Big business studies every move which may express its true personality. It seeks to tell the public, in all appropriate ways, by the direct advertising message and by the subtlest aesthetic suggestion, the quality of the goods or services which it has to offer. A store which seeks a large sales volume in cheap goods will preach prices day in and day out, concentrating its whole appeal on the ways in which it can save money for its clients. But a store seeking a high margin of profit on individual sales would try to associate itself with the distinguished and the elegant, whether by an
...more
