Elephants

White elephants are a symbol for useless beauty, for that which is at the same time precious and without value. In the Louisville (Ky.) Courier-Journal, last week, the Central Furniture Co. of Louisville inserted a full-page advertisement of a sale. Around the edge of the page, in the corners of the page, through the middle of the page, were pictures of elephants, elephants, elephants, silhouetted in white against a black background. In all there were 21 small white elephants, one large white elephant. Under each small frisky pachyderm was noted some item included in the sale, as "Jumbo Specials in Bedroom Suites," "White Elephant Kitchen Cabinets," "White Elephant

Bargains in Floor Coverings" Under the large white elephant was a paragraph: "The Reason: A white elephant is an article that has been a slow seller. . . . They are 'White Elephants' to us but they are ex- traordinary bargains to you." Readers, thinking this a frank, logical and apt explanation of a clever advertisement, patronized the sale.