He used simple language , avoided exaggerations , limited headlines to a few words , and did not use designs or illustrations in his ads .
John E. Powers adopted a unique advertising style that came to be known as the Powers ' style .
John E. Powers used simple language , avoided exaggerations , limited headlines to a few words , and did not use designs or illustrations in John E. Powers ' ads .
John E. Powers adopted a unique advertising style that came to be known as the Powers ' style .