stic and detailed statements with regard to his
opportunities and methods of trade. He would have printed in the
newspapers a statement that 'William Jones, assisted by a staff of
experienced buyers, will attend the tea-sales of the East India Company,
and will lay in parcels from the best Chinese Gardens, which he will
retail to his customers at a profit of not more than five per centum.'
This, however, is an open appeal to the critical intellect, and by the
critical intellect it would now be judged. We should not consider Mr.
Jones to be an unbiassed witness as to the excellence of his choice, or
think that he would have sufficient motive to adhere to his pledge about
his rate of profit if he thought he could get more.

Nowadays, therefore, such an advertiser would practice on our automatic
and subconscious associations. He would choose some term, say
'Parramatta Tea,' which would produce in most men a vague suggestion of
the tropical East, combined with the subconscious memory of a geography
lesson on Australia. He would then proceed to create in connection with
the word an automatic picture-image having previous emotional
associations of its own. By the time that a hundred thousand pounds had
been cleverly spent, no one in England would be able to see the word
'Parramatta' on a parcel without a vague impulse to buy, founded on a
day-dream recollection of his grandmother, or of the British fleet, or
of a pretty young English matron, or of any other subject that the
advertiser had chosen for its association with the emotions of trust or
affection. When music plays a larger part in English public education it
may be possible to use it effectively for advertisement, and a
'Parramatta Motif' would in that case appear in all the pantomimes, in
connection, say, with a song about the Soldier's Return, and would be
squeaked by a gramophone in every grocer's shop.

This instance has the immense advantage, as an aid to clearness of
thought, that up to this point no Parramatta Tea exists, and no one has
even settled what sort of tea shall be provided under that name.
Parramatta tea is still a commercial entity pure and simple. It may
later on be decided to sell very poor tea at a large profit until the
original associations of the name have been gradually superseded by the
association of disappointment. Or it may be decided to experiment by
selling different teas under that name in different places, and to push
the sale of the