in Salary Mean to You?)
=Exercise 286=
Some advertisers choose headlines merely for the purpose of attracting
attention, forgetting that the headline should suggest what the
following illustration and text explain. A few years ago a well-known
automobile company ran an advertisement with the headline _$1000 Worth
of Folly_. The headline was followed by a picture of the automobile. The
advertisement was intended to convey the idea that, as this car might be
bought for $3000, any one paying $4000 for an automobile was foolishly
squandering $1000. As a matter of fact, the only suggestion that the
reader got from the advertisement was that any one who paid $1000 for
the illustrated car would be a fool.