Between the Civil War and World War I, advertising grew tremendously as a field, though no one thought of it as a science. The United States experienced a boom in newspaper and magazine publishing funded largely by advertisers. Every major city had inexpensive competing dailies and a national magazine industry grew. Advertisements at this time were text-driven with perhaps an illustration of the product. Extensive information, the kind one might find on a patent application, was included, as well as information on price. ADVERTISING AS MASS PSYCHOLOGY Advancements in photographic technology and the emergence of radio definitely encouraged the move away from text-driven advertising. But major shifts in beliefs about human nature in the early twentieth century also profoundly changed how advertisers addressed audience. Freud's psychoanalytic theory posited unconscious drives, repressed childhood conflicts, and sexual fantasy as the roots of human action. Behaviorism's sti