FOURTH.
FIFTH.
To catch the eye is the first essential of a good advertisement; the first sense to which it appeals is that of sight. The object of the skilful advertiser is to make the space he occupies—whether a page or a portion of a page—the most conspicuous in the publication. Turn for a moment to any page of advertisements you please, open and shut it quickly, and you will generally find that there is one advertisement which has immediately attracted your eye. Let two persons try at the same time, and on comparing notes it will generally be found that the same advertisement has been spotted by both. That one possesses the first essential of a good advertisement more conspicuously than its fellows.
Try again, and this time run through the pages rapidly, so that every leaf of the journal falls quickly from your thumb. There are certain to be one or two pages which will stand out conspicuously and leave their impression on your eye beyond all the rest, and you will turn back to see what it is all about.
SIXTH.
SEVENTH.
