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16
'ST0RY0FACHAMP10NLIAR,
fTA Unique Character Who Could Not
Tell the Truth.
Hi Wit i Poet Well at Professor of
Pseudolony, and His Lies Were Like
the Truth An Experience With
Him In London The Story
Told by His Victim.
Stop right here, gentle reader, unless yon
rant to be deceived. This story is the story
of a liar. Although he has misled me, as
this -narrative will plainly set forth, and
although his art of lying assumed, lite
Hamlet's devil, "a most pleasing shape,"
and has almost, if not altogether, won me
over from the side of truth, I have still some
relies of honesty in my composition, and I
nrge you not to read further unless you are
prepared to be taken in.
Business called me to London last Spring,
andt was trying to hammer American
methods into British forms and shape
American ideas into phrases which would
suit the British mind. No easy task, I as
sure you. In a country where a wagon is a
ran and Fall was never heard ol; where the
shopkeeper gasps for breath when an Amer
ican nsks for Canton flannel, and thirteen
'traveled representatives of the house are
Vainly consulted on the subject bscause the
article is known there as ''swans-down
calico," where pie was never heard of and
tarts alone fill the aching void in the Amer
ican stomach under such circumstances my
task is not an easy one.
The Hebrews have a proverb, which, like
many of the popular forms ot expression,
tells a long historv while it gives point to a
single thought. ""When the tale of bricks
ii doubled Moses comes." So for every
necessity there is a relief, and my Moses
was at the door.
I was in no amiable mood when they
passed me an envelope enclosing a note and
a card. The card was thrown carelessly on
the desk. Printed matter in such form
rarely appeals to anyone. Type was only
meant for the oracular columns of the news
paper. There alone it arrests attention.
The note began:
"Deak Sin I beg to submit herewith a
few original couplets." Down went the
letter on the de6k. It was the same old
story, I thought; some scribbler who has
failed in all his efforts on the press, and who
attempts to storm business men with his
miserable work. '-Tell him," I began tes
tily but before concluding the sentence I
glanced at the card which lay before me. It
read as follows:
.......
Don't Believe Me. j
JOHN T. BLACK,
Professor of Pseudology. :
Something original about that surely, and
what on earth was Pseudology? Bare Ben
Jonson, fortunate man, who knew, as the
lawyers say, "of his own knowledge" that
Bacon wasn't Shakespeare, or Shakespeare
Bacon, attributed to that gentleman a
knowledge of but little Greek. 1 can
scarcely form an estimate of his opinion of a
man, who did not recognize the Greek word
"pseudos" as a lie.
Bnt the reverse of the card told the whole
story:
PRESS NOTICES.
Trust him not, he is fooling thee. 2feu
Tork Mirror.
He lies like truth. St. Louis Globe-Democrat
To him truth is far stranger than fiction.
Boston Transcript.
As an 18-carat liar he takes the beanery.
Chicago Sews.
After once hearing him we lost all re
spect for Ananias. PAtadefpita PuMtc
Ledger.
To a vivid imagination he joins a quiet
contempt for facts which renders him
unique among mankind, San Francisco
Call.
Not content with lying all dav in business
he even lies in bed at night. Detroit Free
Frets.
He differs from George 'Washington in
this particular, that whereas George could
sot tell a lie, John T. finds it impossible to
tell the truth. Cincinnati Enquirer.
Farther proofs on personal application.
1 always loved a frank man, and without
estimating the danger I was in, or the warn
ings which his card contained, I stepped out
of the private office to shake hands with
him, and in a moment of good nature as
sented to the price which he asked for his
couplets without giving them more than a
casual glance.
The week had not passed before another
note was handed to me inclosing more
verses from the same band, the note being
signed "John T. Black, the champion liar."
M. B. My title is not necessary for pub
lication, but as a guarantee of good faith."
I was more busy than before, .and as he
waited outside for a reply I again author
ized the bookkeeper to accept his terms, and
his verses went into a drawer to keep com
pany with their predecessors.
When a moment of leisure was reached
the manuscript was taken from its retire
ment and examined. Every variety ot form
and metre was present. But my eye caught
the couplet:
II! fares that land, to hastening 111 a prey.
Wherein Sapolio is unknown to-day.
That seemed like common sense. A rec
ognition of the many difficulties that beset
the England of the present, in which, alas!
the most useful of American inventions, was
but little known. A little further on came
these lines:
eubekaI
"Oh, wad some power the giftle gie us
To see oorsels aa ltbers see us."
That pow er. which Bobby Burns would know,
Is furnished in Sapolio.
For. nsed on pewter, brass or delf.
Like others you can tee yourself.
On the impulse of the moment a note was
hastily written, telling the Professor that al
though he had been paid his own price, we
felt in honor bound to double the compensa
tion, since we found that we had received
twice as desirable matter as we had sup
posed. This act of conscientiousness sealed my
fate, for letters cjme thick and fast inclos
ing "A few samples of how the muse amuses
itself with me," one ot which read aa lol
lows: BOBBY XKD JiXBY JANE.
The policeman crept quietly Into the kitchen
To court on the sly Mary Jane, so bewitching;.
But was startled to view, on all sides around
him.
Other policemen, who seemed to surround him,
Bat he very soon found it was bnt his rsflec-
tion
In the pots and the pans polished np to perfec
tion, .
And the servant explained how she had made
sccb a show
By the everyday use of SAPOLIO.
The accompanying note said: "I have a
22-carat iketch 'of this advertisment under
way, and will haul the artist and his picter
round to-morrow. He gives me points in
lving beware. I am hovering round the
stage door of your show for a reply. Tours,
impecuniously, John T. Black."
The cash was forthcoming, and I had
added another link to the chain ot my cap
tivity. After this the deluge. Sonnets, couplets,
wise sayings, and many foolish ones, tum
bled down in a perfect avalanche. The old
chestnut, that "The spots on the son were
washed a year ago, but came offquickly
with Sapolio," somewhat altered our humor,
and would hays ended our intercourse had
I not read further down this ludicrous
idea: "The leopard cannot change his spots,
we know, but he can move them with
Sapolio."
We (collectivelv) had an interview in
which we assured the Professor that we
were not running a comic paper. We offered
him a letter of introduction to the Detroit
Trtt Press at its London office. He declared
that he would never do so any more, and re
ferred to bis card and his correspondence as
a corroboration ot his frankness and honesty.
We believed him.
That week had not ended before the fol
lowing note was handed in: "I have perpe
trated another crime and enclose it, but
shall get out of gunshot for half- an hour
until vou have become reconciled to it
When I return at 10:15 I would like either
J10 or ten years, which ever you think the
most suitable reward.
The inclosure was longer than the rest:
" ot A "heathek chis-ee."
With apologies to Bret Hart.
While I wish to remark.
And my languaee is plain.
That to take out a mark
Or remove any stain,
SAPOLIO is quite cecullar.
Which the same l woold rise to explain.
Ann Jans was the name
Of a servant we bad.
And a good girl the same.
xnouEn uer lancu-" wa uaa;
For to see her weep over her cleaning;
Was a sight most affecting ana sad.
She would toil day and night
Would this plncky Ann Jane,
Just to keep the house quite
Free from blemish or stain.
And she tried all the soaps in creation;
But, alasl it was labor in vain.
She went shopping one day
At mv express command,
And returned home so gay
I could not understand.
But I smiled when I saw she'd a cake of
SAPOLIO clasped in her hand.
Then she tucked up her sleeves
And caught up a small tub
As she murmured, "It grleresme
To labor and scrub.
But they tell me this is the boss cleaner."
In response I said, "Aye, there's the rub."
On the oilcloth a stain.
Which had been there for years,
At the touch of Ann Jano
Now at once disappears.
While from mantelpiece, tinware, and table
t Ev'ry spot, stain, and blemish she clears!
Then I looked at Ann Jane,
And she gazed upon me.
And she said "It is plain
That in this j ou'll agree
rvo been w astin; my time and my labor
By not using SAPOLIO, you see."
In the scene that ensued
I did not take a band.
But the backyard was strewd
Like the shells of the strand,
With the soaps which Ann Jane hadbeen using
Ere she heard of SAPOLIO grand.
Now her copper and brass
Shine aa bright as the sun.
And for her lookinc-glass
Often duty have done.
Which the same is a pleasing reflection
And meant in more sense than one.
Which is why I remark,
A
And my langnage is plain,
That to take ont a mark
Or remove any stain
SAPOLIO has not an equal.
Which the same I shall always maintain.
Like the little boy who was offered the
big red apple, I burst out crying and took it.
Once more we expostulated. Unless we
used these productions to paper the office
wall or to offer as prizes with every cake of
our goods a thing abhorrentto us as a busi
ness method we could see no outlet for the
accumulating mass. We urged him to chain
Pegasus, and he assured us with every evi
dence of good faith, that the very money
which we were then paying him would be
promptly invested In a cow chain of the
most approved Birmingham make.
For a week we breathed freely, and then
the familiar handwriting told us:
"My friend the artist may call upon yon
with sketch. Don't break the window with
him it he does. He thinks a lot of his pict
uresbut 'to err is human.' "
Under cover of this jocularity at his
friend's expense, in spite of his assurances
to the contrary, he enclosed a parody on
"Ye Mariners of England," of which he
said: "Herewith I forward 'Ye Matrons of
Old England, at least quite as many of
them as an average human being cares for
at once. They have been made to follow
carefully in the footsteps of their time-honored
ancestors 'Ye Mariners of England,'
and the song and meter are in this country
as familiar to the ear as household words
worth. I will call in an hour, my lie-abilities
are greater than ever!"
Once more I succumbed. But this time'
with an inward chuckle. My passage had
been engaged by the next week's steamer.
In the land of the free I would find relief
from the pen of the Champion Liar. I have
met many men who were hard up have
even known that distressing condition my
selfbut the whole range of my experience
shows nothing to compare with the Profes
sor's condition. But Providence tempers
the wind to the shorn lamb, and whenever
his pocket was empty an idea flashed into
his brain. He called to say that he was
tired of parodies. Would I like something
before I left England which would be pure
ly original? Did I think him capable of
producing something? I assured him I
thoutrht him capable of anything. The
next day he handed me the following verse,
which contains a very beautiful sentiment,
and proves him to be a poet as well as a pro
fessor of psendology :
Oh, Woman! In our hours of ease.
Uncertain, coy, and hard to please.
And variable as the shade
By the licht quivering aspen made;
Yet in your bouse jou well do know
The value of SAFOLiIOI
Accompanying this was the following:
OX XOULYEtO xotrx.
Maid of England, ere we part.
Lay this counsel to thy heart;
.!ipip
THE
Though the grime may vox thee sore,
Settling over wall and floor,
Ton relief from toll may know
If you use SAPOLIO!
By these pans so clean and bright.
By this paint a shining eight.
By the floor as white as milk,
Bv that hearthstone smooth as silk,
Buy the soap that keeps them so
Always use SAPOLIO.
Hald of England, 1 am gone,
Think or this when leftalone;
Though I fly to beach or hill.
Let my warning haunt thee still,
Can I cease to love thee? No I
Bo thou use BAPOLIO.
Both of these he assured me on his honor
as a gentleman were purely original, and
I paid for them on that representation.
I am at home now, where I fondly sup
posed that I would be free from the 'entan
gling acquaintance which I formed in Lon
don. Far from it. Every steamer which
arrives brings proof that my persecutor
still lives, i tried to keep a record ot them
as follows:
Aug. 10 By the "Umbria.'
A wealthy young man had a yacht,
Disflcnred with many a spacbt;
Sapolio be tried,
Which, as soon as applied,
Immediately took out the lacht I
Aug. 17 Eithe "Etruria."
Our girl o'er the housework would sigh.
Till Sapolio I urged her to trigh;
Now she changes her tune.
For she's dono work at nunc,
Which accounts tor the light in her eigh!
Aug. U Per "City of Rome."
There's many a domestic imbroglio,
To describe wbi b would need quite a foglio,
Mipht oft be prevented
If the hou&ewife consented
To clean out the house with Sapogiio.
Sept. 1 Via Steamer "Celtic."
Maria's poor fingers would ache
When the housework in band she would tache,
But her pains were allayed
When Sapollo's sid
Her labor quite easy did mache!
Sept. S Per North German Lloyd "Alter."
We have beard or some marvelous soaps,
SVhose wortu has exceeded our hoaps;
But it must be cniifeit
That Bapolio's the best.
For with grease spots it easily coaps.
Bept.15 -Per "La Bourgogne."
The wite of a popular Colonel,
Whose troubles with "helps" were etoloneL
Now her leisuro enjoys,
For the "new gill" employs
Sapolio in honsework dioionel.
Hay 8 Fer"City of JParts."
The servant went off in a plquo
A new situation to sique
As the mistress declined
8ome Sapolio to find
But she sent for her back in a wique.
Ix nave aoanuoueu nope. J. see my error
clearly now. Begardless of proper princi-
disappear like magic
IF YOU
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Smw?T52 ATSh HF iHssUB VSbSjB& JHHHa XHBBbh K kkm JksV SN. JsV
look fresh
pies, I had been dealing with the father of
lies, and, like Faust, I cannot free myself
from his toils. And now the contagion of
his falseness had so perverted my moral
nature that I rather enjoy "taking" in" the
public under the guise of telling a story.
QUAINT PROVERBS.
Out of the proverbs of Sapolio which
number over three hundred we publish to
day the following as quaint specimens:
"Dirt in the house builds the highway to
beggary." Be wise in time and use Sapolio.
It is a solid cake ot Scouring Soap. Try it
in your next honsecleaning.
"A bright home makes a merry heart."
Joy travels along with Sapolio. It is a solid
cake of Scouring Soap. Try it in your next
nousecleaning.
"Well-bred, soon wed." Girls who use
Sapolio are quickly married. Sapolio is a
solid cake oi Scouring Soap used for all
cleaning purposes except the laundry. Trr
it
"He is a fool who makes a wedge of his
fist." Yet such ridiculous things are done
every day. Think, for instance, of attempt
ing to clean house without Sapolio.
"A holy habit cleanseth not a foul soul,"
and no amount ot good manners, high birth
or finished education will make dirty house
keeping endurable. All three say "Use
Sapolio."
"If things were to be done twice all would
be wise," and every housekeeper who tries
nousecleaning without Sapolio comes to the
same conclusion. Try a cake.
"Wheat is cleaned with wind and the soul
with chastenings," but a house should be
cleaned with Sapolio to bring it to perfec
tion. Try a cake.
Labors about'the house done by Sapolio
are like good sermons, short .and sweet.
Sapolio is a solid cake of Scouring Soap
used for all cleaning purposes, except the
laundry.
"Sloth is the key to poverty." Don't be
too lazy to clean the house, but if yon are,
try Sapolio. It is a solid cake of Scouring
Soap.
"A dirty bouse creates a strife
Between the good man and bis wife."
To secure peace use Sapolio. It is a solid,
cake of Scouring Soap. Try it,
"He is, indeed, a friend who speaks well
of us behind our backs." Present or absent
?our house will praise you if you use Sapo
io. Try it in your next housecleaning.
"A good thing is soon snatched up." The
rapid sales of Sapolio need surprise no one.
Sjpolio is a solid cake of Scouring Soap that
works wonders.
"A disease known is half cured." If your
house is dirty buy a cake of Sapolio. It is a
solid eake oi Scouring Boap used for all
cleaning purposes except the laundry.
FTTTSBTJRG-
tr,,
dispatch: st
T,
Some Varied Opinions Upon a Subject
of Real Interest.
Why Social, Political, Literary and Business
Ambitions Enchain Men's Attention Dill.
genee, Perseverance and GentusMayBo
of Some Help, but It Is Ingenious
Advertising Thst Tells In the
Long Run Many Instances
That Prove This True.
Every man who is worthy of that title de
sires public recognition. Socially he would
be better known and respected. If he as
sumes to ignore what is generally known as
"Society," he surely turns to some other
kindred' ambition. Politics may engross his
attention, and if he would rise 'in that line
he must, by personal address, by party ser
vices or by public speaking, win the con
fidence and good will not only of his own
party but of the wider public. If as a
student he buries himself in a library and
works through lonely days and nights, still
it is only in the hope ot leaving some work
"so writ as future ages shall not willingly
let die." Socially, politically, in art or
literature, yes, even in commerce, the de
sire lor a wider publicity is inspiring and
ennobling.
Ambition is a strong virtue until it steps
beyond prudence or proper modesty. "By
that sin fell the angels," and thousands of
thoughtless mortals who try to rush in
where the better angels fear to" tread, destroy
all hopes of public approval. Their rude
ness ruins tneni socially. Their eagerness
for office defeats their political aspirations.
Their ambition for rapid recognition clouds
their literary efforts. Their "penny dips"
are blown out before they have set the river
afire. In business little fools ape the
actions of successful men until whole
hordes are following Wanamaker's adver
tising or imitating the Rising Sun stove
polish or copying the plans of really suc
cessful houses. The pubjio measures them
quickly they are asses clothed in lion's
skin.
The first rule of real success is to be
original. Not strangely, queerly, original
but that every act and utterance shall
spring from an honest interior. It is not
possible to achieve greatness by imitation.
Beal greatness often oomes to men of hum
ble birth and surroundings, whose hearts
and bright
IF YOU' USE SAPOLIO S
IF YOU
USE S
are true and firm, while in times which try
the souls of men the feeble and vacillating
ones are swept aside as by a plague. Ar
nold ot Winkelned was a private soldier,
but his brave act in burying a dozen spears
in his own breast to make way for his fel
low soldiers won him a deserved immor
tality. Bunyan's simple but heart-told
story surpasses in wide publicity any liter
ary effort of the greatest of scholars. The
simplest articles hive built up the greatest
trade successes. It was a farmer who was
kindly trying to amuse his little children
who invented the now-famous "Pigs in
Clover," and it paid him better than a gold i
mine, .uut as an instance of solid success, r
ouiltup bv honest means, used to popular
ize a simple but original article, Sapolio
gives us a capital illustration. It is a solid
cake of scouring soap, but it is the best
of its kind. Its manufacturers have
never altered or neglected its quality.
It is an article naturally of moderate con
sumption, but it is used everywhere. Not
in the United States only where from Cal
ifornia to Maine, it is a household word
but in India, China and Japan, in Aus
tralia and all the countries of South Amer
ica, it marks the progress of civilization by
its mere presence. Its traveling salesmen
can claim, in common with itself, that they
scour the world. The methods used'in con
ducting its vast business, rival in careful
consideration the conduct of enterprises ap
parently more important, but the secrrt of
its success is that no honest method of ob
taining and retaining public attention is
neglected. Look at the simple little cake of
Sapolio, lying half used, perhaps, on the
kitchen sink, and try to realize that the sun
never sets on its sales. Consider that it cost
yon but a few cents, although its manufac
turers spend hundreds of thousands in ad
vertising it to the millions whom they wish
to remind. It is like a fairy tale. Aladdin
rnbbed his lamp to no better purpose than
the publio does Sapolio, lor, as a universal
servant, its services are without measure,
and its worth brings back golden returns to
its owner.
How has such wide popularity been ob
tained? By original merit and patient per
severence. Probably the most interesting
side of the story lies in the well-known ad
vertising which has been used. We can re
veal some ot its methods. Its advertising
department is presided over by a man who
talks proverbs at breakfast, dinner and sup
per, and twists them to fit Sapolio while the
rest of the world sleeps. An artist is em
ployed by the year, although countless
sketches and ideas ire contributed by out
siders. Poets not mere rhymsters are paid
to tell its merits in oiiginal verses, and the
most novel schemes are made use of to at
tract attention. Two hundred and fifty
thousand boxes of dominoes were sent out
last vear. Japan famished twenty thou-
-nl " I
25,'
sand feathered owls and fifty thousandpuz
zles, besides thousand; of hand-painted
panels.
Domestic puzzles passed away long ago,but
not until millions of them had been used.
Pamphlets are printed in vast numbers, and
the famous Sapolio alphabet has already
reached its tenth million. Five hundred
dollars will rent a large farm, but it goes to
pay for one-half page insertion in a daily
paper. Yes, one thousand dollars has been
paid for a single column in a weekly paper,
but, of course, the circulation, like the con
sumption of Sapolio, was enormous. Bold
methods they may well be called when oyer
two thousand dollars is paid for therentalof
one sign on the most prominent building in
America. As odd methods we maymention
i, .mKinrnont nf .in "ndvertisinc orator
' who made'stump speeches in all the princi
pal cities, and the posting or signs reauing
"Keep off the Grass" on all the snow banks
in New Tork after its great blizzard. But
our readers know only too well how
thoroughly it is advertised. Every city,
town and railroad is decorated with signs;
the magazines publish it5 pictures; the
street cars are enlivened by its proverbs; the
newspapers continually remind the public
of its merits. But even it it was not so
prominent in its own behalf, the dozens of
imitators who try to impose their wares on
the public as "just as good as Sapolio,"
would prove to the world that It was the
standard.
Who can read the bright verses which tell
us how to make this world brighter without
the tribute of a smile? Who can glance at
their pictures without admitting that adver
tising is an art itself? We have not room
for many, but feel that this article would be
incomplete without some specimens of
them.
Abou Ben Kelly (mar her tribe increase)
Was much disturbed one night and had no
peace.
For there upon the wall within her room.
Bright with the moonlight that dispelled the
gloom,
A man was scribbling with a wand of gold.
Now, Mrs. Kelly was a warrior bold.
And to the presence in the room she said:
"What writcst thouT" The scribbler raised his
head,
And with a look that made Ben Kelly hot.
Answered: "The name of that which leaves no
spot."
"And what is tbatT" said Abou. "Hot so fast,"
Replied the scribbler. Kelly opened vast
Her mouth angelic; then in whisper said:
"What is this marvel, quick? I must to bed."
The scribbler wrote and vanished. The next
night
He came again with much awakening light.
And showed the names that nations long hare
blessed
And lo! Sapolio' i name led all the rest.
JNDAT, MAX .
shine like the sun
SAPO
L
are soon
v k k. -imi -k m m - vt a -r j
APOLIO
THE MONOOBAM T7. B.
There Is a little monogram
We see wherever we go;
It oilers us pi otectlon
Against a foreign foe.
It stands for light and progress
In every foreign clime.
And its glory and its greatness
Are the themes ef many a rhyme.
Bnt few have ever really known,
And few would ever guess
What our country means by marking
All her chattels nith U. S.;
It may stand for United States,
Or s et tor Uncle Sam;
Bnt there's still another meaning
To this simple monogram.
We see it on onr bonds and bills
And on our postal cards;
It decorates our Capitol,
Shadowed by Stripes and Stars.
In ail our barracks, posts and forts
It plays a leading part.
And the jolly siilur loves it
And enshrines it in bis heart.
Now, have yon guessed the message
Which these mystic letters heart
Or recognized the untold good
They're spreading everywhere?
Echo the joyful tidings.
And let the people know
That the U. S. of our nation means
We Use Sapolio.
Married life is made up of many trials
and troubles, not the least of which is how
to keep your house clean and neat. Sapo
lio is a boon to woman. With it she can
clean her housen half the time and with
half the trouble. Time, trouble and money
can be saved by using Sapolio. Teach
your children how to use it, too. If you
don't you will neglect their education. If
you do, they will bless you when they be
come wives" tor having taught them the use
of Sapolio.
Don't you want a friend who would
take half your hard work off your shoulder's
and do it without a murmur? What would
you give to find an assistant in your house
work that would keep your floors and walls
clean, and your kitchen bright, and yet
never grow ugly over the matter of hard
work? Sapolia is just such a friend, and
can be bought at all grocers.
The old ruts and old methods are notthe
easiest by far. Many people travel them be
cause they have not tried the better way. It
is a relief from a sort of slavery to break
away from old-fashioned methods and adopt
the labor-saving and strength-sparipg in
ventions of modern times. Get ont of old
rnts and into new ways by using a cake of
SAPOLIO in your housecleaning.
A HOVEL INVESTMENT.
STRANGE COMMERCIAL FAITH.
How Bread Cast Upon the Waters of Trade
Comes Back After Many Days Enormous
Investments In Modern Business
Methods. "What's In a
Name?" Trade Marks
and Their Defense. ,
If our forefathers could look down
on
modern business methods thev would at
the
first glance conclude that modern merchants
were as mad as March hares. After they
had become thoroughly acquainted with the
magnificent systems which are used by our
great railroad corporations and mammoth
trusts they would conclude that the age was
an age of magician', and not ot fools.
The machinery of business has kept pace
with the improved machinery of our mills.
Indeed, the merchant of to-day avails of no
little machinery in the conduct of his every
day office work. Patented systems of copy
ing, of duplicating, wonderful letter files,
and hundreds of neat aids to office work
have multiplied very fast during the past
few years and within the last month. The
graphophone has gone into active use in
business offices, so that the merchant can
dictate all his correspondence to a machine
which records it ou a wax-coated cylinder,
from which, at a later hour, the typewriter
can reprodnce it for the mail.
The marvelons developments of modern
business show more strongly in the matter
of advertising than in most other branches.
Vast sums of money are apparently thrown
away in this direction. When a great com
mercial house spends two hundred thousand
dollars daring a single year in newspaper
advertising, there is nothing in the inven
tory at the close of the year which will
represent the outlay. The papers have been
printed, distributed, read and again re
duced to pulp in the paper mill, while the
merchant's good money has been paid to the
publishers. Prudent men, even of the pres
ent generation, hardly comprehend it.
Thousands shake their heads, and invest
their own money in bricks and mortar,
feeling assured that they can depend on
possessions which they see rather than in
vest their money in building up something
which to them seems visionary.
A true philosopher of the olden time put
over his door the legend: "Things invisible
deceive not." The bankers and builders of
his day sneered at him as they counted their
redeemed ,
gold and reared their solid buildings. Bnt
he had Scripture for his warrant ana mod
ern advertisers are the direct followers of
his philosophy. He labored to show men
that gold might be stolen, buildings might
burn, substantial possessions turn to dust
and disappointment, while skill, education
and charactei, though invisible, could not
be stolen or destroyed. The modern ad
vertiser goes much further and proves con
clusively that a mere name may be worth a
million if it is well known and well re
spected. "What's in a name?" finds forcible answer
in the columns of our daily pipers. The
shrewd schoolboy who puzzled his compan
ions by daring them to spell housecleaning
in seven letters and then solved it by
spelling Sapolio must have recognized the
intimate connection between these two ideas
which has been built up by a vast expendi
ture of money. The five letters, P-e-a-r-s,
though valueless singly, are worth hundreds
of thousands of dollars when used in connec
tion with soap. The printed matter, painted
signs and countless devices to make the
name popular pass away annually, almost
as last as they are paid for; but if properly
managed the trade name accumulates and
carries forward the value as a permanent in
vestment. An article of real worth, clearly
named and widely made known to the public,
is sure of a brilliant success. Sapolio
affords abundant evidence of this. Its great
uselulness, its distinct but descriptive name
and its almost universal use has resulted in
as great success to its manufacturers as in
assistance to the housekeepers of the world.
Such an investment as the trade-name
Sapolio needs no fire insurance, and can not
secretly be conveyed to Canada. If tam
pered with or infringed npon, it must be
done openly, and modern law with each suc
ceeding year recognizes more forcibly than
before the rights of trade-name owners, and
punishes with greater alacrity attempts aj
infringement. The manufacturers ol Sa
polio have successfully overthrown count
less imitations, and we understand that they
are now prosecuting dealers who silently
pass another article overthcir counters when
Jhe customer has plainly asked for Bapolio.
Ibis is a new departure in law, but is
clearly equitable. It promises to add an
ether link to the laws which assist in the
defenseof trade-marks and trade-names.
An attempt to imitate is always despica
ble, except when monkeys or stage mimics
are thereby enabled to amuse an audience.
Yet, although the history of trade furnishes
no instance of a really successful imitation,
still hundreds attempt it every year.
In the office of the Sapolio manufacturers
there is a Chamber of Horrors where the
proprietors keep samples of the many cakes
of imitation stuffs which hare been vainly
pnt forward only to meet with prompt fail-
-t .
ure or to drag out a profitless existence
through a few years. The public is too dis
criminating to buy an inferior article on
the assertion that it "is just as good as
Sapolio."
The man who attempts to deceive by imi
tating the name or appearance of another
man's goods is a self-proclaimed liar, and
however general the vice of falsehood may
be. it is a fact that even liars havo no sym-
l pathy for one of their kind. The public
astcs no better proot ot inferiority man mat
the goods are pushed forward under the
cover of a better reputation, and the Cham
ber of Horrors in the Sapolio building tells
in plain terms how the public recognizes
and despises such attempts.
It is not an empty faith or visionary spec
ulation that leads these well-known manu
facturers to expend hundreds of thousands
of dollars in constantly reminding the world
of Sapolio. Tears of intimate acquaintance
have taught them that the public knows a
good article and is willing to pay for it; that
the market for fine goods, whether it be but
ter or fruits, or laces or diamonds, yes, or
good scouring soap, is never glutted. They
have become intimate with the people. Sa
polio is a household word, always spoken
with good will, as it it were a familiar
friend. The thousands who pass by the Sun
building on their way to and from the
Brooklyn bridge, look up with a smile as
they recognize the great sign which now
overhangs the ruins of French's Hotel, and
say: "There it is again," when they Tecog
nize the seven letters arranged under the
seven days of the week, with the brief state
ment that "if used every week day it brings
rest on Sunday." The great white wall
looks as though it had been cleaned with
Sapolio, and a verse underneath gives the
comforting assurance that
This world is all a fleeting show,
For man's illusion given;
But woman, with Sapolio.
i.. .Can make that show a heaven.
Poets, artists, designers, clever writers.
many ol whom would not condescend to
touch on trade topics in an ordinary way, do
not hesitate to set forth the merits of Sapo
lio. It is a simple solid cake of scouring
soap, but the sun never sets upon its sale.
Prom New York to San Francisco it is
found in every household, lightening the
housewife's care, and, like the great men of
the world, wasting itself to make everything
around it brighter. In Honolulu, Naga
saki, Shanghai. Bombav. Cevlon. Calcutta
and Alexandria, it forms a chain which
binds the West of civilization with its East
ern edge; while over Australasia the African
colonies and the countries of South Africa,
its sales are very extensive.
This slight record of its successes and
systems is a good proof of the value of
modern advertising, and we have coupled
fcr
it with some facts relating to the disasters
of those who have not followed the broad
theory ot advertising and created a name
and reputation for something distinctively
their own, because we would not, by naint
ing a tempting pictnre of success, lure
thoughtless people to make the mistake of
supposing that servile imitation would lead
them to the same thing. Josh Billings
shrewdly covers the ground: "Never oppose
a success. When I see a rattlesnake's head
sticking out of a hole, I say that hole be
longs to that snake, and I go about my busi
ness." PARSON WILDER CALLS ON MRS. PUFFY.
"It did my soul good," said Mrs. Puffy,
"to see old Parson Wilder come in, the dear
old sod; he looked as smiling as a basket
of chips, and it was a nice morning, the sun
shining right into our sitting room; and, as
luck would have it, I'd just got all cleaned
up and bad put on a clean calico and white
apron, and, if I do say it, I looked as slick
as a whistle; and onr garden well, you'd
oughter seen it a mass of posies and blos
soms everywhere; and is it had rained in the
night, everything was as fresh as a cow
cumber. rWell. wellP says the parson,
'this is a picture one could never forget,
and he looked at my floor and kitchen table;
they were both white as snow, and my milk
pans well you could just see your face in
'em, and everything was as neat as pink.
"I cut him a pie and got him a pitcher of
milk, 'cause I could see he was powerful
hungry, and when he got filled up he com
menced: 'Cleanliness is next to Godliness;
now,' says he, 'what makes this home look
so bright and pure as the lily?' Says I, 'It's
Sapolio!'
" 'How?" says he, putting Ms nana to nis
ear. 'No,' says' he, 'no;' it's virtoo, moral
virtoo, that's er shining through it all,' and
he kept that up till supper time, and stayed
and eat a big supper (I'm atraid they ain't
er feeding the old man as well up to bis
house as they oughter); and after he had
gone hum I couldn't help thinking, as I
looked at my floor, table, pans and etceterers,
that it may be moral virtoo shining through
'em, but it takes Sapolio toetch it outi"
Neil Burgess.
Love's Labor Lost by many a woman
who strives to please her household and
works herself to death in the effort. If the
house does not look as bright as a' pin she
gets the blame if things are upturned
while house cleaning goes on why, blame
her again. One remedy is within her reach.
If she uses Sapolio everything will look
elean, and the reign of house-cleaning dis
order will be quickly oyer.
CRISP FORMSOF THOUGHT,
Solomon and Tupper Twisted to Suit
a Modern Trade.
The Wisdom of the 8agea aad the Wit of tat,
Masses Even the Work of the Mission
aries, Are Grist In the Mill.
.They Are Posehed Upon
by Authsrs and
Advertisers.
"Whether Solomon invented all his proy.
erbs or gathered them from many sources
with a nicer sense of permanent worth than
Mr. Tapper exercised in his latter compend
ium is and ever will be an open question.
Solomon's copyright ran out long before
Tapper's time, and both are now poached
npon with impunity by all classes, from
authors to advertisers. But, taken by them
selves, proverbs well repay careful study.
Students of ethnology find in the proverbs
of different races the clearest proofs of their
real characteristics, for they are the shrewd
est and yet mpst intimate expressions of
their daily life.
Judged by the comparison of these homely
sayings, it will be found that all nations are
of one kindred; possessing common needs,
common aspirations, and seeking similar re
liefs rom toil and labor. On the dustiest
shelves of our libraries may be found col
lections of all the proverbs of the different
nations, quite a large proportion of the work;
having resulted from the interest which
missionaries have taken in their earnest
studies of the uncivilized peoples whom
they seek to instruct That the shrewd say
ings of the Scotch or the bright hits of tha
Irish should be carefully collected, gives
little cause for surprise; bnt a collection of
Abyssinian proverbs, of those of the Tamil
language, of Icelandic lore, ot the Sanscrit,
South Sea Island, Chinese and Hottentot
Solomons does excite curiosity. Tha mis
sionaries have found it a pleasant as well as
a profitable task. It delves deep into tha
idioms of the language, tells with unerring
accuracy the mental tendency of the people,
and by introducing the foreigner to the
inner thought of both home and trade, shows
him the real life of those who adopt them as
everyday expressions.
It is impossible to read the well-collated
proverbs of the Chinese without realizing
that a home life exists in that flowery king
dom which rivals that of many more civil
ized countries. No Solomon, no descend
ant of Abraham could eclipse the trade
proverbs of the Chinese. They touch on
trade with a keenness and thoroughness
which proves them to be masters in the
school. The baser life of the Hottentot, the
loose morals of the fellah, the independent
spirit of the Briton, are all crystallized in
their national proverbs.
In England and many other countries it
was formerly very usual for a tradesman to
select some proverb as his motto, and thus
post his principles plainly over his shop
door. It remained, however, for an Amer
ican house to appropriate the proverbs of
the world en masse and use them for their
own advancement New Yorkers who ride
on the elevated roads, or people who, in Ies3
favored localities, still jog along in the slow
street cars, are familiar with the blue and
while proverbs which proclaim the merits
of Sapolio to the world. Every omnibus in
London and almost every "tram car" in
England is similarly adorned.
They made their first appearance on the
Broadway omnibuses in New York, were
gathered out of over 4,000 pages of the
world's collections and twisted to suit tha
case. Many of tbem are beyond easy recog
nition in their new dress, many are entirely
original, but these are also printed between
inverted commas, which lends a glamor of
antiquity to tbem. To-day we are told that
over 20,000 of these blue cards re displaved
in public conveyances carrying over 6,000,
000 passengers daily.
Condensed thought generally requires
padding to make it intelligible to the masses,
just as the stomach of the horse must be dis
tended with hay to make the oats digest
readily; but with proverbs it is quite other
wise. Their popularity is only reached be
cause thev have passed muster as being clear
to every mind. They tell their story with a
directness and brevitv which pleases tha
public, as the dictionary did the old Scotch
woman "They air braw stories," she said;
"but unco' short." Turned to tell the prac
tical story of Sjpolio, they often acquire
new interest Who reads the advice: "Be
patient and you will have patient children,"
without an innate respect for the advice
which follows, not to fret over house clean
ing, but do it easily with Sapolio? And who
can repress a smile when the Sapolionic ar
tist pictures the patient father and the im
patient twins defying the proverb?
But the mother will be back sooner if she
follow the advice. Our familiar "Tne pot
calls the kettle black" takes a new interest
in its Italian form. The pot says to the pan,
"Keep off or you'll smutch me." Tbe uni
versal toil of" the world finds expression in
the Catalan phrase, "Where wilt thou go.
Ox, that thou wilt not plow?" Almost all
nations possess a proverb which declares
that "If you forbid a fool a thing, that he
will do," and with confidence in the good
will of the public the advertiser of Sapolio
puts it in this form:
"Forbid a .ool a thing and thtt he will
do." So we say for variety: "Don't use
Sapolio but then you are not a fooL"
"A touch of nature which makes all tha
world akin" springs out of the quaint
thought that "Aneedle.thongh naked itself,
clothes others." Who can hear it once and
ever see a needle without recalling it? Who
lails to recognize the picture it suggests in
the aid given to the poor by the poor, and in
the help which is everywhere gained by
tbe humblest of assistants.
Slang never can be confounded with pro
verbial phrases. It seems universal, bnt it
is merely a local form nsed to express a
transient but popular idea. Years ago
when a general rush at hotel kerping re
sulted in many failures, tbe slang ran:
"He's a very good man, but be can't keep a
hotel." All such phrases are local and
temporarv. They do not survive indeed,
rarely possess merit enough to reach a sec
ond year without evident decline in popu
larity. We have noticed that none of tha
advertisements of Sapolio make -use of
slang, and probably for this reason.
Naturally, many of the best proverbs
used in this connection relate to household
cleanliness, and all the original ones are
framed to that end. "Dirt in the housa
builds the highway to begirary," deserves
recognition, despite its origin. Household
sayings in the sense of four-walled buildings
full of furniture are quite lacking in many
Eastern tongues. "W e believe that no refer
ence to clean housekeepine can be found in
the Koran or even in the Bible, except that
of the woman who swept the house to find
her lost coin. Shakespeare rather slights
the subject, but whether because it was not
deemed important in that intellectual but
dirty age or because he soared to grander
things, we will not discuss, but the En
gland ot to-day well says of home, "Tha
cleaner 'tis the cosier 'tis,' and our Ameri
can advertiser improves the opportunity to
add that humble homes made bright with
Sapolio are better than tawdry palaces.
Alas for tbe thoughtlessness of the man
who lorgono """uti uji uriue u'su
Sapolio. The Scotch proverb records his
case: "Ye hae tied a knot wi your tongue
ye winna loose wi' your teeth."
Fifteen Bora lllaelig.
BALEIQB, N. C, May 24. There is
much excitement at Goldsboro, caused by
the sudden disappearance of 15 boys with
out notice to their parents. It has been dis
covered that a white man, who is from
Georgia, induced the boys to go Sonth with
him and work for themselves. No news can
be had as to their wbereabonts.
Snhbith School Convention Delegate.
Deoatub, Jll., May 24. Mrs. Georga
W. Bright, of this city, has been chosen onal
of the Illinois delegates to tha National'!
Sabbath School Convention, to be held at
Pittsburg, Pa. ,,
U
t
"-'--
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