In no field is the writer of English more generously rewarded than in advertising. The annual expenditure for advertising in the United States is close to $1,000,000,000 and is rapidly increasing. Writers skilled in presenting goods to the public command very large salaries in the distribution of this great sum. The profession has been steadily attaining higher standards and has made a place for its members in nearly every business house in the country. It is certain, however, that there is still a vast field open for advertising development. II. Assignment I Make a list of the reasons that would induce you to buy a particular kind of fountain pen; suit of clothes; set of books; stove or range; lead pencil; candy. III. Example (See page 109.) IV. Definition An advertisement is an argumentative composition cut down to its simplest elements, a composition in which single words represent sentences or even paragraphs of ordinary writing. A sentence in an advertisement frequently conveys the meaning that in ordinary writing would be expanded into a long descriptive essay. The principles of composition-writing apply to advertising in the superlative degree. Above all things else, an advertisement must be clear, coherent, and forceful. In addition to these things it must be brief. Model Shoes make happy, handsome feet. Model Shoes are made on natural foot-fitting lasts and feel right the first time. Model Shoes are made of carefully selected hides tanned by the special process which increases their wearing quality thirty per cent. Every operation from cutting to final packing is under the supervision of experts who are specially trained in their line. Model Shoes are designed by shoe artists who watch every turn in the smart productions of fashionable New York and London bootmakers and combine the most favored lines with _model_ comfort into distinctive _model_ designs. $4.50 at your store _Write for Style Booklet_ Model Shoemakers Lowell, Mass. V. Assignment II From the reasons that you have listed in Assignment I, pick out the one that most attracts you in the case of each of the articles named. Give a reason for your choice. Find a quality in each article that you especially desire but rarely find. VI. Forcefulness in Advertising