Lest I be misunderstood, let me say here that under the head of necessities of life I do not mean a new model automobile each year, moving pictures, mechanical substitutes for music or any other art, and the thousand catch-trade devices that appear each year for the purpose of filching business from another or establishing a new desire in the already over-crowded imaginations of an over-stimulated populace. Particularly do I not mean advertising in any sense in which it is now understood and practised. If, as I believe to be the case, production for profit, rather than for use, the reversal of the ancient doctrine that the demand must produce the supply, in favour of the doctrine that the supply must foster the demand, is the foundation of our economic error and our industrial ills, then it follows that advertising as it is now carried on by billboards, circulars and newspapers, by drummers, solicitors and consular agents, falls in the same condemnation, for except by its offices the system could not have succeeded or continue to function. It is bad in itself as the support and strength of a bad institution, but its guilt does not stop here. So plausible is it, so essential to the very existence of the contemporary régime, so knit up with all the commonest affairs of life, so powerful in its organization and broad in its operations, it has poisoned, and continues to poison, the minds of men so that the headlong process of losing all sense of comparative values is accelerated, while every instinctive effort at recovery and readjustment is nullified. How far this process has gone may be illustrated by two instances. It is only a few months ago that a most respected clergyman publicly declared that missionaries were the greatest and most efficient asset to trade because they were unofficial commercial agents who opened up new and savage countries to Western commerce through advertising commodities of which the natives had never heard, and arousing in them a sense of acquisitiveness that meant more wealth and business for trade and manufacture, which should support foreign missions on this ground at least. More recently the head of an advertising concern in New York is reported to have said: "It is principally through advertising that we have arrived at the high degree of civilization which this age enjoys, for advertising has taught us the use of books and how to furnish our homes with the thousand and one comforts that add so materially to our physical and intellectual well-being. The future of the world depends on advertising. Advertising is the salvation of civilization, for civilization cannot outlive advertising a century."