Title: Psychology in Advertising
Author: Albert T. Poffenberger
Description: An extensive review of the application of psychology to advertising methods published in 1925. Limp leatherette covers with gilt titling on spine. Blemishes to the lower bottom areas of the front and rear covers; small spot on spine. About two inches of the leatherette material has worn through on the bottom edge of the rear cover. Many illustrations. Includes a bibliography and index.
Albert T. Poffenberger (1885-1977) was an American psychologist and a past president of the American Psychological Association. Contents: The Psychological Attitude Toward Advertising; Psychology of the Appeal; An Inventory of Human Desires; The Relative Strength of Desires; Statistical Methods of Measuring the Strength of Appeal; The Questionnaire; Attention to Advertising; Attention and Magnitude; Attention and Repetition of Advertisements; Attention and Location of an Advertisement; The Attention Value of Color and Illustration; Perception and Discrimination in Advertising; The Comprehension of Advertisements; The Feelings and Their Influence in Advertising; The Influence of Line and Form Upon Feeling-Tone; The Feeling-Tone of Types and Their Arrangement; The Feeling-Tone of Colors and Color Combinations; The Feeling-Tone of Language; Memory and Association in Advertising; Methods of Measuring the Memory Value of Advertisements; Knowledge of Trade Names; Belief and Conviction in Advertising; The Mechanism of the Response to Advertising; Individual and Group Differences.
Jacket Condition: None
Publisher: A.W. Shaw Company
Size: 8 x 5.5 inches.
Pages: 632 pages.
Keywords: applied psychology,
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