File:Advertising and selling - principles of appeal and response (1913) (14782621642).jpg

Identifier: advertisingselli00holl (find matches)
Title: Advertising and selling : principles of appeal and response
Year: 1913 (1910s)
Authors: Hollingworth, Harry L. (Harry Levi), 1880-1956 Duke University. Library. Wayne P. Ellis Collection
Subjects: Advertising Selling
Publisher: New York London : D. Appleton and Company
Contributing Library: Duke University Libraries
Digitizing Sponsor: Duke University Libraries

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FEELING TONE OF CONTENT 3, The third point is constantly violated by ad-vertisements which associate disagreeable words,objects or people with the commodity, as Slimy fish with medicine Guinea pigs with toilet preparations Tramps with soap and lotions Cattle with tobacco Frogs with cotfee A dirty floor with sonp Butterflies with sugar etc.
Text Appearing After Image:
Feeling Tone op Associations Inappropriately Used. Cover ofa folder issued by Sehonland Bros., sausage manufacturers inPortland, Me. (From Advertising and Selling, Dec, 1910.) 4. Writers have frequently pointed out the fu-tility of placing a breakfast food advertisementalongside one for an asthma cure, that of a deli-cate dessert next to a remedy for eczema, etc.The important principle here is that the feelingtone of an appeal depends not entirely on ourreaction to that appeal alone, but also on our 175 PRINCIPLES OF APPEAL AND RESPONSE general mood at the time. And this general moodis easily influenced by adjacent advertisements,recent experiences, etc. 5. In illustration of the role of chance associa-tions we may instance two facts: A. An article may be surrounded with a favor-able atmosphere, a favorable association cluster,by utilizing an atmosphere already created foranother purpose. Thus our attitude toward aYale bicycle or a Yale pipe is influenced bywhat we already know of the

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