El Paso herald. (El Paso, Tex.) 1901-1931, 1917-03-03

vehicle for the proaueaoH OF merri-
Esent
Get EN- TALKING about you-boost-
I ing or knocking. il matters not which
| but for heavens sake don't let EN-
keep quiet is the secret Of success. &C
| eording TO George Sweet, the Ambrose
Peale of the cast Advertising. ne says.
is MS business and he expounds the
science of advertising with the FACILITY
OF a Methodist preacher discussing the
doctrine OF infant baptism You hate
Roosevelt: I like him; why ne asks
Simply because We read different pa
pers," be continues "Ninery-seVen per
cent OF the public believes what II Is
told Roosevelt u the greatest little
advertiser in the world
Say the thing often enough ana
hard enough and the other fellow viii
not only believe it, but he VIII soon be
gin 10 believe that ne criEinated
what you are SAYING. Ninety-seven
percent OF the people are sheep and be-
Eeve what they are told. start them
right and you can get EN- all you can
do Il by advsrtising- Advertising IS
responsi bic for every thing
"a fellows got TO keep footing his
own horn OF somebody viii stuff II
fun OF cotton
not because II is better, but because
II il higher priced ana they think 81
ought TO be better.
when you read an advertisement
Of q shirt waist worth four dollars re
,
No. Neither do ]. but there are lot
Of women who do. and they buy EN-
Fifty million dollars were spent last
year in advertising in the American
MAGAZINES s616.000.000 in advertising
IN the newspapers and magazines and
on the bill boards. Every time the
American Tobacco company puts out a
new cigaret it approprlates S2O0.oOO. 10
advertise II Would hard headed bust
ress men DO this II advertising did not
paw
you say you don't read advertise
nents But I don have 70 tell you am
talking Of q collar when 1 say E. & W,
do Il Why Advertising. You know
all about them when I mention the
Gold Dust Twins. Bull Durham. Grape
Nuts. B Y DIS the 81 varieties. Grape
Juice. Corn Flakes Fatima cigarets-
OF course you do. Why Because they
You know ivory soap floats Why,
Because II Is advertised"
Wisdom OF this sort flows last
throughout the progress OF the play.
which deals with the efforts OF the
son of q soap king 20 convince mas
father that he can make good Tne son
Games J. Mulry) Joined By n former
theatrical press agent George Sweet
Is advertising manager. begins a cam
Daign of advertising a new brand OF
soap on A shOestrinS and IN the end.
the two land orders enough TO make
them rich without ever having erect
ed a factory. They sell out their trade
mark TO the soap king father George
Schaefferl for a million and an interest
in his business. As a result of their
advertising campaign they make a
market for a product they have never
taken time to manufacture and at a
prfce undrearued of at the outset ANY
Young man who can sell soap for sixty
cents q cake that he buys from me at
three cents. has got to have me for
partner" IS the old mans declaration
about his son when he buys the boys
business
AIlene Durano as Mary Grayson. the
stenographer. first in the office OF the
elder man. later that of the SON. plays
quite an important part IN the play
eventually giving her hand in mar
rage TO the son and attaching herself
10 = salary i'm the old mans company
as a result of his regard for her bust
ness ability
There are other characters IN the
show. all of them wei cast This is
particularly true of Hesiree Stempel, as
th. adventures and NJ J- sullivan. as
Johnson. the butler
The show has plot enough to be in
terestiuC and 10 is funny enough TO
make Won laugh all evening ana keep
YOU chucklins next day. while. II YOU
don't believe in adVertisinG. IL will con-
vince YOU that You ou-ht TO spend
money for publicity even II you have
nothing but personality and faith 10
advertise. q. 4. "