An experimental study to determine the relative effectiveness of certain forms of support

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AN EXPERIMENTAL STUDY TO DETERMINE THE RELATIVE EFFECTIVENESS OF CERTAIN FORMS OF SUPPORT

A Dissertation Presented to the Faculty of the Department of Speech University of Southern California

In Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy

by John Arthur G-rasham June

1950

UMi Number: DP31970

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T h is d is s e rta tio n , w r it t e n by ......... J O M . A R m y R . G I ^ S M ________ ______ u n d e r the g u id a n c e o f h. i s — F a c u lt y C o m m itte e on S tudies, a n d a p p r o v e d by a l l its m em b ers, has been p re se n te d to a n d accep ted by the C o u n c i l on G ra d u a te S tu d y a n d Research, in p a r t i a l f u l ­ f i l l m e n t o f re q u ire m e n ts f o r the degree o f DOCTOR

OF

P H IL O S O P H Y

Com m ittee on Studies

C hairm an

ACKNOWLEDGEMENTS The writer wishes to express his appreciation to the large number of individuals who have cooperated with him and assisted him in bringing this study to its conclusion. Special thanks are extended to Dr. Milton Dickens, Acting Chairman of the Department of Speech at the University of Southern California*

It was Dr. Dickens who inspired this

study and devoted many long hours to the guidance ofit. To the other members of my committee appreciation

is

also extended for the suggestions which they have offered. Assisting with the study were a large number of grad­ uate students and teachers associated with the Department of Speech who devoted a great deal of time and effort to certain aspects of the experiment.

Their cooperation is also appre­

ciated. The staff of the Radio Department of the University of Southern California aided greatly in making this study pos­ sible. . Mr. William Sener, Chairman, made the facilities of his department available, and gave personal advice and help. Miss Marilyn Miller of the KUSC staff contributed several im­ portant ideas relative to the content of materials to be included in the experiment.

Miss Leona Wilson, Instructor

in Radio Writing, required students of her classes to assist in the preparation of passages used in the experiment* Miss Wilson,

To

Mr. Sener, and all of the students in Radio #10

cooperated so completely, thanks are offered. Special appreciation is also extended to Mr. E. W. Doran, Chairman of the Department of. Speech at Los Angeles City College, to the members of his staff, and to.the students in his department who devoted time and effort to the experi­ mental phases of the study. To the faculty and students of the University of Southern California and Los Angeles City College, and to other individuals who have contributed advice, inspiration, and assistance, gratitude is again extended. Los Angeles, California June, 1950

John A. Grasham

TABLE OF CONTENTS CHAPTER I.

PAGE

INTRODUCTION TO THE PROBLEM AND REVIEW OF THE 1

LITERATURE.................... Introduction to the problem

• . .

•

1

. • • • •

1

Ancient speakers concerned with speech structure

• .......

Modern speakers concerned with speech structure Importance

* . . . . ........... of speechbrevity

Review of the literature

. . . .

...........

................ .

1

2 3

Forms of support not modern developments • . Arthur E. Phillips and the forms of support.

5

Charles Henry Woolbert and the forms of support

. . . . . ....................

5

Lew Sarett and William Trufant Foster and the forms of support

................

Alan H. Monroe and the forms of support

. •

6

7

A. Craig Baird and Franklin H. Knower and the forms of support

• . * . • • • • • •

7

William Norwood Brigance and the forms of support

II.

.......................

8

Many points of view about forms of support •

8

Organization of the remainder of dissertation.

9

STATEMENT OF THE PROBLEM AND DEFINITIONS OF TERMS U S E D ........ *......................

11

V

CHAPTER

PAGE The problem............. . . .............. Statement of the problem

* .............. *

Definitions of the terms used • Forms of support

III.

11 11

.........• .

12

. . . • • • ............ *

12

Retention................

13

Factual materials • • .................. .

13

Descriptive materials................

1I 4.

Commercial materials.................

15

Nonsense materials..................

16 17

METHOD AND PROCEDURES.................. Selecting the forms of support..... .........

17

Criteria for selecting the ftforms of support" Definitions of forms of support

u s e d ...

17 18

Choosing materials about which to write • • • •

18

Imaginary city was "created". . . . . . . .

19

Selecting materials about which "descriptive" passages were written

...........

19

Selecting materials about which "Commercial" passages were written...............

20

Selecting materials about which "nonsense" passages were written . ........... .

21

Choosing names for the places and products described

............

21

Choosing names for "descriptive" and "com­ mercial" materials

.............. . .

21

vi CHAPTER

PAGE Choosing names for "nonsense” materials • . Preparing the v/ritten materials • ....

23 25

Selecting the passages for use in the ex­ periment

..............

25

Identifying the predominant form of support

25

Rating the passages for effectiveness

26

•• ♦

Choosing passages of approximately equal effectiveness ........................ Eliminating the factor of ’’position”

28

. .• .

29

Making final preparations for presentation of material

.........................

33

Conducting the experiment................ Playing the tape recording

...........

36

Administering the tests............ Comparing the groups of subjects

• ...••

Comparing the groups for differences Reviewing the examination papers

36

37

* • •

37

• ••.••

L|.0

Reviewing tests administered immediately after playing of transcription . .

.. .

I4-O

..

I4.O

Reviewing tests administered one week after playing of transcription . . IV.

.

PRESENTATION AND INTERPRETATION OP DATA . . . . Effectiveness in descriptive materials Rank in effectiveness..............

Ml

...

Lj.6 1+6

vii1 CHAPTER

PAGE Comparison for significant differences in effectiveness •

I4.6

Effectiveness in commercial materials

«• • .

Rank in effectiveness • • • • • • • • • • •

I4.8 I4.8

Comparison for significant differences in I4.9

effectiveness............ Effectiveness in soap commercials.........

$0

Rank in effectiveness..................

50

Comparison for significant differences in effectiveness....................... Effectiveness in nonsense materials •

52

•. • •

52

. .

52

Rank in effectiveness

.Comparison for significant differences in effectiveness............. . .........

5b

Effectiveness in descriptive materials com­ pared with effectiveness in commercial materials......................... .

.

Rank in effectiveness • • • • • • • • • • »

5^45b

Comparison for significant differences in effectiveness ............. . . . . . .

56

Effectiveness in descriptive materials com­ pared with effectiveness in nonsense materials • . • • • • • •

...............

Rank in effectiveness..................

60 60

viii CHAPTER

PAGE Comparison for significant differences in effectiveness •

60

Effectiveness in commercial materials compared with effectiveness in nonsense materials

• •

Rank in effectiveness.................... *

67

6-7

Comparison for significant differences in effectiveness

.....

68

Effectiveness of various forms of support com­ pared when used in commercial., descriptive, and nonsense materials• • • • • • • • • • •

711-

Rank in effectiveness

711-

Comparison for significant differences in effectiveness » . . • • . • • • • • • • • •

jl\.

Combined effectiveness of various forms of sup­ port compared when used in five groups of materials......................... Rank in effectiveness

76

...*•

j6

Comparison for significant differences in effectiveness.......................... *

77

Consistency of effectiveness of forms of sup­ port compared on original test and

onre-test

79

Term "no support" is a misnomer.............

80

Nonsense materials not wise choice for use in experiments of this"*type

...............

82

CHAPTER V.

PAGE

SUMMARY, CONCLUSIONS AND POSSIBILITIES FOR FUTURE RESEARCH Summary

..............

.........................

Conclusions

.........

.....................................

APPENDICES...................................... APPENDIX A.

Instructions for Students Preparing Copy

APPENDIX B.

Passages for Identification as to Forms

of Support APPENDIX C.

• • .........

98 99

133

Instructions to Subjects Rating the Forms ..........

136

Tables on Effectiveness Ratings of Pas­

sages Selected for Judgment............. • • • • APPENDIX F.

9$

How nForms of Support11 were identified

of Support for "Effectiveness” APPENDIX E.

91

112

by 15 Graduate Students Judging 132 Dittoed Passages APPENDIX D.

8 I4. 88

Possibilities Tor future research ........... BIBLIOGRAPHY

8I 4.

138

Copy of Material as Finally Compiled and

Played to over $00 Subjects who were subsequently tested upon the C o n t e n t ............................

APPENDIX G.

1 I4I4-

Instructions to be Read to Students Who

are to hear Transcription APPENDIX H.

Multiple-Choice Recognition Test . . . .

APPENDIX I.

Table showing Application of Chi 2 For­

133 l^lj.

mula to Determine Whether Test Groups have only chance Differences

1$6

X

PAGE APPENDIX J.

Tables Comparing Relative Effectiveness

of Various Forms of Support • • • • • • • • • . « • APPENDIX K.

lf?7

Table Showing Determination of Coeffi­

cient of Correlation Betmreen Original Test Scores and Re-Test Scores of Students Taking MultipleChoice Examination

••••••«

............ * .

176

LIST OP TABLES

TABLE I*

PAGE Names, Their Frequencies, and the Items and Pro­ ducts with which They .Were Paired . . . . . . .

II.

Comparison of Means of Effectiveness for Five Different Groups of Passages. Used • • * . • • • "

III.

31

Comparison of Composite Means of Effectiveness for Five Different. Groups of Passages Used

V.

30

Comparison of Means of Effectiveness for Five Different Forms of Support Used • • . . . . • •

IV.

2Ljl

. .

32

Rotation Scheme for Changing Order of Presenta­ tion of Materials and Forms of Support Played to Five Groups of Subjects

VI.

•

..............

3^4-

Number of Correct Responses to Twenty-Five Item Multiple Choice Examination by Five Groups of Subjects (535 p e o p l e ) .........................

VII.

38

Number of Correct Responses to Twenty-Five Item Multiple Choice Examination by Five Groups of Subjects (501 people)

VIII.

♦ . . . . . . . . . . . .

39

Effectiveness, of. Various Forms of Support Com­ pared When Used in Descriptive Materials

...

I4.7

IX. . Effectiveness of Various Forms of Support Com­ pared When Used in Commercial Materials • . • . X.

5l

Effectiveness of Various, Forms of Support Com­ pared When Used in Soap Commercials . . . . . .

53

xii TABLE

XI#

PAGE Effectiveness of Various Forms of Support Com­ pared When Used in Nonsense Materials

XII*

•• ••

•

55

Effectiveness of Various Forms of Support Used in Descriptive Materials Compared with Effec­ tiveness of Forms of Support Used in Commercial Materials . . ................• • • • • • • • • •

XIII*

59

Effectiveness of Various Forms of Support Used in Descriptive Materials Compared with Effective­ ness of Forms of Support Used in Nonsense Materials

XIV*

..........................♦

.*

.

66

Effectiveness of Various Forms of Support Used in Commercial Materials Compared with Effective­ ness of Forms of Support Used in Nonsense M a t e r i a l s ..................... . ..............

XV.

73

Effectiveness of Various Forms of Support Com­ pared When used in Commercial, Descriptive, and Nonsense Materials

XVI.

..............

75

Comparison of Combined Effectiveness of Various Forms of Support Used in Five Groups of Materials • • • • • • • • • • • • • • .

XVir.

••' 1368a, Translated by Rhys Roberts •'

Sarett, Lew and William Trufant Foster, Basic Principles of Speech. Cambridge, Mass.-: Houghton Mifflin 'Oompany, tEe Riverside Press, 1936. 577 pp. Soper, Paul L., Basic Public Speaking. versity Press^ 1549* 354 PP*

New York: Oxford Uni­

The 1 9 4 ® Radio Annual, edited by Jack Alicoate, Copyright 1 9 4 8 by Radio Daily, 1501 Broadway, New York 18, New York Thompson, A. R., Handbook of Public Speaking. per and Bro thers, 1949• 177 pp.

New York: Har­

97 Thomssen, Lester and A* Craig Baird, Speech Criticism* York: The Ronald Press Company, 194^• '5'k^ PP ♦

New

Waller, Judith C*, Radio— The Fifth Estate * New York: Houghton Mifflin Comp any, 19M 5* ^ 3 PP* Webster1s Collegiate Dictionary, Fifth Edition* Massachusetts, 1939* PP*

Springfield,

Wolfe, Charles Hull, Modern Radio Advertising* New York: Funk, in association with Printers* Ink Publishing Company, 1 9 ^-9 * Woolbert, Charles Henry, Fundamentals of Speech (revised by Joseph F* Smith)* New York: Harper and Brothers, 193^*

B.

PERIODICAL ARTICLES

Life, December 19^-7 to September 19^-8, forty consecutive issues* Mencken, H. L*, tfOur Most Popular Names,” Science Digest, July 19^8, Vol. 24, No. 1, pp. 52-55.

APPENDICES

99 APPENDIX A INSTRUCTIONS FOR STUDENTS PREPARING COPY By completing this assignment you will not only re­ ceive credit for an exercise in radio writing, but will also be participating in an experiment which has been selected for study and report in a doctoral dissertation* Please follow directions as carefully as possible because the ffcopyft which you develop will be used in the experiment to determine the comparative effectiveness of certain "forms of verbal sup­ port" in a speaking situation* I*

FORMS OF SUPPORT —

DEFINED

Alan H. Monroe defines the forms of support as "The types of speech material which are used to amplify, clar­ ify, or prove a statement, in order to make it more illuminating or convincing to an audience." They are verbal devices which help one to comprehend an idea. II.

FORMS OF SUPPORT TO BE USED IN THE STUDY A*

Testimony -- Testimony may be defined as a statement of someone else used to support the ideas of the speaker* 1.

Example of "commercial" copy using testimony: "When asked which cigarette was his favorite, John Jones, famous tobacco auctioneer, said, "Elephants." "For 25 years," said John Jones, "I have seen which company pays the most for the choicest tobaccos. The manufacturers of Elephant Cigarettes buy the best. Thatfs why I smoke Elephants."

2.

Example of ?hon-commercial" copy using testimony: "The late Chief Justice Taft once remarked: *The administration of criminal law in the United States is a disgrace to civilization.1' "Former President Hoover recently declared: fOur court procedure unduly favors the crimin­ al; justice must be made more swift and cer­ tain. 1 We must conclude that our court rules demand readjustment." (Adapted from a speech, "The Weighted Scales," by Frank E. Corbett, Interstate Oratorical Contest, 1930.)

100 B.

C*

Specific Instance — The specific instance may be defined as an undetailed example. It is a brief story of an incident which is used to help bring out a point. 1.

Example of "commercial11 copy using the specific in­ stance: "Desiring to produce a better quality cigarette, $0 years ago the manufacturers of Elephant cigarettes imported rare tobacco plants from Turkey, Greece, and Iran. Elephant wanted to grow the best poss­ ible tobacco. Now, as a result of SO years of ex­ perimentation, Elephant brings you today’s best cigarette."

2.

Example of "non-commercial" copy using the specific instance: "Somebody in New York yesterday telephoned somebody in Anamosa, Iowa; Atlanta, Ga.; Bemidji, Minne.; Camaguey, Cuba; Caspar, Wyo.; Spokane, Wash.; Lon­ don, England. From Los Angeles to London, from Spokane to Cuba, people were brought in touch with other people in New York by telephone. New York was made neighbor not only of the rest of this country, but of England and Cuba." (Adapted from an address by Walter S. Gifford before Bond Club of New York City, January ll^, 1927, published in Business Speeches by Business Men, edited by Sandford and Yeager (McGraw-Hill, New York, 1930), page 297*)

Analogy or be defined that which that which unknown.

Comparison — The analogy or comparison may as the pointing out of similarities between is already known, understood, or believed and is not. It is connecting the known with the

1.

Example of "commercial" copy using analogy or compar­ ison: "More and more people every day know that smoking an Elephant is like being wafted away on a cloud. The fragrant aroma of that cool Elephant smoke will give you a lilting celestial lift. For an easier, milbr, better tasting cigarette, for a smoke that really ’picks you up, 1 smoke Elephants."

2.

Example of "non-commercial" copy using analogy or comparison: "Thomas Edison, in explaining the operation of electricity in telegraphy, said it was ’like a Dachshund long enough to reach from Edinburgh to

101 London; when you pull his tail in Edinburgh, he barks in London.1" (Roili-Wheeler, Francis, Thomas Alva Edison, published by Macmillan Company of New York, pp. 90-91.) D.

E.

Restatement — Restatement may be defined as being more than mere repetition. It consists of saying the same thing, but saying it in a different way. 1.

Example of "commercial" copy using restatement: "Elephant cigarettes are milder; Elephant cigarettes are better tasting; Elephant cigarettes are easier on the throat. For the mildest; for the best; for the ultimate in smoking satisfaction; ask for Elephant cigarettes. Elephants are cigarettes at their best."

2.

Example of "non-commercial" copy using restatement: "Home is more than the place where you hang your hat. At home you share sorrows and joys with loved ones. Home is the one place which you may alter to suit the whims and desires of your family. Tiny or spacious, weather-beaten or new, home is for you and yours. There is no,place like home."

No Support -- no support may be defined as the making of a simple statement without the use of supporting material which might amplify, clarify, or help to prove it. 1.

Example of "commercial" copy using no support: "Smoke Elephant cigarettes."

2.

Example of "non-commercial" copy using no support: "The present Soviet Government is the only threat to peace and some Soviet leaders are exceedingly anxious to reach agreement with the United States."

H I . DIRECTIONS:IN THIS ASSIGNMENT YOU WILL BE ASKED TO WRITE SEVERAL PASSAGES OF COPY OF BOTH THE "COMMERCIAL" AND "NON-COMMERCIAL" TYPES. BE SURE TO LABEL YOUR WORK CLEARLY AS TO THE TYPE OF COPY WRITTEN AND THE FORM OF SUPPORT USED. A.

You are to write about specific products and specific items.

B.

You are to frame your copy in terms of the forms of support defined in section (II) above.

102

IV.

C.

Individual passages are to be $0 words in length with the exception of those which are to be "unsupported,"

D.

The name of the product or of the item is to be included in each passage three times. (Exceptions for the passages in which "restatement" is used and for those passages which are "unsupported.")

E.

Make no attempt to instill the name of the product by means of clever slogans or "plays” on words. "Sell” the product by means of the "form of support" being used in the particular instance at hand.

ASSIGNMENT: SECTIONS "A," "B," AND "C," OP THIS SECTION ARE TO BE COMPLETED BY RADIO WRITING CLASSES 10j?a. SECTIONS "C," "D," AND ”E,” OP THIS SECTION ARE TO BE COMPLETED BY RADIO WRITING CLASSES 10£b. A.

Write "commercial" copy for the following imaginary products. (1 0 5 a) 1.

BROOKS FOUNTAIN PENS — product name 3 times).

(Testimony, £0 words,

2*

JENKINS RADIOS — (Specific Instance, 5>0 words, product name 3 times).

3.

JAMES WATCHES — (Analogy or comparison $0 words, product name 3 times)•

I*.. BURKE AUTOMOBILES — (Restatement, $0 words, product name any number of times). 5.

ELLIS TOOTHPASTE — (No support, no more than £0 words, product name 1 time)•

B. Write "commercial copy for the following imaginary hand soaps. (105>a) 1.

WILSON SOAP — (Testimony, 50words, product name 3 time s).

2.

TAYLOR SOAP — (SpecificInstance,$0 words, product name 3 times).

3*

THOMS SOAP — (Analogy or comparison, 50 words, product name 3 times).

103

C.

!l#

JACKSON SOAP — (Restatement, $0 words, product name any number of times).

5#

MARTIN SOAP -- (No support, no more than SO words, product name 1 time).

Write "commercial" copy for the following imaginary products# (Classes 10>a and 105b)* These products and product names have been made up through the joining together of nonsense syllables. Use your imagination. No such products actually exist# Create some special use for these imaginary items* Here is an opportunity to demonstrate the use of real ingenuity. Make these "commercials” serious as they would be for any normal product# 1#

PAURI RAESA — (Testimony, 5>0 words, product name 3 times).

2.

KALI MEENA — (Specific Instance, SO words, product name 3 times).

3*

BEEDI PAGA — (Analogy or comparison, SO words, product name 3 times). TAVA WEEZA — (Restatement, 5>0 words, product name any number of times)#

5*. LEBA RUSA ' — (No support, no more than SO words, product name 1 time). D#

Write "non-commercial" copy for the description of the following imaginary places. (Classes lOjJb) In this exercise you will really have an opportunity to permit your imagination to run wild. As a part of the experiment it will be necessary to describe occurrences in an imaginary city — imaginary in order that the listener will not be able to remember that which has been said because of any previous associations (if such Is possible)# Therefore — on the basis of the capsule of descriptive material pre­ sented herein (or on the basis of your own Imagina­ tion) please rephrase that which is included so that the story is told by means of the form of support indicated# 1#

LEWIS SCHOOL — (Rewrite this material or use your own. Testimony, SO words, name item 3 times)#

lolj. (The schools are rambling one-story buildings. Lewis School, for example, has beautiful airconditioned rooms, the best mahogany furnishings, and the latest devices for comfort# In Lewis School all of the chairs are upholstered with red plush leather# All the teachers at Lev/is School are students— the students teach the teachers#.) 2#

ALLEN SYSTEM OF AGRICULTURE — (Rewrite this material or use your own. Specific instance, 50 words, name item 3 times). (The Allen System of Agriculture has eliminated the need for food markets and stores# A feature of Allen Agriculture has been the growing of fruits, vegetables, and grains in the form of a circle above the city. Once each season of three months the circle becomes so laden that it de­ scends to earth where the people all participate in the harvest to gather foodstuffs, thanks to the Allen System of Agriculture.)

3#

HALL TRANSPORTATION SYSTEM — (Rewrite this material or use your own. Analogy or comparison, 50 words, name item 3 times)# (The Hall Transportation System has developed a circular line upon which run go-carts. Inasmuch as the city is in a circle the Hall Transporta­ tion System has placed its lines so that they run right through the houses and buildings# Each family has its own go-cart and takes a ride when­ ever it wants merely by putting the go-cart on the track of the Hall Transportation System.)

Lj.# ROBINSON THEATER — (Rewrite this material or use your own. Restatement, 50 words, item name any number of times). (At the Robinson Theater all of the seats are loges. They flash two pictures on the screen at the Robinson Theater simultaneously# If you are dissatisfied with the one on the left you can close that eye and look at the one on the right. You can, of course, look at both at the same time# This, at the Robinson Theater, is what Is known as looking at a double feature.)

10?

5#

GREEN LIBRARY -- (Rewrite this material or use your own* No support, not more than 50 words, item name 1 time). (Of modern construction, the Green Library is a ten-story building with reading room on the main floor* In an atmosphere of gayety and charm, the patrons of the Green Library sit with hands on the table, staring fixedly at the desk in front of them* Normally you would imagine that they were reading. They would be, except that the Green Library has no books)•

E*

Write "non-commercial11 copy for the description of the following imaginary places. (Classes 105b) Same instructions as for nD" above. 1.

KING SPORTS ARENA — (Rewrite this material or use your own. Testimony, 50 words, name item 3 time s)• (The King Sports Arena is a giant bowling alley, because bowling is the national sport. Everyone bowls in the King Sports Arena. The unusual aspect of the game is that there are no bowling balls. But the citizens are talented people. At the King Sports Arena the participant runs up to the lane,. rolls himself into a ball, and zooms pell mell down the alley to knock down all the pins possible.)

2.

ADAMS BANKS — (Rewrite this material or use your own. Specific instance, 50 words, name item 3 times)• (Money is handled by a system known as Adams Banks. No tellers, bookkeepers, or any other of­ fice help, work in the Adams Banks. All deposits and withdrawals are handled mechanically and automatically* Each customer has his own special key which he places in the slot whenever any banking business is to be done. Each citizen is his own banker through the medium of Adams Banks*)

3.

BAKER RADIO STATION — (Rewrite this material or use your own. Analogy or comparison, 50 words, name Item 3 times). (The Baker Radio Station features programs which

106 are the adman*s dream# Each person owns 2 and radios and often he listens to more than one at the same time. Baker Radio Station features 2if hours of programming a day. The reason admen like the Baker Radio Station is that for every 15 minutes of air time, 1Ij. is de­ voted to commercials and 1 minute to the program itself.) 7 /8 th

!+.

NELSON CLOCKS — (Rewrite this material or use your own. Restatement, 5>0 words, name item any number of times). (Timepieces in the city are known as Nelson Clocks. The large and expensive ones keep good time; the cheap small ones are inaccurate. The distinguishing features about Nelson Clocks is that they run counterclockwise, or backwards. Thus the owners of Nelson Clocks can find out what they were doing, not what they are doing. They are not for people who live in the future, but for those who live in the past.)

5.

ROBERTS STREET — (Rewrite this material or use your own. No support, no more than 50 words, name item 1 time). (Roberts Street is one of the most unusual in the city. It is made of sponge rubber. Thus people delight in going barefoot down Roberts Street because the37- literally bounce along. Only pedestrians are permitted on Roberts Street and jay-walkers are evident by the score.)

V.

CONCLUSION This has not been an easy assignment. The Speech Depart­ ment wishes to express its appreciation to the members of the Radio Department who have cooperated in this joint project. Please turn in your "copy” on the assignment sheets which have been provided.

107 FORM FOR HANDING IN PREPARED "COPY" Class IV*

Hour

Name

A* (Classes 105a) 1#

BROOKS FOUNTAIN PENS (Testimony, $0 words, product name 3 time s)♦

2.

JENKINS RADIOS (Specific instance, 50 words, pro­ duct name 3 times).

3.

JAMES WATCHES (Analogy or comparison, $0 words, product name 3 times).

i]_. BURKE AUTOMOBILES (Restatement, £0 words, product name any number of times).

5*

ELLIS TOOTHPASTE (No support, not more than £0 words, product name 1 time)•

108 FORM FOR HANDING IN PREPARED "COPY" Class

IV,

Hour

Name

B. (Classes 105a) 1*

WILSON SOAP (Testimony, 50 words, product name 3 time s)•

2.

TAYLOR SOAP (Specific instance, 5° words, product name 3 times).

3*

THOMS SOAP (Analogy or comparison, 50 words, pro duct name 3 times)*

Ij.* JACKSON SOAP (Restatement, 50 words, product name any number of times)*

5*

MARTIN SOAP (No support, not more than 50 words, product name 1 time)*

109 FORM FOR HANDING IN PREPARED "COPY" Class IV*

Hour

Name

C* (Classes 105a and 105b) 1.

PAURI RAESA (Testimony, 50 words, product name 3 times) •

2*

scific instance, 50 words, product

3*

BEEDI FAGA (Analogy or comparison, 50 words, pro duct name 3 times).

Ij.* TAVA WEEZA (Restatement, 50 words, product name any number of times)•

5*

LEBA RUSA (No support, not more than 50 words, product name 1 time)*

110 FORM FOR HANDING IN PREPARED "COPY" Class ____ Hour

Name_____________ _

IV. D. (Classes 105b) 1*

LEWIS SCHOOL (Testimony, $0 words, name item 3 times).

2.

ALLEN SYSTEM OF AGRICULTURE (Specific instance, 50 words, name item 3 times).

3»

HALL TRANSPORTATION SYSTEM (Analogy or comparison, 50 words, name item 3 times).

Ij.. ROBINSON THEATER (Restatement, $0 words, item name any number of times).

5.

GREEN LIBRARY (No support, not more than 50 words, item name 1 time).

Ill FORM FOR HANDING IN PREPARED "COPY" Class IV,

Hour

Name

E. (Classes 1 0 £b) 1,

KING SPORTS ARENA (Testimony, 50 words, name item 3 times)•

2*

ADAMS BANKS (Specific instance, 50 words, name item 3 time s)•

3.

BAKER RADIO STATION (Analogy or comparison, 50 words, name item 3 times).

I}.. NELSON CLOCKS (Restatement, 50 words, name item any number of times).

5#

ROBERTS STREET (No support, no more than 50 words, name item 1 time).

APPENDIX B PASSAGES FOR IDENTIFICATION AS TO FORMS OF SUPPORT You are asked to cooperate in an experiment involving ^orms of support. 11 As you know, most public speaking text­ books say that a speech is composed of ffa) statements or as­ sertions, and, b) materials "supporting" those statements.f! Thus, "to support" means to elaborate, clarify, reinforce, and/or prove a statement. Various textbooks list from four to twelve common forms of support. In this experiment the following forms of support will be considered; A.

QUOTATION — Statement of another person used to support the ideas of the speaker.

B.

INSTANCE — Undetailed narrative example; I.e., a brief story; frequently introduced by the transi­ tion phrase ,ffor instance. 11

C.

ANALOGY — Comparison which establishes a relation­ ship between two dissimilar things.

D.

RESTATEMENT — Saying the same thing in the same or in different words.

E.

NO SUPPORT -- One or more statements or assertions not supported by quotation, instance, analogy, or restatement•

On the pages which follow you will find a number of passages representing imaginary radio commercial announcements and descriptions of imaginary places. You are asked to read egLch of these passages and to decide whether or not it con­ tains a form of support which can be identified as being pre­ dominantly "quotation," "instance," "analogy," or "restatement.,f If such is the case, mark out the appropriate letter, "A" flB,w "C," or "D" on the accompanying answer sheet. If you feel that the statement is supported by mere assertions ("no support"), mark out the letter nEtf on the answer sheet. If you feel that a form of support is predominant which has not been defined above, leave your ans?/er to the question blank. Your cooperation is appreciated.

113 1.

The Allen System of Agriculture was developed as the re­ sult of an experiment. Its inventor planted carrots upside down, suspending the seeds by cosmic rays. The Allen System of Agriculture gained widespread approval. Today leading universities teach only the successful Allen System of Agriculture, based on that unusual discov­ ery.

2.

Descending from celestial offices on the Hall Transporta­ tion System is like descending into a bubble. Especially designed to relax and divorce the rider from etheric mat­ ters, Hall Transportation System employs only dream-as-you fall bubble-float air conditioners. Nineteen non-suspension cars comprise the Hall Transportation System of the city.

3.

The Green Library has no books. Citizens who frequent the Green Library ha^e no reason to wear glasses. They have the inconvenience of turning pages as they read. Some citizens like this arrangement, others think it ridiculous. Children use the Green Library as a picnic ground. It serves no great purpose.

If.

T h e s c h o o l s a re n o t v e r y p o p u l a r . One s t u d e n t said: ffI d o n !t l i k e L e w i s S c h o o l w h e r e I h a v e to d o the t e a c h i n g . I w a n t to be t a u g h t a nd to l e a r n s o m e t h i n g . I d o n 1t care if L e w i s S c h o o l h a s a i r - c o n d i t i o n e d r o o m s , m a h o g a n y f u r ­ n i t u r e a n d red p l u s h l e a t h e r . I don*t like Lewis S c h o o l . ”

5*

The Hall Transportation System is used because the city is built like the perimeter of a bicycle wheel. The Hall Transportation System runs tracks, like those of a model train, through the houses and buildings. Go-carts running on the tracks give the Hall Transportation System the ap­ pearance of a toy.

6.

Weather

conditions

d i c t a t e t h e w a y of l i f e u n d e r g r o u n d *

For instance the inventor of the Allen System of Agricul­ ture planted his seeds upside down. Now— under the Allen System of Agriculture, all fruit grows under the ground, safe from cold weather, sure not to freeze. 7.

Just as desert winds blow the tumbleweeds, the Hall Trans­ portation System blows passengers anywhere in town. One steps into a convenient Hall Transportation System tube and SWISH, the strong, wind-tunnel winds inside take him wherever he wishes to go. It*s a habit now to blow by

114 Hall Transportation System* 8*

Patrons have more fun at the Robinson Theater* Robinson Theater patrons have fun being nuisances* At Robinson Theater everyone wears hats five feet high. Popcorn sacks at the Robinson Theater are made of special "nois­ ier" paper* Acoustics of the Robinson Theater change whispers of the fun loving audience into shouts•

9*

The Green Library is the best library in town. The Green Library is frequented by the cityTs most ignorant people* Especially outstanding is the fact that it has no books* It has no windows, no doors, and is lacking in furniture too* Green Library is popular with people who canTt read*

10. The Lewis School is considered outstanding for providing instruction in grades one through twelve. Betty Harley, noted educator, says, "In my many years of teaching grade schools I have never seen a better managed or more pro­ gressive school than the Lewis School* I recommend it to every parent without reservation.” 11. The best entertainment in town is provided at Robinson Theater. Robinson Theater stage shows are c&ightful, Rob*inson Theater stage shows are economical, and Robinson Theater Stage shows provide genuine entertainment* The favorite actors appear at Robinson Theater. Citizens go to Robinson Theater for the finest, latest shows of the day. 12* Jet planes swoosh off the ground and disappear into the wide beyond* As fascinating and serviceable as those jet planes, are the busses and streetcars of the Hall Trans­ portation System. The Hall Transport ation System is the latest. Riders on the Hall Transportation System have the thrill of riding a jet* 13* Lewis School combines education and relaxation. As little Tim Reagen, age 10, says: "Lewis School is great. Instead of stairs they have slides, and for the history classes they show movies of all the old Mickey Mouse pictures* Why the water fountains even give Coca Cola* Lewis School is swell*ff lif* Transportation has advanced through the application of philosophy and physics. The Hall Transportation System utilizes the pathways of the fourth dimension* Like tak­ ing an elevator. You place a call and the Hall Transpor­ tation System boxmobile appears in your living room. Say

ii5 where

15.

l6•

and y o u 1re

t h e r e o n the H a l l

T r a n s p o r t a t i o n System*

The town library is called the Green Library* Located nowhere in particular, Green Library fills no apparent need. A rather tall round building with no windows and one floor, no doors and one roof, closed seven days a week Green Library remains in the community as a build­ ing* The b e s t w a y

to

t r a v e l is

o n the H a l l T r a n s p o r t a t i o n

System* It has the shape of a giant cement mixer encir­ cling the town* Riding on the Hall Transportation Sys­ tem is like riding a pogo stick in a mixmaster* Horns, sounding like rousing bronx cheers, help speed the Hall Transportation System. 17*

18*

Superb entertainment is offered at the Robinson Theater* The Robinson Theater features a double double-feature* Pour pictures for the price of one at the Robinson Thea­ ter* Comfortable loge seats are at the Robinson Theater* Remember, patrons take their choice of four features at the Robinson Theater--the comfortable Robinson Theater. Only the most modern farm methods are features of the Allen System of Agriculture* T he A l l e n S y s t e m of A g r i ­ c u l t u r e u t i l i z e s s q u a r e rows t o m a k e i t e a s i e r to p l a n t s e e d f r o m the cars d r a w n o n the s q u a r e w h e e l s . Farmers w h o f o l l o w the A l l e n S y s t e m of A g r i c u l t u r e are s o m e t i m e s k n o w n as " s q u a r e s . "

19*

It's fun to use the Hall Transportation System.

It's

ju s t l i k e a c h i l d h o o d t r i p o n a m e r r y - g o - r o u n d . Beauti­ f u l H a l l T r a n s p o r t a t i o n S y s t e m g o - c a r t s a r e the l a t e s t i n l u x u r y a nd c o n v e n i e n c e . Yes, t h e e x o t i c t h r i l l of a m e r r y - g o - r o u n d r i d e c o m e s f r o m r i d i n g o n the H a l l T r a n s ­ p o r t a t i o n System.

20.

The ingenuity of engineers of the Allen System of Agri­ culture has been proved many times* For instance, con­ sider the Allen System of Agriculture innovation of inflating seeds with helium, rendering fruits lighter than air* Fruits grown by the Allen System of Agri­ culture are blown by favorable winds to the consumers*

21*

Lewis School cannot be Improved. Consider the words of the city!s top student* "Lewis School has reached the pinnacle of perfection. I am the only living person with an I.Q. of 286* With an I.Q. like that I should be equipped to judge that Lewis School is perfect."

116 22#

The Hall Transportation System is unusual. It looks like a giant ferris wheel turned upon its side. Hall Transportation System carts form the seats; enormous steel bars holding the seats in place form the spokes* Spokes meet at the center in a great axle. The Hall Trans­ portation. System is truly unusual.

23*

Jenkins radio manufacturers spend thousands of dollars each year to improve the Jenkins radios you have in your home. For instance, these engineers, who are perfection­ ists, devoted five years to developing their new AM-FM table model radio. For workmanship, style, reception, buy this Jenkins Radio from your dealer today.

2ij_. For a smile that will, make your friends envious use Ellis toothpaste. Ellis toothpaste has a new secret cleansing agent that brightens teeth safely and quickly. Youf11 like the attractive box and easy-to-squeeze tube. You*11 appreciate its easy-to-remove cap. Remember, be sure to buy Ellis toothpaste. 25*

Wash away your household worries with Martin*s Soap. Martin*s Soap is better soap because of its dust-fine granulation. Housewives everywhere acclaim its superior qualities. Clothes are washed cleaner, washing time is shorter, you use less soap when you use Martin*s. It*s sure to please you. Buy some today.

26.

Like having the stars on your wrist. That's the James Watch. The new James 17 jewel ^Celes tial1* watch, as ac­ curate as the movement of the stars. Its graceful case shines and glints like the stars at night. The beautiful, accurate James nCelestial, 11 watch, truly, like wearing the stars on your wrist.

27•

Burke Automobiles make driving a pleasure. You see— Burke automobiles are smoother riding; Burke Automobiles are easier handling. Independent surveys show that own­ ers of the 1949 Burkes are proud owners. Its fluid drive and floating power make the Furke fun to drive* For real driving pleasure, it*s the 1949 Burke.

28.

Wilson Soap gets hands cleaner. Mr. Jack Stone says: ,fI*m a mechanic, naturally ny hands are greasy and dirty each day. That*s why I use ¥/ilson soap. It cuts the dirt and grease quickly and effectively without leaving my hands rough and sore* Wilson Soap has been wonderful for me . f1

117 29*

Naturally Taylor* s Soap is easier on the hands. For instance years ago lanolin was discovered. Lanolin is one of the best known ingredients for keeping skin soft and smooth. So, Taylor*s Soap began using lanolin. Lanolin in Taylor*s Soap keeps complexions bright, hands smooth and*beautiful* Get Taylor*s Soap today.

30.

Jackson Soap makes complexions lovelier. Jackson Soap is good for your skin. Fast, easy to use, safe, inex­ pensive, Jackson Soap cuts dirt faster and leaves your skin soft and smooth. Beautiful women use Jackson Soap to keep complexions lovely. Ask your corner druggist for Jackson Soap. Get inexpensive Jackson Soap today.

31.

Like a star. The unsurpassed sparkling radiance of a James Watch is like a star on your wrist. You*11 be proud of the style, accuracy, and dependability of your James Watch. Each crystal on a James Watch is made of priceless Swedish glass to give you an eternal ffstarlight” glow.

32.

You undoubtedly want gleaming, clean, white teeth. You are sure to like Ellis toothpaste. You will appreciate its delightful peppermint taste. You*11 like its smooth creamy texture. Best of all, you*11 like the way Ellis toothpaste cleans your teeth. You*ll like the package, the tube, you*11 like everything about Ellis toothpaste.

33*

A boat tossing in a rolling sea; a leaf riding a gust of wind; a stream trickling through the forest— all guided by Mother Nature, ^homas Soap is guided too— guided to give correct lather in hard or soft water. Thomas Soap infiltrates better. You*11 be cleaner with Thomas Soap.

3ip*

The manufacturers of Jenkins Radios maintain a large staff of the finest radio technicians to insure you the best possible radio money can buy. For instance, Jenkins Radios are more than beautiful furniture. They are en­ gineered for tonal quality and reception unequaled any­ where. Your best buy is a Jenkins Radio.

35*

Burke is best. For an automobile with more interior space— Burke. Low and longer streamlining— Burke♦ Great­ er power and economy— Burke. New over-drive and finger­ tip shift— Burke. Yes, the answer to all your needs for the ultimate in driving pleasure is a Burke Automobile. See the new Burke.

36.

Beauty soap can be good hand soap. A user of Wilson Soap says: ,fMy husband insisted beauty soap could not cut dirt

118 and grime* Recently he tried my Wilson Soap* Surprised, he found the soap I use for beauty, he can use as well* Now he too praises Wilson Soap* 11 37•

Research has made hand washing with Taylor Soap a plea­ sure. For instance, when your hands have that soft, cool feeling after using Taylor Soap, it!s because of years of developmental laboratory work* A secret process not only insures cleanliness, but Taylor Soap leaves your hands with that soft, cool feeling.

38.

Ask your friends--they*11 tell you to try Martin Soap* Once you have tried it you’ll want to hurry to your near­ est store to buy Martin Soap. Having tried and having purchased, you 111 see, you 111 agree, that its superior cleansing qualities will cause you to continue to use Martin Soap*

39•

Like lightning precision of a championship football team, James. Watches leap to action whenever they are called upon to do their job. Like a winning team, a James Watch never lets you down when you need it most, for a James is truly a masterpiece, made by America’s finest watch­ makers.

ij-O. Wilson Soap is the soap of the stars. Mary Hamar, soon to be seen in the United Productions "Bold Woman" says this about Wilson’s Soap. "My work demands an excellent, smooth, lovely, complexion. To me this means that I have no other choice but to use that superb Wilson Soap." ipl* Do your teeth wear, a frown when you face wears a smile? Use Ellis toothpaste. You’ll like its brown creamy tex­ ture, its root beer flavor. You’ll like the peppermint shape of its polka-dot-checkerboard box. You’ll like Ellis Toothpaste’s film removing qualities. For all around satisfaction, use Ellis toothpaste. l{-2. Jackson Soap is mild; Jackson soap is pure; Jackson soap is wonderful. Use Jackson’s ABC method to beauty. A, apply Jackson to the face and hands; B, massage Jackson into the pores; C, remove Jackson soap with a soft towel. Then you’ll see that Jackson Soap is wonderful. 43*

You want a pen that gives service. Banker John J. Jones says: "Everyday I sign hundreds of letters, statements, and vouchers with a Brooks fountain pen. It is smooth flowing, lightweight, holds plenty of ink. I’m never without my Brooks fountain pen. The Brooks is the only pen for me."

119 Beautiful women acclaim the qualities of Wilson Soap. Lana Temont, famous Hollywood beauty says: f,I use Wilson Soap for my delicate complexion. Wilson Soap cleans so thoroughly yet so gently that I would never use any other soap. Yes, itfs Wilson Soap for me. Why don’t you try it too?n lj-5* Taylor Soap is the mildest ever made. Why? Because the manufacturers have discovered a revolutionary new ingred­ ient— Smoothex. Hundreds of chemists have worked for many years to bring you a milder, gentler soap. Now Taylor Soap proudly announces the addition of Smoothex. Try Taylor Soap, the mildest Soap ever made. 4-6. The lather of Thomas Soap is as soft as the fleecy, white clouds above. Its touch is as gentle as a cloud brushing your cheek, yet it cleans quickly and complete­ ly, leaving your skin soft and smooth. Try it once, you111 never be without Thomas Soap. Get Thomas Soap today. lj.7• Jackson Soap, Jackson Soap. You won’t get tired of say­ ing it, because you won’t get tired of using it. Jackson Soap, Jackson Soap. In fact, when you are exhausted, a Jackson Soap bath In your tub or shower will leave you refreshed and ready for action— thanks to Jackson Soap. lj-8 . Wearing a James Watch is like wearing a medal of merit. Just as others admirean honorary medal awarded for dis­ tinction, so they will admire your choice of a James wrist watch. What finer award to a loved one, what fin­ er distinction for your self, than a beautiful, accurate, James Watch. James Watches are like steel for durability, like planet­ ary cycles for accuracy, like a duck for shedding water. The motion of your wrist will make it wind itself. Swim or bathe while you wear it--it’s waterproof. James Watches resist shocks. Accurate, dependable, durable James watches are the mark of quality. 50.

When asked what soap she used, glamorous Lana Lamarr had this to say about Wilson’s: nTo keep the natural beauty of your skin, you naturally have to use the mildest soap. The mildest soap I have found is Wilson’s. Wilson’s Soap has a fragrant odor and leaves my skin refreshed*n

5l*

There is no excuse for red hands. Housewife Mary Smith had rough red hands. Her dermatologist told her to

120 change soaps and suggested Taylor Soap. Now she uses Taylor Soap and her hands are soft and smooth. You too can have -softer, smoother hands if you change to Taylor Soap* 5>2*

Jackson Soap is known as the all-purpose soap* Why? Although designed for the hands, Jackson Soap will work wonders with your wash. Jackson Soap also gets dishes clean. Jackson Soap will keep your skin soft and smooth. Jackson Soap will clean your car. Discover countless uses for Jackson Soap*

53.

There is a good reason why only a Jenkins Radio gives you the true depth and brilliance of tonal quality so necessary to enjoyable listening. That is because of Jenkins* exclusive ,fmagic light” tube which totally re­ moves static and gives you carefree relaxed listening. You will enjoy a Jenkins Radio.

54*

T° give your complexion a real lift, use Thomas Soap. Hundreds of frothy bubbles act like magic fingers pene­ trating tiny openings and whisking away the hidden dirt and grime. You rinse away Thomas Soap and your complex­ ion is radiant, gloriously refreshed. Get Thomas for a real facial ”pick-up.”

55*

Jackson Soap is gentle. Jackson Soap is mild. Jackson Soap, with its frothy, long lasting lather-, is so pure it actually protects your hands. Jackson Soap will leave them softer, smoother, whiter. Jackson Soap is so safe you can bathe the baby in its gentle suds. Buy wonderful Jackson Soap.

56.

"it's a good soap.” Yes, Sam Stump, coal miner, says: ”After a day*s dirty work in the mines there is nothing like Wilson Soap to give me that refreshed, clean-allover feeling. Yes sir, I really like that product of Beaver Brothers. I won* t forget the name of that Soap— Wilson.”

57•

Celebrities everywhere demand dependable Brooks Fountain Pens. Wanda Hendrix, lovely motion picture star, is one of the countless users of Brooks lifetime fountain pens* She says: ”For smooth writing and absolute dependability, give me a Brooks fountain pen every time. ^hey are available at better jewelry stores everywhere. Buy one.”

58.

Why is the Jenkins Radio best? It*s because, in order to develop the finest radio set on the market, last year

121 they hired the nation1s seven best electronics scien­ tists to work in their laboratories# Their findings are incorporated in the beautiful 195>0 Jenkins Radio— avail­ able at Jenkins Radio dealers everywhere# 59#

Ever" try to tell time by watching the sun? Perhaps you can tell morning from afternoon, but for real splitsecond timing try a James Watch. Silent like the sun, the James is always ready. No cloud obscures its fogproof crystal. For perfectly timed life, buy a James Watch.

60.

Washing is easier with Wilson Soap. Youthful screen star Butch Brown says: ”1 hate to wash, but as long as I gotta, I*d rather use Wilson Soap. It gets me cleaner without so much scrubbing, and I don*t smell like a sissy afterwards. And Wilson Soap floats in the bathtub.”

6 1.

Mothers I Doyou know that Taylor Soap is best for your baby? Yes, recent impartial tests proved that Taylor Soap not only cleans quicker, it reduces bacterial action 9 0 $, and yet is actually less irritating to tender skins than any other soap. Think of your baby*s health. Use Taylor Soap.

62.

Like a spring day. That!s how you*11 feel when-you step out of your first bath with Thomas Soap. The million little bubbles in the suds will stimulate your skin, open your pores--and your throat— in song. Try Thomas Soap and see how you*11 feel like a spring day.

63*

Housewives. Have you tried wonderful Jackson Soap? Have you seen how Jackson cleans? Have you scoured with Jackson or washed nylons with Jackson? Jackson Soap is tops for all home uses. It*s good for hands too. Try Jackson Soap today and see how versatile a soap can be. Jackson Soap.

6ij.. Every minutes, Old Faithful Geyser erupts in Yellow­ stone Park. It has regularity--like a James Watch. Since it *s discovery, Old Faithful has never failed. There is similar dependability in a James Watch. Like a wonder of the world, a dependable James Watch will be a wonder in your world. 65*

The ”Universe,” another fine James Watch, was designed , for the man who demands split-second timing; timing as accurate as the movements of the stars. Its jeweled face, like a star-studded sky, is an exclusive design of James Watches. The ”Universe,” a James Watch of unsurpassed accuracy and beauty.

122 66. Thomas soap leaves the skin as clean and fresh as the newly drifted snow. Using Thomas Soap is like bracing and the skin in a cool shower. To give your skin the freshness and glow of the great outdoors, the heavenly scent of the mountains topped with pines, try using Thomas Soap. 67*

"Brooks Fountain Pens are superior," says Mr. John Q. Public, writer, lecturer, and raconteur. "Brooks Foun­ tain Pens are made to fit the individual grasp," he continues, "thus easing strain when writing lengthy re­ ports. I like Brooks Fountain inexpensive cost, and distinguished and pleasing appearance too. Why not try one?"

68. Buy Brooks and you buy the best. Yes, with a Brooks Fountain Pen, noisy surface scratching is unheard of. Valentine Rudolpho, famous actor says: "I sign my auto­ graph many, many times during a week. With Brooks I know I have the very best— a fountain pen that will stand anything. 69.

How you*11 appreciate the smooth creamy lather of Martin Soap. You1!! like the firmness of its hand fitting bar. Youfll enjoy its gentle fragrance. Youfll agree that Mar­ tin Soap is truly superior soap. Youf11 be like millions of others— a booster for Martin*s wonderful soap.

70. Wearing a James Watch is like having Greenwich, England,' on your wrist! For the most accurate time in the world is kept at Greenwich, England, and that is what you get with your James Watch— the most accurate time in the world. Buy a beautiful 21 Jewel James Watch today. 71. Burke has power. Burke has speed. Burke automobiles have quick pick-up in traffic* Burice takes hills as if they were leveled off. Yes, in a Burke Super Six, you get more en­ gine power than was ever before crammed into a six cylinder engine. See your Burke Dealer today. 72. An inhabitant described the unbelievable. "The National sport," he said, "is bowling at the King Sports Arena. No bowling balls are used. People at King S'ports Arena run up to the lanes, curl themselves into balls, roll dowh the alleys, hit all the pins possible. It's at the King Sports Arena." 73* Imagine a mince pie one inch thick— li|./l5ths crust, l/l^th juicy filling. In those proportions Baker Radio Station pleases advertisers with 114. minutes of commercial and one minute of program. Baker Radio Station listeners must be alert to hear the program. They think the Baker Radio Station has a lot of crust.

123 7^4-*

Almost anyone will trust a concern offering $>58 billion security. Citizens trust the Adams Bank which has built up this huge reserve to guarantee their depositors the greatest possible margin of safety* In addition, Adams Bank is insured by the government for safety. I t ’s the Adams Bank.

75.

Owners of Nelson Clocks are free from worry. Nelson Clocks are self-winding. Nelson Clocks have radium dials which are visible at night. Nelson Clocks are noiseless. Nelson Clocks have automatic wake-up alarms. Nelson Clocks will not stop, are guaranteed for life. Extreme­ ly popular are worry-free Nelson Clocks•

76.

Adams Banks have received wide recognition for their originality. For instance, special dye casters are a part of the equipment in Adams Banks. Especially design­ ed, they imprint new money with color to match one's tastes and desires. Large debts, for example, can be paid with blue notes from Adams Banks.

77*

The Baker Radio Station now presents programs that can not be turned off. Like the faucet in o n e ’s kitchen, listeners always hear a drip when listening to the Baker Radio Station. This saves the trouble of getting up to change the station. The Baker Radio Station cannot be turned off•

78.

Roberts Street is the most popular thoroughfare in town. One is sure to like the unusual arrangement which fea­ tures the absence of corners to Roberts Street. No intersections or side streets are present. Just one long street— five lanes of new concrete pavement extend Roberts Street for almost a block.

79*

Adams Bank offers citizens the security they want. In the form of a big stocking, Adams Bank has this shape be­ cause most people put their money in sox anyway. In the panic of 1879# citizens drew their money out of the Adams Bank. This became known as the "stocking run."

80.

The Baker Radio Station tower, like an immense giant with feet spread apart, pierces the night from its height of two thousand feet. Only the Baker Radio Station broad­ casts to the people of this strange city. Its exclusive listener rating is 100— everyone listens to the Baker Radio Station.

81.

Nelson Clocks are always slow.

Owners of Nelson Clocks

124 therefore grow old more slowly* Should a Nelson Clock keep regular time it would be taken to a jeweler and smashed* Nelson Clocks are always behind the times* Nelson Clocks don1t run, they walk* People go forward slowly with Nelson Clocks*

82*

Roberts Street is painted a lovely shade of forest green, and has contrasting curbs of chartreuse* Roberts Street appeases residents who desire more and better lawns in the city* Made ofsoft resilient rubber, it provides excellent sponge material* Sewers are not needed to drain water from Roberts Street*

83*

Bowlers go the King Sports Arena. According to Arthur McGurk, "There is no better way to keep trim. The pin boys throw bowling balls at the customers at the King Sports Arena. Prices are reasonable too. You can dodge ten balls for 35 cents at the King Sports Arena.

84•

It is impossible not to save at Adams Bank. ^here are no keys to the safety deposit boxes. Citizens find it impossible to get their money out by ordinary means, having been deposited in Adams Bank. However, when the bank is torn down thrift is rewarded at an Adams Bank*

85*

Nelson Clocks are the latest in timepieces-. Nelson Clocks are beautifully styled to grace every room. Nel­ son Clocks are made without face or hands in order that the owner of a Nelson Clock will not have to rush to work* Special Nelson Clocks with non-ringing alarms are designed for night workers.

86*

"King Sports Arena is the most unusual arena I have seen," states Dr. Elmer Clark. "The human bowling balls at King Sports Arena give an original twist to the dull sport of bowling," says Dr. Clark* I highly recommend this boon to physical fitness. It is the King Sports Arena."

87*

Nelson Clocks are the latest timepieces* Nelson Clocks run backwards. Nelson Clocks enable you to know what you were doing, not what you are doing* Nelson Clocks are the rage of the country. Nelson Clocks have been popular for many years. They are the by-word for time­ pieces, Nelson Clocks.

88*

The sponge rubber composition of Roberts Street is de­ signed for jay-walkers. Citizens delight in walking bare­ foot down Roberts Street. The bouncy construction gives

125 pedestrians a lift. Some walkers now leave their pogo stickes at home and merely bounce along. Roberts Street is peculiarly popular with people with purple hair. 89#

The King Sports Arena helps people keep in trim. There they do not lazily roll balls down the bowling alleys— they roll themselves down the alleys. For as Mrs. B., a bowling enthusiast says: ”1 am more healthy than ever now that I bowl at the wonderful King Sports Arena.”

90.

Nelson Clocks run counter-clockwise, or backwards. Nelson Clocks are for people who live in the past. Own­ ers of Nelson Clocks can find out what they were doing, not what they are doing. Nelson Clocks are not for people who live in the future; Nelson Clocks delve back into history.

91*

Ted Brawn, modern dancer, says: ftI bowl at the King Sports Arena. It keeps me in shape. By rolling myself into a ball and spinning down the lane, I hit more pins and score higher at the King Sports Arena. Furthermore, I develop more poise, thanks to King Sports Arena.”

92.

When Baker Radio Station goes to admen with its llj. min­ utes of commercials in 15 minutes, it is like-Santa Claus bringing a bag of goodies and toys • The one minute of programming at Baker Radio Station is like the accompany­ ing bill. Only the Baker Radio Station has Frequency Pestulation.

93*

Do you mourn from corns? Do you get the blues from tootight shoes? Pauri Raesa is for you. Dr* Schmidlapp, a world-famous chiropodist, for years has endorsed Pauri Raesa this way: ”Corny people who own shoes, there1s no use to sing the blues, Pauri Raesa is worth walking for.”

9ij-. Mrs. Herring says: ”1 had trouble with my frog»s croak­ ing at night until it tried Pauri Raesa. Pauri Raesa, you know, is unconditionally guaranteed to make frogs croak in the day time. So give your family the treat of a good nightfs sleep by feeding your frogs genuine Pauri Raesa.” 95*

Dogs today need not worry. Years ago, before Kali Meena, dogs suffered greatly from the bites of small children. Finally Kali Meena was developed to make children bite food instead of animals. Why not protect your dogs and

126 at the same time have better nourished children? member, itfs Kali Meena*

Re­

96*

Beedi Paga is like a second brain to pilots* Did you ever land "wheels up?" Just before you get airborne, take one teaspoonful of pleasant Beedi Paga, and you won*t forget to lower your landing gear* Remember it*s like taking along an extra brain, Beedi Faga, next time you fly.

97*

A' Leba Rusa will give you greater reading pleasure* Leba Rusa will give you greater listening enjoyment* YouT11 want to sing aid dance for joy. You*11 want to play with your youngsters, you* 11 want to wash the dishes, you111 want to go to the movies* Don*t forget, try Leba Rus a •

98*

The Maharaja saysr "I never feed my children anything other than delicious Pauri Raesa. The super breakfast food in the solid gold container keeps my children healthy and happy* And I should know what is good for them* I have 217 of them* Get some Pauri Raesa for your children."

99*

Beedi Paga is like manna from heaven* Delicious and re­ freshing, it also contains all known vitamins, minerals, carbohydrates, fats and proteins needed each day for healthful living* You*11 say that Beedi Paga is not like manna from heaven, but that it is^ manna from heaven. Ask for Beedi Paga today.

100. Tava Weeza is the best* Tava Weeza is the best. Tava Weeza o^s the best. Tava Weeza is the best* Yes, itfs the best on the market today. Ideal for college -students, guaranteed to get you straight "A*8 ." Get Tava Weeza, it1s the best. It is the best— Tava Weeza. 101. Use Leba Rusa. There isno reason for you to be unhappy, forlorn, unpopular. All you have to do, to achieve fame, fortune, and acquire an unparalleled intelligence, is to use Leba Rusa. Donft be on the unlucky level. Don1t be l/2 safe, l/lj. safe, or 1/8 safe. Use Leba Rusa. 102. Tava Weeza, Tava Weeza.Remember the name--Tava Weeza. Tava Weeza is new. Tava Weeza is different. On cold mornings nothing can take the place of Tava Weeza. A Tava Weeza by your bed in the morning will change those cold mornings to the warmth you desire. It*s Tava Weeza.

127 103*

Be able to move. Lincoln G. Washington, age 99* says about Pauri Raesa: ,!Pauri Raesa has literally lifted me up by the bootstraps. Now I never move without taking my tablet of Pauri Raesa. Moving around was a pleasure previously, denied me until I found this raesa to aid m e •”

10lj-*

Kali Meena, in conformance with its policy of progres­ sion, now brings you an improved product. This is because Kali Menna has the scientifically correct blend of meena and soda to make your meenas fluffy and light. Are you using the best meena for baking. Be sure you are using Kali Meena.

105*

Why can we say Tava Weeza is superior and will outlast all other Weezas? Because only Tava Weeza comes with patented open Tava Weeza end and Tava Weeza honeycombed interior that you know is your protection against waste. Don*t waste money, don*t waste your weeza, when ordering, say r,Tava Weeza.*1

106.

In order that you won*t lose time getting from one ap­ pointment to another, next time you call a rusa call Leba Rusa s’o you w o n 11 miss an important deal* You*ll like the superior qualities, improved finish, bonded interior, excavated exterior. Leba Rusa has unusual benefits you*11 not forget. Leba Rusa.

107*

Yarbo Flue, statisnogtitian, recently was asked his opinion of Raesa. **I have, occasion to use raesa at least three times a week,’* he said, **and I always use Pauri Raesa. Pauri Raesa enables a much closer tabula­ tion in statisnogtitla work. Pauri Raesa is simple to use and very economical too.**

108.

A product can gain greatly in fame In only 25 years. For Instance, Kali Meena, invented in 1925* is a by-word among the users of meena. Introduced to revolutionize the industry in 1925* Kali Meena has improved steadily each year. Now, nothing finer than Kali Meena can be found.

3.09*

For that soft cushioned feeling, as if you were treading on a sponge, it*s Beedi Faga. Fagas have long been noted for their effect on shadows cast by clouds. Beedi Faga eliminates that rough, coarse sensation, bringing about a soft, luxurious finish. Beedi Fagas are truly the mark of distinction.

110.

Millions are acquainted with it.

Any size will produce

128 the same result# Its round, square shape, is a fa­ miliar sight# Leba Rusa has universal appeal* Its results are unparalleled* You, too, are sure to like to like Leba Rusa# Y o u *11 agree that its superior quality makes this product tops. Try Leba Rusa. 111 •

Here!s proof that Pauri Raesa is best. J. J# has been a user of Pauri Raesa 68 years. He says: !,Por a raesa that gives your yo-yo a really lustrous finish, your best bet is Pauri Raesa. .I*ve tried them all, the only one for my yo-yo is Pauri Raesa.11

112*

Tava Weeza is popular. Tava Weeza is worn by leading Bop artists everywhere. Tava Weeza is the only weeza that contains a built-in windshield wiper for attach­ ment on glasses to keep your lenses clear during rainy weather. Tava Weeza, available everywhere* Ask for Tava Weeza at your neighborhood store.

113.

Leba Rusa is the greatest product on the market today for the removal of unsightly skin. It is noted for its delightful aroma, its clear-cloudy color* Leba' Rusa may be used on hair to eliminate the inconvenience of hair-cuts. You are sure to like extremely versatile Leba Rusa.

llii..

You, too, can be lovely. Screen star Marlene says: f!I am an active, busy woman. I appreciate how quickly Pauri Raesa removes stocking rims. I just whisk handy Pauri Raesa over my stockings to make them good as new again. I depend on Pauri Raesa to keep me really chic .u

115.

Ladies, wearing a Beedi Paga is like getting a brand new figure. Your Beedi Paga may be adjusted to give you the exact proportions you desire. And in a few days you will find that your figure is actually assum­ ing these perfect measurements. Be size twelve again— * wear Beedi Paga.

116

•

117.

Get Tava Weeza with patented flame that never goes out. Light cigarettes instantly with Tava Weeza. No fumb­ ling, no wicks or lighter fluid necessary with Tava Weeza; yet Tava Weeza may be slipped in your pocket— have the wonderful unquenchable flame never harms fabrics. Tava Weeza; guaranteed to stay lit forever. Leba Rusa will positively remove teeth faster than any other Rusa. It will dispel spots quicker too. Leba Rusa is tops for cleaning floors. Watch it melt the

129 grime from your dishes. You111 like it, you111 want it, you’ll demand it. You won11 do without it# Of course, Leba Rusa. 118#

119*

Mabel G-lutz, homemaker, says: ”My cakes never turned out right. They’d fall in the oven, be hard or crumbly. Then I used Pauri Raesa. Cakes turned put beautifully. I’d been using old-fashioned unimproved raesa. New improved Pauri Raesa practically makes cakes by itself. Prom no on it’s Pauri Raesa.”

Determine for youfself the best Meena now available on - the market. Remember, after years of research, Kali presents a meena which will last at least two years. Think of it. Kali Meena will outlast any other meena _ on the market by at least ten times. Next time ask for Kali Meena.

120.

Beedi Paga is the faga for you. Beedi Paga feels like an apple, tastes like friend chicken, looks like a steak, smells like limburger cheese, and sounds like popping corn while cooking. No other faga can make that state­ ment. Beedi is the best faga money can buy. Get some today.

121.

Tava Weezas are milder on your throat, better for your lungs, and best of all, better tasting. They are non­ irritating; medically proved to contain no harmful in­ gredients. For better taste, Tava Weeza is your brand. Don’t forget, the next time you’re out buy the big economy size of Tava Weeza.

122.

Pauri Raesa. Everyone knows that Pauri Raesa is the only all-transportation raesa that collapses into a twoinch square .box, yet unfolds to its six-foot height at the flick of a button. That’s why the president of a motor car company says: ”1 have switched to Pauri Raesa.”

123*. Halo, yes, you’ll feel that you have a halo too, when you try Beedi Paga. Beedi Paga, taken just before the winter hibernation, will dream you on a round trip to heaven, complete with special passes through St. Peter’s gate. Only Beedi Paga will give you the angel’s treat. 124* Tava Weeza makes you well, Tava Weeza makes you happy. Tava Weeza never fails to satisfy because Tava Weeza is infallible. No other Weeza can guarantee results like Tava Weeza, the weeza that guides you to success and ac­ complishment. It’s the self-satisfaction weeza— Tava Weeza. Get Tava Weeza today.

130

125*

John Schlepperkorn has switched to Pauri Raesa, because, in his own words, "Pauri Raesa is the only raesa on the market that will actually pour. So, for that glorious feeling of flow, get the richer raesa. ,T Follow the ad­ vice of John Schlepperkorn. Be sure to buy Pauri Raesa. Buy today.

126.

Kali Meena is the meena with a history. For instance, two thousand years ago, Cleopatra discovered that this~ magic product of nature, Kali Meena, enhanced the beauty of her eyes. Today, as always, you, too, can have that classy glassy stare fashionable with to men everywhere. Kali Meena will do it.

127.

Like the gentle caress of the soft westwind comes Beedi Faga. Like the smell of costly perfumes, like the in­ trigue of the Orient is Beedi Faga. Wherever women of refinement shop, you will hear them ask again and again for the best of all, that most refreshing Beedi Faga.

128.

Beedi Faga, ummm. Ladies, smell it in your husband !s pipe. It combines the crisp smell of a fall day with * the gently smoking indoor fireplace. Smell this lus­ cious combination by buying the man of your dreams Beedi Faga for the pipe of his heart. Give him Beedi Faga for happy smoking.

129*

Once y o u !ve seen a huge dam you know thatfs an improve­ ment over nature. Once y o u fve smoked Beedi Faga you know that it too Is an improvement over nature. You* 11 smoke no more tobacco once y o u fve smokedBeedi Faga. Try Beedi Faga to find out how good it really can be.

130.

"You can't top Pauri Raesa for raesaing agitator move­ ments ,rt says Phillip Krosnik, famous agitator expert. He enthusiastically explained: "Some years ago I noticed my agitator wasn't tating and a friend told me about Pauri Raesa. I am glad he did. Now I can't do without the agitation of Pauri Raesa."

131*

In the meena groves of Cranistan, a picker gathers his scattered crop. Ten years later the tangy cubes are rushed Into Kali Meena. You unwrap one, and behold, a delightful Kali Meena treat. The skilled hands of that picker have helped make your Kali Meena the most enjoy­ able there is.

132*

Just as a good joke tickles your funnybone, Beedi Faga brings you that "certain” feeling. With your first .sip

131 of Beedi Faga you become happy inside and glow all over outside* You take another savory sip**.and another, and you realize that only Beedi Faga could do this glorious thing.

NAME _______________

AGE___ SEX

YRS. TCH. EXP. ___ DATE__

26

a b c d e

51 a b c d e

76 a b c d e

101 a b c d e

2

a b c d e

27 a b c d' e

52 a b c d e

77 a b c d e

102 a b c d e

3

a b c d 0

28

a b c d e

53 a b c d e

78 a b c d e

103 a b c d e

4

a b c d e

29 a b c d e

54 a b c d e

79 a b c d e

104 a b c d e

5

a b c d e

30 a b c d e

55 a b c d e

80

a b c d e

6

a b c d e

31 a b c d e

56 a b c d e

81 a b c d e

105 a b c d e s a b c d e

7

a b c d e

32 a b c d e

57 a b c d e

82 a b c d e

107 a b c d e

8

a b c d e

33 a b c d e

58 a b c d e

83 a b c d e

108

a b c d e

9

a b c d e

34 a b c d e

59 a b c d e

84 a b c d e

109

a b c d e

10

a b c d e

35 a b c d e

60

a b c d e

85 a b c d e

110 a b c d e

11

a b c d e

36 a b c d e

61

a b c d e

86 a b c d e

111 a b c d e

12

a b c d e

37 a b c d e

62

a b c d e

87 a b c d e

112 a b c d e

13 a b c d e

38 a b c d e

63

a b c d e

88 a b c d e

113 a b c d e

14

a b c d e

39 a b c d e

64

a b c d ©

89 a b c d e

ll4 a b c d e

15 a b c d e

4o a b c d e

65 a b c d e

90 a b c d e

115 a b c d e

16

a b c d e

4l a b c d e

66 a b c d e

91 a b c d e

ll6 a b c d e

17

a b c d e

42 a b c d e

67

a b c d e

92 a b c d e

117 a b c d e

CO

a b c d e

43 a b c d e

68 a b c d e

93 a b c d e

1 18

19 a b c d e

44 a b c d e

69 a b c d ©

94 a b c d e

119 a b c d e

20 a b c d e

45 a b c d e

70 a b c d e

95 a b c d e

120 a b c d e

21 a b c d e

46

a b c d e

71 a b c d e

96 a b c •d e

121 a b c d e

22 a b c d e

47 a b c d e

72 a b c d e

97 a b c d e

122 a b c d e

23 a b c d e

48 a b c d e

73 a b c d e

98

a b c d e

123 a b c d e

24 a b c d e

49 a b c d e

74 a b c d e

99 a b c d e

124 a b c d e

25 a b c d e

50

75 a b c d e 100 a b c d- e

125 a b c d e

12 6

•

a b c d e

a b c d e

127 a b c d e

130 a b c d e

1 28

131 a b c d e

a b c d e

O O'

a b c d e

H

1

H

Please mark out the letter which correctly answers the statement.

a b c d e

,1291 a b c d e

132 a b c d ©

APPENDIX C

TABLE XVII

HOW 11P O M S OF SUPPORT” WERE IDENTIFIED BY 15 GRADUATE STUDENTS JUDGING 132 DITTOED PASSAGES COMPOSED ACCORDING TO PRE-DETEMINED SPECIFICATIONS

Product Nam©

4 10 21

Quoti

Lewis School tt tt

13

1 6

«

it *

18

20 2 5 7

n

3

3

15 7

2

2

«

14

16 22 11

«

I#L

1 11 2

15 7 13

1

12 10

t»

Roh inson.Theater

8

86 89 91 74 79 76 84 73 77 80 92 75 81 85 87 90 82 •70

n

King Sports it « tt

n

tt tt

tt tt

Adams Banks

«

n

tt tt

tt tt

14 15 15 15 15

«

«

tt tt tt

tt tt tt

A#3

1 2 12 10 10

HS#1 NS#2 HS#3

«#4 Qjfe 2 3 11 5

5 1 11 9 9 12

«

Nelson Clocks

2 2

1 1

Baker Radio tt

3 5 15 14

A#1

4

1

10

2 2

Green Library

«

1

12

17 3 9 15 72 83

No S* ?

13

12 19

Rest*

12

Hall Transportation «

Anal*

13 15 15 15

Allen Agriculture

ti

Inst*

Those Rated Eff.

1 1 1 2

10 1 2 4 1 5 2 1 12 14 5 5 10

Roberts.Street 5 1

4 5

3 6 1 6 3 1 4 2 2 1 9 9 3 15 6 9

I#3 I#4 A#4

A#5 *#3 R#4

NS#4 NS#5

134 TABLE XVII (CONT.) Item No,

43 57 67 68 23 34 53 58 26 31 39 48 49 59 64 65 70 27 35 71 24 32 41 28 36 40 44 50 56 60 37 29 45 51 61 33 54 46 62 66 30 42 47 52 55 63

Quot.

Product Name

Brooks Pens tt tt tt tt « tf Jenkins n « ti

Inst*

Anal*

15 15 15 14

Radios tt tt tt

14 13 6 9

James T&tches t» tt « n it tt tt tt tt it tt tt n « tt tt

1

12 12 14 13 10 12 15 14 14

Burke Automobiles tt *» tt ft Ellis Toothpaste tt tt tt n Wilson Soap « tt tt tt tt tt tt tt tt « tt tt Taylor Soap tt tt tt t» w n tt tt Thomas Soap tt tt tt « n « tt « Jackson Soap »t tt it tt tt tt tt tt tt tt

2 2

15 14 15 15 15 15 15

1

Rest,

1 1 1 1 1 3 3 1 2 3 1

No S*

9

Those Rated Eff.

Those Chosen for Use

X#6 1 8 5

■a#6

2 1

A#?

A#8

1 13 13 11 8 8 8

1 2 2 4 6 7 5

#5 R#6 E#7 NS$6 HS#7 NS#8

#9 1

Q#10

#11 15 12 1 9 3

1

X#? 1

13 5 12 13 11

1 1

1 1 1

2 12 3 8 1 8 3 1 3 9 10 8 11 11 10

1 1 2 4

I#8

A$J 2 A#10

1 1 6 5 6 2 2 5

A#ll

X

E#9 R#10

X

135 TABLE XVII (CONCL*) Item Ho*

Product Name ___________

25 38 69 93 94 98 103 107 111 114 118 122 125 130 95 104 108 119 126 131 96 99 109 115 120 123 127 128 129 132 100 102 105 112 116 121 124 97 101 106 110 113 117

Quot* Inst* 1 1 1

Martin Soap n n tt tt Pauri Raesa tt « tt w tt « it tt tt tt tt «t tt w tt ti tt « n it

13 15 14 14 15 15 15 15 13 15 15

Beedi Faga tt tt n tt if ti n it tt tt tt tt it tt tt tt tt

1

Quotation* "I”

X

2

2 3

1 1

1 1„

5 3 2 9

5 7 2 4

8 3 4 3 1 3 1 9 2 2 12 7 2 5 12 11 9 7 10 5 4 3 2

8 1 1 5 5 6 4 1 1 3 1 3 7 7 8 3 4 6 8 4 9 11 11 13

Q#13 Q#14

X

I#

X

1

I#10 5 11 4 3 8 7 13 5 10 12

1

1

Instance; WA ”

NS#9 NSflO NS#11

5 6 8 1

1

1 4 2

Leba Rusa tt n tt n tt « ti « it tt

8 8 6 1

Those Chosen for Use

#12

1

Taira Weeza tt tt « tt tt tt tt tt ti tt it tt

1

Rest*

Those Bated Eff*

1

6 4 10 2 15 6 1

Kali Meena tt it n tt n n tt tt tt it

Anal*

No S* ?

1 A#12

A#13

A#14 R#ll

X

#12 R#13

X

1

NS#12 NS#13 NS#L4

Analogy; "R" - Restatement; "NS” No Support

APPENDIX D INSTRUCTIONS

TO S U B J E C T S RATING- F O R M S .OF S U P P O R T FOR "EFFECTIVENESS”

Y o u a re a s k e d to c o o p e r a t e i n an e x p e r i m e n t i n v o l v i n g "forms of s u p p o r t . ” P l e a s e w r i t e y o u r n a m e o n t he e n v e l o p e in your possession. Y o u r n a m e w i l l be k e p t a n o n y m o u s a n d n o t r e ­ v e a l e d in the d i s s e r t a t i o n . It is n e c e s s a r y , h o w e v e r , to k n o w the n a m e of e a c h j u d g e f o r the p u r p o s e o f m a i n t a i n i n g c o r r e c t records• Y o u w i l l h e a r a n d r a t e the e f f e c t i v e n e s s of a s e r i e s of r e c o r d e d p a s s a g e s , e a c h of w h i c h h a s p r e v i o u s l y b e e n c h o s e n b y judges as a r e p r e s e n t a t i v e e x a m p l e of one of t h e f o l l o w i n g "forms of s u p p o r t : ” A.

QUOTATION — S t a t e m e n t of a n o t h e r p e r s o n u s e d s u p p o r t the i d e a s of the s p e a k e r .

to

B.

INSTANCE — U n d e t a i l e d n a r r a t i v e e x a m p l e ; i.e., a b r i e f story; f r e q u e n t l y i n t r o d u c e d b y the t r a n s i ­ t i o n p h r a s e "for i n s t a n c e . ”

C.

ANALOGY — Comparison which establishes s h i p b e t w e e n two d i s s i m i l a r t h i n g s .

D.

R E S T A T E M E N T -- S a y i n g the or i n d i f f e r e n t w o r d s .

E.

N O S U P P O R T -- One or m o r e s t a t e m e n t s o r a s s e r t i o n s n o t s u p p o r t e d b y q u o t a t i o n , i n s t a n c e , a n a l o g y , or restatement.

a relation­

same t h i n g i n the

same

I n r a t i n g t h e " f o r m s of s u p p o r t " u s e as y o u r f r a m e of r e f e r e n c e o t h e r e x a m p l e s of the " f o r m of s u p p o r t " in q u e s t i o n w i t h w h i c h y o u are a c q u a i n t e d . Y o u m a y h a v e read t h e m in m a g a z i n e s or n e w s p a p e r s , o r h a v e h e a r d t h e m o n the r a d i o or i n public speeches. P l e a s e do no t r e a c t i n t erms of w h e t h e r y o u a g r e e or d i s a g r e e w i t h the m e s s a g e s p r e s e n t e d . Y o u ar e i n p o s s e s s i o n of a r a t i n g s c a l e fo r e a c h e x a m p l e of e a c h f o r m of s u p p o r t to be u s e d in t h i s study. P r i o r to the r e a d i n g of e a c h of t he p a s s a g e s the s p e a k e r w i l l say, Q u o t a t i o n number o n e ” or other appropriate identifying state­ m e n t to e n a b l e y o u t o t r a n s c r i b e t he n u m b e r of the p a s s a g e in the s p a c e p r o v i d e d o n y o u r r a t i n g s c a l e . Make no further n o ­ tation u n t i l the p a s s a g e has b e e n presented. D u r i n g the pause b e f o r e t h e r e a d i n g o f t h e n e x t p a s s a g e , r a t e the " f o r m of

137 supporttf on the provided scale by presenting, in your judgment, the of the passage. For example: If f!more than average effectivenessrf thusly:

encircling the number r e ­ degree of effectiveness analogy number X showed the Arabic Ip is encircled

Analogy number

1 Virtually no Effectiveness

2 Less than Average Effectiveness

3 Average Effective ness

More than Average Effective­ ness

Almost Maximum Effective ness

X

APPENDIX E TABLES ON EFFECTIVENESS RATINGS OF PASSAGES SELECTED FOR JUDGMENT

TABLE XVIII "EFFECTIVENESS" RATINGS ON QUOTATIONS

Judge

#1 #2 #3 #1 #5 #6 #7 #8 #8 #10 #L1 #12 #13 #14

Odd Total

Even Total

2 3 4 3 3 4 1 4 3 5 3 4 1 5 3 4 4 3 3 4 3 5 4 3 1 4

4 3 2 2 4 4 5 4 4 2 4 2 3 2 4 2 4 3 4 2 2 4 4 4 2 4

1 3 1 1 3 3 2 3 4 3 2 3 2 2 3 3 2 2 4 1 2 4 2 2 3 2

1 4 3 4 5 4 4 5 5 3 4 4 3 3 2 3 2 2 3 3 2 4 2 5 5 4

16 23 18 22 25 24 22 28 27 21 25 22 19 26 22 23 18 20 26 18 23 24 21 23 21 21

18 23 18 21 25 26 27 26 26 20 27 23 18 26 22 23 19 20 27 17 19 25 19 22 26 24

Totals 99 76 67 81 78 93 83 86 102 78 86

84

63

89

578

587

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26

3 4 3 5 4 4 5 4 4 3 5 3 4 5 4 5 3 3 4 3 4 3 4 3 4 3

1 1 3 2 3 2 1 2 3 4 5 4 1 4 3 4 4 2 3 4 3 4 4 3 2 4

1 4 1 4 1 2 3 4 1 3 1 3 4 5 3 2 3 2 3 2 4 3 1 3 3 4 2 4 3 3 3 4 3 2 3 4 4 4 3 2 2 3 2 3 3•2 4 3 3 4 3 2

2 4 3 3 4 3 3 4 3 2 3 4 2 3 3 3 2 3 4 2 4 4 2 4 2 2

3 4 3 5 3 4 5 5 5 3 4 3 4 4 3 3 3 3 5 2 4 3 3 2 4 3

3 3 2 2 5 5 2 5 5 3 5 4 3 4 2 2 1 2 3 2 4 3 2 3 5 3

2 4 3 1 4 4 5 4 2 3 4 3 2 4 4 4 2 4 4 2 3 4 2 3 5 4

4 5 4 5 5 4 5 5 5 2 3 3 4 5 4 3 3 4 4 3 4 3 4 4 3 4

3 3 2 3 3 5 2 4 5 3 3 4 1 5 3 3 2 2 4 2 2 3 2 2 4 3

Means 3.81 2*58 3.00 3.19 3.92 2.42 3.31 2.92 3.12 3.58 3.31 3.00 3.23 3.42

139 TABLE XIX "EFFECTIVENESS" RATINGS ON INSTANCES

Judge

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 Totals Means

#1

#2

#3

4 4 3 1 4 4 4 3 5 2 3 4 3 4 4 3 3 3 4 3 2 4 3 4 3 3

1 3 4 3 4 3 5 3 3 3 4 3 3 4 3 2 3 3 4 3 3 4 4 4 4 4

2 3 3 3 4 4 5 5 4 4 5 3 3 4 4 4 3 4 3 4 3 4 3 3 4 3

87

87

94

S a. TT*

#5

=$6

#7

4 3 4 5 3 4 5 3 4 5 3 3 3 4 3 3 3 4 4 3 4 2 2 2 2

4 3 3 2 4 4 5 4 5 3 3 3 4 5 5 2 3 3 3 2 4 2 4 4 5 4

3 4 3 4 3 3 5 2 5 2 4 3 4 3 4 4 2 3 4 2 4 2 4 3 3 4

3 4 2 4 4 4 5 3 4 3 3 4 3 3 3 3 4 2 4 2 3 3 4 3 5 3

5 3 3 5 5 4 4 5 5 5 3 4 4 4 2 3 4 4 4 2 2 2 4 3 2 4

1 4 2 2 3 4 5 5 2 3 2 4 3 3 4 4 4 3 3 2 3 2 3 2 4 4

3 4 4 4 1 4 5 4 5 4 4 3 2 3 2 4 5 2 4 4 4 4 4 1 5 4

86

93

87

88

95

81

93

1

#9

#10

3*55 3.62 5.58 3*39 3.12 3*35 3*31 3*35 3.65 3.58

Odd Total

Even Total

14 18 13 12 19 20 24 20 20 15 16 18 16 19 20 16 17 15 17 13 15 17 16 21 17

13 18 17 20 18 17 23 19 21 18 20 16 16 17 15 16 17 15 20 15 16 16 18 13 16 18

443

448

15

llj.0

TABLE XX "EFFECTIVENESS” RATINGS ON ANALOGIES

Odd Judge

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 a 22 23 24 25 26 Totals Msans

#L #2 #3 #4 #5 #6 #7 #6 #9 #10 #11 #12 #13 #14

Total

Even Total

3 4 3 4 3 4 4 4 5 2 5 3 4 4 4 4 2 3 4 2 4 2 4 4 3 3

3 4 2 5 2 4 4 2 5 4 3 3 3 3 5 4 3 3 3 4 2 3 3 2 4 3

4 2 2 2 4 2 5 1 5 2 4 4 4 3 4 3 3 3 4 3 3 4 3 4 3 4

2 3 2 4 3 4 4 1 4 3 4 4 3 4 2 5 4 3 4 4 2 4 4 4 5 4

3 2 2 5 4 4 5 1 3 1 5 5 2 2 4 4 4 4 4 2 4 4 3 3 4 3

19 20 18 21 18 25 31 16 29 23 26 27 20 17 22 27 22 21 23 26 16 23 22 18 22 17

23 20 21 25 26 25 33 21 33 16 28 28 23 23 26 25 22 23 24 20 23 24 24 25 26 23

67 89 77 92 77 91 99 95 73 91

86

85

90

87

569

630

2 2 3 2 1 3 4 1 3 3 2 3 4 1 4 3 3 4 3 5 2 3 1 1 1 3

4 3 4 4 4 4 5 2 5 1 2 4 4 2 3 4 4 4 3 3 4 3 2 2 5 4

4 1 4 5 3 3 5 3 4 2 4 4 2 2 3 2 3 3 3 3 1 4 2 3 3 1

4 1 4 2 4 4 5 5 5 4 5 3 3 4 4 4 2 2 2 5 2 5 4 4 2 3

3 3 2 2 2 3 4 2 4 3 4 4 3 2 2 4 3 2 3 5 4 3 4 1 3 2

3 4 3 5 3 4 5 5 5 3 3 4 4 3 3 3 3 3 3 2 2 3 3 3 5 4

3 4 3 2 4 4 5 5 5 4 4 5 2 4 4 4 4 4 3 3 3 4 4 4 5 3

2 4 3 3 4 3 4 3 5 3 4 5 2 5 4 3 4 4 4 3 4 3 5 5 4 2

2 3 2 1 3 4 5 2 4 4 5 4 3 1 2 5 2 2 4 2 2 2 4 3 1 1

2.58 2•96 2.96 3i.Bl 2.81 3*31 3* 46 3.42 3.54 3.50 3.65 3.50 3.27 3.35

TABLE XXI "EFFECTIVENESS" RATINGS ON RESTATEMENTS

Judge

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 Totals Means

#1 #2 #3 #4 #5 #6 #7 #8 #9 #10 #11 #12 #13

1 2 4 1 3 3 3 5 4 4 4 2 3 4 4 4 4 2 4 5 4 4 2 4 4 1

2 4 2 3 4 3 5 1 4 2 3 4 3 4 3 3 2 2 4 3 3 2 5 1 2 3

Odd Total

Even Total

2 2 1 3 2 2 1 5 5 2 2 3 2 2 1 4 3 2 3 4 2 4 1 2 5 1

3 3 2 2 1 3 5 3 5 3 3 4 4 3 4 3 3 3 4 3 3 4 4 4 4 3

2 3 1 3 4 4 4 1 5 3 3 3 3 4 4 3 2 3 3 2 3 2 3 3 3 4

21 25 15 24 28 22 30 28 33 19 20 25 22 27 25 26 21 22 24 18 20 18 24 20 24 23

18 20 17 18 18 18 26 17 28 20 19 24 23 20 23 21 19 18 24 21 19 20 21 17 21 15

87 89 96 85 97 102 96 77 84 86 66

86

78

604

525

4 5 2 3 5 3 5 4 5 3 2 4 4 3 3 4 3 4 4 1 3 2 4 2 3 2

4 "4 4 4 3 3 4 2 3 4 3 3 5 5 2 5 5 3 3 3 4 3 5 5 4 3 2 4 4 5 4 4 3 4 4 3 4 4 3 3 2 3 3 3 3 4 3 4 2 4 3 4

3 4 3 3 5 4 5 5 5 3 3 3 4 4 5 4 3 3 4 2 3 2 5 4 3 5

5 \3 4 4 4 3 4 5 3 4 3 3 5 5 4 5 5 5 5 3 2 4 4 4 5 3 4 5 4 4 4 4 4 3 4 4 4 3 4 3 3 2 4 3 4 4 2 3 5 3 3 4

3 3 2 5 4 3 5 3 5 2 3 3 3 5 3 3 3 3 3 3 4 2 3 2 3 3

3 3 2 4 4 3 3 2 5 3 3 5 4 3 4 3 3 3 4 3 4 3 3 3 4 2

3*35 3*69 3.73 3.69 3.23 2.54 3.00 3.42 3.27 3.92 2.96 3.31 3.31

lJ{ ?

TABLE XXII "EFFECTIVENESS” EATINGS ON UNSUPPORTED ITEMS

Judge

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 Totals

#1 |2 |3 # 4 #5 |6 #7 |8 #9 #10 #11 #12 #13 #14

2 3 1 4 1 4 5 4 4 3 3 3 3 3 2 4 2 4 3 2 2 3 3 4 2 2

1 4 2 2 1 4 2 1 5 3 2 1 2 3 3 4 2 2 2 3 3 3 4 2 4 3

4 2 3 4 3 3 4 5 4 3 4 2 3 3 4 3 3 2 3 4 2 4 3 4 3 4

3 3 3 5 2 3 5 5 5 2 4 3 2 2 3 3 3 3 4 1 3 3 1 2 5 2

22 18 15 17 17 23 28 27 29 18 25 15 20 17 22 22 18 17 18 18 15 23 21 24 23 23

19 23 15 23 19 27 26 23 33 19 22 17 15 19 24 24 18 18 18 15 21 20 18 21 27 20

64 75 66 85 84 76 80 87 79 73

76

68

86

80

535

544

3 4 4 2 2 1 3 3 3 3 3 3 2 1 3 2 3 2 3 3 4 3 4 3 5 1 4 5 4 4 2 3 4 4 5 4 1 3 3 2 4 4 4 5 3 1 2 3 3 2 3 3 1 2 3 1 4 3 4 2 3 2 4 4 3 4 2 3 2 2 3 3 2 2 3 3 3 1 1 5 3 2 4 2 3 4 3 4 2 2 3 4 2 2-4 4 4 2 * 4' ; 5 2 5 5 * 4': 3

4 4 1 3 2 3 4 3 5 2 2 2 3 2 5 3 3 3 3 3 3 2 3 3 5 4

3 4 2 5 3 4 4 4 5 4 3 3 2 3 4 4 4 2 2 3 3 4 2 4 3 3

4 4 1 2 4 4 5 4 5 3 3 2 3 4 3 3 1 2 3 2 2 2 4 4 3 2

Even Total

3 4 1 3 3 4 1 3 4 3 3 2 2 4 3 3 2 3 2 2 2 2 3 4 4 3

2 1 3 1 2 3 4 4 3 2 4 2 3 2 3 3 2 1 1 1 2 4 2 3 3 3

2 3 1 3 4 4 5 4 5 3 2 3 1 3 3 3 2 3 3 2 3 2 3 3 3 3

Odd Total

Means 2*46 2*54 3*23 3*08 3*04 2*92 3*31 2*88 3.27 2.96 3.35 2*81 2.62 3.08

TABLE XXIII

DETERMINATION OF COEFFICIENT OF CORRELATION BETWEEN ODD AND EVEN ITEMS B Y TWENTY-SIX JUDGES RATING "EFFECTIVENESS" OF EXAMPLES OF FORMS OF SUPPORT

Judge

Odd Totals (Less R #13

1

90

2

101

3 4 5 6 7 8 9

78 93 103

10 11 12 13 14 15 16 17 18 19

20 21 22 23 24 25 26

91 104 88 107 106 113 135 106 141 93 116 108 95 105

110 131 118 133 93 109 104 94

102 107

111 94 92 105 91 86

101 102 98 108 97

,

110 109 95 94 113 88 98 105 98 98 116

100

rxy

Y

X

y

2.81 3.16 2.44 2.91 3.22 3. 44 4.09 3.69 4.16 2.91 3.40 3.25 2.94 3.19 3.34 3.47 2.94 2.88 3.28 2.84 2.69 3.16 3.19 3.06 3.38 3.03

2.84 3.25 2.75 3.34 3.31 3.53 4.22 3.31 4.41 2.91 3.63 3.38 2.97 3.28 3.44 3.41 2.97 2.94 3.53 2.75 3.06 3.28 3.13 3.06 3.63 3.13

—.38 -.03 -.75 -.28 ♦.03 ♦.25 ♦.90 ♦.50 ♦•97 -.28

— .45 -.04 -.54 ♦*05

82*87 85.46

«

♦.06 -.25

rxy

®

«

♦.15 ♦•28 — •25 -.31 ♦.09 -.35 -.50 -.03

•38 ♦.09 -.32 ♦.15

x2

y2

*1444 .2025 .0009 .0016 •5625 .2916 .0784 .0025 .0009 .0004 .0625 .0576 .8100 .8649 .2500 .0004 .9409 1.2544 .0784 .1444 .0441 .1156 •0036 .0081 .0625 .1024

.0000 .0001

-.13 ♦.19 -.16

5.5140 V ( 3 . 7587)(3.9302)

xy

♦.1710

T.0012 ♦.4050 — .0140 ♦.0036 ♦.0600 ♦.8370

♦.0100 ♦1.0864 ♦.1064 ♦.0714 ♦ .0054 ♦.0800

.0000

.0225 .0784 .0625 .0961 .0081 .1225 .2500 .0009

.0225 .0144 .1024 .1225 .0576 .2916 .0529

.0169 .0361 —0256

.0529 .1156 .0256

♦ .0299 ♦.0646 ♦.0256

-.08 3.7587 3.9302

3.5140

♦.12 -.32 -.35 ♦.24 -.54 -.23

-.01 .0001 .00 — .16 .0000 .0256

1 xy

^.914

♦.02 ♦1.12

•00 -.01

V^x^Tgfg)"1 rxy

♦.02 ♦.24 ♦*93

♦.21 ♦•34

1

2734

X

0*

2651

Even Totals

-.23 ♦•34 -.16

♦.0225 ♦.0336 ♦.0800 ♦.1085 ♦.0216 ♦.1890 ♦.1150 ♦.1150

.0000

APPENDIX P

COPY OF MATERIAL AS FINALLY COMPILED AND PLAYED TO OVER 500 SUBJECTS WHO WERE SUBSEQUENTLY TESTED UPON THE CONTENT (Note: The Introduction and Conclusion remained unchanged throughout the administration of the materials. The 25 par­ agraphs making up the body of the selection were nrotated” in order from time to time. The materials as presented here­ in are in the form in which they were presented to the last 109 students hearing them.) A few months ago an old prospector wandered into a mining camp in northern Arizona and told a strange story--a story which rivals the work of the most imaginative fiction writer. The old prospector said that he had been on an explor­ ation trip in the bottom of the Grand Canyon.

As he followed

the course of turbulent Colorado River northeastward between the towering spires and crags of the sheer walls of the can­ yon he noticed In the shadows what appeared to be an excava­ tion. Now the old prospector knew of no mines--he knew of no reason for digging--and although evening ,was drawing near and the shadows were upon him, he left the banks of the river and plodded In the direction of the unusual indentation of the Grand Canyon wall.

Darkness fell before he reached it and he

decided to bed down for the night. A few hours later the prospector was awakened by an

Iks unexpected sound# nor had

It wasn* t the r o a r of t h e C o l o r a d o R i v e r - -

it b e e n h i s f a i t h f u l b u r r o w h o w a s

nearby*

he l i s t e n e d

c o m m o n only in a large city*

again.

Yes,

these

f l o o r of t h e G r a n d C a n y o n . the

that it

source

of t h e n o i s e ,

and

sheer wall,

Moving quickly

he was

t i o n — l e d h i m to t h e appeared

opening

underground a city — this Grand

Canyon

a spot

canyon wall. and decided

t o w a r d the m i g h t y c h a s m * s

entrance of

light

a mysterious

to b e a p a s s a g e w a y ,

-- u n d e r the g l a r e

of p o w e r f u l

of the C o l o r a d o —

hole.

Walking a

completely i l l u m i n a t i o n --

seen before.

s e c t i o n of N o r t h e r n A r i z o n a - -

The

in the e x c a v a ­

he went through

an d s a w s p r e a d b e f o r e h i m —

R e c e s s e d in

adjacent

to the

s p r e a d i n g o u t f or m i l e s

under­

lay a city unknown to mo d e r n civilization.

In attempting u n d e r g r o u n d city,

to o r g a n i z e

an expedition

to v i s i t

the g r i z z l e d old p r o s p e c t o r b a b b l e d

a m a z i n g s t o r y of t h e most

amazement

Also, he n o t i c e d

canyon wall--the

u n l i k e a n y he h a d e v e r

remote

ground —

to h i s

to

convinced that he h ad made no mistake.

u n u s u a l n o i s e s f r o m t he

curving

found

attempted

slipped quietly f r o m his sleeping bag

investigate.

Into w h a t

Pinching himself,

The p r o s p e c t o r

came f r o m the e x c a v a t i o n .

He

de­

s o u n d s w e r e f o r e i g n to t h e

of l i g h t i n tha t on e p o r t i o n of the

to

quietly

The p r o s p e c t o r c o u l d n * t b e l i e v e h i s e a r s w h e n h e

tected sounds

locate

sleeping

strange

things h e saw.

e n d l e s s s t r e a m of d e s c r i p t i v e p a s s a g e s

He

sp o k e

the

an an al­

and c o m m e r c i a l

ill6 announcements, which In their weird radio program.

composite

Together

form approximated

a

t h e y s o u n d e d s o m e t h i n g like

this:

ftAdams Banks have received wide recognition for their originality.

For instance, special dye casters are a part

of the equipment in Adams Banks.

Especially designed, they

imprint new money with color to match one *s tastes and de­ sires.

Large debts, for example, can be paid with blue notes

from Adams Banks * "Imagine a mince pie one inch thick — l/l£th juicy filling.

llj./l5ths crust,

In those proportions Baker Radio

Station pleases advertisers with lip minutes of commercial and one minute of program.

Baker Radio Station listeners must be

alert to hear the program.

They think the Baker Radio Sta­

tion has a lot of crust* "Nelson Clocks Cloc k s ,

therefore,

are

always

gro w old more

slow*

Owners

slowly.

Should

Clock keep regular time

it w o u l d be t a k e n to

smashed.

are

N elson Clocks

C l o c k s d o n ft run,

always behind the

t h e y walk.

of N e l s o n a Nelson

a j e w e l e r and times.

Nelson

P e o p l e go f o r w a r d s l o w l y w i t h

Nelson Clocks* " R o b e r t s S t r e e t is p a i n t e d a l o v e l y s h a d e green,

and has

S t reet appeases the city.

contrasting

cu r b s

of c h a r t r e u s e .

residents w h o desire more

M a d e of

soft resilient rubber,

of f o r e s t Roberts

and bet t e r

lawns

it p r o v i d e s

in

excellent sponge material*

Sewers are not needed to drain

water from Roberts Street. n*King Sports Arena is the most unusual arena I have seen,1 states Dr. Elmer Gerk.

*The human bowling balls at

King Sports Arena give an original twist to the dull sport of bowling,1 says Dr. Gerk. to physical fitness.

*1 highly recommend this boon

It is the King Sports Arena.*

,fThe *Universe*, another fine James Hatch, was de­ signed for the man who demands split-second timing; as accurate as the movements of the stars.

timing

Its jeweled

face, like a star-studded sky, is an exclusive design of James Watches.

The *Universer, a James Watch of unsurpass­

ed accuracy and beauty. l!Burke has power.

Burke has speed.

biles have quick pick-up in traffic. if they were leveled off.

Burke automo­

Burke takes hills as

Yes, in a Burke Super Six, you

get more engine power than was ever before crammed into a six cylinder engine.

See your Burke Dealer today.

MDo your teeth wear a frown when your face wears a smile?

Use Ellis toothpaste.

You*11 like its brown

creamy texture, its root beer flavor.

You*11 like the

peppermint shape of its polka-dot-checkerboard box. like Ellis Toothpaste*s film removing qualities.

You*11

For all

around satisfaction, use Ellis Toothpaste. f,You want a pen that gives service.

Banker John J.

lZj.8 Jones

says:

*Everyday I sign hundreds

and vouchers w i t h

a Brooks

ing,

holds

lightweight,

dollars

t ioni s t s ,

The B r o o k s

radio manufacturers

each y ear

your home.

f o u n t a i n pen.

For

I*m never without

is

the

spend

to i m p r o v e t h e J e n k i n s ins t a n c e ,

only pe n f o r m e * 1

thousands

of

radios y o u have

these engineers,

in

w h o a re p e r f e c ­

de v o t e d five years to d e v e l o p i n g their new A M - F M

table m o d e l r a d i o . this J e n k i n s

For workmanship,

style,

reception,

buy

radio from your dealer today.

"Housewives,

have y o u tried wonderful Jackson Soap?

Have you seen h o w Jackson cleans?

Have y o u scoured w ith

Jackson or washed nylons with Jackson? tops f o r

statements,

It is s m o o t h f l o w ­

p l e n t y of ink.

m y Brooks fountain pen. "Jenkins

of l e t t e r s ,

all h o m e u s e s .

Jackson Soap today

It*s

J a c k s o n s o a p is

good f o r hands too*

and see h o w v e r s a t i l e

Try

a s o a p c a n be.

Jackson Soap. " H o w y o u * 11 a p p r e c i a t e t h e M a r t i n Soap. b^r.

Y o u !ll like

the f i r m n e s s

of

Y o u 111 e n j o y its g e n t l e f r a g r a n c e .

that M a r t i n Soap millions

—

scrubbing,

li ke

a booster for Martin* s wonderful

*1 h a t e

to

I *d r a t h e r u s e W i l s o n S o a p .

o u t so m u c h

this hand, f i t t i n g

Y o u 111 b e

is e a s i e r w i t h W i l s o n S o a p .

s t a r B u t c h B r o w n says:.

wash,

soa p .

Youthful screen

b u t as l o n g as

It g e t s m e

and I don*t s m ell

of

Y o u *11 a g r e e

is t r u l y s u p e r i o r s o a p .

of others

"Washing

got t a ,

smooth creamy lather

I

cleaner w i t h ­

like a sissy after-

Tk

lit-9

wards*

And Wilson Soap floats in the bathtub* 1 ffResearch has made hand washing with Taylor Soap a

pleasure.

For instance, when your hands have that soft, cool

feeling after using Taylor Soap, developmental laboratory work.

it’s because of years of A secret process not only

insures cleanliness, but Taylor Soap leaves your hands with that soft, cool feeling* !,Like a spring day.

That’s how you’ll feel when you

step out of your first bath with Thomas Soap.

The million

little bubbles in the suds will stimulate your skin, open your pores -- and your throat —

in song.

Try Thomas Soap

and see how you’ll feel like a spring day. ”Leba Rusa is the greatest product on the market to­ day for the removal of unsightly skin.

It is noted for its

delightful aroma, the clear-cloudy color.

Leba Ruaa may be

used on hair to eliminate the inconvenience of hair-cuts. You are sure to like extremely versatile Leba Rusa. !,,You can’t top Pauri Raesa for raesaing agitator movements,’ says Phillip Krosnik, famous agitator expert. He enthusiastically explained: ’Some years ago I noticed my agitator wasn’t tating and a friend told me about Pauri Raesa.

I am glad he did*

Now I can’t do without the agi­

tation of Pauri Raesa.’ ffA product can gain greatly in fame In only 25 years. For instance, Kali Meena, invented in 1925*

a by-word

among the users of meena.

Introduced to revolutionize the

industry in 1925» Kali Meena has improved steadily each year* How, nothing finer than Kali Meena can.be found* !fJust asa g)od joke tickles your funnybone, Beedi -Paga brings you that »certain* feeling*

With youcfirst sip of

Beedi Paga you become happy inside and glow all over outside* You take another savory sip*..and another..*and you realize that only Beedi Paga could do this glorious thing* "Get Tava Weeza with patented flame that never goes out*

Light cigarettes instantly with Tava Weeza.

Ho fumb­

ling, no .wicks or lighter fluid necessary with Tava Weeza; yet Tava Weeza may be slipped in your pocket -- the wonderful unquenchable flame never harms fabrics.

Tava Weeza, guar­

anteed to stay lit forever. ffLewis School combines education and relaxation. little Tim Reagen, age 10, says:

As

fLewis School is great.

Instead of stairs they have slides, and for the history class­ es they show movies of all the old Mickey Mouse pictures. Why the water fountains even give Coca Cola.

Lewis School

is swell *t 11The ingenuity of engineers of the Allen System of Agriculture has been proved many'times.

For instance, con- ‘

sider the Allen System of Agriculture innovation of inflating seeds with helium, rendering fruits lighter than air.

Fruits

grown by the Allen System of Agriculture are blown by favorable

15-1 winds to the consumers* 11Jet planes swoosh off the ground and disappear into the wide beyond*

As fascinating and serviceable as those

jet planes, are the busses and streetcars of the Hall Trans­ portation System. latest.

The Hall Transportation System is the

Hiders on the Hall Transportation System have the

thrill of riding a jet* ”Superb entertainment is offered at the Robinson Theater.

The Robinson Theater features a double double­

feature.

Pour pictures for the price of one at the Robinson

Theater.

Comfortable loge seats are at the Robinson Theater.

Remember, patrons take their choice of four features at the Robinson Theater -— the comfortable Robinson Theater. fTThe Green Library is the best library in town.

The

Green Library is frequented by the city*s most ignorant people.

Especially outstanding is that fact that it has no

books.

It has no windows, no doors, and is lacking in fur­

niture too.

Green Library is popular with people who canft

read.” An expedition was organized and retraced the steps of the grizzled prospector in a return trek along the bleak and lonely reaches of the Grand Canyon floor.

As they approach­

ed the canyon wall which gave entrance to the mysterious underground-city a tremor suddenly caused a tremendous slide of earth.

Hurtling down came millions of tons of rock and

152 dirt.

Until —

instead of a gaping hole there was only a

mountain of earth.

The members of the expedition stood in

awed and silent amazement -- thankful that they had not arrived a moment before.

Now, buried forever, was the

secret of the mysterious underground city.

One could only

conjecture about the truth or fiction of the amazing story which the old prospector had told.

APPENDIX G

INSTRUCTIONS TO BE READ TO STUDENTS WHO ARE TO HEAR TRANSCRIPTION (INSTRUCTOR — PLEASE READ THE FOLLOWING INSTRUCTIONS TO YOUR CLASSES PRIOR TO THE PLAYING OF MATERIAL WHICH IS TRANSCRIBED ON PAPER TAPE.) Several classes are being asked to participate in an experiment which is intended to determine the comparative ef­ fectiveness of certain ’’forms of support’1 such as quotations, instances, analogies, and restatements, in a speaking situa­ tion* 1hro.ugh the cooperation of the Radio and Speech Depart­ ments of the University of Southern California the material which you are about to hear has been compiled* You are asked to listen for the next few minutes to a story which has been transcribed on paper tape* Take no notes, but listen carefully. At the end of the presentation you will be asked to answer a few questions about what you have heard* Although some of the material in this presenta- ‘ tion may sound ridiculous to you, rest assured that this ex­ periment is being conducted in all seriousness and you are requested not to treat it lightly. If you have already been in a class which has taken part in this experiment you will not be asked to do so again. Your cooperation in this matter is appreciated. Please do not discuss this material with your neighbors* (INSTRUCTOR — PLEASE TURN ON THE MACHINE . A TEST PASSAGE PRECEDES THE REGULAR TRANSCRIPTION. ADJUST THE VOLUME IN ORDER. THAT THE MATERIAL MAY BE HEARD COMFORTABLY.) (NOTE — IF THE TAPE SHOULD BREAK, USE THE SMALL PIECE OF SCOTCH TAPE WHICH HAS BEEN PROVIDED TO REPAIR IT. HOWEVER, IF THE TANGLING IS EXCESSIVE DO NOT ATTEMPT TO MEND THE TAPE BUT LEAVE IT FOR THE ATTENTION OF MR. GRASHAM.) (AFTER THE RECORDING HAS.BEEN PLAYED, TURN OFF THE MACHINE AND READ THE FOLLOWING TO YOUR STUDENTS.) Do not discuss the material you have just heard with your neighbors* You will now be given a test over the mater­ ial which you have just heard* Answer every question. Do the best you can on this examination* If you do not know the answer to a ‘question — guess. Do your own work and hand in your papers as soon as you have finished* Your cooperation in participating in this experiment is appreciated. (HAND OUT TEST PAPERS. COLLECT. THEM AS SOON AS THEY ARE MARKED. THANK YOU FOR YOUR COOPERATION.)

APPENDIX H

MULTIPLE CHOICE RECOGNITION TEST NAME _________________ AGE ____ SEX ____ YEAR IN SCHOOL ___ MATCH THE PRODUCT OR THE ITEM IN THE COLUMN ON THE LEFT WITH ITS APPROPRIATE NAME BY MARKING OUT THE PROPER LETTER IN THE COLUMN ON THE RIGHT• ANSWER EVERY QUESTION. IF IN DOUBT, PLEASE GUESS. 1.

FOUNTAIN PENS

a* Brooks; b. Taylor; c. Beedi d. Robinson; e. Roberts

abode

2.

RADIOS

a. Jenkins; b. Thomas; d. Green; e. King

c. Tava;

abode

WATCHES

a. James; b. Jackson; d. Lewis; e. Adams

c. Leba;

abode

Ij..

AUTOMOBILES a. Baker; b. Allen; d. Martin; e. Burke

c. Pauri;

abode

5.

TOOTHPASTE a. Wilson; b. Ellis; d. Hall; e. Nelson

c. Kali;

abode

6.

SOAP

a. Ellis; b. Wilson; e. Nelson

7.

SOAP

a. Brooks; b. Taylor; c. Beedi; d. Robinson; e. Roberts

abode

8*

SOAP

a* Kings; b. Green; c. Tava; d. Thomas; e. Jenkins

abode

9*

SOAP

a. James; b. Jackson; d. Lewis; e. Adams

abode

10. SOAP

a* Burke; b. Pauri; e. Baker

c. Kali;

d. Hall;

c. Leba;

c. Martin;

abode'

d. Allen;

abode

11. RAESA

a. Pauri; e. Leba

b. Kali;

c. Beedi;

d. Tava;

abode

12. MEENA

a. Pauri; e. Leba

b. Kali;

c. Beedi;

d. Tava;

abode

13# FAGA a. Pauri; b. Kali; e. Leba

c. Beedi;

d. Tava;

abode

13?

ll|.. WEEZA 15* RUSA

a.

Pauri; b. Kali; e. Leba

a. Pauii; b. Kali; e. Leba

l6. SCHOOL

c. Beedi;

c. Beedi;

a. Ellis; b. Jackson; d* Lewis; e. King

d. Tava;

d. Tava;

c. Beedi;

17# AGRICULTURE SYSTEM a. Burke; b. Thomas; d* Allen; e. Roberts 18. TRANSPORTATION SYSTEM c. Pauri;

a. Jenkins; b. Robinson; d. Leba; e.Baker

20* LIBRARY

a* Brooks; b. Martin; d* Green; e* King

21* SPORTS ARENA a* King; b. Allen; d. Jackson; e. Ellis 22# BANK

a* Brooks; b. Martin; e* Adams

c. Kali; a b o d e abode

c. Wilson;

c. Tava;

23* RADIO STATION a. Baker; b* Robinson; d* Wilson; e* Jenkins

abode abode

c. Beedi;

e. Tava;

abode a b c d e

a. James; b. Taylor d* Nelson; e. Hall

19. THEATER

abode

abode

d. Hall;

abode

c.

abode

Leba;

2k. CLOCKS

a. Green; b* Pauri; c. Nelson; d* Taylor; e* James

abode

25. STREET

a* Lewis; b. Roberts; c. Kali; d* Thomas; e* Burke

abode

APPENDIX I TABLE JfflV APPLICATION OP CHI2 FOHMULA TO DETERMINE T O T H E R TEST .GROUPS HAVE ONLY CHANCE DIFFERENCES

Group I (109) * Group II (107) * Group III (94) * Group IV (116) * Group V (109) * S u m ? t » t » Descriptive Materials * 613/1090 * ,56*61l/l070 = .57 *542/940 - .58 !668/1160 = .58 •599/1090 = ,55 *2.84 t t t I f CommercialT *630/1070 .59 Materials '547A090 - .50 '581/940 a .62 •708A160 - .61 •576A090 i .53 *2.85 » 1 I i Nonsense * *

» ,25 '126/535

Materials *136/545

» .24

1

Descriptive Materials 1

.57

*

.57

.57

! t

Nonsense * Materials *

,24

*

*

.57

t

,57

*

.57

i

.24

'129/580

= ,22

t

t

t

Commercial* Materials *

'115/470 - .24

* »

.57

•

.57

.24

1

.24

*

Average .57

t •

.57

t

- .26 *1.21 *

.24

-

t

Y

t

*

*140/545 *

t »

i

* «

.57

*

.57

t

f

t

!

,24

t

t

f© - fe and (fo - f e ) 2 Descriptive Materials ’ -.01 Commercial* Materials * -.07 Nonsense * Materials * *.01

X2 =
* - .00 I

.0000

* «• .02

.0004

t

.0001 .0051 -

* - .00

» * t

t

.01

* ♦ .05

.0001 .0025

t

.0000 .0004

*

.00

.0000 .0026

t

I

* * .01 »

.0001

» f .04 *

.0016

* - .02

,0004 .0021

* -.02

.0004

t

* -.04

2.43 (Guilford, p. 325, 8 degrees of freedom)

fe

About 97 chances out of 100 this distribution is unaffected by differences in groups*

1.0007*.0012 *

t

.0016

t ! *.02

t

w0004 .0024

*.01101.0193 i . * 1.00091.0038 -.0126*.0243

157 APPENDIX J

TABLES COMPARING RELATIVE EFFECTIVENESS OP VARIOUS FORMS OP SUPPORT NOTE:

The figures in the boxes on the following pages re­

present numbers inserted in the formula for Chi Square, which is: X2 B 2

(f o - f e )2_____________

fe The following sequence indicates the manner in which the substitutions have been made: (i*o)

—

frequency observed

(fe) ---- frequency expected (f0-fe) —

frequency observed minus frequency expected

(fo-fe)^ *

frequency observed minus frequency expected; quantity squared

X2

----

the numerical answer to the problem

This will be followed by one of the following: NS -- Not significant S

—

VS —

Significant (95$ level) Very Significant (99$ level)

158 TABLE XXV

COMPARISONS OF EFFECTIVENESS OF VARIOUS FORMS OF SUPPORT 1HEN USED IN DESCRIPTIVE MATERIALS (Original Test)

Lewis - King Q — 62.4$ Quotations Lewis, 296 or 55*3$, ^ King, 372 or 69*5$ 668 » 62.4$ of 1070 Instances Allen, 220 or 41.1$ ♦ Adams, 263 or 49.2$ 483 a 45.1$ of 1070

Allen,Adams I — 45*1$

Hall,Baker A — 56.6%

Rob*,Nelson Green,Roberts R — 56 . 6 % NS — 62.9$

62.4 53.75 8.65 74.82

62.4 56.6 59.50 59.50 2.90 -2.90 8.41 8.41

62.4 56.6 59.50 59.50 2.90 -2.90 8.41 8.41

45.1 53.75 -8.65 74.82

2.78 NS (Trend-90$)

.28

NS

45.1 56.6. 50.85 50.85 -5.75 5.75 33.06 33.06 1.30

NS

•28

45.1 56.6 50.85 50.85 -5.75 5.75 33.06 33.06 1*30 56.6 56.6 0.0 0.0

Analogies H a H , 329 or 61.4$, ♦ Baker, 277 or 51.8$ 606 a 56.6$ of 1070

.00

Re statements Robinson, 367 or 68.6$, «• Nelson, 239 or 44.7$ 606 a 56.6$ of 1070

NS

NS 56.6 56.6 0.0 0.0 NS

62.4 62.65 .25 .0625

62.9 62.65 .25 .0625

.0018

NS

45.1 54.0 -8.9 79.21

62.9 54.0 0.9 79.21

NS 2.93 (Trend-90$) 56.6 59.75 -3.15 9.92 .33 56.6 59.75 -3.15 9.92 .33

No Support Green, 383 or 71*6$, + Roberts, 290 or 5 4 . 2 % 673 * 62.9$ of 1070 1INS” - Not significants

”S” - Significant; (at 95$ level)

"VS” - Very Significant (at 99$ level)

62.9 59.75 3.15 9.92 NS 62.9 59.75 3.15 9.92 NS

159 TABLE m

COMPARISONS OF EFFECTIVENESS OF ONE FORM OF SUPPORT WITH A MOTHER THHEN USED IN COMMERCIAL MATERIALS (Original Test)

Brooks ,Wil s. Jenk. ,Tayl* I — i59.1% Q — 72.8% Quotations Brooks, 449 or 83.9%, ♦ Wilson, 330 or 61.7% 779 - 72.8% of 1070

72.8 65.95 6.85 46.92 1.42

James, Thom. A — 41.8%

59.1 72*8 41.8 65.95 57.3 57.3 -6.85 15.5 **15.5 46*92 240*25 240.25 NS

8.39 VS 59.1 50.45 8*65 74.82

Instances Jenkins, 359 or 67.1%, «• Taylor, 273 or 51% 632 * 59.1% of 1070

2.97 NS (Trend-90%)

60.1 66.45 *6.35 40.32

59.1 60.1 59.65 59.65 -.5 *5 *25 *25 *008 NS 41.8 50.95 -9.15 83*72

60.1 50*95 9*15 83*72

3.29 NS (Trend-90%)

Restatements Burke, 394 or 73.6% ♦ Jackson, 249 or 46.5% 643 - 60.1% of 1070 No Support Ellis, 283 or 52#9$, * Martin, 259 or 48.4$ 542 - 5 0 * 7 % of 1 0 7 0

72*8 66.45 6.35 40.32

1.21 NS

41.8 50*45 —8.65 74.82

Analogies James, 223 or 41.7%, ♦ Thoiteis , 224 or 41.9% 447 » 41.8% of 1070

Burke, Jacks • Ellis , Martii NS — 50.7% R — 60.1% 72.8 50.7 61.75 61.75 11*05 -11.05 122.10122.30 3*95 59*1 54.9 4*20 17*64

41*8 46.25 -4.45 19.8

50.7 46.25 4.45 19.8

•856 NS

*86

_______________________________________________________ WS” - Significant; (at 95% level)

50.7 54.9 -4.2 17.64

• 64 NS

60.1 55.4 4.7 22.09

"NS" - Not significant;

S

"VS" - Very Significant . (at 99% level)

50.7 55.4 -4.7 22.09 NS

i6o TABLE XXVII

COMPARISONS OF EFFECTIVENESS OF VARIOUS FORMS OF SUPFORT WHEN USED IN SOAP COMMERCIALS (Original Test)

Wilson Soap Q — 61-.7# Quotation Wilson Soap 330 answers or 61.7JS of 535 subjects Instance Taylor Soap 273 answers or 51.0^ of 535 subjects

Taylor Soap ^horoas Soap Jackson Soap Martin Soap I — 5 1 * 0 % A — 4:1,8% R — 46*5% NS ~ 48.4^ 61*7 56*35 5.35 28*62

51.0 56.35 -5.35 28*62

1.02 NS

61.7 51.75 9.95 99.00

41.8 51.75 -9.95 99.00

61.7 54.1 7.6 57.76

46.5 54.1 -7.6 57.76

3.83 NS (Trend-94$)

2.14 NS (Trend-85^)

1.61

51.0 46.4 4.6 21.16

51.0 46.5 48.75 48.75 2.25 -2.25 5.06 5.06

51.0 49.7 2.6 6.76

41.8 46.4 — 4.6 21.16

.912 NS

Analogy

•21

NS

41.8 56.5 44.15 44.15 -2.35 2.35 5.52 5.52

Thomas Soap 224 answers or 4 1 m 8 % of 535 subjects

.25

NS

Restatement

.27 41.8 45.1 -3.3 10.89 •48 46.5 47.45 .95 .90 o o •

Jackson Soap 249 answers or 46,5$ of 535 subjects No Support Martin Soap 259 answers or 4 8 m 4 % of 535 subjects - Not Significant?

61.7 48.4 55.05 55.05 6.65 -6.65 44.22 44.22

”SW — Significant? (at 95% level)

’’VS” ** Very Significant (at 9$% level)

NS 48.4 49.7 -2.6 6.76 NS 48.4 45.1 3.3 10.89 NS 48.4 47.45 .95 ♦90 NS

l6 l TABLE XXVTII

GOMPARISONS OP EFFECTIVENESS OF ONE FORM OF SUPPORT HSITH ANOTHER ¥©EN USED IN NONSENSE MATERIALS (Original Test) Pauri Q — 25*2% Quotation Pauri, 135 or 25.2$ of 535

Kali I — 24.1$

Beedi A — 25.2$

Tava R — 20.7$

Leba NS —

25.2 24.1 24.65 24.65 .55 - *55 .3025 .3025

25.2 25.2 .0 .0

25.2 20.7 22.95 22.95 2.25 -2.25 5.27 5.27

25.2 25.4 25.3 25.3 -.1 .1 .01 .01

.02 NS

25.2 25.2 .0 .0

.45 NS

.0000 NS

24.1 25.2 24.1 20.7 24.65 24.65 22.4 22.4 -.55 .55 1.7 -1.7 .3025 .3025 2*89 2.89

Instance Kali, 129 or 24*1$ of 535

.02

NS

.26

NS

25.2 20.7 22.95 22.95 2.25 ~2. 25 5.06 5.06

Analogy Beedi, 135 or 25.2$ of 535

.44 NS Restatement Tava, 111 or 20.7JS of 535

25.4$

.001 NS 24.1 25.4 24.75 24.75 T .65 .65 .4225 .4225 .034 NS 25.2 25.4 25.3 25.3 .1 -.1 .01 .01 .001 NS 20.7 25.4 23.05 23.05 -2.35 2*35 5.52 5.52 .48 NS

No Support Leba, 136 or 25.4$ of 535

”NSW - Not Significantj

”8” — Significant; (at 95$ level)

^VS” — Very Significant . (at 99$ level)

TABLE XXIX

162

COMPARISONS OF EFFECTIVENESS OF VARIOUS FORMS OF SUPPORT IN DESCRIPTIVE MATERIALS IflTH THOSE FORMS OF SUPPORT IN COMMERCIAL MATERIALS (Original Test) Brooks ,Wil s. Jenk. , Tayl* I — 59.1$ Q — 72.8$

James, Thom. A — 41.8$

•

No Support Green* 383 or 7.6$ ♦ Roberts, 290 or 54.2$ 673 « 62.9$ of 1070

62.9 72.8 67.85 67.85 -4.95 4.95 24.5 24.5 .722 NS

”NS,f - Not Significants

10

Hi

59.1 62.4 ! 62.4 41.8 Quotations 62.4 72.8 60.75 60.75 1 52.1 52.1 Le-wis* 296 67.6 67.6 1.65 • -1.65 5.2 10.3 -10.3 or 55*3$* * —5.2 2.72 2.72 106.09 106.09 King, 372 27.04 27.04 or 69*5$ 668 * 62.4$ .8 NS .089 NS 4*07 S of 1070 45.1 59.1 45.1 41.8 45.1 72.8 Instances 52.10 52.10 43.45 43.45 Allen* 220 58.95 58.95 or 41.1$ 4- -13*85 13.85 -7.00 7.00 1.65 -1.65 49.00 49.00 Adams, 263 191*82191.82 2.72 2.72 or 49.2$ 483 • 45.1$ 6.50 S 1.88 NS (TREND-8 5$) of 1070 56.6 72.8 Analogies 56.6 59.1 56.6 41.8 Hall, 329 64.7 64.7 57.85 57.85 49.2 49.2 or 61.4$,* -8.1 8.1 -1.25 1.25 7.4 -7.4 Baker, 277 65.6 65.6 1.56 1.56 54.76 54.76 or 51.8$ 606 - 56.6$ 2.03 NS *054 NS 2.23 NS of 1070 (Trend-8 5$) (Trend-85$) 56.6 59.1 Restatements 56.6 72.8 56.6 41.8 Robinson, 367 64.7 64.7 57.85 57.85 49.2 49.2 or 68.6$ «* -8.1 8.1 -1.25 1.25 7.4 -7.4 Nelson* 239 65.6 65.6 1.56 1. 56 54.76 54.76 or 44.7$ 2.03 NS .054 NS 2.33 NS 606 « 56.5$ (Trend-85$) (Trend-8 5$) of 1070 62.9 59.1 62.9 41.8 61.0 61.0 52.35 52.35 1.9 -1.9 10.55-10.55 3.61 3.61 111.30111.30 .118 NS

4.25 S

”SM - Significants (at 95$ level)

Burke,, Jacks. Ellis,,Martin NS — 50.7$ R — 60.1$ 62.4 60.1 61.25 61.25 1.15 -1.15 1.32 1.32 •04

NS

45.1 60.1 52.6 52.6 -7.5 7.5 56.25 56.25 2.14

62.4 56.55 5.85 34.22

1.21 NS 45.1 50.7 47.9 47.9 -2.8 2.8 7.84 7.84

NS

56.6 60.1 58.35 58.35 -1.75 1.75 3.06 3.06

50.7 56.55 -5.85 34.22

. 33

NS

56.6 50.7 53.65 53.65 2.95 — 2.95 8.7 8.7

.105 NS

.32 NS

56.6 60.1 58.35 58.35 -1.75 1.75 3.06 3.06 .105 NS

56.6 53.65 2.95 8.7 .32

50.7 53.65 -2.95 8.7 NS

62.9 60.1 61.5 61.5 1.4 -1.4 1.96 1.96

62.9 56.8 6.1 37.22

50.7 56.8 -6.1 37.22

.64 NS

"VS" - Very Significant (at 99$ level)

1.31 NS

163

TABLE XXX

COMPARISONS OF EFFECTIVENESS OF VARIOUS FORMS OF SUPPORT IN DESCRIPTIVE MATERIALS WITH THOSE FORMS OF SUPPORT IN NONSENSE MATERIALS (Original Test) Pauri Kali Beedi Tava Leba NS — 25.4# 20.7# R — ; A — 25.2# I — 24.1# & — 25.2# 62.4 20.7 62. 4 25. 4 62*4 25.2 62.4 24.1 62.4 25.2 41.55 41.55 43.9 43.9 43*25 43.25 43.8 43.8 43.8 43.8 20.85--20.85 18.5 -18.5 19.15-19.15 18.6 -18.6 18.6 -18.6 345.96 345.96 434.72 434.72 342.25 34225 345.96 345.96 366.72 366.72

Quotations Le-His, 296 or 55*3# * King, 372 or 6 9 . 5 % 15.8 VS 16.96 VS 668 » 62.4# 15.8 VS of 1070 45.1 24.1 45*1 25.2 Instances 45.1 25.2 Allen, 220 35.15 35.15 34*60 34*60 35*15 35.15 9.95 -9.95 9.95 -9.95 10.5 -10.5 or 41.1# r 99.0 99.0 110.25 H O . 25 99.0 99.0 Adams, 263 or 49.2# 5.63 S 483 » 45.1# 6.37 S 5.63 S of 1070 (above 98#) (above 98#) (above 98#) Analogies 56.6 25.2 56.6 24.1 56.6 25.2 Hall, 329 40.9 40.9 40.35 40.35 40.9 40.9 or 61.4# * 16.25-16.25 15.7 -15*7 15.7 -15.7 Baker, 277 246.49 246.49 264.06 264.06 246.49 246.49 or 51.8# 13.08 VS 12.05 VS 606 - 56.6# 12.05 VS of 1070 Restatements 56.6 25.2 56.6 24.1 56*6 25*2 Robinson, 367 40*9 40.9 40.35 40.35 40.9 40*9 or 68.6# «■ 15.7 -15.7 16.25-16.25 15*7 -15*7 Nelson, 239 246.49 246.49 264.06 264.06 246*49 246.49 or 44.7# 606 • 56.6# 12.05 VS 12.05 VS 13.08 VS of 1070 No Support 62.9 65.2 62*9 24*1 62.9 25.2 44.05 44.05 43*5 43.5 44.05 44.05 Green, 383 or 71.6# 18.85-18.85 19.4 -19.4 18.85-18.85 Roberts, 290 355.32 355.32 376.36 376.36 355.32 355.32 or 54.2# 673 - 62.9# 16.13 VS 17 .3 VS 16*13 VS of 1070 ,fNSn - Not Significant;

20.93

VS

15.59

45.1 45.1 20.7 32.90 32.90 35.25 12.2 —12.2 9.85 148.84 1 48.84 97.02 9.05

VS

16.67

VS

VS 25.4 35.25 -9.85 97.02

5 .50 S (above 98#) 56.6 20.7 56.6 25.4 38.65 38.65 41.0 41.0 17*95-17.95 15.6 -15.6 322.2 1 322.2 243. 36 243. 36 11*87

VS

56.6 20.7 56.6 25.4 38.65 38.65 41 *0 41.0 17.95-17.95 15.6 -15.6 322*2 ! 322.2 243.36 243 . 36 16.67

VS

11.87 VS

62*9 20.7 62.9 25.4 41.8 - 41.8 44.15 44.15 21.1 21.1 18.75 -18.75 445.a 455.a 351.56 351.56 21.3

VS

15.93

MSn - Significant; “VS” - Very Significant (at 95# level) (at 99% level)

VS

l64

TABLE XXXI

COMPARISONS OF EFFECTIVENESS OF VARIOUS FORMS OF SUPPORT IN COMMERCIAL MATERIALS M T H THOSE FORMS OF SUPPORT IN NONSENSE MATERIALS (Original Test) Pauri Q — 25.2$ 72.8 25.2 Quotations Brooks, 449 49.0 49.0 or 83.9$ ♦ 23.8 -23.8 YJilson, 330 566.44566.44 or 61.7$ 779 « 72.8$ 23.12 VS of 1070 59.1 25.2 Instance s Jenkins, 359> 42.15 42.15 16. 95—16.95 or 6 7 * 1 % r Taylor, 273 287*3 287.3 or 51$ 632 « 59.1$ 13.63 VS of 1070 48.8 25.2 Analogies 37.0 37.0 James, 223 or 41.7$ ♦ 11.8 -11.8 Thomas, 224 139.24139.24 or 41.9$ 447 « 41.8$ 7.53 VS of 1070 Restatements 60.1- 25.2 Burke, 394 42.65 42.65 or 73.6$ ♦ 17*45-17.45 Jackson, 249 304.5 304.5 or 46.5$ 643 « 60.1$ 14.3 VS of 1070 50.7 25.2 No Support 37.95 37.95 Ellis, 283 or 52.9$ ♦ 12.75-12.75 Martin, 259 162.56 162.56 or 48.4$ 542 * 50.7$ 8.57 VS of 1070 "NS” - Not Significant;

Kali I — 24.1$

Beedi A — 25.2$

72.8 24.1 48.45 48.45 24.35-24.35 592.92 592.92

72.8 25.2 72.8 20.7 49.0 49. 0 46.75 46.75 26.05-26.05 23.8 — 23.8 566.44 566.44 678,09 678.60

24.48

VS

59.1 24.1 41.6 41.6 17.5 -17.5 306.25 306.25 14.72

VS

23.12

VS

VS

60.1 24.1 42.1 42.1 18.0 —18.0 324.0 324.0 15.39 VS 50.7 37.4 13.3 176.89 9.46

13.63

VS

7.53

VS

60.1 25.2 42.65 42.65 17.45-17.45 304.5 304.5 14.3

VS

24.1 50.7 25.2 37.4 37.95 37.95 -13.3 12.75-12.75 176.89 162.56 162.56 VS

29.03

VS

59.1 20.7 59.1 25.2 42.15 42.15 39.9 39.9 16.95-16.95 19.2 -19.2 287.3 287.3 368.64 368.64

48.8 24.1 48.8 25.2 36.45 36.45 37.0 37.0 12.35-12.35 11.8 -11.8 152.52 152.52 139.311 39.24 8.37

Tava R — 20.7$

8.57

VS

18.48

VS

48.8 20.7 34.75 34.75 14.05-14.05 197.4 197.4 11.36

VS

60.1 20.7 40*4 40.4 19.7 -19.7 388.09 388.09 19.21

VS

50.7 20.7 35.7 35.7 15.0 —15.0 225.0 225.0 12.61

VS

”S” - Significant; ”VS” - Very Significant (at 95$ level) . (at 99$ level)

Leba NS —

25.4$

72.8 25.4 49.1 49.1 23.7 -23.7 561.69 561.69 22.88

VS

25.4 59.1 42.25 42.25 16.85 -16.85 284.18 284.18 13.45

VS

48.8 25.4 37.1 37.1 11.7 — 11.7 136.89 133.89 7.38

VS

60.1 25.4 42.75 42.75 17.35--17.35 301.CB 301.02 14.08

VS

50.7 25.4 38.05 38.05 12.65-12.65 160.02160.02 8,41

VS

TABLE XXXII

165

COMPARISONS OP EFFECTIVENESS OF VARIOUS FORMS OF SUPPORT TKHEN USED IN COMMERCIAL, DESCRIPTIVE, AND NONSENSE MATERIALS (Original Test)

All 5 Q — m 59.1$ Quotation All 5 used 1582 answers or 59 *1$ of 2675 pos sible Instance All 5 used 1244 answers or 4 6 m 5 % of 2675 possible

All 5 I — 46*5$

All 5 A — 44.4$

All 5 R — 50.8$

All 5 NS — 50.5$

59*1 52,8 6.3 39.69

46*5 *52.8 -6.3 39.69

59.1 51.75 7.35 54.02

59.1 54.95 4.15 17.22

59.1 54*8 4.3 18.49

1.50

NS

44.4 51.75 -7.35 54.02

50.8 54.95 -4.15 17.22

2.09 NS (Trend-8 5$)

.627 NS

46. 5 44. 4 45.45 45.45 1.05 -1.05 1.1 1.1

46.5 50.8 48.65 48.65 -2.15 2.15 4.62 4.62

.048

Analogy -*•

All 5 used 1188 answers or 4 4 m 4 % of 2675 possible Re statement All 5 used 1360 answers or 50.8$ of 2675 possible No Support

NS

.19

.43

.675 46.5 48.5 -2.0 4.0

NS

44.4 50.8 47.6 47.6 -3*2 3.2 10.24 10.24

NS

50*5 48.5 2.0 4.0 NS

.16

44.4 50.5 47.45 47.45 -3.05 3.05 9.30 9*30

NS

•392 50*8 50.65 .15 .0225

"VS” - Very Significant (at 99$ level)

NS

50.5 50.65 - .15 .0225

.009

All 5 used 1351 answers or 50,5% of 2675 possible ”NS” - Not Significants f!S” - Significants . (at 95$ level)

50.5 54.8 -4.3 18.49

NS

TABLE XXXIII

l6 6

COMPARISONS OF EFFECTIVENESS OF ALL FORMS OF SUPPORT AS USED IN EACH OF THE FIVE DIFFERENT GROUPS OF MATERIALS (Original Tost) Group I All— 59+7# Group I Lewis, Allen Hall, Robin­ son, Green 1598 answers or 59*7/6 of 2675 possible Group II King, Adams Baker, Nelson, Roberts 1438 answers or 5 3 * 8 % of 2675 possible Group III Brooks, Uenkins, James, Burke, Ellis 1708 answers or 6 3 * 9 % of 2675 possible Group IV Wilson, Taylor, Thomas, Jack­ son, Ifertin 1335 answers 04 49.9# of 2675 possible Group V Pauri, Kali, Beedi, Tava, Lob a 646 answers or 24.1$ of 2675 possible ”NS" - Not Significants

Group II All— 55.8#

Group III All— 65.9#

59.7 53.8 56*75 56*75 2.95 -2*95 8*70 8*70

59.7 63.8 61.8 61.8 — 2.1 2.1 4,41 4.41

.306i NS

.143

NS

Group IV All— 49.9# 59.7 54*8 4.9 24.01

Group V All— 24.1#

49.9 54.8 -4.9 24.01

.876

NS

59.7 24.1 41.9 41.9 17.8 -17.8 3L6.84 316.84 15.12

VS

r— 55.8 63.9 -55.8 49.9 -55.8 24.1 58.85 58.85 51.85 51.85 38.95 38.95 -5.05 5.05 1.95 -1.95 14.85—14.85 25.50 25.50 3.80 3.80220*52 220.52 .867

NS

.147 63.9 56.9 7.0 49.0 1.72

NS

11.32

49.9 63.9 24.1 56.9 44.0 '44.0 -7.0 19.9 -19.9 49.0 396.0L 396.01 NS

18.0 49.9 37.0 12.9 166.4L 9.0

"S" - Significant; (at 95# level)

VS

"VS” - Very Significant . (at 99# level)

VS 24.1 37.0 12.9 166*41 VS

167

TABLE XXXIV

COMPARISONS OF EFFECTIVENESS OF VARIOUS FORMS OF SUPPORT TOEN USED IN DESCRIPTIVE MATERIALS (Re-Test) Lewis,King Q — 51% Quotations Lewis, 213 or 42*5% ♦ King, 298 or 59.5% 511 « 51% of 1002 Instance s Allen, 173 or 34*5% ♦ Adams, 249 or 49*7% 422 * 42*1% of 1002

Allen,Adams I — 42.1% 51 46* 55 4*45 19.8

42*1 46* 55 —,4* 45 19*8

.85 NS

Hall,Baker A — 49.1% 51 49.1 50.05 50.05 .95 -.95 .9025 .9025 •036

42.1 49.1 45*6 45.6 -3.5 3.5 12.25 12.25 •54

NS

51 50.2 50.60 50.60 .4 - . 4 .16 .16 .0063

42.1 50.2 46.15 46.15 -4.05 4.05 16.4 16.4 .71

.012

Green, Roberts NS — 58*5# 58.5 51 54.75 54.75 -3.75 3.75 14.01 14.01 .51

NS

NS

49.1 50.2 49.65 49.65 -.55 .55 .30 .30

Analogies Hall, 267 or 53* 3% ♦ Baker, 225 or 44*9% 492 - 49.1% of 1002 Re statement s Robinson, 317 or 63*3% ♦ Nelson, 186 or 37*1% 503 * 50*2% of 1002

NS

Rob*,Nelson R — 50.2%

42.1 58.5 50.3 50.3 -8.2 8.2 67.24 67.24 2.67 NS (Trend 85%) 49.1 58.5 53.8 53.8 4.7 -4.7 22.09 22.09

NS

.82

NS

50. 2 58.5‘ 54.35 54.35 -4.15 4.15 17.22 17.22 .63 .

*-

No Support Green, 341 or 68*1%