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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