Los Angeles herald., 1906-07-08
Advertising Schemes and Schemers
IIT1ERE'S clever advertising ele-
rnant in rnnst enervt hing rnnwa= I

GGT1ERE'S a clever advertising ele-
ment in most everything nova
days. said a business woman
who trains girls for clerical work, land
the most clever of all is the most in
sidious
you may wonder how this affects
my business, but it does. In fact, there
seems TO be a fad just now for a type
of woman trained as an Office assistant,
stenographer. bookkeeper, etc, who will
IN some personal way prove a silent
though potent advertisement of the
special line of business in which her
employer is engaged.
THAT l am not mistaken in this is
evidenced by the fact that l am fire.
quently appealed to for a typewriter
who must have certain physical or per-
sonal requirements. For instance, six
months or so ago a physician came to
me in search of private secretary. He
wanted an educated, refined, dignified
woman, and, he added, She must have
beautiful hair For a moment l was
nonplussed. Then he explained.
"'You see,' he said, L make a spe-
cialty of diseases of the scalp, falling
hair, and all that sort of thing. Some
times hair falls out because of extreme
ilCi NOuShCSSs anu ILLS illdIlld IOI iledNy
hair as demanded by the present mode
of halrdressing has made many women
so dissatisfied with their hair that
they've become almost insane on the
subject.
81 have a trained nurse in attend
ance at my office and l never realized
that she had unusual hair until heard
my patients talking about 1t. I really
think the sight of that woman with
her ms ornifPaUt haa6 Of hafr- hoe
more TO encourage some Of my nervous
patients to persist in their course of
treatment than anything 1 could pos
sibly have said to them.
"'They possibly infer that in some
way this nurses beautiful hair is due
to my treatment, which isn't so at all
Now, If I'm TO have a private secre-
tary, there's no reason in the world
why l shouldn't try 70 get one who
will be an equally good advertisement
for me-
"I realized in a moment that I had
one pupil who possessed just the re-
quirements. Under ordinary circum-
stances she wouldn't have been ready
to take such a place for three months,
but I put the case before her, offered
her evening lessons and extra practice,
and in six weeks she was installed in
the physicians office.
81 don't know which one is the bet
ter satisfied, the doctor or his secre-
tary. Her hair is her only pretense to
beauty. and. naturally, is all the more
conspicuous on that account. II is the
most beautiful shade Of light brown,
thick and glossy l could well under
stand how such a head of hair. seen
in the office of hair specialist, would
do more to encourage lot of nervous,
thin haired women than any amount
of medical lore.
81 placed another woman in a desir-
able place only about month ago, and
she was chosen entirely for her looks,
and l may as we'll confess that II took
me almost three months to find just
the right person. The application was
from corset establishment, where a
speciality is made of Corsets and all
sorts of lingerie for large women.
81 saw at once what the dodge was
They wanted some one who would show
off their wares, but she must pose as
a secretary and her influence must be
extremely subtle Had they advertised
for such person they would have been
oYerrun with applicants-young things
with girlish figures and no approach to
style.
"They didn't want this type not a
bit of IT, Their best paying customers
were mature women with figures Show
Ing signs of ineipient obesity.
"They wanted a tall, well propor-
toned stylish woman Of 80 or over.
All she was TO do was TO leave her
desk occasionally and i'm a casual way
walk past a hesitatng customer. The
effect would be instantaneous The
customer would look after the retreat
ing figure and exclaim:
No, I'm not bit bigger than she
is but my figure Is so different Does
she wear your corsets? Her figure is
simply perfect