The Washington times., 1918-08-13

tons as to the most effective of writing advertise
ments.
As to 'style" we have very little to say.
The writes best who takes the least tnougnt OF style
as he writes.
The striving for style usually results in spelling any nat
ual ability that a writer may possess II results aso
usually in producing an affected unpleasant ana uncon
vincing method of expressing thought
stye in writing has no value unless it expresses the
natural thinking processes OF naturally n'ereSeng mn0
As to the writing of advertisements should give no
advice other than that which should give to the man VINO
might want to write play, sermon legal argument OF
q declaration of independence.
The really successful writer Of advertisements must
be a very able wrter-BECAUSE HE CAN'T BE Sue
CESSFUL UNLESS HE CARRIES CONVICTION.
The successful writer of advertisements in addition to
being CONVINCING must be INTERESTING.
he must begin his advertising statement in such way
as to interest the aded reader for whose attention thou
And having fixed that readers passing interest," he must
convince him of both the truth and the Importance Of what
he has to say
In addition to being interesting and convincing, the
good writer of advertisements must be BUSINESSLKE
There must be sincere practical ring to what he says
man asked spend money he likes to feel that he is
dealing with practical, competent man
{ Therefore the really good advertisement must be In
teresting, convincing businesslike, and practical
In addition the good writer of advertisements pos
sesse Of course the quality OF De must learn 70
The who writes advertisements spends his en-
poyers money with every word that he puts down His
nOG
must be wasted
When we consider the qualities which good writer of
advertisements must possess it is very easy to understand
that certain Of these writer's find their profession more
profitable than that Of the successful writer OF fiction OF
plays.
what his ultimate literary ambitions might be- could add to
his equipment and his efficiency by taking in the
writing Of advertisements under good teacher.
Some of the cleverest writing that done in the United
States is done by advertisement writer's The English is
10 The iS
THE THINKING PROCESSES ARE ORIGINAL.
The literary person would be very foolish who should
affect to consider the writer of advertisements neces
sariy inferior to the writer of other literature.
And any man would be doubly foolish If he considered
the Of literary skill MISPLACED in writing adver
tsements.
The writing of good truthful advertisements results in
the distribution of products large scale in stimulating
industry and very often reduction of prices to the
successful advertising increased de-
mand enormous production and therefore, smaller prices
Do not think that the successful writing of advertise
ments is undertaking interesting to small class only
were it would not attract attention this column
Every business man is interested in the question And
every young who hopes for business is inter
esed in the writing Of advertisements. There many
chances for young to make writer's of ad
vertisements WITHOUT good advertising every man s
chance of success is slight in these days.
To advertise well means to succeed in ATTRACTING
To give advice in regard to judicious Advertising
not easy There many lines Of in all under
takngs Perhaps few maxms might be constructed that
would be generally useful and true In writing advertise
ments
First would come in opinion the very old advice
from great writer to see thing clearly and describe it
simply"
- Clear VISION and SIMPLE descrption-those are the
essentials Of good writing including good advertisement
writing
We should suggest didenty also that too much effort
at humor is not good in writing advertisements.
is in need of pair of trousers overcoat
he is in earnest BE wants TROUSERS and NOT Joke
= light touch is good in all writing But with that
general Hghness Of there must 90
when the moment to impress the reader We are
acquainted with young man, a manufacturer Of pills
whose character is not at all romantic His earnestness
exceeds in depth the Atlantic Ocean. BE gives his pills
in gold boxes wedding presents He distributes them
at banques His whole soul is in those pills Needless tc
say, he SUCCEEDS.
In Last Column.l