A man once said how useless it was to put advertisements in the newspapers. "Last week," said he, "my umbrella was stolen from a London church. As it was a present ,I spent twice its worth in advertising, but I didnt get it back." "How did you write your advertisement?" asked one of the listeners, a merchant. "Here it is," said the man, taking out of his pocket a slip cut from a newspaper. The other man took it and read, "Lost from the City Church last Sunday evening, a black silk umbrella. The gentleman who finds it will receive ten shillings on leaving it at No. 10 Broad Street." "Now," said the merchant, "I often advertise, and find that it pays me well. But the way in which an advertisement is expressed is of extreme importance. Let us try for your umbrella again, and if it fails, Ill buy you a new one."

有个男人说把广告登在报纸上是多么的没用处,"上周"他说道"我的雨伞在一个伦敦的教堂内被偷了,我花了雨伞两倍的价钱来做广告,但是我还是没有找到它""那么你是怎样写的广告啊?"一个商人问道"这样"他边说边从口袋里拿出报纸上剪下的一角.另一个男的看到并读出上面写的字"上周日晚上一个黑色的丝质雨伞在城市教堂丢失,拾到者如果把它放还于Broad大街10号将会得到10先令的报酬""现在"商人说"我经常做广告并且感觉它很值得,但是做广告的方式极其重要.让我们用你的雨伞再再试一次,如果失败了,我给你买把新的雨伞"