ABSTRACT
The printed word must have power to attract attention, power to hold attention long enough to tell its story, power to move the prospective customer, power to direct the customer. These powers it must have mediately or immediately; or else the advertiser’s money is wasted. Whatever by-products, spiritual or material, advertising may distribute to its makers and buyers, its prime purpose, and sole and solitary reason for being, is to secure buyers for the products advertised. So absolute is the ruling power of food-getting that were it not for competition in selling food, no advertisement for it would ever be needed. For the advertiser the sex-interest, with all its consequences of dress, ornaments, homes, schools, churches, institutions, laws, customs, habits, and with all the complexity of other instincts following in its train, related and interrelated with it, furnishes nearly his whole quiver of word-empowering shafts.
