ADVERTISEMENTS.

Evening Post, Volume LXIV, Issue LXIV, 13 September 1902, Page 3 (Supplement)

ADVERTISEMENTS.

The article headed "Advertisement in the new edition of tho "Kncycloprcdia Britamrtcft'' gives Mr. Haxon the opportunity to sliow the effect that certain kinds of advertising have on shop customers. "The Average man or womin who goes into a shop^to buy soap is more or less affected by a vague sense of antagonism toward the seller. There is a rudimentary feeling that even the most ordinary transaction of purchase brings into contact two minds actuated by dia*metrically opposed interests. The purchaser, avlio is not asking for a soap he has used before has some hnzy suspicion that the shopkeeper will try to sell, not the article best worth the price, but the article which leaves the largest margin of profit ; and the purchaser imagines that he in some measure teenres himself against a bad bargain when he exercises his authority by asking for some specific brand or make of the commodity ho seeks. If he has seen nny one ponp go persistently advertised that his memory retains its" nnme, he will ask for it, not because he has any renson to believe it to be better oiV cheaper than othen, but simply because he baffles the shopkeeper and assumes nn authoritative attitude by exerting his own freedom of choice. This curious and obscmre principle of action probably lies at the root of all poster advertising., for the poster do^s not set forth an argument as does the newspaper advertisement."