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, In 
dians, negroes and mixed breed population, 
especially in the northern countries of South 
America, as well as in Central America, Mex 
ico and the Spanish-speaking West Indies. 
How to reach this class, each member of 
which is a potential possibility from a purchas 
ing 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