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About The morning Astorian. (Astoria, Or.) 1899-1930 | View Entire Issue (Aug. 18, 1908)
THE MORNING ASTOMAN, ASTORIA, OREGON.
TUESDAY, AUGUST 18
you are wise, advertise," has been
good American watchword for a long
time. A new application of the old
saw is to advise the sagacious to get
wise to psychology.
For the psychologist seems to be
turning the trick of securing miximuni
productiveness from printed matter.
That is why the series of experiments
and observations, carried on for some
years past in the psychological labor
. atory of Northwestern University at
Evanston near tins city, have attrac
ted perhaps so much attention among
busy Americans as any psychological
studies of recent years.
And that's saying a good deal, for
the "science of consciousness," as it
lias been aptly defined, has been pret
ty much concerned with practical af
fairs of late. Ever since Francis Gal
ton and Professor William James on
the basis of elaborate investigations
into the mental life of large numbers
of individuals divided people up into
classes of "eye-minded," "ear-minded,"
and 'touch-minded," educators
have seen the reasonableness of ap
pealing to as many of the senses as
possible in each study of the school
course. Therapeutic psychology has
been carried in to medical practice, so
that now many regular physicians are
tsing suggestion in treating nervous
troubles. So eminent an authority as
Dr. James Hyslop of New York, au
thor of many valuable books on psy
chinal research, maintains that psy
chologists should be consulted in cri
minal cases to discover whether hei
nous acts were committed by the in
dividual in his proper capacity or
whether they are due to manifestati
ons of secondary personality. Then
there are advanced thinkers who look
forward to a day when marrying and
giving in marriage will be somewhat
regulated by the precepts of the psy
chologist. Meantime, everyday American busi
ness men, who are spending upon ad
vertising a sum rapidly approaching
a billion dollars a year, have begun to
discover that to use this sum of mo
ney economically, eliminating waste
due to feebleness, of effort or misdi
"ledge of the elementary principles of
rected effort, demands some know
the action of the human mind. '
A man who has made himself a pio
neer in practical application of theo
retical psychology to advertising is
Professor Walter Dill Scott, head of
the psychological laboratory of
Northwestern University. His quali
fications for his work are manifold.
Like many of the younger generation
of scholars turned out from educatio
nal institutions of the Middle West,
he combines in a marked degree scho
larly ability nd practical common
sense. Just on the hither side of for
ty, a graduate of the Illinois state
Normal University, of Northwestern
University, of the McCormick Theo
logical Seminary and a Doctor of
Philosophy of the German University
of Leipzig, he has ben director of the
psychological laboratory 'at North
western since 1901.
Much waste and misapplication of
energy in advertising in current maga
21'nes and newspapers struck Dr.
Scott forcibly in the early years of his
incumbency at Northwestern. Fasci
nated by possibilities in the subject
he carried on his series of studies, of
ten using his students either as his
subjects or as his assistants, with a
view to finding out precisely what can
be regarded by trained psychologists
as good advertising and what as in
The results of these investigations
were published in a series of magazine
articles and later on brought out in
book form by a Boston publishing
house under the title "The Theory of
advertising," generally recognized as
a classic of the subject and used as a
text book in several universities. The
book is said among advertising men
to have revolutionized the practice of
advertising writing. It has killed off
mank silly and unpsychological do
vices for attracting attention. The cof
fee roaster who used to accompany
his story of the merits of his coffee
with pictures of slimy frogs; the care
less advertiser of fat reducing tablets
who allowed his likeness of a corpu
lent old gentleman to be placed next
to a column of death notices; the ci
gar manufacturer who undertook to
tell the public of the merits of his
own cigars by representing Uncle
Sam holding his nose while he dis
carded a weed that might be supposed
to be somebody's else; the bicycle
maker who, to call attention to the
delights of cycling, represented a
young lady chased by a savage dog;
the cereal manufacturer who to give
you an appetite for breakfast showe
an army of bugs attacking his pack
age of rolled oats these and many
more have been warned of the con
sequence' of their folly.
The principles of correst advertis
ing at the same time have been laid
down so that they are now anxious.
All advertising writers have come to
understand the value of the direct
command; "fusion," by which one
pleasant idea can be made to suggest
another pleasant one; the basis of
and apperception, so
' CHICAGO, Aug. 17,
that the effect of an advertising cam
be thoroughly clinched;
nccs ot mental imagery
whereby some persons arc influenced
most directly through the medium of
the eye, some of the ear, some by the
other 'senses. It has become gener
ally recognized that the understand
ing of the minds of possible custom
ers is quite as important as the dis
covering of the best methods of pre
senting the goods, preparing the copy,
selecting media, and placing the ad
vertisement. A few advertising wn
ters, of course, have an instinct that
leads them without thinking about the
matter to follow correst psychologi
cal practices, but Dr. Scott's writings
have undoubtedly served as guidance
to hundreds who have needed it
The laboratory work has gone right
on since the publication of the book
several years ago. Students in North
western University have since been
subjected to all sorts of interesting
experiments, with a view to hnding
just how people are affected by the
advertisements they see. Not long
ago, for instance, forty of them were
handed copies of the current issue of
leading magazine which they were
asked to look through but not to stop
to read and poetry or long articles,
Some students, it was noticed, imme
diately began to read the advertise
ments, some the table contents, some
the reading matter! At the end of
ten minutes they were surprised by
being asked to lay down the maga
zine and write out all they could re
member about advertisements they
had noticed. The same tests, invol
ving just such skimming of the mag
azine as people do in a reading room,
were tried elsewhere with about 500
persons, mostly between the ages of
ten and thirty.
What Dr. Scott was after in this in
vestigation was to get a line on the
attention value of large and small
spaces, for a chapcr in his new book.
"The Psychology of Advertising,
which will be published very shortly.
On tabulating the results he found
that the larger advertisements had the
call very decidedly over the smaller
ones. That is to say, a full page was
on the average more tnan twice as
good as a half page; a half page more
than twice as good as a quarter page.
Many similar studies have been
made recntly, to such an extent that
people around Chicago have become
suspicious when handed a magazine
and told to read it. Student obser
vers have prowled among the public
reading rooms, taking notes as to the I
time spent by readers on the literary
features and on the advertising pa-
ges. I he mortality rate among a-
vertisers has ben determined by go-
ing over h es ot the principal maga-
c . unu u I.-J
zincs ioi many yseiis ui. a uua i
been found that the morgue is fuller
of those whose habit has been to
make small space than of those who
have believed in a generous allow-
ance. it appears tnat aimougn ine
number of advertisers in the case ot
some of the leading magazines lias
actually decreased since 1890 the
amount of space contained in the ad-
vertising pages has largely increased.
One of Dr. Scott s recent under
takings which has excited large local
interest, and which contains sugges
tions valuable to newspaper publish
ers, appeared in a series of questions
prepared for the purpose of discover
ing the reasons why people take the
daily papers. A list was compiled of
4,000 of the most prominent business
and professional men of Chicago from
whom about 2300 replies were secur-
ed. It was found that practically an
read at least one daily paper, to per
cent, read two papers, 21 per cent
three papers, 10 per cent four papers,
3 per cent live papers, 2 per cent six
papers 3 per cent all eight of the En
glish press of the city. A question as
to the favorite features of the papers
showed the various news departments
in a long lead as proved by the tab
ulation: Local news, 17.8 per cent.
political news, la.e; financial news,
11.3; foreign news, 7.2; ethical tone
(broadly considered) 6.7; sporting
news, 5.8; cartoons, 4.3; special ar
ticles, 4.3; music, 1.88; book reviews,
1.84; arrangement, 1.4; society notes,
1.4; drama, 1.1; art, .9; advertise
ments, .44; storiettes, .13; weather, .1;
humor, .05. From such figures Dr.
Scott concludes that Chicago news
papers, like those in most American
cities, arc valued primarily for the
While the studies carried on at the
pyschological laboratory in North
western tend to discourage the busi
ness man from blundering use of ad
vertising space they certainly make
him feel that by adhering to the fun
damental principles of pyschology,
which are in reality very simple and
comprehensible, he need have no
doubt as to the old question whether
advertising pays or not. The exact
statistical methods of the laboratory
have proved that advertising is a
branch of applied science and that if
areful attention is paid to getting it
cientificaliy right it can hardly fail
:-i its object of influencing the human i
Subscribe to the Mornine Astorian.
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A few dof of this remedy will In
variably cum mi ordinary attack of
It can always be depended upon,
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It is equally successful for summer
dlarrhu-M ana cholera infantum In
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When reduced with water and
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Every man of a family should keep
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Price, 25c. Larob Sizk, OOo.
' i i"i'ii"MM'Ml''',ini'''"'?.i
IN ONE OR MANY COLORS bp
IN THE WEST FOR c ,
THE PRODUCTION OF f
HIGH GRADE WORk
iirtj as tow at ustim mm::t
During the months of August and
September the Ilwaco R. R. Co. will
sel1 round triP tickets daily from all
points on North (Long) Beach to all
points on Clatsop Beach at rate of
$1,75. Return limit thirty days.
Subscribe to the Morning Astorian,
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FOR FURNISHING AND FILL-
ing not less than 5000 cubic yards
of earth in James street on the north
side 0f Reservoir No. 2 and placing
proper drainage at bottom of fill and
LverfW of reserv()ir . .
. . -
the engineer in charge. Bids to be
. . .
,i,cu w,ln t,crK ol cumm.ss.on not
later than 5 p. m., August 21st, and to
state time of completion; right re
served to reject any and all bids
uty water commission, by U. w,
BIDS FOR WOOD.
BIDS ARE HEREBY ASKED FOR
furnishing 60 cords of sound fir
slabwood, four feet in length; said
wood to be delivered on the court
house block within 10 days from date
of signing contract; said bids to be
filed with the clerk on or before
August 24th, at 9 o'clock a. m., 1908;
contractor to turnisn Dona in the sum
of one hundred ($100) dollars. Court
reserving right to reject any or all
bids. iy order of the County Court,
t c Clinton, County Clerk. 8-18-6t
HOT OR GOLD
CLOSSET & DEVERS,
Plate Racks, Wall Pockets,
Music Racks, Clock Shelves
Just in- See us
Hildebrand & Gor
Old Bee Hive Bid.
Cie Blc U tor unnatural
irritations or ulcoratlow
of Dili Co na niAmhrRnsiL
ItHEEVANSCHEMICAICO. gent or poltonoui.
. 0IH0INHATI,O.f!1 Sold bj Drngvllte,
or ant In plain wrapper,
tir xprfn. prepaid, for
II. Idl. r Shuttle! 12.74.
(.m ului fltnt iwintBf
WANTED AT ONCE, TWO GOOD
woodsmen to guard forest tires;
must have axes, shovels and camp
outfit. Apply T. II. Curtis, Occident
WANTEDTEN EXTRA GIRLS
for Regatta week, at Hoeflers.
YOUNG JAPANESE WANTS SIT
nation as porter in saloon and to
help bartender; can speak good Eng
lish. Address, Kubota. 41S Yamhill.
FOR SALE A 100-PIECE SET OF
Haviland China, in perfect condi
tion, cheap. Inquire at the McCrea-
Ford studio. 7-15-tf
FOR SALE CHEAP, ONE SCHOL-
arship in the International Corres
pondence School of Scranton. En-
mire Astorian office. 8-7-tf
OLD PAPERS FOR SALE: PER
hundred, 25 cents. At Astorian Office
FOR LEASE, LOT 8, BLOCK 17,
(75x150) Adair's Astoria, on Frank
lin avenue near car line. Terminal
Trust Co., G. Wingate. manager. 13-3t
FREDRICKSON BROS.We make
a specialty of house moving, car
penters, contractors, general jobbing;
prompt attention to all orders. Cor
ner Tenth and Duane streets.
ROOMS FOR RENT.
and single rooms. Apply 677 Ex-
OLGA KANTONEN, FINNISH
masseuse and steam baths, room 6,
Pythian Bide., Commercial St., As
LOST AND FOUND.
NET LOST 3-INCH PAPERS
Finlayson No. 40-13 ply twine, 9i
inch mesh, 44 meshes deep; 1 paper
Finlayson 40-12 ply twine, 91-inch
mesh, 45 meshes deep. Finder will
be suitably rewarded upon returning
tame to the Columbia River Packers'
Association. ' 8-12-6t
FOUND GOLD WATCH, CHAIN
and locket; owner can have same
by thoroughly identitfying property
and paying for this notice. Inquire
LOST-ON THE LEWIS AND
Clark road on Sunday, August 16, a
fishing outfit; a suitable reward will
be given. Finder please return to the
FOUND-A SMALL GASOLINE
boat. Apply at Elmore's New Can
L O ST -6 N E B R A S S C A P A B OUT
four inches in diameter from auto
mobile wheel. Return to F. A. Fisher
and receive reward. 8-ll-6t
MAGAZINE BINDING OF ALL
kinds done at the Astorian Office.
LOOSE LEAF LEDGERS -ALL
kinds made by The J. S. Dellinger
WANTED-TO BUY A HORSE;
weight about 1250 pounds; not over
8 years old; must be good driver and
gentle, also city broke. Address As
torian office. 6-9-tf.
FARM FOR SALE.
WILL SELL MY LEWIS AND
Clark farm at a bargain, with or
without stock, to suit purchaser.
W. J. Ingalls.
J. T. NOWLEN"
Real Estate and Employment Office
473 Commercial St., Phone
Have fine list of Astoria and coun
try property. All classes of labor
WINES AND LIQUORS.
Eagle Concert Hall
(320 Astor Street)
Rooms for rent by the day, week, or
month. Bes rates in town.
P. A. PETERSON, Prop.
ATTO RNE YS-AT-L A W
CHARLES H. ABERCROMBIE
City Attorney Offices: City Hall
JOHN C. McCUE,
Page Building, Suite 4
HOWARD M. BROWNELL
Deputy District Attorney
420 Commercial Street
DR. RHODA C. HICKS
Office .Vansell Bldg. Phone Blsck 2063
573 Commercial St.. Astoria, Ore.
Pythian Building, Astoria, Oregon
DR. W. C. LOGAN
Commercial St. Shanahan Bldg.
Opposite Ross, Higgins & Co.
Coilee with Pie or Cake 10 Cta.
Regular Meali IS Cta. and Up,
V. S. RESTAURANT.
434 Bond Street
Coffee with Pie or Cake. 10 Cta.
Plrat-Clam Meala, IS Cta.
EXPRESS AND BAGGAGE
Leave Orders at Star Cigar Store.
Phone Black 2383
Rea. Phone Red 2276,
Stand Corner 11th ani Commercial.
KfJiflout Miff ,
COR. 11TH AND COMMERCIAL
Office hours 8:30 A. M. to
8: P. M. Sunday 10:00 to
Phone Number Main 3901.
Painless Extractions - 5oc
Corner Commercial and 11th
Sts. over Danziger store.
77 Ninth St., Near Bond
Fresh and Salted Fish,
Game and Poultry,
Groceries, Produce and Fruit
Imported and Domestic
. BAKOTITCH & FEO, Props.
Phone Red 218J
You want the best money can buy in food, clothing, home comforts,
pleasures, etc., why not in education?
Portland's Leading Business College
offers such to you and at no greater cost than an inferior school.
Owners practical teachers More Calk than we can fill
Teachers actual business men In session the entire year
Positions guaranteed graduates Catalogue "A" for the asking
I. M. WALKER, Pres. O. A. BOSSERMAN, Secy.
J. A. (111,11 HUM & CO.,
Undertakers mid Kinluiliiicr.
tiiurlMicMl Lndy AMNlstAiit
Calls Promptly Attended Day
Tatton Mg. lStliiiutl DiuiueHU
Flume Malu 2111
MI 01 CAL.
SueoMiee' f J
R. t GEE 10
Who t kaovt
throughout the United
States on aecuat of
ill wonderful rum.
No poUons or drugf umc. He futrea
te to cure eaUrrh, aitbma, lung aid
throat trouble, rheumatism, nenouneat,
tomaeh, liter and kMnir?, female rota
plaint and all ehronlo dJMt.
SUCCESSFUL ROMS TREATMENT.
If you oaanot call write for irmtom
blank tad clreuUr, Inclosing 4 oeaU
THE C. CXE W0 MEDICIKE CO.
1121 First St., Corner Morrteoe.
TUh mention the AstorUa.
Hettlng Contractor, Tinner
Sheet Iron Worker
VLL WORK GUARANTEED 1
425 Bond Street
Steam and Gas Fitting"
All Work Guaranteed. 126 Eighth
Street, opp. Post Office. Phone Main
Everything but the. Bsby and return
everything but the dirt.
Tenth and Duane
Phone Main 1091
ANY PERSON WANTING ANY
CONCRETE WORK DONE AT
THE CEMETARIES, WILL
PLEASE LEAVE ORDERS AT
p. O. Box 603.
' murmur oimnn'i I itlil