The white potatoes, sweet potatoes, carrots and yellow turnips give both substance and flavor.
VI-8 These we cut into attractive little cubes—or "dice" as they are called.
We include "baby" lima beans, tender peas, to matoes; sweet corn, cabbage and juicy green okra.
We add rice and barley, celery, parsley and other delicate herbs, also a hint merely of leek and onion. And we blend in a sprinkling of "alpha bet" macaroni with just a touch of sweet red pep pers to give a pleasing snappy effect to the combi nation.
In the Crisco cut, there is a picture of an appetiz ing pie made with Crisco. The knowing smile of Grandmother and the expectant look of the rest of the family make a good appeal to the sense of taste.
The Royal Taking Powder Boy furnishes an ex cellent illustration of plain, direct suggestion. The picture, on page 98, speaks for itself and needs no amplification by means of words.
5. Smell.—The sense of smell is closely related to the sense of taste. Therefore in advertising edible products, a combined appeal may be made to both taste and smell. In advertising coffee, the sugges tive steaming of the liquid from the cup, pot or per colator is the usual method employed to make this appeal.
Odors have a wonderful power to reawaken mem ories. The scent of a flower often brings back the most vivid recollections. Because of this, an appeal to the sense of smell may be effectively made by the skilled advertiser. The choice of words in the "Peg o' My Heart" advertisement together with the illus tration of green fields and beautiful flowers makes the copy (see page 100) pleasantly, stimulating.
6. Sound.—Sound, most vibratory of the senses," is one to which the appeal is usually made by picturing results. Advertisements of phonographs, depicting upon the faces of the hearers the pleasure of the music being produced, make a "result appeal." The Grafonola advertisement, on page 101, suggests the sound of music by the position of the lips and the expression on the faces of the minstrels.
In general, appeals to the sense of sound in ad vertising lack force because of the difficulty in repre senting volume and quality which are so essential in suggesting musical tones.
7. Appeal to emotions.—Emotion is defined as any strong movement or perturbation of the conscious mind. The aphorism that emotion is "thought in a glow," is a particularly happy one. If we think of an ordinary steel bar as being simply warm to the touch, and another steel bar heated until it glows and sparkles, we have a fairly correct analogy between ordinary thought and emotional thought.
Among the primary emotions are love, hate, joy, grief, ;Anger, fear, pride; and these make the sound ing board of human nature vibrate most intensely. The secondary emotions have less intense bodily re actions; they include numerous shadings of the pri mary emotions—such as dislike, spite, jealousy, dis taste, resentment and so on.
8. Reaching the emolions.—A successful insurance man says: "In selling accident insurance, a well drawn picture of your prospect's friends passing the hat for him when he is laid up, is worth a hundred pages of fine-type specifications." Even discounting this statement liberally, it is true that the emotions count greatly in the appeal.
The emotions are much more easily played upon than reason. Fear, hatred, prejudice may be aroused instantly while the reasoning faculties are left cold.
There is always the danger of carrying the appeal tol the emotions to the extreme. The bank advertiser who devoted considerable space in a newspaper telling how a man was frightened into becoming a bank de positor because he found himself without money to bury his baby is an example of a suggestion that is too direct.
While now and then a skilled advertiser is able to make a satisfactory negative, nonconstructive appeal, as that referring to death, dishonor, loss and the like, yet it can be safely set down as a principle tliat usu ally only the positive side of appeals to the emotions should be used. If there seems to be no positive ap peal, or if the positive appeal fails to produce results, only then may it be necessary to try out a conservative emotional appeal from the negative angle.