Professional Documents
Culture Documents
ADVERTISUNGIDEAS
A Practica{ Guide to Methads
BY
of Batten, Barton, I)ursti'ne & Osborn,Irrc'; and Methods" Adaertisittg AuthoroJ"Tested' Ad.aertising I mn'ediateSales" " for
JOHN CAPLES
FOREWOR'D BY
FREDBRICK C. KENDALL
lldilor, Adaertising & Selling
Frnsr Eorrrox
AII rights reserued.Thi,s book, or parts ther eof, rnay not be r eproduced, in any torm without permission of the publishers.
THE
MAPLE
INTR@DUT[@[N
purpose of this book is to shon'you how ff\HE I to make better adr.ertisements-to tell you definitely and specifically: -how to choose effrctive appeals -how to write headlines that are "stoppers" -how to write copl' that sells -how to make all kinds of layouts -how to get attention b1' using brides, babies, animals, cartoons, conric strips, etc. -how to use sex appeal to use hunror, horror, news, curiosit5', and self-interest -how to introduce ne$'products -how to sell several products in the sarnead, -how to handle contests, premiums, and free ^ v build prestige increasecoupon returns get orders b1'mail make people follow your ads week after week and tnonth after month, just as they follow a continued story -holv to nake advertisernentsachievethe prirnar]' purpose thel' are intended to achieve; namell', to .sellnore tnerchu.nd'ise. 1'he method of preseutntion is the "case methocl." One hundred advertisementsthat were outstandingil' ,l.,"""..fuI in producing results are reproduced just as the;' appeared in publications i except that color is omitted). 'f heseads are taken ;rparL and analS'zed-headline, layout, illustrations, and copl'-section by section, feature by feature-in order to show you how they work, why they were successful, and how you can take these successfulmethods and use thern as your
_ 0wn.
!-or your convenience,the book is arranged as foliox's: (a) The 100 advertisetnents are printed on right-hand pages, where you can most easil;rsee and studl'them. (b) The discussion of each advertisement is printed on the left-hand page facing it. This is to enable you to have the advertisement con.stantly before you while you are readingtJref acts about it. (") A system of referencenumbers is used to tie up the text x'ith the illustrations. For example, if a large numeral @ is placed alongsidethe headline of an advertisement, a sirnilar numeral @ is placed alongside the paragraph in the text which discusses the headline. 'I-here Important: are definite, proved reasons for the inclusion of every single advertisement. X{ere opinions and personal preferencesare not consideredsufficient re&sons. Of course,there are hundreds of advertisements n'hoseproved recordsof success entitle them to be included in a Lrookof this kind. However, in order to keep the book within the lirnits of a single usable volume, it was necessarvto boil the list down to 100 exanipies. I{ere are some of the factors that have been used as guides in the selection of these advertisements: The salesdirectl-vtraceableto individual adver'tisements, wherever this information was available. vii
-how
.".-
Coupons, sample rer;uests,and other forms of dinect inquiries. 'fhe number of box tops and coins received from advertisements offering premiums, etc. The number of entries reeeived in the case of contest advertisements,with especialemphasison entries accompaniedb.v proof of purchase of the product. I\'fail order sales in the case of mail order aclvertisements. The tabulated results of asking thousands of rnagazinereadersrvhichadvertisementsthey have noticed and reatl in current pubiications.
gained ove-ra periotl l\nd finally, the experience millions of dollars spent in of years through testing advertisementsto find out which sell tlit most goods. In other words, every recognizt,'l device has been brought to bear to ma.kecertiLitt that the methods explained in this book are methodsthat utork. For assistancein the preparation of this bttrrk, thanks are due to M. V. Caples,the ts.B.I).O. Library-Research Department, I\[r. Wi]liam I. Orcharcl.ilIr. Robert Uhl, and Mr. I{erbert 1\'est.
Nnrv Yolrx,
JouN C,rpr,ns.
Decentber, 7937,
!o
Apparel, Etc. Jantzen Swimming Suits Spencer Corsets l'alon Slide Fastener Eb. .ltdom obiles, SuPPlies,
C@NTENTS
Conlents According: to Products
Prce Cosmetics and Pharmacetttical
n1 al Pace
sttpplies
111 oa
Ethyl Gasoline Fisher BodY Ilord Accessories Ford Cars General Motors Golden Shell l\{otor Oil Liberty Mutual Automobile Insurance Mobiloil Packard Motor Cars Flymouth Cars Socony-Vacuum Motor Oil Super-Shell Gasoline Texaco Gasoline Willys Motor Car Books,Pamphlets,Etc. Black, Walter J., Inc. Book-of-the-Month Club, fnc' DoubledaY, Page & Co. McGraw-Hill Book ComPanY, Inc' Itelman Institute of America Shers'in CodY School of English Simon & Schuster, Inc. Cantera Supplies Agfa !-ilms Eastman Kodak Co. Ligarettes and Tobacco Camel Cigarettes Kool Cigarettes Old Gold Cigarettes Prince Albert'lobacco Raleigh Cigarettes
107 143
9,191 2l 39,117
:J5
Absorbine Jr. Brorno-Seltzer Camay Soap Colgate's Dental Cream Coty Face Powder Cutex Nail Polish Johnson & Johnson Baby Cream Baby OiI Baby Powder . Baby Soap Tek Tooth Brush Lifebuoy Shaving Cream Lifebuoy Soap Listerine Lux Toilet Soap Lysol Disinfectant Parke, Davis & Co. Palmoli'r'e Soap Sal Hepatica Squibb Dental Cream Squibb Tooth Pos'der Tek Tooth Brush Woodbury's Facial SoaP Electrical Appliances, Etc. Bell System TelePhones Evcready Batierics General Electric Mixer General Electric t'oaster Radio Sets Schick Shaver Food,sand Food' Products
99
cl
77' 1 8 1 161 ca 35
lv 70
79 79
toc
53 53 63
6D
159
IbD
r83
19 19
O!l
t lo tDl
tt ttl 1ryR a
87
Ary
\.23
59 Calumet Baking Powder Campbell's SouPs Campbell's Tomato Juice Chase & Sanborn Cofiee Coca-Cola Crisco
Jrl
tt,
ix
.-
Pecs
Del l\{onte Foods Del Monte Fruit Cocltail Gold Medal Flour Heinz Beans Hormel Soup Kaffee-Hag Cofrce National Biscuitt Ritz Crackers Sanka Cofree Softasilk Flour Welch's Grape Juic'e F urni shing s ond Dmraliotts Bell System Telephones Bigelow-Sanford Carpct Co., fnc. Curtains Pittsburgh Plate Glass Co. Gifts, Jerelry, Etc. Cellophane Gift'Wrapping Hamilton Watehes Hickok Belts, Etc. Schick Shaver I nsurance and F inancial
141 141
fit'.,aps, Cleanser Etc. s, Boraxo f)a.nray S,lrp I)rano I'els-Naptlra Soap Ivory Flakes Ivory Soap Johnson & Johnsol Raby Soatrr Lifebuoy Shaving Cream l,ifebrroy Soap Lux Lux'Ioilet Soap Lysol Disinfectant Lysol lly'gienic Soap Palnrolive Soap Sunbrite Cleanser Woodbury's Facial Soap Schools,Courses,Etc. Hugo lrench Course Pelman Institute of America Roth Memory Course Sherwin Cody School of English Trauel, Tours, Etc. Canadian Australasian Line Chesapeake and Ohio Lines United Air Lines Miscellaneotts Air Conditioning Cellophane Community Chest ' DuPont Cellulose Sponges Flori.sts' Telegraph Delivery Association Fountain Pens 'Freon Refrigerant Metro-Goldwyn-N{ayer Pietures World Peacervays, Inc. 75 201 167 797 73 127 75 31 105 17 .91 149
DI
l 1 9 ,t 9 5 71
115
ol
127 I3
95 o
6t
fnvestors' Syndicate Liberty Mutual Insurance Co. Metropolitan Life Insurance Co. Northwestern National Life Insurance Co. Phoenix Mutual Life fnsurance Co United States Savinss Bonds Liqttor Canadian Club Whiskey Fleischmann's Gin Paul Jones IYhiskies
93 19i t25
i[3 o
113
o/
169 z5
Copy 4 5 , L 2 9 , 1 5 1 '1 7 9 CoPY Jmorous 3 . 9 , 3 9 , 1 g , 4 7 , 5 1 , 8 ? , 9 5 ,1 1 ? ,1 1 9 ,1 9 5 ,1 9 7 ,1 9 9 Long CoPY g, 21, 39, 47, 51, 87, 95, 117' 121 \[ail Order ' 3 , g g , 7 7 , 9 5 , 1 1 9 , 1 3 7 , 1 9 1 ,1 9 9 Ilfoney, Profits' Btc. 2 2 , 4 7 , 1 0 3 , 1 1 9 ,1 9 5 Money Back 1 1 , 5 5 , 1 0 7 ,1 3 1 ,l 3 ? , 1 4 9 , 1 ? 3 ,1 9 3 , 2 0 0 News 7 1 , 1 2 7 , 1 ? 5 ,1 9 9 Newspaper CoPY 2 5 , 6 7 , 1 0 7 ,1 3 5 ' 1 7 1 Poster Technique 1 147,179,195, 97 Premiums 6 7 , 1 0 1 '108, 123, 125, 133, 141, 153, 189 3 , 2 A ,2 5 , 3 7 , Prestige APPeal 17$ 1 1 1 6 .4 1 , 4 7 , 7 5 , 1 0 1 ,2 1 , 2 3 ,r 2 7 , l 1 l , 1 4 3 , 1 6 1 , 1 7 5 , 1 7 7 , Prices 105. 195,159,167 Promoting Fublic \Yelfare g , 5 7 , 7 1 , 8 5 ,9 5 , 9 7 , 1 1 1 , 1 8 3 Quick Results 7, r1,23,83, 107 Radio Tie-uP 93,37,81, 169 Recipes 53,63,99 Scare Copy 47, 117 Scattered CoPY --1 5 , 1 6 , 3 1 , 3 4 , 4 1 , 6 1 ' 1 2 3 ,1 6 1 . ,_ Sex Appealdl; Short CoPY Strip Technique 5 , g , 4 3 , 5 1 ,9 5 ' 1 5 7 Story CopY g , 2 7 , 4 7 , 6 5 , ? 1 , 7 7 , 8 5 ,9 5 , L 5 7 , 1 6 9 1 8 1 ,1 8 5 ' 1 9 5 ' 1 9 7 , Testimonials -12.40,48,55,7g,100,114,129,135,14I,!47,171'178'201 Timely CoPY . 75,137 Trade Journal CoPY g 2 , 9 5 , 5 3 , ? 9 , 1 2 7 , 1 3 1 , 1 3 9 '1 4 1 Two or more products in one advertisement g 7 , 4 9 , 5 9 , 6 1 , 9 1 , 1 1 5 , 1 3 3 , I 4 5 , 1 4 7 ,1 5 1 , 1 5 3 , 1 5 9 , 1 6 3 ^5rror
i;; 05,
Layout
Jusual
ContentsAccording to Publicatio'ns
58, 68 Atner'icanXlagazine Chain Store Age tou ' Chicago Tribttne , , 1 6 0 '1 6 2 '1 6 6 '1 6 8 '1 7 0 1 4 8 ,1 5 4 ,1 5 6 ' {6 2' l + , 2 { , 9 8 , : l ( } ,1 ( ) , 5 ' 2 , 5 ,6 , , 7 2 ,9 2 , 9 8 ,1 0 0 ,1 4 0 ,1 4 4 , Coll'ier's 88
62,
Cosmopolilan 136 Drug Topics 104 Fortune 128,130,132,152' 180 32, 44,60, ?8, 80, 84, 110, Good ITousekeePing 2 2 , 3 6 ,4 8 Ladies' Hotne .Iournal 26,138 t trIcCall's )Iagazine 174 Neu I'ork SundaY Ilirror L2(i .Net's New I'ork SrrnrlrrY 70, 198 l,{ew }'ork Tim.es 116 Nen, I'ork Times Suntlay ltlaguzine 38 PoptLlar trIechanics 158, 164,L72,176, 178' ll4, 122,124,134, r42,146,150, SaiurrlayEz,ering Pttst 4, 6, 18, 56, 64' 82' 106' 108' 182, 184, 186, 200 1 2 , 1 6 , 4 2 , 9 0 , t r 8 8 ,1 9 2 10, '['inw I$agazine 34, 96 'l'rrrc Story Ilagazine
!o
F@REW@RD
Tiris third volurne, "Advertising Ideas," is dif{erent in a number of respectsfrom any advertising book ever published before. The earliest advertising bo,rks showed advertisementswhich' in the opinion of the authors, were worthy o{ note' Certain recent books have reflected the scientific trend of the times by showing advertisements rvith proven records of success. This book not only shows you successfuladvertisements,but it tells you how to produce successful advertisernents. The book will help writers becauseit tells how to write copy that attracts readers and produces sales.It will help artists becauseit shows how to produce layouts that get attention' It will help advertising managers and other executives whose work touches advertising and sales' AIso teachers of advertising and students will find here a simple explanation of how to build good advertisements. Above all, the younger man in advertising, the man whose future depends on knowing the latest scientific methods, will learn from this book how to make a,dvertising make nrone'' Fnnppnrcr c. Kn*n'tr'r',
\)ditor, Aduertising & Selling.
ten yea'rs' T I{A\rE known John Caplesfor about t a,nd durins that time have published in Arluertising & Selling upwards of twenty-five articles written by him. To my mind, the chief value of his writing is that it is based on facts rather than on oPinionsXtr. Caples began his advertising career as a *,riter of rnail order copl'-a type of work where every advertisement can be measured by the actual sales it produces. In 1927 he went into general advertising and carried with him the hardboiled viewpoint of the mail order man' He applied mail order tests to general advertising' and where these could not be applied, he devised l* tests. fn 1932 he wrote the book "Tested l{ethods," which became a best YclvertisinE seller in the advertising field' In 1936 he wrote another volume entitled "Advertising for fmmediate Sales." Also in that year he was appointed by the Association of National Advertisers and the American Association of Advertising Agencies to serve on a committee to study methods of testing advertising
XIII
TISINGIDEAS
That Make Aduertisements Worlc
PFIOENIX
MtfTtTAL,
maks
no drfl"'K lo
sre wotth
half as tnuch
Retirmcnt
can arrange
to quit
for life.
s month
rc w
ttYo
income
cannot
at last $20,000
has bc.n
as 125. You can get 9s much OO0, $30,000 or morc, dcP<ndtn3 and only upon how long You irc llvci3 avarl' ro$t_ to b<n':6t if You csn b<
importanr but
alone:
sdditions plan
m.dc
AT RETIRE 55 oN
"T'LL DRAW an incomeof $200 a I month for the test ol mY liIe, as son as I'm 55," sid a certain man talking of his plms for the future . "How can you do it on Your salarY?" askcd his fricnd. "Easy," uid thc first man. "I'm buy' ing a Rctircmmt Inome on the install' ment plan. My inomc of $200 a month beginswho I'm 55, and it'3 guarantced for life. "What'r mor, if I should droP out of thc picture bcforo fry retirement ag' my wifc would get a regular monthly inrcme for thc rcat of her life." "That rcunds good," said the other, "but what if you'rc totally disabled' and can't make your PaYments?" "I don't have to worry about that either. If, bcfore I reach 55, *rious illncss or eFident 3tops my caming power for six months, thcn-so long thcreafter dm't hsve to' as I remin diubled-I pay my prmiums that fall due, md I'll get a Disbility income besides." "Fine. Can you tcll me how much this Plan would cost new Retirement Inme me ?" What Docr lt Ccrt? "How much you need to save each month depends on how old You are, when You want to retirc, and the size of the income you will want, "Why don't you write for the book called 'The Phoenix Mutual Retirement Incomc Plan'? They'll mail you a copy free. :It tells all about how the plan works and what you get."
b.fc.. to Your
PaYmcnt
b<rc
ficiary income It
mdthlY
gu.ronic.r othr
aFt|.
hh gt tm-
Gny a
br+on.a. to Yor
$2OO MONTH" A
Here 's)uour chse to 6nd out how littlc it costs to retirc at 55, 60, or 65 with a montlly income of $100, $200' $300 or Write t}le nccessry infomation in the oupon below and snd it now' You witl bc nailcd s 24-pagc b@k tiat tell3 all about this nw.plan. It telts how you can providc moncy to leave your home clcar of debt, money to smd Your sn to college, moncy for spccial needs. lt tells how this plan is backed bY thc Phmrx Mutual, an 84-year-old company witlt over half a billion dollars of insuranccin force. No cost. No obligation Scnd for your copy of this fre bmk todaY' The coupon below is for vour convnience'
Cesh
hcisry incomc
Or r
|16thlt
ttgeorns.hk.naad,f, manrnt ogr y ou. !i ttrl a Moni dtE5llhy hly Lhti lnc@' for
*::::.:":-:
cou oot'ad"v' obl;a^tio^'
PHo'i' Pux' I
It But
sounds it is
too
good
to
k rrt
tM' oo r.
Plan
ov.t
of In!urrn.c Plen
.<lrrc atct
60, or f)5. H.,w much cto you h.vc lo Pul You th. wt knr;* rn gM
in?
We ll tr art
prcs.n' y;rtr
much how
yi)u want
to aetirc.
A'*"%,
I t
y"", Datc of Bktb Bu'io?!i
tlFt
ItttURANCE
C O f r tF A R Y Conn.
Addc!r-.........--...--'
* Briefly stated, this reader-checking method operates as follows: Between 300 and 400 people who have read the current issue of a certain magazine are interviewed by reporters with regard to each advertisement of half-page size or larger. The reporter determines: (1) whether the person had seen the advertisement in the particular magazine and had thetr associatedit with the product; (2) the extent to which he had
reacl the component parts. Results are tabtriated on a percentage basis and also on the basis of cost. That is, if a color page and a black-andwhite page both receive the same percentage of reaclers, biack-and-whitepageis consideredthe the winner because it costs less than a color page. See page 203 lor a detailed description of how this method of checking advertisements is handied by reporters working in eighteen cities.
SANKA COFFXE, one page, black and white, The Saturdury rettino post. E
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fr'h,,"
@
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f
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2. 3o cvcr I go to whcrc shc wes sitting in her car, as mad as all get out. "Surc," sard I, very poli tc, " woul.J lou bc wanting mc to move the hvdrrnr ?Or marbc it's a tickct yo're needing t' r terch ) ou whcrc to perk arond hcre.".
3. "le ycu ork mc," she snapped back, "what you need is somethingto teach you to keep a civil tongue." " It's a lot you know, young lady," said I, " about the nature of a man who lovesgood coffee but has becn owl-eyed practically all night from drinking it at midnight."
4. -oh don'r I - shc said. "Well, take thcword of an cx-stayer-awake and get somc Sanks Coffcc. Mot of the caffein is taken out, so it can't keepyou awake. Divinecoffee,tm.". Bcfore I could answet, she'soffin a cloudbfdust.
1t
f\ _f"#\T
li-:li'].-,::i,rr.,;,t.
t.,,
1i,t.;_-r:.it
I F you have a passion for good coffee. . . but are on bad terms with caffein. . . get to know SankaCoffei. nr'll 6nd Sanka Coffeeis real coffeeat its fragrant best . . . e n d m o r e .F o r 9 7 % o f i t s c a f f e i ns r e m o v e d . . s oi t j u s t i . can't keepyou awake. . . or frazzle your netves. . . no matter how much you drink.
Make Sanka Co$ee the way all gmd coffee should be madi . . . slrong. U se a heaping tablespoonful of Sanka Coffee for every cup. If you "perk" it, give it a lew extra minutes " on the fire." Your grocercarries Sanka Coffee. It is a General Foods Product.
i.
F ' l',
L.:
13
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f: l.
It fti .,"i,:
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5. sr'" -"r il..t er(,ugh when I nabbcdhcr, ncxdday, " Do I get ; r t i c k e t l " s h c r s l c l . " ' l ' i c k c r , n r v c l ' e , " I s a i d .' ' l n s t c a d I ' l l b c t hrlkirrq r rn lirr r.isi rrg nrc ug' t,, i r well c('ffcethat leti mc sleEp l i k c r , l < s ks < r g r r n r .. 1 l o n gw i t h 1 ' o ua n d w a t c h t h e f i r e p l u g s . "
Saxrn CoFFtrE
lrl
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@ The people in the pictures look like regular people doing interesting things, instead of professional advertising models in formal poses.
@ The copy is printed under the illustrations. Investigations of peoples' reading habits have
!l
ri
COI'FDE, one page, black and white, The saturdatl Eteninp Post
GfillJE
ffi0Rt
trH AT[ffm$efi
Euers Bss *f Chase& | Yau SanbarnBated Coffee I Anather Amateur I Buu HeEps
an succEss AT NINE-Yroaica Mimosa is only 9 years old, but is already_ accomple'a tle piano as few adults csn, She was taught by her mother pf i"f,"a|u"i"i"n. by a professionalteacher'.I{.c memorjzed 9l: hYd:* z-tira iriii-}t" "i"-.t selections. Her brillient perlormance on the Amsteur llour brought her exactly the aame rrward a grownup would get' . . a featured place in one of Meior Bowesl touring Unitr.
],1
HORO TO ROAD.SEOW STAR_ Skeets Simmons said a hobo is "a tourist without funds" . , . he should knorv because he uos one. He follorred the berrY and fruit croPs nrountl the countrY, worked during crop seasons. But he's not a hobo an1' longer. His barnl'ard imitations serc so sell liked, he got a job with one of the Amatur Units-traveling around the countrY in stYle!
PENNILESS ORPEAN BECOMES POPULAB Chase left a Pittsburgh BLUES SINGER-Rhoda orphanage at 18. Got a job in an Ohio candy store, but was advised by a customet to get into ahow business. Her deep'blqe voiee was ignored-until she wrote Major Bowes. She sang on the Amateur Hour. Joined a Unit back in Pittsburgh!
**4
TArH{f RECOGNTZED Steeple !iving Jack Kaymade a dangerous painting flagpoles' He dbveloPed an individual style of harmonica playing-holding the harmonica in back ol his head-but never made anything of it until he went to Major Bowes. Then he got his chance at iast!
CoDEisht, r936, br Standard lratd! lnc.
I t l ' o g r t i t i r t t ra n r l s r I c c c s s . . . a n t l a r c g u lrr srlarr :rflcr porcrli' an<t trncer'l'hn t's rrhat l ortr purchases t iri n t )' . . . (ilrrrst'<t Sattbortr I)olecl Coffec of nr('iur lo tltoscrrho rtirr votcs on }lajor lkrrr cs' \tuirt<'ttr II<tttr. trrrl for -r'otr.lltis fitlc coffcc mcatts assurcd by ririlrcr flarrrr-frcshtrtss
real mor.ey saving due to dating-and the new' economical Datedbag. Dated.Coftee is rushed {resh to your on grocer with a delivery date rrarked every pound. And no pound remains on his shclf more than 10 days. Order llated Coffee at Chasc & Sanborn I your grocer's tdmorrow
I\demary O InOrreEveniry
of The Amazing Erperience Victer Jene 1f}
"Of coutse I placl you! Mr' Addiron Simr of Seattle. "If I rerdembcr corrcctly-end I do rcrncm' thc lumberman' Burnrgh+ u.t tit."tiv-Mr. introduced me to you at thc lsctrcon ol tne ytars a8o -in lvtay' Cliu tt t 3.rr?rc n"."o eye This is a pleaiure indecdl" I havcn't taro dav. Hcnr ir the grain busi' ;;;;-th"t ;;';"; sork out?" dit o"i ttrtrr H; ;:Jtthc crowdcd The assurancc of this gcaket-in the Hotcl St' Rcair-coanpgll*.o*a"^ T' to "i to lok at him, tlrorglr it it not my haDlt i'listen in" evca in I hotcl lobby' "He is David M. Roth, thc most famous .tp.tt in thc Unitcd Statcs''' rsid t-ny -.-"ry my -quction bcfriend kennedy. .nt*lring you a ilri i co"ra gcl it o.tt. "Hc will drorr tr,ittr trtatt that, bcfore the i;;;;;t;.i evening is ovcr." And hc did. As wc wc'nt into thc banquct roqn the toast' *.t introducinS a long line of the grrests -".i.i t lot in line and when it came my i. Mi. n.O. -."roa, "wtt"t arc vour initials' F*h ;;;.'il;. Mr. Joncs. and your bsincas @nnectron ano Whv hc asked this' I itj'.tt-t.'"*iti.z' -ttcrt he pi-cked out from thc i.-"tiJ"itt*, trc hai met two houre bcm'tt"t"*J-aft. -tkd c*h bv oe.oc without a mis' i;;;'"J -'wh"i t mrc,-bc nagrcd eactr man's ;;L;. busincls ard tclealrcrc number' I qsr't tell yur ell thc othcr amazing.things ."".pi to telt bo$' he called back' ttri" *--aA bcsitatirrr, lons lirb of ;i;oi-;-;io,'i:'r charings, priccs, parcrl.post a,-U""t .t^t rate3 and anything el* the guests gave nlm ln rapid order.
aat
f do' AnY-Ji*t "You can do this as easilY as mind can leam quickly t" ""a do c*a"tiy ".t"t"g. the same things which seem so io miraculous when I do them' "Mv own memory," continued Mr' Roth' really "*"s-&einattv very faulty' Yes it was-a oir meetine a man I would lose ;;;il;tt. there are in ttrirty scconds, while now f,i*"-. ib,ooo i"." and women in the united il;;b; inani of whom I have met but once' ilG: r can call instantlY on meeting ;il';;; them." Ro1h"' rin"That is aU right for you, Mr' ltut lt' terrupted, "you have given years to how ibout mc?" you-the "Mr, Joncs," he replied, "I can teach met'iory in one evening This *;i';i;;;;d have done it with u"""gti.I ;;;i;ii""", p.ipils. In the 6rst of seven simple li""*"a"l"f f-oront *tti"tt I have prepared for home study' fi-"* uoo the basic principle of my whole sysi.- -i v." will find it-not hard work as vou just.like plaving a fascinating .islt? f.i;U"t g.ile, I will Prove it to You.'' got it Hc didn't have to. His Coursc did: I thi ncxt day from his Publishers' -mct When I tecLled tlrc firtt lceson, t suppose. I surprird man in fortv-eight -;'-ii;; find thet i hed leamed-in about onc dt"t;t" a list of onc hmdred t" ti't-i.* could J-rar r" g1rt I"-"."U.r call thcm ofr forr*rard and b.ck without a singlc mistake' That lcsson sfuc&. So did thc other eix' Rced this letter from one of the most famous trial lawyers in New York:
to rtatc that I rcgdd yout "May I tatc eui6 s a Pubtic giting tfi! s)Etm to the sqld wie.in of th rioplicitv Tbc sodcrfirl LcfactiJn. my qc it! ptinciPla with which mcthod, 6d thc I @y edd sppeil to me' cqcially L ""qoi"ea, to t6t thc had ffisim that l;lrddy fd in thc prcp&ti6 "Ftiv6@ trisl oi atto fu"t two lcgr ection in which I @ about to of m lmportot "ngagc."
I The most enjoyable part of it all is t}lat inversetionalist-end I used ;-;;' ;;;; a iif,"t as a sphinx when I got into i"'il-.. crowd of peoPle who knew things' Now I can call up like a flash of lightning fact f watf rigttt at the instant I need 'l--"..J *..r-""" to ihi'k a "hair trigger" i;;;;: belonged only to the ProdigY and ;;;; nas senius. Now I sce that every man ol.us Ihat kind of a memory of he knows now to make it work. I tell vou it is a wondcrful thing' after years groping aiound.in.th3 {a.rk for so many your io ue a-ut. to switch the big searchlight on you want to mind and see instantly everything remember. your This Roth Course will do wonders in office, tn Since we took it up you never hear anyone om". say "I giriss" or "I think it wss ""t or;I forget that right now" or ;fti;ild" nls "I can't- remembcr" or "I must lool( up No* O"y are right there with the ""*..; answer-like a shot. Flcre is just a bit from a letter of a lvellknovm sales manager uP in Montreal:
Mr' Roth "Hcrc ir thc wholc thing in a nutlhcll' It ic Corru' r'ruLrblc-Mcmory i-t t*t-" Myone-r od qcy u fdliog ofr a los rinolc. McmorY improvc hi! qc whq hc iru amlt f ,oooTo in lir month!"' nd wk i" iooZ "
Mv advicc to you is don't wait anothcr -ittrrta. S."a for-Mr. Roth's amazing courae got' ;;d sewhat a worrderful memory you heve De Your dividcnds G rhcreased powcr wlll
Whm I mct Mr. Roth-which You maY.bc sure I did the 6rst chanct I got-hc ratner bowled me over by seyng, in hir quiet' modest 'lThere is nothing miraculous about my re' I want to rcmembcr' -.-u.tio*faccs, figures, facts, or *tr.tt.r ii t ""y,ttiig ""-.". something I have rcad. FREE EXAI'IHATIOI{
r brEltnnrtrtllllllllrltlr|trrll wiLtEt 2 tq.t Drpt' 22 l.cJ. f|.^cx. Xrw Ycrt. X. Y. Av6r.. thc Roth Mcmoiy thc comc ttmil c pd vou $3 50
enorrnous' th
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COUPON
Plcar md m, in r p!8in c@t!ind, I sill .ithq c""t* *"isi. "i * ;;;;',;;;;; d"yr eftr its rcipt rn full p.yhf,r.
?his man didn't put it a bit too 3$ong' Thc Roth Course is pricelessl I can counf now. I can call the name of orr--i---.-oty I havi met before-and I keep getting ;;;;; I can remember any figures I wistt. to iliait. mrno remember. Telephone numbrs come to I irave filcd them bv Mr' Roth's i""i"tirv, ""* easy method. I The old fear of forgetting hae-vanirhed' uscd to be "scared stiF' on my fcct-bccausc wnel r I $,asn't sure' I couldn't llmcmbcr wantcd to 8eY. Now I em sureof myeclf, confidcnt'-and "cagJt tfto." wtren I get on my fcet et the ".-"i-ota a banquct, in e busincas mcetrng' or rtr club, at eny rccial gathcring'
So confidcnt arc thc Pt Cou.s. that yoir will bc amazed to see ulorv how easv it is to double, yes, triplc your memory wllloower in a few short houre, tlut they are lng to send the coursc on free examination' Don't send any money' Mcrely-.mail the couoon and the complete course wrll be sentl not Ot-'.ft"tg." prepaid, et once' If you are send it back anv time wit}' ilti*ivl"tiltn.g after you rectivc it and you will i"-n"Jatvt owe nothing. as On the other hand, if you are as pleased women are the tJrousande of other mcn atrd rcnd onlv $3'50 in full Ji"[i""'*J-tr,i--""o You tske no riek and you have cvery"4"**t' to gain, eo mail tbe coupon now Derorc ihits WAI.TFR oFer ia withdrawn' Oir-t=-riU.tf" t;".' o.'pt. 22, 2 Padt Ave" Ne!il t}]ilcK" York, N. Y.
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quiet portrait Pose' face is not Pictured in a smiling, eYeInstead, it is shown in a lively, catching Pose. this advertisement is Ne'osl C @ Furthermore, always shown Announcements and news have announcement attention-getting power' But an dream' It is a as exciting as this is the ad man's " natttral " for impelling attention'
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name is used in the headline' face, beloved bY millions of prominently disPlaYed' And the
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* Note that this was not the best-read' but the advertisement (on a cost basis) in best-ohseraed, is the issue. The method for counting observers 203 for the same as for counting readers' See page
go through this complete explanation. As you differbook, you will notice some significant o'best-read" and "best-observed" encesbetween advertisements.
?ACKARD, two-thirds page, black and white' Iirna'
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GOESOT{THEAIR !
ffiEPAffGAI}HOIN
f ith folwny Crcan and His Archestra
EVERY TUESI}AY I{IGHT 9:30 P. 1\I.Enstcrn Daylight Saving Tinte COAST.TO.COAST Ii B C RED NET\J{'ORK
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PITTSBURGH PLATE GLASS,one page'four colors' ?ine'
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lransformation the JT'S amuing what a I use of glass and paint can make inyour honre! A nrirror here and there... uewly . . furniture lrrinted walls and ceilings . touchetl up gayly with gleaming enamel " ' 1ou wouldn't believe howsuccessfullythese simple things can give new life, loveliness antl color to rooms which hrive become un' attractive to you through ege or familiarity' Our Studio of Creative Design has prepared a book crammed with practical sug' gestions for home improVement, equally to vaLuable whether you !ent' own or plan builda bome. k's called"Deeigns forLiving" . . . and it tells you many things about home decoration. . . how to make kitchens care' free, small rooms larger, how to plan a re' modeling job and what colors to use inside and out. It contains score ofvaluable hinrs' nany of them quito inexpensive to follow . . . and it's absolutely free' Send the coupon
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Srlls Cl6sr b.ing Si.uctuhl of Crn:rr btrh' un.tr!.tiv. Lr'ruh r^ ntrmrdad. r,,,,rr'. H.r-. upp"r rall. of B!llhidt l"ior !nd a lr.g. di3h r'.t,d Dir.or "nl,xr,. th. !frrrt G..rnhl eflt.r.
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Graciou ref,ections in glss' of t!vly color.d psint.d futnitur'! Your b'dr""m with mi'!cle wo'L' i" n.'b""ur1 r"aL'" btur, f,esh tinred' inE P'rtsburgh Mi.ro*. or crystald' goid, gunmetal
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nroldro/trALLHlDE FI.ORHIDE . PAINT . qATERSPAR ENAMELcndVARNISH . ' ' SUN-PROOF ' PAINT COLD STRTPE PAINT BRUSHES GLASS ' POLTSHED PLATE CLASS MIRRORS ciry-94cFENNvFRIiON WINDO9 CARRARA STRUCTURAL GLASS DUPLATE SAFETY CLAss
PITTSBURCH PLi{TE GL SS COMPANY ?3t6A G'rot Buildisg, PidrbuBh. PL 'Dti!' Plorc rcad witbout o6ligrtiot' yoot rcr boL for Liviag' prcpttcd by 1ou Sodto of Crotivc Ddigo'
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have among magazine readers @ Surveys to read copy under illus,to:*n that peopleiike they develop this habit ,"uaroor-It is likely that i"-"niran''awhilereadingschoolbooksand is continued later in ,i"", Uoof.s'And the habit editoriai material in ii" i""rr"" much interesting is found underneath *ugurirr"" and newspapers not just part of the copy' tii""a.*t""s' In this ad' illustrations' i"t, ,r, thecopy,is under
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Come to New Zealand and Austral ia by the Sunshine Route. Travel on Cana' d i ; r n A u s r r a l a s i a nl i n e r s , s l r i p s b u i l t f o r conrfort in tlre tropics. Fares to Sydney: o r r l v $ 1 3 2 u p , F i r s t C l a s s. . . $ 1 2 6 u P , C a b i n C h s s . - A l s o .l o w - c o s t T h i r d C l a r s .
51-day all-expense tout to New Zealand, $4;-6 up, Cabin Class. . . l5 daYs in New Zealand. Or if you prefer, take rhe 5l-dav tour to Australia . '. $480 u p , C a b i n ' C l a s s. . . 6 d a y s i n A u s t r a l i a . A l s o 6 r - d a y a l l - e x p e n s et o u r s , $ 6 5 0 u P .
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't'ou ll like tirc huge Aotangi . . . ac' p c o n r m o d a t i o r r s , r i v la t e b a t h s , a n d d e c ' ' orations all datcd 9 i(r. Or go on hcr runnrrc rlr.ltc! tlrc Nla,grla, Ourdoor n , r ' l r . i r b , , r l rs l r i p s .l t I c . r l sr n d s e r v i c c f lquo I rulrigircsr rins-Atl.rntic stln,lrr,is.
Sail from V;rncouver or Vicrorra t0 H o n o l u l u , F i ; i , A u c k l a n d , S y d n e y ,N { e l bourne.Conncctat Honolulu from Cali' fornia p<'rts. Ask abour all-inclusive tours. Btroklets and derlils from voun A o . r v N T R A V E L G E N To r C a n a d i a n P a c i 6 c .
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T\I Ll h NTAL science as movcd forward more rapidlythan is r q . n " . r l l y k n o w n T h e d e n t a lp r o f e s s i o n o d a yk n o w s t h a r i f ( ) r l ( . ( ) f l t o f a l l a g e sr h e ' r es n o n c e d f o r m o s t o f t h e p a i n , t h e c r p r n s c a n d t h c i l l n c s st h r o u 5 h o u tl i f e t h a t h a v et h e i r s o u r c ei n rooth dccaY. o B c c a u s e f t h i s f a c tm i l l i o n s o f m e n , w o m e n a n d c h i l d r e n a r e P r f . ' 1 1 " " r , gr h c S q u i h b l a n '
These rwo products do not contain soap or harsh abrasives and were developed by the Squibb laboratories in cooperation wtrh mcmbers of the medical and dental professions to provide the best possible daily aid in safeguarding the health of teeth and gums. lhey are available today in any drug store at little cost'
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1. Go to your dentist and follow his advice.'t-triswitl include tne kind of roothbrush to use, aod how to use it; wlrat kind of denriftice to use, and whar kind not (o us; and whether you should supplemetr(your own h o m e t r e t m c n t w i r h t h c u s eo f d e n u l f l o s sa n d o r a l p e r b o r a t e 2. Check your diet wittr your physician or dentist-to be sue you system is geming the elements essentialto rhe helth and strength of your teeth' 3. Brush your reah thoroughly, at lqst sice a day, and be sue you usc a dentifrice scienri6callyprepated to clan teeth effecively, and rfely. on th Squibb Plan for rhc care o/Jbe teetb and gamt' itt beatth and cxpcntelater in lifc.
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@ The subhead answers the principal questions that occur to every reader: (a) lVhat does it cost to belong to the Club ? (b) Do f have to buy a book every month? Note that although this is a mail order advertisement, it has dignity and helps to build prestige for the advertiser. This answers an objection that some people have raised; namely, that mail order advertising has to sacrifice prestige in order to produce immediate sales.
O @ A famous author is fuatured in both headline and illustration. The illustration has
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BOOK-OF-THE-MONTII
20
'ONINE FLAYf
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BY EUGENE O'NET&L
FREE- I?l.T#l
- to those who iain the Booft-6f-tft6-
CONTENTS
C ilounHlNc tEcotut TIICTRA iINANCE INTITI.UDE IHE :ftIFIBOT JON:g nAtcq [tttto]tl GOS
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CLUB, lxc 800I(.oF-THE.MONTH Nil YoiK N' Y' ,86 Fourrx AVENUE, T} L-r:se nd m, *idnut m, r boo|<tcoclidng hw thc Eootoflbc-l.Ioorh Orf opcnrs. This rtqu* involvq m in m obtigrio o crbcaibc to twr rnke
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here is the @ Of course, the main stopper photograph of the nude woman. This would have been considered bad taste five years ago, and absolutely immoral in the days when women wore bathing suits with skirts and stockings and sleeves. In those days, a photograph like this' if it were not banned by the U' S' Post Office, would probably have created more ill will than good will for the Product. But times have changed. Women not only
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EXCTTIRG MOIIEY. SACK OTFERI D r r y 3 c a k e so l \ ! , , " , 1 bury's with the "l iitercd Srrnshine"elt. n r e n ti n i t , U s c 2 c r k c s . If your skin is rot snroother,fincr, not iceaLly lovelicr, thcn do this: llail to us belore 3 .Argrrst 1,1936, tlte ca\c in rrrappcr (scalsunbroktn) rrnu.rJ and the *rapprrs from thc two used cakes, T c l t u h v \ ' o , , d b r r r y ' sd i d n o t s u i t y o u , a l - . o anornt paid lor 3 calts- We will tlrcn rt" trnd to lorr the fu)l purchasepricc, pl,ra I , J r l a g c .A d ( l r c s s ,J o l r n H . W o o d b r r r y ,I n c . ' 1 6 7 . { l f r t r l S t . , C i n c i n n a t i ,O h i o I n C a n u , l a , J o h n I i . W o o r J b u r y ,L t d . , P t r t h , O n t r r i o . 1'uhE lk on PAUL ITHITEItAN' NBCNTirrork-evcry Sundaycrtning,9:'15 E. I).'l'
Lok od .ll dn,l 5iinl'ur.,;Aa ib. d,, Ir.,d q o"Jlurt ! lllt !.ul!rln f, llLo ! na t<' ioci wdulrt
a n c x c l u s i v c , l ) a t c l r t e ( lP r o c c s s , o n e o f i t s i r r g r e d i c n t si s n o r vi r r a d i a t e d w i t h " l i i l t c r e r l g Sunslrirrc". . . tlro-*e crttle, kirdll rays tltat are Naturc's aid to skin loveliness. This "Iriltered Sunslrirre" element is released frorrl trl'oodburl's lather as 1'otr r v a s ha r t d b a t h e . T h e s k i n r e a d i l y a b t s o r b s i t , a s e x t e n s i v e e s t sb ; ' a l c a d i n g uuiversityhave prol'ed.
and loved...\\
Nns Endotted tilh Rutc.ftts n ,1 Lrt.t tt r tous Econom1' o f " F i l t ' : r e d ' S a n si f t e " [ - c r m o r e t h a n 5 0 1 e a r sS - o o d b u r ; ' s T r y t l r i s a m a z i n g r r e w s c i e n t i f i cs o a pI
':icanrylaiher hascoared 6ncr texture a n d c l e a r r a d i a n c et o f a u l t l c o m p l e x i o n s , i m p r o v e d e v e r r n o r n t a ls k i n ' f,lo* tlre origirral S'oodbury forb r i n g s 1 o u a n t r r r e f i n e m e n t .B 1 You coa at verY liitlc cost and on \\Ioodburl"s promise to refund Your mole\', if 1ou're not delightFd! The nov \l'oodt,ury's is only lOc for the s a r n eb i g , l o n g - l a s t i n g c a k e f o r w h i c h ,
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-filc cerrts' p i r r l c a r s p a s t ,1 ' o u a i d t r v e n t l Y o u r c o m p l e x i o t tr r i l l s o o n h c c o n t c "A Skin You Love to Touclr"" l orrr - . k i na l l o v e r r v i l l b e s o f t e r , s n o o t h e r ' Antl don't be sellrsh! [,et your lhole " f a m i l y u s e t h e r r e t v F i l t e r e d S un s h i n e " \\'oodbury's lor face,hands and bath' It's splendid for the baLl's bath, too, l e a d i n g a u t h o r i t i e sa g r e c . A t a l l d r u g . d e p a r t m e n ta n d t e n - c e n ts t o r e s ,a n d a t your grocer's! Cet 3 cakestodaY!
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Other points which helped to give the copy high reading are as follows: , \ (a) The copy is short' (b) The copy is framed in a white cut-out panel which makes it stand out' (c) The bust of PauI Jones is looking directly at the copy panel. This draws the eye in that direction.
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easf it Hould bc for us to takc short culs- and girc 1ou a rrhiskey alnosl ss good as Paul Jonesl f'jot, J- -i But rtc're just old-foshioned enou$h t o c l i n { s t u u L J [ a s t lt]o t l r c s l u \ 1 ' t i m c ' p r o l c t r n t r : t h o d so f c l i s t i l l i n g t h a t r v c ' r ' c rusedlor over sevent) ycers' and give s'ot-I'aul Jones! Onc siP of this noble, rich, deeP' E a l o r e < lw h i s k e y w i l l t e l l y o u R h ) s ' e ' r c such sticklcrs for quality-and wh1.' for [our &cnerations, I'aul Joncs has becn knorvn as onc of Arncrics's truly 6reat n'hiskicsI
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DoN'rRrsr Costflgrtc ! Srrru MycoMPtcxtoN cRBe-LuxTongr5onpREMOVES COSMETfCS TTIOROOG'ILY-KEEps SKINSOFTAND SMOOTH
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Thc button closing for trousers may be presentable, perhaps, when new, and freshly prcssed. But soon after a p p e a ru n n k l e s . . . g a p s . . . s i g n s of shabbiness, . growing worse thc . longer you wear the trousers. But qhat a difference the Talon closing makes! This small, flexible Talon trouser fastener gives a tnm a n d F n i s h e d a P p e a r a n c eh a t w i l l l a s t t the Iife of the trousers. And the Talon fastener cteates a contitttors closure r l h e r e a c o n t i n r r o u sc l o s u r e i s i m p o r tant ro good tasce. men wcar trouAlready 8,m,m sers with the Talon closing . . . this Spring, 474 rnanLrfacturers arc liccnscd . . and to meet their to use Talon necds, rnany thousands more fasteners ^ . - - . , 1 . ^ . , . . , ,J , , , \\'ear a pair of trorrsers tailorcd w i t h T a l o n a n r l d i s c o v e ra l l t h i s n c w c l o s l n g m e a n st o r n e n . Hookless Frstener Company, Mcaclville, Pa.
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stopping power greater than it would have if the pictures were separated into small vignettes' it is made @ The headline is a stopper because up entirely of famous names. Note how the movie stars' names are printed in larger'type than the name of the play and the author' Shakespeare lovers might resenb this, but the ad man who designed this page knew that the narnes o{ Norma Shearer and Leslie Howard had greater pulling power with the masses than either Shakespeareor Romeo and Juiiet' This fact was illustrated by a humorous cartoon whieh appeared in a magazine at the time this movie was being released. The cartoon showed a young man and his girl friend leaving a motion-picture house where they had witnessed a showing of Romeo and Juliet. The girl, with an indignant expression' you was saying to her escort, "Aw, why didn't tell me it had a sad ending!"
\Then you consider how many millions of people in the IJnited States attend the movies regularly, it is easy to understand why a page like this attracted attention. @ The main illustration is an attention-getter because it shows the familiar faees of two wellknown movie stars in an amorous pose. The sub-illustrations portray interesting situations from a famous story. Notice that the subillustrations are not separated by white space from each other or from the main illustration. Instead, there is a continuous gray background which merges all the pictures into one big dominatingillustration. This method, simply by putting more ink on the page, gives the illustration a
METRO-GOLDWYN-MAYER,
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CALUMIIT
not eounting the coupon. Therefore, it. is a considerable achieverrient for this lengthy ad to be the best-read color page in the magazine.
BAKING POIVDDR, one page, Iour colors, (lood llousekeepino
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pcrfcctly bzlenccdthat your finishcd cakc has an cvcn grain-iust likc vclvct! Bcgin your ncw clrcet as a wondcr cakc-makcr with a can of Celumct . . . e product of Gencral Foods. And mail thc ioupon forrhc helpful rccipc bookl ^ STLYER GAIE (4 ,gtr.nt1Jfi l/2 cuis rugar l,l 3 ops siftcdSwaos t
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FREE! :JH::TfrTfi:JI
Frenccs L.c B3rtoo, c. H. ! 16 Gcncral Foods, Battle Creck, Mich. 1 Please send me your FREE recipc bol i " The Calumet Book of Oven Triumphs Namc
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THE DOUBLE.ACTING BAKTNG POW}ER
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cit!-stata-Print name aod address plainly. Thi: offer cxpircr Dec. 3 l. l9l6-oot g@d in Canada.
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CUTIE. WILL YOU SILLIEP ll.lAl'l A MAN W-{OTHINI(S HE KNOIi'/S ALL
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en rush the girls who wetrr the New Bright Cutex Nqils
You won't be a wallf,ower rj you w-ear the new bright Cut*-Nails. Try them_and seeifthegrandestmendon't noticeyouandflckarornd, Cutex Ruby will make you oldest black frocklook as if it were going places. Cutex Rust will make your grays and beiges twiceas ex. citing. Cutex Rose will fem' inize all your sports things. And remember-every Cutexshadegesonsmootlily, never cra-cks and keeps ,iti lovely sparkte for days. Only 35d a bottle at your favorite etore in 8 authentic shades. I*t Cutex give you modern glamour todayl Northam Warren,New yort,' Monttcat, Lonion, paris
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SomethingNew in LaYout
page atlvertiseD EST-READ black-and-white .D ment in a reeent issue of Ihe Ladies' Hom'e Journal. This page offers helpful information in a layout that is goodJooking and d:ifferent' attra'ctive and @ @ @ The illustrations are the sta,ircase Picture is unusual. and informative, @ @ @ The copy is short and is printed under pictures. r\s previously rnentioned, this is an effective way to secure high reading. fn general, this page is unique becauseit looks more like etlitorial rnatter than like an ad'
"Room Recipes" packs inter@ The headline est for housewives into only two words'
IIIGELO\YWEAVERS,onepage,blackandwhite,tradit's'IloneJournal'
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@ This second headline, and the subheads that immediately follow it, further emphasize the fact that this is a complete library of electricity, not just a few assorted books bn the subjeet.
@ This copy, like all good mail order copy, is an excellent combination of compactness and sales punch. lYritten in a telegraphic style, it condensesa complete sales talk into three inches of spaee.
(c) Finally, the reward of knowing eleetricity is plainly stated in the last part of the headline, "get an expert's pay." @ This illustration shows the, product in an attractive way. The volumes are good looking
@ The convenient coupon gives the prospect an opportunity to order immediately. The last two lines of the coupon obtain information reeded for credit purposes. Note the identifying key number in the lower right-hand corner. Translated; this means, Populnr Mechan'ics Magazine, Mareh, 1937.
McGRAW-Hrr.r. BOOK COMPANY, INC., one-half page, black and white, various magazines.
38
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PaY
The months lhcatl arc llccovorl, hrs begun ! nit c h r r r c c , l r v i t h s i"sg u f i ,r r r r t er n d c x n e c t r t i o n . W h r t rvill 1 o tlo to the junrp on-thc othcr fcllorv? ' l ' h o u s' r Lu i l s n of men hnvc used
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and reteteoce llbrary ot 2100 ILLUSTRATIONS
'-J'Hli Crutt I.ilrntrv is l conrplete electricol erlucf,tor. It i6 I forrnrlerl on prcctice -on uork rs it is ;rctually done. lt ia jrrrrme<l from cover to cover with the kind of hardheaded Written flcts t'ou wont. so that the beginner can eaeily r r r r < l e r s t a n t li t , ] e t s o s o u r r l , s o t h o r o u g h , t b a t i t i s t h e g u i d e o l l'r{l.0QOlrighly paitl eler:tricrrl u-orkers ^n(l engineero.
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On the beach or in the water your ntire appearance depends on one briel garment. Be gure that garmeut lits you perlectlyl Your mind-aad your bodyare at ease in a Jantzen-so smooth, so comfortablg so perlect ig the lit. It is not by chance that Jantzen is America's iinest fitting swimming suit. Marvelous elasticity is achieved thtu an exclusive knittiug procesg-fantzenstitch. That is why a lantzea alwaye fits perlectly and permanently. That ie why a Jantzeu gently but lirrnly holds the body in the natural position of youth. To every woman tbig means a truly surprising degree oI ligure-control, to men a trim athletic gmartness. See the 1936 Jantzens today. Very Iashionable, very beautiful, are the new Kava-Knit fabrics. Certainly they are quite the lovelieet of the year iu richness oI texture and design. .ir .tr n Illugttated 31 n Jr MEN'SSTREAMLINE TRUNKS 3.95 OtherJantzen Trunkr . 2.95 to 4.9S THE BRJ(.LACE . 6.95
Othor lantzsnr lor Womea . . 4.5O to 8.95
woMEN's D
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Making Your Ad Look Like an Editorial Feature
EST-READ advertisementin a reeentissue ol Time.
IJnusualnessis the chie{ virtue of this page' It contains no headline, and the name plate or signature is so small that it is unnoticed by the casual glancer' Therefore, the page does not iook Iike an ad at all, but like some new kind of editorial feature. The principal stopper, of coutse' is the photograph of the wornan looking directly at You. As a rule, it is dangerous to subordinate the name plate of an ad. By doing so' you deliberately throw away any effect on the majority of magazine readers who merely glance at ads' However' job the man who designedthis page did so good a and that he stoppeila large number of the glancers made them reailthis copy says' "My hus@ The first part of sorry he band paid me a compliment' But I am you want did." This arouses curiosity' It makes to know the explanation of this paradoxical statement. oi the copy tells a marvel@ The remainder wastes no ously efiective story. It moves rapidly' namely' words, and is strong in understatement; example' in the things it iioesn't tell' Note' for the the part of the story that is omitted between the first last sentence of the first column @ and does sentence of the second,column @' The copy not attempt to describe the struggle the woman time she went through between 1932 and the department worked up to a good position in a In a case store. That is left to your imagination' like this, imagination is stronger than words'
N0RTH.I/vISTERNNATIONAI,LIFEINsURANcsCOMPANY,onepage,blackandwhite,Time.
42
s"t.l+ " position in a dcparttnent store. lI1' claughtcr collcgc instcaclof to the f nirvent to business versit.l'. S]re norv is a good stenographer and contributes to the family's sttpport' I\fy son, aftcr high school,found a job as an errand bo.r'. -. .,ea{'111not ashamed of what happcrtetl-even rvise business men make
itrcaslr..aoIthorrglrtlre<]idrr.'mnristakcs.Rutifa]ifeinsurance
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ing to heed the counselof trained k*".**..;ffi''r ':"iFF ': life agents who urge that insurance mysister"s i'vestment of $40,000rvith ,,,.. ,tj; l::F 'tn'J lump sum neecls,be proceeds,beyond .-i: Ilgoodfaitlr,heaclvisednre lrusbancl. ': "*-.,' paid as incotne,providing lasting security. !, to inyest $15,000of it in the company nfter that hc died. tlrc I cliscussed Ire rvas rrorking for. I ditl so. About sis lrolths later the company u'ent itrto banklrptcy. i\I1' brother-in-law lost his good job, lncl 1'as broken-hearted about the loss of rn;' .$15,000. I bought some good stocks l'ith The;, n'eregoodstocks,too. Thel'l'ere $20,000. lhat I lrought rnore of thenr than I se g,-oorl .\sk an NWNL agent to show you the chart plan,a quick, accurateway to determinelife insuranceneeds,and to find the mqst economical u,ay to cover them' And ask him about NwNL's recordof growth and stability, parLicularlydutIt ing the depression. is outstanding,even as alllifecompanies. comparedtothefinerecordof National Life Insurance Company Northrcestern srn.rNC ,r,i;i.'i",ii,'';;::;*" LItIERAL
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SUNBRITE
CLEANSER,
two-thirds
44
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@ This drawing arousescuriosity and suggests that the page contains real information. However, the copy under the illustration does not deseribe the exercise fully. It simply arouses further curiosity about it. @ Like almost all successful mail order ads, this one contains a long and powerful sales talk. Other good features of this ad are: Picture of the book.
SIMON
& SCHUSTER,
46
T TOW can many of New York's busiestphysiciansstand up un^ll ^ dertheirgruelingduties? Why are their nerves so steady, their minds so clear after nights of broken sleepand daysof {atiguing work? The answer is simple. They follow rules for health described by Artie McAPTIEH'SOYERTGovern in his new book- Many not F..h0lt only go to McGovern's famous gymDir.dc. ol N.@ YotL Prt';' nasium in New York, but askedhim to .idrr' c,cr. N.doorl becomePhysical Director of the former .{q'ts CLEtid Bor.r rt 16 ! krmrd New York Physicians'Club. d.c ot eriliq i! These doctors are too wise to fall pri2. ring d.y'. bot r..lilcd rft.r oFios for work-outs that leave the "patient" tirlt b. rf,ould @, gasping, dizzy, exhausted, the kind of lDor eor. rbout Erlins, ot ltumrh exercise that does more harm than bdt. So h. lrudi.d good. And not only doctors have benert CoRU Ub;!.6it fited by McGovern's safe,sanemethods. M.dic.l Clioic, rtcrt br w.':16 9ht|i..l Anrong the nationally known people dirccor for ! ycrn, who have usedthem are: Grover WhalTodry,.r {, i!. en, Walter Lippmann, Vincent Richmod.l ol plyricrl tsrfcctioo-rrroagcr rnd ards, Babe Ruth, Gene Sarazen.Rubc hor. rdiv. rl.o rf,. Frank Sullivan, Paul Whiteav.taac.oll.a.rdl.h. S:1,1*.*,
smoking, cocktails, juggle caloriesor vitamins. He has no pills,_trick reducing salts, tonics or appararusto sell you. His famous Mcrhod is based upott rourid scienrific pri'nciples, the result of 20 years'experience in planning physical culture programs for peoplein all walks of life. Thousands have paid up to &5fi) for the McGovern coun - now so clearly describcdand illustratedin thisgreatnewbook,.'The Secret of Keeping Fir"---the very same-Method relicd upon by thousands of doctors and rnen irnportanr in public iifc.
SEND NO TilONEY
TRY YHE TKGOryER|'ilt.:n|oD dI ?ttrs
I.OAY DOUBLC GUARAilTEE The McGovern Method hasworked for tlousands and can therefore b sold on theseterms: Send no money with the convenient couI -' pon below. When postman hands you your copy of Anie McGovern's new book. THE SECRET OF KEEPING FIT, deposit with him the SpecialOffer price of oniy gi.98, -If, plus.a few cents posrage. after five'days; readrng, you are not convinced that the McGovern Method is just whar you need and want-yo,u may rerurn it and your money will oe retundeo at once.
the type of personyou are) is treatedas such.Here is a book of unvarnishedtruth about r,osr body, your heakh,your living habits. It showsa sale way to control weight (ihe way d.octors and
a t h l e t t t d o l ; h o w l o e l i m i n a t e n e t r o u s n c s s ,s l c e p l c s s n c s s ; how tu correct cunstipation without laxativcsi ho* m r o n c u p y o u r e n t i r e s y s t e m ,a n d b u i t d r c s c r v c v i t a l i t v t o rcsist sickncss. And all with simple, casy cxcrciscsyou (an do at,lomr-without apparaiusi
$1S
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PRICE
[f, aftcr applying for 30 days the princiolc , -r clearly givcn in Mr. Mccovern's book_ vou d o n ' t . f e e l _l i k c a n e w p c r s o n , v i b r a n t w i t h g l o w i n g heanh and ncw-found ,,pcp"_if you arcn't thorouq+i Iy convrnccd by acrual RESULTS thar it is workiac for YOU-you y"ldgs mry cvcn thcn rctwn d Dook for a full rcfundmeil this coupon -withour m n c-n'.pt. y_ _.9Jif "li NOW-|-STMON AND SCHUSTER,rr..,' - ' ' " -'-l 0 l l , 3 8 6! ' o u r t h v c . N c wy o r k C i t y . ' A ,
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BABE RUTH
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Seefor yourself how theseamazingRitz crackers . put a brand new thrill in cooling beverages . .
surOne of the most pleasant prisesof your life will be your 6rsttasteofRitz!You'llhardly for servingwith summerbeveragesand dishes. Itgives ihem a new thrill trat just can't be
You'll forget the believeitpossibleforacracker described. tobesodelicious,sorichlycrisp,hot weather. . . you'll forget so nut-like in its satisfaction. And Ritz is iustmadeto order everythingexcpt. . ."Passthe ' Ritz,please!"
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49
"They were surprised," remarked the gentleman whcl never tipped, " when the waiter spoke to me at all." "'\fter you learn French by mail you can conversefreelywithanybodyelsewholearnedFrench by mail."
@ The selling power of this ad is clue chiefly to the headline which (a) arousescuriosiby, (b) suggests that the copy contains an amusing story, and (c) selects people who are interested in learning French. illustration adds to the attraction of the n"rturThe @ The copy begins with a story which gradually leads the reader into@ A powerful sales talk' @ There is a convenient coupon for immediate action.
made up jokes Radio urra .tf" ""-"01."" about the man who spoke to the waiter in French, and humorous magazines printed remarks like these:
IIUGO FRENCII
50
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I
dropped into Pierrot's for dintr /E llAD V V ner-Pierrot's, that quaint French resraunnt where the waiters speak nothing but !rmch. Jack Lejeune, who boasted a smattering of lr.nch, voluntcrrcd to Jct as intcrprettr. "Now trll me what J,ou rvint to eat," announced Jeck grandly, after we were seated, "and 'prrley'with the weirer." l'll \f ith hrlting French phrrses rnd muclt motioning ol hands, Jack trrnshted our orders to the
OrrFI4*il.*':it*5qi;+:*rr
l{orvevor. he made a brave effort. .. des-" but Tack lnmbon et des-et .n.,|-dn't think how to sry "scrrmhled e[gs." he were scrarnbling eggs l{e nrrde rnotions as if in a fryiilg prn, but the writer couldn't get whlt he u'as driving at. afraid you'll have to order something "l'm rlse, !'rerl." he srid linelly. "l crn't think of the srrrd for'scrrmbled eggs.' " l'ivc11'body srniled<verybody except me. With Frcrt c(rcmony I beckoned to the waiter. "I'll t-xplrin rny ortler to tlre waiter," I said. A rhtrckle rrn riound the table."l;r'ed can'r sneak F'rench. crn he?" I heard r girl u'hisper to'Jrck. "No--he ncvrr snol<e a word of French in hi.'l'hisl i f e . " c r n r e t l r e a n s w e r . " d u t w a t t h h i m . rvill be funny. probably give an tle'll irniration of r hen hying an egg."
"Here's what I mean." I said. authorities of the House of Hugo got together recently and decided to condense their kriox'ledse of language instruction-their, experiencein iiaching French-the secrets of their wonderful method into a coltltc oJ printed lrsoflr-a course which anvone could studv at homc.
"This course turned out to be the most ingenious metiod of learning French ever devised. It *'as simply marvelous. It enabled people to lerrn French in their own hornes, in an incrtdibly short time.
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EST-READ advertisementin -a.recentissrre of Colli.er's.
@ The headline contains a promise of promotion and pay, and is written so as to att.ract both wives and husbands. @ The subhead suggests a true story. @ A" interesting plot ip developed oia comic strip teehnique. @ Note man-and-woman situation and the happy ending as a result of using Lifebuoy. @ ithis panel, arJdressedto women, contains an additional promise-improvetl complexion.
@ These bottom panels advertise another product made by the same manufacturer-Lifebuoy Shaving Cream. Thus, two ads are condensed into a single page. Again, there is a manand-woman situation and a htppy ending. @ Note the free offer with key number " Dept. A-115." This method (a) helps to compare the pulling power of this advertisement with other Lifebuoy advertisements, and (b) gives prospeets an opportunity to sample the product.
LIFEBUOY,
52
KEEPYOUR SKIN
i.@7WIF,".ltt soAP
n,fi.\-
TooK ih vour mirror-nowt Has yar skin that frahness L *o-.n .nw. men adore? If it has,use Lifebuoyto guud it! If it's tired-looking,dull,.UfebuoT,.willrevive,i,'-,11 rdirt, makesskin glow! creamylachergrrtfi reii'o.s clogging -on of skins of hundreds women ptove it's ihe "Patch" tests rnore than ZOVomildet than many so'called "beauty soaps" "B.O." ig no regpecter of Personsl
i' . -\ '- .-.'-- rThousands of letters ptove that 7o one c n be sure iust whm he's
offending. Bathe tegularlY with Lifebuoy! Its tich lather searches more deeply, keeps you fnth! Its clean scent rinsesawaY.
Appnod $ Good HouclccPing Btaaa
i i i \r"s
^-*-
I I I I
iiFiBIoYSiAvtrocnEera.
ITS Sxttt eeCRUse LOTS THAN MILDER OTI]ER SOAPS SI{AVING LEADING
SORE FACE SWELL! NOMORE NG. FROMSHAVI LIFEBUOY'S SO MILD ANDSOOTI{ING! { ITS LATI{ER SrAYSWEITOq ;+{R
fr
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MOBILOfL,
54
'$rlufffilifiHilfu
l|ilMilnEilU0YA0E
of tbc Coooodotc Sri rlr;tt r.8ntrrul, (iril'rd.fhitc Slar fiea, will bc or bridge.
gallou of Gargoylc-Ma' rhat aupply yu t6l@tL-23,0OO Fnou rEEs^te nrlNEnle E rchlEcry 'dotl of Qud Mery'r cagi oe -co.tli@t .i.c Oil for I i fetide D.otctior
BROIIO-SELTZER,
56
o
vao t'pt soRnY 5o / eeecgao,uvcLe
ffie+T
' w Alt' LL I C AI.cAYOU,YOU YOUN6 fiENO.Yo'JIRE
A CENfIT..oWERTHAN PEOEWIIHFALLEN
N.HCMEOrcINE CAaINET
o
<ffHANKBROI-4O
ACHES GONE-I CAN SMILS EVN
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anv orlrr.r rt'rrr..rlv th..l tested! fi dots npre FASER/ l . , r \ o u . t . n ' . S d r r t l r t sa n u l ) r r r s t o n r a c h .q u r t s /\\R".ltte.'s tlre r'rceis lactic rr.'r.'... l'lurd ertrsed ltr',trtrintlttlsence, acid in the
at drupstores. soda Aslt l.,r llrornrrstltztr li,rrntairrs. KtcP it in rtut nredicint cabintt.
BROtrlO'gEITZER
Jt
An Effective Attention-getter
EST-OBSERVED and best-readpageadvertisement in a recent issue of The American
Magazine. @ Photographs of young children and babies almost always get attention. This is especially true when they are shown in an unusual situation. @ Two factors helped to secure high reading of this copy: (a) it is short; (b) it obviously contains further information of a human interest nature. @ This heading and body copy contain a powerful reason-why sales talk, the logic of which is undeniable. And the reasons for taking pictures today zre combined with reasons for buying Kodak films.
lo
58
KODAK,
utt',r,klyL {w.ft u
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are five panels, the first @ Although there panel is as large as all the others eombinerl' (a) stops the reader, and Thus the first panel (b) gets the reader started on the series of panels' panel are: (a) Other good features of this first (b) it shows a man-and-woman situation, and the copy is set in balloons' Tests have shown that putting a balloon around a piece. of copy will definitelY increase reading'
FELS-NAPTHA
60
I h^t-o-ow
;." i
t'Qh, you corl V'hy doot you tcll Sue hoq to gct rid of tatrle" trld env instcr.l of mcorving bchinrJ her hack ? ;'oon'i wort1, darling. I I i// tell hcr, 6rst time I catch hcr alone.''
y'a tattle "l'm rorry ifI've hrllt your feelings, Sue-but your clothes you. lt's not your fault. I know you rrcn't careless. But about that lazy soep you use doesn't wash clean, and the clothes say so."
t{tr
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"l{ow you lusl clrrngc t(' mt'srrndb), lcls-Naprhr. Thtt rihu, 7"l,l,t '.rf is n 1,al,J tirl rafthr rlirt pracricalll llics out. Try l i t l . 1 . . . rt1 r r [ r ' r s r , ' r l : i n g c r n , l u n ' l i c s . t r , o - - i r ' s s ' o n r l c r f l t r l l y l t c . r , , l . . \ r r , l i r ' r c r r i r . r r , n l l r n . l s b c c r u r c c l c r r l r r r rh " l , l s g l y e t . r i n c . "
"P-t-r-tt. ir's Sue. Shc wants us for dinner to sce hou'pcrfectly grand her linens and things look now." "$oy, one of /rr dinners is something. You'd bettcr go tipping S of.r//yourfriends to changcto Fels-Naptha oap!" e,.... *....'n
LISTXRINX,
62
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when you have it. And einre the eubject is o delicate, even your best friends won't te[[ you. Due to conditionc frequently existing even in normal mouths, everyone is bound to havc an oFensive breath at some time or other. Fermentation of tiny bitr of food ir one of its principal causes. Fortunately this condition yields to the tegular use of Listerine as a mouth rpash and gargle. For Listerine, poseessing marLed anti, septic and deodorant qualitieq haltc food fermentation in the mouth, overcomeo disagreeableodors, and le:ves the breath sweet, fresh, and clean. Keep a bottle of Lieterine handy in home and office. Cet into the delightful hebit of using it morning and night, end between times before businessand eocial engagements. lzmbett Pharmual Compaay, St. Iiu;t, Mo.
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9t HA.LITOSTS
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ant brcarht is tlrat rrnrt vorrrlrlf never know
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@ This headline is not a direct lead into the strip. However, it makes sure that no one can look at this page without receiving at least a brief sales message for Camels. @ This strip was so interesting that it caused this ad to outrank all others in the issue in spite of the fact that the headline was used as a slogan rather than as a device to make people read further. Here are the main interest-arousing features of this portion of the ad:
@ The last two panels contain an effective sales talk for Camels.
64
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LAIfiGIS
SAYS BUCK, FR.ANK
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oNyou* nERvEs!"
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8EAT R.S T
FtEvER $ GEr
{ T H A TS H O U T D ; 8E STRONC
TNOU6H O T T HOI.OFTM
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W I / w H T WT H A T A s
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'AT A SICNAL HT ELTPHANTS E T AR T D S T A M P T D I D O W A R ,T H T T R A P /
.. ,- -1_1M!1.
I W H E RIES M O K E
THEY SOMILD AR,E THEY NEVER, MY 6FT WIND UP5ET OR. MY NERVES-AND WHAI TASTE !" A SWELL
YOUTL L! KE TH EI R MILDNESSTOO!
"amels re so mild they never jangle oy oeaves oa cut my wiod.They'vegotral mildness. And s for well, Camels utejurant bebetenfor smooth, rich flrvor!" ALLAN M. CRATG,J.. 9lama "I was attracted to Camels bccause thcy have such a dclight. fully mild ffavor. No macter how maoy .l smoke, Camels never throw my newes out of une." MRS. R. W. SAYLES
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TVRXI"SSi6 pQt{Egfir: BL,EfrN
TUNEIN !
CAMEL CARAVI.N ,i,, WALTER o'KEEFE. DEANE JANIS. TED HUsINc. GLEN GR,{Y snd rhe CASA LOMA ORCHESTRA o Tuc:<tayrod Thufs&y_9 p. e_ E. s. T.. 8 p. m. C. S.T..9:lo p. m_M. S.T.,and 8:Joo. m. p. S.a- ovcrWABC - Colmbia NNo,\.
O Camels are made from 6ner, MORE EXPENSM TOBACCOS -Turkish znd f6me5si6-than any other popular brand. -
65
66
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"When I visited Rotterdem,twrites L E. Bates,"I expected to 6nd dikes, eilver ekatee, tuli;re and wiodmills. I certainly didn't erpect to Eet .Caaadian Club'*but there it was. and no old friend from home was ever.more welcome.'
In 87 lsnds, 'Cana,lian Club' is piizcrl. No orh"r $hiskcl dtstillnl on th Anrr.icao continrm [a. crrt }ccome & popular. Whethrr tou prcfa rle ,,r lrcnrbor-bondsl. Llenderl or rtraiCr-pu'll tir,l u lliran \\rlktr whiskcy to ruit yorir prr* and pl"a.r' ;,'rr palate. \t !or. fsrr'ritr; rleul.r'r rnrl rr elu!s. bats cnJ totcis thruugbut the cuuntrl
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@ Tests have shown that headlines beginning with the words "How to",usually attract more readers than average headlines. AIso note that this headline arouses the curiosity of. both rviyes and husbands.
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KAFFEI-HAG coFFE{,
68
S O T T I A T . SW H Y I F E E L S O M U C H B E T T E R
(Wrn
$NTTEE.HIG
(Pronouaced Koftee-HAIG)
GOFTEE
SAVESYOUR NERVES
When let husbands have nerves, but notions about decaffeinated coffee' comc to the rescue. All the grand coffee flavor is in Kaffee-Hag' Kaffee-Hag bvt 97To of thc nerve-driving caffeine is oul' ft's real coffee' all coffec; firr< r:offee. Make it good and strong! Kellogg Co', Battle Creck' Michigan'
69
@ This photograph with the testimonial printed underneath adds attractiveness and believability. @.The copy explains how the method works and tells why it works. At the end it gives convincing reasons why you should insist on Welch's when you buy grape juice.
o
70
WELCH'S
}lby_
UGHffi LOSE
7 poulf Ds
AMOI{TH
without sutlering a hungry moment
*hich ofiers at lrst, a eay to tske oG ugly fal pithout sufierln(l s hun0,ry nrom(nt-and without tekin3 ltrenuous erercises or dru86. A mthod which rctually lncreas your physisl and Inentill energy rc erces! welEht raems t0 disappearlike magic. l nder rhe dirstion of the emlnent Dr. llamrnu of New York, a number of Igrplt who sefe Eainisg at the rate of lr/3 pounds ! month. followed this renrrrkrble method. And the alemge los t(eistered was 7 pouods pa peren In a sinAl( month. (;onsider thst carfully. 'fhis lr whrt hspp.n3. firrt, Welch'c Ctap Juice stisEes lout mvlo! for rkh, lwet toodt. You hsYe ls de.lrc, to ovreat fattenlnl f@dsyet you do fel comfortably sti86ed. Se@nd, tl/'e grnp 8u81t ln welch'8 ir qulckly burned u$) - produclnS vital lmportant, hslps energl. And. mct etcs fe t. neture to (tswn fftird, the julce haa an rlkdizang, e64t on the lyatem whlch rny doctor eill tell you lr hlghly bene6clal. Thtr l3Thy weag,hils not only lGt natuat the rste of 7 rrlly and efely-often gounds a 6onth, or more-but why you fcl F mtrh btrs and stronilet aEyour u8,ly fat dispp66.
an averageot
This ls AU You Do
s.nstional reducing method simply callr for this: Mir y. of a glss of Itrlch'sCnpeJuice. wlth /1of a jlauof wttec, an{ </'ink belorc eoch mql-on4
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@ Timeliness is the essence of this message. It appeared just at the right moment to remintl millions of readers of Mother's Day. Also, note these qualities in the illustration:
majority of mothers in the United States today are divided into two widely different
!'LORISTS'
.\SSOCIATION,
72
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Mayl0tt' is Mother'sDoy
r e n r e n r b eh 'e r ' \ r y i t h L 0 W E I I S - B Y - W I n E r F
h I o u r l \ l o t h c r ' s t h o u g l r t - s ,, r p c sa r r , lp r a y c r s are ever for your welfare and happiness. S h c g l o r i e s i n y o u r t r i u m p l r s ,s o r r o w s w i t h y o u i n a d v e r s i t y .. . . h e r l o v e a r r d u n d e r s t a n r l i r r g u r r o u r r dy o u a l r v a y s . s On trlothcr's Day pay honrageto her de. rotion sentl florversl If you are far lhcn. What a glorious Arry F. T. D. florist u'ill be glad to serve you. As a bonded member of the Florists' Telegraph Delivery Association (lnternational) he displays the Winged Mercury Emblem on his shop windorv-your guar. antee of prompt, satisfactory delivery of fresh flowers, artistically styled, anyuhere, in
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fron ber-tekgraph
tributc florvers-bv-rlirere, rlhat lrappiness a tlrcy l;ring . , , ynt thcv urc so irrerpensite.
members of this
FtCFtSTS
ittriti'6Jktuets .J-rr
TTLEGRApi.{ Dft{ViEy
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ASSCIetATtCr"j
I;'
T
Outstanding Resultsfrom Trade PaperAdvertising
advertisement, addressed to chain store fflHIS I executives, was d success from the start. It was remarkable, not only because of the comparatively high number of inquiries it produced, but also becauseof their quality. Inquiries were received from high officials of several very large businesses. The advertisement was not intended primarily to sell the product, Freon Refrigerant, but rather to sell air-conditioning. Its simplicity and directness appeal to the type of man to whom it is addressed. It has an " editorial " appearance. @ The headline promises information on cosla subject which is usually avoided in air-conditioning ads, yet is in the mind of the prospect. @ Generalities about air-conditioning offer nothing new to the chain store executive-he knows all that. This copy gives him information (a) about costs of air-conditioning, and (b) about activities of his competitors.
FRXON REFRIGERANT,
74
Here are a feu of the chain stores air-conditioned anith"Freon" for safett: t
Schrafft's, Syracuse, N. Y. General Electric Lcrner's Stores Corp. Newark, N. J. York
Frigidaire
S. S. KresgeCo,, Oak Park, Ill. Frick French,Shriner and Urncr New York City Frigidairc Hale, Inc., Mcmphis, Peggie
Tenn, General Electric
WalgrcenCo., Chicago,Ill. Frigidairc F. W. Woolworth Co. Cleveland,Ohio York Simon'sl-unch Roomg Ltd. Kclvinator [-os Angeles, Calif. Adelinc Shops,Inc. St, Louis, Mo. Frigidaire
"FREON" contributes safetyand efficiency to your air-conditioning system. It is ooo-poisonous, nonfl ammable, ododess, non-exPlosive. It does not harm foods, furs, fowers or closhes.Specify"FREON" as she rfrigerant for your air-condidon-
FREOH
FEC, t . g. FAt. OFF.
ingsYstem'
t-c,fe *f1*a"&4
K I N E T I CC H E M I C A L S N C . , T E N T H& M A R K E TS T R E E T SW I L M I N G T O N , E L A W A R E I, , D
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@ A large number of addi[ional prizes are ofrered in the subhead. This causes the reader to say, "Well, if I don't win first prize I still have a good chance of winning something."
CAMAY,
16
,nmevsFFGRs
oF hrso s PRtzEs $I,ooo EAcl{
OF AND I,OOOPRIZES $IO EACH
1. Tov would You like it if rcmeone be anolbr $1,000 told vou theie wuld for you rof ling in stsdily y-ar.tfter year -fimcirl and freedom froo seiurirY vwry for the rotof Yer life! Thiak of it, ooe mioule of Yor dme ruY win Yo the Grand P.i2e-$l,oOO I yc"'. fo. lif" o. d flat Payment of Sl2,q)o th, And temember-therc r.c l,oo5 o(het biq cesh rwuds. VhY, righc in Yor own alone rhre {e 201 siti,oo of the onay c6h lc.l prizcs-dc Prize of t l,0oo @ld of $lo e.4h. .od 2oo pri6 wstt xow ^xl llt:'t xilt'r oppomrairy Vc ofrer yo dris woadctfrrl yo to tqr CeolY-, thc ri,c ?ur bss seP. For wc ue boutY ?ostd-fi@s geodY-how drtt oocc yo *e bw src cteusCUY dcpty rnd &otoghlY ud ndirnt how imoth Your skin lmks -* erc se yorll bc r Cmay fao for life' 'Aod rn oY contct! All Yo ids sh cd(o of CrmaY ud trY it do is set 6re qul' (ir ccc rc licle )' Chcd< drc Cury lbtiag beloesd iiy yoo lile bcst-nc ,h.n it zl words or los, tcll u *'trY Yo it? SimPleisn't ltke tbtt qldlit!. Aod mw, Gmd h<k!-BuY
lHtil
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Contcst. dav rnd enrer this simole Casv N6 marter *here yo,g iite, yot ha'. a f"it sin eo incomc of and Nual chance t6 g1,0oo e year for life or ode of l,oot othct Big Cuh Prizc. Don't pu up this chroce !
t n E A DH I S I l l s v R u t t s l
h I Frm s. ld hlor. 66t lk qqlitt tsu l&. h Crnrr. Thm. in tb. *&. P@kLd' hll !t i. tbst 2t vode rht r Pdr rhn qu.lit. n.d.od.ddct P 2 Pn.r Dllrlton $h.nqbhnt .,J ,b. kr. ..a .UaD oI tk abtn fr.n a't.- ,.. o( &tihil6' til?Fr. Sc amt ,ri C.r,r. Akd ry, &! 52t. h C.mrt. &f, eai oril por 6q tr iu h @.d N dF Cirmn.ri.'ohio. rt5. NoEb. !d, nkiAr, .t F riil. Dmwidd d.t ir h .. dnt dd6 3 hd q k of Pl.it t.F'. *h frtil U.d o; r F.dc rnd .ddB oa d. dr ril dtE, *r riu o* hir rr 6c ;;i;;,:';;;ft;<ia+aii @,o.6cioils. aillk.. h.L& Ei!d$r,@.h' a n.N.rhl r G.dl.. It P|uff k 6. tl.M rnNit F(hrd b d..6 FFt ..- if 6G riner dd. llI,@ b 6.ir *6'. b * d& tr hd86 witl .rd rriE .{ (Erx rFq.4l, di'b6. .il Sc m$ o.tid. tuF. Th quliq D. sli' b; rldiq tirs & idaaq .ial.d h.r m i.iffio Y. ot XO-B& rin k dd 6. d.S@ tldri4 D' . ..d k Mhb. r"-'iici fldrrd crrrrfE 6nd. till h 6n.1. No Et/s .f 6. i!&n <tM' rill b .t!d h S. ld oa pib ?i.o6 tuolc o. !.il^dl M.a{h.. o( Lbry M.;i rt6 iru 6 lw Crdc. ot-Ptgu c dPloF 6 dqt or ..4b rd 6c( 66ilh. rhcir edm'q .d H.nii 5E dlt b & U.id t 6ffi dh l.*. ud @' bn r# kd F&rt, iod r uhrr:io Mft <6|dtuf lildr. E.trb.nd Pqfi & Gd.of kE. 11... Wl*Hllll.
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* Dwe d cli;rw tu dior of Xb kt6 & trA ory bt ioybr & tl,@r+..{oFlft 9r' w. I tmaq '6 d i. l9X. O.. tu.. ?i.c. ru l9rt FA mi.a, &. r. w. Blffi, r Ft tu l&! &.U d tt,@ ,a Crm.r k* .c & C rh@ db.n 6@Aod ryr,t5 ri.!6 odl trmr oa Ce.t'. 6.d!-.ll rtd! ! Rol* .o da. .6a fd lt# dit6
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u'it fler elects, ttz,ooa Cash in ofle l&np sam) " ln qddltlon20t prircc will hs cwerded I" gS! of 5 pri:o lonct' There casl{ lH oNE paYMENll HnSt PnlzE-tfl,ooo NEXY 2Oo PRlzES-$to A3l* EACHlN OHE PAYI^EN?I (oi il tt
prirc of 0 1'OOo In zooc where Grand Nrtiooel Prize is won, the 6rst to the cotry which is rcocd bcm in ."rt t . ,t", zooe will b< rwt&d at tht 4 prizc zo4es yxt lula'l tte iudgcs. (tdthtc ii.'"pi"f"l
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78
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3 "0e-hoo, Mother! Come right a@a)/Sisler's getti.ng all fxed for a big cry. Andyou knou hotp catehing itis! Ifshe cries, tr'm going to, eoo -'cause she's my otnn tu:in and. L feel so so*y!"
o 6'See here-this uootly suteq.terts making her a littte bit prick4r. Hato uell tr knowthefeeting! Vouldn'tafew shakes of our stick, smooth Joknson's EabyPowderbejust ehe thing?"
J e'Some
for
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too? Oh,hou nice! tr just loae to feel that soft, slippery powder going a.II tickly d,otawmyneek. Lects not hetae it just at b a t h- t i rme te t's hsae it often! Then toc'tl n.euer cry!"
ta .,1'm Johnson's Babjr Powder. , . the best caretaker for babies' tender skirc! My silky smooth' P*z mnde uessuar<ls offchafes and rashes-for of fiuest trtalio'rt tale. No gritty pcrticles qmd na orris-root. ..Try rfohnson's Eaby Soap, Baby Cream and Babv AiL rco,o' -t
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4',t\^,'u""4tl^wvu* 79
@ This continuity strip with the heading " Midnight Robbery " describes the kind of cooking triumph that every housewife wants. @ The photographs of food (in natural cnlor in the magazine) look realistic and have appetite appeal.
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WHY SUCH
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Jfl, I WANTTO S lF lT WrLL A6R WITHYOU_ I IRIO cRtsco pASTRYTHrs Trff 8CAU5 AUilTI SAYSIT3 OIG5TIAL
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CNTfRETY WITI+ orcslraL ctusco !
FOR DIGESTIBLE
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rratch lrtNan crmy lcmon flllirg and cloudl,(,alis of ulcri$goc. It's pcrfcction Nith Crisco i.cndcr ord digGtible. Try llght t)arlry-so crrarry Crisco for cak6 aud frylng, too. ljti euDs sugar 2 cuDs boiling watr il tolJlcsl)oons com- 3 cgg yolks, betcn starch 2 t@spoons lemon riDd :; tcst)@n slt X cup lcmon Juico Blcnd srrgar, cornstdrch, salt. Stir lnto bolllng ${lcr. Cook aDd s{ir till thick and clear. Stir ir (gg.yolks. Cook 2 minutcs longc, Remove fLorn stov. Add lemon jul@ and .ind. Cri\co't T?nilcr Dio.stible Pasttt: SlIb lr4 cu/)s flour Nith l4 teaspoon elt. Cut in % cut) of light digcstible Crisrc (the c@med \(sctalrle fot) uiltil nno as meal. Add 4 to O trbl(.stnons wator. itslng * littlo as rcssible. tloll out on ltghtly iorrred board. Llne J,ic t)la(c. Prickotl ovcr. Bake In hot oven (450o n.) lJ-15 Dinut6. Add fllllnc. Cover with mc(hat 3 qg whibs stifr $lih 6 tahlerirF{c stntrr6 tlnc g6nula((d egar). Daosn Ecringue (3250 F.'. lx slos.ov6 pur lj.xxl c6ts money--don't alsk lallurFu$ crrurrJ Crls for tHleir6irlts ln tltls MiIE.
for crcamcd nlcat or v(gctablG. Fry them ln d(r'p C'risco e thcy'll lrc crunchy-bfown ouc6klc sr(l tR! f.onl indlgcstiblo gMlnes. Purg (rris@ Eak6 sholevxilc ljght ks aDd dtgprtiblo tr$try, t@. 0 ocdium-sized Crlso for poE@el dcep-fryhi Scl@t ovol nolato6. Pare. Cut off lmgthwls 6lices. llollorv out ccDtcrs, Cook ltr bol8ng qltcd rvaF. 10 minutcs. Dr&in: dry.'DeoFfry ln digcstilrlo Crlsco (th icgotrblo fat). I{cot Crisco to 395o F.-tcsi Nlth an lnch obe of brcad-it rvill brorsn io 40 so6d3. Whq you bcgin to fry Jrotato hoets. rals Cho hcat 2 mihut6. Draio on al)rcrlEnt papcr. -Flll sltlr @mcd mcat, tlsh or vcgciablcs. Saag Crim for othcr fryings-it revor glv6 tbg tbto of oilc fricd t@d t4 uothcr. E@DoElel and digcsitblol Iood @sts money-don't q@oy crl*o fof trrft rlsk fallutFwpure Eults h l,bls rEIIa.
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81
helped this
(a) Most important of all, the strip shows pictures of George Burns and Gracie Allen, two comedians who have been made famous by radio and motion pictures.
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(b) The heading "Educating Gracie" helps to identify these characters in case the reader does not reeognize them at first glance.
@ In addition to entertainment, this page contains a good display of the produet and eonsiderable sales talk.
CAMPBELL'S
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82
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D OY O UR E M E M B E R Y W H OA D V I S E D O UT O
A R EY O U A K I N G T r' TOMATO JUICELIKE ? N S \ t ( E N T L ES A I D I YEAH ANDMY TOOK SIX DADDY C A N S . T HA N E TOOK MY COP
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Vhal makes tlrc dificrence? Tomatoes, 6rst. Tomatoes cross - cultivated rwenry-six years to get a more luscious color and a brighrer flavor. Ripened Narure's way-on the vine, in the sun. Then promptly pressed-lighrly, for the 6rst full-flavored juice. Finally, Campbell's special canning process retains the lively freshoicked flavor and valuable vitamins. Narure made it a grand drink; Campbell's keep it that way. Say "Campbell's Tomato Juice"
Drink tomato juice often, for health and fot fun, ar lunch and dinner and between times. But - do be sure the tomato .juice you buy is Campbell's. Remember, there really is a big diFerence in tomato juice. Canpbell't is the one with the true fresh-tomato flavor. Tatte thc differenee!
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that @ The first paragraph of the cop-v says Lysol is the only disinfectant ever used to protect the Quintuplets. This is one of the most powerful sales arguments that could be used, because every one knows the care that has been exercised in caring for these famous youngsters'
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y,o* doosers oJ rnrection, ih" O;::.;l':IHTffi:ffi;,[:llXof the most The very first registered nurse whdcal history. . . in the care
the reached Dionnehome,that exciting birthday morning in May 1934, had "Lysol" with her in her kit and went to work with it at once. "Lvsol" has beenusedin thousands and thousands of childbirth opera' tions. For the danger of Infectionis high in childbirth; and d<ictorsand nursesknorvthey needa safe,dependNEW!...LYSOL TTYGIENICSOAP . . . f o r h a n d s , c o m p l e x i o n ,b a t h . A f i n e , firm, wlite soap, with tlre added de. odoran! property of "Lysol." Protects longer against body odors. wi:hout after-odor. Washes away germs qnd perspiration odors. Try a cake, toda.r!
CrNcEtle day ol their birth,"Lysol" D hosbeenthe only disinfectantuseil to help protect these lamous babies
watched-over babiesin the world . . . "Lysol" has played, and still plays, a vitally important part. Their clothes, bedding, diapers, cribs, even their toys, the furnirure and woodwork of that snug, modern, little Dafoe Hospital...all havebeen keptclean with "Lysol," theeffective, economicalgermicide-
Are you gpvingyour baby this ecientific care? Are you using "Lysol" to clean the nursery, bathroom, the kitchen, Iaundry, cellar.l.to disinfect clothes, bedding, telephone mouthpieces, door knobs, banisters, etc.? The scienti6ccare givento theDionnes is an example every mother should follow. Full directionsfor correctuses of "Lysol" com with each bottle.
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D uring last uinter's f.ood d,isaster thousantls s, ol gallons ol "Lysol" were rushed,to detastated are6, to fght lnlection and,epid,emics. Doctors, hospitals,and, Public Health offcers know thel can ilepenil on "Lysol".
85
@ Here are quaiities that make the strbhead efiective: (a) It increases interest by using the words " remarkable invention. " (b) It increases confidence by stating that more than 100,000 people have used this method. (c) It ofrers quick, easy results-"Only ': rninutes , :rt,t":*:O @ This is one of the longest ads ever printed on a single page. trts successproves that people will read tremendously long copy if they are real prospects. Note how the subheads scattered through the copy keep beckoning to the reader with additional promises. @ The coupon gives the reader an opportunity to act immediately, while he is in the mood. 15
SIIERWIN
86
Mistakes in English.fu
Obviously, if one could learn to spell, use, lund pronounce thesewords correctly, one w-ould ^ go fur toward eliminating incoriect spellin'^4 and pronunciation. II no that lher -rvere morc$f, Mr. Codyproved Similarty, principles punctullpn.
of than one dozen fundamental If se nrastered tber principles there lvould b no bugbearof punctuationto handicap us in our vriting. Finally, he discovered that twenty-6vc typical errors in granrmar constitul nin-tenths of our everydaymistakis. \l'hen one Iras learntd to avoid rhes tiventy-6vc pitfalls, horv readily one can obtain that facility oI ipeech rvhich denotes th persn of breeding and edu' cation! \\'hen the study of English is made e sinrple, it bc' conresclear ihat progresscan be made in a very short tinre.No rrore ,hofr flteet fritutes q doy orc rcquiled Fifteen minutB, not of study, but of lascinatinSprac' tice! ltlr. Cody's studentsdo their work in any spare nronrentthey can snatch.They do it riding to work or at hom. They take frften minutes from the tim usually spent in profrtless reading or amusement.The results really are phenomenal. Sherrvin Cody has placed an excellent command of the English languagewithin the grasp of every onc. Those rvho take advantage of his method gain some' thing m pricelcss that it can nol be measured in terms of monei. They gain a trad-mark of breeding that can not be erased as long as they live. They gain a facility in speech that marks them as educaled people in rvhitevei society they find themselves.They gain the self-confrdenceand self-respct which this ability inspires. As for material reward, certainly the impc' tance of good English in the rac for successcan not be over-eJtimated. Surety,no one can advanccfar rvithoui it.
he SuDDose himself rverestanding forevcr at yout Every time you mispronouncedor "ibo*.a word, everytime you violated cormisspelled rect grammatical usage,every time you used what 1ou meant,suPthe rvrongword to express 'l lrr frrrtnittioltof rrnl htbit contcsonll' from pore yo'i could heir him whisper: "That's r or)stilrt prirctiec. Slr:ikcspcare,1r.lu mal be iuron". it should be thus and so." In a short sure. n(vc; studicdrulcs. No one rvhorvriteslnd time iou would habitually use the correct for'm il*irks (r)rrcctl)'thinks of rttJesrvhenhe is do- and the right words in speaking and writing. itr,{ so. If vou continued to make the samemistakes Ht'rc is our mother-longue,a language that over and over again, each time patiently he hrrs lruilt uu our civilizttion, and rvithout rvhich rvould tell 1'ourvhat was right He would, as it wt' shoultl all still lte muttcring savagesl Yet rvere, be an everlasting rnentor beside you-a it a <,ur sclrouls, trrong m('tlrods'have mcde lrr' mentor lvho would not laugh at your but who :trrrlv to be rloidcd-tlte hardcst of tasks in- uould, on the contrary, support and help you. o ' l t ; r t i , r I t l t e t t : o s t f i r s c i n l t t i n g f g a m e s ! F o r The l0Q% Self-CorrectingDevice doesexactll' rtrrs it lrrs lrcett cr;ing disgrace. a this thing. It is IUr. Cody's silent voice behind ln tlr:rt l)oilrt lics the real differencebets'een 1ou, ready to speak out wheneveryou commit S l r r . r r l i r ( ' r r h ' i r n d t h e s c h o o l s lH e r e i s a n i l r i n e r r o r . I t f i n d s y o u r m i s t a k e sa n d c o n c e n I t r . t r a l i o t t : S o t t r ee r r s a g o r \ I r . C o d y r v a s i n - trltes on them. You do not need to learn an1l r iitrl lrl tlre ruthor of the fnmous Gary S1'stenr thing 1'oualrendy knorv. Therc ilre no rules to , , t l ' i l u c a t i , r nt o t e r t c hE n g l i s h t o a l l u p p e r - memonze. ;.tr;rtk'puf ils itt G:tr.v, Indiana, By meons of u r r i r g u e r r r c t i t e c x c r c i s e s) l r . C o i l y s e e u r c d l Only L5 Minutes a Day iu non intltro;'tttrt'nt thtsa pupils in litte weehs p n i , i o u s l s 'h , t d b r r n o b t o i n e db y s i m i l o r Nor is there very much to learn. In llr. th,rn h pultils in t'*o \'rilts un<lrr old mrthods. There C o d y ' s l e a r s o f e x p e r i m e n t i n g e b r o u g h t t o \ \ : r s r 0 g u ( r ! \ \ o r k a l r o u t t h c s e f e s u l t s .T h e ) ' light somehighly astonishingfacts about Eng\\, rr lrror.r'.1 scit'ntificcomparisons.Amaz- l i s h . I'r' t i r r g r r . t t r i s i r r I r ( , \ ' r ' f n r n\ \ ' r s , m o r e i n t e r e s t i n g For instance statistics shorv that a list of - t i l l u ; r : t l r u f r r r t t l t i r t t h c c l r i l d r e nr v e r e r v i l d " " sixt1,-nine rvords (with their repetitions) : r r ' u t t l r r .s t u d r ' .[ t r v l r -lsk c p l a l i n g a g l m e l i ' nahe rp morc lhan hall of oll ow speechand I l r c L , u s i c p r r i n c i p l eo f } l r . C o d y ' s n e r v lctter arititrg,
FREE-Book on En3lish
It is impossible,in this brief revie\r, to give more tlran a suggestion of the range of subjects covered by trIr, Cody's new rnthod and of tvhat his practice txcln frnd crciscsconsist.But those who or interested a detailcd descriptionin a faxinating litlle book called "How You Cm Master God English in 15 Minutes r Day." This is publishedby the Sherwin Cody Scbool of English in Rochester. It can be had by any one' free, upon request. Therc is no obligation involved in rvriting for it, The book b more than a prospcctus. Unqueirionably it lells one of the most iiletsting srorics about educationin English that ever has bcen r v r i tl c n . If you are intresldin learning more in dctail of s'hat ShcrrvinCody can do for you, *nd for the b@k, "Horv You Can Master Good English in 15 lvlinutes a Day." Mcrely mail lhe coupon,a letter or postal card for it now. SHERWIN CODY SCHOOL OF ENCN. LISH, 22 SearleBuilding, Rochester, Y.
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The Garxe Washington!,'-ST. t_OtJI-S_{Jnion Sration r CEICACO_I2Ih :n-L-L,|-B-O-i-R-D Strcet Ccnrral Station o L()ltfsv.lLLE-Crnrral-strrion . INDTA'\ApqLIS -Union Srrrion o CINCINN^TI-union Ttrmirrat r wASTtNGTUN-union Starion o rrrr1"no-e"t_?ir,r:_i"Ji."irr,iliirJ nl'i'. s,"tiors r NUW YOItK-Penncylvarir Srrrior.
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thirrgs. Clrildren, a home of your osn-these arc important tlrirrgs. lou n'ill want to educate your children. lu n'ill $unt fou sill wunt to pay for your home. You sill went financial success the time your by Ir;rir is gray. And these are costly things.In your heart-and in hers-is a world of failh that you rcll/ hrve them. llut-and tlis is lessonnumber one-;/cr'llr icn'l cnough. Noney is one bf the most fugitife things in t-he q'orld. And the will to arcumulate it is seldom as strong as the desire. Iou czn see the truth of this all around you-in frustnrted ftopes,in peoplewho have bell firrancial iudependente in their two hands, rnd have let it slip tlrrough their 6ngers.
ale income-can make a ffnancial successof his life. A representative of fnvestors Syndicate can show you just how this may be done, llecanshowyouhowsmallsuosof money put aside rcgufrtty *ill, th-ulh i[u po*", of compound interest, return io yo,t rt th" end of fifteen years g5,000, S10,000,895,000 ot moFe, He can show you how this money will be protected during these years-by an institution which has masteied snd will apply in your interest the best rules of fnance as American history and fnancial experience havedeveloped them. Send for an Investors Syndicate representative at your earliest convenience. Let
INVESTORS SYNT}ICATE
Eebbdt& Lioing Protetion Ofia ia 120 prtripl citizs, inclutliag: mV YOUI . BOSTON. PfttSBmCg . C$ICAGO
. DMOIT BIMIXGEAX ; DAIAS . sT. LOUIS . DENVB. SEATTLE . SetrneXqSCO xaNsascn . V^NCfitVB. TOROmO. . llOmEAL. Hmofie: Minwpolis,Min. ltib.d C.ipb ; I ldtub,' M d C6B.t rdtu UnFn|,Na Yor,a.t6tu@ M,.A.4L raM,
93
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@ The subhead enlarges the appeal to include women as well as men' It also suggests that the copy is an interesting storY.
@ The illustration shows an idealistic-appearing individual who looks as if he would tell the truth.
@ The copy has these qualities: (a) It is written in the first person and sounds as if the writer were having a personal, heart-to-heart talk with the reader'
(b) It describes the unhappy lot of a $40-aweek man' This makes many a reader say, "That's me."
(c) It, describesthe big rewards which the man secured. This makes the reader s&;rr "Thatts what I want."
(d) It lists the names of famous people who 'Ihis makes readhave studied Pelmanism' ers say, "It must be true." to act @ The coupon gives the reader a chance inimediately.
PELMAN
INSTII|UTB,
94
*.***
for its comfort and pleasure. My bank account is growing rapidly. I have my own home in the suburbs. I am respected by my neighbors, and I have won my wife and children's love as only the comforts and pleasures of life can do. When I am old I will not be a millstone around anyone's neck. My children will not have to support me. I look forward to the future with confidence and without fear. I know that only improvement can come with the years. Once I wandered through life aimlessly, cringing, afraid. Today f have a definite goal and thri uill to teach it. I know. I cannot be beaten. Once my discontent resulted in wishes. Today my slightest discontent resuits in action. Once I looked forward hopefutly to a g5 a week increase in salary. Today I look forward confidently to a $100 a week increase in my earnings. What magic was it that caused the change in my circumstances? How did I. a $40-aweeh clerk, change my whole life so remarkably ? I can give you the answer in one word -Pelmanism. I gambled 3c on it. Yet without it, I might have continued in my old 940a-week rut for the rest of my life. Pelmanism taught me how to think str4ight and true. It crystallized my scattered ideas. It focused my aim on one thing. It gave me the will power to carry out my ideas. It dispelled my fears. It improved my memory. It taught me how to concentrate-
The Pelman Institute will b glad to send a copy of "Scienufic Mind Training" to uy intereEted indivldual. This book is free. ft explains Felmanism. It tells what it doe8 to the mtnd. It tells what Pelmanism ha8 meant to others. For over 25 years Pelmanism hB b*n htping people to happiness, Over 75O,000 othera have studied t}lls remarkable science. Among tlose who have praised it are such great world flgureg as tj.e late Jerome K. Jerome, the tamow novelist, Sir }rarry Lauder, T?ank p. Wafsh, Mtjor Gen. Sir Fredrick Maurice, Cen. Sir Robert Baden-Powell, H, R. H. prince Cherles of Sweden, and many othera. yow whole lue mav be altered a.se reault of read.ing ,,Scienti6c Mlni ?raining." Send the coupon- you have nothing: to lose. If Pelmmism does not help you it costs you nothing. Ttrere is no obtigation in mailing. the coupon. No salesman wilt call on you. D-cide for youfself what to do after you read the free book about petmanism. Mail the couoon NOW. Pp!MAN TNSTTTUTE OF AMERTCA l4p_ 271 North Avenue, Dpt- 402,New Rochette, Iri. y. Txe Pa,uax Ixsrtrure or Argntcl 27I North Avcnue, Depr. 40? New Rochelle, N, Y. - I want you to show me what pelmanism hs rctually done for- over Zb0,0O0 people. He&se aend me your free book,'.Scientlnc Mlr.rd Trainlng." This places me under no oDrrgailon whatever.
Addrcss
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ABSORBINE
98
Foot thlete's
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Lf E'S one of the most popular rnen in the club-plays L I r beautiful game and sings a fair to middlic'teoor et the t9rh hole. But if the oembers only knew he wrs 4 carier of Athlete's Foot, they'd give him a wide benh in the lockcr roorn aod barh where his bare feet spread the iafection. The trouble is, he himself does oot know thet he has Foot For the insidious thing about the disease / f,,ftnt.re's rhere is no pain at 6rsg no distressing symPton to 1l llis of iofccion and pain to ibirgw. f/*""o
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Even oow you may be infected youtself rnd not know it Don't be a carrier-to yout friends et thc club, to your owo faoiln spreading iofection io your own lpoded barhroom, For your own sake, as well rc otherc, ctilnlnc the skio benreen your toes. If you aote the sllght:st rednesg take action et once with cooling, ooothiog ^ l^bsorbine Ja or else tiny, itcbing blirters msy sppclr. there comes excessivemoisture: qrhitc, dced'look' UOfien ing skin; painfut peeling; broken skin, raw distrcssing tissues.
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99
Dramatizing a FarniliarSituation
EST-OBSERVED half-page advertisement in a recent issueof (,'ol,lier's.
@ The headline is brief and dramatic. Also, the change in pace from large script lettering to rornan capital letters gives this headline style and snap. @ This action photo ties up with the action headline. And there is human interest here. The girl has only thirty seconds to make the train, and yet her expression is calm. @ @ These pictures and descriptions and prices are the part of the copy that is read witli greatest interest by real prospects. Surveys show that prices, even though they appear in small type, are reatl by large numbers of people. Note bow the name Hamilton is placed close to the pictures of the watches. This helps to make a tie-up betweenHarnilton and handsomewatches in the mind of everyone who glances at this advertisement. Inci dentally, this advertisement is "timely," not only because it talks about timepieces, but because it appeared in the summer vacation season,when more peoplethan usual are thinking about catching trains.
H.{}IILTON
WATCHIS,
100
TO MAKE
r"" no fear, for her Hamihon tlls her to ,rrc Je@nd how huah timc ghe has before the whecls of her train S*r begin to .oll. Thug from ole end of rhe land to ihe other, from thousande of terminals and wayeido rtatione, "liiliteds" HAMILTON commuting trains and famoua lcavc and arrive ON TIME. todsy is a msncl of
Tran6portstion
modcrn life. Today you'll of railrosd .cunct" wrist of the trsnlport progrrm
ofthe scicntirt in thc laboratory. And, rc mighr wcll add, on the slender wrist of mademoiselle as chc entcrs her box at the operc. Fot the new Hamiltons src as beutiful to rec as thy arc dependable to livc by. You'll 6nd Hamiltons in cvcry etyle you could wirh-fot men rnd women -from t3?.50 to f1000. lllusrrared {older upon rcqucst Hamilton Wrtch Company, 8.l() Columbia c8ster, Pnnsylvonis. Llll-l,o nlcHT o.d! ruRNEn. l? jcael..tol6llcdBold,vtilc u.slr.ll.s. wnhttpli.dgold n.rk.rdi.l (.hosn)' 3{. With !o..t U.ck .r.m.l di!l' Pti...137.SGA|L. A H!frifto. to 6r nod.{ por..r. l? i.(.Llok 6tlod!old, rbt. o. n.rur.l ,.11.*. Sill ilr' vnh f[.d coldbt c.h . . . l@.@_ lon, 13?.50, SllERvOOD. l9 jc,.h. llk r.[d n.rur.l t.lk'w
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\\'c h()nestly thitlk thnt hy our rrretlrrrrl of press-urc cookin$, irr rirc- . trrrm cotrtitirrerswe lrlve developeda lrorne-style, frc'slr flnvored vegetable soup thllt is nrore deliclotrs tlrnn any yOU Crer trste(|. Er.r,rt' (.utt Sortp is its (lrcrr Kiltl<'
'W'P
*urr, tasters!... At,l, KINDST who are stand-offish Husbands about soup. Childrn who rebel at vegetables. Women who tak pride in their own veEetable soup.
!'ifteen cri!ip, tasty vegetal)lcs ilre cooked irrside individual vacuUmcontniners. All their appetizinS aromaevery whifi of ffavor is held within the soup.'f hey're cooked thoroughly. But not so long that they become pulpy and tasteless. Peas stay sweet and juicy, Carrots crisp. Beans solid. Tomatoes. firnr and red,
To give you some idea of how astonishingly Eood this soup ls, we make thls extraordinary ofier;Go or send to your food store to' day. Pay l5c for a container of this delicious l{ormel Flavor-Sealed Ve,' etable Soup. Serve it, followinE lnstructions. You don't needto weaken the delicious flavor of this Eoup' by addinE water to Eet enouEh portions to go around. Try it today! Then, if you don't agree that it is the most dCliclous vegetable soup you've ever bought, return the containef to your Erocer. He'll g,ive you back twice what you paid if you fail to taste the a{nazlnt, difterence.
HORMELzryT@,
VEGETABI"E SOUF
At Your l*earest Fcod $tare
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104
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us-a wrr infinitcly nrore horrible, more futile, and nrorc lasting il its harm than the last? That it Jot You la daidcl What to do obout it Ilysterical protests won't avert another wer, any more than will "preparedness"' Civilization must build its own defense and intelligeuce' out. of human rea^qon properly organized and aPPlied'
F;
To every reasonable and intelligeni man ond woman in America ges the responsibility of doing his or her share to avert ihe coming war. lVorld Peacewaysofiers I practical plan otu will oufter. of how you con help. IVrite for it' There And f,rr whet? GlorY-whcre was it is no r$ligation involved in I'our inquiry, hr thc last *'rr? cxrept tlre obligation to your con*iencc Tidory-rvherewes it in the lastpo<t? and tn your convi<'tion Lltal thete musl' fnc" be trc tnorerraru.l\'rdd Peacervays, tlut <'rucl lesson still frtsh irr \\'ith rr1rurr 103 I'rrL Avcnuc. New York CitY' urind, is tnutltcr rtqr to trc foruul
i05
of RadioAdvertising
EST-OBSERYED and second-best-read advertisementin a recent issueoL The Saturdag
Euening Post. @ Pictures of screen stars are always good stoppers. So are pictures of radio and stage stars. Eddie Cantor has made himself famous in all of these branches of entertainment-screen, radio, and stage. Hence, his photograph is in a elass by itself as an attention-getter. @ People are always interested in news, and a big feature of this advertisement is the news which is displayed on the plaeard that Eddie Cantor is carrying.
@ Note ttre interesting way in which the two Scotties (Texaco Mascots) have been brought into the picture. This helps to identify the product. An advertisement like this can greatly increase the effectivenessof radio advertising by increasing the number of listeners.
TXXACO,
106
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by ^ Presenred dealersfrom coast to coast who serYeyou O*ithTexa ca {t*E tIIIfrt gasolineand otherTexacoproducm
107
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Prckarrl f \ t h , t , , r t r s e o f i t s t l r i r t y ' s i xy e u s o f l i f e , I l,u. r., .iv",l many lhousnds of lestimonials from rleliglrre,l,,*,,tr..' \ et Par,kard'sntost impre:iive testimnnial is one tlrat lra. becn wtilten, not in ink, lrut in the lduesof osrrrrs. It is ihe rtcord o[ d corlslalltl)grohing ,r r r , s t e r t , [ , l i s t i r r g u i s l r r 'A 1t l " r i , a r l [ u r r r i l i t sw h o h a v e ,,r'rrcil Packar,lscontinuourly for 2 I years or longer. Such a recr,rd rrl owtrer-lrtvalty-a record. we l+lieve, unrnalrlrtd in the irdustry-speaks for itself of ['r, kar,ls al,ility lo produt' ers lhat are a l s r a v sa h ' r , l o f t h e 6 c l d . l t t e l l s o f a m a r g i n o f su;'irioritv tlut is witler lhan ever today in the for grruterl ['a, kards ofall - the n"w Packar,l-" 1936. [ ,,1 tlre lovaltv of Prr,karl ownt,rs is only one
of the living testintonials to this great car. Today, among th larger 6ne ars, Packard leads in regir trarions in every ooe of the 48 stales' During lhe past year. Anrerica purcha*d almost as many large Packar,fs as it dirl all otherfre cus combired' And <luring this sme Iime, Packard exported more latge fine ss lhan any lhree other mal<es comtrined. Equally impressive is the tetimonial given to the new, lower-priced Packard l2O. [n its first year of existence, this newest member of the Packard family ** u*"id"d 6rst Platr in registrations among srs in its price class. 6net The bauriful new Pac{crds far 1936-the and most luxurious ers in Packard's history-are awaiting you inspection at your Packard dealer's.
S t l r e n y o u s e e t h e m , r t l t e n 1 o u r l r i r e t h e t l t .n h c t t you measure them against arry othcr cars l9jl6 curt offer you, we are confident you rrill rote llrern tlre great$t motor cars the torld has ever scen.
PACKARD 4k Jr*dfk.7*/*
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109
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Telling a Story at a Glance
EST:OBSERVED two-thirds page advertisement in a recent issueof GoodHouselceepingMost manufacturers tell in words what their product does for you' A few fortunate ones have produets whose virtues can be shown in photographs. This advertisement is a stopper because
it combinesboth methods.
@ The headline, in few words, conveys an important messageto women: (a) better appear-
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in their communities.
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Sendfor interesringfree boolelet "|F'hit F i g u r e Fou-It-Is Y o u r s ? " " V h a t Figurc F a u h I s Yours?" Lookin'ourtelenhonebookunder"spencer C s r s e r i e i e " os e n du s t h e c o u p o nb e i o w f o r r o a f r e ea n a l v s i s f v o u r 6 g u r e ' i , I * l i ' - " I j noto,Llieate
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H a r e l o r re t e r h a d a S p e n c e rC o r s e ti e r e m a k e a s l u r i vo f v o u r 6 q u r e ? A t a n v t i t u e I n o s tc o n ' r ' . r r i c r i tf o i y o u m i n t e l l i g e r r i r r o r r t a nt.r a i n e r l o r i n t l r e S p e n c e r < l e s i g n e r ' sn e t l r , , r l s f f i g r t r e :,,,alrri..'*ill call rt iour I'onr".'u" nlt Ji"y. A sturlvofvour figurervill cost you nolhing. S"1*'.'p"'i,"r."ii,i!.P.i""t,1"p"'i,lon,,iut"ii' a l s i e l e c t e d .A r v i , l er a n g e t o s u i i e v e r y p u r s e ,
You Want to lllake Illoney? I f y o u a r e a b u s i r r e s sw o m a n ' o r w o u l d l i k e to l'e one, let us tlain you to become a . . D S p e n c e rC o r s e t i e r e . C h e c k h e r e .
U. S. TRE-{SIIRY,
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yearswill return $10oo starting in cessive 10 yeals, for four college Years. But whether you save: TO EDUCATE CHILDREN... TOR A RETIREMENT FUND...TO TAKE CARE OF DEPEND ENTS...FOR A CASH ESTATE...OR TO ACCUMULATE FUNDS FOR TRAVEL
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Tbe Trcasrry Dc!*rt ficnt bas inaxgaratcd tbe slstc'f,:th Regular Puichase Pla;n to llciliute to bx7 tbcseby iaoeshis uho a*lt poibor"t 'bonds cacb-uteefr' eacb moatb ot at otbcrtlxed intentak, Yoat teqtcst, *ing co*pon bebut uill brkg complete detaih.
AND RECREATION...coosider the many desirable features* of these bonds as outlined in the "Quick Facts" below' By saving systematically you can provide funds yoh-will need fo" fo.o." pians. Select fromthis table tAe Systematic Savings program that is best suited to You.
'i,il,i'iii Amoun( You Invcrt Each iiii"ir'l roiiiij yrrutilv Vel-uc iiiiiik"irrt'r fo-t-I 20 PltrbJG Erch Mo'dt' loYcsr M6orlir, sruiog io
. $25.OO l ...... $3,OOO...... $5O.OO i $6,000.-. $ . . . . . . $ 1 2 , O O O . ' . . . . . . . . . . . l"o o . o o 1 $115.OO ......$r5,0O0....... ......$3O,OOO.....-.........$25O.OO .....'.$500.00 .....$60,000
*
F O R ,$ A t E A T P O S T O F F I C E S O R , B , I F Y O U F R , E F E EO R D E R , Y I f , A I t
DEFT. 9O3. OP TREASI.'RER THE UNITED STATES, STASHINGTON. D. C. l-l Please seod me without obligatioo, you Rcgular-Pu' chase Plao aqd forms for my coasideration atrd oF tiooal use. I Send me the fotlbwing bon& for wbich I enclos check, draft, or mooey order. NUlr{BER $2 5 United StatesSavings Bonds at $18'7t 0 " " ".' $37.50$.."'i-\ .:: i:oUnitedSt"resSavialsBoodsat ... $ioo UnitedStatesSaviagsBondsat $75.oo S""t1l
YOUR, INVESTMENT \7ILL INCREASE arc 3Jt/z% lF HF-LD EOR lO YEARS' Donds s i i i l ' r " ; " t l r c d e n o m i n e t i o ns l r o r r ni n t h c "i INTERTST ACCRUES AT THE RATE OF 2,91 PIR ANNL]M COMPOUND. ro srMirrfvf.rUnLLY rroviJcJ thc bond is I'slJrr,r,r.rrrr;rr. l{AY nE RnDE'MED IN CASH aftci 6c i , l r r s f r o r ni i r u : d , r t c . r r r h o l co r i n p a r t . FREE TRONf PRICE F!-I-'CTUATTON. T l ' c f i : , t c r h r c J c n l t i o n r r l u c s ,r t h i c h n c t c t . r c ! t . . r l , , . nr h c f l r c l r i s c ; r i < : , r r c l r i n t c d o n t \ c f . r c 'o f c r t h F o r d . : i O l f ' N f R S H t P . T ! r c r t n r r -l ' c r c q i r t r r c dn t h c r r n r : r , { i , l i r i . ! r r l . , c o o r . c r . , r r u s t c r sh e r , k i , n . : r ' . gr r r ; , ' , . r 1 ' : ' ^ ( 1 , ( il L r , l c n ' ; ' r r } N N r R s H I p t r y T ' \ Yo p u R S r ) N S . i c : v , , ' , , I L r : ' i r r r - I ; " t l a l . u r . . n f r " . ol h ! r tn r ) r
jr mrmissihlc undcr thc law authorizing thcsc (but not morc than $ro,m) hoids that $ro,w matority valuc, issucd during any onc calcodar y:ar, (lar. r to Dec. 3 r) mry bc hcld by any onc e.son. An additional $ro,tm marurity valuc is.ucd durinq crch or anv subsequent calcndar l cer mrv t,c so hcld.
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MILTON WRIGHT Boo.K, two columns, black and while, The New Ymk Times Sunilay Magazine.
116
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ItrTTII PEOPLE
A key to ruccQs in handling othcrr
GETSI{CAIONG
tb. raq th@ hrE ba! ffi mEROUCHOUT sd ut d the rn ol g.ttiDg I rbo u&rul dohr ritb Ddple b ebiw t^hdr ubitiou. d hrn rdd:d b t}e lonLdle Pryclolorit ad i! efuir trF b how rnd rhl ppl Milbn Wdght, @ah .ppd.h6. -Nor ffi6 the pn6ial rnd th 5oknadinr t4nbd tlfrc, aviry B . .tibul.ting, b.lpful side on rhliodhir. 6c t cbDiqw ol hus
wh.t b do ud ay, rbd 'i{a| Pa* tlL vd PEi.'lv Oai@ Alq in @ultlaitur_ thc EIjt! yd tet rhv mu Aold do it. b @ oDt&. &d i! ibporlst rnd pcirl lilc, ia ety&y tioir. ir buina Eepl6 3iturtiou rith r Daioa hating or you. lile ud bappila. ob.flatiou ud ildis*id lih6.[t 6r ryi.le, abdho!'. IDD tbe rih(s bG 6d.-' illurtnit To h..kc th. bsl ltiu 6@ helplul, b.+dr ch.P!.-r Milb Y,ltiSht rpFr& ello r lirt of dihulrting qudon! vill co@ uo in your ev.ryd^Y @ntd. Hr tlE giE tou t n uhb.t ot l'nqtdl Drobld tnd tt6 h.lp6 You blE 6@.
r.r 'rRltnx etth hnr. .nl.yn.nl sa'd w"tnt eith lllton ^hd d.illnr B-Dl. r'llh Nltl., dl.c.t F.9hlc uG.r i {lmDl., lt hl. lllurlEl. lo .hhDl.r @lnl. ht! l.na to Frro iol t.kr rlll You *(h tn?.lo ldra.. aundrh.ntrl rd h hclts ryrler tou rk ol Ddl.m. enGl. our, lo lhort. rdt tou. arom thl! rkh.ri..s.nd ro kn.llr d .l.nbrlon. ,.ddonr .Gr
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crlc@r&Iadal r..llt coiot lot ritl ett 6? sirdon -.b pd. .tG.l^ndh drdtt -.b otln6 trrc tou - b fa b h. l6&.d ladctli 9? to! ?lll nr!. r r.tl r.! r\''ri ri, lnt:. Drl4lBr $h.^ a l,!lq l. lh. .n llli titl t,,! nat, r(n lh.* .r .Ds r. m:\. you'e Snd thc tr'*?r.
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@ The headline offers a large amount of cash free. Experience has shown that cash is the most attractive offer that can be made.
G0|{ER.\I
118
SEPTEMEERlg35-ACTI{0W-USE 30i BLANK BELoW EI{TRY closEs iflDNlcHT, c0t{TEsT ' M0ilDAY,
For Hourewives A Contect Who Want Caah Quickl Purprc of Contc.t to Acquaint Morc Womcn With Thir Ncv and Amrzins Cako Flour -SoftrrilkRcgarding Which Bctty Crocker Saytz" Il you Ey mt Softa.il h mcthod I @ill nelc you a bcatc, ceh. aakct, accotdinl to ah. g coia..C@i^^a^g poi^a., ot I'll teltad }au DOUBLE thc mo^ct tou Daid fo. Solae'ilk." By B.tly CeL.t The minute or s! nEAR FRTEND: rt taks towritea last line for l-l thls srmpf LlmencKfroJ oTtnE e tmu $1,50o cosh, or one of 567 other cash prizes. You se, the reason I'm ofiering this big cash prize mony is to get more wmen to accept mY amazrng challenge on Softasilk Cake Flour. Ilere it is: IJ you'll hy mr.Soflas;lh.deltod I gritonlce io nfuke you 4 bcllq cahe usher on the I conlesl'wif,ning ho;nts, 07 I' ll reJundyu DO U.BLE ihc uonet tou sbcnl Jot Solasilh Cahe Flour, the chances You can't leand are you'll improve your cake baking amazingly! For my Softasilk method not only ovcrcohes the faults of cake made floor-lou$hncss, with ordinary hcaoinesFbut also overcoaGeness,
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Dear Betty CrEk r: ii?"iii'iriTi,im. ttre i"fili ii-"i6n-in 6i,in-i dii mv iiiiii t iiiit-tirit,ilOol^voJ ilrE, iiJiii-riiri'I-imer,.r on !F|; Co,iieii. t wijjirit o.i ;#;ilt'"i;;i;'"dflffi itj. reeu*l ii?i -iG"fiini "f th-@sht it was e sirpl it @uldott win. Just think, I almdt 6;$y ltrrew 6I.OOOa*avt But I *nt it in anyway, and you can imagin how ruipri*d I was when I really didwin and go! the money' Thanking you *._< E^t IF.i J al
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Ai thc fiftt fd liffi of th. limdick Doint @t, Mary was havin8 tbublc ol ffikinr -but ek6. Sotne hcaek6 wcc dttE6 were bad. Peum. ro.d. iHy chc war uaingshe othet kc than Sofbsilk, and alth@gh the. nqr ekc llour had sme gmd poinB, it @ld not guEnte her a perfectke cvery trft. th.o lhe tlied Softasilk. what did chediqver? Did her ks tum out tlrc sde rs bef@? Did her husband mte anydifferene?WassheiurPrisd? Make the loi, @rd ad votr ldsl aan. rd. uilh the loslwl in thclrst t@ trias. Fd EmDle: "Nos hr BL6 re pria winren-no le"' com tie faults of less modern of moislure, lach cake flou-loss ol nooor. you to act at once! Frsr, So I urce get a faclage of Softasilk, Cake Flour tiom your grcer, and enter this amazingly asy contet as qolained in the entry blank at the iieht. Secozd, follow my Softasilk m;thod by making any cake listed on the Softasilk package, with Softasilk and according^to the rclpe grvfl on tne Dox. umpare it witheny other similar cake made with your own recipe and anY other brand of cake flou- Then, if you are not 10070 convinced my irew way is better, simply ter off the top of the Softasilk package, write on the back of it what vou paid for Softasilk, together with vour nameand addrs. and nlail it io me personallyat the addrss below. I will send You exactly lwice thc ot nunl tou sPent lot Soitasilh, Don't delay! Act at once before contest closes!
coLD ITDAL FmDs,
Thc main point to kep in mind is to try an4 lt|-ahe ttE.last line kep th ceofthlimerick.Oncsoodwayk to.wiE-down all the wnd6.yd !l rhink of that rimc with "distr*." or "happitr6." $ch s "imp-lF," And then pick out the one or on$ Bhich emi to make- ene, and build yN ldt line {ouod them. Yo don't have to be a "pet" to win th $l,5OO 8rand fict pria. Just write a plain, o,-mmon*nsi last line, and you have iust as good an oppottunity poet alive. to win 4 the 8Et6t Takc 5 minute now-wite vour last don'l tail to t'nd tt til
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I s6 rl6e dk dk Eutt _ r G l t . s h b c r a a l h e &.lut Eu r c!! you crtcr to oake it cllcible to wiD. {{'dcon -aiii-il-a,-*-"1-;;;; 6c-hr.ioo th! back d sc i;r'riri ;-,-*;: You tuy cntcr.s tut lalt lJtrea s yo[ se!b. Gt s!-{.otrv blot it vour rm.r_or wdt..a1h eddt_ tlonsj la;r llac on oe ddc of a DldE .hd of Drr. {dic db on .ah ol your bam. ild Sc Dl<ia d FFr fu]l i6a6;.-i;t;d;i.:it;iid-d; ili.it]*i riii *i'i .i*. -"ii sc "L oEouid by a *oaratc br_roD trorir$fbdtkc*dFtourEcka. +-if,;";;;;.i.;;;;d;aa;d wdthoo-thcbsck. t.Th!dvelots@ntalnlngyourcna r tre mult U w(msled u on or bforc Mondav. &DreEkr JO. Eidotrhr. t935.(S.ndlD6dlaElttofrcillbtc caly iudsi4-) rf. OriFnauty. uDlquenc.s. aDL sd dll be onddcrcd by thc judat ro Jor4chlnrrheirdftision.Thcjudsc! thc prEdurc to h .hall d"terEine in rcachios thdr deddoo lollo*ed .nd the d.dlioo of the iudse. or a gowc, , DDifetor N g cNBc Howa iferoa Homc Forum. HoEaForuD, wlll b. notificd .! !. Priic wlnncrr .9on ai.rlibJ. afbr rH.-contst clos. No dlnet relorns. rPnst E*wc' to u*.o.r nor.to u!. lncnah! uy ras( rrnes .uDmrrrd In rDs onrcar, sn.rnf a Dflza srnn6_of nor. : . I I I I I I I i I l I t I I p4'c-snnhg nll nn'' ouP|rcak yirt b..-a*ardd. to all tsred'6. ear dul v erd6.d bv .thc Jgdsc! to nave. DroF rlt co!rd .ucn ptr.qnnrns rilr trnc, rn dcd form, rr thc ontcsr. iB. Conrrs! limiicd b thc Unitcd stats and.lt.-Doc.c8s-lon!. No cEproy.e. o r ( r c n e r a r M l rlr!r,, n o r i Eembe'! ot thcli fahilie, nor thdr advctudDa ec cli8iblt b {eocie! cnlet. 7. Th. lalt linc ulcd lor m damDle and ouored in ihls adverdscmanr will Dot be acc6td. Howev.r. talt lidd eherd! on. or morc words diner from th6. ouored la ihi. dffiple Fill be Derdlrted. Mlou.
COXTE3I
RULES:
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" """liiiiiiii y"u mDr to Gorer. abvr.) ii;; ;Li;t iii; i;i prlnl.d qbvc, tn! lalt linc I want to cntcr In your Sofialtlk Cakc I h.w Flour llEertckCooht. Bclosi! my own nane nnd addiels. AlF. attached lrm rrm a Daclaac ol Sofcaltlk Crte Flour. on rhe back ol *ldch l3 is r bor&D br&D o{ $radlt Crke Flour, the ot wlnch I 9.claac havc dtted thc Dam. and addres! o( hy rrcer. nah. addre6! my Pl4 chRk D Arc you a new u*r \ ot Sofusrtk Cakc Flourt f] Arc you au old u*r t
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BAX GET A
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REMEMBER. ORDER O{
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OlFCClr YAGIALLY
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WltH OF
TRULY LIFE.''
IFAISFORMS APPTIZING.
WrcLESOME.
O4IGHTS.
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Cilt a fM.....-.-.-.........s,.r'.........................:..... I 8c.trc your eutry bldt ls complcrety lIdptt.il: hlld out. li lcaiblc,an'l l! I DddF&bbrtEarldonork'oremidnisht,Monday.&pt.Jo.l9J5 ) I
lig
flash impression. At a single glance you see "Shakespeare-98f"-and a picture of the book. These things are so arranged as to lead you directly into the coupon. @ The headline selects the proper audience and employs two of the most successful words in the ad man's vocabulary-((Amazingt' and "Bargain." @ People have had the sad experience of paying what they thought was the full price for an article and then finding out that they had to pay
@ @ The completenessof the volume is further emphasized in the panel which lists all the works and the subhead which says, " 1312pages." @ The coupon ofiers an opportunit.y for convenient and immediate action.
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120
WALTBR
J. BLACK,
ONLY
Now.
TluT:-i':*"::t9:
fluent writcr' Let us send vou this-book at ouR RIsK' thc urisuspected pleasurc of a SBakc' " oi"-'"tt speare vour schooldav - tv-pt 9f rcading mav n'ever hive revealed' Be fascinated !Y "9"ty' ous cloDatra' shuddcr at murderous Macbcth' chuckle et Falsta6. Thrill with lovcsick Romco' Stqnd sshast at the treachery of lago' Be cn' ctrantea-witfr the beautiful Sonnets end the wild passion of "Thc Rape of Lucrccc" and "Vcnus and Adonis"'
rN ruu!
NO FURTHERPAYMENTS
at. C..pl.t.-l. .lttlt v.lsi.word Slrctcwcty ffih. tF r rrr? Alro Urab"lagcd. Indcr L cillclff fln Chc.Gt 6 .rd Clorr.?y d.ailtg .ll f..i..
SEND NO MONEY-7
P.ay money' without Mail coupon today' nothing to Pmtman when i" idr"r..; ,r"i.,.i"" Read and examine thls book Is delivered. in large' volume-printed islz'p"g" i;;il.;;. easy-reading type on thin but opaque.Paper' bound in morocco-gralned clorn' lriutifully you Then. after 7 days' free examination if f..i y"i, can Part with. this volume--simply
Eraminrtion Days',Ftee
send only 98c plus fcw cents Poctegc' rcad any book To know Englistr bcttcr-to morc apprciatively -to speak and wnte ,4, more colorfully, effectively you must A know ShakesPearc! Send couPon' il moniY, now! Walter J. *ittr""t Black. .Inc., DePt. 2l I' '2 Park Ave., New York,
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A XIDSUMMET xtGHr'5 OREAU
PIAYS-rLL
TOHCO AND JIJIIC' l(ir! fing tlrg Iing {in9 ti'g Jott Aichc.d H.nrt Hcnrt H..tt (i.l6rd lV Y Vl lll Vlll ll
Hls PoErrs
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2 Park Avenue. New York. N. Y. V^,' mqw You may < c n d me ffor free e x a m i r send m a n r f r e examination your 1312 p"g., or.-ioit-. edition of Shakespeare's?ompletc -wiii". --r-*ili-;itt'.;';;il*'tt'e Works. I will either return the fur or send-you book or send you 98c, nlus a few cents pctage, within 7 days.
rr,t.E.\st: I'RtNt NAv!: PI,-AINLY)
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A Lessonin Simplicity
EST-OBSERYED and third-best-read advertisement in a reeent issue of The Saturday
Eaening Post. O @ Here are the qualities that made this picture and headline stop readers: (a) Timeliness. This advertisement appeared about ten days before Christmas.
(b) Large and excellentphotograph. (c) Sex appeal. (d) A huppy situatron.
O @ @ Note how picture, headline, and name plate convey an instantaneous message to glancers, regardless of whether or not they read the copy.
SCHICK
SHAVER,
122
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shave.
N o o r h c r p r c s c n tc o u l J p o s s r b l y b r r n g m o r e p e r son.rl cortforr rrnJ srtisfrction lnto it lnrn's llfc l.rr b. such a gcntlc hatr-rcmovcr{or womcn). f l r l r r r r r s l r c s o r c v c r t h c n u i s a n c eo f w a t e r , s o a p ,
Ovcr a pcriod of timc thc cnrirc cosc of e Schick is paid by savings in blades, crcams, soap and lotions. So tbar bcsidcs the plcasurc ir givc, mrly thc moct cconomical way to shavc. A* ne oJ o*r 15,W dealen it is
T h c r c . , r c n o b l . r d c sr n t h c S c h r c k S h a v e r . N o t h t o u c h c sr h c s k r n . A f l a t p l a r c m o v c s
cry it is for anyooe toshavc with it. If no dealer is oear you, wrirc to Dcpt- A.
SCHICK DRY SHj{vER, lNC., STA}{FORD. CONN. Di,Eiburor: Edis. Iuc., Ss Frmcilo. lo Cra&. H.6ry (Csrdira So@. l.d., od 06 Ldiq r6E. *16.t0.) !.iq wotlm Birb !
()\'( r .ilr(l F!-ntl.v Prcsscs dorvn thc mounds of the : L r r r s o t l t . t r h r r r s m r 1 ' c n t c r a n , l b c s h c a r e do f f hclurv rhc nurtnal lcvcl of shc skln mounds.
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METROPOLITAN
LIFE,
124
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D{ACY'S, one page, black and white, Nazo Yorh Sund,ag Neus.
128
O *h4ACY'S
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5.000Fully Guoranfeed
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with l4-K. Solid Gold lridium Tipped Painf Plus your full Nome in Gold An e\traordinarv vrlue in fountain pensl llhc
gurrintcc against nrcchanical defccts indicates our conhdcncc in cach pcn*thc price speaks for itself. l'on should also knorr, about thc bcautiful new design of sharkskin grrincd pcarl finish in green, 'll-here burgundy, bluc or plain black. is no longer a rcrson rvhv an_y man, \\'onran or school child s h o r r l d d o r v i t h o u t t h c c o r r v e n i c n c eo f a g o o d f o u n trirr pcn. Macy't Stotioaery Depf. Strccf Froo.
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f I t G||rllon Dot Febblc Dotr ?in Dotr
Each sidc is 39 inches wide and,2lft yards long t Imagine saving rlall on the 6easonts rnost popular curtains two wholc weeksbcf ore the Fourth! At this pricc, you catr groom cvcry window in your home. . . in crisp, fresh, cool. looking summer drcss! Your choicc of white, creem or ccru in finc marqui. sctte. 2),000pairs witl not last long.. we warn yorl Curtains, MACYS Selenlh Floor.
Tcrribly Sony . .. Wc Cawt lcult l|lail *
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',an" * 1lR. Solid gold point, iridiun tiTpcd
* | * * * F'ull1 guatanleed \'cti atr'dern tlip Ntu desiqn La'cr f Iling da,ie c lllea's or I.adiel izes H r,'
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Ordinarily, an advertisement for a produet of infrequent purchase such as Drano would rank low in comparison with ads for produets of frequent purchase such as soap and cofree. The fact that this Drano ad ranked Number One in a magazine that carries as many competing advertisements as Good Housekeeping is a wonderful
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FINE SRID6-LAVIN6 ^I IN NO fRJMPs AIN LTT'NG '/E 60 gou.,A, Frv TRtcKS ! 6(/55 wHArA AtLSAYN6 ftrgvee 5^4ART /r'lA^r | /vtARRrD
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R&!,LARLY ,M Vft,
129
@ @ Without interfering with the main attraction, this advertisement brings in two other Monte Fruits for Del Monte products-Del Salad and Del Monte Coffee.
DEL MONTE,
130
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Looking for something vey!.aeryf iaviting? Something that can lift your meals to festive levele-without your even lifting a little finger? This enticing fruit cocktaitr is the anewer. It's gay. It's smart. It's especially prepared for cocktail use! Here, in one can, are five ideal fruits-ran-sweet piae. apple" sun-ripened peacbes,mellow pears, tender white grapes and scarlet maraschino cherries-in perfect bal. ance, their flavars accented by a beguiling ayrup. Oh, you must taste this fruit cocktail! And like DBr- Monrn Fruits for Salad-which you probably enjoy often-it costs so little! Iess, aetuallyo than it would cost you to conbinr tleee eanne&outh: watering fruits ia your o\{a kitchen. Your friends will be servin6 tlis tempting cocktail soon. Why not be.;6rst-and get the credit for a grand discovery?
=:',;';":ir:l:r;l
FOODS
131
@ @ @ Another feature of this advertisement is that it does not look like an advertisement. That efrect is produced in the following way:
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broad "ah's" of Boston greet fTaHE I realBostonBaked Beans... From I the land of the bean and the cod, comes the traditional recipe by which the Boston-style beans of ihe House of Heinz are baked and sauced. As every good New England trencherman will tell you-there must be pork commingled with theplurnp, brown beans -sweet; translucent blocks of it wellstreaked with lean, and dark molasses
IAde(lilcm(nt 1
The beans must flavoring the rich bakcd qhrough and be baked-really hot, dry ovens. through-in And vet vou c4n serve a Baked Bean Supper'any tim-e you."hone" for itand in just a few minutes, too. For beans-trulv-Bostonian are now one of the Heinz farnous 57 Varieties-the bean in the yellowJabel tin.
Tust heat and serve them in individual crocks. Heinz brings you the comely little brown pots as well as be+ns to 6ll them. Write- Hcinz Bostox-styh Bakcd Bcans at the top of your list today. And ask your grocer about the bean pots. Besides-Boston-style beans, Heinz makes three other delicious kinds, all oven-baked (1) with pork and tomato sauce (2) in tomato sauce without pork (vegetarian) and (3) red kidney beans'
133
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COCA.COIA
1.35
@ For years druggists have displayed sponges which have been produced by nature in the form Therefore, the announcement of a chemically made sponge is real news. This advertisement takes full advantage of the important news angle (a). by putting the word "News" in big type, and (b) by showing a large, realistic picture of the product, and (c) by superimposing these elements on a section of newspaper. Note also how the news angle is tied up with the prof,t an.gle.
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animal growth.
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News and
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DfI PONT CELLULOSE SPONGE, one page, black and white, Drug Topics,
136
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"tm;r.u f*, *,011 i* NEW4I NEwdll From4I .^,. oursrANDlNG "::,11*5 WITH :o-T: ii"*-t-L-.r.irr, HeawlrH OUTSTANDING
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FEATIJRES IE SALES
You have a fast-selling, profitable item when you stock the new du Pont Cellu-
. . tuai lests in drug stores.Whereverit has .',:. been introduced, consumers are enthu. siastic. And so are druggists. For this ; new spong has proved a ieal source of profit which you can tap without anY
special effort.
Here's why du Font Cellulose Spongc puts new Yigor into 3aler
1. 2.
It trotd" 20 times its weight of wets! not pick up dirt ed It flet"-des from the bottom of pail or tub. Maruelously lasting. soft, yet tough od grit lmg-
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Resistsdilutedhouseholdacids,alkalis. ad cleming compounds. C* b. boiled out damage. Nationally (sd cterrTrzed) with'
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Fq dr wa.hinS . . , will .trnd kiDd of th. rcugb6t up udc. uac. Nev6 asatcho.
dltct washing sd For window . . 3o Fft u.d. hoosc-ctcaning . . . ar wcll rt cl@. it Flilha can bc usad likc chMoia.
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in this in dozog Packagcd box. good. looking dilplay dirPlaY Otbcr Doi0t-of{slc (for eiDdow and metcrial @untcr) ivailablc on tdludt.
& co., lt{c. E. l. ou Poxr BE xEilouRs CELLULOSE SPOXGE 3ALE5 EIiPIRE STATE BUlLqtXG. tlEv YoEx clTY
Pld!. Ccllulcc &Dd a6vic full iofometi@ etrd thc nmc rcgddibg md addraof thc du Pmt thc nar'
Spongc shol6ql6.
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137
@ @ The continuity strip does not disappoint the reader. ft contains exactly what the headline promised-an interesting situation, plus information regarding the washing of delicate garments.
MRY
138
LAZYTWIN!_Yf5-AND YOU
DID AFTRNOONI YOU SLTPTALL SILK YOU!YAsI{ YOURGRTEN
stE n T,SnCtYor/R wtr!- lf YoucoutD Tl{t RUIl{0 lN woRr$r{G TI{AT n{tN65 lrATCOM{ EACK SroR 5f DPARTM{NI 51OR You'D wfiYTl{ '/.Wrrs YOV\G. -t-{i. -.;I RtcoMMNDs J; IVORY FLAKs, FAIiNIT{G BRIDGfs
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NEXT MORNIXG
PAT, YOUR GREN C,osg, srrKtooKsT{N tlMS
grtc( TNrs THSE T#|I.IGS LrsT. Iil BE SI{OULD NVR PUT r{{ YOU SAV WASH, WITT FAMIIY PROTCT T+IM If MOIIY YOU
wrrrtpun. IVORY
FLAKS.
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Y G I ] S L I P P E RR U B B E R L O V E s I i T G I i I H o P E H E Y E TM V - . . '
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AN ANNIVERSARY R I N 6 F O RD E A R H SMOOTH ANDS, DEAR,YOU OU6HT BOYD, T OB U YA S I L V E RS O A P , orsH FoR rvoRYBECAUSE IvoRYDIo IT !
i D o N , TW E A RT H E M ,
H A N D SS M O O T H .A N D
I l.reros sMoorHd/.ia\
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pacxnoEsoaps!
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Imagirel Exquisitely pure Ivory can be used every time you wash dishes-at a saving! actually costs less to use than the laundry-type of pac(age ups. Get Ivory in the Large Size today - win whitcr, sm@ther hands in a weck.
IVORY
SOAP
pvue eeaaltuolo
139
@ Note how the use of a plain dark background shows these gifts to advantage. Any trimmings, gadgets, or other illustrations would have wasted valuable space and detracted from the gifts themselves
HICKOK,
140
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orlore
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golh oble <otlor bot i! tl Pie(e!, Ploled. gold oi whire, in ri(h Hi(rol L"wolnut" (or. . '.32
-.V__!, Finc . btidle Cowhid, hond boordcdgroin-o:ervitcoble Ev.ty deloil 3howt bctt of di!lin(lion. Block or bro-nHi<tol ercellen<c. lhe er(tu3iv ;n dct;9n. n* hol Hi.tot'Ploled o.d ngine' bld(k in oll' 3 iniliols, ComPlcl' <orc. -. 12 be(kl. tu.ned pu.Potc honmered
on plolinum'lone. bo*.lile
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choin !lyl!' 5cottic lic.lip, griP. Rich olligotor Plol'd in t<ulptvt.d cfi"(l-Hi<kot' (!ft s(ollic gold. S6od . . $1 thi' 3'l' linrr to motch. . . 33'!O i^ 3lunniag tcd-ond'blo.t bok'lil' <oro...3!'5O Oth.7 ond rnorl ho6.t; C.ond olao ChotP;on forlt, dogt
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Curto6'tttl.dinilioltfotpc'' o fine Hi(lol roaolitll-on <lip rilh ih! , toc lhc polcntcd olligolor Shotl, t.rvi<coble H;ctok'Ploled 2'Pi.<c rel, in nclol oth
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gift morked Hickok ic sure of o mon's opProvol' H e k n o w s t h o t H i c k o k m e o n s e x c e l l e n c e" ' o n d i t reflects your good tqite. He will oppreciole one of the lotest finely forhioned belt retr-mode d i s t i n c t i v e l yh i : o w n b y h i c i n i t i o l o n t h e b u c k l e ' Anolhcr "rure-firc" gift ir fine Hickok iewelry '. '
quolity. The permonently useful pockoges, hondsomely designed, in bokelite, metol, gloss qnd Gnc woods, enoble you to give 2 gifl: for rhe price of l! N HtcKot(, RoctlEsrER. ..Y.
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GATTIRS JEWftRV
HICKOK
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@ The statement "up to 35 miles per gallon" helps to prove the claim in the main headline. The reader begins to think "it must be true.'.' @ The low price of $395 is another stopper. Never before has the reader seen a car as large and modern-looking as this at a price so low.
IVLLYS,
142
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@ The headline is different from any previous automobile headline. When you consider the number of new automobile advertisements that have appeared every week for the past ten years, you can realize what a task it is to write one that: (a) attracts readers, (b) has sales value, and (c) is entirely d,iferent.
O @ @ Note how picture, headline, and name pla,te convey a quick messageto glancers.
PLYMOUTH,
144
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will cantinue to stay beautiful for a long, long time. All through the building of a Plymouth there is equally careful workmanship...equally searching inspection. On the scientific sound-proofing...the rubber body mountings and airplane-type shckabsorbers that keep bumps and vibration away from you. . . the steeringmechanismthat is so easy on a woman's hands and arms, As a matter of fact, every one of Plymouth's skilled workers is really a "ladies' man." Because they build into Plymouth cars the comfort, safety and va,fue...that women appreciate. The style and beauty...ofwhich every woman is proud. And every year, more and more women,..and men ...learn that it's truly a great cu...built to last! PLyMourH DtvtsloN oF CHRySLER CoRpoRATroN.
EASYTO BUY
Today, yori'll 6nd Plymouth ir priced right down with thc loweat...and ofcrs contcnie[t payment terms. You can buy a beautif ul, bigncwPlymouth for aa low as $25 a month,Thc Commercial Ciedit Company hac made availablc-to Chryrlcr, DeSoto and Dodge dcalcrr -tcmc which you will 6nd fit your budget . . . and makc it exceptionally easy to purcharc... and enjoy...a ncw Plymouth loday.
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They re now priced down to other PoPularbrands-but seehow much more Raleighsoffer! A smoothblend of distinctive Turk' tobaccos.Plain<r cork tips, if you prefer their ish-Domestic tailored firmness,And with eachpack of Raleighsyou get a cou' pon good for handsomepremiums. (Offer good U. S. A' only') After a pack of ordinary igarettesyou've nothing left but a wrapper.But finish off your pack of fine Raleighs and there's B still thar valuable & W coupongood forpremiumsthat make stunning gifts. Get a pack of Raleighstoday - . . smokea better cigarelte! Start saving couponsand see how fast they mount! P.O. Box 599, Louisville,Ky' Brorvn&WilliamsonTobaccoCorp.,
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K@L CTCARE1TES AISO CARRY E&W COUFONS
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Aod'alt's triumPh in air taael! Thefastestdeluxeair trensPort fieet i.x the warld!
- r r x E t " n E t h e B I G N E W S o f 1 9 3 7i n a r r i,"ntpott"tio I i,""ip"ii",i."n ! -United's1 3 : 0 9 9 , 0 9 0 U n i t e d ' s S3p00,000
nw ne Douglas' these. United Air Lines by Douglas, these- w rlul PasMainliners rank as the most Powe i.ncii l"ndpl"n.s in the United Statesand speed' .ii-" n.* .tina"rd ofluxury, service, r U n i t e d ' M a i n l i n e a r n o -w g -o^l n g I n- t o Uniiedk sM.inlin.rss are'now: tgoing into ' - - : are p.lanes day 2l-passenger s e r v i c .e . ... 2 l service Dan t'ranalreadv flvinq 2hour non-stop 5an FranDeluxeloungeAnielesschedules, cisco-l-os 'iype Mainlii.ts o f f e r a 3 h o u r 5 5 m i n u t e .* v , i " t i i . o offer a-3 hour 55 minute f a s t e r . f i n e r c o a s t - t o - c o a s ts e r v l c e w l l l .[.iit" u. hown with thesc ultra-modern alsowill sleepers ii^n.do.t.. N.* 1937-type smn ilv overnightcoast-to-coast. Picture the t-uxuryof these 190-mile-anhoir- skvlounzcMaiirliners! In a cabin de' siened for 2l-seats are l4 deep-c-ushioned, fu-ll-swivelchairs, custom upholsteredtn rich labrtc.You rlde tn tie qulet aImosPfl .iii',Luri..you tidein thequiit.atmosphtre club lounge! of a beautifully-appointed. 1937equrPmentprogram Thus, United's I937 equipmentprogr rangeolluxrran establishes unprecedented iiorr- it"r.t faciliti.., and provides.the sreatest choiceof serviceever offere{ by dcluxe..Maininy airline: Twen-ty-e-ight Iong-distance r li;;rr U v U s u H l 4 ! llnCrs b; Douelasfor fa-ster'v ' t 6 - e r e i - " - .ervice it oea[ trafic periods; equally fast serrice pea[ trafic-periods;equally fast
Untted lo-nassenqer Boeines for United's frequent, lO-passenger Boeings
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* ttalilllNrtt ultlttot! alout * lactt r{toH 3P:Eo-212 m.p.lr Cruiss190m p'h'' 1500 milcs without tcfueling. ft': wcight' 12 span, 95 ft.;lcqtl\,64t6 Stzt-Wiog tons fully loaded. vctcran piloc and latcst tyPc piloc-2 ctlw-Thte aurometic oilot. Stewardcss. powra I l5o h.p. l4<ylindcr WASPS' ?laxt-Two Can climb 9.000 ft. snd sustain fighr on ooc cngtnc' in cabin r:atuRli-Air sPEctaL PAStENclt 70"in cabinwhcntcmPcratur ihaneed ctcrvminuc' 20d belov. Quictcr than a Pullman' outsiie is redio factlities,. constant FLY|Ne alDS-Multiple speed prcpellcn, automatic mixturc @ntrcl' deaccN'
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Post. @ This picture has several important qualities: (a) It tells a story. (b) It is unusual. (c) Its messageis instantaneous.
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t You've too Inuch to risk. Bulky, old-style brushes can't reach the very place where dangerous tartar forms. See how Tek 6ts. Professionally small-shaped. Cleans rNst Dt curves as easily as outside. Pure, springy,
TOOTH BRUSH
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@ The copy does not disappoint the reader. ft is an exciting tme story. And it leads into a powerful sales talk for Eveready Batteries.
EVITREADY
BATTERIES,
156
of the Dark? More Swift and Sure any of these, Death L*y, 9than that Night, at her Fingertips +t
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"l owe you an apologyl", writesMrs, Florence Whitfield Barton (a6ooe),of Cisco, Texas. "l thought you really made up those ticklish situations you print in your adver, tisements wh"r. .*plor"r, unj adventurers and travelers owe their lives to dated Eveready flashlight any morel batteries,* But not
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from the wall and pull it as near the singlewindow as 'we could, Late in the night I awote with a splitting headache, caused, I thought, by the heat, and the hissingof the locomotive. But after lying awakea few moments,I realized hissingsound u'asinourown room. I reached llhat to the table for (l confoss;r with shame) lvcr LJI
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COLGATE'S DENTAL
CREAIl,
160
BROWN, DO YOU KNOW THAT MOST 9AO BREATHCOMS FROM DCAYING F O O DD P O S I ' s ' N H I D O E NC R E V I C E s EETWEN IMPROPRLYCLEANEO TETh? THATb wHY I ADvIsE COLGATE DNTAL CRAM. Ifs PENETRATIXC FOAM RMOVS SPECIAL
.fEsTs show tha( 76dn oI ^ll people orer ^ the ag o{ l7 bave bad brcatb!Tess also prove that most bad breatb comes frcm improper$ cledned teeth! Ordinary cleaoiog methods, wbich merely polish rhe exposed surfaces,.fail ro remove -decayiog food deposits in hiddcn crevices belween the reeth. Aod rhese de. posirs, tests prove, are the source of mos( bad .brearh . . . dull, dingy teeth , . . and ntuch tooth decay. Bur Colgate Dental Cream has a special
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is for 'Catoral'e His mannel's rotrgh Do not distur'llhim 'l-ough ! He's apt to get L/ R is for Rabbit-he's shy, btrt he's Fast
Don"t tly t.o catch hirn-you'll sure conle in last!
Norv mix them both uP And mix them up well And there, sir, you have The New Golden Sheltt Like tn'o oils in one It's Tough and it's Fast lt Cuts Starting Wear And how it doeslast!
than all t h e r u n n i r g . . . l\Iore Engine\tr'ear Staltingcauses to Nerv ColdenShell l\Iotor Oil is Fast-Florving reduce this wear, Tough so it standsthe heat of steady driving
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New Mator Oil
163
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EST-READ Most advertisement in a recent issue of. The Saturdag Eaening Po.st. or a weekly radio program builds a following. trn order to promote a situation of this kind, it is necessary to do two things, as follows:
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comic strip ads are isolated stories. One tells the adventures of Joe Smith, another the adventures of Susie Brown, and so on. However, the makers of Prince Albert Pipe Tobacco have for some time been running a series of strips about "Ol' Judge Robbins," the pipe collector, and again and again these advertisements have been the best-read in the magazines in which they appeared. This indicates that it is possible for an advertiser lo bui,Id up a loyal following just as a Sunday comic strip
@ lJse an identifying title which always remains the same in each advertisement.
@ Always give your readers an interesting story. Never let them down by giving them all sales talk and no story. fn this way, you will not only retain your old readers, but yow will continually increaseyour following.
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PRINCE
ALBBRT
TOBACCO, one-half page, black and white, The Suturday Euening Post
16.1
I{EFTE IT IS -A OUT}4 SEA ptp r.{FrE rS -A ourH,sEA ptp rT lT f,,lADE F'POI.4 A A-S-F{ELL. MAKES A guFlPQllFlqLY J-
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Hope sustains self-respect. Yet as you read this" millions of inen and. women are touching elborvgwith dcspair, nearly crushed by continual drain on courage and spirit. Government relief aims to prevent tt add provide shelter. This tTstarvation rneets basic human want. But other hu. man needs-hunger that asks for nore food-are fully as important! Pictured above are some of the hope. ful, humari dramas made real by your lircal welfare organizations. This year, your Community Chest will aek you for a contribuiion to all the organizations devoted to first-hand neighborly contact with those in need. These needs have grown. While the demandsupon neighborhoodagenciesare greater than in 1929, thetr income hag been decreased. Health and cbaracter. building prograns, their true firnction, have been impaired. The neoney you contribute will senil a visiting nurse up tenement stairs, equip a playground to weed out crime and help character to flower, find a good home for a homeless child, assist a shattered family in getting a new start. Help tlem to hold on to hape. Give with a generous hand.
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..MAKETHEM WITH AN AMERICANGIN''
SMOOTHMARTINIS ARE THESECRET OF SUCCESSFUL
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ES?-READ color-page advertisement in a recent issue of The Saturday Euening po,st. by the fact that the name "Boraxo" and the black-and-white container are things which the reader has never seen before. @ @ The sub-illustrations make clear at a glance what the product is for, and, by appealing to both men and women, help to broaden the interest and attr:rct readers of both sexes.
C @ lYords iike "discovered" and ,.neri,,, have always been sure-firefor getting attentionespecially if your advertisement looks ljke real ns'tDSrather than manufactured news. That this advertisement contains real nervs is proved
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fine toilet soap in e "What is it?" you ask. Simply pure Borax and results it givesl Takes oII grease, And what special combinalion. grime and plain d.irt in a jiffy. But leaves the hands soft, smooth and sold at grocery stoles and most drug stores. Now you can discover it ior yoursel{! Pacific Coast Borax gO Mule Team Borax Products' Company . .. Producers of the famous lree from odor. Boraxo.is
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Tune in the Otd Ranger'r tedio tales of "Death Valley Deys".every week. See newepapetradio progrems for tim6'
tlran clean. Jutt froirlGn You! handt, on Bor:ro and wort into a lalhEt-the.
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F I L L T N T H I S C O U P O N .h A I L TO OAVEGA. 76 HINTH AVE,, x. Y. c. GentlemrD: M y D r s e Drta d i o i s a . . . . . . . .. Ye&t Durcbssed. . nl" Eow much could you rilor lor ! nes 193i otr & fsde h ...... I rrat r I Frse Ridio? Home f'Ii8l .,.
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{Jsing a lJniversalAppeal
EST-READ half-page advertisement in a recent issue of The Saturday tueni.ng post. that people are more likely to read copy under illustrations than regular body text. Besides, this copy, like the copy in a rnail order catalogue, is full of facts; and the mail order concerns have proved that fact copy sells better than glittering generalities.
O @ Headline and subhead are built around a universal appeal: Get rid of work. @ @ The photographs arouse curiosity. They make people wonder, "}l'hat are these unusuallooking gadgets and what will they do for me?', have shown @ @ As previously stated, surveJ,rs
@ The name "General Electric" has prestige and is an additional reason for reading the.copy, because you know that it is good merchandise if it is made by G-E.
G-E IIOTPOINT,
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Lel these two G-E ltids save
strenglh yolrr and keep You Yourf,g
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RESEARCH KEEPS GENERAL ELECTRIC YEAR'S AHEAD!
177
(a) Timeliness. The advertisement appearetl shortly before a presidential election, when the battle between the donkey and the elephant was at its height. (b) Good humor. The illustration with its clever headline is amusing and expressesa "ballots-not-bullets " philosophy of which Americans are justly proud. (c) Familiarity. The Kool Penguin, through a seriesof adventures, portrayed month after
'Ihese cigarettes have this important advan@ tage: The name "Kool" is a sales talk in one u,ord!
@ The premiums, which are shown in every Kool advertisement, lend additional interest beeausethey are good-looking and Lhey arefree.
rl 178
KOOLS, one-half page, black and white, The Saturday Eoenino Posl
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f,rOn the hottest campaign irr' a l- lifetime we give you the cigarette that pledges itself to keep your throat relued and c'ooJl that mild Take a deeo puf-feel menthol soothe and refresh. Take another-enjoy that fine, fu.ll tohacco flavor, Note the cork tip that
'/7
doesn't grab your lips. And save the valua-bleB & W coupons for a list of great premiums. Don't vote for hot smokes. Join the landslde for K(D!5. Better for you on every count! Brown & Williamson Tobamo Corporation, P. O. Box 599, louisville, Ky.
(P'Eioo 06.' 56d u_s.A. o.tr)
FREE.Wnrcforiloskded4-pr< B&Spffitom[ooltGlNo, 12
Ctr$varc-brrlrbldcd.6hqhbal. or6r.&,or6otJklioacd-lmcop.
sweep the field by getting bride, sex appeal, and baby into the same illustra,tion. @ @ The interest in this illustration is heightened because it becomes apparent from the headline and the copy in the panel that this is not just a professional model but a real bride.
@ Pictures of brides are among the best of all stoppers and only oecasionally are outranked by pictures of babies and by pictures containing sex appeal. Perhaps some day some ad man will
CALAY,
180
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wlSCONStN BRIDE CHARIV\tNG Tt'!15 SAYS
lL,
,,rTtHE bride carriel orchids, s'ore I wltite velvct with old lace"a charming pictule, btrt then n'hat a lo'r'clv bridel For Mrs' Eds'ard Clark, Junior, has joYous blue eYcs, hair like blond satin, a complcxion that'sas frcsh, as fair, as sPring itsclf!And she keepsit so (just as lou should 1'ouls) by daill' cale rvith dcep-clcartsingCamar'. I t ' s e - t h i l a r a t i n g !- t h c m e r e tr-rtrchof Cartrat''sdtliciorrslv frag r a r r ql t t h c r ' 1 A n d h o n ' c l c a r , h o n ' satin-smooth it mahes your akin, even in coldest skin-trying wedther. Carnnr"s so soothing for Camay's milder than all so mild-prouably otlicr beauty soaps,by actual tests on s'onten's skins, Ilegin Camay care of youl skin todav. The price is very low!
Let Camay bring your loueliness to light.
a
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CAMAY
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@ These white panels are artistic, and at the sarne time they get attention and prornote easy reading.
@ This secondary headline has a double appeal: (a) avoid the expenseof buying two medicines,and (b) avoid the bother of taking two medicines. Incidentally, the use of the name of the product in this headline doesaway with the necessity of a name plate at the bottom of the page.
@ This secondary illustration shows you what the product looks like, and the copy on the white card adds a sales urge by repeating in different words the same messagecontinued in previous display lines.
SAL iIEPATICA,
182
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EST-OBSERYED
Post. O @ A previous advertisement in this book (Lysol, page 85) featured a photograph of the Quintuplets. Here, however, an oil painting has been used instead of a photo. Also, Dr. Dafoe has been included in the picture. This helps to increase identification, since Dr. Dafoe is almost as famous as the babies, and it helps to add force to the statement by the doctor which is printed under the picture. ' @ The Lysol headline was "Five . . . Going orr Three.'" ft would seernthat this headline for
PalmoUve contains greater instantaneous sales power beeauseit (a) names the Dionne Quins, (b) points out how carefully they are guarded, and (") says that they use only Palmolive. fn the Lysol ad, you do not learn that Lysol is the only disinfectant used until 1'ou read the first paragraph of the copy. 'Ihese pictures of baby ancl soap help @ @ further to establish the idea that the Quins are guarded with a product which you can buy at your drug or grocery store. @ This bottom line brings in an appeal to grown-ups and helps to avoid an.v possible impression that this is a product for babies onlv.
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PALI,IOLIVE SOAP, one page, four colors The Saturrlay Erening Post
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cound thic EEWAItE a "pinging" srrrrrrrrrruhcn you t'step on thcglr" lir' pich+p, or hills. lt i$ yout cngirrc's way o[ saying: "I fccl hot s ratlrer, too. I'm ldJizg powet, @6tirg gas and oocrhcaliag. bettcr gasolinc." Givc mc
is tlrc narrc of that wuning lt occurr whcn a garolinc lrrcaLs dowrr (burnr too quictly) rrrrdcr tlrr hcat of a rnodcrn high xxoct "pirrg." cornpresoion cnginc. Cerc built in rccnt yeerr hlv. in high coorprcsion cngincr.,tnd snnrrtcr thc lnocling cvil ir rt ite rt,rrst beeuec hot wcathcr incrcercs cngine hcrt.
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?Rt CUtIrnd prcvcntivc-of ir why Lnocl ir bcttcr grrolinc.Thet now imprcvc rnort oil ompenia garolinc by rdding enti-tnock f,uidr (containing tcracthyl lad) madc by thc Ethyl Gerolinc Corpontion. They rccomncnd,za tlrcir &rt fucl for rummcr drivirg, rpccial gerolinc sold at pump3 tn.rlccd "Ethyl."
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YoU oCT at thc "Ethyl" pump: 1 Enough anti-Lnocl fwid.lo iland ml tp tndc lfu highat agiu 1 prcssin on thc hollcst do7. . , All-round otalitr tiar ir doublcYr..'. cnccK6ot lM ora aofr?dnEt af, d I hz Et ht I C6o l; nc Corptaion -al lhc reftcry aad dt ah.ltap.
Dowlt ?e ti e gallon ovcr rcguler gasolineand high abovc it in rntiknock (high corrprcsrion) valuc.
Cive your cer thc coolarl fucl this cummcr. Avoid thc cvil o[ Lnocl, with itr powrr lou, geaolinc waatc and ovcrheating. Gct more powcr lrom each gallon of garolinc you buy!
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ENEA.Ti{ t}re Unisteel Turret 1'op cif tbe nerv Bocly hy Fisher, a new luxrirv of lasting comfort bids y.ru stretch out and relax. ^+-r. E I
Covering tlre deep wide cushions is a smart new fabric that provides a
And this 6ne fab. ric can actually be cleaned with soap and water i
ty FISTIER
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@ Note how complete this salestalk is. @ @ This free booklet and the coupon do two things: (a) they furnish further information to prospects,and (b) they furnish a means by which Liberty Mutual securesthe names and addresses of the most immediate prospects. @ @ Note how headline and name plate convey a quick sales message to glancers who do not read the copy.
LIBERTY
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[}ftluER snft RRE o tt Y(lu fi eARErfft You o sntrE II{$uRAilcE tlil ffitlrtEYcAR
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lf you arc r cartful driver, rte b"lieve yotr are cnritltd to car inrurance ft loscr cost.$rith us, you do not havc to pay the srmc p r r c c f o r a u t o m o b i l c i n s u r a n c e a s d a n g e r o u s ,r e c k l e s s d r i v e r s . Herc is tlrc \ray our plan works: Stlectrd drivers, hcnic fcrver
phone, It is as convenient as it is economical todeal directlyrvith LibertyMutual. is summed up in these nine s'ords: 'Cereful drircrs are entitled to lorver a u t o n r o b i l ei n s u r a n c ec o s t . " Here's horv it uorks: By barringdang e r o u sd r i v e r s a n d s e l e c t i n g n l y c a r e f u l o d r i v s s 5 ,r v e h : r v e f e x ' e r a c c i d e n t s .T h i s r n e r n s f e r r e r l o s s e so p a J ' .F u r t h e r m o r e , t y o u a v o i d p a y i n g l a r g e c o m m i s s i o n st o i n s u r l n c e s a l e s m e no n n e w p o l i c i e so r r e n e r r a l s . h e s r v i n g sr v h i c hr e s u l tf r o m T r h i s p l : r n c o n r eb a c k t o y o u . I \ 4 o r et h a n . 1 6n r i l l i o n d o l l a r si n d i v i d e n d s h a v e b e e n s o r e . t u r n e dt o p o l i c y l : o l d e r sb y L i b e r t y I \ I u t u a l s i n c ei t s t a r t e d 2 4 y e a r s a g o . HOW YOU PROFIT BV INSURING WITH !IBERTY MUTUAT l . Y o r r a r e a s s o c i a t e dr v i t h r e n u t a b l e : n d c a r e f r r ld r i v e r s r r h o a r es i l e c - t e d , n o t mercly nlieited, They are the most carec b a c c i d e n t s a u s e . d y d a n g e r o u s ,r e c k l e s s onvers. 2. You do not piy a big sales ommission c f o r b r r y i n ga n d r e n e r v i n g o u r p o l i c y . \ ' o u v d e a l d i r e c t r r i t h L i b e r t y I V l u t u a lt h r o u g h f u l l - t i m e , s a l e r i e dr e p r e s e n t a t i v e s . 3. Salings effected by careful selection of good drivers, and setings resulting y because ou do not pay large commiss i o n s ,a r e r e t u r n e d t o y o u . T h e s e s a v i n g s ,i n t h e f o r m o f c a s hd i v i d e n d s ,h a v e amounted to 207o of premiumsevery year for 2-l years. 4. You rvill be protected by the largest, m s t r o n g e s t u t u a l c a s u a l t yr n s u r a n c e company in the country, a company w-hichhas grown steadily in size and s t r e n g t h ,i n g o o d t i m e s a n d b a d . 5. Your company operatesfrom coast to coast. Service is as close as your tele6. Claims are settled fairly, promptly, c o u r t e o u s l y .N o c o m p a n y d o e s m o r e t o s a v e i t s p o l i c y h o l d e r sf r o m t r o u b l e a n d worry. 7. You may use our convenient Deferred Payment Plan.
It tells :ll:bout
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LIBERTYMMUTUAL
INsURANcE\4lzcoMpANy 31st'rames I::::i:,Boston jI E
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3r Jamcs Avcnuc. Boston. Mass obliglion, plcnsc scnd mc frec b@ller .l\'i(hout whrch sho\(s cxxcrly horv much carclul drivcrs can
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MUTUAL alto uritcs lf'othmcn's Compcnration, Ccnctal Liebility, Burglary and Pctnral lttidcnl, Forgry and Fidclity Bon& for nanufadurcts, mctchantt and lll lormt of firc Irturantc wtiucn tbough lJnitd Mutual Fic Inturanct Co.
Makc of Car.-.-.-..........,,,-.--.No.Cyls.-.-..---..of
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@ This illustration is not only hanclsome,but it gains added attention by the use of plenty of white space.
@ The fact that this copy is short anclcontains an announcement of a choice of two sizes of engine for the same car helped to secure high reading.
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@ A testimonial from a certified public accountant testifies to the cash vaiue of the premium. Also, there is a money-back guarantee. @ This second heaclline re-emphasizes the bargain appeal. @ This copy and picture help to sell the value of Softasilk Flour. @ This picture acts as a name plate for the advertisement and the coupon furnishes a convenient order blank for the premium'
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GENER.\L
IIILLS, I\('.,
o n e p a g e , f o u r c o l o r s ,v a r i o u s - o g u z i n e . .
194
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PrcmieeAct On Betty CreLerte Tou To i\lorc Quickty To Lrlucc Pointe' Or Cakc ltlakcr On Thc I Conteet-winning l'ou A llcttc. Urc Thc ltoid For Softa6ilk Cake Flour.'' \\'ltat lou llrublc lou Now' Corrrcrrictrt Ortlcr Blalk trclow' Dontt Delay' Act
*ith Ililiii.iit iiiLlii'iipi'ttim witttraimonize thc b6t tradicmftsmamhiP." uittr ttio'n.'i. lntiqiteandmodem
For l{armalade, Jam, Sauce, Mayonnaige, 1000lgland Dr-e' Fiove A'wetcome Addition To You i;. fl;;;;lv i;iviii Act on This ofiq Now' riLt" App"intm6t& iii?li'il
TO SAVE $r.75
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l'ou.'l Be t ter Cake ttlolytr r t Con ac.tt ! ud I i n g P oi n tt.'
'=-ft Cet r 6la ot SrfBilk (M vff t@. tn r FtF etd cnd iL in (d thi' lov'ly Ro'L Crttd -;.i;i dirs* 6la ky my Sofbcilk iry o( ilkin3 Grd-i;.-'i.b* @ hy Grp'.rEc' acding lltc rr li.lcd 6 ttE Ft.F' It a f F & d tm!6 cmvind tMt my mw w'y E u(6' point!' *nd ne th' cEplv i* 8 or;r'$innins ;-;ai'; ktt m how mwh.io paid tot it, ard I will *td Ii;-F.ti}.
On Thtu $2,o0 Ruk Cryttal Marmalade Jar' lndCokc Making Tlw "&ntzct'Vinniol" Oi*owr Otder Blanli Below Method-Urc Madam! One benentsin s many ways by this ofi'r that' obviously,it would be folly not to acceptit at once' Firet, vou ret this cxquisite$2.00Rqk Crysial lvtamlad: from hed{ut' hand'blown KcR fd f;ionlizsc. Fashioned bryiii, ;1ttr its pue ailverplated top, thb.lovelv Elegant6 llvmg' d6ign heBlds th retm to a nev @ ol gmclouE ScJnd, you start roking @k6 thc neP "ontet-winning" i"ae. Betty CGL6'8 famos "doubleyou-money' -"tfri back" 8udatrte.
Yet thousnd! hav fobd this ihi. t.i *n*tio""t 8lrcnte. It. Ewell' Elox :;;;:-;n;; Uetts. wirn;s this letter frcm Ms. 11. C. E*ell, Box Witn& -"itt.a 8Jd third @k6' Tms, vh@ eke won'fint, sond, ii?.6;h;;, 4s?.Gmham, Tmg, vhe Fair: prid at the Youg County cvcr got in my life when "I bclicvc it ms thebiggGt thrill I -v cika tmadc witf, Softasilk C5ke Flou) t@k first' iciond. and third place over the 125 other cak6 otercd dcmon' 2o of whom wcrc @king LJ c*tqtutits, "irr'"r I certainly givc Softa3ilk qedii Iq my 8uc6." eiaton. Neu YaY Scienllltc (aults in You s, Soltasilk not only ovscome the 3 common h@victffiq, crhc rude with ordinary flou-toughne, of t}tc starch and glutcn in the chanctq i*-taau* balanccd' But' in lddition, it ovcrSoftasilk ie eicotihlly of comc thc faults of 16 modcm dkc flou mthods-le Sottasllk itld( is si4ntifElly moisturc.lG in flavor-bqaurc blddcd. -Kitchcn.tstcd" for it (standard raip rdits And rhc dBigncd to $in Drintcd on c|cry packagci arc xicntifically Stnt! and County Fai( Cont6t Judging Pointr ihc I uut
FIEJ Note the kdv Baltimore Cake pictsed heE &!hm viu Bttv CGka And rim-b.t' *iti?Jt* i;tii"lit rr. refund you ,aic. what you pakl for SotS6ilk i( you do ool Ey it is Buprior to le modm methodg Js ofid . . ' et lt Accept the $2.m Rak CryEtal Marmlade once! U* ordd blan& below, GoLD CeNERAL MEDAL Mtrrs, INcoRPonAtlg FooDs. q'rg'vu-a* o/ MINN' MINNEAPoLTs, tlc..
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195
GENERAI-
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l*{odc Sotcly lo Inducq You To lry - Thc NcF r'{o^f. " Ktl.h en.}6sled" F logr llpo Flour Thot Scicnttflcolty Bonlrhct Thc Prlnci' lr Sovlng Mll' Fl Cac of Eoking Foiluec-And llonr of Dollorr In Aoerlcqn Homcl lodoy Oftcr
'7" O&,aSAL*r [ook For Frcc Silvorrerc Coupons tncludcd ln Every Sizc Sock of @tD MrDAt "Kitcho^-lo.l.d" Flour. . . Abo Notc So*iol Prc-ChrirtmqrOffcr On Thir Pogc AN EASIER, TO }vAY SURER SIMPLER, SUCCESS BAI(ING
"l-1HlS senstional fre silverware announce' I ment ts rude to induce more women to try GoLD MeoLt " Kilchen-restd" Flour-the simplest, surest, most economical way to bak' rng success. method was digrled The "Kitchen-tested" to eliminate the principal cause of baking oJ uniJormity itt fot* uscd, failures:-lact Every batch of ffour is tested in an ordinary everyday oven, just like yours, BEFoRE lT @Es To You, for uniformity of results. As a result, the flour you get acts the 6ame say every time you bake. Thus. GoLD MEDAL " KitchenJesled" Flour not only shows you the way to elimtnate cmtly baking failures-but now gives you the additional advantage of securing complete sets of torgcous silverware absolulel! lree' Please understand that this silverware is not, rn any way, to be confused with cheap "pr+ mium" ware. It is the famous Wm. Rogers & Srn silverware. (The teaspoons, for example, arc rcgularly priced at $4.00 per dozen.) Flour So try GoLD l\tEDAL "Kitchen-leslet' today-free silverware coupons are packed sack. . . . Or, if you wish to receive inside every your 6rst pieces of silverware at once, take advantage of the special pre-Christmas offer made by Betty Crocker (noted Got-o Meoll c@king authority) in the coupon at the right. DEFT. GH-12, WASHBURNCRosBY.CoMPANY
tLLUsiRAtroNBhows the lovely Medality PalEm of wial' which Prines Galitztne, famos h6@sand Pattrn i8 ore of the Medality lte, sys.-"The d6igng." lovelieEt ard m6t exqursite of silverare may Complete sts of this beautrrul silvePare coupons be esily obtained with Gorn Meo* packed in every size sck of GoLD MEDAL "Krlcrcn-lesleil" Flow and every package of Soltailk.
whqties
and Bisquick. . . . Se specdolo{Ier below. t Yr- ^l{owerxT Y@ clcEl n f f i i egr/ niEM 1 to l F M ,# I lF e :' b :1
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et without If yo wish to Btart yoq eilvero dlay, take adnntage of this 6pecial prehristmaa offer ffide by Betty Crcker, famous 6oLD MED& c@king authority. Go to yos grcer, buy a Eck of GoD MEDI Flow (any sia) and get a Send El6 6lip or re@ipt as evidene of purcha*. this in with 39c in stahps or coin-(together with
of the sck to apply on of GoLD MEDAL Flou additional piee of silveruare) expie prcmptlyat midnight, Dec. 24, 1935. So act at onc. 35tO6
m#r#**i*ts:*"ls:mm:ltl
coD MDE MinreaFlis, F1our, Dc9t. GH-I2 Minn.
C.ftLof Bctty Gentlemen: I sdt to take edvan4e et at er's Dre-Chritms my ilv.rware offer ffid BEt [roE slip or rcipt oue. Endosed Dlease find sle! "K;l.r# my gmr ehowing purch.le of GoLD MEDe Pleae or mir. raid" Flour. Al.o-6nd 39c io staEF Fnd me 3 auaranted Wm. Roaer! & Son-b4pggolln your arcial,llmlEd oEer. Pattern, u rr the Medatiiy (M of U S. A.) liiirs onl! uilhi\ coit;aaral
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tell you how delightei I am with HE "t c.'t tf,y st of Medality spoons. My lriends F-- Jl it *ems simply rave.about them-and S * ]! saving E * ! - no time at all Bince I comenced f F the coupons. Now I am starting to sve tor salad forks and later on for butter spreaders." Mt. BelQ Gtay, Pottland, Oregot
oF EFSO, hEMEMSER THE SSIEST
N dn.......-,...-.--.......... ;fi1 wxex You WANT l DELtcrous ca(E oR PASTRY, oR aNY KrNo St.ct d R. F. D. No....................
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N6RITIoU5 F@os FoR Y@R ENERGY, INao DELICIoUS, EcoNoMIqL. WN4EsoM. ARE DEL'cIous. GoMPLTELY
197
HIS is one of the largest prize contests ever run. Contests like this have again and again
a big volume of immedi*te sales for a of different products. Ilere &re the
@ It is easy to prepare your entry because an entry blank is printed right in the ad. @ Folders containing everything you need to enter the contest are also distributed bv dealers. This adds more volume. O Th" advertisement says, "Start tpday." Later advertisements also say, "You can start today." As the campaign progresses towards the end, the ads eontinue to say "There's still time to enter the contest." This method keeps bringing people in. eontest, the. number of cigarettes which the entrant had to buy was considerable-three packages a week for fifteen weeks, or a total of forty-five packages. ff you multiply that by the number of entrants all over the United States, you ean see where the In this increased sales volume comes in. particular
ts that help to make this type of contest millions of entries: 'O A big first prize in cash.
A long list of secondary prizes.
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@ The contest is fun. ft is the sort of game V.onrwould enjoy, regardlessof whether a prize itas involved. @ The eontest is easyat first. That getspeople *arted. Later the contest gets difficult. That millions of entries.
inde elh to bting yq 6!5cial lo.bDe, sEciedt A $m,(x)o.Cl) pendw u FiFt hite d you !ite' a be yoc tc tle l@siadq a @t6t i! shich you do trot d@eDd upon luck or in tbia @ts! y@ Fill hsw you SEPA-RATE gu@od(, in thic! m a @tat EYIRy will b6 sJ.Cuerdd FILE. Ald Fu aND mfnDUl-L *ith and Fotet fo @Epsipn d, snd rBilibl t6 yro iBpetid Esve yd ol the @nt6t, otrt et tbc ocluion Ey otb6 f,iuiDa t til lilc brd qc! e ellol oppo.blliq c ba@ itr y@ gd@lth? Yqii!b rtt!tLnla l.lotioL b 16 F b @rdrne 6i.6dDt nliiq ! si6 dpual6 ah F* lAcWZEr,ldlSEb,rsi6ol&DuLGxillb.ond Thu. b sbb Tb.sdls b6 h rc f.. @ f-L rEtf e, E 6 bdAt ryhig rI C ot tlc ht ,Ef* r'bon 6L e mtlils bld b ud@nd, @DlM 6d Dot FEeUi! U& tq?b ! eh lflu. 8 ilgrtlq
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@ Economy angle: Few people can spend as much money fcr Christmas gifts as the;1' would like to. This page shows how to make an inexpensive gift look handsome. @ A picture of the free folder is shown.
@ There is a display line " Get This Free Folder." @ There is a eonvenient coupon.
CEI;LOPHANX,
COLOP.S, colors, colors! Thc.c's Do limit ro thc combinrtions *irh roll3 of Ccllophznc ccllulosc film obrain:hlc in clcucn colors es scll s clcar end printcd dcsigns. F A S C fN A T I N C m o n k . y - b o s i n c s s . . rhe( s ubet it is! Wirh eo io'cnrivc brrin and artistic 6ngds, you can mekc dcsigni to amatc lod thril I your fenrily aod fricods.
WHEN a gift hs en odd shaPcrnd is berd to wrap-C:llophznc dm wondcrs. Thc sunburst rt thc toP luios somctbiog awkwerd into rcocthing cxciting. EVEN r bottlc of Perir Prfumc co bc E ic mdc glorlou b)' . rutr of oisp Ccllopbem ud r ribboo of Ccllophmc lrouod thc nc(k
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YES.. . you cen mllc cren Chrisrmrs r r c c s !A n d b c t a u s cG l e s s i p sc o m c i o scrcrel <olors-Iour trc nccd not b< prccnl How ebout a spetlling rcd ooc -or crystal clc:r? Thc Iitrlc rccs erc vcrv smart tabl< dccoretions, to.
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MAYDE tbis should bc cdlcd "Ooc Ovs Onc." AnYweY, it lho*t bow r qechcrs rimnlc idca -vi"id, cxcitcmmr thrcugtr colorful C.llophuc thc usc of sd Scotch ccllule gift tepc (ic rtickr fesr, aod comcs in colos). I
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Al L o( (hc* .'rrPs arc {rill1' , - s C < l l o p h r n ci s c s P c i d l Y c l ' I 'r rrmflc *raps likc this onc *rt\ : rrbbon of CtlloPhzoc. t]-
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Tf.l .1.,'.;;B Iight-re' cffcctis.ob' t r r , . .- . ' r t i G l a s s i l st r e n s p a r c nd r i n k f . ( r"r it f)rr:ctions or mrking thc* r-.,! r'c in tlrc lrc loldo, and in tltc (.,,r1,1 f:(&rec
Dcpt X, Du Poot, f5o Filrh Avc ' Ncw Yotk Gry 'il Scxrs of Gifi Wrrp' I wrnt thc f,u lolda, ping, thzi tclls how to glori{y gi{ts with ccllulosc 6lm. Crllophanc ( P L t A s E R I N IN A v f A N o l n D R E s s ' P
gets betlvceu Tnte Storq,the Stalch orga.niza,tiou 300 and 400 completed interviews on each issrLc. The same is true of each issue of TlLe SattLrday Et;cttirtg Post, with a slightl-v smaller nutnber on the other three weekly magazines and on 1 ' r t t eS t , , r u . Qu,es[,ion:What interviern's" ? is meant b"v "completed
Ans'user:Irirst, that e.rch person intervieq'ed is orre u'ho had read the magazine prior to the interviewer's call, and second,that every advertisement of one half page or iarger had an opportunity to be interviev'ecl on. Othernise, the iuterview is discarcled. Mlhere are the intervicrvs tnlr<le? Que,stion: Atrswer: All over the tlnited Sta,tcs.I{ere is a list o{ cities,within a radius of 100 miles of rvhic}r the interviewers work: Roston New York Philadelphia Baltirnore Cleveland Cincinnati Atlanta New Orleans Louisville Detroit fndianapolis Chicago St. Louis \Ainneapolis-St. l'aul Dallas Seattie San llrancisco Los Angeles
\\'ho makes the interviex's, Qrtestiort: Anstt,er: The interviervers wht-r cotrfitre their m s v work {o our contirruous agazirre urr-e,are all far women. l'he;' 21'g above averag'ein inteliigeuce personality. \Ye have found it desirable t<r and use mostly coll.'ge graduates or the equivalent. Unif,rrmitv and inpaltialit;' are stressedin their work. Their wolk is constantl.l' sultert'ised. Question: Are intervic'ws made in horues ot' olficcs?
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(',,lli;r'.s 'fint' -l/c{,r11'.' l i ' t , r t rt , , ' . * I I o t nt ( ' o t t p a . t i o t t t t i t,-';ri,,J,,iilrttt Qr1r..litttr.'How many interviews are made on 1ci:. is.rre of each magazine? V.{ r,.:ttr't': On th,: rrot.rtlilv m:rgrr.zitres, (}xcept
.' Women, for the most part, are iewed in homes. majority of the interviews with men are
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in placesof business.
interview only women on the women's magazines. We interview both men and on the weekly magazines and also on
the interviewer asks which of those magazines (current issues) the person had read prior to the interviewer's cell. 'lhe interviewer then asks the person to go through the magazine, page by page, and indicate whieh of the advertisements he or she had seen Next and how much of them had been read. The interviewer makes a record of the results of each interview on a tabulation sheet. Our interviewers are instructed that the person being interviewed should take a naturale eomfortable attitude during the interview-that the interview must be made without hurry or pressure-tbat it is advantage,ous to re.create, as nearly as possible, the original situation surrounding the reading of the publieation. These things ean be accomplished by the experienced interviewer who has learned to use proper questions and procedure. The reliability of the interviewee's recognition may be, and frequently is, tested by questions regarding the surrounding editorial matter, and by questions as to the time of reading, cireumstances surrouriding it, general habits of reading the magazine, and the like. As a rule, the majority of persons reeognize quickly and with positiveness whether or not a given advertisement had been seen or read before.
or over.
We aim not to interview the same person twice. ,(|uestion: How long after publication are interviews made? Ansun: of maga-
We start interviewing on the monthly . nagaaines one week after they go on the newsdends and interview on the issue for four weeks. We start interviewing on the weekly publications lfuee days after they go on the newsstands and interview for a week. Question: How is an actual interview handled? Answer: First, the cooperation of the person being interviewed has to be won. Then the interviewer asks which of the current irsues (among those on our list) the person has in his or her possession.
Author's I{ote
rc ?9 advertisements in this book rated as winners according to :reports. However, these are not ads that come to hand. Hundreds advertisements were examined in these ?9 winners. Here is the reason number of other advertisernents which showed up as winners on reading or on observation were found to be in speciai positions in the magazine, such as back cover or opposite the table of contents. These were discarded (even though many of them were good ads) because it is difficult to tell what proportion of their A success was due to good copy and what proportion was due to sPecial Position. An effort was made to seiect most of the winning ads from magazines containing & large number of ailaertisements such as Good Housekeeping and The Saturtlag Ersening Post' The reason is that it is a greater achievement for an advertisement to be the best of a group of 200 ads than to be the best of a group of 20 ads' In other words, in selecting the 79 winners out of hundreds of winners' every effort was made to be certain-
a recent issue of Tirn*, the intershowed that a certain automobile was the best-read in the issue' of this advertisement showed only about ten words of coPY of headline size. In other words, to ed was to read it. The fact that it was " was not an outstanding achievere, the ad was discarded. a recent issue of Tlffi SaturdaY PosJ, the interviewer's reports showed eertain insurance ad was the best-observed liscue. An examination of this ad revealed p"t cent of it consisted of a huge photo"lO a eat's whiskers. The author has worked of advertising for more than ten years' of this has been keyed-coupon adverrhere records are kept of the number of by each advertisement. We have able to produce sales with any such device as a photograph of a cat's whiskers' this insurance ad was discarded it is doubtless true that the ad did observation).
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