OCR Text |
Show I A REMARKABLE STATEMENT H Mrs.Sheldon Spent $1 900 for H 'Treatment Without: Bene-H Bene-H fit Finally Made Wellby H XycUaE.Pinkham'sVeg- H ., etable Compound. H . Englewood, 111. "While going 1 through the Change of Life I suffered ljagBull voiisncas, flashes of ljllJKKIJheat, and I suffered ygftwPHky so much I did not IIIKIv' 'lR)lllllkri0W nat wa3 IIISR'i?iR9!lll!lldo'nS at times. I inPtf; W Bpent $1900 on doc" i&j&s&ftl Prs anc not one dm m iWM me y B00' One H HIbpM day a kfr called at m vffi'VBftffi&v my nouae an said H ii1 W Hr ffl&yJ she had been as sick H (FT WwffiUjL F l was atone tiraOf H n I Jham'a Vegetable H mpoundmadeherwell.soltookitand M now I am just as well as I ever was. I H cannot understand why women don't m ace how much pain and Buffering they H ' -would eacape by taking vour medicine. H J. cannot praise it enough for it saved H 5y hf? ,a?,d Pfc me from tho Inaano H S0?1?1""' Et Sheldon, 5657 S. m Halsted St., EngWood, III. H . ?llys,ician,s undoubtedly did their best,1 H battled with this case Bteadily and coufd H do npmore,but often the most scientific H treatment is surpassed by the medicinal H properties of the good old fashioned H K0, herbB contained in Lydia E.' H Pinkham's Vegetable Compound. J H If any complication exists Ifc Says to write the Lyclia E. Plnk- am Medlctae Co., Lynn, 2ffaBS m for special free advice. H AdvertiBement, H . 1 tofa1100011'105'" H metal ndkcM.lndMa ucoi ' HL. nArBB?riN"0rt5 lQ- COMPANY lJ A SIGH! WITH PiPLESi FACE Burned and Itched, Scratching Made Them Sore as Boils. Could Not Sleep at Night. HEALED BY CUTICURA SOAP AND OINTMENT I "My trouble becan -vdth email plmplei j find they Gradually grew larger and In- j flamed. Thoy broke out In blotches on mj face and forohead and I looked a sight. Irritated them by scratching until thej trcro as soro as bolls, and they hurt sc C cried. Thoy burned and Itched until I could not sleep at night. "I used a great Biany salvea and pills, but thoy did ma no good. This had been going on for about Ave months vrhon I tried Cuticura Soap and Ointment. I Trashed mj faco In hot water and Cuticura Soap, dried It and applied the Ointment, and then washed again with the Soap. In a short time the pimples vroro completely gono and my skin was pretty and clear." (Signed) Mis3 Vorda Bramwell, 422 "W. 16th St., Lob Angeles, CaL, July 1, 1913. Sample Each Free by Mail "With 32-p. Sldn Book on request. Address Ad-dress post-card "Cuticura, Dept. T, Boa-Ion." Boa-Ion." Sold throughout the world. j Advertisement CASTORIA For Infants aai ChiUrca In Use For Ovir 30 Yat Advertising Is the Great I National Business Science ,j In that Science' the Nations of the World Will Soon, be Competing" Bitterly. America Leads im Now, and the Advertisers of cAmerica Will Help to Keep This Country in the Lead. j ffl l IS By Arthur Briabano, Editor, Nevr York Journal and Now York American' j iV "Advertising is the art of transferring an idea from your mind To advertise means "to inform." Th'e intelligent business mari j Jfe to the minds of others. and manufacturer says: "I have produced such a product at such j jf The advertiser's task is to see a tiling clearly, DESCRIBE IT, a price. But the world is not INFORMED and does not know j jffc SIMPLY and convincingly. "what I have to offer." 1 M, vThe great mistake of the professional advertising man is lack The advertising man, competent and alert, says! "I can in- I Vft yj of simplicity. form the world, and while you devote your energies and genius I H The most idiotic mistake of the business man who has some- 0 PRODUCTION I will devote mine to DISTRIBUTION by L thing to advertise is the notion THAT HE CAN DO IT HIM- filing your story. f- SELF BETTER THAN A PROFESSIONAL. Foolish is the man who wants to build a house and thinks ho i The picture above, by our humorous genius Tad, illustratea ?eeds architect. Foolish the man with a broken leg who sends jj the commonest folly o the business man who fails to see that you f r..no dctr' and f follsh th,e ma? Wlth "SgftSgg - V cannot bo at the same moment the DYNAMO in the power house SSS? fef T TOO -hJUnZfSnS? grinding out the current and the brilliant BULB that sheds light THE ART. OF TELLING what the business man has to say. f, and tells what the dynamo is doing. Long since we enumerated four things that the advertiser must; & The business man is the DYNAMO, the advertising man is tho -do or ia: , ,.., . i electric BULB that tells of the dynamo's work. 1. He must make the public SEE his advertisements J ' nrm .u, a. - u, , ,u..yi' .xl.'-I" i- t" i 2. He must make the public READ it. - M iXSrS'lZc (&" h?Z?V B 'ZZSZl&M teS?7 '7 ' 4. He must make the public BELIEVE it. :' .' 1 "4S1te3 Hr' - Is advertising difficult? It is, indeed. It wpuld be easier to i i iMV TrtrrzfcZfiWT j ft Sirv start a new religion on a successful career in the United States . : ffl?" A?vS vSTV &Sh I?S .THAN TO START A NEW BRAND OF SOAP. j TlTMSii W4 jL K ff Get the name of your client's product so thoroughly in the i V-v " ffajpfX dBcvT 2f public brain that the product and the name you advertise become Tj Jsgk tSmJ 'ti 3lJw f lf If in the United States yu say "Tiffany" it means jewelry. If M eaft' btJI0 sK'r'' Th yu sa "Eelmoiuco" it means food. W I sSf" JslSfl. & 4 jvj6'-V'3' Advertising genius properly encouraged can actually take a CiS K??sffif' cL -' yf23&ibij'4 meaning from a word as old as the language, and transfer it to a ' HlSMmi nK ffiOfirWrZ ncw word, to a new name. Wk g I jfeippjroi fern j&W&'b$ How is this done? First o BY repetition. m H I MjBBlBg v d'WWft "Ropetitton is Reputation." . J'-MCAD tc WgMfflSi lH h ' W '"'' U't J C Sreat French revolutionist said that success called forth" ' wwuTE c aalg ill b'(" (SS-'UVl'F audacity, audacity, more audacity." U 0Me 0,ro-J mmMKt& h,: W$$ftM &- WA C Advertising success calls for REPETITION, REPETITION, 1 i8Bm P lWT&Bm. u-1 wa l more repetition. m The bulb that thinks itself more important than the dynamo There is advertising in every year of the human being's life. Wb ?s foolish. The new-born baby advertises its need of food and a bath with W The big dynamo that thinks it can get along without any bulb pitiful squalling. S I and make a success of a lighting plant all by itself is a foolish ikiit.ihiinwHif llitwnrtHMKttoUWr'M --- tYricxrTivj!i i 'fl Advertising is an art and science important to all the nations StnKTV , J S, z.LZ- lfe- ) SI and to every man in the nation. "TiS&a-v S3& ') KiJalSC 9 Advertising is to business, industry, manufactures, WHAT V BaHwSfeSi'SV' 1 I vt'Vk4 Voj- ' H i PRINTING AND LANGUAGE ARE TO THE HUMAN RACE. W&Sm ltu-lr (SsA3 iSffl55 ! S , Advertising is the SPEECH OF BUSINESS. Without it business p sSSt' yj-yS te JJ W To exaggerate the importance of advertising and of its un 3ft sPmB' mm 3 limited possibilities is not easy. y lfsjib? ? SS'Sw'v mk For instance, this nation of ours docs thousands of millions o MIIiXBfei :- iVyWW1 m business yearly with other countries. g gflij ,rJ 4 y 1 l In South America the right kind of an INTERNATIONAL . . . rMgHW yi? fe- Wm T" ' Sf ADVERTISING CAMPAIGN would sell thousands of millions 4 W HsLl'ivC illl Lm! I M MORE of our products to the Southern republics alone. pSWll Ettl SC W And the right kind of advertising campaign in China and all wilJL'TOfffl' '"KlLS - M i of Asia would sell other thousands of millions. ilnttlzr7ZFMi'tMuiv TtJfi - 'flBllltll S -9 The great thing is to get the RIGHT brain to do the adver-f '!' S'vTltS flff yOBliSiW &? ' i I You must have the man who understands China, what China rrrvc nurr no.. ,n L fr. gJ4SsffijBTggTrr----ir JZJm rJimdSitSS;1 beUCVeSj What ldnd f advcrti8mg langUag The little boy twisting his hat in his hand, asking for work, 3f I China understands. ...... . , , . u. A , Becks to advertise his quaflties as an office boy. M 'A Jine"2 CMH Jrf vJJS VaTnPP The young man in his courting is a tremendous advertising W Argentme, and Chxh, and Ecru, and Brazil. agent hoping that he wlu avorabiy6impres3 one who is the entirl M lZJJki&&'4j 'i'"i;"-'.S!-'i' )' public to him and persuade her to accept what he has to offer. w Sf.o.t- vfhgl-rN,i' Tnt(rra (r??-'- To every advertiser of every kind these things arc of vital 7m ""SMfr 1( lllJwB!' ) 'T&L, XtiTr importance in bringing success. Wk 'MfWWW'MM Know cady what it U that you bavS?0say. 9 i r?J?$5-'y. " ' f5fr. iSwrr-x' , mmmMA Know that you are telling a truth which is useful to the public. -M. i ? " l&JiSl vK- ESS Express yourself with SIMPLICITY, for that is the greatest WL zSSL ' f IrJ - ?"er? 8 no literary discipline as valuable as advertisement H pK?. Tr wC SwhisfrTI 'ou must avid dryness, which discourages the reader. I ;M BflmjK ' g 3 k-jKS8ft EH ou must avoid unnecessary words; every one of them costd fit Hn jgR szt, Mllw. jfsm' 'tnoney; every, surplus word discourages the reader and drives him Wm Hfv ja MzaWmSaNxmM away from your advertisement. WS ffyaf K rkfssz- iwaST Htadil ou must know where to begin jast where your reader's in- SI fflSi SSL.-!-"-?3 'Sl P terest begins. You must know where to stop, just where HE- I W -tm.xt'mu&h--- 0jYJ' ' You must avoid the appearance of preaching at the people, for I Wt VA.-n nt u n i- " " SAf-oSX."! e people get all the preaching they want on Sunday. I M iwTrTe'Sl f . fc3?Mr L VoH mHst write exactly as though .you were TALKING to W -wtAtTwoiANr S5SS T & thc rcader for aa advertisement writer is a salesman. M l ,,i.,tSiiVarawrmr'm. Mrtv7ni S2i- you must manage your public, find your way into their minds, j mi The great nations of the world are bankrupt, or bankrupting ard yu. mu.at manage your client very often, for in the beginning I II themselves as rapidly as they can. advertising is discouraging; dollars go out and do not come in. II f England spends fifteen millions a day on war, lends six hun- vniJAJhSSJlhL WhIle fa0r7S I VI ared millions to Italy, and heaven knows how many thousands of f?afffKi7T5F3L, br,ks.must e bought II Tuilliona to France and Russi-i. "? la,d nrst' ?u$ he cannot wait patiently while his reputation is I H muuons to prance ana Kussia. bcing buUt brfck by brick through advertisIng. H wants t 1 1 Soon, let us hope, war will stop, and then will begin THE gct returns on the first load of bricks thrown on the vacant lot 1 II GREATEST a AD VfekTOINQ CAMPAIGN THA THE. S To keep him while he teaches the p?bU?fs 5&5SS diS: I A WORLD HAS EVER SEEN. culty is what makes advertising interesting. I jZ9 Turning from blood and murder to business once Advertising is important, not only because it helps I frwim more, the nations broken in spirit and purse will business, but because it increases the efficiency oE I lll begin a desperate fight to get back the business lost. -"" jijiiT-- labor. . iW What a magnificent thing it would be for this 5!U3 Advertising renders public service, the great ad- M I country if the Government could clearly understand y&&2& SvrAx?r Vac J11 frt?ne INTO HIS REPUTA- T?hat national advertising means, and if the United $r, ' PKV ; ' Ai!J?eV?188Ucce3sor cannot AFFORO f States could begin NOW the great campaign of iktST ' WSSfiV TO DAMAGE THAT REPUTATION. I national development throughout the world that will j '$&f'&3 rt? Ct man Scts c to a fQCtory that has cost millions eoon be begun with torrific energy by the other $il nfinilPall No man sets fire to an advertising reputation that f nations. fu$ LklMvii UrtfliSf cost mtulons ano- injures the quality of the ad- v " . - - txfa hfVMal vertiBed goods. That would destroy the reputation. ' I From the nation that needs new markets down to -.M? WMBI - I J1 the man who has just invented a new lamp wick, and vBpfcsiP"' s&5!W Every man, excepting the fool, knows that the 1 wants the public TO KNOW WHAT HE HAS V2PJ3feiffivy foundation of advertising success is honesty. And 1 DONE, the world's problem in business is advertis- 9UtlTW8&r tne higher you hope to build THE MORE POWER, 0 W . to v -z$u&gzr fulVourfoUNPATION MUST BB, Thla ia ono of a aoxios to Advertise Advertising, a ' by the Associated Advertising dubs of the World (hoadquartera Indianapolis), I ' Write for booklet, written for buyers like yourself. Every men or IK ' woman who buysiuiy kind of commodities will nd it profitable reading. I W sameSlSSsmBaESSasaslkWmgmiBSaaasammtsmaBmamamaaBamagsastsmSmf 'IH oo Read the Classified Ads. Read taa CUsBlfiod AdB. oo i Read the Classified Ads. H Read the Classified Ads. ,xj OHICHESTER S FILLS I jV . THE DIAMOND BIUX, j VTM &?l?,-f,kyffl!,rWr,W4'crl. iTl rSm f.W.'Mtf05-flimB4JUraB4V '- i& iW fc"' I"J Blua lUfcbon. V in &B A08 BO OufTr ?M rrnr if ' I Js, 3T DlAXOKD llKANb PLLXjaJliitA U A m yens known aDat.Srt.AljiB.tU,bls |