ared that the goddess could be
propitiated only by the death of Iphigeneia, the daughter of Agamemnon.
This legend forms the theme of tragedies by Euripides, Racine, and
Goethe.

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.

I. Assignment I

Clip from current newspapers or magazines five advertisements which in
your opinion have effective attention lines. Pick out five
advertisements which in your opinion have ineffective attention lines.
Give your reasons for your choice.

II. Assignment II

(a) Taking the attention arguments selected in the preceding
chapter, set down all the questions that you might ask as a
possible customer if you had been attracted by the attention
line.

(b) In the five examples of effective advertising selected from
newspapers or magazines, set down the questions that are
answered in the matter following the attention lines.

III. Coherence in Advertising

An effective advertisement must be a logically developed argument
leading from the attraction of attention to the point where the reader
is convinced that he wants your goods, and beyond that to the point
where he will take some definite physical action to get them.

The steps intervening between attention and action may be sketched in
the briefest terms, may in some exceptional cases be omitted entirely
from the final form of the advertisement, but must be carefully worked
out in the mind of the writer, no step being omitted that is essential
in the chain of reasoning that the ordinary mind must follow.

Obviously the chain of reasoning must start from the attention line. If
you have attracted your reader by saying "Prices Cut," you must tell him
how much the reduction is and why you have made the reduction. If, on
the other hand, you have attracted the attention by saying "Our Goods
are the Best," you must explain the reasons why they are the best. That
the mind of the reader may be held to the line of the argument from
attention to action, all material that has no bearing upon this line of
argument must be excluded.

IV. Exercise

Answer the questions about the various articles set down in
Assignment I, being careful to follow the logical order in which they
would occur and to exclude all material that does not relat