The Birmingham age-herald., 1924-08-25
Advertising As
 F field For Women
By BETH MmVANIE

advantages of wearing rouge before he could crack up his particular brand. Not so in those days when every woman has to be a licensed painter and scarlet lips flame like poppies along Broadway and Broad street alike.
 Half the advertisers work is already accomplished. It remains for him to dust the lily with Pretty Pouter's pow der and enhance it's beauty a hundred fold, gently insinuating that any other make would blight it's bloom. Further more, a fictitious Mime. Yvonne, in the piquant way of the French, gives in- gtructions in proper face care, that is, of course, Pretty Pouters way.
 The advertiser has to keep his weath. CT vane always in the path of the ca pricious wind of public demand, or slip hopelessly behind the times. As 75 per cent of the national advertising is cunningly designed to appeal directly to women, and the weather vane whirls around with according inconsistency, it takes women themselves to sense out sudden veering of fashion and make the appeal irresistible. For this reason primarily, women are especially desir- able in the advertising field
 In addition, woman is a patient worker, willing to take infinite pains. She must acquaint herself thoroughly with line of goods, it's demand, it's best selling points, its most appealing quality before a word of advertising copy can be written.
 One woman spent three weeks travel ing throughout New York state, inquir- ing on a farm-to-farm canvass if the sRA -s1 stove, and if not, why not? Another advertising woman spent days nosing around retail stores and beauty parlors in a patient attempt to discover how the brand of cold cream her firm was in- terested in was selling. The finished piece of advertising that greets the public's eye is only the peak of the pyramid, the last word of the story. Behind 1t lles persevering research, ac- curate knowledge, practiced psychology, a buyers instinct and a knack for writing.
 In an advertising agency woman fits most naturally into the research or service departments. Some smaller agencies develop their own research workers, copy writers and artists, but most concerns prefer women who have been in the advertising departments of manufacturing firms, in department store advertising, in other agencies or former newspaper women.
 Ordinary clerical positions may be had in the checking department and stenographers and secretaries are needed throughout the business; but the op- portunities here are peculiar to adver- Using, The executives, the representa- tives who are the go-betweens for the agency and the advertiser, the persons who buy the advertising space in pa pers, magazines, etc., and they who attend to the finnacial end of the con- cern-all these are mostly men. These fields are open, but in them women are still pioneers.
 A woman in the research department Is the eye that detects which way the weathercock of public demand is swinging; she is the patient worker . who digs up evidence in favor of an article to be advertised; she loads the ammunition into the copy writer's gun.
 She must be able to discriminate be- tween constructive information and use less. She must be thorough, lest val uable data slip through her fingers, and methodical, or her findings will be an unintelligible hodge-podge. Her mind should show q statistical quirk and alive. for she is as much of news gatherer as newspaper reporter.
 The copy writer is the one who knows how to fire the gun of advertis- ing with deadly and unerring aim. She actually writes the advertising copy or reading matter; hence, her first prere i guisite is an Inquestionable knack for ! writing.
 Furthermore, education of a high or der, either formal or self-acquired ] is necessary. The writer herself must 1 possess a cultural background before 1 sEe can create the substance of one for the high type of advertisement that the public and advertisers are demanding 1 today. A copy writer's ideas too, and I her fresh viewpoint are to advertising ] what seasoning is to a salad-dressing- i they make" it. Besides, she needs imagination she must put herself in l place of the buying public and sense out what is the right shade of ap- 1 peal.
 Department store advertising is an other opportunity besides the agencies ] for women in advertising. The chief difference between the two types is that while agencies must prepare volumes of advertising months ahead of time for releasing, the department store ad vertising is prepared from day to day i, and announces goods that will be sold i almost immediately. The latter is tht f more exciting. although less attractive and artistic.
 A girl with ambition-and no store l wants one without-trained intelligence and executive ability may become g combination of merchandiser and adver l tiser whose job is to consult with thu store buyers, make plans for putting
 the goods before the public, and thel
 write the copy herself or pass it on
 This position pays extremely we'll ant 7 is a step toward an actual buyershil or the managership of the advertisinI
 department.
 Advertising has grown out of the bus
 mess class. It has become an art, al
 instrument of human service. It take
 intelligence. industry and above all, tn
 sensitiveness of an artist. To be
 success in advertising, a woman mus I see it in it's wider aspect, and lose tn
 prospect of big money and a good jo
 in love of her work and in her pride o
 craft.
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