10. Appropriateness of is nowhere more desirable than between illustration and text. Pictures not only_hava.high attention-attract ing power, but they speak a universal language. If there is no harmony between the illustration and the text, the emphasis is thrown upon the illustration rather than upon the thing advertised.
The illustration, after having attracted the interest and held the attention, should divert that attention to the text. Close harmony between illustration and text, in fact, is the only assurance that interest in the thing advertised will not be diluted to an unfavorable degree, unless the text is more forcible than the illus tration, which is not commonly the case.
Incongruity between text and illustration is shown on page 205. The picture of a cupid in possession of the piano-stool is hardly in harmony with the argu ment of usefulness—"yersons of fine taste whose in telligence impels them to exercise common-sense and a sane appreciation of mercantile values in making a purchase of any high-class article." Appropriateness may be evident in mechanical treatment as well as in correlation of ideas. Dainti ness of treatment in the illustration normally indi cates a similar daintiness in the product advertised. Slapdash or cartoon illustration best advertises goods appealing to men, such as tobacco or liquors and sporting goods. If the illustration has more inti mate connection with some one part of the text than with another, the use of connecting lines, arrows or darts is often favored. In some cases, loops are used with good practical effect.
EL Importance of hcadlincs.—Whether or not an illustration is used to attract attention, the headline is of primary importance. If used in connection with an illustration, it must both attract attention to itself and divert the attention aroused to the body of the advertisement.
The headline resembles, in many respects, the title to an article or story. To meet the requirements of a good title it should have a point of contact, it should be the keynote of the story, arouse curiosity and pro duce a vivid mental picture.
In advertising, the "teasing" headline is favored, expressed plainly in the clearest wording. Com
monly, it should be. specific—applying" to and desig nating the, not any similar product. "You pay noth ing to try this razor," might be made specific by saying, "You pay nothing to try the Auto Strop." "Her House in Order," suggesting a telling scene in "The Second Generation" to the literary reader, or the work of a skilled maid to the housewife becomes more specific thus: "Your House Kept Clean the Clean Way." "Columbia Orchestral Records—A Triumph" phrases specifically and tersely what is to follow, and is one of the best illustrations of relevancy of headline as it stands. "Take Elevator—Save $10," advertising a clothing shop on the third floor is attractive since it has terseness and appeal and fur nishes the right amount of information.
The characteristic that can least be spared in the headline is point of contact. The headline which has the power to recreate- in the reader's mind some past experience and to insinuate that this past experience, if pleasant may be renewed, or if unpleasant need never be repeated, is commonly the most telling.
12. Proper every line of goods or products certain more or less definite terms which make for economy in expression can be adapted. A cash register, for example, call be described either as to construction or use by specific expressions arranged with almost as much precision as a formula. Tabular or outlined information, in fact, may be the basis of the points used in such an advertisement.
On the other hand, altho the product is a definite quantity, the reader is not. He may range from the ignorant man to the scholar; from the rich to the poor; from a low motive in life to a high social position. In general, the style best suited to the greatest number of readers is that which employs simple Anglo-Saxon words, comparatively short sentences, short para graphs and definite, concrete expressions.
13. The purpose of •keying an advertise ment is to determine its pulling power. Most general publicity advertising is not keyed, while nearly all the order" and "get the inquiry" copy is keyed.