(^82) TH E M I N D O F T H E B UYE R
whic h w e a re usin g a s o ur chief selling p oin t
—wa terproofness. Th is is a diffic ul t ta sk.
In brin gin g it ab out Ja me s a dvise s : “ Next ,
step by s tep, c onn ec t with these fi rst obj ec t s
a n d experienc e s, th e lat e r obj ec ts an d i dea s
which yo u wish to in still. Associa te th e new
wi th th e ol d in som e na tural a n d telling way,
so th a t. th e interest, bein g sh e d from p oin t to
p oin t, finally suffuses th e en tire sys te m o f o b
j ects of tho ught. ” Here th e a dvertise r may
be gi n t o a ppeal to th e a c q uire d i nterest s by
sh owin g h ow th e se wa terproo f sh oe s will save
m oney an d troubl e by elimi na ting th e neces
sity o f w earin g rubbers. M any a dvertise rs a t
t hi s step fail to make a smo oth transition be
twee n th e ol d ide a and th e n ew on e. Th ey
fail to sh ow h ow Linc ol n’s bi rth day, wh ich
th ey m ay b e referring to a s a ma tte r of co n
tempo ra ry int ere st, i s rel at e d to th ei r c om
m od ify. Thi s i s a n i mportant m atte r an d
deserve s m ore th an pa ssing a tten tion. B u t
w e m ust proc ee d with th e ta sk i n ha nd.
We mi gh t group th e acquired in terest s, up on
which a sell e r m ay play, i nt o two cl asses :
pe rm anent a n d tempora ry. Th ose i n th e fi rs t
cla ss h ave enough vi tality to persis t th rough
o ut th e grea t er p a rt o f a lifetim e. S uch a re
p refe renc e s for suga r ( or sal t ) on t om atoes,
nextflipdebug5
(nextflipdebug5)
#1