By R. Glasser

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Sample text

After the First World War, in the twenties, we see clearly a changed mood. Not much is said about the belief in a natural harmony. No longer was a claim for a shorter working day, and consequent leisure, put forward on the principal grounds of natural justice. The new line was one of sheer business bargaining. The workers had a product to offer and they would bargain for a price for it, and by implication for their leisure, on a market basis like any other business interests. The relationship between the users and the suppliers of labour was seen in straight commercial terms.

Advertising, suitably analysed, can give insights into the states of mind prevalent in the market. The creators of an advertising campaign must present a view which is in tune with that of the people aimed at if the marketing of the particular product is to continue successfully. Advertising reflects also the attitudes of the many people whose activities are part of the persuasion process, being themselves part of the community at whom the advertising is aimed and sharing in its outlook. Their sensitivity to the environment is part of the process of selecting and presenting persuasive themes, aided, of course, by sophisticated market-sounding methods.

FRUIT MACHINEr and then going on to hint at the joys of staying up late at night playing with 'his new toy', his personal one-arm bandit. Advertising, suitably analysed, can give insights into the states of mind prevalent in the market. The creators of an advertising campaign must present a view which is in tune with that of the people aimed at if the marketing of the particular product is to continue successfully. Advertising reflects also the attitudes of the many people whose activities are part of the persuasion process, being themselves part of the community at whom the advertising is aimed and sharing in its outlook.

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