Early in the Fall the ad first appeared. It was a magnificent thing of balanced copy and pictures, superb artwork, and subtly contrived catch phrases. I was among the very first hooked, I freely admit it.

BOYS! AT LAST YOU CAN OWN AN OFFICIAL RED RYDER CARBINE ACTION TWO-HUNDRED SHOT RANGE MODEL AIR RIFLE!

This in block red and black letters surrounded by a large balloon coming out of Red Ryder's own mouth, wearing his enormous ten-gallon Stetson, his jaw squared, staring out at me manfully and speaking directly to me, eye to eye. In his hand was the knurled stock of as beautiful, as coolly deadly-looking a piece of weaponry as I'd ever laid eyes on.

YES, FELLOWS.. . .

Red Ryder continued under the gun:

YES, FELLOWS, THIS TWO-HUNDRED-SHOT CARBINE ACTION AIR RIFLE, JUST LIKE THE ONE I USE IN ALL MY RANGE WARS CHASIN' THEM RUSTLERS AND BAD GUYS CAN BE YOUR VERY OWN! IT HAS A SPECIAL BUILT-IN SECRET COMPASS IN THE STOCK FOR TELLING THE DIRECTION IF YOU'RE LOST ON THE TRAIL, AND ALSO AN OFFICIAL RED RYDER SUNDIAL FOR TELLING TIME OUT IN THE WILDS. YOU JUST LAY YOUR CHEEK 'GAINST THIS STOCK, SIGHT OVER MY OWN SPECIAL DESIGN CLOVERLEAF SIGHT, AND YOU JUST CAN'T MISS. TELL DAD IT'S GREAT FOR TARGET SHOOTING AND VARMINTS, AND IT WILL MAKE A SWELL CHRISTMAS GIFT!!

The next issue arrived and Red Ryder was even more insistent, now implying that the supply of Red Ryder BB guns was limited and to order now or See Your Dealer Before It's Too Late!

It was the second ad that actually did the trick on me. It was late November and the Christmas fever was well upon me. I thought about a Red Ryder air rifle in all my waking hours, seven days a week, in school and out. I drew pictures of it in my Reader, in my Arithmetic book, on my hand in indelible ink, on Helen Weathers' dress in front of me, in crayon. For the first time in my life the initial symptoms of genuine lunacy, of Mania, set in.

I imagined innumerable situations calling for the instant and irrevocable need for a BB gun, great fantasies where I fended off creeping marauders burrowing through the snow toward the kitchen, where only I and I alone stood between our tiny huddled family and insensate Evil. Masked bandits attacking my father, to be mowed down by my trusted cloverleaf-sighted deadly weapon. I seriously mulled over the possibility of an invasion of raccoons, of which there were several in the county. Acts of selfless Chivalry defending Esther Jane Alberry from escaped circus tigers. Time and time again I saw myself a miraculous crack shot, picking off sparrows on the wing to the gasps of admiring girls and envious rivals on Cleveland Street. There was one dream that involved my entire class getting lost on a field trip in the swamps, wherein I led the tired, hungry band back to civilization, using only my Red Ryder compass and sundial. There was no question about it. Not only should I have such a gun, it was an absolute necessity!