For example, advertisements were tested in this way to discover if they were noticed at all, how much attention they attracted in comparison with other advertisements, how great the spontaneous interest in the advertisement is, how the reader's gaze moves between the various elements of the advertisement, whether he reads the text as well, how long he looks at the advertisement.

Be it known that I, Louis Jacobs, a citizen of the United States, residing at San Francisco, in the county of San Francisco and State of California, have invented new and useful Improvements in Combined Hangers and Musical Instruments, of which the following is a specification.

The object of the present invention is to provide a device for hanging shoes and other articles, and which can also be used as a musical instrument.

The device may also be used in the following manner as a musical instrument: Thin pieces of paper are placed on opposite sides of the wire screen frame, and the frame, after the paper has been thus placed, is brought up to the mouth and the performer sings, speaks, or hums through the paper. The sound of the voice is first split up through the fine pores in the paper, striking the front side of the wire screen and causing vibrations therein, then passing through the holes to the rear side of the wire screen, again causing vibrations therein, so that the sound of the voice is magnified. Any tone, or tune, or the sound of any instrument or the phonograph can be imitated thereby. The effect of these vibrations on the nerves is soothing and quieting. It is also useful in talking to deaf persons, as the sound can be heard by them much better than the ordinary voice.

A facelift device adapted to be worn on the head in a manner that it may be covered by a wig, the facelift device including an anchor portion adapted to be engaged by the ends of a multiplicity of tension members, the other ends of which are selectively secured to the wearer's skin closely adjacent the hairline and in a position to tension the skin to eliminate lines and wrinkles therefrom.

Since opportunity has not yet been afforded for scientific examination of a wrinkled lady wearing this face-lifting top-knot, judgement of its efficacy can only be theoretical. But there does seem the psychological danger that its wearers would suffer under the delusion that they were being continually assailed by scalp-hunting Sioux Indians.

And according to researchers in the General Motors laboratories examining the reactions of the human body in accident situations, some expertise may be vital in judging the degree of tension applied to the temple-grippers. The GM people reported that the scalp, notably tough and elastic, can stand forces up to 610 lb per square inch before tissue damage sets in. Facial covering is less resistant and that over the cheekbones shows wear and tear at a load of 208 lb. So tensing the scalp-hackles to anything much over a third of their overhead capacity might well result in the beauty-seeker finding herself instead with her nose coming away at the seams and her ears getting a divorce from her cranium.

And even if all tensilities were precisely adjusted, one cannot banish the feeling that the taut-faced beauty, though smoother-cheeked than any baby's bottom, would have her brows so steeply arched and her eyes so shockingly widened that she would spend her day bearing a look of permanent surprise and with the mien of one who is being externally goosed.