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 49
proceed to condense, rephrase, revise—to edit. Copy may be cut. Diction may be improved. Unnecessary words, phrases or sentences can be blue-penciled. Words might be changed to sharpen meanings. Sometimes an original draft has spontaniety and zest which would be dulled by laborious editing. But the chances are that copy will be improved by judicious trimming.
Try to devote sufficient time to the preparation of advertising copy. Read it aloud to improve diction and cadence and to avoid awkward phrasing. Leave it overnight and read it tomorrow. Good copy represents honest effort more often than it reflects genius. Care is never wasted. Success in any endeavor, including the preparation of copy, usually can be spelled in four letters—w-o-r-k.
Adjectives are part and parcel of show business. They are accepted and even expected in theatrical copy when they might be inappropriate in other advertising. Theatrical copy must be enthusiastic, it may be bombastic. But adjectives should be used as picture-building words that supply color and suggest excitement, that point up the promise of entertainment.
Some copy coldly analyzed may be difficult to accept verbatim. But if colorful, imaginative, pleasing, the reader will not question believability— because he wants to believe. Values and appeals may be glamourized in imaginative copy, they may be presented in a dozen different lights and still be truthful.
Exaggeration in illustration or in copy may emphasize special features. True—exaggeration isn’t essential for an enthusiastic interpretation of values and it shouldn’t be too flagrant and indigestible. Confidence must be retained. But exaggeration may convey an impression of the advertiser’s enthusiasm which may prove contagious. However, over-statement should be employed in an imaginative, colorful manner. The “most” this or the “finest” that, the ‘biggest’? and the “best” eventually will suggest a lack of imagination on the part of the advertiser or a dearth of selling points. Fact and fancy are at the ad-writer’s command.
See copy tells a vivid story. Attraction highlights can be especially emphasized. A group of scenes or a series of descriptive paragraphs each may be headed by the word “See!”? Repetition of the word develops emphasis. It spotlights the impressiveness of an attraction or a product. Bigness and spectacle can be effectively sold. Briefly captioned thumb-nail sketches are the showman’s see copy adapted to merchandising.
Descriptive reason-why copy serves well when an introduction of competitive values is required. A logical, persuasive reason-why presentation of sales points, explanation and exposition, 1s needed when deliberate and careful