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36 that I need my standard of cleanliness raised or that it could be raised by a street car advertisement. But I know that I am one of many of the same class of persons who, with those few advertising lines staring at me, was a little less likely to go about complacently under the blanket excuse that everyone in Chicago is entitled to be at least a little soiled.

Now I am sure that I am one only of many thousands who consider themselves habitually clean, yet have, on account of these advertisements, used soap at least a little oftener and have had the standard of cleanliness raised at least that much by this company to enhance the use of a soap. Then there are the many, many thousands who the sale of the soap proved never thought so very much about personal cleanliness till they were met everywhere for a while with the "Be Clean; 'Tis the First Principle, the Best of Good Manners, Good Policy and Healthful."

The success of this well-known advertising—regarded, however, by advertising men as primary grade advertising—is admitted by the manufacturers. Yet it also illustrates another extremely significant element of all modern advertising; that is the free benefit conferred by a well-advertised article upon all articles of the same class, advertised or unadvertised.

Advertisers, in direct proportion to their efficiency, are continually and persistently