The Syracuse Journal, Volume 3, Number 28, Syracuse, Kosciusko County, 10 November 1910 — Page 3

11 ~ “It Advertising plalksq pl TRUTH IN I' . ? ADVERTISING ‘i ' \ By W. J. LAMPTON J What about the truth in advertising? It is pretty generally accepted K that an advertiser will not make a public statement over his own signature concerning the goods he offers to possible customers which he can not substantiate. He might do it, perhaps, over his counter, face t 6 face with a customer, but giving. it widespread publicity seems to put a different moral aspect upon it and he sticks to the truth. A like reasoning t Is followed, in away, by the man who says one thing on the street, and quite another on the witness stand. Granting that a certain amount of exaggeration is legitimate and permisBible, is it not evident in a great many ' advertisements that that limit is exceeded? It is bad business, but are not a good many advertisers making statements to the public can not make good ? It would hardly be fair to say that they never intended to make good and were misrepresenting for the purpose of attracting the attention of possible customers, but whether it be said or not the result is the same. Among a certain class of advertisers, those especially advertising in mediums circulating among country I the downright He! seems to be part of their stock in tra,de; Indeed, in many instances it is the very basis of their business. But such advertisers are little better than crooks * and the Post Office Department gets them if they escape the police; It Is particularly the advertisers In city newspapers to whom this article is addressed. At intervals in New York city large and reputable houses advertise books for sale at prices much below what regular booksellers can handle them. These books, always standard works, are represented as equal in every way to the regular editions and the difference is price is accounted for by the fact that the seller has bought out a stock of a publisher, or some other equally plausible excuse, and the books are sold to customers who think they are getting bargains.. Possibly they are bargains, for a book by a standard writer is a bargain to anybody who gets it at a A reasonable price and reads it, but that p does not make the books what they are represented to be, and a very casual examination will prove that they are not equal to the regular editions either In binding, paper, printing, or matter. Thousands of such books are sold every year, by large stores all over this country. But is it necessary to misrepresent in order to sell? Wouldn’t buyers feel that at the price they were getting their .money’s worth, even if they were not regular editions? 11l my opinion a frank statement of fact by the advertiser would not interfere with the sale at 411. Purchasers are satisfied with the books as they are and will buy them, but they do pot want to be deceived. Again in the newspapers will be seen display advertisements of allwool clothing, guaranteed, so the adF vertlsement says, but the price given Is such that all except the very Ignorant know the goods cannot be as represented. Yet a great many such are sold -to intelligent customers who believe the advertiser is telling the truth, and that he has secured the goods at a forced sale or in some one of the many ways whereby genuine stuff may be disposed of at Imitation prices. When a customer finds that he has been fooled, the advertiser loses him and as many of his friends as he can take with him. On the other hand had the advertiser frankly said what the goods were and at the price were equal to the genuine, the customer could have no fault to find. Along numerous other lines the reckless advertiser pursues the same I course of misrepresentation and not only injures his own business, but „ that of i others, and implants doubts in the minds of those who read advertisements to such an extent that before a great while no advertisements, will be believed unless accompanied by a sw<?rn statement before a notary. Some time ago I read an advertise ment in a shop window which read: “The Only Place on the Avenue Where You Can Get Two Collars for a Quarter.” Several days after, it * was gone and I learned that it had disappeared because of a postal card [ • received by the advertiser. There ' wasn’t much on the card, but there was enough to make him sore. It read: “You are right, it is the only place on the avenue where you can get two collars for a quarter. At every other place you can get three or four/’ Os course, some rival in business must have sent the card, but if that advertiser had not been exceeding the limit of exaggeration in advertising, he never would have got such a disagreeable jolt. While the advertisers, who are so reckless of their language, are handing out statements concerning the quality of goods which are not true, thav do aot make such mistakes In 1

J ADVERTISING EPIGRAMS J ★ * * Advertise and keep ad- * * vertising until you have ★ * made enough money. * The value of advertising ★ * is not in proportion to its ★ * size, but in proportion to its ★ * persistence. * * Don't look for results as * $ soon as the first man has * * read your advertisement. $ J The newspaper is the old $ J reliable advertising medium. $ J A poor joke printed is a $ * boomerang. A good joke $ * diverts attention from your J * prices of goods. * Put prices in your adver- * * tisements. * * If you are using a small * * space, talk about one ar- * * tide at a time. * Talk about your goods, * * not about your firm or what * | a fine place your store is. * J Sign all your advertise- j $ inents the same way. J $ Advertise the thing i J there’s profit in. * Be brief. People who J * have time to read long ads. * J have little money with which J J to buy goods. J Change your ads. often. * * People think you are not * * alive if you don’t. * * * (&■********♦****♦♦*»♦»*♦**>?

stating prices. A customer may be deceived in the quantity of the goods he is biiying by what the advertisement states, but if the advertisement Says a' certain article will be sold for four cents or four dollars, that goes, and if the advertiser should put the figures Up the least little bit, the customer would raise a howl that no sort of explanation would quiet. The advertiser might explain about quality and get away with his published misrepresentation, but figures are figures and the price that is printed the genuine price. The customer knows enough to claim the full truth as stated in the advertisement and he gets It. j It is a reprehensible code of ethics which permits an advertiser to misrepresent it one way and not In another, and, at least, a fair degree of consistency should be maintained. Whether it is contrast, or whether it is the innate love of truth that lives in most consciences, I do not know, but the: advertiser who has proved himself‘truthful in his advertisements so inspires confidence in those who read that they will put themselves to almost ?ny incinvenience to buy from him and no matter how alluring the advertisements of the other kind may read they believe that the only virtue in the goods offered is in the advertlsment, and stick to the real thing. j _ 1 “The constant drop of water o ♦ wears away the hardest stone. < [ X “The constant chewing Towser <> ♦ masticates the toughest bone; X ‘The constant cooing lover takes o T away the blushing maid, ♦ ‘The constant Advertiser Is the <► i one that takes the trade." <> He Did Read Them. Somq years ago, a big financier who had steadfastly spurned advertising and emphatically declared that he never read it, gave his pride a neat fall one day. He is known to be a model of courtesy and politeness, making a scrupulous point of his memory for people he has met. Going out to his country home one day he noticed a woman seated in his car whom he was sure he knew In some way. He was unable to recall her by name though every line of her face had something familiar about it; but his scrupulous sense of politeness troubled him so that he went to her. “I am sure I know you, madam, but I cannot recall your name. Will you kindly set me right?” The woman smiled, and replied, T am Lydia Pinkham!” The financier has since been relating this as a joke on himself, which proved} that he did read advertisements,} whether consciously or unconsciously. How about yourself? Do you read ads? Certainly.—Printer’s ink. j Ult Pays to Advertise. A happening up in Winsted, Conn., that has just come to notice makes it pretty plain that it does pay to adI zertlse. Fourteen years ago- Miss Florence Woodruff, now Mrs. Florence Farmer of Winchester, Mass., lost her pocketbook. She advertised, but the purse did'not come back. The other day Mrs. Farmer’s father received a letter containing S3O, which was the amount the lost purse contained. With it was: this unsigned note: "Herewith is S3O lost by your daugh ter many y«Jirs ago. Please reply through the Citizen.” * } i } A Delicatessen Ad. A Williamsburg delicatessen proprf etor displays this advertisement in hlf window: "The best You can do la buy I Our WwM."

CAP and BELLS STARED AT PROF. BRANEFOG Absent-Minded Pedagogue Didn’t Know Whether He Had r~dt Baby or Wife’s Hat In Oven. The people didn’t merely look at Professor B?anefog—they stared. He knew he was absent-minded at times, and he wondered whether he had rubbed his face with boot polish instead of cold cream after he had shaved, or, whether he had forgotten tv change his dressing-gown for his frock-coat. But a kindly policeman put things right. “Are you aware, sir, that you are carrying a joint of beef in your arms?" he asked. “Goodness me!” said the professor. “I knew something was wrong. My wife told me to put her Sunday hat on the bed, to place this roast In the oven, and to take the baby and the, dog for a walk.” “You’ve not put the baby in the oven, surely?” said the law’s guardian. “I put something in it,” said Branefog; “but I don’t know whether it was the baby or the dog.” With bated breath they hurried to the professor’s house. Here, on the bed, lay the baby and the dog; but it -was just as bad for Branefog. It was his wife’s Sunday hat that was in the oven! FORCE OF HABIT. v -3 cK GT I UN X/j IMW ns, Prospective Purchaser —Is that a 3ood automobile? Dealer (who used to sell horses) — Why, sir, that automobile is so gentle it will eat out of your hand. On the Wane. "John!” “Well, honeybunch!” “You are smoking!” “Why, come to notice it, so I am!” "You promised me that you would give up smoking the day we were married!” “And I did give it up, dear—the day we "were married.” Its Nature. “It is a wonder that oil is such a big affair in the days’ news.” “Why should it not be?” “Because it is such a puerile matter.” No Stint. Miss Gabbles —Yes, I invariably weigh my words. Mr. Blunt —Well, it’s a safe bet that you have never been accused of giving short weight. _ Pessimistic. “I think my boy will be a poet when he grows up.” “Oh, don’t be pessimistic; he may turn out to be a useful citizen.” Lack of Courtesy. “Did the official in the case make an excuse to his convict client for not getting his release?” “No excuse; didn’t even beg his pardon.” Choice of Evils. “Don’t you know,” said the young widow, “that a bachelor is an object of public derision?” “I have heard so,” rejoined the old bachelor, “and I have also heard that a married man gets his at home.” Have Us Bluffed. “You give your opponent an advantage if you let him know vou are afraid,” remarked the moralizfer. “Perhaps,” rejoined the demoralizer, “that is why the microbes find us such easy marks.” Obliging. “Is this where John Jones lives?” “No, this is his home; but you can come in and call up his club if you want to.”

ONE HINT THAT DIDN’T WORK Story of Man Whose Life Was Saved by Latch-Key in Pocket Fails to Produce Desired Result. “The other night,” remarked Mr> Timmins deferentially after he had waited two hours for x an opening, “Brown was going home, when he was shot at by a footpad.” “Well,” said Mrs. Timmins sternly, “would you expect him to be shot by a policeman or a clergyman?” “No, no, my dear,” said Timmins; “but he’d have been killed if the bullet hadn’t struck a latch-key in his vest pocket” “Indeed!” said Mrs. Timmins. “I happen to know that he is insured for $5,000, and if he hadn’t had that key his wife would be a rich woman today. If you’re hinting for a latchkey, Timmins, you’ll have to give me a better reason than that Now, I’m going to bed, so if you want to read you’ll have to sit by the kitchen fire; but don’t you dare to light the gas!” Then with a sigh he resumed the article he had been reading, “How to manage a wife.” Contrary Opinions. “Aren’t some people funny?” “What’s the matter now?” row those officers at West Point are making, when lots of neighborhoods would give the eyes out of their head to have college students give them the. “silence.’ ” His One Regret. “There’s no use trying to deny it,” remarked Mrs. DeFlatt, “this is the worst cook we’ve had yet. There positively isn’t a decent thing to eat on the table.” “That’s right,” rejoined DeFlatt. “But,” continued his wife, “there’s one thing in her favor. She can’t be beat when it comes to washing.” “Pity we can’t eat the washing,” sighed the hungry husband. Literal Hospitality. “In this charming suburb do you welcome the stranger within your gates?” “We can’t.” “Why not?” “We haven’t any gates—only hedges.” A Hard Feat. “Harry is going to perform a very paradoxical action tonight.” “What is it?” “He is anxious to know if the girl who is so popular here will accept him, so when he calls on her he is going quietly to sound the belle.” A Forbidden Art “I see where science has arrayed itself against a great criminal modern evil.” “What is that?” "Kidnaping.” “How so?” Tt forbids rocking the baby." Thoughtfulness. Senior Partner (of automobile firm) —TIL 1© going to send Roxley a booklet about our new $6,000 machine? Why, don’t you know he’s hopelessly bankrupt? Junior Partner—Certainly I do; but when he gets that booklet he’ll think we haven’t xound it out yet, and that’ll make him happy for at least five mln utes. \ WONDERFUR, PERFORMANCE. Oh “Fred made a remarkablejiecord with his automobile last “How many miles did he “I don’t know anything abou| the distance, but he ran the thing iearly all day withoi/F hurting anybody or breaking down once.” Had the Goods. X "See here, old chap," said th< irate summer boarder, “you advertised plenty of shade. Where is lt?’l “In th’ parlor, mister,” explained the rural landlord. “Ev’ry oneTiv th’ three lamps in thar’s got a shsde by Another Prosperity Victim. “All the summer long ycfa were growling about hard times, but how does the world look now?” “Ah, me!” he groaned. “There’s no hope in it. We air now afflicted with more prosperity than we kin git away with!” One of Many. He-—So she’s a business woman? What business is she interested in? She —Oh, everybody’s.

The Key to Germany. . Capt. Charles King, the author, praised, at the Milwaukee club, the . German element in Milwaukee's population. “I know a soldier,” said Captain King, “who met the kaiser last year in Berlin. “ ‘You have a thorough knowledge of our best thought and customs,’ said the kaiser. ‘Have you ever been to Germany before?’ “ ‘O, yes, sir,’ said the soldier. “ ‘What cities have you visited? Berlin and Hamburg?’ asfoed the kaiser. “ ‘No, sir,’ said the soldier. ‘Milwaukee.’ ’’ Planning a Desperate Revenge. The haughty, imperious beauty handed him back his ring. “Now that all is over between us,” she said, “I suppose you will buy a revolver and put an end to your wretched existence?" “Woffee than that!” he hissed, being careful to introduce the necessary sibilant; “far, wors-s-se! I shall steal a revolver! And I shall shoot your measly little sore-eyed poodle!” A wild shriek burst from her lips. She fell upon her knees and But he had gone. AWFUL BURNING ITCH CURED IN A DAY “In the middle of the night of March JOth I woke up with a burning itch in my two hands and I felt as if I could pull them apart. In the morning the Itching had gone to my chest and durmg that day it spread all over my jody. I was red and raw from the top »f my .head to the soles of my feet and I was in continual agony from the itching. I could neither lie down nor dt up. I happened to see about Cuti:ura Remedies, and I thought I would <lve them a trial. I took a good bath with the Cutlcura Soap and used the Juticura Ointment. I put It on from ny head down to my feet and then went to bed. On the first of April I elt like a new man. The itching was Almost gone. I continued with the Cuticura Soap and Cutlcura Ointment md during that day the itching completely left me. Frank Gridley, 325 East 43rd Street, New York City, Apr. 27, 1909.” Cutlcura Remedies are sold throughout the world; Potter Drug & Chem. Corp., Sole Props, Boston, Mass. Laying tvie Foundation. “Why are you always so careful to ask advice about what you are going to do?” “So that if things go wrong I can say ‘I told you so.’ ” TRY MURINE EYE REMEDY (or Red, Weak, Weary, Watery Eyes and Granulated Eyelids. Murine Doesn’t Smart—Soothes Eye Pain. Druggists Sell Murine Eye Remedy, Liquid, 25c, >oc, SI.OO. Murine Eye Salve in kseptic Tubes, 25c, SI.OO. Eye Books and Eye Advice Free by Mall. Murine Eye Remedy Co., Chicago. “Off Day” of Favorite. Chapley—How did she happen to refuse you; I thought you were her favorite? Washley—Well, the favorite didn’t | win, that’s all. Same Old Point. Jack —I went gunning in the country one day last week. Tom—Bag an jibing? Jack—Nothing but my trousers. Convenient, wholesame, really the best. Mrs. Austins Famous Buckwheat. Revenge is better than a greedy kind of gratitude. Mrs. Wlns’ows Soothing syrup, ffrn-chlidren teething, softens the gums, reUucesin. cures wind colic. 2oca bottle. Anaemia is often temporarily mistaken for virtue.

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ts. ia<rredlents as attested under oath, are Stone root (CoM/nson/a CanadmRktZiroot (Sangtiinaria CanadeasisY, Golden Seal root {Hydrastis Canadeih Sylvatka), felack Cherrybark (Prunus Mandrake root (Podoohyfluoi Paltatum), with triple refined glycerine, prepared in This tonic contains no alcohol to shrink up the red blood corpuscles; but, on the other hand, it increases their number and they become round and healthy. It helps the human system in the constant manufacture of rich, red blood. It helps the stomach to assimilate or take up the proper elements from the food, thereby helpin< digestion and curing dyspepsia, heart-burn and many uncomfortable symptoms, stops excessive tissue waste ia convalescence from fevers; for the run-down, anaemic, thin-blooded people, the “ Discovery ’ is refreshing and vitalizing. Stick to this safe and sane remedy, and refuse all ‘ just as good medicines offered by the druggist who is looking for a larger profit. Nothing but Dr. Pieroe’e Golden Medical Discovery will do you half as much good.

PUTNAM FADELESS DYES lor more good* brighter and faster colors thus any other dye. One 10c package colors all fibers. They dy In water better than any other dye. ,ou jan da any garment without ripping apart. Write tor tree boeUot~|iow to Ore, Bleach and Ml* Colpra. MONROE DRUG 00., Ouinvx, HUffMa

$ MWll 7 ~~ Z~~ ALCOHOL-3 PER CENT /Vegetable Preparation for As - similatingiheFoodandßegulai'B Ihe Stomachs and Bowels of &T Promotes Digestion,CheerfulFr nessandßest.Containsneither Opium. Morphine nor Mineral & Not Narcotic & ts Old DrSANV£LPfTCffER Bmpldn Sud51 dbtS.w \ » RatktUt Silts 3* I - \ \ Honi Stfd - I \ntnkryreen flavor. f Aperfecl Remedy forConstipalion, Sour Stomach,Diarrhoea, W Worms .Convulsions. Feverish and LOSS OF SLEEP Jac Simile Signature of The Centaur & NEW YORK. under the Foodanjj Exact Copy of Wrapper.

~' ■ 7 ■ . The Rayo Lamp is a high grade lamp, sold at a low price. There are lam ns that east more, but there i s no better laftip matte at any Viar price. Constructed of solid brass; Dickel plated—easily kept elean; an £m| ornament to any room In afny bouse. There Is nothing known to the art ■me of lamp-making that can add to the value of the KA YQ,Lamp as a lightSTEADV giving device. Every dealer everywhere. If not at yours, write for UHI-ygdescriptive circular to the nearest agency of the liru/wfnn 1 STANDARD OIL COMPANY (Incorporated) W. L. DOUGLAS zr-y, -3 -311 &. -54 SHOES &WOMEN Wi Boys’Shoes,s2.OO,s2.sO&S3.OO. Bestinthk sv?>rlo. W. L. Douafa» $3.00, s3.BOand 94.00 «Aom 1 are groeffrvefy ffte b&dt made and mod noa»- L j ularahoaafor tho prloeinAmorlciifand an K «Z/ tfte moat aconomlcal ahooa for you to bt<y> Do vou realize that my shoes have been the standard for over z jf 30 years, that I make and sell more 53.00, 83.50 and 84.00 /1 shoes than any other manufacturer tn the U.S., and that DOL- xfc-;-/,, A LAK FOR DCLI.AR, I GUARANTEE MY SHOES to bold their yHk shape, look and fit better.and wear longer than any other 83.00, /\ / 83.50 or 94.00 shoes vou can bny ? Quality counts. It has N£-./ made my shoes THE LEADERS OF THE WORLD. re®! You will be pleased when you buy my shoes because of the » fit and appearance, and when It comes time for you to pur- a ff' f _ d vs L chase another pair, you will be more than pleased because the last ones wore so well, and gave you so much comfort. r Baoo CAUTION ! name and price stamped on tlie bottom. T AKE NO SUBSTITUTE If vour dealer caunot supply yon with W. L. Dougla* Shoes, write for Mall Order Catalog W. 1.. DOUtUUAM, I<S Mpai-k Street. JUrockton. Maea

MICA

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Mutual Expectations. A notoriously close-fisted man was taking his golfing holiday in Scotland, where he hoped to improve his game, and, by driving a hard bargain, had managed to secure the, exclusive services of a first-class caddie, who was known to be a very good player. "Mind, now,” said the ambitious southerner, “I expect to receive some really good tips from you during my stay here, you understand?" “Aye,” replied the Scotsman, hitching up the heavy bag, “an’ Ah’m expectin’ the like frae ye, ye ken.” —Golf Illustrated. If you would be pungent, be brief;for it is with words as with sunbeams —the more they are condensed, the deeper they burn. —Southey.

Weak Heart Many people suffer from weak hearts. They may experience shortness of breath on exertion, pain over the heart, or dizzy feelings, oppressed breathing after meals or their eyes become blurred, their heart is not sufficiently strong to pump blood to the extremities, and they have cpld hands and feet, or poor appetite because of weakened blood supply to the stomach. A heart tonic and alterative should be taken which has no bad after-effect. Such is Dr. Pierce’s Golden Medical Discovery, which contains no dangerous narcotics nor alcohol.

CAM For Infants and Children. The Kind You Have Always Bought Bears the ZyJL Signature /Am of XXjF n Jjv In VK For Over Thirty Years CfiSTCniA Twa esirraua OMMirr. nsw voaacrrv.

'" DISTEMPER Sst: Sure cure and poeltlTepreTentlTe.no matter how horses at any stage are tnfected or“eipo«ed.” Liquid.given on the tongue; acts on the Blood and Glands; umli W poisonous germs from the body. Cures Distemper In Doge and Sheep and Cholera M Poultry. Largest selling livestock remedy. Cures La Grippe among human betajp and isafine Kidney remedy. Wc and SI a bottle; 15 and Mo a dozen. CnttblsodL * Keep it. sbewto your druggist, who will get It tor you. Free Booklet, ’Dutempe* , Causes and Cures.'* Special Agents wanted. SPOHN MEDICAL CO., 60SHEN, IND., U. S. A. j

A Skin of Beauty Is a Joy nit. r. FKLtX QOURAUD't Orlmtfl U Crcamand Magical BaautHtani 5854 Removes Tan, Plmplesji S* 3 JFwiy'SV Freckles, Moth Patohea 55 o-o Rush and Skin Disease*, Wao- and every blemS HjES/ >S z!/AV sh on oeautyU □ * /feM and defies deteffl M”e- 47 vW tion. It has stoo< H S® Jr/ U <Sy the test of 62 wr* ?—“8 **4 "V and Is so haraw A *“X. less we taste Itt* SwO Z*>| be sure It la prop* w/ erly made. Ao* AV 5?. ( cept no counter* \ ielt of alm’laP vy?i rJ \ \ name. Dr. L. A. SSL? 1 I 1 Sayre said to w i ’ I lady ot the hauW J X Y »Jr J 10X1 (“ patient),; S I el L “As you ladle* I recommenA •Gourand’s Cream’ as the least harmful of aS, the skin preparations.’* For sale by all druggists ana Fancy-Goods Dealers in the UK.Cunada ana Europa Ferd.T. Hopkins, Prop., 37 Great Jones St., HewYott Insomnia “I have been using Cascarets for Ins somnia, with which I have been afflicted for twenty years, and I can say that Cat* carets have given me more relief than any other remedy I have ever tried. I shall certainly recommend them to my friend* as being all that they are represented.’* Thos.. Gillard, Elgin, Hl. Pleasant, Palatable, Potent, Taste Good. Do Good. Never Sicken.'Weaken or Gripe. 10c, 25c, 50c. Never sold in bulk. Tho gennine tablet stamped CC C. Guaranteed to cure or your money back. 924 ROOSEVELT’S OWN 8001 ”African Game Trails” Wanted 1 by thousands for Christmas and Na* Years. Needed 1 maq in every place to takoM ■to the families in his locality. Offered I Monow olv of field and high Commission. Take the ireal chance and write for prospectus now to CH ARUM SCRIBNER’S SONS. IS3 (R. S.) Fifth AveutW New Yotk. ■' ' — ' ; ■ =aW W. N. U., FT. WAYNE, NO. 45-1910 k

AXLE GREASE Keeps the spindle bright an 4 free from grit. Try a bow Sold by dealers everywhere. ■STANDAND OIL CO. L (Incorporated)