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Rh necessary objects for even the persons of more moderate means.

Suddenly the men who have been spending their lives working over those articles for others and intending to have them for themselves "some day" find they must have them now; they are becoming the proper, necessary objects of their class; and the men make the additional effort necessary to secure or save the price and the pianos and good plumbing go into the cottages. This is not sociology or an account of uplift. This is business—the plain economic and social necessity of the advertising business.

The advertisers of soap and collars keep after us for cleanliness and neatness; the advertisers of filters have perforce to make us hold higher regard for our health; and the advertisers of plumbing requisites, our sanitation. The advertisers of such advanced things as automobiles and pianos are after us, much more continually and effectively than the sociologists, to raise our standards of living and to cause us to make the greater effort toward personal efficiency.

Advertisers have to do this to sell goods. Tomorrow, as they will have more goods to sell they will have to raise more of us into the classes which buy and use those goods. The next day they must raise still more of us.

They must do this if they want to sell more goods; they must also do it if they want to sell