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SUNDAY, AUGUST 16
Sensational Gas Range Reduction
$ 16.00 GAS RANGE FOR $ 12.00
i 12.00
SMALL PAYMENTS
We Will Sell the Wonderful Argand Gas Range—
Regular Price $ 1 6.00—for $ 12.00; Small Payments.
THIS GREAT OFFER STANDS FOR BALANCE OF AUGUST ONLY.
BuT You? cls m raSge. GAS COMPANY.
THE SCIENCE OF ADVERTISING
i'HU‘AUO. — Ts you art* wU*», ml
vi’if l«e, M hat* bw*fi a American
watchword for a Inna ttuir a new
application ot th<- old hiiw I* to ad
Vim the auKiK'lniiH to Rrt wine to
Psychology.
For the ptiycholnglat ftootna to -be
turning thr* trick of securing maxi
mum productiveness from printed
umttcr That Is why the series of
expel Incuts snd observations, car
tied on tor sonic years past In ibt
psychological laboratory' of North
western rutversltN at Kvatiston near
this city, have attracted pci hap* as
much attention among busy Amen
cans as any psychological studies ot
recent years
And lhat's saying a good deal, for 1
the **acfence of consciousness," as It
has Imm ii aptly defined, has bm-n preb
fy niucb concerned with prut leal af
fairs of late Kvei sln« Franci*
CSaltou and Frofcssor William James
on the basis of elaborate Investlg*
tlons Info the mental life of large
numbers of individuals dhlded p«**
pie up Into classes of eye minded.
*>ar*mlnded.' and **touch minded,"
educators have seen the reasonable
ness V»f appealing to hh mam of th«*
Senses ns possible In eaeh studx of the
school Therapeutic pMcholoftt
has been carried into medical prne
tlce, so that now many regular pin
alclans arc using suggestion in treat
log nervous troubles Ho eminent
an author!’y a* hr lames Hyalop of
New York author of many valuable
LAN K E Y ’ S
Is the place to go for a nice outing. Cool breezes,
fresh water and plenty of room.
Our nntatorium is endorsed by Augusta and Sum
merville Boards of llndth.
Sons and daughters of leading physicians of Au
gusta are regular patrons of this place, and this is a
guarantee of it being safe and sanitary. „
TAKE SUMMERVILLE CAR AND GET OFF AT HEARD AVENUE; WALK
ONE BLOCK NORTH
; ImmiKk on psx rhlral research. mall*
l«tnn Unit psychologists should ha
| consulted in rrliilflml raki-n to dls
I iivi*! whi'lhrr heinous arts mre coni'
mlttfil by the Individual In his proper
I capacity or whether they are due tc
manifestation* of secondary personal
• I hrii there are mix snivel think
era who look forward to a day when
marrying and giving In marriage will
lie somewhat regulated by the pre
replw ol the psx rhologlst.
Meantime everyday American bnal
neKi men, who are apcudlug upon ad
vartialng a Mini rapidly approaching
a hill ion dollar*, a year. haic begun to
dlneox er that |(> uie till* sum of moil
ev economically, eliminating waste
due to ft * lileue .* of effort or mliejl
reeled effort. demands some kuowi
edge of the elementary principled ot
the ae lon of the human mind
\ man who ha* made hlmaelf a
plopt i in pruetteal application of
lheoie.le.il psychology to advertising
I* I'rofessoi Walter Dill Scot I, heal
ol he pn eh..logical laboratory of
Northweatern University Hl* qualm
eatlnoa lor thta work are manifold
l.tke main of the younger generation
of aeholar* tinned out from odura
I tonal institutions of the middle went,
he combine* In a marked degree
aeholar I y nbillt and praeth nl eom
monannae. dual on the hither aide
o( forty, a graduate of the Illinois
State Normal University. of North
western University, of the Mel'or ni lek
Theological Seminary and a 1 Victor
of Philosophy of the. Gorman ITnlver
alty of Leipzig, he lias been director
of the payehologtcal laboratory at
Northwestern since 1901.
Much w lisle and misapplication of
| energy In advertising in current maga
/lues and newspapers struck Dr. Scott
forcibly In the early years of his In
cumbency at Northwestern. Paid
i nated by possibilities In the subject tin
| carried on his studies, often using
Ills students cither as his subjects or
as his iissUanla, with a view to find
lug out precisely what ran be regard
ed by the trained psychologist as good
advertising and what as Inherent!
had.
The reaults of these Investigations
were published In a series of maga
sine articles and later on brought out
In book form by a Boston publishing
house under the title "The Theory of
Advertising, generaly recognized as
a classic of the subject and used as
i. textbook In several universities.
The book la said among advertising
men to bare revolutionized the prae
tlce of advertising writing. It has
killed off many silly and unspycholog
•cal devices for attracting attention
The coffee roaster who used to accom
pany his story of the merits of his
coffee with pictures of slimy frogs
the careless advertiser of fat reduc
ing tablets who allowed his likeness
of a corpulent old gentleman to he
placed next to a column of death no
th' s; the rtgar manufacturer who
undertook to tell the public of the
merits of his own cigars by represent
mg I tide Sam holding his nose while
i.e discarded a weed that might be
supixesed te be senirbodv'a else; the
blcyc'e maker who. to call attention to
tb. delights of cycling, represented b
roung lady chased by a sax age dog;
THE AUGUSTA HERAJ.D
the cereal manufacturer who to give
you an appetite for breakfast showed
an army of bugs attacking his pack
age of rolled oats—these and many
more have been warned of the conse
quences of their folly.
The principles of correct advertis
ing at the same time have been laid
down so that they are now axioms.
All advertising writers have come to
understand the value of the direct
I command; "luslon,” liy w hich one
pleasant Idea can be made to suggest
another pleasant one; tne basis of
perception' and "apperception, so)
that the effect of an advertising cam
paign may be thoroughly clinched;
the differences of mental imagery i
whereby some persons are influenced
most directly through the medium of
the . ye, some of the ear, some by the
other senses. It has become gener
ally recognized that the understand
ing of the minds of possible custom
ers is quite as important as the dis
covering of the best methods of pre-,
renting the goods, preparing the copy,
selecting media, and placing the ad-,
vertiseiuent. A few advertising
writers, of course, have an Instinct,
that lends them without thinking
about the matter to follow correct
j psychological practices, but Dr Scott's
I writings have undoubtedly served as
guidance to hundreds who have need-j
|ed It.
The laboratory work has gone right I
jon since the publication of the book!
several x ears ago. Students in North !
western University have since been
subjected to all sorts of Interesting
experiments, with a view to finding
I lust how people are affected by the
' ..Ivertlsements til* x see. Not long
'ago. for Instance, forty of them were
handed cople- of the current issue of
leading magazine which they were
ked to look through but not to stop
ii read any ta.etry or long articles.
Some students. It was noticed, im
mediately began to read the adver
1 tlsements, some the tablx. of contents,
some the reading matter. At the end
'•‘f ten minutes they were surprised
i by being asked to lav down (he maga
zine and write out all they could re-!
! member about advertisement* they
had noticed The siti-ae tests, involv*
I lug Just such skimming of the magu
(zhie as people do in s reading room,
were tried elsewhere with about 500 j
■erson*. mostly between the ages of
too snd thirty.
What Dr Scott was after In this In j
vesttgatlon was to get a line on the:
attention value of large and small i
spaces, for a chapter In his new book. I
The Psychology of Advertising," j
* htch will be published eery shortly j
'Dll tabulating the results he found!
I that the larger advertisements hail j
j the call very decidedly over the small
)> r ones That I* to say, a full page
was on the average mere than twice!
as good a* n half page; a half page!
more than twice a* good as a quarter |
‘ page Thi figures, as set down In she
i statistical fashion common to labora j
jtury methods were a*, follows;
SIZE OF ADVERTISEMENT
Number of advertisements 27 39 '67 98
Pages occupied 27 18 1-2 16 3-4 6
Total number out of 500 persons
who mentioned them 530 358 223 65
Average number of mentions for
each advertisement 19 17-27 9 7-39 3 65 -98
Average number of mentions for
each occupied 1 19 17-27 18 14-39 13 10
Many similar studies have been
made recently, to suen an extent that
people around Chicago have become
suspicious when handed a magazine
and told to read It. Student observ
ers have prowled among public read
ing rooms, taking notes as to me
time siient by readers on the literary
features and on the advertising
pages. The mortality rate among ad
vertisers has been determined by go
ing over tiles of the principal mag
azines for many years back. It has
been found that the morgue is fu..er
of those whose habit lias been to take
small space than of those who have
believed in a generous allowance. It
appears that although the number of
advertisers in the case of some of
UNCLE HENRY AND THE SCIEN
TISTS.
The scientists keep right along a-dlg
din' after trouble;
Here's one who says this world'll
bust some day, just like a bub
ble;
Another tells us that the sun Is cool
in' off and shrinkln';
One i/ “b'% claims some time there!'
be no water last for drinkiu'.
These things!! come to pass about
twelve million years from noxv
Bqt what's the use of settln' dqwn
and frettln,' anyhow?
I read somewhere, the other day.
some chap had got the notion
.hat in four million year* the land
would all be in the ocean;
The streams, he savs, are washin'
down the country, slow but cer.
tain.
Although as ylt It's purty hard to no
tlce where It's httrtln'.
They tell us what would happen if
some planet hit the sun.
But still the world runs on about the
way It’s always run.
As fur as I’m concerned. I can’t sec
any sense In frettln'
About a future drvln' up or some
fur distant wetttn';
The scientists. It seems to me. are
always busy seetn'
All kind* ot future trouble, but no
two of ’em agreein’.
I wonder why they don’t let up—
don't git a hunch somehow—
And just pitch In and help ' keep
things runnln pleasant now?
$12.00
CONNECTIONS FREE
the leading magazines has actually de
crease since 1890 the amount of
space contained in the advertising
pages has largely increased.
One of Dr. Scott’s recent under
takings whicn has excited large local
interest, and which contains sugges
tions valuable to newspaper publish
ers. appeared in a series of questions
prepared for the purpose of discov
ering the reasons why people take
the daily papers. A list was compiled
of 4,000 of the most prominent busi
ness and professional men of Chicago
from whom about 2.300 replies were
secured. It was found that practi
cally all read at least one dally pa
per, 40 per cent read two papers, 21
per rent Ihree papers, 10 per cent
four papers. 3 per cent five papers,
2 per cent six papers, 3 per cent all
eight of the Etigusn press of the
city. A question as to the favorite
features of the papers showed the
various news departments in a long
lead, as proved by the tabulation;
1-ocal news,- 17. S per cent; political
news. 1T..8; financial news.'ll.S; for
eign news, 9.3: editorials, 9; general
news. 7.2: ethleal tone (broadly con'-
sid- red!, 6.7: sporting news, 5.8; car
toons. 4.3; special articles. 4.3; music.
1.8 S: book reviews, 1.84: arrange-
Teas
Special blend mixed tea at
50c a lb.
Unsurpassed for iced tea.
25c will buy one pound of
Republic Coffee, positively the
best coffee in Georgia for the
price.
PHONE YOUR ORDERS.
E. J. DORIS
Phone 533 1302 May Av*.
Full page
Half-page
Quarter page
Small
ment. 1.4; society notes, 1.4; drama,
11; art, .9; advertisements. .44; stori
ettes. .13; weather. .1; humor. .05.
r roni such figures Dr. Scott concludes
that Chicago newspapers, like those
in most American cities, are valued
primarily for their news.
W hile the studies carried on at tho
ph.vchological laboratory in North
western tend to discourage the busi
ness man from blundering use of ad
vertising spare they certainly make
him feel that by adhering to the fund
amental principles of psychology,
which are In reality verv simple and
comprehensible, he need have no
doub; as to the old question whether
advertising pays or not. The exact
statistical methods of 'he laboratory
have proved that advertising is a
branch of applied science and that
if careful attention is paid to getting
it scientifically right It can hardly fail
in its object of influencing the hu
man mind
Opportunity
comes seldom to any man. So
when it comes, seize it. I want
more room and will unload
Any Vehicle
at Bargain Prices
FOR CASH
Specially in fine panel top Deliv
ery Wagons- If you are going to
need one for Dry Goods, Fine Gro
cerles, or any other butinltt, buy
NOW and Save $25 to $35.
JOS. H. DAY
SUNDAY, AUGUST 16