Clickable dictation at various speeds is available at the bottom of this page. The transcript of the dictation appears here as well.
Moving right along, we now consider the field of advertising, something which touches us all. Since this piece was written, not much has changed although we now have social media added to the mix.
Speed Building Simplified, One-Year Course, The Gregg Publishing Company, 1951, 427-429.
Every alert person will admit readily that advertising has played an important part in our modern civilization. It has often stimulated people to want products and goods that have added a great deal to the comfort and pleasure of their living. Our present generation has more facilities for comfort than any preceding generation, which had no automobiles, airplanes, or radios. There is no question that those devices make definite contributions to better and happier living.
A simple example of the part that advertising plays in influencing our living is found in the growth of our modern bathroom facilities. Bathroom facilities have become an accepted part of the American standard of living. Yet in 1880 few American homes had a bathtub or running water. At that time, a few manufacturers of plumbing equipment began to advertise bathtubs. But people did not want them. Several states taxed each tub owner $30 a year. Gradually advertising caused more people to want bathroom convenience. Similar developments have taken place in centralized heating, gas stoves, automobiles, and many other products. The fruits of advertising are a definite part of our civilization.
Young people who want to catch the spirit of our age naturally take an interest in advertising. Some of them want to make it their vocation. Many others who are considering it as a career are students in English courses who believe that they can write copy for advertisements. Others are artistic and would like to do commercial art.
Furthermore, many men and women who wish to become business experts or executives recognize that advertising may be a great factor in the success or failure of a business. Commercial students who hope to become members of business concerns recognize that a knowledge of advertising is often as essential as knowledge of cost accounting or finance.
Various estimates of the number of people employed directly or indirectly in advertising occupations run from 20,000 to several million. Roughly speaking, there are about 40,000 concerns in the United States that do an appreciable amount of advertising. Furthermore, approximately 20,000 retail firms do enough advertising to be considered advertisers. About 10,000 of all business firms do their advertising over a sufficiently wide area to be considered national advertisers. In addition, there are more than 1,400 advertising agencies.
An advertising agency is organized to render advisory services to a client, the advertiser. He may be a retailer, a school, a bank, or any institution that has something to sell. An agency is actually equipped to do better advertising than the advertiser can do with his own organization. The agency has specialized skills that the advertiser could not duplicate except at great expense.
The agency works for the advertiser. The customary charge for the service is 15 per cent of the cost for space in most publications.
An agency may be equipped with a personnel trained and experienced in all the various phases of advertising or it may have a personnel trained for definite types of advertising.—Effective Advertising
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