The Lexington intelligencer. [volume] (Lexington, Mo.) 1901-1949, 1917-11-09
They DECEIVE
WITH PICTURES
FaVOTItH Method Of the Gata-
IOgu0 Houses.
The FARMER AND THE COW

Photographic Reproductions - Stuns
and Nothing ls Said About II.
Icopyrighted. 1914, by Thomas ]. sullivan.l
A book with pictures and a book
without pictures differ nearly as much
as a room with windows and a room
without windows. for pictures are loop
holes of escape to the soul, leading 1t
to other scenes and spheres where the
fancy for the moment may revel, re-
freshed and delighted. They are win
dows OF imprisoned thought.
A picture is invariably an exaggera.
tion of the object reproduced, and, gen
orally speaking, to please 1t must de-
ceive.
Of Deceptive Value.
The deceptive value Of drawings or
paintings over photography is recOg-
nized by no one more fully than by the
great catalogue houses. hence their
adoption of the most expensive method
Of displaying their goods to the public,
well knowing that photographs tell the
truth, SO far as a correct pictorial re
production Is concerned. and would not
be conducive to good business methods
when the goods offered are faulty.
How many farmers would think OF
buying a COW from a picture in a
newspaper or catalogue, with just a
name and description under It? OF
course the description would say that
the COW was a fine black and white
COW, weight 800 pounds and so many
hands high, free from blemishes and
offered at the reduced price Of S39.97
because Of a spot cash deal with a
stock farm which failed.
There is as much sense in a pur-
chase of that nature as there is for a
farmer to buy a buggy, our own
brand" at $24.70 when he can get the
real article from his home dealer for
$25 and have the privilege Of inspect
ing 1t before buying. And no freight
to pay.
Did Farmer Consider Everything?
While talking to a farmer the follow
ing was cleaned; Farmers, as a rule,
do not like to send their money to Chi
cago or any other place for their goods.
They would rather buy Of their local
merchants II their prices are not out
Of reason. Merchants generally buy
their goods where they can get them
the cheapest, whether in Chicago, New
York or Asia, no matter how much OF
the same goods the farmer has to sell
The price is the first and last consider
alton. They fix the price Of what he
sells as well as what he buys. Car
the farmer be blamed for buying
where he can get the best bargains
He wants to enjoy the same privilege
as the merchants do. Fair play Is al
be wants"
A Business Injustice.
But did the farmer who made tn
above remarks take everything Int,
consideration Did he remember tina
while the local business men are main
tanning markets for the farmers, assist
ing In making roads to these market
and doing all they can to help the farm
or, the llail order houses that have no
a cent invested in his vicinity do no
buy a dollars worth OF the farmer
crops nor contribute a cent to the we
fare Of the community? Yet they ar
getting a goodly portion OF the loci
trade, and business men naturally fe'
that 1t is an injustice. 1t Is, and tn
only way to overcome 1t is by ADVEE
TISING.
Visit to Country Town.
Merchants should publish a con
parison Of their prices with those
the retail catalogue houses-dght the
with their own weapons. While visl
ing a country town recently the writ
made some Investigations and disco
cries. For example, a Chicago ma
order house was selling 100 pour
grdndstones mounted for $50. III
local merchant sold the same artic
for $3.25; freight from Chicago,
cents, making the mail order artic
cost $685.; seam roofing, $2.S5 in On
cago and $500 from the local me
chant. freight 10 cents per square
be added to the $2.S5, making 1t So d
hyered: washing machines, 50.
against S3.75. freight 25 cents to
added to the $685.. These are fac
which every merchant can prove al
keep right on proving all the time.
Cash at Home Too.
Local merchants will quote prices
goods 30 low that catalogue and ms
order houses cannot duplicate theI
But you must pay cash. Mail ord
houses demand the cash in adyanC
Why not pay the local merchant In a
vance? Besides, when you buy fro
a catalogue you send your mon
away from your home town. You b
from a picture and wait a week
ten days FOR the goods TO arrive; tn
you open up your prize box to $
what you really have drawn In {
lottery and what you have to she
for your money. II you have draw
one Of their bats you tell 20
neighborB and friends about lt-in fa'
yoe will tell every one about It.
|A. -. a. - T.. ....,aIlp Nhn nnun m