South Bend news-times. (South Bend, Ind.) 1913-1938, 1914-10-13
CENSORSHIP WILL
ENTEND CONFLICT
Printing of Real News of Eu-
ropean War Might Arouse
Entire World Says Speaker
at Ad-SeiI League Banquet.

THE European war will either come
to an end in the next four weeks or
not for years"
This was the declaration made by
DR.. Stanley L. Krebs Of New York in
his address at the Ad-Sell league ban
quet at the Oliver hotel when the first
meeting Of the season was held.
He said that il the censorship were
removed from the news abroad the
crisis would be at hand that if the
true horrors of the war could be paint
ed to the eyes OF the civilized world,
then might come a moral revolution
and cry for world peace.
A deadly hatred will slowly grow in
the hearts of the people at war in
Europe. which unless the great foreign
strife is soon peaceably ended, will
take years TO overcome. He asserts
that his wife Is now in Berlin and
that she made two efforts TO leave the
country and both proved unsuccess-
full
Psychology and Advertising.
Psychology Applied TO Advertis-
ing" was the subject used by the
speaker. The two methods used en-
tirely by the advertising man TO reach
his customer he said are two old laws
of psychology. Iteration and tndi-
rect suggestion" he declared are the
two principles used entirely by the
advertiser to get the customers mind
TO think as he is thinking
Repetition he said is OF utmost value
in advertising policy and the same
thoughts presented repeatedly TO the
mind of the customer demands atten-
ton in the end.
Mems thoughts will run along
lines of least resistance" he declared.
Man will think the easiest way. He
must have things presented to him
when he is unconscious of 1t and so
that he will see and think without re-
sisting. 1t is the nature of man, when
a proposition is made to him either in
an advertisement or in any manner,
TO resist and possibly defend himself
by argument.
1.-The business Of the salesman and
advertiser is to present the PROPOSE
ton so that he will unconsciously Of
fer the least resistance. The PROPOSE
ton must then necessarily be present
ed without his being consciously
aware of it or with as little matter as
will compel him to give up to the ad-
vertisers idea and plan.
suggestion is Method.
The method of getting to the GUS
toner is not by hypnotism or mesmer-
ism but by suggestion. Suggestion is
the importation of an idea and getting
the one to whom it is presented to
see it without argument, or TO per-
suade another mind. When an idea
is presented first, there is liable to be
a strong resistance on the part OF
the subject, as the customer might be
termed The period of resistance in
his mind must be shortened and if
possible eliminated entirely.
There are two ways of framing an
argument 1t may be made up direct
ly an appeal or it may be made
indirectly. The first is the weaker
but it is necessary. You cant adver-
tiSe your goods yourself as well as you
can have others advertise for you.
You may send out mail matter or in
sert advertising matter in the num-
bers of publication, but the customer
is liable to resist unless some indirect
method is used to get to him.
THE endorsement of your goods by
some man is the best advertising
method. He feels that the proposition
is being put by an uninterested per-
son and if that person is one of influ-
ence the plan will bring results"
Auto Men Coming.
Plans are being made by the Adj
Sell league for an interesting winter
program. George Hawkins of the Ford
Automobile Co. will be here in No
vember and in December John WHY'S
of the Overland Co. Will be the prin-
cipal speaker. Other speakers are
being sought
Preceding the speech bv Dr. Krebs
moving pictures of the annual con-
vention of representatives of adver-
Using and statesmen leagues of the
world held last summer at Toronto,
Can. were thrown on a screen and
taulks were made by several local men
who attended Plans are being made
to send a large delegation to Chicago
next year.