AT T RA C T I N G A T TE N T I O N 39
which i n i t s turn gi ves way to obj ec t C ( a n
a dve rti sem en t of Sl oan ’s linim en t ).
Agai n, such a c ross-sec tion mi gh t b e likene d
to a kal eidoscop e in which minu t e piece s o f
va ri col ored gl as s c on tinually shi ft t h ei r p osi
tion s. Th a t which wa s a t th e c e nte r drift s
marginwa rd a n d vic e versa.
F rom thi s w e see th a t m ovemen t is a c api tal
devic e fo r th e selle r to use, no t m e rely i n in
troducing hi s c omm odi ty in t o t h e cen te r o f
the m en tal stream, b u t al so i n h ol ding i t
t h ere. N o w w e see, a t l ea st in p a rt, th e
m ech anism by whi ch w e gi ve a t tenti on so
sp onta neo usly to selling device s which e m
b o dy m ovem en t : th e army o f ma nikins i n st ore
wi ndow s feveri shly plyin g safety-razors ; th e
displ ay sh oe s a ri dly step pin g i n a n d o u t of
p a n s of wa te r.
Th e m oving elec tri c Si gn offers exc ell e n t
opp ort uni ty for th e expl oit ation of m ovem en t.
I t i s dem onstrably effective. Th e rea de r m ay
t es t him self t o- nigh t a s h e walks down M ai n
st reet. Le t hi m wa tc h him sel f o ut o f th e
c orner o f hi s eye, so t o speak ; a n d h e will fi n d
hi msel f ob servin g th e m ovi n g si gn s al m o st
invariably. H e will b e awa re of th e m fa r to
th e righ t a n d l eft ; eve n of th ose i n th e re ar,
fli ckering i n hi s eye- gl asse s. H e will n otic e,
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