davidaulloa/AmericanStories huggingface dataset:
The Pleasantville press. (Pleasantville, N.J.) 1912-1929, 1927-03-25
EVERY ADVERTISING CAMPAIGN AN
ACT OF FAITH
BY Bruce Barton

Advertising hot and never VIII be exact SCIENCE
1t has the falings of all finite Institutions. If il
times encourages live beyond their docs
marriage If il speaks the thousands in order to in
fluehce the one does the church. IL it is often tire
and redundant is the United States Senate. The
very conservative business still holds against 1t
because it deals with the imponderable, with human
nature, the diversity of human interests hopes, ambitions,
desires and needs. He is and unhappy in the
presence of anything which be definitely ciared
and measured and weighed. "Show positive proof
that this expenditure will come back with interest," he
says, and will advertise. But in advertising there
seldom be that positive proof Every advertising cam
pagn is in of faith, and therein lies
of the gorics of the business For what is the secret OF
big business anyway but faith? What the ainsprng
Of the great fortunes bu faith? What is the element
which than any other apart the biggest men from
The smallest? Faith
have said in ono Of my books, and may be per
miited say again, that Inc tragic passage in all
literature is found i'll those few which tell of the
visit Of Jesus of Nazareth 10 His old home town. 1t is
easy imagine the feelings with which He turned His face
back Nazareth He had gone away from there humble
carpenter, and had made for Himself and the
town we'll He had healed sick people III Capernaun;
He had fed the hungry; He had raised the dead Now in
The full sweep Of His power lie going back to do great
things for His old neghbors, in the town where lie had
grown up
Tragedy OF Unbelicf
In that high spirit lie entered the synagogue and
turned look the faces Of those who had known Him
boy And what He there sent cold chill through
pcctancy. Moi friendly faith and hope He saw cynicSm
and doubt; the challenging of the small town mind
.You may have fooled them in Capernam those faces
said but you can't fool little old Nazareth. We know
you prophet You only Jesus the carpenter TO
ON and Try to convince if yoIl can.
ii is then in The that the tragic
eIIc could do there mighty work because Of their
belief" With all the good viii in the world, with all the
bower of the Almighty, He impocnt lie could do
nothing big for those people because they
That nothing big could be done
There will always be tremendous clement of faith
i'm business there viii always be tremendous element of
faith in Advertising That said before, is of the
things which gives advertising to OF powerful
am appeal Every outstanding advertising campaign starts
with an overwhelming conviction And advertising is
successful for industries for communities and for whole
sections Of the country just in proportion the men IN
those industries communities sections convinced
at they ha great service render great story to
tell and that though the telling of it, mighty works can be
and will be done
The Pleasantville press. (Pleasantville, N.J.) 1912-1929, 1927-03-25

its anti-mosquito organization. But
tho chief campaigns in the mosqui-
TO war are still fought in New Jer-
sey. let The State of the blue laws
and the Hall-Mills trial have due
credit for this work to make life
easier for millions in the good old
summer time.
The Pleasantville press. (Pleasantville, N.J.) 1912-1929, 1927-03-25

she would not have reached the bed
Of the sea. Lacking weight to over
come the pressure OF the water, she
would have got into the tow Of the
under-currents, which stream farth-
err from he surface than diving
man or submarine can ever 60
Certain it is that no one has any
body Of evidence proving that YES
sells which, sink where lie great
depths OF water do go to the bottom.
Continued on Page AL
The Pleasantville press. (Pleasantville, N.J.) 1912-1929, 1927-03-25

stimulus to thrift, and a
material assurance Of secur-
lily in old age. II is a practical
training in good business
methods for the children of
the family. II cannot help
bui be an aid to the com
mandnlcnt, Honor thy
father and thy mother.
The Pleasantville press. (Pleasantville, N.J.) 1912-1929, 1927-03-25
HOW SHALL WE TREAT TIE SHoB?
BY MRS. VIRGINIA LEE

preamble
of independence Many times people contend this
That the
child child the millionaire
there difference in their heritage And those children
could changed birth question
could told Would child
breeding
inheritance
The Pleasantville press. (Pleasantville, N.J.) 1912-1929, 1927-03-25

not be q true Christian without
wanting others TO share in his Ell
perienees. He becomes a prs
claimer of the gospel in his acts as
well as words.
Faith
The background of Christianity
is the love OF God for the world. en
pressed in the gift Of His son to b.
the worlds savior and redeemer
As God so loved the world" 81
must the Christian love his fellow
men.
Faith in God is almost the frs
requisite. without 1t Of eoursl
Christianity is impossible. HI
that helievstsl not is condemned al
ready
The Pleasantville press. (Pleasantville, N.J.) 1912-1929, 1927-03-25


IT is important that we study what
a Christian should be. But it is
vastly more important that we APP
ply the knowledge we have gained
TO the acts of our daily life.
The example set by Jesus gives
definite basis ON which every Chris
tian may build his life. pattern his
ideals. determine his courses. Here
all our theory meets the test; the
life of Christ is the final grounds
of comparison. To be Christian is
to be like Christ.
Words of Jesus
The words of Jesus himself. as
offered in the Golden Text of this
lesson. give the application OF
Christianity: IF We love me. ye will
keep my commandments The de-
pdionaI reading with this lesson
gives the true. background of Chris
tian life-the marks Of true
Christian.
! 1t is not so hard TO discover how
to be Christian. but the carving
out of Christian principles often
gives US the test. A professor can
teach hundreds to skate; but may
be unable to skate himself. Great
football coaches number in their
ranks men who never have played
a game.
Evangelism
To be Christian. one must study
and practice the ideals of Christ.
He must consider the nature Of the
Christian life. its ends. its dangers.
privileges. relationships. its out
reach and expression. The real
meaning and purpose OF Christian
ity, as our lessons reveal, is evan
gelism-the reaching out and saw
ing of others.
: Christianity and aloneness in
evitably fail to mix. A man can
The Pleasantville press. (Pleasantville, N.J.) 1912-1929, 1927-03-25
iHf57ts9f(r55 :: l]]1(>yN!7s!!S:s'gIQ(1'F

Mrs Virginia will problems pertaining Living
Address letters
Lee (Thc Pleasantville Press)
The Pleasantville press. (Pleasantville, N.J.) 1912-1929, 1927-03-25

girls
notice the nexcusabe nobery who decides that
other the others supeior How shall be
her little problem which would hardly be
commenting not that all meet often,
Please forgive bringing riflng
problem but column invite discussion andI
would like what others this
which shall treat girl who
assumed snooty and whom have
constantly social life high school together
really social equals chose the high
mighty We both married and by coin
together should high hat her
as she serve INA"
odswha fools mortas be- aren't we? Hurting anothers
all about nothing Even beggardom there casts and
degrees snooty attitude Maybe
entirely aud is ashamed of it. Developing
situations the best deal with them
make less than good laugh the matter
friendly attitude to all you meet is best
Evening star., 1927-04-04
TAUGHANNOCk FALLS
is HIGHEST In EAST
Waters Near Ithaca Drop 215 Feet,
Exceeding Niagara
Record.
BY the Associated Press.

By the Associated Press.
ITHACA, ". Y, April 4.-Tourists
in search of the highest single water
fall in America east of the Rocky
Mountains do not have to go to the
mighty Niagara, but to Taughannock
Falls, not far from here. The waters
of Taughannock fall 215 feet. or As
feet farther than those of Niagara.
They have cut their way through
n hundred feet of shale to a layer of
harder limestone. Pouring over the
edge Of this layer, they have carved
out wide, deep, dark gorge below,
which resounds increasingly to the
laundering torrent.
Taughannock is probably the most
majestic of the 40 0falls and gorges
in the 50-mile area known as the
Finger Lakes region of New York,
though it is no the only rival of
Niagara in height, Lucifer Falls, in
Enfield Glen-a series of rapids and
cascades-neasures 210 feet from
brink to pool. In the same CLAN are
II other falls.
Chequaga Falls, in Montour Glen,
only few feet lower than Niagara,
is made up Of thousands Of miniature
cascades, its thin white ribbons Of
water cleaning against a background
of black and green rock. In Watkins
Glen, one Of the acknowledged nat
uraI wonders of the world, Cavern
Cascade drops 100 feet between tower
ing cliffs Of shale, jumping a path in
its fall.
Eagle Falls, companion to Chequa-
ga, has its waters thined almost to a
mist before they reach the pool be-
low. Rainbow Falls, appropriately
named, thunders down into whirlpool
formed by the cascading main stream.
Buttermilk Falls tumbles over a 500
foot cascade so wide and rocky that
It looks like a sheet of foam.
Evening star., 1927-04-04
BLUE LAW BAN LIFTED.
Sunday Golf and Gasoline Sales
Resumed in South Carolina.

COLUMBIA, s. c., April A (E).-For
the first time since Gov. Richards in
voked South Cardinals archaic Sun
day blue laws, golfers and gasoline re-
tailers piled their craft yesterday with
out official interference.
Pending decision by the Supreme
Court, the governor has called off his
constables, and while soft drinks and
smokers supplies are still under the
ban, Gov. Richards has indicated he
did not intend to use his personally
controlled constabularly against drug
stores and soda fountains.
Since Gov. Richards instituted his
blue-law crusade six weeks ago sew
eral arrests have been made, but in
every instance the defendant has been
acquitted by a jury in from 80 Sec
onds' to minutes deliberation.
Evening star., 1927-04-04
PROBE TO FOLLOW
SUBMARINE CRASH
Collision of SIT With Mare
Island Bridge CauSeWay
Without Casualty.

By the Associated Press.
VALLEJO. Calf, April 4.-Ofiicers
of the United States Navy submarine
S u and the crew stationed at Mare
Island faced the inevitable investiga-
ton process today regarding collision
OF the submarine with the Mare Island
bridge causeway yesterday.
Although the impact of the big
diver against the bridge framework
brought heavy timbers crashing down
on the vessel and put the bridge out
of commission, no one aboard the
submarine was injured. The damage
was estimated at $4,000.
Unofficial accounts of the accident
declared the submarine signaled for
the drawbridge 10 open, but ap-
preached so fast that the span did
not open quickly enough to permit the
vessels passage.
Planned Trial Run.
The S-17 had been overhauled at
the submarine base and had just been
fitted out for a trial run before re-
ioininE tie battle fleet. At the time
of the accident she was SPEEDING down
San Pablo Bay, on the surface, with
her engines running full blast.
A section of the bridge supporting
a suburban electric railway fell un-
der the impact, and the timbers
crashed down on the submarine, break
ing the periscope and doing consider
able damage to the superstructure.
Machinery Likely Damaged.
Officials said the machinery below
decks also appeared damaged. Dam
age to the causeway was estimated at
from $4,000 to $4,000, and officials be-
neyed the submarine damaged an
equal amount.
The entire personnel of the Mare
Island Navy Yard turned out, with
Rear Admiral John Z. Dayton per
sonally in command. and the subma-
rine was eXtricated from the wreckage
and toWed to the submarine base.
Evening star., 1927-04-04
IVY NJ. MauIdin Is Dead.

GREENVILLE, S. c., April 4 LP).-
Ivy NJ Mauldin Of Columbia, formerly
State bank examiner and president of
the defunct American Bank & Trust
Co. OF Columbia, died suddenly yes
terday afternoon while riding with rel
atives on the Pickens- -Brevard high
way, it was learned here last night.
Evening star., 1927-04-04

tains, in sets of VVO
two curta ins, OON
"a yards long,
valance 81 inches wide and
tie-backs to match. Ivory
color, with Sunfast rayon
edge in rose, blue, gold,
green and lavender.
Evening star., 1927-04-19

On any but hot days, high humidity
is cry desirable.
"The usual indoor humidity in Win
ter is about 25 per cent, whereas it
should be nearer so per cent for the
best working conditions Any apparent
benefits from the homemade humidity
devices are largely due to suggestion.
A length of wicking exposed to cur
rent of air is perhaps the most eff
cient home humidifier.
1.-The temperature of our workrooms
must be regulated closely. 1t should
be kept between 60 and 70 degrees
better under so than above 70 degrees.
"Cold air is not the only cooling air.
When air is in motion it cools your
body just as effectively as does cold
air that is motionless. The electric
fan does not make air cold, but 1t
causes the air to cool the hot, tired
inefficient human beings by putting
the air in motion"
In this age of passion for me-
chanical efficiency it is surprising
how the majority of people overlook
simple aids to help themselves live
comfortably and work effectively. Men
who take their automobiles TO the
service station regularly for inspection
shy at the recommendation for an an
nual health examination for them
selves. And vet the human body. like
IA gasoline engine, has temperatures
at which it works more efficiently
than others. These matters are no
longer in the realm of guesswork.
Evening star., 1927-04-19

labor dreams vaguely of a Utopia in
which there will be no strikes.
The kingdom of Italy has achieved
freedom from strikes and lockouts.
MussoIini's Program.
The rise OF the Italian Ira to new
high level in the foreign exchange
market focuses public attention on
MussoIini's program of economic re-
form. Mussolini, who is now in his
fifth year of power. has transformed
Italian institutions in accordance with
new formulas. The old phrases of
democracy have been discarded, and
new patterns, based on a realistic
grasp of the business needs of the
country. have been substituted. From
the stan lpoint of traditional demo-
cracy the essential characteristic Of
the Fascist regime has been the pass
ing of personal liberty.
And vet on the functional side the
Mussolini regime has unquestionably
h; >htened tho efficiency Of the Italian
productive and distributive machine.
Business prosperity is on the ascen-
ant in Italy. irrespective of what may
have occurred to political liberty in
the classic sense.
Hav' stripped the traditional po,
litical parliament of all authority,
Mussolini is creating a new form Of
parliament known as the National
Council of Corporations. The council
springs from the syndicalist idea. As
one observer remarked, it is the quail
ity of expressed thought and not the
shout of the crowd that is going 10
count. All businesses, trades and pro
fessions are to form themselves into
guilds. out of which will grow the
National Council Of Corporations.
Councils Personnel.
The council consists of the minister
of corporations, WI o presides; an
the director general Of
labor of the ministry of national
economy, a representative of each of
the other ministries, two representa-
tives of each Of the general confeder-
ations of employers and workers and
q representative of the National Foun-
dati0n for Maternity and Infancy.
The chief purpose Of the new ma
tional council. it appears, will be to
get sane opinions expressed authorita-
lively and comparatively. The Fascist
policy is to eliminate class war and to
make the state supreme.
When industrial disputes occur they
are submitted to the magistracy of
labor as the final court of arbitration,
and, while the question is under con-
sideration, production must be con,
tinued.
Mussolini. the prime minister, holds
seven portfolios in the government
and is the keystone of the new power.
Mussolini's experiment is of i'm
mense interest TO the rest of the world,
particularly to those American inves-
tors who have recently been sending
large loans to the Italian central gov
ernment, cities and industries.
Evening star., 1927-04-19

yearned for. The fact that grass cattle
have ceased to come so extensively
into Chicago and the Eastern markets
has cost merchants of those cities
hundreds of millions of gross business.
Nobody "Agin" Farmer.
Nobody is "agin" the farmer or
cattle raiser. The business from those
two classes of citizens means too
much to the whole nation. But many
are out Of sympathy with the poor
farmer. For example, the wheat
growers of the Northwest have as
serted repeatedly the price of wheat
was not high enough to cover costs of
growing. Yet farmers of that section
have announced their determination
to plant fully as much wheat as in
1926 and to cut down their flax
acreage 13 per cent. Flax is one of
the few grains of which enough is not
grown in this country to supply Amer
ica's needs.
The prospects of the corn farmer
have been frightened recently by the
extraordinary demand for industrial
alcohol derived from corn. About 50,-
600, 900 bushels of corn will be used
in this way during 1927. To this con-
sumption must be added the amount
f. to stock and marketed as meat.
Evening star., 1927-04-19
To Those Who Suffer Stomach
Distress, Gas and Indigestion
Peoples Drug Stores Make This Offer
Bottle of Dares Mentha
Good Than Anything You EverU Used

not get rid Of such attacks alto
gether? Why have them at all?
With this wonderful medicine you
can overcome dyspepsia. or that con-
dition of faulty digestion that keeps
the stomach in constant rebellion
and one bottle will prove it.
Over 5000 bottles sold in one small
New Jersey town last year--and the
best druggists the country over con-
cede that it's phenomenal sales are
due to the fact that most cases are
promptly relieved. Ask for Dare's
Mentha Pepsin, pleasant to take,
health-building stomach elixir that
Peoples Drug Stores and regular
pharmacists anywhere in. America
guarantee advertisement.
Evening star., 1927-04-19

You can be so distressed with gas
and fullness and bloating from an
overworked, abused or weak stom-
ach that you think your heart Is
going to stop beating.
Your stomach may be so distended
that your breathing Is short and
gaspy.
You think perhaps you are suffo-
eating.
You are dizzy and pray for quick
relief-what's to be done?
Just one tablespoonful OF Dare's
Mentha Pepsin and speedily the gas
disappears, the pressing on the heart
ceases and you can breathe deep and
naturally.
Obi What blessed relief; but why
Evening star., 1927-04-19

can ventillate the rooms in which he
works and studies in accordance with
definite knowledge.
Strength and efficie. cy vary with
| the temperature. DR.. Ellsworth Hunt
| ington of Yale University believes
that neither the Summer nor the Win
ter is the best time for work. Ac-
cording to his observations. the human
machine is most efficie. around Octo-
Der in the Autumn and in April in
the Spring.
ChangeabIe Weather Big Aid.
Fickleness in the weather is a spur
to productive effort according to
Donald Laird Colgate University
psychologist, who says:
"The feminine characteristic of
weather--chaugea eableness-appears to
increase efficiency When the tenn
perature is the same from day TO day
it has been found that the work one
does gradually declines. A study of
the way $500 people are influenced by
the weather has shown that a change
in weather, whether for better or
worse, favors better work and more
work.
"It is conceivable that the salesman
who passes from a warm store or
office into the lower temperature out
t-oors on his. way to another prospect
has hi efficiency increased His busi-
ness makes variable weather for him.
II know . scientific worker who
keeps the temperature OF his labora-
tory as close to 65 degrees as possible
al the time. This is a good working
temperature. He always has his
rooms ventilated by two windows that
the janitor opens slightly the first
thing in the morning. Many times
during the day / have watched this
man cross the room to one OF these
partly opened windows and examine
specimen closely. At other times.
when he is working on manuscript.
/ have seen him go to one of the open
windows to think over the next pas
sages without realizing why he does
so, he has greatly improved his work
ing efficiency by changing his external
temperature from the uniform 65 de-
$ to a lower temperature by the
cool draft from the window. He never
has a cold and is an interchangeable
worker.
Moist air furthers, efficiency. Too
moist or 'muggy' days have the oppo-
sit, effect. Muggy days are inefficient
because they are hot as we'll as moist.
Evening star., 1927-04-19
THE BUSINESS OF GETTING
AHEAD.
Physical Aids to Efficiency.

Scientific observers of human be.
havior sometimes discover connec-
ton between philosophic pessimism
and bad liver.
All of us are Influenced in our
thoughts and conduct by external
physical conditions. Even the most
energetic Northerners tend to become
| .nguorous in the tropical and semi
tropical districts. Unless they do they
are i'll adapted to the intense rays of
sunlight.
The average person is not sufficient
~ foot hose to pick the precise
climate which suits him best, but he
Evening star., 1927-04-19
CLARENCE DILLON ILL.

NEW YORK. April 10 GP).--Clar-
ence Dillon, head of Dillon, Read 4
Co, stock brokers' has been confined
to his home for three days suffering
from an attack Of auraI vertigo. MIR.
Dillon, who has been active In the
past two weeks in the Goodyear stock
holders suit for $4,000. 600. was
stricken Saturday and rushed to his
home in an ambulance. His condition
is not serious, his physicians said.
Evening star., 1927-04-19
CITIES SERVICE PROFITS
SHOW BIG INCREASE

NEW YORK, April - tP).--show-
ing the most successful year in its
history, the annual report of the
Cities Service Co. for 1926, made pub
lie last night, reveals consolidated net
earnings OF S46, 1905. .907, as compared
with SAC. .24S, ,6t4 In the previous year.
Net earnings of the company. ex.
elusive of it's subsidiaries aggregated
S24, ,462 .662 against S1S.9S9.071 in 1925.
More than 65, 900 new security holders
were added to the cOmpany's lists
In 1926, bringing the total to more
than 900.
Common stock outstanding totals
about S0.500;000 shares $50 par
valued of 400 600, 600 shares au-
thorized.