human
You, Mr. Business-Man! school of direct appeal. It is strictly an advertising property and has long been used to sell merchandise to people who never can resist the flattery of being addressed personally. When used as an advertisement it is usually accompanied by an illustration built along the lines of the pioneer grocery-clerk, pointing a virile finger at you from the page of the magazine, and putting the whole thing on a personal basis by addressing you as
gpt
You, Mr. Rider-in-the-Open-Cars! or
human
You, Mr. Wearer-of-14½-Shirts!