The Sub-Conscious Appeal.

The essence of modern advertising lies in the appeal of the maker to the consumer of goods. We might go a little further and say that it is the appeal to the sub-conscious mind of the consumer. That is perhaps a useful thought, because it at once distinguishes mail order advertising and the advertising of drapers’ stores from the modern commercial advertising we have more particularly in mind. The press advertising of a drapery store is the projection of the shop window into the domestic scene. One's wife sees the hat or the costume, she sees it illustrated and also priced. Aided by the constructive imagination which always surprises me, she knows in a moment when it is or is not her style. She acts accordingly. The advertisement has hit or missed.