The sun. [volume] (New York [N.Y.]) 1833-1916, 1915-08-01
THE FINE ART OF MODERN
ADVERTISING.
How to Put Pepper Sance on Every
Breakfast Table In the Land.

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How to Put Pepper Sauce on Every
Breakfast Table In the Land.
To THE EDITOR OF THE SrN Sir: II
these days IL is possible for q man to
acquire a reputation for culture even
IL he Is not a minister a college pro-
fessor or pacinst; but no man is con-
sidered well educated who has not
taken n course in the fne ar. of mod
ern advertising.
This explains why a few OF us on
gagged an expert "ad' writer to de-
liver a lecture from a friendly pulpit
n evening last week.
What we want you to do explained
the chairman. lis to treat this gather.
ing az a sort Of kindergarten. Get
down to elementary principle and IL
lustrate them by etc examples.
incidentally. see II you ca discover
any latent talent in the audi -nca MANY
of us aspire to a great career"
IL understand what you @ gem
tlemen." said the professor. atter con
sidering the matter Tor a brief mo.
ment; and, although the re 'uest II
an unusual one. the fact tha. II pre-
SCENTS no difficulties is a tribute to
my art.
Let us suppose. then he continued,
that each OF you ha dist,scred 8
new kind Of pepper sauce. You wish
TO present II to the public so as I,
bring 1t to the table Of every family
in the land. How would you go about
to GO it? Write out your ads and
present them to me-"
For half an hour there was mucn
%scribbling. At least n dozen lips were
finally handed up to he mater.
This Is a very interesting sympo-
sium." he said. beamirg upon us from
the front of the platform. 'and re-
ilects In a way the progress alvertis.
ing has made In recent y,1s Let
me first call your att .ntion 10 what
J shall characterize as Exhibit 4. I
reads as follows:
Nrown's Pepper Sauce.
Made of Finest Green Peppers drown.
WhoU' Palatahle. Appetizlng
That. gentlemen" he exr'aiLed, IS
n fair example Of the old s':uol. T.
has all the earmarks ~ the drs whe'.
y merchant thought II necessary tn
call attention to the supposed merit :
OF what he had to sell. Identification
was then considered the sine qua nor.
Of successful advertising, and the thing
was carried to l~aughnble ,"tremes.
Why. one used to be ale I, toll at a
glance jus, what was being ai;-r;lseL.
Happily, those DAYS AZ, gurr forever
The blum, and plain a;pcal To reasoi.
IL no LONGER good form. We nos
employ p~reforentiallv the suave and
delicate i%nnu'ndo"
He paused and picked NJ. another
slip.
\ shall now refer = Exh.r. r." h.
continued G~rac!oUsly:
"'GopGo's r,rRtK, s,rcr
Prepared according TO an exclusive for.
muia discovered d, Gotso, tamou. che
- he %spI'gdnrf'
That is infinitely better than the
other" he said. nodd.ng his head. "hn'
Is open To the criticism that is appca
- altogether too narr " al eNclu'
sive. Every hotel, restaurant, clul
and cafe nowadays ha, a farpds che'
Of it's own, and YOU can r., lily 90.
/ NIbl Fll'l an du Nullu bIltfu IldnN
more than II would please
He paused and carefully separate
two slips from the rest.
II have selected the"r two" he re,
sumed. "as being especially worth,
Of commendation. They give evidence
Of unusual aptitude. The one I shall
read first, although not of the school
! have the honor 10 represent. pos
sesscs ~undoubted merit:
RrNRR,>r's PCT Ant Essrsc,
Its deyo,e-s are tn. virile. red bloodet
men and tn" smart, chic women o
America
Rembrants typiHHs the Split ~ tn,
nation, the indomitah'e will that conquer
all obstacles and transforms the rude abod,
Of the savage into tho peaceful home o
refinement and culture
Gentlemen said he. impressIvely
there can he no question Of the sin
Cerity of that appeal. II is quiet. mod
est, dignihed. II rings true. 1t Il
worthy OF the best traditions Of tn,
profession. But the one ! have here,
Ia continued, might have been com
posed nv one Of the masters Of NJ,
honorcd school. II seems almost in,
credible that IL should have bee
written by a mere novice. 1t repre-
sents the highest form Of advertisini
art. To him who conceived II | ex
tend Of my most sincere
admiration. II bespeaks y latent gen
ius which, II properly cultivated. can
not fail TO bring new lustre to a grea
profession, Listen" And in sonorou
one the professor read the followin
masterpiece:
"FrNpIFrON'. PR!
Go 90 f.. old top. lik. YOU were WOODY!
A solemn hush foil upon the au
dlence. Almost instinctiveiv every on
felt tho significance. the tremendou
import. of the message. The professor
seemed TO enjoy his triumph. For
full moment he stood silent and me
tionlcss. seeking thus to drive HON
the full weight Of his uttcrance.
Then he stepped forward, smilin
pleasantly.
Let me explain in n word" sal
he, with easy nuency, the suprcm
merit of this gem of purest ray. Ma
Is a social. n greGsriOus animal. II
Graves Companionship. He Is move,
by appeals 10 his spirit of good fellow
ship. Can o think Of any saluta
ton more intimately manly than 'Nl
top? Impossible II Is a term {
red blooded affection. 1t implies