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THE MASTER SALESMAN: 118 total pages.

inquiry for a booklet, that, on the face of it, would appear of help to a business man. That is relatively easy. The next step is to sell the service which Babson offers. As the service costs money that factor becomes relatively hard, hence the Babson concern relies on small space (con­taining relatively few words) to get the inquiry and large space (in the form of a booklet con­taining a relatively large number of words) to make sales. SHORT" specifications arbitrarily imposed on the selling end of advertising drive the advertising writers to the "shorthand" of language, i.e. to the use of terms or generalities or terms that stand for generalities. The Standard definitions of "Generalization" are instructive in this connec­tion; note them. "GENERALIZATION. 3. Math. The process of obtaining a law of wider scope by dropping some specific characteristic of a subject." Note the result in a second Standard quotation illustrating the use of the term and at the same time explaining it: "GENERALIZATION is a term employed to denote that

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