| OCR Text |
Show When You Become a "Conscious" Reader of Advertising By J. R. HAMILTON Former Advertising Manager of Wanamaker't, Philadelphia When you learn to read your advertising as you read your news, the cost of everything you wear or use is going to be lowered for you. If you knew how much money it takes to soak an idea into your mind subconsciously you would-be ashamed of your mind. It actually takes ns long as two years sometimes to get you to think and say n certain word. It's like teaching a baby to talk. Every known trick of psychology is brought to bear on you. Advertisers have even been known to print their advertisement upside down, hoping, perhaps, that if you had to stand on your head to read it you might remember what they say. And what you so often refuse to receive with your will the camera of your eye records in spite of you. So.that 96 of what you buy you buy through advertising whether you know it or not. And yet, in the face of all this, tho advertising method of selling things is twenty times cheaper than any other method known. - Think how much cheaper still it would be if you would only read your advertising consciously instead of buying through it in spite of yourself. Tho merchant who doesn't advertise hasn't even a chance with the one who docs. Your eye is taking photographs every 'time you turn these pages. You couldn't get away from these advertisements if you tried. Even the man who claims not to sec them nt all is recording record-ing them all the time. Every merchant who appears here is telling you his story every day Avhether you know it or not. All we are trying to do is to make you conscious readers of advertising instead of subconscious readers. This is being done equally for your benefit nnd for ours. Every time you look for the advertising in this paper instead of making it look for you you bring down your cost of living, you increase the buying power of your money nnd you get a better quality for the price. This is true because the men who advertise arc always the best merchants. They arc the ones who last. The others flicker up for a little while and then go out. That's the proof. On the other hand, every time we get a hundred more of our readers to turn each day with a conscious mind to the advertising adver-tising news as well as to the general news, we make this a better medium for our advertisers. We give them moro for their money because we give them your will. And before wc are through every subscriber we have will be reading his advertising consciously day by day never fear. For this is another psychological law. (Copyrighted.) |
