Practical books based on facts, painstakingly ascertained and suggestively compared. "The Psychology of Advertising" and "The Theory and Practice of Advertising" together form a well-rounded treatment of the whole subject, a standard set for every man with anything to make known to the public. The author is Director of the Bureau of Salesmanship Research, Carnegie Institute of Technology, Director of the psychological laboratory of Northwestern University, and President of the National Association of Advertising Teachers. He has written many other important books, including "The Psychology of Public Speaking," "Influencing Men in Business," and "Increasing Human Efficiency in Business." Professor Scott's books "will be found of value both by the psychologist and the advertiser, and of unique interest to the general public that reads advertisements."--_Forum_. "Ought to be in the hands of everyone who cares whether or not his advertising brings returns."--_Bankers' Magazine._ * * * * * Cookery Over 2000 Recipes Completely Indexed Illustrated [Illustration] OFFICIAL LECTURER United States Food Administration _The_ LITERARY DIGEST _says_: Of all the books that have been published which treat of the culinary art, few have came so near to presenting a complete survey of the subject as Mrs. Allen's. If evidence were needed to prove that cookery is so much of a practical art as to have become a noble science, Mrs. Allen has supplied it. There are more than two thousand recipes in this book! No reader need be an epicure to enjoy the practical information that is garnered here. The burden of the author's message is, "Let every mother realize that she holds in her hands the health of the family and the welfare and the progress of her husband ... and she will lay a foundation ... that will make possible glorious home partnership and splendid health for the generations that are to be." In times of Hooverized economy, such a volume will find a welcome, because the author strips from her subject all the camouflage with which scientists and pseudoscientists have invested in. The mystery of the calory, that causes the average housewife to throw up her hands, is tersely solved. The tyro may learn how to prepare the simplest dish or the most elaborate. The woman who wants to know what to do and how to do it will find the book a master-key to the subject of which it treats. * * * * * Drama Play-Making A Manual of Craftsmanship By WILLIAM ARCHER