HARRY HEPNER based on Edward Bernays writings and marketng/propgand principles, 3 student workbooks by Syracuse U. student 1930s

[1930s WORKBOOKS NEW MARKETING/AD TECHNIQUES re: Edward Bernays] THREE WORKBOOKS BY A SYRACUSE UNIVERSITY STUDENT IN A BUSINESS CLASS TAUGHT BY PROFESSOR HARRY HEPNER based on Edward Bernays writings on mass communication, propaganda, consumerism and marketing, and business practice, manila covers, brass tacks binding pages internally, 8-1/2" x 11", student's name handwritten in upper right corner of each workbook, throughout the workbooks mostly folded color and black-and-white ads clipped from popular periodicals of the day (1) PSYCHOLOGY OF ADVERTISING, Exercise I, Professor Hepner, [name of student], March 1, 1931, 29 black-and-white clipped ads from periodicals affixed on right-hand/rector pages only with source of ad variously Cosmopolitan, Saturday Evening Post, and American Mercury typed at top of page and typewritten notes on size of ad overall and the size of the coupon that is a part of the ad underneath each, with chart in front comparing size of ad vis-a-vis size of the coupon and note the ads, first workbook is a study of the use of coupons in advertising as technique for interacting with readers/prospective consumers and stimulating sales, in red pencil on title page "See Ex one, item 7" presumably by professor Hepner…(2) PSYCHOLOGY IN ADVERTISING, Exercise II, Professor Hepner, [name of student], March 6, 1931, 10 color ads clipped ads from periodicals affixed on right-hand/recto pages only, two typed pages in front "Results of Test for Recall Value of Coupons" and "Suggestions for Increasing the Recall Value of the Coupon"…(3) PSYCHOLOGY IN ADVERTISING, Assignment, Attention-Getting Factors, Professor Hepner, [name of student], April 15, 1931, 31 color and black-and-white ads affixed on right-hand/rector pages only with ink handwritten notes on major technique for the ad at top (Size, Motion, Position, Color Contrast, Repetition, Perspective, Novelty, Comic) and between four and seven "Other Factors Present" identified below (secondary use of major factors plus human interest, illustrations, etc.)…one-of-a-kind item contemporaneous with the work and the influence of Edward Bernays, identifying coupons and other techniques and factors as practical examples of Bernays' teaching; NOTES: HARRY WALKER HEPNER, 1893-1984, Cornell U., Harvard U., Syracuse U., Personnel officer, United States Army, 1917-1918; personnel researcher, Kaufmann's Department Store, Pittsburgh, 1918; personnel researcher, Philadelphia Company & Affiliated Corporation, Pittsburgh, 1919; personnel researcher, Goodyear Tire & Rubber Company, Akron, Ohio., 1920; instructor psychology, Syracuse University, 1921-1924; assistant, associate professor psychology, Syracuse University, 1924-1935; professor, Syracuse University, from 1935, author of books on psychology in business and personal life and relationships (online sources); the author of PSYCHOLOGY APPLIED TO LIFE AND WORK (Prentice-Hall, NY, 1941), EFFECTIVE ADVERTISING (McGraw-Hill, NY, 1941), and other works on marketing techniques, psychology, and human relations influenced by the ground-breaking Edward Bernays in the fields of communication, business, media, and mass culture…Bernays and Hepner appeared together as authors of articles in the January i, 142, issue of Journal of Marketing; The Marketing of National Policies: A Study ofWar Propaganda by Bernays, and Book Review: Ten Points for Advertisers by Hepner) (various online sources); EDWARD LOUIS BERNAYS, 1891-1995, American theorist, considered as pioneer in the field of public relations and propaganda, referred to in his obituary as "the father of public relations…named one of the 100 most influential Americans of the 20th century by Life magazine…subject of a full-length biography by Larry Tye called The Father of Spin (1999) and later an award-winning 2002 documentary for the BBC by Adam Curtis called The Century of the Self. (wikipedia)…nephew of Sigmund Freud born in Vienna…CRYSTALLIZING PUBLIC OPINION (Boni and Liveright, NY, 1923) and especially PROPAGANDA (Horace Liveright, NY, 1928) marked the beginnings of the revolution Bernays brought to communications in the media, government, business, and other areas of modern society; PROVENANCE: acquired at an estate sale in the New York City area; CONDITION: well-preserved, minimal wear, about 1" tear at top of April 15, 1931, workbook. keywords: consumerism, marketing, business history, Edward Bernays association, modern advertising.