le condition. And it may astonish one to be
told that marching is the principal occupation of troops in the
field--that it is one of the hardest things for troops to learn to
do properly, and that it is one of the chief causes of loss.

ADDRESSING THE READER DIRECTLY. A direct personal appeal makes a good
opening for an article. The writer seems to be talking to each reader
individually instead of merely writing for thousands. This form of
address may seem to hark back to the days of the "gentle reader," but
its appeal is perennial. To the pronoun "you" may be added the
designation of the particular class of readers addressed, such as "You,
mothers," or "You, Mr. Salaried Man." The imperative verb is perhaps the
strongest form of direct address. There is danger of overdoing the
"do-this-and-don't-do-that" style, particularly in articles of practical
guidance, but that need not deter a writer from using the imperative
beginning occasionally.

DIRECT ADDRESS BEGINNINGS

(1)

(_New York Times_)

SMALL CHANCE FOR DRAFT DODGERS IF DOCTORS KNOW THEIR BUSINESS

A word with you, Mr. Would-Be-Slacker. If you 're thinking of trying
to dodge the selective draft by pretending physical disability when
you get before the local exemption board, here's a bit of advice:
Don't. Since you are Mr. Would-Be-Slacker there is no use preaching
patriotism to you. But here is something that will influence you: If
you try to dodge the draft and are caught, there is a heavy penalty,
both fine and imprisonment; and you're almost sure to get caught.

(2)

(_American Magazine_)

THE GENERAL MANAGER OF COWBELL "HOLLER"

BY BRUCE BARTON

You would never in the world find Cowbell "Holler" alone, so I will
tell you how to get there. You come over the Big Hill pike until you
reach West Pinnacle. It was from the peak of West Pinnacle that
Daniel Boone first looked out over the blue grass region of
Kentucky. You follow the pike around the base of the Pinnacle, and
there you are, right in the heart of Cowbell "Holler," and only two
pastures and a creek away from Miss Adelia Fox's rural social
settlement--the first of its kind, so far as I know, in America.

(3)

(_Chicago Tribune_)

THE ROAD TO RETAIL SUCCESS

BY BENJAMIN H. JEFFERSON

You all know the retail druggist who has worked fifteen or sixteen
hours a