Propaganda

he may do, for example, by organizing an exhibition of period music rooms designed by well known decorators who themselves exert an influence on the buying groups. He enhances the effectiveness and prestige of these rooms by putting in them rare and valuable tapestries.

Because he has decided that he wants the commodity called locomotion more than he wants the commodity called music? Not altogether. He buys a car, because it is at the moment the group custom to buy cars.

If, for instance, I want to sell pianos, it is not sufficient to blanket the country with a direct appeal, such as:
“YOU buy a Mozart piano now. It is cheap. The best artists use it. It will last for years.”
The claims may all be true, but they are in direct conflict with the claims of other piano manufacturers, and in indirect competition with the claims of a radio or a motor car, each competing for the consumer’s dollar.