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 297
rience with th$ reality did not live up to the exaggerations of advertising. The frank reader, after passing through glittering, noisy exaggeration will either say "Brag" or use a short and ugly word. You can fool people once in a while. If you sell only "once in a while" you might "get away" with exaggeration. When you are selling to the same people week in and week out, avoid exaggeration, which is meaningless. Make your copy exact and reliable and selling will be easier.
Information.
Much advertising of familiar products other than theatre programs serves a reminder purpose. If a product is advertised unchanged over a long period of time, the last piece of copy can presuppose that readers already know much about the product. But at the average motion-picture theatre the product is changed at least once a week. Therefore, newspaper advertising is generally informative rather than reminder. Your purpose is to inform. Readers want a simple answer to questions of what, who, when, and where. If, after reading your copy, they do not know the kind of photoplay you are showing, even if you have called it "The best and the greatest ever made," your space has been wasted. If they do not know the play-date, although you have convinced them that they should see a certain program at your theatre, that space is wasted. If they know the play-date and have been convinced that they should see a particular photoplay, and you have left out the theatre name or obscured it, you get no return at your theatre for that use of space. Therefore, the more serviceable you make your copy, the better. That is why occasionally some theatre advertisers mention even starting hours of programs, and occasionally give the theatre location, even suggesting transportation routes, and also indicate prices where a particular price scale is not only a distinctive selling point, but information that readers will appreciate as a service.
Feminine Appeal
The majority of motion picture theatre patrons are women. Many men attend a particular theatre because of the preference of women friends. Therefore, if you are selling to prospects the