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The Principles of Advertising: A Text Book - Primary Source Edition
No preview available - 2014
adver advertising copy advertising display analysis appeal arrangement asso association attention value automobile beauty Big Ben blue Bush Terminal Company buying campaign Caslon cent Chapter Cheltenham color commodity connection consideration consumer copywriter cost dealer decorative desire direct Dorothy Dodd economy effective elements express fact factors feeling functions give head-line idea illustration important increase individual instinct interest jobber kind language layout less letter lines Lysol magazines manufacturer material matter means Meccano ment method Moline-Knight natural necessary newspaper orange organization ornament personal selling Phoebe Snow possible Pride 18 principles printed purpose Quaker Oats reader reason reason-why copy result salesman secured selling sentence space square mile style suggestion sumer tendency thing tion tisement tising tone trade-mark type faces usually vertising vidual violet words writing yellow
Page 175 - That which is good or great makes itself known, no matter how loud the clamor of denial. That which deserves to live — lives.
Page 175 - ... done. ^Spiteful little voices in the domain of art were raised against our own Whistler as a mountebank, long after the big world had acclaimed him its greatest artistic genius. ^Multitudes flocked to Bayreuth to worship at the musical shrine of Wagner, while the little group of those whom he had dethroned and displaced argued angrily that he was no musician at all.
Page 175 - The leader is assailed because he is a leader, and the effort to equal him is merely added proof of that leadership. Failing to equal or to excel, the follower seeks to depreciate and to destroy — but only confirms once more the superiority of that which he strives to supplant. There is nothing new in this. It is as old as the world and as old as the human passions — envy, fear, greed, ambition, and the desire to surpass.
Page 175 - Whatsoever you write, or paint, or play, or sing, or build, no one will strive to surpass or to slander you, unless your work be stamped with the seal of genius.
Page 173 - I Am the Printing Press. I am the printing press, born of the mother earth. My heart is of steel, my limbs are of iron, and my fingers are of brass. I sing the songs of the world, the oratorios of history, the symphonies of all time.
Page 135 - AMERICAN TELEPHONE AND TELEGRAPH COMPANY AND ASSOCIATED COMPANIES One Policy One System Universal Service Publicity copy of distinctive kind illustrating the use of the narrative order desire and confidence; the ending stimulates.
Page 233 - The law may be stated in general in these terms: Distances or areas are subtle and pleasing together when one of them is between one-half and two-thirds the length or area of the other.
Page 140 - Caruso records brings you not only his art, but his personality. When you hear Caruso on the Victrola in your own home, you hear him just as truly as if you were listening to him in the Metropolitan Opera House. The proof is in the hearing. Any Victor dealer in any city in the world will gladly play for you Victor Records by Caruso or any other of the world's greatest artists.
Page 175 - THE PENALTY OF LEADERSHIP In every field of human endeavor, he that is first must perpetually live in the white light of publicity. Whether the leadership be vested in a man or in a manufactured product, emulation and envy are ever at work.
Page 175 - ... because he is a leader, and the effort to equal him is merely added proof of that leadership. Failing to equal or to excel, the follower seeks to depreciate and to destroy, but only confirms once more the superiority of that which he strives to supplant. There is nothing new in this. It is as old as the world and as old as the human passions — envy, fear, greed, ambition, and the desire to surpass. And it all avails nothing.