,,applied ,,psychology  ,,the ,,trained 
,,memory  ,being the ,fourth of a       
,series of ,twelve ,volumes on the      
,applications of ,psychology to the     
,problems of ,personal and ,business    
,efficiency  ,,by  ,,warren ,,hilton1   
,a4,b41 ,l4,l4,b4 ,,founder ,,of ,,the  
,,society ,,of ,,applied ,,psychology   
,,issued ,,under ,,the ,,auspices ,,of  
,,the ,,literary ,,digest  ,,for  ,the  
,society of ,applied ,psychology ,,new  
,,york ,,and ,,london #aibj  ,,copyright
 #aiad ,,by ,,the ,,applied ,,psychology
 ,,press ,,san ,,francisco  7,printed in
 the ,united ,states of ,america7       
,,contents  ,chapter    ,i4 ,,the       
,,elements ,,of ,,memory        ,,four  
,,special ,,memory ,,processes   ,,ii4  
,,the ,,mental ,,treasure ,,vault ,,and 
,,its ,,lost ,,combination        ,,what
 ,,everyone ,,thinks        ,,causes    
,,of ,,forgetfulness        ,,seeing    
,,with ,,half ,,an ,,eye        ,,the   
,,man ,,on ,,broadway        ,,waxen    
,,tablets        ,,not ,,how1 ,,but     

,,how ,,much        ,,remembering ,,the 
,,unperceived        ,,speaking ,a      
,,forgotten ,,tongue        ,,living    
,,past ,,experiences ,,over ,,again     
,,the ,,flash ,,of ,,inspiration        
,,the ,,totality ,,of ,,retention       
,,possibilities ,,of ,,self-,,discovery 
,,acres ,,of ,,diamonds  ,,iii4 ,,the   
,,mechanism ,,of ,,recall        ,,the  
,,right ,,stimulus        ,,complexes   
,,of ,,experience        ,,the ,,thrill 
,,of ,,recollection        ,,complexes  
,,and ,,functional ,,derangements       
,,automatically ,,working ,,mental      
,,mechanisms        ,,two ,,classes ,,of
 ,,complexes        ,,the ,,subconscious
 ,,storehouse   ,,iv4 ,,the ,,laws ,,of 
,,recall        ,,the ,,law ,,of        
,,integral ,,recall        ,,what       
,,ordinary ,,thinking ,,amounts ,,to    
,,the ,,reverse ,,of ,,complex          
,,formation        ,,prolixity ,,and    
,,terseness        ,,the ,,law ,,of     
,,contiguity        ,,laws ,,of ,,habit 
,,and ,,intensity        ,,applications 

,,to ,,advertising        ,,effect ,,of 
,,repetitions        ,,ratio ,,of ,,size
 ,,to ,,value        ,,risks ,,in       
,,advertising  ,v4 ,,the ,,science ,,of 
,,forgetting        ,,the ,,skilled     
,,artisan        ,,how ,,the ,,attention
 ,,works        ,,iron ,,filings ,,and  
,,mental ,,magnets        ,,the         
,,compartment ,,of ,,subconscious       
,,forgetfulness        ,,making         
,,experience ,,count        ,,how       
,,habits ,,are ,,formed  ,,vi4 ,,the    
,,fallacy ,,of ,,most ,,memory ,,systems
        ,,practice ,,in ,,memorizing    
,,inadequate        ,,torture ,,of ,,the
 ,,drill        ,,real ,,cause ,,of     
,,failing ,,memory        ,,the         
,,manufactured ,,interest               
,,memory ,,lure ,,of ,a ,,desire  ,,vii4
 ,a ,,scientific ,,memory ,,system ,,for
 ,,business ,,success                   
,,importance ,,of ,,associates          
,,cramming ,,and ,,willing              
,,basic ,,principle ,,of                
,,thought-,,reproduction                

,,methods ,,of ,,pick                   
,,scientific ,,pedagogy        ,,how    
,,to ,,remember ,,names        ,,five   
,,exercises ,,for ,,developing          
,,observation        ,,invention ,,and  
,,thought-,,memory        ,,three       
,,exercises ,,for ,,developing          
,,thought-,,memory        ,,how ,,to    
,,compel ,,recollection                 
,,formation ,,of ,,correct ,,memory     
,,habits        ,,now6                  
,,persistence1 ,,accuracy1 ,,dispatch   
,,memory ,,signs ,,and ,,tokens         
,,the ,,mental ,,combination ,,revealed 
,,the ,,elements ,,of ,,memory          
,illustration3 ,decorative ,header      
,,chapter ,i  ,,the ,,elements ,,of     
,,memory   ,sidenote3 ,four ,special    
,memory ,processes  ,you have learned of
 the sense-perceptive and judicial      
processes by which your mind acquires   
its knowledge of the outside world4 ,you
 come now to a study of the phenomenon  
of memory1 the instrument by which your 
mind retains and makes use of its       

knowledge1 the agency that has power to 
resurrect the buried past or power to   
enfold us in a ,paradise of dreams more 
perfect than reality4   ,in the broadest
 sense1 memory is the faculty of the    
mind by which we 7#a7 retain1 7#b7      
recall1 7#c7 picture to the mind's eye1 
and 7#d7 recognize past experiences4    
,memory involves1 therefore1 four       
elements1 ,retention1 ,recall1          
,imagination and ,recognition4     ,,the
 ,,mental ,,treasure ,,vault ,,and ,,its
 ,,lost ,,combination  ,illustration3   
,decorative ,header   ,,chapter ,,ii    
,,the ,,mental ,,treasure ,,vault ,,and 
,,its ,,lost ,,combination   ,sidenote3 
,what ,everyone ,thinks  ,almost        
everyone seems to think that we retain  
in the mind only those things that we   
can voluntarily recall2 that memory1 in 
other words1 is limited to the power of 
voluntary reproduction4  ,this is a     
profound error4 ,it is an inexcusable   
error4 ,the daily papers are constantly 
reporting cases of the lapse and        

restoration of memory that contain all  
the elements of underlying truth on this
 subject4  ,sidenote3 ,causes of        
,forgetfulness  ,it is plain enough that
 the memory seems decidedly limited in  
its scope4 ,this is because our power of
 voluntary recall is decidedly limited4 
,but it does not follow simply because  
we are without the power to deliberately
 recall certain experiences that all    
mental trace of those experiences is    
lost to us4  ,those experiences that we 
are unable to recall are those that we  
disregarded when they occurred because  
they possessed no special interest for  
us4 ,they are there1 but no mental      
associations or connections with power  
to awaken them have arisen in           
consciousness4  ,sidenote3 ,seeing with 
,half an ,eye  ,things are continually  
happening all around us that we see with
 but half an eye4 ,they are in the      
fringe of consciousness1 and we         
deliberately ignore them4 ,many more    
things come to us in the form of        

sense-impressions that clamorously      
assail our sense-organs1 but no effort  
of the will is needed to ignore them4   
,we are absolutely impervious to them   
and unconscious of them because by the  
selection of our life interests we have 
closed the doors against them4  ,in     
either case1 whether in the fringe of   
consciousness or entirely outside of    
consciousness1 these unperceived        
sensations will be found to be sensory  
images that have no connection with the 
present subject of thought4 ,they       
therefore attract1 and we spare them1 no
 part of our attention4  ,just as each  
of our individual sense-organs selects  
from the multitude of ether vibrations  
constantly beating upon the surface of  
the body only those waves to the        
velocity of which it is attuned1 so each
 one of us as an integral personality   
selects from the stream of sensory      
experiences only those particular       
objects of attention that are in some   
way related to the present or habitual  

trend of thought4  ,sidenote3 ,the ,man 
on ,broadway  ,just consider for a      
moment the countless number and variety 
of impressions that assail the eye and  
ear of the ,new ,yorker who walks down  
,broadway in a busy hour of the day4    
,yet to how few of these does he pay the
 slightest attention4 ,he is in the     
midst of a cataclysm of sound almost    
equal to the roar of ,niagara and he    
does not know it4  ,observe how many    
objects are right now in the corner of  
your mind's eye as being within the     
scope of your vision while your entire  
attention is apparently absorbed in     
these lines4 ,you see these other       
things1 and you can look back and       
realize that you have seen them1 but you
 were not aware of them at the time4    
,let two individuals of contrary tastes 
take a day's outing together4 ,both may 
have during the day practically         
identical sensory images2 but each one  
will come back with an entirely         
different tale to tell of the day's     

adventures4  ,sidenote3 ,waxen ,tablets 
,all sensory impressions1 somehow or    
other1 leave their faint impress on the 
waxen tablets of the mind4 ,few are or  
can be voluntarily recalled4  ,just     
where and how memories are retained is a
 mystery4 ,there are theories that      
represent sensory experiences as actual 
physiological impressions on the cells  
of the brain4 ,they are1 however1       
nothing but theories1 and the manner in 
which the brain1 as the organ of the    
mind1 keeps its record of sensory       
experiences has never been discovered4  
,microscopic anatomy has never reached  
the point where it could identify a     
particular idea with any one cell or    
other part of the brain4  ,sidenote3    
,not ,how1 but ,how ,much  ,for us1 the 
important question is not how1 but how  
much2 not the manner in which1 but the  
extent to which1 sensory impressions are
 preserved4 ,now1 all the evidences     
indicate that absolutely every          
impression received upon the sensorium  

is indelibly recorded in the mind's     
substance4 ,a few instances will serve  
to illustrate the remarkable power of   
retention of the human mind4  ,sir      
,william ,hamilton quotes the following 
from ,coleridge's ,literaria            
,biographia3 ,a young woman of four- or 
five-and-twenty1 who could neither read 
nor write1 was seized with a nervous    
fever1 during which1 according to the   
asseverations of all the priests and    
monks of the neighborhood1 she became   
'possessed1' and1 as it appeared1 by a  
very learned devil4 ,she continued      
incessantly talking ,latin1 ,greek and  
,hebrew in very pompous tones1 and with 
most distinct enunciation4 ,sheets full 
of her ravings were taken down from her 
own mouth1 and were found to consist of 
sentences coherent and intelligible each
 for itself but with little or no       
connection with each other4 ,of the     
,hebrew1 a small portion only could be  
traced to the ,bible2 the remainder     
seemed to be in the ,rabbinical dialect4

  ,sidenote3 ,remembering the           
,unperceived  ,the case was investigated
 by a physician1 who learned that the   
girl had been a waif and had been taken 
in charge by a ,protestant clergyman    
when she was nine years old and brought 
up as his servant4 ,this clergyman had  
for years been in the habit of walking  
up and down a passage of his house into 
which the kitchen door opened and at the
 same time reading to himself in a loud 
voice from his favorite book4 ,a        
considerable number of these books were 
still in the possession of his niece1   
who told the physician that her uncle   
had been a very learned man and an      
accomplished student of ,hebrew4 ,among 
the books were found a collection of    
,rabbinical writings1 together with     
several of the ,greek and ,latin        
fathers2 and the physician succeeded in 
identifying so many passages in these   
books with those taken down at the      
bed-side of the young woman that there  
could be no doubt as to the true origin 

of her learned ravings4  ,now1 the      
striking feature of all this1 it will be
 observed1 is the fact that the subject 
was an illiterate servant-girl to whom  
the ,greek1 ,latin and ,hebrew          
quotations were utterly unintelligible1 
that normally she had no recollection of
 them1 that she had no idea of their    
meaning1 and finally that they had been 
impressed upon her mind without her     
knowledge while she was engaged in her  
duties in her master's kitchen4         
,several cases are reported by ,dr4     
,abercrombie1 and quoted by ,professor  
,hyslop1 in which mental impressions    
long since forgotten beyond the power of
 voluntary recall have been revived by  
the shock of accident or disease4 ,a    
man1 he says1 mentioned by ,mr4         
,abernethy1 had been born in ,france1   
but had spent the greater part of his   
life in ,england1 and1 for many years1  
had entirely lost the habit of speaking 
,french4 ,but when under the care of    
,mr4 ,abernethy1 on account of the      

effects of an injury to the head1 he    
always spoke ,french4  ,sidenote3       
,speaking a ,forgotten ,tongue  ,a      
similar case occurred in ,st4 ,thomas   
,hospital1 of a man who was in a state  
of stupor in consequence of an injury to
 the head4 ,on his partial recovery he  
spoke a language which nobody in the    
hospital understood but which was soon  
ascertained to be ,welsh4 ,it was then  
discovered that he had been thirty years
 absent from ,wales1 and1 before the    
accident1 had entirely forgotten his    
native language4  ,a lady mentioned by  
,dr4 ,pritchard1 when in a state of     
delirium1 spoke a language which nobody 
about her understood1 but which was     
afterward discovered to be ,welsh4 ,none
 of her friends could form any          
conception of the manner in which she   
had become acquainted with that         
language2 but1 after much inquiry1 it   
was discovered that in her childhood she
 had a nurse1 a native of a district on 
the coast of ,brittany1 the dialect of  

which is closely analogous to ,welsh4   
,the lady at that time learned a good   
deal of this dialect but had entirely   
forgotten it for many years before this 
attack of fever4  ,sidenote3 ,living    
,past ,experiences ,over ,again  ,dr4   
,carpenter relates the following        
incident in his ,mental ,physiology3    
,several years ago1 the ,rev4 ,s4       
,mansard1 now rector of ,bethnal ,green1
 was doing clerical duty for a time at  
,hurstmonceaux1 in ,sussex2 and while   
there he one day went over with a party 
of friends to ,pevensey ,castle1 which  
he did not remember to have ever        
previously visited4 ,as he approached   
the gateway he became conscious of a    
very vivid impression of having seen it 
before2 and he 'seemed to himself to    
see' not only the gateway itself1 but   
donkeys beneath the arch and people on  
top of it4 ,his conviction that he must 
have visited the castle on some former  
occasion--although he had neither the   
slightest remembrance of such a visit   

nor any knowledge of having ever been in
 the neighborhood previously to his     
residence at ,hurstmonceaux--made him   
inquire from his mother if she could    
throw any light on the matter4 ,she at  
once informed him that being in that    
part of the country1 when he was but    
eighteen months old1 she had gone over  
with a large party and had taken him in 
the pannier of a donkey2 that the elders
 of the party1 having brought lunch with
 them1 had eaten it on the roof of the  
gateway1 where they would have been seen
 from below1 whilst he had been left on 
the ground with the attendants and      
donkeys4  ,an ,italian gentleman1 says  
,dr4 ,rush1 of ,philadelphia1 who died  
of yellow fever in ,new ,york1 in the   
beginning of his illness spoke ,english1
 in the middle of it ,french1 but on the
 day of his death only ,italian4        
,striking as these instances are1 they  
are not unusual4 ,everyone on reflection
 can supply similar instances4 ,who     
among us has not at one time or another 

been impressed with a mysterious feeling
 of having at some time in the past gone
 through the identical experience which 
he is living now8  ,sidenote3 ,the      
,flash of ,inspiration  ,on such        
occasions the sense of familiarity is   
sometimes so persistent as to fill one  
with a strange feeling of the           
supernatural and to incline our minds to
 the belief in a reincarnation4  ,the   
flash of inspiration which1 for the     
lawyer1 solves a novel legal issue      
arising in the trial of a case1 or1 for 
the surgeon1 sees him successfully      
through the emergencies of a delicate   
operation1 has its origin in the        
forgotten learning of past experience   
and study4  ,sidenote3 ,the ,totality of
 ,retention  ,succeeding books in this  
,course will bring to light numerous    
other facts less commonly observed1     
drawn indeed from the study of abnormal 
mental states1 indicating that we retain
 a great volume of sense-impressions of 
whose very recording we are at the time 

unaware4 ,in other words1 all the       
evidences point to the absolute totality
 of our retention of all sensory        
experiences4 ,they indicate that every  
sense-impression you ever received1     
whether you actually perceived and were 
conscious of it or not1 has been        
retained and preserved in your memory1  
and can be brought to mind when you     
understand the proper method of calling 
it into service4  ,a vast wealth of     
facts is stored in the treasure vaults  
of your mind1 but there are certain     
inner compartments to which you have    
lost the combination4  ,sidenote3       
,possibilities of ,self-,discovery  ,the
 author of ,thoughts on ,business says3 
,it is a great day in a man's life when 
he truly begins to discover himself4    
,the latent capacities of every man are 
greater than he realizes1 and he may    
find them if he diligently seeks for    
them4 ,a man may own a tract of land for
 many years without knowing its value4  
,he may think of it as merely a pasture4

 ,but one day he discovers evidences of 
coal and finds a rich vein beneath his  
land4 ,while mining and prospecting for 
coal he discovers deposits of granite4  
,in boring for water he strikes oil4    
,later he discovers a vein of copper    
ore1 and after that silver and gold4    
,these things were there all the        
time--even when he thought of his land  
merely as a pasture4 ,but they have a   
value only when they are discovered and 
utilized4  ,not every pasture contains  
deposits of silver and gold1 neither oil
 nor granite1 nor even coal4 ,but       
beneath the surface of every man there  
must be1 in the nature of things1 a     
latent capacity greater than has yet    
been discovered4 ,and one discovery must
 lead to another until the man finds the
 deep wealth of his own possibilities4  
,history is full of the acts of men who 
discovered somewhat of their own        
capacity2 but history has yet to record 
the man who fully discovered all that he
 might have been4  ,sidenote3 ,acres of 

,diamonds  ,you who are a bit vain of   
your visits to other lands1 your wide   
reading1 your experience of men and     
things2 you who secretly lament that so 
little of what you have seen and read   
remains with you1 behold1 your acres of 
diamonds are within you1 needing but the
 mystic formula that shall reveal the   
treasure6     ,,the ,,mechanism ,,of    
,,recall  ,illustration3 ,decorative    
,header   ,,chapter ,,iii  ,,the        
,,mechanism ,,of ,,recall   ,sidenote3  
,the ,right ,stimulus  ,somehow1        
somewhere1 all experiences1 whether     
subject to voluntary recall or not1 are 
preserved1 and are capable of           
reproduction when the right stimulus    
comes along4  ,and it is a law that     
those experiences which are associated  
with each other1 whether ideas1 emotions
 or voluntary or involuntary muscular   
movements1 tend to become bound together
 into groups1 and these groups tend to  
become bound together into systems4     
,sidenote3 ,complexes of ,experience    

,such a system of associated groups of  
experiences is technically known as a   
complex4  ,pay particular attention to  
these definitions1 as groups of ideas   
and complexes of ideas1 emotions and    
muscular movements are terms that we    
shall constantly employ4  ,you learned  
in a former lesson that mental          
experiences may consist not only of     
sense-perceptions based on excitements  
arising in the memory nerves1 but also  
of bodily emotions1 the feeling tones of
 ideas1 and of muscular movements based 
on stimuli arising in the motor nerves4 
,groups consist1 therefore1 not only of 
associated ideas1 but of associated     
ideas coupled with their emotional      
qualities and impulses to muscular      
movements4  ,all groups bound together  
by a mutually related idea constitute a 
single complex4 ,every memory you have  
is an illustration of such complexes4   
,sidenote3 ,the ,thrill of ,recollection
  ,suppose1 for example1 you once gained
 success in a business deal4 ,your      

recollection of the other persons       
concerned in that transaction1 of any   
one detail in the transaction itself1   
will be accompanied by the faster       
heartbeat1 the quickened circulation of 
the blood1 the feeling of triumph and   
elation that attended the original      
experience4  ,sidenote3 ,complexes and  
,functional ,derangements  ,complexes   
formed out of harrowing earthquakes1    
robberies1 murders or other dreadful    
spectacles1 which were originally       
accompanied on the part of the onlooker 
by trembling1 perspiration and          
palpitation of the heart1 when lived    
over again in memory1 are again         
accompanied by all these bodily         
activities4 ,your memory of a           
hairbreadth escape will bring to your   
cheek the pallor that marked it when the
 incident occurred4  ,the formation and 
existence of complexes explains the     
origin of many functional diseases of   
the body--that is to say1 diseases      
involving no loss or destruction of     

tissue1 but consisting simply in a      
failure on the part of some bodily organ
 to perform its allotted function       
naturally and effectively4  ,sidenote3  
,automatically ,working ,mental         
,mechanisms  ,thus1 in hay fever or rose
 cold the tears1 the inflammation of the
 membranes of the nose1 the cough1 the  
other trying symptoms1 all are linked   
with the sight of a rose1 or dust1 or   
sunlight1 or some other outside fact to 
which attention has been called as the  
cause of hay fever1 into a complex1 an  
automatically working mechanism4 ,and   
the validity of this explanation of the 
regular recurrence of attacks of this   
disease is sufficiently demonstrated by 
the fact that a paper rose is likely to 
prove just as effective in producing all
 the symptoms of the disease as a rose  
out of ,nature's garden4  ,another      
striking illustration of the working of 
this principle is afforded by two       
gentlemen of my acquaintance1 brothers1 
each of whom since boyhood has had      

unfailing attacks of sneezing upon first
 arising in the morning4 ,no sooner is  
one of these men awake and seated upon  
the edge of his bed for dressing than he
 begins to sneeze1 and he continues to  
sneeze for fifteen or twenty minutes    
thereafter1 although he has no cold and 
never sneezes at any other time4        
,sidenote3 ,two ,classes of ,complexes  
,obviously1 if absolutely all mental    
experiences are preserved1 they consist 
altogether of two broad classes of      
complexes3 first1 those that are        
momentarily active in consciousness1    
forming part of the present mental      
picture1 and1 second1 all the           
others--that is to say1 all past        
experiences that are not at the present 
moment before the mind's eye4  ,there   
are1 then1 conscious complexes and      
subconscious complexes1 complexes of    
consciousness and complexes of          
subconsciousness4  ,sidenote3 ,the      
,subconscious ,storehouse  ,and of the  
complexes of subconsciousness1 some are 

far more readily recalled than others4  
,some are forever popping into one's    
thoughts1 while others can be brought to
 the light of consciousness only by some
 unusual and deep-probing stimulus4 ,and
 the human mind is a vast storehouse of 
complexes1 far the greater part buried  
in subconsciousness1 yet somehow1 like  
impressions on the wax cylinder of a    
phonograph1 preserved with life-like    
truth and clearness4  ,turn back for a  
moment to our definition of memory4 ,you
 will observe that its second essential 
element is ,recall4  ,recall is the     
process by which the experiences of the 
past are summoned from the reservoir of 
the subconscious into the light of      
present consciousness4 ,we necessarily  
touched upon this process in a previous 
book1 in considering the ,laws of       
,association1 but here1 in relation to  
memory1 we shall go into the matter     
somewhat more analytically4     ,,the   
,,laws ,,of ,,recall  ,illustration3    
,decorative ,header   ,,chapter ,,iv    

,,the ,,laws ,,of ,,recall   ,sidenote3 
,the ,law of ,integral ,recall  ,law ,i4
 ,the primary law of recall is this3    
,the recurrence or stimulation of one   
element in a complex tends to recall all
 the others4  ,in our explanation of    
complex formation we necessarily cited  
instances that illustrate this principle
 as well1 since recall is merely a      
reverse operation from that involved in 
complex formation4  ,sidenote3 ,what    
,ordinary ,thinking ,amounts to  ,for   
example1 in running through a book ,i   
come upon a flower pressed between its  
pages4 ,at once the memory of the friend
 who gave it to me springs into         
consciousness and becomes the subject of
 reminiscence4 ,this recalls the        
mountain village where we last met4     
,this recalls the fact that a railroad  
was at the time under process of        
construction1 which should transform the
 village into a popular resort4 ,this in
 turn suggests my coming trip to the    
seashore1 and ,i am reminded of a       

business appointment on which my ability
 to leave town on the appointed day     
depends4 ,and so on indefinitely4  ,far 
the greater part of your successive     
states of consciousness1 or even of your
 ordinary thinking1 commonly so-called1 
consists of trains of mental pictures   
suggested one by another4 ,if the       
associated pictures are of the everyday 
type1 common to everyone1 you have a    
prosaic mind2 if1 on the other hand1 the
 associations are unusual or unique1 you
 are happily possessed of wit and fancy4
  ,sidenote3 ,the ,reverse of ,complex  
,formation  ,these instances of the     
action of the ,law of ,recall illustrate
 but one phase of its activity4 ,they   
show simply that groups of ideas are so 
strung together on the string of some   
common element that the activity of one 
group in consciousness is apt to be     
automatically followed by the others4   
,but the law of association goes deeper 
than this4 ,it enters into the activity 
of every individual group1 and causes   

all the elements of every group1 ideas1 
emotions and impulses to muscular       
movements1 to be simultaneously         
manifested4  ,sidenote3 ,prolixity and  
,terseness  ,there is no principle to   
which we shall more continually refer   
than this one4 ,our explanation of hay  
fever a moment ago illustrates our      
meaning4 ,get the principle clearly in  
your mind1 and see how many instances of
 its operation you can yourself supply  
from your own daily experience4  ,so far
 as the mere linking together of groups 
of ideas is concerned1 this classifying 
quality is developed in some persons to 
a greater degree than in others4 ,it    
finds its extreme exemplar in the type  
of man who can never relate an incident 
without reciting all the prolix and     
minute details and at the same time     
wandering far from the original subject 
in pursuit of every suggested idea4     
,sidenote3 ,the ,law of ,contiguity     
,law ,,ii4 ,similarity and nearness in  
time or space between two experiential  

facts causes the thought of one to tend 
to recall the thought of the other4     
,this is the ,associative ,law of       
,contiguity considered from the         
standpoint of recall4 ,the points of    
contiguity are different for different  
individuals4 ,similarities and          
nearnesses will awaken all sorts of     
associated groups of ideas in one person
 that are not at all excitable in the   
same way in another whose experiences   
have been different4   ,law ,,iii4 ,the 
greater the frequency and intensity of  
any given experience1 the greater the   
ease and likelihood of its reproduction 
and recall4  ,sidenote3 ,laws of ,habit 
and ,intensity  ,this explains why      
certain groups in any complex are more  
readily recalled than others--why some  
leap forth unbidden1 why some come next 
and before others1 why some arrive but  
tardily or not at all4  ,this is how the
 associative ,laws of ,habit and        
,intensity affect the power of recall4  
99     99     99     99     99          

,sidenote3 ,applications to ,advertising
  ,there is no department of business to
 which the application of these ,laws of
 ,recall is so apparent as the          
department of advertising4 ,the most    
carefully worded and best-illustrated   
advertisement may fail to pay its cost  
unless the underlying principles of     
choice of position1 selection of medium 
and size of space are understood4 ,the  
advertisers in metropolitan newspapers  
and magazines of large circulation are  
the ones who have most at stake4 ,but   
whatever the field to be reached1 it is 
well to bear in mind certain facts based
 on the ,laws of ,recall that have been 
established by psychological experiment4
  ,most advertisers have a general idea 
that certain relative positions on the  
newspaper or magazine page are to be    
preferred over others1 but they have no 
conception of the real differences in   
relative recall value4 ,when the great  
cost of space in large publications is  
considered the financial value of such  

knowledge is evident4  ,by a great      
number of tests the relative recall     
value of every part of the newspaper    
page has been approximately determined4 
,it has been found1 for example1 that a 
given space at the upper right-hand     
corner of the page has more than twice  
the value of the same amount of space in
 the lower left-hand corner4  ,sidenote3
 ,effect of ,repetitions  ,many         
advertisers adopt the policy of         
repeating full-page advertisements at   
long intervals instead of advertising in
 a small way continually4 ,laboratory   
tests have shown1 on the contrary1 that 
a quarter-page advertisement appearing  
in four successive issues of a newspaper
 is fifty per cent more effective than a
 full-page advertisement appearing only 
once4 ,it does not follow1 however1 that
 an eighth-page advertisement repeated  
eight times is correspondingly more     
effective2 for below a certain relative 
size the value of an advertisement      
decreases much more rapidly than the    

cost4 ,there are1 of course1 modifying  
conditions1 such as special sales of    
department stores1 where occasional     
displays and announcements make it      
desirable to use either full pages1 or  
even double pages1 but the great bulk of
 advertising is not of this character4  
,sidenote3 ,ratio of ,size to ,value    
,every year in the ,united ,states alone
 six hundred millions of dollars are    
expended in advertising the sale of     
commodities1 and for the most part      
expended in a haphazard1 experimental   
and unscientific way4 ,the investment of
 this vast sum with risk of perhaps     
total loss1 or even possible injury1    
through the faulty construction or      
improper placing of advertisements      
should stimulate the interest of every  
advertiser in the work that             
psychologists have done and are doing   
toward the accumulation of a body of    
exact knowledge on this subject4        
,sidenote3 ,risks in ,advertising       
,,the ,,science ,,of ,,forgetting       

,illustration3 ,,testing ,,the ,,memory 
,,with ,,professor ,,jastrow',s ,,memory
 ,,apparatus ,,private ,,laboratory1    
,,society ,,of ,,applied ,,psychology   
,illustration3 ,decorative ,header      
,,chapter ,v  ,,the ,,science ,,of      
,,forgetting   ,sidenote3 ,the ,skilled 
,artisan  ,attention is the             
instrumentality through which the ,laws 
of ,recall operate4 ,wittingly or       
unwittingly1 consciously or             
unconsciously1 every man's attention    
swings in automatic obedience to the    
,laws of ,recall4  ,attention is the    
artisan that1 bit by bit1 and with      
lightning quickness1 constructs the     
mosaic of consciousness4  ,having the   
whole vast store of all present and past
 experiences to draw upon1 he selects   
only those groups and those isolated    
instances that are related to our       
general interests and aims4 ,he         
disregards others4  ,sidenote3 ,how the 
,attention ,works  ,the attention       
operates in a manner complementary to   

the general ,laws of ,recall4 ,it is an 
active principle not of association1 but
 of dissociation4  ,you choose1 for     
example1 a certain aim in life4 ,you    
decide to become the inventor of an     
aeroplane of automatic stability4 ,this 
choice henceforth determines two things4
 ,first1 it determines just which of the
 sensory experiences of any given moment
 are most likely to be selected for your
 conscious perception4 ,secondly1 it    
determines just which of your past      
experiences will be most likely to be   
recalled4  ,such a choice1 in other     
words1 determines to some extent the    
sort of elements that will most probably
 be selected to make up at any moment   
the contents of your consciousness4     
,sidenote3 ,iron ,filings and ,mental   
,magnets  ,from the instant that you    
make such a choice you are on the alert 
for facts relevant to the subject of    
your ambition4 ,upon them you           
concentrate your attention4 ,they are   
presented to your consciousness with    

greater precision and clearness than    
other facts4 ,all facts that pertain to 
the art of flying henceforth cluster and
 cling to your conscious memory like    
iron filings to a magnet4 ,all that are 
impertinent to this main pursuit are    
dissociated from these intensely active 
complexes1 and in time fade into        
subconscious forgetfulness4  ,sidenote3 
,the ,compartment of ,subconscious      
,forgetfulness  ,by subconscious        
forgetfulness we mean a compartment1 as 
it were1 of that reservoir in which all 
past experiences are stored4            
,consciousness is a momentary thing4 ,it
 is a passing state4 ,it is ephemeral   
and flitting4 ,it is made up in part of 
present sense-impressions and in part of
 past experiences4 ,these past          
experiences are brought forth from      
subconsciousness4 ,some are voluntarily 
brought forth4 ,some present themselves 
without our conscious volition1 but by  
the operation of the laws of association
 and dissociation4 ,some we seem unable 

voluntarily to recall1 yet they may     
appear when least we are expecting them4
 ,it is these last to which we have     
referred as lost in subconscious        
forgetfulness4 ,as a matter of fact1    
none are ever actually lost4  ,sidenote3
 ,making ,experience ,count  ,all the   
wealth of your past experience is still 
yours--a concrete part of your          
personality4 ,all that is required to   
make it available for your present use  
is a sufficient concentration of your   
attention1 a concentration of attention 
that shall dwell persistently and       
exclusively upon those associations that
 bear upon the fact desired4  ,the      
tendency of the mind toward             
dissociation1 a function limiting the   
indiscriminate recall of associated     
groups1 is also manifested in all of us 
in the transfer to unconsciousness of   
many muscular activities4  ,sidenote3   
,how ,habits ,are ,formed  ,as infants  
we learn to walk only by giving to every
 movement of the limbs the most         

deliberate conscious attention4 ,yet1 in
 time1 the complicated co-operation of  
muscular movements involved in walking  
becomes involuntary and unconscious1 so 
that we are no longer even aware of     
them4  ,it is the same with reading1    
writing1 playing upon musical           
instruments1 the manipulation of all    
sorts of mechanical devices1 the        
thousand and one other muscular         
activities that become what we call     
habitual4  ,the moment one tries to make
 these habitual activities again        
dependent on the conscious will he      
encounters difficulties4      ,the      
centipede was happy quite1     ,until   
the toad1 for fun1     ,said1 ',pray    
which leg goes after which8'     ,this  
stirred his mind to such a pitch1       
,he lay distracted in a ditch1          
,considering how to run4  ,all these    
habitual activities are started as acts 
of painstaking care and conscious       
attention4 ,all ultimately become       
unconscious4 ,they may1 however1 be     

started or stopped at will4 ,they are1  
therefore1 still related to the         
conscious mind4 ,they occupy a          
semi-automatic middle ground between    
conscious and subconscious activities4  
,,the ,,fallacy ,,of ,,most ,,memory    
,,systems  ,illustration3 ,decorative   
,header   ,,chapter ,,vi  ,,the         
,,fallacy ,,of ,,most ,,memory ,,systems
   ,sidenote3 ,practice in ,memorizing  
,inadequate  ,it is evident that if what
 we have been describing as the process 
of recall is true1 then the commonly    
accepted idea that practice in          
memorizing makes memorizing easier is   
false1 and that there is no truth in the
 popular figure of speech that likens   
the memory to a muscle that grows       
stronger with use4  ,so far as the      
memory is concerned1 however1 practice  
may result in a more or less unconscious
 improvement in the methods of          
memorizing4  ,by practice we come to    
unconsciously discover and employ new   
associative methods in our recording of 

facts1 making them easier to recall1 but
 we can certainly add nothing to the    
actual scope and power of retention4    
,sidenote3 ,torture of the ,drill  ,yet 
many books on memory-training have wide 
circulation whose authors1 showing no   
conception of the processes involved1   
seek to develop the general ability to  
remember by incessant practice in       
memorizing particular facts1 just as one
 would develop a muscle by exercise4    
,the following is quoted from a         
well-known work of this character3  ,i  
am now treating a case of loss of memory
 in a person advanced in years1 who did 
not know that his memory had failed most
 remarkably until ,i told him of it4 ,he
 is making vigorous efforts to bring it 
back again1 and with partial success4   
,the method pursued is to spend two     
hours daily1 one in the morning and one 
in the evening1 in exercising this      
faculty4 ,the patient is instructed to  
give the closest attention to all that  
he learns1 so that it shall be impressed

 on his mind clearly4 ,he is asked to   
recall every evening all the facts and  
experiences of the day1 and again the   
next morning4 ,every name heard is      
written down and impressed on his mind  
clearly and an effort made to recall it 
at intervals4 ,ten names from among     
public men are ordered to be committed  
to memory every week4 ,a verse of poetry
 is to be learned1 also a verse from the
 ,bible1 daily4 ,he is asked to remember
 the number of the page of any book     
where any interesting fact is recorded4 
,these and other methods are slowly     
resuscitating a failing memory4         
,sidenote3 ,real ,cause of ,failing     
,memory  ,as remarked by ,professor     
,james1 ,it is hard to believe that the 
memory of the poor old gentleman is a   
bit the better for all this torture     
except in respect to the particular     
facts thus wrought into it1 the         
occurrences attended to and repeated on 
those days1 the names of those          
politicians1 those ,bible verses1 etc41 

etc4  ,the error in the book first      
quoted from lies in the fact that its   
author looks upon a failing memory as   
indicating a loss of retentiveness4 ,the
 real cause is the loss of an intensity 
of interest4 ,it is the failure to form 
sufficiently large groups and complexes 
of related ideas1 emotions and muscular 
movements associated with the particular
 fact to be remembered4 ,there is no    
reason to believe that the retention of 
sensory experiences is not at all times 
perfectly mechanical and mechanically   
perfect4  ,interest is a mental         
yearning4 ,it is the offspring of desire
 and the mother of memory4  ,it goes out
 spontaneously to anything that can add 
to the sum of one's knowledge about the 
thing desired4  ,sidenote3 ,the         
,manufactured ,interest  ,a manufactured
 interest is counterfeit4 ,when a thing 
is done because it has to be done1      
desire dies and duty is born4 ,in       
proportion as a subject is associated   
with duty1 it is divorced from interest4

  ,sidenote3 ,memory ,lure of a ,desire 
,if you want to impress anything on     
another man's mind so that he will      
remember it1 harness it up with the lure
 of a desire4  ,diffused interest is the
 cause of all unprofitable              
forgetfulness4 ,do not allow your       
attention to grope vaguely among a      
number of things4 ,whatever you do1 make
 a business of doing it with your whole 
soul4 ,turn the spotlight of your mind  
upon it1 and you will not forget it4    
,illustration3 ,,testing ,,ability ,,to 
,,observe1 ,,remember ,,and ,,report    
,,things ,,seen ,,private ,,laboratory1 
,,society ,,of ,,applied ,,psychology   
,a ,,scientific ,,memory ,,system ,,for 
,,business ,,success  ,illustration3    
,decorative ,header   ,,chapter ,,vii   
,a ,,scientific ,,memory ,,system ,,for 
,,business ,,success   ,sidenote3       
,importance of ,associates  ,we recall  
things by their associates4 ,when you   
set your mind to remember any particular
 fact1 your conscious effort should be  

not vaguely to will that it shall be    
impressed and retained1 but analytically
 and deliberately to connect it with one
 or more other facts already in your    
mind4  ,sidenote3 ,cramming and ,willing
  ,the student who crams for an         
examination makes no permanent addition 
to his knowledge4 ,there can be no      
recall without association1 and cramming
 allows no time to form associations4   
,if you find it difficult to remember a 
fact or a name1 do not waste your       
energies in willing it to return4 ,try  
to recall some other fact or name       
associated with the first in time or    
place or otherwise1 and lo6 when you    
least expect it1 it will pop into your  
thoughts4  ,if your memory is good in   
most respects1 but poor in a particular 
line1 it is because you do not interest 
yourself in that line1 and therefore    
have no material for association4 ,blind
 ,tom's memory was a blank on most      
subjects1 but he was a walking          
encyclopedia on music4  ,sidenote3      

,basic ,principle of                    
,thought-,reproduction  ,to improve your
 memory you must increase the number and
 variety of your mental associations4   
,many ingenious methods1 scientifically 
correct1 have been devised to aid in the
 remembering of particular facts4 ,these
 methods are based wholly on the        
principle that that is most easily      
recalled which is associated in our     
minds with the most complex and         
elaborate groupings of related ideas4   
,sidenote3 ,methods of ,pick  ,thus1    
,pick1 in ,memory and ,its ,doctors1    
among other devices1 presents a         
well-known figure-alphabet as of aid in 
remembering numbers4 ,each figure of the
 ,arabic notation is represented by one 
or more letters1 and the number to be   
recalled is translated into such letters
 as can best be arranged into a catch   
word or phrase4 ,to quote3 ,the most    
common figure-alphabet is this3  #a  #b 
#c  #d  #e  #f  #g  #h  #i  #j  t  n  m 
r  l sh  g  f  b  s d              j  k 

v  p  o               ch  c             
g qu        z  ,to briefly show its use1
 suppose it is desired to fix #a1adb    
feet in a second as the velocity of     
sound1 t1 t1 r1 n1 are the letters and  
order required4 ,fill up with vowels    
forming a phrase like 'tight run' and   
connect it by some such flight of the   
imagination as that if a man tried to   
keep up with the velocity of sound1 he  
would have a 'tight run4'  ,sidenote3   
,scientific ,pedagogy  ,the same        
principle is at the basis of all        
efficient pedagogy4 ,the competent      
teacher endeavors by some association of
 ideas to link every new fact with those
 facts which the pupil already has      
acquired4  ,in the pursuit of this      
method the teacher will compare all that
 is far off and foreign to something    
that is near home1 making the unknown   
plain by the example of the known1 and  
connecting all the instruction with the 
personal experience of the pupil--if the
 teacher is to explain the distance of  

the sun from the earth1 let him ask1    
',if anyone there in the sun fired off a
 cannon straight at you1 what should you
 do8' ',get out of the way1' would be   
the answer4 ',no need of that1' the     
teacher might reply2 'you may quietly go
 to sleep in your room and get up again2
 you may wait till your confirmation    
day1 you may learn a trade1 and grow as 
old as ,i am--then only will the        
cannon-ball be getting near1 then you   
may jump to one side6 ,see1 so great as 
that is the sun's distance6'  ,we shall 
now show you how to apply this principle
 in improving your memory and in making 
a more complete use of your really vast 
store of knowledge4   ,rule ,i4 ,make   
systematic use of your sense-organs4    
,sidenote3 ,how to ,remember ,names  ,do
 you find it difficult to remember      
names8 ,it is because you do not link   
them in your mind with enough           
associations4 ,every time a man is      
introduced to you1 look about you4 ,who 
is present8 ,take note of as many and as

 great a variety of surrounding facts   
and circumstances as possible4 ,think of
 the man's name1 and take another look  
at his face1 his dress1 his physique4   
,think of his name1 and at the same time
 his voice and manner4 ,think of his    
name1 and mark the place where you are  
now for the first time meeting him4     
,think of his name in conjunction with  
the name and personality of the friend  
who presented him4  ,memory is not a    
distinct faculty of mind in the sense   
that one man is generously endowed in   
that respect while another is deficient4
 ,memory1 as meaning the power of       
voluntary recall1 is wholly a question  
of trained habits of mental operation4  
,your memory is just as good as mine or 
any other man's4 ,it is your            
indifference to what you would call     
irrelevant facts that is at fault4      
,therefore1 cultivate habits of         
observation4 ,fortify the observed facts
 you wish to recall with a multitude of 
outside associations4 ,never rest with a

 mere halfway knowledge of things4      
,sidenote3 ,five ,exercises for         
,developing ,observation  ,to assist you
 in training yourself in those habits of
 observation that make a good memory of 
outside facts1 we append the following  
exercises3  a4 ,walk slowly through a   
room with which you are not familiar4   
,then make a list of all the contents of
 the room you can recall4 ,do this every
 day for a week1 using a different room 
each time4 ,do it not half-heartedly1   
but as if your life depended on your    
ability to remember4 ,at the end of the 
week you will be surprised at the       
improvement you have made4  b4 ,as you  
walk along the street1 observe all that 
occurs in a space of one block1 things  
heard as well as things seen4 ,two hours
 later make a list of all you can       
recall4 ,do this twice a day for ten    
days4 ,then compare results4  c4 ,make a
 practice of recounting each night the  
incidents of the day4 ,the prospect of  
having this to do will cause you        

unconsciously to observe more           
attentively4  ,this is the method by    
which ,thurlow ,weed acquired his       
phenomenal memory4 ,as a young man with 
political ambitions he had been much    
troubled by his inability to recall     
names and faces4 ,so he began the       
practice each night of telling his wife 
the most minute details of incidents    
that had occurred during the day4 ,he   
kept this up for fifty years1 and it so 
trained his powers of observation that  
he became as well known for his         
unfailing memory as for his political   
adroitness4  d4 ,glance once at an      
outline map of some ,state4 ,put it out 
of sight and draw one as nearly like it 
as you can4 ,then compare it with the   
original4 ,do this frequently4          
,sidenote3 ,invention and               
,thought-,memory  e4 ,have some one read
 you a sentence out of a book and you   
then repeat it4 ,do this daily1         
gradually increasing the length of the  
quotation from short sentences to whole 

paragraphs4 ,try to find out what is the
 extreme limit of your ability in this  
respect compared with that of other     
members of your family4   ,rule ,,ii4   
,fix ideas by their associates4  ,there 
are other things to be remembered       
besides facts of outside observation4   
,you are not one whose life is passed   
entirely in a physical world4 ,you live 
also within4 ,your mind is unceasingly  
at work with the materials of the past  
painting the pictures of the future4    
,you are called upon to scheme1 to plan1
 to devise1 to invent1 to compose and to
 foresee4  ,if all this mental work is  
not wasted energy1 you must be able to  
recall its conclusions when occasion    
requires4 ,a happy thought comes to     
you--will you remember it tomorrow when 
the hour for action arrives8 ,there is  
but one way to be sure1 and that is by  
making a study of the whole associative 
mental process4  ,review the train of   
ideas by which you reached your         
conclusion4 ,carry the thought on in    

mind to its legitimate conclusion4 ,see 
yourself acting upon it4 ,mark its      
relations to other persons4 ,note all   
the details of the mental picture4 ,in  
other words1 to remember thoughts1      
cultivate thought-observation just as   
you cultivate sense-observation to      
remember outside matters4  ,sidenote3   
,three ,exercises for ,developing       
,thought-,memory  ,to train yourself in 
thought-memory1 use the following       
exercises3  a4 ,every morning at eight  
o'clock1 sharp on the minute1 fix upon a
 certain idea and determine to recall it
 at a certain hour during the day4 ,put 
your whole will into this resolution4   
,try to imagine what activities you will
 be engaged in at the appointed hour1   
and think of the chosen idea as         
identified with those activities4       
,associate it in your mind with some    
object that will be at hand when the set
 time comes4 ,having thus fixed the idea
 in your mind1 forget it4 ,do not refer 
to it in your thoughts4 ,with practice  

you will find yourself automatically    
carrying out your own orders4 ,persist  
in this exercise for at least three     
months4  b4 ,every night when you retire
 fix upon the hour at which you wish to 
get up in the morning4 ,in connection   
with your waking at that hour1 think of 
all the sounds that will be apt to be   
occurring at that particular time4 ,bar 
every other thought from your           
consciousness and fall asleep with the  
intense determination to arise at the   
time set4 ,by all means1 get up         
instantly when you awaken4 ,keep up this
 exercise and you will soon be able to  
awaken at any hour you may wish4        
,sidenote3 ,how to ,compel ,recollection
  c4 ,every morning outline the general 
plan of your activities for the day4    
,select only the important things4 ,do  
not bother with the details4 ,determine 
upon the logical order for your day's   
work4 ,think not so much of how you are 
to do things as of the things you are to
 do4 ,keep your mind on results4 ,and   

having made your plan1 stick to it4 ,be 
your own boss4 ,let nothing tempt you   
from your set purpose4 ,make this daily 
planning a habit and hold to it through 
life4 ,it will give you a great lift    
toward whatever prize you seek4   ,rule 
,,iii4 ,search systematically and       
persistently4  ,when once you have      
started upon an effort at recollection1 
persevere4 ,the date or face or event   
that you wish to recall is bound up with
 a multitude of other facts of          
observation and of your mind life of the
 past4 ,success in recalling it depends 
simply upon your ability to hit upon    
some idea so indissolubly associated    
with the object of search that the      
recall of one automatically recalls the 
other4 ,consequently the thing to do is 
to hold your attention to one definite  
line of thought until you have exhausted
 its possibilities4 ,you must pass in   
review all the associated matters and   
suppress or ignore them until the right 
one comes to mind4 ,this may be a       

short-cut process or a roundabout       
process1 but it will bring results nine 
times out of ten1 and if habitually     
persisted in will greatly improve your  
power of voluntary recall4  ,sidenote3  
,formation of ,correct ,memory ,habits  
,rule ,,iv4 ,the instant you recollect a
 thing to be done1 do it4  ,every idea  
that memory thrusts into your           
consciousness carries with it the       
impulse to act upon it4 ,if you fail to 
do so1 the matter may not again occur to
 you1 or when it does it may be too     
late4  ,your mental mechanism will serve
 you faithfully only as long as you act 
upon its suggestions4  ,sidenote3 ,,now6
  ,this is as true of bodily habits as  
of business affairs4 ,the time to act   
upon an important matter that just now  
comes to mind is not tomorrow or a      
little later1 but ,,now4  ,what you do  
from moment to moment tells the story of
 your career4 ,ideas that come to you   
should be compared as to their relative 
importance4 ,but do this honestly4 ,do  

not be swayed by distracting impulses   
that inadvertently slip in4 ,and having 
gauged their importance give free rein  
at once to the impulse to do everything 
that should not make way for something  
more important4  ,sidenote3             
,persistence1 ,accuracy1 ,dispatch  ,if1
 for any reason1 action must be         
deferred1 fix the matter in your mind to
 be called up at the proper time4 ,drive
 all other thoughts from your           
consciousness4 ,give your whole         
attention to this one matter4 ,determine
 the exact moment at which you wish it  
to be recalled4 ,then put your whole    
self into the determination to remember 
it at precisely the right moment4 ,and  
finally1 and perhaps most important of  
all1--   ,rule ,v4 ,have some sign or   
token4 ,this memory signal may be       
anything you choose1 but it must somehow
 be directly connected with the hour at 
which the main event is to be recalled4 
,sidenote3 ,memory ,signs and ,tokens   
,make a business of observing the memory

 signs or tokens you have been          
habitually using4 ,practice tagging     
those matters you wish to recall with   
the labels that form a part of your     
mental machinery4  ,make it a habit to  
do things when they ought to be done and
 in the order in which you ought to do  
them4 ,habits like this are paths along 
which the mind moves1 paths of least    
resistance to those qualities of        
promptness1 energy1 persistence1        
accuracy1 self-control1 and so on1 that 
create success4  ,success in business1  
success in life1 can come only through  
the formation of right habits4 ,a right 
habit can be deliberately acquired only 
by doing a thing consciously until it   
comes to be done unconsciously and      
automatically4  ,sidenote3 ,the ,mental 
,combination ,revealed  ,every man1     
consciously or unconsciously1 forms his 
own memory habits1 good or bad4 ,form   
your memory habits consciously according
 to the laws of the mind1 and in good   
time they will act unconsciously and    

with masterful precision4  ',amid the   
shadows of the pyramids1' ,bonaparte    
said to his soldiers1 'twenty centuries 
look down upon you1' and animated them  
to action and victory4 ,but all the     
centuries1 says ,w4,h4 ,grove1 and the  
eternities1 and ,god1 and the universe1 
look down upon us--and demand the       
highest culture of body1 mind and       
spirit4  ,a good memory is yours for the
 making4 ,but you must make it4 ,we can 
point the way4 ,you must act4  ,the laws
 of ,association and ,recall are the    
combination that will unlock the        
treasure-vaults of memory4 ,apply these 
laws1 and the riches of experience will 
be available to you in every need4      
99     99     99     99     99  ,the    
purpose of this book has been to make   
clear certain mental principles and     
processes1 namely1 those of ,retention1 
,association and ,recall4 ,incidentally1
 as with every book in this ,course1 it 
contains some facts and instructions of 
immediate practical utility4 ,but       

primarily it is intended only to help   
prepare your mind to understand a       
scientific system for                   
success-achievement that will be        
unfolded in subsequent volumes4