The deeper problems connected with advertising come less from the unscrupulousness of our 'deceivers' than from our pleasure in being deceived, less from the desire to seduce than from the desire to be seduced.

The commonest forms of amateur natural history in the United States are probably gardening, bird watching, the maintenance of aquarium fish, and nature photography.

Natural history is not equivalent to biology. Biology is the study of life. Natural history is the study of animals and plants-of organisms. Biology thus includes natural history, and much else besides.

The world of organisms, of animals and plants, is built up of individuals. I like to think, then, of natural history as the study of life at the level of the individual-of what plants and animals do, how they react to each other and their environment, how they are organized into larger groupings like populations and communities.

Research is the process of going up alleys to see if they are blind.