Then there are other subtle forms of suggestion in advertising. You see staring from every bit of space, on billboard and in newspapers and magazines : " Uwanta Cracker,'" or something of that sort - and you usually wind up by acquiescing. And then you are constantly told that "Babies howl for Grandma Hankin's Infantile Soother," and then when you hear some baby howling you think of what you have been told they are howling for, and then you run and buy a bottle of "Grandma Hankin's."

And then you are told that some cigar is "Generously Liberal" in size and quality; or that some kind of cocoa is "Grateful and Refreshing"; or that some brand of soap is "99.999% Pure"; and that some pickle man makes "763 Varieties"; etc., etc., etc. Only last night I saw a new one - "Somebody's Whisky is smooth," and every imbiber in the car was smacking his lips and thinking about the "smooth" feeling in his mouth and throat. It was smooth - the idea, not the stuff, I mean. And some other whisky man shows a picture of a glass, a bottle, some ice and a syphon of seltzer, with simply these words: "Oldboy's Higbball-That's All"! All of these things are suggestions, and some of them very powerful ones, too, when constantly impressed upon the mind by repetition. They "get in their work" on you.

A writer on the psychology of advertising advises, among other things, that advertisements of articles to eat or drink should contain the words calculated to induce the feeling of "taste" in the minds of the readers. "Sweet," "refreshing," " thirst-quenching," "nourishing," etc., etc. - how suggestive they are! And how effective! How do they act? you ask. How? Well, this way - just you read these words: "A nice, big juicy lemon - tart and strong - I can taste it now!" Just imagine the3e words accompanied by a picture of a man squeezing the juice of a lemon into his mouth, and where are you? I'll tell you where - your mouth is filled with saliva, from the imagined taste of the tart lemon juice! Now, isn't it? Tell this to some of your friends and see how it works. I once heard a story of a had little boy, who would stand in front of a "German band," with a lemon to his mouth, sucking away vigorously. Result: The mouths of the musician became filled with so much saliva that they could no play on. Exit boy, with Professor Umpah, the bass-horn player, in full pursuit, the air being filled with "Dunner und Blitzen!" and worse. Just suggestion!

I have known of dealers in Spring goods to force the season by filling their windows with the advance stock. I have seen hat dealers start up the straw hat season by putting on a straw themselves, their clerks ditto, and then a few friends. The sprinkling of "straws" gave the suggestion to the street and the straw hat season was opened. Business men understand suggestion. Even the newsboys understand it. The best ones are above asking as the novices do, "Want a paper, mister?" or worse still, "You don't want a paper, mister, do you?" The good ones say, instead, boldly and confidently, "Here's your paper, mister!" sticking it under your nose - and you take it. Let me tell you a tale about a "barker" at a pleasure resort in Chicago, several years ago. He was the best I ever heard. Here is the story - it's a true one:

This man was the "barker" or "spieler" for one of the attractions of the place, the "pony ride" attraction. Many were the ponies lined up to carry the children around the ring, for a nickel a ride. The "spieler" would wait until a crowd of children, with or without their parents, would enter the place and then he would begin in the strongest, most strenuous, rasping, suggestive tone: " Ride, ride Ride/ Have a ride, take a ride, have a ride, take a ride! Anybody, everybody; anybody, everybody! Bide, ride, r-r-r-r-r-r-ride!!!! Anybody rides, everybody rides - rides, rides, bides - rides, rides, rides - r-r-r-r-r-r-rides! Take a ride, have a' ride, take a ride, have a ride, take a ride, have a ride? Anybody, everybody, anybody, everybody - ride, ride r-r-r-r-r-r-r-r-r-ride! R-r-r-r-r-r-r-r-r-r-r-ride! R-r-r-r-r-r-r-r-r-r-r-r-r-r-ride!" He would beep this sort of thing up for several minutes, ap-parently without taking a fresh breath. The very air seemed to quiver and vibrate in the rhythm of his "r-r-r-r-r-r-ide, r-r-r-r-r-ide!" And every child within hearing who could raise a nickel would surely ride! The word "ride!" positively, authoritatively and constantly repeated, was one of the most startling exhibitions of this form of suggestion that I have ever seen or heard. I have heard many imitators of this "spieler," but have never met his equal. Perhaps he has now passed on to some higher form of usefulness - he was worthy of it. He was a master, surely.

I have seen men in bowling alleys caused to make false plays by some bystander suggesting the false shot. The same thing is true in shooting galleries, etc. You have but to look around you and see these everyday instances of suggestion, in some form or other. Induced feeling, remember! That is the key of all manifestations of suggestion. Look out for it! And, in conclusion, I know of a little boy who exemplified the law of suggestion one April Fool's Day by placing a sign on the coat-tail of another boy. The sign read "kick me!" And they did!

The skillful lawyer uses suggestion in his work in examining or cross-examining witnesses. He sug-gests things to a suggestible witness, and coaxes and leads him on to admissions and statements that he did not intend making - sometimes statements that are not strictly correct. Such a one will say, "You did so and so," or "You saw so and so, didn't you!" etc., the direct statement made in an authoritative manner, causing the suggestible witness to acquiesce. Look out for this confident, authoritative manner, in a lawyer or any one else. It is calculated to lead one into acquiescence, for man is "an obedient animal," and it is "so much easier to say Yes! than No! when you see that Yes! is expected."