Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-10-04
Il II
IAdverfisinq,I
In Talks nj
MAKE ADS CONCISE AND CLEAR
Meaning Should Not Be Left to In
ference Of the Reader-Study
Both Sides Of the Case.

before one thinks OF attempting to
write an advertisement that he should
familiarize himself thoroughly with
the thing to be MISUNDERSTANDING
have complete knowledge of its
uses and special advantages. and the
| particular field I'm which the appeal
Is TO be made. This is so obvious
that 1t scarcely requires mention.
Taking II for granted. however
that the ad. writer has studied up
the proposition and understands il
clearly. the first step is to realize
that an advertisement cannot be
written successfully at a moments
notice. The amateur in this work is
apt TO treat 1t too lightly; many seem
10 think that any sort of reading mat
| ter to fill the space with some large
type thrown in and a picture. con-
stitutes an advertisement This hap
hazard method Casually called in
! spirauon) Ia much used. and the re-
suits are very haphazard indeed
The expert, on the other hand, gives
the matter careful study-that is
why he Is an expert-weighing well
every word. and eliminating every
unnecessary one. He chooses and
places them with the care that an
| artist would exercise in combining
the parts OF complicated machine
And the thoughtful student will
realize early in his work that this
study Is very necessary before the re-
quirements OF the good advertisement
can be fulfilled
In writing the advertisement one
must remember that the mind. par
ucularly the mind of the more or less
indifferent reader. Is lazy thing.
and the appeal to 1t will be only in
proportion as the idea can be easily
grasped. so that three essentials Of
the successful advertisement are
force. brevity and clearness.
AS concrete illustration of the
point OF force in the language used
there has been used by a number OF
hrms recently small booklet en-
titled How We Lost a Customer"
Inside the story might have been
that through poor health and conse-
quent fnattentiOn to 1t his business
gradually fell away. and he finally sue
cumbed to lingering Illness" But
that wasn't the story. One opened
the book to be startled by only two
words. surrounded by black border.
He died" The effect is forceful. II
compels attention.
The subject should also be treated
as briefly as possible. and the opening
sentences. especially, should be short.
Statements should be made very
cieariy-the meaning not left to be
Inferred by the reader. Only the
cieverest OF people enjoy a story
written in that "impressionistic"
style, and no one will bother with sucb
an advertisement For the sake of
clearness. too. the matter should he
simplified by the exploitation of as
Few lines of good as possible and il a
number are used, the text should be
arranged SO that each will appear dis
unctly by Itself. Otherwise il is
like so many statesmen all shouting AT
the reader at once. and naturally he
gets away from them as quickly az
possible.
In addition TO clearness of language
and expression. there should be clear.
easy to read and not firing on the
eyes. This is matter largely for the
printer, as the advertiser, unless of
exceptionally broad experience. is
less able TO judge OF effects than TYNE
setter. But In this connection. the ad
writer should see himself that the
space Is not crowded. White space
costs money, but II attracts attention
and pleases. oftentimes creating n
much more favorable impression than
an indiherently executed illustration
which would entail additional ex.
pense.
Another serious stumbling block 10
the student ad. writer is his failure
TO give sufficient thought TO his
proposition from the standpoint Of
the buyer and this frequently results
In completely wrong construction
i OF the advertisement. His ideas
and arguments may be all right. but
ne presents them from his view.
/ point rather than to appeal 10 the
reader; he wears his coat wrong side
out He should ask himself: "ff
were a reader. what is there about
these goods that would induce me to
part with my money for them?"
Human nature ~ essentially selfish
and unless this point Of the apoeal
10 the buyers selfinterest is given
very careful study, something of ifs
weight is apt TO be lost There Is a
story told of an Irish Judge. who
after hearing the plaintiffs case
refused 70 hear the arguments OF the
dhendants attorney. contending that
II would have tindincy 20 confuse
tas coort' DO not fail to hear both
sfGS's OF the case before the adyer.
useInent matter is prepared.