South Bend news-times. (South Bend, Ind.) 1913-1938, 1915-09-24
LAMPORT HEAD Of
AD-SELL LEAGUE
Dr.. S. |. KIebbS Discusses
Psychology of Advertising
at Opening Meeting.

New officers were elected by the
Ad-Seu league at the first meeting
OF the season which was held Thurs
day night at the oliver hotel. These
officers are: w. X. Lamport. presi-
dent; George NJ. Richardson Of Gosh
en- first vice president; Arthur II.
Lord OF EIkhart. second vice-presi-
dent; John r. DeHaven, secretary, and
y. S. Gingrich. treasurer New by
laws were also adopted which make 10
possible for the league 20 be organ
lied in departments. a plan conform
ing with that on which the Associated
Advertising Clubs Of the World is
based
There was an exceptionally large
attendance at this first meeting. The
principal speaker of the evening was
DIT Stanley L. KreDbs OF Philadelphia.
formerly a professor Of psychology in
the University Of Pennsylvania His
address dealt with four laws Of sug-
gestiOn "a used in successful adver-
Using. Preceding Or. Stanley's ad-
dress war a short talk by Hi" Sibley.
who related some Of his experiences
during the last summer in Europe
Psychology OF Advertising.
DR.. Stanley explained In a concise
and interesting manner the psych ology
Of advertising. He pointed out the
great responsibility which he consid-
cred to be on the shoulders of the
advertising men through the fact that
business was the basis OF the whole
social structure. The social function
Of the business man, he said. should
be exerted to the fullest extent to
meet the world consciousness which
was coming to life. Unity, he de-
clared, must come through catastro-
phe and thus 1t was that unity was
10 be born soon, for the world now
IS in the throes Of the greatest catas-
trophe it has known.
The speaker dwelt briefly on two
laws whereby the advertiser must get
an idea across" namely by iteration
and by indirect suggestion. BY ap-
plying these laws a pulling" thought
can be formed. The first law he
pointed out, was a. law Of positives
for by II should lie suggested the thing
which it was desired to have in the
mind. This point was Illustrated by
reference 20 the influence exerted by
the use OF don't whereby that which
il might be wished to have avoided
and forgotten was the more strongly
brought 20 the front. Indirect sug-
gestion was shown 10 the more use
full law to apply for the reason that
its action on the mind was subtle and
tended TO shorten the period of sug-
gestiOn.
Attract the Customer.
In addition to these two laws. the
speaker explained what is called the
law OF attractiveness. whereby the ad
Vertiser should make his goods appear
attractive to the prospective buyer. In
the application Of thix law, he held,
the advertiser should always keep in
mind the customer. for the customer
is at all times the variable factor
TO be considered. The difficulty here
met he said. IS through the fact that
human nature 50 hard to understand
and vet the advertiser must seek
TO understand his customers in order
20 teach him what il is wished to
have him know. The speaker held
that one Of the greatest mistakes in
advertising had been inference OF
ignorance rather than Of intelligence
in the customer
The. fourth law explained was the
law OF expectant attention by which
attention of a customer should be