342 
Association  s  Latent  Power. 
Am.  Joiir.  Pharm. 
May,  1920. 
only  a  case  of  steering  wisely  to  evade  it.  It  simply  means  that 
care  must  be  exercised  to  avoid  the  slightest  exaggeration,  the 
slightest  misstatement,  the  slightest  suggestion  of  idle,  boasting,  or 
the  slightest  tendency  to  lower  the  dignity  of  the  medical  profession 
or  to  commercialize  human  suffering.  These  are  negative  virtues 
and,  not  content  with  their  observance  we  should  seek  to  impart 
qualities  to  our  advertising  that  would  positively  tend  to  win  the 
commendation  of  the  physician. 
Copy  of  a  restrained  tone  written  in  a  style  that  would  reflect 
lofty  sentiment  could  not  do  otherwise  than  impress  him  favorably; 
neither  could  an  illustration  artistically  picturing  some  of  the  nobler 
aspects  of  the  physician's  art,  or  some  altruistic  phase  of  medicinal 
manufacture.  And  if  the  advertising  treated  of  the  whole  cycle  of 
the  healing  art,  the  physician,  and  the  pharmacist,  as  well  as  the 
manufacturer,  picturing  to  the  people  the  public  service  the  physi- 
cian and  pharmacist  renders,  your  advertising  would  not  only  be 
unobjectionable  to  him  but  it  would  be  a  positive  agency  in  cementing 
his  goodwill,  and  the  goodwill  of  the  druggist  as  well. 
STYLK  OF  COPY  RECOMMENDED. 
And  now  let  me  give  you  a  concrete  illustration  of  how  such^copy 
as  I  have  described  could  be  used  to  cultivate  a  sympathetic  public 
attitude  and  at  the  same  time  the  goodwill  of  the  physician  and  the 
druggist.  It  is  hurriedly  written  without  due  consideration  of  the 
points  of  which  the  first  advertisement  should  treat,  and  falls  far 
short  of  literary  merit  but  it  serves  to  illustrate  the  style  that  I  am 
trying  to  explain. 
When  the  faint  glow  of  the  last  ember  of  life  brightens  under  the 
ministrations  of  the  physician  at  the  bedside,  and  your  loved  one 
comes  back  to  you  from  the  brink  of  the  Great  Shadow,  your  heart, 
for  the  first  time,  wells  up  with  all  the  gratitude  that  this,  humanity's 
greatest  earthly  friend,  deserves. 
You  repay  him  then  in  speechless  thankfulness  for  his  sleepless 
nights  of  watching,  his  midnight  hours  of  study,  and  the  sunny  holi- 
days of  3^outh  spent  in  sombre  college  laboratories.  And  in  your 
gratitude,  think  sometimes  of  his  silent  partners — the  workers  to 
whose  tireless  research  and  exacting  care  are  due  the  contents  of  the 
bottle  with  which  the  magic  was  wrought. 
The  genial  proprietor  of  the  corner  drug  store  may  seem  simply 
an  obliging  merchant  to  whom  you  are  indebted  for  a  hundred  little 
