Advertising and selling : principles of appeal and response . Heres a square pro-position for the manwho wants an all-roundsuit--a suit for all kindsof wear and any kind ofbusiness. Weve stud-ied every comer of theclothing business tomake this suit a winner,to win your approvaland to win new custom-ers. Some special trousers for tennisand golf. The Subjective Comic. Play on Words. expecting one thing, one event, one use of a w^ord,and getting instead an unexpected one. Exam-ples would be the pun, play on words, the sharpretort, the dialect joke, wit, etc. Now the characteristic of the objectiv
Advertising and selling : principles of appeal and response . Heres a square pro-position for the manwho wants an all-roundsuit--a suit for all kindsof wear and any kind ofbusiness. Weve stud-ied every comer of theclothing business tomake this suit a winner,to win your approvaland to win new custom-ers. Some special trousers for tennisand golf. The Subjective Comic. Play on Words. expecting one thing, one event, one use of a w^ord,and getting instead an unexpected one. Exam-ples would be the pun, play on words, the sharpretort, the dialect joke, wit, etc. Now the characteristic of the objective comic isthat it loses its flavor rather slowly—it oftenwaxes, increasing in funniness with subjective co^nic, on the other hand, becomes 123 PRINCIPLES OF APPEAL AND RESPONSE stale with great rapidity. When a series of comicappeals, containing examples of both classes, isarranged in an order of funniness in successive. Signs of an early spring.* Means theres got to besomething doing in our furcoats. We have a bunch Of hotones and every one of themanxious to get in touch withYOU to prove what a warmfriend it can be. Prices $— to $— Fur gloves $~ to $— Fur caps $— to $—The Subjective Comic. Play on Words. trials a week apart, the objective jokes rise in rel-ative value, thus constituting a waxing class. Thesubjective appeals fall in value, thus comprisinga waning class. Jokes which contain both ele- 124 INTEREST INCENTIVES ments remain on a level. The reader is referredto the original article for further details. But theimportance of this waxing and waning law, in se-lecting comic appeals to be repeatedly seen in anadvertisement, is clear from what already hasbeen said. 6, 7, 8. FEELING TONE, INSTINCT AND HABIT There remain yet to be considered the in-terest incentives, of feeling tone, instinctive re-
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License: Licensed
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Keywords: ., bookcentury1900, bookdecade1910, bookpublishernewyo, bookyear1913
