9 AUGUST 1919, Page 23

Advertise ! ' By E. Sampson. (Harrap. 55. net.)—This American

book on the art and mystery of advertising has the chief merit of a good advertisement, in that it is attractive and readable. Mr. Sampson has dealt with his subject systematically, devoting chapters, for example, to "Advertising Strategy,' "Putting in the Ginger," and "The Eye in Advertising "

an aspect of the question which is too often ignored. The word 'advertise," he says, "brings to-day a special message of hope to the human race, for it is the whole solution of the Reconstruction Period." This is tall talk, but we are inclined to think that a clever agent who could advertise the elementary principles of economics among the unfortunate people who believe in "ca' many " might be a public benefactor.