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(Urbana: University of Illinois Press, 1984), 10o; Claude Hopkins, My Life in Advertising and Scientific Advertising (McGraw Hill Professional, 1966).

1. The phrase comes from a speech by JohnWatson in 1935: "Since the time of the serpent in the Garden of Eden influenced Eve and Eve in turn persuaded Adam, the world has tried to find out ways and means of controllinghuman behavior."Tom Farley and Deborah A.Cohen, Prescription for a Healthy Nation: A New Approach to Improving Our Lives by Fixing OurEveryday World (Boston: Beacon Press, 20o5),11o.

1. Martin Kornberger, Brand Society: How Brands Transform Management and Lifestyle (Cambridge, UK: Cambridge University Press, 2o1o), 53; John B. Watson, "Psychology as the Behaviorist Views It," 20 Psychological Review 158-177 (1913), 249.

1. C. James Goodwin, Research in Psychology: Methods and Design (Hoboken, NJ: John Wiley & Sons, 2010).

1. JoelSpring, Educating the Consumer-Citizen: A History of theMarriage ofSchools, Advertising, andMedia (Mahwah,NJ: Lawrence ErlbaumAssociates, 20o8), 51; Farley and Cohen, Prescription for a Healthy Nation, 11o.

1. John McDonough and Karen Egolf, The Advertising Age Encyclopediaof Advertising (Chicago: Fitzroy Dearborn Publishers, 2oo2); Fox, The Mirror Makers,73.

1. Theodore F. MacManus, “The Underlying Principles of Good Copy," in Masters of Advertising Copy (New York: IPL, 2007).

1. Robert E. Ramsay, Effective Direct Advertising: The Principles and Practice of Producing Direct Advertising for Distribution by Mail or Otherwise (NewYork: D. Appleton, 1921); Lisa Rado, Modernism, Gender, and Culture: A Cultural Studies Approach (New York: Routledge, 2009).

1. Linda M. Scott, Fresh Lipstick:Redressing Fashion and Feminism (New York: Palgrave Macmillan, 2005).

1. Harry Tipper, Advertising, Its Principles and Practice (New York: The Ronald Press Co.,1919); Ramsay, Effective Direct Advertising, 554.

1. Denise Sutton, Globalizing Ideal Beauty: How Female Copywriters of the J. Walter Thompson AdvertisingAgency Redefined Beauty for the Twentieth Century (New York: Palgrave Macmillan, 2009), 27.

1. Christine Seifert, Whoppers: History'sMost Outrageous Lies and Liars (New York: HoughtonMifflin Harcourt, 2015).

1. Kerry Segrave, Endorsements in Advertising: A Social History (Jefferson, NC: McFarland, 2005).

1. Alan Brinkley, The Publisher (New York: Alfred A. Knopf, 2o1o).

1. Motion Picture,Vol. 27, 1924, 67. For more information about AlvaBelmont, see Sylvia D. Hoffert, Alva Vanderbilt Belmont: Unlikely Champion of Women's Rights (Indianapolis: Indiana University Press, 2012).

1. Ladies’ Home Journal, Vol. 43, Part 2, 1926, 53.

1. Inger L. Stole, Advertising on Trial: Consumer Activism and Corporate Public Relations in the 1930s (Urbana: University of Illinois Press, 2005), 31.

第5章 隐藏在科学的外衣之下

I. Stephen R. Fox, The Mirror Makers: A History of American Advertising and Its Creators (Urbana: University of Illinois Press,1997), 115.

1. John Gunther, Taken at the Flood: The Story of Albert D. Lasker (New York: Harper,

196o). While Gunther cites the advertising budget to have been \$19 million in 1931,

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