Page:The Science of Advertising (1910).djvu/38

34 The manufacturers of Sapolio and Hand Sapolio desired to create a demand for large quantities of the latter quickly. They had to make large numbers of the people demand it so that they could produce it in great quantities and cheaply.

Instead of competing with other soap manufacturers who depended for their sales upon their ability to raise enough people up from the class of cheap soap users to fine soap users, the manufacturers went for those who had to take the more elemental elevation from dirt to soap. We all remember how, when the same firm were pushing their kitchen Sapolio a few years ago, they erected before us all, in the magazines and in the street cars, a higher standard of pot-and-pan brightness and kitchen cleanliness. With a desire to increase their output of plain soap they had to induce people to be more clean and fastidious about their pantries and kitchens. So when they desired to come up to their possible output in hand soap, they started to raise a higher standard of personal cleanliness than was entirely prevalent.

"Be Clean!" They put up the plain statement where the people could not dodge it. It stared at us when we were looking over the contents of one magazine and again when we were finding the place in another.

"Be Clean. 'Tis a fine Habit!" It met us on