The weekly hawk-eye. [volume] (Burlington, Iowa) 1858-1860, 1858-09-07
The Tricks of Adysrtislng.

l
The Tricks Of Advertising.
To a man who never looks at an advertise
ment, very instructive and amusing por-
ton Of the newspaper is lost and we adver-
tise to begin with, that in wha. we have to
say on this subject we have no design on our
advertising patronage We have been inf
nitely amused by lookin over our exchanges,
and witnessing the ingsnuities ofadvertisers.
The trick Of New York perfumer, who
offered $500 for the first privilege ofthe first
business dispatch over the Atlantic tele-
| graph, in order to inform Queen Victoria
that he would send by the next steamer a
specimen of new toilet article, was a clever
thing He did not purchase the privilege
he sought, but he took great pains to tell of
his efforts, and published the cores
pondence between Mr.. Field and him
self on the subject By this means, he
brought the article before the public, and
that was all he wanted This trick has be
come a very common one-this of pushing a
commodity into public notice on the.tid of
o great event, or great movement. There
is not celebrity literary, political, artistic
or divine-who is not made, in some way,
the advertiser of a nostrum, or a soap, or y
perfume, or a bed-bug poison; and for years
no great event has hoated into public view
| that was no5 stuck full Of the hag-stafs of
advertisers
Then there is the highly respectable
dodge Men become very brief and modest
in their announcements. Many are thus
naturally They simply state the names
| and amounts of articles they have received,
and will enter into no public competitions
| with others. They are above it, in taste
and in spirit. One will very soon ascertain
who is the genuinely modest and dignified
advertiser; Tor while such an one goes
straight on with his short, stereotyped an
nouncements, the other has always in some
way to tell that he is dignified and modest,
and does not pretend to compete with the
small trash who make up in buster what
| they lack in blunt
Then there is class Of advertisers who
| spread themselves in all sort of cant phrases,
| or slang phrase, more properly. They do
| business at tremendous sacrifice, and are
bent ON the absolute ruin OF all monopolists,
old fogies, and hunkers, &c, and the estab-
llshment OF the rights and interests OF the
people. They have but one deslre-and that
is to revolutioniZe trade in such a way as to
secure the wei being Of purchasers. With
minds that have no great degree OF Originally
ty, this is iavorite trick, the country over.
Such men are always having spasms. They
"mark down their goods five or six times
year, or CLOSE out Tor a new stock, or get
hold ofa bankrupt stock that must be SOLD"
at any sacrifice. In one way or another,
they are always in a fever, and they usually
manage to keep the people add their compe-
titors ID excitement.
Now and then, we come across man of
genuine good nature and genuine genius,
who succeeds above and beyond his fellows.
lie adopts no etale tricks, but relies upon
his own brains for success. His object is to
write an advertisement that will be read,
and he knows that if he makes such an add
vertisement creditable literary production,
people will always read what he has to sny
One of the best advertisers Of this class is u
man Of the name Of Dewey, in Burlington,
Vt We remember publishing one of his
political advertisements two or three years
ago, and we find another in o Burlington pa
per which we present below, as touch of
his quality
SONG OF THE MAcKEREL,
AIR-Aeet me by Moonlight, alone.
Meet me at Dewey's alone,
And there ! will show you fish,
For it ali that palate could wish:
| You must promise to come-for l said
To Dewey,-Id show yeu, sometime,
| A Mackerel without head,
And assbright as new minted dime,
Then meet me at Deweys alone, dc.
| And while you are there, you shall see
! Such things in the Grocery line,
Such daintjps for you and for mo
OWho know how to breakfast and dinc.) .
You'll VOW, while again and again
You gaze at the beautiful heap
That Deweys the dearest of men,
Though he sells so remarkably cheap
Then meet me at Dewey's alone, &c.
| know that you used to complain
OF the odor of rum in the rear:
But many are signing in vain
| For the ottOr that $ vanished, my dear
| The rum and the rummies are gone,
And customers throng at his summons
| BY other perfumery drawn,
VINO don t look at all like the rum ones
Then meet me at Dewey's alone, a..
You won't find it easy my dear,
10 meet mo at Deweys, alone:
For the crowds that are gathering here,
Are the largest that ever were known
| Then come in the morning at nine,
Or at night when the folks are abed,
| And ! II show you that Mackarel, so fine,
The Mackerel without any head
Then meet me at Dewey's, alone, &c.
Burlington, jane 9, 1858.
Now il any man in Burlington can &C any
where but to Deweys for his mackerel, he
E, lo,l ~ h. u 6
obtusely ignorant Of the claims Of genius
We feel almost like sending to Dewey's Tor a
whole kit
One fact has como to be pretty universal
ly recognized, viz, that fortunes are net
made in trade without some forms of adver-
tising There are more fortunes established
in a judicious system of advertising than in
anything else, and knowing exactly how to
| advertise is knowing exactly how to get
trade The public have become accustomed
to having the claims of all trading establish
ments presented to them in some form 0 adj
vertisement Modest and tongneess merit
will no more be sought for in mercantile es-
Establishments than in men. Each man has
his own way Of expressing himself, and each
trade has Its own special wants. There is
| the fact, of course, that the absolute necessa-
in the long run, people will buy where they
can buy the cheapest but many shop
could, by good advertising, obtain business
in six months which it would otherwise be
obliged to wait three years for. Outside of
these staple necessaries everything must be
advertised, every new invention, every luxu-
~, every discovery; and it is here that the
greatest degree Of talent is requisite and
manifest. If man fail here in the adver-
tiaing departments Of his business, he will
fail in all departments.
WHERE DOES WooD CONE YRoM-If We
were TO take up handful Of soil and examine
under the it microscope, We should probably
mud it to contain q number of Fragments Of
wood, small broken pieces Of the branches,
or leaves, or other parts of the tree IL We
could examine it chemically, We should find
yet more strikingly that il was nearly the
same in its competition. Perhaps, then, il
may be said the young plant obtains its
wood from che earth in which it grows
n ell