. Elementary and dental radiography / by Howard Riley Raper . ible to teach so much, and fortunatelyit is not necessary. A small part of the public will demand the lessonin full as I have just given it, even asking for further elaboration, andwe can give it to them, but for the big. big public as a whole, the lessonmust be shorter, very much shorter. Something like the lessons taughtby the big commercial advertisers, such as He Hears His MastersVoice, Eventually, Why Not Now ? Theres a Reason, and others. 444 APPENDIX In the practice of radiodontia I have this problem of canal workbrought cons
. Elementary and dental radiography / by Howard Riley Raper . ible to teach so much, and fortunatelyit is not necessary. A small part of the public will demand the lessonin full as I have just given it, even asking for further elaboration, andwe can give it to them, but for the big. big public as a whole, the lessonmust be shorter, very much shorter. Something like the lessons taughtby the big commercial advertisers, such as He Hears His MastersVoice, Eventually, Why Not Now ? Theres a Reason, and others. 444 APPENDIX In the practice of radiodontia I have this problem of canal workbrought constantly before me and I have given much thought to the selec-tion of something sufficiently short to reach the public and yet capableof accomplishing the purpose I wish it to accomplish. I suggest Fig. 480 as an official slogan for the National Dental Asso-ciation, to be used on bill-boards, street-car cards, advertising spaces inthe magazines, on the handles of tooth-brushes, on tubes containing toothpastes, anywhere and everywhere where people will see Fig. 480. Suggested as an official slogan for the National Dental Association. Aside from the advantage of brevity, this has the further advantageof arousing the curiosity. AYhen first read it sounds rather nonsensical,and so gets a second thought from the reader. It allows one who readsit to become facetious with himself and remark to himself: Fine advice,that. I wonder who thinks I have toothache just for spite. And itsgreatest advantage is, it can be remembered. Even that part of the publicwhich demands its dentists to give it the lesson in full will forget mostof the lesson and remember only that there are good reasons why youshould not let your teeth ache. The situation now is that no person feels any especial pang of regretand remorse when they suddenly —after a few years of neglect—develop toothache. And why should they? The attitude, if not theteaching, of the dental profession has been: Ah, Mr. Citizen, you hav
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