The Bismarck Tribune Newspaper, August 22, 1918, Page 6

SIX BISMARCK DAILY TRIBUNE _ ae, aS | y Trading Center of the Missouri | the Missouri Slope | |. SHOP I UNDERTAKERS AND EMBALMERS A. W. LUCAS CO. UNDERTAKING PARLORS Day Phone 645 Night Phone 100 ; A. W. CRAIG Licensed Embalmer in Charge WEBB. BROS. Undertakers — Embalmers Funeral Directors Licensed Embalmaér in Charge Day Phone 50 Night Phone 687 — Eo EEE DAIRY—MILK—CREAM SAFETY FIRST — —Buy Only—_ PASTEURIZED MILK BISMARCK DAIRY CO. 210 Broadway Phone 348 ——————_————————— ELECTRICAL —THE— ‘ELECTRIC 'SHOP B. K. SKEELS Everything Electrical Wiring Fixtures and Snpplies Delco Farm Light Plants Willard Service Battery Station Phone 370 08 Broadway Have You Heard the Latest Music? at— : STEIN’S Folsom’s Jewelry Store 414 Main St. Phone 562R CLEANING and DYING BARBIE’S DRY CLEANING AND. DYE WORKS Phone 394—409 Front St. We call for and deliver. Mail orders promptly filled. TRANSFER and STORAGE TRANSFER AND STORAGE We have unequalled facili- ties for moving storage and shipping of household goods. Careful, experienced men. We also handle ice. WACHTER TRANSFER COMPANY 202 Fifth St. Phone 62 SU 5 S $25 i an Expert Dry ise ing KLEIN TAILOR AND CLEANER SHOE FITTERS Richmond shitnep MAIN STREET HEMSTITCHING © HEMSTITCHING AND PICOT-. ING Mail Orders Filled, MRS, M. C. HUNT 114 Broadway. Phone 849. When thirsty drink— WHERE TO DINE HAMM’S EXCELSO Nothing is more refreshing than a cold glass of good old Hamm’s Excelso on a hot day. C.M. Rosson C. R. Downing Agents ',Phone 895 WOUNDS SEND SPEED KING BACK .TO SAUCER TRACKS GALLE AN HOUR_ 7 7 OSTEND, 191375 e eee —S 2 BY PAUL PURMAN. Because Eddie Rickenbacher, one of America’s foremost automobile race drivers, became an ace, it doesn’t fol- low that all speed kings of the saucer turns make good aviators. | There is the case of Arthur Duray, the Belgian speed demon. Duray took ~ a Shot at the flying game early in the war and admits that he was perhaps ~ the worst. aviator in France. "i Yet Duray is the king of all speed kings. A few years ago he drove a mile in 24 1-2 seconds, a raté of 147 miles an hour, the fastest mile ever traveled by-a human being in automo- bile, airshipapregypa; ‘was made Gis. » Pelgiumy, track before the war. Duray is racing in America at pres- ent. No because he is a slacker—he isn’t. He: Walks -with a‘ decided limp. | his record |, months’ furlough after serving’ nearly); four years in the Belgian army. A shell shattered the bones of his leg which hent his to a hospital for seven months. When he returns to Europe he wil be taken back into the army in spite of his.limp and put to driving a car near the front. All things German are anathema to Duray. Recently in Cincinnati he had some trouble with his bill of fare at # restaurant. A German waiter unfor- tunately tried to help him in Ger- man. It took all the ther waiters in the place to pull Duray off. At ame city he was shown his photoyajn a German language news- paper.a&d it was all his friends could do to keep him from going gunning for the, editor. * Duray Trading. Center: ‘of the Missouri tod HOW SHOULD AN ADVERTISEMENT’ BE: WRITTEN ? ss A Request From A well-known advertiser has asked The Washington Times to publish “some ideas on style” and some suggestions as. to the’ most effective manner of -writing advertisements. As to “style”/we have very little to say. The man writes best who takes the least. thought of style as he writes. The striving for style usually results -in spoiling any natural ability that a writer‘ may possess. It results also, usually, in pro- ; ducing an affected, unpleasant, and uncon- vincing method of expressing thought. Style in writing has no value unless it ex- presses the natural thinking process of a na- turally interesting mind, with concentration and care added. As to the writing of advertisements, -we should give no advice other than that which we should give to the man who might want . to write a play, a sermon, ‘a legal argument, or a declaration of independence, - The really successful writer of advertise: ments must be a very able writef—BE- CAUSE HE CAN’T BE SUCCESSFUL UN- LESS HE CARRIES CONVICTION. The successful writer of advertisements, in addition to being CONVINCING, must be INTERESTING. He must begin his advertising statement in such a way as to interest the jaded reader, for whose attention thousands are clamor- ing. i a And, having fixed that reader’s passing in- terest, he must convince him of both the’ truth and the importanée of what he has to SRY. ~ In additton to being interesting and con- vincing, the good writer‘of advertisements must be BUSINESSLIKE. There must be a sincere, practical ring to what he says. If a man is asked to. spend money, he likes to feel that he is dealing with a practical, com- petent man. Therefore, the really good advertisement must be interesting, convincing, businesslike, and practical. In addition, the good writer of advertise! ments possesses, of course, the. quality of ,. terseness. He must yearn to be brief, with- out being dull and colorless, The man who writes advertisements spends his employer’s money with every word that he puts down. His words must each have a value—or, at least, not one of them must be wasted. When we consider the qualities which a good writer of advertisements must possess, it is very easy to understand that certain of * these writers find their profession more profitable than that of the successful writer of fiction or plays. = - It may be said, in fact, that any writer, + no matter what his ultimate literary ambi- tions might be, could add to his: equipment and his. efficiency by taking a course in the writing of advertisements under a good teacher. : Some of the cleverest)writing that is done in the United States is done by advertise- ment writers. The English is: good, the thought is novel, the style is‘ original, BE= CAUSE THE THINKING PROCESSES ARE ORIGINAL. The literary ‘person would be very foolish who should affect. to consider the writer of advertisements as necessarily inferior to the writer of other literature. And any man would be doubly foolish if he da sensation at: the|~ | there by appearing with his car cam- ouflaged like an armored car on the west front. The painting was done by Duray and the color schemes were so cleverly done that the car blended iwth the track and made it hard to see at a short distance. Although oth- er drivers protested Duray was per- mitted to drive the camouflaged car in the race. - NANNY ~ ‘NABBERS : WE WAVENT GoT THAT, BUT WE HAVE SOMETHING JUST Flint, Confederacy. bership. which tells the story, ef. what: He: has Sheepshead y speedway just before ..The Unconditional Surrender Club of the United States has been organ- ized in Flint ‘to ‘see that to, e terms are accepted by the allies when the time’ comes to talk peace. Started by seven Flint business men at-tunch*one day, it has spread so rapidly that thousands of names have been signed to the pledge, which is the club’s only qualification for mem- Pledge Fealty to U. S. ..- pers have pledged their themselves and all they possess to the cause of winnfng the! War, if that be necessary, and to make any sacrifices the an Advertiser. considered the use of. literary ‘skill MIS- PLACED, in writing advertisements, The writing of good; truthful advertise- ments results in the distribution of: products on a large scale, in stimulating industry, and very often in a reduction. of pfices to the consumer — since successful advértising - means an increased demand, enormous pro . duction, and therefore, smaller prices. _ Do not think that the successful writing of advertisements is an undertaking interesting toa snia!! class only. If'it were it would not attract attention in this column. ‘Every business man is interested; in the question. And every young man who hopes for business success is interested in the writ- ° ing of advertisements. There are many chances for young men to make success as writers of advertisements... WITHOUT good , advertising every man’s chance of success is ™ slight inathese days. To advertise well means to succeed in AT- ‘TRACTING ATTENTION. \ To give advice in regard to “judicious ad- vertising” is not easy. . There dre many lines of success in all undertakings. Per- haps a few maxims might be constructed that would be.generally useful and true in writing advertisements. ’ First would come, in our opinion, the very old advice from a great writer to “see a . thing clearly and describe it simply.” Clear VISION and SIMPLE description— : those are-the essentials of good writing, in- veluding .good advertisement writing. We should suggest diffidently, also, that "too much effort:at humor is’ not.good in writ- ing‘ advertisements. If a man is in need of.a pair of trousers or on overcoat, he is in earnest. He wants TROUSERS and NOT a joke. A ight torch is good in all writing. “But with that general lightness. of tone there must go solemn earnestness when the mo- . ment comes to impress the reader. We are acquainted with a young man, a manufac- -turer of pills, whose character is not at all romantic, His earnestness exceeds in depth the Atlantic Ocean. He gives his pills in gold boxes as wedding presents. He dis- tributes them at banquets- His whole soul is _in those pills, Needless to say, he SUCCEEDS. Extensive advertising is based upon the desire and extent to establish extensive dnd PERMANENT business relations with the _ public. ~ iat peal - With such purpose in view, every adver- tising statement should have for its. founda- tion TRUTHFULNESS. Nothing will last that is not based on truth. The advertiser is shortsighted, a foolish investor, and a future failure if-he begins an advertising campaign based on falsehood. and exaggeration. , Such a campaign may do for:a. circus traveling from town to town, or for.a Barnum, whose theory: was that the people love to be fooled. They do enjoy harmless “woolly horses,” but théy do NOT want cotton in their woolly Shirts, 5 One of this country’s most successful mer- chants. has for his sole rule) NEVER TO PERMIT AN ADVERTISING STATEMENT THAT IS NOT TRUE. Others write more brilliant advertisements than his—but none succeed better. Which is, all we have to say about adver- tising for the moment.—Washington Times, THOUSANDS rm TO DEMAND UNCONDITIONAL SURRENDER AS THE KAISER’S PEACE. TERMS (By Newspaper’ Enterprise{ Ass’n.) Mich., Aug. 22.—"Uncondi- tional Surrender!” ” ‘Those are the terms America must ‘insist ‘the- allies impose on Germany as General Grant imposed them on the will States, be accéptable to san Wilson, ito, other} ous conclusion. with headquarters ‘at Flint. applications to form, local unit: been receivad from tweaty, Gitl There are no dues an be called upon b ept the) purchas : ite a ead No Dues to‘ Pay 7 no expenses jing. in connection with: mem! ership, in the her allies may be brought to realize that only an unconditional surrender the United club’ hag received the official tion and “approval of President It hopes to become one of the greatest moral factors in’ the na- tion in bringing the ‘war to a’ victori- |. Although only three weeks old, the Unconditional Surrender Club has grown from its seven charter mem- bers to thousands of members all over the middle west, and is spreading to other parts of the country. Flint Unit No. 1, in less than a week, obtained 20,00Q members. The originaters have incorporated a national organization Already Wy AUTOMOBILES, ACCESSORIES AND SUPPLIES Western Sales: Co. i Disbeibutstn oe | MAXWELL AND OLDSMOBILE AUTOMOBILES PORTAGE TIRES | GREEN DRAGON - SPARK PLUGS Automobile -Acces- sories of All-Kinds FILTERED GASOLINE Free. Air and Water \, BATTERY SERVICE STATION BISMARCK MOTOR COMPANY Distributors of © STUDEBAKER and CADILLAC Automobiles MISSOURE. VALLEY. MOTOR..CO. Factory Distributors of | CHEVROLET AUTOMOBILES j Smith Form-a-Trucks Smith Tractors Kelly-Springfield and Firestone Tires Everything for*the - Antomotila ‘MOTOR CAR SUPPLY COMPANY || Distributors of Automobile Supplies, Federal Tires ~ Veedol Oils. ee - 206 4th St.” Phone 765, y and Top. Work ' BISMARCK FURNITURE’ CO. © Phone 669, 220 | HARDWARE—IMPLEMENTS PETE SL er eS - FINE’ BUGGIES If you are thinking of bare a new carriage or wagon it will pay , you to get our prices, i. * FREN & WELCH ‘Hardware — Tools — Implements Harness — Carriages — Wagons’ ‘ PHOTO DEVELOPING | ede a "| BISMARCK: - Nouri DAKOTA’ Expert Developing FINNEY’S DRUG: STORE Bisharek, 'N. D: BUSINESS TRAINING BISMARCK Mr. Business Are you aware that you business are judged by the kind of 2 stationery you use? If it is printed in The up-to-date Job Department have no fear of the judgment. You Can Enroll at This MODEL OFFICE PRACTICE, school ander géarantee' of’a-sat- isfactory position “as soon “as competent or“your tuition re- funded. Send for particulars. When you know more about’ this college and what it has done for hundreds of the‘ midst successful business men and women, you'll attend... Write G. M. LANGUM, :Pres., Man— and ‘your Tribune's = you need ~ This “establish- tent Top Work ~Bring or mail in your films for:' ; If you are not in.the habit of hav- , ing us do your work, drop in and let us talk the matter over with you. Estimates cheerfully given ‘on -all printing from a business card to'a catalog, and our prices are right. ment is run un- der ‘strict union conditions, ‘ there- by giving’ our men ‘the 8-hour day. 7 = Club,” and red, white and blue stripes. This ‘costs only a few cents. but it pays tlie club’s expenses. The Flint Daily ‘Journal got behind the organization with a will as soon a sit was formed, and has devoted columns of space to it. It has been chiefly “responsible for the succéss of the “movement. i The national officers ate: “Presi- dent, Dwight T. Stone; vice president, Howard J. Clifford; secretary, Miles F. Bradley; treasurer, Frank V. Swan, all_ of Flint. The inconporators o fthe club form the national.board of directors. ‘They are Dwight T. Stone, Howard J. Clif- ford, J. G. Warrick, Glenn R. Jack- son, Frank V. V. Swan, Hugh Drum- mond, Forvest W. Boswell and Miles F, Bradley. A constitution and by-laws have been adopted and the work of organ- izing units in other cities is now under way. Boards: of commerce, Rotary clubs and other organizations are be- Shing asked, to, help, in, organizing - so 3 tremendoys, .a- force in ‘América that its voice will be heard in Betlin, ery- S Unconditional ;Surrender!” + avr W. $. 5. if Your Subscription ‘| ‘when does it. { expire? Look at the’yellow address ‘[° label which is pasted on-your paper. It shows you the date your subscription ‘expirés. New. ‘regulations aire that all mail subserfptions must be paid-in advance. In saddition, all miist be’ ‘stopped on -expira- , tion date. Tribune readers shouta |‘ watch their date latels “and renew promptly before -ex- Piration date. ~ subscriptions {|}: .