Advance Copy of Paper on Publicity by the Sub-Committee on Publicity (Classic Reprint)

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Excerpt from Advance Copy of Paper on Publicity by the Sub-Committee on PublicityN ow forest preservation is insurance and insurance is good business. We are Offering the public a commodity that must be paid for in money and careful conduct, and we must convince the public that it is worth the price. We must arrest attention, which is being sought by plenty of competitors. We must hold interest when we get it and make good with our argument. All Of this involves a knowledge of exactly the same elements of human nature, Of the same principles of psychological appeal, that must be the foundation of every successful contest against the inertia of humanity, from the wiles of the side-show barker to the trained persuasiveness of the insurance agent and the publicity devices of the modern advertising genius. We may reach the thoughtful minority by calm logic or appeal to public Spirit, but it is the thoughtless majority that we are really after. What we say to these must be not only what he who runs may read, but what he will read, will remember, and will act upon.The average man does not want mere logic. But if you can stop him a moment, and photograph an idea upon his mind in spite Of him, you not only have the idea there where he cannot get away from it, but he is favorably disposed toward the idea itself. For in his mind is also a feeling that it was probably his idea all the time, else he couldn't have responded so quickly - a feeling you don't get when you have to hold a man a prisoner in a corner until you force him to admit rather unwillingly the correctness of your argument.This is not a plea against dignified, scholarly appeal to reason, nor against appeal to high motives of citizenship and responsibility. It is merely the plea that to get a large proportion of our population interested in forest affairs we should adopt methods that experience has proved most effectual in getting its interest in anything else. It is to modern business and political campaigning that we must look for the last word in the psychology Of appeal to human ignorance and indifference. Apply the methods that experts in these lines employ, improving them if you can, and you are probably putting the hardest possible punch behind forest propaganda.About the PublisherForgotten Books publishes hundreds of thousands of rare and classic books. Find more at www.forgottenbooks.comThis book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully, any imperfections that remain are intentionally left to preserve the state of such historical works.