• match the table of contents, topic for topic
• apportion content to match emphasis in the report (if 50% of the report is on one topic, then 50% of the abstract should be on that topic)
• Avoid first person (I, me, my)
• Omit references to visuals
• Omit references to sources

Sample Descriptive Abstract

This report addressing the general issue of professional advertising for lawyers is in three parts. The first part discusses the Bates decision and the resulting expansion of advertising into all types of media. The second part presents the contrasting attitudes held by lawyers for and against advertising. The third part describes two studies conducted prior to the legalization of professional advertising to test the opinions of lawyers and the public. The results of these studies demonstrate the importance of analyzing a specific market before conducting an advertising campaign.

Sample Informative Abstract

Studies of the effects of lawyers advertising indicate that because of the newness of the issue and because community viewpoints vary widely, lawyers should analyze their specific market before making a decision on advertising. Since the 1977 Supreme Court decision in the landmark Bates case lifted the ban on advertising by lawyers, the legal establishment have expressed differing opinions on this controversial issue. Those opposing lawyers advertising argue that lawyers, the public, and the status of the profession will suffer from such ads because the taint of commercialism will undermine the dignity of the profession. Other arguments against advertising concern the public's lack of legal sophistication and the lawyers' use of amateurish ads. Supporters of advertising emphasize the public's need for information which can be met by publicizing attorneys' services in ads. Many attorneys have welcomed the opportunity to advertise but are reluctant to act against professional norms.

Two opinion surveys made before the BATES decision are the only quantitative data available on the subject. One study asked for opinions on arguments pro and con in four areas: philosophic issues, economic considerations, issues concerning implementation of advertising, and issues concerning potential impact on consumers. Researchers concluded from these opinions that the public would not accept advertising by lawyers. The second study was a market analysis of Peoria County, Illinois. By measuring the variables of recall, comprehension, attitude, and intent to behave, researchers determined that both the attitudes of the public and the image of lawyers were positively affected by advertising.

Because the only two studies of lawyer advertising are out of date and contradictory, and because only two years have passed since the BATES decision, lawyers should hire a consultant to conduct a local market survey, and – if they decide to advertise – employ experienced professionals to design advertising.