Advertising A New Approach (RLE Advertising)

I

Introduction

 

ADVERTISING, because it is ubiquitous and obtrusive, is a subject on which everyone tends to form strong opinions. This is an encouragement to the serious investigator of the nature of the phenomenon and at the same time it is something of a barrier in his path. It means that everyone is interested in the subject, but nobody is quite disinterested. Investigation itself, the search for the truth, soon begins to turn up ideas and facts, but these are at once seized upon by partisans who regard them as potential evidence to support their preconceived opinions.

The investigator does not escape from this difficulty by addressing himself particularly to educated and thinking people, since these are even more likely than the rest to ...