SUBTLE POINTS.

Auckland Star, Volume LXI, Issue 123, 27 May 1930, Page 8

SUBTLE POINTS.

VALUE OF MERE WORDS. SUCCESS IN ADVERTISING-. Some of the more subtle points in advertising were explained to members of the Auckland- Advertising Club today, by Mr. R. J. Strong, assistantadvertising manager of the "Auckland Star." ' ' • The very sound of a word, he said, had an appeal all of its own. The ear loved repetition, or rhythm, and the change of vowel sounds. Many famous writers of prose and poetry had realised this, and had made, their works music in words. Originality, both in expression and thought, was another desirable quality. Novelty was no small point in th e success of advertising. Words which seemed spontaneous, which sprang to the eye with a sense of freshness, were forceful. The atmosphere thus created was sympathetic, and the commodity advertised would seem desirable to the reader. Simplicity of expression, _he thought, was an evidence of facility. With the meaning at once obvious,- the impression lingered. A well-chosen name for a business was a permanent advertisement. Some of the firms in the city had names which made people want to know more about them. They created an atmosphere of mystery, which, though intangible, had a practical value.