IV. Definition
An advertisement is an argumentative composition cut down to its simplest elements, a composition in which single words represent sentences or even paragraphs of ordinary writing. A sentence in an advertisement frequently conveys the meaning that in ordinary writing would be expanded into a long descriptive essay. The principles of composition-writing apply to advertising in the superlative degree. Above all things else, an advertisement must be clear, coherent, and forceful. In addition to these things it must be brief.
Model Shoes
make happy, handsome feet.
Model Shoes
are made on natural foot-fitting lasts and feel right the first time.
Model Shoes
are made of carefully selected hides tanned by the special process which increases their wearing quality thirty per cent. Every operation from cutting to final packing is under the supervision of experts who are specially trained in their line.
Model Shoes
are designed by shoe artists who watch every turn in the smart productions of fashionable New York and London bootmakers and combine the most favored lines with model comfort into distinctive model designs.