The Bismarck Tribune Newspaper, August 28, 1918, Page 6

WEDNESDAY, AUG. 28, 1918. The ' Trading Center of |the Missoyri Slope |’ A. W. LUCAS CO. UNDERTAKING PARLORS Day Phone 645 Night Phone 100 A. W. CRAIG Licensed Embalmer in Charge Night Phone 687 DAIRY—MILK—CREAM TRANSFER. and STORAGE SAFETY FIRST ' TRANSFER AND | > —Buy Only— STORAGE We hi Med facili- PASTEURIZED dies for moving elerage and MILK || shipping of household : goods, Careful, experienced BISMARCK DAIRY CO. } men. We also handle ice. H 210 Broad I i Phone gun, 7A ee 202. Fifth. St. Phone 62 © ELECTRICAL —THE— Ws U I TS ELECTRIC SHOP Wy and B, K. SKEELS up Everything Electrical 5 Expert Dry Cleaning Wiring Fixtures and Snpplies KLEIN Delco Farm Light Plants , Willard. Service Battery Station Phone 370 @8 Broadway ‘|- Have You Heard the | Latest Music? i 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, — || YANKS GARD INDEXED! | Subjected to Close Scrutiny. tn. Bi, England and France. _,. | \ \ Men Are Specially Picked Out to. Fit Into Huge Military Ma chine. atte “With the American Army in’ Eng: land.—When a soldier leaves. the Unit- ed States he should not feel certain he! is going to win glory on the battlefield | in France, Whether offiter cr enlisted | man he is subjected to further scrutiny | UNDERTAKERS AND EM. BALMERS WEBB, BROS. Undertakers — Embalmers Funeral Directors Licensed. Embalmer in Charge “Day Phone 50 TAILOR AND CLEANER SHOE FITTERS ichmond shite ? Richmond Whitney’ MAIN STREET HEMSTITCHING HEMSTITCHING AND PICOT- ING Mali Orders Filled, MRS. M. C. HUNT 114 Broadway. . Phone. 849. WHERE TO DINE When thirsty drink— HAMM’S EXCELSO Nothing is more refreshing than a cold glass. of good old Hamm’s Excelso on a hot qay. C.M. Rosson, C. R. Downing |} Agents Phone 895 at HOW SHOULD AN ADVERTISEMENT BE WRITTEN? A-Request* From A well-known advertiser has asked The” Washington Tiinés to publish “some ideas on style” and some.suggestions,as't6 the most effective’ manger 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, unlesg, it ex- f presses the natural thinking process of a na- turally interesting mind, with concentration and care added. Bley ; 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, writer—-BE-. CAUSE HE CAN’T BE SUCCESSFUL, UN-, LESS HE CARRIES CONVICTION... 4° » The successful writer of advertisements, in alidition to being CONVINCING, must be INTERESTING. i : He must. begin. his advertising statement in such a way as to interest the jaded reader, for whose attention. thousands are clamor- ing. And, having fixed that reader's passing in- terest, he must convince him of both the truth and the importance of what he has' to say. : : In addition to being interesting and cqn- 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 monéy, he likes to: ‘ feel- that he is dealing with a practical, com- petent man. a Therefore, ‘the really.:good advertisement, must be interesting, convincing, businesslike, ' and‘practical. |, Revenge In addition, the good writer of advertise- ~ ments possesses, of course, the quality. of. terséness. 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 based on falsehood and exaggeration. Such’ a campaign may do for-a circus traveling’ and: his efficiency by taking a course in the . writing of advertisements under a. good teacher. d Some of the.cleverest writing that is done in the, United States- is-done-by: advertise- ment writers. The English—i sgood, the thought is novel, the style is o1 ginal; 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. : an Advertiser. «-* 7 considered the use of literary skill MIS- PLACED in writing”advertisements. . The writing of good, truthful advertise, ments results in the distribution of products qn.a,large scale, in stimulating industry, and very often in a, reduction of, prices to the - consumer — since successful” ‘advertising “nieans an increased demand, enornfous pro- duction,. and therefore, smaller prices, © = Do not'think that the successful. writing of advertisements is.an; undertaking: interesting, . toa small 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 intepested in the writ- ing of advertisements. There, are many chances for yoling’ men to make success as writers of advertisenients.. WITHOUT good advertising-every man’s chance of success is slight in these days. To, advertige well means to succeed in AT- TRACTING ATTENTION. To give advice in regard to “judicious ad- vertising” is not easy. There are 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. i 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- cluding good: advertisement writing. We should suggest diffidently, also, that too,miich effort at humor is not good in writ- ing advertisements. 5, _If a man is in need of a pair of trousers or on. overcoat, ‘he is in earnest. He wants TIOUSERS and NOT a joke. . ‘A light touch 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. e i Extensive advertising is hased upon the désire and.extent to. establish extensive and PERMANENT business relations with: the public. ‘ 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, andia future failure if he begins an advertising campaign from town to town, or for a Barnum, whose theory was that the people love. to be fooled. They do enjoy harmless “woolly .horses,” bat they do NOT want cotton in their woolly shirts. i f One of this country’s mot successful mer~ chants has for his’ sole rule, NEVER’ TO. PERMIT AN ADVERTISING STATEMENT THAT 1S NOT TRUE.’ \ Others wri han his—but none succeed better. , Which is all we have, to say about adver- t Swat, With ‘such purpose in view, every adver- ‘ # Western Sales Co. fi Distributors of MAXWELL AND OLDSMOBILE ‘ _ AUTOMOBILES PORTAGE TIRES GREEN DRAGON. ' SPARK. PLUGS | Automobile: Acces- ‘sories; of All Kinds ‘FILTERED. GASOLINE Free Air and. Water | SERVICE: STATION BISMARCK MOTOR: - COMPANY Distributors of STUDEBAKER and CADILLAC Automobiles, , HARDWARE—IMPLEMENTS FINE. BUGGIES If you are thinking of ‘buying a ’ new carriage or wagon it will pay You to get our prices, : ‘FRENCH & WELCH ' Hardware — Tools — Implements | Harness. — ‘Carriages — Wagons ' AUTOMOBILES, ACCESSORIES The Trading Center of the Missouri Slope AND SUPPLIES gaan ratcit MISSOURE VALLEY t MOTOR CQ. Factory Distributors of » CHEVROLET, AUTOMOBILES. Smith Form:a-Trucks Smith Tractors “ Kelly-Springfield. and- Firestone, Tires > ; ; Everything for. the Automobile, MOTOR CAR — |SUPPLY COMPANY 4 3 ' Distributors. of * Automobile Supplies, Federal. Tires | Veedol Oils. 206 4th St. ‘Phone 765. i L * s0ike Automobile Trimming and Top Work BISMARCK FURNITURE CO. Phone 669. 220 Main St, PHOTO. DEVELOPING. __ “+ BISMARCK. -Nowti Dawota’” Bring or mail in your films for Expert Developing: FINNEY’S DRUG STORE- 1 BISMARCK ———— business are judged by the stationery. you use?, If. it, is, print BUSINESS TRAINING attend. Mr. Business Man— ‘Are you aware that you and your - ed tn, The Tribune's - NeD. You Can Enroll'at This MODEL. OFFICE PRACTICE school under. guarantee 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 most successful business men and women, you'll Write G. M. LANGUM, Pres. Bismarck, N. D. "6 A kind of te more brilliant advertisements 4 up-to-date, Job Department you, need have no fear of the judgment. 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 This establish- ment-is run un- der, strict, union conditiong, there: by giving. our t in England and in France and until! the little corps of keen-eyed and care-} ful officers have completed the examt-: nation no one can tell into just what | part of the big army machine. he Is) going to fit. | There are in England camps where | every man who passes through Is; “trade indexed.” ‘This is especially true of one camp, where a large part of the airmen and motor transport forces arrive shortly after debarkation, The records accompanying. them show what the men have been doing in civil; life, and.a further examination of them | and a scrutiny of the demands often determine the part they are to take, sometimes only for temporary duty but in some cases for an indefinite pe- riod. ‘ From this lot are selected the men who will go into the big-repair shops at once. Men experienced in electrical} work are sent to stations where their service is most needed. Orders for automobile experts are filled and not in- printing from a business card to a catalog, and our. prices are right. men. the. 8-hour day, And any man would be doubly foolish if-he.. tising for the moment.—Washington Times. ’ ~ HOLDS: MONEY OVER. LOVE'|L Woman) Seeking Divorce Admits She Was Misled. About Elnancea. ‘Women, Work In.Scrap Iron. St. Louis—Attired in blue. caps and. overalls, 50 women, are working.as la- borers—serting, lifting and carrying scrap tron—at the Helmbacher Forge and Ruling Mill company. here. More. than one. hundred women applied. for jobs at the plant. Ten fect away it Is, difficult to tell the women from male; laborers, who work ai! Well Rewarded for Victory. After Waterloo the British parlin- ment purchased ‘for the duke the es- tate of Strathfieldsaye at a cost of. £260.000.. The king ofthe Nether- Jands.-grateful fer restoration. to his throne, created’ the victor Prince. of: Waterloo. and presented. him with, large estates.” Other-distinctions in- clitded the Orders of the Garter. anji the Golden Fleece and, the rank of, field marshal in eight European ar- mies. “San Francisco, Cal.—Appearing in court to press her sult-for divorce from Michael Raphael, Mrs. Helen, Rap! told Judge. Megan that Raphael led her to believe before they were married that he owned a prosperous saloon and | that she would not have married him had she known his true financial _condl- H | tion—which she said was not so good "| as represented, +: “You.-place a, saloon ‘higher than love,” the court observed, and. he was. so dumfounded. by the woman's con: fession that he*had to take the case under advisement. Dr. Stephen S, Wise, rabbi of. the Free Synagogue, New York, has be- come a laborer in a shipbuilding yard at Stamford, Conn., together with. his, elghteen-year-old son.. They report for work every morning at 7 o'clock, and quit at 4:30, receiving the same scale of compensation as the other laborers, Upon receiving his first week’s pay Doctor Wise donated it to the man-who. was mostly in need in the yard. pel |: led Kaiser’s Face on Egg. Connelisville, Pa—An egg bearing} on the shell a striking likeness-of the} { kaiser, was laid by a hen here. The ace, is at. one ‘crid: ofthe; egg, and ehows plainly. the. helmet, the long nose and pointed-chin of ‘the. German ruler. JECOMMENDED FOR BRAVERY 1M \ ACTION. Lifelike Art. sh Margcrson—"Did Miss Rutts “ade, mire your. paintings?” Aptist—“F donit. PREFERS SINGLE BLISS frequently-the men in command. of the r x 4 a ia 1g 6 » ©) “Triumph” Was Worth Earning. : eer ens + know.” . Margerson—"What did - she Boo gat ese ite preys see i it TO BEING HUN’S ‘FRAU $j. The “triumph,” the highest military}. /Say about them?” Artist—“That she or color ie ume Si east, Ellensburg, Wash-_Mre, Mac ‘3} honor known to the Romans, was not Growth of Human Halr. eek could feel that I put a great deal of ’ y. Ea eawor Uigy were eusourg,, Wash—Mrs. Ma- @ i tightly given. The victor must have? Even’as it is the case with plan! myself, into-my work.” “Margerson—j a doing In'the United States before their bss Solaminn seeks a divorce $/ attained certain rank, und have met, so algo, the human hair gtews better. in “Well, that’s praise.” Artist—"Is. Itt , TOC TRne cE deine iat tide | S rather, be: ei shesass, she would ¢ | certain ‘conditions of war, Granted fhe light. than In the dark ‘The reason The pictare showed her was ‘Calves icers-engaged In fixing the. trade|@ 7 ingle than the wife $l these conditions, the streets were is becatise light, and, sunshine exert m in a Meadow.’ ” Toit index of the army have boasted that ofa German. She complains stimulating influence upon the growth. that her husband, when. they dressed with garlands, and amidy apes Seeonccgoooocos : from the ranks of the National army of at 7 [rv a } Sed OG et 5S d that with ‘ S i fs Ni rds “drove the ‘general ¥ It _has‘qften been observed that wi : i there may be found men who can do! Were married in 1915, told her he alae ae Bui anes he ~ sane _Tagy. Y¢rman, wife of: Sir. Henry en ass work in offices and have one gage A Uncle Eben. A aay _ any class of work required, from grind-|.@ Was ® naturalized American, but . ple and. gold ‘and crowned with laurel Norman, privy. councillor of ‘the Brit- andthe. same side ealways turned: to- “Dar's general) big. disappoint: i ing a dinmond to working on the rifling} ¢ Since that he Msists on calling S}i.6 held in hig vieht hand a laurel teh parliament, 1s now engngetl In war | sie window, beard antl mustaches ment.cowin’,” said: Unele, ben, “to de, Be SH tranche and duets tett an. ivory seep: | OTK fOr fhe English wounded. ads: | cow inirch: faster on the aide turaed to man dat. gits hisseif elected, to. office Sones 3 Major Ax ; : ¢ ° cin? “ ” Ooceccccccccccos | ter. iUAN ek ote ; L the light than on the other side, cause he’s lookin’ fom easy work,