Part II.] ADVERTISING PRODUCTS. 57 



side demand for New England products continue long after 

 the advertising has stopped. 



Another important thing such a campaign of advertising 

 would do would be to create a new spirit among those who are 

 now New England farmers. Very often one of the first appre- 

 ciable effects of advertising is its influence on the officers and 

 employees of the company doing the advertising, in changing 

 their attitude toward their business and toward the public. 

 They see their own business in a new light; they take on new 

 ambition to push it to new achievements. 



Advertising would give new dignity and importance to agri- 

 culture in New England in the eyes of those who now practice 

 it. The rank and file of farmers would push in to join your 

 association and get into the tide of improvement. It would 

 appeal to the farmer's imagination and make him feel that he 

 was an important member of a great forward movement. It 

 would increase his efficiency and his output. Does this sound 

 like a fairy story? Has another serpent gotten into Eden? 

 I am speaking words of truth and soberness, really underesti- 

 mating the results than otherwise. 



Do I ask you to look upon me as a miracle worker? Am I 

 a modern Joshua commanding the sun to stand still? Well, 

 something like that. I do confess to believing that for the 

 right man doing certain things in a certain way the sun does 

 stand still. I saw the sun stand still once myself. Some years 

 ago I was on my way from Boston to Newport. About 6 

 o'clock in the afternoon the train came out on a stretch of 

 track running for some miles along the shore of Narragansett 

 Bay. The setting sun stood a round red disk on the brow of 

 the hill over toward the west. Glancing up a few minutes later 

 from a book I was reading, and expecting to find the sun half 

 hidden behind the hill, I saw it poised in full view. When I 

 looked the third time out of the window and saw the sun in the 

 same place I began to realize that I was seeing something quite 

 unusual, and for a full half hour the sun stood still with its lower 

 rim resting just on the brow of the hill across the bay. I 

 crossed the car to see if I could find an explanation of this 

 extraordinary phenomenon. Once seated where the car window 

 did not frame for me a small section of the view, and where 



