oc-plain-dealer 1924-07-03

EDITORIAL AND FEATURES An Independent Newspaper Issued Every Afternoon Except Sunday Paul V. Hester Editor and Publisher DAILY GREETING TO OUR READERS The power which moves the world is hope. An anxious, doubtful, timid man, can accomplish little. Fear unnerves us; hope inspires us. To cultivate and strengthen our hope, we must increase our faith in goodness and in a God of love.—Anonymous. ENGLISH TONGUE NEEDS MORE STUDY Three full years of English in the high school course in this state is prescribed by the State Board of Education, in a ruling just made. The prescribed period for English has been two years. But educational authorities have become convinced that graduates of California high schools are not sufficiently familiar with the English language and grammatical usages. This is good common sense on the part of the State Board of Education. It is a travesty on education to turn out thousands of graduates from high schools of the state annually, great numbers of whom are woefully deficient in the proper use of English. This beautiful mother tongue should not be mangled in the house of its putative friends. A high school course should afford enough time and sufficient opportunity to train students into fairly good command of English. It is an accomplishment indeed to listen to men or women speaking English with correctness and precision, or to read good English. And yet this is a rare accomplishment. Grammatical rules are slaughtered, in ordinary conversation. Good English is put to the rack in many of the letters written. The educational training given in this state should be directed toward counteracting this lamentable unfamiliarity with or misuse of good English. Read and think your own way to sound convictions in politics. TAKE THE SOUND VIEW OF WATER SITUATION The water supply situation in California is disquieting English is put to the rack in many of the letters written. The educational training given in this state should be directed toward counteracting this lamentable unfamiliarity with or misuse of good English. Read and think your own way to sound convictions in politics. TAKE THE SOUND VIEW OF WATER SITUATION The water supply situation in California is disquieting. To say less than this would be to conceal the truth. But, as was to be feared, exaggeration and unreasoning alarm are holding sway. California is the victim of this, as it was a few weeks ago in dealing with the hoof and mouth disease among its herds. The calamity pessimist was busy then—the whole live-stock industry of California would be ruined and the state would be saddled with losses of hundreds of millions; hard times would settle down like a pall, and so on, ad nauseam. The frenzy was taken up by adjoining states. But the truth prevails—as it always does, ultimately. The fears and frenzies were foolish and groundless. And so about water. California is confronted by an extraordinary shortage of water supply. For this reason, uncommon methods of economizing and conserving water are required. This calls for care, and it also calls for common sense to avoid the foolish alarms and eaggerations which would picture this state as slowly but surely going into the status of a desert waste. It should be possible to discuss an unwonted situation calmly and rationally, without breeding wild exaggerations which are hurtful to the commonwealth. California is not in stress. It has enough water. It is going to conserve its water scientifically and systematically. Providence will do the rest. Do not listen to silly alarmist chatter or pessimistic wailings and prophecies. Honesty does not have to wear an identification tag. The world owes no man a living unless the man earns the living. Some so-called “100 per cent Americans” are 100 per cent deceivers. Some men take out a religious policy merely as insurance against hell fire. Celebrate the Fourth By Securing Your Tickets at Heying’s Pharmacy “The Greater American” The Elk’s Big Show At the High School Auditorium TWO NIGHTS — JULY 10 and 11 MATINEE FOR CHILDREN ONLY Thursday, July 10th PARAGRAPH By ROBERT QUILLE Friends are people who share the same people. It is seldom that all of them scattered about came from windshield. Once they went to Paris wild women; now they go rid of them. The people who laughed stoy's "passive resistance" seen prohimation. Well, if Dawes can't make vice-president's job romantic case is hopeless. At any rate the old-time baron didn't say he was go serve the people. It's a matter of poor diction. The poor immigrant comes over doesn't get end eat, and the celebrity gets darned much. The hard part about re Pharmacy "The Greater American" The Elk's Big Show At the High School Auditorium TWO NIGHTS — JULY 10 and 11 MATINEE FOR CHILDREN ONLY Thursday, July 10th IT'S SOME CELEBRATION !!! YOSEMITE Vacation $54.50 Five full days at Camp Curry (meals and lodging) and transportation and Pullman round trip from Los Angeles. $57.75 PER PERSON If two in lower berth on route Thousands upon thousands of men, women and children will tell you the Yosemite offers the most complete vacation enjoyment of any scenic wonderland in all the West. Go to Camp Curry. Close to the trails and shady. Enjoy fishing, hiking, swimming, dancing, splendid meals, evening entertainment. See the famous firefall. Accommodations comfortable at Camp Curry. Rates low. Make Reservations Now! 782 S. Spring St. Los Angeles. Free road maps and literature Shortage of water is by general. Isn't there some use it after it has cool worm? This is a pretty good story everybody except those who the office should seek ther. In six days any ordinance will dare to go bare-hearted at the world know it's best. The easy way to judge is to wait and see what turns to page 6 to finish vorce story. The supreme court can law constitutional, but it a very strong constituent. Correct this sentence: "said the nurse, 'he told tor about his symptoms wife didn't say a word.'" (Protected by Associated Inc.) Plain Dealer Classified due results. Try this RES Sunday Publisher Plain Dealer THU Subscription Entered at "LEST WE FORGET" IN CONGRESS, JULY 4, 1776. The unanimous Declaration of the thirteen unified States of America. for the support of the Declaration of Independence on the foundation of Christian values, we mutually forgive each other with our fortune and our friend Humor John Hammack NOTE: HIS NAME WHERE ALL NATIONS SHOULD BE PUBLISHED IT WE ALL TIME SHOULD NOT EPHACE IT.* HE WROTE HIS NAME WHERE ALL NATIONAL AND WHERE ALL TIME SHOULD NOT EFFACE. JOHN HANCOCK-PRES OF CONTINENTAL-CONGRESSFIRST TO SIGN THE DECLARATION OF INDEPENDENCE-JULY 4TH 1776. ARAGRAPHS By ROBERT QUILLEN Friends are people who dislike the same people. It is seldom that all of the glass lettered about came from the endshield. Once they went to Paris to see old women; now they go to get all of them. The people who laughed at Tolby's "passive resistance" hadn't en prohmition. Well, if Dawes can't make the vice-president's job romantic, the use is hopeless. At any rate the old-time robberron didn't say he was going to serve the people. It's a matter of poor distribution. The poor immigrant who comes over doesn't get enough to eat, and the celebrity gets too worn much. The hard part about reading a Mrs. Em Moots drew a good cantaloupe t'day. A good listener is usually thinkin' about somethin' else. WHO'S WHO IN THE DAYS NEWS MAXIM GORKY Russia's most noted mof letters, Maxim Gorky, has into retirement and seclusion Italy. The man who once offer his all to the Russian Bolshids and was driven from their coils by their contempt for the diligentia, is now devoting all time to regaining his health to literary work. He no lon thinks of politics, will not even quoted on Communism or any or political subject. Early in the Russian solution Gorky entered heart anul into the struggle. Placed lie Commissariat of Education rky labored night and day prepare for the printing and ficturing of copies of the world's literature in cheap edits to the peasant populace as that move toward educating them. Several hundred volumes were published under Gorky's own suspicion. Then he saw his effo scoffed at. Emphasis of the regime was turned to forceer than education. He withdrew active participation in affairs of the Red regime. TAGGART DEPENDABLE USED CAR '19 BUICK Touring $ '16 FORD Touring $ '23 CHEVROLET Coupe $ It's a matter of poor distribution. The poor immigrant who lives over doesn't get enough to eat, and the celebrity gets too worn much. The hard part about reading a can out of the party is to define the party limits. Some very rich men retire to run newspapers, and some dispose it in other ways. When a wife decides to make the best of it, she becomes docter; a husband hunts flappers. Enforcing law obedience is not made difficult by general causeless but by general apathy. Dignity is the quality that saves man's face after he has argued with a woman for an hour. Science knows everything except why a demonstration car isn't used after 5000 miles. Shortage of water is becoming general. Isn't there some way to use it after it has cooled the worm? This is a pretty good season for everybody except those who think the office should seek the man. In six days any ordinary woman will dare to go bare-headed and let the world know it's bobbed. The easy way to judge a man is to wait and see whether he turns to page 6 to finish the divorce story. The supreme court can make a law constitutional, but can't give it a very strong constitution. Correct this sentence: "Yes, sir," said the nurse, "he told the doctor about his symptoms and his wife didn't say a word." (Protected by Associated Editors, Inc.) Plain Dealer Classified Ads produce results. Try this medium. Mrs. Em Moots drew a good cantaloupe t'day. A good listener is usually thinkin' about somethin' else. DREAMS THAT LIVE SALVE! To live within a cave—it is most good; But, if God make a day, And some one come, and say, "So!" I have gathered fagots in the wood!" E'en let him stay, And light a fire, and fan a temporal mood! So sit till morning! when the light is grown That he the path may read, Then bid the man God-speed! His morning is not thine; yet must thou own They have a cheerful warmth—these sahes on the stone. —Thomas Edward Brown. FAR OUTSELLS ALL OTHER BRANDS WHY? DINNER STORIES ... $... $$ Reginald, 19, years, against the wishes of his pas married a young woman or chorus. Just after the ceremony telling a friend how to breast news to his father and mother said: "Tell them first I lead; then gently work up to timax." One morning at bust Maria asked her mistress Imhget off next Sunday attend her brother's funeral. Orse, even if special company been invited, brothers' fun had to be attended, and vision was reluctantly granted. After Maria's mis got upstairs, however, she remembered that it was Tuesdal wondered what Maria was going to put over on her. So sent down to the kitchen to fix. "See here, Marshe said, 'you say your brownn't going to be buried untilay? Today's Tuesday!' "Yass'm," said a mournfully, "but dey airline hang him till Friday!" Plain Dealer Glass Ads produce results. Try medium. THURSDAY, JULY THIRD, 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 The Psychology of Newspaper Advertising By John Hamilton Curtis ARTICLE NO. $ THE USE OF SUGGESTION THE PSYCHOLOGICAL use of suggestion in newspaper advertising is one of the most subtle forms of appeal that can be used. Its effectiveness rests in the fact that it does its work through the law of impulsion instead of compulsion—that is, it is the most effective way of putting the desire in the mind of the customer and having him adopt it as his own. The customer then acts as though the entire thought were his—of his origin, and a result is obtained which is much more effective than in any case where the customer feels that he is responding to another's wish. Writing the advertisement, then, that is full of suggestion that will count most, should be the aim of the advertiser. One of the greatest seasons for the advertisement of suggestion is that of Christmas, when all manner of gifts are suggested. The same laws can be followed, however, in all other seasons of the year. The dainty suggestion for the dining room, the bed room, the living room, or the dressing room. Suggestions for economy may likewise be made with equally effective results. Suggested warm weather menus which sound appetizing attract customers to the store doing the advertising. It is most natural to associate the suggested meal with the one who suggested it. Moreover, the advertisement of suggestion usually contains a bit of information not given in the advertisement that is written without the use of suggestion. Thus, such an ad becomes useful to the reader. It is like the friend who politely suggests a better way to clean the automobile, a better way to decorate the house, or an easier way to prepare a quick meal. The natural instinct of the reader, therefore, is to return the courtesy in trade. In advertising any special article it is most desirable to suggest the uses to which it can be put. This not only gets the buyer's attention, but arouses his interest and strengthens his appeal. It also goes further in making the sale than other forms of advertising, as the suggestion used rather influences the customer to imagine that he has already made the purchase. The proper use of cuts is a further aid to suggestion. Moreover, the advertisement of suggestion usually contains a bit of information not given in the advertisement that is written without the use of suggestion. Thus, such an ad becomes useful to the reader. It is like the friend who politely suggests a better way to clean the automobile, a better way to decorate the house, or an easier way to prepare a quick meal. The natural instinct of the reader, therefore, is to return the courtesy in trade. In advertising any special article it is most desirable to suggest the uses to which it can be put. This not only gets the buyer's attention, but arouses his interest and strengthens his appeal. It also goes further in making the sale than other forms of advertising, as the suggestion used rather influences the customer to imagine that he has already made the purchase. The proper use of cuts is a further aid to suggestion. The advertisement which shows the comforts of an automobile by picturing the occupants drinking in the richness of the outdoor scenery, all made possible because of the automobile, is using a subtle form of advertising. The prospective buyer immediately begins to imagine that he is riding in that car and is enjoying similar scenes. He, therefore, immediately feels a desire to own the automobile which will satisfy this appeal. Also, the use of suggestion, is a very polite way of transmitting news. People do not like to be commanded, compelled, instructed, corrected, or ordered, as well as they like to be suggested to, which is usually the most subtle form of salesmanship. Wherever possible in newspaper advertising, then, it is well to make the greatest possible use of suggestion. The next article on the Psychology of Newspaper Advertising will appear in Saturday's issue of this paper and will deal with conviction. (Note: John Hamilton Curtis, Business Consultant, is now delivering a series of Free Lectures at the Fullerton High School Auditorium, which run every night until July 12th, excepting July 4th and Sundays.) Daley's INCORPORATED CHAIN STORE GROCERS 239 W. Center St. 116 E. Center St. George Littlefield Mgr. Fred Yoern, Mgr. Make Daley's a Daily Habit Olive Oil .55c Pompeian Brands, pints Peanut Butter 20c Bishops 1 lb. tins Beans .35c Large white Navy, 5 lbs. for TAGGART'S DEPENDABLE USED CARS BUICK $375 FORD $35 CHEVROLET Coupe $550 CHEVROLET Dan $675 CHEVROLET $250 CHEVROLET $140 HUP $275 OVERLAND $100 BUICK $250 FORD $150 OAKLAND $150 FORD $150 FORD, self starter, $75 CHEVROLET $425 late model $200 CHEVROLET Demonstrator $575 FORD $435 We also sell New Chevrolets. OPEN EVENINGS F. P. TAGGART USED CAR DEPARTMENT Peanut Butter 20c Bishops 1 lb. tins Beans 35c Large white Navy, 5 lbs. for Catsup Libby's 19c 14 oz. Bottle 8 oz. bottle ..... 14c Tuna, Record brand, 1-2 lb. tins 20c Pineapple, No. 1 Flat Standard ..... 14c Shrimp, No. 1 Tall, new pack ..... 19c COOKIES Packed by Pacific Coast Biscuit Co., per package Fancy Assorted Specials for Week Ending July 5 MAKE DALEY'S A DAILY HABIT Plain Dealer Want Ads Bring Results