Am.  Jour.  Pharm.) 
May,  1920.) 
Association  s  Latent  Power. 
343 
services,  but  he,  too,  is  a  professional  man — a  pharmacist  who  has 
paid  his  toll  in  arduous  study.  Had  he  erred  in  the  pharmacist's 
delicate,  hairline  task  of  filling  the  prescription,  the  physician's  skill 
might  have  only  served  to  mend  the  ravages  of  your  passionate  grief. 
And  behind  the  physician  and  the  druggist  is  the  great  army  in 
the  manufacturing  establishments  in  which  the  ingredients  of  the 
prescription  were  made.  The  bacteriologists,  the  pathologists  and 
the  research  chemists  who,  in  the  face  of  a  weary  chain  of  failures, 
developed  and  perfected  the  formulas.  The  financial  captains  who 
unflinchingly  watched  thousands  upon  thousands  of  dollars  sunk 
in  fruitless  experiments  before  the  first  glimmer  of  success.  And 
the  workers  who  throughout  every  step  of  the  transformation  of  the 
crude  chemicals  into  the  finished  preparation  tested  and  retested 
its  power  and  purity. 
SUGGKSTKD  FACTS. 
You  observe  that  I  would  rely  on  indirect  suggestion  to  get  my 
points  home  rather  than  on  the  force  of  direct  statement  or  argument. 
It  is  because  facts  that  are  implanted  in  the  reader's  mind  subcon- 
sciously by  force  of  suggestion  are  less  likely  to  be  challenged  by  him 
than  are  those  which  are  stated  baldly  to  be  facts.  As  for  argu- 
mentative copy,  its  use  immediately  puts  the  reader  in  an  argumen- 
tative frame  of  mind  and  he  is  very  likely,  from  the  sheer  contrariness 
of  human  nature  to  take  the  other  side. 
In  the  last  paragraph  it  is  the  intention  to  awaken  the  reader  to 
two  facts  which  I  believe  are  contrary  to  the  prevailing  impression — 
first  to  the  fact  that  the  plant  of  the  medicinal  manufacturer  is  really 
a  scientific  laboratory  and  his  force  composed  of  scientific  experts, 
and  second  to  the  fact  that  it  is  to  the  medicinal  manufacturer  that 
Medicine  owes  a  big  share  of  the  progress  in  the  development  of 
remedial  agents. 
In  the  manner  in  which  these  points  are  here  stated  their  accept- 
ance by  the  reader  is  assumed  and  this  very  fact  tends  to  induce 
him  to  accept  them  under  the  impression  that  nobody  questions 
them.  Were  the  entire  five  paragraphs  to  be  devoted  to  proofs  of 
the  truth  of  these  propositions,  it  is  doubtful  if  the  reader  could  be 
induced  to  accept  their  verity  as  readily.  The  very  fact  that  you 
deemed  it  necessary  to  prove  them  would  cause  him  to  reserve  judg- 
ment under  the  impression  there  are  "two  sides  to  the  story." 
The  latter  method,  it  is  true,  would  leave  no  question  in  the  mind 
