oc-plain-dealer 1924-06-27

EDITORIAL AND FEATURES An Independent Newspaper Issued Every Afternoon Except Sunday Paul V. Hester Editor and Publisher DAILY GREETING TO OUR READERS God beholds thee individually, whoever thou art. "He calls thee by thy name." He sees thee, and understands them—all they own peculiar feelings and thoughts thy positions and likings, they strength and they weakness.—John Henry Newman. TO FIGHT AUTO THIEVES IN THIS SECTION The auto thief is to have a harder time, here in Southern California, than heretofore. Federal, state and county officials are organizing to co-operate more closely in apprehending criminals who steal cars and make for the Mexican border. Close watch is to be kept on all roads leading to the Mexican boundary. And prompt notice from the Automobile Club of Southern California, about stolen cars, will be given to authorities, so that all may be on the lookout for the fleeing fugitive who has stolen a car. It is believed that this arrangement will reduce greatly the number of thefts of automobiles in this section. Stealing of automobiles is a menacing thing. It inspires many a crime. It is a common thing for criminals or would-be criminals to steal an auto and then put forth to hold up a bank, commit highway robbery, kidnap somebody for ransom, or commit the unspeakable crime against a girl or woman. Deprive these daredevils of a machine, and they would not get far in their career of criminality. There is also the economic loss and the hardship to individual owners in the loss of automobile by theft. This is a big item, as the total value of cars stolen within a year runs. Doing things to make others happy sweetens the vinegar out of one's nature. He is a wise man who knows when to keep silent and has the self-control to remain speechless. A fine thing to say of any man—"He did the right thing, even though it were to his own hurt." But one is not really hurt by doing the right thing. There is also the economic loss and the hardship to individual owners in the loss of automobile by theft. This is a big item, as the total value of cars stolen within a year runs. Doing things to make others happy sweetens the vinegar out of one's nature. He is a wise man who knows when to keep silent and has the self-control to remain speechless. A fine thing to say of any man—"He did the right thing, even though it were to his own hurt." But one is not really hurt by doing the right thing. Beware the scheme that offers you quick riches with little outlay. There is a vast deal of humbuggery under the guise of giving fortunes quickly or a small investment. The individual voter should think for himself, and form convictions for himself. This should be a year of independent thought and action in politics. White Temple Sunday BROADWAY AND PHILADELPHIA STREETS ANAHEIM, CALIFORNIA 11 a.m.—Dr. James Allen Geissinger 7:30 p.m.—"Pussyfoot" Johnson PUSSYFOOT JOHNSON is one of the greatest campaigners the world has ever produced. He has just returned from a world speaking tour. COME EARLY TO GET A SEAT Does Your Hair Lack Natural Gloss? Every woman is entitled to beautiful, lustrous hair. You can rejuvenate your hair and give it new radiance instantly by applying a few drops of Brillox—the new lustre aid. Brillox is a neutral liquid that will not discolor even the lightest tint of hair. It is more than a brilliantine: it keeps hair orderly, overcomes dryness, prevents brittleness; and, if your hair is wavy, it will retain the wave. Let Brillox beautify your hair. 50 cents per bottle at your druggist's or favorite toilet counter. BRILLOX Gives Brilliant Lustre to the Hair Instantly We cannot, however, admit the girl who makes up her and does her nails and wow a darned thing for her elbow. The old-fashioned fairy began with "Once upon a time" The modern fairy tale start- "The last time I played this I took a mashle——." The intelligence of the animals is sometimes remarkWe once knew a writer of psongs who could stand on his legs. "Indigestion often affects heart," a doctor writes. R The bride's bad cooking knocked many a love affair row of tall striped loops. Correct this sentence: leave us so soon," he said, his wife's mother was aboend her visit. "You've only here three short months— didn't seem like more thaweek." (Protected by Associated EInc.) CURES Except Sunday and Publisher Plaintiff Dealer DOES HEARST FEEL "THE CALL OF THE BLOOD" AGAIN? AL SMITH BOOMBIMBAM!! LAFOLLETTE INDEPENDENT MARTY CAMP HEARST'S STRING PAPERS PATRIPONN STEW WHOS IN THE DAY ETIENNE CLUE No man in the France enjoys to gree the respect countrymen than tel, who has just minister of finanmerist of agricul merce, as well as o and more recently the united chamber of France, he is kn low-countrymen as ministrator and as particularly lofty sense of personal tegrity. When, shortly b at a time when he of minister for the unfortunate second him to take legal a the union was ann of the protests of the trate, of the prem colleagues, he insi signing at once his His attitude in the thoroughly appreciahe nowise suffered mation of public faby the universal a was shown when Ge ceau, in forming t tion under the rea the great war was persuaded Clement cabinet as minister And for those w the event of the Hextration foreshadoww power of Joseph Cabe remembered th was one of that Ch ernment which had arrest ex-Premier charge of high trea him on trial for h senate, to lay bare h to demand his capi PARAGRAPHS BY ROBERT QUILLEN Zero in wives is the one who sees to open the sardine can withorkscrew. A good motto for congress: Much ado about nothing and no so about much." Scientists say there is no life in the moon. Perhaps the moonline has killed them all. The place where a pedestrian is most frequently hit by taxicabs is the editorial paragraph. Quoting a magazine writer: The women of today are in a state of unrest. Probably he wants "undressed." In the old days the man who had get drunk by smelling ack was scoffed at. These days is envied. Men may in time become accustomed to the abolition of free ch. Here's another one of those tags: Josephus Tanner here lies; he b'lieved what a bootleg he said. Banks and safes are good, but modern youngster thinks that best thing to keep money in circulation. The leap year is half gone and bachelors that have survived onslaught thus far are begin- ABE MARTIN DINNER STORIES The young lieutenant had but newly joined the regiment, and as this was his first experience of military life he naturally felt rather awkward and afraid of doing the wrong thing. This was particularly the case in the mess, where he was almost afraid to move for fear of acting contrary to military etiquette. At last the major, rough but kindly at heart, took pity on him, and, slapping him on the back, said jovially: "I suppose it's the old, old story—what? The fool of the family sent into the army?" "Oh, no, sir," replied the young man; "things have quite altered since your day." The son of the house had been reading of an escaped lunatic. "How do they catch lunatics?" he asked. The father, who had just paid a number of bills, waxed sarcastle: With enormous stair hats with little bits of ones, with silks and laces and feathers and jewelry, and so on so on." "I recall now," the mother spoke up, "I used to wear things of that sort until I married you." Margaret, five years old, had eaten one of the two boxes of strawberries her mother had purchased, expecting company. Her mother said: "What would you do if you had a little girl and she did a thing like that?" "Oh, mamma," Margaret exclaimed, eagerly, "I'd make her eat the other box." TAGGART'S DEPENDABLE USED CARS '23 CHEVROLET Coupe $550 Like new '23 CHEVROLET Sedan $675 '22 CHEVROLET Touring $250 '20 CHEVROLET Touring $140 '18 HUP $275 '19 OVERLAND $100 '17 BUICK $250 '21 FORD $150 '19 OAKLAND $150 Roadster $150 '20 FORD $150 Touring $75 '19 FORD, self starter, Touring '23 CHEVROLET Touring, late model $425 '22 CHEVROLET Touring $200 '24 CHEVROLET Touring Demonstrator $575 '23 FORD Sedan $435 We also sell New Chevrolets. OPEN EVENINGS These cars all offer splendid value at prices asked and can be purchased on very easy terms. F. P. TAGGART USED CAR DEPARTMENT 202 North Los Angeles St. There has recently been installed in Paris an institution where persons suffering from mental affliction can voluntarily enter for any period of time necessary for recovery. Margaret, five years old, had eaten one of the two boxes of strawberries her mother had purchased, expecting company. Her mother said: "What would you do if you had a little girl and she did a thing like that?" "Oh, mamma," Margaret exclaimed, eagerly, "I'd make her eat the other box." The group of dwellers at the seaside was discussing the subject of dreams and their significance. During a pause, one of the party turned to a little girl who had sat listening intently, and asked: "Do you believe that dreams come true?" "Of course, they do," the child replied firmly. "Last night I dreamed that I went paddling—and I bad!" Have You a Bad Back? Then the Advice of This Anaheim Resident Will Interest You Does your back ache night and day; Hinder work; destroy your rest? Are you tortured with stabbing pains When you stoop, lift or bend? Then likely your kidneys are weak. More troubles may soon appear, Headaches, dizziness, nervousness; Or urie acid and its ills. Help your weakened kidneys with a stimulant diuretic. Use Doan's Pills. Read this Anaheim testimony: C. E. Cormack, tailor, 603 E. Center St., says: "I can recommend Doan's Pills as a reliable kidney remedy, as I used them with benefit. My kidneys were weak and out of order and I had a dull aching and soreness across my back. My kidneys did not act right. Doan's Pills soon corrected this trouble, strengthening my back and kidneys." Price 60c, at all dealers. Don't simply ask for a kidney remedy—get Doan's Pills—the same that Mr. Cormack had. Foster-Milburn Co., Mfrs., Buffalo, N.Y. FRIDAY, JUNE TWENTY-SEVENTH, 1924 Subscription Rate—In N. Orange co., per year, $3; 6 months, $1.75 Entered at the Postoffice at Anaheim, Calif., as second class matter WHOS WHO IN THE DAYS NEWS ETIENNE CLEMENTEL No man in the public life of France enjoys to a greater degree the respect of his fellow-countrymen than Etienne Clementel, who has just been appointed minister of finance in the new Herriot cabinet at Paris. Former minister of agriculture and commerce, as well as of the colonies, and more recently president of all the united chambers of commerce of France, he is known to his fellow-countrymen as a very able administrator and as possessed of a particularly lofty and delicate sense of personal honor and integrity. When, shortly before the war, at a time when he held the post of minister for the colonies an unfortunate second marriage led him to take legal action by which the union was annulled, in spite of the protests of the chief magistrate, of the premier and of his colleagues, he insisted upon resigning at once his cabinet office. His attitude in the matter was thoroughly appreciated, and that he now suffered in the estimation of public favor was shown by the universal approval which was shown when Georges Clementeau, in forming the administration under the regime of which the great war was finally won, persuaded Clementel to join his cabinet as minister of commerce. And for those who dread that the event of the Herriot administration foreshadows the return to power of Joseph Caillaux, it must be remembered that Clementel was one of that Clementeau government which had the courage to arrest ex-Premier Caillaux on a charge of high treason, to place him on trial for his life in the senate, to lay bare his record, and to demand his capital punishment. The Psychology of Newspaper Advertising By John Hamilton Curlis ARTICLE No. 3 MAKING THE PROPER APPEAL HAVING WRITTEN an advertisement that attracts the buyer's attention and arouses his interest, the next step is to make the right appeal—the appeal that will fit the goods, fit the buyer and fit the merchant. As arousing interest is only striking a chord of common appeal, so making the proper appeal is only a matter of appealing to the strongest interest. A store that caters to the middle class of people—that is, the working class—is doing wrong to advertise exclusive ware. The greatest appeals in this case would be economy, also service and satisfaction, which, however, are more universal in appeal, and might be used by the other shops as well. On the other hand, the merchant who caters to the exclusive trade, very rarely should advertise bargain sales, but should appeal to the desire for quality, convenience and exclusiveness. It is equally as great a mistake to advertise that a cheap automobile gives comfort in riding, has limitless power, lines of beauty, etc. Although some of these things may be true, the cheap car would probably be far outclassed by the higher priced competitor. Moreover, it is making the wrong psychological appeal to the prospective purchaser of the cheap car, who is interested first of all in economy and utility. No other appeal can be as strong as that one. The opposite is true of the exclusive car. Here the prospective purchaser is not interested in price, primarily, but in quality. As was brought out in the article on arousing the buyer's interest, one of the greatest appeals is the taste. Salt is sold by showing its use in rendering various food products more palatable. Bread is made to look more appetizing by covering it with jam. Cooking compounds are sold by picturing fine cakes and pastries, in which the special compound is given the chief credit for the fine baking. This same picture might be used to sell, not only cooking compound, but canned milk, baking powder, flour, flavoring, the coconut that is used in frosting, or even the oven in which it might be baked. In each case the appeal is the same—that of the appetite. Other appeals may be good health, exclusiveness, luxury, comfort, love of family, self pride and even love of self. The appeal should be used that most nearly fits the thing advertised; the class of people who are to be appealed to, and the business man doing the advertising. Only one appeal should be made in any one advertisement. Though it may cover a multitude of facts, and even contain minor appeals, there should be one clear and distinctive appeal which predominates the entire thought of the advertisement. UNDER THE AUSPICES OF THE INTERNATIONAL BIBLE STUDENTS ASSOCIATION ON THE SUBJECT: “THE KINGDOM OF MESSIAH” BY S. VENDLEY For centuries devout Jews have hoped and looked for the promised Messiah to deliver them. Christians for nearly 2000 years have been praying “Thy Kingdom come, and Will these long cherished hopes ever be fulfilled? If you will these long cherished hopes ever be fulfilled? If you are one who has been hoping for the fulfilment of the Kingdom promises, don’t fail to hear this lecture. SUNDAY, JUNE 29th at 7:30 p.m. MOOSE HALL, 135 W. CENTER ALL CORDIALLY INVITED 10,000 Layne & Bowler Pumps in Operation For 35 years irrigators who have consistently produced the biggest crops and made the most money have put their full faith in Layne & Bowler Pumps. Layne & Bowler Pumps in Operation For 35 years irrigators who have consistently produced the biggest crops and made the most money have put their full faith in Layne & Bowler Pumps. These men know pumps. They know exactly what kind of service a pump must deliver. So today 10,000 Layne & Bowler Pumps are in actual operation. They are providing entirely satisfactory. Why? Because they are not only the most efficient pumps made anywhere but the most economical and trouble-proof, as well! Investigate Layne & Bowler Pumps today. Their method of oil transmission is acknowledged to be the most satisfactory ever devised. A system which protects the bearings from sand and water and maintains perfect lubrication at all friction points. This is but one point of superiority. There are many others. And every one of these works for YOU. Order now. We can make prompt delivery. REQUEST FOR COST OF INSTALLMENT Layne & Bowler Corp. 900 Santa Fe Ave. Los Angeles, Cal. Send me complete information and cost of installing Layne & Bowler Pumps on my property. Name ... Address ... P. O. Station... Layne & Bowler Corporation H. W. WATKINS District Mgr. 900 Santa Fe Ave. Los Angeles, Cal.