Science: Psychoanalysis in Advertising

It's futile to argue in advertising. So believes Dr. Ernest Dichter, 32-year-old, Vienna-born psychologist. Dr. Dichter is a small, neat, emphatic man who speaks almost perfect English. He studied in Vienna when that city was the No. 1 roosting place for the big birds of psychoanalysis, went to Paris for more study, then back to Vienna for his Ph. D. Two years ago he arrived in the U. S., met a journalist who was fascinated by his ideas and took him to J. Stirling Getchell, Inc., enterprising Manhattan advertisers. In a small, neat Getchell office, small, neat Dr. Dichter now sits...

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