ABSTRACT
Many makers of good articles are hiding their light under a bushel. The cardinal principle by which to explain womankind is paradox. Women want desperately to be different; but at the same time they want to be alike, as the fashion czars know. Some copy writers talk and think as if all women have servants. Localities are different; women of various age-levels react differently. Every woman has about the same reactions when she is in love, when she has a child, and when her feet hurt. She is sensitive, aesthetic, likes cleanliness inordinately; likes delicacy, refinement and tenderness. She is sentimental and fearsome; she is highly practical and personal in her outlook. She is not interested in mechanics or abstract ideas. One of the practical results of some careful analysis prior to preparing advertising to housewives is that family and consumer conditions are often uncovered which can result in important new merchandising slants.
