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

/ space, each ~. 10 something to dis
tract attention from the rest unless
IL Is carefully placed-the lesson from
which is that 100 much display usea
ind,scriminateiy is almost worse than
none at all. Beyond that, the powe.
Of an object 10 attract attention de-
ponds upon the intensity Of the sen
sjuon il rouses; on the contrast il
forms to objects presented with it,
on the ease with which We are able
10 comprehend il; and on the fire.
QueuCy with which it is put before US.
In a chapter on the association o.
ideas DR.. Scott discusses how the ad-
yertiser is affected oy the three laws
Of habit based on repetition. of re-
cency, and of viyidness or intensity
We think first of what we are accus-
| toned to do, we notice first what We
are accustomed to see or near Next
We observe most quickly what is made
prominent in our mind by our having
previously observed it only a shor.
lime before. After that our thoughts
jects to the ole with which they have
been most wildly associated in the
past. The mention of cameras, for ig,-
stance, suggests the name of but one
make 10 great many people, because
.or years the name of that make has
confronted them in nearly every puo-
icatiUu they have looked at and has
leen heard almost every time cameras
have been talked about, until it has
become practically synonymous with
camera in their minds II you want
10 buy a package of breakfast fool
you think first of getting the last
thing you saw advertised If you are
considering taking a pleasure trip
there will come into your mind for
earliest consideration the resort or
the line of transportation the attrac-
lions of which have been most wildly
set before YOU Therefore, the aim
of the wise advertiser should be, 90
make his name or brand the hahitual
recent and vivid association with mis-
class of goods in the minds Of as
iiltIlN as lFtOSlnte "a iiit iffpplt WIZ
might buy what he has to offer
Il is often said taat a salesman WIG
has unusual success "hypnotizes" hs
customers Hypnotism used to be r.
garded as some sort Of mystic power
one human being had over another.
but nowadays il Is known TO be
nothing hut a matter of suggestion.
that is made strongly enough unless
there is a stronger countersuggestion
While the advertiser loses whatever
force his physical personality might
lend he still many hypnotic" bis Gus.
toner Just as the salesman dies, If
he can make his suggestions strong
enough SO an advertisement should
suggest the purchase of goods so
strongly that the reader will act upon
it.
The most positive suggestion is ia
he form of what is called The direct
command, telling somebody to 10
something Though few people would
he willing 70 admit IT, there are
doubtless thousands who have used
one brand of soap simply because they
read. over and over again, the com
mand TO use it, On the other hand
great many minds resent being told
what to do unless the command is put
with considerable diplomacy.
Scientific advertising is as impor-
tant TO the business men Of the
United States who. II is estimated.
are spending something like $6o000o-
600 a year for printed salesmanship--
as scientific doctoring or scientific
! architecture.