
KEEPS
GENERAL
ELECTRIC
YEAR'S AHEAD!
177
Combining SeveralEffectiveDevicesin One Ad EST-OtsSERVED advertisementin a recent issueof The SaturdayEueningPost. O @ Headline and illustration several important characteristics :
here have
(a) Timeliness. The advertisement appearetl shortly before a presidential election, when the battle between the donkey and the elephant was at its height. (b) Good humor. The illustration with its clever headline is amusing and expressesa "ballots-not-bullets " philosophy of which Americans are justly proud. (c) Familiarity. The Kool Penguin, through a seriesof adventures, portrayed month after
month in advertisements, has become a familiar character in the minds of magazine readers. This is a new and effective use of a manufacturer's trade mark (or trade "cha,racter"). fn the past, when a rnaTrufacturer used a bird, an animal, or a person for a trade mark, there was seldom any variety of poseto arousenew interest each time the trade mark was shown.
'Ihese cigarettes have this important advan@ tage: The name "Kool" is a sales talk in one u,ord!
@ The premiums, which are shown in every Kool advertisement, lend additional interest beeausethey are good-looking and Lhey arefree.
l
I
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KOOLS, one-half page, black and white, The Saturday Eoenino Posl
178
i'@ ..4
t
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f,rOn the hottest campaign irr' a l- lifetime we give you the cigarette that pledges itself to keep your throat relued and c'ooJl that mild Take a deeo puf-feel menthol soothe and refresh. Take another-enjoy that fine, fu.ll tohacco flavor, Note the cork tip that
'/7
Jul,pCup"-tl.rvyrikr1ilar,,14N. .. liSeouprnr c.p3(itJ. Srtofrqo,
doesn't grab your lips. And save the valua-bleB & W coupons for a list of great premiums. Don't vote for hot smokes. Join the landslde for K(D!5. Better for you on every count! Brown & Williamson Tobamo Corporation, P. O. Box 599, louisville, Ky.
FREE.Wnrcforiloskded4-pr€< B&Spffitom[ooltGlNo, 12
(P'Eioo
06.' 56d u_s.A. o.tr)
Ctr$varc-brrlrbldcd.6hqhbal. or6r.&,or6otJklioacd-lmcop.
pElcti_..Atto€aRRy RAttfcttctcAREttEt..,ttottr Ar gopu[AR B& W COUp0Nt tryn ,tJv
An Idea for an Aspiring Ad Man EST-OBSER\|ilD advertisement recent issue of GoodtrIouselteeping.
a,
sweep the field by getting bride, sex appeal, and baby into the same illustra,tion.
@ Pictures of brides are among the best of all stoppers and only oecasionally are outranked by pictures of babies and by pictures containing
@ @ The interest in this illustration is heightened because it becomes apparent from the headline and the copy in the panel that this is not just a professional model but a real bride.
ln
sex appeal. Perhaps some day some ad man will
CALAY,
180
two-thirds page, black and rvhite, Good llottsekeeping.
gratetul "I'uo rnosE eertaEmES' q
tJ\-.
qC(' wlSCONStNBRIDE CHARIV\tNG SAYSTt'!15
lL, ,,rTtHE bride carriel orchids, s'ore I wltite velvct with old lace"a charming pictule, btrt then n'hat a lo'r'clv bridel For Mrs' Eds'ard Clark, Junior, has joYous blue eYcs, hair like blond satin, a complcxion that'sas frcsh, as fair, as sPring itsclf!And she keepsit so (just as lou should 1'ouls) by daill' cale rvith dcep-clcartsingCamar'. I t ' s e - t h i l a r a t i n g !- t h c m e r e tr-rtrchof Cartrat''sdtliciorrslv frag r a r r ql t t h c r ' 1 A n d h o n ' c l c a r , h o n '
satin-smooth it mahes your akin, even in coldest skin-trying wedther. Carnnr"s so soothing for Camay's milder than all so mild-prouably otlicr beauty soaps,by actual tests on s'onten's skins, Ilegin Camay care of youl skin todav. The price is very low! Let Camay bring your loueliness to light.
a
CAMAY %" Qr"p
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Telling a Story at a Glance EST-OBSERVED black-and-whitepage advertisementin a recentissueof TheSatu,rday Erening Post. @ This photograph is a stopper, because it tells a story at a glance. The expression on the man's face, the blanket, the handkerchief, the woman with the glass, and the fireplace in the help to make the message background-all instantaneous. The message is timely, because the advertisement appeared in February, when colds are prevalent. @ The headline has several good qualities: (a) The word "Cold" in extr-a-large type helps to select the right audience. ft tells in a single word what the illustration tells in a single glance. (b) The headline offers exactly what "cold" sufferers want: a definite treatment and ouick results.
(c) The typographic handling of the headline is good-bold-face type surrounded by generous white space. Note the use of the numeral "2." This permits faster reading than the spelled-out fotm "two."
@ These white panels are artistic, and at the sarne time they get attention and prornote easy reading.
@ This secondary headline has a double appeal: (a) avoid the expenseof buying two medicines,and (b) avoid the bother of taking two medicines. Incidentally, the use of the name of the product in this headline doesaway with the necessity of a name plate at the bottom of the page.
@ This secondary illustration shows you what the product looks like, and the copy on the white card adds a sales urge by repeating in different words the same messagecontinued in previous display lines.
SAL iIEPATICA,
182
one page, bhck and white, The SatttrttoyErertirLg.l'ost.
quickerl$.
o shcrkerhsgCSLD
Do fhese 2 fhings:
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@ ScrlHepqtictr does BOTH! "THts ls the ritnc of year"' rvrrtr physiciarrs' "rvhen eolds harrg orr. drag yott dowtr..' They ret.rmntctrd rrvo fighting measures to help v o u r s ) s t e r u i t r i t s n a t u r a l d e f e n s e a g a i n s ta l o n g - l i n g e r i n gc o l d : l. Clcarrsethe inteslinol trret' 2. Help Nrture coBl'et the acidity *hkrh frcrlucatly a<'
neccssary to germ-resistant health and well-beins. Ask yor doctor-see if he doesn't stress the irnfortance of taking both a laxative and an anti-acirl in treating a cold. Be modern-fght the modern
a cold' uaY
" So whenever a c,,ld contes your way, take two teaspoonfuls of Sal Hepatica in a glass of waterl In addition, get plenty of rest and to bed and call a doctor if your quiet-go cold is severe. Watch your diet' Drink plenty ofliguids. It pays to fight a cold the modern way. Get a bottle.ofSal Hepatica today.
THE MINERAT SALTtAXAlIVE NATURE T H A TH E L P s €ornBAl ActDlTY
tUNE lN: Fred Allen's"Town Hall'lonight"-Full nighthour o{ rnusic,dtarnu.fun. EveryWednesday N. B.C.- coast'to'coast.
183
{Jsingthe Quins to the BestAdvantage
B
EST-OBSERYED
color-page advertisement in a recent issue of TIte Sahtrday Euening
Post. O @ A previous advertisement in this book (Lysol, page 85) featured a photograph of the Quintuplets. Here, however, an oil painting has been used instead of a photo. Also, Dr. Dafoe has been included in the picture. This helps to increase identification, since Dr. Dafoe is almost as famous as the babies, and it helps to add force to the statement by the doctor which is printed under the picture. ' @ The Lysol headline was "Five . . . Going orr Three.'" ft would seernthat this headline for
PalmoUve contains greater instantaneous sales power beeauseit (a) names the Dionne Quins, (b) points out how carefully they are guarded, and (") says that they use only Palmolive. fn the Lysol ad, you do not learn that Lysol is the only disinfectant used until 1'ou read the first paragraph of the copy. 'Ihese pictures of baby ancl soap help @ @ further to establish the idea that the Quins are guarded with a product which you can buy at your drug or grocery store. @ This bottom line brings in an appeal to grown-ups and helps to avoid an.v possible impression that this is a product for babies onlv.
lr li
il
PALI,IOLIVE
184
SOAP, one page, four colors The Saturrlay Erening Post
t/, 8-A C*J wr1^)
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ft* DN. ATTAN
theDionne s0carefully... Quins Cuarded
LIYF r PALIVTO only .- u":e O Wre**,JaA'ol^uSJI . rosy-cheeked, linle sleepy-heads nlr'[ . ' . fresh from their nnd'il""t -Fru ,*"., bath with gentle Palmolive SoaP! And if you could see tfre smooth, satiny skin of those lovely Dionne Quins . . . then you wold realize how u'iscDr. Dafoe was when he decided that Palmolive'Soap, made wirh Olire ()il, should be used exclusively for bathing them' WAI CHOtENI WHY PAI'rrtOllVE B<.causcthe Quins were born prematurely, they hare always had unusually sensitive skin. That is why. for sometime after their birth' they *'ere bathed only with Olire Oil. Dr. Dafoe thcre is nothing so soothing lor kncq'thrt dcliclt(
rkin us gentle Olive Oil.
Then, s hen the rime canrc for solP and water s o aP
Kll.F
\Lri't{
made from the gentlesl, most soothing ingre' dients! And that is why Dr. Dafoe chose Palmolive. made with Olive Oil, to be used exclusively for bathing the Quios'teoder skin! w H A t a L E s l O Nf o t
E v E r Yw o s a N l
So why should you risk bathing Toxr precious baby. or any of your children, with any soap less gentle, less soothing than the oue chosen for the little Dionnes? And you too, Lovely Lady . . . you who wadt to keep your complexion soft, smooth, allur' ing! rVhy not give yoar skit the matchless beauty care that ooly Palmolive's secret blend of Olive and Palm Oils can give? rlfhy
not use safe, gentle, pure Palmolive Soao for vour own face aod bath!
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FOR TH{: QUI!r5
185
A Situation That Always Gets Attention among all petroleum, autoREST-READ L, mobile, and automobile accessoryadvertisements in a recent issue of The Saturdag Euening Post. @ "Just Married" has always been an interest-arousing situation. Notice also how the ticker tape and the crude lettering on the car act as stoppers. So many perfectly groomed automobiles have appeared in advertisements that it makes you pause when you see a car "mussed up" a little. Another thing: This photograph, like the others
in the Ethyl Gasoline series, appeared in the rnagazine in brilliant four-color printing. @ This headline serves a double purpose: (a) title for the picture, and (b) slogan for the product. @ The line "Only 43 secondsto read" gives you an extra urge to read the copy. @ The copy is made attractive by the small illustrations and by starting the paragraphs with words in bold-face capital letters.
ETHYL
186
GASOLI\E,
one page, four colors, The Sahtrday Eoening Post.
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BUTETHYTF0R ME r*sTI-nr,{G
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(Only 13 sGconds t6 ru&d)
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cound thic EEWAItE a "pinging" srrrrrrrrrruhcn you t'step on thcglr" lir' pich+p, or hills. lt i$ yout cngirrc's way o[ saying: "I fccl hot s ratlrer, too. I'm ldJizg powet, @6tirg gas and oocrhcaliag. bettcr gasolinc."
Givc
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ffi
is tlrc narrc of that wuning lt occurr whcn a garolinc lrrcaLs dowrr (burnr too quictly) rrrrdcr tlrr hcat of a rnodcrn high xxoct "pirrg."
cornpresoion cnginc. Cerc built in rcc€nt yeerr hlv. in high coorprcsion cngincr.,tnd snnrrtcr thc lnocling cvil ir rt ite rt,rrst beeuec hot wcathcr incrcercs cngine hcrt.
?Rt CUtIrnd prcvcntivc-of ir why Lnocl ir bcttcr grrolinc.Thet now imprcvc rnort oil ompenia garolinc by rdding enti-tnock f,uidr (containing tcracthyl lad) madc by thc Ethyl Gerolinc Corpontion. They rccomncnd,za tlrcir &rt fucl for rummcr drivirg, rpccial gerolinc sold at pump3 tn.rlccd "Ethyl."
/6t+r=e, YoU oCT at thc "Ethyl"
pump:
1 Enough anti-Lnocl fwid.lo iland ml tp tndc lfu highat agiu 1 prcssin on thc hollcst do7. . , All-round otalitr tiar ir doublcYr..'. cnccK6ot lM ora aofr?dnEt af, d I hz Et ht I C6o l; nc Corptaion -al lhc reftcry aad dt ah.ltap.
Dowlt ?e ti e gallon ovcr rcguler gasolineand high abovc it in rntiknock (high corrprcsrion) valuc.
Cive your cer thc coolarl fucl this cummcr. Avoid thc cvil o[ Lnocl, with itr powrr lou, geaolinc waatc and ovcrheating. Gct more powcr lrom each gallon of garolinc you buy!
t i
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cET ETNYL
1 I
187
Never Forget the Stopping Power of a Picture
That Tellsa Storv EST-OBSERVED advertisement in a recent Automobile Show issue of Tinte. @ Photos of children usually rank high in attention value, especially a photo of a very young child in a human-interest situation like this one. Note how the picture conveys the Fisher Body message at a glance; namely, Protection (ot safety) plus Comfort.
lrt
@ The headline conveys the same message: Protection plus Comfort. @ The copy is based 0n the same idea: Protection plus Comfort. trn other words, the elements of this ad are like the members of an orchestra all playing the same tune. @ These seals identify prestige-building way.
FISHER
188
the product
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be cleaned with
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How a SelectiveAppeal IncreasesInterest
and Builds Prestige IIE campaign of which this ad is typical has produced a double result: (a) prestige for Liberty Mutual, and (b) leads for salesmen in the form of coupons from advertisements. ff\ .f
@ This headline is powerful becauseit appeals to self-interest and at the same time it is selective. For years, advertising headlines have been saying, "You can have this" or t'You can have that." Therefore a headline which talks about something desirable (save money) and at the same time raises the Question as to whether you can qualify is bound to be a stopper. The headline also has the effeet o{ keeping Liberty Ifutual on a high plane by saying in effect, "Here's an exclusive company that doesn't accept every Tom, Dick, and Harry."
@ This illustration is good-looking, attentiongetting, identifies the service being sold, and at the same time does not take up so much room on the page that there is no room left for copy.
@ Note how complete this salestalk is. @ @ This free booklet and the coupon do two things: (a) they furnish further information to prospects,and (b) they furnish a means by which Liberty Mutual securesthe names and addresses of the most immediate prospects. @ @ Note how headline and name plate convey a quick sales message to glancers who do not read the copy.
LIBERTY
190
MLTtrAl,
one page, black and white, various magazines.
[}ftluER Yousnft fi eARErfft o tt Y(luRRE o sntrE tlil cARII{$uRAilcE ffitlrtEY
.i:' ff
i,lJ lf you arc r cartful driver, rte b"lieve yotr are cnritltd to car inrurance ft loscr cost.$rith us, you do not havc to pay the srmc p r r c c f o r a u t o m o b i l c i n s u r a n c e a s d a n g e r o u s ,r e c k l e s s d r i v e r s . Herc is tlrc \ray our plan works: Stlectrd drivers, hcnic fcrver
phone, It is as convenient as it is economical todeal directlyrvith LibertyMutual. is summed up in these nine s'ords: 'Cereful drircrs are entitled to lorver a u t o n r o b i l ei n s u r a n c ec o s t . " Here's horv it uorks: By barringdang e r o u sd r i v e r s a n d s e l e c t i n go n l y c a r e f u l d r i v s s 5 ,r v e h : r v e f e x ' e r a c c i d e n t s .T h i s r n e r n s f e r r e r l o s s e st o p a J ' .F u r t h e r m o r e , y o u a v o i d p a y i n g l a r g e c o m m i s s i o n st o i n s u r l n c e s a l e s m e no n n e w p o l i c i e so r r e n e r r a l s .T h e s r v i n g s r v h i c h r e s u l t f r o m r h i s p l : r n c o n r eb a c k t o y o u . I \ 4 o r et h a n . 1 6n r i l l i o n d o l l a r si n d i v i d e n d s h a v e b e e n s o r e . t u r n e dt o p o l i c y l : o l d e r sb y L i b e r t y I \ I u t u a l s i n c ei t s t a r t e d 2 4 y e a r s a g o . HOW YOU PROFIT BV INSURING WITH !IBERTY MUTUAT l . Y o r r a r e a s s o c i a t e dr v i t h r e n u t a b l e : n d c a r e f r r ld r i v e r s r r h o a r es i l e c - t e d , n o t mercly nlieited, They are the most care-
a c c i d e n t sc a u s e . db y d a n g e r o u s ,r e c k l e s s onvers. 2 . Y o u d o n o t p i y a b i g s a l e sc o m m i s s i o n f o r b r r y i n ga n d r e n e r v i n gv o u r p o l i c y . \ ' o u d e a l d i r e c t r r i t h L i b e r t y I V l u t u a lt h r o u g h f u l l - t i m e , s a l e r i e dr e p r e s e n t a t i v e s . 3. Salings effected by careful selection of good drivers, and setings resulting b e c a u s ey o u d o n o t p a y l a r g e c o m m i s s i o n s ,a r e r e t u r n e d t o y o u . T h e s e s a v i n g s ,i n t h e f o r m o f c a s hd i v i d e n d s ,h a v e amounted to 207o of premiumsevery year for 2-l years. 4. You rvill be protected by the largest, s t r o n g e s tm u t u a l c a s u a l t yr n s u r a n c e company in the country, a company w-hichhas grown steadily in size and s t r e n g t h ,i n g o o d t i m e s a n d b a d . 5. Your company operatesfrom coast to coast. Service is as close as your tele-
6. Claims are settled fairly, promptly, c o u r t e o u s l y .N o c o m p a n y d o e s m o r e t o s a v e i t s p o l i c y h o l d e r sf r o m t r o u b l e a n d worry. 7. You may use our convenient Deferred Payment Plan.
G E T T H I S F R . E EB O O K L E T You
erc
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tells all :hout mcnt
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It tells :ll:bout
Mutual
crty
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Libcrty
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LIBERTYMMUTUAL
3r Jamcs Avcnuc. Boston. Mass obliglion, plcnsc scnd mc frec b@ller .l\'i(hout whrch sho\(s cxxcrly horv much carclul drivcrs can
i1'r.;l#i":,L'iF,l';ul'ilTi:..:."";:,J;i[..".?:
INsURANcE\4lzcoMpANy 31st'rames I::::i:,Boston
LIBERfi |rllety, iliduah.
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MUTUAL alto uritcs lf'othmcn's Compcnration, Ccnctal Liebility, Burglary and Pctnral lttidcnl, Forgry and Fidclity Bon& for nanufadurcts, mctchantt and lll lormt of firc Irturantc wtiucn tbough lJnitd Mutual Fic Inturanct Co.
]iont R,::..,..)J-.-.
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__.-_.*_ Toqn shcrc car ir !ept--.-.....--..--..-...-
Makc of Car.-.-.-..........,,,-.--.No. of Cyls.-.-..---..Body Typ.-..-.----Modcl
No.,-.---..-.-.Ycar
t91
Emphasizingthe NervsAngle
o
T) EST-READ automobile advertisernent in a l) ,'"""tt Automobile Show issue of Time.
the news angle in three ways, as follows: (a) announcing, ft) the new Ford, and, (c) for 1937.
This advertisement started off with an initial advantage: It talks about a make of car which has been owned by more people than any other make. An equally excellent advertisement for Rolls Royce could not possibly interest i)s many
@ This illustration is not only hanclsome,but it gains added attention by the use of plenty of
readers, because the masses cannot affortl Rolls Royce cars. @ News is one of the best attention-getters in all advertising, and this headline ernphasizes
o
white space.
@ The fact that this copy is short anclcontains an announcement of a choice of two sizes of engine for the same car helped to secure high reading.
FORD, one page, four colors, ?znre.
t92
o THE NEUJ F0RI V.8 tfrft5 F0R l9l7
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l93
A TestedMethod for lJsing Premiums type of premium advertisement has fflHIS I b"".r reported as very successful in stimulating sales of packaged goods for General Mills,
@ Thephotograph showedthe premiurn (actual size) in an attractive way.
fnc., and for other manufacturers. Briefly stated, the plan is as follows: a good-looking item, such as a dish or a piece of silverware, valued at S1.00
€) A testirnonial from a style authority phasizesthe beauty of the premium.
to S4.00,is mailed to anyone who will send in a box top plus a small amount of cash. The cash requirement varies from 25 cents to $1.00. It has been said that the cash which the manufacturer receives is sufficient to pay (a) for the premium, and (b) for the cost of handling and mailing. This would mean that the sales produced by this method can be counted as profit and
ro
do not have to be discounted because of the premium. Note these efrective qualities of the advertisement: @ The headline sounds like a bargain.
@ A testimonial from a certified public accountant testifies to the cash vaiue of the premium. Also, there is a money-back guarantee. @ This second heaclline re-emphasizes the bargain appeal. @ This copy and picture help to sell the value of Softasilk Flour. @ This picture acts as a name plate for the advertisement and the coupon furnishes a convenient order blank for the premium'
GENER.\L
194
ern-
IIILLS, I\('.,
o n e p a g e , f o u r c o l o r s ,v a r i o u s - o g u z i n e . .
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PrcmieeAct On Betty CreLerte Tou To i\lorc Quickty To Lrlucc Pointe' Or Cakc ltlakcr On Thc I Conteet-winning l'ou A llcttc. Urc Thc ltoid For Softa6ilk Cake Flour.'' \\'ltat lou llrublc lou Now' Corrrcrrictrt Ortlcr Blalk trclow' Dontt Delay' Act
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Distinguished Authority Fays Tribute To Elegante Deeign Ameri@n Insti' for-mer Preidcnt' Ntrs. Jamcs C. Rogcpn. Plcsidcnt of the world Famous Ardq i;i;.ib;;;;L;;:i;o tne Ele_ approve to am . . "I Slad Studios. New York. eys: ' g@ la.sle' sant€ Dcsisn ol Rck Crystal becruse it represts oy it aomls io me bccau* it has ao artistry $ldomacnlevd thc t6ntcmporary Amerien Schml of DcsiSn' l-sncerelyt6' ommcnd this Droduct as (rom my knowledge ol o6l8nr ll.rs
*ith thc b6t tradiIliliii.iit iiiLlii'iipi'ttim witttraimonize ttio'n.'i.uittr lntiqiteandmodemcmftsmamhiP." For l{armalade, Jam, Sauce, Mayonnaige, 1000lgland Dr-e' Fiove A'wetcome Addition To You i;. fl;;;;lv i;iviii Act on This ofiq Now' riLt" App"intm6t& iii?li'il
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Natwot
Color Pblort.pr-
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A.ND MONEY.BACK GUARANTEE '2,OO CERTIFICATION On Seot, 15. 1931, TheodoreStark, Certified Public Ar@untant, cedincd to tnis Uarrolade Jar as reported bv Mianepclis DeP{ttmt tiiuiiio"Jof Storesto be $2.@, $2.5O,$3.50and $3.00r6pctively. retum Mmlade If. within lOdavs alterrceipt, vou are not entilelystirfied, ana*e *itl refund your 25c. I f Jar is daro8ed in rnailto y-o!' Nthd i"'ito Sip" whrs @om' will be"ireot fre of chargc upon our reeipt o( "Guamte pani6 €ch Maimalade Jil. I
TO SAVE $r.75 Ct.'-ocL-gt\ say":
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I lbtr..lforre-YBock-II t
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l'ou.'l Be t ter Cake ttlolytr r t Con ac.tt ! ud I i n g P oi n tt.'
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a
'=-ft Cet r 6la ot SrfBilk (M vff t@. tn r FtF etd cnd iL in (d thi' lov'ly Ro'L Crttd -;.i;i dirs* 6la ky my Sofbcilk iry o( ilkin3 Grd-i;.-'i.b* @ hy Grp'.rEc' acding lltc rr li.lcd 6 ttE Ft.F' It a f F & d tm!6 cmvind tMt my mw w'y E u(6' point!' *nd ne th' cEplv i* 8 or;r'$innins ;-;ai'; ktt m how mwh.io paid tot it, ard I will *td Ii;-F.ti}.
On Thtu $2,o0 Ruk Cryttal Marmalade Jar' lndCokc Making Tlw "&ntzct'Vinniol" Oi*owr Otder Blanli Below Method-Urc Madam! One benentsin s many ways by this ofi'r that' obviously,it would be folly not to acceptit at once' Firet, vou ret this cxquisite$2.00Rqk Crysial lvtamlad: fd f;ionlizsc. Fashionedfrom hed{ut' hand'blown KcR bryiii, ;1ttr its pue ailverplated top, thb.lovelv Elegant6 d6ign heBlds th€ retm to a nev @ ol gmclouEllvmg' ScJnd, you start roking @k6 thc neP "ontet-winning" i"ae. Betty CGL6'8 famos "doubleyou-money' -"tfri back" 8udatrte. Yet thousnd! hav€ fobd this ihi. t.i *n*tio""t 8lrcnte. Box 11. C. Ewell' E*ell, Elox :;;;:-;n;; Uetts. Witn& wirn;s this letter frcm Ms. It. -"itt.a 8Jd third eke won'fint, sond, @k6' vhe Tmg, vh@ Tms, ii?.6;h;;, 4s?.Gmham, Fair: prid at the Youg County "I bclicvc it ms thebiggGt thrill I cvcr got in my life when -v cika tmadc witf, Softasilk C5ke Flou) t@k first' iciond. and third place over the 125 other cak6 otercd dcmon' 2o of whom wcrc @king LJ c*tqtutits, "irr'"r I certainly givc Softa3ilk qedii Iq my 8uc6." eiaton.
fttsfa'ffi"ttil't':i',lit;iiir.-*r.!a''*.lx -a4 tta Yol!at tt ttoloa, tc t*catottrta 2 iror oa!0. tvlrll 0trlaAtt, a Y r:oYtao (t!rt.
i!
i
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,
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J3
J
-
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IIt
ffi
.
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4 rrttttrr
rx rtrrr.
grrr.vrrvrnrrrr*r.
i t iffiIJl"ffil:;
Neu YaY Scienllltc (aults in You s, Soltasilk not only ovscome the 3 common h@victffiq, crhc rude with ordinary flou-toughne, of t}tc starch and glutcn in the chanctq i*-taau* balanccd' But' in lddition, it ovcrSoftasilk ie eicotih€lly of comc thc faults of 16 modcm dkc flou mthods-le Sottasllk itld( is si4ntifElly moisturc.lG in flavor-bqaurc blddcd. -Kitchcn.tstcd" for it (standard raip€ rdits And rhc dBigncd to $in Drintcd on c|cry packagci arc xicntifically Stnt! and County Fai( Cont6t Judging Pointr ihc I uut
FIEJ Note the kdv Baltimore Cake pictsed heE &!hm viu B€ttv CGka And rim-b.t' *iti?Jt* i;tii"lit rr. refund you ,aic. what you pakl for SotS6ilk i( you do ool Ey it is Bup€rior to le modm methodg Js ofid . . ' et lt Accept the $2.m Rak CryEtal Marmlade once! U* ordd blan& below, GoLD CeNERAL
MEDAL Mtrrs,
INcoRPonAtlg FooDs. q'rg'vu-a* o/ MINN' MINNEAPoLTs, tlc..
TS S&Vn
$l.?s Mall Yourorder E lft Mldntgbt, PGb.17. 1935
SH'-'ff .'ni*"'Po}-G#"'''ft.t9]iEr
ffi$ffi
:..€* iil'"lllilliiil;".". \.-rB
t,ffi
vrorltutl.
rl hcn r,,u hrLc rt homc urc SoftJritk . . . But rcmmbct. thc euicrt wry to gcr r dclicious cake $Sr\
,""H:$ +rl[:.T$Tir:',vil.:, lil'l:1,11?litr::,'ifiu1'ilii'i';Jllfrl',.T1,',:,*l'ifr:; rppctiring, wholcrcmc' nceltimc dclighc'
195
The Free Premium-One of the OldestSellingDer.'ices advertisement features a prernium ff\HIS I plan which has been used successfully for many years. In some respects the plan is similar to the one described on the previous page. But
O @ The large word "FREE" and the large picture of the spoon convey the main idea in the fastest way possible.
it is different in one important respect; namely, that no cash is required. The cuslomer obtains the siberware free in exchange for coupons
@ @ The copy and illustration identify and sell the product.
included in every size sack of flour. This means that this plan can b:uild repeaCsales in a way that the ofrer of an article such as a rnarmalade jar cannot do; because a single marmalade jar is sufficient for a family, whereas a housewife who obtains one of. these silver spoons is likely to continue saving coupons in order to obtain: (a) a complete set of spoons, and (b) complete sets of other items, such as knives, forks, etc.
@ @ The picture of knives, forks, etc., and the testimonial, help to sell the idea that you can obtain a complete set of silverware at no cost by simply saving coupons (and incidentally by continuing to buy Gold Medal Flour!). @ This copy and coupon contain a special pre-Christmas offer by which a wonan can obtain spoons immediately by sending cash and a salesslip showing purchaseof Gold }[edal Flour.
GENERAI-
196
IILLS,
INC., one page, four colors, various magazines'
5ET5 E : -E r R d E F S " € F E
&$&E&&Fe
Fomous Medotity Potfern, Guoronteed
by Fhe lnfernofronol
-ilEwtirtfrtir FRE
Sifver Co,, Mokers
OF THIS
E
Rogers & Son Silverwore
Wm.
of
..a+ *:::::2. l::l
l*{odc Sotcly lo Inducq You To lry - Thc NcF r'{€o^f. " Ktl.h en.}6sled" F logr llpo Flour Thot Scicnttflcolty Bonlrhct Thc Prlnci' lr Sovlng Mll' Fl Cac€ of Eoking Foiluec-And llonr of Dollorr In Aoerlcqn Homcl lodoy Oftcr
C'oto
'7" O&,aSAL*r [ook For Frcc Silvorrerc Coupons tncludcd ln Every Sizc Sock of @tD MrDAt "Kitcho^-lo.l.d" Flour. . . Abo Notc So*iol Prc-ChrirtmqrOffcr On Thir Pogc AN
EASIER, TO }vAY
SURER SIMPLER, SUCCESS BAI(ING
"l-1HlS senstional fre silverware announce' I ment ts rude to induce more women to try GoLD MeoLt " Kilchen-rest€d" Flour-the simplest, surest, most economical way to bak' rng success.
tLLUsiRAtroNBhows the lovely Medality PalEm of wial' which Prines Galitztne, famos h6@sand Patt€rn i8 ore of the Medality lte, sys.-"The d6igng." lovelieEt ard m6t exqursite of silverare may Complete sts of this beautrrul silvePare coupons be esily obtained with Gorn Meo* packed in every size sck of GoLD MEDAL "Krlcrcn-lesleil" Flow and every package of Soltailk.
method was d€igrled The "Kitchen-tested" to eliminate the principal cause of baking itt fot* uscd, oJ uniJormity failures:-lact Every batch of ffour is tested in an ordinary everyday oven, just like yours, BEFoRE lT @Es To You, for uniformity of results. As a result, the flour you get acts the 6ame say every time you bake.
and Bisquick. . . . Se specdolo{Ier below. t
whqties
Thus. GoLD MEDAL " KitchenJesled" Flour not only shows you the way to elimtnate cmtly baking failures-but now gives you the additional advantage of securing complete sets of torgcous silverware absolulel! lree' Please understand that this silverware is not, rn any way, to be confused with cheap "pr+ mium" ware. It is the famous Wm. Rogers & Srn silverware. (The teaspoons, for example, arc rcgularly priced at $4.00 per dozen.)
AnEXT 'tl|GY LovELY?
Yr€- ^l{ower€xT Y@ clcEl nto f f i i egr l F M / niEM 1
,# I lF e :' b :1
-L,
_zz________--u :4 /
E
J A
SPECTAL BETTY CROCI(ER'S Pn'E.C[RISTll{AS-.(}FFER
Flour So try GoLD l\tEDAL "Kitchen-leslet' today-free silverware coupons are packed you wish to receive sack. Or, if inside every ... your 6rst pieces of silverware at once, take advantage of the special pre-Christmas offer made by Betty Crocker (noted Got-o Meoll c@king authority) in the coupon at the right.
et without If yo wish to Btart yoq eilvero d€lay, take adnntage of this 6pecial pre€hristmaa offer ffide by Betty Crcker, famous 6oLD MED& c@king authority. Go to yos grcer, buy a Eck of GoD MEDI Flow (any sia) and get a Send El6 6lip or re@ipt as evidene of purcha*. this in with 39c in stahps or coin-(together with
'"?z+ tl"""i3lH",""if luiff$:l,311J.iTilFf"If
DEFT. GH-12, WASHBURNCRosBY.CoMPANY
m#r#**i*ts:*"ls:mm:ltl
of the sck to apply on of GoLD MEDAL Flou additional piee of silveruare) expie prcmptlyat midnight, Dec. 24, 1935. So act at onc. 35tO6
SEND NOW-BEFOR,E TOO I.I,TE Ltnit-3 Spoooc To r Faoily GOT HER SILVERWARE AAL''_FRIENDS RAVE
\)
L.
(NO IN TIME O\/ER PATTERN
AT
tell you how delightei I am with HE "t c.'t tf,y s€t of Medality spoons. My lriends F-- Jl them-and rave.about it *ems simply S * ]! saving E * ! - no time at all Bince I comenced f F the coupons. Now I am starting to sve tor salad forks and later on for butter spreaders." Mt. BelQ Gtay, Pottland, Oregot
--
ttSL*tu
coD MDE MinreaFlis,
F1our, Dc9t. GH-I2 Minn.
C.ftLof Bctty Gentlemen: I sdt to take edvan4e et at er's Dre-Chri€tms my ilv.rware offer ffid BEt [roE slip or rcipt oue. Endosed Dlease find sle! "K;l.r# my gmr ehowing purch.le of GoLD MEDe Pleae or mir. raid" Flour. Al.o-6nd 39c io staEF Fnd me 3 auaranted Wm. Roaer! & Son-b4pggolln your arcial,llmlEd oEer. Pattern, u rr the Medatiiy (M of U S. A.) liiirs onl! uilhi\ coit;aaral N dn.......-,...-.--..........
.--
f -
;fi1
wxex
.:7
N6RITIoU5 F@os FoR Y@R ENERGY, INao DELICIoUS, EcoNoMIqL. WN4EsoM€. ARE DEL'cIous. GoMPLTELY
|ff Y
You
WANT l
DELtcrous
ca(E
oR
PASTRY, oR aNY KrNo
oF EFSO,
hEMEMSER
THE SSIEST
St.ct
wl',';.i,:',';.:?::i"'.1^l-"IffI :,LJ.i'"iff'"L?'fi,Ti.:'::"""::':.-.'":: 1?'^L"';:;::
d
R. F. D. No....................
TABLE. BAXEo FooOS FFOM YoUR 4Kq SERVE TH€M GENEROUSLY EVERY MALI
197
HIS is one of the largest prize contests ever run. Contests like this have again and again a big volume of immedi*te sales for a of different products. Ilere &re the
ts that help to make this type of contest millions of entries: 'O
,O
@ It is easy to prepare your entry because an entry blank is printed right in the ad. @ Folders containing everything you need to enter the contest are also distributed bv dealers. This adds more volume. O Th" advertisement says, "Start tpday." Later advertisements also say, "You can start today." As the campaign progresses towards the end, the ads eontinue to say "There's still time to enter the contest." This method keeps bringing
A big first prize in cash. A long list of secondary prizes.
@ The contest is fun. ft is the sort of game V.onrwould enjoy, regardlessof whether a prize itas involved. @ The eontest is easyat first. That getspeople *arted. Later the contest gets difficult. That millions of entries.
people in. particular
eontest, the. number of cigarettes which the entrant had to buy was considerable-three packages a week for fifteen weeks, or a total of forty-five packages. ff you multiply that by the number of entrants all over the United States, you ean see where the In
this
increased sales volume comes in.
OLD GOLD CIGARETTES,
one page, black and white, various uewspapers.
.'ra!r$E y#ffi €ANWnffi€F TO8, FERST FRITE
S{TEf, XOTH NRSTTYEEKSFUZILES HffHilTED OT{THI$ PAGE!
TI[!$C(}I{TE$T EIITER Here'sHowYou ltSin s1$0,S00"00First Pr[ze rf€D/f,Y, I b Tb cr.glt-Fiilt
y@ E
tiile
rediry
tlo
mind me!€ up yfr vcds, DoLlaRs TBousA.llD
HUNDRED $0o,000.00-oNE i! rlir @tstd thill, hi4
to giw Ir o erl to ate. Mhilg M@@L
Today i! u idal tine tbi! opDqoEity. tcnd y@ Ded i! 6d6 ir thi! to 6ta b ircluded
inde elh to bting yq 6!5cial lo.bDe, sEciedt A $m,(x)o.Cl) pendw u FiFt hite d you !ite' a be yoc tc tle l@siadq a @t6t i! shich you do trot d@eDd upon luck or in tbia @ts! y@ Fill hsw you SEPA-RATE gu@od(, in thic! m a @tat EYIRy will b6 sJ.Cuerd€d FILE. Ald Fu aND mfnDUl-L *ith and Fotet fo @Epsipn d, snd rBilibl€ t6 yro iBpetid Esve yd ol the @nt6t, otrt et tbc ocluion Ey otb6 f,iuiDa t til lilc brd qc! e ellol oppo.blliq €c b€a@ itr y@ gd@lth? Yqii!b rtt!tLnla l€.lotioL b 16 F
b @rdrne 6i.6dDt nliiq ! si6 dpual6 ah F* lAcWZEr,ldlSEb,rsi6ol&DuLGxillb.on€d Thu. b sbb Tb.sdls b6 h rc f.. @ f-L rEtf e, E 6 bdAt ryhig rI C ot tlc ht ,Ef*
ir dhi{ fta Foltd th 6L ol tl&,m.m. 1f.,.
r'bon 6L e mtlils bld b ud@nd, @DlM 6d Dot FEeUi! U& tq?b ! eh lflu. 8 ilgrtlq
d byet ol thc6 Dd. m Ruta! Fiid s. @ tEaDt ru p{tl. 6 B D.&. Bddeh i! r llt ol !,&. nnd yoE rleEiad lc r.h Fab lD tf,. lirt hlor lhc ?d. nE de !l. ru t@ !.wid.d itr.tbL mE@6L aH6r d tL okt
b O&p @ P. O. Bot 9,Vuicl Stut 6tt €ffi, 2na..,Sad w uy htetra me Nn TalcN. i. Md ry.!tsr &tu, 'ld.di&ly upn reitn.d d * 6dry $E!&r sd Xldlir!! L nd.d b you rad tou M. 6Et, tL bd h.|/x pnda il ry & ir.u.d. d h. DB6d o! oq uili{ li.l b Fjv. lqtl$ lcrtld of slutid ii b be @bpid S.{...I! ttir mbt,4b Gtly si€ l6imilE. tr ! out.ooD or 3 huddEm idlorFlrglhF rh6 6dhs lh tour aFy, clde thc, a OD COID ruor d bldlEh dF lrgirihc F.bs Rdt €h hfFr
t0r & lodt mG (erch| 3l'5ooJo t(crcn)lJOO.oo 10 k ra h
$aO.Oo..dr...I.'OOOOO
. tOG ltle
tf0r & lzltt Prka (trch| 31trOO.0O 28tr r(crch)$230.00
!3O.OOidt...
. l0O ibr
BfiMil0tt!BYINIIIGII{ISEI{TRY TORiI
FltJOO€dr...II,OOO.OO
lrrdllrrn
SrFrcrALEsrRYFoftt* :: c.t\i'i1i D.k.....--.I t,! .n rn!t 1:rin,\ir 1 i l 4 , i _ .y , . F , r - r L ! , : ; u i u {; a r 1 . D " t L , r n : li,
THE RULES 'tnr
n6d |tl Arta. Solv. s. DuEi6 NoP. Mllk !D llu Eird b you oi8tt. b bbb mDAY. Y@ iiE udl l(llnigbt, Srlurdry (fr FFE.p taiDl6) ud @il you e![y.
crrttr4ry
l-,@!'c,ffir l.-.---r-d-b*3.
lh..*s-idts*.l-r5buF drH* r-q|4-*rL-
--*--dL*ts-fiL f
b-* r& t b-rr*-.r.€*H-!L
o D -! r ht s lrd
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S.D@H
}FIN'
YOUI
RAEE
ARE
&BSI(II
l9{}
Securing a Large Coupon Response advertisbment made an outstanding in the number of booklet requests produced. Here are factors which it to make this record: The advertisem.ent was timely. It appeared
before Christmas, when millions of were thinking about wrapping gifts.
in brilliant colors, is full al ideas, It novel and attractive package wraps.
presents
@ Economy angle: Few people can spend as much money fcr Christmas gifts as the;1' would like to. This page shows how to make an inexpensive gift look handsome. @ A picture of the free folder is shown.
News: Many people did not know that could buy "Cellophane" in so many attracas sheets, ribbons, tying cord, ete. fnformation: The page, which was printed
@ There is a display line " Get This Free Folder." @ There is a eonvenient coupon.
CEI;LOPHANX,
one page, fow colors, various megazines.
COLOP.S, colors, colors! Thc.c's Do limit ro thc combinrtions *irh roll3 of Ccllophznc ccllulosc film obrain:hlc in clcucn colors es scll s clcar end printcd dcsigns. F A S C fN A T I N C m o n k . y - b o s i n c s s . . rhe( s ubet it is! Wirh eo io'cnrivc brrin and artistic 6ngds, you can mekc dcsigni to amatc lod thril I your fenrily aod fricods.
WHEN a gift hs en odd shaPcrnd is berd to wrap-C:llophznc dm wondcrs. Thc sunburst rt thc toP luios somctbiog awkwerd into rcocthing cxciting. EVEN r bottlc of Perir Prfumc co bc E ic mdc glorlou b)' . rutr of oisp Ccllopbem ud r ribboo of Ccllophmc lrouod thc nc(k
MAYDE tbis should bc cdlcd "Ooc Ovs Onc." AnYweY, it lho*t bow r qechcrscxcitcmmr thrcugtr rimnlc idca -vi"id, colorful C.llophuc thc usc of sd Scotch ccllule gift tepc (ic rtickr fesr, aod comcs in colos). I
.p'
YES.. . you cen mllc cren Chrisrmrs r r c c s !A n d b c t a u s cG l e s s i p sc o m c i o scrcrel
6--''
effi
r
\"
-qt*!/
.ffP
Al L o( (hc* .'rrPs arc {rill1' , - s C < l l o p h r n ci s c s P c i d l Y c l ' I 'r rrmflc *raps likc this onc *rt\ : rrbbon of CtlloPhzoc. t]-
-i
t,_ ii4, - 2 -1 ,
lr, j.-
Tf.l .1.,'.;;B Iight-re' cffcctis.ob' r r , . .- . ' r t i G l a s s i l st r e n s p a r c ndt r i n k . ( r " r i t f ) r r : c t i o n sf o r m r k i n g t h c * r-.,! r'c in tlrc lrc loldo, and in tltc (.,,r1,1 f:(&rec
Dcpt X, Du Poot, f5o Filrh Avc ' Ncw Yotk Gry 'il Scxrs of Gifi Wrrp' I wrnt thc f,u lolda, ping, thzi tclls how to glori{y gi{ts with 6lm. ccllulosc Crllophanc ( P L t A s EP R I N I N A v f A N o l n D R E s s '
Ci.r .nd S(rr.
Explanationof R eadercheckingMetirod ll[- lrrrrposeof reacler-checkingis to find out s'i:i,'lr ir,lr-ertisenrents are seen and which ar\' fr.I srt'n-n-hich adl'ertisetnents are read i. n,l s'h:cll are uot read. l)n'. .,lrvioLls \\'al' to obtain this information i. .ir:rl,l.r' to a.sk people which advertisernents : rr,'r' sus. an,l lead in a certain isstte <-rfa rnagazine. 'l-hiis thc ruethod employed by the Daniel
gets betlvceu Tnte Storq,the Stalch orga.niza,tiou 300 and 400 completed interviews on each issrLc. The same is true of each issue of TlLe SattLrday Et;cttirtg Post, with a slightl-v smaller nutnber on the other three weekly magazines and on 1 ' r t t eS t , , r u . Qu,es[,ion:What interviern's" ?
is meant b"v "completed
>t:rrt'h .,rganization and the inforrnation obtained
rrr:i{azint... Sonre of the Starch findings reearding " ' 1 , . ' s t - , r l r s e r r - e da" n d " k r e s t - r e a d " a d v e r t i s e r n e n t s
Ans'user:Irirst, that e.rch person intervieq'ed is orre u'ho had read the magazine prior to the interviewer's call, and second,that every advertisement of one half page or iarger had an opportunity to be interviev'ecl on. Othernise, the
:,:rr-t.l,r,:n ust'd in the preparation of this book.
iuterview is discarcled.
i. ftirrrislreri to advertisers and to advertising :rs,'nt'i,.'sin the folrn of weekly reports on weekly rriagazinrs ancl monthly
reports
on
rnonthll'
Il..lr.rrr':rre some of the most frequently
asked
,r ir'.itirxts regarding tire method of operatiou of r iii. l,,ni,'l
v
St'rvice
and
the
ans\\rers furnished
bv
Starch.
(1 trr.,li1111: I{ow
long has the Ser:vice been I'n
, , 1 r t ' r aitt i n ? - - l r r s i l c r . 'S i n c e F e b r u a r y 1 , 1 9 3 2 . (/ttt,.1i111v.. \\'liat magazines are reported on? - l r t . ' . t tt t . !
7 ' l t r . : r t t t t r ' ,u. y1 E r e t i t r y P o s t |,.jl,rrl11 r,,*xl JI rtttscA'ttptn.g l ,r,li,.*' IIunte Jottt'nq,I . l r t l t ' r 2 t ' tlll
Que,stion:Mlhere are the intervicrvs tnlr
Detroit fndianapolis Chicago St. Louis \Ainneapolis-St. l'aul Dallas Seattie San llrancisco Los Angeles
Qrtestiort:\\'ho makes the interviex's,
-l/c{,r11'.'
Anstt,er: The interviervers wht-r cotrfitre their v re all w o r k { o o u r c o n t i r r u o u sm a g a z i r r es u r r - e , a women. l'he;' 21'gfar above averag'ein inteliigeuce and personality. \Ye have found it desirable t
l i ' t , r t rtt , , ' . * I I o t nt ( ' o t t p t a.tiott i t,-';ri,,J,,iilrttt
use mostly coll.'ge graduates or the equivalent. Unif,rrmitv and inpaltialit;' are stressedin their
frilt
Slot'y
(',,lli;r'.s 'fint'
Qr1r..litttr.'How many interviews are made on 1ci:. is.rre of each magazine? V.{
r,.:ttr't': On th,: rrot.rtlilv m:rgrr.zitres, (}xcept
work. Their wolk is constantl.l' sultert'ised. Question: Are intervic'ws made in horues ot' olficcs? (i( t!l
.' Women, for the most part, are iewed in homes. majority of the interviews with men are
,WE
in placesof business. interview
only women on the women's magazines. We interview both men and on the weekly magazines and also on
, Cosmopolitan and. True Story. We interview
only readers eighteen years of
or over. We aim not to interview the same person twice. ,(|uestion: How long after publication are interviews made?
of maga-
Ansun:
We start interviewing on the monthly . nagaaines one week after they go on the newsdends and interview on the issue for four weeks. We start interviewing on the weekly publications lfuee days after they go on the newsstands and interview for a week. Question: How is an actual interview handled? Answer: First, the cooperation of the person being interviewed has to be won. Then the interviewer asks which of the current irsues (among those on our list) the person has in his or her possession.
the interviewer asks which of those magazines (current issues) the person had read prior to the interviewer's cell. 'lhe interviewer then asks the person to go through the magazine, page by page, and indicate whieh of the advertisements he or she had seen Next
and how much of them had been read. The interviewer makes a record of the results of each interview on a tabulation sheet. Our interviewers are instructed that the person being interviewed should take a naturale eomfortable attitude during the interview-that the interview must be made without hurry or pressure-tbat it is advantage,ous to re.create, as nearly as possible, the original situation surrounding the reading of the publieation. These things ean be accomplished by the experienced interviewer who has learned to use proper questions and procedure. The reliability of the interviewee's recognition may be, and frequently is, tested by questions regarding the surrounding editorial matter, and by questions as to the time of reading, cireumstances surrouriding it, general habits of reading the magazine, and the like. As a rule, the majority of persons reeognize quickly and with positiveness whether or not a given advertisement had been seen or read before.
Author's I{ote rc ?9 advertisements in this book rated as winners according to :reports. However, these are not ads that come to hand. Hundreds advertisements were examined in these ?9 winners. Here is the reason
a recent issue of Tirn*, the intershowed that a certain automobile was the best-read in the issue' of this advertisement showed only about ten words of coPY of headline size. In other words, to ed was to read it. The fact that it was " was not an outstanding achievere, the ad was discarded. a recent issue of Tlffi SaturdaY PosJ, the interviewer's reports showed eertain insurance ad was the best-observed liscue. An examination of this ad revealed p"t cent of it consisted of a huge photo"lO of a eat's whiskers. The author has worked advertising for more than ten years' of this has been keyed-coupon adverrhere records are kept of the number of by each advertisement. We have able to produce sales with any such device as a photograph of a cat's whiskers' this insurance ad was discarded it is doubtless true that the ad did
number of other advertisernents which showed up as winners on reading or on observation were found to be in speciai positions in the magazine, such as back cover or opposite the table of contents. These were discarded (even though many of them were good ads) because it is difficult to tell what proportion of their A
success was due to good copy and what proportion was due to sPecial Position. An effort was made to seiect most of the winning ads from magazines containing & large number of ailaertisements such as Good Housekeeping and The Saturtlag Ersening Post' The reason is that it is a greater achievement for an advertisement to be the best of a group of 200 ads than to be the best of a group of 20 ads' In other words, in selecting the 79 winners out of hundreds of winners' every effort was made to be certain-
(r) That the high observation or high reading of the advertisements should not depend on the fact that they had the advantage of special position or any other special circumstance.
(b) That the advertisements, in addition to high observation or high reading, should be advertisements that were built in aecordance with tested methods for producing sales.
observation).
2$5
,.-ii
