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Ads Pound advertisement analyzed advertisements studied advertising appeals advertising copy advertising was found appeals were coded appearances per advertisement April average number Beauty-Attractiveness CADILLAC AUTOMOBILE Camel cigarettes categories were subsumed category of Play category of Social category of Superiority category of Taste Chesterfield cigarettes CHEVROLET AUTOMOBILE classifications classified as Physical Cleanliness concept of Physical concept of Social concepts of Superiority continuous advertising decline drop early forties Harper's Bazaar higher-order concept appeared Higher-Order Concepts Table hits a high instant coffee Ivory soap July late thirties Lower-Order Concepts Table March Mastery Over Obstacles material was coded Merch Mrrch noted number of advertisements number of appeals order concept Palmolive soap perfume period analyzed period covered period studied product analyzed reference remainder were classified Saturday Evening Post Sept Sex Companionship Social appeals appear Social Approval Table 13 Table 20 test coders thirty-five year period three-year periods vacillating pattern weak appearance