4. Repetition of name and picture of type of advertising somewhat similar in purpose to the table water advertisement is one which depends upon the use of a picture to attract attention. Many of the same conditions are behind the use of this style of copy as in the case of the simple name or trade mark. Either the people must have their curiosity aroused in a new product or their memories stimu lated by coming upon the name of a well-known brand as they ride in street cars, glance thru magazines or enter stores. The Coca Cola advertisement on the opposite page, is an illustration of this style. It shows the power that can be exerted over public opinion thru the use of a pleasing picture and a name, after a prod uct has become well known and its virtues are gen erally accepted. Display advertising of this kind cannot be said to have displaced printed copy, but rather to have reached a high degree of success in the art of "picture writing." The two styles of copy just discussed are the kind used purely for publicity.
5. Setting forth a progressive busi ness expends some part of its outgo in the purchase of good-will. Advertising is now recognized as not only one of the surest means of producing good-will, but one of the most economical. Many of the great organizations, dependent largely upon the favorable consideration of the public, now take the direct route and show why they are entitled to such good-will. Managers no longer consider silence a defense either against attack or against insidious growth of adverse sentiment. Corporation directors now frequently foresee adverse opinion, and advertise to head it off.
When the price of milk was increased one cent per quart in New York City one of the first companies to raise the price immediately began advertising. The copy used is plainly and frankly of the good-will class. One of the series is as follows: Public service corporations, particularly, are util izing the good-will style of advertising. A part of one of the advertisements of the Chicago surface lines reads as follows: 6. Cooperation copy.—Since good-will is intan 'it often is insufficient in itself for an adver t, tiser's requirements. In many cases, he must have active cooperation. This cooperation is based on good-will.
Cooperation copy is found at its best as one of the comparatively late developments of advertising. Copy of this class does not aim to sell anything; it aims to make sales of commodities or service easier.
The public is singularly short-sighted and selfish, but often needs only a reminder to improve. The
"Do your Christmas shopping early" slogan of the department store advertisers is a case in point. Street car passengers invariably crowd on the first car, choosing to stand, tho comfortable seats are to be found in the next car. Hence such cooperative copy as the following: 7. "Creating atmosphere" copy.—Another class of advertising devotes itself to the building up of good will for some particular quality of its product. The types of this style of copy vary from a bare an nouncement accompanied perhaps with appropriate display, to the advertisement which contains a com bination of every form of copy. The Pierce-Arrow advertiseMent, page 184, features style and en deavors to create an atmosphere of public approval.
Its efforts are based on desire of most persons to own something which stands out superior to other mem bers of its class. This advertisement has none of the elements of mail-order copy—neither is there any at tempt to direct the reader to the dealer nor any di rect effort to induce him to send in an order or even an inquiry. Thus the copy is in perfect harmony with the attitude of the-class bf people to which it wishes to appeal. A man who will spend $6,000 for an article will hardly be dissuaded from sending for information or from making an inquiry because the way has not been made easy for him by the use of a coupon.
8. Educational thrives in a democracy and democracy is fostered by education. To demand facts in connection with any attempt to mold public opinion has become a habit in America. In comparing the "best advertisement" of fifty or more representative American firms in the year 1915 with those of 1916, it will be seen that while 70 per cent in the first period used educational copy, over 90 per cent used educational copy in the second pe riod. There may be various purposes for general publicity copy, but when the main purpose is to make an impression for or against some proposition, the reader demands the information necessary to form an opinion upon the subject.
9. Political adoption of an adminis trative policy by a city; state or federal government may not become effective until the party is actually in power. In this case the party which goes before the public in an advertisement and frankly explains the situation just as would -a business concern, stands the best chance of molding public opinion to its point of view.