Speok Their Longuoge

They tell the good old story of the perspiring copywriter who was working up the first advertising-many years ago --of what uras to become a famous brand of toilet soap.

He described the virtues and good qualities of the soap in this fashion: "The alkaline elements and vegetable fats in this product are blended in such e way as to secure the highest quality of saponification along with a specific grarTity that keeps it on top of the water, relieving the bather of the trouble and annoyance of fishing around for it in the bottom during his ablutions."

This piece of copy came to the advertising manager. He looked it over, studied it, took a blue pencil and scratched