340  SELLING  LATIN  AMERICA

arise  and  take  a  glass  of  Cognac  Bisquit.”  I
have  seen  this  announcement  in  colors  on  the
back  page  of  the  leading  illustrated  weekly.
“You  Furnish  the  Corpse  and  Do  the
Mourning—We  Do  the  Rest,”  is  the  ingenious
slogan  announcing  the  advertisement  of  an  undertaking ­
  firm.  Let  me  add  that  such  advertisements ­
  are  not  considered  sacrilegious  or
brutal,  but  simply  show  how  primitive  conditions ­
  are  in  these  fields.
Doctors  advertise  patients  and  patients  advertise ­
  doctors  in  these  favored  lands  of  the
sun.  This  is  considered  perfectly  ethical  and
adds  to  rather  than  detracts  from  the  reputation ­
  of  both  parties.  I  recall  a  picture  in  halftones ­
  in  the  leading  weekly  of  South  America
showing  the  photographs  of  a  physician  and
his  patient,  a  well  known  lady  of  the  city.
Grouped  between  the  two  were  reproductions
of  forty-eight  stones  alleged  to  have  been  removed ­
  from  the  sufferer.  Pictures  of  amputations ­
  are  shown  in  detail,  with  lifelike  illustrations ­
  of  the  surgeon.  Executions  are  also  minutely ­
  depicted.  I  mention  these  facts  in