The Indianapolis journal. [volume] (Indianapolis [Ind.]) 1867-1904, 1884-03-03
IDIOTIO ADVERTISING,

The suit against Manager StetsOn for $780,
900 damages may prove a blessing to long
suffering public, and if it does, nobody but
Mr.. Stetson himself will regret the cost of the
reform. In advertising his play of "Confu
sion" Mr. Stetson fell upon the idiotic idea of
distributing kilograms from house to house,
an incident in the play being the receipt of
message by wire in the words: "Come to town
at once. Your baby is worse" In the prepa-
ration of these bogus messages the blanks of
the Western Union are closely initiated, and
a uniformed lad was employed to distribute
them. At the residence of W. A. Rogers at
Brooklyn Heights, millionaire, it was handed
to Mrs. Rogers. who is about to bear her sec
ond child. Several weeks ago her little girl,
aged three, was attacked with scarlet fever,
and was removed to the home of her aunt in
New York city, to remain until after her
Mrs Rogers took it to mean that her absent
child was ILL., and she was at once thrown into
spasms, and her life is despaired of. The hus-
band at once brought suit for 500, 900 dam
ages against Stetson. This inhuman method
of advertising has not even the merit of origi
nality, the same idea having been utilized in
London until forbidden by the public authori-
ties.
1t is marvel that anybody with enough
business capacity to have anything to adver
tise and enough money to make choice in the
manner in which it shall be done, should be
so unwise as to take up with method that
must inevitably produce pain, if no more
serious results. TO very many the receipt of
Geographic message means bad news-the
sickness OF death of friend, or some other
only less unwelcome intelligence, The pain
wrought upon nervous people must have been
severe and it is fortunate, indeed if
no other serious consequences ensde
from this bit of criminal folly. As
an intelligent man Mr.. Stetson
should be held to strict accountability for
his action in prefering this more sensational
and imminently dangerous mode of advertis-
ing to those usually pursued. No man in any
business should so far forget his own inter
ests as to run the risk Of offending or hurting
any who may receive or read his advertise
ments 1t is not enough to attract attention.
It must be done in such a manner as to leave
an agreeable impression. There are sensitive
L, 41,oE
shocked as much by coarse or sensational
advertisement as by brutal or vulgar recital.
witty or humorous introduction is
not only permissible but advisable, if well
done, and there is not too much of it, But
there must be genuine merit about it, or it
will not be long until the public becomes so
Disguised that it refuses to read anything
coming from the firm that so offends 1t is in
bad taste to introduce tragic events, or in any
way to introduce unpleasant topics. The i'm
preston made is one calculated not to win
friends, and the reader has no desire to become
better acquainted with the firm
whose thoughts seem to run in such
disagreeable channel There is art
in Advertising and fortunate is. he who sue
ceeds in Learning it. A few. moments refec
ton ought to teach the advantage of pleasing
ideas in advertisements as much as genial
personal address and wholesomeness of man
ner toward friends and customers. The same
politeness delicacy and solicitude should be
observed in addressing the public in print as
in person. The effect of such consideration
and discrimination is to win friends, where
fail