The states-graphic. (Brownsville, Tenn.) 1???-1984, 1918-08-23
THE LANGUAGE OF
ADVERTISING.

served for lovers. There are illusions
10 history to the language of diplo-
macy that imply that no word spoken
by a diplomat means what it says.
Men of science are beginning to tell
Us about the language of birds and
beasts, to which they, and they only,
hold the key. But the jargon of art
critics and of musical critics, although
incomprehensible, is meant to be un-
eerstood; and the jargon of advertise
ers is addressed to plain ordinary read
ers Of plain ordinary newspapers and
magazines, although it grows daily
more reconcile and mysterious.
Certain simple terms we have ac-
cepted without exactly knowing why.
A woman's sport" suit is apparently
a suit with belt and four pockets. 1t
is disconnected with any known form
of sport and is largely used for office
work, shopping and rough weather.
Still sport suit" is cheerful and ac-
ceptable word, suggesting many pleas
ant things that the wearer would be
glad to do if she could. A ''tailleur
suit" Is merely a concession to the
universal preference for a foreign
word over an English word. It is not
a good substitute, because tailleur
means tailor, not tailored, or tailor
made; but it appeals to the class of
customers who wear "de luxe" stock
ings, carry "de luxe" umbrellas, write
with ode luxe" pens, mash their pota-
toes with de luxe" potato Washers,
and buy certain easily prepared edi-
bles because they will thus be spared
a "chef in the cuisine" When it comes
however to "trottoeur hat" we feel
that it is time to turn to the language
Of our spelling books. There may be
such word as "trottoeur," but the
dialect is unfamiliar. 1t implies that
the hat is one to trot about in. Most
hats are hats to trot about in. Would it
not be possible to express that aim and
object in the phraseology that is off
cially recognized as the language of
the English speaking race?
The strange names that are invented
for simple commodities to be used in
pantry and bathroom are like nothing
On earth except the names of Pullman
sars, those arbitrary combinations of
letters that spell word that is no
word, and that afford languid amuse-
nent to American travellers. AS for
he heightened advertisers who dwell
upon the "clean, classic beauty" of
motor car, who interpret winter in
.erms of mole and martin" (they prob
ably know what they mean,) whose
wearing apparel is radiant with the
spirit of YOUTH" and who appeal to
customers "who have formed the hab-
t of being beautiful" Ia good habit
[ ever there was one,) their superior
ty is so manifest that only representa-
ives of the "beau monde" (another
.avorite phrase feel privileged ito
purchase their wares. A patented
wartime" dress is inevitable rather
han original. There are no "peace-
ime" dresses in the market. Perhaps
he patentee had seen that pleasant
est in Punch--a cross-grained hus-
and protesting against extravaganza
nd bedizzened wife repudiating the
barge. "How silly you are, George!
his isn't new dinner dress. This is
rest robe for weary war workers.
A finel protest is in order when we
cad of summer suits for the boy
cend to call young Americans by
It's" "Boylets!" Does anyone ven
Ire to call young Americans by such
understanding diminutives? Lives
lere in the length and bredth of this
)untry a male child, old enough to
peak his mind, who would stomach
lie word, or wear the clothes associat-
with it? Never, never, never let
III youngsters know that such a slur
as been cast upon their high estate!
Youths Companion.