332  SELLING  LATIN  AMERICA

Guatemala  92  per  cent.  This  condition  is
easily  conceivable  when  we  stop  to  consider
the  scarcity  of  either  public  or  private  schools,
and  the  large  percentage  of  aborigines,  Indians, ­
  negroes  and  mixed  breed  population,
especially  in  the  northern  countries  of  South
America,  as  well  as  in  Central  America,  Mexico ­
  and  the  Spanish-speaking  West  Indies.
How  to  reach  this  class,  each  member  of
which  is  a  potential  possibility  from  a  purchasing ­
  point  of  view,  is  a  problem  requiring  much
consideration.  Bright  colors  attract  them  and
posters  and  cards  illustrating  your  article,  and
showing  its  application  and  practicability
have  their  value.  Such  souvenirs  are  never
thrown  away  but  are  preserved  for  years.  If
any  member  of  the  village  can  read  he  is  asked
to  transcribe  the  printing  on  the  medium,  and
this  will  in  all  probability  form  the  subject  for
much  discussion  so  that  ultimately  everybody
becomes  acquainted  with  whatever  may  be
thereon  related  or  depicted,  thereby  fulfilling
the  mission  for  which  it  was  intended.
To  advertise  a  luxury  to  the  uneducated