What therefore should the advertiser do to create a commercial 'entity,' a 'tea' which men can think and feel about?
A hundred years ago he would have made a number of optimistic and detailed statements with regard to his opportunities and methods of trade.

He would have printed in the newspapers a statement that 'William Jones, assisted by a staff of experienced buyers, will attend the tea-sales of the East India Company, and will lay in parcels from the best Chinese Gardens, which he will retail to his customers at a profit of not more than five per centum.' This, however, is an open appeal to the critical intellect, and by the critical intellect it would now be judged.

We should not consider Mr.
Jones to be an unbiassed witness as to the excellence of his choice, or think that he would have sufficient motive to adhere to his pledge about his rate of profit if he thought he could get more.
Nowadays, therefore, such an advertiser would practice on our automatic and subconscious associations.

He would choose some term, say 'Parramatta Tea,' which would produce in most men a vague suggestion of the tropical East, combined with the subconscious memory of a geography lesson on Australia.

He would then proceed to create in connection with the word an automatic picture-image having previous emotional associations of its own.