They are merely devices for getting the eye or ear of the casual visitor directed toward some other appeal, more strictly an advertisement.

Short Circuit Appeals. Concentrated appeals to one or more specific instincts, feelings, emotions, or ideals of the reader. The attempt here is to influence by simple suggestion; argument and deliberation are avoided, no mention is made of rival products, but some strong feeling is played upon. This short circuit, “human-nature” may be either through reading matter, picture, or arrangement.

Long Circuit Appeal. So-called “reason-why ” copy, which argues, deliberately invites comparison and argumentation, weighing of selling points and advantages. This will usually take the form of text, although other devices may also be frequently employed.

Rationalization Appeal. This fourth type has special psychological interest and is based on a principle which is only recently showing itself in the field of advertising. One of the striking tendencies of human kings is to act, judge, believe, or vote on strictly instinctive, emotional grounds, and then, after the act is committed, to try to justify or defend it by intellectual and logical reasons.
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