Writing an advertisement ... . first, and no zeal for large output or low operatmg cost is allowed to interfere with the ALPHAstandard Hourly tests arc made in all ALPHA plants beginning with a careful analysis rfeverv boring of the rock Chenueal ami cRiciencv engineers oversee the burning and griadlnj,RcMilt—every bag of ALPHA CEMENT goes out guaranlcd lo more than meet all standarjrequirements. You can always depend on ALPHA CEMENT being correctly proportionedthoroughly burned, finely ground and properly aged. H^ed in budding Bush Terminal. P. R. R. New York Terminal, New York Aqueduct, Gal\
Writing an advertisement ... . first, and no zeal for large output or low operatmg cost is allowed to interfere with the ALPHAstandard Hourly tests arc made in all ALPHA plants beginning with a careful analysis rfeverv boring of the rock Chenueal ami cRiciencv engineers oversee the burning and griadlnj,RcMilt—every bag of ALPHA CEMENT goes out guaranlcd lo more than meet all standarjrequirements. You can always depend on ALPHA CEMENT being correctly proportionedthoroughly burned, finely ground and properly aged. H^ed in budding Bush Terminal. P. R. R. New York Terminal, New York Aqueduct, Gal\eston Sea Wall, Detroit Tunnel, and scores of other famous engineering undertakings. Capacity barrels a day; storage for 2,000,000 barrels. Six great plants on six trunkIjni. railroads, one plant with private docks directly on the Hudson River, ideally situated , coast and export shipment. Eight branch offices at your service. .\sk for a cnpy of the ALPHA book, contaming valuable information on cement and con. A conversational appealSize of original, 7 X lo inches THE APPEAL OF PICTURES catching the attention of readers, illustrationsmay depict the goods themselves or demon-strate their use or operation. As has been already indicated, it is not thepurpose, in this volume, to attempt to dealcomprehensively with such important divisionsof advertising as illustration, typographicaldisplay, the choice of advertising mediums,etc. But as illustration is such an importantcomponent of copy in most cases, it is impos-sible to consider thoroughly even the writingof copy without including consideration of theillustration. Wouldnt the appeal to the reader bemuch more effective if the advertisement wereillustrated? is always a good question forthe copy-writer to ask himself. Instances canbe cited where illustration is hardly required— as, for example, in the case of an offeringof bonds; but most advertisements profit bythe introduction of illustration. The pictureis far
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Keywords: ., bookcentury1900, bookdecade1910, bookidcu3192401394, bookyear1915
