By Clyde Bedell
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Additional resources for How to Write Advertising That Sells - 2nd Ed
A. " Rhythm Rhythm is frequently partly responsible for the magic words work. It can be overdone, as can all the types of devices which make writing readable. At its best it is not obvious-it makes reading easy and agreeable. De Quincey is thus easy to read. Anatole France is. Even translations of France are generally flowing and smooth. Christopher Morley is a contemporary who can make English run like a clear bright rivulet or sweep forward grandly but easily. Read his rare Principality and Power for some magic wrought with words.
Fail d' err wn ai s to eliver. Compare the above with this: Ing Two simply cut new dresses with a bright dressy look for November festivities Dresses like these will see a lot of wearing these busy N b f d . TI . ovem er a ternoons an evenmgs. l~y are nght for so many occasions. Simply cut, without an unn~celsary. details, they are dressy because their fabrics are rich. The on~ on t e eft ~s m~de of silk-and-rayon matelasso with silvery lame arnl The one on the nght IS smooth backed rayon crepe with gold colored lam~ yarn.
Ry w~th these craftsmen are still abroad in the world-but they are rare in ratio to the number of people who would like to possess them. Therefore, they are expensive. . And from the south is seen approaching like a soaring bird, a clipper ship. Surely this graceful, growing wing in the distant sky is not seven tons of metal and human freight! Like an apple in his hand, man turns and twists the world these days to view its russet glory or its worm-pocked skin. THE MIRACLE OF 60¢ . . THERE is a signal blast or two, the water eddies wildly up from propellers come suddenly to life, and the steamer is off for the open seas-a buyer aboard bound for Belfas~.
How to Write Advertising That Sells - 2nd Ed by Clyde Bedell