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I" I. j INTRODUCTION. j Ninety-nine in n hundred peraons, If Ias&ed what they know about advertising, will deny having any knowledge on the subject. And yet every man, woman and child who reads this paper ,1s a Judge of the value of Its adverw tlsements. Unconsciously perhaps, but nevertheless an absolutely Infallible judge. ; i The actual value of an advertlseItnent lies In Its Inlluence?Its ability to accomplish Its purpose, be It to sell goods or to draw the reader Into a l V' store. P If It does Its duty, It Is a good advertisement; if not, a poor one; and \ jthe reader unwittingly determines which by his response or by his indifference. i Just what governs his action may be of Interest to our readers, and we have therefore arranged to publish a series of articles to show how the appeal is built into an advertisement and how ttu> HiiooiioDfHi -1 ? ? ?<V uutvcnijiui IUUI U1IUUI plans his advertising campaign to / make it most effective. We believe you will find this series of articles very interesting as well as (Instructive. The next article will ap,pear in an early Issue. NEW CHAMPION DAIRY COWS Clenison College.?There are five new state champions among the various pure bred animals now on yearly advanced registry tests throughout the state, two Holsteins, two Guernseys and one Jersey, according to I. R. Jones, assistant dairyman, who thinks that the rapid breaking of state \ milk and butterfat records and rise j v in* the level of leadership indicates that South Carolina is fast becoming a promising dairy state. fill H a ' 1 1 * * Ii ne nrst record to oo nroKen was in the mature class among Holstein cows, Sunnycroft Butter Girl Corona, 323010, owned by H. D. Jordan, Ridge Spring, assumed leadership in this class with a production of 21305.7 pounds of milk and 775,843 pounds of butterfat. She began her test on January 1), 1921, at five years, 10 \ monthii and,24 days. The former record in this class was also held by one of Mr. Jordan's cows, Princess Collie f Paul 2nd, 21828, with 21033.7 pounds of milk and 710.03 pounds of butterfat. The other Holstein to break a record was Butter Girl May Johanna, 398055, owned by J. T. Willard, Sparta*nburg. She produced during the , yeai- as a junior 4-year old 22823.8 ( pounds of milk and 704,380 pounds of butterfat. The test was begun on February 4, 1921, at four years, 5 1 months and 14 days. She was put on 1 strictly official test for seven days and thirty days at the start of her lacta- | tion period, at which time she) pro- , duced 059.2 pounds of milk and 21,198 pounds of butterfat .in seven flays, and 2702.1 pounds of milk and 87,895 ' pounds of fat in thirty days, the latter ( also being a state record. The amount t of milk produced by Butter Girl May Johanna during the year, namely, * 22823.8 pounds, or2653.9 gallons, is \ ^ the state record for all breeds and all classes. The sire of Butter Girl May i Johanna is Colantha Johanna Lad 8tli, , tnUU ?*? .... ? , . w?..w, >> il11 i uny-sBven tested (laugh- c ters. The former record in this class was held by Mutual Maid Clothilde, ^ 3(54253, owned by Clemson Agricultural College, with 10100.0 pounds of milk and 497.17 pounds of fat. ^ The first Guernsey cow to break a ^ state record in 1922 was Blackstock's j Lily, 107719, owned by Whilden and Onsrud of Sumter. As a senior two- * year old she produced 12133.1 pounds r of milk, containing 004.94 pounds of ^ butterfat. She began her record on January 23, 1921, at two years, 7 [ months and 20 days. The old record for this class was held by Rexane of Somerset, 74412, owned by A. I. James, Darlington, with 80(53 pounds of milk and 403.41 pounds of butterfat. The record of Blackstock's Lily, ^ when made, was sufficient to place 11 Class F second only to Class A in both u milk owl butterfat among South Car- r olina class leaders. f Another recent Guernsey champion 11 among the Guernseys is Fern of Glenville, owned by C. S. McCall, Bennetts- C ville, who has broken the record in " Class B by producing 12638 pounds n of milk and 093.07 pounds of fat dur- tl ing the year. This beats by almost 1 HO pounds of f;;t the old record in <> this class held by Imp. Donninirton's n liaicty Nth, (551)01, ownod by fi. M. ti Cooper, Jr., of Wisacky. Fern of Glenville st,*irterl her record on Fob- c< i-uary 3, 10121, a.Ujfpur years, 10 months 1( and 17 days. "# vi Keeping pace with other breeds, oi South Carolina lias also a now Jersey a champion. This is the line young cow, 1c Princess Mae's Dar ing, 177057, owned !i | b; F. Raino ford, Trentonr*HShe !m produced during the year as a" year- is lijMjr 305'.0 poinds of milk and 450.82 U pounds of butterf.at. Tiiis record was w begun on March 10, 1021, at one yenr sc and 9 months, and she is safe in calf A for A A class. The former record in In this class was held by Blue Fox's In Eminent Tulip, 381524, with 81,'i.7 pounds of milk and 423.50 pounds of di bu'terfnt. The production of Princess g< Mae's Darling makes her champion n; iV yearling over all breeds. fu f ! TOWN FLOODED, BROKEN LEVEE Buckley Bros., now of Elaine, Ark., have sent some photographs to friends here showing the flooded condition ot the town in which they live, caused by the breaking of a levee. On the date when the photographs were taken the streets of the town were two to three feet deep in flood 1 waters from the river and the husi- ( ness district was in the same condition. When their letter was written ( the worst of the excitement had passed 1 and things were getting back to normal. Buckley Bros, were formerly en- } gaged in the restaurant business in ] Conway, running the business successfully for a number of years. , -o WILL FLOWER . LOSE ALL COLOR? 1 Because of a strange change that 1 is taking place in nature, there may 1 come a time in the future when all : a ? ? 11 i * 1 uowers win lose tneir colors ana | every bright blossom will be transformed into a dull, unattractive weed. Kemarkable as this may seem, It is believed by many botanists to be on the way to accomplishment. It is due to an extraordinary development in the habits of two Mowers?dandelion and hawk weed?which have been found to be "sexless" plants, and have started on a downward era. What has happened is explained by botanists as follows: The early flowers had two means of producing their ' kind. One was by means of pollen carried either by the wind or by insects to another blossom, where fer- 1 tilization took place. The alternative , method of propagation was made possible because the plants could split ! themselves in half and continue so ; doing. Now both the dandelion and the hawkweed have reverted to these * ' itter methods. They have lost their ! "sex." Hut what has this to do with a flower's color? I Contrary to what is believed, the ' colorings 011 every flower were de- : veloped originally by tlie plant not to \ please the artistic eye of man, but to ; help it to multiply and spread. The color was a lure to insects, , without whose aid the plants could not go on with their schemes of propagation. Something had to be done to attract insects to the flower, so the latter developed gaudy colorings whose invitation could not be resisted. Thus when an insect left one flower it was drawn to another, perhaps differently colored, and in its passage it took the pollen with it. The effect of these new habits of the dandelion and hawkweed is farreaching. With the discovery that the aid of insects is no longer necessary they will proceed literally to lose their color. Hut this loss of color will not he confined to these two varieties of ( plant-life alone. In all probability these '"pioneers" will go on flourishing and spreading to an enormous extent, and very soon other plants , will find it necessary to follow suit if they are to keep pace with them. Thus, when all plant life has become ' "sexless," each flower will shed its ; brightness for a duller garb. This may mean a return to the state of ' things at the very beginning of ex is- ' tence of flowers. ' Soon after plants were born upon the earth they took on a green tint. J There were vast expanses of green stuff without one solitary splash of ( ?olor. It was almost impossible to. listinguish one variety from another. 1 Then came the yellow age, when all .he petals were turned from green to ' /ellow. This was followed by an- * >ther distinct era of color, probably [ A-hite. Later still came the age of 'ed, which was followed by that of ' )lue. Finally nature having exhaustid its storehouse of variety, there * :ame a time of all colors. c Famous botanists have been ilives- ( igating the peculiarities of the ( landelion and hawkweed and they de- J dare this is the most important de- E felopment in plant life since the in- 2 roduction of flowers to the earth. It \ s even declared that it means the he- ' 'inning of the end of plant life, which f vill ultimately he completely exter- a ninated, and that the people of the I uture may look back with envy and e joint to this day as the "age of t lowers." o I AMERICAN NAVAL POLICY The ratification of the naval limiation tre.aty and the fixing of the c laval personnel according to the sitation produced by the treaty will not ? nean tlv.it Congress is required to a ollow blindly the lead of the Administration. The margin of legisla- . ive liberty of action is wide indeed. Congress remains, as before, with sole uthority to "provide and maintain a v /ivy," under the Constitution. But he exercise of that authority is not v ^compatible with wholehearted co- . peration with the Executive in proloting good relations with other iv.t- a ons. The treaty limiting capital ships s! mild not go through the Senate mi\ss Congress as a whole should fa- ^ or the plan, for the Senate has only ,s'' ne character and cannot support in treaty what it would oppose in a '' gislative capacity. The treaty out- V nes a broad policy which could not v ? expressed in a law, because a law . of domestic concern only. The J1. nited States could not co-operate , ith nthor nnf.imtst if il worn i( ssed of the power to make treaties. treaty is the supreme law of the lid, but it is also a law in other fT lulsi Economy and Jin enthusiastic re- ?r action of naval expenditures arc 3od, hut they should he in line with ? ational policy as already well doied.?The Washington Post (Ind.) % rHE HORRY HERALD, CONW, SECRET SERVICE PROBES MARION DOCTORS' STORY t Washington.?Secret agents of the department of Justice have concluded after an investigation that there is absolutely no basis for a wild story told by a "Dr Joseph Wallace" that he, his wife and baby were driven out of Marion by the Ku Klux Klan. Wallace appeared in Washington a short time ago, having driven here from Marion by automobile. He told a garage owneiv that Marion doctors put him on the blacklist, and a short time later he received a note of warnintr to leave the town Aftnr three weeks on the road he reached Washington, his baby ill, his funds and his supplies of food gone, so he told the garage man. Kindly of heart the automobile man took Wallace, his wife and his baby into hb own home,' while repairs were made on the car at the garage. The story did not become known here until after Wallace left for New York, but when it did, it leaked back to South Carolina. In response, Representative Stoll received a telegram from P. W. Johnson editor of the Marion Star stating that the Ku Klux Klan had no chapter in Marion but if Walladfc would come back, a special effort would be made to form such an organ ization for his benefit. The telegram from Mr. Johnson read in part: "A man with wife and baby, who stated that he was Dr. Wallace, a patent medicine salesman and carnival man, went broke in Marion this winter, and was stranded here with his little family. The Red Cross'of this city, as well as many private citizens, fed them, gave them money and took care o.f them generally week after week. No. Ku KUix Klan has ever been active here. Phis Dr. Wallace, who was fed and clothed, and protected by our people, is a medium-si/ed young man with blonde hair. The first time he came here he sold patent medicines at auction. He came back later at the head of a street carnival which went broke. He went into mmrtflis. iii a small tent on a back lot, and he with his wife and baby, almost starved and would have done so if mr people had not generously responded. I refer you to Home Service Secretary, Marion Rod Cross For further information. Tell Wallace that Marion has no Ku Klux Klan. but that if he will come down a^ain we will attempt to perfect an organization for his special benefit ?Record. o MEDICAL ADVANCE Washington.?It is reported from London by D. A. Cowan Guthrie of that city that death from puenmonia should shortly become a thing of the past. The means to this much-desired end is the long-sought antipneumococus serum which will do for the active principle of this dread disease what the anti-diphtheretic serum has done for the former scourge of childhood. Dr. Guthrie promises the details of his discovery to the medical profession in a short while. Governor of the Philippines Leonard Wood is rushing improvements at the Culion leper colony, and lias stated that many have died from this rlr6ad disease who might have been saved had better conditions prevailed. The new treatment with clviulmoogra )il has worked such wonders with the ancient pestilence that the fact is overlooked that even under the most favorable circumstances a leper may lot necessarily recover from this treatment and that it is hardly to he >xpected that any will unless hospital surroundings are of the most f.avorible character. Surgeon General Cummings of the Public Health Service draws attention ;o the progress made in combating lisease as shown in vital statistics. 'The war against disease is slowly >eing won," he stated. "It has not 'ew triumphs to its credit. Some of hese are well reflected in the annual leath rate in the United States, which luring the last twenty years has Iropped per hundred thousand of the jopulation, for typhoid fever, from 15.9 to 9.2; for measles, from 12.5 to 1.9; for scarlet fever, from 10.2 to 1.8; for diphtheria, from 43.3 to 14.7; or tuberculosis, from 201.9 to 125.6; or pneumonia, from 180.5 to 123.6, tnd for all causes from 17.55 to 12.88. ncidenfcally yelfow fever has been radicated and smallpox, plague and yphus are being held at bay." o lOfr CERTAIN "BAD" BOYS TURNED OUT Bud, who was given to reading ime novels, became an esteemed book ritic. Ted, who dared caricature teacher n slate, became a nationally famed rtist. Jim, who used to j*:et up raids on ruit stands and orchards, became a ij?h-standing party leader. Herb, who made siing-shots wherewith to annoy little girls and unsusectink passers-by, became a great inentor. Hen, who repeatedly played hookey, ecame a distinguished globe-trotter lid explorer. Fred, who took it upon himself to ?tt!e all disputes an to the ownerflip of personal property by fipproriating it himself, became a very .iccessful lawyer. Bill, who always made use of a pair f fists to convert others to his own iewpolnt, became a prominent reivalist. Alf, who delighted in "nos-ing" ito and breaking up smaller youngifirs' frames. hormriA n nvnfnuoirtr il sformcr. ^ -? Hibltval ^oistfjpQtion GurcO iri l \r \o 21 Days -AX-rOS WITH PEPSIN" is a specially, epared Syrup Tonic-Laxat ive for Habitual mstipation. It relieves promptly bitf lould bo taker, regularly for 14 to 21 dayc, induce regulai action. It Stimulates and filiates. Very Pleasant f.o Take. 60c it bottle. \ KY, S. 0., MAY 4, 1922 FOODS USED IN MAKING CLOTHES Everyone who wishes to be warm knows that it is necessary to eat. But few persons realize how much body-heat is conserved by the foods they wear. Even if price were no consideration it would be impossible to produce fabrics from pure coitcn, wool or silk, having all the characteristics which modern fashions demand. So that most fabrics are "dressed" or "frilled," and most of the substances used for this purpose are foodstuffs. Flour, dextrin, glucose, gelatine, fats, oils, gums and even glycerine ? all these are used as filling materials. A cheap fabric is usually dressed so that it may appear as heavy and solid .as one more closely woven; but, of course, in this case the tilling materials must be cheaper than tne fabric itself. Powdered gypsum or any other similar mineral substance and a binding agent such as starch or Hour are suitable materials, and moreover they are very cheap. Flour is thp mnvit ikoiI - , > ?""" V. 4 4 11 Ullllh agents, since it contains gluten, and this has such powerful adhesive propertied that it enables fabrics to be filled to twice and treble their original weight. Most housewives are familiar with such fabrics which, after the first wash, resemble muslin. In the case of expensive dress materials their appearance and "handle" are much more important than their weight. So they are usually dressed with oily substances, many of which would otherwise have been eaten as food. Olive oil and a special form of castor oil are largely used, since they render all classes of fabrics soft and supple. Sometimes these oils are mixed with algin, a substance obtained from seaweed. Gelatine is used to make fabrics firm and leathery, but it is always after-treated with formalin so that it is rendered insolubue and insensitive to mildew. But the least suspected filling agent is casein. This is made from milk and is used to give clothes an attractive sheen. o IF HE HAD A MILLION Joe Brown was the colored porter at a little bank in Southern Kansas One spring day he rested on his broom and looked outdoors where Nature beckoned him down to the river where he might doze and wait for a catfish nibble on his line. Gee boss, he declared fervently, 1 suttinly do wisht ah had a million dollahs. A million dollars, Joe? the cashier said smiling. What would you do with a million dollars. Ah'd buy me some pigs and maka me some money. rj^maamaamamammammmaaamaaaamaaaaamamaaaaaaaaaamaarnamammam Th^ I TL ~ r> i ne ira[ * * * * * * Hj | Stands at the head tjc * * your town, your cou % The record of the \ * editorial manageme * * * | It has been a mediu * get a chance to h or economical. It 1 W J \ . r ' * $ but tor the people 01 | It has gained the cr | ever printed in this o I to week and you arc * * 1 * I | If th ece are facts, the % your yearly subscrip | small, and thus help % better. ;j; * >! \ $ -I vnnr K\l it* ^ ^ V^w?. IV/l til ! V I li J each week on time < and your neighbors i *;!: outside of Horry Cc * T 5|i UPHOLDING THE DIGNITY Chinese servants in the employ of Europeans in the Orient are very kr?on on maintaining the dignity of the household. Some years ago three young Americans traveling in the East had been entertained at dinner at the house of an Englishman living in Shanghai. w a living out the Bubbling Well Road a day or so later they passed his house and decided that it was an excellent opportunity to pay their bread and butter call. In answer to their ring, a very pompous Chinese butler announced that their hostess was not at home. It so happened that only one of them had with him a visiting card and the other two wrote their names underneath his and handed it to the servant. The Oriental took hold of it by the corner, much as one would pick up a very dirty rag, and then solemnly handed it back, exclaiming, "How fashion? Three piecee man, one piecee card? No can do!" o AN ALTERNATIVE Two children were playing on a back porch. The mother, in an adjoining room, heard the remark, "Well, I can't make an angel out of you, but I'm going to make a devil!" The mother peeped out to see just how this was to be accomplished. To her horror she saw the younger child standing very still, completely undressed, while the older child was applying a complete coating of green paint. o CARUSO'S MEMORY TO BE APPROPRIATELY HONORED Two hundred children under the direction of Miss MacMakin will sing at the Caruso Memorial concert on May 0. For these school children, who never heard Caruso, this simple sketch is written: Enrico Caruso was born in 1S73 in Naples. He was one of a large fam;i? .,.,.1 i i-i- i ; -i' u.v, cum vi 11Li1111>ic uirtn. He showed a love for music early and would spend his pocket money on tickets for the opera. Therefore as a boy he heard the greatest artists of the time, in operas tlv.it he afterward starred in. This listening to music, when a lad was of greatest help to him, for a child cannot learn to play or sing well without the ear being trained by hearing fine music. Often during the impressionable age of 15, everybody thought he would be a bass, and no one dreamt of his future greatness. He studied four years with Virgine and made a modest debut in 1894? bis fellow students called Caruso's voice, a glass voice?because?Caruso said, it broke so easily. His tone was thin and brittle and therefore he practiced technicassiduously. He made a resolve so to work that every Are \ It DoYc the B< ^ Can C lorry H jer In Which Y teadina TKic Arl m, AAAU A, JLV4 of the list for everything tha nty and your state. You nee( :>aper for the past twenty yeai nt will prove every word of th m through which all classes of ave their say on any mattei has stood for no particular mai Horry County as a people, an< edit of being one of the very r any state. Compare it with < i convinced. 2\\ suppo-t the paper as il desen tlon but with your advertising, to that extent in making a gooc i the paper lhat is a!: home pun chock full of the local news t novo than all the newspapers c >unty. 4 / x- x- * x- -x- ->: x- * x- * * * * ** * -x- ->: * x day he would see an improvement in his voice. This high purpose carried him to the heights. In 1902 he appeared with Mms. Melba in la Boheme in London, and made a brilliant success. In 11*03 he sung as the Duke in Rigoletto at the Metropolitan, and was acclaimed the greatest tenor of his age. New York loved him, and he was regularly engaged at the Metropolitan for years. In 1919 he celebrated there, his 25th anniversary as an opera singer, and it was a gala performance with speeches, girts, etc. He Ivul then sung 549 tunes in New York City. His voice so powerful and yet so sweret was unsurpassed, it was impossible even to think he had had a i * * * im 111ii' lone. ric Kept on working at his art, practicing vocal exercises, and also practicing before a mirror to get perfect control of his facial muscles. He amazed his friends often by telling a tragic story with a broad grin, and a joke with the face of a chief mourner at a funeral. As diversion from all this musical work Caruso had two hobbies which he practiced for amusement. One was t<> draw carcatures and the other to model in clay. For sculpture and drawing he had great talent. He was possessed of natural gifts which wore of limmense aid in his career. Ho had breath control which carried him through the longest phases, with perfect'ease, he had the dramatic ease that instinctively taught him how to adapt himself to each role, as the clown in Pagliacci?his lamentt over his beautiful wife, who he discovered was in lovee with a villager, wrung the hearts of his audiences. Ho created many roles which means that he sung these roles in such a unique and wonderful way that he is ever associated with that character, just as Farrar is ever remembered as "Mme. Butterfly," and Calve -us "Carmen." In all these cases the artist impersonates the role as no other artist has done and in such a manner as appeals to the audience as the most perfect impersonation of the character. Therefore to create a role is to achieve the highest success as an opera singer. Caruso married an American girl, and lived for years in New York. America was therefore his adopted homo and here he enjoyed fame and i? . i i onune. It is appropriate that scholarships should 1)0 j?iven in Now York as a memorial to this j?-reat tenor, and it is known that while alive he was v-ery generous in giving his money to help young1 artists. His daughter, Gloria, will ue educated in America and this foundation is n noble and practical memorial to an artist who was threat because he trained himself "to sei/.e, mouM and master opportunity." ou Modern ? >u Go In for 2St You let? lerald * ou Are # J * * * * * |L it means good for | i no proof of this. s under the same % * is. * * T ? * i )|( the people could * * political, social * i or class of men, * i for nothing else. % best local papers | others, from week * * * * * * S ! 1 /es, not only w ith ;j? whether larae or % } .1 . i minr; that much * * >>f. $ ' * * t and which cofcs % Kat concerns you | omhincd that are * * * * * # * x- x- * * -x- x- * * v x- -x- * x- * -x- * * * -x- #