THE IDEA fathered a great commercial organiza tion of 300 railroad and industrial traffic experts banded together to disseminate knowledge to in crease efficiency in the handling of freight transpor tation problems in such a manner as would make this,waste no longer possible.
2.—Here is an opportunity of a lifetime for the young man who can qualify. Tree surgery is re munerative. Tree surgery is healthful, because it supplies an abundance of fresh air and exercise. Tree surgery is fascinating. It is a profession that commands respect.
Untrained men won't do. Tree surgery as Davey experts practice it is a real science—as dif ficult and precise in its way as medicine or dentistry.
Few people will grasp all that the first example contains at the first reading. Apart from any other consideration, there are too many words in a sentence for the eye to function easily and for attention to be attracted.
In the second illustration, each sentence suggests only one ide6,. The "thought groups" correspond to the sentence structure and the eye functions more easily.
4. means "sticking to gether." The skilled and experienced advertiser sees that his copy is cohe'rent thruout—that his facts and purposes stick together. He arranges facts in the order in which they occur; he arranges his material so that the ideas follow one another in natural sequence to a climax.
The following advertisement illustrates coherent arrangement. Each paragraph has some connection in thought with the one before and the one after it. There is no sudden transition ;, the sentences progress logically. The advertisement begins by stating a dif ficulty; it progresses by suggesting a remedy and ex plaining its operation; it ends by telling the reader how to secure the thin°. advertised: When a workman withoirt any electrical knowl edge starts a motor thru a hand starter he almost invariably starts either 'too slow or too fast.
In the first case he loses time and burns the con tacts on the starter.
• In the second case he overloads the motor and blows a fuse or burns up the motor.
E. C. & M. Automatic Motor Starters are built to give the motor and driven machine absolute pro tection and to minimize the amount of time required to start, without exceeding a safe limit.
As the name implies, E. C. & M. Automatic Motor • Starters are absolutely automatic.
To start the motor it is only necessary to push a button or close a small switch.
To stop the motor, push another button or open the switch.
Mail the attached coupon NOW to the nearest branch office and receive a copy of Bulletin 1016, which describes the E. C. M. Automatic Motor Starter in detail.
5. the advertiser has chosen his material, he will see that it is not all of equal impor tance. This must be made evident to the reader. Emphasis is given to the important points by detailed explanation and by prominence of position. Empha sis by prominence of position is generally obtained by placing the most important subject matter at the be ginning or the end.• An advertisement that begins and ends weakly with matter of minor importance fails to make a clear impression and to get maximum results.
G. that is arranged and worded so as to be in harmony with the thought and with the medium in which it is presented; is easily grasped. If it is started in the "ginger" style, this must be main tained thruout. If it opens in a serious tone, the same tone must he maintained thruout. If it is started in a confidential heart-to-heart style, this should be kept up to the close.
The purpose for which copy is prepared is of prime importance. Signs, billboards, back pages in colors, newspapers—all should be considered in rela tion to the goods advertised, the people to whom the appeal is to be made and the general purpose of the advertisement.
7. Copy classified as to forms of copy are employed by up-to-date advertisers. They include the argumentative, the descriptive and the narrative forms.