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 un 
dertaking firm. Let me add that such adver 
tisements are not considered sacrilegious or 
brutal, but simply show how primitive condi 
tions are in these fields. 
Doctors advertise patients and patients ad 
vertise doctors in these favored lands of the 
sun. This is considered perfectly ethical and 
adds to rather than detracts from the reputa 
tion of both parties. I recall a picture in half 
tones 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 re 
moved from the sufferer. Pictures of amputa 
tions are shown in detail, with lifelike illustra 
tions of the surgeon. Executions are also mi 
nutely depicted. I mention these facts in