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Show Motion Picture Is the Real Universal Language N, rT" HE real universal language, the one that Is understood everywhere without 1 study, is the motion picture. This has been demonstrated recently by a number of American exporters who are using the movie for such difficult tasks as selling shoes to Asiatics who always al-ways have gone barefoot, and soap to natives who regard water exclusively as a beverage. The movie does not enter easily Into domestic trade, or even into trade between equally civilized countries. coun-tries. But when It comes to trading with the hinterland people of the tropics, who are Just becoming ac- . . qualnted with modern conveniences, the movie is a boon. A great difficulty which American trade has encountered in foreign countries Is the cautious nttitu.de of natives toward a new proposition. For example, it Is no easy tuatter to convince the people of an Indian village that an American chair is a desirable piece of furniture. Even if the sales agent speaks their language and employs eloquent arguments even if he sits on the queer-looking object the natives hesitate. In such a situation the moving picture often has saved the day and the salesman's reputation. He runs off a reel of film In the village market place or In a building. The native sees chairs in process of construction from harmless pieces c wood. He L'et.t used to the idoa of n chair. j |