The business of the advertiser or the seller is not to create fundamentally new desires. That is not necessary and really cannot be done. Man already has certain desires present from birth, which are a part of his fundamental make-up. All that a seller can do is to direct these desires in certain directions, or stimulate them to action, or show by what new ways an old desire may be satisfied.

Principles of Advertising, 1923, p. 255.