"Cherish the homely idioms of the language" we are told by Genung, the author of a book on rhetoric that is in wide use. Idioms are brief, often figurative and vigorous and are used by advertising men in preference to more pretentious equivalents.
9. Nouns and verbs.—Dr. Frank Crane has drawn the following analogy: "Nouns are bullets, verbs are powder and adjectives' are smoke." Nouns and verbs, without doubt, are the most impressive parts of speech And carry the weight of meaning. Nouns must be used accurately. As an illustration, the word theory means a supposition in accord with all known facts, but how often it is used to express surprise, guess, opinion or idea.
The verb is particularly impressive since it usually indicates action. It should give the exact shade of meaning and if it is intended to convey the idea of motion, the particular motion should be specified. "He dashed out" or "crept out" or "staggered out" are more expressive terms than "he went out." "Don't tie up capital in a coal bin" is more sug gestive than "don't put capital into the coal bin." In the following sentences we find suggestive verbs. "This tractor doesn't eat one-fourth of the crop in return for cultivating, as will a team of horses." "The National guards your money." "Dioxogen hits hard . . . and it hits so well that germs never get a foothold to work hard." 10. Adjectives.—The chief objection to the use of adjectives is that they are so frequently over-used that they lose their effectiveness. Commonplaces are described by the terms awful, tremendous, huge, splendid, when much milder and more accurate terms will do. These adjectives are so- frequently misused that the concrete meaning that they had at one time is almost entirely lost. This is also true of fine, best, first-class, and others. If an article is best in the sense that it ranks high in convenience, why not confine the adjective to a definite, concrete sugges tion? If it is a labor-saving device why not bring out that idea specifically instead of saying that it is a "splendid thing"? The following sentences taken from current adver tisements are definite and bring out specific ideas.
"Her kitchen was equipped with an ordinary sink encased in vermin-inviting, moisture-holaing wood work. The old outfit was dull, dreary and unsani tary." "This elongated shape in the picture makes possible a slim, thin, easily pocketed camera." Unless adjectives make a definite, vivid, concrete impression they are nothing more than smoke.
11. Figures of speech.—When figures of speech are in keeping with the goods which they are used to describe they are much more impressive than a bald, statement of facts. However, a figure of speech should be only an aid to the thought and fails in its purpose if it diverts attention from the message of the advertisement.
The apt comparison is particularly effective and is one of the most useful tools at the command of an advertising writer. A paper dress-pattern in itself is not stimulating to the imagination but notice how in the following lines, the implied comparison makes an appeal to every woman's instinctive desire to be well dressed. The paper dress-pattern becomes more than an inert bit of flimsy paper.
Other striking implied comparisons are : "It is the nightingale of phonographs." "This delivery car is a whale of a one-ton truck." "Lucky Strike is packed full of the tang and rich savor of the out-o' doors." 12. Colloquialisms.—Colloquialisms are those forms of speech which are found in common, rather than in literary speech, in fact, "Speech below literary grade," is one definition of a. colloquialism. The advertise ment for Tuxedo, given on the next page, is an illus tration of a colloquial usage: The position of such colloquial language is usually on the sporting page flanked by items which also are expressed in colloquial language.
13. Slang.—Slang, as defined by the authorities, has two shades of meaning. In one sense coarseness or rudeness is the distinguishing characteristic. In the second sense—forced usage—as when words of the prize-ring are made to serve in the description of an afternoon tea—is the distinguishing mark. These two shades of meaning are illustrated in the Tuxedo tobacco advertisement.