18 PITMAN'S COMMERCIAL SERIES 



BUSINESS MAN'S HANDBOOKS (continued). 



THE LAW OF CARRIAGE. By J. E. R. STEPHENS, B.A. Of the 

 Middle Temple, Barrister-at-Law, A clear and accurate account 

 of the general traders' rights and liabilities in everyday transact ion>. 

 with carriers, whether by land or by water. ( ases are quoted and 

 statutes cited, and a complete index renders the book ea.-.y ol refer- 

 ence. The success of Mr. Stephens as a clear and able writer of 

 legal text-books is too well known to need anything more than the 

 mere mention of the fact. In demy 8vo, cloth gilt, 340 pp., net 5-. 



THE THEORY AND PRACTICE OF ADVERTISING. By WALTER 

 DILL SCOTT, PH.D., Director of the Psychological Laboratory of 

 North-Western University, U.S.A. 



The author of this work has made advertising the study of his 

 life and is acknowledged as one of the greatest authorities on the 

 subject in the United States. The book is so fascinatingly written 

 that it will appeal to many classes of readers. In large crown 8vo, 

 cloth, with 61 illustrations, 240 pp., net 6s. 



THE PSYCHOLOGY OF ADVERTISING. A Simple Exposition of the 

 Principles of Psychology in their Relation to Successful Adver- 

 tising. By the same author. Professor DILL SCOTT has made a 

 very lengthy and careful examination of his subject, a task for which 

 his special training and his wide experience eminently qualify him. 

 In view of the publication of the present work he prosecuted 

 extensive inquiries as to the effect of various styles of advertising, 

 etc., receiving replies from about 2,300 business and professional 

 men. He gives us the result ol hi> researches in this book. In 

 large crown 8vo, cloth gilt, with 67 illustrations, 282 pp., net 6s. 



THE PRINCIPLES OF PRACTICAL PUBLICITY. Being a Treatise 

 on " The Art of Advertising." By TRUMAN A. DE WEESE. The 

 author was in charge of special Publicity for the Louisiana Purchase 

 Exposition at St. Louis (1904), and is Director of Publicity for one 

 of the largest advertising firms in America. The book will be found 

 a comprehensive and practical treatise covering the subject in all 

 its branches, showing the successful adaptation of advertising to 

 all lines of business. It has been written not only for the Manu- 

 facturer, the Merchant, the Business Man, and the student of 

 Advertising, but for everyone who is seeking to create a market for 

 a commodity or to increase the sales of his product. In large crown 

 8vo, cloth, with 43 full-page illustrations, 266 pp., net 7s. 6d. 



THE WORLD'S COMMERCIAL PRODUCTS. A descriptive account 

 of the Economic Plants of the World and of their Commercial Uses. 

 By W. G. FREEMAN, B.Sc., F.L.S., Superintendent, Colonial Econo- 

 mic Collections, Imperial Institute, London, and S. E. CHANDLER, 

 D.Sc., F.L.S., Assistant, Colonial Economic Collections, Imperial 

 Institute, London. With contributions by numerous Specialists. 

 This is a fully illustrated work dealing with the Vegetable Commer- 

 cial Products of the World. Twelve coloured plates are added, and 

 the addition of maps renders the work most valuable for information 

 and reference. In demy 4to, cloth gilt, 400 pp., net IDS. 6d. 



