The Mind of the Buyer

S E L L I N G T O C O L LE C T I VE B UY E R 67
tising c opy writ e r th e n c omp ose d a diffe ren t
piec e of c opy fo r th e t op h alf of ea c h a dver
tisement, ti ed up wi th th e edi t orial p olicy
o f th e ma gazin e.
F o r exampl e, th e p olicy o f Go o d H o use
keeping h a d bee n cl osely kni t a ro un d D r.
Wiley a nd foo d t ests. Th e m agazine gua ra n
tee d i t s a dve rtisem ent s ; h e nce th e i dea o f
gua ra nte e wa s w el l grounde d i n th e min d o f
th e reade r of th e ma gazin e. Ac co rdin gly th e
h ea dline ove r a pic tu re o f a gal axy o f m oving
pi c ture b ea uti e s ga rb e d i n th e G o ssa rd
p roduc t wa s, “ Teste d a n d P rove d by th e
G reat e st S ta rs i n th e Fil m Wo rl d.
Wo ma n’s H o me Co mp a nio n h a d b ee n c on
ducting a ca mp aign fo r be tte r films. I n orde r
to fi t in wi th thi s p olicy th e foll owin g h ea dlin e
was empl oye d wi th th e pic ture “ B e tte r
Film s —B ea utiful S tars —Go ssa rd Co rset s. ”
“ Th e n we w ra ppe d o u r full pa ge i n Vo g ue
i n th e sma rt, a ristoc ra tic, ha ute air e a tm os
phere of th e l a dy o f t h e limousin e wh o p ays
twen ty-five dolla rs fo r a c o rse t wit h th e n on
chalanee wi th which yo u o r I sp en d a c en t
fo r a newspap e r. We knew th at t h e h eadl in e
of thi s a dvertisemen t in Vo gue - “ Th e Re gal
B eauty of D ora R oge rs” - wo ul d h ave th e
ri gh t effec t o n t h e h a ugh ty, double -chinne d