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 stands the psychological relation of dependence of men upon their physicians.

The propagandist, using almost exclusively the appeal of the printed word, tried to persuade the individual reader to buy a definite article, immediately. This approach is exemplified in a type of advertisement which used to be considered ideal from the point of view of directness and effectiveness:

"YOU (perhaps with a finger pointing at the reader) buy O'Leary's rubber heels—NOW."

The advertiser sought by means of reiteration and emphasis directed upon the individual, to break down or penetrate sales resistance. Although the appeal was aimed at fifty million persons, it was aimed at each as an individual.

The new salesmanship has found it possible, by dealing with men in the mass through their group formations, to set up psychological and emotional currents which will work for him. Instead of assaulting sales resistance by direct attack, he is interested in removing sales resistance. He creates circumstances which will swing emotional currents so as to make for purchaser demand.

If, for instance, I want to sell pianos, it is not sufficient to blanket the country with a direct appeal, such as:

"YOU buy a Mozart piano now. It is cheap. The best artists use it. It will last for years."