The peculiarity of this type of advertising consists of grotesque exaggerations calculated to bring out a smile in the purchaser. It is important that he should read the advertisement. That is sufficient. In due time it will act upon him like a slow Oriental poison.

On the road we happened to notice a wandering circus wagon with gilt trimmings. Beside it, right on the highway, danced two large penguins and distributed Christmas candy to children. Seeing our machine, the penguins raced after it on roller coasters. They gave each of us a long stick of candy, although we had long since outgrown our childhood. Deeply moved, we drove on, but when we began to examine the gift, we saw that it had nothing to do with Christmas of with love of children. On the candy was printed the advertisement of the Shell Company, which sells petrol.

The advertisement spoiled the journey somewhat. No matter where the traveller's glance is directed, he will inevitably stumble on some invitation, demand, insistent reminder.

"If you want your words to be believed, repeat them as often as possible." In the East, in a small town we passed, all the telegraph poles of the main street were pasted over with exactly the same placards— a portrait of a minor Republican candidate for Congress.

Not only clothes, candidates, drinks, and petrol are advertised, but entire cities. On the road you will pass a colossal bill-board twenty times the size of an automobile. The city of Carlsbad, state of New Mexico, says of itself:

"Twenty-three miles to Carlsbad. Good roads. Famous mineral springs [the American might really-think that this was the real Karlsbad], good churches, theatres [evidently they are thinking of two motion-picture theatres showing gangster pictures]. Free beach. Fine hotels. Drive to Carlsbad!"

The city is interested in having the traveller drive into it. Even if he is not enticed by the famous springs, he will undoubtedly buy a little petrol on the way or will dine in the city. Thus, a few dollars will be shown to the benefit of Carlsbad tradesmen. It is at least some small benefit. Moreover, the traveller might ever! look into one of Carlsbad's good churches. Then God, too, will be pleased.

Church people are not far behind laymen. Neon signs are alight all night in America, informing the parishioners about entertainments of spiritual and unspiritual character awaiting them in the temples of worship. One church attracts with a school choir, another with an hour devoted to social service work. To that is added a sentence right out of the vocabulary of a grocery store: " Come in! You will be satisfied with our service!"

We have already remarked that the word "publicity" has a broad meaning. It is not only direct advertising, but also every kind of mention of the advertised object. When, let us say, publicity is arranged for some actor, then even the notice in the newspapers that he recently had a successful operation and that he is now convalescing is regarded as advertising. One American told us with a good deal of envy in his voice that the Lord God has excellent publicity in the United States. Fifty thousand priests talk about him every day.

There is still another form of advertising. In a certain sense it is scientific and educational. Suddenly along the road appears a series of advertising placards stretched out for several miles. It is something in the nature of a " Victorine." The same kind of yellow boards with black letters ask questions of the travellers. Some hundred feet later they themselves answer these questions. Bible texts, anecdotes, and various information of a geographical nature are cited. Finally, on exactly the same kind of yellow board from which the bored traveller hopes to derive a few more bits of useful information, he finds the name of the warmly recommended shaving soap, and realizes with disgust that that name is now lodged in his memory for the rest of his life.

No matter where the American looks—forward, backward, to the right, or to the left—he sees announcements. Even when he raises his eyes to the sky he notices an advertisement. Airplanes deftly inscribe on the blue heavens words which are publicity for someone or for something.

Our grey car rolled farther and farther across the State of New York.

"Stop!" Mr. Adams suddenly shouted. "You must see it and write it down in your notebooks."

The machine stopped.

We saw quite a large yellow bill-board inspired by no mere commercial idea. Some American philosopher, with the aid of a press agency, had placed on the road the following declaration: "Revolution is a form of government possible only abroad."

Mr. Adams gloated.

"No, gentlemen," he said, in his joy forgetting about his hat, "you simply don't understand what is advertising in America. The American is accustomed to believe in advertisements. You must understand that. Revolution is simply impossible in our country. You are told that on a highway as infallible truth by this press agency. Yes, yes! No use arguing! The agency knows exactly what it says!"

Here was the very original and daring affirmation that revolution is "a form of government." On the other hand, the very fact of the appearance of such a bill-board would indicate that there are people in America whom it is necessary to persuade that there can be no revolution in America.

"When you see twenty-five out of every thirty-five columns of a Sunday newspaper occupied with advertisements, don't think that no one reads them. It would be foolish to think that. There is no advertisement that does not have its reader!"

Toward evening we arrived at Niagara Falls.

Drenched with spray, we gazed for a long time at the Falls, which from the height of a skyscraper dropped thousands of tons of water that had not yet been poured into little bottles to be sold as the most refreshing, the most healthful drink, of benefit to the thyroid gland, which aids in the study of mathematics and helps to consummate successful deals on the stock exchange.

Mr. Adams was shouting, but the noise of the waterfall drowned out his voice.

In the evening, departing from the city of Niagara, Mrs. Adams stopped the automobile at the kerb in order to find out about the road to Cleveland, which was on our way to Detroit. The street was deserted, not counting two elderly men, workmen in appearance, who stood by a street lamp. Mr. Adams was still lowering the window on his side, when they ran up to the machine, pushing each other aside, in order to find out as soon as possible what we wanted. Mr. Adams asked about the road to Cleveland. They began to talk together. For a while we could not understand anything, but one of them finally took the initiative, pushed his companion aside and began to explain to us:

"My God! The road to Cleveland!" He spoke with ardour. " Why, I was born in Cleveland! I should certainly know the road to Cleveland ! Why, of course! You may rely on me! The road to Cleveland! You certainly are lucky that you ran into me"!"

He was so happy to help us, explained with such enthusiasm where we were supposed to turn to the right and where to the left and where we could buy supper cheaply, that his companion nearly wept with envy. All along he tried to enter into the conversation, but the native of Cleveland would not let him make a peep. He would not even let Mr. Adams say a word. He was sorry to see us go. He was ready to go with us to Cleveland itself, just to make sure that we would not get off the road. They finally saw us off with mighty "good nights," as if we were their kinsmen departing for the wars.

15 Dearborn

OUR CAR drove triumphantly into the very place where it had been manufactured only a few months before, into the city of Dearborn, the centre of Ford's automobile industry. Good God! How many mouse-coloured cars we saw here! They stood aside, waiting for their masters, or rolled along the wide concrete alleys of Dearborn Park, or quite new, just off the assembly line, they rested on passing trucks. Yet we had thought we bought an automobile, unique and inimitable in colour! True, on the road we had already met a number of little automobiles of the same mouse colour, but we had comforted ourselves with the thought that those were shades of the same colour, different shades, or they did not have the same flowing lines as ours, and did not really resemble it as two drops of water are alike. We were determined in our belief that our automobile was unique. Then suddenly this blow!