Show DOLLAR MAKERS Cold Details Seldom Make Great Appeal By GEORGE T. T EAGER FROM ROM time to time govern government ment went officials seek to impose restrictions on advertising and make advertisements cold logical logical logical log log- ical presentations of technical buying information They believe believe believe be be- lieve that logical reasons for buying would be more productive tive than emotional appeals In appealing to the emotions of readers advertising men are merely taking advantage of facts that famous writers and philosophers have known for centuries said Reasons come afterward but at first a thing pleases or shocks me without my knowing the reason Wilkie Collins the famous English English English Eng Eng- lish novelist when asked for his rules for successful novels writing 2 K 1 said alU Make them I 9 1 laugh a ugh In make a k e ethem 4 them cry maket make them wait The t great F French r e n c h Ey tiara t writer De Mau Mau- aME 1 passant s said aid a 1 d The public in I general is composed composed com com- comp p posed of numerous numerous numer numer- 7 ous groups who cry console me amuse me sadden sadden sadden sad sad- den me fill me with tenderness make me laugh make me tremble make me weep make me think Some time ago two radio manufacturers manufacturers manufacturers manu manu- published full page advertisements advertisements advertisements adver adver- in farm papers The first manufacturer devoted his entire advertisement advertisement advertisement ad ad- to telling of the technical technical technical tech tech- excellences of his product The second manufacturer headed his advertisement Why Do Your Children Leave the Farm said a afew afew afew few words about keeping children at home through entertainment and finally told about the excellence ol of his product The emotional appeal produced many times more sales than the logical why reason-why appeal |