A
PEOJECT
BOOK
BUSINESS
ENGLISH
BY
LUELLA
BUSSEY
NEW
HENRY
HOLT
COOK,
B.A.,M.A.
YORK
AND
COMPANY
IN
u
ck.x x
a
\
V(^"(
*;"
; *"
*
.
LIBRAflt
COLLEGE
HARVARD
GIFT BOSTON
'p
OF
COMMITTEE
SCHOOL
MAR
LIBRARY
1932
23
Copyright,
1920,
BY
Henry
Holt
and
Company
""
"
TO
E.
A.
C.
/
TABLE
OF
CONTENTS
CHAPTER
PAGE
I. The
Business
Going
op
School
to
1
The parallel meaning of "businesslike." between school and business.": Earning wages and earning school credits. A business Code for the classroom. Making a business of accuracy. Making a business of learningto write. Making the classroom a businesslike place. The
"
"
"
"
"
II. Imagination
Business
in
20
The
practicalbusiness value of imagination. Observation the Imaginationredeems routine. basis of imagination. Originality. The place of originality in business. "
"
"
"
Positive
III. The
The
need
Attitude
op
in business
of
Mind
46
independentjudgment. The power to convince. Understanding the issue. What constitutes proof. Two kinds of evidence. Logical inference. Reasoning by analogy. The Brief. Parliamentarylaw. "
"
"
"
"
"
"
IV.
English
Better
"
for
the
Student
Business
69
expressionand thought. Self-helptoward Better English. Better pronunciation. useful vocabuA largerand more lary. More Eliminating telling sentences. habitual errors from one's speech. The
relation between
"
"
"
"
V.
"
Correspondence The
Business.
in
old and
the
90
type of business letters.
new
"
in letter-writing.The Originality "
of "
The
letter.
a
student.
"
The
correspondence application. The personal
letter of
personal interview.
"
CONTENTS
vi
VI.
Auvmrmmo
Salesmanship
and
Literary
values
Psychology
have
of
words.
The
slogan.
Narrative
advertising.
The
"
applied VIL
The
The
The
Student's
value
Keeping
of
to
current
Classified
of
Dramatic
"
ganda Propa-
"
of
advertising
the
163
business
thought.
bibliographies
"
of
choice
Reading
reading
with
up
review.
of
letter.
principles
"
coinage
right
advertising.
"
salesmanship.
to
Business The
"
advertising
advertising.
advertising.
The
"
in
"
in
part
a
Advertising.
"
words.
124
man.
The
"
book
"
for
the
dent stu-
business.
Appendix
A.
The
Appendix
B.
Grammatical
Appendix
C.
A
Form
Digest
of
the
Letter
Business
181
Helps
of
the
193
Rules
of
Punctuation
203 .
.
who be
to
to
expect
technical
a
business
author
that
assumes
English thing
of
out
has
each
implication
To
do
the
real
for
a
correctness.
which must from
the
the
the
and
Such
ambitious
know
tedious
lift them how
which
dog-trot
who
the
hopes the
of
the
make
VH
sion expres-
life.
level
patter
that
the
dull,
must
aims
to
ments, advertiseformal
mere
have of
rapher stenog-
who
of
will
qualities.
The
write
to
sentences
"
mercial com-
which
these
clerk
must,
persons
"
for
business
English
evinces
above
of
language
English
requirement.
out to
of
secretary,
talk
write
will
kind
assistant
content a
of
a
originality,for imagination,
for
a
Such
situations
minimum be
to
buyer, the
must
meeting
business
facility in original
the
English
aspires
who become
is the is but
Correctness
teach
to
cause be-
English.
them
in
course
a
a
either
we,
of
makes
as
English,
Business
language.
of
aim
ability, and
it best
which
calls out
to-day
creative
serve
in
judgment
Business
define
we
students
of
stilted
and
students, namely and
essentially like
carpenter's
mind
the
the
contrary,
than
more
or
distinction
artificial
defeats
habit
English
in
creates
an
no
directly, demarcate
or
pseudo-technical with
that
is
business
English"
particular terminology, should
its
by
so
in
business;
doctor's
apart
English
the
On
of and
terms
"Business
of
English.
writers
many
business
of
The
English.
by
isolation
essentially different
an
Business
existence
jargon justifiesthe
business as
the
students
pretend, however,
not
made
implication
that
texts
of so-called
study
rejects the
author
It does
business.
enter
school
high
for
especially
designed
is
book
This
VIEW
OF
POINT
lary vocabu-
a
the
place, common-
break have
away
at
least
viii
POINT
rudiments
the and
of
"haw." in
VIEW
style which
a
The
developing
OF
of
aim
the
this
student
the
is not
style of
is to
text
something
suggest
of
means
than
more
"hum"
technical
correctness.
this
Further,
it.
pupil
sees
write
letters
It
able
and
material The
taught
Teachers
of
author
and
to
be
can
to so
the of
and
are
as
not
from
business
accustom
the
office.
classroom
the
student
to
in the
to
than the
curacy fight inac-
teacher's
a
habit.
class.
habit
Red
to
to. these
methods
the
passing
from
sterner
disciplineof
the
to
which
text, then,
composition,
methods
ink
refusal
This
of
do
theory.
highest standard
rudiments
self-
complain
staunch
a
of
in
to
business
particular
man's
jar felt by youth the
a
with
it deals
the
up
a
"
to
Students learn
"
given
"review."
schools
way
repeating
impressive
endless
they
of
ways
inaccurate.
effective
demand
less
demanded
apply to
and
manuscripts
far
so
stop nagging
assume
corrections
accept
one
the
facts
enthusiasm
practical
for
are
that
been
stimulate
practice what
believes
from
students
basic
has
graduate
the
to
composition in
would
principles
school
the
them
suggest
to
grades
ignore
ness busi-
principles
high
to
provide again
to
the
students
is to
in
and
these
space
aims
grammar
than
from
habitually
what
Consequently, and
experience
to
students.
previous training has
help, rather
"
teach
advanced
self-improvement
The
to
solve
to
business
large
for
punctuation
that
facts;
designed
is
composition.
for
use
lives of the
in the text
whose
to
pupil how
or
of
men
school
high
a a
write
aims
It
student
simple
business
only
as
teach
to
would
employer
solve.
to
business
pretend
not
an
that
problems be
does
that
with
deals
text
classroom as
tender the
to
aims and
lessen
discipline business
PEOJECT
A
BOOK
BUSINESS
ENGLISH
CHAPTER
The
THE
BUSINESS
word
"businesslike"
particular
is
care,
work, that
person
business
not.
or
carefully kept, and
we
keeping
the any
exchange
the
other
One
of
in
"
In
teacher
person
practical
We
in
take
if
we
are
hand
we
other
be
be
businesslike
to
perhaps,
food
and
not
hold house-
Or
a
dent stu-
paper
have
may
be
may
tween be-
the
to
expect
time
of
stock; we
we
are
a are
not
a
eral gen-
customer
selfishly punctual
encroaching unfairly upon in
illegibletheme.
an
it is
only fair
In to
thorough, efficient,and
businesslike.
business, competition forces must
being
as
client,housekeeper
ought
if
prompt,
words,
in
class, he
products, services, ideas, to
engaged
untidy, he
and
our
home
in the
his
transactions, whether
we
keeping
in
arithmetic
botany
all
student,
promises;
a
his
In
dealing.
our
of
time
in
is
are,
buying
be
may
shows
efficient he
His
ness busi-
person
impractical.
clerk, lawyer
of others
inconsiderate in
of
from
housekeeper
a
unbusinesslike.
unsystematic
are
methods
and
family, teacher
a
accounts
capricious and
and
businesslike
of
speak
school.
at
customer
if
her
are
late
frequently
When
practical, and
household
assignment
forgotten the
and
of business.
disorder, his theme
in
be
may
SCHOOL
borrowed
been
has
often
called
be
may
TO
businesslike, whether
is
Her
equipment
GOING
thorough,
We
unbusinesslike.
I
OF
applied outside
and
IN
survive. 1
to
one
In
be
other
businesslike.
departments
PROJECT
2
of
a
The
earlier
and
the
more
business, the
of
Being businesslike
is businesslike
One
through habit. outside
ENGLISH
BUSINESS
businesslike.
of chance.
matter
habits
them
IN
to be
ought
one life,
not
BOOK
a
person
widely he
like unbusiness-
or
can can
nesslike acquire busi-
apply
will successfully
more
is
he
them
apply
in business. EXERCISES
examples
other
five
1. Give
of
being
businesslike
side out-
of business. 2.
Give
Topics
Theme 1. The
of
examples
five
being unbusinesslike. Written
"
courtesy of being businesslike. who
is
time.
2.
The
person
3.
The
selfishness of carelessness.
4.
A
5.
Shiftlessness is not
Teachers
Oral
or
never
need
particularperson
and
on
not
be
a
bore.
sign of genius.
a
Employers
that his employees are employer assumes prompt, he discovers one who is not as thorough, efficient. As soon he dismisses the laggard. He says, "I cannot afford to hire inefficient help." This employer reckons his time in dollars and cents. Any carelessness or inaccuracy that encroaches An
upon
his time
or
the
prompt
execution
of his business
is
inefficient eliminates profits. He service as he eliminates poor equipment. the school is a Now, looked at from any angle you please, business in your town large business organization. What or city has a bigger payrollthan the body of teachers, clerical helpers,janitors,students in your school system? has Which in permanent a greater capital investment
encroaching
upon
equipment?
Which
budget
of your
school in this
his
has
school
light?
a
largerbudget
system?
Did
you
than ever
the
yearly
look at your
THE
BUSINESS
OF
GOING
TO
SCHOOL
3
EXERCISES
facts which
Get
1.
system
as
bear upon business
a
the
conceptionof
the school in
organization. Have
the last five reports of your board similar literature which and any
classroom
the
of education can
be
obtained. 2.
total number
is the
What
in your
engaged
school
system? is the total
What
yearlybudget? is the amount What paid to the teachingforce? Impressivesingleitems of the budget, such as expenditure for heating,books, etc.
3. 4. 5.
If the school is then
really"Big Business",at
financial side,should
not
the value
an
of time
for
a
"I
didn't
A
pupil to
offer to
hear
teacher
as
the
teaching to
correct
hand
in.
teacher's time
and
Students
Employees
a
Is it not
idea of
same an
unbusinesslike
its
imposition excuses
"
papers
from
the
forgot my pencil"? standpoint of efficient
whenever
just as
pupil remembers
a
of
much
a
trespass
to a
upon
to be
ferent, lax,late,careless, inaccurate,or indifbe upon an employer's time.
Employees know
that they must
measure
up
to
a
certain
in order to hold their
standard
that fixed requirements be favors
teacher
the
on
assignment," "I
It is
it would
as
employer?
afford
cannot
them
the teacher have
least
be to
positions. They seldom ask laid aside for them; that special
granted them.
Employees repeat explanations and
do excuse
not
expect
ployers em-
carelessness.
realize,often only after sad experiences,that they of business which demands must accept the stern discipline that a task be performed correctlythe firsttime. Students too often postpone this disciplineof meeting fixed standards and can only acquire it through unfortunate They
experiences after they leave
school.
Students,
not
em-
PROJECT
4
BOOK
IN
ployees,pleadfor more bargain with
BUSINESS
time in which
ENGLISH
to finish
assignment;
teachers,asserting that
"good intentions" shabby work and admit
offset poor work; hand in it is shabby.* These are the sins of students should
would
of business
an
condone
in
Written
an
Theme
which
no
man
employee. Topics
(Developthe idea thai petty carelessness permittedin school in business.) leads inevitably serious inefficiency to more 1.
Great
2.
My
3.
The
4.
The
5. 6.
7. 8. 9.
dailyerrors during the class
faults from
business
hour.
gets his lesson.
early student
stenographerwho forgets her notebook used to forget her textbook. teacher; employer. Getting used to a particular "Hell is paved with good intentions." School,a business experience; business,a schooling. like teachers. If employers were more like employers. If teachers were more
10. The
favorite stock refused my of borrowing. inefficiency
teacher
11.
The
12.
Making the same Day dreaming
while
should
she
13.
grow.
twice; in school;
error
the
teacher
makes
Leaving assignments until the last
15.
Excuses and
Credit In
in business. the
ment; assign-
repeat?
14.
you
excuse.
can't offer
than
more
moment.
once.
Wages
business
there
is
a
cold
and
calculatingefficiency
of credit,service, In matters governing all transactions. an exchange of products,the code in business demands efficiencywhich treats all individuals impersonal, severe exceptions on personalgrounds. alike and makes no In business one is paid only what he is considered actually to have
earned.
It sometimes
happens that
men
and
women
THE
over
are
GOING
SCHOOL
TO
5
honesty inaccuracy or disemployer's judgment; but, broadly speaking,
under
or
of
an
because
paid
of the
given for value received and service is treated as commodity to be sold for what it is actuallyworth to the is
payment a
OF
BUSINESS
buyer. How
students
many
I did.
"Well, Miss
Smith
I don't
what
I
but
out;
them;"
or
type them
for
expects
own
is for
an
mistakes, and
than
her
getting letters
didn't
so
ployer, em-
work
tried to get those
some
the
to
does.
credit that
buyer of those
should
their work
finish
accept the
I an
services,his moral
same
gation obli-
that properly,if they expect credit, They should be too self-respecting has
been
not
earned.
If
a
student
business,he should begin while in school
to enter
and
learn
there
reason
to
more
any
or, "I
worth
of business
ask
didn't do
saying
of
do;"
of business
to do man
think
again, "I forgot yesterday's letters;may the services of such would to-day?" What
Students
to
I
made
employee be employer?
a
see
salary than
more
would
to
practisethe principleof honestly earning his
way. Theme 1.
How
does
one
Topics
learn what
he is worth?
Setting a value on my own qualifications. than I think 3. Accepting cheerfullya lower mark
2.
I
deserve. 4. How
to
get
an
increase in salary; in marks.
(An
analogy.) alibi for poor doesn't like me."
5. The
6.
How
7. The 8. 9.
worn-out
much teacher
marks
to
mean
exposed my
Profitingby my Estimating my I right?
work:
"The
teacher
me.
pretense.
failures. own
monthly grades; how
often
am
PROJECT
6 10.
Marks
BOOK
IN
not
always
are
worth;
BUSINESS
expressions of student value. always measure (An
true
cannot
money
ENGLISH
analogy.) 11.
A
12.
"A
13. 14.
method
of
marking
good paymaster
that
only when work is done." (May be applied to school life.) My report card, my salary for the month. My year's credits;what interest will these earnings bring?
15.
Teachers
don't
16.
The
file system of
17. 18.
Reading marks in class. Competition stimulates efforts
19.
The
20.
Papers marked
open
failure of
Such
students.
live up make
not
to a
"A"
grades.
student.
by students. a
of code
sort
behavior
code might be
good resolutions. them. However,
demand Code
Business I.
for better
overconfident
an
them.
earn
recordinggrades.
called
put in practicein the classroom.
to write down to
a
students
"give" marks;
might put togetherinto simpler aspects of businesslike code
efforts.
pays
We
A
best inspires
for
The this
on
some
of the
the
part of
the business
It is easy
of
man's course
in trying pinch comes particularcode does
impossiblevirtues.
for the
Classroom
Promptness. 1. A
student wait
him.
expect the whole
not
school
to
A
does not traveling salesman expect a train to wait for him; he adapts himself to its schedule and allows time for emergencies.
A cars
for
should
him
make
business He
should
student
not
his teacher
consider and
excuses
late for school.
foresightand
should
whine
a
fellow
class recitation by
a
allow
class
as
He
if blocked
should practise
for possibledelays. an
students.
appointment with To
interruptthe
late arrival calls for
an
ex-
GOING
OF
BUSINESS
THE
TO
SCHOOL
7
of business apology. The man late for an appointment or interrupt does not come without feeling meeting by his tardy entrance a of failure for not having lived up to his sense a
planationand
an
obligations. Work
2.
be done
should
off is
after, the date
Suppose
employer,
nowhere
was
"
there
secretary
such
a
moment
explanation,true
an
was
no
chance
emergency? is likelyto wait
student
a
of directors.
The
the
meet
to
school
board
a
in the files." At
might be, when
secretary to
I couldn't find that material.
could he offer such
how
his
for the report is at hand.
hour
says to his
It
made
asked
report to
a
for work
before,not completion of a task.
had
employer
an
Excuses
be
set for the
collect the data for The
should
time
on
habit of putting
The
habit.
unbusinesslike
an
done
not
time.
on
as
for his
Yet
it
ployer em-
often
in
until the recitation
is started,the class is before
offeringan
waitingfor his report, explanationfor not having it
ready. II. Tools A
Ready. should
student
provided with
the responsibility of being
assume
necessary
equipment.
He
has
no
right
If he forget his pencil,his textbook, or his papers. does forget,he should not molest his neighborby borrowing. Can you imagine a stenographer enteringher employer's
to
office and
pencil; may
my
notebook;
saying I borrow
I write
may
my
him
boldly, "I
forgot yours?" or "I forgot my the edge of your notes on
to
'
newspaper?' III.
UnderstandingOrders. A
student
directions
or
should
not
expect his teacher
assignments because
It is his business
to
to
repeat
of his inattentiveness.
not get correctly,
the second
time,
PROJECT
8
but
BOOK
ENGLISH
first,all explanationsconcerning classwork.
the
No
BUSINESS
IN
employer the
in school
tolerates indifferent
ever
student
attention;while learn,by practice, ability
must
to listen. IV.
Following Orders. student
A
learn to follow directions
must
half
understand
To
correctlyis of
habit
assignment and
an
He
enough.
not
complete
follow
that
train himself to the
must
if he
accuracy,
explicitly.
intends to win
ever
the respect of future business associates. V.
Pride of Workmanship. The
done
student
must
develop a pridein good
even
in doing the work
is its
own
is building
a
foundation
poor
dislikes. The
in business.
advertisement
himself
contents
he
ship, workman-
for
job
The
student
business
a
while in school with
life who
low standard
a
well
of
quality. Perhaps own
every
student
that in school work
to
while of
does
tolerate
not
future
careless habits
in
might be, student.
a
or a
carelessness.
particulars it be
It is worth
he
A
student himself
allows
will
possible imthe
ness Busi-
puts his
acquire
to
during school days.
of work
fob
Writing
Theme "
Kipling's If",given below, either poetry, describinga business student who may
I. Write
it from
Would
its standard?
danger, if
Suggestions
in prose become
conduct.
some
student of business to fightcareless habits.
a
business
to
nearer
come
he falls short in
businesslike
of
of its standard
reads through this code
who
parody
of
successful business "You'll
be
a
Your
man.
business
man,
my
last line son."
or
Or
idea write
ideal standpoint of a student, describingan Make portrayalconcrete and pertinent. your
the
PROJECT
10
talk with
If you can Or walk
25.
BUSINESS
IN
BOOK
crowds
with
ENGLISH
and
keep
lose the nor Kings If neither foes nor loving friends can
26. 27.
If all
28.
50.
If you With
51.
Yours
32.
And
29.
"
with
count
men
fill the
can
Earth
what
"
touch,
common
hurt
you,
much;
too
none
unforgivingminute
sixty seconds is the
but
you,
virtue,
your
of distance
worth and
is more
run,
everything that's in it,
you'llbe a Man, my Son! Rudyard Kipling
"
"
Note. "an
An
illustration
can
dress to make
of
such
parody, taken from 'If*for Girls,"by Elizabeth Lincoln Otis is given below. "
"If you Yet
If you But
not can
yourselvesattractive
make
puffsand curls
swim
and
be
row,
of the gentlergraces
II. Write
either of the two
resolutions
respect my honest
and to
fair with
my
and
delight;
active
sight;"
creed
etc.
modeled
after
printed below:
profession, my
be honest
strong and
lose not
The Salesman9 1. To
chief
your
Student's
Business
a
a
8
Creed and
company as
company,
fair with
me;
myself. To be
I expect my to think
pany com-
of it with
worthy loyalty,speak of it with praise,and act always as a trustcustodian of its good name. To be a man whose home word carries weight at my office;to be a booster, not a knocker; a pusher, not a kicker; a motor, not a olog. 2. To base my expectationsof reward on a solid foundation of service rendered; to be willingto pay the priceof success, in honest effort. To look upon work as opportunity my the most to be seized with joy and made of,and not as endured. painfuldrudgery to be reluctantly lies within that success 3. To remember myself, in my own tion. brain,my own ambition,my own courage and determinaTo through expect difficultiesand force my way
hard
them; to turn struggles. 4.
To
experiencesinto capitalfor future soul; to.jc"rryan possiblecustomers; kill doubts with cheerfulness,
with
dispel ill temper
strong
and
convictions
friction with
active
reduce
an
agreeable personality. To make a study of my business; to know my profession detail from the ground up; to mix brains with in every efforts and
my
system and
use
in my
method
work.
To
everything needful by never lettingtime find me doing nothing. To hoard days as a miser hoards missions, dollars;to make every hour bring me dividends in comincreased knowledge or healthful recreation. future unmortgaged with debts; to save To keep my money cut out to amusements until well as earn expensive as it; afford them; to steer clear of dissipation and guard I can health of body and peace of mind as my most precious my find time
8.
11
believe in my propositionheart and of air of optimism into the presence to
5.
SCHOOL
TO
GOING
OF
BUSINESS
THE
to
do
stock in trade.
man
good grip on the joy of life;to play the like a gentleman; to fightagainstnothing so hard own weaknesses,and to endeavor to grow as a sales* with the passage of every day of time. and as a man
This
is my
7. Finally, to take game as
my
a
Creed. "
Suggestions
do you
1. What 2.
Did
3.
Do
4.
Apply
5.
Enlarge
you
6. What
7. Use
the idea of
a
salesman
upon
rendered
to students.
the ideas in line 1 and
the first half of
paragraph 7.
followingwords
custodian
like this one?
paragraph 3
figuresof speech the
Analysis
practisethe idea in paragraph 2?
students
line 2 in
Oral
like best in this creed? meet
ever
for
Chicago Portrait Company
are
particularly suggestive?
in sentences
reluctantly dispel
of your
own:
dissipation
BOOK
PROJECT
12
Subjects
Theme 1. Be
(based not
motor,
a
IN
BUSINESS "
The
on
clog
a
in
ENGLISH
Salesman's
Creed
")
class recitation.
graph Para-
1.
2. Recitations 3.
opportunities. Paragraph
$s
student
The
whose
words
2.
weight
carry
with
his
fellows. 4.
Making
5.
Keeping
6.
The
7.
Getting
recitation count.
every
record
my
a
4.
clear.
of mind
peace
Paragraph
after
good grip on
a
correct
recitation.
the joys of school life. Paragraph
7.
sportsmanshipin
the classroom.
8.
Good
9.
The
slacker
10.
The
price of good marks.
in class.
Resolved
(From 1. That
2.
3.
Poster, January,1919)
trying to get something for nothing in other words; that we all do just a littlemore grafting, than we agree to do, rather than just a littleless. That honesty is a questionof expressionhere on earth,with its rewards in profits now, here on earth; that honesty is not a question of morals with but a promise of a blissful idleness in a doubtful beyond, later on. That fear is the root of all evil; for if one neighbor cheats himself againstsome in his store it is to fortify element us we
That
cease
"
of his store.
out 4.
all
The
the basis of all lifeis business
system by which true
are
to
life;that business is the wants and needs; that we
supply our true to social life as life, political we
we
are
true
to business life.
5. That
that 6.
think of others
we we
do
as
we
as
we
would
have
think; the thought
them
think of us; precedesthe act.
that the cooperationis the real brotherhood of man; does not requirte the poverty of prosperityof one man
That
another.
-
-
OF
BUSINESS
THE
the
both
7. That
idle
GOING and
man
the
dishonest
they be possessedof littleor much, and
abominations
SCHOOL
TO
to their communities.
1. 2.
3.
Oral
fob
whether
man,
fools in themselves
are
David
"
Suggestions
13
Themes
"
(based on
Gibson
Resolved
")
for
Getting something
nothing. Paragraph 1. "Business is business." Paragraph 4. Rule in business. The Golden Paragraph 5.
4. "There
is plenty of
at
room
the
top."
graph Para-
6.
5.
6. 7. 8. 9. 10.
policy" from a practicalpoint of view. Paragraph 2. "Murder will out." Paragraph 3. Signs of cooperationin business. Think twice before you act. Paragraph 5. Fear is the root of all evil. Paragraph 3. "And shall compel thee to go a mile, go whosoever with him twain." (Matthew v, 41.) "Honesty
Accuracy in He
cent.
houses
a
cannot
cent off."
and the Classroom
Business
business
In
is the best
bookkeeper's sheet must be console himself with, "Oh,
His balance
of
a
good repute
word
blemishes
must a
be
the rest of the letter cannot
there
is demanded think
cannot
accuracy
mailed
he
a
as
creates
a
business spelled mis-
impression
an
facts.
letter;he
a
In all business
correct. to
to
only
letter perfect. One
letter; it
which
I'm
Letters from
be exact.
must
correct
must
An
employee know
that
he did. Students
off; I
knew
my
paper;
my
book
excuses
often
say,
"Why,
answer
my
the spellingof that word I think
when would
I be
I handed
came
worth
in that
to class."
was
just
a
cent
but I
forgotto correct assignment; it was in
In business
consideration.
none
of these
PROJECT
14
What
BOOK
would
Expect from a Student in an (With apologiesto A. M. Hitchcock.)
Business
a
English Class? There
the
is
ENGLISH
BUSINESS
IN Man
form, penmanship, accept a scrawled, untidy
required mechanical Would
indentations, etc.
he
his business be the effect upon would manuscript? What of permitting lawlessness in such matters? of carelessness, the common There errors spelling, are
them?
upon
he
punctuation. Would
grammar,
careless theme
The
Less.
bestow
red
more
he would
not
ink
accept
rewritten in the
until it was
pupil'sbest style. There is the composition obviously written merely to meet a requirement, to "get by." Little effort,except a real composimuscular, has gone into it. It is in no sense tion. Would he accept such a lazy, half-hearted kind of work? effort until the "ratherNo, he would call for a new more-or-less" student had produced a "just-so" theme. Business
teaches
task
is
The
Business
a
its students that it is not
and
task
of
that
Learning
they
learn
must
that
a
until it is done.
done
to Write
be made business. As soon a we as activitymay take a thing seriously,decide to put our best efforts into its perfection,systematize those efforts and employ them have "made of it," as the phrase a business we regularly, "HI it my business to provide entertainment make goes. of a social committee, for the evening, says the chairman
Any
"
and
unless she will be
a
"business"
means
failure.
into
management know
that
unless
orderingthe will not
ice
We
our
cream
be set for
our
do not the
mind of
scenes
committees or
know
we
can
that the
this
ness enteringof busi-
our
social life. We
make
business
a
pleasure. We
never
can
have
has one thingsin life unless some for providingthem. business responsibility learn anything well until in we never Similarly,
words
we
"make
a
of
providingthe orchestra,the stage
the worth-while a
ing even-
business
of
learning." That
of
any
assumed
our
does
own
not
BUSINESS
THE
that
mean
that
remember
be swallowed
must
we
system
a
GOING
OF
serves
SCHOOL
TO in
up
system. We
a
that if we
end and
an
15
the end it serves, the system is but hollow We can't learn to play the violin without
must
forget
and
meaningless. systematizingour
We can't learn practiceno matter how talented we are. dressmaking, or farming, until we approach the subject our seriouslyand with enough system to make learning steady,rapid, and thorough. We can't learn to write and talk better until we seriously
put in force toward
that
talk better few
too
as
as
the
does not
learningto
write
of the class in
enter
upon
seriousness
a
A
few
try to improve; but
to
always
with
English,but
steady seriousness.
any
it their business whole
efforts
our
accept learningto write and
generalaim
it with
pursue
a
Students
end.
make class
thorough, systematicregulationof
a
that
dents stu-
the
the business of be
can
called
businesslike. Theme
1. A
party that
Topics
managed
was
2.
Getting through
3.
A
efficiently.
the dishes in
housekeeper who
businesslike fashion.
a
scoffed at "business
enteringthe
home."
5.
Efficiencymakes good times possible. Inefficiency spoilsthe spiritof the home.
6.
The
7.
two Success,one. part inspiration, (Edison.)
8.
Making
9.
Systematic studying.
4.
fumbler
as
a
friend.
head
your
save
learn without
Trying to
11.
Systematic practicemakes
The A the
Classroom, classroom
a
Place be
may
analogy may
of the school will
be
perspiration
time.
your
10.
parts
system.
perfect.
of Business
thought of
carried out
permit.
as
as
a
placeof
business and
closelyas the equipment
16
PROJECT
BOOK
Suggestions
for
Analysis
What
ENGLISH
Analogy
this
of
of each
clerical business
What
with 3.
Oral
BUSINESS
is the business
1. What 2.
IN
student
in the class?
is there to be done
in
tion connec-
the routine of the classroom?
business
in Business
is there
the school that
a
class
English might do for practice?
there
(a) Are
about
student
activities
that
advertise
plays,programs?
4.
(6) Is there secretarial work that teachers might trust an English class to do? What sort of business organization might enable a class to solicit such
5.
6.
departments of your school thus correlate theory and practice? Are there other opportunitiesabout school for business other
What
practice? equipment should
7. What
What
additional classroom
your 9.
What
10.
Examine each
equipment more
sort of books
his desk
for
the may
each
in your
like
would
an
a
have
in order
would
room
make
office?
business
have
man
upon
ready reference?
followingtypes be
student
in class.
to be businesslike 8.
work?
used
of books
and
learn how
efficiently:
(a) An Englishgrammar. (6) A text on composition. (c) A dictionaryof synonyms. of commercial (d) A handbook The
correspondence.
followingare good suggestions: (a) Whitney's "English Grammar/' Practice Book (6) Hitchcock's "New (c) Fernald's "Dictionary
of
in
Synonyms."
tion." Composi-
18
PROJECT
BOOK
IN
BUSINESS
BEFORE
THINK
YOU
ENGLISH
SPEAK!
Name .
Error
"
9)
Signature
reporting error.
of person
"
Date
II.
Error
Sheet:
technical the text
to
errors. or
be
used It
notebook.
for
might
recording individual's be
own
pasted in the front
of
THE III.
BUSINESS
OF
of Term's
Graph
GOING
SCHOOL
TO
19
Work. 123
Themes
56789
4
etc.
Grade in percentage
passing line
of
Number
inexcusable errors
In red ink
A
or paper with one excellent the matter now 88, 89 for list of " inexcusable
N. B.
paper "
General
errors.
Theme
2.
Working overtime. The grind in school
3.
Brilliant students
4.
Average students
1.
is below grade inexcusable errors is otherwise. See pages 86, 87,
more
no
Topics
the efficient student.
versus
I have I
who
known known
have
didn't improve.
to
profitby their
failures. 5. 6. 7.
Making the most of the study period. Burning the midnight oil; poeticbut inefficient. tion; out of a class recitaGetting my money's worth" "
or, 8.
Taking
books
effect 9.
Short
10. The
as
on
cuts
a
as
home
my
effort entitles
without
me
to.
looking at them;
the
student's morale.
for efficient studying.
student
from
much
who
grows
the teacher.
to
depend
upon
specialhelp
CHAPTER
II
IMAGINATION
in Dollars
Imagination
I
has
which
another
grows
If
the
degree, ago,
in a
be
to
would
we
business
a
in
part
dollars
laughed
have
of
letter, or
business.
and
at
and find
we
efficiencythere to
it.
uncompromising to
increasing
an
A
of
a
heart
sentiment that
these
decade
appeal having pay
in
cents.
Theme
"Business
1.
Clerks
2.
Personal
Business"
is
who
Topics but
Something
more
friendly.
are
Service
in
Bureaus
large
city
stores.
will increases
3.
Good
4.
The
5.
A
salesman
6.
A
form
7.
The
8.
A
9.
Departments
10.
ness busi-
survive.
can
personal.
imagination to-day
But
and
idea
the
us.
contradictory
it aims,
friendly and
and
warm
other
the
on
he for
almost
calculating
and
hand,
one
before
assures
spirit of
stern
demand
impersonal
severe
constantly
this
understand
spirit in business is
business
on
this
world
described
must
one
BUSINESS
Cents
the
already
along with
But
and
is Business"
"Business
Chapter
IN
personal
greater
Business,
with
a
a
that
advertising.
personal appeal. a
personal
intimacy letter
business
in
touch
with
letter
trade.
with
tone.
in window a
heart to
cater
great adventure 20
displays. appeal.
individual in human
taste.
service.
ment depart-
IMAGINATION
BUSINESS
IN
11.
Business, a chance to do the in a helpful,pleasingmanner.
12.
Successful
13.
What
14.
Business
15.
Business teaches the housewife.
16.
Art
17.
Business
anounces,
18.
Business
educates
19.
Business
encourages
20.
Business
preaches sermons.
And
celebrates
at the
same
Thanksgiving.
business.
"Spring is here." the public. sports.
time that business calk cut
it calls out, with efficiency, that
turn
can
that this
almost
poet should
have
seem
may
strange
place in prosaic
a
business,but it has. An engine to the likelyto be but a thing of iron wrought
manufacturer
is
in
noisy factories To a yachtsman of time and labor and money. "faithful friend" which brings him safelyto the
it may be a harbor. The for their
for greater
equal ardor,for imagination
good will into profits. It
faculty of the
at the cost
passing.
does for children.
has invaded
so
things of life
necessary
selfishness in business is
business
21
advertiser and
salesman
take this
"
affection
"
They must understand not only the engine but the yachtsman as well. Their imagination must tell them what appeal will most surely convert the yachtsman into a customer. To the advertiser, the modern poet in business, a soap, a fabric,a device,a machine, are not cue.
"
"
merely things. a
story, an
mind. makes
He a
In
idea, a
each
he
memory
sees
an
with
association,a picture,
which
realizes that it is truth
to
lure the
public
imaginativelytold
that
sale.
EXERCISE
Find where
examples of pictures and common
articles
are
stories
in
advertising
imaginativelydealt with,
For ^
foods, medicines. example, soaps, automobiles,
22
PROJECT
O by "w Bdwrn
The firstof
a
BOOK
IN
ENGLISH
Rtprinlcd ait Iheir jwmiiiton Lamp Works. (page 21) series of paintingsby Mamtild Pabrish, portraying the development of Light " Truth Illustrating
r
BUSINESS
ImaginativelyTold
"
IMAGINATION
BUSINESS
IN
23
PROMETHEUS It is recorded sea
and
heavens
was
called
This
the
Then
seas
fishes
and
But and
which
took
of all
and
went
down
brought
and So
the
runs
it is to
lighted
bit
legend handed
the
candle, then
flame
a
first
Edison
and
at
to
to
ness, swiftthe
man,
him.
upon
In
aid of Minerva the
the
chariot
of
the
ancient
poets, and
origin of
light that
the
of
the
sun
vapor,
and
shell, a skull
a
iron
task
fulfill the
to
became of
with
earthward
sun.
labored
vessel
after
Edison,
laboratories and
bronze,
or
or
then
finally electricity
a
was
seeking
And
in
to
the
make
the
the
of
MAZDA
lamps
are
mean
types
many
marking that
of
a
great
have
Company
lessly tire-
efficiency
in
more
been
and
continuously still
better
the
ideal
of
distinct
and
more
"
Electric
experts
1020
one same
service
General
number
of
first
that
Between
lamp.
each
been
produced
experimenting,
lamps
developed, has
of
large
a
electric
idea
cost.
much
MAZDA
been the
lower
a
erected,
proceeded
strength,
returning
torch
gaseous
Edison
the
Always
research
and
A.
have
lamps
advance.
light
of
chariot
a
practical incandescent
bulb
crude
oil, then
from
1879, Thomas
the
by
us
story
His
began.
metheus Pro-
and
chained.
and
caught
thus
sary neces-
task
the
with
at
leaving willing pioneers have
ages
means
the
man
man.
to
the
filled with
clay
torch
Prometheus
after
Prometheus of
In
to
down
painted
has
torch
Through that
light
the
bestow
who,
his
beast
creating
accordingly
left to
Prometheus,
fire and
Parrish
He
plains,
the
Prometheus
to
of
with
undertook
nothing
lighted
So
task
gifts of courage, he came but when
various
others,
to
the
and
sea.
gods.
animals
work.
interpret this interesting
Maxfield the
the
and
the
assigned
other
his
and
land
the
through
created
and
appear,
Epimetheus
many
heaven
to
up
all the
turned
he
to
by
was
animals, he had
perplexity
his
and
the animals
upon
stars
desired
was
supervise
to
sagacity noblest
the
and
mountains
the
deity arranged
protection.
was
aspect.
one
wore
interposed,
universe
Epimetheus,
him
for their
the earth,
beginning and
together
possession of the
animal
providing
bestow
the
lesser
some
his brother,
and
of
god
rivers* caused
nobler
a
blended
in the
Chaos.
great
and
that
legend
all
were
offices of
good the
in ancient
comfort.
So
from
hand
along, growing only
as
lighting
the
within which
for
humblest
reach
Prometheus
now
home
torch
the
brilliant
more
symbol,
a
hand
to
with
Edison as
no
of Prometheus each
year.
MAZDA olden
has
But
lamps palace
of all the
latest
refinement
bestowed
upon
mankind.
ever
of the
the
passed
been torch
perform was,
remains its
thus
task, ing plac-
original blessing
PROJECT
24
BOOK
advertise
and
BUSINESS
all business
Broadly speaking to
IN
depends
sell,whether
to
ENGLISH its
ability products,services,
it be
upon
in business without talents,or ideas. There is no success this abilityto sell;and salesmanshipobviouslyis based upon
the
imaginativefaculties. Topics
Theme
Imagination 1. Business 2.
Business
in
Business
tells stories to the public. makes
imaginativeappeals with
the
following
ideas:
(a) The spiritof the home. (6) Patriotism. (c) Peace on earth,good will (d) The beauties of Nature. of childhood. (e) The romance "
3.
Business
tells fairy stories.
4.
Business
revives
5.
Business
likes to
Imagination
to
see
dull routine
old memories. the public.
tease
uninterestingtask interesting and into pleasant occupation. The ability an
of the labor
the monotony
beyond
men."
Routine:
Redeems
Imagination makes turns
toward
involved
the
to
beauty and worth of the product created,is to be coveted Spading a garden, by all who would enjoy their work. scrubbing a floor,sorting checks, typing letters is all dull, labor without
mechanical a
clean kitchen, an
sent.
All labor
perceivesand so
many
to
a
orderly business,and a
assumes
enjoys the
thousands
the vision of flowers in full
of
men
dignityto
new
purpose
and
a
which
women
lifeof grindingmonotony,
to
message
the it
person
of mechanical in their
social
be
who That
serves.
in this world
sensing the joy of purpose without ever of the colossal tragediesof life which one
bloom,
are
demned con-
routine
is efforts, philosophers.
PROJECT
26
BUSINESS
IN
BOOK
ENGLISH
5.
job. Singing while you do a monotonous mechanical tasks. The rhythm of some Washing dishes made interesting. Building air castles while my fingersare busy.
6.
Observations
2. 3. 4.
of human
nature.
7. A trivialincident that brightened a dull day.
charming pictureI
work;
to
simple terms imagination is the abilityof the mind and reproduceimpressionsgained through the five senses and originalconceptions. I see combine, them into new
to
8. A
saw
on
to
way
my
school. 9.
patheticface that haunts conversation interesting
A
10. An
Basis
The
of
me.
I overheard.
Observation
Imagination "
In
cloud;
I close my
I hear the
in
ears
my
of
fruit
first grape
stocking on
our
the power
of
Christmas
to retain these
ing the feelstillfeel/' stilltaste
can
stillsmell
or
of
shiver at
can
us
a
cloud. out
are
carry
"I
a
eye,
peach and
a
dentist's drilling." Some
that fell out cases
long after
waves
for several seconds.
memory
imagination our
these
mind's
of the fuzz, I shall doubtless
"the
say,
we
in my
If I bite into
sound.
the sensation in my
of the
roar
of the
range
and stillsee
eyes
to
the orange
morning.
In
all
impressionsexists
sense
less degree in every individual. have as the basis of our mental equipment these
in greater and All of
us
images
sense
furniture. into
them mind's
put
a
eye
We
myriads a
woman
scene
from
story out the
new
we
be
a
sense
these
saw
having
product
of
We
may
see
in California seen
of the details from
combine
again in The
imagination. Thus
another.
An
our
into it
and
in Boston.
impressions, buildingone
mental
our
impressionsand
forms. once
recall
we
his
of
the rest of
to construct
take
may
would works
of which
out
a
scene
inventor
bination com-
writer for his
builds
experience of his past impressionsand fashions in his imagination an originalidea. Farther and farther upon
we
of pure observation. Only realm
will
actual
learned
for
to
use
their
imagination.
Impressions
to the class that
to prove
that
have
the material
have
ever
who
those
Your
Aim
27
into the experienceof the senses imagination,but the basis of imaginationis from
travel away
senses
BUSINESS
IN
IMAGINATION
alive with
observant of detail,
are
you
Write from five senses. observed facts,on any of the experience,describing are
you
actual
your
followingsuggestions: 1. A salesman
whose
is a
appearance
4.
bargain counter scramble. A descriptionof the "boss." "Quitting time" in a largestore
5.
Types
6.
An
7.
A
2. 3.
A
in
seen
street
a
attractive window
8.
bird's eye view of The mills at sunset.
9.
The
boss
Fashions
11.
A
12.
The
13.
An
14.
The
blind
15.
The
policeman
busy
seen
car.
display. the city.
on
the street.
on
a
corner
rainyday.
city at night. effective street man
car
advertisement.
sellingpencils. at the
semaphore.
Suggestions to entertain the
1. Write a
dull theme.
Choose would
3.
factory.
or
out.
goes
10.
2.
good advertisement.
a
scene
you
class; don't bore the class with waste
yourself are
your
paper
"Theme"
your
interestingtitle be
of
article. interesting
an
time
on
the obvious.
interested in if you
interest others. head
Don't
Don't
Writing
for
an
or
advance
"English"; let advertisement
28
PROJECT
BOOK
4. Re-read
have
you
to
make
and
sure
in
spelling, punctuation,and the impressionyour theme would
errors
no
grammar
in its final form
theme
your
ENGLISH
BUSINESS
IN
mar
otherwise make.
Questionsto 1. Does
ask
in re-reading yourself your
the theme
create
theme:
picture?
a
2. What
details accomplishthis?
3. Would
outside interesting letter perhaps?
in 4. Do
be
the theme
a
I show
5. What
a
classroom,
of observation?
powers
detailswill prove
to my
reader that I
am
a
keen
observer? Suggestions
Miscellaneous 1. Take page
topicslisted on
of the theme
one
add
and
to
of the
any
the
observed
preceding facts any
as: coloring imaginative you please,
(a)Put
into the
scene
in another
saw
(6)Interpretthe
of three
story.
a
senses
increases with the loss of the other
How
does Helen
what
would
her idea of
part in the lifeof
a
Keller
"imagine"? Upon
tree be based?
a
business
man
Illustrate from:
play?
L
a
you
scene
two.
4. What
make
theme, the powers of observation of any peopleof your acquaintance. the life of Helen Keller. Note how strength
2. Contrast in
3. Read
and
scene
you
actually saw, using to explainthe bare facts. imagination
your
two
observed,characters
you
salesman.
(a)The (b)The
lifeof
a
life of
an
(c) The
lifeof
a
merchant.
(d)The (e)The
life of
a
clerk.
lifeof
ft
stenographer
employee.
does keen observatio
IMAGINATION
Try
5.
IN
BUSINESS
29
to recall offhand:
(a) The
of the conductor
appearance
last rode
(6) The
details of
(d) Read
a
such
some
strange
a
you
Sherlock
can
Holmes
of observation
Bring abilityto see Using Observed
or
many
powers
Facts
Instinctive in
stranger made
impression some
See how
the
car
you
on.
at the theater
(c) The
on
at a
you
place. you
last in.
were
recall.
story and
the
note
of that famous
tive. detec-
class illustrations of uncanny
to
as
room
upon
a
glance.
Basis
for the
Imagination
is the desire to make
things. To see and make picturesof what we see; to hear and write music; to reproduce the odors of the gardens in costly perfumes; to bring together into a salad fruits and vegetableswhose blend of flavors are
man
appealsto
deep-rooted. The
those
he
has
melodies; and
seen
in
the
palate;these
artist creates
new
nature; the musician
desires to create
pictures out composes
of
new
the
in his experience sees originalperson material for his imagination'sbuilding. No experience is too trivial or too insignificant to suggest possibilities to his imagination. Out of the commonplace he fashions the romantic; out of the usual,the unusual; out of the prosaic, the poetic; and out of the old,the new. His mind is habituallysortingover odd facts,is continually combinations of facts in his eagerness to trying new get on the trail of an idea,an invention,a plan,or a suggestion. The imaginativeperson's mind is never quiet. On the street car, in the lobby, at the noon hour, in books, in crowd, at work or at play, the imaginative mind makes a combines new ideas. new associations, A student who wishes to develop his imaginationmust the playground, in the On develop this sense-acuteness.
classroom,at habit
to
watch
home and
and
on
listen.
the street,let it be his
daily
PROJECT
30
A 1.
2.
BOOK
Chance
and
the door
between
and
goods. the lady
of the house
the door
just rung
window
bell.
On
placardare the followingwords : solicitors will pleaserefrain from ringing
printed on
"Agents
attractive
an
in athletic
has
agent who
an
Imagination
describe
conversation
a
ENGLISH
Your
Exercise
to
Imagine in detail and displayfor a dealer Imagine
BUSINESS
IN
this door
bell
a
otherwise
or
The
of this house."
disturbingthe
agent has
not
seen
pants occu-
the
placard. 3. 4.
describe
and
Imagine Imagine
"push
a
conveniences 5.
Coin
word
a
7.
Imagine
8.
Write
9.
a
be used
to
home
where
all electrical
installed.
are
in your
Picture
button"
job.
as
title
a
or
for
name
some
organization.
student 6.
ideal
an
mind's
an
eye
ideal
employer.
ideal class recitation.
an
one-act
play or
a
short story
using well-known
advertisingcharacters,the Cream of Wheat chef,etc. By using picturesof the Campbell's Soup Kids or other series of scenes for a advertising characters make to tell an advertising a funny supplement or story. Suggestion
Use
bits of your
materials from
own
experience; don't try
structure
for your
everywhere
and
as
combine
well
as
them
to build
into
new
to
create
the
it; take ideas ones.
Let
the
material,and your imagination the It's combination that must only do the building. have the stamp of originality.
your
observation
give
you
Miscellaneous
1. Name
their
five
for opportunities
imagination:
the
followingto employ
IMAGINATION A
janitorof
A
druggist in
A
waiter
A
stenographer for
A
milliner
Name
3.
In these to
large apartment
a a
a
31
building.
town.
exclusive
an
in
small
resort.
summer
absent-minded
an
residence
doctor.
district.
jobs that commonly requireno imagination. five jobs,name opportunitiesfor the workers
employ their imaginations as
the
5.
in
BUSINESS
five
2.
4.
IN
a
means
of
relieving
monotony. business
positionsthat especially require sort of imagination in each? imagination. What ing: Analyze the need of imagination in each of the followName
some
Sellingmillinery. Reading the gas meter. Solicitingcharity contributions. Applying for a position. the studies in the curriculum
6. Name
imagination. 7.
Argue
your
own
Discuss
pointof
view
offer stimulation
(6) Imagination
"
develop the
them. on
the
the commercial
(a) The subjectsin
that
to the " as
.
following: course
I
"
,
imagination. importantas
any
other
in business. singlequalification
Seeing What
the
Fellow
Other
Sees
casually about the aisles of a of department, fascinated by the wonders large hardware had not intended to buy anything; You ware? kitchen were just waiting for a package to be wrapped in a you neighboringdepartment and were whiling away the minutes. Have
That
you
table
ever
yonder
wandered
was
coring,cleaning,etc.
full of the latest novelties for And
as
you
looked
paring,
for the latest de-
PROJECT
32
BOOK
IN
BUSINESS
ENGLISH
"That reminds spied just an ordinary egg beater. the me," you said, as you searched for a quarter. And next counter, strange enough, had just the piece of Pyrex that you had been looking for to complete your set. vice you
Had
it
occurred
ever
to
that
you
the
of
manager
that
of women's student He knew a department was ways? women's tendency to forgetto replaceworn-out egg beaters. He might have put up the advertisingsign,"Just to remind you" but he knew that you would supply the slogan yourself in the right place. He if he simply put the counter remembered his wife's saying years when they were ago
stillnewly married
the waffles that she
on
I could remember
to
so
get
their first egg
beater
proudly made, "Oh, dear, I
do wish
those those
little things when the hardware
old I
out
worn
new
a
that
waffles with
entered
had
but
beater.
egg
I
one.
down
am
department
I almost
never
can
town."
some
And
years
spoiled
remember when
he
later he made
incident and a whole lot of other "insigtrifling nificant" And that was experiencesof the days and weeks. why he climbed so rapidly from clerk to manager. Haven't irritated at the often, in a store, become you awkward fumbling of a clerk over stock that she didn't seem of that
use
After
know?
to
five minutes
of ineffective
searching,she
quiteunconvincingly,"I guess we haven't that in stock." she did have it,but simply couldn't find it. Or You knew haven't you been "just looking" for hats and been enjoying yourselfwhen a clerk appeared and shadowed you around didn't you in each case if resentingyour loitering? And as the proprietor, fashion, "If I were I know say in human said
I would
what
What
do."
littleobservations of yours, to
them
use
as
imaginationlead and
could you
A where
man
once
long
rows
if you of
manager you
would
a
back to the
do
you
with
these
two
given a chance department? Could your were
now
point of view of the customer
thereby improve trade? walked of
up
the
aisles of
a
furniture store
dining-room chairs monotonously lined
PROJECT
34
BOOK
Mr.
Dear
IN
BUSINESS
:
My father died when I was the impressionable age when wonderful
twelve years old justat I considered him the most "
in the world.
man
left me
He
ENGLISH
good name, a very small legacy,a deal of the.Scotch-Irish fighting spirit and a wonderful picture of himself. I'm not ashamed to tell you, Sir,that the photograph of Dad helped me over lota of rough placesin a
"
the Road
Many
of Success. time in the old
to get days when I was fighting a toe-hold in the Big Town, I'd come to my littlebedroom beaten. And, somehow, justa glance tired,discouraged, at those big,trustingeyes of Dad's with the tinylaughing wrinkles 'round-about,would fillme with strengthand determination. Then I'd pick up the handiest weapon, and start out again to take part in the battle.
And
a
now,
about
YOUR
With
son.
all of your
heart
and
soul,you want him to grow up a strong,decent,manly chap. He will be going away to school now in a few days. You cannot accompany friend and pal. him as a counselor, But you can send a wonderful support your photograph. That boy of yours wants a real,man-like pictureof his show to the fellows with a Dad a photograph he can bit of a catch in his voice, world of pride, and maybe a wee "
"
as
he says, "That's Dad!" And he shall have it. For when
with me,
we'll forgetall about
you
come
conventions
to talk it over and
stiff-and-
starchy things if you say so, and just make a human, natural,real,life-likepicture. I'm mighty fond of taking everyday photographs,and I've noticed that the work a loves is quiteapt to be pretty well done. man Perhaps it would be best to make an appointment this morning. There's a telephoneon your desk and one on mine. My number is Main 2436. Truly yours, P. S.
And
of
course
YOU
want
a
pictureof the lad,in
togs with the manly smile that sets your heart aglow. 'Twill keep you up to par in.the days to come.
his
new
So
bring him along. Reprinted from
The
Mailbag of December, 1917
IMAGINATION Analyzing
in the letter?
the writer imagination?
Has
stimulate
he
3. Does
4.
What
5.
Underline
6.
What
the words
which
suggestive.
are
color is this letter?
imaginative letter is
dull.
never
One
by picturesof familiar places or by words associations.
familiar
he
what
see
his words a
tences sen-
imagination?
one's
appeal to
of words
sort
what
In
imagination?
your
words?
or
An
35
Letter
the
is the chief appeal made
1. What 2.
BUSINESS
IN
to
that
imaginative writer
An
by the magic
sees
is
of his
stupid interview
dull conversation,a
summon
makes
details,the
conjure up pleasantmemories. are
bored
never
A
power
up
you
of
dull letter,
usuallydull
cause be-
they lack imaginativecoloring. Make
specifically any
Describe 1. A
Classmates
Your
See
of the
A
dull half hour
waitingfor
3.
A
dull time
party.
4.
A
dull letter.
5.
A
dull conversation.
6.
A
dull theme
at
us
following:
book
review
A
3.
An
4.
A
business
5.
A
book
interview
"
Be
you
the
car.
yourself. details that
your
half hour's wait for
2.
Note.
See!
in class.
read
by interesting:
1. A
a
Don't be dull
"
Convince were
You
dull class hour.
2.
Note.
What
in you
an
a
any
train.
English class.
overheard.
letter. read.
yourself. interesting
"
of the
following
36
PROJECT
IN
BOOK
ENGLISH
BUSINESS
EXERCISE
List ten
for
synonyms
and apply each interesting
to
some
noun.
Theme
Topics
followingtopicsin language that will stir the reader's imagination: Write
theme
a
on
of the
any
bore in the classroom.
1. The 2.
The
3. 4.
enjoyment of unpleasant places." Looking out of the window.
5.
A half hour's wait for
6.
An
7.
A
8.
An
9.
The
10.
bored
in the classroom.
"The
apology
for
train with
a
the street
eavesdroppingon
recitation that aroused
in
car.
spontaneous applause.
imaginativeperson'sview of a enjoyment of trivial things.
Humor
observer.
keen
a
crowd.
elevator.
an
EXERCISE
Rewrite
the
language.
The
pretending he induce
In
student
try the wonders
going
am
You
camera.
very
are on
see
good.
be
of
you
think
to show
you
photography by
how
that it is very
can
he would
does
his
he
scriptio de-
miss
picturesque?
It is very
picnic;you
a
Do
parts of his recitation
what
to splendidopportunities
"I
demonstratinga pocket kodak,
was
sellingcameras.
was
to
you
recitation in imaginative
following student
put
to work
small
this little
but its
pictures
convenient
to take with
you
it in your
you
AU
push this lever and the camera opens. about distance There is no difficulty or anything. It You find your pictureby looking is off ready to snap. have
to do is to
into this little finderwhich
ready, you taken.
push
It is easy
turns
the snapper to load.
The
out
in
and
When the
you
are
picture is
beauty cf this
camera
IMAGINATION is that it is convenient
Who
wants
BUSINESS
IN
and
to carry
to be mthout
simple to operate. in summer?"
camera
a
37
Originalityin Business this strenuous
competition has extended into every phase of life. Men not only compete for trade; of ideas. there is a livelycommerce are Every day men of money. One buying and sellingideas for large sums In
sells
of ours,
age
idea
for
labor-savingdevice for thousands of dollars; another sells his idea for an original advertisement,a movie scenario,a funny supplement series. man
If
an
new
of his times
keep abreast
would
one
some
this strenuous
intellectual
"Uneeda"
invent
he must
be alive to
competition,to this exhilarating of wits that goes on about him on the billboards, in game and in the market. aginatio the newspapers, Perhaps an alert imwill earn at a singlestroke a year'ssalary. It required no phenomenal genius to coin the word or
apple
an
biscuit built up in a story is told of a man
named
his
and
Ideas
have
him
a
ain't
him
if he
had
ache tooth-
a
toothache,sir; that's
a
rich. rich.
men
greater weight than for
asked
reply, "That made
who
man
$50,000,000 corporation. The cigarstore swellinghis cheek with
Someone
Lucky Strike,"made
the
a
a
chewing tobacco.
Yet
corer.
the labor
"One
singleidea
of all men,
century" (Emerson). Hard
make If a man can bring success. his neighbor, the world will beat
a
animals
path
and
have gines en-
alone will not
work
better
may
trap than
mouse
his
one door, somesaid. Too few people jointhe quest for the original. for staying with the "I'm not a genius" is our pet excuse who Neither crowd. was Woolworth, the man originated
the
5
and
10
cent
store
suggested the idea.
have
occurred
clerk.
He
he did it by
was
to
a
told
A
store.
puttingup
to
little incident
It occurred
thousand
others.
get rid of
to
a
a
country
by chance; it might He
some
sign Anything
was
odds
"
a
in
on
an
and
ordinary ends
this counter
and
5ff."
38
BOOK
PROJECT
IN
BUSINESS
ENGLISH
EXERCISE Is the
followingadvertisement
picture in
a
theme.
18M"
The
original? Interpret the
Most
IMO
Elaborate Event
in Our
History
Celebrates
The
Founding of The YoungoQuinlaiiCompany Ytort Ago Twenty-six
Spring Opening Monday
IMAGINATION
Suggestive
BUSINESS
IN
Material
for
Magazine
39
Reference
Work
2.
hunting in business,McClure's, V. 45, p. 79, October, 1915. Getting the new way first, System, V. 27, pp. 127-132,
3.
February, 1915. Ideas, giant powder in business,System, V. 24,
Idea
1.
pp.
451-453.
fortunes
Big
4
small
from
ideas, Illustrated World,
V. 26, pp. 574-579.
Making
5.
money
out
of your
ideas,System, V. 33,
56-57, January, 1918. who at 28 suddenly had man
pp.
The
6.
a
ican great idea,Amer-
Magazine, V. 84, pp. 52-53, October, 1917. Woolworth's story, World's Work, V. 25, pp. 659-665. Big dreams that come true, Everybody's,V. 35, p. 607. King of the ten cent bazaar, Current Opinion,V. 55,
7. 8. 9.
p.
211.
who
Man
10.
millions
saw
in
V. 61, pp. 70-78, May Note.
Look
"
other
up
Consult
Business."
a
nickel,Literary Digest,
3, 1919.
referencesto articles on
the Reader's
Guide
under
"Ideas
such words
in as:
etc. ideas, invention,advertising, genius,originality ,
There
are
by
of small
inventions
commonplace incident
some
invented
who
man
hundreds
of
a
which normal
the crimped hair pin asked
were
gested sug-
life. The
his wife
one
day why she always bent her hair pins before putting them Her replythat if she didn't,they would soon into her hair. responsiblefor his patent. in hooks and eyes not The man who originatedthe "hump" problem of hooking his wife's gown but only solved his own fall out
was
that of millions of other husbands. A
clerk in
of papers paper
he
And
he made
a
fortune.
pensionoffice was so troubled by the number was requiredto put togetherthat he invented a
clipand
made
his fortune.
a
PROJECT
40 A
BOOK
watchful
became
tainted
invented
of
one
for
their reward
And
what
about
man
ENGLISH
noticed that lemon
the house
they did, thousands
of others
Written
or
Theme
might
have
done.
Topics
Id6as which
might have been mine. Give examples of ideas you had, but didn't
before
got ahead
one
some
ideas from
home
or
school
It Paid A
to be
express
of you. Choose simple life. Make point your
of view that it is often the first man, who gets the credit. man, 2.
juice
So he by going through a metal squeezer. glass. These modest geniuses littleguessed keen observation and imaginative thinking.
Oral 1.
BUSINESS
IN
not
the smartest
Original.
story of
profited,even
of your though in only a
a
acquaintance who
person
small
way,
by his
originality. 3.
My
OriginalIdea.
Own
(a) A new kind of candy I invented. (b) A game I invented. (c) A story I created. (d) A piece of furniture I invented. (e) A word I coined. (/) A riddle I devised. (g) A charade I worked out. (h) A design I originated. (i) A garden I planned. (j) An originalparty I suggested. (k) A method I devised for simplifying: (1) My (2) My (I)Any 4.
chores. .
studying.
other idea not
Opportunities for : originality
any
mentioned. of
the
following to
express
PROJECT
42 9. 10.
ENGLISH
odd
are
thousands
of littleways
Little mannerisms
the crowd.
of
breaking away from easilybe acquiredby
may
attempt to avoid the trite and the commonplace.
honest
Each
BUSINESS
IN
trade. personalitythat won She haunts the foreground,not the background. An
There
an
BOOK
day there
are
hundred
a
chances
for observation
the dull background
imaginationto set out our personalityfrom of commonplaceness. Your
Exercising
1.
Think
2.
supply
may
Suppose
three ways
descriptivematerial
any
of
Small
Ways
of introducing strangers.
ways
wish
and
restaurant
in
sittingopposite a
are
you
Originality
op
novel
two
up
You
Powers
and
to
stranger in
conversation.
a
open
wish.
you
a
gest Sug-
opening it,barringany reference
food,weather, or the service. 3. Write a friendlyletter, avoiding any to
(a) enumeration
last letter.
your
mention
not
may
you
of what
are
to avoid
of the
following:
did since you {This does not mean you
wrote you
interestingincidents
catalogingincidents
but
ing accord-
time.) (6) apologiesfor delay in answeringletter. (c) intimations that you have littleto say. to
4.
Take
student
5.
verbatim
down
in any
an
class.
originalrecitation. Suggest an originalmenu
average
Rewrite
for
a
class
wieners, potato salad, lemonade overworked
recitation of any that it is an so
picnic. Avoid
and
any
other
items.
originalreply to each of the following: (a) "How are to-day?" you (b) "Lovely weather we are having, isn't it?" 7. Suggestan original titlefor any theme recentlywritten
6.
Suggest
which title.
an
was
headed
with
some
commonplace, general
IMAGINATION
8. Write
original conversation
an
Make
customer.
9.
BUSINESS
IN
commonplace remarks. Make an apology for some that avoid
between
clerk
and
avoid
trite
and
clerk
your
43
slightoffense with words
the conventional.
and gracefully ing avoidcompliment, originally the hackneyed.
10. Accept
a
Platitudes: Express the 1. "I understand
have
you
2.
"Is there
something for
3.
"Are
waited
4.
"There
you
idea
same
a
originally.
vacancy." in silks?"
you
on, Madam?"
is good value in this goods, madam."
5. "In reply to yours of the 5th instant,etc." 6. "Thanking you in advance, etc." 7. "Please write at your earliest convenience." 8. "Can I show you something in linen?" "
9.
Is the lady of the house
"I will justtake
10.
a
minute
at home?
of your
"
time,lady."
Imitation Imitation
has been
called the suicide of the soul and
yet
who illustrations in historyof men received find many imitation. Robert their first impetus to originalityfrom we
achieved
Stevenson
Louis
much
of his charm
of style by
Often we find an invention imitatingauthors he admired. superseded by a slightimprovement. Some one borrowed idea and used his imaginationto better it. We the original cannot
escape
from
the influence of others into
originality.There is suggestionis so subtle that pure
no
such
we
often
thing. The claim
realm
a
power
of
of
nality complete origi-
without
recognizingour debt to countless ideas which idea received its impulse start. our Every new us gave from other ideas. One man originatea part of a scheme, may another The
man
accepts it and adds his
combination
is
own
contribution
original.Honesty impels the
man
to it. to
BUSINESS
IN
BOOK
PROJECT
44
ENGLISH
acknowledge his debt; such a debt does not detract from his originality. own To develop originalityone must borrow from the great facts the human
wealth of ideas and
we
may
do
Learning
Original
be
to
to what
Imitation
through
of five words
note
a
phrases
or
recently
you
and make specificor unusual sense opportunity for yourselfto use them likewise.
an
in
used
heard
2.
What
think.
or
1. Make
thought is the stepping stone
and
done
others have
is heir to.
race
a
the title of any book you that title. Get theme on
Take a
-see
on
a
shelf and write
idea merely from
your
the title. 3.
Take a
else to suggest for idea you can get some one class talk and improve it by adding, or subtracting,
or
4.
The range
any
changing
In your
theme
next
etc., of
any
attempt
as
assignment imitate
author
you
with
contact
through such
fond
are
the style,tone, Label
of.
your
imitation.
originalpersons
most
of
content.
contact
are
those who
have
the
largest
the
experiences of others. Only suggestionsfor originality come.
can
Honesty of Authorship Honesty in most matters is,however, often found
regarding the
sentiment words
and
ideas.
giving credit
to
deception. If
one
To
the
of conduct "
among
honest"
borrowing
use
author
is honest
the
and
words
when idea is borrowed
To
using
others'
of another or
loose
a
of
without deliberate
in quotation, he will acknowledge express
statement
accept credit for the whole of
but part of it is originalis dishonest. and
There
people
is either careless
candidlyhis borrowings,either by quotation marks.
is apparent.
the expressionoriginalsuch
a
a
or
position com-
If the division
IMAGINATION
of
credit
would
is that
become
this
fair-minded
the
and
world
the
the
if I
expression
marks
be
to
not
or
author.
one
would
We
are
be"
to
all
may
accuse
of
me
Shake-
giving
without
past
credit. in
Honesty
no
the
of
quotation
the
expression
this
used
no
"To
knows
heritage;
common
plagiarism
assign
not
ideas
some
that
known
need
One
Shakespeare;
speare
well
so
that
however,
happens,
necessary.
use
is original
idea
the
another.
of often
have
if the
45
by
acknowledgd
frankly
similarly,
person;
It
be
BUSINESS
IN
is
authorship
credit
giving
simply
where
credit
is due.
Miscellaneous
Develop 1.
Life
The and
of
a
Bank
Originally
Check.
write
then
with
Visit
"
aid
the
Consult
biography.
Topics
Theme
of
bank
a
observe
imagination
your
details,
for
and
Fisk,
a
"Modern
Banking." 2.
3.
The
A
Adventures office
write
Movie
of
or
public
create to 4.
The
a
with
story
Market
movie
observe
1.
a
Parcel.
a
and
the
early from
the
color
with
of
a
After
"
Street.
market
Biography No.
of
Daily
title Visit
"
in
the
to
a
post-
just suggested. a
wholesale
street
and
morning
pictures your
visit
a
that
you
then able
are
imagination.
Newspaper.
"
Do
as
in
III
CHAPTER
THE
In
the
group,
every
the
club, there
the
positive
and those
are
that
or
has
its few
the
on
who
know
with
feeble
a
without
up to
the
of
no
"There
have
ability
no
be
can
to
fact,
a
thought
a
lack
than
and
associates
not
only
bear
but
by day
day
little
a
before
Parliament
Grand
Jury
of talkers; by
largely composed Stevenson
it has
in
importance
his of
the
excel
to
Essay forming
on
definite
No
time
in talk every
among
our
congress
measure
been
that
has
opinions.
by not
Robert
Talkers"
shaped comes
prepared
Thus and
that
first declared, public
are
is written
"Talk
46
and
to
pat
great international
ago
grow
reason.
flight of
assistance."
their
content
initiative, judgment;
that
right.
long
book
no
is
of public opinion
course
to
nearer
but
that wrongs
the
and
first corrected
errors
in
public
sitting, where
always
to
part
a
the
cheer
ness sluggish-
questions
illustration
and
book
simple questions
on
criticize,to
to
of this
themselves
to
the
there
people
weighty
They
ambition
fairer
no
think
many
obligations
and
class
every
opinion
Too
bear
line
mental
for
opinions
who
.
subject;
the
their
settle.
won't
opinions they have
.
call
definite
form
to
whose
know."
I don't
sensing
ever
those
Every
who
urge,
In
they
which
matters
dull.
many
what
"particular importance"
their
.
and
the
clique,
background,
the
who
led.
are
positively
"Oh,
world
and
the
and
suggest, and
the
party, and
vivid
time,
good
history
all
toward
who
hesitate
in
the
MIND
the
foreground
negative,
look
figure
the
OF
room,
the
and
responsibility for walls
class
always
is
gathering
social
ATTITUDE
POSITIVE
the been
Louis
describes
;
THE
ATTITUDE
POSITIVE
Wall
flowers at
2.
Students
recitations
volunteer
receive
should
credit.
extra 3.
Doing
4.
Am
I
5.
My
share
6.
"What
than
more
assignedfor
was
"self-starter"
a
do I have
or
in the formation
is the
of my
use
opinion won't settle
any
the lesson. to be cranked?
of
publicopinion. thinking about politics; my question."
conversationalist.
7.
A
8.
talk,the spice of life. take in. as Giving out as much you
9.
47
party.
a
who
MIND
Topics
Theme
1.
OF
"That
me"
reminds
Good
of the
.
(In a
tion.) conversa-
signalsto an employer that deserving an increase in salary is evidence that you initiative;do something he has not told you to do; is to be done without its being pointed out to you; One
surest
this letter
ready opinion on is
There
old Arabian
an
positiveattitude know He
assume see
what
have
when
that advertisement
a
it
for.
is asked
is
proverb which
epitomizesthis
of mind:
that doesn't know
"He
or
are
you
and
doesn't know
that he doesn't
fool; shun him!
a
that doesn't know
and
knows
that he doesn't know
is
simple; teach him! He wake He
that knows
and
doesn't know
that he knows
is asleep;
him!
that knows
and
knows
that he knows
is wise; follow
him." Theme
Topics
2.
Asking questionswhen I know I don't know. My pridein knowing that I know.
3.
"I
1.
knew was
the
answer
right," Did
all the time
I know?
but I wasn't
sure
it
BOOK
PROJECT
48
Finding
4.
I don't
what
out
BUSINESS
IN
ENGLISH
know, the
first
step towards
wisdom. The
5.
One
who
person
knows.
get into the fourth class is to
to
way
"guesses" he
attitude toward
those
thingsyou
are
sure
step by step increase that definite attitude what
know
increases;to
what positively
know
don't
you
as
know,
your
and
tive posi-
know
you
what
know, know
you
the
assume
and
knowledge think, you
then set about
to
learn. Know
Write your
a
own
on
dress of
Cash
and
3. If I
were
4.
Public
5.
An
6.
Does
of the
woman.
censor.
person,
what
"
it pay to "boss"? I need much money
is he?
to make
me
happy.
the public. exploits spiritof an employee. of a secretary. personality how you play,and I'll tell you what me
9.
The
11.
Tell
12.
"If you
hire
The
business
ownership.
Fashion;
13. The
a
movie
a
8.
10. The
any
carry.
educated
7. How
14.
Think!
followingtopics expressing and concretely: definitely opinionspositively, theme
1. The 2.
You
what
commerce
are.
thing well done, don't do it yourself; expert." The age of specialization.
want an
you
a
dangers of specialization. capacity for enjoyinglittlethings.
Reading character from 16. Telephone courtesy. 17. Building air castles. 15.
of
the
face.
clerks I like.
1"
The
19.
"How
20.
employer's personality. If I were again. a freshman The voice of the city. (What does it say to you?)
21. 22.
An
sort
to live
on
24 hours
of office expressive
an
a
day."
PROJECT
60 2.
Your
3.
You
BOOK
IN
employer dictated had
been
You
were
asked
positionand
one
You
knew
6.
You
were
did not
have
what
the customer
of
a
fellow-employee's dishonesty.
left alone in the office for
employer
asked
you
how
day.
a
much
of
increase
an
8.
of pay you deserved and why. Your employer asked you your opinionof your in the office.
9.
You
that the theme
knew
justread
asked
10.
Your
chum
11.
Your
employer asked
to let her copy
you
to say
you
employer contradicted
Your
that you
could prove was thought you deserved
13.
You
14.
A customer
15.
Your
he
would
this
if she knew meet
you
upon
fact
a
correct. an
teacher
one
knew
he
asked
1.
concerning
you
increase of
from
good recommendation.
no
chance
be
when
out
was
salary.
insultingand patronizing. prospectiveemployer was about to call
expect
To
he
problems.
your
was
telephone the
depend
not
was
in.
was
How
in class
rival
of the author.
the work
12.
were
for.
5.
7. Your
errors.
another.
clerk and
a
ENGLISH
letter full of
a
discharged from
applying for 4.
BUSINESS
whom
could
you
Assume
the
on
that
by
particularteacher
and
had
followingsituations?
Can
you
you.
the
initiative?
your
dramatized:
Place:
Sweet's
Time:
9
Cast:
Store.
a.m.
Manager. Girl
Situation: of
Candy
applying for position. Manager enters balcony,looks
girlswho for
a
have
arrived in
answer
Dismisses salesgirl.
to
them
an
as
over
crowd
ment advertisetoo
young.
POSITIVE
THE Girl her
ATTITUDE tries to induce
lingersand even though
MIND
51
the manager
to
try
she is but seventeen.
Place:
Store of General
Cast:
Clerk.
2.
OF
Merchandise, silk counter.
Customer. asks
Customer
Situation:
for
a
certain grade of silk.
"
her
"
something else, trying to make a sale since she is out of that grade. Customer covers disClerk shows
Conversation
ruse.
would
What could
if you were the customer, and if you were the clerk? get out of the dilemma
you
you
say
Applicationin
for
person
experience. What conversation
A
4.
positionadvertised.
Power
say to the
you
telephone.
a
over
the telephone of your The
a
would
You
accepted a position.
are
manager? have recently
You
informed
now
appointment
to
a
abilityto convince
depends in no A
others.
small
student
to decide
think for himself and
measure
must
upon
learn not
the soundness
of his
validityof judgments.
Theme 1. A
student
whose
3.
A salesman
4.
Holding one's
5.
A
6.
Why
own
a
carry
his opinions
conviction.
persuasivetongue. in
a
parlordiscussion.
excitingindoor sport. should study debating.
good-naturedargument, I
only
is convincing.
manner
A recitation that did not with
one's
Topics
2.
7. He
one.
for himself,but he must
also to persuade others of the
learn
better
over
to Convince
Success in business
and
now
Suppose required and you are just out experience was fill the positionand of school. You think you can decided have lack of to apply regardlessof your
3.
to
follows.
clinched the argument.
an
52
PROJECT
BOOK
8.
The
9.
Persuasive A
10.
fascination
debate
IN
BUSINESS
of the open
ENGLISH
forum.
tactics in business. that
was
as thrilling
as
moving picture.
a
Persuasion The
convince
to
power
Persuasion
argument. it.
It adds
a
to convince.
is based
is broader direct
mean
an
interest in the arguments
audience,you logicand
bear like
the a
same
in
audience
an
arguments
to take
won
your
based
upon
be very simple or complex the playground over on a
marks
track
discussions
of sound
not
affairs, ranging disputed point all arguments, so-called,
reasoning. A
collision between
two
real argument
trains
coming
is the
on
from
opposite directions. Most impromptu like two trains passingone another on different
are
In other words
tracks.
is not
feelingsof those
presented. Having
Congress. But
head-on
there is not
a
definite clash of
interpretationof the point under understood by the disputants.
opinion.
cludes in-
reason.
debate
a
gets
and
argument
to the
appeal
present sound
must
Arguments may from a wrangle to
than
Persuasion
we
persuasion and
upon
The
discussion
EXERCISE In
the
following"arguments"
decide
whether
opinion; if not, show why not. Do a, 6, c, d, e clash with II?
distinct clash of clash with I? I. Resolved:
should
Women
democratic
have
the vote
as
a
there
is
Do
6, c,
a,
matter
a
of
justice.
Arguments againstthe proposition.
(a) Women's place is in the home. (6) A woman's vote would only duplicatethe the male
(c)Women members
of
of her household,
member
already
vote
indirectlythrough family.
vote
of their
the
ATTITUDE
POSITIVE
THE
Billboard
II. Resolved:
of the
MIND
OF
advertisingis
a
53 to
menace
the appearance
community.
Arguments againstthe proposition. those who ride on street cars. (a) Billboards amuse (6) Billboards acquaintone with new products. (c) Theaters need billboards for their advertising. (d) Churches have used billboards. (e) Billboards cover up old scrap heaps, city dumps,
lots,etc.
vacant
Understanding the Before
Issue
argument
an
it is necessary that the issue clearly.No
progress,
may
involved, understand differences of interpretationof the question should sides
both
the
of the argument.
energy
been
have
considered
How
arguments
many
divert would
stopped immediately had the opponents whether or not they were arguing about the
first same
would have been saved thing; and what embarrassment had not last,that they agreed,not they discovered first,
disagreed. Theme
assigned in advance gatheractual material.) be
(To
1. 2.
3.
Topics
in
order
thai the students
may
only to find that they agreed. After a heated argument they forgot the originalpoint under dispute. Before they realized it,they had shifted sides in the They argued for
an
hour
argument. 4.
He
5.
A
likes to start arguments chairman
It would "freedom
by
"
be of
futile for two '
Do
he cannot
kept the "trains
who
speech'
freedom."
but
until each both
on
people to had
finish them.
the track." set out
defined what
accept absolute
discussing he meant
freedom?
What
PROJECT
64
BOOK
BUSINESS
IN
limitations does each put upon the word? settled it is idle to try to prove are
speechis the bulwark
of
ENGLISH Until such definitions
that "Freedom
of
Democracy." EXERCISE
In the have these
to
underline the words that would following questions be defined before a debate could proceed. Use
topics,also,for
a
exercise preliminary
in
debate,
definingthose parts of the questionthat need particular
interpretation. "
1. In the
long run
honestyin business
pays
in dollarsand
cents.
2.
plan is a step in the right Henry Ford's profit-sharing direction.
3. The
daylightsavingidea should be retained
for
large
cities. 4. Cash
and
Carry stores
do not live up to their boasts of
savingpatrons money. Proof
impromptu debate is a series of unproved the debaters merely state their opinions out withassertions; of their statements. provingthe truth is proved by fads and inferences. A fact A statement is a matter of concrete evidence. The sun shines,dogs build houses;these are fads easily chase cats,men demonstrated. is a matter of opinion. That men An inference are brave, that the "pen is mightierthan the sword," that Caesar was greaterthan Napoleon,these are inferences only. combination of One proves a statement by a facts and inferences. For example,I can prove that a certain toy is red by actually the producingthe toy and thus establishing fad of its redness. If I look in my pocket for my purse, however,and find that it is not there,it is not so easily The
,
average
demonstrated
X
what has become
of it. In this
case
I may
ATTITUDE
POSITIVE
THE
OF
MIND
66
inferences:(1) I forgot to put it there, (2) I lost it,or (3)it was stolen. I can establish the fact that I put it in my pocket through the testimony of a friend who saw me put it there. I can further inferthat I did not lose it because pockets are deep and without holes. my draw
of three
one
The
logicalinference
most
next
then, is that it
Such
these facts and
I must
next
going from
ences, infer-
seek facts to
facts to inferences
inferences to facts is the basis of proof.
from
and
stolen.
was
establish this inference.
from
EXERCISE
of the
Which which
are
following
are
arguments
and
assertions?
mere
The
Resolved:
statements
highercost
consumer
pays
the cost of advertisingin
a
of the article advertised.
Proof 1.
Advertising increases competition lowers
turn
2.
Merchant
A
in
Kansas
butter
more
competition in
prices. (Negative.)
of butter
sell
and
he sold butter
City by 43
at
and
cents
make
to fewer
an a
more
people
at
extensive
tisement adver-
able to pound was profitthan when 67 cents a pound.
(Negative.) Facts
Inferences
and
EXERCISE
Which
are
statements
pure
can
facts and
which
be established
as
are
inferences?
Which
facts?
1. A 2. 3.
dog is largerthan a rabbit. Mary is a better student than John. Mary received better marks than John report card. likes ham.
4.
Jane
5.
Washington
crossed
the Delaware.
on
his last
PROJECT
56
6. Cats
BOOK
IN
BUSINESS
ENGLISH
drink milk.
7. Skating is 8. Electric
better winter sport than
a
lightsare lamps.
tobogganing.
pleasingto the
more
eye
than
kerosine
Everyone should have his hobby.
9.
10. There
are
seven
colors in the spectrum.
obtainable. Complete proof is only theoretically
What
by proofis the most conclusive evidence Two be obtained. people argue and the one who
mean ordinarily
we
that
can
get the best facts to support his
can
inferences from logical Two
and
case
draw
the most
wins the debate. those facts,
of Evidence
Kinds
evidence is the
Personal
evidence is the
testimony of persons; testimony of things. Both
stantial circum-
kinds of
sonal valid,but one may contradict the other. Perevidence is the testimony of a witness and its value depends upon the followingconsiderations:
evidence
are
(a)Is (6)Is (c)Is (a)Only truth,who
the witness of good character? he
judge?
he prejudicedagainsteither side?
the testimony of is
to
competent
a
reputed to have
man
who
is
of the past,is of any value in the settling (6)The abilityto observe closelyand in all
the
same
We
would
not
people. to how
as
Neither in the
case
a
eyes
a
do
accept the testimony of
blind partially
of
Some
of
child alone.
a
an
likelyto tellthe
constantlytold the truth in
automobile
holdup would
dispute. accuratelyis not not see correctly. a
person
who
is
accident happened. mony we accept the testi-
On the other hand
we
would
accept
in preferenceto that of a electrician, in the case of a house who knew nothing of electricity, man supposed to have been set on fire by crossed wires. In all the competence of the have to consider carefully cases we person to judge accurately. issue is of a witness for or againstan (c)The prejudice the testimonyof
L^
an
IN
BOOK
PROJECT
58
BUSINESS
ENGLISH
Authority
opinionsdepends upon the testimony of that is,of those who have The evidence of authority, others. sion, already expressedthemselves on the subjectunder discusbulk
The
of
our
a
branch
of
personal evidence and the branch that of us rely on to prove most our points. We quote from books, or any other magazine articles, nized recognewspapers, authority on a given subjectwhen we wish to clinch It is perfectly must true that we our rely upon arguments. the observation of others who have better opportunitiesto judge, but one must not quote authorityrecklessly.One does to a tests to an authority as one must apply the same witness: is he of good standing,is he competent to judge, and is he unprejudicedenough to be able to speak the truth? is
"
"
Further,the person you are tryingto convince must recognize know, for example, that Edison your authority. You is an but if your opponent authorityon electric lighting, does not know that he is an authority,your quoting him will have
littleeffect.
EXERCISE
person'sopinion on the followingsubjectswould have most weight with you? Choose your authority the basis of the tests suggestedin the previouspassage on on authorityand evidence. What
"
1. The
"
value of
literarysocieties.
2.
The
business man's
3.
The
number
4.
How
5.
The
to
earn
need
for
of credits needed
a
a
collegeeducation? for
graduation. while attending school.
money
dangers of
Circumstantial
"
too
course specialized
of
study.
Evidence
Things testifyas well as people. A broken milk bottle the side walk, a littlegirllooking back tearfully, testify, on quite as clearly as words, to the mishap.
POSITIVE
THE
ATTITUDE
OF
MIND
59
EXERCISE 1
.
Read
Sherlock Holmes
a
of circumstantial 2.
Pick
story. Bring
evidence.
examples of accumulated
out
i.e. of several the 3.
to class examples
circumstantial
dence, evi-
all pointingto
circumstances
conclusion.
same
find Similarly,
instances
where
circumstantial
evidence
contradicts itself. Circumstantial contradict
each
and other.
personal evidence In the latter
may
support
or
the conclusion
case
to
be drawn
will depend upon the value attached to each kind is an example: Your cat clingsbristling of evidence. Here to
a
branch
of
a
tree.
A small boy with his dog stands under
the tree,the dog barking, the boy laughing. You that
conclude
boy's dog chased your cat. The boy, however, declares his dog is not at fault. In the face of the evidence so plainlyexpressed by the circumstances you can hardly believe his statement. minister comes But just then your he saw a strange up and supports the boy'sstory by testifying dog chase your cat up the tree and that the boy and his dog had justdriven off this intruder when you appeared on the the
scene.
Logical Inference There
method
are
follows
child touches as a
two
a
well-known
experiment,the hot
stove
and
he discovers that it is hot. third
or
of
processes
reasoning. One
other follows reflection. withdraws
He
his hand
tries it again and
fourth time, each time with
the
same
A
quickly perhaps
result.
His
experimentsteach him, then, that a stove is hot. Thus he establishes from his experiencethe generaltruth that a stove is a hot thing. This process of reasoningis called induction; i.e.arrivingat a general truth from particular experiments. general truths have through the whole experienceof the Many
such
thus race.
been
arrived
at
Ice is cold,water
PROJECT
60
BOOK
IN
BUSINESS
ENGLISH
is wet, iron is
heavy; these are general truths arrived at one's experience No through the experienceof mankind. has ever disproved them; so we accept them as generally I immediately As I approach a stall in the barn true. are reflect,"horses "This horse,then,"
known "
I reason,
(generaltruth). likelyto kick; I had
kick"
to
is also
better not go too close to his heels." of
This process of reasoning, the generaltruth to the particular instance
going from
The
is called deduction.
two
processes
make
what
up
we
call logical reasoning.
EXERCISE
method
which
Determine
of
reasoningis employed
following instances; in each the
propositionand
point
case
out
the
Irishmen
2.
Mary
are
o'clock.
general
instance. particular
reputed to be witty; John is he is likely to be witty. stayed up three nights in succession
1.
in tne
She
was
mornings.
on
cross
each
late hours
I guess
man; Irish-
an
until ten
of the three following do not
agree
with
her. 3.
Most
4.
Most
women
boys like stories of adventure; Jack
doubt 5.
like Stevenson's
"Treasure
will
no
Island."
representativestudents voted against abolishing football;I judge then that the students as a whole
Ten
are
The
get married; I'll probably get married.
againstsuch
step.
reasoningarises from a faulty inductions from experiences.For "Four persons in my neighborhood believe
greatest number
tendency to make example, I argue,
a
of
errors
in
dishonest; therefore he must Four be dishonest." are testimonies,while significant, hardly conclusive proof. Or again, I argue, "Municipal ownership has failed in San Francisco; therefore it would the iceman
in
our
district to be
THE
POSITIVE
fail here." evidence.
Here An
ATTITUDE
MIND
OF
again is a conclusion based
induction
be drawn
must
insufficient
upon
only
61
from
general
experience. Reasoning by Analogy bad dreams after Suppose I say, "I have twice dreamed agree eating welsh rabbit late at night; welsh rabbit must diswith me." This reasoning is inductive. Suppose I say further, Since welsh rabbit disturbs my sleep,cheese eaten doubtless have the same at night would effect,as welsh rabbit is made This last conclusion chiefly of cheese." "
is called reasoning by
analogy.
I
assuming that
am
similar
will produce similar results.
causes
"
Again,I say, Our school should have the quarter system; Chicago Universityhas the quarter system; therefore our should
school
The
soundness
successful
quarter system
of my cases
it."
of this argument
depend upon two other considerations: (1) Are conditions in Chicago similar to those in our school? (2) Was
would
the
have
analogy would compared.
in Chicago?
depend
upon
The
accuracy
the likeness of the two
EXERCISE
Test the accuracy
of the
followingconclusions
from
drawn
analogies: 1. I
should
not
I
because
be
failed in
in the test and
a
Failure
the
test.
given
he did not
in Chemistry Smith
John
receive
a
just failed
Failure for the
term. 2.
I
ought who
3. I
to
is
get 18 dollars
no
older than
a
week
I gets
to start with.
that,and
so
Mary
I think I
the same amount. ought to demand ought not to have to support myself; no other boy in our neighborhood supports himself;why should I have
to?
62
PROJECT
BOOK
IN
BUSINESS
ENGLISH
Summary An
is carried
argument
drawn
are
A real argument and
to collect facts in
aims
support of inferences
to infer
correctlyfrom facts collected. Proof depends the comparative strength of facts and inferences given
upon
both sides
on
The
Brief
The a
ference by facts and inferences;inby induction, deduction, or analogy. on
of the formal
form
"Brief."
complete
It is
debate
is
technicallyknown
brief analysisof the
a
It works
statements.
main
backwards
as
assertion in
from
the main
assertion. Illustration
Resolved:
Women
should
Affirmative argument 1.
It would
mean
It would
women.
have
to
with
compete
other
dress better than they do.
could
pay
for
more
durable
material
less for eccentric styles.
and 2.
for not
who
(6) Women
dress.
:
would
women
Brief
uniform
have
economy
(a) Women
a
of
make
think
women
of
other
things
than
clothes,
(a) At present It would
mean
(a) Under
women's
many
thoughts are
taken
with styles.
up 3.
too
greater social democracy for
present conditions in the matter
many
of clothes
women,
women
and
are
bish snob-
judge worth
superficially. Note
that
statements;
in the Brief:
(2) each
main
(1) all
complete is supported by a complicated debates,
statements
statement
are
each
longer and more sub-topic would be supported by illustrations and
more
facts.
sub-statement.
In
ATTITUDE
POSITIVE
THE
Topics
OF
MIND
63
Debate
for
Before debating,analyze the questionin "Brief"form. 1. Men
and
should
women
receive the
same
wages
for
equivalent work. 2.
"Criticism
3.
Service rendered,not
from
only come
can
time
above."
spent, should
be the basis
of wages. 4.
Employers have
right to
no
dress,savings,and 5.
The
6.
There
dictate
habits of
concerningthe employees.
tippingsystem degrades human should
be
in the household
i.e.all work
the
day, and
in
servants
no
social
in
that
order
the prostitute pictures.
art and
be
no
education
Newspapers
should
9.
Commercial
competition is the
The
board
and
state
or
city
commercial
8.
stylesin women's
maids
with.
away
picturetheaters should be under
control
10.
modern
society; should be done by the a
classification of
servants, etc. should be done 7. Moving
nature.
gain should possiblein moving
independent of
their advertisers.
of
cause
eccentric
clothing.
of Trade
contributes
no
real service to
business.
Discussion
According to Parliamentary
In order
that
questions that
to
will arise at
learn to discuss business
intelligently
meetings
of
various
be prepared
so
suggested in the previoussection that they can be carried on according
parliamentary rules. procedure will
man
may
of the debates
sorts,some may
students
Law
of the
meeting
and
The
followingoutline give simple directions to to the students
who
of
mentary parlia-
the chair-
carry
on
cussion: dis-
1.
IN
BOOK
PROJECT
64
BUSINESS
ENGLISH
Organization: that your teacher nominate from one
(a) Assuming
permanent
is temporary of your
man, chair-
number,
a
chairman.
(b)Vote for chairman by risingvote. (c) The elected chairman should: (1) Appoint a secretary to keep minutes. of the (2) Explain the purpose meeting. (To discuss and some
2.
Order
one
of the
vote
upon
the merits of
debatingtopics.)
of business:
(a) If
the meeting is the first meeting,new
business
is presented (thatis the topicto be discussed)
(1)and (2)of (c)under Organization. the Q")If the meeting is a second or third of a series, followingis the order of business: (1) Minutes of last meeting read and approved. after
(2) Reports might
of have
(A committee appointed to look up
committees. been
information.)
(3) Unfinished business. (4) New business. (5) Adjournment. 3.
Duties
of presidingofficer:
(a) Call meeting to order. (b) Call for minutes, reports etc. (c) Recognize speakers, keep order in debate and limit the time of speakers. (d) Decide pointsof order. decision. (e) Put questionsto vote and announce ask a (/) If chairman wishes to debate, he may member to presideduring his speech.
(g)In
case
of
a
tie vote he may
cast his vote.
IN
BOOK
PROJECT
66
(c) A (d) A
motion
ENGLISH
to refer
motion
questionto committee. lay questionon table,i.e. to layfuture meeting.
to
aside until 7.
BUSINESS
Amendments:
(a) An
should
amendment
that the motion the last two
be stated thus:
in
by strikingout paragraph I etc.,so .
(6)An
amendment
offered to
as
amended be
may
amendment
but
offered to amendment
no
.
.
"
will read,
proposed amendment
a
move
be amended
words
that the motion
"I
a
proposed should of
a
be posed pro-
amendment.
MISCELLANEOUS
I. How addressed and
would to
a
you
the
answer
daily paper?
In
followingcommunications let your judgment a theme
logic be apparent. I. The
To
EXERCISES
Hours
op
Work
the Editor of The Journal:
pleasurein work, no satisfaction in achievingand that so many thousands are struggling and striving accomplishing, lowest point? Is Edison to reduce the hours of labor to the very one our great exception,who from pure love of labor works 16 to Is one hours of leisure 18 hours of the 24? happierwith so many Cannot acter, a person develop strengthof chardaily on his hands? sense concentration, poise,high ideals and good common in the factoryand workshop; why this great and constant struggle Is work 44-hour week? for an 8-hour day, and a something cate Cannot and dreaded? to be shunned something be done to inculin our growing boys and girlsideals of service,an ideal of one making each waking hour one of profitto himself or to some in teaching else? Can it not be a part of the school curriculum need 124 hours each week Do we patriotismand Americanism? for rest and recreation with only 44 or 48 hours of work per week ? much leisure wisely Leisure is expensiveusually, few can use so so Is there
no
POSITIVE
THE and
Did
well.
ATTITUDE
67
class demand much so agricultural leisure, be scarcer and dearer than at present. certainly
One
"
II. Here
is
a
believesin work.
who
Mystery
Real
of The Journal:
the Editor Can
MIND
the
food-stuffs would
To
OF
tell
why
doing housework are than those working in stores? Why looked down upon any more interested in refined, aren't the men intelligent girlsthat know I am how to keep house and work? a good looking,intelligent of 24. I do domestic work for a lovelyfamily in woman young district. My work is interesting the Kenwood ing to me. My workone
any
conditions much pay
better
from
afford to
are
me
excellent.
livingthan
I have
I would
$6 to $8 for my
women
young
have
board
and
the very
best of food
I to work
were room
every
a
"
uptown and week.
I
can
good stylishclothes. I like books,enjoy concerts and the movies; in fact I am a woman. very up-to-dateyoung and wherever I go it is always alone. While on the But whenever street car and at the movies I can dozens of cheap looking, see to shabbily dressed girls,painted and powdered, and all seem I happen to be in a gatheringof have plentyof friends. Whenever folks the fact that I am somebody's maid is againstme. young There are real ladies doing the work I am cause doing,and it isn't bethey haven't brains enough to do anything else. It is because they see the advantage they have over working in a store There is no chance for us to or factory. But one thing is sure. have the companionship and friendshipof young which all men would rather spend their girlsnaturallylike,because the men that make a meager time with girls livingin a store or factoryand buy their clothes on the instalment plan, than with practical, that are not ashamed to do the work that capable young women nets them the best livingand most money. One of the " Titties." wear
"
II. What
1.
(a) I
would
be
should
not
your
be
answer
fined; for
to the
ments? followingstate-
I did not
know
I
was
breaking the law. (b) I should not fail;for I didn't hear the assignment given.
BOOK
PROJECT
68
(a)
2.
many
who
I ought
not
theme the "You
3.
to be
I ought not
(6)
thing but
same
blame
dissatisfied
about
You're
it.
the teacher
bad
as
in the
as
to
man
to
see
that
ask
me
anything
what
know
to
them.
property
look-out
supposed
catch
the
saw
didn't
my
class did
real estate
"You
You
copying
didn't
said the
own
right.
for
for others
customer.
is all
plumbing
punishment
me/'
It's your
yourself.
not
am
caught.
book;
a
for I
punished;
suffer
to
ENGLISH
BUSINESS
not
are
from
needn't
the
IN
the
are
you
buying." Note. "If
4.
Take
"
the customer's
cashier
a
I'm
"I
5.
tried
"But
best,"
my
and It
king and
than
life needs
employer
in the wheel will
but
think
for us;
see
the
in
of
progressiva tendencies, learn
personality.
to
let
to
kings
and
world
of affairs
complex industrial and
less
is not
a
dogmatic dumb
cog
responsibility. Youth
use
much
to-morrow
If you
assertiveness.
own.
individual
The
in the
Our
of
employee
day
but
to-day.
ago.
alert sharer
an
their
of
forefather's
our
progressive employee
The
of quick
women
minds
intelligent co6peration
of this individual
your
and
important part
more
just discharged.
realistically.)
with
old fashioned
out. look-
own
replied the employer
men
individuals
are
more
supervision.
of
and
far
a
employee
more
his
his errors."
conversation
thought possibleyears
was
to-day
and
more
masters
plays
the
enough, perhaps, in
father
rulers and mind
needs
well
was
said
(Finishthe
judgments,
sure
to discover
best isn't good enough,"
your
world
changes himself, it's
paid
not
kindly. The
short
part.
would your
of
more
keep abreast
mind,
your
will,
IV
^CHAPTER BETTER
ENGLISH
People often
FOR
say,
whether
"
except in
with
a
STUDENT
I can't express it." It is who this remark make do
people very
BUSINESS
but
know,
the
doubtful
know/'
"I
THE
vague
It is contentment
sense.
inadequate vocabulary and
inaccuracy of expression which do not first cloudy thinking. We encourages The completed thoughts and then express them. possess has words into which act of expressionis thinking. If one to cast his thoughts,he will be the better able to receive new ideas. A housewife her jellymaking for lack of jelly ceases mind fillsup its thought recepsoon glasses. The average tacles an
stops thinking.
and The
revealed
war
among
the War
to
the American
Department
alarming ignorance of the
following raise
1.
He
2.
I
was
discharged from
was
sent
4.
Please
am
correct
my
These
sides of my
examples our
to
born
errors
as
reflect what
them.
(meaning
the
for
army
"
service).
goiterwhich
a
I
only air (heir). name
as
I could
not
go under
a
sumed con-
(assumed).
name
Both
inquiry
for.
home
his wife and
I
begin
we
of
Such
language.
own
into the surface
inducted
Letters
curacy inac-
the American
among
laugh, until
a
was
3.
among
their
of verbal
amount
population.
showed
deficiencies lie behind
mental
5.
astonishing
an
parents
are
old and
illustrate types of
so-called
educated
knowledge, a semi-correctness has
errors
American been
poor.
that
are
people.
for the
common
A
half
lazy American
PROJECT
70
BOOK
IN
BUSINESS
ENGLISH
sufficient. public,
Careless pronunciation, table leadingto ineviconfusion in spelling, has fostered such absurdities as
in
examples 1,3, and
Sentences 2 and 5 illustratethe inaccuracy
4.
thoughtwhich loose structure always produces. might be thought,perhaps,that such poor speech is of
It
confined to ignorant and careless people in their careless But a littleattention to what is beingspoken moments. on
very
well
on
that bad
Englishis a
evil. It is to be heard in the school
common as
conviction
bringsthe
hand
every
the street
Here, for
corner.
room
example, are
recitationsin high school classes which
were
taken
as some
down
word for word. 1. Teacher in
Civics class: "Can
a
how productivity explain
you
"
is limited
by capital? don't have capital, would be unable to prowe duce of largequantities grain or steel products.Like we export a great deal of steel to Europe and if we didn't would not be able to carry on this trade." we have capital,
Student: "If
we
of Analyzethe inaccuracyof thought and expression extract. The following suggestions may helpyou.
(a)"We"
"
explainthe
of the word
this
loose thinkingin the
use
"we."
of (6)"grainor steel products" does this limiting feeble indicate a products vocabulary?Suggest a more comprehensive expression. "
(c)"Like
we"
etc.
"
does
indicate incoherence of
(d)"and
of
if we
didn't have
etc. capital"
the explain
matter
well
as
does this
"
at all?
concise accurate language,revise this recitation attempting to make your expression indicative of your power and accurately.
tf
thought as
word
expression?How?
student
(e)In
this connective
to think
coherently
ENGLISH
BETTER 2.
BUSINESS
FOR
STUDENT
71
the different methods History class: "Name to raise money ing duremployed by the Federal Government in
Teacher
a
the Civil War."
"First, the Government, it printed
Student:
that
money
bonds
worthless
was
thai could be
paid
it sold
and
a
lot of paper
government they put a tariff
some
in ten years, and
and imposed internal taxes on all kinds of everything liquorsand tobaccos and they established the National Bank and put import duties on everything that came into the country."
on
(a) Explain
the
inaccuracy
each
of
italicized
passage.
(6) Re-group to
as
The
3.
the items
If you
is from
knew
"What
Student:
"He
doesn't know Teacher: Student: contract
"You "When
is
an
a
man
is
a
way
recitation in Commercial
a
about
nothing
this student's
would principal,, you? Teacher:
in such
answer
bring togetherrelated ideas.
followingextract
Law.
of this
undisclosed who
has
"undisclosed
an
explanationenlighten
principal?" an
agent work
for him
who
that he is in the contract." are
not
the
clear. Illustrate."
principalis undisclosed
is made, but it is later found
at
the time
that he is the
the
principal,
he will be held liable."
Look
cipal yourself the meaning of "undisclosed prinand define it in clear,simple language. Assume that you are explaining to one ing totallyignorant of the meanof the phrase. up
for
"
An
who
examination were
those to and
of these recitations shows
that the students
talking did not think straightand did whom they spoke to think straight. Poor
help English
not
thinkinggo hand in hand. Since clear thinkingis necessary in business,the business should regard poor English as he regards poor equipman ment. Marshall Field and Company of Chicago may be poor
PROJECT
72
cited
as
IN
BOOK
BUSINESS
ENGLISH
large business house which
a
has this view.
In
his aim to raise the level of the English of the expressing store employees,one of the educational directors says, the advantage that an adequate vocabulary We appreciate and the ability to speak simple and correct Englishgive to "
the
in the retailselling world.,,
woman
man
or
listof
errors
postedin the employees'rest
rooms
of the sort of reform which the company
ABOUT
HEARD
THE
.
he
he doesn't
I kin
I
I've got
I have
is some
can
I haven't
[ ain'tseen
look bad
look badly
has
Transfer this party
this call
These shoes
wear
good
wear
lightcomplexion well
What
kind,lady?
John,he them goods this here piece
seen
somewhat
better
He is light complected
What
kind,madam.
John
'.
those
goods this piece
Gover'ment
Government
enthused
enthusiastic
swell
hadn't ought-o
lovely ought not
bust
burst
ain't
isn't
gonto
goingto
have went
have gone
Beginningour
*
were
you
..
He don't
You
in bad taste
came
he did
He done
He
is attempting.
perfectly awful? unbecoming or
come
was.
thing some-
CORRECT
Isn't that hat
You
shows
HOUSE
INCORRECT
He
The following
sentences
with
"Say"
or
or
should not
"Listen."
BOOK
PROJECT
74
IN
BUSINESS
ENGLISH
in your
daily speech is the basis for all improvement in English. Here are some simple things to do. It is not pretended that these are a complete guide to perfectionbut climb towards but by we perfectionnot by vague strivings steps which steps and toward
coveringmuch
on
to
own
of the
ground
tools the followingbooks.
as
dictionary. Don't size than or
yourselfto take these
Get
them.
Use
1. A
Force
goal.
will need
them.
count
can
you
your
You
be measured.
can
Funk
dictionaryof less "Intercollegiate Dictionary,"
rely upon
Webster's
and
any
WaghalFs, "Students'
Standard."
"
2.
A
These excellent: dictionary of synonyms. are rus." Fernald's,"English Synonyms"; Roget's,"Thesau-
3.
An
English Grammar.
Whitney V
"
EnglishGrammar
is serviceable. A
4.
composition manual of
Composition."
such ,
.
as
Woolley's "Handbook
.
I. Pronunciation
Foreigners often complain that American shrill and
Now
here is
hear
a
an
can
cultivate
is decidedlyworth All of
us
we.
a
better
mispronounce words.
should. stumble
words
common
you
sure
If you
learn the correct
pleasantly un-
complaint.
We
all like to
Anyone
speakingvoice.
The
with effort
course
it is not
that are
you
strange
word, but the that we make mistakes in uttering often. For use instance, many over
we
Of
a
difficult new
the following words people do not pronounce hundred. American, government, Tuesday, allies, Are
are
the making.
truly surprisingthing is the
is truth in this
opportunity to help oneself. voice. low-pitched, well modulated
little care
that
There
nasal.
voices
pronounce
the above
correctly: words
rectly? cor-
not, then the dictionarywill help you
to
look
up
way
to utter
them.
Suppose
we
ENGLISH
BETTER word
the
STUDENT
BUSINESS
FOR
supernatural.In
75
dictionary immediately
my
supernatural,I find the term in this fashion,su-p"r-nat' u-ral. These marks, following the word
which
how
show
diacritical marks. We if
we
Their
understand
must
to
are
is to
the word
use
be
meaning is explained in
what
these
called a
diacritical marks
', -,
~,
-,
pronounced, are
dictionaryin learninghow
a
reprinted
table. mean,
to pronounce
words. EXERCISE
Look
in
up
dictionarythe pronunciationof
a
Copy down diacritical markings.
words.
accentingeach
No the
slipof
a
paper
each
following
word
with
its
Itead the list aloud, pronouncing and
word, correctly.
is trying to
who
one
on
the
speak
better ought to slur
over
final consonants,
somethin
for swimming or saying swimmin distinctly. consonants something. Pronounce your
for
Practise
on
these.
1. su"scribe
6. ge" your 7. wouW Aave
of them
2.
Most
3.
got them
8.
giveme
4.
going
9.
and
5.
vrith
10.
liked
them
Vowels Most
bad
by
of
us
mistreat
some
habits in this respect are years
of the vowel
apt
to be
Qi mistakes,it is only by
a
sounds.
Since
our
pretty deeply rooted constant
carefulness
PROJECT
76
that
we
IN
BOOK to
come
can
the correct
use
intention
here to explain all the
a
begins
person
to
errors
attention
pay
ENGLISH
BUSINESS
to
we
are
such
effort he needs
discover for himself what
It is not
sound.
give the
See how
words? to be
to make.
vowels
Are
sure
you
in the following
dictionaryindicates these
your
an
excellent plan to look
vowels
are
over
lists of "Words
often
Composition," instance,has such a list. We are often surprisedto find looking through such a list that we have been mispronouncing word. Another of discoveringhabitual a way
Mispronounced." on
to the
Making
sounded.
It is
for
values
correct
If
to.
prone
matters, he will
the start in self-correction is the chief need. you
the
Woolley's "Handbook
mispronunciations of which member
of the family
mistakes.
A
person
or
a
we
are
of
friend to call our
should
is to
unaware
ask
attention to
keep his temper
our
he
when
a
is
thus corrected.
EXERCISES 1. Make
in better speech. plan for self-help rate. Suggestion:Let your plan be simple rather than elaboAim careful of more at getting started in the way speaking,rather than seekingimmediate perfection. 2. Make I Often Mispronounce." a list of "Words 3. Devise the
a
a
chart of
average
that it can 4.
Suggest ways each other.
some
student.
of the vowel Make
sounds
it of such
which a
trap
nature
be used in your classroom. of the class can in which the members
aid
ENGLISH
BETTER
BUSINESS
FOR
Suggest interestingclass
5.
The
77
in
pronunciation. be adapted to such
contests
bee "spelling
the
plan of
STUDENT
"
can
ends. Write
6.
explaininghow you have started correctly. speak more
theme
a
yourselfto II. Getting The
a
words
a
small
concern
with
of
should
person
is that
not remain a
small stock of ideas.
world
tented con-
small stock of
If
a
of limited ideas,then
is
person
he has
no
effort to increase his range of vocabulary; content to restrict his mental so horizon,
an
if he is not
more
a
a
stock of words a
to live in
then
why
usuallymeans
content
but
help
better vocabulary
greatest reason with
to
he will set himself
earnestlyto making
himself master
words.
Power
The
Words
of
to
Suggest
Thoughts
Illustration
Kleptomania: Suppose this to be a new word I have just looked up in the dictionary. I find it means mania for a stealing. I am surprisedto find,let us suppose, that there is this actual form of insanity; that people become balanced unthe idea of taking things. How over then, I in pronouncing sentence that a can a judge be sure reflect, for his acts?
prisoner is accountable
How
criminals
many
criminallyinsane,I begin to ponder, and how does the school of social workers test for kleptomaniaf In the new knowledge of mental tendencies,should lightof this new
are
crime to
be treated
as
a
disease?
idea,all suggested by the
word
I must
simultaneouslywith led to entertain
ideas,etc.
new
a
And
so
singleword.
take
I
move
on
idea
In order to understand
into account
new
of this new acquisition ideas,new questionswhich
my
from
ideas, and word, I lead to
am
new
BOOK
PROJECT
78
IN
BUSINESS
ENGLISH
EXERCISE
Add
the
followingwords
to your
1.
Consulting the dictionary,
2.
Getting some
3.
Using
Of
only
words.
It
wise way
meanings
of
words
new
yourself.
quickly seen
suggest only random
intended
and
to illustrate their usage,
one
it will be
course
words
to
them
requirenew
ideas.
to illustrate how was
vocabularyby
not
intended
that The
lists of
random
last exercise
ideas interestingly to
suggest that
a
are
was
tied
practical
enlarge the vocabularyis by looking up the miscellaneous words. The true to gain way to
is to put oneself in the way of new words for their expression. To
ideas which hear
and
to
only ways of doing this. Yet while one is learningnew ideas,and consequentlynew words, through hearing and reading and thinking,one can of increasingthe vocabulary these basic means accompany read and to think
by various will
soon
be
in themselves
are
the
useful methods
of direct study of words.
It
that words discovered,perhaps with surprise, are interesting.The dictionarywill help to
For use. fascinatinghistories of the words we this word came to instance there is the word, silly. Now from the Anglo-Saxon where it had the form, saelig. It us blessed" did a word blessed. How meaning meant once uncover
"
"simple"? "witless/' "foolish," know that primitive peoples regard the weak-minded of providence. This at once the especialwards gests sug-
takeoii its presentmeaning of We as
the explanationof the mystery. histories. have equallyinteresting
Countless
other words
ENGLISH
BETTER See what
FOR
BUSINESS
STUDENT
79
ing dictionarytells of the historyof the follow-
the
words:
EXERCISE 1. Find
ten
words
which
imitate
sounds.
Illustration:
whiz.
orally to the class all the information your word. dictionarygives concerning some interesting
2.
Present
3.
Prove
be
that all the words
properlyused by and
a
illustrate the
found
in
a
dictionarycannot
present day writer.
meaning
4.
Define
5.
Read
An
practicalmethod excellently
of
an
obsolete word.
and chapter in the interestingbook, "Words their Ways in English Speech," by Greenough and Kittredge. a
of
lary increasingone's vocabu-
is to find synonyms (wordsof like meaning) for words shuffle along in Sometimes students who already known. their of any
speech with
a
meager
knowing several words group
of synonyms
vocabulary ask "What that
mean
the
use
thing?"
same
it is true there will be
is the
a
certain
In
mon com-
be ground; within this territorythese synonyms may used interchangeably; but there is also a certain line of meaning where each differs from the others,though ever so its thirty-seven word the "pure" and slightly.Take synonyms:
clean,clear,continent, classical, Absolute, chaste,classic, holy,immaculate, incorrupt, guiltless, fair, genuine,guileless,
PROJECT
80
BOOK
BUSINESS
IN
ENGLISH
less, innocent,mere, perfect,real,sheer,sinless, spotless,staintrue,unadulterated, unblemished,undefiled, unmangled, unmixed, unpolluted, unspotted, unsullied,untainted, untarnished, upright,virtuous. I say, "That is pure nonsense; she is a pure soul; I have a water; this is pure swindle; pure product; I drink pure that is a pure democracy, etc.,"using the same adjective I might have given finer to apply to a variety of ideas. she is
meaning had
I said "That
is sheer nonsense; upright soul,etc. etc.,findingfrom the above list
to my
accuracy an
of synonyms the exact avoidingthe monotony
shade
of meaning required and
of the
same
word
for
so
thus ings. mean-
many
EXERCISE
Use
the
given above adjectives
in the choice of
Care
in sentences.
adjectives givesa
our
fresh
pleasing
style that lifts it above the commonplace. Variety in speech is a delight and its accomplishment is a Too many worthy objectof painstaking endeavor. people's styleis spoiledby this monotony of diction. A word which is good in moderate becomes use a symbol of dullness when to
tone
our
repeatedlazily. "We
greatlysurprisedto see people assembled, evidently for some learned
inquiry,we people
on
a
field which crowd
to hear every
very
occasions our
word
to the
lazy habit a
that
a
great
great
a
crowd
great occasion. was
man
to
of On
address
the
subjectof greed interest. The great size of the sloped like an amphitheater enabled the great
greatattention A
so
were
with greatease
1
great thoughts presented." most
of
hearers to pick out the
words,simple as they may 1
FernaJd's
is that of using
have
us
like "good,"
word
and all listened with
a
word
sense
we
seem,
are
from
which
intend to convey.
we
on
all
trust
Such
reallythe hardest words
ExpressiveEnglish."
PROJECT
82
Give
BOOK
IN
for each
five synonyms
EXERCISES
THE
IN
OF
gatheringthese 2.
"
Roget's
"
in five
USE
OF
ENGLISH
uses. specific
A
DICTIONARY
SYNONYMS for each of the
1. Collect synonyms
Note.
BUSINESS
"
Thesaurus
followingwords.
be
should
consulted
in
synonyms.
Distinguishbetween
the
of
meaning
the
following:
pupil,scholar,student. 3. Do 4.
the
for the synonyms
same
Without
consulting word
Th6n
consult
Arrange
III. Better Next
to
command forms
a
dictionaryof
a
a
for the class in
contest
vocabulary, the
meager
language is I
employ. errors.
least,of these.
Most I
am
not
am
of
us
to
person'sspeech of cannot
of the and
class.
compare
synonym-getting.
make
found
can
avoid
in so
which
the
the most
glaring,at forms,
correct
us
beginning in throwing out
poor
of grammatical
deprivethe
force,and life. Let
a
sentence
much
thinking of the dull but
grace, a
be
sign of
surest
thinking here
the stodgy,awkward, flat sentences
we
recall for
can
synonyms
of
sentences
over
we
dictionary
or
lists.
the two 5.
dictionary
list all the synonyms you given by another member
synonyms any
a
collected for Exercise I.
see
of
average
whether our
daily
BETTER
ENGLISH
FOR
STUDENT
BUSINESS
speech these lock-step,ball-and-chain make
this
beginning only through
83
We
sentences.
conscious
can
attention
and
effort. The It
majority of
the sentences
utter
we
storming this morning, and is a compound Here sentence was
I
of this form:
are
late to school.
was
made
of
up
simple
two
sentences:
It
storming this morning (and)/
was
be combined
these ideas may
Now
1. The
made
storm
late to school.
was
in various ways: late to school this morning.
me
I
was
storming this morning, I was late to school. late to school this morning because of the storm.
I
was
late to school this
As it was
2. 3. ^
4.
me,
should
be eliminated
will enable should
delayed
storm
etc.
large proportionof this type
A
The
morning.
to
one
from
compound
sentence
speech. A little ingenuity The tongue rut. particular
our
this
escape
of
be trained to other sentence
forms.
EXERCISE
Change as
should
1.
I opened the door, and
I
saw
2.
The
a
woman,
walked
man
up
to
as
many
new
be altered if desirable,
possible. The wording may of the sentence but the originalsense closelyas possible.
forms
into
each of the followingsentences
a
be preserved as
strange sight. and
then he made
a
low bow. 3.
I have
forgotten my
pen,
and
I
cannot
copy
this
lesson. 4.
Abraham
Lincoln
was
love his memory. 5. The road was very
a
noble man,
rough, and
so
and
we
all Americans
were
severely
jolted. 6.
The
boys were the place.
and badly frightened,
they
soon
left
PROJECT
84
BOOK
7. I delightin 8.
newcomer's The
party reached
and
demanded
the lake at noon, took the boat for the island.
10.
The
lesson
often
We
to
extremelylong,and study it all. was
and
on
run
clause to clause with uttered
sentences
we
his book
often.
common
in
avoid
snap.
It is
should
use
a
mistake
them
such to
and
so's.
If
formless
practice
of speech,
lumps
with
sentences
our
to be afraid of short sentences.
frequently. Moreover, should
We
so.
listen to the
we
shall find this
bite off
they
I did not have
so
should
we
speaking acquaintance with other connectives
but,and
there
sentences, sticking
our
hearing,we
our
train ourselves
should
with
on
and and's,bat's,
To
one.
the
name.
9.
time
a
I go to concerts
from
up
ENGLISH
BUSINESS
music, and
looked
Henry
IN
learn to
such
use
a
We
form
besides
a
and,
useful words
as
nevertheless. accordingly, hence,consequently,
moreover,
EXERCISES 1. With
the aid of
list of
conjunctionswhich
3.
make
synonyms
be used
may
to
a
up
help
our
but's.
and's and
overworked 2.
dictionaryof
a
fairlylong paragraph of good modern prose mark all the conjunctionsand study their use. Improve the following. Change to two or more tences, senwhere it is impossibleotherwise to give form In
a
to these
(a) As
shapelesslumps of speech. on
were
we
and
way
moving
back
went
to
arrived there and found and
so
home,
proposed that we picture; and so
he
and
our
that to
our
tried to buy
confusion
the tickets;and
have we
then after
a
but our
to
go
turned
the Grand;
did not
we
should we
Henry,
met
we
a
around
when
we
we tickets,
enough money, had to give back laugh at the joke
on
BUSINESS
FOR
ENGLISH
BETTER
started for home
we
us,
STUDENT
85
again and walked
all the way.
(b) I
explainto you something about the operationof an adding machine, but I think to
want
the best way to do it is to show you one, for although the machine is simple enough when have
you
one
any
a
and
I
and, if you watch
and
to
operate it,and
almost
it,I find that it is difficultto mere descriptionof how it works; have brought in this adding machine,
can
follow so
learned use
will all
come
close around
up
me
I will do some carefully, easy it and explain the operation
me
problems with I go along, but if you as
do not understand
all
the
ask me questionsand steps, you can will repeat until I make it clear.
If
a
person
he will
listens to his
probably discover
own
that
sentences
they
are
or
I
those of others,
likelyto
fall into
a
fixed order of this kind: The The
man
quickly opened
the box.
order is this:
predicatemodifiers. predicate, subject, in this simplegroup Now even a change of order is possible of words. One might say:
Quickly the Even
such way
man
slight changes of
opened from
a
the box.
fixed order have
increasingthe vivacityof
your
a
prising sur-
style. A
markable slightpracticein this direction opens the eyes to the reAfter of form of the Englishsentence. flexibility be been opened, he will never a person'seyes have once satisfied again with dog-trotsentences. Here then are three specific things to practicein the hundreds of sentences utters daily. They are: a person (1) To avoid the compound sentence of two simple parts; with (2) To shun the formless lumps of words-8tU"" together "
86
PROJECT
BOOK
BUSINESS
IN
and'a,but's,and sofs; (3) To
ENGLISH fixed order
a
escape
in one's
sentences.
Naturally there
are
which
construction
niceties and
many
subtleties of
comprehended
tence sen-
in this
simple list. Any rhetoric will give instruction for further practice. But it is certain that steady attention to these three points in the construction of spoken and written sentences will do much
to liftone's
man's
speech.
IV.
Look
They
to
language a
to
secure
we
book,
as
Lastly,a listof
It is often
a
end.
same
to
possible our
put
may
Used
one
on
as
a
the track of
followinglist. If you form, correct yourselfon
wrong
takes. mis-
trustworthy
the
over
using
habitual
our
a
errors
Look
been
find
the
other such lists.
Consult
he
say
which
may use
or
she
or
his
or
hers; in using a
pronoun
ilarly refer to either sex, say he or his; Simthe masculine with each,anybody. Each
his basket. is singular. None
2.
None
3.
Politics is singular. of
sums
dollars
5. Don't
of
will a grammar difficulty, it has acquiredas a textbook.
firstaid in
a
common
his pet faults.
4. Treat
the
serve
of the terrors
be shorn of much
had
his
effort to make
an
them.
first discover
reference
1. Don't
already explained,
unconscious
often
are
frequentlywill
spot.
in
earnest
grammar
have
directions
friend to agree to call attention too, the practiceof consultinga
some
Then,
you
"
nate to elimitool,will work steadily of us commit such of speech. Most
errors
must
we
level of the average
serviceable
more
Since
errors,
in the
truly in
his habitual errors.
the dead
Trifles,But
care
is
who
one
any
styleabove
Like
addition
In
not
are
use
was
money
cares;
as
not
none
care.
singular. Ten
million
stolen.
don't for doesn't;He
doesn't.
It doesn't.
6.
FOR
ENGLISH
BETTER Don't
confuse
STUDENT
BUSINESS
affectfor effect.A littlecare
87
will form
the correct habit for you. 7.
Proved, not
8.
Don't
proven.
10.
or lady or gentlemen; say man In this day, the latter are preferredby best Don't confuse alone with only. Omit the of in approve of.
11.
Don't
say claim
12.
Don't
confuse
9.
use
not
13.
14.
difference
the
do this is very
me
is
Love
cheapened by
like?
mean
you
usage.
say.
cise, healthfuland healthy. Healthfulexerhealthy.
Understand Leave
when
woman.
between
let and
leave.
crude.
constant
use.
Do
you
Superficial girlslove everything and genuine people distinguishbetween
mean
body; every-
these
words. 15.
Can
and
care
may
are
stumblingblocks
to learn the difference and
don't
practiseit.
16.
Don't
17.
ifand whether. is a poor Don't confuse lend and borrow; this error of your intelligence. advertisement Leave out the he in "John, he went swimming." That is a sixth grade error.
18.
19.
Learn
say
party for
to those who
person.
the difference between
20.
Ain't is the mark
21.
Get
the LY
of the uneducated.
habit; she
does
it
nicely,not, she does
it nice.
Conquer the double negativehabit, / haven't no. not 23. Very often,not real often. Real is an adjective,
22.
an
24. 25. 26. 27.
adverb.
Behind, not in back of is right. not rather. Quite means entirely, Sure for surelyis crude. is no such expression as would There
nothing. If 28. Different from,
you not
of; it
means
have,say it. different than,is the correct idiom. mean
would
PROJECT
88
Get
29.
BOOK
IN
lay and lieand
Don't 30.
Don't
31.
Don't
grow
BUSINESS
sit and
errors
misplace only. Put phrase it modifies. half
make
don't make
recognizea
to
intelligent writer. correctly.
Learn
word
whole
of two.
out
is the
sentence
list.
the
a
mind
your
your
as
pose
sentence
one
on
it nearest
sentence
a
untangledin
set
with these
up
ENGLISH
and
one
To
or
be able
first requisite of
to
the
use
an
period
Are these correct?
(a) Imaginationisuseful in business. In advertising and salesmanshipparticularly. is a bad habit of (6) Loafing on the street corner there
course
32.
Keep the
are
point
same
worse
habits.
of view
throughout your
tence, sen-
if you would have clear running smooth shift of subjecthere: Note the awkward sentences. "If
have
you
much
"If
33.
washerwoman,
the machine
lunch and How
a
saves
washer
you
have
lunch;
you
would
have
any
Don't
a
readers.
of every
Keep 35.
a
a
machine."
mysterious its and theys to muddle Put your fingeron the antecedent
pronoun
you
a
use
don't
and
between
permit
and
noun
running narrative
is
any
pronoun.
awkward;
the past tense.
Example:
I
was
coming
steering his
man
off my
give her
must
you
be saved this trouble by
present tense in
use
old
this trouble."
you
woman,
interveningreferences The
give her
must
smoother, this:
your
34.
you
hat and
to the
Practice
to
the road.
Along
comes
an
I take through the ruts. Etc.,etc. speak to him.
cane
past tense throughout.
keeping time
relations
Make
changes
sentences.
time
start
down
sequences,
any
straightin necessary
to
these
logical
CHAPTER
V
CORRESPONDENCE
BUSINESS
IN
Introduction
Business
is
coming
correspondence.
urging
are
of
writing
to
a
The
great
men
and
in the
that
the
English
Stenographers dictation, of
and
increasing
an
require expert
modern
of
write.
flavor,
At
man.
greater Business The
of
manner,
time
opportunities
the
in
for
master
writing
of
forms
Letters, reports, all
"
human
of
are
ability
interest, of
siasm, enthu-
explanation, these the modern
on
history of business
the
the
writing
days
bureaus
all call for
competent
letter
these
business
inspiration, of stimulation,
of business no
appeal,
winning
of
convincing
the demands
other
such
increasing business, and of
In
copy
edge knowl-
correspondence in
fore. be-
ever
that
circulars, pamphlets,
magazines,
Letters
personal
salary.
and
proficient
merely
discover
phrasing.
in
multiplied
than
specialize
and
judgment
of
means
of are
which
letters,advertisements,
bulletins, trade
to
of
so
for those
more
in
number
licity Pubtising adver-
greater than
phrasing,
increase
in
pays
powers
departments,
are
do
can
advertising bureaus,
form as
who
their
practical value.
opportunities
language
its
upon
ship" Salesman-
develop
to
staffs,have
skillful in
are
English
have
we
who
the
more
"Silent
of
of skill and
secretarial
work
of
use
forces
correspondence
departments, their
and
more
women
high point
departments, divided
depend
to
of words
and
were
ness busi-
there
phrases.
Idioms invasion
advertising
has
correspondence
of to
a
very
notable 90
by degree
salesmanship affected
the
and tone
IN
CORRESPONDENCE
BUSINESS
91
style of the business letter. Business used to be conducted chieflythrough personal interviews and in those
and
the
days the business letter business
Such
agreement. Letters
purpose.
merely
was
letters had
couched
were
formal
a
in
record
or
a
business-getting formal, stereotyped no
phrasessuch as, yours at hand; contents noted; your esteemed vance; favor; yours of the 5th instant received; thankingyou in adthe conventional I beg to state. These were ear formal
of the
marks
business
letter.
still sees
One
such
escaped such stilted diction. But letters made of such phrases are flat, machine-like, cold, and ineffective. Modern correspondencerecognizesthe unlimited in letters, business-building possibilities booklets, and reports, and is making rapid progress advertisements to higher standards of effiin bringingits written matter ciency. Business letters are important in buildingup the have
phrases; we
good will of
a
by
means
no
An
house.
largelythrough the the
letters he writes and
reports he presents. The
and
memoranda
executive officermakes
assistant and
secretary. The
his reputation
through the is true
same
salesman
the
on
of
road
bad
impression largelythrough his oral find that business and written expression.Everywhere we creates
a
good
or
correspondenceis the black and white record of the author's abilityto think and to create favorable impressions. EXERCISES
Note to
the letters that follow.
style and
tone.
Which
ones
Underline stilted phrases. Which
and
Compare of
are
ones
the
as
type?
newer
approach
ones
conversational style? Which natural, in the mind of of good-will a feeling
the
contrast
a
simple,
help to establish recipient? Which
Are there any letters antagonism? Any? Indicate the passages whose meaning is not clear? which of the letters particur not clearlyphrased. Are any are ones
arouse
larlyenthusiastic? in tone? rewritten?
there any which letters do you Which Are
are
vincing unusuallycon-
thirik should be
PROJECT
92
BOOK
IN
BUSINESS
Letter Dear
ENGLISH
1
Madam: As
your to as
we
are
information
factory, cover
booklet
a
which
Ford,"
of 29th for request Sept. the of the Ford operation under sending separate you entitled Facts from "Factory
per
detail
in
covers
tion the^ informa-
desire.
you
Yours
truly,
2
Gentlemen: With the
further
state,
would
5th
from
letter
statement must
that
ask
that
your have
we
office
Omaha
our
to
reply
which
sent
they of
"balance
and
be
same
letter
of
received
they
a
turned re-
and
you
paid
we
at
us
once.
truly
Very
yours
3 Friend:
Dear
U.
Your for
ready for
with
will
you
earliest
your
receipt
your
and
delivery
at
it
4$" Bond
Liberty
S.
is
now
please
convenience.
you. Yours
call
Bring
truly,
very
4
Sir:
Dear
We
the
12th, of
to
in
that
say
separate and,
if
know
and
which
canned we
cover.
you
find
we
will
of
receipt
in
are
you
fruit, are
for
asked and
in
same sending Please glance
anything supply Yours
letter
your
you you.
truly,
a
reply to
of
logue catawe
you
through desire,
beg under it
let
us
BUSINESS
IN
CORRESPONDENCE
93
Letter 4 rewritten:
Sir:
Dear
which
The
catalogue
you
asked
the
morning.
this
and
carefully, what just
want
we
are
pay
may
to
freight
you
examine
you
will
the
find
the
"trial
will
est inter-
quality,
factories,
the
shall
We
money. trial this It
it
best
sanitary
need.
mailed
to
which
of
is
for
was
read
216,
page
strictly prepared value for is a big to ship pleased you you
day,
sure
in
else
fruit,
Please
fruit
The
you.
We
on
canned
other
want.
you
offer
ord'er"
of
order
be
ever what-
or
either
and
case
we
door.
your
Yours
truly,
Gentlemen:
Answering motors
advise Bulletin
all
have
Thanking us,
to
beg
we
in
been
to
Electric of.
kindly
for
writing
very
truly,
Sir: I
September and
regret
remain, Yours
Dear
28th,
General
disposed
very
you
the
of
yours listed
clean
shall
give
to
sell
it
up!
you my
Yours
until house.
very
the
1st
Now
go
truly,
of
to
it
PROJECT
94
BOOK
BUSINESS
IN
ENGLISH
Sir:
Dear
Mr.
As
to
said
Omer
David
Copper-
field" "Fashions
They
human
knows
nobody
in,
come
like
are
"beings.
when,
why,
or
w
how .
But
of
that
course
before
was
our
time. the
Nowadays Dickens'
time, but
customers, to
know
most
"why,"
or
little
makes
like
ference, dif-
practical
certainly
our
good
self,
your
in
as
friends
and
expect
us
WHEN.
Right and
"how"
the
fabrics
"Forefather"
new
styles
fall
instance,
for
now,
just
are
in.
May them
to
the
have
we
of
pleasure
showing
you? Respectfully,
8 Dear
Sir: We would
reply have We
have say
position
no
will,
however,
file
in
near
future.
case
a
anything
more
of
at
that
that
we
place
the
should
we
give
time
we
you.
application occur
cannot
truly
in
and
9th,
present
could
encouraging,
Very
the
your
vacancy
that
Regretting you
favor
your
now we
yours,
in
offer
remain,
on
the
CORRESPONDENCE
IN
BUSINESS
95
9 Dear
Blwell:
Mr.
Thank to
reply unable
to
since
We how
explain filling
made
was
letter.
our
in
are, ridiculous
the
order
nearly
it evidently careless shipping
Quite a
very
that
however,
you, unusual
they
get
them
to
houses, us
if
we
feel
and
than
not
do
be
ago. blunder We
and
of
assure
quite
was
not better
expect
urge you elsewhere.
to
any
one
else.
that
glad feel
trade
with
However,
;you that
sure
business
just
you
of
where
not
do
we
other
serve
very and
trade
with
can
are
not
will
we
trial
another
the
tuxedo,
values and good by the growth
quarrel do
we can
We
was
evidenced
no
that
better
years
give
we
value,
have
you
two
a
experience
People
poor do so*.
We
for
clerk.
your
Undoubtedly as service, business.
our
course, mistake
exceptional.
and
good
prompt
your or
your
occurred
it
for
much
very
you
a
will you
little
give
us
will
disappointed. Yours
truly,
10
Gentlemen: You welfare know.
if
you
health. booklet and
of You
drinking
then
interested
are
the
in people your them would supply without
cups
these
thought Will
you
a
thoughtfully may
I
tell
and the Yours
office,
and I
individual
with
moment's
hesitation, their safeguard
would
please
comfort
the
in
read
my
little
convince rest
of
very
truly,
my
yourself, story?
96
PROJECT
BOOK
IN
BUSINESS
ENGLISH
EXERCISES 1.
Rewrite
2.
May
letters 1, 2, 5, in
simple natural style.
short letter be written
a
Pick
out
the shortest
expresses
a
human
with
personal touch?
a
letter in this series that
still
tone.
3.
the two writingsof letter 4. Which Analyze specifically possibilities? Why? copy has business-getting
4.
What
is the effect upon
you
articles, etc.,as
in letters 2, 5?
the little words, how 5.
What
6. What
kind
of
is the tone
wrote
man
of the omission If you
of subjects,
put in
changed?
letter 6?
is the force of the words
"I know"
in letter 10?
Originalityin Letter Writing
advertisingand
The a
been
part of every
sales letter is
business
ing becom-
more
time has there
no
greater diversityin the style of business writingthan to
capture and
Criticize each Consider own
your
At
venture.
to-day. All the devices known used
and
more
the mind
human
mind
are
followingletters of the
purpose
letter and
on
its
then
own
3.
Individualityof
4.
Personal appeal.
5.
Consistency of details.
6.
The
8. 9.
10. 11.
tone.
difference between
and eccentricity. originality
securingattention. Success in holdingattention. The form of the letter;spacing,etc. of the writer. The personality The English used. for
in
followingpoints:
2.
7. Devices
merit.
determine
Appropriatenessof style;taste shown. Effectiveness of letter;business-getting powers.
1.
being
retain attention.
of the
the
to
98
PROJECT
Think
BOOK the
over
night
crowds.
It's
There
is
in
we
money
and
like
card
remember
this: small
how
want
to
the
day,
made
it
a
matter
no
of
that You
to
if
State
Tri
Call
way!
during
who
really
have
during
the
night,
light,
use
me
44210,
you
"business
Sales
the
or
ing, merchandis-
must
come.
large
retail
THK:ZL
By
the
when
is,
men
success
facts
Use
how
your
least,
real
"business
"business
us
the
in the
put
And
you.
hand. your to tell us
your increase
tell
for
"
you
to in
figures
enclosed But
worth
obligating
would
the attracting considering.
of
proposition
without
ENGLISH
BUSINESS
IN
Manager.
Main
up,
6100
or
that's
Maybe
Thanks!
quicker.
II
THE
CITY
KANSAS
ELECTRIC
COMPANY
MARCH 19
Dear
Friend
Good
Morning!
The
most
little
into
house
went
fires
whose
of
of
children
home; was
the
sweet
her
relation
the
most
of
things. a year's
and
mother
a
incense
for
mother
in
was
costly
the
But a
saw
served
father,
children.
ever
no
dollars
thousand
living
I
home
perfect
19
was
beautiful
A
three a
tor crea-
with
her I
have
CORRESPONDENCE ever
even
seen; man
do
gooTi
this
house
her
face
and
it
always ideal
It
is
the
dull
a
lifted
was
work
and
keynote
She
the
wife, woman
Devices.
mother
the
"
This to
anxious
of
be
to
trade
try at golden
we
the
and
home-
the
use
at
we
of
of
all
we
women
they
come
call
upon in
to
times
times
the
to
whether
all
ourselves
that
Electrical
whether
or
the
economies
service and
my
and
"
is
company
Minneapolis,
we
as
day, has
homemaker,
in the to help trying homebuilding, homemaking when we keeping, suggest and the various Electricity
mind
into the
of
are
them,
of
always rang will and always be, been, of homemaker. a mother, wife,
ideal
here
which
looked
clear.
wonderful
of
to
inmate
every
involuntarily the
enabled
atmosphere
by created;
for
99
place common-
and
up
the
woman
her
BUSINESS
IN
bear
rule,
and
treat
would
like
to
them be
treated.
I
that
know
or
But
to
another
and
to
and give phone what telling you
Electricity help you look
for
Just
a
your
call
mind a
then,
your
"
lot
of
Won't a
as
that
good me
the
on
the
me a
opportunity wonderful thing is
daily from
Sincerely THK:ZL
wired.
your with
call
in
time
one
home
make
really in
down
forgotten.
letter,
NOW?
resolution
up was
reminder
gentle
at
your
mixed
this
take
resolved
slipped
got things
other
.
folks,
of
have
matter
the
intention
you
have
heart,
your
lots
like
you,
and
how
duties.
it
will I'll
YOU.
yours, Sales
of
Manager.
100
PROJECT
BOOK
IN
BUSINESS
ENGLISH
III
CIRCULAR-LETTER
PROCESS
COMPANY
Alabama
Benningham, MYOU
SHOULD
THERE
Will
Mr. To
BE
IN
ARMISTICE
NO
BUSINESS,
Sir:
don't
with
Indian
think
to
ear
is
it
is?
It
is
feet
in
the
wheels
the
perfect of
going
to
be
going
to
"fall
to
ground the
on
cadence
with
do
tramp, the
you
of
rumble
commerce.
onlooker"or,
an
an
recognize
What
way!
tramp,
reviving
of
"busy of
Are
you
are
you
too?
in,11 people
promptly
prepare
"
ADVERTISE.
A BIRD-
the
instinct
tramp,
just
Prudent THEY
the
need
SOMETHING
that
IN-
direct THE
circular
hatched
by of
CHARGES
ARE our
Process worm
is
message
of
that
If
other
or
the
early
workmanship
personal quality.
-HAND
letter,
PROVE
READY"
Listen,
U
You
BEST
YOU'RE
WHEN
Truth.
The
Yes
PIRE
MAY
printed
Bird
it The
service
what
need.
THE
may
be
LOW
PRICED.
you
Please
is
matter, surely
Co., getters.
is
the
allow
and
us
claims. PROCESS
the
COMPANY.
to
a
CORRESPONDENCE
BUSINESS
IN
101
IV
FENTON
LABEL
COMPANY
Manufacturers
of
Labels
Gummed
Pa.
Philadelphia, "I have
the
liked
think
he
presented to
wanted
him
Elbert
Hummard.
Bosco"
"Lookee
this
him
young with
horse
home.
I!m
in
The
t'other
the
stranger
million
question:
to
not
on
"Why,
about the
him?" and
coughed
head,
it"; to
horse
"
a
$62.50.
month
circularized
we
offering #7A
a
obtainable
for
to
the
more
than
satisfied
half
of
our
similar
order
on
to
the
purpose, to the square-
highest return in
grade money
every
follows:
were as respect. prices $5.00: 3,000" 1,000-- #2.00: $7.90: $13,50 12,000"
The
a
order
label
addressing
printed
over
trial
24 pounds strength breaking the double with inch, gummed to of offered fish and glue;
anyone
him
sickly,
want
you
think
sold
I
day
"Do
his
have
samples,
stock
-I,
said
scratched
standardized best
one
on
him?"
firms
enclosed
ride
then
with
for
Last
"
have
can
a
foot
matter
next
The
I
it.11
Now
this
"I'll
but
"You
I,
asked
man
replied,
was
smiled
fellow
"Nothing" My
might
horse, buying
dollars.
stood
and
what's
the
I
"
hurry!"
a
young
smile,
silly
fellow
said
five
for
12-12-18.
,
6,000"
to
PROJECT
102
BOOK
The
returns
54,000 offer; horses,
of
didn't
have
to
ask
Uncle
It include
you
by
return
in
this
show
offer,
must
to
send
we
share
a
to
know
like.
are
the
repeat
to
glad good
are
in
firms
check
your
customers
and
to
ery groc-
advice.
regular
our
going
are
got the they knew and they
Bushnell's
250,000 labels gummed
good
until
Parson's
want
we
we
with
offer,
the
order
mail. this
mislay
blank,
letter.
letter
and
to
good
to
time
The be
must
entitled
are
you is a
now
to
opportunity "
Don't order
Bert
them
see
labels, over
to
So, but
mosie
fair
an they had hut thing; what really
You
gummed
is
slow
customers
deluge!
mean
ENGLISH
fairly
were
the
we
BUSINESS
regular
our
then
to
IN
the
to
Right
price. it.
Yours
check,
enclosed
truly,
very PENTON
LABEL
COMPANY.
Prend/
deer
fired
boss my thats
why
paper
outen
waste
is
mad
Ime
an
i
ritin
ime
ile
Swiped
this
rite
to
baskit
afrade
git leter
a
you
on/ dun a
boss
my ritin kard
for
leter it
an
bos
my an
put
dident
male
me/
no
mad
is
is
your thats
stamp
onto
it
dednt
at
sore
your
ime
an
me
riting#
i
an
the male
an
bak
no
sez
i
or
elts
afrade
in
put
lik
send
leter ime
hes
and
me
i
leter/ why
when
then
you in
kard
"
bak
send a
to
it
gives
stik
leter
a
you
to
boss
my
dident fire
he
you
shut
but
kard
one
rote
heel
i
CORRESPONDENCE
with
shure
"they
rite
tell
"
"boss
my
that
an
i
do
want
him
orders meny to fill em
so
evrybudy
it
trubbie thats
why the
sine
hand
the
rite
a
rite all-
kard
in
job
my
plese
so or
ime
need
i
ritin
Ime
for
quik
plese/
to
you
got you to "blame
not
ime
plese
git
have
how
new
munsingware for peeches
are
"
an
men
103
them
likes
to
he'd
enuff
make
cudent
"bisness
is
munsingware
good he
sez'if
"boss
my
BUSINESS
IN
"by
answe
leter
i
so
male wont
fired
your$
from
Trule
Billy the
Note.
letters that
The
"
office
follow were
Blank
Charles
students
in
Department
Rhetoric,
University
of
Minnesota,
Dear
Sir:
Your
interest leads
all
in to
me
interested
Hood
and the
school cast Mr.
on
of
being
the June
one
amateur
feel
much
by
School.
High
Dodge, of
The
by
written
Composition.
Business
Mr.
"boy.
of
production
that
Three
will
you
the
in
to
Kings"
hundred
fifty
by
Crane. their
will
Miss
work, be
you worth
you
very-
be
given
of
this
is
persons
Helen
Since
"be
"Robin
play
class graduating 23. May 22 and
coached Fred
performances
and
King know
know
while.
thing some-
that
the
PROJECT
104 Would
BOOK to
care
you
IN
dramatic
BUSINESS
mention
pupils
ENGLISH
the
as
to
play worthy
one
your
of
being
seen?
tickets
The
twenty-five
are
will
and
"be
at Piano
If
this
school
cents
fifty the
Monday and
teenth thir-
the
Cable
Company. like
would
you
sale
on
and
shall
be
information,
more
any
to
glad
it
give
to
we
you.
Yours
truly, Ro-b-eAtWM/cunt Publicity
Manager.
VI Blank
High May 10,
Mr.
C.
Ch.
Northern
J".
Essex
the of
given
Cross,
"
Hood
be
will and
Pred
"Monday,
May
reserved
and
obtained
at
lable
Piano
Three students
by The
13,
Blank
the
High
Red
with
co-operate
Kings" on May
presented
Crane.
of
it.
the
of 150 trained
cast
to
you
tion produc-
Kings,"
to
over
asking
are
advertising
"Robin
Noyes by a
turned
be
Three
class
graduation
will we
in
the
"
the
from
proceeds Hood
the
by
Cross,
I
Red
Nicollet.
"
entire "Robin
School,
Mr.
the
of
Division 10th
Sir:
Since
us
Emery,
Bldg.
Dear
School. 1918.
at
tickets Blank
Company
8
by
Alfred
22
and
carefully
23 lected se-
Helen King and tickets sale of opens seats o'clock. All Miss
at
High at
25^ School 8th
50^
and "
or
at
Nicollet.
may the
are
be
PROJECT
106
BOOK
SERVICE
NOTHING
FOR
advertised
successfully
We
wrote Hood," Get- together, forms
composed
conducted
letters.
many Now
help
for
you
Call
material;
"Ro"bin
letters
business
the
for
ENGLISH
BUSINESS
IN
the
for
for
search
a
miscellaneous the
let
ness "busi-
Department,
Typewriting
other
Alumni
business
BUSINESS
SERVICE
CLASS
nothing. on
we
the
By
raw
finished
product. service,
SERVICE
BUSINESS
THE
the
us
satisfactory
for
Yours
send
or
us, return
CLASS.
"
VIII Blank
High 14,
March
A.
Mr.
Warner, Passenger
W.
General
City
Twin
School, 1919.'
Rapid
Agent, Transit
Co.,
City. Sir:
Dear
In
to
making
out the
accommodate
extra cars evening, after people; working take to are ready cars lines
going
run
extra
cars
Did
school
of
it
to
the
during ever
In
public.
and
the
schedules,
your
occur
are a
ball the
to
morning
on
game crowd
state fair
the
put
fair
try
you
the
for
extra
many
and home; grounds
week.
you
that
students represents 2,000 Prom the of public? part
a
high
a
siderable con-
7:45
to-
CORRESPONDENCE 8:20
there
and
teachers
of
Line
Cedar
from
generally
appears.
By
is
too
one
by
much
for large crowding,
crowd
whole
crowd
to minutes
wait
for
more
of
crowd
between
7:45
two
short-line
the
people
It
"
and
last
To arrange Cedar
piling, into
street,
car.
It
there
must
ten someone
.it
nears,
only
to
seems
later
into
By
school
car.
a
to,
room.
least
at
be
wants
if
as
minutes
squeezed
isn't
hind be-
After
As
it
the
left
waiting,"
reaches
but
the
time
is
8:40
it
late.
have
a
from
7:45
Line
can't
conditions,
improve to
car.
all
jerk
car-load
minutes
ten
next
Fifteen
there
times some-
and
some
finally
are
falls--
nobody
8:30
the
but
squeeze be must
the
cars.
bump
may
this
and
time
distance.
short-line
a
They
minutes
car,
to
the
on
St.
this
"watchful
into
steps
discover
the
the
in
car
a
the
cases,
24th
jamming,
manages
most
In
car.
ride
thirteen
wait
car
a
spies
to
St.
Lake
to
who
High
107
students
hundred
four
Blank
have
"before
the
about
are
BUSINESS
IN
few
extra
to
cars
8:20
in
you
the
on
the
morning? Respectfully, (A Student)
IX
March
You
have
Of
having Secretary
1919.
dreamed a
Haven't
you?
We
dreamed
have
5,
people's
large
secretaries being business or private of
firm? but
we
must
have
for for
some
the
ex-
108
PROJECT
BOOK
BUSINESS
IN
"before
perience reality.
this
Will
ENGLISH "become
can
give
you
a
the
us
experience? When
you
want
attractive, the us give
an
written, let
show
that
you
few
things.
1.
We
We
letters
wrote
to
the
to a
alumni
for
get-together.
a
2.
the
pieces list below is just we are really doing
The
together.
raw
fit
and
shape
us
letter snappy material and
advertised Hood
"Robin
successfully the
and
Three
Kings."
for the canvassing Headquarters. Suffrage
3.
We
did
4.
We
conducted
search
a
forms
the
for
Woman's
business
for
typewriting
department. this
Besides miscellaneous to
out
When
the
actual
is
selling asking
our
seek
to
sure
We
now.
material
demand
all
their
We
aren't
are
just that
so
to
experience reasonable salary
a
they
actual
put
enough
have
gone
what
for
work.
their
real
sold
be
work
for
numerous
have
that
know
are
into
to
that
to
going
efforts
may
letters
people.
they
money,
written
classes
cooking
make
have
we
we
be
able
when
we
jobs. Make Let
your us
be
The
dream
your
come
true-.
secretary.
Business
Service
Class.
CORRESPONDENCE
IN
BUSINESS
109
EXERCISES
Find
actual
examples of:
letter that collected money. 2. The shortest letter that said the most. 1. A
3.
A
4.
A
5. A
form
letter that sold
goods. letter with the personal touch. letter that
was
destined
to go
High
School
immediately to
the
wastebasket.
Correspondence of
The
Before writingany
a
Student
of the
followingletters determine the appropriateform, tone, length. Study carefullythe Form of the business letter in Appendix A. Consider,also,before the following: writingany of the letters, Don't! 1.
Don't
typewritea signature.
2.
Don't
omit
3.
Don't
misspellthe
a
first name
or
an
initialin the
of the person
name
heading. you'rewriting
to. 4.
Don't
unless abbreviate,
you
are
sure
tion abbrevia-
your
is correct. 5.
Don't Use to
6.
end your
sentence.
a
hear
from
you
construction. participial Example: Don't write,"Hoping soon," but rather, "I hope to
hear, etc." Don't capitalize more "Yours
7. Don't 8.
letter with
Don't
"beg
than
a
the firstword
truly" is correct,not
of the closing:
Yours
Truly.
acknowledge;" don't beg at all. confuse "kindly" with "please,"just because to
it is the fashion. 9.
Don't
use
"same."
surgeon,
the 10.
Don't
same
say
"Dear
"Your
Madam,"
dog's ears
are
wrote now
be called for at any time." "herewith"; it is a legalphrase. can
a
inary veter-
well and
BOOK
PROJECT
110
omit
Don't
11.
IN
the small words
reply would
ENGLISH
such
J, a, the,etc.
as
goods was delivered and inelegant.
state
9," is curt
of June
BUSINESS
as
per
"In order
"state"; just"say"; "state" is overworked. time saying "Your Don't letter is at hand." waste The fact that you are replyingis evidence of the fact. Refer to the receiptof the letter more fully skillletter of as, "I like the proposal in your Don't
12. 13.
26."
November Don't
14.
"I"
stress
in
a
letter;emphasize "you."
Do! 1. Make
sentence
every
telescope those
count;
long
3.
into one, one sentences rambling sentences, two into a phrase, a phrase into a word. sentence into step" with the person "Get are writing to; you his point of view; then make a personal appeal. see Be tactful rather than antagonistic.
4.
Create
5.
Keep
2.
a
feelingof goodwill. of
out
for Practice
to Write
Letters Make
the
1. A
rut.
a
factsfityour
letter to your school a month
that you extends over
Assume
late.
which
A letter to
3.
A
a
letter to
teacher
a
street
askingfor
a
railway company
students, perhaps
4.
A
a
the
mer sum-
first
letter of recommendation.
legitimatecomplaint concerning as
have
enter
of the term.
2.
for
nearlyas possible.
principalasking permission to
employment month
as
experience
own
on
such
making street
car
some
service
specialoccasions
football game.
letter
concerningsome prevent your
agreement
livingup
to.
which It may
stances circumbe to
for
pay
garment;
a
in which
to
be to a school it may difficultiesin meeting your
or
societyexplainingyour time.
on subscription
organizationfor information regarding topicon which you are to write a report. to a school paper or a city paper in the
letter to any
A
some
6.
111
clothingstore asking for longer time
a
5.
BUSINESS
IN
CORRESPONDENCE
letter
A
of
nature
7. A
an
communication.
open
who
letter to students
form
but
Annual
have
it
claimed
not
subscribed for
have
paid
or
an
for it.
Urge prompt settlement. 8.
report of proceedingsin any
A
specialschool performances. reporter or apology to class or
newspaper 9.
An
of your classes Assume are you
or a
secretary.
a
teacher
to
for
slight
some
offense. 10.
An
letter to the school board
open
of
view
recent
some
explaininga
action.
It may be of Christmas vacation
change in dates upsets the plans of those students that
some
dent's stu-
work
who
ing dur-
holidays. 11.
An
letter for your recent act of a group open
football celebration
bulletin board of students. a
few
some protesting
Perhaps
students
at
some
disgracedthe
school. 12.
mate A letter introducing to an old schoola friend of yours school that the former who attends the same
expects to attend. office of
13.
A
from resignation organization.
14.
A
letter
15.
A
acknowledging the receiptof expressingsatisfaction.
letter of
A
ordering class pins for
your
letter
*
16.
some
letter from to
a
a
to
a
school
class. the
pins and
literarysocietychallengingits rival
publicdebate;
another
some
or
from
match. spelling
one
class
challenging
PROJECT
112
BOOK
IN
17. A letter of thanks
to
secured for you a the A letter from
18.
ENGLISH
teacher whose
a
recommendation
satisfactory position. secretary of
school
society society. It
some
with a rival adjustingsome difficulty be regardinga member whom both claim to may have initiated againstthe rules of the school. letter invitingthe alumni of your school literary societyto a specialmeeting.
19.
A
20.
Write any
other type of business
called upon Dictate teacher
BUSINESS
to
as
high school
a
classmate
a
of
any
letter you
to write.
student above
the
letters your the items down
doing so, jot orderly plan. Then phrase Before
assign.
may
according to some extemporaneously. and Criticize the appropriateness
letter
the
effect of the
Indicate all errors
letters written by students.
been
have
following
that you
find.
A. Sir:
Dear
I
I
The
day.
every
in
winter
cold
hardship Central
their
of
take
the
half
block.
On
great
a
to
school.
stop
car
and
entrance,
on
is
block the
has
stops
entrance it
find
school
from
the
of I
school
High
front
middle
walk
and I
School.
High
school
our
mornings to
to
which
car
the
Wayne
ride
while
corner,
situated
at
to
occasion
have
the
student
a
am
in
can't
why
we?
truly,
Yours
B. Sir:
Dear
Have on
a
bitter
minutes
have, it
for I
isn't Now
about of
you cold
whom
a
sixteen take
and
so,
will
agree
or
to
wait
ten
I
presume with me
you
that
pleasant.
Wayne
High
hundred the
occasion five
some
If
you
exactly the
day
car?
sure
am
the
had
ever
street
School
students car
to
accommodates the
majority
and
from
PROJECT
114
The
BOOK
BUSINESS
IN
of Application
Letter
While other kinds of letters have and responsibility shown
has
marked
a
that
day had
became
been assuming increased
in business,the letter of application
power
decline
at first by the many
blanks
ENGLISH
forms as
necessary
be considered,it is
in
importance. Supplanted standard application
of
hundreds
of applicants
rapidlygiving way For neither the letter of applito the personalinterview. cation the nor carefullycategorized applicationblank accomplishes for the employer all that is desired. In an conducted by R. W. Kelley for the "Industrial investigation that not more than half Management," it was maintained a
to
of the firms interviewed
of their efforts not that
asserted
the
standing, which
candidate
With
in
letter?
did found
Furthermore,
of the
record
to be neither the
a
waste
of academic
given
names
of
the
letter of
as
erences ref-
application
is there left in the average the skill to make his letter
importance,what a
has
person
efforts
are
not
worth
set, formal letter,"I graduated from
followingpersons
etc-,"proves
was
scholarship.
elements
two
Unless
to the
it
in his plicatio apover-estimated by
confidence,was
"personalinterview,"his you
the results
greatest factor in determining the choice
proved
these
minimized
importance
the record of
nor
those who valuable.
very
much
so
applicants.The a
the references given
up
the youthful graduate includes
with
of
looked
ever
and application,
in letters of
now
to be either
of paper
ably as exceptionalcase stillserve
but it is no
and an as
a
ink.
for
introduction an
effective
The
in 1919, I refer
testimony of
blind reliance The
while.
a
on
my
reliability,
chance
or
else
letter of application may to an interview and in the means
of
method longera satisfactory
securinga position; to be
implicitly
relied upon. It is the personalfactor in the interview that is the modern
determinant. few minutes
who Psychologists
the mental
and
are
trained to estimate in
a
physicaltraits of those inter-
CORRESPONDENCE
viewed
hours
the old tedious And
do.
to
BUSINESS
by large companies
employed
are
quickly what took
IN
115
accomplish
to
hundreds
readingof
of letters
the small employer of to-day
even
prideshimself on being something of an business psychology and usually desires applicanthe is to hire.
amateur
in
in person
the
astute to
see
EXERCISE
the following letter of
Rewrite
emphasis about
application.Change the letter,entirely subordinatingyour facts
of the
education
your
make
it
What
seem
idea
can
letter?
the
Does
an
idea
vigorous opening
and
sentence
of larger
supply
to
are
show
you
writer
himself in the letter?
anything of
to
put into the letter that will
you
purposeful? Can
more
in the
references
is given in the letter. You
than qualification the idea.
and
of
Can
a
your
the
ality person-
letter reveal write
you
a
more
compellingclosing
more
sentence?
Appendix A,
See
C.
L.
West
425
"
Crane,
of Business
"Form
on
Letter."
Co. ,
Street,
Fifth
City. Gentlemen: I
I
advertisement a
competent I
the
work
from
Company
with
School
High
as
highest
60 150
of
words words
have
this
an
in
a
minute
a
minute.
something
know I
an
Tribune
Sunday's old
years commercial
the
fourteenth
I
to
reply
for
stenographer.
am
typewrite is speed
in
you
in
saw
seventeen
graduated North
to
writing
am
worked
city.
have
average class. my and
of
my
89.7, I
can
dictation office
general with
just
at
course
about summers
and
the
Blank
116
J".
BOOK
I
you the of
T.
refer
Brown
to
and
two
of
to
summer
my
company teachers
my Florence
Miss
School,
BUSINESS
IN
PROJECT
ENGLISH Mr.
employer, just mentioned,
at
North
Knapp,
and
High Mr.
John
Warren. will
Hoping application my favorable consideration, Yours
I
followingopening application:
2.
and
in
closing sentences
Sentences
Opening 1.
am,
respectfully,
Criticize the letters of
receive
I be
Could
assistance
of any
I have
always wished
in your
office.
Do
need
you
a
that
to
day
some
stenographer or
in the
you
future?
I could
work
bookkeeper in
a
your
office? 3.
aim
My in
4.
Do
is to become
realize that
you
Maybe
office that I
I
influence
my
not, but there is a positionin
your
much
means
to
me.
type of work, and there is
therefore a
vacancy
office force.
Having learned that you desire the work of a young I take this opportunity to tender girlin your office, my
7.
bookkeeper on
an
writing to inquirewhether
am
in your 6.
have
you
interested in your
am
a
office like yours.
an
future?
5.
stenographer or
a
services.
It has occurred there
to
that in
me
might possiblybe
an a
office as demand
largeas for
yours
phers stenogra-
at all times. 8.
Last
summer
while
Shoe employed by The Progressive
Machinery Co., I shared the straps with a number who were of young working for you. women They all seemed energeticand happy that I hoped so that I
might become
one
of them
at
some
later
day.
CORRESPONDENCE The
9.
time
for
IN in most
comes
This
jobs.
of
BUSINESS lives to write and
our
is the
117
of
purpose
this
ask
letter of
application. Do
10.
feel that
you
who
is very
think
that I
use
can
you
ambitious
and
just the
am
a
stenographer
young
energetic? If
person
looking for.
are
you
I
so,
Closing Sentences 1.
Hoping
I 2.
If you
I may
that
remain,
for
an
view, inter-
comes,
I will
"
remember
can
selected
possiblybe
the time
when
me
everything needed for the position and a willingness, good personality to back energy,
be
there
me
up.
with
if this meets
3.
Please
4.
If this interview
write
5.
I would
I
hope
will be
inform
with
approval.
your
granted,
call Dial
can
you
me.
appreciate it
interview 6.
me
and
23782
"
much
very
if I could
have
an
you.
that you
will favor
me
will grant
me
with
a
reply in the
near
future. 7.
I
Letters 1.
hope
of
that you
Applicationto
Apply
for
the
the
of privilege
an
view. inter-
Write
position referred
to
in
the
following
advertisement:
Wanted! A
stenographer.
than
experience.
One
Tell
with all
common
about
letter.
Address, Mr.
D.
U.
Midland
City.
Harris,Pres., National Bank,
sense
yourself
rather in
first
PROJECT
118 2.
Apply
3.
Cut
BOOK
IN
BUSINESS
ENGLISH
for
holidaywork. of the daily paper
out
advertisement
an
interests you. Answer it. the following 4. Answer advertisement Can
that
:
fill this position? Large automobile
you
nary stenographer who is above the ordiin intelligence and abilityand who is quick and accurate. Only portionof day on stenographic ing work; remainder of the day spent in other interestwork. Hours good, working conditions pleasant. wants
concern
Give
age,
nationality, experience,if
salaryexpected. Address, 4414 Apply
5.
for
part time
a
wish to work
Looking for
was
Position
for
way
The
"
Personal
Don't.
given in The
Ladies9
a
Journal.
position,explainingthat through school.
job?
"Looking advice
a
your
any,
you
Interview
This Try offeringone." Home Journal,September,
who go job-huntingwithout luckless ones 1917,to the many waits for those who definite plan. Business can a prove, either by letter or interview,that their talents play into the purpose
of the
employer. chance
"Is there any average
"What
of
gettinga job?" timidlyasks
the
applicant. kind of
"Anything
at
a
job?"
all."
And
another
futile interview
ends
discouragedapplicantas she utters these tell-tale "not much For "Anything at all" usually means words. in particular." article of a college The story is told in the same girlwho York. house in New When asked what went to a publishing kind of a job she wanted, she said,"Anything at all,particularly for the
if it is literary. I know had
some
^rview
some
literarytraining." Her vague to an
abruptclose.
French
and
I have
replybrought
the
CORRESPONDENCE After that
she would
particular.She what
she decided discouragingapplications like to work for one publishinghouse in spent days studying its catalogues.She
the
aimed
firm
talents supported that aim.
might help her
give her
work
to a
job;
do
to
She
and
best
just where
saw
how
to
up
how
and
qualifyher
this department
in
didn't
would
of French
knowledge
119
more
many
learned
BUSINESS
IN
to work
her
her little
rapher stenog-
as
her
literarytraining department. "They
that
she took it."
This definiteness should
be the firstaim
of the interview.
the offensive with a applicantmust at all times assume thorough and confident knowledge of the services he has to sell if he would get the positionhe wants, and not merely The
for any fall into the first positionthat yawns happens along. It is futile to relysolelyupon to
What
school
students or
such questionsas intelligently
answer
do
are more
you
a
than
that firm,this reference
positivein
And
graduate of?" answer or
yes
that
"How
or
one's old
ability are you?
yet how name
no;
that
person
many
this school
telephone number.
There
such
simpleanswering. If any consideration is given such blank interviews at all, it is because there is a shortage of applicantsand the positionis either will be a temporary one. An employer inferior one or an is nothing
usuallystarts askingquestionsnot because he wishes to carry but because he hopes thus to start the burden of catechist, The employer may the applicantto talkingabout himself. in order to draw talk about business or religionor politics the
applicantout.
he wishes
them
may
There
to establish and vary,
his aims
certain well-known
are
while his methods
usuallythe
are
or indirectly, later,directly you
1. Your
willingnessand
must
of
same.
facts that
ascertaining Sooner
disclose to him:
eagerness
2.
Your
3.
Your
.knowledgeor capacity to initiative and activity.
4.
Your
ambition
5.
Your
to work.
learn.
improve and rise. under disagreeable conditions. disposition to
or
PROJECT
120
BOOK
6.
Your
stability.
7.
Your
past experienceand
8.
Your
likes and
9.
Your
personalpower
He him be and
ENGLISH
BUSINESS
IN
abilityto profitby it. their significance.
your
dislikes and and
magnetism.
life only as they give is interested in the facts of your To knowledge of these qualitiesor variations of them.
content, then, with your
interview
experience is
rehearsal
bare
a
to miss
of your
education
the opportunitiesthat your
affords.
EXERCISES 1.
Blackford
Read
the Boss." and your
2.
Newcomb's
and
the principlesof
Note
try
practisethem
to
in person, in teacher will arrange, like to
in
well
the
as
arranged
in
Let
the
mission.
5.
Make
in school
interview not
a
the teacher
so
whole
tions attrac-
that
she
favorable
more
an
easy,
nor deferential,
go
to
actual positionafter
make
too
interview
your
by
be
personal
your
gettingan
introduction of yourselfand
4.
upon
aim
your
else whom
one
assist you,
better
pleasingentrance, bold.
any
record
your
recommendation, graduation. an
or
Let
get to assist her, with as
In
way
a
applying for.
impress the teacher
3.
small
a
staged interview which your for a positionthat you would filland that your actual qualifications would
justifyyou
may
in
Job, the Man, character analysis
friends.
Apply
may
"The
no
farther
the statement manner
natural, yet too than
the
of your
speak;
your
carriage,gestures,tone, expression. Accept a refusal of a positionso gracefullythat the employer is moved to reconsider in your favor. Overcome by winning argument some prejudice of of the employer, your lack for example. experience,
BOOK
PROJECT
122
Merely the aims suggested. Students The
BUSINESS
IN
to be
pursued
and
teacher may
ENGLISH
in the interviews
supply the
have been
situations.
Letter
Personal
Personal
The
Touch
of the
"Consideration
daily mail, frequentlyburdened as it is with business circulars,follow-up'letters and smart devices that in time tend to defeat themselves, has suggested i
limitation
a
Comfortable
is strong to
proportionto
the
plicatin stenographers,du-
to work
easy
it.
overwork
the solicitor of
prolixityand
to
dence.' correspon-
The
useless
penditure. ex-
that the temptation
returns
are
not
in
expenditure. regretsthat the personal letter writingof
sometimes
One
'business
devices tempt
other
and
by letter and circular The machinery is so
business
of
numerous offices,
machines
"
volume
the
of
days has gone hard, unattractive
out of vogue
other
succeeded
by
writing. To these much old personalletters we owe delightfulliterature and portance, bits of knowledge that have proved to be of historical im-
a
while
"The
in
in the
to turn
will be The
no
friendlypen
story of a
in the
a
on
in hours
to a
of leisure and
of
moment
and
and
WaJpole, Carlylemake
more
many
a
disappointment noteworthy persons
sorrow
or
matter
of
personal letter writing
one.
frequent use
more
the
who, in
urged by
thrown
predicament.
same
"Conservation
been
Johnson, of Horace
of Emerson
finding that other
been
lighthas
be obscure.
finds distraction for
reader
a
shaft of
and Fitzgerald,
delightfulbooks
as
machine-made
collected letters of Dr.
of Edward
have
a
many
otherwise
would
what
and
has been
and
seems,
of in
a
fact,most
which
newspaper
vehicle
had
a
so
easy
and
desirable. valued
pleasant There
is
correspondent
and told the editor sat down writing his article/ personalletter,crisp,sparklingand to the point,what after
'
CORRESPONDENCE
the
for
(To The
2.
Letter
3.
Famous
4.
The
5.
Letters
of:
Robert
Louis
be
to
be
of
art
threw
writer
of
stilted
the
and
letter
new
professional;
valuable
and
1,
worth 1918.
Writing
investigation)
for
writing.
letter the
18th
century.
given
impetus
letter
writing
by
the
war.
on
a
Stevenson.
Lamb.
Letters
to
1.
A
letter
2.
A
letter
write
to
the
to
an
class
after
vacation.
acquaintance
you
made
train. A
4.
A
had
letters.
Charles
3.
the
away
January
Letter
on
123
editor
really
assigned
of
writing
BUSINESS
Tribune,
Topics
Theme
1.
The
Minneapolis
"
lost
letter.
something
produced The
reading."
The
forgotten
moment
he
hence
the
printed
and
article
about.
writing
been
had
he
IN
letter letter
introducing home.
one
friend
to
another
friend.
railroad
CHAPTER ADVERTISING
A
variety of
AND
activities. critics
art
SALESMANSHIP
talents has
new
through the rapid extension and
VI
of
been
brought into business
advertisinginto
Bill
dubbed boards, once G. Lowes Dickenson, are
as
by such
menace
a
phases
new
exhibitingthe
now
Parrish, George Montgomery pictures of Maxfield Flagg, other recognized artists. Art has invaded and business through advertising. Business
scorned
once
liberal education
a
their
Shakespeare,searching the twistingtheir smatterings of French
brushing up
on
of synonyms,
into
who
men
are
dictionaries and
Latin
re-reading Scott and Plutarch for new advertisingsuggestions. The American Telephone and Telegraph Company the hero of Scott's "Lady of uses the
advertisingnames,
in its
Lake"
Roderick
Dhu
to
advertisement
our
this whistled
Manville
The
allusion
army
Asbestos
Company
Clark
to
for
Equipment
axles represents the
old
Roman
an
uses was
the
picture
flung into the
advertisement
Company
and
power-controlled power charioteer
find
Literature
have
invaded 124
of its
in its advertisements
business.
by
mastering
Olive Cleopatra advertising Palm and Hercules,smokeless gun powder. Omar, cigarettes, We
mons sum-
mander to-day by which the comalso gather his warriors may
unburned
withdrawn
of Clark
horses.
by
of
Charlemagne's magic table cloth which
asbestos.
Summons."
Highland warriors
compares
summons
chief of
Johns
fire and
an
his
summon
Instant
the instant.
together on of
to
the electric and
The
advertisement, "The
used
whistling. The
and
his
soap,
tory His-
ADVERTISING
AND
SALESMANSHIP
125
significant broadening of business through Luring the advertisinghas been felt during the war. public into the market by art and wit has always been An
even
more
POWER-CONTROLLED
POWER
bolt and livesin every shaft, Their' gear of Clark Axles.
"
masterful stamina laughsat road shocks and the brutal sidethrustsof sharpcorners. But
common.
teaching by poster has been comparatively
recent. A
concerted has
national effort to teach public welfare by picture
invited
business
to
enter
the field of propaganda
advertising also. Business has helped teach thrift,diet, health, charity,sanitation, and patriotism by poster. At the same time that it has advertised new products it has of slogans and spread these lessons by means pictures.
PROJECT
126
Thrift
BOOK
linked
was
with
ENGLISH
BUSINESS
IN
margarine, sanitation
nut
with
Benetol, patriotismwith hard coal.
Through advertising we have introduced into Business and the the artistic, the literary, the philosophic the historic, domestic.
And
demonstrated
and
more a
business
has this
more
man's
need
fertile
a
In
imagination and a range other phase of business is
no
wit and
in
imaginationas
of of
there
new a
field of business
vocabulary,
wide
literarybackground. such a challenge to
advertising.
EXERCISES 1.
See
"Who's
whether
Who"
concerning the three Is "Who's 2.
gives mentioned
men
Who"
a
information
any
in the first paragraph.
useful reference
book?
by "liberal education in paragraph 2; "propaganda" in paragraph 3; by philosophic in paragraph 4. Bring to class examples of the following: (a) Teaching thrift by poster. (b) Teaching sanitation by poster. (c) Teaching patriotism by poster. (d) Teaching health by poster. Are these examples government, state, or community propaganda; or are they commercial advertising What
is meant
"
"
3.
4.
adopting the is your
methods?
same
opinion
5.
What
6.
advertising? Bring to class examples
of this method
of
of
commercial
:
(a) A literarycharacter
or
allusion in
an
ment. advertise-
(b) A poster of artisticas well as advertisingmerit. (c) A philosophicdiscussion in an advertisement. The A
Psychology Los
of
Advertising
Angeles club
woman
sent questionnaire
out
who
responded
by the woman's
to
an
tising adver-
advertisingclub
ADVERTISING of that
citymade
a
SALESMANSHIP
AND
answer significant
127
to the query,
"Do
you
Boards?"
"Yes, in spiteof myself," was her answer. (The Poster,December, 1918.) Two soldiers were digging trenches. One asked the other
read
the
whether
Poster
the
he remembered
"Enlist and
big poster back
home
saying:
the World."
see
"Yes," repliedhis companion. "Why?" "Well, I didn't know we had to dig clear through it to the other side to see it." (The Poster,December, 1918.) These
two
stories illustrate
graphicallywhat
by the psychologyof advertising.The in the first story tells the tale.
"in
It is the
is meant
spite of herself"
objectof
the advertiser
just that; to interest the public in spite of to appeal subconsciously itself, day after day until his appeal A tactless salesthe public mind. has fastened itself upon man to do
is regarded
as
nuisance.
common
a
Advertising is
a
without offense. give his message The second story makes plainhow the soldier happened to who coined that expression "Enlist and enlist. The man the world" knew what appeal would make see men join the silent salesman
army.
The
what
He
who
knew
may
how
human
nature
reacted
to certain suggestions.
stand Psychology of Advertising is the abilityto underTo know the effect of displayupon the public mind. will appeal in spite of peoples'wills to the contrary;
to understand
this is the
how
to make
folks act in spiteof themselves, of
advertising. Psychology is the science of the mind; the psychology of advertisingis the science of the public'smind
psychological aspect
Repetition in Advertising knows how repetitionaffects advertisingpsychologist the publicmind. "Constant repetitionteaches a school boy his multiplication it to his dying day, without table so that he remembers having to brush up on it at any time.
The
PROJECT
128
It teaches hum
the
melody of thinking.
it without
habits to which
It forms
there
And
have
you
ENGLISH
BUSINESS
IN
BOOK
popular song
a
all humans the
people
subject.
are
of
secret
that
so
poster advertising.
Day after day crowds pass a certain spot and each time they pass they see a poster displaywith its brief message. glance suffices. Often times they read the message mechanically as the school boy recites his lesson. But just he wants to solve a probas this boy thinks of his table when lem, and so do these people think of that oft repeated message it when they need a product of the kind advertised. act upon For repetition It has a way of making carries conviction. A
a
believe that he
man
the value
alreadyknows
of
product
a
before he buys it.
even
that's what
And want
a
who
letter of introduction
have
bought
never
of those who
You
seeking in advertising. You for your product to the people
are
you
You
home
to
to hold
also wish
terest the in-
have.
to hammer
want
it.
as
people as possible
many
that your
product is the best they can buy. The process is like driving a nail. The first blow starts it,but it is repeated blows that put it snugly home. Poster advertisingdelivers these blows upon the sense of is brief,but is shown in everybody every day. Its message colors that and
attract
the
And
eye.
it repeats and
repeats
repeats."
Advertising Appeals There There
is
a
to
Walker
instincts
in
the
human
racial habit of curiosityin all animals. desires to solve
Consequently we
a
mystery and
find advertisers
tendency and using it
for their
These
are
obvious
ends.
own
baits to
settle
taking hold
with the mystery poster,the much mark.
Co., Detroit.
"
Instincts
our
deep rooted
are
by
"Broduire"
From
"
our
We
being. Man
a
stinctiv in-
dispute.
of this human are
over-worked
all familiar
question
curiosity.There
are
PROJECT
130
BOOK
2.
Effective repetitionin
3.
Clever
ENGLISH
BUSINESS
IN
advertising.
4.
premiums offered as inducements. Clever rhymes or ballads in advertising.
5.
A
clever mystery
6.
An
advertisement
As
long
that
have
men
as
in ballad.
adventures
advertisement. uses
talked And
as
story to hold attention.
a
at
all,they have
long
their experiencesat all,they have tell by the
to
them
woven
firelight.Deep seated
is love of rhyme
and
the tale.
What
in the
is
into stories modern
man
natural
more
advertiser's efforts to lure the public than
related
have
men
as
their
sung
hark
to
in
an
back
to
traditional love of song and story? The bill-boards try to do justthat; to tell us a story, or sing us a rhyme that we our
catch after
can
It
reading. is the intricate applicationof these old truths about
ourselves the
one
that the advertiser understands
well and
so
labels
"Psychology of Advertising."
Coinage of Words One
of the
very
persistentcontributors
to
our
ever
panding ex-
tising English vocabulary is Advertising. Every adveris literally a word factory which takes words agency from any other language,dead or alive,and compounds them with skill. It puts them together with the hope that they of those who
will cling to the memory time.
Often
taken
into
we
the
read
find that these advertisinglabels
English language.
Kodak
trade name. once was a mere example. Kodak in the English dictionary,we find such words
barometer,camera, tuxedo, product. But they were "
language.
Such
them
words
as
all names
is
the first
a
-
If as
finally
are
familiar we
look
aluminum,
devised to advertise
eventually admitted
into
a
the
crisco,jello,karo, nabisco,oho,
antiskid are other names pebeco,thermos,sapolio,prestolite, for products coined by advertisers although not yet "
admitted
into the rank
of real words.
AND
ADVERTISING
SALESMANSHIP
PA-KQ THIS GOOD
IS
SIGN
PHOTO
YOUR
GUIDE
FINISHING
TO
SERVICE
Photographic AppliancesCorp'n 116
AN
EXAMPLE
So.
Fourth
OF
Sfc
A
HUMOROUS
it
Minneapolis
ADVERTISEMENT
131
PROJECT
132
BOOK
IN
BUSINESS
A deal of ingenuityis put into the ransack
Men
the dictionaries of all
of syllables, new
sounds
ENGLISH
coiningof trade languagesfor new that
names. binations com-
will please or
cinate fas-
by rhythmic excellence. There is no limitation to and means Nabisco was employed by advertisers. ways formed by taking the first part of each of the three words Actional Biscuit Company. method of coiningwords is that common Perhaps a more of
combining the
words
of
sentence
a
or
phrase into
word.
Such
a
single trade
Uneeda, Takhoma,Serv-u$are cases in point. Sometimes names
as
it is the
of the
name
inventor which identiTm
such
Diamond
Eqo
Cabhmb
fies
the
product,
"
Goodyear tires,and the Edison lights. Sometimes the trade name gives away the secret of the invention as in the Diamond partments Egg Carrier. The diamond-shaped comas
protect the egg
by diverting the pressure from the egg. Sometimes the trade name is a figureof speech, a comparison, a description as in Catspaw heels. There "
almost
are
as
many
together for trade
methods names
as
of
linkingideas
there
are
trade
and
names
sounds
selves. them-
EXERCISES 1. Think
up
good
a
name
for your
its class,advertising
abilityto do business any one
2.
The A cry.
itate writing for the school. Imof the methods suggested above or invent
of your
own.
Suggest a picturesquename belong to.
for any
school
club you
Slogan slogan originallymeant a call used in battle,a rallying felt very deeply the stimulating During the war we
ADVERTISING
AND
Riprinltd
SALESMANSHIP
bu jHrariuun
of Thi
133
Fi*k
Bubbtr
Co.
BOOK
PROJECT
134
IN
effect of the slogan, the "Give But
before the
commerce
war
ENGLISH
BUSINESS
had
"Do
share"
your
your
bit."
adopted the slogan as
a
Feather "rallying cry" also. It had its "Let Hartman Nest," "Eventually, why not now," "Say it with your almost immediately the product We all recognize Flowers."
contented
cows," "It Floats,""His Master's Voice," "A Skin You Love to Touch," and "Time Such expressivephrases are almost equivalent to Retire."
advertised by "From
to
trade
names.
EXERCISES 1. Find 2.
other expressiveslogans from
Try this experiment: What trade names
name
first occurs
Trade
pictureor to
you
when
literature. trade mark you
read
or
the
of the followingarticles?
Oatmeal
Tobacco
Soap
Condensed
Chocolate
Underwear
Bread
Collars
Satin
Hosiery
Powder milk
Salad
dressing
What 3.
Write
experiment teach
this
does a
SALESMANSHIP
AND
ADVERTISING
theme
any
on
of the
about
135
Advertising?
following:
(a) An advertisement that sold me goods. (b) An article that lives up to its advertisement. (c) A slogan that brings trade. that sticks in the memory. (d) A trade name Facts about
Advertisingworth
Finding
Out
I. Cost-
does
1. What
a
for
full page
magazines cost
number
one
the advertisers:
of the following the Cosmopolitan,
the Saturday Evening Post, the Atlantic Monthly, American
the North Note.
Review?
Write to the advertising departmentfor information.
"
Explain the 2.
What
3.
What
4.
What
5.
Find
differences in cost.
are
the advertisingrates
dailypaper?
is the space rate of your street car bill-board rates in your city? are out
how
certain
much
funds
II. Returns
of your
in
a
advertising?
companies
vertisin allot to ad-
year.
of Advertising:
1. What
are
advertisements See
Calkens
chapter
by which
the methods
on
and
checked
are
from
returns up
ous vari-
by advertisers?
Holden, "Modern
"Mathematics
of
Advertising" Advertising" for
suggestions. 2.
3.
tising examples of great profitsfollowingan advercampaign. retailer as to results Get the experience of some achieved by some advertisingdevice. For example, displayused by your grocer. a window
Find
impression does gathered make upon you? What
regarding the
scope,
the
information
What
you
conclusions
importance, power,
have
do you
expense
just draw
of advertising?
136
PROJECT
BOOK
IN
PROBLEMS the
Teaching
Student
BUSINESS
IN
ENGLISH
ADVERTISING
Public
The
followingsuggestionsoffer opportunitiesfor effective propaganda advertisingwithin your high school or community.
Within
your
high school:
clean-up week.
1. A
Better
2.
A
3.
Join
4.
Read
5.
A
the
English Crusade. Boy Scouts!
more!
campaign against class
Suggestionfor 6: Write
a
story modeled
Parallel the idea of
"Faust." Within
your
dishonesty.
room
one's selling
after the story of soul.
community: of vacant
lots and
alleys.
1.
Cleaning up
2.
Keeping crossingsclean. Removing unsightly bill-boards. Getting waste paper cans placed in residence districts. Keeping walks, fences,and buildingsfree from chalk writingand pictures. lawns, pulling against walking across Campaign
3. 4. 5.
6.
flowers,writingon walks. 7. Protection of private property againstdamage. in the yards for birds and 8. Keeping fresh water
during the
dogs
summer.
Suggestions 1.
Recall and any
put in outline form
the specialfeatures in
of the followingadvertisingcampaigns:
(a) The war chest campaign. (6) A Liberty Loan Drive. (c) Better Health Crusade. (d) Red Cross Campaign.
ENGLISH
BUSINESS
IN
BOOK
PROJECT
138
Gift Thoughts A dainty blouse made able
silk
pure
blended
charmingly
beautiful
A
is
a
of
"
flounce
colorings. of
wonderful
silk jersey in suit shades.
What one
of
myriad
petticoat whose
pair of pettibockers
heavy
a
colors.
riot of gorgeous
A
in
crepe
indestruct-
from
be
could
these
welcome
more
practicalgifts
at
than
mas Christ-
time.
Our
selection
Petticoats
is
now
assortment
of
Gift
Blouses
complete and awaits
your
Prices
$4.95
to
$20
and a
derful won-
tion. inspec-
AND
ADVERTISING
KEWSY
NOTES
THESE gILVER
SALESMANSHIP
Tinsel, like spun
139
ABOUT
DRESSES
frost, is lovely with
delicate -Net
and
DATtO*
9rt
Tulle
frills"
Frock
A
effectivefor afternoon, very not a bit like anything your
floor.
and
new
friends
provocative little fluffy ner of elegance for dinaffair A gown
have
A
"
"
evening?
or
number
of
You'll
becoming
ones
find any at each
price. Rich of fabric and tone, sumptuous
adornment, lie cloths shown
at
or
are
in fur
brilliantin touches of metalthe lovelynew
Dinner
Hats
Donaldson's!
for the
charming,the youthfulHats equally Danse, with theirbewitching feceor
maKne
brims,theircrowns
And
ancibandingsof
theirartistic adornment. metalliccloths,
BOOK
PROJECT
140
RICH
ENGLISH
BUSINESS
IN
NEW
SILKS
i.
An inspirationfor designers are. these, new silks now being offered' in this. "ale. Noydty weaves and artistic coloringsplay a most prominent psAi,. From the glittering lengths of fancy silks,to the"afl"chiffon velvets,the lovelyprinted plete georgette crepes,the gleaming satins .and tailored wool poplins,here is comindex to Fashion's Silks for WinteJ*.
THE
latest
very
dress hats"
afternoon
for
and
small and medium innovation for the woman
cojne
"and are the finest
restaurant
sized"
are
wear
signed those de-
who
weldances a
by filmymaline,and interpreted
of metalliclaces and cloth of gold. that rolls sweepinglvfrom under to its satin crown
brim A maline face is attached gayest of orange
bows,
the the
$25*
Taupe Maline and gold lace 'have conspired one's turban tnai reveals to produce a fetching' coiffure rose
ptfi"dtlyrA
is set at
a
wonderful
French
blue,
daring angle, $27.50.
A group of fur and metallic cloth hats is also include the saucer These becoming shown. fying brim, tam and turban shapes that are wind-deand so "ver youthful in appearance.
Prices range tupwards from THE
HAT
SHOP"
$25.
SECOND
FLOOR
QUESTIONS 1.
Analyze the
effectiveness of the
Pick out those words
that:
(a) suggest vivid pictures (6) make a figureof speech (c) stir the senses.
underlined
words.
ADVERTISING No.
.2. In
what
does
Is it a
good
3
here?
SALESMANSHIP
AND "
"
provocative
word
mean
used
as
to use?
3.
What
verbs in these advertisements
4.
How
would
descriptive?
are
the
characterize
you
141
choice
of words
in
4?
No.
EXERCISES 1. Visit
fabric department
a
think
then
a
up
in any to be
sentence
describingvividly the beauty
purposes
satins etc. of velvets,chiffons,
possible. Make adjectivesand adverbs where
2.
out
Diamond 142 3.
Crystal
and
Use
Salt
well
as
assist you in advertisements Note
and
worth
figuresof speech
verbs
your
of newspapers, effective choice of words.
Cut
drygoods store and used for advertising
the
as
your
describing. that illustrate diction of the
advertisements
on
pages
143.
descriptive sentences advertisingany of the In each following kinds of merchandise. case appeal to the imagination. Emphasize significant
Write
details
concerning the article,the convenience, comfort, luxury,beauty, etc. Be concrete.
(/) stationery (g) toys (6) house paint (c) fresh vegetables (h) camping outfits (i) sporting goods (d) furniture (j) home baking (e) hats (a) tools
Note.
Every
Choose
"
now
of the season,
and or
any
then
singlearticle
under
there appears
at times
at
appropriate times
propitiousfor the business of the
specialadvertisingof followingheadline illustrates this concern,
some
idea.
"SLIPPERS" For
the class named.
All
the
Family
single article.
The
142
PKOJECT
BOOK
IN
BUSINESS
ADVERTISING
PICTURESQUE
AND
DICTION
SALESMANSHIP
IN
ADVERTISING
143
144
PROJECT
This reason were
wrote
advertisement
BUSINESS
IN
BOOK of
I
ENGLISH
j
effective for the very of the family of its unity. Slippersfor every member described in detail. The writer of the advertisement was slippers
veritable littleessay
a
"The
on
Comfort
of
i '
Slippers."
EXERCISES 1.
Taking this idea,write a the slipper department visit to
a
of
shoe
a
those who 2.
Try
a
of
advertisement
shoe store.
some
store will remind
slippersthere each
Describe
Christmas
are one
for men,
for
Perhaps
of the varieties
you
and children.
women,
making specialappeal
to
be interested.
would
similar method
of
advertising:
(a) Rubbers for the whole family. (6) Flowers for all occasions. (c)Bedding for all the family. (d) Candy for gifts. (e) Stationeryfor all occasions. atmospherewhich for similar advertisingin newspapers; Note.
copy.
"
Create
an
is
appropriate. Look imitate
but
do
not
Be concrete.
Winning by stoiy The
following advertisement
Digestof December
occurred
in
the
Literary
1, 1917.
Is the titlealluring? Is the
openingnarrative interesting?
Is the end of the advertisement
Imitate
this method
effective?
of advertisingin any
of the assignments
that follow.
A We
V-
Suggestion
to
Congress
sittingin the smoking compartment engine that was hitched to a broken-down were
of
a
man, Pull-
jerkingits
,
PROJECT
146
BOOK
IN
ENGLISH
BUSINESS
Padraic
Colum, Alexander Harvey, Lafcadio Hearn, I explained that the etc.,were alone worth the sixtycents. Modern been pubLibrary included books that had never lished in this country before,such as "Married and "A Miracle of St. Antony"; that it bought from other publishers the right to reprint such worth while books of contemporaneous as
men
"
Wells'
several times
as
"War
in the
Air," Chesterton's "The Man Who Was Thursday," Schnitzler's play, etc. "Best Sellers don't mean entree to the Modern Library," I said, "though the 'Best Russian Stories,''Way of All Mesh,' 'Dorian Gray' and several others have been reprinted interest
in this series."
said Preston, "that those fellows are realize," doing something big? Only one or two foreignpublishers have attempted anything as fine as that Modern Library." of the Smart "That's Set, Kerfoot just what Mencken of Life,and all the other critics are saying," I answered. "Clarence Day says, in this month's Metropolitan: 'They not only books ought to have, but books you are you to have.' want People are learning that these books, by "Do
you
greatest thinkers
writers
and
of
time, are delightfuland engrossingreading than the junk they the
read.
There
isn't
a
book
in
our
the
Modern
more
narily ordi-
Library
pretension to culture and education In fact,the New York Mail not be interested in. would said that in these times people are sick of cheap stuff and that there is no book in the Modern Library that a civilized man would not be proud to have in his library. Then, too, that and stamping, limp croftleather binding, with gold monogram I artistic bindings have ever is one of the most seen. gifts. I am advising all The books are ideal for Christmas that
my
a
man
any
friends to send their orders at once." "Great
Modern on
with
the "Well
Preston
exclaimed, "I'm Library fan myself,but they ought to have heavens,
man,"
a
you
payroll." to
tell you
the truth,they have," I
replied,with
ADVERTISING somewhat
of
I wouldn't
it.
hadn't
if you
SALESMANSHIP "In
sheepish grin.
a
publishersof
AND
wound
me
have
fact, I'm
started
of
one
the
talkingabout
you'll have
so
up,
147
to
excuse
it
me,
and"" "Excuse
There
nothing! Congress obligingeveryone you,
And
I'll call it square
and
have
breakfast
(The
morning."
to
if you
the
at
list
ought
read
give me Parker
be
to
the
Modern
of your House with
of
act
an
Library.
one
lists
new
in the
me
tisement.) appended in the originaladver-
was
EXERCISES
this method
Imitate
of
advertisingin
choice of the
your
following:
(a) Advertising Night School. in Millinery. (6) A course (c) A recipe book. (d) An electric apparatus. The
might
followingopening sentences
offer
helpful suggestions.
(a). Yesterday she was one of New York's thousands of working girls caught in the dailygrind of a monotonous job. To-day she is an independent business woman, happy For
and
"
prosperous.
For
(6). Mary
put
"
jerk,made
off to work, with
a
groan.
other folks,"she muttered For
(c).
For
strong odor
A
davenport.
(d). "
"Blue
Andrews, "Just look Fables
in
"I don't
see
why
toque with
glassand
a
went
I can't look like
to herself.
bit of blue
A
"
velvet
worn
face at her image in the
sour
a
her
on
gingham lay prostrate of burnt
Monday's
sugar
here
at that basket
filled the
on
the
room.
again," sighed Mrs.
of clothes."
Advertising
product may be advertised by fable. The followingfable entitled "Values," by Walt Mason, appeared in the trade magazine, The Forge,February, 1919. The
merit of
a
PROJECT
148
BOOK
BUSINESS
IN
ENGLISH
Values Old Hiram
Hucksmith
wheels; and
makes
and
sells green
with
wagons
red
stringof bells in his old age he feels. For all the countrysidehis wagons have their fame, and Hiram over pride,the prestigeof his name. sees, with wholesome He always tells his men: "By jings,my output must be goodV Don't dishonest things steel or wood; use ever use no wormy nothing but the choicest oak, use silver mounted tacks,and every merry
as
a
"
hub
and
every
who
buy
my
spoke carts
be
must
to advertise them
the hearts of folks to whom The
farmers
cannot
them bust
as
wax.
well; I do
I want not
the
men
wish to break
I sell."
bought those
red,and worked said: "You
sound
as
up
or
wagons
and
green,
down,
them
wear
with
I ween,
wheels of sparkling and
of them
often
out, and if you'd break their
holt,you'd have to have a waterspout or full-sized thunderbolt. The way they hang together'sstrange, they ought to break but won't; most earthly things decay or change, but these blamed don't."
wagons
Old
Hiram's
heart
with
to hear that rapture thrilled,
sort
of
but couldn't build his wagons fast stuff;he worked and worked he lives on Easy Street,most honored of all enough. And now who toddle down our men villagestreet,and then back up again. with pink spokes, blue wagons Old Jabez Jenkingslong has made the farmer folks. With he had a goodly trade among and once pride his bosom did not swell;he knew not to aspire; to get up that would
wagons
sell
"
that
was
his
one
desire. And
so
he made
pine,where rosewood should have been, and counted to hide the faults within. the paintingfine, on this sad old top was And often when tomer toilingin his shed, a cushis head. Wherever would seek his shop and deftlypunch went, disaster with them flew; the tires came Jenkings' wagons You'd the see off,the axles bent, the kingboltsbroke in two. farmers standing guard above their ruined loads,and stringing language by the yard that fairlyscorched the roads. his business is decayed; is old and worn; This Jenkings now o'er dizzy breaks he made. Old and he can only sit and mourn who climb Trade's rugged hill. Hiram's plan should suit all men his wheels
Give
of
value for the shining coin you put into your till. The Forge Magazine, February, 1919, Walt Mason. "
SALESMANSHIP
AND
ADVERTISING
149
EXERCISE
this method
Imitate
(a) Two (6) Two (c) Any
Choose
1.
kinds
of
kinds
of soap.
other
products
baking powder. think
you
of.
or
followingsuggestionsand
of the
one
might be used
play which
method
on
Advertising
Dramatic
act
originalfable
an
followingarticles :
of the
any
advertisingin
of
to introduce
write
to the
a
one
public the
article named.
Jane
to
goes
the attic to
dress that she is to dress smells it out
so
to air.
wind
sudden
Advertise
a
mother's
at her
wear
The
wedding wedding. The
own
balls that she
stronglyof moth
and
ruined for the
get her
is blown
dress
fallsinto
a
from
the
hangs line by
It is apparently
puddle.
approaching occasion.
dry cleaning method.
Make
particularuse
of
details. 2.
precious time trying to figure correctly. Her employer one day calls for a statement which is not ready. He has just expressed of the Dalton indignation,as a salesman Adding
Miss
Brown
machine
enters.
Adding machine.
Advertise the 3.
Take
a
simple plot
articles cartoon
wastes
or
devices
to
and
advertisement
advertise work to
be
well-known
some
it into used
an
on
animated the
movie
screen,
4.
Using for
picturesof well-known advertisements write a simple play on the title, illustrations, cut-out
Model Pays to Advertise." your that title the play by already written. "It
The what
following playlet written students
can
by
do^ Perhaps you
a
have
senior a
play after illustrates
dramatic class
BOOK
PROJECT
150
BUSINESS
IN
ENGLISH
in your school that will present one of your best plays before This one the school. was produced by such a class. Note the different ways in which Nervine is suggested throughout Criticize the play in any way that will assist the play. better plotsand effect cleverer advertising. you to construct SHE
.
HANGS
THEREBY
FORGOT;
A One-Act
Ak TALE
Play
AdvertisingDr. Miles' Nervine Cast Mrs.
Smith.
Mrs.
Brown,
The A
Reverend
Mr. the
Druggist, Directions
Scene
I. In
frontof the
neighbor.
a
Jones. villain.
Stage
for
curtain.
Living-roomin the Smith home. One halfof the room is in order and the other halfis in great confusion. A white chalk stands a ladder line separates the two parts. At one side of the room a picture. Cleaning apparatus, dust cloths, against the wall near Scene
etc.
On
II.
the top of the ladder is
lies sleeping on scene
while Mrs.
a
couch. Smith
A
a
bottleof Nervine.
second Mrs.
No. I continues
Scene
(Enter Mrs. stage.They Mrs.
the
Smith
and
meet in center and
Smith.
Mrs.
to
does the
Smith
No.
I
actingin the
sleep.
I
Brown
from oppositesides of the Both have
converse.
How-do-you-do,
Smith
Mrs.
Mrs.
Brown.
packages.)
numerous
How
are
you
and
family?
And you? Very well,thank you. I'm justworn Mrs. Smith. to a frazzle, honestly,Mrs. Brown. I'm house cleaning and what do you think? Reverend Jones called to-day and asked me to make a chicken pie for the church supper next Friday. I was right in the midst of cleaningwhen he came. I had a towel around my head and I looked justdreadful. I don't Mrs.
Brown.
ADVERTISING I'll do.
what
know
chicken
when
I
SALESMANSHIP
AND butcher
The
think
didn't
151
he
would
have
a
stopped there just now
(sigfis wearily). How do I'm having just an get along with your sugar allowance? you awful time, I declare to goodness I am. I have got my last two pounds for the month and here it is only the twentieth. I suppose if I get an extra two pounds the Red Cross will get after me. Oh, dear,it's enough to drive a person insane. I worry so much that I can't sleep. And if I do, I have the most terrible dreams. Mrs. Brown. What so? makes Why Mrs. Smith! worry you You need a tonic of some kind to steady your nerves. Why don't bottle of Dr.
you
try
been
greatlyhelped by I lose sleep. Take
a
it. a
I
Nervine.
dose
Smith
Mrs.
(turningaround
It's just what take it.
Mrs.
I
seem
I'm
so
Brown.
it's a
she walks
as
Now
I get
sure
upset
minded.
as
for
cure
have ever when-
or
have
you
nightmare.
away). I'lltry a bottle.
the next Come
thing is to remember to see me some time,
Good-by. Scene
(Mrs. Smith and
tried it and
to-nightand you'llrest
to need.
absent
I have
it whenever
use
rested before (starts to go). And
never
to
Miles'
No.
2 enters
II
afternoondress
wearing an living-room
carryinga knittingbag. She draws
a
dust cloth outf also
a
bottle
offurniturepolishand starts to dust the furniture.She attempts to the white line. but cannot get across get to the dirtyside of the room to hold her back every time she attempts it.) Something seems Mrs. Smith to herself.Oh, dear. I can't seem to get this cleaning done. (She attempts to cross the line,gets dizzy when her foot touches the line, wrings her hands.) I wonder why I can't get across into that dirt.
(A knock He
walks
What
crosses
the
dirtyside of the Smith.) on
Jones.
Rev.
heard
of
would
donate
Nervine.
see
annual a
The
room,
are
very
busy. I
don't
think
sure
to
get
he a
would
pie made
have
have
you
if you
to ask you
came
Will
Jones, I
sits down
I suppose
for the supper.
wasn't
try
preacher.
apparent dismay of Mrs.
to the
chicken-piesupper.
I will
lets in the
much
Oh, Reverend
to-day,but
should come?
perfect ease, and
that you
butcher
one
the line with
bottle of Nervine
Smith.
Mrs.
asked
our
I
some
She goes to the door and
is heard.
into the room
if
What
shall I do?
you? I
any
can
when
for the supper.
get I
PROJECT
152
BOOK
Jones.
Rev.
Thank
Smith,
Mrs.
you,
ENGLISH
BUSINESS
IN
I know
we
depend
can
you.
upon
(He lakes his hat from Mrs.
backward.
bag puis
a
on
Smith
round
a
on
leaves the
the ladder and
room
puis the cleaning articles into her knitting
pair of rubbers and leaves the room.)
(ReenterMrs. Smith, with
she hides under
which
bottleof Nervine
a
chair.)
a
Smith.
Mrs.
last I have
I've been
it.
butcher
to every
in
for the pie. (Just as she is all sold out. Now they were leave for the kitchen,a largepoliceman with a red cross on Mrs. Smith glancesnervously at the Nervine under enters.
town
but
about
to
his
At
arm
the table.) Mrs.
Policeman. overdrawn
your
all
Smith
Give
for
that Nervine
me
have
You
Cross.
or
go
to
glaresat her.)
(pleadingly). Oh
town
over
and
arms
the Red
from
am
allowance.
sugar
jail. (Folds his Mrs.
Smith, I
I
it.
need
it for
it.
take
don't
the
chicken
been
have
I
pie.
Please
leave it.
Give
Policeman. the month
for the
I stillhave
church
supper
wipes the
(Mrs. Smith a
church one
so
and
he sent
may
a on
lower
after their
Enter
needed
a
a
shall I do
druggist with for the
chicken
thought your butcher wouldn't have give you this. (He puts it upon the top
there
up
and
say
a
for
poem
me
and
climbing the ladder). (nervously tonic I should shelves.
own
Think
If Nervine
think you would have to of making your customers
purchases. (She clingsdesperatelyto
Upstairs,downstairs,in I met
a
I took him
by
threw
him
And
lame
man
my
who
ladies' chamber, wouldn't
the left leg
down
the stairs.
say
is such
keep
his prayers
it
climb
the ladder
she recites.)
There
you
it.
splendidnerve the
What
to go.
eyes.
said you
beforehanding
she dusts
you
here to
me
Smith
Mrs.
Jones
that
of the ladder.) Climb have
tears
Reverend
supper
more
from her in his hand.)
bottle of Nervine Druggist.
which
days (exitpoliceman). ten
of
twentieth
is the
Nervine.
more
any
(givinghim the Nervine
him). But
This
Nervine!
can't have
you
Smith
Mrs. it to
and
that
me
as
PROJECT
154
BOOK
busy
Hello!
signal.
ENGLISH
BUSINESS
IN
Blank
High
Alumni?
'19
Class
June
The
Thief!"
"Stop 8th
May Tickets?
the
present Thursday
on
9th
and
Yes, at
will
at
at
now
Cable
8:15
the
comedy
and
Friday,
P.M.
Blank
High Co.; all
Piano
School
or
seats
reserved.
5(V
much?
How
it's
Sure,
35^.
and
good! Well,
Advertising
long,
so
you
Blank
School. High 14, 1919
Manager.
May Ma
deah
Peculiah:
Honey, Friday
dey's night,
De
ode1
night
de
roof
ma1
death. An
folkes
I
ole
mah
haft
off
dat
Dixie
sat me
pass black
an
fishin1
heah
I
a
nail.
I
saw
fluttah
an
niggahs
nonsense
from
de
away. face
ob
yourn
was
a
an
you
you'll clean
mosf
I
made
a
ya'ns
stage.
off.
make spun me
de on strumming coon lullabys.
should
Show
to
sho1
it
suh,
you
reckon
I
as
nuff
were
Peculiah, swappin
Ah
ma
Minstrel
dem
dem
Minstrel
to
fallin
An
out
off
fixin
was
show.
der
dem
I
was
croonin1
dat
heah
me." "save cried, for nigga's hide,
I
melodies
a
da, nigga's
say
to
nail
flittah, Yes spike. to
banjos,
on
go
homesick
dose
dat
down
when
and
dis
save
practicin1
a
Dose
school
slip Lawd,"
caught
on
doins
big
23d.
after
done
den jes1 swinging
And
the
foot
Lawd
be
gonna
ftLawd,
de
later.
See
You sho1
laugh
hea'd as come
dey wid
will
dat
ole
ADVERTISING
spinnin1
me
aroun1
listened
to
de
"by de
a
was
I windmill, scandal a nigga out in de alley ea1 whispa yo1 an
me
I'll
an
can,
wind
dar
ob
meet
155
Dutch
a
lot
you
gahbage
dat
like
mosf
Jes
told.
eber
SALESMANSHIP
while
Peculiah,
oh,
And
AND
full.
Chuck
de
"s
prayed my
on
nail
kep1 good
de
feet
in
do
can
sofs dat
to
honey
feet
his
shuffled but
remembah
all
yo1
Doz
de
niggah
de
audito'um?
a
rippin1
Lawd
to
no
ma
me
down
live
to
show.
by to-night, honey, go heah dis to niggah.
I
Oh
thru
let
could real
dar
what Lawd,
jiggin.1!
som
I
po'tah
I
easy take mah
like
whistle
I'll don
an
You's
trousas
yo1
as
dare
say
inte'nally, Rastus.
S.
P.
Friday
I
mos1
ob
between
now
niggah
I'se
Tickets fo'got. so's yo'll week,
dis
dis.
ole
Rastus
hangin1
seen
and ovah
ah
sale
on
hab
to
dat
useless
yo1
choose
back
fence.
The
AdvertisingLetter Appliedto
Outside
Reading
followingletters were written by students as letters urging their classmates to read the book they had read for outside reading. Criticize each followingmatters: The
1. Its
abilityto
secure
and
Its power
3.
Its applicationof business
last
one
of inducing you of the books
in
which on
the
hold attention.
2.
Choose
tising adver-
to read the book.
principles. the bibliographygiven in
chapter of this text and imitate for reading. a good book
this method
the
of advertising
ENGLISH
BUSINESS
IN
BOOK
PROJECT
156
February Ruth:
Dear
what
"Know
Get S.
1919
7,
"How
why
reasons
It
1.
200
"PUT
YOUR
Advertisement"
an
will.
you
you
like
clear
are
it.
print. type appeal
this
of
pages
by
There
will
large,
has
Does
taking."
are you Write
and
Hall,
Ronald
three
to
to
you?
Now
much
how
See
PERSONALITY
it
easier
"understand,
you
INTO
I
why
TISEMENT." ADVER-
THE
to
is
chose
read? Hall's
LIr.
book.
so
It
The
Best
Have
you
the
get
one
to
Way tried
ever
the See
than
combine
how
it
convey easier
much
the
it
.phrasing*, in in
is
Out.
words
and
eye
from
meaning
Plies
Keep
to
catch
spacing
Best
The
Out
quickly?
first
the
to
will,
they
illustrated:
Way
Plies
meaning to,
well
is
Keep
that
the is
2.
sebond
the
.
It
3.
Supposing for
shorter
words
.'"horse
high, .Did
That
more
bull
that
know
the
the
is
advertisement
farmers
think
of
than
these, -'-;/. strong"?
human
can,...
eye
than
vertically?. words important
all
reason
tisement adver-
an
that
so
you force
tight,
pig
write
Can
horizontally
more
see
fence
with
ideas.
new
to
had
it.
buy
you
.,
of
you wire
a
to
want
would
full
is
should
be
written
in
; ..
.
in
an
-two
lines. Do
for
a
you
three
the
know
big
essentiials
advertisement?
good ReM
"How
To
Write
an
Advertisement".,
.
"if
you
want
to
find
out. Your
'"
friend,
-::"
"" :
"^
;
:;
\ *
""-"
ADVERTISING
AND
SALESMANSHIP
157
II Feb.
"
Students:
Dear
all
You
picture.
a
see
thought our picture new adding The library
collections.
to
transferred
being
to
going
other
motion
a
how
ever
you motion
continually
are
old
enjoy
Have
like
much We
1919/
6,
very
library
is?
books
to
books
are
the
all
libraries
the
time.
Students, venture
think
don't
room
with
some
time
an
endless
or
other
or
number we
to
how
read.
much
library to
have
we as
books
of
may
never
are
book
a
the
of
we
we
realize
we
think
We
missing.
are
rule,
a
unless
our
a
I
as
library, topic special
near
assigned
know
you
a
which read
for
English. Just to
book as
of
out
by
"Advertising be
book the
to
the
the
of
the
book
title.
I
the
a
library wanted,
was
took
I
It
seemed
one
on
the
shelf.
book
has
to
say
for
from
the
Central
interesting what
assigned
were
to
to choose happened Pictures." Moving
because most
Listen
I
we
hurried
do, again.
book
The
day
I
found
us
hurried
the
other and
read
most
and
the
tc
itself. "I and
placed
can
tell
have
to
on
something
are
being how
shelf
a
much I
can
goods.
about
used
for
it
of
clever
many you advertise
you and
taken
was
how
tell
your
Library.
ways I
business
your
can
you
to
men
tell
also
Stars
purposes
advertise
this
I
favorite
advertising
costs
Library
in
by such
an
tures. pic-
PROJECT
158
interesting way through without soon going back up
read
and
IN
BOOK
BUSINESS
will
you
read
missing to
right
me
word.
one
I
library
own
my
ENGLISH
am
hurry
so
me.M Yours
truly,
very
III
February Dear
10,
1919
Students: Did
member of the kitchen?
your family You sapolio haps pernever $1,000 a thought that at least that small cake. day is spent in advertising It's true. don't Mr. Now laugh. Morgan discovered the formation dent. sapolio by accihim His the and name physician gave into then he launched an paign camadvertising ever
any in
resulted
which Now use
or
you
use
a
keen
yet. through the
dull
asked would
Mr.
Razor"? dollars out
its
give
William
G. "We
you Bell
And While
your will we
Did
Kampfe the it
ever you cut nearly
world's is
by
an
means
only accomplished If advertising. if advertising paid similar
answer
of
Boston,
'Yes1
a
pocket no
of
people
answer
'Does
was
medium
these
of and
edge
This
fortune.
neat
a
shaving?
about
how
"Star
million
with
in
Mass.,
to
that
you
they Mr.
gave:
question pay?' on advertising word to say." to
the
advertising
keep have
a
sapolio or "Star advertising interested little a' aren't you in these of dozens cases There are stories? in form in story similar told to these, all in Advertising." "Fortunes a book Made on turned that It's were of ideas just full into cash. I
Razors";
am
not
but
4 "i
world
The
not
to
go
is
into
get a glimpse Advertising."
Perhaps
neat
a
1.
too,
you,
Why period
Made
in
may
ble stum-
and
fortune.
truly,
Yours
Personal
vacant
"Fortunes
the
159
ideas.
for
asking some library
the
over
SALESMANSHIP
AND
ADVERTISING
Advertising
Give
four minute
a
advertisingspeech announcing the
of Football
opening
Tournament,
or
season,
Baseball
other
any
Tennis
games,
school
activitywhich
needs the support of the school. 2.
Make
solicitingaddress
a
annual 3.
or
Advertise
in
as
for
subscriptionsto school
school paper.
personal announcement stenographer or musician
card
a
about
your
vices ser-
the school.
AdvertisingSpecialties Collect
for imitative
use
any
special advertisingdevices
that you can, for example, bookmarks, leaflets, clever letters and so forth. The followingsuggestionswill assist you. What
is the value
specialties? Could
of such
in any of its activities imitate its advertising?
One
I'll
Two
I'll give,
Three Four
the bookmark,
your
in the leaflet,
give,
I give, I say, I
give with
all my
heart,
Five I'll give today.
At
BRING
least
IT
one
TO
Book
from
SCHOOL
every
boy
THIS
or
school
girl.
WEEK
PROJECT
160
BOOK
IN
ENGLISH
BUSINESS
Salesmanship salesman
The well.
We
bored
by
is
have
all been
In
tricked
layman's
a
of fashion
sort
tell what
we
all know
by the clever salesman, compelled by the honest have
we
way,
principlesof salesmanship; there some
whom
person
dull salesman, and
the
salesman.
everyday
an
all
few
are
he thinks
analyzed the could
who
good
or
not
bad
in
manship sales-
is. There
is
inherent
no
difference between
advertisingand salesmanship. What of advertisingapplies in varying One
ways
best get at these simple facts about
can
sortinghis
Write
observed
topicsthe
about
teacher
may
any
of
the
I
met.
ever
2.
A
neat
3.
An
4.
A
abrupt exit that created suspicion. graceful"get-a-way."
5.
A
human
6.
The
entrance
sort
by
a
salesman.
of salesman.
memorized
8.
speech. Tricks I have seen through. that was Enthusiasm contagious.
9.
Pests
7.
following
assign:
cleverest salesman
1. The
Salesmen
personal impressionson
your
salesmanship. salesmanship by
to
observations.
own
I have
What
has
of principles already been said
the
of the
Public
(the sort
of salesman
who
public nuisance). 10.
Salesmen
11.
The
who
believe in themselves.
13.
handicaps of house-to-house soliciting. The discourtesyof the public seen by a salesman. that gained attention. Clever sentences
14.
The
15.
"Selling" oneself every day. Salesmanship depends on the littlecourtesies.
12.
16. 17. 18.
sort
of clerks I like.
Taking rebuffs gracefully. The traveling salesman; a type?
is
a
PROJECT
162
BOOK
first time.
the
for
make
sale
your
and less of 3. Don't
a
ENGLISH introduction
an
of
more
actual
an
may-
encounter
stiffrecitation. the front seat.
clingto
in the
Tear room
from yourself away and give yourself a
to be self-reliant.
chance
Forget that on
are
Such
seem
all the furniture
4.
BUSINESS
IN
a
in
are
you
class
a
front porch, at that
anywhere
back
a
be
might
you
Imagine
room.
door, in were
you
office,
an
actually
you
the selling
If necessary, article you have chosen. write on the board before you start a few "stage directions,, for the benefit of the class. And let
the atmosphere thus talk.
your 5.
Call the class by
as
6.
imaginativelycreated,affect Either address individuals
name.
some
by their name or, if you individual, give it some
an
Don't
"tackle" minds
the them
of
from
the
their
class
Don't
crash
into
unexpectedly; approach
point
own
class
name.
customers.
your
treatingthe
are
of
view.
Talk
with
Refer to something that has them, not at them. just happened in the class; get them to converse with you. Don't s'tart rightin selling. 7.
Don't
imitate the "salesman"
that has
justpreceded
you.
recall clever methods
8. Try to
of salesman
you
have
known. 9.
Sell to
of students, or
groups
think the class
as
a
whole
Sell to the boys, to the members 10.
of
some
sell? neat
is not
to girls,
a
a
good
Miss
if you
customer.
Jones
or
to
juststop speakingwith Know
what
you
aim
to
promises,to and bring it to a down. of sitting
Is it to convince, to get
definite purpose conclusion before you think Have
individuals
club etc.
Finish your recitation;don't a grunt of embarrassment.
accomplish.
to
CHAPTER BUSINESS
THE
great
Yet
haven't
convinced
biographiesof
of the
read."
to
to reckon
to
read."
with
the
and
More who
man
heard
are
truth,however,
the more
takes
of
some
our
influence
tremendous men
In all
in competition with
"not
READING
busy business
often time
man
time
be
to
men
books.
time
STUDENT'S
has only to look into the
One
"I
VII
educated
to an
say,
tious ambihasn't
man
the average time to read as
of
man
has
he takes
to exercise. in every
"Men
of Yale
Hadley
of
practicaldepartment University, "men
manufacturing,
have
told
dent life,"said Presi-
in commerce,
that
me
portation, trans-
what
they
of usingbooks the selective power of knowing and using books efficiently."It is this power
wanted
was
who
men
have
important to acquire.
that is so
EXERCISES 1. Look
in the
up
biographiesof
such
men
Lincoln, Franklin, Roosevelt, what of the influence of books 2.
9-12 3.
Read
report 4.
In
Gladstone,
these
men
tell
their lives.
by O. S. Marden, Chapters the importance of reading. on "If I were Maxwell's Twenty-one Again" and "Self
Read
on
as
an
Investment"
to the class what
oral theme
he thinks
about
reading.
expand the ideas suggested in the
followingquotations: "Read
and
heed.
Learn
Real power with your own. The Poster,December, 1918.
harness other
people'sideas along is attained by combining forces."
to
"
163
BOOK
PROJECT
164 "
Some
peoplespend so books that they have none
vast
ENGLISH of energy
amount
an
left to read them. to read
well is better than
book
rate
BUSINESS
IN
first-ratebook
a
"
"
then
and
one
amusing;
it is healthier."
"Read!
I
2.
The
3.
Reading
4.
The
5.
Enjoying
6.
Continued
8.
Books
9.
Book
books
day
I do
may
or
enjoy. like.
not
pet abomination,or, Waiting
late to read.
too
I recommend. I have
Reviews
read
I have
Books
11.
Authors
12.
Books
I would
13.
Books
that
14.
Magazines
15.
Criticize the
I have
read. than
more
to
come
like to
have every
know.
own.
influenced should
one
following list
students'
once.
own
me.
know. of
magazines compiled
statements
they habituallyread: periodicals "
be enlarged
installment.
next
10.
Note.
of
read.
to
I most
stories,my
never
from
more
car.
of the
of books
for the
It is
only
bit of
in bed.
kind
7.
a
Topics
the street
best time
Bennett.
Bennett.
(Writtenor oral; suggestionsoffered condensed at teacher's discretion.) on
badly."
21."
were
Theme
Reading
second-
with-and-against-the deep thinkers
Maxwell, "If
1.
a
to read
varied diet is not
A
Arnold
"
to think
Learn
the world!""
"
bit of the other.
a
Arnold
simultaneously
books
It is well to read two
read
To
choosing
on
Stars indicate decided
Magazine*
1.
The
American
2.
The
Ladies1 Home
3.
The
Pictorial Review.
Journal.
popularity.
regarding
the
STUDENT'S
BUSINESS
THE 4.
The
PhotoplayMagazine.***
5.
The
Red
6.
The
Literary Digest
7.
Scribner'8 Magazine.
8.
Popular Mechanics.
9.
The
16.
Outlook.
The
18. A
the average
magazines ought
Moulders
student modern
public opinion to-day;
of
to know?
authors
represent a nation,a state,a city,a party
who 17.
165
Book*
other
What
READING
etc.
the passionatebrowser. systematic reader versus books do you con"culture list" of books; What sider
in the
"Hundred
Library as:
Hamilton
Mabie's
Wright
Books
etc.
How
of
the standard
to
up
measure
list (ofHarvard) may
such
Best
Novels,"
Great
World/' "Ten
Consult
know?
should
one
every
in the
do
reading set?
list; President
be found
lists
you
See
Elliott's
in Marden's
"Self-
Investment." 19.
Making the
most
(a) Classified Collect
lists to such
Verse," or many
publiclibrary:
of the
be
found
leaflets
as
others to be found
Housewife"
at any
(b) Tracing a topic in the reference (c) Exploring the technical room. lay mind. (d) Using the reading
Library.
of Modern
"Books
for the
"Books
the
at
and
largelibrary.
room.
Interest
for
the
"
to
room
while
away
odd
moments.
.
20.
Reading a
over
book
one's head;
that is too haunt
deep for
the
Types who
22.
Characterization of the
23.
A
in the children's
grown-up
any
who
woman
a
hurt to tackle
you.
library.
21.
24i ^Paging at
It doesn't
A -
at the reference desk. room.
public library. Personal experience of
have
done
it
during:tbeisummer
vacation.
PROJECT
166
Assume
Assertions
BUSINESS of View
ENGLISH
toward
the
Following
:
1. You
are
is
otherwise
busy"
"too
never
Beading
2.
Point
Positive
a
IN
BOOK
to read.
habit that should
a
may
you
be cultivated
the age
pass
and
be too
young;
old to
learn. take the place of generalreading?
3.
Movies
4.
Business
students
5.
Business
men
6.
Broad
may
do not
haven't
need
time
to read much.
read; they do, instead.
to
generalreadinghelps one
as
a:
salesman
stenographer companion home-maker student 7.
The
more
8.
Tell
me
you
what
read, the read
you
more
and
you
succeed.
I will tell you
what
you
are.
Reading
9.
"I
10.
makes
the
good
conversationalist.
too active to sit stilland
am
read."
EXERCISES
Plan
1 .
or
in your
(a)
"
a
Read
More
"
propaganda campaign in your class
school according to the
Think
up
followingsuggestions:
appropriateslogansfor
your
librarybulletin
boards.
(6)
Invent
a
specialcolumn
for your school paper to be during the campaign and write
for this purpose the necessary articles,
used
(c) From
some
teacher
of the books you have read and those your recommends, take an interestingincident,
conversation,saying, etc., and create a mystery interest in the being to arouse poster, the purpose reading of the book.
(d)
STUDENT'S
BUSINESS
THE Devise
a
contest
of
some
sort
reading. revive (e) By clever advertising, in any
READING
or
167
for the stimulation
awaken
of the prescribedlistof books
of
interest
more
in your
school's
Englishclasses. (J) 2.
the librarya
Make
In the front of your
popularplacethrough advertising. text
or
note
book, paste a
form
like
following.With the aid of class discussion and your credit students should teacher's suggestionestimate what side receive for a good record in outside reading. Should outreading be voluntaryor compulsory? the
Read!
Read! "Six
each
hours
between
difference and
a
of
week a
$25-a-month
reading
Read! may
$20,000-a-year clerk.
mean tive execu-
the
BOOK
PROJECT
168
My
signature above report.
attests
ENGLISH
BUSINESS
IN
to
of
accuracy
the
Signature fE Note:
"
= ,
=
Editorial
Back
Page.
Page
P
Do
You
Keep
up with
the Newest
Books?
thinkers of to-day who Intelligent from the press, thought as it comes newspapers
are
watch
for the firstpublic comments
Publishers send to all magazines which within
interested in modern the magazines and on
the latest books.
include such comments
their pages free copies of their recent advertisements and solicit comments
books and
as
vance ad-
opinions
PROJECT
170
BOOK
BUSINESS
ENGLISH
chapters deal with the last
first two
The
IN
including January, 1918. The first contains the Kaiser's pronouncement: "Davis, America Her be punished for her actions!" must actions,of course, in reminded that furnishingmunitions to the Allies! But when to Russia,the Kaiser replied:"When we helped Germany sold arms were Russia againstJapan, we helpinga white against the yellow Don't ever race. forget that." America, he said,was "acting in supplying munitions. motives" from purely mercenary Dr. Davis regards the Kaiser as having a sort of dual personality. He found him trustful in his conversation even beyond the bounds of discretion, decidedlyappreciativeof humor, and himself often and affable,generally quite his own witty, usually courteous of talent and master, brave under adversity,magnetic, a man is imperious,grandiose,selfcharm. On the other hand, Wilhelm of his judgment, by opinionated,and certain of the infallibility turns and niggardly,ever posing until he has become generous Dr.
Davis's escape
"the
world's most
lightis
lurid
A
he
(italmost amounted
to
two
years,
that) in
finished actor." cast
"couldn't
on
the Kaiser's ideas of international ethics
why
understand
(when Great
in
that
at
war) the United
States did not seize both Canada
the "utilizing,"
Kaiser
"
their
make
race."
to the
Kaiser is shown
That
French.
similar protest
justified by
was
the
Almost
of submarine
the
"How
foolish for America
America must
"International
pay
by Belgians and
German
was
trained.
be
have
come
the
And
as
to
into the
war.
costs of the war!
the bills." The
Kaiser
condemned
Mr.
Hearst.
is
pos apro-
such
no
would
war
all the
but admired
use
There
a
of gas
revealed in his assertion that
foolish because
to
law!
pay
to
forwarded
more."
any
conscriptscould
will have
to
sent
precaution. The Kaiser remarked,
blind side of the Kaiser
before
had
he
Poincare
The
Germans.
warfare:
English conscriptionwas
that
bullets
day President
same
thing as international law The
of dumdum
use
similar
and
serve
"disgustedwith the whole Anglois traceable directly conduct of war
against the a
Mexico"
idea of greatness! For
an
by the latter's statement
protest against the
was
was
inhuman
Saxon
and
opportunityto
country great." What
own
like these the Kaiser
reasons
a
said, "the
Britain
"Mr.
Hearst
is the
.
be
America .
.
"
Now
.
.
America
.
the American
only one
over
.
press, .
.
who
STUDENT'S
BUSINESS
THE
READING
171
told the truth about
has revealed the real conditions and
them.
"
Senators are againstus. Senator all your Stone, for instance, is taking a very strong neutral stand, and
As
to
it is
a
"Not
others:
pity there
like him."
more
reminiscences
Davis's
Dr.
not
are
the
cover
Kaiser's
Kaiser's "Colonel House"
The
was
family and
tourage. en-
the Prince of Pless.
England declared war, the Prince declared, will be over "The war by Christmas,"and five months later said, cluded, "Well, not this Christmas,but next"; at the end of 1915 he con"I don't think the Once more, thing will ever end!" fare February 2, 1917, he declared: "Our unrestricted submarine warhas just started,and we're going to bring England to her knees within three months." And again,."America won't fight in Europe." Yet he spurned the complaintsthat we furnished have supplied more munitions: "In the last twenty years we munitions to warring nations than any other four countries in the world put together." Dr. Davis speaks of the Kaiserin;the Crown Prince and Crown (of Princess; Princes Adalbert, August Wilhelm, and Joachim he makes whose flesh "wound" quite a little fun); and of the German people. Of the latter he says, apropos of the Lusitania who did not enthuse sinking: "I have failed to find a singleGerman He continues: "The that dastardlycrime." over activity of the Zeppelins in their raids on towns evoked similar open day when
the
On
"
...
demonstrations."
informing,and contains on the whole tempt moderately told tale,with only here and there a touch of conDr.
a
Davis's book
and
scorn
is most
and "
but littlebitterness. From
The
LiteraryDigest,December, 1918
EXERCISE
Imitate know
made you
Do
and
the can
about are
followingextract recommend.
the
books
sellingbooks.
this after you
Note
using books
you
the particularly
yourself comments
by the "bookstore lady." Pretend You imagine your own scene. may
have
bibliograph. suggested
read
some
of the
books
from
the
172
BOOK
IN
WOMAN
FROM
OUT-OF-TOWN
THE
ENGLISH
BUSINESS
PROJECT
BUYS
BOOKS
By Hazel Deyo Batchelor Review for April,1919) (Pictorial
"Anything good to read?" the bookstore lady who
of rows
the
on
"It
asked
the
from
woman
arranging her books
was
out-of-town in
orderly
shelves.
all
depends upon what you like,"returned the bookstore She was always interested in a possilady,lookingup interestedly. ble her She in liked to place wares buyer. intelligently; short,she loved her books, and she loved sellingthem. "This time it really doesn't matter so much what I like," laughed from "I'm other the woman out-of-town. for selecting people. Here's the first on The
bookstore
list, my
my
son, Bob.
lady smiled
took
and
likes detective stories."
He a
book
down
from
the
"
with something good," she vouchsafed, 'The Room the Tassels,' by Carolyn Wells (Doran). I'll guarantee that he shelf. "Here's
won't
skip a page."
"Well
worked
out, is it?"
"Excellently,and
not
too
improbable. People like facts these
days." right,I'lltake that. Now what have you for my husband? likes to pick up something not too heavy just before he goes bed at night." her another volume. The bookstore lady promptly handed Vorse (Boni " Liveright)," "'The Prestons,' by Mary Heaton "All
He to
read the
woman
out-of-town.
from
ordinaryAmerican family." "That's just what it is,"approved the bookstore lady, "and it to deals with the little every-day happenings that are interesting You'll Just the book to pick up in an idle moment. every one. book a You don't happen to want that in your bookcase. want for your daughter,too, do you?" from out-of-town, next," said the woman "Yes, she comes "That
sounds
like
a
book
about
an
consultingher list. per's.) (HarUp,' by Margaret Turnbull? a movingIt's a story of a girlwho unexpectedlybecame picturestar. The book givesan excellent idea of life in the studio. tt Every one is readingit.' "How
about
'The
Close
THE "I don't
BUSINESS see
And
as
you
knew
READING
she loved the "She's
out-of-town.
from
woman
how
STUDENT'S '
movies
!'"
173
laughed the
seventeen."
though that explained it all,both
women
laughed
together. "Well, the war is over," remarked the bookstore lady. I wanted for a good one "Yes, are you stillsellingwar books? is stillin France,something with a human son a friend whose appeal. Fires in France7 "'Home store (Henry Holt)," suggested the bookknow, lady. "It's by Dorothy Canfield. Short stories, you I've read them all two or three times,and I and every true. one the book." always recommend from out-of-town The riedly, woman glanced through the pages hurbeen such a and then placed it with the others. "You've help,"she said gratefully. isn't all, is it?" asked the bookstore lady. "That "Not quite,I want one for my sister. She's in business." "Business women always want to read about how other girls made good," said the bookstore lady sagely. "Here's 'A Chance It's a tale about to Live,'by Zoe Beckley (MacMillan). a little slum destiny. Do you think your girlwho fought out her own sister would
The
like that?" from
woman
out-of-town
nodded.
"You
might take
two
sister,"suggested the bookstore lady. "Here's a new in the family excepting the book that will appeal to every one children. It is called 'A Man and a Woman,' and is by Dale Drummond (Britton)." "It sounds interesting," commented the woman from out-of-town. for your
"It's of the
than
more
that; it should be
lesson it teaches.
don't think
If I
were
on
ever
every
book-shelf
inclined to be
because
jealousI
could be
again after reading that book." "All right,I'lltake it,and how about the children? Something the morning out will just round for them splendidly. What's this? (Fingeringthe books on the shelf.) O, The Boy Scouts Year Book' (Appleton); that ought to be just the thing." "That book is filled with all kinds of material besides reading, the bookstore know," commented lady. "Children are all you it. And here's another that I wish you'd take for crazy about and Prince Florinel,' tury). by Palmer Cox (Centhem, 'The Brownies I
ever
"
"
It is full of delicious nonsense."
'
'
PROJECT
174
BOOK
IN
BUSINESS
ENGLISH
"AH
from out-of-town,"and right/'said the woman she finished, all/' foldingup the pieceof paper. "Haven't forgottensomething?" you
that's
"No."
"Something for yourself?" "O, I can read all these,you see.
I don't need
a
book for
myself
alone."
"Yes, but why The
from
woman
buy
not
one
for specially
out-of-town
your
hesitated.
taste."
own
"You
haven't
'Out
of the
Silences," by Mary Waller (Little, Brown), have you?" she asked. "I love her books. They have so much to them. Some told me that this one one was especially good, that it traced the character of a boy to manhood." The bookstore lady took down a thick volume and placedit on the pileof others. "You'll like that,"she said quietly, "it's just the kind of
Suggested
a
book
for
"
1. Good
.
real mother."
Classified for
Note.
a
Bibliography
the
Business
for
Special
Student
Books of general readingshould not be
Books
for
a
Reading
neglected.
Salesman.
Atkinson, W. W., Psychologyof Salesmanship Hollingsworth, H. L.,Advertisingand Selling;Vocational Psychology Horner, W. M., Trainingfor a Life Insurance Agent Things Marden, O. S.,ExceptionalEmployee; Selling and Industrial Efficiency Munsterberg, Hugo, Psychology Human W. D., Increasing Efficiency;Influencing Scott, in Business; Theory of Advertising;Psychology of Men Advertising Seashore, C. E.,Psychologyin Daily Life Vardaman, B. R., Master Salesman Whipple, G. M., Manual of Mental and PhysicalTests
2. Books
on
Advertising. Business
of
Advertising " Holden, Modern Calkins Advertising and Selling Hollingsworth, H. L.,Advertising E. E.
Calkins, The
READING
STUDENT'S
BUSINESS
THE
175
Cherington, P. T., Advertisingas a Business Force Dbnch, E. A., Advertisingby Moving Picture Hall, S. Roland, How to Write an Advertisement How
George,
French,
to
Advertise made
in
Advertising Mahin, John Lee, Advertisingand Selling tising Scott, W. D., Theory of Advertising;Psychology of AdverLewis,
3. Books
E.
S.,How
Fortunes
Psychology and
Business
on
are
Barrett, C. R., Getting a Good K.
Blackford,
Character.
Job.
H., Analyzing Character; The
M.
Man, the Boss. Cody, Sherwin, How
to Deal
with Human
Nature
Dartnell, George, Fifteen Practical Tests used
Job, the in Business.
in Selecting
Salesmen.
Deland, L. F., Imagination in Business. Eastman, G. R., Psychology for Business Efficiency. Fowler, N. C, Beginning right; Getting a Start; How to to Get your Pay Raised Get and Keep a Job; How derlying UnPrincipleswhich Lead to Promotion. Gowin, E. B., Executive and His Control of Men. Haddock, F. C, Culture of Courage; Power of Will. Hemingway, A. T., How to Make Good. lem Hollingsworth, H. L., Vocational Psychology; its prob"
and
Methods.
Kemble, W. P., Choosing Employees by Test. to Improve the Memory. Lawrence, E. G., How Lewis, E. S.,Getting the Most out of Business. The 0. S., Everybody Ahead; Exceptional Marden, Life a Masterpiece; Progressive Employee; Making Business
Maxwell, Monroe,
Man; W.
Victorious
N., If I
were
Attitude
twenty-one
S.,Making of a Business Woman Munsterberg, Hugo, Business Psychology; Psychology and Industrial Efficiency and Page, E. D., Trade Morals, Their Origin, Growth A.
Province
176
BOOK
PROJECT
IN
BUSINESS
ENGLISH
Side of Business Pierce, Frederick, Human A. Effective E., Speaking Phillips, Purinton, E. E., Efficient Living;P6tain,the Prepared Sadler, W. S.,Worry and Nervousness Schwab, C. M., Succeedingwith What you Have in Business Men Scott, W. D., Influencing to Give Shaw, A. W: Co., Personalityin Business: How
Personalityto Business:
Personalities that
have
Won
Success
Stockwell, H. G.,Essential Elements of Business Character Thomas, K. J.,Personal Power Whipple, G. M., Manual of Mental and PhysicalTests Woodbridge, W. W.f That Something
Wooley, 4. The
E.
Romance
M., Junior Partner of
Industry.
Allen Lane, Mrs. Martha Luther, Industries of To-day of Modern Gibson, Chas. R., Romance Manufacturing of Industryand Invention Cochrane, Robert, Romance J. How We How We are Clothed are Fed. Chamberlain, F.,
5.
Books. Inspirational
Marden, O. S.,The OptimisticLife. Every Seashore, C. E., Psychology in Daily Life Jordan, W. G., Kingship of Self-control Roosevelt, Theodore, A Square Deal Black, Hugh, Work 6.
man
a
King
Books. Efficiency
Gulick,L. H., EfficientLife Bennett, Arnold, How to live on 24 Hours Machine Efficiency.The Human O. Fit Marden, S.,Keeping Whipple, G. M., How to Study 7. Vocational
Day. Mental
Biography.
Appel, J. H., My Own Bolton, Mrs. Sarah,
L^
a
Leaders Among
Story Famous
Leaders
Women.
Famous
Among Types
Men.
ous Fam-
of Woman-
178
PROJECT
BOOK
IN
BUSINESS
ENGLISH
Earns Richardson, Anna S., The Girl Who living Stoddard, W. O.,What Shall I do? Weaver, E. W., Profitable Vocations for Girls. Parson, Frank, Choosing a Vocation Weeks, A. D., The People'sSchool
Her
Own
9. Social Ethics.
Lindsey, Ben., The Beast Simons, A. W., Social Forces in American History Riis,Jacob, How the Other Half Lives. Battle with
the
Slums
Tarbell, Ida.,Modern Business Weyl, W. E., The New Democracy Croly, H. D., The Promise of American Life Wells, H. G., New Worlds for Old Addams, Jane, Twenty Years at Hull House Barton, Clara, Story of the Red Cross ing Steiner, E. A., On the Trail of the Immigrant. Introducthe American Spirit Van Dyke, Henry, Spiritof America Roosevelt, Theodore, A Square Deal. American Ideals Wellman, F. L., A Day in Court Brewer, D. J.,American Citizenship Betts, Lillian, Leaven in a Great City Beveridge, A. J.,Work and Habits Devlin, T. C, Municipal Reform in U. S. Dunn, A. W., Community and the Citizen Bryce, James, Hindrances to Good Citizenship Abbott, Lyman, Spiritof Democracy Hadley, A. T., Standards of Public Morality Jordan, David Starr, Nation's Need of Men Shaw, Albert, Outlook for the Average Business Man Strong, Josiah, Challenge of the City Shaler, N. S.,The Citizen Howe, Frederick, Hope of Democracy Addams, Jane, The Spiritof Youth in the City Street) Tapt, William H., Civic Duty Wilcox, Delos F., The American City
BUSINESS
THE
STUDENT'S
READING
179
Cleveland, Grover, Good Citizenship Robinson, H. P., Twentieth Century American Zeublin, Chas., American Municipal Progress Books
for
Stenographers
(From list publishedby Minneapolis Public
Library,January,
1918)
Bamburgh, W. C, Talks on Business Correspondence Bell, D. M., " Wasson, D. A.,Typewritingby the Touch Method Bottome, W. B., The StenographicExpert Cahill, M. F., Office Practice Cody, Sherwin, How to .be a Private Secretary Cutler, I. M. " SoRelle, R. P., Rational Typewriting Eberhart, C. P., Course in Practical Business Writing Frank, C. L., Stenographer and Typist Fritz, R. L., " Eldridge, E. H., Expert Typewriting HoTCHKiss, G. B., " Drew, C. A., Business English Hudders, E. R., Indexing and Filing Kildufp, E. J.,Private Secretary to Become a Law Stenographer Mason, W. L., How Mills, E. C, Business Penmanship Owen, M. B., Secret of Typewriting Speed Parsons, C. C, Office Organizationand Management Typewriter Remington Co., How to become a Successful Stenographer Schulze, J. W., American Office SoRelle, R. P., Office Training for Stenographers Spencer, E. L., Efficient Secretary System Co., How to Manage an Office Van
Benthuysen,
S. D., Sentence
Watson, E. M. P., Handbook Literary Workers Business
Method
of Touch
Typewriting for Typists,Stenographers,and
Fiction
Beckley, Zoe, A Chance to Live Barton, Bruce, Making of George Groton O'Hara. Ferber, Edna, Fannie Herself. Dawn ney
and
Co.
Bartlett, F. 0., Wall Street Girl
Emma
McChes-
180
PROJECT
BOOK
IN
BUSINESS
ENGLISH
Nyburg, S. L.,The Conquest His Own Shoes Rowland, H. C, Filling Master Merchant Woolley, Edw. Mott, Addison Broadstreet, Private Sewell, Secretary Ford, Torchy, Glass, Montague, Potash and Perlmutter Johnson, 0. M., Making Money Kelland, C. B., Sudden Jim Lewis, S.,Job Birmingham, G. H., Gossamer Chase, D., Flood Tide Dodge, H. I.,Skinner's Big Idea. Skinner's Dress Suit. Norms, C. G., Salt Tarkington, Booth, Turmoil Cooke, M. B., The Threshold Webster, H. K., American Family O'Henry, The Four Million. The Voice of the City Norris, Frank, The Pit. A Dealer in Wheat Poole, Ernest, The Harbor Sinclair,Upton, King Coal In the Heart of a Fool White, Wm. A., A Certain Rich Man. Lorimer, George Horace, Letters of a Self-Made Merchant His
i
Son
to
APPENDIX Form
The The
form
Business
the
of
men
to be used
model
be
to as
much
as
In the
of
horizontally with
each
In
a
date
written
of
vertically, letter of
figure. Sometimes
the
first fine
space
out"
rather
between size
a
which
details
letter
a
each
The
appearance.
are
of
between
a
spacing
artistic arrangement these
"
the
"pulled
is
double
form
is coming
variety of original
a
long letter single spacing between
pleasing
the
each
between
and a
we
paragraph
There the
find
we
find
sometimes
of
by business
use
standard.
letter
Sometimes
or
in
are
writing.
form
advertising
word
longer be presented
no
deciding upon
in
spacings. the
can
forms
many
absolute
an
as
style
letter
standing that it is impossible to select
freedom
the
upon
So
and
judgment
Letter
business
of the
arbitrary fashion.
in
a
of
A
small
fines
indented.
of the
paragraphs
and
graph para-
produces
shape of the in
message
modern
the
than
paper,
large
a
business
space,
does
man
ignore.
not
However, of form next
There
two
are
all
Formerly
as
safe the
to
the A
the
eye
the to
No.
1,
"block" say
and
page
this
for
the
the
parts. forms.
style
recent
more
page
182.)
is perhaps
which
on
of
letter
ciples prin-
"slanting" style.
(See also,
form
practical
more
A
182.)
style.
that
in
the
follows
modern
in
arranged
were
which
prevalent arrangement
tendencies
new
will set forth
diagram
The
use.
letters
(See illustration
seems
in
most
illustrates the most
page
known
general suggestions
few
a
typist, will
is It
neater soon
be
preferred style. less prevalent innovation
heading and
business
man
introduction
still
sees
that
is the
of the his 181
manner
of punctuating
letter.
A
heading
and
conservative
introductions
BOOK
PROJECT
182
punctuated according
are
modern
the
But
to
eliminate
all punctuation at
be gaining.
to
seems
ENGLISH
the old rules of punctuation.
to
tendency
of lines
the ends
BUSINESS
IN
(Heading
"
2 ins. below
top)
Date.
(Introduction)
G
din.) u
O
(2 ins.)
(Salutation)
S"
4
din.) .08
5* (1 in.)
din.)
(Complimentary close)
(Signature)
Note.
"
1
Neither
heading
nor
signature run
into the
margin. 2. The
writer 1.
There
is
a
margin
at the bottom.
of (includingname, address, business and date). is from privateindividual) Slantingstyle(letter : Note
Heading
punctuation.
A
APPENDIX
Street,
Bloom
k4521
Nebraska,
^Omaha,
1920.
4,
January 2.
183
Style: punctuation omitted
Block
is preferred and
this form
used
at
ends
by
many
of
lines; leading
business houses. New
Hotel
York
and
New
City
York
December
Note.
In
"
breviations
form, punctuation is
between
and
1919
1,
this
Street
44th
Broadway
items
the
on
same
used
only afterafe-
line
as
in
above
of cityand name of month and between example, between name The and same heading might also be day of month year. written thus: New
Broadway
and
New
City
York
Dec.
3.
Hotel
York
44th
St.
1919
1,
Only the date has
Letter head.
to be
typewritten in.
Kendall-Bangs (INCORPORATED)
GRAIN
COMMISSION Minneapolis,
(Date) John
Mr. 43
West
Jones, 22nd
Street,
Milwaukee, Wisconsin. Dear
Sir:
(etc.)
Minn.
184
BOOK
PROJECT
BUSINESS
IN
heading is long make
4. If
it compact
1 is better than No.
thus No.
ENGLISH
by singlespacing;
2.
No. 1 American
The
Red
Minneapolis 601
LaSalle
Cross, Chapter, Bldg,
, #
Minneapolis December
,
Minn.
5, 1919.
No. 2 The
American
Red
Minneapolis 601
Cross, Chapter,
LaSalle
Bldg.
Minneapolis, December
Note.
It is
"
5,
,
Minn.
1919
becomingcustomary to
omit the
period after
the year. 5. Do not
separatenumber
415 Sixth
6. Do
not
by
comma
date
to
the left of the middle of
as:
(heading)
(wrong)
i
March
:
Street;not, 415, Sixth Street.
beginthe
the pages,
of house and street
4, 1920
(right) March
4, 1920
PROJECT
186
The
BOOK
IN
Accident
Oceon
59
ENGLISH
Guarantee
and
Corp.
Street,
Johns
New
BUSINESS
York
City,
Y.
N.
Gentlemen:
tion stylewithout punctuation,where specialatten-
2. Block
of
an
individual is called:
(a) Mitchell Woodbury Avenue Atlantic 560
Company
Massachusetts
Boston, Gentlemen:
(Attention
of
Mr.
Merrill)
or
(b) Co.
Mitchell Woodbury Ave. 560 Atlantic Mass.
Boston, Mr.
E.
Dear
Note.
Merrill,
W.
Sir:
"
in
The
form is first
Spacing of The
a
and
s
to write out words
more
and
New
i
preferred.Note in
2.
the
Metals York
National
City.
ference dif-
ness Busi-
full.
long introduction.
Mechanics
Gentlemen:
to be
to abbreviations in No.
due punctuation
is coming more 3.
Manager
Bank,
APPENDIX 4.
Introduction
with
Dear
In
Title
K. Henry President, Drake, Washington Bank, Ohio. Dayton,
Mr.
5.
Sir:
social letter,the address
a
187
A
be written
may
at
the
end, thus: f 4215
Sixth
St.
Dear
Miss
St., W. , Paul, Minnesota, December 20, 1919
Thomas,
Sincerely
yours,
(Signature) 3842
Ave
Kimhark
.
,
111.
Chicago,
Salutations The
by
a
It should be followed
salutation is the formal address. colon
flush with
and in an informal should be letter) (a comma the margin. Usage has established the following for the business
forms
common
1. Dear
Sir: dear
(common salutation for one man). Sir: (more informal than Dear Sir). Brown: (used where there is personal acquaintance).
2.
My
3.
Dear
4.
My
5.
Dear
Madam:
6.
Dear
Miss
Mr.
dear
Nos.
letter:
Mr.
Brown:
formal (less
(toeither Brown
3 and
4).
or
My
married dear
or
than
No.
unmarried
Miss
3). woman).
Brown, (same
as
PROJECT
188
7. Dear
BOOK
IN
ENGLISH
BUSINESS
Sirs: common
salutation for
a
firm.
8. Gentlemen:
Note
that the
"dear"
when
preceded by "My"
is not
and that "Sir" is. capitalized, The
body
of the
letter
followingillustrations of popular arrangement will suggest a basis for artistic spacing: The
1. Short
letter
on
full page.
// // // // // // // // // // // // // // U-UM.4lilU-U.il
/
A
APPENDIX
2.
Short
letter
on
half
sheet
better
of
than
paper.
189
PROJECT
190
3.
Long
BOOK
letter
single
utrittt
IN
spaced,
v
v
ft
ENGLISH
BUSINESS
rrTrrr
##########
double
TrTrrf
spaced
ft
It
If
between
graphs: para-
APPENDIX 4.
Specialform, than
A
first line of
191
paragraphs extended
rather
indented:
########## JIJLJIM.J1J1JIJIJJ.JJ.
Tr1rjrjrjrjrTr1r1r1r
The 1.
2.
Yours
4.
truly {not Yours
Proper for Truly yours, common
3.
Close
Complimentary
any
Truly) is the
most
common.
business letter.
Yours
very
truly Very truly yours
variations of No.
,
are
1.
liness friendCordially yours, imply some in relations of correspondents. Yours often used are respectfully, Respectfullyyours, to indicate respect for a person in higher authority. It is not necessary, however, to thus indicate your
Sincerely yours.
position.
192
PROJECT
The
Signature
The
use
Some
BOOK
IN
BUSINESS
is of doubtful value. of the typewritten signature
business houses
typewritethe
and signthe signature
initialsor
below.
of signature
But
the
care
since the and
Women
of the
name a
of the firm in the
name
sign their
it appear own
writer, directly a degreemeasures letter is written,
letterto
with which the sincerity
does well to make
one
ENGLISH
genuine.
names,
not
the
names
of their
husbands,as: 1. 2.
The
Mary A. Jones (Miss)or (Miss)Mary Mary A. Jones (Mrs. E. W.) or Mary E. W. Jones). envelope
SlantingStyle
Attention,
Mr.
Block Style
A. Jones. A. Jones
(Mrs.
194
PROJECT
BOOK
BUSINESS
IN
(3) When
ENGLISH
the
boy laughed, the man startled; but the girl began brightly.
(4) When
looked smile
to
the
looked boy laughed, the man who had previously startled;but the girl, now appeared nervous, began to smile brightly.
(d) The
complex
clause and
(1) The
consists
sentence: one
or
(Who
with
was
with
was
principal
one
subordinate clauses.
more
who
man
of
father.
clause.) adjectival
is an
me
is my
me
(2) The
boy found his book where it. (Where he had leftit is
he had
left
adverbial
an
clause.) he (3) That (That
should he
laugh
should
clause used
as
laugh is
Common
If
errors:
the
facts about
a
the
I
bell rang,
(b) Writing a
were
The
we
these
elementary
errors.
sentences:
more
across
the
street,I'll be
left the building.
phrase or subordinate completesentence. The
room
window
very
was
clause
opened.
as
if it
Making
cold.
pictureswere
when
subordinate
a
sentence, he should
a
a
Examples: the
or
going
am
is
in ten minutes.
back The
of
his lesson.
knew
followingcommon
(a) Running togethertwo Examples:
knows
person
structure
be able to avoid
subordinate
a
subject.)
(4) The pupil proved that he (That he knew his lesson clause used as object.) 3.
impolite.
seemed
they showed
very
interesting.Especially
the troops in action.
APPENDIX 4.
Most
of
195
the compound
abuse
us
B
do not
sentence, and
employ often enough the useful complex type. We should avoid with especialcare the followingfaulty forms of compound sentences.
(a) The
relation
of ideas
Yesterday I
Bad:
I lost my
and
school,I
fountain
lost my
We
and
we
guide to
met
the
show
us
Better: When
foundry, the
office of the
foundry,
he
and
called
a
through the plant. the main called
manager
a
office of the
guide
to show
through the plant.
the manager. through the
5.
pen.
manager,
Better: In the main
Phrases
from
sentences:
entered
we
school,
going home
was
the main
entered
from
pen.
fountain
(6) Rambling compound
us
going home
was
Yesterday, while I
Better:
Bad:
exactlyexpressed:
not
office of the foundry
He
called
guide
a
to
met
we
show
us
plant.
used incorrectly
(a) Being deaf,the approachingcar the old
Looking
not
was
heard
by
man.
out
window,
of the
the fire seemed
near
at hand.
should not begin a participle it logically modifies the subject 6f A
Corrected:
seemed
(6) The
crowd
out
grew
old
man
or
sentence.
could not hear
car.
of the
near
sentence, unless
or
the clause
Being deaf, the
the approaching
Looking
clause
window,
I
thought the fire
at hand.
impatient, caused by the delay.
196
PROJECT
BOOK
(The sentence contains modify.) The
Corrected:
by
caused
which
word
no
ENGLISH
BUSINESS
IN
crowd
the
phrase can the
manifested
cally logi-
impatience
the delay.
Pronouns 1. The
word
to
refers should Bad:
(a) John
which
personal or relative pronoun always be definitely expressed. a
told his father he would
be interested
in the book.
(6) John
chewed
gum,
(c) John
asked
where
not
which
annoyed his father.
his father
was.
I could
that.
answer
(d) In
many
(e) It
tells about
schools they have in
Indians
good gymnasiums. Cooper's "Deer-
slayer. Corrected:
(a) John
said
to
his
father, "I
shall be
interested in the book."
(6) John's gum-chewing annoyed (c)John
asked
not
(d)In
many
where
his father
his father. was.
I could
that question.
answer
schools there
are
good gymnasiums,
or
Many
schools have
good gymnasiums.
(e)Cooper's"Deerslayer" tells about 2.
The
Number:
pronoun
agrees
in
number
Indians. with
its
antecedent. i
Note.
The
"
following indefinite
pronouns
are
singular:
neither,another, much, one, every one, some each,either, aught,naught, anybody, everybody,nobody,anything. These These
are are
one,
others,both,few. plural:several, some, many, sometimes singular: sometimes plural: more,
most, all,any, such.
B
APPENDIX
Right:Each
boy
have
must
boys had
Case: case
Sometimes of
a
we
protected himself.
find ourselves
pronoun.
the most
his book.
had
Nobody in the crowd 3.
his book.
his book.
had
of the
Neither
his book.
have
must
Every one Everybody
197
The
common
confused
to the
as
followingexamples
trate illus-
of confusion:
sources
case. (a) Nominative clause: John was tired as Subject of elliptical as I (notme). Compound subject:Father and I will go. fused Subject of a relative clause: The judge reto pardon the prisonerwho, he had to believe, reason was guilty of the every
crime. Predicate you
substantive: It is I; Is it
we
that
I,
were
fear?
Appositive: The guests; given presents.
John
and
(6)Objectivecase. Subject of infinitive: The to be happy. Predicate
substantive
to be me. culprit Object of the verb: Object of the verb:
:
letter declared him
father thought the
My
Whom John
do you see? is the boy whom
we
DCCi
Object of preposition:Give and
the book
to John
me.
Object
of
preposition:There
except John
and
Appositive: Our guests, John
and
is
no
here
one
me.
host me.
gave
presents
to
the
198
PROJECT
BOOK
BUSINESS
IN
ENGLISH
Adverbs
Adjectives and
such verbs
look, feel,sound, taste, smell, stand, hold, etc., it is sometimes seem, appear, difficult to determine whether to use an adjective, or If the word adverb. followingthe verb describes the subject, it should be an adjective;if it describes
1. After
as
the verb, it should
adverb.
an
looks (i.e. gentle.
Bight: He looks The
music
sounds
The
apple
tastes
The
rose
smells sweet.
The
men
seem
The
to be
sad
feels
He
be
man
a
man).
sad
is loud music). (i.e.
loud sour.
happy. good (i.e. appears
appears
good man). He stands firm. holds it She holds it steady (i.e.
so
to
be
a
that it is
steady). Right: He He
looks
about
sadly.
feels the smooth
The
music
The
man
surface gently.
loudlythrough the He tastes the sour apple slowly. The rose sweetlyperfumes the air. The actor played his part happily. He
sounds
well
appears
stands
on
the stage.
his feet.
firmlyon
in She holds it steadily(i.e.
Notice
changed second 2.
that to
group
Notice
Good
and
in the
some
the first group form of to be. He
the verbs indicate
room.
a
manner
a
steady manner).
verb is
be usually can sad, etc. In the
of action.
the followingcases. well.
adjectiveand
Good an
is
adverb.
an
adjective. Well
is both
an
APPENDIX Lincoln
Examples:
Real an
and
John
did his work
see
I
up
adjective;very
an
am
you"
glad
very
is
real
a
to
is
ordinarily
to
you.
of
meaning
real,and
really. you" is ungrammatical; ((really glad to mean very glad to see you.
see
does not
and
see
man.
in the dictionarythe
glad
Some
is
(adverb).
well
adverb.
He
"Real
(adjective). good man well to-day (adjective).
is not
Real
199
a
was
John
very.
Examples:
Look
B
somewhat.
better. Wrong: John is some better. Right: John is somewhat Kind
of and
Wrong:
of should
It is kind
Righ': It 3.
sort
not
be used
of close in this
room.
(somewhat)close
is rather
adverbs.
as
in this
room.
comparison. Illogical has
higher grade than any pupil. Right: John has a higher grade than any other pupil. Wrong: John has the highestgrade of any pupil. Wrong: John
a
has the highestgrade of all pupils.
Right: John Verbs 1. In
order
to
use
the
know
tense
correctly,a
forms
principalparts
of all the
must
person
verbs
he
uses.
doubt dictionary should be consulted when arises. The following list gives the principalparts
The
of most case
of the
of these
royal road be memorized arise.
to
verbs
which
cause
trouble.
In
so-called irregularverbs, there
mastery. so
The
that perfectly
principal parts the wrong
form
the
is
no
must not can-
200
PROJECT
BOOK
IN
BUSINESS
ENGLISH
202
PROJECT
3. An
BOOK
IN
BUSINESS
infinitiveshould be in the present tense unless it marks time priorto that of the governingverb.
Wrong: It was not necessary for you Right: It was not necessary for you Wrong: I expectedto have written. Right: I expectedto write.
r
ENGLISH
to have
to
spoken.
speak.
C
APPENDIX A
DIGEST
period (.)is
The
OF
used
PUNCTUATION
:
(excepting exclamatory and sentences). interrogative
1. After
complete
a
The
Do
sentence
walked
man
(Declarative sentence.)
(Imperativesentence.)
I tellyou.
as
the street.
down
After abbreviations,as:
2.
etc., i.e.,Mrs., Dr., Pres.
questionmark
Use the 1. A
A
2.
is your
doubtful In 852
The
What
a
Stop! Comma 1. To
(?)the king died.
b.c.
(!)
mark
exclamation
phrasesand
name?
fact.
exclamation
The
after:
direct question. What
The
(?)
question mark
The
mark
is used after exclamatory words
expressingstrong
sentences
beautifullake! You
are
hurtingme.
(,) set off
a
noun
of address:
Well, Mary, how
are
you? 203
emotion.
and
BOOK
PROJECT
204
set off
To
2.
IN
ENGLISH
phrasesin apposition:
and
nouns
BUSINESS
The
next
visitor, my aunt, stayed over
We
next
went
to New
an
hour.
York, the largestcity in
the
country. the above
Exceptionto
rule:
Henry the Third.
3.
In this
the
regulartitle.
are
omitted.
set off absolute
To
all
work
My
all similar
In
is
the Third
case
the
cases
part of
a
commas
phrases:
done, I
about
set
enjoy the
to
rest of
the day. 4.
set off
To
a
word:
phrase, or parenthetical
(a) We will never, / dare say, invite him again. (6) The party, however,was a great success. Note. sentence
use
is about
before "
5.
To
the
to
tell
dash
separate coordinate clauses connected it. for,etc.,when clearness demands wore
Note.
"
A
heard
cried
as
with
Without
the
fur and
loudlyas
comma
he could for his mother"
with the
after"fur" in order that
he
a
veil"
could,for
used to relent at the sound "
trimmed
it.
is necessary
not read "trimmed
(b) He
behind
by and, but,
partiallyconcealed
veil that
a
eyes
comma
turban
little brown
a
merry
loudlyas
you
war.
fur, and
Note.
have
).
"
doubt
no
"
(
City, Missouri.
(a) She
it may
whole
separate geographical names;
To
Kansas 6.
going
am
a
is parentheticaleocpression
the
case
parentheses( ) or else the
story I
The it
In
"
it would
his mother
of his sobs.
read, "cried
as
APPENDIX set off clauses that
7. To
C
205
precede the principalclause
of
the sentence:
Right: When I 8.
Arbutus was
on, 9.
wear
To
snows
my
very
boots when
Valley,which the goal we
I
much,
was
or
provided they
are
miles further
two
set for
coordinate
in
much.
very
hike.
our
adjectivesthat modify the
separate two
boots.
my
phrases:
some
had
wear
it snows
restrictiveclauses
set off non
To
it
same
noun
thought.
(a) A kind old man. (6) A charming, gracious hostess. Note. 10.
(a),"kind" modifies"old
In
"
In
series a, b, c, d, etc.,a
a
man.9' should precede the
comma
conjunction: There
married bachelors,spinsters,
were
and
men,
widowers. Note.
the
Without
"
that "married
men
after "men"
comma
widowers"
and
in
were
it would
a
seem
specialgrouping
by themselves. 11.
To
separate the "he
said"
etc., from
the rest of
a
direct quotation.
here," he said sharply.
"Come
Misuses
Common 1.
of the Comma
Over-punctuation: Poor:
In
the
house,
I
found,
a
visitor. 2.
Before
that,how,
would would
be be
commas
used when
Poor:
clauses that within
told
They
disappointed. They disappointed.
3. Except between no
etc.
are
warned
very
themselves, a
us, how us,
that
short and
comma
we
we
have
cannot
the coordinate conjunctioni@ omitted
be
206
PROJECT
BOOK
IN
BUSINESS
ENGLISH
Right: The
boys laughed, the girlsgiggled,and the littlebabies cried in fright. Wrong: The whole house seemed gloomy, I was not I was at all sure going to enjoy livingin the room nished. assignedto me, it was so dark and severelyfur-
The
(;)
Semicolon
A semicolon is used: L
the
Between
the
when
clauses of a compound principal omitted: are conjunctions
fruitof ignorance is folly;its
The
sentence
taste is bitterin
the mouth. clauses principal
the
2. Between
when
these
When
the
us
sentence
anew.
long phrases or
clauses:
have
(a)I
sought happinessin the fieldand in the study; at home and abroad; in action and in contemplation;in empty solitude and in the crowded city;in the halls of princesand in the huts of peasants.
(b) He
that he did not intend to press the matter; that he had no furtherinterest in its assured
me
outcome; that he would and efforts, see
The
compound
pointed with commas: joicing; day dawned, we set forth on oar way rewhen but, hardly had we entered the forest,
series of
a
a
are
trouble overtook 3. Between
of
me
with my interfere that,indeed,he would be happy to not
succeed.
(:)
Colon
A colon is used: 1. Before
He
a
listof items which
is formallyannounced:
for the following attributes: his his courage, his ferocioustemper, and his strength, was
renowned
indomitable will,
APPENDIX
C
long quotation: Benjamin Franklin has
Before
2.
a
inclose
To
figuresor
letters
to mark
employed
sions, divi-
(a)(b)etc.
as
2.
"(longquotation)"
said:
()
Marks
Parentheses 1. To
207
which
inclose matter
does
not
strictly belong to
the sentence: I will set their alarm such
a
thing in the
clock
(assumingthat theyhave house)and meet you promptly
at six o'clock.
Brackets As
[] in brackets
rule the words
a
columns
reporter. In newspaper
.
the
by interpolation [Loud hurrahs
some
the
from
editor
an
to
or
a
might find,for example,
we
editor set
.
.
belong to
off in brackets.
gallery] .
.
.
Apostrophe (') The 1.
apostropheis used: To indicate the possessive case, To
hat
(singular)
(plural). pluralof letters and figures:mind
the boys'hats
and 2.
John's
indicate the
your
p's and q's. 3. The
No
To
show
Hyphen rules
can
the omission of letters: What's
a
name?
(-) be given for
should be separatedby correct
in
in individual
knowing
hyphen;
a
cases.
The
when
one
a
must
compound
word
learn what
is
dictionary will settle all
doubts.
Quotation Marks
(
"
"
)
Are used: 1. To
inclose direct
(a) Right:
quotations:
"Will
you
go with me?"
the
man
asked.
PROJECT
208
BOOK
(6) Right:
all know
We
(c) Right:
"I
of
uses
(a) To
the words
Lincoln, "You
of
take willing,"he said slowly,"to under-
am
the Minor
ENGLISH
fool all the people all the time."
cannot
2.
BUSINESS
IN
leadership."
quotation marks:
inclose titles:
Scott's "Ivanhoe." Rembrandt's Note.
In
"
"The
Man
printed titles italics are
with the Glove."
usually used
in
place
of quotationmarks.
(6) To
indicate questionableforms The
(c) To
class expected
indicate word
Note.
In
"
expressions:
"quizz."
a
phrases used merely
or
as
a
phrase:
or
The
words
of
"and"
word
is
a
conjunction.
italics
printed matter
are
frequentlyused for
this purpose.
The
(
Dash
Use
)
"
the dash: mark
1. To
I want 2.
As
to
help you
am
a
/
sick
thought.
surelyyou will
"
not
object.
sick unto
death.
substitute for parenthesesmarks: was
silent
set off He
yes,
"
it is true
4. To
in
emphasis: particular
For J
3.
change
sudden
a
had
Boston
a
"
"
you
to believe, but find it difficult
may
through the whole interview.
series of appositives: three
dogs
terrier.
"
a
setter, an
airedale,and
a
INDEX PAGE
in business
Accuracy
the classroom
and
13
Adjectives
198
Adverbs
198
Advertising appeals Advertising, books and
to
instincts
our
128
(bibliography)
on
174
salesmanship
124
dramatic
149
fables
147
in
facts about
135 of words
importance
letter in school letter
in
137
advertising outside
applied to
153
reading
155
personal
159
psychology of
126
repetitionin
127
specialties
159
Advertisement, an original (illustration) Analogy, reasoning by
Apostrophe, use of Application,letters of, to
38 61 207
write
117
Authority (in debate) Authorship, honesty Book
58
of
44
review
Books,
do
169
keep
you
up
with
the
newest?
168
of
Brackets, use
207
Brief,the
62
Business
idioms
Business
man:
90 what
would
he expect of
Business
of
going
Business
of
learning to write
Circumstantial
to
school
a
student
of business?
14 ...
1 14
evidence
58
Classroom, a place of business
15 211
212
INDEX
Code, business,for Coinage
6
classroom
the
130
of words
203
Comma, use of Comma, misuses of Complimentary close in business letter Correspondence in business Correspondence of high school student Credit and
191 90 109 4
wages
10
Salesman's
Creed, The Criticisms:
Dash,
205
you
can
definite
make
ones
49
?
208
of
use
132
carrier
(illustration) Crystal Salt (advertisement)
Diamond
egg
Diamond
142, 143
Employees, students and Employers, teachers and English: better English for the business student for better English English: outline for self-help Envelope of business letter Error slip(diagram) Error sheet (diagram) but, "They look like trifles, Errors,common;
3 2 69 73
,
192 18 18 "
86
"
58
Evidence, circumstantial Evidence, kinds of Exclamation marks, use Facts
using observed Fiction,business
56 facts
as
basis for
Heading
(diagram)
of business letter
(quotation) is a real mystery" (quotation) "Here "His Master's Voice" (illustration) "Heard
Honesty "Hours
Hyphen,
about
of of
the house"
authorship work" (quotation)
use
of
Idioms,business
".
181
193
helps
of term's work
29
imagination
179
of business letter
Grammatical
Graph
203
of
inferences
and
Facts:
Form
56
19
182 72 67
134 44 66 207
90
213
INDEX "If" (quotation)
9 26
Imagination, basis of Imagination, chance to exercise Imagination in business Imagination redeems routine
30 20 24
Imitation
43
Individualityin business Inferences,facts and Instincts: advertisingappeals to "Interiors" (illustration)
41
Introduction
of business
55 our
instincts
128 131 185
letter
Judgments, forming independent
49
Learning to write,business of Letter,business: block style body of
14
183, 186 188
complimentary close
191
envelope
192
181, 182
form
heading
182
introduction
185
salutation
187
signature
192 96
in Letter writing,originality
Letter of
114
application
Letters of applicationto write
117
Letters to write for practice
110 59
Logical inference
"Lookingfor Making
a
others
Management,
position" (quotation) see
what
problems
Observation,basis Opening sentences
you see in business
imagination of letter of application
of
118
33 17
26 116 37
in business Originality in letter writing Originality
96
reading, advertisingletter applied to Outside reading, form for record of
155
marks, use of Parliamentarylaw, discussion
207
Outside
Parenthesis
according to
167
63
INDEX
214
203
Period,use of Personal advertising Personal
159 118
interview
Personal letter
122
used Phrases,incorrectly
195
Position,looking for
118
a
46
Positive attitude of mind
"Power-controlled Power" Power
of words
Power
to convince
to
(illustration)
suggest thoughts
77 51
salesmanship
Practice in oral
125
161
Practice,letters to write for "Prometheus" (illustration)
110
Pronouns
196
22
Pronunciation
74
Proof
54
Propaganda, "Read
166
More"
Psychology: books on business psychology (bibliography) Psychology of advertising Public,teaching the student Punctuation, digestof
175 126 136 203
Question mark, use of Quotation marks, use of
203
Reading, the business student's Reading, outside; form for record of More" "Read campaign Reasoning by analogy
163
207
167 166 61 39
References,magazine Repetition in advertising
127
(quotation)
12
"Resolved"
24
Routine, imagination redeems Salesmen, good books for (bibliography) Salesmen, what I have observed about
Creed, The Salesmanship Salesmanship,practicein oral
Salesman's
Semicolon,use
of
of
fellow
10
160 161
1
going to
other
160
187
Salutation in business letter
School,business Seeingwhat the
174
sees
31 206
INDEX
Sentence,
215
of.
structure
Sentences,
better
Sentences,
closing,
Sentences,
opening,
193 82
in
of
letters
in
letters
application
of
117
application
116 '.
Shall
and
"She
Forgot"
will
advertising
(one-act
in
Signature
201
business
play)
150
letter
192 .
Slogan,
the
132
Stenographers, Story,
of,
use
in
for
books
good
advertising;
(bibliography) "
Winning
by
179
story"
144 * .
.
Students
and
employees
3
Teachers
and
employers
2
Teaching
the
student
Tense, "Time
136
(illustration)
133
in
exercises Retire"
to
public
the
Understanding
89
(in
issue
debate)
53
199
Verbs
increasing
Vocabulary,
Wages, "Woman
78,
79,
80,
81
4
and
credits out
77,
one's
of
Words,
coinage
Words,
importance
buys
town
books"
(quotation)
172 130
of
of,
in
advertising
137