Psychology Of Advertising (1938)
Title: “Psychology Of Advertising”
Author: HAROLD ERNEST BURTT, PH.D.
Publisher: HOUGHTON MIFFLIN COMPANY
Year of Publication: 1938
Pages: ~482
LOC Catalog Entry: http://lccn.loc.gov/38005227
Copyright Status: Public Domain in the United States and countries following the rule of the shorter term
EXCERPT:
“THE DEVELOPMENT OF PSYCHOLOGY IN ADVERTISING
THE need for advertising develops as civilization becomes more complex. In primitive social groups the absence of an intricate economic structure made advertising unnecessary. Some think that it still is superfluous. As business develops* and production becomes more specialized, however, the producer realizes that he must attract the attention of people to his product as well as try to influence them to buy it. Not only does specialized production entail the use of advertising, but, furthermore, the successful use of this medium results in increased consumption of products, so that manufacturing can be done on an even larger scale than before and more commodities are made available to the public at lower cost. Thus advertising is intimately related to economic development and is one of the manifestations of the differences between large-scale production for many consumers and local production for few consumers.
A generation ago psychology had little to contribute to the advertiser. It had developed, very properly, its purely theoretical aspect, for premature application of a science leads to abortive manifestations, such as witchcraft, necromancy, and alchemy. Not until the turn of the century did reputable psychologists devote their attention to application of their science to practical problems. Psychology at the present time is making appreciable contributions to education, law, medicine, and business.
Business psychology falls into three divisions. In the first, it deals with employment and develops techniques for measuring the aptitudes of persons who seek employment. In the second division psychology deals with those problems which arise after the employee is hired, such as teaching him his work, eliminating un¬necessary fatigue, monotony, and accidents, and promoting morale. The third division of business psychology is concerned with market¬ing the product through personal selling or advertising. In recent years the producer, who wishes to influence the people to buy his product, and the psychologist, who is interested in the numerous factors influencing human behavior, have been combining their efforts and finding solutions to a number of their common problems.”
TABLE OF CONTENTS:
I. THE DEVELOPMENT OF PSYCHOLOGY IN ADVERTISING
II. METHODS EMPLOYED IN ADVERTISING PSYCHOLOGY
III. THE PROSPECT’S WANTS
IV. SUGGESTION
V. INSTINCT AND DESIRE
VI. LONG-CIRCUIT APPEALS
VII. WHICH APPEAL TO USE
VIII. ADAPTING THE APPEAL TO THE PROSPECT
IX. ATTENTION AND SIZE
X. INTENSITY, MOTION, CONTRAST, AND ISOLATION
XI. POSITION OF ADVERTISEMENTS
XII. THE NOVEL AND THE COMIC
XIII. COLOR
XIV. PICTURES IN ADVERTISING
XV. UNITY, LINE, AND FORM
XVI. IMAGERY
XVII. TYPOGRAPHY
XVIII. MEMORY AND ASSOCIATION
XIX. MEMORY DEVICES
XX. TRADE MARKS AND TRADE NAMES
XXI. RADIO AS AN ADVERTISING MEDIUM
XXII. OTHER ADVERTISING MEDIA
XXIII. GOOD WILL
XXIV. CONCLUSIONS
APPENDIX
INDEX
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