Evening star. [volume] (Washington, D.C.) 1854-1972, 1915-08-29

the United States nearly $4,000 per-
sons either natives Of Mexico or born
of Mexican or mixed Mexican parent
age. OF these over 81 per cent were
born in Mexico. and the great majority
Of the remainder were born Of full
blooded Mexican parents and spoke
little English.
Even more significant Is the geo.
graphical distribution Of the residents
of Mexican origin Eighty-five per cent
of them were living in the four border
states Of Texas. New Mexico. Arizona
and California: and though the census
habitants Of the fringe of border coun-
ties. So true is this that inquiries by
the military authorities have brought
out the fact that in some of these coun-
ties over 80 per cent Of the residents
are Mexicans.
Another matter not shown by the CEN
sus statistics, but on which government
officials have Information from r-ivat e
sources. is that thousands Of Mexicans
have come over the border in the last
few years because Of the continual
revolutions in Mexico and the difficulty
Of making a living in that country It
Is estimated. therefore, that the census
figures NAV safely he increased by as
much as 10 per cent for the country and
by a much larger percentage in certain
iona has the largest proportional popu-
1ation Of Mexican stock In 1910 every
fourth resident was Of Mexican origin,
and unless immigration Of other stocks
has been sufficient to compensate for
the revolutionary refugees, the ratio
is even higher today.
Uncle Sam is just awakening to the
potency of modern advertising methods
and is just realizing
Government that advertising psy-
A5,.4:.: cho1ogy'' can be uti-
advertising. 1ized as 1eqitimate,v
by a government bent primarily on
helping its citizens as by corporation
whose first consideration is to Increase
profits.
After fashion the government has
advertised for years. for it has kept
the presses of the government printing
office busy overtime and has sent
stream of miscellaneous publications
abroad over the land. Most Of these.
however. have been formally educa-
tional or informative and have not been
intended so much to arouse interest
as to meet whatever interest happened
to exist.
The government some time ago
learned it's lesson in regard to the form
ton is rapidly abandoning standards
of academic dignity and is striking
the more popular note which awakens
the interests Of the man in the street
and the field. Lately. however. it has
come to be realized that in order to
do most good the departments must
adopt commercial methods and push
their line of Information and advice as
assiduouslv as the salesman pushes his
wares. The desire. for instance. to
and pedigreed crops in the place Of
mediocre strains must be created in
most instances. just as the desire to
possess cream separators or automo-
biles must be created.
The most recent and most notable ex
annie of the adoption Of advertising
methods with punch in them 's in the
campaign the Department of Agriculture
has Just begun to eliminate the cattle
tick in the south. This parasite Is re-
sponsible for an animal toll Of many mil
lions Of dollars on the southern farmers.
and the Agricultural Department has M
dertaken to tell them so forcibly and
to "sAll" them immunity. One of the
principal factors in the anti-tfck cam
paien is large poster in black and
red illustrated with contrasting photo
graphs Of tick-free and tirk-infested
cattle and perfect and tick-damaeed
leather: views Of dipping watts IN use.
and striving DIAGRAMS showing nv
VARYING milk levels in cans that the
"tick takes milk as well az blood"
This last is only one of the several
slogans blazoned in red ink on the
poster. One of the aims of the publ
cation is to popularize the slogan din
that tick for it is planned to have
This dictum take the place in the a~ti-
tick campaign that swat the Az" has
gained in the crusades against flies.
In addition to the poster the depart-
rnent has published an illustrated
"Tick Primer" telling in simnle.
ca tchv phrases the story OF the tex
and the cost1iness OF "hoardine" him.
The poster will he displayed through
ont the ticlS-infested regions in most
offices, courthouses and other public
nlaces and will also he dis'r'huted through
various organizations. The primer Is
to be sent broadcast to both grown
ups and children.
The departments advertising litera-
ture will he followed un nv bulletins ev-
manning in detail how the south may he
entirely freed from the parasite az a
small cost which will almost lmmedl-
ately be returned many times over.
The governments long list Of periodl-
calls has recently been increased by tho
addition of the
Bureau of Labor's Monthly Review
of the bureau of
Monthly Review. la Dor statistics
of the Department of Labor. which VIII
sunply a fund Of information on labor
subjects hitherto not available TO tine