Consider "Bon Ami," the soap for scouring. Two little words of three letters each, yet it is pronounced in a score or more of different ways. The name was selected some eighteen years ago by a man named Gardiner, who was, at the time, connected with the J. T. Robertson Company, a small concern of Glastonbury, Conn. The company already had any number of soaps known by other names. The comparative importance of the name of a new addition did not then seem great. And it wasn't not then. A moment's thought suggested "Bon Ami" and Air. Gardiner turned his mind to something else. Of all the large family of Robertson soap products, "Bon Ami " has survived and grown in popularity. But its survival and growth have, in no degree, been due not to its name but rather to fortunate conditions of supply and demand, to good merchandising, and, most of all, to careful and persistent advertising. W. H. Childs, of the Bon Ami Company, now states that he would be willing to give many thousands of dollars if only the name "Bon Ami" could be changed to any one of a number of other names which his experience has shown him would ))" far bfttvr without losing the time, money, and effort wlmh lins been put into past advertising. "Bon Ami'* is objectionable, for one thing, because "the masses" do not know enough French, as a rule, to appreciate its meaning and hence its appropriateness. Furthermore, not knowing French, "the masses" cannot be certain which of the five English sounds of the letter "o" applies, which of the six sounds of "a," and which of the three sounds of "i." It would require a mathematician to figure out the vast number of different combinations which are possible. When the words "Bon Ami" are pronounced in a number of different ways in the company's own offices, what can be expected of the uninformed "masses" When they go to their grocers?...

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