The story_ form. is best adapted to advertisements of educational courses, text-books and goods that are high priced. The National Commercial Gas Asso ciation uses a twenty-page pamphlet entitled "The Story of Nancy Gay" to advertise all-gas kitchens and house heating and lighting by gas. It is a love story much like those of the popular magazines; it holds the interest to the end and impresses the necessity of the use of gas in the home.
Another use of the story form is shown by the Alexander Hamilton Institute advertisement "Enters a New Business at $100,000 a Year," see page 74. In this copy is featured the story of a successful business man and the means by which he achieved his success are described. The story and the Modern Business Course and Service, which the copy adver tises are well tied up. • 13. Educational copy.In a broad sense, all copy is educational. This designation is, however, corn- . monly restricted to copy which replaces wrong ideas of a product or service with accurate ideas, or copy that tells one exactly why an article is of value or how to use it to the best advantage.
Educational copy that is specific in its why, how and wherefore, makes an advertisement understood. It can be presented in the narrative, argumentative or descriptive form. The "Tea for the Troopers" ad vertisement, and those of Nugent Shaft Oilers and E. C. & M. Motor Starters are all educational. The New York Telephone Company's advertisement on page 76 illustrates a method of educating the public to a new use of the telephone.
14. News advertiser takes advantage of the human interest in what is new when he uses "news" copy. The opening of a new tract in a city giVes the real estate advertiser a chance for news copy. The invention of an improvement on a well-known article permits the news element to dominate the copy.
A striking series of advertisements illustrating news copy features the electrically operated trains of the Chicago, Milwaukee and St. Paul Railway. Water
falls along the route furnish motive power for these trains for 440 miles. The route is fixed in the reader's mind, and a novel and interesting trip is suggested.
15. Historical reference is used effectively by the American Telephone and Tele graph Company in its advertisements to contrast present. day facilities for rapid transmission of mes sages with conditions in past days. The advertise ment copy reproduced on page 77 is one of the best of this company's advertisements: When Patrick Henry declared that oppression had effaced the boundaries of the several colonies; he voiced the spirit of the First Continental Con gress.
In the crisis, the colonies were willing to unite for their common safety, but at that time the people could not immediately act as a whole, because it took so long for news to travel from colony to colony.
The early handicaps of distance and delay were greatly reduced and direct communication was es tablished between communities with the coming of the railroads and the telegraph. They connected places. The telephone connects persons irrespec tive of place. The telephone system has provided the means of individual communication which brings into one national family, so to speak, the whole people.
The Hartford Fire Insurance and Accident and Indemnity Coinpany begins one of its advertisements with a reference to facts of naval history, and of recent occurrence which fix the attention and awaken the interest of the reader.
`When the famous frigate Constitution fought and captured the Guerriere in the War of 18U2 the Hartford Fire Insurance Company of Hartford, Conn., was already well established in business. When a submarine sank the Lusitania in 1915 the Hartford had maintained for many years a posi tion of supremacy in fire insurance written in the United States. Founded in 1810, the Hartford has progressed in spite of every war.