ideal. It is the advertiser who projects out into the minds of people the hope of greater individual happiness, accordingly as we can produce at a surplus. At the same time there are men and women to be found throughout the world who do not possess our articles, propositions or ideals, but who ought to possess them if life is to be more nearly in harmony with environment. Just to the extent that our common ideals are based on a scientific analysis, is it possible for the wheels of business to continue moving to supply all wants. And just as war is an exceedingly dominating ideal to some, the concept of which revolutionizes each kind of business in every country, each individual finding himself forced to adjust himself to the needs of the concept of war, so in times of peace, if we create an overmastering concept which involves universal distribution in the spirit of cooperation under scientific, artistic or cultural analysis relative to the production of all things, by these larger concepts we revolutionize not only human relations but business activities. By blending the new and strange systems of thought with the old we establish the possibility, first imaginatively, and then practically, for an entirely different world of creative economic activity.

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A new system of relations and exchanges then ensues. the present moment we are witnessing the boycott against food products. Every boycott aimed at lower prices is to be classified as unique advertising in the creation of sentiment for another system of distribution. The boycott is injecting

the concepts of truth and justice in relations involving seller and buyer. The force of advertising is again imbued with the very spirit of democracy to the exclusion of the spirit of "the public be damned.” Numbers arise in indignation and even the government begins its system of investigation. Finally, as the impersonal scientific attitude pervades and rules, advertising will change its forms and expressions, waste will be eliminated and advertisers of expediency will either disappear or become wielders of power related to human ideals-true educators, but still struggling with people difficult to instruct and stubborn in response to their own good.

It is the advertiser who believes in the far future. It is the advertiser who would unite all things embracing the spirit of truth and fair distribution. It is the advertiser who impersonally projects himself out into the world, insisting that the world get his message. It is he whose message contains a creative germ which will in the future inevitably bring about a fairer relationship of business activity. And the master advertiser is not he who sits in an office doling out information to the public relative to the use of his particular thing for selfish gain. The master advertiser is he who is railway president, university provost, department store executive, individual enthusiast for persistent progress, who recognizes, each in his separate sphere, that the public sentiment at large is his particular institution, the attention and interest of which must be institutionalized in terms of good for all. Business as it evolves must sustain such relations, part for part, as will cause good to react upon the whole. Such are the factors involved in the spirit of advertising progress.

HEALTH AND MORALS

BY EDWARD MARTIN

Professor of Surgery

It is not inapt that I should speak on health to an audience mostly over-fed; almost without exception clad in accordance with the seasonal custom, regardless of individual need or environment; treating their teeth as adornments rather than as functional and serviceable organs; and under-exercised. In so far as morals are concerned, my talk is less appropriate, since it is addressed to an audience of which probably no single member has felt the strong arm of law defied, nor even the urge to defiance.

A lecture is usually attended by people with no other engagement for that particular hour, and whose views are in consonance with those of the lecturer. Their criticisms concerning the merits of the lecture are tempered by their agreement with its teachings; and the lessons which it carries, if any, are as evanescent as is that sense of dulled mentality which all experience at the end of an hour devoted to pure audition, relieved only by longer or shorter intervals of autohypnosis. Hence I have the cheering feeling that in voicing certain obvious truths I shall do no permanent harm.

Health-what is it? A condition of complete functional efficiency, implying necessarily a joy in life and effort. And morals; these imply an habitual accordance in action, if not in thought, with the customs, regulations and laws, on which depend a fruitful communal life. Hence morals vary with times and peoples.

"Morals" as commonly used being applied mainly to sex relation. Discussions of morals as thus defined before an adult lay audience, are profitable to none, hurtful to some, and often serve as cloaks for the morbidly prurient who in the name of purity or psychoanalysis think, talk and write

unrestrainedly of sexual topics. If such talks are ever serviceable it is when they are given by doctors who dislike the task, and to young people, either individually or in groups. Few are fitted to give such talks; fewer still could be persuaded to do so.

There are two diseases engendered, fostered and transmitted mainly by sexual immorality, which are as crippling and as deadly as either cancer or tuberculosis. Neither is even mentioned in health reports, no restrictions are placed on those who transmit them, usually with full knowledge of the possibility of such transmission; there is no general effort made to check them.

If a child has measles his individual rights and those of his parents are sacrificed to the communal good, and if this seem needful he is taken from his parents and so placed and kept that others are not endangered by his disease. If a man has contracted gonorrhea or syphilis his contagious disease is not even reported; no measures are taken to protect others. If he wishes to go to a hospital he will not be admitted. Even if he intentionally spreads his disease, his victims have no redress. The state shuts its eyes to this foul, spreading and deadly ulcer.

From the scientific standpoint it seems fair to assume that five per cent of the population in America have syphilis, either inherited or acquired; that a larger percentage have or have had gonorrhea.

It is known that syphilis can be made non-contagious in a few hours. There is no communal effort to thus render immediately harmless to others those exhibiting the disease in its transmissible forms.

Gonorrhea can be stamped out by the cooperation of the whole population and at large expense for the sequestration of the contagious. There is no movement in this direction. Our hope in effectively dealing with these curses-not modern curses, for they run back through history-lies in the woman's vote, since it is she who suffers most grievously. The first step lies in the suppression of the liquor traffic, without which