ABSTRACT
Not only the beginner in advertising work, but the old hand, may find it worth while to consider the plain fundamentals of advertising copy and to get as far as possible away from the altruisms and “untrue-isms” so plentifully besprinkling the pages of magazines and books which seek to make plain the proper and profitable ways of advertising. The real artist is one who conveys to the auditors the meaning of the melody which he plays, or the soul that animates the character he delineates in the play. True art, therefore, in advertising, consists in making the reader see for himself that which the advertiser is eager to have him see, and doing it without the appearance of eagerness. Advertising involves the expenditure of so many millions of dollars and upon its true direction depends the growth of so large a number of splendid business enterprises, that its wrong use, its careless use, is unpardonable.
