12. For canned goods: When company comes.
13. For a varnish: Water won't hurt it.
14. For bread: The human hand never touches it.
15. For a fountain pen: It can't leak.
Exercise 283
Bring to class two advertisements containing catch phrases that you think are good. To which of the motives given above does each appeal?
Exercise 284
Bring in two advertisements of articles that have suggestive names. What is the value of a suggestive name?
Exercise 285—Good and Bad Headlines
A good headline has the following qualities: