The Mind of the Buyer

(^100) T H E M I N D O F TH E BUY E R
th e b uye r app re ciat e th e gl o ries of apples
f rom th e H oo d Rive r vall ey h e will b e abl e to
a rouse men ta l visio ns of appl e s m ore easily
tha n m en tal t a stes, smell s a n d “ t ouch es.
This i s to b e exp ec te d b eca use im age s a re de
rived from p revi ous senso ry expe rience s ; a nd
th e ordin ary b uye r h a s c ome i n to con ta c t with
ap pl es m ore f requently th rough sigh t th a n
th rough his o th e r sen ses. Assuredly, h oweve r,
a ny o f th e othe r form s o f ima gery may a ri se,
a n d th e sell er may l egitim a tely app eal to any
va rie ty t h at h e wishes. Indee d, in a dve rtis
ing appl e s h e migh t evoke menta l taste s and
smell s with grea t effec tiveness beca use o f
th e st re ngt h an d n ovel ty an d pl easant ne ss
th a t wo ul d p robably a ccompany th em.
3. Images may b e eith e r cl ea r o r ob sc ure.
S ome a re so clear a s t o b e h a rdly distingui sh
abl e from ori ginal sensa tions. Th e ex treme
fo rm o f such self- dec ep tion i s called h all ucina
tion. N o t all i mages c om e with this degree o f
cl earness, h oweve r. Som e are obscure, fleeting
a n d sket chy, almost to th e vanishing poin t.
M any tim e s on e trie s to ima ge th e voic e of a n
ab sen t frien d wi th n o m ore revival th an pe r
h aps a ph ra se or two an d the va gu e sugges
ti on o f an int ona tion.
In vi ew of thi s fa c t, th e selle r who i ntends