of the
reader than in creating in the reader through the skillful use of
words, emotions and sympathies favorable to his product.
The name of a talcum powder or tobacco is the subject of
mature consideration by the advertising expert, because he
knows that the emotional flavor of a word is more important
in securing action than its rational significance.[1] "Ask Dad!
He knows!" does not tell us much about the article it advertises,
but it gives us the sense of secure trust that we had as
a boy in those mysterious things in an almost completely unknown
world which our fathers knew and approved.

[Footnote 1: It has been pointed out that such an expression as
"cellar door," considered merely from the viewpoint of sound,
is one of the most romantically suggestive words in the English
language. A consideration of some of the names of biscuits and
collars will show a similar exploitation of both the euphony and
the emotional fringes of words.]

On a larger scale, in political and social affairs words are
powerful provocatives of emotion and of actions, determining
to no small degree the allegiances and loyalties of men and
the satisfaction and dissatisfactions which they experience in
causes and leaders. A word remains the nucleus of all the
associations that have gathered round it in the course of an
individual's experience, though the object for which it stands
may have utterly changed or vanished. This is illustrated in
the history of political parties, whose personnel and principles
change from decade to decade, but whose names remain stable
entities that continue to secure unfaltering respect and loyalty.
In the same way, the name of country has emotional
reverberations for one who has been brought up in its traditions.
Men trust old words to which they have become accustomed
just as they trust old friends. To borrow an illustration
from Graham Wallas, for many who call themselves
Socialists, Socialism is something more than

a movement towards greater social equality, depending for its force
upon three main factors, the growing political power of the working
classes, the growing social sympathy of many members of all classes,
and the belief, based on the growing authority of scientific method,
that social arrangements can be transformed by means of conscious
and deliberate contrivance.[1]

[Footnote 1: Wallas: _Human Nature in Politics._ p. 92.]

Rather

the need for something for which one may love and wor