ABCDEF
This is the so-called “golden rectangle,” the most pleasing of all rectangular forms. The attention-lineCDis at the point that makes the upper section a “golden rectangle.” The capital letter “H” is also one of the most common arrangements in advertising. The square is another pleasing figure and there are many other forms in which advertising matter may be balanced.
Advertising occupies space for which a high rate frequently is paid. Brief statement is therefore a factor of great importance. If a small space is all that is available, the problem of attracting attention becomes most important. It should be evident that a few words clearly and plainly printed are far more effective in a small space than a long message that is in such fine print that it will strain the eyes of the reader. In the one case you say something at least to your reader. In the other, you have no chance to say anything because you have tried to say too much. When it is necessary to confine your message to a small space, the attention-sentence, or in some cases the command-sentence, is the part to use. Many signs seen from the rapidly moving window of a street-car or railroad train carry only the name of the product attractively displayed, with a command to use it.
Select one of the articles for which you have written advertising and write a complete advertising campaign for it, including five newspaper advertisements, five magazine advertisements, a four-page folder for distribution, signs for street-cars, signs for postingalong highways, and other devices that you think would be effective.
Most newspapers carry columns of classified advertising consisting of many small advertisements grouped together under various heads. These are commonly used by the public for getting help; obtaining situations; buying, selling, and renting real estate; and disposing of miscellaneous articles. The principles of advertising compositions apply also to these advertisements. The attention-factor is not so important, however, as the reader of the advertisements in the classified columns is looking for the article or service that you to have sell. A glance through the classified columns of a newspaper will show clearly the increased attractiveness resulting from the skillful arrangement of details and the use of clear forceful words.
Write an advertisement offering a room of your home to rent, using not more than thirty words; an advertisement applying for work for which you consider yourself fitted; an advertisement offering for sale a house with which you are familiar.
SONG FROM “PIPPA PASSES”The year’s at the spring,And day’s at the morn;Morning’s at seven;The hill-side’s dew-pearled;The lark’s on the wing;The snail’s on the thorn:God’s in his heaven—All’s right with the world.Robert Browning.←Contents
The year’s at the spring,And day’s at the morn;Morning’s at seven;The hill-side’s dew-pearled;The lark’s on the wing;The snail’s on the thorn:God’s in his heaven—All’s right with the world.
Robert Browning.←Contents
FOOTNOTES:“He [Goethals] received last week three medals—one at Washington, at the hands of President Wilson, from the National Geographical Society; another in New York, at the hands of Dr. John H. Finley, head of the New York State Educational System, from theCivic Forum; and a third, also in New York, at the hands of Hamilton W. Mabie, from the National Institute of Social Sciences. At the presentation of theCivic Forummedal, a poem written for the occasion was read by its author, Mr. Percy MacKaye.” (The Outlook. March14, 1914.) This poem is here quoted, by permission, from Mr. MacKaye’s volume,The Present Hour. Published by The Macmillan Company, New York.[1]Reprinted by permission of Funk & Wagnalls Company.[2]Ibid.[3]Reprinted, by permission of The Macmillan Company, from the introduction ofSense and Sensibility, edited by Edwin L. Miller.[4]Reprinted by permission of the author, Mr. G. A. Batchelor, of theDetroit Free Press.[5]Suggestions to Teachers:Inspect notebooks frequently.Do not forget home-reading.Be careful to assign a definite task each day.Do not forget the minutes of the previous meeting.Call on everybody every day, even if it is only to recite one line of a poem.Don’t do the reciting yourself. Give the class a chance. Make them assume responsibility. Require them to rewrite themes until they are perfect in technique, but do not bother too much to point out their errors. Let the pupils discover them.ChaptersV,VI, andXIIof BookIshould be reviewed at frequent intervals until their contents become as familiar as the alphabet. This result can be obtained only by time and persistency. Before it is reached, the average pupil will have learned and forgotten over and over again the material involved. These chapters may sometimes be reviewed as wholes, but it is also well to take a small section of each daily.[6]Reprinted by permission ofLife.[7]Reprinted by permission ofMunsey’s.[8]Reprinted by permission ofThe Dial.[9]Reprinted by permission ofCollier’s Weekly.[10]Reprinted by permission ofPuck.[11]Coleridge here illustrates the feet while explaining them, an admirable device in exposition. “Dactyl” is a fine word; in Greek it means “finger”; like a finger, a poetic dactyl has three parts, one long and two short. “Anapest” comes from a Greek verb which means “strike back”; an anapest is a reversed dactyl. Most English poems are written in iambi. Longfellow’sHiawathais in trochees,Evangelinein dactyls, andThe Destruction of Sennacherib(seepage 70) in anapests.[12]Reprinted by permission ofThe Outlook.[13]Reprinted by permission of thePhiladelphia Record.[14]Built about 1800, the frigateConstitutionhad a career that aroused popular fancy. She was at the bombardment of Tripoli in 1804; captured the British frigateGuerrièreAugust2, 1812; captured the British frigateJavaDecember29, 1812; and on February20, 1815, captured the British shipsCyaneandLevant. In 1830, when it was proposed to break her up, Holmes wrote this poem by way of protest. The result was that the ship was preserved. She now lies at the Boston Navy Yard, an object of great historic and patriotic interest. The poem is a kind of poetic editorial.[15]When the Greeks were about to set sail for Troy, Artemis, being angry with their commander King Agamemnon, becalmed their ships at Aulis. The seer Calchas thereupon declared that the goddess could be propitiated only by the death of Iphigeneia, the daughter of Agamemnon. This legend forms the theme of tragedies by Euripides, Racine, and Goethe.[16]
“He [Goethals] received last week three medals—one at Washington, at the hands of President Wilson, from the National Geographical Society; another in New York, at the hands of Dr. John H. Finley, head of the New York State Educational System, from theCivic Forum; and a third, also in New York, at the hands of Hamilton W. Mabie, from the National Institute of Social Sciences. At the presentation of theCivic Forummedal, a poem written for the occasion was read by its author, Mr. Percy MacKaye.” (The Outlook. March14, 1914.) This poem is here quoted, by permission, from Mr. MacKaye’s volume,The Present Hour. Published by The Macmillan Company, New York.
Reprinted by permission of Funk & Wagnalls Company.
Ibid.
Reprinted, by permission of The Macmillan Company, from the introduction ofSense and Sensibility, edited by Edwin L. Miller.
Reprinted by permission of the author, Mr. G. A. Batchelor, of theDetroit Free Press.
Suggestions to Teachers:
Reprinted by permission ofLife.
Reprinted by permission ofMunsey’s.
Reprinted by permission ofThe Dial.
Reprinted by permission ofCollier’s Weekly.
Reprinted by permission ofPuck.
Coleridge here illustrates the feet while explaining them, an admirable device in exposition. “Dactyl” is a fine word; in Greek it means “finger”; like a finger, a poetic dactyl has three parts, one long and two short. “Anapest” comes from a Greek verb which means “strike back”; an anapest is a reversed dactyl. Most English poems are written in iambi. Longfellow’sHiawathais in trochees,Evangelinein dactyls, andThe Destruction of Sennacherib(seepage 70) in anapests.
Reprinted by permission ofThe Outlook.
Reprinted by permission of thePhiladelphia Record.
Built about 1800, the frigateConstitutionhad a career that aroused popular fancy. She was at the bombardment of Tripoli in 1804; captured the British frigateGuerrièreAugust2, 1812; captured the British frigateJavaDecember29, 1812; and on February20, 1815, captured the British shipsCyaneandLevant. In 1830, when it was proposed to break her up, Holmes wrote this poem by way of protest. The result was that the ship was preserved. She now lies at the Boston Navy Yard, an object of great historic and patriotic interest. The poem is a kind of poetic editorial.
When the Greeks were about to set sail for Troy, Artemis, being angry with their commander King Agamemnon, becalmed their ships at Aulis. The seer Calchas thereupon declared that the goddess could be propitiated only by the death of Iphigeneia, the daughter of Agamemnon. This legend forms the theme of tragedies by Euripides, Racine, and Goethe.
Textual representation of the diagram on page 5.General ManagerBusiness ManagerAdvertising ManagerLiner DepartmentStreet MenCirculation ManagerNewsboysLocal DealersMailing DepartmentCollectionsAuditorBookkeepingTreasurySup’t of Mechanical Dep’tComposing RoomStereotyping RoomPressroomManaging EditorEditorial WritersCartoonistsSpecial WritersAssistant Managing Editor, or New EditorEditor of Sunday PaperArtistsSpecial WritersTelegraph EditorState EditorCopy-Readers, or Rewrite MenCity Editor, in charge of six to twenty-five reportersCity HallPolicePoliticsStock MarketCourtsSportSocietyMarineReligionDramaMusicReturn to page 5.Alternative formats of the poem METRICAL FEET.Text without accents:Trochee trips from long to short;From long to long in solemn sortSlow Spondee stalks; strong foot, yet ill ableEver to keep up with Dactyl trisyllable;Iambus moves from short to long;With a leap and a bound the swift Anapests throng.Image of the text in the original book:Large print image, with accents.Return to the end of chapterXVI.
Return to page 5.
Trochee trips from long to short;From long to long in solemn sortSlow Spondee stalks; strong foot, yet ill ableEver to keep up with Dactyl trisyllable;Iambus moves from short to long;With a leap and a bound the swift Anapests throng.
Trochee trips from long to short;From long to long in solemn sortSlow Spondee stalks; strong foot, yet ill ableEver to keep up with Dactyl trisyllable;Iambus moves from short to long;With a leap and a bound the swift Anapests throng.
Return to the end of chapterXVI.