Show PSYCHOLOGY A A FACTOR IN INC I I SUCCESSFUL I IC C V Y Worthington of the Co last night delivered the first of a series of advertising talks to the adver ader advertising class at the Y M 1 C A II 11 lie talked frim frem the subject of psychology psych as related to advertising and said In part Practical work without theory is tg like Uke working for tor today and with no thought of tomorrow or what will be accomplished at the thi end stud of the year There Is 18 no rio work of any kind at the present time except the lowest type of manual labor that can caR be carried on without theory theor Advertisers must know their niti nit This will necessitate some study of the mind by bj students of advertising We e eI I must mut study and understand the mind of an educated critical public We cannot C have havethe havethe the assistance a of personal magnetism I gracious Clous manners mannen or genial conversation We can only reach them through an AD abU abil ability abUIt I ity It to express ourselves in cold print te l such a way wa as 11 to attract the eye eyeT please the mind and gain response But as the mind grows methods must change So successful methods of the post past P must b bo be enlarged and broadened to bs bel appreciated by a growing community And upon mans roans ability to take the g good wd things only and make better things of 01 them depends hs his success SUe etS So the studios studies of theory psychology methods and prin principles princIples principles are alf only helpful M as each wan nian R t I table is isable able through personal effort to apply them theta No man or group of or men can es on establish a business busbies I on however howe r strong a foundation that will stand against wW awake a ke competitors com without strong reliable I advertising |