H o w TO AR OU S E I N T E RE S T (^83)
a partic ula r pol itical p a rty o r fra te rnal o rde r.
Th ose belongi n g to th e secon d gro up a re o f
less imp ortanc e to th e i ndividual : i n te res t i n
a pas sing m urde r t ri al , i n th e fi rs t a eropl ane
trip a c ross th e Atla ntic, i n a p endin g presi
denti al el ec tio n.
In ch oo si ng i nfo rma ti onal fa ct s with which
to evoke int e re s t i n a given c omm odi ty, w e
migh t group th em into fou r cl asse s : ( (^1) )
source s of th e raw m at eri al s, (^2 ) p roc esse s
o f m anufa c ture, ( (^3) ) fac t s ab ou t th e m e n who
c ompose th e fi rm , (^4 ) uses fo r th e co mm odi ty.
By t hu s cl assifying th e th ou san d a dvertise
m ents m entione d ab ove w e may discove r some
thin g ab ou t th e rela tive me rit o f th ese cla sses
o f fa c t s i n a dverti sing p ra ctic e. Th e re sul ts
o f such a rrangem en t a re p resen te d i n p e r
c enta ge for m i n Tabl e V.
TAB LE V.
Showing the percentages o f informational advertisements
in Co llier’s Weekly fo r^1902 and (^1919) , grouped acco rding
to the kinds o f info rmation given re garding the commodity.
P rocesses Personnel Sources
o f o f the o f R aw
U ses Manu facture Firm Materials Total
(^57221110100)
(^661418) O 2 1 00
Th ese fi gure s Sh ow tha t t h e it em s feat ure d
m os t fre quently a re th e use s to which th e
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