d persons had used it independently of each
other. The contents-bills, indeed, of the newspapers, which were
originally short and pithy merely from considerations of space, have
developed in a way which threatens to turn our streets (like the
advertisement pages of an American magazine) into a psychological
laboratory for the unconscious production of permanent associations.
'Another German Insult,' 'Keir Hardie's Crime,' 'Balfour Backs Down,'
are intended to stick and do stick in the mind as ready-made opinions.

In all this again the same rule holds as in the production of impulse.
Things that are nearer sense, nearer to our more ancient evolutionary
past, produce a readier inference as well as a more compelling impulse.
When a new candidate on his first appearance smiles at his constituents
exactly as if he were an old friend, not only does he appeal, as I said
in an earlier chapter, to an ancient and immediate instinct of human
affection, but he produces at the same time a shadowy belief that he is
an old friend; and his agent may even imply this, provided that he says
nothing definite enough to arouse critical and rational attention. By
the end of the meeting one can safely go as far as to call for three
cheers for 'good old Jones.'[21]

[21] Three-quarters of the art of the trained salesman depends upon his
empirical knowledge of this group of psychological facts. A small girl
of my acquaintance, explaining why she had brought back from her first
independent shopping expedition a photograph frame which she herself
found to be distressing, said: 'The shopman seemed to suppose I had
chosen it, and so I paid for it and came away.' But her explanation was
the result of memory and reflection. At the moment, in a shadowy way
which was sufficient for the shopman, she supposed that she had chosen
it.

Mr. G.K. Chesterton some years ago quoted from a magazine article on
American elections a sentence which said: 'A little sound common-sense
often goes further with an audience of American working men than much
high-flown argument. A speaker who, as he brought forward his points,
hammered nails into a board, won hundreds of votes for his side at the
last Presidential election.'[22] The 'sound common-sense' consisted, not,
as Mr. Chesterton pretended to believe, in the presentation of the
hammering as a logical argument, but in the orator's knowledge of the
way in which force is given to non-logical inference and his willing