The Bridgeport times and evening farmer., 1919-07-19

with her intuitive ability can make her work more appealing to women and hence moro valuable, declared | Miss Priscilla, IA Whitley, advertising manager of the IaSaIle & Koch CO, ] Toledo, O., in a recent article appear ing in Advertising and Selling.
 Men and women have entirely diff ferent viewpoints and mental pro cesses. declared Miss Whitley. and l since the majority of shoppers arc | women. the held Is particularly | promising ono.
 Miss Whilcys remarks are as fol- 1 lows:
 Few men are directly interested in | department store advertising, but many are interested in advertising ir | general, and store advertising forms a large part of the papers you read { each day. It has become part and | rarcel of your daily consciousness, though you may not be aware of it. To turn then to the question, Why ! women should find store advertising | appealing as n vocation" I think the ! first answer 10 that is that depart ! ment stofe in itself has q fatal fas- | cination for almost every woman | alive. A store Is just interesting | to her as an automobile show is to | man. Outside Of her home, club and theatre, she undoubtedly spends the ! greater part of her time trottuE | from store to store looking for new ~tyics or bargains. Well, then, 1 woman who takes up store advertis- | ing as a vocation has a field to work fin which she lovcs-aud how much ! better our work Is if each one of us is doing something that insunctively l appeals to us. On the other hand. merchants all over fhe country have awakened to l the fact that they actually need a woman's pen In their advertising of fec If only as n copy writer of women's ready to wear. They have come to this realization since they have learned that % per cent. Of the clientele of store is women. It is the woman who makes out the fam fly shopping list and plans a whole day of it downtown, buying every ! thing from a new suit for herself to a l new tie for Dada scrub brush victrola record. CT new chair-iu ! fact. all personal and household needs. Merchants have found that its the natural conclusion for wo- man advertising writer to mako the appeal Co the woman customer about women's things, beacuso she under stands the shopping language of wo- mon and can get tha chatty, descrip tive note into the copy. l. personally. don't think there's a man in the world who can write about women's styles and mako thcm appealing. If there ia such n man he is surely the exception. To be appealing, copy must be enthusiastic revealing a real interest fin and knowledge of the ar tiete advertised. what man is en- thusiastically interested in pretty, frflly fluffy waist SO that he can sit down and create with his pen word picture real enough to form a mental picture for his feminine reader?
 You can't get around the fact that men and women are radically difTer- ont shoppers and therefore different readers of ads. The form of appeal for one is not tho form for the other. think every nd man in tho world has to realize this to be successful. want 10 mention here a few of the differences between men and women that bring this about
 Women are more highly developed is visual consciousness than men in other words they are more ob- servant. Striking cuts in ads appeal to theIn stronsly-display windows full of color fairly pull them into the store. Isn't it true that a wo- man will come home from some sort of affair. where both she and her husband have been, and she can tell you everything in detail about the party and tbe things people wore, while he can only give general i'm pression of it2
 And I want to say here in way of explanation. that I'm not trying to toot q woman's horn and disparaSe men who are doing store advertising. Far be 1t from me to do that. as there are too many clever men in this work I'm merely trying 10 show that the store field is O particularly big one for women and very nat ural one.
 Another difference between men and women Is that women are ap- pealed to more easily than men fl the personal appeal is made - suoh ms the use of the second person sin Rular-you. For irstance-"Here Is n suit that was just made for you il you happen to be brunette" A woman reacts to an ad like that whereas a man is inclined to scoff The appeal to a woman's sense ot pride is always stronger than to q mans. If you mention to her that 8 suit is the product of a French de sdgner. she fnme ediately wants to pos sess 1t. Tho average man cares not z whit whether his suit was made 1T Toledo or Franco so long as 1t Il good quality and will give sausfac tory wear. True, there are some pner who think a lot about style, but nin' out of 10 times it's because he has { wife who forces him to tt.
 And so you will find women nor tmpuisfve, more easily appealed t' by sentiment than men. Beeline rush in and take tho place of reason That's why many husband groan under the burden of hat bill for ] hats in one season. His wife has seei n pretty hat in store window, arr though she already has nine hats 10 that ssason. sho must have this par ticular yone Her feelings outrule hc reason. A man generally buys who he actually needs something and no when he sees something new. And 6 in departnent store advertising il particular, you>havo to face tho fac chat the majority of buyers are wo men, and your ads~u1ust be Gddreese to them chiefly.
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