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or not is apparently being superseded by the discussion of what are themost effectivemeans of advertising them .36 Active campaigns in the interests of health and safety, ofbetter

conditions of living and of working are everywhere carried on through advertising by great permanent organizations like the Life Extension Institute, by individuals, and by collective in

dustries. The importance of a rational diet and of the proper care of all parts of the body, with corresponding information of the harmful effects of incorrect habits of living; the announce ment of offices to let “ with lots of healthy sunshine;" of the closing of cigar stores on Sundays for the benefit of employees ; the caution thatall applying for work in assembling orders “ must be able to work standing,” — all of these but illustrate the wide

spread belief in the efficacy of advertising to convey lessons of health and a belief in the importance of health in every line of business.

The advertisement has been urged as an effective means of teaching world brotherhood ; 37 it has even been suggested that

the friendship between the Entente Alliance and the United States has been the result of business relations established many years ago,38 while an equally strong case could be made out ferences of the Protestant Episcopal Church had unanimously endorsed the use of the advertising columns of daily newspapers for general church pub licity as well as for evangelistic purposes. — New York Tribune, July 18, 1921.

36 “ The daily newspaper is without any question the best advertising medium for the Church. . . for general publicity, the newspaper is unex celled for our purpose .” — C. Stelzle, Principles of Successful Church Advertis ing, p. 72; C. F. Reisner, “ Paid Newspaper Advertising,” Church Publicity ,

pp. 119– 147; A. G. Turner, “ Display Advertising for Newspapers," in W . B . Ashley, Church Advertising, pp. 45-52. 37 " If one-tenth of the cost of the European war had been put into well directed publicity and advertising to teach the people of the world that they were brother citizens of the world, instead of patriotic and partisan Germans,

Frenchmen, English , or Turks, the war would never have come.” — J. B. Powell, as reported in the New York Evening Post, January 28, 1916.

This is prophecy, not history, - no one knows what the situation would have been had other factors been introduced into it. But it is an interesting illustration of the recognition that public opinion is influenced to -day by the

advertisement rather than by the editorial.

38 The NationalMagazine, cited by theNew York Evening Post, November II, 1916.

Many English products, as soaps, teas, sauces, jams and marmalades, are widely advertised in America, as are French mineral waters, perfumes, and toilet articles. American food products and inventions have been widely

advertised not only in England and France, but in other European