Review of Psychology of Advertising

Abstract

Reviews the book, Psychology of Advertising by Harold E. Burtt (1938). A critical summary of the more recent experimental literature on the psychology of advertising has been lacking, but now this necessity has been met. Dr. Burtt, due to his experience in teaching and experimentation in the field was the logical person to write such a text. In general, the chapter titles follow those of former books on the psychology of advertising, including topics such as the prospect's wants, instincts and desires, long-circuit appeals, attention and size, position of the advertisements, color, and the like. A notable addition, however, includes a chapter on radio as an advertising medium. Dr. Burtt's style makes for easy reading, and the careful outlining of the chapters and subtopics allows one to follow the author's trend of thought easily. The topics are very extensive, and are dealt with fairly intensively. (PsycInfo Database Record (c) 2025 APA, all rights reserved)