HOW TO WRITE AN ADVERTISEMENT.

Before writing an advertisement, one should always place before his mind what is the most important thing to impress upon the public.  If he is advertising an article of established trade, it is the name and location of the house selling it which must be the more prominent, or at least equally so with any other part; but if he be introducing some new article, or seeking to extend the sale of something little known or rare, these items are of far less importance, and the name of the article itself should be more prominent.  The advertisement should be so constructed as to claim the attention of the reader, and retain that attention until he has read it through.  “Excite but never satisfy,” is the principle pursued by many successful advertisers.

The advertisement should never contain anything repugnant to refined taste, and nothing grotesque or ridiculous.  The most meaning should be condensed into the fewest possible words.  The wording should often be changed, and an attractive typography should be used.  It is well to choose an attractive heading, followed by fairly spaced paragraphs, with appropriate sub-heads.

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[Illustration:  HOW TO BE HANDSOME.]

HOW TO BE HANDSOME

Where is the woman who would not be beautiful?  If such there be—­but no, she does not exist.  From that memorable day when the Queen of Sheba made a formal call on the late lamented King Solomon until the recent advent of the Jersey Lily, the power of beauty has controlled the fate of dynasties and the lives of men.  How to be beautiful, and consequently powerful, is a question of far greater importance to the feminine mind than predestination or any other abstract subject.  If women are to govern, control, manage, influence and retain the adoration of husbands, fathers, brothers, lovers or even cousins, they must look their prettiest at all times.

All women cannot have good features, but they can look well, and it is possible to a great extent to correct deformity and develop much of the figure.  The first step to good looks is good health, and the first element of health is cleanliness.  Keep clean—­wash freely, bathe regularly.  All the skin wants is leave to act, and it takes care of itself.  In the matter of baths we do not strongly advocate a plunge in ice-cold water; it takes a woman with clear grit and a strong constitution to endure it.  If a hot bath be used, let it come before retiring, as there is less danger of taking cold afterwards; and, besides, the body is weakened by the ablution and needs immediate rest.  It is well to use a flesh-brush, and afterwards rinse off the soap-suds by briskly rubbing the body with a pair of coarse toilet gloves.  The most important part of a bath is the drying.  Every part of the body should be rubbed to a glowing