3o6 MANAGEMENT OF DAIRY PLANTS 



appeal that is to be made in the advertisement, whether to the 

 reason ("reason why" advertisement) or to the feelings ("hu- 

 man interest " advertisement). For a "reason why " advertise- 

 ment, hard facts as to quality, food values, process of manufac- 

 ture, price, and the like are needed. For the "human interest " 

 advertisement, such features of the product as its pleasing taste, 

 its cleanUness, its healthfuhiess, its sweet odors, its appetizing 

 appearance, its agreeable associations in use, and so on make 

 the best material. For most advertisements some of each kind 

 of facts or material will be required, for most advertisements 

 combine "reason why" and human interest. Always the 

 limits of the space available in advertising must be kept in mind 

 and the facts or material subjected to what the newspaper man 

 calls the "boiling down" process to eliminate everything that 

 is not absolutely essential and helpful. 



How to present the talking points wiU depend in a measure 

 upon the kind of people who are to be reached by the advertise- 

 ment. What is written for women must be set forth in terms 

 that they best understand and which catch their interest; it 

 needs to be expressed in words that are familiar in women's 

 activities. Likewise, what is written for men, or for rural 

 people or for city people, needs to be expressed in terms that 

 suit. But certain rules apply to all advertisement writings: 

 Be brief, because the reader hasn't time for long discussion and 

 the advertisement hasn't space for it. Be clear, because what is 

 written will be read more or less hurriedly and must be corre- 

 spondingly easy to understand. Be simple; avoid big words 

 and high-sounding phrases; plain, everyday words are best; 

 steer clear of the over-use of adjectives. Be forceful when it is 

 essential to hammer home facts; straight talk from the shoulder 

 is most effective. Be interesting; put life into every sentence. 

 Make sentences short and paragraphs likewise; avoid every 

 impression of long-windedness. Be fair and moderate in state- 

 ment; do not claim too much, for people are suspicious of 

 wholesale claims. Be honest; that is always the best policy. 



VI. Writing the Advertisement. — Every writer of adver- 

 tisement works out his own plan of procedure sooner or later, 



