ing to do
chiefly with the selling of goods. Students of the psychology of
advertising have, by experiment, determined many principles that govern
people when reading newspapers and magazines, principles having to do
with size and kind of type, arrangement and form, the wording of an
advertisement, etc. The object of an advertisement is to get the reader
interested in the article advertised. The first thing is to get him to
_read_ the advertisement. Here, various principles of attention are
involved. The next thing is to have the _matter_ of the advertisement of
such a nature that it creates interest and remains in memory, so that
when the reader buys an article of that type he buys the particular kind
mentioned in the advertisement.

In salesmanship, many subtle psychological principles are involved. The
problem of the salesman is to get the attention of the customer, and
then to make him _want_ to buy his goods. To do this with the greatest
success demands a profound knowledge of human nature. Other things being
equal, that man can most influence people who has the widest knowledge
of the nature of people, and of the factors that affect this nature. The
successful salesman must understand human feelings and emotions,
especially sympathy; also the laws of attention and memory, and the
power of suggestion. A mastery of the important principles requires
years of study, and a successful application of them requires just as
many years of practice.

The last paragraph leads us to a consideration of the general problem of
influencing men. In all occupations and professions, one needs to know
how to influence other men. We have already discussed the matter of
influencing people to buy goods. People who employ labor need to know
how to get laborers to do more and better work, how to make them loyal
and happy. The minister needs to know how to induce the members of his
congregation to do right. The statesman needs to know how to win his
hearers and convince them of the justice and wisdom of his cause.
Whatever our calling, there is scarcely a day when we could not do
better if we knew more fully how to influence people.

=Industry.= The service of psychology here is four-fold: (1) Finding what
men are fitted for. (2) Finding what kinds of abilities are demanded by
the various trades and occupations. (3) Helping the worker to understand
the psychological aspects of his work. (4) Getting the best work out of
the laborer.

_F