Advertising & Selling Fortnightly, Volume 7, Part 1 (May 5 to June 30, 1926)
The first five issues of volume 7 of the New York trade fortnightly Advertising & Selling, May 5 to June 30, 1926, about 500 scanned pages, with the index for the whole volume bound in front.
What it is
The first five issues of volume 7 of the New York trade fortnightly Advertising & Selling, May 5 to June 30, 1926, about 500 scanned pages, with the index for the whole volume bound in front. Robert R. Updegraff's The New American Tempo argues that since 1900 the public drops old products and adopts new ones, from radio to balloon tires, faster than business can plan. Mattie E. Barnes says every purchase has a real, emotional reason and a good, logical one, so pictures should seduce and copy should justify. The carmaker Edward S. Jordan says Ford won by building a car for the other fellow. Bruce Barton lists advertising's overlooked services, Paul T. Cherington of J. Walter Thompson defines a buyer as able, willing and ready, Earnest Elmo Calkins weighs coined brand names, and Sara Hamilton Birchall of Vogue shows why men pick the wrong fashion models.
Why read it now
Barnes's two-reason model is the most useful page here, and it has held. Decision research finds that people often choose on feeling and assemble reasons afterwards, and the IPA databank shows emotional campaigns producing larger long-term effects than rational ones. Her working split, image for desire and copy for justification, still fits a product page. Cherington's able, willing and ready is a clean targeting rule: reach everyone able to buy, then work on willingness, which matches current advice to reach all category buyers rather than a narrow segment. Updegraff was right about faster adoption in the 1920s, though adoption still follows an S-shaped curve with a long tail. Jordan's plea for simplicity is sound; his history of civilisation told through freight costs is not evidence. Birchall's examples have dated but her method has not: let the target buyer, not the team, judge the visuals. Use: for one product, write the real reason and the good reasons separately, then check that the image carries the first and the copy the second.
Passages worth keeping
There are at least two reasons for doing everything: a "real" reason and a "good" reason.
القرار يُتخذ بدافع عاطفي، ثم يبحث صاحبه عن أسباب منطقية تبرره أمام نفسه والآخرين، والإعلان الجيد يقدم الاثنين.
The trouble with selling and advertising is that there are too many clever people connected with the business who are trying to make it complicated instead of making it simple.
البيع والإعلان في أصلهما بسيطان، وكثرة الأذكياء الذين يعقدونهما تبعدهما عن الأساس.
the public's promptness, amounting almost to aggressiveness, in accepting new products, new methods, institutions and ideas.
الجمهور صار يقبل الجديد بسرعة كبيرة، ولذلك تخسر الشركة التي لا تجاري هذا الإيقاع حتى لو كان منتجها جيدًا.
The big task of advertising is to select from the entire population with as little waste as possible those people who are able to buy and to make them willing to buy when they are ready
مهمة الإعلان أن يصل بأقل هدر إلى القادرين على الشراء، ثم يجعلهم راغبين فيه حين يحين وقت حاجتهم.
much of the advertising of the future will, I believe, be written from the point of view of the user, rather than that of the maker.
الصدق وحده لا يكفي، والإعلان الأنفع يكتب من زاوية المستخدم وما يحتاجه، لا من زاوية الصانع وما يفخر به.
The scanned text has OCR errors. The passages are quoted from it, with only obvious slips fixed.
What it teaches best
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