The credit goes to the copy, HOWEVER, consider the timing...
World War ONE, the war to end all wars just ended.
During the next two decades MILLIONS of immigrants found their way to the United States.
Back then, there was a "sign" of becoming an American; the use of the English language.
These new Americans wanted their children and grand children to be U.S. citizens, and in many homes the native tongue was replaced by American English.
So you have MILLIONS AND MILLIONS of people who don't want to make 'these' mistakes in English. I'll give the copywriter his due, it is a great ad...but the timing was there also.
The media to deliver the ad was present as never before in history.
The market was huge. Testing showed (apparently) that the addition of the word "THESE" in the ad turned it into a winner.
Timing is hardly ever discussed in copywriting circles, many copywriters are ego centric and truly believe it was their genius that produced the results...and in some cases that may be true. But, just as likely, in many other cases, the TIMING was there too.
gjabiz
PS. Joe, do you see the little check mark in the upper right hand corner with ABC above it on the posting page? I advise you, AGAIN, to start using it before you post, OK?
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