Sir Charles Higham — Looking Forward : Mass Education Through Publicity

London, Nisbet & Co. Limited, 1920. First edition. Leather. A handsomely bound signed presentation copy of Higham's controversial guide to advertising, written in the wake of the First World War by an early leading figure in the industry. The first edition of the work.  Signed and dedicated by the author to the front blank; 'To H. A. Abbati Esq, with the author's good wishes, C. Higham December 1931&apos. This is likely dedicated to Henry A. Abbati, a businessman and economist, who wrote on monetary theory and unemployement in the 1920s and 30s.  Whilst this copy does not contain a binder's stamp, the work was bound for the author by Zaehsndorf. In handsome full straight grain morocco with decorative gilt details and dentelles.  A timely and interesting work reflecting on the nature of advertising for a political purpose. Higham looked at the success of advertisement in the First World War by the government and proposed continuing governmental advertising in peace time to help improve society. The work remains controversial for its encouragement of advertising techniques by governmental bodies aimed at the general public.  In straight grain morocco. Externally very smart, with slight rubbing to the joints and extremities. Internally firmly bound. Pages bright and clean. Signed and dedicated by the author to the front blank. Very Good Indeed . Ill.: None. Very Good Indeed .