New Britain Herald Newspaper, June 12, 1924, Page 3

L “me VALE'S EXERCISES REGIN ON SATURDAY Old Eli Will Hold Its 2231‘d Commencement Program New Have to take a miencem New part in Yale 1 ofticially ) a June lead 18 ening. Of 1 for c i exp ge numt o campus Yale Dra- presc on of ¥ e an imes, interpolation p-to-date 1id in Hades, “T gs” i wirce of -ex cshmen from "8 parts in t William M. Hinkle is to act Dionysus and Theo- S. Ryan Pluto. Corn R. a junior, will play Euripi- | ient of is the Coax, ch Two have I comme The scene re ius ve Rex. Mr, Jefferson to Speak. address in W g is to be rles® in New York city. In the 1 mee of Yale 1 in Sprague Me- Rev, Dr. Anson esiding efficld Scientifie School's exercises will be he Square Monday CRe xercises will impus Mo r E. Houghto City g the The eentennial exercis <chee! In Spragus Hall Mondas & will bring pa Stokes, p class morning Vander- and the the W York (TaT on lay afternoon, with Jr New 185 poem readi L W morn- Attorney General Stone re for an address, as wel Wiekersham, formerly from New York Angell, president and Dean TI school will as George Attorney James Yale W tieneral owland o will omas W . 1 concert and promenade of the wiil 1 held Wor Vight ting Tuesday. William 8, York, ehai Associntion v meeting speak will preside, or o in on Monday Alumni Me Tuesday morning ‘a0, New the Alumni Fund side at the Chapel Tuesday after ine reunion nss of Yatt nty vith t to Ya alumni 100n the tr starting in costume e Harvard-Y h B [ airman of «chool, will field to watch all game Sela ot, N. Y evening f thering Wednesday i Ange! ating class op, at Woo alumni pars is to t the Infe the university mber o cted - A MORSE'S TRIAY Appe Habeas Corpus Writ, shiphinlder's son m, Ju SO0 TOR CLERK W ' The tat eNng hoard of contro! at ite w today Fairfie assistance 1% court rieal common T ot niy cor estra ¢ New Joys for Tired, Worn Out, Nervous People the Work and iekiy Nuga-Tone Doee oes « Reading withowt offor L driving with precision working with pleasure — with our glasses My Speacialty — Comfortable ision I NEW BRITAIN DAILY HERALD, THURSDAY, JUNE 12, 1924. ADDRESSES SUPPORT | Graduation Exercises Next Sunday For Class at St. Joseph’s Scheol ‘NOMINATING SPEECH Opinion o Spea}(ers Is That Goolidge Is Right Man conding President Coolidge, Martin B, Madden cpublican national today that “the creation the removal of any feel- ing of e continued progress toward the tion of normal cor and the firm establishment of n party in its position of ditional glory can‘hest be obtained tion of Calvin Coolidge to the presidenoy.” . This country and tae world,” con tinued Mr. Madden, “need the calm ind imperturbability of Calvin Cool idge. His type is rare. He is neither radical nor reactionary He moves forward cautiously and progressively to meet the country’s changing necds. He serves by work, not words. Ar- riving at the sound solution of a prob- em, he acts at whatever the cost. “There i8 no problem too 'small to receive his attention and none too t for his genius. He embodies, cvery principle of modern American hope for the future with every safe guard for the present. He is a tr Amerfean every ment for the greatest public offi the world Cleveland, June the nomination of licpresentative of Tilinois, told vention ¢ unrast, th the r confl by the elee who meets Calvin Coolidge has held many s of trust, in every one of wt has performed his duty unmoved amor and unafraid of threats has faced every responsibility wit! A courage, dauntless and serene, ¥ public question has found him an open mind. Each cause acquainted with his of justice. Ea conclusion reached untrammeled by No suspicion has ever upon his integrity. He test high official ustified the public he hy ¢ Me with has be come superh s stood fear or douht cast a shadow has stond and every in place, has faith “Pre has yrmance of all of his duti among hi management the minent as he in the there heen from his affairs of Coolidge knows chil ood training and from cxperience in public and private lifa the true mean mg c frugality, thrift cconomy duties of the president under the dzet act are in hands well"qualified e, traini and oxperi it execution with sagmeity They should he contin 1ds out athir the nt achievements of governm Calvin from ! and 1 kney's speech, ® nomination of Pres. 1ze, former Governor Wil ooy 6f A the birthplace the Ath the ghadows o snerations of his seconds the nomination olidge 1o sucoeed himself ofies W now a0 rmont said hen ch he sd Calvn Coplidge b lige lont of government offi During all ars of his public service to the greatest, ha wen guided by tha wis. ounders an and e publie falw, the f 0f hiz native Ato thelr tit 1a firm ad eration, 1 frugality proserye nd keep the m om are the gov own the and Both in A by public of- timately Andfather ty administor we e ed be stated as which the a marked de wasted any time words and thay & money, her all New nomination o becanuse he was he thinka dcliberation and as hills which yme of his youth m aAs o standarg nplifies i 1 any 1 owit any orn thera he raig n ause a #anda round th With ¥ tory aftor fast the hearor I8 ase Spreaks For Sonth tor the South, lsaae M ina seconded Preaident Coolidgr " an nationa! cog of North Caroe ymination af on today The & en wald, “is 18 of ssiastic men and * votes with the hed. In my state A million votes Warren Harding in national election saw ym the sisterhood of and walk into ousar pu ican pa complis 116 been a qua polled for The 18t ary imn Carolina canse than 1 name Nosth vde th earry the Aemo ard hangs Mican more arry ” ¢ wtates and ooks andq ae *avatinn ntinn 8 equal 16 the % i® not the task merely of ram ihiican randidate Tar pr nating a tey the preside rge of & ting o of the point ht tiom Sater, 1 ention will unto undsr whose . pr A presi- wtandard every mae interemt of the tarted, roor guardeq he man = Rom b this cantention wiN name, Bn sactinn can Aeny, And stery arciaim. 1 hold the com republicans of section can mission of the the e —— Every Wife and Sweetheart Should See “WHY MEN LEAVE HOME” [ — ST. JOS Diplomas will present graduates of St. Joseph's ial school next Sunday morning after the 10:30 o'clock mass by Rev. Patr Daly, pastor of the church and prin- cipa the school. The speaker will be Rev. Raymond J. Clabby of Mary's parochial e names of pupils ua are Helen Rosalle Conrad, Mary Margaret Meskill, Winif McDermott, Mary Elizaboth Palmie; Emily Mary Jloa Frances Pregent, Dorot Shanahan, Elizabeth Gertrude to paroc the of schoo 1 ho will grad- Margaret tannowitseh nomin resident of 1) Agnes Mary Zottola, Basso, Edward Joseph Warren ning, Cyril James Grace, ward the Interest EPH'S GRADUATINGy CLASS Robert M I'rancis tin, IFrances O'Sullivan, Francis neis James Wonds, I'r e-presi o class flower is the rose measurs the economy or extra\ag practicad by the move ple overburdened by ta in his mora in nature, chains, eounts for & “Whet with dignif Vs, bre in his ling a nificanes ma when and calumny stalke e a deadly pestilence SRy fing vision and int S in his p and circumstance i Bostan moan 1 s a 5 . cusation streets, 1i lark, his v @ his c in the " trials—nis ' t campaign advan E 1 mo mium Hous he s Madden's Spocch The B ation of of the | ssions 1o r specch deliverea i Madden I'reside assemb. nand f glater tin scconding its island om pos The prayers m our couy trymen are to perform a merica and and " favorite ready been mand has ma with us, They tmportant world, The New ¥ look to u both to nation luty, the the y for n nominated s our functio purely f " ormal one. It is a me fy formality w public we needs and unscifigh between the o 1o procecd tare, now, mor wisdom, patriotism to e duty ive a devotion N ative br nehes of o the 1 ernment erecntial a rity of the te h i ) A ppines the 1 the continued ard of conditior the restoration ar firm esta traditiona tained by t Wion et ar Calvin Cool- 1des 1o the pr The it pr contentment aim, No prople’s « as be posse our ng rv attribute us to 1 ideals he accomy lue he has by ¢ He a rublie an open m acquainted ustice, ¥ #lood No upon his test in tified performed in unafraid ¢ nnmaved has faced ry responsib courage, daunticss and sere auestion has fou Each cause ur weg pasged to mect from 1t e wea The duties of States calls ment. A rouragrois the where others hie n chaos, Joubt, and unal- terable in rmination ta sprak for the common gnod. Calvin Cosl ’ s tosts and hes Na man idge ha 1ifed 1he cver appreached the ith .‘.,. reeponsibilitios af fdelity Massachy herd thie great office with greater than he As or of sette he refused th 140 anarchy eway. Ae president he has been fear Tees in enforcing the law has heen peal ta ennd The nation his only client and class ap e detriment of the common tured him from the broader national welfare Prominent as he has been in the performance of all of his duties, thers stands out from among his other sehie his management the charged with that responsibility has not view of ements of financ crnment Under the budset act, th tUpon | with appy ows from experi thrif rift high 10 ax ition with sagacity not and from restlese pu meaning economy in s to nee in the and el ial dutie A with restrain true It has 1 rforma e, e know intimate nwise W expend carnestness and ¢ which he reduction ands well qualified by i ind axp The the ight dutics i budget ing ence for and f be conti fdge r radie es forward hanging n worde, Arri prot ta recejve principle of meets the who ccor omination L SPEAKER TELLS OF - THEGREATEST STATE (Continued from Kirst 1 manuf " Diserimination v 80 many or 1 manu you a act cad e N going to going t Arcidre e < e Cuticura Soap At right Tightle anoint the scalp, sepe cially spte of dandrufl and itching, with Cuticura Ointment. Next morning sham- poo with & suds of Caticura Soap and hot water. This treatment does much for dandruff and itching scalps, the cause of thin and falling hair. Froe by Mall Addesss “Coticars Laber- M Doyt 117, Matden 45 S 4 evers. . Srme Be Orstmmont = gmd (9 Tylem S0 Try our new Shaving Stick. mod Edward Joseph urke, Walter lar Ed- Patr Dor- anor nee, 1oy ™m wit] He a iror you cide tify? s 10 dise, or in one’s particular brand merchandise, mer to view the commerc 1 have termin review we have to re- batt lollar. to study the influences ti it is divided u King easier and ground W m make thi his own budget at t him in his dollar. “Men women srding to ‘ ubject of this tate in for the “State T'hr Greatest With apologies pun, th I mean Mind The State the 1y of Mind A o Ait essing the in motion by a great Ivelt the cast, the m capt public 1 or at A major art will wity party going formancs th turning 1 week fr or cat rough t} same parties hay heir a long xt November will cuimina into that many politics, voters as and secon the right voter to by politics Every in the power of hoth par utilized to bring a hoped on November {th ower of Printed Word he greatest is that of 19 zetting column, t 2 s into ctting the brand of wit] be tory at particul: resource oy power at their nd the printed word W voters will meet many voters will orators, but the millions wiil ad hes, the editorials a the aphical eulogies A listening ce of 5,000 for any one political h will a large one, but reading audience the next morning with the daily paper may number from 5,000 to 500,000, Let us hope that this furious onslaught on the na- e state of mind will asphyxiata it nor bewilder it, ‘But why these alection lasting several months? Recause it has been known through the turies that the state of mind s a flexible proposition open to influence It is known that & party with a bad cause, aggressively and resourcefully pushed, has more than once got the fon over a party a good use, too complacent dignity nd seif-assutanee, t we are not eLt us come sumer. com- A the candidates; sce and hear the the sp biog audie speec be 5 neither contests cen. doc! dec vith in its here to talk to the poli back His inconre may be rank may be tastes may conservative, are con high or high or be ex. AL of important in hin when he his dollar to soecial natural travag t or t " lactors their influence upon comes to divide up lay out his budget 3t the con- sumer's mind is a open to in- ormation, to impressions and to in fluences—the effoct of which is seen when he has spent his dollar “AS new mind, a new is bronght analysis What iis state him must Advert low; his vory or wants are created in his his budgat the last he buys what he wants most he wants 1ot If we are going to produet, ‘that s him " have heen many lefinitions of advertising written S qUOte you one of them, written, ths ot day It seeme to fit here Advertising piays its proper part ANy business if it builds and main tains tal at'itude on the balaneing of f mind our r is rmined by we h . nir There the right me Part of everyone whose good will and nt action is important to that business, 1t works upon the minds of old customers and prospective customers, It includes sales organiza It may inelnde other members of the organization in production or i the exccutive offices, 1t may the suppliers of raw material al new tions, include or pos sibly the soy 1t includes It cort petitors. ors Anc lealers and their niy includes in its effect support elerke com “Advertising is s ed words, It affort sales me ing hy ne the print dors duplicate the of organizations, 1t volume of their eir aug its the ar lone oppe ties capitalizos t tima i LT} in amen s products soundly exprosses the fur al character of a company & that or servies, keepi 1 simple and nent prrms 1" & ohjrctives gors whe men cannot ge. Competition vas a time when There considered 1o he a of war isting tur in A« if betwe a given ear Ha . n individual manufa re " 1 were 10 ask turer ana cigar ma considered the manufa lomestic cig petitor, he makes a But facturer competit would sa different ng izarette petitor pipe ma ar ufa tion docsn’t facturer or this m prtitor turer. spend assur mited needs a house glecting One, t 18t the company that Cement 1o his former customer. &4 ong as the eo ha mited Aoliar a to it as 1n constant!y 1 And, of co how he shall spend it ras he spende it according 18 his state of mind " takes oh Jimensions 14 thase ma wn tenk 1t dsesnt A6 the house store any good it & fam than #t needs to at ers and lees than it sught furnishing store, The of mind of that family has led them to balance thelr budget at the expense of the houss farnishing store eame reasoning be ap- Tnstries. 1ot me give you breader ) turers and helow the retailere eurface e spends more frarnishi iy to e hovse The paint and fet years ago w i e ty some agreed of | tha m e liss to keey st everybody wanted more or \is property The trouble wanted was that this so budget And | which | of varnished cnough of them 11y that they in faver of their varnish balanced t and pé ro hat showed that was rvey -fourths paintable ar property ntry d. T paint and turers, ti competitors | oining this cou rse a though in won by sper on paint ar oin toget) industry had | new ng to our r and enterprise.’ The campaign 1 am speaking the “Save and Surface and You campaign its sixt r T suppose I ean speak tharity on the subject Ty at and that And among merits as ever fore this we will share 1siness ¢ i Save —now with some au- it has 1 associates because to ea on t campaign e paint varnish industry izad that all industries are com- for a of t sum and, in a real competitors paint and industry, the Sur n is a form of insurance lesignad to bring an inereasing share of the consumer's dollar to the paint og: itors share e co therefore of The Save varnish face camp; and varnish industry this handsomely, And it is deing The copper and brass industry some years later reasoned through the same The Portiand eement industry, the mahog. any manufa the prune and raisin and growers, have all recognized principle. And an ertising thefr pri. mary the consumer's state of mind process and took similar action turers orange the same md ad influence have fat upon Tn principle, this employment of advertising by industries is dif. ferent from its employment by an in dividual manufacturer, Roth are working to influ state of mind favorable to a desired end “The Individual manufacturer or re tailer advertises is not enly try- Ing ta influenees a state of mind faver-. able to his particular class of goods, but to the brands make of goods in which he is particnlarly intercstod He ia in competition not only with all other industries or classes of are bidding for their share of the consumer's dollar, but 1 in immediate competition wit) others | his line of Here competition is At its acutest stage and success comes to that advertiser who g & good prod A favorable state toward it and bhest co-ordinates those other factors of distribution, dis and sales o ne nee a who stores which ha all in s sama bugin a develops sueen Ay ose opera » Have we any ady importance of the el ortising ga wtats Ac ohtained the of mind’ in of selling? nrate figures The offort to in obably never b of activities in the mind fluence state of toward mer. andiss and wer Ast. Sev. to " iees 18 too ave tricd there is quit at the money exper approximately a ral statlsticians figure out and A meners greament 1 1ed Anually s bl on jolla 1ghly, this sum is made up as fo Newspapet ad £300.00.0 ! udes whic the advertising of retail dealers, National publications, class publica tions 1 " i p ANd business pre aations Mmost ex s hrand foes ertising. al? billion, repr £ all forme of whmdaw dis mnttar from the humt # mai 4 car to the 2 Indivic ® fust o4 or atiention to o £ Taylor i g 0 page catalog ality ot artie mee My tisine ars - Individ that atteacts and truth that con The Anceh't KNOW 3 £et the Yon't @wing ratant prb ruigtenes untll von ™ attenting PR ) trade *n want gntil van get the pubi with . von ® confy Yrmen Tan yonur product. S in and when an aldvertiesr sete out 1o Tet the public know that he s iv business, he is right up aeainst problem letting the publie know In an individ- unl way. T he is & rotaller, he is competing agalng! A1 other stores in for the attention i« a man the of hie cammiunits P LT he is competing against all other mer. 1 net |ment a |chandise tor tne astention of the pub- painted and |lic fake any newspaper or any maga- zine trade paper, ana ygu will see the competition tor attention. The ar- resying quality of an advertisement is spensable for getting that adver- vead. ‘There are many dif- of putting an arresting wn advertisement. Judg- resourcefulness determine Le adopted, but it Now, let us assume arrested the consumer— of the advertisements is going to read among the many dding his attention. moment he starts we his interest. There ara this. But cardinal that is a safe We must lead him into think- his need our com- ind tisemor it ity ferent ways way sha arrest we have hat ours is one to 1ys got ot doing there rule o or want for modity paint and hey adopted tha Paint” a theme Ivertising appeal to It was never 14 have fold the puk stry was to sell 'y adopted ine e and you save has been telling thy yvears how valu- o1 how rapidiy property if & doesn't prosers at it cam preserva it by the systematic use of paint and varnish, nish industdy Mor lie “Every successful salesman knows that the pompous approach to the prospect seldom brings an order. The salesman may represent the greatest house in the world and the best produet, but he has learned that true salesmanship consists in cultivating pect’s sense of need for the product. We are mostly all alike. The salesma ay be actually selling us when we are buying, but we prefer to think that we are buying even though we are actually heing sold. Advertising fely stick to this rule, The best advertising does. e question has often been asked How should an advertisement 7" The best .nswer is ‘As long as it will hold the willing interest of the The man who is going to pre. pare the advertisement has got to the subject from the consumer's side and has got to put the quality of ine interest into what he sces. “But it is quite possible to be in. teresting without being convineing and we have done nothing to the state of mind until wa have started the process of conviction. The rule here is, what you say, however individua), however clever in salesmanship, however in. teresting in quality of eypresson, must ring true “Modest reader.’ men are almost invaribly truthful men. But beecause A man s truthiful, he is not required to be modest, but it is idle to talk to New England business men on the subjeet of truthfulness. No soction of the country abounds more in the solid qualities haracter Inherited from the Puritans who settied it, than New England “No discusion of advertising ean af. ford to leave out merchandising—that procesa of planning out an advertising campaign in & manner to take ad. vantage of every opportunity present. #d by the manufacturer’'s salesmen, by A8 jobbers, by his dealers and by their clerks. Every phase of selling and merehandising bears fts influence en the consumer’s state of mind, Adver. tising in the commercial war, unsup- ported by the intelligencs division, the infantry, the artillery, to say hothing of the commissary, can seldom win the battle. The word “eampaign™ in connection with advertising is well ap- pl and campalgn” means a plan first, b on a knowledge of the field of battie, a knowledge of the and effective fination of all e resources of the army No discosston of advertising would complets without a reference to ad- rtising media, now so organized as ermit any type of advertiser to marker in which he Is in. th & minimum of waste ef. the question of media will without reference to amount standardizing ent yoars to enable the ad- hat he is buying 10 publisher of import ited States today refuses hooks an impartial will establish the sxaet cirenlation is giving the the a emy 00! of 1t o reach ted And be complete any tore w net the great of nr vertiser to know 1 his which to andit mintmum he advertiser e Market twent the for price vertiser p practically un a0 has made purpose of re. condi- d unfavorable which ® battle ground art—a by-product not reprosents today an of attracting geniuses + There art principles of art an 1eneing of a state of mmodity are be. seareh vearn strides for th ywn immense advertiser the activity, the bright artistic talent of commercial «t infl the advertising activi would could and niry as a whole mphas Irres andled, the FRECKLE-FACE Sun and Wind Being Out Ugly Spos “—Mowm o Remone Fasily Mis Vreckieface. o % the ancern that uniess it Anen the ex- et cost a penny s the fre a. while 11 " A e mpievion ie trifting get an rength of Othine - from any Aruggist applicatione shanld shew 1* to rid yourself of hom»ly 4 g*t a bean- complexion. farely 18 more than one ounce needed for the worst come B Jouble Simply aunce Arnbis and a yon how sasy it the frockies to ask the druggist for the sirength thine a8 this *0'd guarantee of remove eure wirengh ie money ha freckien