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Alice Hermann and the Beginnings of the Psychology of Advertising

Summary/Abstract: Alice Hermann was a versatile theoretical and practical psychologist: before the war she was a psychoanalyst of the Budapest School, who also dealt with experimental psychology and the psychology of giftedness, after the war she worked in the field of educational psychology and kindergarten pedagogy. It is a little known fact that Hermann Alice can be considered the first Hungarian psychologist of advertising. In 1927 she published a book on the psychology of advertisement, and in the thirties she published regularly in the monthly magazine Reklámélet (Advertising). The interdisciplinary nature of the field met with her diverse background and interests; she applied several psychological trends and methodologies in the analysis of advertisements. The study reveals this slice of Alice Hermann’s oeuvre, paying special attention to her writings on women and advertisement and her implied view of women and society.

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