Image provided by: University of Oregon Libraries; Eugene, OR
About The morning Astorian. (Astoria, Or.) 1899-1930 | View Entire Issue (Aug. 18, 1908)
k6 THE MORNING ASTOMAN, ASTORIA, OREGON. TUESDAY, AUGUST 18 "ADVERTISING" CLASSIFIED ADVERTISEMENTS 1908 "If 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 herently bad. 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 "perception and apperception, so ' CHICAGO, Aug. 17, that the effect of an advertising cam a J''' 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 news. 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 mind. Subscribe to the Mornine Astorian. 60 cents per month. A few dof of this remedy will In variably cum mi ordinary attack of dmrrha'H. It can always be depended upon, even in the more severe attacks of cramp colio and cholera morons. It is equally successful for summer dlarrhu-M ana cholera infantum In children, and is the means of saving the lives of many children each year. When reduced with water and sweetened it in pleasant to take. Every man of a family should keep this remedy in his home. Buy it now, Price, 25c. Larob Sizk, OOo. ' i i"i'ii"MM'Ml''',ini'''"'?.i IN ONE OR MANY COLORS bp m LARGEST FACILITIES IN THE WEST FOR c , THE PRODUCTION OF f HIGH GRADE WORk iirtj as tow at ustim mm::t Summer Excursions 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, 60 cents per month, delivered bv carrier. BIDS REQUESTED. 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 Javi. the 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, Lounsberry, Clerk. 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 MISCELLANEOUS. HOT OR GOLD Golden West Tea Just Right CLOSSET & DEVERS, PORTLAND, ORE. Plate Racks, Wall Pockets, Music Racks, Clock Shelves Just in- See us Hildebrand & Gor Old Bee Hive Bid. MENANDWOMEIt. Cie Blc U tor unnatural diacntrgtii, inflammation! 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 HELP WANTED WANTED AT ONCE, TWO GOOD woodsmen to guard forest tires; must have axes, shovels and camp outfit. Apply T. II. Curtis, Occident Hotel. 8-18-tf WANTEDTEN EXTRA GIRLS for Regatta week, at Hoeflers. SITUATION WANTED. YOUNG JAPANESE WANTS SIT nation as porter in saloon and to help bartender; can speak good Eng lish. Address, Kubota. 41S Yamhill. Portland. 8-97t m SILK. 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. 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 HOUSE MOVERS. 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. FURNISHED HOUSEKEEPING and single rooms. Apply 677 Ex- cange street. MASSAGE. OLGA KANTONEN, FINNISH masseuse and steam baths, room 6, Pythian Bide., Commercial St., As torian, Ore. 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 Astorian. 8-18-tf 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 Astorian. 8-18-tf FOUND-A SMALL GASOLINE boat. Apply at Elmore's New Can nery. 8-16-2t 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 MISCELLANEOUS. MAGAZINE BINDING OF ALL kinds done at the Astorian Office. LOOSE LEAF LEDGERS -ALL kinds made by The J. S. Dellinger Company. 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. EMPLOYMENT OFFICE. 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 furnished. 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. PROFESSIONAL CARD). ATTO RNE YS-AT-L A W CHARLES H. ABERCROMBIE Attorney-at-Law City Attorney Offices: City Hall JOHN C. McCUE, Attorney-at-Law Page Building, Suite 4 HOWARD M. BROWNELL Attorney-at-Law Deputy District Attorney 420 Commercial Street OSTEOPATHS. DR. RHODA C. HICKS Osteopath Office .Vansell Bldg. Phone Blsck 2063 573 Commercial St.. Astoria, Ore. DENTISTS DR. VAUGHAN Dentist Pythian Building, Astoria, Oregon DR. W. C. LOGAN Dentist Commercial St. Shanahan Bldg. BUSINESS DIRECTORY. RESTAURANTS. T0H0iTOHEANT- Opposite Ross, Higgins & Co. Coilee with Pie or Cake 10 Cta. FIRST-CLASS MEALS Regular Meali IS Cta. and Up, V. S. RESTAURANT. 434 Bond Street Coffee with Pie or Cake. 10 Cta. Plrat-Clam Meala, IS Cta. MISCELLANEOUS. Smith's Special Delivery EXPRESS AND BAGGAGE Leave Orders at Star Cigar Store. Phone Black 2383 Rea. Phone Red 2276, Stand Corner 11th ani Commercial. DENTIST6. TEETH KfJiflout Miff , ill! Will COR. 11TH AND COMMERCIAL Office hours 8:30 A. M. to 8: P. M. Sunday 10:00 to 12:00. Phone Number Main 3901. Painless Extractions - 5oc Corner Commercial and 11th Sts. over Danziger store. IXSH MARKET. 77 Ninth St., Near Bond Fresh and Salted Fish, Game and Poultry, Groceries, Produce and Fruit Imported and Domestic Goods. . BAKOTITCH & FEO, Props. Phone Red 218J SCHOOLS AND Seate Fs Ira 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. UNDERTAKERS. J. A. (111,11 HUM & CO., Undertakers mid Kinluiliiicr. tiiurlMicMl Lndy AMNlstAiit WIioh iH'Mred. Calls Promptly Attended Day or Night. Tatton Mg. lStliiiutl DiuiueHU ASTOItlA. 01CE.UON Flume Malu 2111 MI 01 CAL. UnpreoiueateJ ' SueoMiee' f J R. t GEE 10 TBXGRXAT CBIMISI DOCTOI 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 ttampa. THE C. CXE W0 MEDICIKE CO. 1121 First St., Corner Morrteoe. P0RTLARD, ORICOH. TUh mention the AstorUa. PLUMBERS. J. PLUMBER Hettlng Contractor, Tinner AND Sheet Iron Worker VLL WORK GUARANTEED 1 425 Bond Street Youncc& Baker PLUMBERS TINNERS Steam and Gas Fitting" All Work Guaranteed. 126 Eighth Street, opp. Post Office. Phone Main 4061. LAUNDRIES. WE WASH Everything but the. Bsby and return everything but the dirt. TROY LAUNDRY Tenth and Duane Phone Main 1091 CONCRETE WORK DONE ANY PERSON WANTING ANY CONCRETE WORK DONE AT THE CEMETARIES, WILL PLEASE LEAVE ORDERS AT POHL'S UNDERTAKING FICE. OF- E. NYMAN Astoria, Ore. p. O. Box 603. COLLEGES' ' murmur oimnn'i I itlil 1 HOMER