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1Author:  Scott, Walter Dill, 1869-1955Add
 Title:  The Psychology of Advertising  
 Published:  1997 
 Subjects:  University of Virginia Library, Text collection | UVA-LIB-Text 
 Description: THE only method of advertising known to the ancients was the word of mouth. The merchant who had wares to offer brought them to the gate of a city and there cried aloud, making the worth of his goods known to those who were entering the city, and who might be induced to turn aside and purchase them. We are not more amused by the simplicity of the ancients than we are amazed at the magnitude of the modern systems of advertising. From the day when Boaz took his stand by the gate to advertise Naomi's parcel of land by crying, "Ho, . . . turn aside," to the day when Barnum billed the towns for his three-ringed circus, the evolution in advertising had been gradual, but it had been as great as that from the anthropoid ape to P. T. Barnum himself.
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