Words

Words are the very soul of thinking. Not only are the associations between need and commodity usually represented in verbal terms but the very character of the verbal dress has much to do with the effectiveness of the association. In themselves, as combinations of spoken and heard sounds. words provoke distinct feelings of attraction and repulsion. In combination with other words this element of euphony is given still greater prominence, especially when the influence of rhyme, rhythm. force. stress. and the factors of unity. coherence, and emphasis are added. In general it is well to remember that sounds which are easy to speak are usually agreeable to listen to. while sounds that are diffi

According to this law an observer does not analyze his feelings of agreeableness and disagreeableness, strain and relaxation, comfort and distress, so as to attribute them solely to their actual sources. No matter what the real source of discomfort, it colors all that we do or think at the moment. Thus when I have a bad toothache everything else in the world seems wrong too - the weather was never quite so mean, my friends were never quite so insistent nor my enemies so annoying. In other words, the discomfort caused by a toothache spreads over everything that happens while the ache lasts. Things otherwise pleasant become less interesting, otherwise indifferent things become decidedly annoying while the ordinary mildly annoying thing becomes a source of acute misery.

Similarly in reading advertisements, the feeling aroused by each item of the copy and the arrangement tends to spread over the whole experience, including the association presented. The association will be more or less effective, vivid. and permanent, depending, in part, on the way in which it is dressed out, the company in which it is found. and on the past experience which it revives.

Literary and Artistic Aspects of Copy

The literary and artistic aspects of copy and arrangement are therefore highly important, on strictly psychological grounds. These factors will be particularly developed in other articles. It will suffice here to point out what features of an advertisement may arouse definite feeling-tone and thus help determine the strength of the association. Chief among these features are the following.

1. Form and Arrangement

The character, quality, and direction of lines; the shapes and ratios of masses, spaces, and areas; the relations of balance, harmony, stability - all these are items in an elaborate alphabet of feeling and expression. As much may often be said by the appropriate use of these various elements and principles of arrangement as by the text of the copy itself. The associations presented in the text may be either reinforced or confirmed or weakened and denied through the feeling-tone aroused by the formal arrangement of the material.

2. Color, Hues, intensities, brightness, harmony, and balance

In the lives of civilized people colors and color combinations soon come to possess the power of provoking strong and varied feelings of excitement and calm, and their related feelings. The appropriateness of colors to commodities, qualities, purposes. the physiological significance and the historical suggestiveness of color as a means of expression, the facts of color preference, the value of color in conveying definiteness and richness of meaning and description. all these items are important in thc general task of presenting and impressing an association.

3. Words

Words are the very soul of thinking. Not only are the associations between need and commodity usually represented in verbal terms but the very character of the verbal dress has much to do with the effectiveness of the association. In themselves, as combinations of spoken and heard sounds. words provoke distinct feelings of attraction and repulsion. In combination with other words this element of euphony is given still greater prominence, especially when the influence of rhyme, rhythm. force. stress. and the factors of unity. coherence, and emphasis are added. In general it is well to remember that sounds which are easy to speak are usually agreeable to listen to. while sounds that are diffic

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Subcontracting, or outsourcing as it is known in the Business Process industry, is a trend that is developing the world over. Rather than starting an entire setup, many companies prefer to let others who already have a dedicated set up to execute a specialized task. Most large companies subcontract their marketing communication and advertising to specialized advertising agencies There are many advertising firms that are ready to accept the subcontracts, with each one offering its own field of expertise. Today, subcontracting to advertising agencies is not only easy, but also advised.Advertising agencies also subcontract to each other. There are various segments in an ad age
ry mildly annoying thing becomes a source of acute misery.

Similarly in reading advertisements, the feeling aroused by each item of the copy and the arrangement tends to spread over the whole experience, including the association presented. The association will be more or less effective, vivid. and permanent, depending, in part, on the way in which it is dressed out, the company in which it is found. and on the past experience which it revives.

Literary and Artistic Aspects of Copy

The literary and artistic aspects of copy and arrangement are therefore highly important, on strictly psychological grounds. These factors will be particularly developed in other articles. It will suffice here to point out what features of an advertisement may arouse definite feeling-tone and thus help determine the strength of the association. Chief among these features are the following.

1. Form and Arrangement

The character, quality, and direction of lines; the shapes and ratios of masses, spaces, and areas; the relations of balance, harmony, stability - all these are items in an elaborate alphabet of feeling and expression. As much may often be said by the appropriate use of these various elements and principles of arrangement as by the text of the copy itself. The associations presented in the text may be either reinforced or confirmed or weakened and denied through the feeling-tone aroused by the formal arrangement of the material.

2. Color, Hues, intensities, brightness, harmony, and balance

In the lives of civilized people colors and color combinations soon come to possess the power of provoking strong and varied feelings of excitement and calm, and their related feelings. The appropriateness of colors to commodities, qualities, purposes. the physiological significance and the historical suggestiveness of color as a means of expression, the facts of color preference, the value of color in conveying definiteness and richness of meaning and description. all these items are important in thc general task of presenting and impressing an association.

3. Words

Words are the very soul of thinking. Not only are the associations between need and commodity usually represented in verbal terms but the very character of the verbal dress has much to do with the effectiveness of the association. In themselves, as combinations of spoken and heard sounds. words provoke distinct feelings of attraction and repulsion. In combination with other words this element of euphony is given still greater prominence, especially when the influence of rhyme, rhythm. force. stress. and the factors of unity. coherence, and emphasis are added. In general it is well to remember that sounds which are easy to speak are usually agreeable to listen to. while sounds that are diffi

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Long hair, short hairs, medium length hair you can find hair styles different type and length just by looking all around you. However one always dreams of having the perfect hair and being the envy of one and all. Everyone is not blessed with naturally beautiful hairs and they have to take special efforts to make their hair look better and beautiful. Hair extensions are one such procedure that can be used to change your hairstyle and in turn transform your whole looks. Hair extensions is a process through which artificial hair is bound with the natural ones to give a person an entirely new look. Hair extensions can increase the length of your hair and also add volume to your hair
re to point out what features of an advertisement may arouse definite feeling-tone and thus help determine the strength of the association. Chief among these features are the following.
1. Form and Arrangement

The character, quality, and direction of lines; the shapes and ratios of masses, spaces, and areas; the relations of balance, harmony, stability - all these are items in an elaborate alphabet of feeling and expression. As much may often be said by the appropriate use of these various elements and principles of arrangement as by the text of the copy itself. The associations presented in the text may be either reinforced or confirmed or weakened and denied through the feeling-tone aroused by the formal arrangement of the material.

2. Color, Hues, intensities, brightness, harmony, and balance

In the lives of civilized people colors and color combinations soon come to possess the power of provoking strong and varied feelings of excitement and calm, and their related feelings. The appropriateness of colors to commodities, qualities, purposes. the physiological significance and the historical suggestiveness of color as a means of expression, the facts of color preference, the value of color in conveying definiteness and richness of meaning and description. all these items are important in thc general task of presenting and impressing an association.

3. Words

Words are the very soul of thinking. Not only are the associations between need and commodity usually represented in verbal terms but the very character of the verbal dress has much to do with the effectiveness of the association. In themselves, as combinations of spoken and heard sounds. words provoke distinct feelings of attraction and repulsion. In combination with other words this element of euphony is given still greater prominence, especially when the influence of rhyme, rhythm. force. stress. and the factors of unity. coherence, and emphasis are added. In general it is well to remember that sounds which are easy to speak are usually agreeable to listen to. while sounds that are diffi

Taking Advantage of Trends: Grown-Up Tastes
Trendwatchers calls it "Mass Class." Other sources refer to it as "high-touch." Whatever you call it, the trend toward mass availability of high-quality, sophisticated and status-rich products and services is upon us, and businesses who wish to survive in the coming years would be wise to heed it's call. The era of life lived on price-points is fading - people are no longer willing to accept "just barely good enough" items as long as they are the cheapest. They are holding out instead for offerings that reek of quality construction and customized personal attention - gourmet coffees and luxurious imported pastries are taking the place of a quick cup of cheap joe and a sna
e aroused by the formal arrangement of the material.
4. Color, Hues, intensities, brightness, harmony, and balance

In the lives of civilized people colors and color combinations soon come to possess the power of provoking strong and varied feelings of excitement and calm, and their related feelings. The appropriateness of colors to commodities, qualities, purposes. the physiological significance and the historical suggestiveness of color as a means of expression, the facts of color preference, the value of color in conveying definiteness and richness of meaning and description. all these items are important in thc general task of presenting and impressing an association.

5. Words

Words are the very soul of thinking. Not only are the associations between need and commodity usually represented in verbal terms but the very character of the verbal dress has much to do with the effectiveness of the association. In themselves, as combinations of spoken and heard sounds. words provoke distinct feelings of attraction and repulsion. In combination with other words this element of euphony is given still greater prominence, especially when the influence of rhyme, rhythm. force. stress. and the factors of unity. coherence, and emphasis are added. In general it is well to remember that sounds which are easy to speak are usually agreeable to listen to. while sounds that are diffi

Advertising to Promote a Service Business
Do you own or run a service business? Are you looking to get more bang for your advertising buck? Have you tried Yellow Pages only to find the cost is outrageous and the competition is fierce and then field half the calls coming in knowing they are merely competitors shopping you? Are you sick and tired of direct mail, newspaper and the local radio stations, which put your business in the middle of the deck, bottom of the page or play the commercials at 3 AM in the morning? Have you simply had enough and know it is time to get tough?If all of these are concerns to you then perhaps you need to audit all of your current advertising and look to see if you are indeed delivering
Words

Words are the very soul of thinking. Not only are the associations between need and commodity usually represented in verbal terms but the very character of the verbal dress has much to do with the effectiveness of the association. In themselves, as combinations of spoken and heard sounds. words provoke distinct feelings of attraction and repulsion. In combination with other words this element of euphony is given still greater prominence, especially when the influence of rhyme, rhythm. force. stress. and the factors of unity. coherence, and emphasis are added. In general it is well to remember that sounds which are easy to speak are usually agreeable to listen to. while sounds that are difficult of articulation are likely to be unpleasant to the ear.

In selecting trade names, in devising slogans. headlines, memory verses, etc.. it is frequently useful to supplement this general test of "Easy pronunciation means agreeable sound," by the following more definite rules of euphony :

1. Abrupt consonants are easiest in alternation with vowels - as in such words as " cataleptic," " epileptic," " pitter patter."
2. Mute sounds and vowels suggest lightness and rapidity -as in the word " tintinabulation."
3. Liquids or sibilants and vowels suggest soft. slow melody - as " Carmen Sylva," " Mediterranean."
4. Sharp mutes (p, t, k, f, th) and flat mutes (b, v, d, g) cannot easily be sounded together. Notice the difficulty in pronouncing " Lake Ktahden."
5. Cumulation of consonants makes difficult pronunciation- as in " adjudged," " pledged."
6. Long vowels out of accent are hard to pronounce. Note the " u " in " contribute " as compared with the same vowel in " contribution."
7. It is better to avoid too frequent repetition of the same or similar sounds - Gilbey's Spey Royal runs swift as the Spey, The famous swift river of Scotland.
8. It is desirable to avoid clash of vowels in the middle of words and between words. It is not so bad if one is short and the other long. Thus compare " go over" and " go off."
In addition to these purely phonetic factors there must be considered the literary associations which cluster about words. regardless of their origin or construction. Thus "horse" and " steed " denote the same animal, but the two words convey very different feeling-tone. " Lemon squash " may be as easy to pronounce as " lemon crush," but the latter sounds much more like an agreeable drink than does the former.

Other topics in this arena are Typography and Illustrations.