The Pacific commercial advertiser. [volume] (Honolulu, Hawaiian Islands) 1856-1888, 1878-03-16
The Science of Advertising

Advertising wagons, dodgers, hand-bills and
circulars are perhaps well enough in their
way. They may create a mOmentarv impression
upon some minds. We do not discourage this
method of advertising, any more than we would
object to putting up a painted sign to indicate q
particular business. But the experience of a
century or more, as also the common judgment
of enlightened men, point unerringly to the
columns of the largely circulated and popular
newspapers as the place wherein advertisements
are read and thought over, and make persuasive
impressions upon the popular mind. A kaleido-
scope gives one a hasty and flashing view of
pictures sometimes beautiful, but the views are
evanescent, and forgotten as they vanish. The
painting that exhibits something grand in
nature or impressive in real life grows upon
memory, and its influence is always felt and
cherished. There is the element of persuasion
here that gives it perpetual and increasing value.
The snowy makeshIfts of advertising, in the
matter of effect, are no more to be compared to
the columns of the popular and we'll read news
paper, as a power to attack purchasers and in
duce trade, than are the snowy picture flashes of
the kaleidoscope, with the great and valued
work of the master painter.-ABany Express.
A TURKISH VIEW OF THE WAR.-The following
is an extract from a letter addressed by a Turk
ish journalist to the British Minister in Constan-
tinople last September
81 think that | am exactly expressing the
opinion of my countrymen when L declare that
in this struggle for life or death we need not
wish for allies. This is not because we do not
attach a high price to the sympathles and kindly
support of Europe. But we have a legitimate
ambition to defend with our own force the integ-
rity and independence of our own country. If
we are vanquisbed we would rather conclude a
separate peace with the victor, a peace which
will at least deliver us from deliverers.
"Having nothing to hope from Europe we shall
have no debt of gratitude to pay her, and natur-
a1ly ua shall FRY tn mako as a6Vanto0anua q
peace as possible with Russia without concerning
ourselves about European interests. Not, how
ever, that our conduct will be dictated by any
feeling of bitterness for Europe's desertion but
in our situation it would be impossible for us to
act otherwise, and Europe will only be reaping
the fruits of her own selfish policy if the inter-
ests of civilization in the East become grayeIy
imperilled. Russia does not fight US Loyalty.
After having treacherously tried to ruin us by
exciting rebellion, she now permits, in the coun-
try occupied by her troops, unspeakable afro
cities. Yet humanitarian Europe, which pro-
fesses to be the home of civilization, has done
nothing to prevent Russia and her prOtegeS, the
Bulgarian rebels, from exterminating the Mus
sulmans.
The system of autonomy invented by Russian
diplomacy is simply the extension, in disguise, of
Muscovite dominion. By it Russia counts on
opening the Dardanelles, which, in the hands of
a weakened Turkey, would become a mere pas
sage for Muscovite fleets threatening at every
moment the vital interest of Europe. For Tur-
key the autonomy of her European provinces
would be equivalent to the loss of them. With
out them she could no longer successfully resist
the assaults of her northern neighbor, who
would then have on his side both strength and
prestige. Treaties will have no hold on q power
which has already shown its contempt for inter-
national rights or pledges. There will be no
longer any limits to Muscovite ambition, in con-
sequence of the indifference which Europe has
displayed for the maintenance of treaties and the
balance of power"