You may ask how are the thoughts of the multitude so marshalled as to make the unit of Public Opinion. As we already remarked, the thinking power of the ordinary man does not go _far_, _wide_, nor _deep_. His facility of absorbing ideas is far greater than his power of valuating them. He generally accepts as real value any thing that bears the stamp of current opinion. His belief in the value and weight of number is without recall; his absolute trust in what Bryce calls "the fatalism of multitude" is beyond appeal. He lives and thrives on the _surrounding mental atmosphere_. How is this atmosphere created? By the continued, persevering repetition of the same ideas; by the vesting of these same ideas in the attractive garb of self-interest, passion, fancy and vogue. On this process, we all know by experience, is based the ever youthful power of _Advertisement_ . . . and of _Fashion_. Advertisement! Modern business is built to a great extent on the mysterious allurement, the attractive invitation and innocent camouflage of the advertisement that you find sparkling everywhere, on the flashy poster, in the show-window, in the magazine, in the daily paper. Without willingness to admit our weakness, we fall victims to this wizard that we despised yesterday and court to-day, and line up at the counter . . . for a _Special Sale_, an _Astonishing Bargain_. "We are so thoroughly accustomed to the exploits of the advertiser that we take them as a matter of course, rarely pausing to appreciate the art, or at least, the artfulness with which we have been lured into the acceptance of his ideas." _Fashion_! Who can analyze this power so great, so universal? Who can explain the psychology of this fact? Every spring and fall of the year Dame Fashion has an opening-ball--Paris plays the tune, New York wields the baton, the ladies of the world . . . keep time . . . and the gentlemen pay the piper. We mention these facts of every day life to illustrate the permeating and driving force of an idea, when constantly kept before the mind. And what advertisement and fashion are in the commercial and social life, _Propaganda_ and _Publicity_ are in the world of thought. The policy of propaganda is to enlist the active co-operation of every vehicle of thought for the furtherance of an idea and to keep that idea ever before the public. One readily sees the tremendous responsibilities, and understands the flagrant abuses of those called to create and direct Public Opinion. "The supremacy of ideas," it was stated, "gives the greatest places of opportunity to those who awaken, stimulate and organize the thinking of the people and especially the thinking of a people in a democracy. The teacher's desk, the preacher's pulpit, the orator's platform, the writer and editor's sanctum--these are the places of true leadership, the thrones of real power."