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 1918.

probably equally welcome announcement to many that all re

strictions on the use of platinum for jewelry had been removed .51 The New York Telephone Company carried advertisements giving specific information in regard to the use of the telephone

when summoning help in cases of fire, lawlessness, or accident.52 This, to the New York Times, indicated on the part of the Com

pany a " determination not to let 'system ', or thedesire alwaysto have its instruments manipulated in the regular and appointed manner, stand in the way of meeting irregular and unappointed,

but real and important, emergencies,” and it adds, “ This is not as often as it might be the attitude of great corpora

tions." 53 Apologies to patrons from advertisers who have themselves

been misled by manufacturers who have misrepresented their merchandise ,54 and apologies by the press for accidents to type; thanks to officials for performing their duty,— thatmay be a ruse for advertising a new play ; congratulations to competitors,55 and

recognition of distinguished services ; 56 self-laudation of “ What X papers have done to help win the war;57 warnings against fakers asking for contributions to charitable causes in the name of the announced through press advertisements. It must be evident from these illustrations, they could be

multiplied indefinitely in number and in variety, — that reliance 51 New York Times, December 5, 1918. 52 New York dailies, November, 1916. 53 November 17, 1916.

64 New York Tribune, January 30, 1919. 55 The Christian Science Monitor notes from a Georgia paper that one business firm congratulated another firm “ across the way " on the latter 's completion of fifty years of continuous service to the community . The con

gratulations were printed in bold type in a prominent place. - October 13 , 1916.

56 The New York Edison Company carried, October 21, 1916, an adver tisement saying : “ In appreciation of Mr. Edison 's great work, to -day, the

birthday of the incandescent lamp, is receiving recognition throughout the land. The New York Edison Company gladly acknowledges its lasting indebtedness to the man whose name it bears. ” — This in one form or another

is repeated every year on “ Edison Day.” The personal birthday ofMr. Edison is annually recognized by advertise ment, February 11. 67 New York Times, June 1