The psychology of advertising : a simple exposition of the principles of psychology in their relation to successful advertising (1910)
Scott, Walter Dill, 1869-1955 · Boston : Small · leaf 211
d I do not think of it merely as a prosaic chunk offat and alkali. I have had this idea of spotless ele-gance so thoroughly associated with Ivory Soap bymeans of these many advertisements that I actually 193 THE PSYCHOLOGY OF ADVERTISING enjoy using Ivory Soap more than I would if the soaphad not… … No. 2.—- This advertisement attempts to as-sociate with the Chickering Piano anatmosphere of sumptuous elegance. to that of Ivory Soap is that of the Chickering Piano(No. 2). These advertisements, like those of IvorySoap, often seem to say so little and at times it reallyseems that they squander…
