As an attention feature, a touch of humor is valuable in advertising. It tends to put the reader into a pleasant frame of mind, a frame of mind in which he is likely to listen more attentively to what you have to say. It operates in the same way as the funny story that usually prefaces the remarks of the after-dinner speaker. The humor, however, must have a direct and unmistakable bearing on the body of your advertising. Irrelevant humor is as much a waste of valuable advertising space as an irrelevant illustration. Advertising space costs too much to be used for anything but advertising. Grotesque illustrations and far-fetched puns are no longer found in advertising columns, because they have been found ineffective.
IX. Illustrations
In advertising practice the attention feature is frequently supplied by an illustration showing the article advertised in the use that is emphasized in the body of the advertisement, or in a way to illustrate the special argument presented. The importance of the attention factor is indicated by the large amount of space that is occupied by such illustrations. Some experiments have indicated, however, that a well-written attention line is fully as effective as an average illustration.
X. Suggested Reading
Carl Schurz’s Life of Abraham Lincoln.
XI.
IPHIGENEIA AND AGAMEMNON
Iphigeneia, when she heard her doom
At Aulis, and when all beside the king
Had gone away, took his right hand, and said:
“O father! I am young and very happy.
I do not think the pious Calchas heard
Distinctly what the goddess spake; old age
Obscures the senses. If my nurse, who knew
My voice so well, sometimes misunderstood,
While I was resting on her knee both arms,
And hitting it to make her mind my words,
And looking in her face, and she in mine,
Might not he, also, hear one word amiss,
Spoken from so far off, even from Olympus?”
The father placed his cheek upon her head,
And tears dropt down it; but the king of men
Replied not. Then the maiden spake once more:
“O father! sayest thou nothing? Hearest thou not
Me, whom thou ever hast, until this hour,
Listened to fondly, and awakened me
To hear my voice amid the voice of birds,
When it was inarticulate as theirs,
And the down deadened it within the nest?”
He moved her gently from him, silent still;
And this, and this alone, brought tears from her,
Although she saw fate nearer. Then with sighs:
“I thought to have laid down my hair before
Benignant Artemis, and not dimmed
Her polished altar with my virgin blood;
I thought to have selected the white flowers
To please the nymphs, and to have asked of each
By name, and with no sorrowful regret,
Whether, since both my parents willed the change
I might at Hymen’s feet bend my clipt brow;
And (after these who mind us girls the most)
Adore our own Athene, that she would
Regard me mildly with her azure eyes,—
But, father, to see you no more, and see
Your love, O father! go ere I am gone!“
Gently he moved her off, and drew her back,
Bending his lofty head far over hers;
And the dark depths of nature heaved and burst.
He turned away,—not far, but silent still.
She now first shuddered; for in him, so nigh,
So long a silence seemed the approach of death,
And like it. Once again she raised her voice:
“O father! if the ships are now detained,
And all your vows move not the gods above,
When the knife strikes me there will be one prayer
The less to them; and purer can there be
Any, or more fervent, than the daughter’s prayer
For her dear father’s safety and success?”
A groan that shook him shook not his resolve.
An aged man now entered, and without
One word stepped slowly on, and took the wrist
Of the pale maiden. She looked up, and saw
The fillet of the priest and calm, cold eyes.
Then turned she where her parent stood, and cried:
“O father! grieve no more; the ships can sail.”Walter Savage Landor.[16]
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CHAPTER XIX
ADVERTISEMENTS (continued)
“Discretion of speech is more than eloquence; and to speak agreeably to him with whom we deal is more than to speak in good words or in good order.”—Francis Bacon.