these egghead intellectuals about women shopping around the country? how can they understand a mass public? they can overcome. yes, we are unrepresentative, but the best way to do this is to market research, focus on the audience and not on us, figure out the hopes and fears of those people, to meet their desires or create those desires, and to use science to back up ideas, use behavioral psychology and market polling and figure out what people want. so they said all of that data and science help them overcome their own inherent prejudice. they are not quite successful. you can advise that they are there. it is interesting. what they thought the consuming public wanted is interesting. they are trying to use new tactics, the old tactics don't work. they can't go door-to-door anymore, cities make that impossible. they need mass communication somehow, and they need to reach out to people with different backgrounds. one of the ways they do this is with something we are familiar with, brand names. the first three decades of the 20th century have a golden ag