Читать книгу Murder Must Advertise. A Detective Story онлайн

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“I like that.

BIGGER AND BUTTER

VALUE FOR MONEY

That has the right feel about it. You might write copy for that, and perhaps for this one,

YOU'D BE READY TO BET

IT WAS BUTTER—

though I'm not quite sure about it. These Dairyfields people are rather strait-laced about betting.”

“Oh, are they? What a pity! I'd done several about that. 'HAVE A BIT ON—' Don't you like that one?”

Mr. Hankin shook his head regretfully.

“I'm afraid that's too direct. Encouraging the working classes to waste their money.”

“But they all do it—why, all these women like a little flutter.”

“I know, I know. But I'm sure the client wouldn't stand for it. You'll soon find that the biggest obstacle to good advertising is the client. They all have their fads. That headline would do for Darling's, but it won't do for Dairyfields. We did very well with a sporting headline in '26—'PUT YOUR SHIRT ON Darling's Non-collapsible Towel-Horse'—sold 80,000 in Ascot week. Though that was partly accident, because we mentioned a real horse in the copy and it came in at 50 to 1, and all the women who'd won money on it rushed out and bought Non-collapsible Towel-Horses out of sheer gratitude. The public's very odd.”