The Clock That Had No Hands, and Nineteen Other Essays About Advertising
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- Pages
- 46
About this book
A shopkeeper's newspaper notice becomes the link between a busy commercial district and customers living miles away in Herbert Kaufman's twenty essays on advertising. He begins with the image of a clock without hands, arguing that a business needs a public means of showing what it offers. A tailor's costly personal calls provide another example of his case for reaching many buyers through print.
The essays combine practical advice with brisk comparisons drawn from history, farming and everyday trade. Kaufman urges advertisers to repeat their message regularly, choose short words and put useful facts ahead of decorative language. He also warns that publicity cannot rescue promises a shop fails to keep. Readers interested in the history of retailing or the craft of persuasive writing will find a forceful account of how newspaper advertising was expected to work.
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Book facts
- Author
- Herbert Kaufman
- Pages
- 46
- Language
- English
- Genre
- Educational
- Formats
- PDF, EPUB, Read online