We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
Copy 293
advocated: "A great romance of love and thrills" "An exceptional photoplay glorifying romancer "A photoplay in which the hero after many struggles wins the heroine," "A drama of the great open spaces with action, thrills and excitement.** This copy, or a good part of it, could be applied to almost any photoplay. The italicized words show how many instances there are of ineffective wording. Generalized copy was found in 78 per cent of over 1,000 theatre advertisements recently examined.
Brevity.
Every word counts. The newspaper reader is busy, and long lines of selling type only frighten him away. Cut your message to the bone. Drop every unnecessary word. Use short sentences. If you cannot sell a prospect with the first fiftywords, it is not likely that he will be around listening when you reach the 450th word. Unnecessary words — every one of them — cost just so much in terms of newspaper space. Unnecessary words waste your time, the reader's time — and your money.
The Headline.
The title itself, if exceptional, may sell some prospects independently of any copy, but generally it only wins attention to your advertisement. The title may be used as a headline; but when the title is not strong enough to get attention, and when the illustration does no more than win attention, selling depends on the headline and your text. The advertisement headline has a different purpose than the newspaper page headline. The latter is generally only a convenience for the reader, indicating the material of the story beneath. The advertisement headline has another, different purpose — that is, to win the reader's attention and develop interest which will lead on to the copy. Therefore, the more closely there is a sequence of thought between the headline and the following copy, the better. You can get attention for a headline with some startling statement, but if it has no connection with the copy that follows, the reader feels tricked and is not likely to follow through the copy. Therefore, the purpose of the head