Show I I. I Dollars and Sense I I By H H. J. J Barrett I TAN AN is an n emotional rather MAr MAris IV I tiTan han an int I r remarked a local advertising ln man He feels rather than reasons Therefore lo to o seek c k to influence cn ence c the Tu public lIc by hy 10 logical ic 1 argument I is 18 isa isa a wa waste l of or energy ner I I have havo said Jl that man docs lees not think he ho feels Nevertheless lu he thinks he thinks A Am n l n nothing flatters flatters' him more than n to appeal to his alleged rea reasoning pO power pOCI CI Hence the force of analogous reasoning as an advertising weapon The Tho dictionary defines analo analogy as asA asA A A. likeness in some respects between things otherwise different Analogous us reasoning proves H absolutely nothing But apparently It proves a great deal leal Suppose for Cor example I am seeking to sell stock in a prospective insurance company I T display facts and figures demonstrating the great rat success of or In Insurance In- In companies which arc nrc already in operation In the tho face of or that hat evidence evi c dence how can you ou doubt our success I 1 demand that prove C that we well we'll succeed I Of Ot course I it proves nothing But nine men out of ten are arc Impressed by br such flimsy el evidence The Tho same Idea is applied in politics Vote otc for m my party in in inures ule prosperity pros pros- shouts tho the campaign orator An And then he ho cites cases of oC prosperous periods which obtained 1 under his I par party's r- r tys ty's regime This never falls to make malo an impression on his listeners Of or course courso this type of reasoning Is analo analo- I Sou gous The Tho mere fact that prosperity existed l un under er his party's administration tion Uon does lees not hot prove that prosperity was wasa as a n. result of ot that happy event IC John Jones took I my correspondence correspond correspond- ence enco course courso ami aint now earns carns a acar year car one man The Im Implication irs irs- j is that you ou cnn can do 10 tho the same ame Dut Bul although you ou can take the thc same I course Jonos Jons took look it ft b by no m means aJl I follows that you'll earn carn a a The courses are uro Identical but the men are not nol The Tue whole hoIe l idea Ilca tea of ot most testimonials testimonials In advertising u is ba based td upon analogous ous reasoning I took look a bottle 0 of your Purple Pills for fOl Pallid Pessimists Pessimists Pessimists Pessi Pessi- mists claims Mrs Irs Winona linona Dusenberry of Tulsa Okla Okia and now smile at my mr I son in Very interesting but that proves nothing as as an regards 1 me mc IMy Iy constitution ml might ht not similarly ly I respond Analogous reasoning proves pro noth ing lug Dut nut most people arc not able ablo noth-j noth to see that it In the majority of ot cases it carries conviction |