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 articles are so much advertised the consumer must pay the price of the advertising. This is ridiculous. My cousin, Wilbur Stanley, who is an expert in such matters, says that it has been proved over and over again that advertised goods cost less than the unadvertised goods, because the selling expense of unadvertised goods per unit is higher than the selling expense of advertised goods; because advertising increases the sales so much more than they can be increased by any other method of selling that the cost of advertising in reality pays for itself by the economies it effects.

"As for gloves, hosiery, underwear, sheeting, pillow casing, etc., we can buy them labeled or unlabeled, just as we choose to give time and thought to our shopping.

"Substitutes are seldom if ever as good as the trade-marked, advertised brands. When you buy reliable branded goods, you are guaranteed satisfaction. Many substitutes that are offered the purchaser as 'just as good' do not carry any manufacturer's label, so if you do not like the goods, there is no known person from whom you can demand satisfaction. If