The cunning advertiser has thus obtained his audience--it is now his
aim to keep it, Here he has to introduce some connecting link to hold
the attention until his message has been duly delivered. Where the
original design has nothing particular about it to hold the attention,
there is no better method than the insertion of some catch sentence,
generally a question, which you are compelled to read, and, of course,
to investigate further.
It may be said that the language of a good advertisement should
resemble that of a telegram--straight to the point; the information is
to be given in the most concise, clear, and complete form possible,
confined to the main feature or features of the article advertised, so
as to convince the prospective buyer of the excellence of the goods in
a short, logical manner, and to do this so that fact and not fiction is
apparent to the reader.
[Illustration: NINTH.