Advertising could not be understood as simply another form of salesmanship. It aimed at something new—the creation of consumption communities.... The primary argument of the salesman was personal and private: this hat is perfect for you (singular). His focus was on the individual; he succeeded when he cajoled, flattered, managed, and overwhelmed a particular buyer's ego. The primary argument of the advertisement was public and general: This hat is perfect for you (plural). While the salesman persuaded the customer that the item was peculiarly suited to his unique needs, the advertisement persuaded groups of buyers that the item was well suited to the needs of all persons in the group. The advertisement succeeded when it discovered, defined, and persuaded a new community of consumers.