Nashville union and dispatch. [volume] (Nashville, Tenn.) 1866-1868, 1866-12-27
Naiun aud gispateh.
ADVERTISING - IT'S TRICKS AND
DoDGES-ITs VALUE, ETC.
From DE \. Y. journal Of Oommerec.


From the n. Y. Journal Of Commerce.
A story related Of merchant who made
the choice Of a husband for his daughter
depend on which Of her two suitors should
write the best advertisement, serves 70 IL
lustraie the importance whick is attached
by business men TO iudicious advertising.
In what "iudicious advertising exactly
consists is moi, however, so generally set
tied. Some think il is in arresting the
peoples attention and forcing them to read
ire advertisement nOleas uOleas. Others
aim 10 keep certain articles constantly be-
fore the public Steady, uniform, and per
sistent advertising unquestionably benefits
every man in business. Glasses of men
sometimes object 10 advertising. II is a re-
markable fact that in New York, lawyers
think Il rather unprofessional 20 advertise,
except in case Of removal, change Of firm,
or other special occurrence. They make a
great error in this. There is not a day in
the year when there are not many persons
in and out Of New York seeking legal ad-
vice, especially among merchants and bust
ness men, without any clue 10 assist them
even in making inquiries Merchants in
regular business learn by experience the
importance Of using the columns Of a COM
merciai paper for the systematic announce
ment of their business
The sensational class Of advertising Is
subject Of amusing study. If it did not
pay well there would not be 40 much Of IL
done The curious devices resorted 10 in
order 10 attract attention are curious and
could they be gathered up and placed in
book form, would afford considerable recre-
alton for leisure hour. The only diff
Guilty would be 10 know what 10 select for
if all the different methods OF attracting
attention that have been made use Of IN
our streets for the last year alone were
gathered, they wouiG al Telnmes the
Americans generally, and New Workers
especially, have within the last few years
become 80 accustomed to novel sights and
queer advertising mediums, that in order
10 keep their curiosity on the qll rice, new
and still more singular devices are con-
tinually resorted TO. Not long since the
attention Of pedestrians on Broadway was
irresistably attracted 10 a man whose hat,
as De demurely walked up and down the
streets, proclaimed to his fellow -citizens
where the best patent CATERS could be OBJ
tanned. Scarcely had his comical attire
ceased 10 raise broad grin on the faces Of
spectators, when another man appeared,
whose clothes from the top Of his head to
the soles Of his feet were thiekly covered
with brass buttons, 20 arranged az to inform
those who were fascinated with his orna-
ments where they also can obtain the same
quality. MANY will remember the surprise
with which they saw one fine morning,
two years ago, Immense placards pasted on
fences, walls and door-sieps, with the mys-
The bare proposition Of such an operation
proposed, too, without somuch as saying by
your leave-startled one with such a proper
horror, that when il was discovered that
what was required was 10 purchase and
eat certain candy, all fastened to Pur-
chase il.
The public had scarcely recovered from
this shock, when its nerves were again
shaken by seeing in great letters the aw-
fully suggestive question, "Who will choke
us OFF, Nor was il until visions Of foot
pads and garroters had passed in vivid re-
view before the minds eye, that il was
treasured by learning that sore throat
could be prevented BY q certain remedy
The good people Of London, however, had
a worse fright than these few years since
A Mr.. Shggins having become the happy
possessor Of a certain recipe for consump-
ton, hit upon the idea Of placing huge
posters upon curbstones and window shut
tiers in London, upon which, in flaming
capitals, was the startling interrogatory,
" Who is Stiggins2' Who was he? Was
he an incendiary, a murderer, or another
Jack Sheppard2 were questions that few
from one persons mouth 10 another. No
satisfactory answer could be obtained 10
these queries thcagh all agreed that it
was a matter Of importance 10 discover
who was the particular Stiggins referred
10. Inasmuch, also, as this dodge
was then entirely new, It's connection
with advertising was never suspected,
and police detectives went 10 work to find
a solution Of the question. After the public
amazement had somewhat subsidized, the
people were informed that Stiggins was the
inventor Of a patent medicine possessing
most wonderful health-giving and life-per-
petuating powers. Perhaps the most sue
cessful instance Of ingenius advertising.
however, was the well-knoWn case of a
celebrated backing In order TO familiarize
the public with the article, the proprietors
employed for several weeks a number Of
men dressed in the livery Of different
noblemen to make the round of the stores
Of London inquiring for this particular
backing. The ruse was successful, and the
proprietors we're soon shown the necessity
Of inquiring for their own article.
One idea in relation 10 advertising
originated with the French-the philosophy
Of which does not seem for long time TO
have been oomprehended by either the
English OF the Americans The English,
always slow in adopting new notions, are
at last beginning 10 appreciate il but the
Americans carry il to as great an extent as
the Parisians. The motto in Paris is,
repeat" "repeat" until, by constant
repetition, the public are thoroughly
familiar with the article. Raciness Ia adj