| Show DOLLAR MAKERS Cold Details Seldom Make Great Appeal Ry By y GEORGE T T. T EAGER FROM ROM time to time government gov goy 1 officials seek to Impose restrictions on adver adver- sing rising and make advertisements advertisements advertise advertise- ments cold logical presentations presenta presenta- ions of technical buying information in in- formation They believe that logical reasons for buying would be more productive than han emotional appeals In appealing to the emotions of f readers advertising men are arc merely taking advantage of facts that famous writers and philosophers have known for centuries said Reasons neason come afterward but at first a thing pleases leases or shocks shock me without my knowing mowing the reason Wilkie Wilkle Collins the famous EngIsh English Eng Eng- lish Ish novelist when asked for his rules rule for writing successful novels said Make them themI I laugh a ugh make th them Ulem em cry make ea b them wait walt The Thee e F great F French r e n c h writer De Do Mau a pass passant ant e said a I d The public In general is composed com corn posed of numerous numerous numer ous groups who cry console me amuse me sad den me fill me with tenderness make me laugh make me tremble make me weep make me think Some time ago aeo two radio manufacturers manufacturers manu manu- published full page advertisements advertisements adver adver- in farm papers papera The first manufacturer devoted his entire advertisement ad to telling of the tech tech- excellences excellence of his hi product The second manufacturer headed his ill advertisement Why Do Your Children Leave the Farm said a afew afew few ew words word about keeping children at home through entertainment and finally told about the excellence of his ill product The emotional appeal produced many times more sales sale than the logical why reason appeal |
