Historical Newspapers of South Carolina

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'Jftk ggy, c6ziM^iwco-a?coj?jiiii^ The First Requirements of an Adver tisement. When you sit down to write an ad vertisement for that space in your lo cal newspaper, the first question you should put to yourself, if you are one of those men who want to see their advertisement bring Results, is, What must be the first requirement of this advertisement? I wonder how many men amongst the tens of thousands of retail mer chants throughout the United States, who are now doing advertising, could answer this question satisfactorily? Not many The first requirement of an adver tisement is to attract attention. To catch and hold the attention of a pos sible customer necessitates something In the announcement that is different from the ordinary run of type matter in the paper and also different from the* usual style of advertisements therein. Further, that "something" must compel the attention sufficiently to hold It till the prospective customer realizes that she or he wants to read the rest of the advertisement for the sake of what is said In it. There are several ways of attract ing attention. One is by means of a striking headline in hold type, anoth er may he planned by the use of plen ty of white space in and around the ad, and one more means is the use of some freak arrangement of the type matter. Attention may also he not by a combination of all these ways. Hut there is still another way of at tracting attention that heats them all. It has been found in small towns and especially in dealing with goods that sell mostly to women, that a good illustration is the best means, not only to attract attention, but to hold it and create interest in the rest of the advertisement. The illustra tion should have human Interest, and action should, as far as possible, en ter into it by means of a figure of a man or woman performing something as shown as having done something, the result of the "something" having been done, being depicted. For a long time It was thought that comic pictures were the best means of attracting attention and many of the roaders of these lines are still of the same opinion. While this may be so to a very limited extent, it has boen found that they do not create that de sire to read the rest of the advertise ment that is necessary to its success. Also because they are comic they cause laughter, which means that the amusoment extends to the contempla tion of the goods and even to the ad vertiser himself. When on advertise ment is laughed at, it seldom carries conviction to the minds of possible customers. A well drawn picture with a touch of humanity in it is, there fore, the best means of attracting at tention to an ordinary retail advertise ment. The illustration should be well drawn. A badly drawn or silly pic ture retlects on the goods and the store It is better to do without, the Illustra tion altogether than to have a bad one. And the picture should not only be well drawn, but It should blend well with the rest of the advertisement. While it attracts attention, it should also direct the mind to the other por tion of the advertisement that creates interest and brings conviction. Pic tures of the "reason why" kind in ad vertising are the latest evolution in retail publicity. They have been used for a long time in successful national advertising. A glance at the Saturday Evening l'ost or any of the good mag azines will show this and it will also prove another thing, that comic pic tures or caricatures are not usually employed by those big advertisers to exploit their goods. Having settled In your mind that good illustrations are the best and surest means of attracting attention to what you have to sell through your newspaper, you will naturally go on the hunt for those pictures. You may find considerable difficulty In getting good illustrations locally and when you do, you will probably lind the price to be away above what, you can af ford to pay. And to use a bad pic ture will he worse than no advertise ment. What are you to do? Here is the cure. The natural evo lution of retail advertising has brought into being one or two high grade coi. Cems, backed by ample capital, who are syndicating out this kind of illus trations along with complete adver - Using service. "Syndicating" means I this: those concerns pay large suraa to artists of high standing to draw pictures that suit your advertising and employ advertising writers of na tional reputution to get up matter to go with the pictures. Those complete advertisements arc sold In thousands of different towns for use locally and, because of this method of syndicating, can be bought, in a series of f>2, one for each week in the year for as low as one dollar per week with copper-plate electros of the illustrations. Much of this latest style of advertising has been classed as equal to the best pub licity that has made success for many of the big department stores and na tional advertisers. At the top of these columns will he found reduced fac similes of those advertisements taken from a service of that class. This sort of advertising is called Syndicated Advertising Service. No merchant need be without the best means of successful advertising when he can buy illustrated service at so low a price as this. It is now mak ing success for thousands of retailers throughout the country and is the very latest in retail advertising. Remember always Mr. Retailer, that attention getting is classed as about GO per cent of all retail advertising and when next you write an advertise ment without using the best means to get that attention, you are losing about CO per cent of the entire value of your announcement. Full particulars of this kind of suc cess building Illustrated syndicated advertising service may be obtained from the editor of this newspaper. Why be without the means of building suc cess for yourself, a means that has al ready accomplished it for thousands of other merchants in the same posi tion as you are? EASY TO GET RID OF DANDRUFF. Dandruff means that down near the roots of your hair there is a vast army of little invisible germs or mic robes. And this army never sleeps; it wag es a war of destruction night and day. It destroys the nourishment that the hair must have in order to grow vigo rously and abundantly. PARISIAN SACK now sold all over America will destroy these germs and at the same time furnish the hair roots with just the proper nourish ment to make hair grow lustrous and luxuriant. PARISIAN' SAGE is guaranteed by Laurens Drug Co. to banish dandruff, slop tailing hair and Itching scalp or money back. It is a delightful hair dressing that wins instant favor with refined women. Sold for only DO cents a large bottle by Laurens Drug Co. and druggists everywhere Girl with Auburn hair on every carton and bot tle. I ... I STEEPLBACIUN PERIL STUCK IN HI8 CHAIR 170 FEET FROM THE QROUhfD. Hit Tackle Got Tangled and He Could Qo Neither Up nor Down?Slid 70 Feet Down Rope and Rolled to Edgo of Roof. A human fly who flirts with death to earn a modeBt living Swung holp 1 < s o 1 y between earth and sky ou tho steeplo of St. Mary's church In Washington tho other dny whllo a considernblo por tion of tho local flro department fuBtod around on tho ground be low. Tho steeplejack was stuck In ids bo'suns chnlr 170 feet from tho pavo mcnt. His tacklo was tangled and ho could go neither up nor down. Finally ho mado a 70-foot slialo for lifo down a slonder rope, tumbled tho last ten feet headfirst, rolled to tho edge of the sloping roof and would havo droppod tho other 00 foot to the side walk If a husky fireman had not grabbed him. After it was all over (he steeple jack, whoso name is llrown and who lives In Baltimore when ho is on tho ground, said he felt a little too nerv ous to gild tho cross on top of tho steeple, the Job ho started out to do. He reckoned though that ho would bo all right In a da;r or two. "I am glad I knew that tune when I was hanging up thero in tho air," ho added. "What tune?" a fireman Inquired. "Come, Josephine, in my flying ma chine)" Bald the steeplejack as ho squinted at tho spot where ho had been caught a few minutes before. A crowd of Boveral thousand peo ple watched the rescue of the human fly. Ho was pulling himself to tho top of tho spire, when a rope jammed In a pulley block. It was half an hour later before a policeman who had been staring at Drown all that, time realized that something was wrong. He went to a telephone and called the tire department, requesting the i assistance Of hooks and ladders and things. It* you Ore pale, weak, languid or I anaemic a few doses of Bloodino Liv er bills will Increase the supply and Improve the suastity <?)' blood, small pill, small close, pleasant and never gripe. Laurens Drug. Co.. Special A-'ents. See our Mission Dining Room Suits in Early English finish, they are beau tiful and yet reasonable in price. s. M. & E, 11. Wllkes .fc Co. WANTED-A RIDER AGENT IN EACH TOWN and district torido and exhibit a sampla latest Modol "Ranger" bloyolo turuMicd by us. <>ur ntfcntsovt ' f 11 mil.111 au.f i m ml of ir m lernte NO MONEY RECJUIREO mull > ou receive iovory who.ru aro makhnff and approve of your V . S. k'lin-.'Mf d . '-? JtfOtlt 10 moiu?y fnst "iO MOI bicycle. W'o shlifto anyono anywhere In th- . In :ul mi n. .-. ,?.,,-.,> /,,,ciu. und allow TEN DAYS* FHEE TRIAL ihirinif which timo you may rldo the bicycle nnd put It to any test you wish, f If you aro then not perfectly ball-died or do not wish to keep thu tili-v it - ship it. bark to us at our expense and ui/f km Nom??? ??r. . FACTORY PRIftFS w? furnlhh the hiebest m-ado biej .? i. h it i. mvivni 11IVL.V possii.io j0 rnuko at one ?mall protlt alwvo actunl factory cost. Von save #10 to $Ji middlemen's prollLs by buy-1 hiK director ii ,1:11.1 havo the manufacturer a sruaranteo 1? hind your' bloycle. DO NOT BUY a bicycle or a pnlr of tires from ttmrane at amp' fin until you receive our catalogues anil fen r 11 our unheard of ftttttrp tl'i'!.n,,(,.r""',r?"*'? tr'iial ?im to ridor ajento. YOU WILL BE ASTONISHED ?^^^rbS?luu?^^ '"v Into . wo run Hink? JroU tili? year, \\ ,1 .-.-it tlio 1.11.t grado blcyclta for low money Uianany nihcr factory. Woiit-fatlrufcdWItb ?1.00 pmrttalxivo factory eost. . . . D^ai-BHS, you can Bull uur block's uudur your own namo plain at doubta uur price*. ? Orders till..,! thodsy recolvid. ??COND HAND oiCYOLfa. Wo do not rernlt.riv lisndlo second band bicycles, but umially have lumber on bnnd taken hi tr.i.l.i by our Cblcago retail storo*. T.nwo wodoar out t>roui|>tly at urioea lrnbarsnlnllnlNiii-.il' I f rvo. c ioxio v. hosI?. Importr "I ro'lor obt'na ami pedals, vui?. repairs and] I'll plttOUt of all kinds at 'in'/ the i-ryi./ie irluif price*. najuttBa from ?3 t.. as or ?to. Poscrtptl C??S TER" BRAKESa oqm a\00 Hedgefhorn Puncisre-Proof $ Self-healssiRTires to fr;rnoouoE,only The r ?(..,/ frittofth tlO.i'O fee fir, tut to inln tvlll ttll toum tarn fie fall f->r f t.S0(t*lh lullhortt'l .</ 55 NO MORE TROUBLEFROM PUNCTURES h a i is. Tacks, or Claas will not lot tho nb out. A hundred thousand pa Irs sohl last year, DESCRIPTION: B^^'Sfe? rldlnir, very duratilo nnd llnrd Inside Will? a special 11tin111 v of rubber, which never be comes porous nnd which closes o'> smnll punctures without a l low Imr t tie a i r to escapn. \\'o have hundreds of letters from Bnllsfled customers statlnirthnt their tlivs have only been punuted m> ihut or t wlce In a wholo season. They weL'h no more than an ordinary tiro, tho puncture rcslsUnvf uutilltlos belli? ?iven by several layers of thin. Bpeclully prepared fabric on tho trend. Tho refftilar prlco of those tires is tto.oo per pair, but for ad vert I skip; purposes wo aro making a special factory i?i "loo to lie rider of only ?l SO | day letter Is received, wo shin (' ?>. 1). on approval, have examined and found ihoni strictly ns represented, Wo will allow a cash discount of & i"-r c ut 11hereby.? Ilia prh-e S4.58 per pair) If ynn send FULLCASH/ WITH ORDER ami ciicIoho IIiIh advert n cineiii. Vim run uo ri k in Sending us an tinier as tbo ti..- may (>?. returned at OUR oxpensu if for nny reason tue* aro not sntlsfnctory on . ?.i. Wo am perfectly .. Dahl? I anil ntonojf sent to Ul Ihbh nufobn Iii n li.mk. If you oi.Irr . fair of tliccn tIres, you will fliul tlwt tbey will rl.ln I easier, run faHter. wear liotti r. last Innnrranil look tlnrr tban anv Uro yon l.avc orer uno?l or seen at any prl.yi. 1 Wo know tbat you will Ikibo well pleased Dial wlion roil want ? bie>vlu you will ?Ivo u? yourordor. Wo waul I you to Mad im a t rial onler nt otico. llOUCO tlilH.! 11 re Offer. f IT V#l#f MFFn ?'' Ii'I buy .my Ii I Ii'I n * si). tirlrn until ynu son.l for n |i->lrof lli-.laetli.irn \ ? W if?-KV m I'uni'ti.re l'ro..( tlreomt a|i|imvalamf trialat thos|m-ial IntrtMluetory tirle<>qui.te.l alH>vo: or wrlto for our blc Tue atld Suudrj i atalo.tuo w lilcb ilenvrilivs aud quulea all niakcii aud klmlH of tlren nt alKiut half tlm uhiikI prin nn NttT \AfAI\ThuX wrm" uh a postal to.lay no NOT THINK Of BUYING a blryrlo or a pair of I www? tlren from anvon..in you know tl.o new bii.I wonderful offora wo aro maklnc. I It_ouly_conuia |m>Htal to learn overytliini;. *Vrii><ll NOW. Notice the thick rubborlroatl "A"and puncturoaf ripa"B'* > and "D" albO rim atrip ,?M,? . to prevent rim cutting. Thl*/ tire will outlaat any otherj make-SOFT, ELASTIC and EASY RIDING. ierpalr. All onion* shipped satnoj Ifou do not puy a cent until yau\ J.L MEAD CYCLE C CHICAGO, ILL. FOR RENT! One 8-Room House to Rent. One 7-Room House to Rent. One 6-Room House to Rent. One 3-Room Cottage to Rent. All of these are modern and close in. Ap j] ply to ? ALBERT DI AL. Simpson, Cooper & Babb, DR. CLIFTON JONES Attorneys at Law. Dentist ?,.,. ,, , Office in Simmons Building Will practice in all State Courts. I prompt attention tfiven to all business, j Phone: Office No. H6; Residence 219. NICHOLS & ROPl Paints and Finishes If there is s shabby surface in your home to be painted, enameled, stained, varnished or finished in any way, we have just what you need for producing the exact finish desired in the line of ACME QUALIT, if A? i RA/NTS AND FINISHES Let us show you colors for painting your house or barn, samples of finishes for floors, woodwork, walls, ceilings or furniture. Let us help you make shabby places look new and attractive. ! SI 85. COME IN and get a copy of THE ACME QUALITY ?fe PAINTING GUIDE BOOK. It tells what Acme Quality Paint. '**^? Enamel, Stain or Varnish to use, how much will be required and how it should be put on. It not only enables you to tc1.! your i ?, painter or decorator exactly what you want, but it makes it easy ;J& for YOU to refinish the many surfaces about the home that do not require the skill of the expert?the jobs that a painter would not bother with. Ask for a copy. ITS FREE.