The Birmingham age-herald., 1909-09-18

behind the counter and partly outdoors Wanted, room by single woman eight by ten Wanted, an organist for church a boy to blow the same Wanted, to sell a bull dog, will eat anything, very fond of children l remember junk dealer in Richmond Va.,, who advertised his business thus, T buy bones, iron. brass, lead and steal for my living. All of which tends to show that the excellence and ability which you gentlemen in your pro- fesson disclose must come by the way of effort and experience.
 T do not suppose that you gentlemen could excel me In preaching. although you might, for I have never heard any or you try: but do know that you. can give me an immense handicap and excel me in writing advertisements. Here Is an illus tration of what one of you wrote only few days ago: "The tricone or conti- mental hat the walking style. in a modest . and small shape The cavalier style, large and dashing. caught up at the sides The Cossaek turbanes. The novelties used on hats are gorgeous, colorings rich All dark shades are fashionable-the bordeau, the mustard. the taupe, coal smoke, the wisteria, the raisin color, Pruss1an blue, the hunters green and olive, the ashes of roses and various other combinations. The materials are Yelvets, moiree, silk, plush, rep silk
 How in the world one mans head can hold all those fabrics and colors I don't see! But when the heads of the women of Birmingham hold them more than ever will we hear the remark, The handsom- est women in the south are in Birming ham, and the best dressed But as every blessing has its corresponding evil. I suppose the more beautiful the woman's hat. the hatter the mans purse. I'm mighty glad fha hiIche1 hal Is gone. It was a deluson and snare. never saw one that fitted the head that wore it.
 But here's another illustration. With our sincerest greeting and our heartiest enthusiasm, we bid you welcome to our fashion floor. The new 5O-inch pleated coat and skirt of broadcloth, with satin duchess lining. An exemplary creation of style art. These are in the new colors, gold chickory, raisn wine gray, receda, taupe, navy, rose: but what's the use, the thing is to see them. They're good to look at. In the new cashmere de soie, did you ever see more expressive colors, and every one now--shrimp, wild rose rose de chene, artichoke rosn. walnut, Caribbean (actually the color of the seal, Framboise, Palestine Burgundy Bor- deaux and besides the every day and evening shades. Then there is the high lustre, the heavy corded. the beautiful satin faille that drapes so gracefully into afternoon and evening gowns Now, here is a beautiful piece of English compost ton, but the question Is, how did Reynolds ever keep all this in his head? Oh, you Reynoldsl
 There is one feature about these ad- Vertsements-l mean such as you gentle- men wrte-that is characteristic of these modern days; and that Is. they make a personal appeal to the purchaser They worried ae ta int tba ual. Like letter from home, the would be purchaser feels that he is being per- sonaliy addressed, and herein lies much Of the power of the advertisements of our day The successful writer of ad- vertisements, therefore. is a psychologist. lie studies the changing fancies of the popular mind and words his advertise ments correspondingly, even though he may be mentioning staple wares
 The last thing, gentlemen, that I have 10 say Is this: The advertisement writer should always have the strictest regard Tor truth. That Is to say, his advertise ments should always correspond with the Iacts. dashing. glowing and yet un- truthful advertisement may draw a cus- toner, but if he finds the goods below the representation he will not be hasty to come the second time. Abe Lincoln was much of a philosopher when he observed You cannot fool the people all the time HIS is not the golden age for the de- ceiver. He is soon found out and men of honest instincts and principles of inter rity let him go his way. It was once said py r. T. Barnum. the greatest snowman the world ever saw, The American people like to be humbugged' With this prin- oipIe in mind he advertised on the front or sideshow tent in immense letters. "A horse with tail where his head ought to De- Those who enter the tent saw horse with his head at the entrance of the stall and his tafi near the feeding box. But tho humbugs have been so numerous for so many years that the American people are tired of them. and they want straight goods, yard wide and all wool They want honest adver tisements. l am glad to be able to attest to the correspondence of facts with the advertisements of our Birmingham mer- chants, so far as I have had reason to investigate. Birmingham is to be con- graduated upon the class of men who chiefly conduct It's mercantile industries. for they are men of high ideals, of honor and integrity. May they all prosper And now that good times arc coming may trade be heavier than ever; and may the men who write the ads which we all read, the silent unseen factors in the great enterprlses of Birmingham receive the full measure of their rewards and salaries equal to the fee system income of the sherfff of Jefferson county"