ing the qualities he wants, the consumer buys the products; the dealer supplies them.
How Advertising Expenditure Re-acts Against Misrepresentation.
But suppose he finds that their claims are not actual? In the long run and in most cases advertising itself precludes that, for extensive advertising means an investment whose returns are accumulated and spread over a long period. Advertising expenditure, therefore, stands as a practical bond or forfeit for misrepresentation. The sale of the product must be lost if its claims of quality are not substantiated. And underlying even this is the surety that the article is presented to you by direct advertising because the manufacturer does not wish to compete with those making the inducement to the dealer the basis of their sales. It means that he had immediately in mind you, the person who is to use his article, rather than the person who would merely sell it again. It means that the article is not one which can best be sold by trading upon your ignorance of it, but one which he thinks will gain from your fullest knowledge of it.
The Demands of the People as Factors in Producing the Best.
The advertiser does not try to make the poorest which can be sold. He is in precisely the opposite position. He is trying to make the peo-
