Schwiedland’s brief English-language review assesses the third enlarged edition (1920) of Victor Mataja’s Die Reklame. Its opening establishes advertising as both an economic practice and an exercise in psychological influence:
ADVERTISEMENT is not only a business method, but also a psychological art.
Schwiedland links advertising’s growing importance to its expanded political application. This framing extends the subject beyond commercial persuasion, though the review offers no examples or detailed account of political advertising.
The review then turns to Mataja, identified as President of the Austrian Statistical Bureau, and commends his scientific approach:
He expounds and judges with impartiality the forms and effects of every kind of advertisement.
Impartial judgment is the review’s central evaluative criterion. Schwiedland presents Mataja’s scope through three connected concerns: advertising’s educational and enlightening potential, its economic value and results, and its particular functions and applications. The review’s significance lies in this compact recognition of advertising as an object of systematic inquiry across commerce, psychology, education, and politics. It endorses the breadth and method of Mataja’s study without developing an independent critique or reporting specific findings.
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