BOOKS
Concerning the philosophy which holds that
by Stephen E. Toulmin
THE LOGIC OF SCIENTIFIC DISCOVERY,
by Karl R. Popper. Basic Books, Inc.
( $7.50 ) .
C
riticizing creative work is one
thing; formulating the canons of
criticism is another. Working sci­
entists, like artists, have a direct but
often inarticulate grasp of what it is that
makes a new piece of work worthwhile;
they will argue about each other's origi­
nal theories and ideas in a way that is
sometimes rough but usually just, with­
out pausing to state in so many words
the standards on which their judgments
are based. Indeed, in both art and sci­
ence the theory of criticism has tended
to become divorced from the practice of
the craftsman-even from the practice
of the critic-and this double removal
can make the philosophy of science ( like
philosophical esthetics ) unintelligible to
the craftsman whose work it is supposed
to fit. There is a story of the great Eng­
lish painter J. M. W. Turner sitting for a
whole evening while a circle of his in­
tellectual friends talked with high seri­
ousness about the Principles of Art:
Turner himself sat silent until it was
time to go, and, as he buttoned his great­
coat across his stocky figure and passed
through the door, he was heard to utter
the words: "Rummy thing, painting!"
How many scientists who have heard a
philosopher expounding the principles of
their own work are tempted to echo this
comment!
Of course the philosophy of science
has to be tackled, and it can be tackled
well or badly. Topflight scientists can be
as interesting and perceptive in their re­
marks about the nature of their craft as
the most articulate painters and writers.
(One thinks of men like Werner Heisen­
berg and the nerve phYSiologist E. D.
Adrian. ) 'rVe must nonetheless feel a
little uneasy at the breadth of the gulf
that now separates scientists and philos­
ophers in their talk about the nature,
the conclusions of SClence are never final
methods and principles of science, and
the appearance in English translation of
Karl R. Popper's notable book Logik der
Forschung (The Logic of SCientific Dis­
covery) provides a natural occasion for
asking some questions about this gulf.
Is it broader than it need be? Are logi­
cians setting about their task from the
right angle? Can we hope to restore com­
munications between the practitioners
and the philosophers of science?
One false ideal has especially beguiled
philosophers in their attempts to state
the canons of good science. This is the
ideal of pure mathematics and symbolic
logic, with their strict methods of proof,
their formal structure and the seeming
certainty of their certified results. The
philosophical rationalists of the 17th and
1 8th centuries dreamed of finding for
natural science a method, and canons of
adequacy, as final and rigorous as those
of mathematics. "With the principle of
non-contradiction alone," claimed Leib­
niz, "the whole of mathematics can be
proved"; and by the sole addition of his
Principle of Sufficient Reason he thought
he had made the principles of "natural
philosophy"-as scientific theory was
then called-as "real and demonstrative"
as mathematics. This extreme ambition
had to be abandoned after Kant, yet
there is a less drastic hope that even phi­
losophical empiricists have nourished.
Of course the foundation of all science
(they would say ) is experiment and ob­
servation : Without a basis in experience
there can be no discovery about nature.
But let us at any rate state the rules for
making discoveries, the exact forms that
our scientific inquiries and arguments
must take in order to certify for ourselves
that our results, while rooted in our ex­
perience, are securely rooted, rigorously
inferred and uniquely established-in a
word, proved. It was not Francis Bacon
alone who dreamed of a new "organon":
a system of logic that would do for the
methods of scientific discovery what
Aristotle did for the formal syllogism.
Bacon was but one figure in a long tra­
dition, of which the most influential rep­
resentative in the last century has been
John Stuart Mill, and whose present
© 1959 SCIENTIFIC AMERICAN, INC
standard-bearer is Rudolf Carnap, for­
merly of Vienna and now at the Univer­
sity of California at Los Angeles. The
logician's task in his study of science,
these men would claim, is to show how
we can justify the explanations the sci­
entist gives by formalizing his argu­
ments, and to characterize in logical
terms the ways in which he passes from
his observations to either a true con­
clusion (e.g., that all known planets have
elliptical orbits ) or a probable one (e.g.,
that all crows are black, or that smoking
causes cancer ) . And if there turns out
to be some difficulty in presenting the
arguments of sophisticated modern sci­
entists in these simple and seemingly
conclusive forms-well, that shows only
that quantum mechanics, say, has not
yet been formulated strictly "according
to the rigorous standards of modern
logic."
In opposition to this tradition in the
philosophy of science stands another, of
which in recent years Karl Popper has
been one of the most vigorous spokes­
men, both in Vienna before the An­
schluss and later in England. The reader
in Britain or the U. S. who has en­
countered Popper probably knows him
best for his views on political theory and
the philosophy of history. In a series of
passionate yet acutely argued books and
papers he has rubbed our noses in the
faults that afHict so many theories about
the march of history.' Physi�s is one
thing; histOlY is another. The laws of
motion and of gravitation apply directly
to the solar system, for example, as a
result of special circumstances that no
longer hold when we study the historical
process; the idea that the lives of men
and of nations are subject to determin­
istic and comprehensive "laws of his­
torical development" is a fallacy born of
a false analogy. This false analogy be­
tween the study of history and such sci­
ences as planetary dynamics he calls
"historicism," and to historicists, or to
those whom he suspects of that heresy,
Popper shows no mercy. Let them ex­
cuse the variability of actual events by
dubbing the laws of history "dialectical,"
l et them seek to find a loophole for free
189

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1 90
will in the deterministic chain-mail of
history that they have constructed for
themselves-however they twist and
turn, Popper is after them, declaiming
forcibly and to good effect ( sometimes
unfairly ) , seeking out and denouncing
error wherever it may be found. As a
result, those of us who have read and re­
flected on his books The Open Society
and Its Enemies and The Poverty of
Historicism have had our vision perma­
nently reoriented. We can no longer
pick up Hegel or Marx or Spengler or
even Toynbee without detecting a whiff
of burning: the scent of heresy. The idea
of the "historical dialectic" has lost its
intellectual attraction for us.
The campaign against historicism has,
however, been only incidental to Pop­
per's chief aims as a philosopher. To see
clearly the differences between physical
science and history it is not enough to
keep a clear head about history: one
must also have a thorough understand­
ing of the methods of physics. Indeed,
Popper's arguments about sociology and
history have always been based on his
more general views about science and
its methods. Logik der FOTschung has
been available in German for a quarter
of a century now; it was published in
Vienna in 1934. But though rumor has
told us for a dozen years that one trans­
lator or another had an English version
almost ready for the press, we have
waited until 1959 for the writer himself
to provide us with an authorized trans­
lation into the English language. The
book has been rendered with a scrupu­
lousness and a fidelity to the original
that most of us would reserve for other
men's work. Though Popper must pre­
sumably have had some fairly drastic
second thoughts in these intervening
years, he rarely lets us glimpse them
here, and we are given the 1934 text
unaltered apart from the addition of
some new footnotes and appendices.
These second thoughts are to be pub­
lished separately, in a postscript to be
called After Twenty-Five Years, and this
we are promised in a few months.
Popper's opposition to the Baconian
tradition is stated uncompromisingly in
the final paragraphs of the book; and
these are worth quoting, for they form
one of the best passages he has written.
"The old scientific ideal of episteme­
of absolutely certain, demonstrable
knowledge-has proved to be an idol.
The demand for scientific objectivity
makes it inevitable that every scientific
statement must remain tentative forever.
It may indeed be corroborated, but ev­
ery corroboration is relative to other
statements which, again, are tentative.
© 1959 SCIENTIFIC AMERICAN, INC
Only in our subjective experience of
conviction, in our subjective faith, can
we be 'absolutely certain.'
"With the idol of certainty ( includ­
ing that of degrees of imperfect cer­
tainty or probability ) there falls one of
the defences of obscurantism which bars
the way of scientific advance, checking
the boldness of our questions, and en­
dangering the rigour and integrity of our
tests . The wrong view of science beh·ays
itself in the craving to be right; for it is
not his possession of knowledge, of ir­
refutable truth, that makes the man of
science, but his persistent and recklessly
critical quest for the truth.
"Has our attitude, then, to be one of
resignation? Have we to say that science
can fulfill only its biological task; that it
can, at best, merely prove its mettle in.
practical applications which may cor­
roborate it? I do not think so. Science
never pursues the illusory aim of mak­
ing its answers final, or even probable.
Its advance is, rather, towards the in­
finite yet attainable aim of ever discov­
ering new, deeper, and more general
problems, and of subjecting its ever
tentative answers to ever renewed and
ever more rigorous tests."
Two things stand out here: Popper's
rejection of the idea that scientific con­
clusions can ever be finally proved, and
his insistence on the indispensability­
indeed, the crucial importance-of bold­
ness and imagination in science. We
must be by turns bold and critical, free
in our speculations and severe in put­
ting them to the test. We must not con­
fine our thoughts to the methodical
tracks laid down for us by Bacon and
Mill: Any idea, however novel, can
prove its worth by standing up better
than its predecessors to "ever renewed
and ever more rigorous tests ." The be­
lief that there must be a royal road by
which we can march along to safely
verified scientific conclusions Popper
sweeps aside as the fundamental error.
The best ideas and theories are those
that best resist our attempts to falsify
them; not verification but falsification is
the key idea from which he would have
us start. In this manner he certainly goes
a long way toward escaping from the
mathematical ideal. A scientific theory
does not ..require demonstrative proof;
rather, it must be shown to be sound;
and we test the soundness of our ideas
in the way a civil engineer tests the
soundness of a bridge's foundations or
materials-by putting them through pro­
gressively more severe and ingenious
ordeals. It is even a mistake, Popper ar­
gues, to think that theories can be shown
to be "highly probable," and to attempt,
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1 92
like Cm'nap, to construct a mathematical
system for computing the "degree of You Get Things Done With
confirmation" conferred on a theory by
BoarJmaster Visual Control
this set of observations or that. The idea
that theories are rendered "probable" or
partially verified by experiment is as
objectionable, in his view, as the idea
that they are completely so verified.
Both ideas spring from misconceiving
the relevance of the facts we observe in
the field or discover in the laboratory to
the general statements and theories that
these facts serve to corroborate.
There is much here that is sound and
memorable and worth repeating. Surely
it was always rather puzzling that logi­
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in one crucial respect quantum mechan­
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ics was always quite unlike a naturalist's 55 West 42nd Street. New York 36, N. Y.
generalizations. Quantum mechanics es­
sentially involves the introduction of
new ideas, and new ideas need some­
thing other than common-sense observa­
tions and formal demonstrations to es­
tablish them. We prove what they are
worth to us as we go along, just as we
do with new alloys or new techniques.
These objections Popper keeps well
before our minds. Any last fears that we
had missed the pOint of the Baconian
approach he calms and dismisses, and
alld he sets to work to provide an alternative
account of the things that make a new
theory worthwhile. His polemic sounds
convincing; now let us go along with
him and see what constructive alterna­
tive he has to offer. We read on. As we make your ideas
do so, a new puzzlement grows on us. and facts
The account he proceeds to give us is as understood
formal as the one he rejected. In the immediately
place of Cm'nap's mathematical theory with a new
of "confirmation" and "probability" Pop­
per offers us not a discursive examina­ Overhead Projector
tion of the things that go to establish the
merits of a theory, but a rival formal In a research meeting, a business conference,
in any group diSCUSSion, be sure to get your
theory of "corroboration" and "confirm­ point across - fast. The VU-GRAPH enables you
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Yet Popper's most suggestive and il-
© 1959 SCIENTIFIC AMERICAN, INC
luminating remarks are again and again
nonformal ones. Take, for instance, the
following image:
"The various ideas and hypotheses [of
a science] might be visualized as parti­
cles suspended in a fluid. Testable sci­
ence is the precipitation of these patti­
cles at the bottom of the vessel: they
settle down in layers (of universality ) .
The thickness of the deposit grows with
the number of these layers, every new
layer corresponding to a theory more
universal than those beneath it. As a
result of this process ideas previously
floating in higher metaphysical regions
may sometimes be reached by the
growth of science, and thus make con­
tact with it, and settle. Examples of such
ideas are atomism; the idea of a single
physical 'principle' or ultimate element
(from which the others derive ) ; the
theory of terrestrial motion (opposed by
B acon as fictitious ) ; the age-old corpus­
cular theory of light; the fluid-theory of
electricity (revived as the electron-gas
hypothesis of metallic conduction ) . All
these metaphysical concepts and ideas
may have helped, even in their early
forms, to bring order into man's picture
of the world, and in some cases they may
even have led to successful predictions.
Yet an idea of this kind acquires scien­
tific status only when it is presented in
falsifiable form; that is to say, only when
it has become possible to decide em­
pirically between it and some rival theo­
ry."
This passage is significant not just for
its vivid expression and for the justice
of the point Popper here makes. Even
more, it pOints the way to a new sort of
philosophy of science, which Popper
only adumbrates and which others today
(such as Norwood Hanson of the Uni­
versity of Indiana ) are actually trying
to bring to birth. For Popper was not
only right in seeing that we demand
soundness of a scientific theory, rather
than mathematical proof; he is right, too,
in hinting that we shall find the process
by which science grows best exemplified
in the actual history of scientific ideas.
Like new forms of organism, novel sci­
entific theories and notions prove to have
greater or less survival value. Some of
them "have what it takes" in order to
catch on; others fall by the wayside.
Once philosophers of science have rec­
ognized this, they have a choice between
two courses of action. They can con­
tinue to discuss the merits of theories a
priori, in which case they will produce
either tautologies ("the survival value of
a theory is in proportion to its degree of
confirmation") or else vague legislative
decrees ( "a theory ought to be accepted
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© 1959 SCIENTIFIC AMERICAN, INC
-..
only if it explains the largest possible
[§J
Preserve
number of facts" ) . Alternatively, they

� A scientific key to many can become frankly historical and evo­

lutionary in their methods, and can look

� of the earth's mysteries to see how the classic theories in science

actually did come to establish themselves
your copies
� Earth's
in our minds-to see what were in fact
the merits that commended them to the

of
[§J great scientists of the past.

� Shifting
Is this too drastic a change to ask
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rather a comedown to consider how the­
[§J
Crust SCIENTIFIC
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�
[§J
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By CHARLES H. HAPGOOD accepted? Is it too much like asking an
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[§J Foreword by ALBERT EINSTEIN.
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[§J "The hypothesis that crustal displacement After all, we know the sort of crudities
[§J can explain some of the perplexing facts of
geological history should not be lightly
which by that test would prove to have
[§J disregarded. All geologists should read this the greatest survival value.
[§J book as a stimulus to further consideration
of concepts involving that idea." -KIRTLEY
Actually the change is not as drastic
[§J F. MATHER, Harvard Professor of Geology, as the analogy seems to imply. If a
[§J Emeritus, Former President of the Ameri·
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philosopher of science is determined to
[§J examine the principles of science, and
Science
not just its practice, he can still do so
[§J "An exciting attempt to explain such
long-standing enigmas about the earth's in a historical framework. Carnap is the
[§J history as changing polar weather, periods
last of a long line of philosophers who
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The Russians'
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The actual ways in which scientific
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fact often surprising, and scarcely any
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Artificial Satenites
referring-atomism, "ultimate princi­
ples" and so on-has been told fully and
perceptively enough. Yet many of the
surprises are those for which a knowl­
edge of evolutionary biology might have
prepared us. Functionless variations in
a group of organisms have turned into
structures of extreme adaptive impor­
tance to their descendants, and if one
looks at the concept of "atomic number"
one finds a similar tale. When the 1 9th­
century chemists ordered the elements
according to their atomic weight, they
wrote down the integers on the left-hand
margin for convenience of reference. To
begin with, these numbers were mere
ciphers, with no more significance than
the numbers one might allot to species
of plants in a botanical handbook; if
there had been 92 letters in the alphabet
these might have been used instead. Yet
this same idea of atomic number acquired
after H. C. J. M oseley and Niels Bohr
an absolutely central position in atomic
theory. What had been only their index "Singularly free of propaganda • • • One of
numbers became, subject to a few the best surveys of astronautics published
in any country." WILLY LEY
amendments, the most important charac­
Just published, this comprehensive new
teristics of the chemical elements. These account of Russian theoretical and practical
integers were now interpreted as the progress in the field of astronautics is writ­
numbers of unit electric charges of the ten by a leading Soviet space scientist and
now appears in English in the official U.S.
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Rummy thing, science! contents are: Plans for a Revolutiona.ry
This sort of development is surely one "Fixed Star" Satellite, Construction of a
Space Platform, Scientific Objectives of Space
with which no formal "logic of scientific Flight, Design and Construction of Space
discovery" can cope. Frontline theories Ships, Survival of Man in Space, Flights to
the Moon, Problems of
in science are always so much in process R e-e n t r y i n t o t h e
of change and development that even Earth's Atmosphere,
Popper's notion of corroboration is too and many others.
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number in physical theory adequately
SPACE SCIENCE
justified? ) Perhaps the esthetic analogy
was not so bad after all. For the art his­
torian studies not the vagaries of popular
preference, but the ways in which cre­
ative artists themselves have worked at your or
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form u l a s . d e s i g n d a t a a n d t a b l e s . for
of development. In this category are the 3 b r a n c h e s of e n g i n e e r i n g-c i v i l .
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technology, printing and related trades .
But i n these 50 years innumerable tech­
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photography ; railway engineering; teleg­
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fo r yo u r pocket
G A H I" J E L I > ( ' a l t u l a l o r
advances that were to change men's lives Tile
c a r r i e s (iG - i n ch s p i ra l scales
yct m e a s u r e s o n l y tCIl i tH'hes
more than they had been changed in the fully extended a n ti six i n e h c s
w h e n d o s e d . F o u r t o five fi g ·
whole preceding history of technology­ u r e a c c u racy c a n be relied
o n . I t i s i n d i s J ) e l t s a h � e to t h e
altering their food habits, their homes, s c i en l i � t . r e s e a r ch workcr a tH l
student. r\ d m i n i s t t· a t i \·c s t a lt'
their methods of travel and communica­ alld b u s i n e s s l I t e n w i l l find i t
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economic status-there is reflected the T h e C A U F I E L D S l i d e H tl l e
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growing influence of science upon tech­ Slide R u l e O pen
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the structure of matter, the properties of What o u r users s a y :
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the results of the various breakthroughs
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"J l i s e t h e C a l c u l a t o r fol' a l l
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nology. A History of Technology is not
© 1959 SCIENTIFIC AMERICAN, INC
an interpretive survey. It was not de­
signed for this purpose and does not
achieve it. Moreover, it is a great pity
that the history ends with the last cen­
tury; one might have wished that it
would carry through to our time, even
though the task of reporting the tech­
nology of the past 50 years might well
have required an additional three or
four volumes. But it is ungracious to
grumble over what has been given us.
For the serious student and specialist, no
less than for the average educated read­
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and meticulous instruction; and for those
intrepid enough to take on the formi­
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those who may continue where the pres­
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serve both as an inspiration and an in­
comparable source.
RINKING AN INTOXICATION, edited
D
D Cytodifferentiation
by Raymond C. McCarthy. The
Free Press ( $7.50 ) . "To drink," wrote
William Congreve, "is a Christian diver­
sion / Unknown to the Turk or the Per­
sian." He was wrong on all counts.
Drinking is an ancient social custom­
as is getting drunk-practiced in almost
all cultures. To "y-wet one's jolly whis­
tle" ( as Chaucer wrote in The Canter­
bury Tales) moderately or gluttonously
was an indulgence already well estab­
lished in Neolithic times: Stone Age
beer jugs have been discovered. Many
ancient records refer to alcoholic bev­
erages; the word alcohol itself comes
from the Arabic al kohl, which originally
meant a fine powder of antimony used
to color the eyelids. The Egyptians, Per­
sians, Creeks, Romans and Hebrews all
imbibed various kinds of fermented bev­
erages. So did, among others, the Gauls,
the people of Ultima Thule, the Span­
iards and the Portuguese, the Ligurians,
the Lusitanians, the Ethiopians, the
Tyrrhenians, the Etruscans, the Balearic
islanders ( when they could get wine;
usually having none, "they desired it all
the more" ) , the Carthaginians, the
Babylonians, the Scythians, the Ger­
mans. The Numidians, however, were
abstemious, as were the Moors, who
lived a severe life without any bread,
wine or, in the words of Procopius, "any
other good thing." Over the centuries
drinking habits have ebbed and flowed
in different SOcieties-mostly flowed.
This volume of selected readings pre­
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practices, attitudes and controls. It con­
siders the phYSiological and psychologi­
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classical world, among nonclassical peo­
ples, in Central and South America, in
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India, China and Japan, in old and new
Russia, in France, England, Canada and
the U. S . ; drinking among high school
and college students today ; the motiva­
tional patterns; group influences; cultur­
al, religious and ethical factors; at­
tempts at controls in Sweden, Finland
and the U. S. Useful supplementary
reading lists are attached to each sec­
tion. The editor concludes that the prob­
lem itself is a complex feature of a com­
plex social structure, requiring much
more study and certainly not to be solved
by such piecemeal and often absurd
measures as restrictive legislation, au­
thoritarian fiat, "appeals to in telligence
or to spiritual motive," increased prices
for beverages, arrests and sentences for
drunkenness, increased taxation on the
beverage industry. After all, as long as
many men believe that drinking "keeps
the unhappy from thinking / And makes
e'en the valiant more brave," it will be
a hard practice to stamp out, even as­
suming that absolute temperance is a
good thing.
HE ETRUSCANS, by Raymond Bloch .
T Frederick A. Praeger, Inc. ( $5 ) . M an
knows next to nothing about his past,
and even in the little he knows are im­
bedded profound mysteries. Of these
none is more profound than the mystery
of the Etruscans. For some six or seven
hundred years, from about 700 B . C . to
a short time before the Christian era,
they spun their history on the Italian
peninsula. At the zenith of their power
they dominated Italy from the plain of
the Po to Campania, with Tuscany the
heart of their empire . They warred with
the Greeks over the hegemony of the
Mediterranean; they subjugated the
Romans. They built great cities. They
exploited large mineral deposits-iron,
copper, zinc and tin-which were at the
root of their wealth and power. They
had a literature; they practiced a most
elaborate ritualistic religion; they pro­
duced sculpture, paintings, intaglios and
jewels of the highest artistic value. All
this we know from the writings of Livy,
Virgil and other Latin and Greek au­
thors, from the remains of Etruscan cit­
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to light over the centuries in chance dis­
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Etruscans are almost incredible. Where
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roots of their culture? What language
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swered questions, en igmas "which com­
bine to give to these first inhabitants of
Tuscany a strange and secret air." Their
© 1959 SCIENTIFIC AMERICAN, INC
literature has vanished without trace,
except for occasional epigraphic docu­
ments. Even these cannot be read, be­
cause the language, despite long, per,
sistent attempts, has resisted deciphel ­
ing-"One of the most astonishing fail­
ures of modern linguistic studies." Nev­
ertheless Etruscan studies have yielded
a good deal of information about this
remarkable Civilization, information that
is lucidly summarized in this faSCinating
book. The author, a leading French
archaeologist who has made important
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searches on their language, their institu­
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art. The story is supported by a collec­
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book, in the delightful and distinguished
Ancient Peoples and Places series edited
by Glyn DanieL
O RIGINS : A SHORT ETYMOLOGICA L
DICTIONARY O F M ODERN ENGLISH,
by Eric Partridge. The M acmillan Com­
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learned and indefatigable lexicographer
traces the origins of the 1 2,000 "com­
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from the indefinite article "a" to the pre­
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widened to include altogether about
20,000 terms. A treat for amateur or
professional philologists who, as Cowper
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" . . . chase
A panting syllable through time and
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dark,
To Gaul, to Greece, and into Noah's
ark ."
HEORY OF RELATIVITY, by W. Pauli .
T Pergamon Press ( $6 ) . The late Wolf­
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he was only 2 1 . It now appears in an
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HILOSOPHY OF STRUCTURES, by Ed­
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nia Press ( $ 12.50 ) . A long essay on
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© 1959 SCIENTIFIC AMERICAN, INC

 Creative-Thinking Engineers Needed
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© 1959 SCIENTIFIC AMERICAN, INC

structural design by a noted Spanish
engineer and architect. The book con­
tains lucid discussions of problems of
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methods, design of bridges, dams, aque­
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E XPLOSIONS AND THEIH E F -
N
UCLEAH
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of an authoritative and unbiased com­
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I- ISTOHY U KEAHTHED, by Sir Leonard
I Woolley. Ernest Benn, Ltd. ( 30
shillings ) . The noted excavator of U r of
the Chaldees presents a picture book,
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18 archaeological sites throughout the
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and Oxyrhynchus, Anyang, Knossos, the
tomb of Tutankhamen, Jericho, Serin­
dia, Kara Tepe, Piedras Negras, the
frozen tombs of Pazarik. The brief intro­
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Notes
THE P HILOSOPHY OF S PINOZA, by
Yale University Press ( $ 1 0 ) . A collec­
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ences of the American Psychological As­ Engineers, D&D
sociation and the Society for the Study
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GODEL'S P ROOF, by Ernest Nagel and Into A dvanced
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B EHAVIOR AND E VOLUTION, edited by
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B IOGHAPHY M E MOIRS OF FELLOWS OF
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A M ODEHN I NTHODUCTION TO E THICS,
edited by Milton K. Munitz. The Free
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John Stuart Mill, Kant, Schopenhauer,
Santayana, Ernest Nagel, Sigmund
Freud, M orris Cohen, G . E. Moore, A. .J .
Ayer, Epictetus and many others .
STATISTICAL PHYSICS, by L. D. Lan­
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100 YEARS OF RAILROAD CARS, com­
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industrial life.
ZOOGE OGRAPHY, edited by Carl L.
Hubbs. American Association for the
Advancement of Science ( $ 1 2 ) . Fifteen
papers from two symposia held in 1957,
encompassing the field of zoogeography,
with due attention to the underlying data
of geomorphology, paleoclimatology,
paleontology and phYSiology.
BIOGHAPHICAL M E MOIRS, NATIONAL
ACADEMY OF SCIENCES, XXXII.
VOL .
Columbia University Press ( $5 ) . Robert
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ELLIPTIC INTEGRALS, by Harris Han­
cock. Dover Publications, Inc. ( $ 1 .25 ) .
LECTUHES O N THE THE OHY O F ELLIP­
TIC FUNCTIOi':S Ai':ALYSIS,by Harris
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M ATHE MATICS O F PHYSICS AND M OD­
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Company, Inc. ( $9 . 50 ) . This volume, a
successor to the senior author's Higher
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in applied mathematics, and will be of
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202
ACOUSTICA A S S O C I AT E S . I NC. 36 C O N V A I R - F O RT W O RT H . A DIVISION OF
GEN ERAL DYNA M ICS C O R P O R AT I O N . . . . 1 69
Agenc y : F r e e d m a n & Ross. I n c .
Agen c y : G l e n n Adve r t i s i n g . I n c .
A E R O J ET-G E N E R A L C O R P O RAT I O N . A S U B­
S I D I A R Y OF TH E G E N E R A L T I R E & R U B- C O R N ELL A E R O N A UT I C A L L A B O RATO R Y .
B E R C O M P A N y . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 7 1 . 1 93 I N C . O F C O R N E L L U N i V E R S i Ty . . . . . . . . . . . . . . . . . . . 1 26
Agency : D ' A r c ), Adnrtising C o m p a n y Agenc y : B a r b e r & Drullard I n c .
AERONCA M A N U FACTU R I N G C O R P O RA - C O R N I N G G L A S S W O RKS................. .. 1 61
TION 35 Agenc y : The R u m r i l l C o m p a n y I n c .
A g e n c y : P e n n a n d Hamaker. I n c .
ALU M I N U M COM PANY OF AM ERICA. D E A R B O R N C H E M I CA L C O M P A N Y . . . 18
C H E M I CA L S D I V I S I O N . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 55 A g e n c y : S t . G e orges & Keycs. I n c .
Agency : K e t c h u m . MacLeod & Gro\' c . I n c .
DOW CHEM ICAL COMPANY, TH E ...........1 30 . 1 3 1
A M ERICAN BRASS C O M PANY. TH E... 31 Age n c y : M a c M a n u s . J o h n & A d a m s . I n c .
Agenc y : K e n y o n & E c k h a r d t I n c .
D U P O N T D E N E M O U RS . E. I . . & C O . • I N C . •
A M E R I CA N E D E L S TA A L . I NC. . U N I MAT D I - F I L M D EPT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 48
VISION .. 1 7B Agenc y : B a t t e n , B a r t o n , D u r s t t n e & Osb o r n . I n c .
Agen c y : Harold J. Siesel C o m p a n y
D U P O N T D E N EM O U R S . E . I . . & C O . • I N C . •
A M E R I C A N F E LT C O M P A N y . . . . .................. 1 1 1 P O L YC H E M I CA L S D E P A R T M E N T . . . . . . . . . . . . . . . . . . . . 11
Agen c y : B a t t e n , Barton . D u r s t i n e &. Osborn. I n c .
Agen c y : K e l l y , Nason, I n corporated
D U P O N T D E N E M O U RS. E . I • • & C O . , I N C . •
A M E R I CA N O P T I C A L COM PANY. I N ST R U -
M EN T D I V I S I O N .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 53 TEXT I L E F I B E R S D E P A R T M E N T . . . . . . . . . . . . . . . . . . . . B 2 . 83
Agen c y : J. G. K e l l y C o . , I n c . Agenc y : Batten, B a r t o n . Durstine & Os b o r n . I n c .
A M E R I CA N -STA N D A R D . M I L I TA R Y P R O D U CTS
D E PT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 34 EASTM A N C H E M I CA L P R O D U CT S . I N C . • S U B­
Agency : S. G u n nar M y r b e c k &. C o m p a n y , I n c . S I D I A RY O F EAST M A N K O D A K C O M -
PANY. C H E M ICALS D I V . .......... ............. ..... 1 1 1
A M P E R EX E L ECTRO N I C C O R P • . S E M I -C O N ­ Age n c ), : Fred W i t t n e r Ad\'cr t i s i n g
D U CT O R A N D S P EC I A L P U R P O S E T U B E
DIVISION 4 EASTM A N K O D A K C O M P A N y . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67
Agency : Sam Grod e n . I n c orporated A g e n c )' : T h e H u m r i l l Company I n c .
A N A C O N D A C O M P A N Y . T H E .... 31 E D M U N D SC I E N T I F I C C O . . . . . . . . . . . . . . . . . . 1 77
Agen c y : Kenyon & Eckhardt I n c . Agency : Walter S. C h i t t i c k C o rn p a ll }
A R G O N N E N AT I O N A L L A B O RATO R y ........... .... 207 ELECTRO DATA D I V I S I O N O F B U R R O U G H S
C O R P O R AT I O N . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .42. 43
Agen c y : G r a n t - J a c o b y S t u d ios. I n c .
Agcnc y : Carson Roberts. I n c .
A S T R O M U RA L S . I N C ........ . l B6
A g e n c )' : C h a r les W. C u rt s
F A F N I R B EA R I N G C O M P A N Y . TH E . . . . . . . . 1 27
AST R O M A T I C D I V I S I O N . E L ECTR O S N A P C O R - Agency : Noyes & C o m p a n y , I n c o rporated
P O R AT I O N 10
Age n c y : D o n K c m p e r C o m p a n y . I n c . FERSON OPTICAL COMPANY. I NC.... 1 76
Agen c y : G o d w i n A d v e r t i s i n g Age n c }'
A U TO M AT I C E L EC T R I C C O M P A N Y . S U BS I D I ­
A R Y O F G E N E R A L T E L E P H O N E C O R P. . . . F I RST N A T I O N A L C I T Y T R U S T C O M P A N y . . . . . . 1 59
Agenc y : Mogul L e w i n Williams & Saylor, I n c .
Agenc)' : K u d n e r Age n c y . I n c .
AVCO M A N U FACT U R I N G C O R P O RAT I O N . FOX B O R O C O M PA N Y . TH E. .. ..................... 106
C R O S L E Y D I V I S I O N . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 200 Agenc y : N o y e s & C o m p a n y , I n c o rporated
A g e n c )' : Hobert A c o m b , I n c .
G A E RT N E R S C I E N T I F I C C O R P O RA T I O N 1 86
. .........
BARKER & W I L L I A M S O N . I NC.... . 17
Age n c )' : S i d n e y C l a y t o n & Associates
Agenc y : B a b c o c k , Romer, Carberry & M u rr a y ,
GARFI ELD. OLIVER. CO.• I NC.... . . . . . . . . . . . . . . . . . . . 1 96
Inc.
Agen c y : D a n i e l & C h a rlcs. I n c .
BASIC B O O KS . P U B L I S H ERS... . . . . . . . . . . . . . . . . . . . . . . . . . . ... 1 95
G A R R ETT C O R P O RA T I O N . T H E . A I R ES E A R C H
M A N U FACTU R I N G D I V I S I O N S . . . . . . . . . . . . . . . 1 42 . 1 43
Agen c )' : W u n d e r m a n , R i c o t t a & K l i n e , I n c .
B A U S C H & L O M B O P T I C A L C O . . . . . . . . . . . . . . . . . . . ...... .
Agen c y : J . Walter T h o m p s o n C o m p a n );
Agenc y : W o l ff Associates. I n c .
G E I SS-AM E R I C A 45
B E L L T E L E P H O N E L A B O RATO R I E S . . . . . . . . . . . 25
Agen c }' : G o u r£ain - Lo e ff , I n c .
Agency : N . W . Aycr & S o n , I n c orporated G E N E R A L D Y N A M I CS C O R P O R AT I O N
B a c k Cover
B E N D I X A V I AT I O N C O R P O RAT I O N . . . . . . . . . . 41 Agen c )' : D ' A rc}' A d \' e r t i s i n g C o m p a n y
Agen c )' : J\'1acl\'l a n u s , J o h n & A d a m s . I n c .
G E N E R A L E L EC T R I C C O . • A I R C R A FT N U -
B E N D I X A V I A T I O N C O R P O RA T I O N . SYSTE M S C L E A R P R O P U LS I O N D E P A RT M E N T . . . . . . . . ... 1 82
DIVISION . . . . . . . . . . . . . . . . . . . . . . . . . 20B Agen c y : O e u tsch & Shea. I n c .
Aecl\q : J\'1a c J\ i a n u s , J o h n & Adams. I n c .
GE
B E N D I X C O M P UTER D I V I S I O N O F B EN D I X
��RR�� E�\ECr � I � � ? � . �?� P U T � R . � .E.� 204
A V I AT I O N C O R P O R A T I O N . . Agenc )' : Deutsch & Shea, I n c .
Agent}' : Shaw Advc r t i s i n g , I n c .
GE H V I LI R
BESELER. C H ARLES. COMPANy ....... .................. ... 1 92
�'t��j R��fJ� l g E�? · �� � � . . �� � 201
AgenC)' : Deutsch & Shea, i ll c .
A ge n c )' : Dale and F i n kels I n c o rp o r a t e d
G E N E R A L E L ECT R I C C O M P A N Y X - R A Y D E-
B O E I N G A I R P LA N E C O M P A N Y ... . . . . 1 79 . 1 95
P A R T M E N T . . . . . . . . . . . . . . . . . . . . . . . . . . . . :. .........32. 33
Agen c y : C a l k i n s &. H o l d e n
Agenc y : K l a u - Va n P i e t c rsom · D u u l a p . I li c .
BRITISH I N D U ST R I ES C O R P O RAT I O N . . 30 G E N E R A L M I L L S . I N C . . I N D U ST R I A L G R O U P
Agen c y : T h e Zlowe C o m p a n y I n c . 1 9 . 20. 21
B U D D C O M P A N Y . T H E.................... l nside Back Cover
Agenc)' : K n o x Reeves A d v e r t i s i n g . I n c .
Agen c y : L e w i s & G i l m a n , I n c orporated GE
��� L D �m g �5 �?� � ��A T I ? N : ALLI-
1 85
B U L O V A WATCH C O M P A N Y . I N D U STR I A L Agenc y : K u d n e r Agenc), . I n c .
A N D D E F E N S E SALES... .
A g e H q : D u n c a n - B rooks I n c . G E N E R A L T RA N S I ST O R C O R P O RAT I O N . . . . . . . . . . . 1 35
Agenc y : C o n t i A d \'e r t i s i n g A g e n c y . I n c .
B U RGESS BA TERY C O M P A N Y . D I V I S I O N O F
T G O O D Y E A R A I R C R A FT C O R P O RAT I O N . A
SERVEL. I NC.... 80
S U B S I D I A R Y OF T H E G O O D Y EA R T I R E &
R U B B E R CO... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 93
Agen c y : K a n e A d v e r t i s i n g
COLLI NS RAD I O C O M P A N Y. ......................._.... 95 G O O D Y E A R T I R E & R U B B E R CO .• C H E M I C A L
AgenC)' : W . D . Lyoll C o m p a n y ( I n c o rporate d ) D I V I S I O N . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . I n s i d e Front C o v e r
A g e n c )' : K u d ne r A g e n c }, . 1 11 (' .
C O N SO L I DATED E L ECTR O D Y N A M I CS C O R -
P O R AT I O N . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9B. 9 9 GRAP H I C SYST E M S . .......................... 1 92
Age n c y : H i xson & Jorge n s e n . I n c . , Ach'ert i s i ll g Agen c y : D i e n e r & D o rs k i n d l n e orpora t e d
© 1959 SCIENTIFIC AMERICAN, INC
 S E RV O C O R P O RAT I O N O F A M E R i C A . . . . ... . . . .... .. 1 94

I N DEX O F ADVE RTI S E R S

A g e n c y : E q u i t y Advert i s i n g A genc y , I n c .

S I G M A I N STR U M E N T S , I N C ......................... 16
Age n c y : C u lv e r A d " c r t i s i n g , I n c .

S I L I C O N ES DIVISION, UNION CA R B I D E
C O R P O RAT l O N . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 39
MA Y, 1 959 A g c n c y : J. M. ).rathes I n c o r p o r a t e d

S O R E N S EN & COMPANY, I NC..................... 28

A g e n c y : J a m c s T h o mas C h i r u r g C o m p a n y
H A Y E S , C . I . , I N C .. . . . 1 36 M I N N E A P O L l S · H O N E YW E L L 156
STO K E S , F. J . , C O R P O RAT I O N , VA C U U M
69
A ge n c y : H o r t o n , C h u r c h & Goff I u c . Agenc y : T h e A i t k i n · K y n e t t C o . , I n c .
E Q U I P M E N T D i V i S i O N . .......
H ER C U L E S POWD E R COM PANY, I NCORPO· M I N N EA P O L l S · H O N E YW E L L . 1 57 Agency : The A i t k i n · K yn e t t C o . , I n c .
RATED 34 ."-ge n c y : Tool and A.rmstrong A d v e r t i s i n g
.-\ g e nc y : F u ll e r & Smith & Ross I n c . STRO M B E RG·CARLS O N , A DIVISION OF
M I N N ESOTA M I N I N G AND M A N U FACT U R· G E N E R A L D Y N A M I C S C O R P O R AT I O N . 1 40 , 1 4 1
H EW L ETT· PAC K A R D C O M PA N Y... · 113 I N G C O M P A N Y , M A G N ET I C P R O D UCTS A g e n f' y : T h e H u m r i l l C o m p a n y I n c .
Agency : L . C . Cole Company. I n c . DIVISION 27
A g e n c y : 1\Jac1\hlnlls, J oh n & A d a m s , I n c . S T R O M B E R G·CA R L S O N , A DIVISION OF
H I G H V O LTA G E E N G I N EE R I N G C O R P O R A· G E N E R A L D Y N A M I C S C O R P O R AT I O N . 15
TlON 24 M I S S I L E S & S P A C E S Y ST E M S , A D I V I S I O N O F Agenc y : Barnes Chase C o m p a n y
A g e n c y : E n gi n ee re d A d v er t i s i n g U N I T E D A I R C R A FT C O R P . . . 1 37
Agenc y : Chambers, Wiswe l l , S h a t t u c k , C l i fford & S U P E R I O R T U B E C O M P A N y. . . . 74
H U G H ES A I R C R A FT C O M P A N y . . . . . . . . . . . . . . . . . . . 1 62 , 1 63 McMillan, I n c . A ge n c y : G r a y \.� Rogers
Agenc y : F o o t e . Cone & Belding
M I T R E C O R P O RAT I O N , THE . . . . . .. . . . . . 1 8 1 S Y L VA N I A E L E CT R I C P R O D U CTS I N C O R P O ·
HYCON EASTE R N , I N C. . . 38 Agency : D e u t s ch & S h e a , I n c . RAT E D , S Y L VA N I A E L EC T R O N I C SYST E M S
Agenc y : L. K. F r a n k C o m p a n y D I V I S I O N . . . . . . . . . .. . . .. . . . . ... . . .. .. . . . . . . . . . . . . . . . . . . . . 26
Agency : J . Walter Thompson C o mp a n y
N A R D A U LT R A S O N I C S C O R P O R AT I O N , T H E ,
I N T E R N A T I O N A L B U S I N ESS M A C H I N ES C O R · SYSTEM D E V E L O P M E N T C O R P O RAT I O N ..... 1 44 , 1 45
S U B S I D I A R Y O F T H E N A R D A M I C R O·
P O R AT I O N . . . . . . . . . . . . . . . . . . .7 6 , 1 65
W A V E C O R P O RAT I O N . . . 68 A g e n c y : S t r o m ber ger , L a V e n e , � l c K e n zi e :
Agency : B e n t o n & Bowles, I n c . Advertising
A g e nc y : John l\ l a t h e r L u p t o n C O l l l p a n y I ll c .

I N T E R N AT I O N A L N I C K E L C O M P A N Y , I N C . ,
N AT I O N A L C A S H R EG I ST E R C O M P A N Y , T H E , TAT N A L L M EA S U R I N G SYS T E M S C O M P A N Y ,
T H E , P LA T I N U M M ET A L S D I V I S I O N . . . . . . . . 1 1 4 , 1 1 5
E L EC T R O N ) C S D i V i S i O N . . . . .. . . . . . . . . . . . 2 0 6 S U B S I D I A RY O F T H E B U D D C O M PA N Y
Agenc y : M a r s e h a l k a n d P r a t t D i v . o f M c C a n n ­
E r i c k s o n . I n l' .
Agency : Allen, D o r s e y & H a t fi e l d , I n c . I n side B a c k Cover
Agen c y : Lewis & G i l m a n , I n c orporated
N EW D E P A RT U R E D I V I S I O N O F GEN ERAL
JAEGERS, A .. . . 1 86 M OT O R S C O R P O RA T I O N . . . 39 T EC H N I C A L O P E R AT I O N S , I N C O R P O R A T E D . . . 1 29
A g e nc y : C a r o l A dv e r t i s i n g A g e n c y Agenc y : D. P. Brother & Company Agenc y : Dawson Mac Leod & Stivers

J ET P R O P U L S I O N L A B O RATO R Y , C A L l F O R · N O RT O N COM PANY, R E F RACTO R I ES DIVI· TEMCO A I R C R A FT C O R P O RA T I O N . . . 1 98

N I A I N ST I T U T E O F T E C H N O L O G y . . . . . . . . . . . . 1 87 SION ................................. . . . . . . . . . ............ . . . . . . 79 A g e nc y : Rogers & S m i t h A d v e r t i s i n g Ag e n t s , I n c .
Agency : S t e b b i n s & Cochran A g e nc y : James Thomas C h i rurg Company
T E X A S I N ST R U M E N T S I N C O R P O R A T E D , S E M I ·
N O RT R O N I C S , A D I V I S I O N OF N O RT H R O P C O N D U C T O R ·C O M P O N E N T S D I V I S I O N . . 81
K E L S EY · H A Y E S C O M P A N Y ...
C O R P O R AT I O N .................... 1 1 6 Agency : D o n L . Baxter, I n c .
A g e nc y : Zimmer, Keller & C a h'crt I n c .
A g en c y : E rw i n Wasey, R u t h r a u ff & R y a n , I n c .

K E N N A M ETA L I N C . . . . · 1 25 T H O M PS O N , L . L. ... 30
O A K R I D G E N A T I O N A L L A B O RATO R I ES­
A g e n c y : K e t c h u m . � l a c L c o d & Grove, f n e . Age n c y : D ' A r c y Advert i s i n g C o m p a n y

I S OT O P ES D I V I S I O N ( U N I O N CA R B I D E
K E U F F E L & ESSER CO . . T H O M P S O N R A M O W O O L D R I D G E I N C . , TAP·
C O R P O RA T I O N ) . 1 22
:'oge n e y : O. S . Tyson and Company, I n c . CO G R O U P . . . ............... 12, 1 3
Agency : J . 1\1. M a t h e s Inc orpor a t e d
Agenc y : l\ l e l d r u lll & F e w s m i t h , I n c .
K O L L M O R G E N O P T I C A L C O R P O RAT I O N . . 1 64
O P E R AT I O N S R E S E A R C H O F F I C E , T H E J O H N S
. .
TO R R I N G TO N CO M PA N Y , T H E . . . 22
Agency : \\ i lsu!l . H a i g h t , ,,'e l c h & Grover. I n c .
H O P K I N S U N I V E R S I TY . . . .. 1 9 6
A g e n c y : H azard Advertising Company, I n c .
A ge n c y : �1. Belmont \'e r S t a n d i g , Inc.
L E FA X P U B L I S H ERS... 1 96
;\gcnc y : H. Lesseraux UNION CA R B I D E C O R P O RAT I O N , OAK
PANTHEON B O O K S... . . . . . . . . . . . . . . 1 94 R I D G E N AT I O N A L L A B O RATO R Y- I S O ·
L I B RA RY OF SC I E N C E , T H E . . . 1 88 .-\ g e n c y : Sussman & S uga r , I n c .
T O P ES D I V I S I O N . . 1 22
J.
P FIZER, CHAS., & CO., I NC., CHEM ICAL
A ge n c y : Wunderman, R i c o t t a & K l i n e , I n c . Agen c y : l\1. M a t h e s I n c or p o r a t e d

L 1 B RA S C O P E , I N C O R P O R A T E D , A S U B S I D I · S A L E S D i V i S i O N . .... 37 U N I O N CA R B I D E C O R P O RAT I O N , S I L I C O N ES
A R Y O F G E N E R A L P R EC I S I O N E Q U I P · Agency : �ladlanlls. J o h n & A d a m s . I n c .
DIVISION . . . . .. ........ . . . . . . . . . . . . . . 1 39
M E N T C O R P O R AT I O N . . . J . 1\1.
P H I LC O C O R P O R AT I O N , G O V E R N M E N T &
Age n c y : l\lathes I n c o r p o r a t e d

I N D U ST R I A L D i V i S i O N . . . .
"\gcn c y : C o m p t o n A d v e r t i s i n g , I n c .
.. .......... 123
U N I T E D STATES G RA P H I T E C O M P A N Y , T H E ,
L1 NGUAPHO N E I N ST I T U T E . . . . 1 93 A g en c y : l\laxwell .r\ s so c i a t e s , I n c .
D I V I S I O N O F TH E W I C K ES C O R P O R A·
TION 23
P LA S T I C S E N G I N E E R I N G C O M PA N Y . . . . . . . . . . . . . . . . . 1 28
Agency : The Kaplan Agency, I n c . , Div. of
.:xIogtll Lewin W iH i a ms & Saylor, I n c . A g e n c y : P r i (' c , T a n n e r & \V i l l o x , I n c .
A g en c y : K u t t n e r & Kuttner, I n c .
L OC K H E E D M I S S I L ES A N D S P A C E D I V I S I O N , U N I T R O N I N ST R U M E N T D I V I S I O N O F U N I T E D
L OC K H E E D A I R C R A FT C O R P O R AT I O N P O T T E R & B R U M F I E L D I N C . , S U B S I D I A RY O F SC I E N T I F I C C O . . . . ..... 1 76
1 72 , 1 73 AM ERICAN M AC H I N E & FO U N D R Y 1,,(·.
C O M P A N y ........ ....................... .. 77
A g e n c y : Larcom Randall A d v e r t i s i n g ,
A gcn c y : Hal S t e b b i n s , I n c .
.·\gen c y : Fletcher D. Richards, Inc. U N I V E R S I TY O F C H I CA G O P R E S S . . 1 97
L O S A L A M O S SC I E N T I F I C L A B O R A T O R Y O F
P R I N C ET O N U N I V E R S I T Y P R ESS . . . 1 90
Agen c y : F r a n k l i n S p i e r , I n c .
T H E U N I V E R S I TY O F CA L I F O R N I A . . . . . . . . . . . . . . 1 68
Agen cy : \V,lnl H i c ks A � h' e r t i s i n g
Agency : Franklin Spier, I n c .
V A N N O S T RA N D , D . , C O M PA N Y , I N C . . . . . . . . . . . . 1 92
L U DW I G , F . G., I NC.. 70 A g e n c y : R. W. Westervelt & C o m p a n y
R A D I O C O R P O R A T I O N O F A M E R I C A , E L EC·
&
TRON T U B E D i V i S i O N . . . . . . . . . . . . 4 0 , 1 38
A g c l l l' ) : l\l o o r c Company, Inc.
VA R I A N A S S O C I AT E S , T U B E D I V I S I O N . . 78
Agency : A l Paul Lefton C o m p a n y , I n c . Agenc y : Boland Associates
M A G N AV O X C O M P A N Y , T H E . . . . . . . . . . . 1 66
Agenc y : Cha m b e r l i n · J ullk Advert i s i n g , I n c . R A D I O E N G I N E E R I N G L A B O RATO R I ES , I N C . 29 VELSICOL CHEM ICAL C O R P O R AT I O N . . 30
Age n c y : T h o m a s F r a n k l i n B u rroughs C o . A g en c y : Sander A l l e n , I n c .
M A RC H A N T C A L C U LATO R S , D I V I S I O N O F
S M I T H ·C O R O N A M A RC H A N T I N C . . . . . . . . 71 RA N D C O R P O R A T I O N , TH E . . . . . 44 V I T R O C O R P O RA T I O N O F A M E R i CA..... 14
_·\ge n e y : F o o l e , C o n e & Belding A g en c y : C a l k i n s & H o l d e n , i n c orporated A g e n c y : �I() l e s w o r t h A s s o c i a t e s

M A RQ U A R DT A I R C R A FT CO . . .
A g e nc y : G r a n t A d v e r t i s i n g . I n c .
M A RT I N C O M P A N Y , T H E . . . . . .
.r\ge n c y : V a n S a n t . D u g d a l e S. Co . . I n c .
M A RT I N CO M P A N Y , T H E , D E N V E R D I V I S I O N 1 99
A g e n c y : E. 1\1. H a l v orson C o .
M I T L I N C O L N LA B O RATO Ry . . . .
Agen c y : R a n d ol p h A s s o c i a t e s
M E R C K & CO., I N C . , C H E M I C A L D I V I S I O N . . . 1 67
.\geney : Charles W. Hoyt Company, I n c .
. . . . . . . . . . 1 04 , 1 05
. . . . 7 2 , 7 3 , 1 84
· 1 70
R A YT H E O N M A N U FACT U R I N G C O M P A N Y . . 75
A g e nc y : D o n a h u e & C o e . I n c . W E ST E R N E L ECT R I C C O M P A N y . . . . . . . . . . . . . . . . . . . . . . . . 1 74
Agen c y : C u n n i n g h a m & \Valsh I n c .
R A YT H E O N M A N U FACTU R I N G C O M P A N Y.
G O V E R N M E N T E Q U I P M E N T D I V I S I O N . . . 1 91 W E ST I N G H O U S E E L E CT R I C C O R P O RAT I O N ,
A g e n c y : D o na h u e & C oe , I n c . D E F E N S E P R O D U CTS G R O U P . . . . . . . . . . . . . . . . . . . 1 46 , 1 47
A g e n c y : K e t c h u m , l\lacLeod & G r o v e , I n c .
R O B I N SO N TECH N I CAL P R O D UCTS, I N C... 97
Agency : P l a t t & O'Donnell W E ST I N G H O U S E E L ECT R I C C O R P O RAT I O N ,
S E M I C O N D U CTO R D E P A R T M E N T . . . 1 60
ROYAL M c B E E C O R P O R AT I O N , DATA P R OC· A g e n c y : l\[ c C a n n · E r i c k s o n , I n c or p o r a t e d
E S S I N G D i V i S i O N . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 03
Agen c y : C. J. L a R o c h e anJ C o m p a n y , I n c . W I L D H E E R B R U G G I N ST R U M E N T S , INC .. 1 80
Agen c y : D u n c a n . Brooks I n c .

M I N I AT U R E P R EC I S I O N B EA R I N G S , INC . ...... 1 1 0 SKF I N D U S T R I ES , I N C.... .. .. .. . . . . . . . . . . . . . . . . . 1 24 W O L L E N SA K O P T I C A L C O M P A N Y . . . 80

A g e n c y : James Thomas Chirurg C o m p a n y A ge n c y : G . .l\f. Basford C o m p a n y A g en c y : W o l ff A s s o c i a t e s , I n c .

203

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