"Again She Orders – 'A Chicken Salad, Please'Шаблон:-" is a 1921 advertisement for the two-volume Book of Etiquette. Both the book and the advertising campaign were written by American author and advertising copywriter Lillian Eichler Watson while still a teen.
Eichler was hired by Ruthrauf & Ryan in 1919.[1] One of her first assignments was to write an advertisement selling the remaining copies of the pre-1900 Encyclopedia of Etiquette by Eleanor Holt.[1] Her campaign was so successful that the original book's publisher, Doubleday, asked her to rewrite the book and create a campaign for the updated version.[1][2]
Eichler created the advertisement for the revised book, retitled The Book of Etiquette.[3] The advertisement portrayed the plight of a young woman who, on a date with a man she wants to impress, doesn't know how to order dinner in a fancy restaurant, which Victor Schwab said was effective because it "capsulized a common and embarrassing situation".[4]
The advertisement has been described as "sensationally successful"[5]Шаблон:Rp and has been included in Julian Watkins's The 100 Greatest Advertisements in its dozens of editions from the first in 1949 through the most recent in 2013.[1][6]Шаблон:Rp Schwab in 1962 noted that the ad was "so noteworthy and memorable" that the headline was still part of everyday speech.[4]
The "chicken-salad girl" became a national reference point.[1] Other headlines from the campaign were often quoted as well, including "What's Wrong in This Picture?", "Why I Cried After the Ceremony", "May She Invite Him into the House?", and "Suppose This Happened on Your Wedding Day?"[1][4]
