Honolulu star-bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1912-2010, 1915-11-26
CHAPTER XII
WHAT DIcTIoN BEST CARRIES APPEALS TO THE
pR0SpEuT9 .
PROSPECT?

WHAT D4C140N BEST CARRIES APPEALS TO THE
PROSPECT?
"Psychology word that often used in connection
with advertising and selling Usually is employed loosely
Sometimes is the false weapon of the superficial who seek
impress Through the Of words It would not
be used here at all could be lodged But it is necessary
not term designed to impress mystifysmply
for the brefet possible description of important
phase Of advertising analysis.
study of how the human mind work-an obser
walton of the conducts itself That is all
that psychology should simply analysis of mind
mechanics
Copy means advertising matter as it is after prepare
ton and before it is produced in the newspaper printing
signs wherever it to be presented The word comes
from newspaper parance where the writer's refer to
matter that they produce copy Copy in connection
with advertising bears the relation to advertising as
MSS " (meaning manuscript bears to book the realm Of
literature However sometimes published advertisement
may be inaccurately referred to as copy,
So, Psychology of Copy simply means: An analysis of
advertising manuscript IN its relation to the workings of the
human mind.
you anayze your prospects in accordance with some
such plan suggested the previous chapters you will know
the phases you must appeal Moreover you will
know what points emphasize you similar analysis to
pick cut the products appeals Now consider how to get
those arguments into the prospect mind through those
Language the vehicle This need not be in words alone
Some of the most expressive language of the the form
of newspaper cartoons In fact pictures sometimes describe
better than words Yes and general appearance
suit that gambler the of clearly
he sign his back saying I professional
sport Likewise the dignity of Arrow advertising
the newspapers just through its atmosphere bespeaks
luxury grace, elegance and stability.
Need it be said that you should language that your
prospect understand Mol We all know that Yet the
moment we hold poised ready to write
the pubc how tempted to big words Deep down.
all like the proverba coored parson who mpresses h
flock with words of many syables which, incidentally his
parshioners cannot understand These words, however
sometimes make good and the flock
to respect their leader who is aWuy learned
In this long words be the very best kind of adye
Using for the parson.
But In advertising up against of the hardest
obstacles that human nature offers You have to persuade
people spend part with that which their toll has
brought them &c. you had better words that will reach
yonr readers especially since advertising words real
money First of all prospects must understand what
saying Otherwise how could you hope to bulge them
You must than persuade You must inspire people to-
actono the action of spending their money for your goods
Actionful language is therefore necessary.
What is actionful language? Consider this sentence:
0f momentous emoument to the popuace of this metropolis
and envrons would it be to participate semi annual
event. Almost every word in that sentence
built Latin roots On the other hand suppose you said
You money at this twce-a4year sae This last
sentence is made of good old Anglo Saxon which crakleg
with crispness.
Keep away from adjecves much possible After you
have written adj attack all those words which simply quail
ify and each Does this have to be adjective
Can verb say the thing just as we'' you
lucky because verbs swing the reader along whereas adee
ives passive Incidentally look at that last sentence
Can't you feel the action the verb swing the mac
ton In the adjective ~tpassive?'
Study the style used in newspaper articles and you will
know what eon has proved most effective in newspaper adj
Eertising, and in every other kind of advertising
Tomorrows chapter will be: SIS you the Best Word in
an Advertisers Vocabuary?" ...-= :