direct results, the desirability of which have also become evident to the general advertiser, who formerly flattered himself that, if his name and the name of what he sold were displayed in large type, with possibly a picture more or less relevant, he was advertising. Now, the majority of advertisers realize that the advertising which produces results is that which, first of all, so describes and illustrates that, when the reader has become convinced that he or she wants the goods thus described, no other could be substituted. The resistance of substitution (offering something else said to be just as good) has been one of the most serious problems confronting the advertiser. A man might spend thousands of dollars to popularize a name, trade mark, or commodity, yet this expenditure might be entirely squandered unless the advertising has been such that, when the purchaser inquires, he knows exactly what goods he wants and why he wants them, having been shown by logical argument and graphic illustration the reasons why the article advertised is the only one that will suit his purpose. With right copy, this can be accomplished almost invariably. Experience has also proven that, by thus individualizing an article, with the use of right copy, good results may be obtained for articles never before successfully advertised and from media which had not previously shown an increase in orders, thus conclusively demonstrating that the importance of rightly prepared copy can not be overestimated. The conditions must be considered in the preparation of copy, including the size of space to be used and the styles of display. Advice from the expert is especially valuable in the matter of space, and for this reason the most reliable expert is obviously the one to be consulted. From the consumer's point of view, the educational campaigns of recent years and the development of business by mail, have combined to suggest the advertised article and to prompt a search among advertisements for information about articles desired; but the purchaser is more experienced and less credulous than formerly and, therefore, the advertisement which gives definite reasons for claims made and which makes plain the exclusive points of superiority in the article advertised, is usually the one influencing the order placed. Some

journals have recently inaugurated a campaign against certain advertised articles, including proprietary medicines. In this connection it is interesting to note that proprietary medicines were the first articles ever advertised extensively; in fact, they pointed the way to other advertisers. While it is true that many unworthy articles (including medicines) have been and are advertised, reputable publishers do not accept advertisements of harmful or fraudulent nature, and reputable agencies protect their clients, by using the better class of publications, and by furnishing copy that shall elicit and merit the confidence of the public.

It must be obvious that one of the most important considerations for the advertiser is the preparation of the copy by which he expects to sell his goods. Persons who can prepare copy that gives reasons and gives them so conclusively that local dealers cannot counteract those reasons by persuading the purchaser to accept a substitute even at a lower price, are very rare. They must be men who not only understand human nature, but they must thoroughly understand the principles of good salesmanship. A successful advertisement is a salesman with argument so complete and so convincing that it instantly answers any counter inquiry which may arise in the mind of the reader and presents conclusive assurance.

Educational advertising has not only turned the American tide of opinion relative to domestic as compared with foreign goods, but has created such a demand for American goods, in foreign markets, that courts of Europe, not having manufacturing facilities, have sent special emissaries to this country for the purpose of negotiating with American manufacturers, encouraging them to export and giving them all possible information as to the best methods of marketing their products in the countries thus represented. The systematizing of advertising methods and the wide experience of American advertisers gives the American every advantage in foreign markets. American manufacturers seeking foreign trade usually send a representative to study merchandizing customs and other conditions, although a reputable agency can be relied upon to furnish reliable information regarding any

foreign market, the probable demand for any class of goods, and best methods of introducing and marketing a commodity.

The greatest achievement of modern advertising, however, is the almost complete changing of public opinion in America, relative to goods of American manufacture. Through logical advertising many manufacturers have succeeded in so explaining the superiority of American materials and particularly American methods of manufacture, that the public, once prejudiced in favor of foreign makes, now not only prefer, but demand American products.

Vol. 1-26

THE AMERICAN WOMAN.

BY HUGO MUNSTERBERG.

[Hugo Munsterberg, professor of psychology at Harvard; born June 1, 1863, at Danzig, Germany; he was graduated from the Danzig gymnasium in 1882, and took postgraduate studies at Leipzig and Heidelberg for the next five years in philosophy, the natural sciences and medicine; he then became instructor in the University of Freiburg, Germany, and four years later, in 1891, was appointed assistant professor in the same university; in 1892 he became professor of psychology in Harvard university; he was a vice-president of the International Congress of Arts and Sciences at the Louisians Purchase exposition; he has written a number of books, including Psychology and Life, Grundzuege der Psychologie, American Traits, The Americans, and other works in German, besides contributions to magazines, and educational and psychological journals.] Copyright 1901 by Frederick A. Richardson

Not long ago, I had an enjoyable call from a young German whose purpose in crossing the ocean was to catch a glimpse of American life. Very naturally we talked, as fellow countrymen do, of the impressions which the new world makes upon the foreigner who has just reached its shores. I asked him whether he kept a diary. He declared that he did not have time for that; but he showed me a little pocket registry in which he was accustomed, as a man of business, to enter his debits, credits, and doubtful accounts. Further on in it, he had instituted a similar reckoning with America. He explained that this was the briefest way of grouping his impressions. I have forgotten the most of these, since the record was one of considerable length; but of the credits I remember distinctly such items as the parlor cars, oysters, waterfalls, shoes, autumn leaves, libraries, after dinner speeches, the city of Boston, the ice cream, the hospitality, the Atlantic Monthly, etc. Then came the doubtful accounts: the newspapers, mince pies, millionaires, sleeping cars, furnaces, negroes, receptions, poets, the city of New York, etc., etc. And finally came the debits: monuments, politicians, boarding houses, the spring weather, servants, street cleaning, committee meetings, pave ments, sauces, and at least three pages more. But what impressed me most of all-and by reason of which the little book comes to my mind at this moment-was a simple family

division that I found there; under the debits the children, under the doubtful accounts the men, and under the credits the women.

It gave in so simple a formula what all of us had felt during our first months in the new world. We were all amazed at the pert and disrespectful children, and we were all fascinated by the American women. Now and then arose in our souls, perhaps, a slight suspicion as to whether these two things can really go together; it seems so much more natural to expect that a perfect woman will provide also for a perfect education of her children; but whenever we met this woman herself, whenever we saw her and heard her, all skepticism faded away; she was the perfection of Eve's sex. And one group always attracts our attention the most keenly-the college bred woman. There are beautiful and brilliant and clever and energetic women the world over, but the college girl is a new type to us, and, next to the twenty four story buildings, nothing excites our curiosity more than the women who have studied. Some, to be sure, mingle with their curiosity certain objections on principle. They remember that the woman has some grains less of brain substance than the man, and that every woman who has learned Greek is considered a grotesque bluestocking. But even he who is most violently prejudiced is first reconciled, and then becomes enthusiastic. He wanders in vain through the colleges to find the repulsive creature he expected, and the funny picture of the German comic papers changes slowly into an enchanting type by Gibson. And when he has made good use of his letters of introduction, and has met these new creations at closer range, has chatted with them before cosy open fires, has danced and bicycled and golfed with them, has seen their clubs and meetings and charities he finds himself discouragingly word poor when he endeavors to describe, with his imperfect English, the impression that has been made upon him; he feels that his vocabulary is not sufficiently provided with complimentary epithets. The American woman is clever and ingenious and witty; she is brilliant and lively and strong; she is charming and beautiful and noble; she is generous and amiable and resolute; she