T b e D e l a w a r e G a z e t t e , C h r is t m a s N u m b e r , 1914.
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iverTw
ist Suit andSlip-O
ver Dress
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Is to 0roa|^p#'tufaF ge Public
"foi* Goods—The
New EvSnpL
G ifts for, T i l l L i t e f t
TM ws
If you don’t see wbat You Want in lb® store, stsTc for it; we probably have it. We cant
give you a complete list of Christmas things for all- men, women and children-in the space
we have hetei ‘tout we will givrfeyou a few' items:
,
HOW WOULD YOUR WIFE LIKE A RUG,/OR LAGE CURTAINS
Thisis certainly a complete line of beautiful rngs we have here. They are adapted to
any purpose and any purse.
Your wife will certainly appreciate Lace Curtains, too. We have a splendid stock
of these.
KID GLOVES FOR LADIES
Nothing better at the price than ow famous West End $1.25 kind. They are in the dif­
ferent colors.
. Also our $1.50 line in short, and.16—button length, white black and tan.
MEN’S HOSIERY, BATHROBES, CAPS
Silk Hose, differentjColors, 25e, 50c, $1.00 and $1.50.
Interwoven, m a p p e d cotton, all colters, 25c.
lath robes and s.moMng Jackets in different styles and qualities.
Fur, Plush and Cloth caps for men and boys in sp’endid assortment
AN’IDEAL GIFT-FURS
Nothing, more appropriate to give a lady; but as a safe token of yonr esteem let them
haveVality and spirit and style. Our furs embody styles adopted by the leaders of fashion,
that will carry real happiness to “hern .on Christmas morning.
HOW ABOUT A SUIT CASE
These are excellent gifts for man or women, boy or girl, We have all sizes, styles and
qualities
SWEATERS FOR MEN AND WOMEN, BOYS AND G T M .B
Whether one wishes to spend $1.00 or $10.00 *or a sweater, this store is a good place to
find the right thing. They are all here, from the old stand-bys to the newest style.
HANDKERCHIEFS FOR ALL
From the most elaborate, dainty handkerchief for my-lady down to the plain cheap ones
for School children you’ll find immense assortments here.
M E N D EL BROTHERS BLOCK
D E L H I, N . Y.
ALL GOODS GUARANTEED AS REPRESENTED
IF NOT SATISFACTORY WE WILL EXCHANGE OR REFUND THE MONEY
A K I llS lI C
.K K llN illN !*
WE are prepare^ to execute orders for ar­
tistic printing which wiil command attention
by itsstriM ng and original advertising features.
Our greatest efforts are always made to main­
tain th e printer’s highest and best standards of
excellence.
Our type equipment is very constantly aug­
m ented by the new and latest faces. If you desire
color combinations and arrangements of the most
^attractive character, our services are always at
your disposal
We will be pleased to have you call and
talk the matter over and be convinced.
Our prices are right.
g/i.
Delivery as promised
P r in t in g D
epartm ent
THE DELAWARE GAZETTE
D e l h i, H
ew
Y
ork.
If that committee of the United
.States, senate- had only been wise -or
thoughtful enough to say that inJudlous advertising is one of many
factors in the increased cost of living,
we Bhould not have the chorus' of dis­
sent from those who practically know
something about the nature and func­
tion of the advertising art.
Taking the data before the com­
mittee, let us try to see w hat it prob­
ably had in mind, but failed to clearly
express:
1. An advertising project, dissociat­
ed from those problems of production
and distribution sure to be raised hy
it, becomes merely an additional
charge upon the conduct of a busi­
ness: and that charge must, in great­
er part, be sMfted upon the consumer
o r small-Soya, the Oliver Twist boys; little fellows o f two years only If that MittT o f adv®rtHiug- Ts“ to~lje“
suits seem to suit the little ones are put into them, much to their own kept going.
2. Inconsiderate advertising is, there­
and to appeal to the mothers who aredelight. But they are worn by boys
always looking ahout for somethingup to ten years, aud are thorougMy fore, an unproductive expense that
new and practical for their restless practical.
Clever designers have must, in the last analysis, fall upon
yonhgsters. These are fcwo-plece suits adapted the Oliver Twist suits to girls, the consuming public.
Ea short—however awkwardly, and
combining plain and striped materials substituting a skirt for pants. Very
or plain material In contrasting colors, pretty ones are made with plaid skirts even unconsciously—the committee
In a blouse and pants. They are made buttoned to plain Mouses, the latter has virtually classified all advertising
up in several different models, the sim­ having cuffs and collars of the plaid Into the categories of productive and
plest of them consisting of a plain material. These dresses are provided non-productive, and thus rendered &
blouse like that shown in the pioture, with patch pockets on each side o f the real service to a great and expanding
to which a pair of straight pahts is skirt, and are made up In serge mid industry. For all will ^adniit that
buttoned.
other woolen goods for school wear, while th s practice of advertising has
attained a respectable age and volume,
The Mouses are made of striped per­ as well as In wash goods.
cale or in plaid ginghams or of equally
A little slip-over dress for a tiny the underlying science Is still rudi­
durable plain materials of other kinds. girl is shown in the picture. It Is of mentary, and in need of definite terms,
When the Mouse is plain the pants plain blue gingham with a straight conveying clean-cut meanings. What
often are made of a narrow stripe, or narrow box plait down the middle of is all that we have been lately hear­
ing, through the, columns of Printers*
if the Mouse is striped the pants are the front and back. It is decorated
Ink about the psychology of advertis­
plain. Plain pants, with striped Mouse with short hands o f white embroidery
ing but a groping aftey a better basis
having round collar and turnback cuffs placed on the plait near the top and than the familiar Mt or miss, upon
of the plain material, make the best bottpm and 'with small pearl buttons
which to rest the unceasing ventures
looking of the Oliver Twist suits. In and simulated buttonholes.
in advertising? Why are many seats
the better grades of these suitB the
The sleeves are long, with turn-back of the higher learning adding adver­
blouses are box plaited, made with cuffs. The neck i s plain and bound tising courses to their currlculums?
round collars and turnback cuffs. with a Mas strip of the material. A It is well, at a moment itself psycho­
The plaits make the waist a little more small separate round collar is to be logical, to have suggested to us a
dressy and add to its strength. In worn when the little dress needs to do broad division of the subject, upon
the cheaper suits the Mouse is cut other duty titan to providB an easily which the whole Bcience o f the matter
without plaits and the sleeves finished laundered romping outfit for the lit- can he built. We all know what pro­
.,
| ductive advertising means. What re-,
with narrow band of contrasting ma­ tlest girl.
Both theBe garments are cut with mains is to learn beforehand how to
terial like that in the collar. A small
patch pocket on the blouse is finished reference to tbe fact that they must attain It
with a narrow hand at the top alBo. In he washed and Ironed often, snd with
all th e suits th e pants are-straight.----.through the infiuence of this journal 1
JU L IA B O T T O M L E V . j there has com e a realization th a t ad/-"
These suits are made for very tiny
a lehaln a n d ,
beginnlng-andr•■
ending in itself. The column* o f
Printers* Ink have teemed of late with
new uses of old words and phrases,
pressed Into service to give emphasis,
to these now dominant ideas: Adver-1
tising is a part, not the whole; it i*
the beginning, bnt not the ending, of
a process. So ardent has heen the
prmcMng, and so responsive the au -' A
dlsnce. that some who read this aril- ’
els will be sure to ask themselves If
they ever knew it to be otnerwise. ■
The answer Is yes, and the time, so
lately that It must be oounted by a '
,,tew....yeais,.,and...nat..by..m..OTck.,*s...af.....
decade.
Having reduced th© diotum of the
senate committee to its logical terms,
let us now try to summarize the new
evangel of advertising, as put forth
under the Printers’ Ink imprimatur:
1. The object of tbe advertising is
to create or enlarge a public demand
for the goods.
2. Behind the advertising must be
the goods, leveling up to the highest
plane of the advertising.
S. Back of the goods must be the
plans and means o f distribution, equal
to all the demands created by the ad­
vertising.
4. As the consuming demand grows,
tire advertising should strengthen, the
production better itself In quality or
COIFFURE which Is always “to,” ples. Here it is turned back and price, and distribution: become easier
a staple style in hair dressing, and brought to the coil a t the back, where Mid cheaper.
a second one, wMch is typical of theit is pinned in. The ends of the side It is obvious that, under such &
newest vogue, are pictured here to­hair are twisted lightiy into a coil and systematized project of advertising,
gether. In the first one & mode of arranged in a short loop of hair at th® consumer will either get tits same!
•dressing the hair is shown, wMch, with each side o f tha middle twist. Small quality for less money, ©r a be'
very little variation, has been used for shell pins look well and are in keep­ quality for the same money, sad to
many years. In the second, an Idea ing with this neat and conservative either ease the cost o f living will sot]
quite-unfamiliar Is se t forth for wbat hair dress.
have been increased.***tite rie s T .
it Is worth, and it remains to he seen
If a hair net can he adjusted so that jaaato to Printers? tok.
with what success it bids for favosa it can hardly be seen it will keep gray
The middle part should n o t be adopt­ or white hair, which Is Inclined t s be
I* NOW EMMfttiML
ed by auy woman unless she is a great wiry, in place and preserve the neat­
No longer Is advertising looked up­
beauty, who can “carry off" anything n ess which is essential to this coiffure* on a s the haphazard end of a busi­
A conservative example o f the new ness. to tiie majority o f instances
without a bit of experimenting. There
are a* tew types that It Is becoming casque coiffure, tn wMch the hair is the ablest man to m corporation is the
to. It happens nearly always that they marcelled in very regular waves and man who directs Sts publicity, and,:
are women with very abundant baton -combed-back-off th e face, Is showa-to -WhetoWr-thls-is-ani; the case it should
to the coiffure pictured the hair is th e second pioture. In the extremes ot be.
waved (but not "marcelled”) In loose th is style the ease are uncovered, the
There Is no door sh u t ln the face of
but regular waves at the front and hair drawn back off the forehead and th e advertiser. H e virtually directs
across, the back. The hair on th®. combed up te' the top of tha head. what the nation shall eat, drink and
crown is not waved. This style is not There are several arrangements o f tha wear, how it shall liv e and to some
at all difficult to dress. The waving back hair, the favorite bring a long, instances how It sh all be buried,—0.
may be done with the curling Iron, or, Soft French twist, considerably fuller 0 . Dobbs.
>. •
better still, on heavy wire hairpins or •and higher II an that shown here.
The forehead. In, these new mifiures,
"curlers” or With kid rollers.
CUiV Aid.
■'
The unw avei halr aud the back hair is innocent o t curls and quite bate.
T
h
e
w
o
rk
in
g
g
irl
o
f
C
h
icag
o
is
to
This
proves
so
trying
to
the
majority
Is combed up to the top of the crown,
where It ia arranged In a smooth tw ist of women that they have softened the h a v e a s p e c ia l c o u rt, w h ich , is to h e o f
with ends pinned under. It will stay line of hair about the face by bringing t h a n a tu r e oft a n e m p lo y m e n t b u re a u ,
a n d ’p ro v id e a p la c e w h e re a girL W he^
to place if It Is first tied at ih e top it down In the middle o f the forehead
I s out- o f m o n e y o r e m p lo y m e n t m a y "
of the crown with a short piece of to a "dip” and combing the locks "’i n
front of the ears back over the top of o om e a n d te ll h e r tro u b le s to a w o m an ''shoelace or tape.
Ju d g e, w h o w ifi h e lp h e r to g e t w o rk . ,
T h e f r o n t h a ir ie p a rte d a n d c o m b ed the ears, as shown In the picture
F
A
JU L IA BOTTOM LEY,
d o w n a t e a c h s id e a a f a r a a th e te m ­
A re c e n tly p a te n te d p a ra c h u te A k itc h e n ta b le th e h e ig h t o f w h ic h
la u n c h in g d e v ic e f o r a e ro p la n e s sh o o ts Is a d ju s ta b le h a s b e e n In v e n te d to fa a p a ra c h u te c le a r o f e n ta n g le m e n ts - c illta te v a rio u s k in d s o f w o rk - fo r
b y g a s o r c o m p re sse d a ir.
w h ich It m a y b e n eed ed .
p u t h e r ’a m o n g p e o p le w h o w lll b e h e r.
frie n d s, and, sh o w h a r th a t th e c ity Js
n o t th e lo n e so m e g la o e s h e -m a y h a v e
th o u g h t It
Sometimes a g irl d o e s e young man
a g re a t fa v o r b y jiltin g h im