Review of General types of superior men.
The book contains ten chapters which may well be grouped into six divisions as follows.(
Knowledge that Transforms
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Review of The Mastery of Nervousness Based upon Self Reeducation.
Rate of improvements of the feeble minded as shown by standardized educational tests.
A note on mental tests for normal boys.
The training course for psychological examiners at Cornell University.
A note on mental peculiarities as symptoms in stuttering.
A new picture completion test.
The relation of mental age to chronological age as determined by certain individual and group tests.
The value of relevancy in advertisement illustrations.
If relevancy be defined as the portrayal (in the illustration of the advertisement) of the ultimate usefulness of the article advertised, how closely should relevancy be adhered to in the average non-trade, non-professional magazine?This paper contains the data obtained in an effort to answer scientifically this question.Objectively this question is of importance because it bears upon the construction of advertisements to the end that they may be brought to a high standard of efficiency (which means that they i are economical in terms of money expended and money received resultant from an original outlay), and it is of importance therefore to the advertiser, the publisher, and the reader.Subjectively this matter bears upon the average amount of subject-matter retained out of the advertising aggregate seen by the reader of these so-called popular magazines.Psychologically it bears relation to the number of steps of progressive thinking that the average reader will make, or to the duration of the effort that he will make, to connect an article as shown in a magazine advertisement with himself; or, in other words, relevancy in illustrations is closely related to the pulling power of an advertisementIn making these tests the mam dependence for material was placed upon two copies of the Saturday Evening Post,one of the issue of December 2, 1916 and the other of the issue of March 24, 1917 The bindings of these magazines were cut, and full-page advertisements selected from other issues were inserted in their proper page places, that is, the selected advertisement was inserted after page 64 of the test magazine if it was numbered 65 in the magazine from which it was taken.In this way no cue to the insertion of any pages was given to the subjects It is needless to say that the inserted advertisements were chosen because they were clearly relevant or irrelevant, as the case may be.The pages of the new magazines were then fastened together with heavy spring-clips.