Page:The Science of Advertising (1910).djvu/9



Two friends of mine married the other day and for the first time in their lives had to select and order supplies for themselves. They were showing me proudly through their pantries and kitchen.

Their first supplies ranged the new shelves. As I looked them over, I found myself checking them up in my mind; for—though I am not married and know little of kitchens and pantries—all those articles before me were very familiar to me in name, brand and even in the form and character of the package.

As I checked them up then, I tried to recall the advertisements which had made these intimate domestic things commonplace even to me. And as I recollected the advertising pages of the half dozen magazines which these friends of mine read, I matched off with the advertisements which I and they must have seen, half or more of the tins, glasses and paste-board boxes before me.

Then I remembered certain advertisements in the newspapers which this man and this woman, now man and wife, had been reading impersonally for years before they came to the place