1.2. How Does Advertising Work?

If you want to find out why anything works - or doesn’t work - it's not a bad idea to take it to pieces and see how it all fits together and what makes it stick. Here are four unsuccessful advertisements: look at them carefully and discuss why they didn't attract many customers. If you know why a thing doesn't work it is much easier to make one that does.

Discuss these advertisements and decide where they have gone wrong - style approach and the papers in which they appear. When you have talked about their weaknesses look carefully at the next section and then redraft these advertisements and suggest newspapers or magazines in which they should appear.

1.3. How To Advertise In Five Lessons

Work out what sort of people are most likely to want your goods -in this case, hair restorer. Advertise where they arc most likely to see it - it is no use putting up posters for £2000 mink coats in a slum nor advertising second-hand clothes in Vogue. You don't advertise spanners in women's magazines, symphonies in pop music papers nor perfumes in a motoring journal.
When you have located your market and the papers many of them read, you must catch their attention You can do nothing until you have made them stop turning over the pages and look at that you are saying. What will take one person's eve will have no effect on another, so that one of the ad-man's skills is knowing just what will pull up the group you want with a jerk. (Jerk¹ – резкий толчок)
When you have possible customers looking at your advertisement you start to make them interested by considering their feelings, either through the pictures or the words. Greed, envy, ambition, outdoing the Joneses, love of luxury, fear of ill-health or poverty, less work - all of these make people uneasy and in the right frame of mind to listen to what the advertiser has to say.
When you have their attention, tell them as briefly and as powerfully as possible a few facts about your product - the best facts, of course. Don't tell actual lies, or you may be in trouble with the law, but if you tell half-truths in a vague enough way you can make people believe what you want to. A repeated jingle or catch phrase will often make the name of your product stick in people's memory.
Now you have people in a mood to buy your goods. Sit back and enjoy your profits - and think of ways of advertising that will attract another group to buy. Perhaps having aimed your first advertisement at men who arc already bald, you might start a new line of pictures to create a feeling of fear - perhaps a large comb \\ith a few hairs in it and 'DANGER - are YOU going bald?