The Pacific commercial advertiser. [volume] (Honolulu, Hawaiian Islands) 1885-1921, 1903-11-28

Editor Advertiser: Effective adver-
reach. It must capture his interest;
engage his Imagination: and finally
convince him that all these good
things are verities which he wants; for
which, you pays your money and you
takes your choice" is the "Open Ses-
anne"
In advertising Hawaii, who is the
man we would reach? Manifestly he
is the American public. The great
American public has definite elements,
with each it's definite demands. Mat
thew Arnold, Max O'Rell, M. Bourget
say, America has its leisure class, and
that it is women" Herr Munsterberg
AYERS that American women stand for
the culture of America in art, litera-
ture, ethics. All things being equal,
the leisure class are the travelling class.
The great annual wave of American
tourist travel to Europe has it's main
spring in the desire of American wo-
men to add to their culture. This
leaves nevertheless vast travelling
public who seek health, recreation and
profit. This is the travelling public
upon which Cuba, Florida and Cali
fornia draw, and whom Hawaii would
interest.
1t must remain an undisputed fact
that scenery and climate notwithstand-
ing, California's staple attraction has
always been health. homes and profit
able investment. Just as Coast physi-
clans would order an increasing num-
Der of overwor1ed men to the Hawai-
ian Islands, for entire change and rest
il our health statistics warranted it,
80 do physicians throughout the United
States and Canada fall back upon the
fayorite prescription of California"
The man who is ordered to California
for six months or a year very naturally
looks into the resources of the country,
and when he comes nine chances out
OF ten it Is with view to investing.
PUBLIC SCHOOL SYSTEM.
A primary attractive asset of Cali
fornia a prospective tourist finds to
be the public school. For approx
mately thirty years, nothing but first
grade certificates have been accepted
as qualifications for teaching in the
public schools of California. This has
created a high standard, which the
high salaries have maintained. The
American tourist finds that he can pick
up his entire family and remove to
California for six months stay and
know that his children will enter a
public school in line with the best IN
the country. He is not called upon to
face the peril, exaggerated to him, of
entering his child into mixed school
where the preponderant elements are
Polynesians and Orientals of the lower
class. He is not called upon to face
the certain deterioration which an
American child of a necessity enters
upon when placed under a course Of
study planned with reference to the
limitations of the PoIynesian and ORR
entail child, instead of the possibilities
of the Anglo-Saxon. The American
believes in the American public school.
He will not readily remove to a coun-
try where he must depend upon the
| private school The American pub
| lie believes and thinks it knows, that
| it is through the American public
school, technical training plus Yankee
ingenuity, that the people of the Uni
| ted States are every day advancing to
| the position of industrial supremacy
among nations. Industrial supremacy
| is to command the most advanced and
1 progressive industries of the world
| and enjoy the legitimate advantage OF
| superior productive capacity. A coun-
try which would invite American i'm
! migration must first of all offer a
| public school the equal or superior OF
| the schools in the United States. A
public school where segregation has
! impartially considered the best inter.
ests of each class; and not sacrificed
to all others the interests of the Anglo.
| Saxon. An American public schoo
| system which shall offer to the Amer.
lean immigrant the equivalent of what
he is leaving must remain one of oul
most effective advertisements.
RAISING OF STAPLES.
Effective advertisement which shall
reach our typical American, must no,
overlook another fundamental trait
the American love of gain. More ant
more are the people of the United
States becoming high-grade workers
and already do the best paid work O.
the world. Now what is going t.
tempt the citizens of this great com
monwealth who lead the world il
brains, power of work and common
school education to come to Hawaii
Truck-farming statistics? The growth
OF an occasional peach, apple or pear
An uncertain potato, cabbage or onion
Evidently noti Have we in the las
, few years seen the marvellous develop
ment of the great Northwest in re
Spouse to appeals from the Dakota
and Canada to come to their broat
wheat fields and raise cane and rice
Assuredly not! Staples, however, talk
Wheat is a staple. Therefore the open
ing and advertising of wheat lands il
Canada, has drawn settlers from al
corners of the globe.
If cane and rice do not grow il
Canada they do in Hawaii The trop
les produce some of the worlds grea
staples; and the growth of a grea
! staple, all things being equal, is a gol
| mine ffWhat are tbe 1rpSavaIona6 ~,