Advertising copy of the basic character that I have in mind is, of course, in no sense a mere selling expedient. Its object is to make sales quickly, of course, but not to sacrifice the institution for the sake of the immediate sale.
Always the copy writer of this type must have in mind the idea that he must win confidence, establish good-will of a permanent character. Confidence in an institution is, after all, the only basis for buying the product.
It is the only basis for permanent success. If it is built up rightly and soundly by the advertising writer, it will even tide the institution over a depression. It will lead the public even to forgive a temporarily poor product.
It will do this because the copy is humanbecause it won friendships. It inspires loyalty. Establishes confidence. Wins friendship. And all of us make allowances for friends, so long as we are convinced of their sincerity.
Over-emphasis, a too-obvious striving for effect, is dangerous. These are used, of course. You see them in copy every day.
But their success is more apparent than real. In fact, the very success carries the germ of failure in it, because every sale made on such a basis leaves a bad taste and alienates the purchasers good-will.
We can all of us point to some glittering advertising successes, which shortly become business failures, as the result of wrong advertising copy.