advertising attacks not only our eyes and our ears but also our pockets. Its critics point out that in this country 1.6 per cent of national income is spent on advertising actually raises the cost of products. When a house-wife buys a pound of flour, 5 per cent of what she pays goes to some advertiser or other, even if she has not bothered to ask the shopkeeper for a particular brand. If she buys a named brand of aspirin, up to 29 per cent of what she pays may represent the cost of advertising the name.