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HERE is a school of actors who maintain that the actor must feel what he portrays. If he enacts a life tragedy he must imagine that he is suffering as keenly as though the whole action were a succession of real incidents. Otherwise, so say the adherents of this school, he can not adequately depict the feelings of the character he is representing.

There is another school on the other hand, of which the late Richard Mansfield was an exponent, who believe that the actor must keep himself aloof from the character he impersonates. He must, so to speak, hold his interpretation at arm's length as the sculptor works with the clay or the painter stands away from his easel from time to time and notes the effect he is producing.

Consciously or unconsciously the same schools exist in the art of copy writing. There are copywriters who live what they write and there are those who stand back and deliberately produce effects. The first group work subjectively; the second objectively.

To assume that either of these schools is right to the exclusion of the other, would be as absurd as to maintain that allopathic medicine is entirely right and homoeopathic entirely wrong. Those to whom it is natural to work subjectively will naturally get best results that way and vice versa. How results are produced is of slight consequence so long as they are produced. No sane man would quarrel with a medical system that healed him. No more does the advertiser find fault with the methods used in arriving at desired ends so long as those ends are actually arrived at. In certain respects all copy men, both those who work subjectively and those who work objectively, must handle their problems alike. Both must keep an eye on the reader-must take his mental pitch and at the same time must work to the end of bringing the reader to their own mental pitch.

In proportion as they are able to do this are they successful. Obviously, if the copywriter does not know his readers-if he has not a clear conception of their mental calibre and attitude toward the thing advertised, he can not talk to best advantage-can not frame his statements to carry conviction, overcome pre

judice, create enthusiasm or change the mental condition as may be requisite. No salesman would address in the same way or with the same arguments, the manufacturing clothier and the community tailer. Likewise no salesman comes away with an order unless he has in some measure made his goods appear to his customer as he represents them.

The headline is another common meeting ground. For the heading is designed primarily to attract favorable attention. There may be instances where headings have actually made sales but it is certain that such cases are sporadic and unusual. To use a plain word, the heading is ordinarily a bait pure and simple-a tempting tidbit that lures the reader on. An interesting study of technic in headlines is the discrimination between the use of the thing advertised and the reader's relation to it. For instance, one may use the words, "Cures Your Horses" or "Cure Your Horses."

Which of these headlines shows a better technic? The article advertised is a horse remedy. In the headline, "Cures Your Horses," no question is left open as to what it is that does the curing. In the second headline the reader is told that he not the remedy-can cure his horse. Naturally he wants to cure his horses. That goes without saying. What interests him most of all, however, is how he can do itwhat thing will accomplish the results he seeks.

In the measure that the first headline shows him this, it is to be preferred to the second which commands him do what he no doubt has often tried to do already but without success. Where possible headlines should state some advantage inherent in the thing advertised or resulting from its use, rather than merely applying an imperative to the reader without relation to the thing advertised.

Consider now the use of the words "how," "why," "when" and "where." In the heading, "How You Can Get the Paint Business of Your Town," is the use of the word "how" superfluous? Does it add something to the force and therefore to the effectiveness of the sentence from an advertising standpoint? Or does it detract?

That you can get the paint business of your

town (supposing you are in the paint business) is interesting if proven to be a fact. But the first impression of the man to whom such a strong and sweeping statement is made would be to doubt or contradict. When, however, you offer to show a man how he can obtain a result which, undeniably, he is desirous of obtaining, you inmediately gain his attention. He is willing to give you as much time as may be necessary in which to show him.

The word "why" is another instance of the same rule. You can flatly assert that a man should investigate, buy, send for this, that or the other thing, but until you give him reasons, he is apt to remain a doubter or indifferent.

The mania for clipping headings and condensing sentences in advertisement writing may be likened to that other mania which de mands speed at the expense of sanity. It is not always the curt, brusque heading that gets the most attention any more than it is the curt, brusque salesman who bags the largest game.

Take the heading "Saves Dollars." This is the concentration of terseness. But is it anywhere near so effective as "How John Jones Saved $1,123 a Year in Power Cost?"

To be specific is always more interesting, more convincing, more compelling than to make general statements, no matter how sweeping.

Much might be written on the relation of illustration to copy. Those who maintain that copy should be unaccompanied by illustration are as far wrong as those who go to the other extreme and contend that the picture is everything.

At one time John H. Patterson, president of the N. C. R. became possessed of the idea that copy was an appendage of equal usefulness with the appendix vermiform. The fiat went forth to the advertising department to prepare a book which should show the operation and advantages of the cash register wholly by picture. The book was evolved in the course of time at a cost seldom lavished on the ordinary book wherein "plain talk" predominates.

Pictures are valuable in proportion as they tell a story. Illustration is the form in which advertising nutriment is most easily assimilable. Hence the place and power of the cartoon and indeed, pictures that do not have something of the character of the cartoonthat do not possess an inherent selling value quite apart from their connection with the copy-seldom add much to the effectiveness of the copy they accompany.

An illustration merely for the sake of illustration is poor advertising and worse economy.

In advertising to dealers the cartoon type of illustration is particularly apropos, first because the average dealer-that is the small country retailer or general storekeeper-is not a man who reads extensively but must be induced to do so by some interest-arouser; second because the dealer is today so constantly bombarded with printed advertising matter that he who gives it more than a moment's consideration is the exception. If the passing glance is sufficient to grasp an idea and if the idea interests, the appeal gets a hearing. Hence the efficacy of the bizarre illustration and curiosity-piquing line.

An eminently successful writer of copy on being asked what he had to strive for most in his work, replied, "Simplicity is the block on which I am constantly stubbing my toe."

The

That the written sales talk must be simplethat is intelligible, goes without saying. popularity of the Brisbane editorials attest the power of simplicity. There is never any question as to what the writer of these much-read sermonettes is driving at. When we have finished reading one of them the message stands out cleancut as a cameo.

Near a big industrial plant in an Ohio town is a little grocery store. Its sole owner and proprietor is a genial German, Ferd Schneider by name. One day when the advertising committee of the big industrial plant was in session, the copy for a proposed piece of literature was read. The "run" was to be a million copies in three colors running into an expenditure of many thousands of dollars. The president of the concern who was also president of the advertising committee, shook his head over many of the fine phrases and long words of the copy. "Let us read that to Ferd Schneider," said he. If Ferd could understand it he was satisfied that the million others into whose hands the story might come, could also understand.

Ferd was forthwith summoned while consummating the sale of a half a pound of cheese. Sure enough, the brilliant appeal floated blithely over his head. That was the real, the final test. The president had convinced himself and the other members of the committee that his misgivings were well founded. Ferd Schneider was forthwith made an honorary member of the advertising committee and copy critic extraordinary of one of the greatest industries--the greatest of its kind -in the world. Truly, great is simplicity.

T seems unfortunate that advertising men

I cannot find a reliable weather prophet of

guaranteed performance. The late unpleasantness-which refers to the wintry spring-led to some unseasonable advertising which nobody could possibly foresee. And the early closing dates of publication made it impossible for advertisers to guide their copy even by the drift of the seasons.

Thus, when the Queen of the May was shivering by the radiator, advertisements were coming out that told of porch shades and hammocks.

Men's underwear, as light as down and thin as a butterfly's wing, was being urged upon the man who was comfortable only when beflanneled like a lumberjack.

Summer dress goods, summer millinery, summer shoes and summer foods were placed be

Father really ought to have his picture taken-he hasn't had a photograph since that funny looking one in the cut-away coat that he was married in. ('Twas a noca wedding you know.)

Yes, mother says 'twas a good one of him as he looked then, but really, for the sake of the family, there should be one of him as he looks now.

There's a photographer in your town. Eastman Kodak Company, Rochester, N. Y.

fore a frozen humanity at a time when we vowed we never were going to have any Spring. let alone Summer.

Next year the advertisers will be properly prepared for a repetition of 1912 weather.

So next April and May there will doubtless be ads of furs and leggings, heating devices and ear muffs.

And next year these same months will probably be hotter'n blazes!

But one pretty sound piece of advice to advertisers in this variable American climate is: In framing copy in advance, don't figure on too early a season.

Some day magazine advertisers are going to wake up to the fact that people neither stop reading nor buying during the hot weather months.

It's an old tradition-a fallacy-that when the mercury is up every possessor of United States currency goes and secretes it in a safety deposit vault with a time lock thereon not due to open until the frost is on the pumpkin.

People do read, especially the fiction magazines and virtually every magazine is a fiction magazine in July and August.

And it's not only the summer girl in her hammock, either. People have more time, more daylight-more disposition to take a magazine along-or to bury themselves in their favorite publications afternoons and evenings. Vacations bring new and money-costing de

sires.

The advertiser who drops out in the Summer breaks his chain of connection with the readers' and buyers' minds.

In a way, he has an introduction to make all over again when he resumes publicity.

Many of the oldest, the staidest, and wisest magazine advertisers advertise twelve months in the year.

And they win by it!

*

Here's a case where everybody interested in good advertising and the good of advertising

THIS IS THE RULE OF THE SEA. So that on the Titanic, with courageous self-sacrifice, the men stood aside while the women and children filled the life boats and were pulled away from the sinking ship.

On this ship were many men who had insured their lives in the TRAVELERS, against just such disasters, for more than a million dollars. This is a great sum for any insurance company to have at nsk in one disaster, but the TRAVELERS will meet it promptly, taking pride in the fact that in protecting the widows and orphans of such men it is doing the work it was put in the world to do.

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In times of sudden disaster men rise to these supreme demands of life. But may we not call attention at this time to those everyday acts of self-sacrifice by which many of these men who went down, built the legacies which now belong to those they have left behind. May we not think that after seeing the women and children safe, the minds of some of these men dwelt with satisfaction upon the help that would come to their families from their policies. And may we not think that the little hardships of meeting premium payments helped to build the kind of character which was able to meet this supreme test of courage? The TRAVELERS INSURANCE COMPANY as the pioneer accident insurance company of America, speaks at this time about the value of accident and life insurance with no feeling of impropriety. It believes that it is doing a good work in lessening the hardships which follow in the wake of any disaster, great or small, and in paying losses unparalleled in the history of accident insurance, the TRAVELERS feels that it is its duty to remind men everywhere, that at all times it is "Women and Children First," and that men respond to that call when heeding the familiar MORAL Insure in the TRAVELERS

Travelers Insurance Company, Hartford, Conn.

Assets, $79,900,000. Liabilities, $67,900,000. Surplus, $12,000,000. The Travelers Insurance Company, Hartford, Conn. (MUNSEY'S) Sande particular about Travelers Insurance. My name, business address, age and occupation are written below.

Tear of

should arise and make a profound salaam to a gccd advertiser.

If the copy is interpreted aright, the Eastman Kodak Co. have proved themselves big enough and broad enough to advertise for the general benefit of professional photographers-on the absolutely sound theory that whatever makes for better business in the photograph studios of the country will stimulate the sale of Eastman Kodaks and supplies.

There isn't a right-thinking photographer anywhere who will not "warm" to this advertising.

Moreover, it's good human nature advertising. And, incidentally, it shows how sometimes an all-type advertisement, not too over-crowded but beautifully balanced, will stick out in such a way that you can't miss it.

There is an excellent idea in this page advertisement of Pompeian Massage Cream that ought to appeal strongly to women.

The thought that a man-the man-carries her picture in his mind certainly should induce her to spruce up the picture to the best possible advantage.

The copy writer becomes a little emotional