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About The morning Astorian. (Astoria, Or.) 1899-1930 | View Entire Issue (March 8, 1908)
. --.-u l -Li llhjiuMIiiwiI tu'WHir Oilmi'llW.pi' iWi' iTiii.iIImi' "i I '"n r rr---""-- tnr Till ' ITIIE MORNING ASTORIAN, ASTORIA, OREGON. SUNDAY, MARCH 1, 1001 FreshRanchEggs 2 dozen ynw . . . Exchasiveness A. V.ALLEN SOLE AGENT FOR BAKER'S BARR1NGTON HALL STEEL CUT COFFEE. PHONES 711 AND 3871 BRANCH PHONE 713 GOOD SALESMANSHIP Kany State Colleges Are Now Teaching Advertising. IS A HATTER OF SUGGESTION Scientific Advertising it as Important to the Business Hen of the United States as Scientific Doctoring or Scientific Architecture, PHILADELPHIA, March 7.-To ninety-nine American business men in a hundred, probably, advertising has become one of the prime necessities of life. Not haphazard advertising of the old fashioned kind, which sim ply covered so much white "paper with so much black ink and was valu able as giving a concern's address if anyone was sufficiently interested in the concern's goods to look for it, but the modern, twentieth century kind of advertising which makes the use of display type an art and the wording of "copy" a science. American colleges have come to recognize that to meet the needs of American boys they must add to their purely academic courses opportuni ties to learn "merely practical" things. Banking, finance and bookkeeping have been introduced among the stud ies at Harvard and Yale; salesman ship is taught in many of the state universities; and at Swarthmore Col lege, nearby Philadelphia, there are now regular courses in advertising. Advertising in its developement as a science fits curiously into the aca demic curriculum. Good advertising, 'like god salesmanship, is to a large degree a matter, of psychology of . understanding human nature, of pre senting your case in the way that will appeal most quickly and forcibly to the minds of people whom you wish to make customers. The psychology ' of successful advertising is much its ' most interesting and valuable phase, and is by no means the least inter esting and valuable , branch of the general study of psychology. Indeed, the relation of the principals of psy chology to successful advertising " Rave been a matter of serious study by professors of psychology in prom inent American universities, perhaps the most exhaustive study of this sort and the most complete series of ex periments having ben made by Dr. Walter Dill Scott, director of the western University. And in his book "The Theory of Advertising," which is used at Swarthmore as a textbook, Dr. Seott sets forth in entertaining but intensely practical form the re sults of a long series of investigations conducted primarily in the spirit of the scientific discoverer. Advertising is a subject of general interest, too. It appeals not only to the man whose business depends upon it but to the woman whose buy ing depends upon it, and the younger members of the family who get not a little of their knowledge of the pro gress of the world from the current advertising columns. Dr. Scott's "Theory of Advertising," with all its practical usefulness to the business man and the student, is not merely an instructive work. In many places it is vastly entertaining and even hum orous, and the glimpses it gives of the science of psychology one of the most interesting of al modern lines of study yet possibly the least familiar one to the majority of readers make it both entertaining and useful to the general consumer of literature. Each point Dr. Scott ilustrates with what he considers good and bad advertise- ments, explaining the merits or de fects of each, and it is curious to see how the, critical scientist reduces to absolute laws the vague impressions that every reader has had, though very likely he does not realize that he has had them until they are explain ed to him in this way. There is no question of the import ance of advertising in these days when competition is so keen and when the newspapers and magazines have become the real market places of the country. Dr. Scott describes the pur pose of advertising as being to attract attention to goods in such a way that he who reads will desire to possess them, and, the first requisite of good advertising is, therefore, that it shall attract and fix the reader's mind. That this is not so easy to do as one might think is evident when you con sider how narrow our attention is. Psychologists have determined by a great variety of exact tests to more than four visual objects at once; about four letters, four figures, four easy words, or what not, are as much as the mind will take together. - The power with which one thing attracts the eye depends largely on the absence of counter attractions, Dr. Scott points out. Whether the counter attraction are in other adver tisements or are all within the indivi dual advertiser's own space, each will do something to distract attention from the rest unless it is carefully placed the lesson from which is that too much display used indiscriminate ly is almost worse than none at all Beyond that, the power of an object to attract attention depends upon the intensity of the sensation it arouses; on the contract it forms to objects presented with it; on the ease with which we are able to comprehend it; and on the fre'quency with which it is put before us. In a chapter on the association of ideas Dr. Scott discusses how the ad vertiser is affected by the three laws of habit based on repetition, of re cency, and of vividness or intensity. We think first of what we are accus tomed to do, we notice first what we are accustomed to see or hear. Next we observe most quickly what is made prominent in our mind by our having previously observed it only a short time before. After that our thoughts will be directed among a thousand objects to the one with which thew have been most vividly associated in the past. The mention of cameras, for instance, suggests the name of but one make to a great many people, because for years the name of that make has confronted them in nearly every publication they have looked at and has been heard almost every time cameras have been talked about, until it has become pra tically synonymous with "camera" in their minds. If you want to buy a package of breakfast food you think first of getting the last thing you saw u.r i-h-. - and Individuality The well dressed man tocJay every where demands these two most essential features in their clothes, vs. individuality and exclusiveness. These two .great features were never more closely demonstrated than you will find by inspecting our new spring line of bargains in Corned OotKsrorMe1 i MADE IN NEW VriD Tne well dressed men of Astoria and vicinity will buy their clothes from us if they will come first and look, which will convince you. THE BEST IS NONE TOO GOOD FOR YOU Benjamin Clothes. Mallory Hats, Kuser Cravats, Globe Underwear Suits $15 to $35 JUBD BROS Woolen Mills Store advertised. If you are considering j taking a pleasure trip there will come,' into your mind for earliest considcra-1 tion the resort or the line of trans-,' portation the attractions of which I have been most vividly set before you. j Therefore, the aim of the wise adver-j tiser should be, Dr. Scott points out, I to make his name or brand the j i tual, recent and vivid association with i ... his class of goods in the minds of as' 'hcm' t,iat cer,am sorts of ,copy "C many as possible of the people, who no bc,tCT than a waste of .mo"ey might buy what he has to offer. , b ,0. ,ve the co,urse m adv.er; It is often said that a salesman who isin at Swarthmore all over m print, has unusual success "hypnotises" M.jOrtan it is that the most successful customers. , Hyptnotism used to be ! American advertising experts work regarded as some sort of mystic 1 alon lnc -- power one human being had over an- i Slopes, nnu equaiiy ceru.n other, but nowadays it is known to be j that gentile advertising is as moor- nothing but a matter of suggestion, wins wwx cue Cores Bacfcschfj Correct Irregularities Do not risk having tmmm r . ... a -v - D.'W.'- r:.... Will cure any case of Kidney or Biaaaer disease nor. "it"' beyond the reach of medicine. No medicine can do more. or Diabetes P. T. LAURIN, OWL DRUO STORE. : the instinctive impulse of humanity being to act on any suggestion that is made strongly enough unless there is a stronger counter suggestion, while i ,V-,L"""V 6 , " ' the advertiser loses whatever LATEST It! SUITINGS Having returned from San Francisco with a splendid stock of spring and summer suitings of the latest style and having spent several weeks in studying the fashions prevalent in that city, we are now more than ever in a position to give thorough satisfaction to the most fastidious dresser. NOT IN WORDS, BUT IN DEEDS. HAUTALA & RA1TANEN Tailors, Corner Eleventh and Bond Streets tant to the business men of the United States who, it is estimated, are spending something like $600,000,000 a year for printed salesmanship as advertiser loses whatever force j his psysical personality might lend he still may "hypnotise" his customers just as the salesman docs, if he can make his suggestions strong enough. So an advertisement should suggest the purchase of goods so strongly that the reader will act upon it, and that may be done in various ways, Dr. Scott shows. The most positive suggestion is in the form of what is called "the direct command," telling somebody to do something. Though few people would be willing to admit it, there are doubtless thousands who have used one brand of soap simply be cause thew read, over and over again, the command to use it. On the other hand, a great many minds resent be ing told. what to do unless the com mand is put with considerable di plomacy, and Dr. Scott discusses this phase of the matter in a way that will suprise many of his business readers. To go into every side of getting business by the use of display type and ilustrations, as Dr. Scott does in his "Theory of Advertising," to dis cuss how it has been proved beyond question that certain forms of letters are preferable to other forms, that certain kind of pictures do more to drive customers away than to attract itecture. The economy that will be secured in proportionately greater re sults from such applications of psych ology to advertising as Dr. Scott makes may, it is safe to say, be reck oned in hundreds of thousands of dol lars, or even in millions. TO CURE A COLD IN ONE DAY. Take LAXATIVE BROMO Quinine Tablets. Druggists refund money if it falis to cure. E. W. GROVE'S signature is on each box. 25c. Cheap Rates From the East to Astoria via 0. R. & N. The following is list of a few points from which cheap rates will apply between March lit and April 30th: $S1.6S New York, N. Y $J5.00 A Pleasant Physic. When you want a pleasant physic J. 4 I f . l 4 give unamDeriains atomacn ana Liver Tablets a trial. They are mild and gentle in their action and always produce a pleasant cathartic effect. Call at Frank Hart and leading drug gists. Ask for a free sample. Lame Shoulder.' Whether resulting from a' sprain or from rheumatic pains, there is noth ing so good for a lame shoulder as Chamberlain's Pain Balm. Apply it freely and rub the parts vigorously at each application and a quick cure is certain For sale by Frank Hart and leadingijdruggists. Atlanta, Ca........ Baltimore, Md 54.25 Boston, Mast 54.43 Buffalo, N. Y...... 47.50 Burlington, la........ 34.60 Chicago, 111 38.00 Cincinnati, O. 42.20 Cleveland, O 44.75 Toledo, O.... 43.50 Dei Moines, la 32.85 Louisville, Ky......... 41.70 Memphis, Tenn. .......... 39.65 Milwaukee, Wis 38.00 Oklahoma, O. T 33.4S Peoria, 111. 36.05 Detroit, Mich.,,...,,.,..,. 43.S0 Pittsburgh, Pal 47.00 Philadelphia 54.7S St Louis, Mo 35.50 Washington, D. C......... 53.25 Kansas City, Mo ... 30.00 St Joseph, Mo 30.00 Omaha, Neb x. 30.00 St Paul, Minn 30.00 Minneapolis, Minn ........ . 30.00 Money can be deposited here and tickets will be furnished by tele graph without additional cost For further information call on O. W. ROBERTS, Agent, O. R. & N. Dock, Astoria DUTIES TO BE RAISED. NEW YORK Mar. '7. Duties. on number of fancy "and ornament stones are to be increased five fold as a result of an order which the customs officials are to put in force March 16, according to directions re ceived from the Treasury Department at Washington. ' A number of lapidaries complained some time ago that these stones, cut and carved for manufacturing pur poses were being admitted on pay ment of duties at the rate of 10 per cent ad valorem although 50 per cent was required by the Dingley Law. Importers of fancy stones have em ployed counsel and will appeal to the courts against the new order. The stones are used in clock bearings and cases, handles of fans, knives, um brellas and parasols, pencils, buttons, opera glasses, cameros and many other articles, useful and ornamental. The stones affected by the order are agates, alabaster, chlcedcny, chry solite, coral, cornelian, garnet, jasper, jet, mclachite, marble, onyx, rock crystal and spar. CASTOR I A For InfMti and Children. s rt. imj v... ii.... si....... n...-it V iui him I bo nm mmn wciia - Bears the Signature of t
