SECRET OF SUCCESS

Gisborne Herald, Volume LXVI, Issue 20003, 31 July 1939, Page 7

SECRET OF SUCCESS

HINTS ON ADVERTISING MUST AWAKEN INTEREST "The four main principles in making an advertisement are attention, interest, desire, and action,” said Mr. P. Levy in an address on "Highlights of Advertising” to the Canterbury Advertising Club. “If the advertisement does not have attention no one will look at it, and having attracted attention one must awaken the interest. By that, desire is created, and the buyer is made to inquire for action,” said Mr. Levy. The inducement to buy must be contained in every advertisement, he said. Advertisements were often criticised, said Mr. Levy, but opinions can only be accepted by the ability of the man who expresses the idea. “The worst critic i,s the man who has had the smallest association with the subject. An expreienced man will pick out the good parts of an advertisement and leave the poorer parts; but he will not denounce it wholly.” The advertising man has great difficulties in compiling the advertisement, said Mr. Levy. Therefore, the first job is to visualise the fundamental selling idea. Even the most capable men have difficulty in getting the fundamental idea. Sometimes the idea is found immediately, but those occasions are very rare. “In compiling an advertisement the copy must fit the illustration and the illustration must fit the copy,” said Mr. Levy. “The art and cohesion of the copy-writer is called for. A copywriter and an artist working as one unit is, a good faculty to have.” Mr. Levy outlined the work of the copy-writer and the artist in constructing -an advertisement. An advertisement is produced in tire rough and then reaches the stage of the finished rough. At this stage it can be shown to an outsider.

The intricate and highly skilled process, through which the adver.tisebent goes in the newspaper office was then, dealt with by the speaker.