"It is all foolish and ineffective. It is like a crowd of people trying to make themselves heard by shouting each at the top of his voice. A paper full of display advertisements is an image of our whole congested and delirious state of competition; but even in competitive conditions it is unnecessary, and it is futile. Compare any New York paper but one with the London papers, and you will see what I mean. Of course I refer to the ad pages; the rest of our exception is as offensive with pictures and scare heads as all the rest. I wish your author could revise his opinions and condemn all display in ads." "I dare say he will when he knows what you think," said my friend, with imaginable sarcasm. III. "I wish," I went on, "that he would give us some philosophy of the prodigious increase of advertising within the last twenty-five years, and some conjecture as to the end of it all. Evidently, it can't keep on increasing at the present rate. If it does, there will presently be no room in the world for things; it will be filled up with the advertisements of things." "Before that time, perhaps," my friend suggested, "adsmithing will have become so fine and potent an art that advertising will be reduced in bulk, while keeping all its energy and even increasing its effectiveness." "Perhaps," I said, "some silent electrical process will be contrived, so that the attractions of a new line of dress-goods or the fascination of a spring or fall opening may be imparted to a lady's consciousness without even the agency of words. All other facts of commercial and industrial interest could be dealt with in the same way. A fine thrill could be made to go from the last new book through the whole community, so that people would not willingly rest till they had it. Yes, one can see an indefinite future for advertising in that way. The adsmith may be the supreme artist of the twentieth century. He may assemble in his grasp, and employ at will, all the arts and sciences." "Yes," said my friend, with a sort of fall in his voice, "that is very well. But what is to become of the race when it is penetrated at every pore with a sense of the world's demand and supply?"