The Pacific commercial advertiser. [volume] (Honolulu, Hawaiian Islands) 1856-1888, 1870-07-02

afford to ride in a coach of his own, it was folly
for another to strive to emulate with a hired one
Ts THE AMERICAN PUBLIC esa
Were a great seeming people. but it was useless
for them to think that by seeming they could de
ceive Others. If a woman with a rich husband
wore a rich shawl, another with a poorer husband
must Immediately have an imitation shawl IN
which to sit beside her and show that she was as
ss good " as the other. 1t was absurd to let the
mall minority of rich people set the fashion, and
keep all others with their noses to the grindstones
in dread of what =. Mrs. Grundy would say" A
man nowadays was afraid TO wear a coat SIX
months old because it was not 8 fashionable"
Fashion was one thing, habit another; as Frank
lin had said, g We only fear the eyes of others"
1t was the eyes of others that ruined us, for were
they blind we should laugh at fashion. The
lecturer here narrated an amusing aneedote OF
Washington Irving about a Haytlen princess who
first had q slave to fan her to sleep, then one TO
scratch her head, finally one to tickle her-being
followed through these successive grades OF luxury
by every 8 fashionable 3" woman in the island.
A SURE MEANS OF SUCCESS
Was to settle in beginning life upon the vocation
most congenial to ones nature. All creation
ran, he said, in grooves IN a dozen boys there
would not be two with the same tastes or capa-
bilities. The - learned blacksmith, , for instance,
should have been a professor of language; many
doctors, lawyers and clergymen would be better
as blacksmiths. a boy put to an uncongenial
business would never succeed in it whereas put
in the right track be would finally "rollick in
his business A proper location was also as
important us a proper vocation. Here ME-.
Barnum related in a most amusing manner his
experience in a London penny show, where ne
found a man, a genius in his way, but in a bad
location. He took him across to America with
him, and now that man. is worth SSU,UGO.
Three moves were, perhaps, as bad as a hre but
a move ot of a fire could not be a bad one. The
10 in .cfrOnn farms the fatal
effects of running into debt, and the ruin that
must come upon any young man who commences
life by borrowing. As to perseverance also, he
said, that it was not only necessary to lay plans
well, but to carry them out. Selt-rellanee was
absolutely necessary to success.
Ro%THscHILD's MAXIM,
{" Be cautious and bold was not a paradox, for
it meant be cautious In laying your plans, bold
and determined in carrying them out.
GOOD ADVICE.
A man must also, he said, look after his own
affairs success would never be reached by trust
ing to agents, however faithful. Some men accu-
fortunes, and then lost them again.
That, generally happened by going into specula-
tions outside of their legitimate business. They
should remember that as their first success was
only gained by experience and hard work, they
could not expect to gain another by other means.
System also WIS of the utmost Importance. A
man should be CAREFUL to please his customers;
give them always their moneys worth, so that
they might come back again, for no man could
hope to succeed Dy chance custom only. On
ADVERTISING
spoke long and earnestly. He said, that
no matter how large and good q stock of goods a
man might have, they were worthless TO him
unless the people knew he had them. If he did
not advertise them the Sheriff would sooner or
do it for him. 1t was, however, useless
to advertise a spurious article, for ere long men
would find out the truth. There were various
ways of advertising, but in this country. where
newspapers circulated SO largely, they were the
medium. A man also must
FIRST sow, THEN REAP.
No man ever succeeded by trying to reap first,
md this was more true with advertising than
anything else. 1t was with advertising as
learning, n little of it was a dangerous
hing. The object of advertising was to arrest
,ublic attention, and that could only be done by
Iammering at the nail until it was driven quite
TO advertise a little was like taking half
dose of medicine-made one sick without
fecting any good. .
FRENCH EDITOR IDEA
IF advertising was: at the first insertion, the
eople don't see the advertisement at the second,
see it, but don't read it third, they read
fourth, look at the price; fifth, show it to
heir ~wives-finally purchase the article. There
some advertisers who had the happy mack
T so heading their advertisements as to attract
ublic attention at once, but they were only the
'rtunate ones. On this point the lecturer related
than one amusing story, notably of Peace, /
T New York, to-day a millionaire, his fortune
aimed entirely by Skillful advertising, backed up
y u really good article. As to |,
HIMSELF,
e said that the people called him a 6. humbug."
ow a humbug was not one who robbed people,,
ut one who having something really worthy of
lblic attention brought 1T into notice by extra
binary advertising processes. In this connec- {
ON he told of the success of Day and Martin, &
e millionaire backing manufacturers Jennings, '
lie halter, and others, whose fortunes were
rectly due to their holiness and ingenuity in |
lvertising. His own Z" woolly horse,'' 80 mer- /
aid, etc., he said, were only "sky-rockets to /
tract attention to his museum" He related i
IS own experience. How he had taken the a
useum under the most unfavorable circumstan- /
>; how by bands, pictures, and by advertise i
ents in the papers larger than had ever been '
en- before, by spending, in fact. the whole of G
) first years income in. adVertising-he had
ade the museum so well known that no one j
red to return to the country from New York l
ithout having seen it. Urging the good policy d
politeness, civilty, and the Importance of d
ones own counsel in business matters, s.
closed the lecture amid loud and long con- i
lued applause. v