The following two points appear in Claude Hopkins’ Scientific Advertising:
[C]uriosity is one of the strongest human incentives. We employ it wherever we can. Puffed Wheat and Puffed Rice were made successful largely through curiosity. “Grains puffed to 8 times normal size.” “Foods shot from guns.” “125 million steam explosions caused in every kernel.” These foods were failures before that factor was discovered.
Toasted Corn Flakes and Malted Milk are examples of unfortunate names. In each of those cases an advertiser created a new demand. When the demand was created, others shared it because they could use the name. The originators depended only on a brand. It is interesting to speculate on how much more profitable a coined name might have been.
Use these passages as a focal point for a discussion on advertising and its techniques. Demonstrate your understanding while practicing writing skills by choosing a real or imaginary product and creating an effective advertisement based on these two guidelines.