The Wichita daily eagle. [volume] (Wichita, Kan.) 1890-1906, 1898-10-02
Southern Kansas Business Men.

A dry goods store in Oxford street. Lon
don advertiscs in one Of the New York
newspapers: "One hundred shops and
show rooms Latest fashions. best style.
moderate prices Men used 20 doubt that
the electric current could be conducted
two thousand miles across the sea. but
publicity Is now equal 10 that range. and
the range must be effective. else the firing
would cease.
one OF Phlladelphia's pastors recently
remarked that there is too much force
less preaching; that people DO not want
a thunderstorm IN tho pulpit. hut some
thing for their souls 10 feed on-a quiet.
persuasive statement OF the truth" The
remark holds just az good OF Advertising
The advertising which T. forceless has no
excuse for being printed when types can
be made 50 forceful IN every line.
The Dry Goods Chronicle says: 1t IL
the quiet. persuasive tone that you would
use IN asking any lady IN your store 20
look at certain goods. and ~ Is the same
kind Of expression which should be used
IN an advertisement" The principle vas
meant especially for dry goods announce
msufs: but IL may have wider usefulness.
Shakespeare admired "a low voice IN
woman A iOw voice 10 an advert ser may
be equally fetching.
De Quincy says. There is FIRST IT.
erature 81 iedEe-sciencs-an SEC
ondly literature OF power. The func-
ton q the first 90 20 teach. The funciion
az the second is 90 move" In De Quin-
ccy's time there was scarcely iitsra-
tare Of advertising There 10 such IT.
eraturo nox. aad q not only teaches The
people but moves them. There f. practi-
cany 10 motion IN the avenues % trade
that does not owe It's impetus 20 advsT-
tisinE's impact
'-Make your advertisement a convincing
argument Gays an authority. Perhaps u
would be san better advice % say. Don't
make 70 an argument a. All" HuuAa ma
ture r. 90 constituted that an sFEuu.ent
fncitres n % talk back. whereas facts
admit 81 20 e scasstou-tf they come fTozs
a worthy eoarcs they arc legal tender.
and have 20 be accepted without discount
Explanation s. often necessary IN an ad-
sement. but % argument. a. q Fuis.
ne Jess the better.
one q ere best known merchants IN
Detroit who is Constantly Offering eaT-
gains. recently tsld 20 . representative
IL the Detroit Free Press. "Whsn Ss
advertise bargain re give ne reason
for o., tas public pays more attsrfips -
g." That "a q natural reaglt 4 bargain
- souethlnr sbat calls for explanation
Tho better the bargain the frantsr th~
EXPLANATION saorlf be- Such a course -
daasly zalnfai-lt brings TIE peop.ss
money fhs sane oay. ard u so iaeif
condolences for future days
John WaaaaFaaEsr n modem fgfr!f1rs.
'-I1dzv We have higher art az clf fsfs ice.
more iu1ursooa elszan-s FOR h1fns aforu-
lrz Sat - the insiinef % ne savage
81 a canfufy aEQ. rnez an1 ~9naen - 20
esy furn azay from re carss - 80 Ssy
sns rezt salrf ard hoy auorg iae Rrace-
p. ures a~a ths T1en eoipfse toass - iAfiY
ugholssernR. Al senses rsa21rf q4Ac<ly
10 seaafy-fest ard fgfgsfflirsas q
ere egsre rrg~s fuy in csc bone saers
t.eatssT a~slls-egsn the savage snFU fnis
ara today rosch - CIR ftchsst frzVsr5
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