The Mind of the Buyer

(^164) T H E M IN D O F THE B UY E R
m ean s, th e n l eave s th e oth e r p erso n to c om
pl ete th e m eaning. W e migh t ill ust ra te a s
follow s : Direc t suggestion : “ Use P rinc e
Alber t Toba cc o. ” In di rect ' “ Ty C obb Use s
P rinc e Alb ert Tobacc o.” W e m ay pi ctu re
th e effe ct o f th es e upon th e min d of th e b uyer
by empl oying th e fil l ing-in meth o d o f o u r
l a s t ill u st ra tion. Th e re i s lit tl e to supply
i n th e di rec t form. Everythin g i s sa id. In
th e in direc t fo rm, h oweve r, th e re i s m uch to
supply. All tha t i s sai d explici tly i s th a t “ Ty
Cobb smoke s P rinc e Al bert T oba cc o. ” Im
pl icitl y, h oweve r, a go od deal i s, said. Th e
a rgumen t run s a s follows : “ Ty Cobb sm oke s
P ri nc e Alb ert ; h e m ust like i t. H e i s a ma n
of goo d j ud gm en t ( in ba seball ). Th e ch anc e s
are th a t h e i s al so a goo d j udge of tobacc o.
Th e refore P rin ce Albert must b e a go od
t obacc o. I’ll sm ok e i t. ”
It i s evi den t th a t. th ere is room fo r co n
siderabl e i llogic ali ty i n indi rec t sugges tion.
A s indica te d i n th e paren th e sis above, in order
fo r th e th o ugh t to flow al ong smo othly i n th e
ch annel desire d by th e seller, ce rtai n assump
ti on s m ust o rdina rily b e m ade. Th e a ssump
tion in th e p re sen t in sta nc e i s th a t th e famous
ball pl aye r is as good a j udge of t ob acc o a s h e