How to advertise, a guide to designing, laying out, and composing advertisements (1917)
French, George, 1853-1935 · New York, Doubleday, Page & Company for the Associated Advertising Clubs of the World · leaf 28
sed is of interest to the reader,the argument gets into his mind. The final fate ofthe appeal made in the advertisement rests with thistext argument. But the state of mind with whichthe reader takes in the argument is largely dependentupon the preceding steps it has taken—the initialattraction of… … Great attractive value, leading directly to the article to be sold. WHAT THE ADVERTISEMENT MUST DO 5 ment to attract the attention of those who read themedium in which it is printed is its picture quaHty. Occasionally there comes to the front a short-sighted, pessimistic person with a tale that…
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