(^110) T H E M IN D O F T H E BUY E R
mad e th rough suc h a n i nvestm en t. H e vir
tual ly t a ke s a piec e o ut of hi s past a n d p ro
j ects i t int o th e future, i n rel ation t o th e new
obj e c t. We desc ribe d thi s rela ti on b etw een
th e n ew a n d th e o l d i n Ch ap te r V.
3. Thi s forwa rd p roj ec ti on o f th e b uye r’s
p as t is q uite likely to b e i n te rm s of th e ima ge s
discusse d i n Chap te r V I I. Th e b uye r c re ate s
pict ure s o f him self b owling along the b oul e
va rds i n th e m oto r c a r, no l on ge r a s passenger
b u t a s drive r. H e ima gine s th e thin gs th a t
h e will do wi th the di vi dends from hi s oil
sto c k.
(^4). Th e se t rain s o f ima ges are plea sa n tly
t on e d ( se e Ch ap t ers V I a n d V I I ) An d
ge ne rally speaking the grea ter th e plea sant
nes s th e grea te r th e de sire. We migh t lay
i t d ow n a s a rul e th a t on e who wishes to
stren gth e n th e buyer’s desire fo r a n obj ec t
sh oul d a rou se wi thi n hi m st ron g feelings of
pl ea sa nt ne ss. Th e m ech ani sm fo r a rousing
th ese i s th e us e o f th e im agery di sc usse d in
Ch apte r V ( p a ra grap h Call up vivid
image s from th e b uye r’s pas t, b eing c a reful
th a t they be m a rke dly pl ea sant. The n mix
th em i n to a pic ture sh owin g fut ure p ossibil i
tie s. Pai n t a definite pic ture of th e b uye r
driving his family i nt o th e c oun try on S unday
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