Research Is a State of Mind
For many years there has been much misunderstanding as to just what research is. The popular conception seems to be that there is something mysterious about it， and before any research can be done it is necessary to have expensive scientific apparatus and large， elaborately equipped laboratories. Actually， this is not so. （6） It is a simple， organized way of trying to accomplish something you wish to do—so simple that anyone can do research anywhere at any time.
First， you select the problem you would like to solve， then you list at least ten reasons why it has not been solved. （7） It takes just as much effort to solve a useless problem as a useful one. （8）
After carefully—and I want to emphasize that word “carefully”—selecting the problem and the ten things between you and the solution， you then use the same procedure as in solving a crossword puzzle.（9）In the solution of the remaining obstacles you may need some simple apparatus， but the things you will probably need most are infinite patience and persistence. Few people realize the difficulties of doing any new thing.
Maybe one of the reasons people are so easily discouraged is because of their education. During all our years at school we were examined two or three times a year. If we failed once， we were out. （10）If we are going to make progress， we must learn to fail intelligently so that we won't become discouraged at the 99.9 per cent failure.

Advertising to Children
（1） Not only are they easily swayed by advertising， they are also persuasive in encouraging their parents to buy a product. If a child wants something in their kid's locker， they will prod and annoy their parents until they get what they want.（2）All it takes is a little suggestion from a single advertisement to send them on their way.
（3） In a campaign entitled "Kids are the Star"， its employees were encouraged to pay special attention to children and to make sure they had a positive experience while eating at its restaurants. The reason for this， naturally， was not that the McDonald's corporation cared deeply about the well-being of children everywhere， but that the pester-power that children have is extraordinarily effective at bringing their parents back for more visits.
The way that advertisers target children is simple big， bright lights， happy people and animated characters are all that is needed to encourage children to think a certain product is something they want. （4）They do not realize that Ronald McDonald is just a guy in a Costum and make-up， and that behind the counter of every McDonald's is a bunch of kids working in uncomfortable conditions for low pay.
This poses a real moral dilemma for those who make the advertising decisions， or at least it should. （5）How do you say no to an opportunity to reach such a wide audience of children， who act as advertisers themselves when they encourage other children and their parents to buy a particular product？

Advertising to Children
（1） Not only are they easily swayed by advertising， they are also persuasive in encouraging their parents to buy a product. If a child wants something in their kid's locker， they will prod and annoy their parents until they get what they want.（2）All it takes is a little suggestion from a single advertisement to send them on their way.
（3） In a campaign entitled "Kids are the Star"， its employees were encouraged to pay special attention to children and to make sure they had a positive experience while eating at its restaurants. The reason for this， naturally， was not that the McDonald's corporation cared deeply about the well-being of children everywhere， but that the pester-power that children have is extraordinarily effective at bringing their parents back for more visits.
The way that advertisers target children is simple big， bright lights， happy people and animated characters are all that is needed to encourage children to think a certain product is something they want. （4）They do not realize that Ronald McDonald is just a guy in a Costum and make-up， and that behind the counter of every McDonald's is a bunch of kids working in uncomfortable conditions for low pay.
This poses a real moral dilemma for those who make the advertising decisions， or at least it should. （5）How do you say no to an opportunity to reach such a wide audience of children， who act as advertisers themselves when they encourage other children and their parents to buy a particular product？

Advertising to Children
（1） Not only are they easily swayed by advertising， they are also persuasive in encouraging their parents to buy a product. If a child wants something in their kid's locker， they will prod and annoy their parents until they get what they want.（2）All it takes is a little suggestion from a single advertisement to send them on their way.
（3） In a campaign entitled "Kids are the Star"， its employees were encouraged to pay special attention to children and to make sure they had a positive experience while eating at its restaurants. The reason for this， naturally， was not that the McDonald's corporation cared deeply about the well-being of children everywhere， but that the pester-power that children have is extraordinarily effective at bringing their parents back for more visits.
The way that advertisers target children is simple big， bright lights， happy people and animated characters are all that is needed to encourage children to think a certain product is something they want. （4）They do not realize that Ronald McDonald is just a guy in a Costum and make-up， and that behind the counter of every McDonald's is a bunch of kids working in uncomfortable conditions for low pay.
This poses a real moral dilemma for those who make the advertising decisions， or at least it should. （5）How do you say no to an opportunity to reach such a wide audience of children， who act as advertisers themselves when they encourage other children and their parents to buy a particular product？

Advertising to Children
（1） Not only are they easily swayed by advertising， they are also persuasive in encouraging their parents to buy a product. If a child wants something in their kid's locker， they will prod and annoy their parents until they get what they want.（2）All it takes is a little suggestion from a single advertisement to send them on their way.
（3） In a campaign entitled "Kids are the Star"， its employees were encouraged to pay special attention to children and to make sure they had a positive experience while eating at its restaurants. The reason for this， naturally， was not that the McDonald's corporation cared deeply about the well-being of children everywhere， but that the pester-power that children have is extraordinarily effective at bringing their parents back for more visits.
The way that advertisers target children is simple big， bright lights， happy people and animated characters are all that is needed to encourage children to think a certain product is something they want. （4）They do not realize that Ronald McDonald is just a guy in a Costum and make-up， and that behind the counter of every McDonald's is a bunch of kids working in uncomfortable conditions for low pay.
This poses a real moral dilemma for those who make the advertising decisions， or at least it should. （5）How do you say no to an opportunity to reach such a wide audience of children， who act as advertisers themselves when they encourage other children and their parents to buy a particular product？