G OOD F E E L I N G A R E QU I S I TE (^95)
D ust twins ; and t he ch eery ch ef of Crea m of
Whe a t suggests thi s. P robably th e fail ure
of ce rtai n simila r a ttempt s i s due to th e p oor
quality of h um or empl oye d. To be funny
artistic ally re quire s th e se rvi c e s o f a real
h um oris t. An a dverti se r may h ave first-rat e
abili ty a s a c omp ose r of “ st rai gh t ” c opy wi th
o ut b eing a cl eve r h um orist. I n re co gnitio n
o f this fa c t some a dvertise rs desiro u s of u sin g
h um or h ave l at ely c al le d i n p rofess ional
h um orists, partic ul a rly c a rtoonist s, and h ave
aske d th em to p rep a re c opy c on tainin g th e
sam e funny situa tions th a t h ave al rea dy
c augh t th e p ublic fancy. S uch c omm ercial
izatio ns of exper t h um o r a re to o rec ent to
permit us to draw co ncl usions. Afte r suffi
cien t t rial, h oweve r, th ey may tell wh e th er
o r not ou r p revi ous fail ures _in h umo rous c o py
were due to th e i nep t ne ss o f copy-w rite rs.
Other stimulants o f go od feeling. B u t h um or
i s no t th e o nl y meth o d by which to ge n era t e
go od feeling. Pl easa n tnes s nee d n ot ta ke th e
form o f hila ri ty. I t m ay b e es th e tic ; c all ed
up by pl ea sin g c ombinatio n s of c olo rs o r pl ea s
ing line s of a p a cka ge. I t m ay c on sist o f th e
mil d fe eling of recogni tion c alle d up by fre
queney of rep etiti on of t h e sale s m e ssa ge
( Ch ap ter I II ). I t m ay be t h e feeling which
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