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V. Assignment II
From the reasons that you have listed in Assignment I, pick out the one that most attracts you in the case of each of the articles named. Give a reason for your choice. Find a quality in each article that you especially desire but rarely find.
VI. Forcefulness in Advertising
An advertisement must first of all demand and win attention. The first word, the first sentence, must be strong enough to arrest the eye of the average reader, who runs hastily through the advertising matter of a magazine, newspaper, or other medium. It must catch the reader’s interest, and hold his attention long enough to lead him into the remainder of the argument.
So far as possible the first sentence, in some cases the first word, should contain the heart of the message, the one big thing that you have to say about the article you have to advertise. If you fail to get your reader’s interest with your first sentence, the word or words that attracted his attention to your advertisement, you have lost him forever. You will have no opportunity to present to him the argument that may follow. Your attention words are read by your maximum audience. Your most attractive argument in its most striking form should therefore be presented to them at once.
VII. Assignment III
Write a sentence presenting the arguments selected in Assignment II in the strongest and most attractive sentences that you can devise. Reduce the sentences to the single words that express the ideas most vividly.