Modern Enforcement of the Voting Rights ACT: Hearing Before the Committee on the Judiciary, United States Senate, One Hundred Ninth Congress

This historic book may have numerous typos and missing text. Purchasers can usually download a free scanned copy of the original book (without typos) from the publisher. Not indexed. Not illustrated. 1922 edition. Excerpt: ...the advertisement has the proportion of three is to five. An advertisement seems balanced if all its parts seem to be evenly supported at the optical center. If the advertisement is to have only one cut, it would not do to place it on one side without having a feature to counter-balance it on the opposite side. IRGUMENTATIVT AND SUGGESTIVE COPY There are two styles or types of copy which are known as argumentative and suggestive. Both of them are used effectively in influencing men to buy. By argumentative is meant that kind of copy which makes an appeal to the reason. It is therefore called the reasonwhy copy. It presents arguments and selling points, together with a description and some information about the product. By suggestive is meant that kind of an advertisement which contains little text and usually a large illust ation. It is designed to make an impression upon the attention and the memory, and to secure results simply by suggestion, without the appeal to reason. An advertisement which is purely argumentative or purely suggestive is seldom used. Generally the two are combined and as a esult a much better advertisement is obtained. Some men are more susceptible to one form of copy than to the other. Suggestive copy if used in an adv rtisement when the commodity is well known or inexpensive. After the commodity which has been on the market for a long it is usually sufficient just to keep the name before the people, and to have the advertisement merely act asoa reminder. Suggestive copy is also used to advertise commodities that cost little, such as toilet articles and household necessities. If the article envolves a great amount of money the buyer usually wants to know as much about it as possible. Thus in this case...