plasmic make-up that renders them an easy prey to the tubercle bacillus if they are exposed to it. Similarly, generations of men have been born with a weakened mental vitality towards superstition; a weakened mental capacity that renders their minds an easy prey to that fear which manifests itself in superstition, creed, religion—the God-idea. It was Karl Marx who remarked that, "The tradition of all the generations of the past weighs down like an Alp upon the brain of the living."
Since the days of our racial childhood, our beliefs have been handed down from generation to generation, and they have persisted since in all ages it was forbidden to question their existence. Man has persuaded himself that it is so just because he has said it for so long and so often. The force of repetition is great; it is, in fact, taken by a vast majority of men as the equivalent of proof.
Most men have to accept their religions ready made. Their daily tasks leave them no time or opportunity for a personal search. The toil for bread is incessant, there is not sufficient leisure to verify the sources of their religious beliefs. Moreover, the ecclesiastic's answers to the riddles of life are easier, by far, to grasp than the answers of science. These two factors, of innate mental inertia and force of repetition, are well manifested by the present tactics of advertising. The manufacturer of any product well knows that constant repetition and the dangling of his product before the eyes of the public will lead to a widespread acceptance of the advertising slogans propounded for his article.
The force of so-called authority has aggravated this mental inertia. It takes a tremendous amount of will power and mental courage for any individual to assert an opinion that runs counter to the accepted mode of thinking. It is much easier and much more pleasant to give oneself passively to that delusion of grandeur,
