Abstract
During the past two world wars, some of the best brains in the advertising world participated in framing appeals calculated to bring about maximal purchase of war bonds on the part of the public. In spite of the fact that the aim in both cases was almost identical, the type of appeal used during the war just past was very different from that used thirty years ago, the principal difference consisting in a sharp drop in the number of appeals based on idealism. Does this indicate a change in the relative power of certain symbols in our society, does it signify a change in the theory of advertising, or have both these shifts taken place? This we cannot answer definitely, but in either case the observed change in emphasis is one which suggests wide implications. The author is a member of the staff of the Bureau of Applied Social Research of Columbia University.
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