Page:The Science of Advertising (1910).djvu/48

44 Advertising merely effected the sale sooner—"now." The difference advertising effects for which manufacturers pay their scores of millions yearly is that difference between "some day" and "now." And this difference is not only all the difference in the world but often also the difference between this world and the next.

A most striking instance of the difference which advertising makes is to be seen in almost any manufactory where workmen of fairly good means are employed in making some of the more modern luxuries of life.

Skilled men, making such things as pianos and good bathtubs and fine plumbing articles, invariably want to have them in their own homes "some day." But as they reflect and see that other persons in their same social class have not those luxuries, though they want them, the impulse to provide those articles does not persist in anything like as strongly as it would if those articles were regarded as proper to a workman's standard of living.

Now even pianos and enameled tubs are made in such great quantities that they can be offered cheap enough for the great mass of our people who are making only a couple of thousand dollars a year or less. So those articles are advertised to those classes with "copy" and illustrations showing them as proper, available and