oc-plain-dealer 1924-06-28

EDITORIAL AND FEATURES An Independent Newspaper Issued Every Afternoon Except Sunday Paul V. Hester Editor and Publisher DAILY GREETING TO OUR READERS God's guidance does not make men's needless, for a very large part of God's guidance is ministered to us through men. And whenever a man's thoughts and words teach us to understand God's thoughts and words more clearly to love them more earnestly, or to obey them more gladly—there human guidance is discharging its noblest function.—Alexander Maclaren. TOO MANY ACCIDENTS Every time the clock ticked last year, three persons were injured in automobile accidents within the confines of the United States, a total of 1,700,000 casualties from this cause alone during 1923. Of the injured, every thirty-five minutes during the year, one died, a total of 15,000 fatalities in twelve months, solely because of motor car accidents. This is a condition of guerilla warfare that must be stamped out. The automobile is a deadly weapon. In incompetent hands it becomes an erratic boomerang that deals death and destruction. Picture an army half schooled in the weapons of warfare, rushing about the country, firing and bayonetting at random, not knowing what they are about. A similar condition exists upon the highways, where utterly incompetent men, women and children are propelling motor cars they know not even how to steer, let alone how to control. It is a situation that menaces even the most competent drivers, who frequently perish along with these incompetents. The answer is rigid laws compelling examinations, physical and mental, for all drivers. Radio brings the great conventions right into the homes of millions. No greater miracle of science has been wrought in this age than the discovery of radio. Regard the franchise as a gift from Heaven. Treat it with respect and reverence. Use it with conscience, good sense and sound judgment. Do not ignore it or neglect it. Too many persons carry their cares and worries with them on vacation and come back unrested. There is but one way Radio brings the great conventions right into the homes of millions. No greater miracle of science has been wrought in this age than the discovery of radio. Regard the franchise as a gift from Heaven. Treat it with respect and reverence. Use it with conscience, good sense and sound judgment. Do not ignore it or neglect it. Too many persons carry their cares and worries with them on vacation and come back unrested. There is but one way to get real rest—that is, leave worries behind. Plain Dealer Want Ads Bring Results PERMUTET SOFT WATER YOU'RE OUT OF DATE If you're doing your washing at home or having it done there. Now that you can have your laundry done as well and for as little as we will do it, it is sheer folly to stick to the antiquated ways. Phone us and give our rough dry service a trial. Carl Oelke, Anaheim Agt. Phone 129 THE SANITARY LAUNDRY 302 WEST SANTA FE AVENUE. FULLERTON PHONE 26 Every telephone wire is our clothes line Guard Your Mouth Let WRIGLEY'S be the guardian of your mouth and throat. It will combat trouble of various kinds. It helps to keep Guard Your Mouth Let WRIGLEY'S be the guardian of your mouth and throat. It will combat trouble of various kinds. It helps to keep the teeth free from food particles that ferment and cause decay. It has an antiseptic effect. It relieves acid mouth and thus not only prevents harm to the teeth, but serves to sweeten the stomach. It stimulates digestion and helps to prevent the forming of gas that causes dyspepsia. Read from a widely known medical work: "Chewing gum aids tooth nutrition and the cleansing action is a definite benefit—it prevents dyspepsia. Good chewing gum is excellent for bad digestion." So we say, after every meal WRIGLEY'S RES Sunday Publisher PLAIN DEaler THE GREAT NATIONAL DEMOCRATIC BALLOON RACE OH BOY- I HAVENT HAD SO MUCH FUN SINCE 1868! A PORTENTOUS SHADOW IKYS CRAPER'S HUMMY ORTER LIKE JONE OF OUR MOUNTING'S BACK HOME! DELEGATE FROM CALIFORNIA BY THE NEW BUILDINGS PATHER KNICKERDOCKER SURE I LIKE LOTTA DADDIES! AT THAT ID PATHER ROAST IN ARIZONA THAN PARODIA IN NOO YORK DINNER STORY It was in the days many was an empire and to be careful what they they be accused of treason penter, says Israel Zang in a crowd waiting to see peror pass. The man he cellent position, but he easy because he had pro meet a conceited young in-law, and the brother-l not arrived. "Will the jackanappe come!" cried the carp grily. A policeman promptly him. "But I was speaking brother-in-law!" gasped penter, terrified. "You said 'jacknapo must have meant the e replied the policeman and ed the man off." The young man, danced the girl to whom he had introduced, remarked the best of intentions, but ra fortunately: "That's the new waltz ter was raving about it. It's pretty bad. I ex danced it with somebody nice." Two horse thieves went to be hanged by a vigilant mittee. The rope was from a bridge over a river. But the first horse thie The noose slipped and he the water and swam down to safety. When the committee deal with the second hoi he said anxiously, as they the rope round his neck: "For Pete's sake, gen sure o' the noose this t AGRAPHS OBERT QUILLEN is a hero to his own all, why do coast-to-coast is always looking on the side of the Atlantic. push in where wise men body else drink it first, yay's continued plea of no may be taken as a capialways tell the inveterer; he doesn't carry a tick. ce anything on earth cient wealth of sulphuric and the world will afsufficientools for folhas become of the oldmaid who had her shoes hind a curtain? producing a number ales in grand opera this in diplomatic circles. first part of being bald is can't tell your wife that sonic she smells on you. vantage in being parked for 3000 years is that never want for sideshow has become of the oldchildren who were made or "second table"? ABE MARTIN RAID PROOF NOTICE The Shell Company of California, who operate gasoline service stations thru out Southern California was the first company to voluntarily offer a reduction of 100 per cent in its service station lighting; provided all other service stations would do likewise. The acute shortage of power, due to lack of water, coupled with a desire to co-operate with the power company prompted this action. Specifically, the offer is to open all service stations at 7 a.m. and close them at 7 p.m. under which arrangement no lights would be used at all. A recent canyass of a large number of gasoline consumers reveals a desire on the part of the public to co-operate to the fullest extent in this crisis. Due to the necessity of formulating a uniform plan for light conservation at all Shell Company service stations throutout Southern California; a slight delay in cutting down the light was unavoidable. This delay caused the impression in some districts that the Shell Company was opposed to reducing their lights. This however, was in error. Shell Company of California No matter how long a feller owns a flirtver he never gits through demonstratin' it. I've alus wanted t hear what a clerk thinks after he gits through talkin' an' you don't buy anything. SUNSHINE PELLETS BY DR. W. F. THOMSON S-z-z-z! S-z-z-z! Gee Whiz! What venomous brute A rattlesnake is. A wielded flaw beats a broken Where sanitation's applied to life you'll find a longer span. Let us cease this useless driving. That brings us naught but bitter care TAGGART DEPENDABLE USED CAR '23 CHEVROLET Coupe Like new '23 CHEVROLET Sedan '22 CHEVROLET Touring '20 CHEVROLET Touring '18 HUP '19 OVERLAND '17 BUICK '21 FORD Touring '19 OAKLAND Roadster '20 FORD Touring '19 FORD, self starter, Touring '23 CHEVROLET Touring, late model '22 CHEVROLET Touring '24 CHEVROLET Touring Demonstrator '23 FORD Sedan We also sell New Chevrolet OPEN EVENINGS These cars all offer splendid at prices asked and can be chased on very easy term F. P. TAGGART USED CAR DEPARTMENT 302 North Los Angeles HOW IS YOUR CAR? Is it in condition to satisfy your wants of an automobile? Will it glide away with a smooth flow of power on the instant the throttle opens? Is it economical on gas and oil? This means expense if not. If your carburetor needs cleaning we have a special process for this purpose. Would like to have you call on us. Commercial Garage Corner Olive and Center Sts. Phone 511 Anaheim SATURDAY, JUNE TWENTY-EIGHTH, 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 DINNER STORIES It was in the days when Germany was an empire and took had to be careful what they said, lest they be accused of treason. A carpenter, says Israel Zangwill, was in a crowd waiting to see the emperor pass. The man had an excellent position, but he was uncleasy because he had promised to meet a conceited young brother-in-law, and the brother-in-law had not arrived. "Will the jackanapes never come!" cried the carpenter angrily. A policeman promptly arrested him. "But I was speaking of my brother-in-law!" gasped the carpenter, terrified. "You said 'jacknaps;' you must have meant the emperor," replied the policeman and marched the man off. The young man, dancing with the girl to whom he had just been introduced, remarked with the best of intentions, but rather unfortunately: "That's the new waltz. My sister was raving about it. I think it's pretty bad. I expect sheanced it with somebody rather nice." Two horse thieves were about to be hanged by a vigilance committee. The rope was swung from a bridge over a deep, swift river. But the first horse thief got off. The noose slipped and he fell into the water and swam down stream to safety. When the committee came to deal with the second horse thief, said anxiously, as they knotted the rope round his neck: "For Pete's sake, gents, make sure of the noose this time." The Psychology of Newspaper Advertising By John Hamilton Curtis ARTICLE No. 4 AROUSING CURIOSITY IN ADVERTISING THE PURPOSE of the newspaper advertisement is very rarely to complete the sale. In most cases it is only to bring prospective customers to the place of business. What takes places after the customer comes into the shop, or store, is of vital importance, but will not be treated in these articles, which deal with the most important phase of business, that of newspaper advertising—bringing the buyers to the store. Thus, in causing people to respond to an advertisement, a very important element of human appeal is to be found in curiosity. This is the appeal to the time old instinct of man to explore the unknown. Any suggestion which implies something that it does not explain, which causes a person to seek the satisfaction of this instinct, or in any way arouses the curiosity, goes a long way toward getting response. The merchant does well who advertises that on a certain day a prize will be given to every customer of his store—that there is only one stipulation, that the package containing the prize is not opened until the customer reaches home. Let the business man promise his customers a surprise. Curiosity will attract people to see what the surprise is to be, who would not respond to the ordinary appeal. Curiosity is used especially in theatre advertisements. Such words and phrases as "mysterious, intrigueing, captivating, wholly different, full of surprises, something new," etc., are used and reused many times to bring people to the theatre. The same laws apply in the advertisement of any merchant or business man. Curiosity has one of the strongest appeals known to advertising, when properly used. Fake advertisements and misrepresentations must at all times be avoided, as they will act as poison, not a stimulant, to the business. Such appeals as these will always strike a responsive chord of appeal, and go a long way in attracting customers: "We invite inspection of our new line of hats, shoes suits, etc." or "Our latest creations in wearing apparel will astonish you." Wherever consistent with the contents of the advertisement, the appeal to curiosity can be used, it will give your ad a double strength. The next article on the Psychology of Newspaper Advertising will appear in Monday's issue of this paper, and will deal with the use of brevity. (Note: John Hamilton Curtis Business Consultant) TAGGART'S DEPENDABLE USED CARS CHEVROLET Coupe $550 CHEVROLET $675 CHEVROLET $250 CHEVROLET $140 HUP $275 OVERLAND $100 BUICK $250 FORD $150 OAKLAND $150 FORD $150 FORD, self starter, $75 CHEVROLET $425 CHEVROLET $200 CHEVROLET $575 FORD $435 We also sell New Chevrolets. OPEN EVENINGS These cars all offer splendid values prices asked and can be purchased on very easy terms. F. P. TAGGART USED CAR DEPARTMENT 302 North Los Angeles St. CURIOUSITY has one of the strongest appeals known to advertising, when properly used. Fake advertisements and misrepresentations must at all times be avoided, as they will act as poison, not a stimulant, to the business. Such appeals as these will always strike a responsive chord of appeal, and go a long way in attracting customers: "We invite inspection of our new line of hats, shoes suits, etc." or "Our latest creations in wearing apparel will astonish you." Wherever, consistent with the contents of the advertisement, the appeal to curiosity can be used, it will give your ad a double strength. The next article on the Psychology of Newspaper Advertising will appear in Monday's issue of this paper, and will deal with the use of brevity. (Note: John Hamilton Curtis, Business Consultant, will deliver a series of Free Public Lectures on Practical Psychology, at the Fullerton High School Auditorium, evenings, from June 30th to July 12th.) What is Buick going to do? you'll know TUESDAY