ADVERTISING: Anatomy of Advertising

> So long as the U.S. sticks to private enterprise—i.e., capitalism rather than totalitarianism—advertising as we know it will continue to be a good and indispensable thing.

Such is the all-round conclusion reached last week by the most thoroughgoing study ever made of U.S. advertising-Professor Neil H. Borden's 350,000-word The Economic Effects of Advertising (Richard D. Irwin, Chicago; $5). Nearly five years in the making, the survey kept a bead on two main concepts: 1) that advertising is "a waste and a social liability" (a familiar New Deal view); 2) that advertising makes...