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.
ARE SALESLINES 47
Good copy can stimulate graphic mental pictures. Thought can be transmitted in a few words, the reader’s imagination filling in any gaps. Suggestion sometimes is more powerful than direct selling.
Long sides of selective copy may prove effective. But generally speaking, short words, short sentences (especially opening sentences) and short paragraphs will more surely invite reading. Sentences should seldom exceed a dozen words. Reader resistance usually increases as the amount of copy is enlarged. But don’t be afraid of words. Copy has a story to tell and goods to sell. It shouldn’t be knifed arbitrarily just to shorten it. Economy of words that sacrifices meaning or selling power is false economy. Long copy is too short if it doesn’t completely tell its story—especially to a selective audience. But remember—every unneeded word is an added eye-hurdle in the way of sales.
Advertising text will receive sketchy reading at best. Half an hour or more would be required to read a single newspaper page completely through, fully covering advertisements and stories; and it is certain that no reader will do this. Readers will select, sort out and read only those items that interest or seize attention.
In preparing copy for magazine advertising it may be assumed that the advertisement will receive leisurely reading. Not so with newspaper copy. It must strike quickly and surely. Hurried reading may be the rule rather than the exception. No amount of exploration should be necessary to get to the advertising message. Every word must count!
Theatrical copy may broadly hint, suggest, insinuate; it ought to tickle the curiosity and whet the appetite. It shouldn’t try to tell all. And advertising space certainly should not be burdened with blocks of body type that no one will read. Copy must not be extended to the point of diminishing interest.
Vague abstractions and rambling generalities should not be used—especially in theatrical copy which must be bright. Outworn expressions and similies should be avoided, or at least rephrased and given new sparkle.
The product or attraction usually will suggest an approach and offer a guide for appropriate copy style. The language of copy will be influenced by its natural audience. Racy, fast-paced copy might be ideal for theatrical displays but inappropriate for advertising that requires reserve and dignity— bank copy, for instance.
Avoid unnecessary preamble and elaboration. Copy should be precise, specific, to the point. Some people are incapable of direct statement. The horrible example in copywriting is the man of 4 few thousand words who must make a page of dialogue out of a single simple sentence, Who must present a verbal overture to his sales message—instead of selling from the very first word.