ABSTRACT
Rule twisting and type sticking and stamp licking and space measuring all have their place and their value. An increasing number of men refuse to believe in all but the things they can touch and see, and it is perhaps natural they should dwell upon the material, obvious aspects of the subject and miss the soul in the machine. Cheerfulness and buoyancy inspire confidence in the buyer and open the avenues of receptivity. To make a joke of an advertised article is to cheapen it and at least postpone the serious consideration that must precede a sale. Manufacturers of food products are among the largest users of publicity in all its forms: newspapers, magazines, street cars, outdoor display, sample distribution, premium schemes and store demonstrations. The so-called advertising “expert” is often a writer of advertising and nothing else. The advertising man must think along broad lines.
