The psychology of advertising Author:Walter Dill Scott Purchase of this book includes free trial access to www.million-books.com where you can read more than a million books for free. This is an OCR edition with typos. Excerpt from book: Ill THE FEELINGS AND THE EMOTIONS We all know what is meant by pleasure and pain, by joy and grief. These feelings and emotions are not better understood ... more »after we have attempted to define them. They are known only by experience, and we are all familiar with them. In the present chapter we are interested in the effect which pleasure and pain and the different emotions have upon the mind and the body of the person experiencing them. These effects are not sufficiently recognized and yet they are of special significance to the advertiser. For the sake of brevity we 'shall use the word pleasure not merely to express such simple pleasures as tasting an appetizing morsel, but also to express such pleasurable emotions as joy, love, benevolence, gratitude, pride, etc. The word pain or displeasure will likewise be used to express simple painful sensations and also emotions which involve pain, such as fear, hate, jealousy, antipathy, etc. Every pleasurable and every painful experience has a direct reflex effect on the bodily functions and also on the action of the mind. These ef- Effects of ,. ., , , . fects are widespread and important. , p . Some of these changes, even though significant. are not directly detected without the use of delicate recording instruments.Pleasures actually cause the limbs to increase in size, and, accompanying the physical change, is a feeling of expansiveness which serves to heighten the pleasure. With pain the limbs shrivel in size, and this is accompanied by a feeling of depression. Under the influence of pleasure the efficiency of the heart-action is greatly enhanced. This increase of blood supply gives us a feeling of buoyancy and increased vitality, which greatly enhances the already pleasing experience. Displeasure, on the oth...« less