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PLR Ebook Table Of Contents

CHAPTER                            PAGE

        PREFACE    11
        The Editor

        INTRODUCTION    13
        J. George Frederick

        WORDS ARE THE WORKING TOOLS.    43
        T. Harry Thompson

    I.    ADVERTISING COPY AND THE WRITER    47
        Frank Irving Fletcher
    II.    THE ADVERTISING WRITER WHO IS
        BIGGER THAN HIS AD    55
        George L. Dyer

    III.    HUMAN APPEALS IN COPY    65
        Bruce Barton
    IV.    THE UNDERLYING PRINCIPLES OF GOOD COPY     77
        Theodore F. MacManus, LL.D.

    V.    EMOTION AND STYLE IN ADVERTISING COPY     93
        James Wallen

VI.      SOME LESSONS I HAVE LEARNED IN
        AD-¬VERTISING    115
        Claude C. Hopkins

    VII.    COPY — GOOD, BAD AND INDIFFERENT    127
        Richard A. Foley

    VIII.    THE RESEARCH BASIS OF COPY    151
        J. George Frederick

    IX.    AXIOMS OF ADVERTISING    177
        Joseph H. Appel


 
 
    CHAPTER                            PAGE

    X.    COPY FIRST     185
        Kenneth M. Goode

    XI.    MAKING ADVERTISEMENTS READ.    197
        F. R. Feland

    XII.    COPY DONT’S    209
        J. K. Fraser

    XIII.    WANTED — BY THE DEAR PUBLIC    215
        Charles Addison Parker

    XIV.    ADVERTISING COPY AND THE SO-CALLED
         “AVERAGE WOMAN”    225
        Mrs. Christine Frederick

    XV.    BELIEVABLE ADVERTISING    247
        O. A. Owen

    XVI.    LOOKING AT COPY AND LOOKING INTO IT    265
        Harry E. Cleland

    XVII.    THE HUMAN SIDE OF IT    277
        Wilbur D. Nesbit

    XVIII.    COPY THAT IS AND ISN’T    289
        Harry Tipper

    XIX.    THE SALES POWER OF GOOD COPY AS
         DEMONSTRATED IN BOOK ADVERTISING    305
        Helen Woodward
    XX.     THE COPY WRITER’S WORK BENCH     313
        John Starr Hewitt
    XXI.    THE PSYCHOLOGY OF THE PRINTED WORK    329
        A. Holmes, A.M., Ph.D.

    XXII.    SIMPLICITY IN ADVERTISING COPY    349
        Humphrey M. Bourne

    XXIII.    WHAT MAKES GOOD RETAIL COPY.    361
        Ruth Leigh
    XXIV.    THE ART OF VISUALIZING GOOD COPY    373
        Ben Nash
    XXV.    OLD AND NEW DAYS IN ADVERTISING COPY    383
        John Lee Mahin

Ebook Sample Content Preview

INTRODUCTION

The History of Advertising Writing
By J. George Frederick
 
PERMIT yourself, if you will, to be transported for a swift sight-seeing ride, backward over the dead centuries. The reward will be an adequate per¬spective on advertising which we moderns tend to regard as rather a present-day invention.

Presto! We are back 25,000 years, among the silent woods and hills of France, in the caves (recently dis¬covered) of stone-age men. Being shades, we enter the rocky hallway unobserved, past the fires around which squat short, hairy men. By the flaring light of these fires we see on the walls many crude carvings, and we move along toward the first advertising workshop. A caveman stands at the wall hammering at the rock, mak¬ing a bas-relief which will advertise his hunting prowess to his fellow-hunters. He has finished the picture and is cutting the headline of the ad, using some strange symbols—the forerunners, possibly, of language, set in Caslon type!

In another instant, we are at Babylon, 3500 B. C., not¬ing a diligent personage in a high headdress manipulat¬ing a kind of stylus upon a little pat of red soft clay. He is working with speed and neatness, making cuneiform letters with an ease and grace startlingly similar to that of the man in a modern department store, lettering a window sign with a lettering pen. Finishing the writing, the Babylonian gently sets his clay tablet into an oven and bakes it. On the morrow he will send a runner with it to some distant points along the Euphrates. It contains a statement of what cattle and feed his employer (I almost said his client) has for sale, and at what prices. He is the first hired advertising man. I have in my possession this very clay tablet or its prototype.

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