The book was a privately printed course called How to Convert White Space into Advertising that Sells and the author was the late ad genius Clyde Bedell. Clyde was famous for taking retail ads that everyone else thought worked okay and rewriting them into ads that broke records.
People often design ads to look clever or cute or creative.
The three c's of failure. Instead, describe your product or service in terms that serve your reader. That ad served me by informing me. Your prospects buy from you because of what your product or service gives them. People justify their emotional urge to buy something with logic.