The 11th Century Troubadours They were the Globe-Wernickes of their day, hu man fiction shelves, traveling tellers of tales and singers of romance.
The 14th Century Jester He was the companion of the greatest nobles' idler moments—their uninspired substitute for the volumes of Mark Twain, Swift and Moliere, in our Globe-Wernicke Sectional Bookcases today.
The lath Century Tutor He was in every wealthy household—the com panion and preceptor of every youth; seldom a and never so many geniuses as are today within reach of every student, in the Globe Wernicke Sectional Bookcase.
The pleasant series of images brought up by the text emphasizes the point "Growing as the book col lection grows, section being added to section as re .
quired, it is the outward symbol of your inward growth." 4. Use of proper images.—As images are recalled and reshaped from our previous experiences only, an advertisement should create in the mind of the reader an image of something that lies within his experience. Most society women would not he interested in an analysis of a storage battery nor would farmers be interested in the mechanical explanation of gas as industrial fuel in a candy factory.
Therefore a universal appeal in an advertisement should be planned so that sufficient numbers of images are created to come within the experience of all pro spective readers in order that their imaginations may be stimulated. If the appeal is directed to a certain class only,' then the range of appeal need not be so inclusive.
5. Images should please.—There are certain im ages of thought from which we shy like frightened horses. We dislike gloomy suggestions; we do not like to be reminded of pain, of illness, of death. The more pleasant a suggestion is, the more likely is it to get a hearing. A disagreeable image should be sug gested only to contrast a pleasant one. 'The slightest competing mental image will distract the attention from an advertisement that is unpleasantly suggestive in its general tone or makeup.
6. Appeal to self-interest.—Primarily every act is based upon self-interest. Of the success of advertis ing that appeals to self-interest there is no doubt.
Convince a man that he will better himself by taking a certain step and, in a great majority of cases, he will do it. • Universal appeals, so-called, are appeals to self interest. An appeal to the desire either for health, honor, fame or a future secured against care or want is one of the strongest pleas for action. Because of the universality of the purchasing power of money, the appeal to self-interest, by showing how it is possible to make, save or employ money more effectively, is one of the strongest.
Greater salary or income thru education or invest ment is often featured in a manner to appeal to even the most sluggish minds. Greater comfort coming from the use of some appliance; greater respect from better clothing; greater security because of some form of insurance—these appeals to self-interest standout among weaker appeals on the advertising pages of every periodical.
The appeal to self-interest may be subtle or open ; it may appeal to the emotions or to the pocketbook. No matter to what element of self-interest the adver tisement makes its appeals it is reasonably sure to meet with response.
7. Offer as a means to secure day methods in advertising often economize time, space and attention by using the offer as a means of attracting attention and securing interest. By ap pealing directly to the desire to obtain a "present" without having to pay for it, the advertiser may throw the offer well to the fore instead of reserving it until the last. "Offer" headlines read as follows: "Music Lessons Free"; "Crochet Book Given !" ; '10 Sample Packets of Flower Seeds Free"; "$2.00 and You Get This Superb Cornet"; "Would Shakespeare's Works at One-Fourth Regular Price Interest You ?" These offers not only suggest the proposed basis for business directly but secure attention and inter est from the start.
8. "Playing up" a attention is quickly attracted when the subject treated is one which the reader associates with past pleasurable im pressions. Common ground is one of the best of in troductions.