The appeal of style is very fully as strong and more successful than the price appeal. The ad vertisements with this appeal feature the product and give a detailed description of all its fine points. The products are often pictured in luxurious surround ings and thereby make a distinct appeal to love of good style.
The Sears, Roebuck advertisement is a good ex ample of "style appeal" and shows a new departure in advertising women's gowns. This method is a re cent development and features garments created by a designer of national reputation.
10. Free or trial free or trial offer may be made in connection with either, one of the preceding appeals, and states the company's willing ness to send the product to the consumer's home or office for trial.
An analysis of trial-offer copy shows most of the advertisements to be frank in spirit. The following is typical. It says in effect: "We trust you, we will make it as easy as possible for you to get this machine; all the risk is assumed by us; we have so much confidence in our typewriter that we are will ing to put it into your hands for an examination. Call in experts if you like—we reduce the price to a mere seV.en Cents a day. We offer you a free trial and a ten-year guarantee. If you decide to keep it, there are no interest charges, no red tape, no sales men, no collectors, no bother. All your trouble is reduced to signifying your desire on 'the simple coupon.' " 11. Classified the most dis tinctive form of copy which bases its style upon get ting orders is found in the small classified advertise ments. With the growth of all kinds of the "classified" has experienced a corresponding de velopment. This has been brought about mainly by
two causes—the rivalry of newspapers in building up their classified columns, and the comparatively low cost of the service.
As the classified columns of periodicals were first used for "help wanted" and "situation wanted" ad vertising, it is to be noted that this kind of advertis ing has held its lead to a remarkable degree. In nearly every classified department, the columns un der the heading, "Agents 'Wanted," "Salesmen Wanted" are well filled. "Business Opportunities" is another group which usually ranks second in• num ber to the leading caption. In the better-class peri odicals, a large percentage of "Business Opportuni ties" advertisements may be actual opportunities. In periodicals whose advertising standard is low, these may be merely disguised canvassing or invest ment advertisements.
The principles governing classified advertising are those which aim to secure conciseness and suggestive power. Since there is no opportunity for either illus tration or display—tho some magazines encourage capitalization or the use of type up to the story must be told in the advertisement itself. The following advertisements are typical and illus trate well the style of copy which must get the order and yet be brief as a telegram: Great bargains in handkerchiefs. 3 Ladies' beautifully hemstitched fancy handkerchiefs done in embroidery and lace, all for cents.
Try 3 and you will want more. Address Mail Order Co.
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