ABSTRACT
Every successful advertising agency knows that sex appeal is the biggest motivator for getting immediate attention and selling all sorts of products and services as a consequence. John Caples included a coupon at the bottom of his advertisements to ensure his targeted readers replied, and offered them all sorts of benefits to fill it in and mail it to him. The 1920s and 1930s were times when seductive charmers and skilled wordsmiths were needed to write advertisements, sell goods and services, and write songs and film scripts for Hollywood, to make people happy. Advertising agency genius David Ogilvy had to create a headline to sell the most expensive car in the world. "A Diamond Is Forever" was thought up for De Beers diamond mines by one of the oldest advertising agencies in the United States, N. W. Ayer & Son, when the price of diamonds was declining and De Beers wanted to expand sales to America.
