EXCITING CURIOSITY

Sun (Auckland), Volume IV, Issue 983, 28 May 1930, Page 11

EXCITING CURIOSITY

NOVELTY IN ADVERTISING “Clippings From the Copy Table” in *he advertising department of a newspaper, consist of words which accompany advertisements. Mr. R. J. Strong selected this subject for his talk to members of the Advertising Club at its weekly luncheon yesterday. He urged the need for novelty in advertising “copy” and suggested that the words used should come to the eye with spontaneity and freshness, sc* that they would at least excite curiosity. Mr. Strong quoted extensively from Benjamin Franklin, K. L. Stevenson, and other writers. The ear, he said, loved repetition in all things and instanced how the rattle of a drum appealed to boys and the rhythm of music to music-lovers. In exactly the same way there should be a pattern in writing. A repetition of the same consonants and vowel sounds was to be found in all great orations.

Mr. Strong suggested the use of words which made a direct appeal and also that advertisements might feature some definite area, as he felt sure that the people in that area would respond immediately. He quoted a work of fiction entitled “The Man Without a Country.” which had been translated into Italian during the war and distributed among the Italia*T soldiers for the purpose of stimulating patriotism among the troops. Speaking of the names of Auckland firms which excited curiosity he quoted “Laidlaw, Leeds,” “Rush Munro” and others as good examples. Mr. Strong also made a plea for simplicity of expression.