| Show DOLLAR r-DOLLAR MAKERS Emotion Wins Over Dver Logic in Average Mind Dy By GEORGE T. T EAGER I IA A A CONVINCING example I of the fact that more people respond to an appeal to feelings and emotions than are influenced by reason and logic is the recent experience of a lock manufacturer in New York Having spent a lifetime in perfecting a superior superior supe supe- nor article for protecting householders against intruders ers and knowing more about mechanics than about the human human human hu hu- hu- hu man mind the manufacturer manufacturers er ers er's advertisements had for some sometime sometime sometime time merely merel extolled the locks lock's conr construction construction con con- a and n d workings Sales r were disappoint disappoint- L ThIEF THIEF ing l- l Several months id ago a tragedy occurred ocr oc oc- oc r which was J front page news t S for days A promInent prominent promise prom prom- meat woman was brutally murdered murdered mur mur- k dered by an Intruder Intruder In In- whose entrance entrance entrance en en- trance to her home had been made easy by a cheap defective lock An advertising man persuaded the lock manufacturer to address a series I of advertisements to husbands who failed to provide adequate protection protection protection tion to wives left alone at home Very little was said In the advertisements advertisements advertisements adver adver- about details of lock con con- Much was said oaid about wives and children The emotional appeal swamped the factory with orders Psychologists explain that in an emotional state of mind ones one's desire desire desire de de- de- de sire to act is paramount and that when a product to be sold Is made part of an emotional feeling a buy er does not see the product as a detached object but as part of his own welfare and acts accordingly |
