Word: blurbs
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French ingenuity has managed, in the past to sweeten alluringly the uses of advertisement. Managers of theatres once obtained publicity by purchasing the services of some penurious gentleman, shaving his head, and seating him, haughtily tailored, in some famed cabaret, with a blurb for the show tattooed upon his naked poll. Last week a bouillon company evolved a sleight even more alarming. An army of ragged sandwich men was sent into the streets, armed with bundles of red feathers upon which the name of the product was printed in black. Each feather had a hook. The sandwich men hooked them...
Came the publishers of Liberty, for example, "playing up" articles about Woodrow Wilson by Editor William Allen White of Kansas. Said the newspaper blurb: "That Whispering About Woodrow Wilson's Love Affairs," etc. Juxtaposed with the eminently responsible name of the editor of the Emporia Gazette, this blurb was irresistible. Yet in Editor White's article, "that whispering about Woodrow Wilson's love affairs" constituted an entirely secondary element of interest, and reference to it occupied scarcely an eighth of the article. Friends of Editor White were irritated to think that the publishers of Liberty had thus misrepresented him, since...
What interested them more, however, was the statement that The Woman's Home Companion was publishing serially a new book about Jesus, written by "a business man" who had had certain vivid spiritual experiences. "A business man," said the blurb, and curiosity was at once aroused. A new man, evidently; someone unknown. Possibly he had a new point of view. This sounded fresh and worth looking into...
...This the first history of the United States Army ever published," begins the blurb. Let a reader not mistake Major Ganoe's volume for a history of U. S. military feats-a story of battles and trials at arms. In a way it is that, but only incidentally. In the 600 pages of the volume (200 of which are devoted to appendices and index), the battle of Gettysburg is described in just one sentence: "The three days' fighting so well known in American history resulted, after Pickett's charge, in the defeat of the Southern army...
SONNETS AND VERSE?Hilaire Belloc ?McBride ($2.75). The jacket blurb announces that the author has here collected, with a few exceptions, "all his poems which he wishes to preserve." Some of them justify the lifted eye-brow which would query "Why?" Regrettable pages of triviality are interspersed with redeeming gleams of lyric beauty...