?:/(+**:-$2&!($'0"0$/($<'0$9&;<;7"/9<-$:&"$80(</&($ ;&80<'/(=$<'+<$8+:$'0*9$80$;&*.0$&(0$&>$8:$ 9"&$*08;#$ ':$2/2(%<$:&"$$0=/($:&""$*0<<0"$!/<'$6$ $"<$!'+<%;$<'0$";0#$&(:$+2.0"</;/(=$8+($!'&$/;$ ="/*<:$&>$90"90<"+</(=$;"7'$2"/.0*$+;$:&"$'+.0$;0(<$ 80$'+;$;&80<'/(=$!"&(=$!/<'$'/;$802"**+$ &$*&(=+<+#$(&"$2&(%<$(002$+$*0<<0"$=/./(=$&""$*+<0;<$ 2&/(=;#$ '+<$:&"$(002$/;$+$-"+"<$&>$/&2/(0$/($:&""$ <':"&/2$=*+(2#+
Now, if people who devote their lives to advertising and who pose as experts in the art of influencing people to buy - if they write a letter like that, what can we expect from the butcher and baker or the auto mechanic? Here is another letter, written by the superintendent of a large freight terminal to a student of this course, Edward Vermylen. What effect did this letter have on the man to whom it was addressed? Read it and then I'll tell you.
&#$;0"0=+%;$.&(;-$1(7#$ <=$:"&(<$.<#$ )"&&,*:(-$'#(#$>><?>$ &<<0(</&(4$!"#$12!+"2$80"8:*0($ $ 00(<*080(4$ $
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