Show A GOOD AD HAS VOICE voiced NE of the successful saul 0 ONE younger men in the advertising ver business was recently telling of the valuable lessons he had received during his period of training 1 I received my most valuable lesson when I 1 first learned that an advertisement is not something pretty to be looked at but should 11 appear to actually give out sounds I 1 first got this idea while working for one of the greatest advertising men the country has ever G known when a series of advertisements ti was submitted for his approval he would run through them quickly and when he came to one he like he would put his hand to it his s ear and say 1 I cant hear this one his judgment was unerring and 1 I began to realize that advertisements for luxury articles such as perfumes foreign cars diamond necklaces should give forth a quiet sound like that ofa of a conversation between cultured people but other advertisements addressed to people who are in a hurry and have on only I 1 y a second or two to give to yo you u have got to have more of the he hey Y youl appeal by their very appearance illustrations and headlines headline s they have got to make enough noise noise to stop the reader 11 one of the most interesting and profitable studies in a advertising advertis dver mg is to study the sound producing power of different arrangements of pie pictures and type on the page of a newspaper bell syndicate service |