ds represent
sentences or even paragraphs of ordinary writing. A sentence in an
advertisement frequently conveys the meaning that in ordinary writing
would be expanded into a long descriptive essay. The principles of
composition-writing apply to advertising in the superlative degree.
Above all things else, an advertisement must be clear, coherent, and
forceful. In addition to these things it must be brief.

Model Shoes
make happy, handsome feet.

Model Shoes
are made on natural foot-fitting
lasts and feel right the first time.

Model Shoes
are made of carefully selected hides
tanned by the special process which
increases their wearing quality
thirty per cent. Every operation
from cutting to final packing is
under the supervision of experts who
are specially trained in their line.

Model Shoes
are designed by shoe artists who
watch every turn in the smart
productions of fashionable New York
and London bootmakers and combine
the most favored lines with _model_
comfort into distinctive _model_
designs.

$4.50 at your store
_Write for Style Booklet_

Model Shoemakers
Lowell, Mass.

V. Assignment II

From the reasons that you have listed in Assignment I, pick out the one
that most attracts you in the case of each of the articles named. Give a
reason for your choice. Find a quality in each article that you
especially desire but rarely find.

VI. Forcefulness in Advertising

An advertisement must first of all demand and win attention. The first
word, the first sentence, must be strong enough to arrest the eye of the
average reader, who runs hastily through the advertising matter of a
magazine, newspaper, or other medium. It must catch the reader's
interest, and hold his attention long enough to lead him into the
remainder of the argument.

So far as possible the first sentence, in some cases the first word,
should contain the heart of the message, the one big thing that you have
to say about the article you have to advertise. If you fail to get your
reader's interest with your first sentence, the word or