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The principles of advertising; a text book

The principles of advertising; a text book

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Описание
This historic book may have numerous typos and missing text. Purchasers can download a free scanned copy of the original book (without typos) from the publisher. Not indexed. Not illustrated. 1920 edition. Excerpt: ...to our readers. We can, however, make sure that the atmosphere shall not be negative or unpleasant and that it shall be close to the experience of the majority of our readers. If we do this we shall bring them into close touch with us and make a response more certain. Sentence Units.--Sentences, to be effective, should be built in accordance with the structural principles that are applied to the composition as a whole. Because of the license allowed the writer of advertising copy, and the general desire for brevity, it is easy to fall into the habit of writing fragmentary sentences--which are not really sentences, but mere groups of words. A sentence must contain a complete idea. There is little justification for such pieces of copy as the following: All work hand-laundered. Prompt service. Quality is our motto. Fairest prices always. No charge for mending. Collars and cuffs our specialty. Satisfaction guaranteed. A trial will convince. The use of a few more words to make these sentences grammatically complete would add greatly to their effectiveness. If space were not available for more words, it would be better to omit some of the ideas. There are cases in which sentences may be mutilated to get them rn the space, but this should be the last thing done, and the words omitted must be such that the reader's mind will supply them instantly. The principle of unity, as applied to the sentence, requires that it contain one main thought, with its closely modifying thoughts--and only one. Obviously a sentence that is incomplete grammatically cannot be a unit. Another frequent fault is the practice of taking a modifying idea from its main idea and giving it the dignity of a sentence. More dangerous, and equally common, is the fault of writing several...