SUG GE S TI ON IN TH E SA LE (^163)
ing n egative and express his suggesti ons i n
t h e positive form.
Th e ab ove disc ussion suggests a noth e r fac t
ab ou t suggestion : Th e i dea s involve d in a
sugge stion, especially i n a n indi rec t sugges
tion, are of two ki nds. S ome a re on th e sur
fa c e, explicit ; oth ers a re hidden, implici t. In
th e suggestion, “ Ask th e ma n wh o own s one, ”
th e i mplie d p ortion s a re, “ If yo u wan t t o
kn ow h ow our ca r sa tisfies”! a skth e m an wh o
owns o ne! ; “ H e will tell yo u th a t i t give s
perfec t sa tisfa cti on. ” Th e rea de r will find
inte re sting exe rcis e i n th us a nalyzing th e
many suggestion-slogan s b efore th e p ublic,
a n d will derive m uch benefi t th erefrom i n th e
t a sk of strength ening th e forc e of hi s own
selli ng suggestions.
5. Th e rec ogni tion of th e explicit -implici t
n a ture of suggestion l ead s to th e c onsidera
tio n of a no th e r l aw : N o rmally a n indirec t
sugge stio n i s more effective th a n a direc t o ne.
IVe migh t p a ra ph ra se a definition of di rec t
suggestion by sta ti ng th a t i t is a suggestion
in which yo u say wha t yo u mea n ; a n indire c t
one i s one i n which you say one thing an d
m ea n somet hing el se N o t nece ssa rily th e
opposit e. Th e di stinc tion is rath e r th a t i n
i ndi rec t suggestion on e says pa rt o f wh a t one
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