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 Chapter 08

Marketing and IMC Planning

True / False Questions

1. Successful organizations separate IMC plans from marketing.

True False

2. In a good marketing plan, the situation analysis provides pertinent factual details but leaves
out contextual information.

True False

3. In a new product category, a company should ideally set low sales-target objectives.

True False

4. Good marketing plans should place greater emphasis on sales-target objectives and less on
communication objectives.

True False

5. The DAGMAR system of setting objectives emphasizes communication objectives because

Russell Colley believed that the proper way to evaluate a campaign is to determine how well it
communicates information, within a given budget, to the target audience.

True False

8-1
© 2013 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in
any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
6. The product user positioning strategy involves positioning a brand against other products that,
while not the same, offer the same class of benefits.

True False

7. A marketing tactic refers to a specific action for helping to accomplish a marketing strategy.

True False

8. A large company cannot profit from bottom-up marketing because it is less likely to discover a
good tactic that can be developed into a powerful strategy.

True False

9. Integrated marketing communications activities begin with the customer and work back to the
brand.

True False

10. The second step of the IMC planning model developed by Wang and Schultz analyzes
information on customers to understand their attitudes, their history, and how they discover
and interact with the brand or product.

True False

11. In the IMC approach, message tactics come from a consideration of broader marketing
strategies.

True False

12. The IMC plan is a natural outgrowth of the marketing plan and is prepared in the same way.

True False

8-2
© 2013 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in
any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
13. Sales goals are advertising objectives, not marketing objectives.

True False

14. IMC objectives should always be related to communication effects.

True False

15. According to the IMC pyramid, the first communication objective is to convey enough
information about a product to develop conviction.

True False

16. The IMC pyramid represents the learn–feel–do model of effects.

True False

17. The IMC pyramid reflects the traditional mass marketing monologue where the customer talks
and the marketer listens.

True False

18. It is beneficial that many light users are exposed to IMC campaigns because brand popularity
cuts across all levels of purchasing frequency.

True False

19. A product’s location on the Kim-Lord grid indicates how the product is purchased and how
campaign copy should be written.

True False

8-3
© 2013 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in
any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
20. In consumer goods marketing, increases in market share are closely related to increases in
the marketing budget.

True False

21. Historically, companies that spend more on IMC during tough times lose a substantial share of
the market before the economy starts growing again.

True False

22. The percentage of sales method of developing an IMC budget is commonly used for new
product introductions.

True False

23. When developing an IMC budget, an IMC focus helps to remind us that advertising is just one
component of IMC.

True False

24. The share of market/share of voice method has three steps: defining objectives, determining
strategy, and estimating cost.

True False

25. Marketers know that IMC is a result of sales and apply this knowledge to the percentage of
sales method of developing an IMC budget.

True False

Multiple Choice Questions

8-4
© 2013 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in
any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
26. A(n) _____ is a document that serves as a guide for the present and future marketing activities
of an organization.

A. marketing mix

B. mission statement

C. integrated marketing communications message

D. marketing plan

E. product concept

27. Which of the following dictates the role of promotional messages in the marketing mix?

A. Creative mix

B. Marketing plan

C. Mission statement

D. Test marketing

E. Marketing tactics

28. Which of the following enables better implementation, control, and continuity of campaigns,
and guides the allocation of promotional dollars?

A. Copy points

B. Marketing plan

C. Product concept

D. Subliminal advertising

E. Communications media

8-5
© 2013 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in
any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
29. A(n) _____ refers to a short description of an organization’s purpose and philosophy.

A. mission statement

B. advertising research strategy

C. marketing plan

D. creative mix

E. product concept

30. Starting the marketing plan with a _____ helps remind planners and marketing partners about
what the organization is and what it stands for.

A. marketing objective

B. situation analysis

C. testimonial

D. product concept

E. mission statement

31. A(n) _____ refer(s) to a detailed description of a brand’s current marketing position.

A. situation analysis

B. advertising research strategy

C. sales-target objectives

D. product concept

E. mission statement

8-6
© 2013 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in
any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
32. Which of the following uses the facts contained in a situation analysis to point out strengths,
weaknesses, opportunities, and threats for a brand?

A. Objective/task method

B. Share of market analysis

C. Empirical research method

D. SWOT analysis

E. Percentage of sales method

33. In a SWOT analysis, which of the following represents environmental factors?

A. Strengths

B. Weaknesses

C. Opportunities

D. Objectives

E. Tactics

34. Which of the following is the first step in a traditional top-down marketing plan?

A. Marketing objectives

B. Situation analysis

C. Marketing strategy

D. Communication objectives

E. Marketing tactics

8-7
© 2013 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in
any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
35. Which of the following refers to clear, quantifiable, realistic marketing goals that are to be
accomplished within a defined time period?

A. Marketing mix

B. Marketing objectives

C. Target market

D. Bottom-up marketing

E. Market orientation

36. Which of the following refers to sales-target objectives?

A. They are outcomes that can be associated with promotional activities.

B. They are marketing tools used to generate sales.

C. They are goals related to increasing or maintaining sales volume and market share.

D. They are the “bundle of values” the marketer presents to the consumer.

E. They are a series of tests run in different markets with different budgets to determine the
best level of advertising expenditure.

37. Which of the following is true of sales-target objectives?

A. In a new product category, a company tends to set low sales-target objectives.

B. Sales-target objectives are given more emphasis than communication objectives in a good
marketing plan.

C. Sales-target objectives should not be impacted by recession.

D. Sales-target objectives are not influenced by government regulations.

E. In good economic times, a company may set ambitious sales-target objectives.

8-8
© 2013 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in
any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
38. _____ refer to outcomes that can reasonably be associated with promotional activities, such as
increases in brand recognition or awareness.

A. Sales-target objectives

B. Tactics

C. Copy points

D. Communication objectives

E. Media units

39. Which of the following is true of the effect of marketing objectives on sales?

A. The impact of a campaign can be seen immediately and directly on sales.

B. An effective campaign cannot induce customer trial.

C. Good advertising can negate the effect of government regulation on sales.

D. Good marketing plans should place greater emphasis on sales-target objectives than on
communication objectives.

E. Good campaigns can fail if consumers are dissatisfied with a product when they try it.

40. Which of the following is true of the objectives and outcomes of DAGMAR, a hierarchical
model introduced by Russell Colley?

A. It specifies the qualities of a good objective.

B. Conviction refers to purchasing and using a brand.

C. Comprehension refers to knowing that a brand exists.

D. Awareness refers to knowing about a brand’s benefits or attributes.

E. It emphasizes sales-target objectives.

8-9
© 2013 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in
any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
41. In terms of marketing objectives, which of the following helps define what IMC should do in
order to help a brand achieve its sales goals?

A. Mission statement

B. Pricing objectives

C. Product concept

D. Communication objectives

E. Sales-target objectives

42. Which of the following describes how the company plans to meet its marketing objectives?

A. Market orientation

B. Share of market/share of voice method

C. Marketing strategy

D. Competitive parity method

E. Percentage of sales method

43. _____ refer(s) to the place a brand occupies competitively in the minds of consumers.

A. Positioning

B. Situation analysis

C. Product concept

D. Market segmentation

E. Communication objectives

8-10
© 2013 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in
any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
44. Which of the following approaches to developing a positioning strategy sets the brand apart
by stressing a particular product feature important to consumers?

A. Product class

B. Product attribute

C. Cultural symbol

D. Product user

E. Use/application

45. The _____ approach to developing a positioning strategy involves positioning apart from
competitors through the creation or use of some recognized icon.

A. product attribute

B. cultural symbol

C. use/application

D. price/quality

E. product competitor

46. The product competitor approach to developing a positioning strategy involves:

A. setting the brand apart by stressing a particular product feature important to consumers.

B. positioning the brand against other products that, while not the same, offer the same class
of benefits.

C. positioning against competitors using the strength of the competitor’s position to help
define the subject brand.

D. positioning apart from competitors through the creation or use of some recognized symbol
or icon.

E. positioning on the basis of how a product is used.

8-11
© 2013 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in
any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
47. The product class approach to developing a positioning strategy involves:

A. positioning the brand against other products that, while not the same, offer the same class
of benefits.

B. positioning against the particular group that uses a product.

C. positioning apart from competitors through the creation or use of some recognized symbol
or icon.

D. positioning on the basis of how a product is used.

E. setting abrand apart by stressing a particular product feature important to consumers.

48. Which of the following approaches to developing a positioning strategy involves positioning on
the basis of how a product is used?

A. Product user

B. Price/quality

C. Product attribute

D. Product function

E. Use/application

49. After product positioning, what is the next step in the development of a marketing strategy?

A. Selecting the target market

B. Determining the marketing mix

C. Formulating the marketing objectives

D. Performing a situation analysis

E. Conducting marketing research

8-12
© 2013 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in
any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
50. In terms of marketing strategy, the _____ of a company determine(s) the specific short-term
actions to be taken, internally and externally, by whom, and when, and largely influence
advertising campaigns.

A. product concept

B. marketing tactics

C. organizational structure

D. core values

E. mission statement

51. Which of the following is the first step in the development of a marketing strategy?

A. Selecting the target market

B. Formulating a mission statement

C. Determining the marketing mix

D. Finding a unique marketing tactic

E. Positioning the product

52. Which of the following is the first step in the bottom-up marketing plan?

A. Finding a unique marketing tactic

B. Evaluating marketing results

C. Forming marketing strategies

D. Setting marketing objectives

E. Conducting a situation analysis

8-13
© 2013 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in
any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
53. Which of the following is true of finding tactics in a bottom-up marketing plan?

A. Companies should find two or three tactics to exploit instead of a single tactic.

B. Managers of large companies are more likely than those in small companies to discover
good tactics.

C. The artful combination of tactic and strategy creates a position in the consumer’s mind.

D. Tactics refer to the place a brand occupies competitively in the minds of consumers.

E. A large company cannot profit from bottom-up marketing because they cannot find a
unique tactic.

54. In terms of bottom-up marketing, a _____ refers to a specific action for helping to accomplish
a marketing strategy.

A. marketing result

B. creative mix

C. tactic

D. communication objective

E. situation analysis

55. Which of the following is true of the IMC approach to marketing and campaign planning?

A. IMC activities start with the brand and work back to the customer.

B. It emphasizes the separation of marketing and communications planning.

C. It moves a company’s sales objective or profit goals further up in the planning process.

D. It helps a company focus on its profit goals by starting the planning process with a
database.

E. Using the outside-in process, the IMC approach starts with the customer.

8-14
© 2013 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in
any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
56. What is the first step in Wang and Schultz's seven-step IMC planning model?

A. Identifying what brand contacts and what changes in attitude are required to support the
consumer’s continuance or change of purchase behavior

B. Setting marketing objectives based on analysis of customer information

C. Analyzing information on customers to understand their attitudes, their history, and how
they discover and interact with the brand or product

D. Segmenting customers and prospects in the database by a measurable purchase behavior

E. Determining what communications tactics to use to make contact and influence the
consumer’s behavior

57. According to Wang and Schultz's IMC planning model, which step immediately follows the
segmentation of customers and prospects in the database based on a measurable purchase
behavior?

A. Identifying what brand contacts and what changes in attitude are required to support the
consumer’s continuance or change of purchase behavior

B. Setting marketing objectives based on analysis of customer information

C. Analyzing information on customers to understand their attitudes, their history, and how
they discover and interact with the brand or product

D. Deciding what elements of the marketing mix (product, price, distribution) will further
encourage the desired behavior

E. Determining what communications tactics to use to make contact and influence the
consumer’s behavior

8-15
© 2013 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in
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The Project Gutenberg eBook of Common
Sense About Women
 This ebook is for the use of anyone anywhere in the United
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Title: Common Sense About Women

Author: Thomas Wentworth Higginson

Release date: December 3, 2020 [eBook #63948]

Most recently updated: October 18, 2024

Language: English

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*** START OF THE PROJECT GUTENBERG EBOOK COMMON SENSE

ABOUT WOMEN ***
 Transcriber’s Note:
The cover image was created by the transcriber
and is placed in the public domain.

T. W. HIGGINSON’S BOOKS.

COMMON SENSE ABOUT WOMEN $1 50

ARMY LIFE IN A BLACK REGIMENT 1 50

ATLANTIC ESSAYS 1 50

OLDPORT DAYS. With 10 Heliotype Illustrations 2 00

OUT-DOOR PAPERS 1 50

MALBONE. An Oldport Romance 1 50

YOUNG FOLKS’ HISTORY OF THE UNITED STATES. Illustrated. 16mo 1 50

YOUNG FOLKS’ BOOK OF AMERICAN EXPLORERS. Illustrated. 16mo 1 50

SHORT STUDIES OF AMERICAN AUTHORS. Little classic size 75

LEE AND SHEPARD, PUBLISHERS, BOSTON.

Common Sense about Women

BY

THOMAS WENTWORTH HIGGINSON

BOSTON

LEE AND SHEPARD PUBLISHERS

NEW YORK

CHARLES T. DILLINGHAM

1882
 Copyright, 1881,

By THOMAS WENTWORTH HIGGINSON.

All rights reserved.

To

My Little Daughter Margaret.

TABLE OF CONTENTS.
 PAGE
Physiology 5

I. Too much Natural History 7

II. Darwin, Huxley, and Buckle 11

III. Which is the Stronger? 16

IV. The Spirit of Small Tyranny 18

V. “The Noble Sex” 21

VI. Physiological Croaking 24

VII. The Truth about our Grandmothers 28

VIII. The Physique of American Women 33

IX. “Very much Fatigued” 37

X. The Limitations of Sex 40

Temperament 43

XI. The Invisible Lady 45

XII. Sacred Obscurity 49

XIII. “Our Trials” 52

XIV. Virtues in Common 55

XV. Individual Differences 60

 XVI. Angelic Superiority 63

XVII. Vicarious Honors 66

XVIII. The Gospel of Humiliation 69

XIX. “Celery and Cherubs” 73

XX. The Need of Cavalry 77

XXI. “The Reason Firm, the Temperate Will” 80

XXII. “Allures to Brighter Worlds, and leads the

Way” 83

The Home 87

XXIII. Wanted—Homes 89

XXIV. The Origin of Civilization 93

XXV. The Low-Water Mark 96

XXVI. “Obey” 99

XXVII. Woman in the Chrysalis 103

XXVIII. Two and Two 106

XXIX. A Model Household 109

XXX. A Safeguard for the Family 112

XXXI. Women as Economists 116

XXXII. Greater includes Less 120

 XXXIII. A Co-Partnership 123

XXXIV. “One Responsible Head” 127

XXXV. Asking for Money 131

XXXVI. Womanhood and Motherhood 135

XXXVII. A German Point of View 139

XXXVIII. Childless Women 142

XXXIX. The Prevention of Cruelty to Mothers 145

Society 149

XL. Foam and Current 151

XLI. “In Society” 155

XLII. The Battle of the Cards 159

XLIII. Some Working-Women 163

XLIV. The Empire of Manners 167

XLV. “Girlsterousness” 171

XLVI. Are Women Natural Aristocrats? 175

XLVII. Mrs. Blank’s Daughters 178

XLVIII. The European Plan 181

XLIX. “Featherses” 185

 L. Some Man-Millinery 189

LI. Sublime Princes in Distress 192

Education 197

LII. “Experiments” 199

LIII. Intellectual Cinderellas 203

LIV. Foreign Education 207

LV. Teaching the Teachers 210

LVI. “Cupid-and-Psychology” 213

LVII. Medical Science for Women 216

LVIII. Sewing in Schools 219

LIX. Cash Premiums for Study 223

LX. Mental Horticulture 226

Employment 231

LXI. “Sexual Difference of Employment” 233

LXII. The Use of One’s Feet 237

LXIII. Miss Ingelow’s Problem 240

LXIV. Self-Support 245

LXV. Self-Supporting Wives 248

 LXVI. The Problem of Wages 251

LXVII. Thorough 255

LXVIII. Literary Aspirants 259

LXIX. “The Career of Letters” 263

LXX. Talking and Taking 266

LXXI. How to speak in Public 269

Principles of Government 273

LXXII. We the People 275

LXXIII. The Use of the Declaration of Independence 278

LXXIV. The Traditions of the Fathers 281

LXXV. Some Old-Fashioned Principles 285

LXXVI. Founded on a Rock 288

LXXVII. “The Good of the Governed” 292

LXXVIII. Ruling at Second-Hand 296

LXXIX. “Too Many Voters already” 299

Suffrage 303

LXXX. Drawing the Line 305

LXXXI. For Self-Protection 309

 LXXXII. Womanly Statesmanship 312

LXXXIII. Too Much Prediction 316

LXXXIV. First-Class Carriages 320

LXXXV. Education via Suffrage 324

LXXXVI. “Off with her Head!” 328

LXXXVII. Follow your Leaders 331

LXXXVIII. How to make Women understand Politics. 335

LXXXIX. “Inferior to Man, and Near to Angels” 339

Objections to Suffrage 343

XC. The Fact of Sex 345

XCI. How will it result? 349

XCII. “I have All the Rights I want” 352

XCIII. “Sense Enough to Vote” 356

XCIV. An Infelicitous Epithet 359

XCV. The Rob Roy Theory 363

XCVI. The Votes of Non-Combatants 368

XCVII. “Manners repeal Laws” 372

XCVIII. Kilkenny Arguments 375

XCIX. Women and Priests 379

C. The Roman Catholic Bugbear 382

CI. Dangerous Voters 386

CII. How Women will legislate 389

CIII. Warned in Time 393

CIV. Individuals vs. Classes 396

CV. Defeats before Victories 400

 PHYSIOLOGY.

“Allein, bevor und nachdem man Mutter ist, ist Man ein Mensch;
die mütterliche Bestimmung aber, oder gar die eheliche, kann nicht
die menschliche überwiegen oder ersetzen, sondern sie muss das
Mittel, nicht der Zweck derselben sein.”— J.P.F. Richter: Levana, §
89.
“But, before and after being a mother, one is a human being; and
neither the motherly nor the wifely destination can overbalance or
replace the human, but must become its means, not its end.”
 COMMON SENSE ABOUT WOMEN.

I.
TOO MUCH NATURAL HISTORY.

Lord Melbourne, speaking of the fine ladies in London who were

fond of talking about their ailments, used to complain that they gave
him too much of their natural history. There are a good many writers
—usually men—who, with the best intentions, discuss woman as if
she had merely a physical organization, and as if she existed only for
one object, the production and rearing of children. Against this some
protest may well be made.
Doubtless there are few things more important to a community
than the health of its women. The Sandwich-Island proverb says:—
“If strong is the frame of the mother,
The son will give laws to the people.”

And, in nations where all men give laws, all men need mothers of
strong frames.
Moreover, there is no harm in admitting that all the rules of
organization are imperative; that soul and body, whether of man or
woman, are made in harmony, so that each part of our nature must
accept the limitations of the other. A man’s soul may yearn to the
stars; but so long as the body cannot jump so high, he must accept
the body’s veto. It is the same with any veto interposed in advance by
the physical structure of woman. Nobody objects to this general
principle. It is only when clerical gentlemen or physiological
gentlemen undertake to go a step farther, and put in that veto on
their own responsibility, that it is necessary to say, “Hands off,
gentlemen! Precisely because women are women, they, not you, are
to settle that question.”
One or two points are clear. Every specialist is liable to overrate his
own specialty; and the man who thinks of woman only as a wife and
mother is apt to forget, that, before she was either of these, she was a
human being. “Women, as such,” says an able writer, “are
constituted for purposes of maternity and the continuation of
mankind.” Undoubtedly, and so were men, as such, constituted for
paternity. But very much depends on what relative importance we
assign to the phrase, “as such.” Even an essay so careful, so
moderate, and so free from coarseness, as that here quoted, suggests,
after all, a slight one-sidedness,—perhaps a natural re-action from
the one-sidedness of those injudicious reformers who allow
themselves to speak slightingly of “the merely animal function of
child-bearing.” Higher than either—wiser than both put together—is
that noble statement with which Jean Paul begins his fine essay on
the education of girls in “Levana.” “Before being a wife or mother,
one is a human being; and neither motherly nor wifely destination
can overbalance or replace the human, but must become its means,
not end. As above the poet, the painter, or the hero, so above the
mother, does the human being rise pre-eminent.”
Here is sure anchorage. We can hold to this. And, fortunately, all
the analogies of nature sustain this position. Throughout nature the
laws of sex rule everywhere; but they rule a kingdom of their own,
always subordinate to the greater kingdom of the vital functions.
Every creature, male or female, finds in its sexual relations only a
subordinate part of its existence. The need of food, the need of
exercise, the joy of living, these come first, and absorb the bulk of its
life, whether the individual be male or female. This Antiope butterfly,
that flits at this moment past my window,—the first of the season,—
spends almost all its existence in a form where the distinction of sex
lies dormant: a few days, I might almost say a few hours, comprise its
whole sexual consciousness, and the majority of its race die before
reaching that epoch. The law of sex is written absolutely through the
whole insect world. Yet everywhere it is written as a secondary and
subordinate law. The life which is common to the sexes is the
principal life; the life which each sex leads, “as such,” is a minor and
subordinate thing.
The same rule pervades nature. Two riders pass down the street
before my window. One rides a horse, the other a mare. The animals
were perhaps foaled in the same stable, of the same progenitors.
They have been reared alike, fed alike, trained alike, ridden alike;
they need the same exercise, the same grooming; nine tenths of their
existence are the same, and only the other tenth is different. Their
whole organization is marked by the distinction of sex: but, though
the marking is ineffaceable, the distinction is not the first or most
important fact.
If this be true of the lower animals, it is far more true of the higher.
The mental and moral laws of the universe touch us first and chiefly
as human beings. We eat our breakfasts as human beings, not as men
and women; and it is the same with nine tenths of our interests and
duties in life. In legislating or philosophizing for woman, we must
neither forget that she has an organization distinct from that of man,
nor must we exaggerate the fact. Not “first the womanly and then the
human,” but first the human and then the womanly, is to be the
order of her training.
 II.
DARWIN, HUXLEY, AND BUCKLE.

When any woman, old or young, asks the question, Which among
all modern books ought I to read first? the answer is plain. She
should read Buckle’s lecture before the Royal Institution upon “The
Influence of Woman on the Progress of Knowledge.” It is one of two
papers contained in a thin volume called “Essays by Henry Thomas
Buckle.” As a means whereby a woman may become convinced that
her sex has a place in the intellectual universe, this little essay is
almost indispensable. Nothing else takes its place.
Darwin and Huxley seem to make woman simply a lesser man,
weaker in body and mind,—an affectionate and docile animal, of
inferior grade. That there is any aim in the distinction of the sexes,
beyond the perpetuation of the race, is nowhere recognized by them,
so far as I know. That there is any thing in the intellectual sphere to
correspond to the physical difference; that here also the sexes are
equal yet diverse, and the natural completion and complement of the
other,—this neither Huxley nor Darwin explicitly recognizes. And
with the utmost admiration for their great teachings in other ways, I
must think that here they are open to the suspicion of narrowness.
Huxley wrote in “The Reader,” in 1864, a short paper called
“Emancipation—Black and White,” in which, while taking generous
ground in behalf of the legal and political position of woman, he yet
does it pityingly, de haut en bas, as for a creature hopelessly inferior,
and so heavily weighted already by her sex, that she should be spared
all further trials. Speaking through an imaginary critic, who seems to
represent himself, he denies “even the natural equality of the sexes,”
and declares “that in every excellent character, whether mental or
physical, the average woman is inferior to the average man, in the
sense of having that character less in quantity and lower in quality.”
Finally he goes so far as “to defend the startling paradox that even in
physical beauty, man is the superior.” He admits that for a brief
period of early youth the case may be doubtful, but claims that after
thirty the superior beauty of man is unquestionable. Thus reasons
Huxley; the whole essay being included in his volume of “Lay
Sermons, Addresses, and Reviews.”[1]
1. Pp. 22, 23, Am. ed.
Darwin’s best statements on the subject may be found in his
“Descent of Man.”[2] He is, as usual, more moderate and guarded
than Huxley. He says, for instance: “It is generally admitted that with
women the powers of intuition, of rapid perception, and perhaps of
imitation, are more strongly marked than in man; but some, at least,
of these faculties are characteristic of the lower races, and therefore
of a past and lower state of civilization.” Then he passes to the usual
assertion that man has thus far attained to a higher eminence than
woman. “If two lists were made of the most eminent men and women
in poetry, painting, sculpture, music,—comprising composition and
performance,—history, science, and philosophy, with half a dozen
names under each subject, the two lists would not bear comparison.”
But the obvious answer, that nearly every name on his list, upon the
masculine side, would probably be taken from periods when woman
was excluded from any fair competition,—this he does not seem to
recognize at all. Darwin, of all men, must admit that superior merit
generally arrives later, not earlier, on the scene; and the question for
him to answer is, not whether woman equalled man in the first
stages of the intellectual “struggle for life,” but whether she is not
gaining on him now.@
2. II., 311, Am. Ed.
If, in spite of man’s enormous advantage in the start, woman has
already overtaken his very best performances in several of the
highest intellectual departments,—as, for instance, prose fiction and
dramatic representation,—then it is mere dogmatism in Mr. Darwin
to deny that she may yet do the same in other departments. We in
this generation have actually seen this success achieved by Rachel
and Ristori in the one art, by “George Sand” and “George Eliot” in
the other. Woman is, then, visibly gaining on man, in the sphere of
intellect; and, if so, Mr. Darwin, at least, must accept the inevitable
inference.
 But this is arguing the question on the superficial facts merely.
Buckle goes deeper, and looks to principles. That superior quickness
of women, which Darwin dismisses so lightly as something belonging
to savage epochs, is to Buckle the sign of a quality which he holds
essential, not only to literature and art, but to science itself. Go
among ignorant women, he says, and you will find them more quick
and intelligent than equally ignorant men. A woman will usually tell
you the way in the street more readily than a man can; a woman can
always understand a foreigner more easily; and Dr. Currie says in his
letters, that when a laborer and his wife came to consult him, he
always got all the information from the wife. Buckle illustrates this at
some length, and points out that a woman’s mind is by its nature
deductive and quick; a man’s mind, inductive and slow; that each has
its value, and that science profoundly needs both.
“I will endeavor,” he says, “to establish two propositions. First,
that women naturally prefer the deductive method to the inductive.
Secondly, that women, by encouraging in men deductive habits of
thought, have rendered an immense though unconscious service to
the progress of science, by preventing scientific investigators from
being as exclusively inductive as they would otherwise be.”
Then he shows that the most important scientific discoveries of
modern times—as of the law of gravitation by Newton, the law of the
forms of crystals by Haüy, and the metamorphosis of plants by
Goethe—were all essentially the results of that a priori or deductive
method, “which, during the last two centuries, Englishmen have
unwisely despised.” They were all the work, in a manner, of the
imagination,—of the intuitive or womanly quality of mind. And
nothing can be finer or truer than the words in which Buckle predicts
the benefits that are to come from the intellectual union of the sexes
for the work of the future. “In that field which we and our posterity
have yet to traverse, I firmly believe that the imagination will effect
quite as much as the understanding. Our poetry will have to re-
enforce our logic, and we must feel quite as much as we must argue.
Let us, then, hope that the imaginative and emotional minds of one
sex will continue to accelerate the great progress by acting upon and
improving the colder and harder minds of the other sex. By this
coalition, by this union of different faculties, different tastes, and
different methods, we shall go on our way with the greater ease.”
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