Date of Award


Degree Type

Bachelors Essay

Degree Name

Bachelor of Arts (BA)


Business Administration


In this thesis, the writer studied the appeals of advertising and the psychology that lies behind them. An attempt was made to dis­ cover what the appeals are based on and the processes that are related to the presentation of the appeals.

The different chapters of the books, given in the Bibliography, were read and notes taken on everything read. From the material thus com­ piled, opinions were assorted and wherever neces­sary, differences in opinion were mentioned. Whatever was believed to need explanation was made clearer by taking examples from the Saturday Evening Post.

This thesis was written with the aim of compiling the principles that are involved in the appeals of advertising, as discussed by authorities in the advertising world, rather than collecting the material from actual advertisements.


A thesis submitted to the faculty of the College of Journalism of Marquette University in partial fulfillment of the requirements for the degree of Bachelor of Philosophy