The Psychology of Advertising in Theory and Practice: A Simple Exposition of the Principles of Psychology in Their Relation to Successful Advertising

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Small, Maynard, 1921 - Advertising - 437 pages
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Page 254 - I take my pen in hand to let you know that I am well and hope that this will find you the same." For such a person to compose a business letter is a task of no small importance. He does not know whether to begin with "Dear Sir
Page 151 - was not the utterly fascinating and precious and never-to-be-too-much-sat-upon object which it is to her. "Thus we may be sure that, however mysterious some animals' instincts may appear to us, our instincts will appear no less mysterious to them. And we may conclude that, to the animal which obeys it, every impulse and every step of every instinct
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Page 234 - veteran carrying home his dinner, suddenly called out, 'Attention !' whereupon the man instantly brought his hands down, and lost his mutton and potatoes in the gutter.
Page x - a little more enlightened, the advertising writer, like the teacher, will study psychology. For, however diverse their occupation may at first sight appear, the advertising writer and the teacher have one great object in common—to influence the human mind. The teacher has a scientific foundation for his work in that direction,
Page 150 - strange, so far as to ask for the why of any instinctive human act. To the metaphysician alone can occur such questions as : Why do we smile,
Page 230 - for each month for a number of years, it is quite possible that these single glances would be forgotten. I might not remember ever having seen an advertisement, and yet my familiarity with the goods advertised might seem so great that I should believe that some of my acquaintances had recommended them to me
Page 73 - Best beans only are used. Extra care exercised in blending. Corn shells and dirt are removed. Adulterations not permitted. Use of most improved machinery. Standard of merit—our watchword. Endless watchfulness during manufacture. are THE BEST Cost no more than others No.
Page 200 - at the moment of deciding on the triumphant alternative dropped the other one wholly or nearly out of sight, whereas here both alternatives are steadily held in view, and in the very act of murdering the vanquished possibility the chooser realizes how much in that instant he is making himself lose." These five methods of deciding are methods which we all use to a greater or less extent.
Page 20 - in the results of the acts of observation must be due to the differences in the minds of the children. The reason that the third child saw more than the other two was that he was fitted by previous training to see more. In order that we may see a

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