ABSTRACT
Advertising copy, like many other things, can easily become monotonous, and just as the theatrical producer whips up the third act to a dramatic climax, so can the printed advertisement employ this same method for attracting the attention and stimulating the perceptions of the reader. Often it is necessary to employ drastic methods to secure reader interest, especially when advertisements have to fight for recognition. An element of sameness about advertising copy is not conductive to inviting reader attention. A product can often be dramatized by illustrating it in giant size and bringing it into the foreground of the picture. This has been done by the L. B. Foster Company. News events, floods, and other happenings of widespread public interest usually furnish ideas for dramatizing copy. The story of the Mississippi flood furnished dramatic reading for days. Dramatizing the advertisement need not be confined to the illustration and headline. It may be reflected in the copy itself as well.
