ABSTRACT
The closest approach to finality of formula that can be attained in the preparation of advertising copy is the development of a reasonably sound underlying principle. Speaking loosely, there have been and are in America only types of copy analysis and prospectus which by any stretch of the imagination can be dignified by the name of definite philosophies. The very fact, however, that it is the human mind, in the last essence, which must be subjected to dissection before a formula can be evolved, indicates the hazard involved in any individual attempt to erect a formula even distantly assuming infallibility. Nevertheless, definiteness, precision, system and reasonable assurance of results are the great desideratums in advertising, and the pursuit of them should never be abandoned. The real suggestion to convey is that the man manufacturing the product is an honest man, and that the product is an honest product, to be preferred above all others.
