Review of Advertising and its Mental Laws

Abstract

Reviews the book, Advertising and its Mental Laws by Henry F. Adams (see record 2005-04163-000 ). The preface states that "this book is intended for students of the psychology of advertising though much of the material which is contained in it will undoubtedly be of benefit to the man who is in the practical side of advertising." Three chief aims are stated: First, "to present in simple language the basic facts and principles of psychology which are related to advertising and to point out the application of the principles." Secondly, "to reduce the complexity of a printed advertisement to its elements and to show with mathematical exactness the effect of the various elements." Thirdly, to point out the close agreement between the results of laboratory experiments and "the results of advertising campaigns in which similar problems have been involved." The reviewer contends that as a whole, the main purposes of the book as set forth in the preface have been achieved. (PsycInfo Database Record (c) 2025 APA, all rights reserved)