The problem might be approached from various sides. It was only meant as a first effort when I carried on the following experiment: I had a portfolio with twenty-four large bristol-board cards of the size of the _Saturday Evening Post_. On eight of those cards I had pasted four different advertisements, each filling a fourth of a page. On some pages every one of the four advertisements took one of four whole columns; in other cases the page was divided into an upper and lower, right and left part. All the advertisements were cut from magazines, and in all the name of the firm and the object to be sold could be easily recognized. On the sixteen other pages the arrangement was different. There only two fourths of the page were filled by two advertisements; the other two fourths contained funny pictures with a few words below. These pictures were cut from comic papers. All the pictures were of such a kind that they slightly attracted the attention by their amusing content or by the cleverness of the drawing, but never demanded any careful inspection or any delay by the reading of the text. This, in most cases, consisted of a few title words like “The Widow's Might,” “Pause, father, is that whip sterilized?” or similar easily grasped descriptions of the story in the picture. Even where the text took two lines, it was more easy to apperceive the picture and its description than the essentials of the often rather chaotic advertisements. By this arrangement we evidently had thirty-two advertisements on the eight pages which contained nothing else, and thirty-two other advertisements on the sixteen pages which contained half propaganda and half pictures with text. All this material was used as a basis for the following test, in which forty-seven adult persons participated. All were members of advanced psychological courses, partly men, partly women. None of those engaged in the experiment knew anything about the purpose beforehand. Thus they had no theories, and I carefully avoided any suggestion which might have drawn the attention in one or another direction. Every one had to go through those twenty-four pages in twelve minutes, devoting exactly thirty seconds to every page, and a signal marked the time when he had to pass to the next. He was to give his attention to the whole content of the page, and as both the pictures and the advertisements were chosen with reference to their being easily understood and quickly grasped, an average time of more than seven seconds for each of the four offerings on the page was ample, even for the slow reader. Of course the time would not have been sufficient to read every detail in the advertisements, but no one had any interest in doing so, as they were instructed beforehand to keep in mind essentially the advertised article and the firm, and in the case of the pictures a general impression of the idea.