ADVERB 



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ADVERTISING 



ner; as, "The boat generally gets us here very 

 quickly," not, "The boat gets us here generally 

 very quickly." The principal adverb is the one 

 that denotes time. 



Common Errors. Most of the errors in the 

 use of adverbs arise from incorrect placing and 

 from the use of adjectives for adverbs or 

 adverbs in place of adjectives. The following 

 paragraphs embody some of the more frequent 

 mistakes; reference should also be made to the 

 errors listed under ADJECTIVE: 



The class only read one page, for The class 

 read only one page. The first construction gives 

 the idea that the page was only read not copied 

 or recited upon; whereas the thought intended 

 is that the class stopped with the reading of 

 that single page. 



/ don't ever remember to have met him before, 

 for I don't remember ever to have met him be- 

 fore. The ever belongs to the verb to have met, 

 not to remember. 



He promised to faithfully stick to his work, 

 for He promised to stick faithfully to his work. 

 Unless there is a definite advantage to be gained 

 from "splitting the infinitive," there is no object 

 in violating the ancient rule that the verb must 

 not be separated from its sign, to. 



Is he here already? for Is he already here? 

 The adverb of time should precede that of place. 

 This impropriety is especially common in the 

 speech of Germans just learning the English 

 language. 



He felt badly because he had played so poor, 

 for He felt bad because he had played so poorly. 

 The verbs of the senses feel, see, hear, smell, 

 and the others are followed by adjectives, not 

 by adverbs, because they describe conditions 

 rather than actions. See other examples under 

 ADJECTIVE. 



You look good, for You look well. Good and 

 well are both adjectives, but the latter expresses 

 a condition of health, whereas good refers to 

 moral character. He looks good is equivalent 

 to saying that he looks like a good man. He 

 looks well implies that he is in good health. 



They were very excited, tor They were very 

 much excited; He is a very educated person, for 

 He is a very well educated person. It is a rule 

 of grammar that the adverb very must never be 

 used directly to modify the perfect participle ; 

 there must be an intervening adverb such as 

 much, well or greatly. It can, however, modify 

 the present participle ; as, It was very exciting. 



He returned back, He advanced forward, He 

 fell down, for He returned, He advanced, He fell. 

 The adverbs are superfluous because the idea in 

 each case is fully expressed in the verb. 



The orator spoke contemptibly of the policies 

 of the administration, for The orator spoke con- 

 temptuously of the policies of the administration. 

 The policies may have been contemptible, but the 

 orator treated them with scorn, hence con- 

 temptuously. 



He pointed out, firstly, that the measure was 

 uncalled for, and, secondly, that it was actually 

 harmful, for He pointed out, first, that the meas- 

 ure, etc. Note that first is included in the list 



of adverbs of number and therefore has no need 

 of the suffix -I \j. 



He didn't have hardly enough to eat, for He 

 didn't have enough to eat, or He had hardly 

 enough to eat. The adverb hardly has the force 

 of a negative, and a double negative is equivalent 

 to an affirmative. 



This here book has more pictures than that 

 there one, for This book has more pictures than 

 that one. The adverbs here and there are super- 

 fluous, since the pointing out is done by the ad- 

 jective pronouns this and that. 



They go more oftener than I do, for They go 

 oftener than I do. More oftener is a double com- 

 parative and therefore as much to be avoided as 

 a double negative. 



I distrust him worse than before, for I distrust 

 him more than before. Worse, the comparative 

 of badly or ill, should not be used for more. 



L.M.B. 



Outline on the Adverb 



I. Definition 



(a) Used with verb, adjective or adverb 



(b) Limits or modifies 

 II. Classes 



(a) As to use 



(b) As to meaning 



III. Comparison of adverbs 



(a) By prefixed adverbs 



(b) By endings 



(c) Irregular comparison 



(d) Incapable of comparison 



IV. Parsing the adverb 



(a) The three essential points 



(b) Type sentence 



V. Position of the adverb 



(a) Following the verb 

 1. Exceptions 



(b) Compound tenses and voice 



(c) Precedence in a series 

 VI. Common errors 



ADVERTISING, a method for inviting or 

 urging the sale or exchange of property or serv- 

 ice. While any effort to effect a sale or ex- 

 change is properly called advertising, the word 

 is commonly used with a somewhat limited 

 meaning. The offer of merchandise for sale, 

 such as the advertising of goods by a manu- 

 facturer or merchant, is the most familiar form. 

 The channels for this variety of publicity are 

 newspapers, magazines, billboards, electric 

 signs, cards in street cars, moving pictures and 

 programs. 



By the advertisement of service is not meant 

 exclusively the offer of personal service the 

 familiar "help wanted" or "situation wanted" 

 but includes the advertising of railroads, ships, 

 political candidates, church services, etc. 



So great has been the investment in adver- 

 tising that it affords to newspapers and nearly 

 all magazines their chief source of income. 

 This operates to supply the public with the 

 highest form of news service and current litera- 

 ture at extremely low prices. Were it not for 



