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.
48 HEADLINES
Cohesion is important to advertising copy—a thread of smooth-flowing continuity connecting sales ideas. Advertising ideas must be paraded in logical, orderly sequence—sales points marching by in closely-related arrangement.
It has been said that the exclamation point is the theatrical period, and it is true that no other advertising is written with such emphasis and enthusiasm. Theatrical copy frequently shouts a message, demands attention. The natural termination of many show-selling sentences is the exclamation point—although its use must be more restrained in advertising which employs a conservative approach.
Excitement, pressure, persuasive promise of pleasure—these plainly are essential to theatre copy. Theatrical merchandise must be sold at once. It won’t keep like other products and consequently can’t be sold as quietly. It is necessary to urge, to insist, that prospective patrons buy tickets immediately, today, NOW!
A mere announcement in theatrical advertising seldom will be sufficient no matter how important the stars or how dynamic the theme of an attraction. Some people must be persuaded and sold on the biggest stars and the greatest productions. Advertising assumes the task of coaxing prospective patrons away from comfortable chairs at home and away from competitors.
Copy must be prepared with a practical touch. Practical, yet seductive. Your copy is singing a siren song, calculated to ensnare the reader’s interest. A bald statement of fact won’t intrigue him as will a glamorously portrayed story or a human-interest appeal. The copy-writer is a salesman in print. He examines the product and tries to project his conviction of product superiority or desirability. He might ask himself, “Why should the customer purchase this product?” then proceeding to find product features and values that most appeal, that must be emphasized in sales copy, presenting reasons for purchase, product benefits, advantages and economy of ownership, ease of purchase.
And remember—your advertisement is in competition with a regular three-ring circus of type including other ads, plus the news stories for which the reader originally purchased the paper. News text quite naturally will receive the reader’s primary attention. Your advertisement must crowd in and demand an audience, at the same time shouldering away competitive copy.
Perfect copy-writing conditions would permit the ad-writer to ignore the space limitations of layout. However, much advertising copy is written to available space (as dictated by layout and the budget) and the ad-writer must gauge the right amount of copy for the space to be filled.
Put copy ideas on paper and then edit them. Don’t worry about words or a superabundance of copy until you have put down your thoughts. Then