Show I. I LANGUAGE x r IN INS S BRAZIL LACKS i AMERICAN PEP ii RIO RIO D DB DE JANEIRO By Bv Mail to tot t d Press Press Pre Advertising copy scream in the Portuguese lIese language as it does in English js d s 's sIrs Mrs L L. M M. Morgan pioneer rt the American s system st m of advertising adver adver- in Brazil and head of the L.M. L. L i M. M Morgan an advertising agency of wo de Janeiro Portuguese is a language which does not lend itself readily to ad- ad j Q cop copy consequently one floes does not see much of the simplicity d directness the dIrectness the two necessities U American advertising in in new news news- apers and other mediums of ad- ad lapels lapel's ei HIsing in this country CrItics CrItIc rarely know what Is the Ii 1 matter after with advertisements in this C country tintry Mrs Morgan said he m 11 finds the copy Insipid and un- un It is not possible to ream at your jour reader in Portuguese i guese iese ese as wo we-do we do In n English one must ale eke a gentle and elegant approach Us losing much of the punch In Inne inie ne ie ad advertising message 4 Sy One sends a simple plain piece lJ copy to the papers only to find rInd published with all sorts of fancy and despairingly 4 the desired effect is lost I p But the desired effect is not so so much lost as the advertiser believes Mrs t irs Morgan explains because the theP P has an attraction for the in which Am Americans ricans do donot donot donot not share Placing advertising In papers of or ofie orlie lie ie large cities is eo comparatively ont ar sy Mrs 1 Morgan has found but dealing l aUng with the papers of the small towns Is another stor story Most 1 of the e small town papers are purely j organs and It is a matter pf gf supreme Indifference to them If i they carry arry profitable advertising or ori i t. t Some of these small town pa- pa rp rs have written Mrs Morgan that f ey could not bother with accept accept- Dug pg advertising It gave so much to see that it was property properly run Tun un I |