Beautiful but dumb. This ad from Switzerland would have interested more housewives if it had shown a finished dish instead of the raw ingredients. It would have been better read if it had been given a headline. And it would have been more persuasive if the copy had contained some specifics instead of vague generalities. Sometimes you can cast your entire advertisement in the form of a testimonial. My first ad for Austin cars took the form of a letter from an ‘anonymous diplomat’ who was sending his son to Groton with money he had saved driving an Austin. A combination of snobbery and economy. Unfortunately, a Time editor guessed that I was the anonymous diplomat, and asked the headmaster of Groton to comment. I had to send my son to another school.