He who does not advertise for himself will not only be advertised by his loving friends, but also by his rabid enemies. And every one who is doing anything in the world beyond the deadly commonplace, is making enemies. Enemies are the people who do not understand us. Also they are the people whom we move, and this they resent. Also they tell at times the truth about us, or a part of it.

There are two reasons for advertising; one is to sell goods; the other is to create goodwill. He who does not advertise because he is selling all of the goods he can manufacture gives the reason of a two-by-four, and commits a woeful error for which he will pay later on.

If you are selling all the goods you can make, and do not advertise, the matter of your good-will will be taken up by those who will capitalize their prejudice, their ignorance, and their spleen to your great disadvantage. There is no finer way in the world to lose money than through advertising-therefore the necessity of making advertising a science.

In order to make a business pay in this day and generation it must be beautiful and it must be scientific.

Advertising demands a knowledge of psychology, and psychology is the science of the human heart. In preparing ads we deal with emotions, passions, tendencies, hopes, ambitions, desires.

In one sense advertising and salesmanship are twin sisters. I do not know the girls apart. The one that is nearest I love best. I need not argue that advertising must be pleasing

All advertising is literature, and all literature is advertising.

Literature advertises a time, a place, an event, a thing. Events do not live: all we have is the record.

Herodotus and Plutarch, who told us so much of what we know about Greece and Rome, were advertising men. There are other big advertising achievements in history. Horatius still stands at the bridge, spear in hand, because a poet placed him there. Paul Revere rides adown the night giving his

warning cry at every Middlesex village and farm, because Longfellow set the meters in a gallop.

Across the waste of waters the enemy calls upon Paul Jones to surrender and the voice of Paul Jones echoes back that defiant message, "We have n't begun to fight yet,” -a phrase put into his mouth by a historian with a fine sense of advertising values. And the sound of that fearless voice has given courage to countless thousands to snatch victory from the jaws of defeat. History is n't the thing that happened; it is the account of it. So all history is advertising. And history well written is literature. All written advertising should be literary in style and quality, for all literature is advertising and all genuine advertisements are literature. The author advertises men, times, places, deeds, events and fames. His appeal is to the universal human soul. If he does not know the heart throbs of men and women, their hopes, joys, ambitions, tastes, needs and desires, his work will interest no one but himself and his admiring friends.

¶ Advertising is fast becoming a fine art. Its theme is Human Wants and, where, when and how they may be gratified. It interests, inspires, educates-sometimes amuses-informs and thereby uplifts and benefits, lubricating existence and helping the old world on its way to the Celestial City of Fine Minds. ¶ Before beginning to write an advertisement, I call to mind a habit of Lincoln's; upon every conceivable occasion he used to say, "That reminds me " and then tell a story. So I begin an advertisement with a sentence with which every reader would agree. Good advertisements start with a platitude. That is, they begin with a bromide which every one will accept. When you have the man walking down the street, you have the opportunity to tell him a few things. Never begin an advertisement with a startling statement which invites dispute. Advertisements, however, must be more than platitude, more than truism. There must be sulphides as well as bromides. I would say that every advertisement should contain one platitude, but one is enough.

So here is the formula: take one platitude, stir it up with a dash of wit, season with wisdom, flavor with love, mix.

In writing advertisements don't be afraid to let a smile go into the ink bottle, if it will. In advertising, you are dealing with very human men; let your copy be human, too.

T

Business

HE civilized world is now experiencing a great mental and spiritual awakening. It is an awakening similar to that of Greece in the time of Pericles; of Rome in the time of Augustus; of Italy in the time of Michelangelo-say in the year 1492 when Columbus set sail and the invention of printing gave learning to the people. ¶ We are living in the greatest time the world has ever seen-a time that will live as the Great American Renaissance. Beginning with a shower of inventions and discoveries, this Awakening has extended to every