A comparison of readability levels in advertisements designed for industrial and
household consumers revealed that industrial ads were fairly difficult to read
and were intended for an audience with some high school training. Consumer
ads on the other hand were intended for readers with seventh and eighth grade
ability.
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References
1.
"Advertising: The Mammoth Mirror," Time, October 12, 1965, p. 85.
2.
"Advertising Sales Promotion-A Marketing Function in Transition ," Marketing Insight, January 12, 1970, p. 8.
3.
Ken Macrorite , "Too Many Messages," The Reporter , July 20, 1963, p. 40.
4.
Allen R. Dodd , Jr., and Larrie O'Farrell, "The Art of Saying What You Really Mean," Printers Ink, July 5, 1963, p. 26.
5.
George BurtonHotchkiss, Advertising Copy, New York, Harper & Bros., 1949. p. 3.
6.
Rudolf Flesch, The Art of Readable Writing, New York, Harper & Bros., 1949, P. 149.
