oc-plain-dealer 1924-07-05

EDITORIAL AND FEATURES An Independent Newspaper Issued Every Afternoon Except Sunday Paul V. Heater Editor and Publisher DAILY GREETING TO OUR READERS We rest on this—"I go to prepare a place for you". A place is prepared for each one of us—a place fitted to our distinct character; a separate work fitted to develop that character into perfection, and in the doing of which we shall have the continual delight of feeling that we are growing; a place not only for us, but for all our peculiar powers. Our ideals shall become more beautiful, and minister continually to fresh aspiration. —Stopford A. Brooke. OBSERVE ALL LAW WITH FIDELITY Upon the strict and faithful observance of all law by the masses of the American people depends the safety of this country and the perpetuity of free institutions. There can be no security without respect for law and obedience to law. The thoughtful citizen should get the distinction between obedience to law and satisfaction with all laws. There may be laws, from time to time, which are galling and which people do not want to stand as they were enacted. Here is where the distinction comes in: Duty to country does not demand that the citizen like an unlikeable, mayhap inequitable law. But duty does demand that an unlikable, inequitable law be obeyed so long as it is law. The path of duty leads to observance of law. The path of opportunity is open, at all times, through constitutional methods, to amend laws or to repeal them altogether. No law is perpetual in this country. Any law may be repealed or amended at any time, through processes established in the Constitution. This defines, then, the duty of the citizen and the opportunity of the citizen. Duty—obey all laws, no matter how unsatisfactory or defective some laws may be. Opportunity and privilege—move for the amendment or repeal of any and all laws which are unsatisfactory, defective or ineffective. But obey these laws so long as they are laws. Do not undertake to nullify a bad law through unconstitutional methods. INTERNATIONAL MORALITY INTERNATIONAL MORALITY Everywhere the vital importance of conserving the nation's moral forces is being stressed. Particularly at this time of year, when schools and colleges throughout the land are turning out graduates who will have to confront the practical things of life next fall, the thought is a significant one and scarcely a baccalaureate address falls to charge these graduates with the necessity for higher, truer ideals. But the thought must go beyond the nation, out across the seas and into the corners of the earth, if war is to be abolished. International morality is essential to continued peace. Only so long as the nations are fair and just in their dealings one with another, will war be averted. This is a thought upon which the young of this land should ponder. In their hands lies the future of America, and to a large extent the future of the world. It remains with them to mold it well or ill. California must conserve water or face disaster. The only hazards men in naval service should be asked to face are the possible hazards of war. Naval vessels should be made safe in peace. Do your political hurrahing this year in the thoughtful chambers of your mind. Selfishness undermines and neutralizes much of the good work done in the world. 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 256 WEST SANTA FE AVENUE FULLERTON 20 Every telephone wire is our clothes line White Temple SUNDAY BROADWAY AND PHILADELPHIA STS. ANAHEIM, CALIF. Dr. James Allen Geissinger Both Services 11 a.m.—"The Story of Liberty in the Bible." 7:30 p.m.—"Why a Mobilization Day? The war department has set apart September 12th as Mobilization Day. The proposal is to bring all military and naval units up to war strength; to mobilize all industry; to marshall the man power of the nation and to warn the world that should we be invaded we would fight. Who is back of this? Who has the right to make such a war move? Is this 100% American? Do you want it? Should not this move be checkmated at once? Hear Dr. Geissinger on this subject. Mr. Lemon will sing at both services. Also the chorus choir. Prof. Bert Steelhead will lead the gospel sing in the evening. Miss Grace Curtiss at the organ. TURES Except Sunday r and Publisher PLAIN DEALER CONVENTION SESSION AS SPORT CARTOONIST SORDS SAW IT ONLY A MILLION AND THREE MORE WORDS FOR THE UMPAH GAZETTE MEET ME IN ROOM 342 ABOUT EIGHT OCLOCK — AND I'M FOR A CHEAPER AND MILDER CIGAR AND A LONGER STICK OF CHEWING GUM ONE IMPORTANT PROBLEM WAS SETTLED BEFORE THE KEVANOTE SPEECH WAS DELIVERED THE CONVENTION WAS JUST ONE STORY AFTER ANOTHER FOR THE TELEGRAPH OPERATOR ONE MORE HOT DOG! THOSE WHO DIDN'T HAVE TICKETS GOT IT BY RADIO AT CORNERS AND IN STORE ENTRANCES NEW VOLUME LOCAL L New books at the library: NON-FICTION Who's Who, 1924. The New Interurban Book for 1924. The New Encyclopedia and Musicians—W. Pratt. History of Iceland set. George III and Revolution—Frank A. Colonial Dames. Wilves—Alice Morse. Man and Mysterious Perlin and Osendow. Truly Rural—Wright. Mrs. Allen on Cook Service—Ida C. Bailey. Diet for Children—Lulu Hunt Peterson. Wigwam Evening and Elaine G. Easton. Cements, Lunes and Edwin C. Eckel. Principles of Radio Television—J. H. Morecroft. The Right Job Blackford and Newco. Radio for Amateur Verrill. Breaking a Bird Lytle. The Complete Doe Wm. A. Bruette. American Squab Or Eggleston. Pigeon Raising—A Profitable Pigeon Arthur Hazard. ADULT FICTION The Interpreter Struthers Burt. Told by an Idiot— PARAGRAPHS By ROBERT QUILLEN A man is as old as his wife's charge account. Every citizen is entitled to life, liberty and the pursuit of balls in the rough. An old-timer is one who can remember when a girl blushed with delight when called "domestic." It is subtle sarcasm to decorate the ball park where Babe Ruth will play with bunting. The summer resorts are open—where the frost is on poor Father, and the chaperones are shocked. This generation got what Patrick Henry asked for. And we wonder which one the joke is on. Woman must have intuition. Nothing less could enable her to select the particular insult best designed to make you froth at the mouth. Be thrifty. The highest-priced car looks no better than a lit after the thing happens at a grade crossing. There’s little to do about a boil on the neck except to kill friendly people who slap you on the back. Generally there are no grouchy-looking men about a newspaper office except the one who writes the funny stuff. Once men were hairy all over, but nobody knows what hair fonit was used to make the hair fall off. Some of the motorists we know could possibly keep on the road if they were driving through a tunnel. A good reporter gets all the facts of the accident except the ankle. ABE MARTIN AT MELODEN HALL THIS WEEK It's wonderful how many crazy people gilt by without any buddy catchin' on. Of all th’ death rays th’ bright lights are th’ surrest. At any given moment there are more than 180,900,000 pounds worth of British trade affloat east of Suez. TAGGART'S DEPENDABLE USED CARS '19 BUICK Touring $375 '16 FORD Touring $35 '23 CHEVROLET Coupe $550 POEMS THAT LIVE THE MAIDEN AND THE LILY A lily in my garden grew, Amid the thyme and clover; No fairer lily ever blew. Search all the wide world over. Its beauty passed into my heart; I know 'twas very silly. But I was then a foolish maid, And it a perfect lily. One day a learned man come by, With years of knowledge laden, And him I questioned with a sigh. Like any foolish maiden:— "Wise str, please tell me wherein lies— I know the question's silly— The something that my art defies, And makes a perfect lily." He smiled, then bending plucked the flower. Then tore it leaf and petal, And talked to me for full an hour, And thought the point to settle: "Therein it lies," at length he cries; And I—I know 'twas silly— Could only weep and say, "But where— O doctor, where's my lily?" John Fraser. DINNER STORIES A traveler who believed himself to be the sole survivor of a shin-wreck upon a cannibal island, hid for three days in terror of his life. Driven out by hunger, he discovered a thin wisp of smoke rising from a club of bushes inland, and crawled carefully to study the type of savages about it. Just as he reached the clump he heard a voice say, "Why in hell did you play that card?" He dropped to his knees and devoutly raised his hands, cried: on the neck except to kill friendly people who shap you on the back. Generally there are no grouchy-looking men about a newspaper office except the one who writes the funny stuff. Once men were hairy all over, but nobody knows what hair tonic was used to make the hair fall off. Some of the motorists we know could possibly keep on the road if they were driving through a tunnel. A good reporter gets all the facts of the accident except the name of the owner of the ankle the driver was staring at. could organize and get an eighth hour day if people would be willing to buy beans at three for a nickel. And so hearing is more acute when you are asleep. Anyway, money seems to talk louder when your conscience is asleep. A dentist says most men are more efficient with their teeth out. And yet one would naturally expect them to gum things up. This is the time of year when the boulevards are covered with nige little runabout mortgages on the old homenstead. After all, was it really worth it? King Tut waited 3000 years and didn't get any more publicity than the ukulele and the pogo stick. Correct this sentence: "It's more the heat than the humidity that bothers me." (Protected by Associated Editors, Inc.) TAGGART'S DEPENDABLE USED CARS '19 BUICK Touring $375 '16 FORD Touring $35 '23 CHEVROLET Coupe Like new $550 '23 CHEVROLET Sedan $675 '22 CHEVROLET Touring $250 '20 CHEVROLET Touring $140 '18 HUP $275 '19 OVERLAND $100 '17 BUICK $250 '21 FORD Touring $150 '19 OAKLAND Roadster $150 '20 FORD Touring $150 '19 FORD, self starter, Touring $75 '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 302 North Los Angeles St. It seems a long time since anybody has been arrested for stealing a kiss. A traveler who believed himself to be the sole survivor of a shipwreck upon a cannibal isie, hid for three days in terror of his life, driven out by hunger, he discovered a thin wisp of smoke rising from a club of bushes inland, and crawled carefully to study the type of savages about it. Just as he reached the clump he heard a voice say, "Why in hell did you play that card?" He dropped to his knees and devoutly raisling his hands, cried: "Thank God, they are Christians!" A Londoner was telling funny stories to a party of commercial men. An old Scotsman, sitting in a corner seat, apparently took not the smallest notice, and no matter how loud the laughter, went on quietly reading his paper. This exasperated the story-teller, until at last he said: "I think it would take an inch auger to put a joke into a Scotsman's head." A voice from behind the paper replied: "Ay, man, but it wild need me have a finer point than any o' yer stories, a'm thinking!!" The stranger laid down four aces and scooped in the pot. "This game isn't on the level," protested Sagebush Sam, at the same time producing a gun to land force to his accusation. "That ain't the hand I dealt ye." The Girls of Cent Lake Luna—Gertrude son. The Girls of Cent Basketball—Gertrude son. The Girls of Cent The Stage—Gertrude The Girls of Cent Track and Field—Morrison. The Girls on Cent Camp—Gertrude M. The Girls of Conti ing the Red Cross—Morrison. The Old Mary Me Joslyn Gray. Marian Fear's Sagaret Ashmun. Mark Tidd—Clark land. Mark Tidd in the Clarence B. Kelland Mark Tidd in Beance B. Kelland Mark Tidd's Cita B. Kelland. Mary Tidd, Editor Kelland. Mark Tidd, M Clarence B. Kelland The Golden Spid Lynde. The Castaways cf Warren II. Miller. SATURDAY, JULY FIFTH, 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 NEW VOLUMES AT LOCAL LIBRARY New books at the Anaheim library: NON-FICTION Who's Who, 1924. The New International Year Book for 1924. The New Encyclopedia of Music and Musicians—Waldo Selden Pratt. History of Iceland—Knut Glerset. George III and the American Revolution—Frank A. Mumby. Colonial Dames and Good Wives—Alice Norse Earle. Man and Mystery in Asia—Perdinand Osendowski. Truly Rural—Richardent Wright. Mrs. Allen on Cooking, Menus, Service—Ida C. Bailey Allen. Diet for Children (and adults)—Lulu Hunt Peters. Wigwam Evenings—Charles A. and Elaine G. Eastman. Cements, Limes and Plasters—Edwin C. Eckel. Principles of Radio Communication—J H Morecroft. The Right Job (2 vols.)—Blackford and Newcomb. Radio for Amateurs—A. Hyatt Verrill. Breaking a Bird Dog—Horace Lyttle. The Complete Dog Book—Dr. Wm. A. Bruette. American Squab Culture—E. H. Eggleston. Pigeon Raising—Alice MacLeod Profitable Pigeon Breeding—F. Arthur Hazard. ADULT FICTION The Interpreter's House—Struthers Burt. Told by an Idiot—Rose Macauley. The Psychology of Newspaper Advertising By John Hamillon Curtis ARTICLE No. 9 THE ADVERTISEMENT WHICH CARRIES CONVICTION A NEWSPAPER advertisement must not be true, but it must ring true, as well. Many an ad.state only the truth, yet it does not carry weight, and may not even sound truthful. The advertisement which "goes over" is one that is carefully written according to the fundamental laws of advertising, most of which have been set forth in previous articles in this column. It must be remembered that some men carry conviction, while others have but little effect upon us. The same is true of the newspaper advertisement. With the person it is largely a matter of personality, and so it is with the ad. But the personality of the advertisement is mainly the result of getting the attention, arousing interest, making the proper appeal. If these things are well done, the ad will carry conviction. No advertisement should ever sound illogical, regardless of its nature. For to savor in the least of insincerity is to invite doubt and disbelief, and consequently, ineffectiveness. The first principle of business success is honesty, and this should be the first impression of he advertisement. Therefore, just as some people make boasts that they cannot substantiate, so do some advertisements do the same thing—equally in vain. That is it is useless for a merchant to claim more in an advertisement than may be rightfully expected. For him to advertise that he has the only line of groceries that will satisfy his customers is vain pretense, but for him to advertise that he has "the line of groceries that will satisfy his customers," immediately gets response. The latter sounds reasonable; while the former does not. Moreover, the customer may even come to the conclusion that that merchant does have the only satisfactory line, but it is vain for the merchant to make that claim, when there is any chance for a doubt, or even any chance for disbelief. There is always plenty that can be said in an advertisement without making the slightest misrepresentation, or even making a statement that can sound like a misrepresentation. The object of an advertisement is not to make the biggest claim, or the biggest promise of any kind, but it is to make the strongest appeal, and in this way obtain the best results. This is done by using the various methods of writing effective advertisements, as outlined in this and previous articles on the Psychology of Newspaper Advertising. Radio for Amateurs—A. Hyatt Verrill. Breaking a Bird Dog—Horace Lytle. The Complete Dog Book—Dr. Wm A. Bruette. American Squab Culture—E. H. Eggleston. Pigeon Raising—Alice MacLeod Profitable Pigeon Breeding—F. Arthur Hazard. ADULT FICTION. The Interpreter's House—Struthers Burt. Told by an Idiot—Rose Macoulay. White Stacks—William Hewlett. Buddenbrooks (2 vols.)—Thomas Mann. The Test of Donald Norton—Robert E. Pinkerton. The Desert's Price—William M. Raine. Mother of Gold — Emerson Hough. The Failure—Glovaanl Rapist. The Callahans and the Murphys—Kathleen Norris. Who Killed Cock Robin?—Herrington Hext. Green Timber—Harold Binloss. Red Sand—T. S. Stribling. Never Fire First—James F. Dorrance. Blue Blood—Owen Johnson. The Wrath to Come—E. Phillips Oppenheim. Without Gloves—James B. Hendryx. The Dream—H G Wells. JUVENILE FICTION Lamp-light Fairy Tales and Other Stories—Pauline C. Bouve. Peter Rabbit and His Pa—Louise A. Field. Peter Rabbit and Jimmy Chipmunk—Jouise A. Field. Henny-Penny-Anon. The Gingerbread Boy—Anon. The Three Little Pigs—Anon. Jerry and Jean; Detectors—Clarn I. Judson. Audacious Ann — Archibald Marshall. The All-Alone House—Ruth Campbell. Nancy, the Doctor's Little Partner—Marion A. Taggart. Nancy Porter's Opportunity—Marion A. Taggart. The Girls of Central High-Gertrude M. Morrison. The Girls of Central High on Lake Luna-Gertrude M. Morrison. The Girls of Central High at Basketball-Gertrude M. Morrison. The Girls of Central High on the Stage-Gertrude M. Morrison. The Girls of Central High on Track and Field-Gertrude M. Morrison. The Girls on Central High in Camp-Gertrude M. Morrison. The Girls of Central High Attending the Red Cross-Gertrude M. Morrison. Comments of the Press What Edition Are Saying BUSINESS SOUND IN CALIFORNIA—San Francisco Journal In the opinion of William T. Summers, president of the United Bank and Trust Company, the outlook of business in this state for the last half of the year is decidedly better than most people seem to expect, and the feeling has not been really depressed anywhere. We are nearing the end of the period which is normally the least active of the year, and there is no reason not to expect the regular increase from now on. No one else is so well equipped to forecast business correctly as the banker. The press can only report what well-informed people say. The banker sees actual balance sheets and does not guess, but knows whether cash and quick assets are ample. He also knows whether borrowers are eager. Their needs are normal and the banks do not rediscount much as the federal reserve banks wish they would. They have plenty of money of their own. President Summers bases his opinion on something like the following statement of what he believes to be true: He does not expect any such reduction of our fruit crops, as is generally assumed. Fruit has the habit of taking on weight. If the crop is thin the fruits are bigger. And in view of the light rain the light setting of fruit is a blessing. We are likely to clean up our carry-over of canned and dried fruits and get a normal aggregate cash return for the new crops. All the irrigated lands will produce the usual crops, although there will be some shortage late in the season where there is not adequate storage. There have, of course, been losses, especially in grain on the dryer lands. The dairy and other livestock industries are profitable. The percentage of cattle affected by the foot and mouth disease is trifling and the owners are paid slaughtered cattle. The forest and mining interests are in good condition. A very important factor is the rapid increase of population, making a home market for our established industries and getting one for the new concerns—in both cases saving freight. The various forms of transportation are as active as they should be at this season if they are expected to care for the autumn trade. The newcomers bring money and employ money. Mercantile and industrial inventories are small and kept small, which is first class business insurance. We have had no boom and, therefore need dread no reaction. We shall not have wartime business this year, but we shall do nicely, thank you. The Girls of Central High on Lake Luna—Gertrude M. Morrison. The Girls of Central High at Basketball—Gertrude M. Morrison. The Girls of Central High on the Stage—Gertrude M. Morrison. The Girls of Central High on Track and Field—Gertrude M. Morrison. The Girls on Central High in Camp—Gertrude M. Morrison. The Girls of Central High Adding the Red Cross—Gertrude M. Morrison. The Old Mary Metcalf Place—Joslyn Gray. Marian Fear's Summer—Margaret Ashmun. Mark Tidd—Clarence B. Kelland. Mark Tidd in the Backwoods—Clarence B. Kelland. Mark Tidd in Business—Clarence B. Kelland. Mark Tidd's Citadel—Clarence B. Kelland. Mary Tidd, Editor—Clarence B. Kelland. Mark Tidd, Manufactures—Clarence B. Kelland. The Golden Spider — Francis Lynde. The Castaways of Banda Sea—Warren H. Miller. Window Glass Plate Glass Mirrors Prism, Leaded and Art Glass Beveling and Edge Polishing Santa Ana Art Glass Works C. M. SCOTT, Phone 591-W 1204 E. Fourth St. Santa Ana, Calif. FREE LECTURE ON THE SUBJECT "A DESIRABLE GOVERNMENT" MILLIONS NOW LIVING WILL NEVER DIE! Each one of the ever shifting forms of government promises man happiness, but in time leaves only unfulfilled promises and hopes dashed to pieces. Can there ever be a universal government that will bring contentment and insure against the ravages of wars, revolutions, anarchy, and consequent suffering? Is the question with most people, or is man to resign himself to a sort of fatalism in life, accepting unhappiness and sorrow as his portion? That a desirable government bringing life, liberty and happiness is in the crucible of present unrest is the prediction of those same prophets of the Bible who so accurately foretold earth's present distress. A. W. Sibley OF LOS ANGELES Lecturer MOOSE HALL, SUNDAY, JULY 6th, at 7:30 p.m. 135 W.CENTER SEATS FREE Under auspices of International Bible Students Ass'n NO COLLECTION