Summary: As part of Pratt Institute’s graphic design program, a book called “How To Advertise” by Kenneth Roman and Jane Maas was at one point required reading for all first-year students. From an advertising standpoint, it may be one of the most useful pieces of literature on the market. Aside from covering what works for all traditional advertising media, it also explains in detail, “why?” Although there is a plethora of useful information within the 263-page paperback, one of the most important lessons that can be taken from the book, though it is only mentioned once, is the “Black and Pearls” theory. Its success is literally in its simplicity, and the technique transcends all media.