Evening star., 1922-05-21
THE FEMININE. SLANT +

- - - - - -
the wiley company tor three years,
learned the business from every side.
They never had one bit Of real CON.
petition In the city at all. And the
wilsys don't make good ioe cream.
The drst time tasted their stun I
knew there was market for soma
good brand. used 10 drive the truck
around some Of those hot days and
try to figure out how ! could set hold
Of money enough TO try It. and when
was in q new town I'd know all
about the Ice cream company that
covered the place, even II / didn't
soc tho town hail."
~ -
A ND on another day. when . chill
80 spring rain beat against the wIp-
dow panes and willard set the little
electric stove to glowing chserily In
the gray once. the conversation be-
gan with advsrtisins. the president
looking over aome OF Esusen, Aiice's
new copy. >
"a woman Of the world is always
an epicure," he read. Her table bears
witness TO the more delicate dis.
crimination which comes with wide
social experience and poise; her cook
must understand the piquancies OF
coriander, chervil. rose geranium
leaves; her steaks must be broilsd
over live Goals. her salads dressed
with imported oils. her ices rich In
quality, exquisite In flavor"
THE only sign Of an advertise
msnt." Susan Aliess explained, will
be below. in very dignihsd type. Ma
pie Loaf Creams. Ices. Parfaits.
Mousses. May be Ordered Through
Your Caterer or Direct from Us.
Telephone West 42s7.' That won't
appear until the Ice cream is ready
on the market" the girl explained.
"Yss, but isn't this appealing to a
pretty limited class? We can't stick
to the families that have cooks and
caterers. you know, and mako any
money cut Of the Ice cream"
Susan laughed
"of course not! This amt aimed
At the women who keep cooks. but At
the women who hope to some time
and that's pretty nearly all women.
"A woman Of the worid'-every wo-
man likes to think she's that"
wiilard's face lighted in under
standing.
You're really appealing to her
vanity. then"
"Of course! She may not know cor.
lander from cornueopia, and her hus-
band may like his steak fried-but.
she's going to get the impression
that Maple Lsaf Ice cream is pretty
classy"
Willard read the COPY through
again. carefully. slowly.
Whats chervil?" he asked at last.
blessed II ! svsr tasted Of It."
Susan Affects gray eyes twinkled.
TITS seasoning" she explained.
The twinkle dsspensd. BLESSED II
ever tasted II. either.
'pf course."-she turned earnssl
again-"I'm not keeping to that kind
OF advertisement alone. Here's one
I'm going to run in tho Sunday Jour-
nal. They are going to have nearly
. page on the pure food commission,
and this win BE- on that page. It's
headed:
":Are You . Real Judge Of Food?
TT goes on:
"'can you tell by the taste Of Ice
cream. for instance, whether the
sweeeening Is sugar or glucose? Can
you estimate fairly accurately the
percentage Of real cream used? Can
you be sure whether the hsvoring Ia
made from fresh fruits or from some
chemical imitation?
"If you are q real connoisseur,
you will appreciate the new Maple
Leaf ice cream. II you are not, its
trademark is your protection
Willard nodded in approval.
Sounds good to me-" he continued.
~ i 4 +
A s Susan replaced the top sheets on
her pile Of manuscript he watched
her curiously.
How did you happen to take up
advertising?" he asked.
Il started out by furnishing the
feminine slsnt.'" she said. Il had
suitor who was an advertising man,
and he was always asking my opin.
ion on this or that. He said that wo-
men bought nine-tsnths Of every
thing sold, either directly or indi-
rectly, and SO he wanted to get the
feminine slant on aal his advsrtis-
ing" E r4
$50 you decided" Willard con-
cludes, ''to be tho feminine slant in
stead of just furnishing it," =.
Susan nodded. He was really a
very smart man; yet realized how
little he understood Of how q wo-
mans mind worked. And I got to
that . woman writing ad-
vertising would have tremendous
advantage In that sort OF work. So
/ decided to try it,"
She went on with . half-timid
eagerness:
I'm sure that more women than
mon decide Whist kind Of ioe cream is
bousht-sven II = man 10 taking a
girl into = drug store for . sundae, he
takes her to whichever drug store
she likes best And the man druggist
or copfsetionsr IL influenced by that"
There was = little silence then In
the oflics- Then Willard asked:
And what happened to the suitor?
Is he still suit-thgr'
S "Oh, no. trust he suits his wife
now--he's been married these many
moona"