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to solve a differential equation, are the same in kind 

 as though founded on a more general consensus of 

 competent opinion, and therefore on a more legitimate 

 basis than the impressed associations of our youth, 

 which taught us to identify Lord Beaconsfield and 

 Peace with Honour, or Mr Gladstone's special variety 

 of Peace with Retrenchment and Reform. Both are 

 methods of saving thought, the one in solving equations, 

 the other in deciding how to vote. 



The modern arts of advertisement and of election- 

 eering, which is but a species of advertisement, are 

 the best examples of the application of psychological 

 principles in practice. In each case, simplicity of 

 association is of primary importance. The leading 

 English newspaper, to which the arts of advertise 

 ment have become by no means unfamiliar, in a 

 recent anniversary number, lays bare the psychology 

 of the method: "The iterated appeal to the eye 

 stamps its form on the brain without any special 

 connotation, and in the absence of any opposi- 

 tion remains there until some favourable occasion 

 or recollection brings it into practical association 

 with the wants of some individual." If we are 

 continuously impressed with the simple connection 

 between Pulley's Moonshine Soap and Silver Purity, 

 some day we forget to make the mental effort needed 

 to realise that all the bills our eyes have seen bear the 

 impress of one man's desire and order Moonshine. 

 If the political candidate, who appeals most to the 

 innate bent of our mind as modified by environment, 

 or to the hereditary political opinions bequeathed by 

 our forefathers, descends on our constituency but once 

 in a while to dispense lavish hospitality with the 



