Advertising and selling; principles of appeal and response (1913)
Hollingworth, Harry L. (Harry Levi), 1880-1956 · New York, London, D. Appleton and Company · leaf 53
e display advertisement ex-plicitly takes the place of the salesman; it is adirect appeal, and is calculated to provoke a moreor less direct, and more or less immediate re-sponse. According to its kind, it may workthrough the rational circuit or the feeling circuit.All parts of the arc are thus… … Display Appeal type will be seen to apply in greater or lessdegree to the two other types, and to all forms ofbusiness appeal which have elements in commonwith advertisements. 36 ANALYSIS OF TASK AND MEDIA
Advertising · Sales personnel · Selling
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