Vernon County censor. [volume] (Viroqua, Wis.) 1865-1955, 1908-03-18

Philadelphi2. March $40 80 Amer.
can business men in a hundred. proc
ably, advertising has become one o.
the prime necessities of life MOI
haphazard advertising Of the old fash
Toned kind, which simply covered SO
much white paper with SO much black
ink and was valuable as giving a con
Germs address il anyone was sufIicI-
emily interested in the concerns goods
10 look for Il. but the modern, tWenti-
eth century kind OF advertising which
makes the use OF display type an art
and the wording of copy Il science.
American colleges have come to rec
ognize that to meet the needs OF Amer
lean boys they must add 10 their
purely academic courses opportunities
10 learn merely practical" things
All manner of unitarian information is
impaired at the University of Wiscon
sin. Banking, finance and book-keep
ing have been introduced among the
studies at Harvard and Yale; sales,
Imanship is taught in many OF the uni
versities; and at Swarthmore there
are regular courses in advertising,
Advertising in it's development as i
science fits curiously into the AGA
demic curriculum Good advertising,
like good craftsmanship is t. large
degree a matter Of psychology un-
derstanding human nature, Of present
ing your case in the way that will ap-
peal most quickly and forcbly to the
minds of people whom you wish to
make customers. The psychology of
successful advertising is much Us
most interesting ana valuable phase,
and is by no means the least interest
lug and valuable branch OF the general
study Of psychology. Indeed the re-
lation of the principles of Psychology
TO successful advertising have been
matter of serious study by professors
Of psychology in prominent American
universities, perhaps the most exhaus
tive study of tins sort and the most
complete series of experiments having
been made by Dr. Walter Dill Scott
director of the psychological labora-
tory at Northwestern university
And in his book, The Theory of Ad
vertising, DR. Scott sets forth in en-
pertaining form the results Of & long
series Of Investigations conducted pri-
marily in the spirit OF the scientific
discoyerer.
Advertising is subject Of general
interest, too 1t appeals not only 70
tn2 :aa" whose business depends upon
il but to he woman whose buying de-
0ers of the family who get not a lit
tie of their l,nu II edge of the progress
Of the world from he current adyor-
Using columns
There is no question OF Tire import
ance of advertising in these days wnen
competition is so keen and when the
| newspapers and magazines have be-
come the real marketplaces of the
country. DR.. Scott describes the pur-
pose of advertising as being to artracl
attention to goods in such way that
| ne who reads it viii des re to. possess
them, and, the first requisite of good
advertising is, therefore, that it shall
attract and fix the readers mind.
That this is not so easy to do as one
might think is evident when YOU con.
| slider how narrow our attention is,
Psychologists have determined BY a
great variety Of exact tests that practi-
caTy nobody can attend to more than
four visual objects at once; about -four
letters, four simple pictures, four geo
metrical figures, four easy words, o.
what not. are as much as The mind
will take in together
The power with which one thing
attracts the eye depends largely }
the absence of counter attractions
Whether the counter attractions are
in other advertisements or are all
within the individual advertisers own