Advertising Literacy

The founding book of advertising psychology, by the first psychologist to study ads in the lab. Scott explains how attention, memory, suggestion, habit and emotion decide whether an ad works.

Walter Dill Scott

Scott's first book on how the principles of psychology apply to advertising. It studies perception, association of ideas, illusions and the direct command, with real ads from the period as examples.

Walter Dill Scott

A psychologist explains how buyers respond to ads and sales talks: attention, interest, persuasion and the value of each appeal. It is based on lectures given to the Advertising Men's League of New York.

Harry L. Hollingworth

An experimental study of what makes an ad noticed and remembered. Adams tests size, position, color, repetition and illustration, and turns the results into practical rules for advertisers.

Henry Foster Adams