. Journal of electricity. odsand continue in the pursuit of liberty and happiness,but that transaction comprises the first recorded ap-plication of a great principle which plays a part inalmost every sale of electrical devices—the one ofrelative values as between service and money. Andthough we may question its ethics as applied byJacob it now constitutes the one legitimate genuinebargain principle of modern, honest salesmanship. Like Jacob we endeavor to make other consid-erations outweigh the one of a certain number ofpieces of money. We offer the housewife a suctioncleaner. Perhaps our pric
. Journal of electricity. odsand continue in the pursuit of liberty and happiness,but that transaction comprises the first recorded ap-plication of a great principle which plays a part inalmost every sale of electrical devices—the one ofrelative values as between service and money. Andthough we may question its ethics as applied byJacob it now constitutes the one legitimate genuinebargain principle of modern, honest salesmanship. Like Jacob we endeavor to make other consid-erations outweigh the one of a certain number ofpieces of money. We offer the housewife a suctioncleaner. Perhaps our price is $35. To make themoney appear insignificant by contrast we elaboratethe satisfaction and convenience which possessionof the cleaner will give until finally the machineappears more desirable than the coin; then we swappossessions. If we have not misrepresented—andmisrepresentation is a confession of mental pov-erty—we have conferred a favor upon our customerby arousing her imagination until she makes It is as though two moving picture films, oneof the $35 and the other of the cleaner, were beingprojected upon a screen at the same time. Neitherwould stand out clearly enough to be identified. Assalesmen we endeavor to shut the light off the ma-chine which is projecting the money so that nothingbut the device will be distinguished. We first seekto accomplish this by substituting for a mere pictureof the device itself, one of it in use in her own study our lady and decide quickly,—and letshope unerringly-—whether a saving in time or laborwill more strongly appeal to her. Or it may be Your task as an ad-vertiser is to make thepicture of the dollarsign which is in thecustomers mind, fadeout and leave only thevivid impression of thecomfort she is going toget out of her electriciron or vacuum cleaner. because a neighbor has one, or perhaps she feelsthat the baby gets too much nutriment out of ahandswept carpet. We dont, however, throw on allof these
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Keywords: ., bookcentury1900, bookdecade1910, bookidjo, booksubjectelectricity
