a civilized man. The more civilized a man is the more active 

 his imagination, and the more his physical 'taste is dominated 

 by that part of his mind called his imagination. The active 

 man comes in here. I will bet a nice red apple that some 

 advertising man invented that name "Sunkist," but the name 

 "Skookum," like Topsy just growed. Now, you can argue to 

 yourself all day that there was never an apple or an orange 

 that ever grew that was not brought to proper maturity and 

 color by the direct actions of the sun's rays, and you can argue 

 the same way with the American people, but, after a year or 

 two of advertising, the same public will say, "Yes, that's true. 

 Please give me a dozen Sunkist oranges." The dealer will say, 

 "Well, we haven't any Sunkist oranges to-day, but here are 

 some just as good." "Well, why haven't you the kind I 

 want?" (explanation and more argument) and the dealer says 

 to himself later, "Well, I must have some of these oranges 

 wrapped in Sunkist paper just to save me an argument." 

 There may be — there undoubtedly are — other oranges just 

 as good as Sunkist, but I tell you the man who eats an orange 

 in the morning marked "Sunkist" eats it with his imagination 

 alive, — with that poetic figure of Old Sol and the orange under 

 the mistletoe, or the orange blossoms, — and the orange is 

 sure to taste good. 



I suppose the Maiden Blush Apple was named before the 

 days of advertising men, but the man who so named it had the 

 making of either a poet or an advertising man. Skookum 

 apples may be very good, but the name is a hindrance rather 

 than a help. 



Now, I think New England has rather the advantage of any 

 other section of the country in its power of appeal to the 

 imagination. It starts with certain advantages, — with a repu- 

 tation for honesty and fair dealing for one thing, which is 

 important. 



Then the natural beauty of New England is a tremendous 

 asset, — its infinite variety and charm, the wilds of Maine, 

 the mountains of Vermont and New Hampshire, the hills and 

 valleys, orchards and farms of Massachusetts and Connecticut. 

 You get the finest sunimer climate of any section of the United 

 States, and you may expect many millions to come to New 



