time influence his attitude toward any and all ideas which are presented to his mind at that time, and are not attached solely to the idea which awakened them.

Of this principle our daily experience gives us ample proof. Let us assume that I am kept awake until a late hour at night by noisy neighbors in the house next door, and that, as a result, I go to the office the next morning "feeling" irritable. My whole outlook upon life is colored by this feeling. I do not attribute it solely to the noisy neighbors who are directly responsible for it. Rather, I nod curtly in return to the affable greeting of the man who runs the elevator in the office building; I express myself in an irritated snarl when someone slams an office window; I grow surly when the stenographer makes however so slight a mistake in taking my dictation, a mistake I ordinarily would overlook. My feeling of irritation, because I fail to trace it directly to its source, colors my attitude toward every thing that comes under my observation.

Additional illustrations of the application of this principle: An advertiser employs a picture of violets, to suggest to the reader the pleasing feelings associated with fresh fragrance, and, in the same advertisement, includes his own brand of soap. The net result is that the reader attaches the pleasing feeling associated with fresh fragrance not alone to the violets but as well to the advertiser's brand of soap. A second advertiser employs a picture of an Indian runner, moving alongside of the advertiser's make of automobile truck, to suggest feelings associated with ease of motion and of endurance. A third advertiser employs a picture of an athlete drinking coffee to suggest feelings associated with robust health..

By a method of comparison, based upon the law of the Fusion of Ideas, the advertisers in question are able to persuade the prospect that the soap is desirable because of its fragrance, that the truck is desirable because of its ease of motion and endurance, and that the coffee is desirable because of its healthful qualities.

The Law of Fusion, it is readily seen, dictates that all elements in the advertisement which do not directly concern the product itself, such as the elements of color, of line, of characters and of scenes, must so blend in harmony as to unite in building up the pleasing suggestion we wish the prospect to associate with our product. An advertisement aimed at suggesting a feeling of daintiness and beauty, should reflect

daintiness and beauty in its every element; an advertisement aimed at suggesting a feeling of strength, should reflect strength and force in its every element, and so on.

(B-2) We must make certain that the prospect attaches these pleasing feelings to the product.

(b) By picturing to him those benefits and pleasures

he will realize from possession of the product which are most likely to be regarded by him as pleasing.

The method of comparison in suggesting a memory, does not lead the prospect to regard our product as desirable in and of itself. His pleasing feelings toward the product are reflected feelings that he attaches to the product in an indirect way.

We must now go a step further and present the product to the prospect in such a manner that he will regard the product as desirable in itself. To do this we must make the lace curtains, as well as the girl, in the advertisement, bear some of the burden of awakening pleasing feelings.

Our aim, therefore, must be to present the product in as pleasing a manner as possible. This we do by emphasizing those features of the product that are most likely to be regarded by the prospect as pleasing, V avoiding emphasis upon features less likely to be so regarded by him. For example: Let us suppose that we are planning a selling appeal by Suggestion aimed at enrolling students in a correspondence course. A correspondence course consists of so many lessons, which call for so many hours' study each night. That is one way in which we may tell about the course. But it readily will be seen that such a description of the course is not calculated to awaken pleasing feelings in the prospect. He, in common with other human beings, already has placed study, like other things that make for drudgery, in a class of undesirable things.

Let us see if we cannot find some feature of the course that he will regard as more pleasing. Our course consists of something more than so many lessons of mimeographed material calling for so many hours' study a week. It includes opportunities for winning promotion and attaining success. This idea will draw the prospect like a magnet; for promotion and success, like other things that enable him to better his condition in life, he already has placed in a class of desirable things.

By placing our emphasis upon the idea of promotion and success, and by withdrawing emphasis from the idea of study, we shall cause the prospect to place our product in a class of desirable things and to withdraw the product from a class of undesirable things. This we shall accomplish by the simple method of picturing to the prospect those benefits and pleasures he will derive from the use of the product which are most likely to be regarded by him as being highly desirable.

The principle we thus carry out is the keynote of the majority of successful selling appeals. It is as fundamental as any principle that regulates human conduct. "I don't want to take this medicine; it 's nasty and bitter." The small boy places the potion in a class of things undesirable. "Drink it, Bobby; then tomorrow you'll be well again, and you will be able to go out in the backyard and fly kites with the boys." The father takes it out of that class and puts it in a class of desirable things. Anything that associates itself in Bobby's mind with an early chance to play with his chums is instinctively classified by him as desirable.

An advertising manager employed this very method when, by picturing the pleasures of motoring through pleasant, sunlit countrysides, he took the Chalmers automobile out of the class of things made of wood, steel, and rubber, and placed it in the more desirable class of things that make for pleasure.

It is to be noted that all prospects do not accept as desirable the same class of things. A class of things exclusive, or socially distinctive, will readily appeal to a woman prospect, while a class of things in the nature of a permanent investment will more likely appeal to her more business-like husband. Correspondingly, in a selling appeal to women, put the diamond ring in a class of things exclusive and socially distinctive, and in a selling appeal to men put the diamond in a class of things that constitutes a permanent investment.

(B) The emotions awakened by this memory give rise to pleasing feelings which the prospect attaches to things associated in his experience as pleasing, and which, in this manner, cause him to regard these things as desirable.

(3) We must conserve and strengthen the pleasing feelings we have caused the prospect to attach to the product.

(a) By withholding all contrary or opposing feelings.

(b) By eliminating from the prospect's mind all contrary or opposing feelings we find implanted therein.

(a) By withholding all contrary or opposing feelings.

Consider the strong negative Suggestion contained in the following excerpt from an advertisement:

Our oranges are not pulpy, stringy, and tasteless, like some you have eaten; but juicy, luscious, and full of flavor.

The advertiser has, of course, denied pointblank that his oranges have any of the objectionable qualities mentioned, and yet the very mention of these qualities has suggested to the prospect displeasing feelings which diminish the force of the pleasing feelings later suggested by mention of the acceptable qualities.

"I do not believe any of my opponents are liars," declares the candidate for political office. Most persons in the audience get the impression that there is likelihood he does believe some of his opponents are liars. Once presented to the mind, an idea, whether suggested in a positive or in a negative way, awakens feelings of its own accord. The political candidate would avoid misunderstanding did he leave out the negative suggestion and say: "I believe that all my opponents are truthful men." In this positive statement, there is no negative idea of "lying" to work itself into the mind.

Thus a statement like, "I am sure, Mr. Jones, that you will have no cause for dissatisfaction in accepting our services," starts Mr. Jones to wondering whether or not the services will be satisfactory. But, "I am sure, Mr. Jones, that you will be satisfied with our services," brings no such negative idea to his mind.

With singleness of purpose then, hold up before the prospect a single idea-the idea of pleasure and gratification that will result to him from possession of the product. Avoid not only the direct suggestion of negative ideas, such as were employed in the orange advertisement above, but avoid, too, all forms of argument, or proof, that invite comparison between your product and those manufactured by your competitors, and which comparison indirectly will suggest to him negative ideas con

cerned with the desirability of competing products. Assume tactfully that there is but one possible idea, that of acceptance, and this an idea the prospect readily and willingly adopts. Let him feel that you and he are in agreement, working toward a common end; not that you are endeavoring by argument to convince him.

Note how the above principle is applied in the following advertisement:

American women have a sort of a sixth sense, by which they know the best in everything that contributes to social distinction. Men must frequently undergo a sort of a social education in order to be able to select with discrimination.

But, an American woman usually knows, unerringly, the one product in its particular field, in which she can properly feel a pride of possession.

It would be idle to pretend that this element does not contribute to the almost universal preference which the Cadillac enjoys with American women.

Basically, of course, the Cadillac appeals to them because it is the Cadillac-with all that that implies in surpassing smooth performance.

They are as appreciative as any man could be, of the delights of being able to depend, day after day, and month after month, on the same superlative quality of motoring.

Thousands of them dispense with a chauffeur, and revel in driving the Cadillac as a rest and a refreshment, instead of an irksome responsibility.

But, underneath all this, sense tells them that the Cadillac is the car they should own, because of the high position conceded to it the world over.

The men who first had this vision of Cadillac leadership, are working together today, to keep it true to its traditions, and steadily raise it beyond its highest previous standards.

CADILLAC

(B-3) We must conserve and strengthen the pleasing feelings we have caused the prospect to attach to the product.

(b) By eliminating from the prospect's mind all con