VALUE OF PSYCHOLOGY.

Pahiatua Herald, Volume XLI, Issue 12537, 2 January 1934, Page 2

VALUE OF PSYCHOLOGY.

The importance of psychology in advertising was stressed by Mr J. J. Staples in an address given to members of tlie Canterbury Advertising Chib recently. “Psychology comes in at the front door of the construction department, and a knowledge of the processes of the human minds is an almost indispensable tool in the hands of the advertising writer,” said Mr Staples. Continuing, Mr Staples stated that as most advertising was written and published with the intention of making sales, it followed that the producer of the advertising should know just how to induce readers into a buying frame of mind. Nearly every advertisement had a heading. Where should it go? At the left-hand top corner, because the English-speaking peoples were in the habit of reading from left to right, starting at the top. The heading and the opening phrase was tremendously important, for they presented the “eye appeal.” and must indicate that tlie reader would find it profitable or worth while to read on. The final stages of the advertisement should be designed to produce action on t'#e part of the reader—catch an early tram to town or to pick up the bargains advertised.