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kind, in all their wide ramifications, can be completely recon structed from the illustrated and the unillustrated advertisement. The agile advertisement everywhere is in the van in anticipat

ing new demands, in creating new interests, in realizing new conditions, and in being prepared to meet them. The prevailing weather and the climate of a particular section may be recon structed from the advertisements of articles for sale adapted to

every degree of temperature, atmospheric conditions of wind ,

moisture, dust, and even a knowledge of the state of the high ways and of a particular road may be gained from noting the

advertisements of articles offered for sale adapted to these conditions.

The object of the advertisements of a great department store is obviously to sell its merchandise, yet if the advertisements of a single such establishment are examined day by day through out a year in a single metropolitan daily it will be found that they have done far more than set before possible customers the

advantages of purchasing goods at this particular store. Quite incidentally and unconsciously they have narrated much of the history of the business, they have shown the extent of the busi ness, the foreign and domestic markets from which and to which

goods are shipped, the business methods employed, the spirit that actuates it, and its relations to both employees and patrons. It is possible to gain from such advertisements a wide knowledge of foreign and of American geography, as also of many of the facts of ancient, mediaeval and modern history and of current events ; to become acquainted with the names of the great

masters of all time in the fields of music, art, and literature and with the names of their chief works; to understand somewhat

the nature of the industries, occupations and professions that occupy men ; to gain an introduction into the social life and customs of the very rich, and to know the conditions of the average household ; to realize the progress made for the house

holder and housekeeper in matters of sanitation and hygiene ; to come into contact with the great problems of education ; to

acquire much information in regard to the natural resources of the country and many facts of natural history, - much is given

in regard to weather and climatic conditions, differe