The ideas of the U.S.
Commissioner of Immigration on his subject are much more effective and
powerful than those of a soap manufacturer, though the latter may be an
able economist.

This principle also has been used in advertising. We are told that the
physicians to two Kings have recommended Sanatogen. We are informed that
the largest bank in America, Tiffany and Co., and The State, War, and
Navy Departments, all use the Encyclopedia Britannica. The shrewd
promoter gives stock in his company to influential bankers or business
men in the community in order that he may use their examples as a
selling argument.

If you wish to influence your audience through suggestion, if you would
have your statements accepted without criticism or argument, you should
appear in the light of an authority--and _be_ one. Ignorance and
credulity will remain unchanged unless the suggestion of authority be
followed promptly by facts. Don't claim authority unless you carry your
license in your pocket. Let reason support the position that suggestion
has assumed.

Advertising will help to establish your reputation--it is "up to you" to
maintain it. One speaker found that his reputation as a magazine writer
was a splendid asset as a speaker. Mr. Bryan's publicity, gained by
three nominations for the presidency and his position as Secretary of
State, helps him to command large sums as a speaker. But--back of it
all, he _is_ a great speaker. Newspaper announcements, all kinds of
advertising, formality, impressive introductions, all have a capital
effect on the attitude of the audience. But how ridiculous are all these
if a toy pistol is advertised as a sixteen-inch gun!

Note how authority is used in the following to support the strength of
the speaker's appeal:

Professor Alfred Russell Wallace has just celebrated his 90th
birthday. Sharing with Charles Darwin the honor of discovering
evolution, Professor Wallace has lately received many and signal
honors from scientific societies. At the dinner given him in
London his address was largely made up of reminiscences. He
reviewed the progress of civilization during the last century
and made a series of brilliant and startling contrasts between
the England of 1813 and the world of 1913. He affirmed that our
progress is only seeming and not real. Professor Wallace insists
that the painters, the sculptors, the architects of Athens and
Rome were so super