The Kennewick courier-reporter. [volume] (Kennewick, Wash.) 1914-1938, 1916-08-17
THEATRICAL press agent (Am-
brose Peale), out of q job, has call

brose Peale), out of a job, has call
IT. ed upon a former friend (Rodney
MARTINI and finds he is compelled to go into
business but does not know exactly what bust
ness to go into, nor how to go about it. The
express agent explains enthusiastically that
the only way to make success of any bust
ness is to advertise. After the following dis
cussion of the merits Of advertising, they
start advertising soap-which they have
not got, or the means of manufacturing
suddenly find themselves in the predicament
of being swamped with orders. Their only
salvation is to appeal to Rodney's father, who
is known as the Soap King" This is from
the first act:
Peale-You bet it's advertising. What made Anna
Held? Milk baths. What made Gaby Deslys? A
dago king.
Rodney-But that sort of advertising can't be of
real value.
lieve in advertising, are you? Now don't get me
talking advertising. That's where live, where
have my town house and country estate my yacht
is important. Pifle! Advertising, my boy, is the
power Of suggestion. the psychology Of print; Say
ony h
idea and he'll fight for it. Some old gink profess
sor of psychology, showed forty Vassar girls, the
",
same grade, same value same artistic WORTH one he
described as delicate, old rose the other he
called faded blue He asked them to choose their
favorite Thirty-nin out of the forty girls picked
the old rose Why? Because they'd been told it was
warm and delicate; faded blue for theirs. What
did it? The power of suggestion advertising.
Rodney (amused)-You seem to know something
about it.
Peale-I not only seem to, do. You heard me tell
that girl of yours few minutes ago that the "Belle
of Broadway" was the biggest hit in town; ask her
to 90 to the theatre give her her choice and I'll bet
your four dollars to fried egg she picks the Belle
of Broadway" Advertising!
Rodney don't believe it.
to the theatre yourself? I'll tell you, it's what you've
read about the play or what some fellows told you.
Rodney beginning to be convinced why, sup
pose that's true.
Peale-And what he tells you some other guy has
told him. Ninetyseven per cent of the public believe
what they're told and what they're told is what the
other chaps been told. and the fellow who told him
read it somewhere When you see thing in print
about something you don't really know anything
about. you come pretty near believing it. And ali
the advertiser has to do is to tell you right and you'll
fall.
Rodney-But never read advertisements.
Peale--Oh you don't Ell? guess you do. If
say His Masters Voice, you know that advertises a
photograph. You're on to what soap "It Floats"
Phoebe Snow, Children Cry for It, sapolio, Pierce
Twins, Cuticura, Clysmic, Frestone Steinway, Their
mos, Coco Cola, The Watch That Made the Dollar
Famous suppose you don't know what any of them
mean?
Rodney (amused) Why know what they all
mean
Peale-You bet you do. Say, what kind of gar
tiers do you wear?
Kodney-Why, let me see. Boston,
Peale-Exactly. What do you know about them?
Nothing Are they any better than any other garter?
You don't know, don't know; but all my life every
magazine I've ever looked into has had a picture Of
mans leg with certain kind of garter on it,
Boston; SO when go into store to buy pair of