Average Jones had come by his nickname inevitably. His parents had foredoomed him to it when they furnished him with the initials A. V. R. E. as preface to his birthright of J for Jones. His character apparently justified the chance concomitance. He was, so to speak, a composite photograph of any thousand well-conditioned, clean-living Americans between the ages of twenty-five and thirty.
According to the estimate of a prominent advertising firm, above 90 per cent, of the earning capacity of the prominent nostrums is represented by their advertising. And all this advertising is based on the well-proven theory of the public's pitiable ignorance and gullibility in the vitally important matter of health.