In this respect, the American is in a much happier position than the Englishman whose advertisements are such half-hearted and apologetic attempts to externalize his hopes and fears and appetites; American advertising is Cartesian; the English is Baconian; the American responds to showmanship, clarity of layout and distinctness of formulation; the Englishman, to judge by his ads (and I have some scores by me, collected in England over a period of three years), in his timid concern for demure good form falls into the empirical bog of self-defensive puns, archness, and snob-appeal; the American ad-men put on a decisively superior show and provide the analyst with a much greater variety of lively game; but to establish a national pre-eminence in this province is not to make more general claims.