er "H" is also one
of the most common arrangements in advertising. The square is another
pleasing figure and there are many other forms in which advertising
matter may be balanced.

VIII. Brevity

Advertising occupies space for which a high rate frequently is paid.
Brief statement is therefore a factor of great importance. If a small
space is all that is available, the problem of attracting attention
becomes most important. It should be evident that a few words clearly
and plainly printed are far more effective in a small space than a long
message that is in such fine print that it will strain the eyes of the
reader. In the one case you say something at least to your reader. In
the other, you have no chance to say anything because you have tried to
say too much. When it is necessary to confine your message to a small
space, the attention-sentence, or in some cases the command-sentence, is
the part to use. Many signs seen from the rapidly moving window of a
street-car or railroad train carry only the name of the product
attractively displayed, with a command to use it.

IX. Assignment V

Select one of the articles for which you have written advertising and
write a complete advertising campaign for it, including five newspaper
advertisements, five magazine advertisements, a four-page folder for
distribution, signs for street-cars, signs for posting along highways,
and other devices that you think would be effective.

X. Classified Advertisements

Most newspapers carry columns of classified advertising consisting of
many small advertisements grouped together under various heads. These
are commonly used by the public for getting help; obtaining situations;
buying, selling, and renting real estate; and disposing of miscellaneous
articles. The principles of advertising compositions apply also to these
advertisements. The attention-factor is not so important, however, as
the reader of the advertisements in the classified columns is looking
for the article or service that you to have sell. A glance through the
classified columns of a newspaper will show clearly the increased
attractiveness resulting from the skillful arrangement of details and
the use of clear forceful words.

XI. Assignment VI

Write an advertisement offering a room of your home to rent, using not
more than thirty words; an advertisement applying for work for which you
consider yourself fitted; an advertisement offering for sale a house
with