The result is hardly surprising. We recognized that the conditions for the apprehension of the special advertisements are in themselves equally favourable for both groups. As the pictures were very easily grasped, it may even be said that there was more time left for the study of the advertisements on the mixed pages, and yet the experiment showed that they had a distinct disadvantage. The self-observation of the experimenters leaves hardly any doubt that the cause for this lies in the different attitude which the mixed pages demand from the reader. The mental setting with which those pictures or the written matter is observed, is fundamentally different from that which those propaganda notices demand. If the mind is adjusted to the pleasure of reading for its information and enjoyment, it is not prepared for the fullest apprehension of an advertisement as such. The attention for the notice on the same page remains shallow as long as the entirely different kind of text reaches the side parts of the eye. On those pages, on the other hand, which contain announcements only, a uniform setting of the mind prepared the way for their fullest effectiveness. The average reader who glances over the pages of the magazines is not clearly aware of these psychological conditions, and yet that feeling of irritation which results from the mixing of reading matter and propaganda on the same page is a clear symptom of this mental reaction. The mere fact that both the advertisements and stories or anecdotes or pictures are seen in black and white by the retina of the eye, and are in the same way producing the ideas of words and forms in the mind, does not involve the real psychological effect being the same. The identical words read as a matter of information in an instructive text, and read as an argument to the customer in a piece of propaganda, set entirely different mental mechanisms in motion. The picture of a girl seen with the understanding that it is the actress of the latest success, or seen with the understanding that it is an advertisement for a toilet preparation, starts in the whole psychophysical system different kinds of activities, which mutually inhibit each other. If we anticipate the one form of inner reaction, we make ourselves unfit for the opposite.