D E S I R E^111
an d enj oying a pic nic dinne r i n a sh a dy grove.
E mbellish eve ry sellin g p oint wi th definit e
clea n-c ut im age s a s di rec te d i n Ch ap te r V I I.
An ext ra ordinarily effective example o f this
i s th e sl oga n “ Like mo th e r use d to m ake. ”
Here a re all th e element s th a t go to p rod uc e
st rong desire : visual im age s of th e fat,
browne d mi nc e pi e of c hil dh oo d days ; gu sta
t ory image s o f sinking on e’s tee th int o th e
mass an d all owing t h e fl avo r to p erme a te th e
m outh ; olfac tory i ma ge s of th e spicy swe e tish
odor a s th e pie come s sm okin g from th e ove n ;
a n d ab ove all th e im age of m oth er’s gentl e
smil e a s sh e c ut s th e gol den obj e c t a n d di s
p ense s i t aro un d th e t abl e. Eve rything c on
nected with t hi s pict ure i s pl easan t i n ret ro
spec t. I t is, th erefo re, a c api tal se gmen t of
expe rienc e to p roj ec t in to th e fu ture i n rel a
tio n to a n ew kin d o f mince m ea t.(^5). S o vivi d are th e se i mages, a n d so all u r
ing, th a t th ey l ea d th e b uye r to m ake m ove
m ent s t owa rd t h e obj ec t ab out whi ch th ey
cent e r. Th e se m ovem en t s a re a very impor
ta n t p a rt o f th e desire. Th ey a re alway s
th ere. An infan t evi nc es a desire fo r a wa tc h
by reachin g t oward it. An a dul t al so h a s a n
imp uls e to reac h ou t a nd touch th e obj ec t
o f his de si re. T ru e, un de r the rep ressive in