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The Language of the Soda Water Advertisement

The language of the soda water advertisement should cause but little trouble. The words chosen should convey the idea to the public that your soda water is always ice-cold, that your fruit juices are fresh and taste just right, and that your fountain is always neat and clean, but if these words do not fit the kind of soda water you dispense, don't print them. People are eager to read about and anxious to drink good soda water. They perhaps expect a little more from the man who advertises his fountain beverages than from the one who does not. The disappointment is therefore all the greater when they do not come up to the expectation which the advertisement has raised. The soda water business is being hurt by some people who use too many adjectives in their advertisements and too little ice in neir fountains. The rule to follow in advertising soda water is not unlike the ancient recipe for cooking a hare. In one case it is. First catch your hare; in the other, first have good soda water. If you have the latter you can hardly fail in advertising it truthfully, enthusiastically and effectively.