The Introduction to No. 1 of our Tenth annual volume has given rise to considerable dif ference of opinion. It is particularly agreeable to every publisher and editor of a magazine when his assertions arouse comment from his readers. It is not possible to devots space to each individual opinion and we therefore summarize them as follows: Energetic youth, refuses to believe that humanity's relations have changed but little since men began to live in groups, whether as families, parishes or nations. The forms of organisation have changed; but their meaning has remained the same. Whether the Neanderthal man exchanged a leg of bear for a well-chipped flint or we buy a fur coat from Smith and Jones for good hard cash, the meaning of the proceedings is precisely the same; we exchange our own excess production for the excess production of someone else, for which we have a use. It may seem strange, in such a magazine as ours, suddenly to argue in a style suitable to convince little Tommy or make things clear to him. But this simplicity is just what is necessary. We must cast off everything extraneous, we must return to the most primitive form and from thence must seek the new path. Other people are interested in what seems to them desirable. Only that is interesting which arouses interest. That which was once interesting cannot always remain so; and this brings us round once more to advertising. It may be quite interesting when an advertiser shows us the picture of a beautiful girl and declares that this lovely being is a fervent admirer of his products. It becomes uninteresting, however, when a thousand others offer us exactly the same argument, in spite of the fact that feminine beauty is the most attractive of all goods. We are always apt to forget that one tires of everything. We are perfectly well aware that we need six to eight hours' regular sleep, perhaps as much as ten hours, in J fit ice claimed our attention, iay the new-born, the just BERICHTIGUNG: are glad to hold a also say: away from the Auf Seite 2 mufi die 6. Zeile von unten heifien: become fashionable, alter Was wir hier sagen, ist an sich nicht sehr erfreulich und er- munternd; aber es muB gesagt werden, damit 'igmS d'SS'pate a"d the t when it is ours to show, us huiivM,s -r-ncouraging, but they are necessary in order that imagination may spring to life once more. What has all this to do with the Neanderthal man? He serves us as a proof of the fact that the pictured report is always the most interesting, shortest and quickest means of expression. Writing is a much later invention. It appeals to the intellect, rather than to the feelings. But we must first appeal to the feelings, afterwards permitting them to be controlled by the intellect. Trans, by E. T. Scheffauer.

Gebrauchsgraphik de | 1933 | | page 21