340 
Association's  Latent  Power. 
Am.  Jour.  Pharm. 
May,  1920. 
cultivating  a  better  public  appreciation  and  understanding  of  an 
industry  and  the  country's  interest  in  its  welfare.  We  find  the 
packers,  the  telephone  companies,  the  Ayer's  Advertising  agency, 
and,  a  recent  recruit,  the  National  Canners'  Association,  to  say 
nothing  of  many  others,  all  maintaining  advertising  campaigns  of 
this  character.  Were  you  to  read  one  of  the  better  types  of  adver- 
tising copy  of  this  class  in  other  than  the  make-up  of  an  advertise- 
ment, you  would  be  more  inclined  to  suspect  it  of  being  a  portion 
of  an  article  from  the  reading  columns,  written  by  some  disinterested 
party,  so  restrained  are  they  apt  to  be  in  their  references  to  the  indus- 
try in  whose  interest  they  are  published  and  so  commendable  are 
many  of  them  from  the  standpoint  of  literary  criticism.  You  might 
be  impressed  by  the  new  and  greater  conception  of  that  industry 
that  the  imagination  of  the  copywriter  imparted  to  you  by  figures 
of  speech  that  would  do  credit  to  an  author  of  literary  pretensions, 
or  you  might  admire  the  rich  fancy  of  the  artist  who  illustrated  the 
text  with  a  finesse  akin  to  that  of  a  master  of  the  academy.  You 
would  find  in  short  an  appeal  to  your  cultural  rather  than  to  your 
commercial  sense. 
To  make  my  meaning  more  clear  by  example,  just  consider  the 
following  copy  that  appeared  in  an  educational  advertisement  of  the 
Telephone  Company  but  which  might  just  as  well  have  formed  a 
part  of  an  essay. 
"Cave  Life  or  Civilization. 
"Civilized  man  is  distinguished  from  the  cave  man  by  his  habit 
of  cooperation. 
"The  cave  man  lived  for  and  by  himself;  independent  of  others, 
but  always  in  danger  from  natural  laws. 
"To  the  extent  that  we  assist  one  another,  dividing  up  the  tasks, 
we  increase  our  capacity  for  production,  and  attain  the  advantages 
of  civilization. 
"We  may  sometimes  disregard  our  dependence  on  others.  But 
suppose  the  farmer,  for  example,  undertook  to  live  strictly  by  his 
own  efforts.  He  might  eke  out  an  existence,  but  it  would  not  be  a 
civilized  existence  nor  would  it  satisfy  him.  He  needs  better  food 
and  clothes  and  shelter  and  implements  than  he  could  provide 
unassisted.  He  requires  a  market  for  his  surplus  products,  and  the 
means  of  transportation  and  exchange. 
"He  should  not  forget  who  makes  his  clothes,  his  shoes,  his  tools, 
his  vehicles  and  his  tableware,  or  who  mines  his  metals,  or  who 
