Through The Looking Glass And What Alice

ADVERTISING'S FIFTEEN JIB FOWLES* BASIC APPEALS

through into the Alice in Wonderland territory behind the looking glass, which is the world of subrational impulses and appetites ." An advertisement communicates by making use of a specially selected image (of a supine female, say, or a curly-headed child, or a celebrity) which is designed to stimulate "subrational impulses and

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