ABSTRACT
Practical psychology in Advertising—Advertisement-writing—Nineteenth-century Advertising: the use of repetition—Twentieth-century Advertising: tue appeal of reason—Improved literary form of modern advertisements—The appeal to emotion— ‘Reason-why’ copy—The three functions of an advertisement: to attract, to convince, and to persuade—Attraction-value of pictures— Superior attraction-value of headlines—Suggestion by association of ideas—Uses of display-type—Headlines and headline-writing—Argument in Advertising—Use of pictures and diagrams —Putting the ‘punch’ into Advertising—The art of advertisement-writing—A highly specialised calling—English the best language for Advertising—The importance of studying the goods advertised—What makes a strong and what a weak advertisement—Importance of definite statements—Use and abuse of brevity—Change of copy—Epigram run mad—Slogans—Qualifications of the advertisement-writer—Cleverness no substitute for honesty—Two ways of writing advertisements—Psychological effects of type-forms.
