The Wichita daily eagle. [volume] (Wichita, Kan.) 1890-1906, 1898-05-01

a boast Is a very strong thing with
/ facts 10 back H. and the weakest thing
I'm the world When il has no subatantia-
ton.
in an advertisement where an the type
is big there is no biz type apparent Ac-
compauylng Httie type il what makes an
effective display.
sIpshod adversisement-wr writing u done
in the belief that tie intssligsnce % ths
public IL small. ard II "a ignored resent
fully By the seif-sans public.
Now. Of al tines Is exagscration Qua
OF place. With battles imminent on land
and sd. a special sale IA store can not
rigbtfllly be called An extraordinary
event"
References 20 ''the writer IN and advsr-
tlsemsnt DO no good The fact % ths bus
mess r. that references 20 snything. AZ
cept the occasion. ths goods. and tfs
price. d. lttle good
Those Ia an establishment sTu isst %
see that establiahusnta degeneration.
For that reason 10 man should svs~ ~
.uns On the deception that his store -
- perfect As be can make L
4 merchant may aanouHcs 20 his CLERKS
THAI any ore OF them going 20 wsr win
have his pace reserved for hiru- Tlis .s
patriotic act but = i nOt aa ad-
vert.semert The public may 5s pleased
vith the patriots personality. But that
does not mean that lie public wiu buy
his goods.
An advertising authority n speaking ~
ia art says. The question IL always
How can che attention q ne Toiuctant
and the interest d the ln1sGersnt b. eorn-
a.oa Of aastsrfJ4g qualities. Tbs a1vsrtis-
ing that takes ~ aTfsrs from thsss -
t4s sort thai wins The 0sld
These are advertisers VITO tank = Eoo4
style rather q 0ssFasasrat n zln advertise
meni. bus tie LAter2xy Exsst rsns&ysss
.Cood style y clszF thinking Wtrsost
thlE. there can be 10 style NortE s@F-
Tag. VITA s.. fas style coEnas - ftssif'
TIE style fhat cozss q itassf = nsf a1iT
bound 20 be god. bgs a. uss u4latazs q
Gear th11rHt 50 IS S01sd - - sesCaFs
10 trade SHINING.
j. aderssstrg TIE uniysrsalis, warasns
AiIsacs in Nsw York rsa0auy &fs. L.
tasr salnu aa5as III. ezsurtsa1 eif@rsrlra
bet go fa-ss @sa trs1s s04rz.sllsra - ths
~ in Eslea re recuss II ssnLs r. pa&s-
- aef0rs 10 gahiio sSa' TIE e.Tsfsaea
~ never z1rs etszr5y a12rkse fsaa nes.
az4 81 = tot aozasss 20 fas asaza EaEss
~ = neprsgasez. AeeaEz1y - ~ ~ ssrtaat
81 advertising a. lz rsaaTissE Ee1sfG-
uosi sttrAefs. eEtr@saEzE-a Is Ezf,4g re-
2slz
u - 3 J7E1E voosas We $40. It's
e,aiy prsas - tae n1zEie elrfos ir-se uasca
Ne box csea day al So tas FzasirE
s2ez TEs strniis aAs tiEAg eoms.t-
,asrlATy. fer Ereatag eer-sfafey fAsa go
there cesll1 aef -. fiaasFsf. Sc asag -
~ 70 osaeg rasfTDrs. Waa1en g csaszia
ne 1s2lg sAg~ tass g@ssss ta tss tssa-
9apsr- Tka nsssrsazzs 80 1ass nss set
sazassa heTe - fae Erpsasstsa - e zsflas
.1a gsapss = 1zz@zszss - lAs=z-a14 q
lag eyes.
Tee was furry hzs ~ bssa slfhssss
aense ADVERSE En4saa - q bas1rsaa $50.
baF . Aaa srs9E4f naErH essssTt z-aslss -
s .sass $50 h<sa seaa sstek - saEEs tea
l4zEs. ~ laaf4ssfs- h@ae 80 q be>srs. al
80 EiA 50 ~ s4Egfasse warsa. Tss na-
1tsal e-as.ea e nH~A h11zassla
ta@ as sTe casIse - s4Ear We
essa in ft1ssssirsnE - laFrsls = sal
as q uasea.aK ~ saetgT - szea unl-
sssasl 1sa@s- zss1 ss4e<4z asaz aaE rhssa.
4tS Taa - aNE asLlz- . szsg
Lss@-&2 EAs a-sNssss<s sfssA