The Psychology of…Advertising

–contributed by Emily Gainer.

This month’s Book of the Month continues “The psychology of…” blog series.

This time of year in the United States, most everyone is very aware of advertisements.  The election has dominated our daily lives through TV commercials, flyers, radio ads, yard signs, and bumper stickers for weeks, if not months.  And just when you think you will find relief after Election Day on November 8^th, a new type of advertising takes over – the holidays!

In recognition of this election and holiday season, the November/December book of the month is Walter Dill Scott’s The Psychology of Advertising (1908).

In his introduction, Scott wrote, “advertising has as its one function the influencing of human minds” (page 2).  We may understand that advertisers are trying influence our buying choices during the holidays.  We may not realize how much our own emotions influence our decisions.  When outlining the feelings and emotions involved in advertising, Scott wrote, “In pleasure our minds expand.  We become extremely suggestible, and are likely to see everything in a favorable light” (page 24).  In this book, Scott further outlined suggestibility based on emotions, sympathy, and instincts.

Think of your favorite holiday commercial or print advertisement.  Was it the Folger’s waking up commercials, the Coca Cola polar bears, or the Budweiser Clydesdales?  How did it make you feel?  Keep your eyes – and your emotions – ready for this year’s holiday advertising campaigns.

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I Can Vote!

~ contributed by Jodi Kearns

I am so happy to be able to vote in the 2016 election! My first US federal election was 2012, after naturalizing in 2010. The 2012 and 2016 elections are historical for reasons we all know. I do not take for granted that one hundred years ago my American sisters-in-arms were still fighting for this very right.

After encountering a blog about century-old propaganda postcards against women voting, I wondered if the Cummings Center had any of its own in the David P. Campbell Postcard Collection.

Yes.

[Note: Two days after writing this, I encountered another similar story that shows many of these same postcards you’re about to see.]

These postcards seem to be warning that henpecked and browbeaten men will be forced to look after children, clean house, and do laundry once women can vote: the victims of women’s suffrage. Women are warned about trouble with the law, being unmarriable, and becoming plain-looking [Gasp!].

Women’s Suffrage Postcards from 1900s & 1910s from David P. Campbell Postcard Collection [Click the thumbnails to view.] 

The collection does have a few pro-women’s rights gems, although -honestly- sometimes it’s difficult to tell.

Her hero is campaigning for women’s voting rights, though Cupid seems a little sad.

And postcards celebrating Suffragettes’ victories!

Way to go, Colorado!

It seems feminists have been saying for some time that voting rights are about equality, not domination -rhetoric I still hear.

A message endorsed and approved by the National American Woman Suffrage Association, 1910

Be inspired! I am.

A hundred-year walk from the Capitol to the White House

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