AT T RA C T I N G AT T E N T I O N 35
stick s o f hi s gum to th e liste d sub
sc ribers. H e duplica te d this ca mp aign i n(^1919) , thi s time t o m ore th a n h ome s.
Hi s a dverti sing exp e ndit ure s fo r th e on e y ea r
p a ss th e ma rk. ”^1 Th e tremend ou s
grow th of a dve rti sin g i n general durin g th e
pa st twenty-five yea rs b ea rs simila r evi de nc e
of th e a ttra ctive p owe r o f ma gni t ude i n th e
form of inc rea sin g u se of ex tensIve spac e.
An investiga tion c on duc te d by th e a uth o r
sh owe d th a t. th e n umb er o f full-p age a dvertise
ment s i n one p eriodical inc rea sed five-fol d
i n th e dec a de^1910 -^19.
Change. O ur third p ropo si tion i s th a t
c hange h a s grea t val u e i n a rre stin g a tt en ti on
ch ange in a ny sen se : i n in tensi ty, exten sity,
or nat ure o f s tim ul us. W e m ay te s t th e t ruth
o f this i n eve ryday life by n oting th a t w e are
awa re th a t th e cl ock h a s b een tickin g, only
afte r i t h a s st opp ed.
M o vement. One ve ry comm on form of cha nge
i s movem en t. To i t we gi ve c ertai n a n d
eage r re sp onse. Th ough fo r th e m ost p a rt
unawa re of i t, we sh all find, wh en we st op to
think, th a t it bulk s imp orta ntly in o ur daily
life. W e si t fo r h o urs by th e oc ean, ga zin g
a t n othing b ut swellin g, to ssing, j ostlin g
(^1) A merican M agazine, March, (^1920) , p. 1 92.