10 YOUR KING AND COUNTRY NEED YOU First Appeal of Most Stupen dous Advertising Cam paign in World London, June 19.-r-(Correspondence of The Associated Press) —When the British government at the beginning: the war covered the billboards of the country with its now famous ap peal for recruits, "Tour King; and Country. Need Tou," it embarked on an advertising: campaign of such a na ture and extent as has never before been undertaken by any nation. This first advertisement has grown Into scores, dealing with a wide field of subjects, from pleas for army vol unteers and loans of money, to con demnation of extravagance in the pur chase of too many boots and stockings hy my lady. It is said that there is ■carcely a home in the British Isles that has not been reached by some of the display advertisements which have been kept running in fifteen hundred newspapers and spread on myriads of billboards. After nearly two years of experiment officials emphatically de clare that it rays for a government to advertise. It is estimated by some that billions of dollars have been raised in loans in this way and that nearly five million recruits have been drawn to the colors by the printed appeals. Journalists Helped To one man is said to belong the credit of originating and carrying out this novel and elaborate campaign. He- Is Bir Hedley Leßas, head of a large publishing house in London, who re ceived his title recently as a mark of i honor for the services which he had rendered his country. During an in terview with a representative of The Associated Press Hedley was asked how large a staff was required to con duct such a great business for the gov ednment. He smiled and replied: "In getting subject matter for the advertisements I have called on var ious journalists and others for assist ance. As to my regular staff, he is in the next room and I assure you he is a very busy young man." It was Sir Hedley'j way of confirm ing wha» had already been said by oth ers—that the bulk of the work had fallen on his own shoulders. His per sonal business has to a large extent been turned over to other hands and he has been devoting almost his whole time to putting before the public the telling advertisements which his train ing as a publisher has enabled him to produce. Would Advertise It was some two years before the war Began that Sir Hedley conceived the Idea of advertising extensively for re cruits. During a conversation with Colonel (now General) Seelv, who was then Secretary of State for War the Colonel asked how Sir Hedley, as a former soldier and a businessman, would to raise 35.000 recruits needed for the army. Sir Hedley in stantly replied that he should adver tise. The proposition was novel, but It interested the Colonel and ultimate ly the recruits were advertised for with amazingly good results. The war of fice was so pleased with this campaign that when the war broke out it was decided to advertise again and Sir Hediey was called upon to engineer the work. At first the advertisements were very conservative in tone and before Sir Hedley was able to broaden the scope of his work and get his new busi ness on a "paying" basis he encount ered much opposition from many sources, not excluding members of Parliament. American "Punch" "ft was hard to bring the conserva tive British mind to accept such a radical departure," said Sir Hedley in discussing this point. "Many declared that it was undignified for a govern ment to advertise, and others who ■were willing to see some advertising done held that the displays should be couched in the most dignified and stereotyped form. The idea of a gov ernment telling a woman that she ■was buying too many hats and expen sive clothes—something which we have been doing recently—shocked them, but gradually we were given more leeway and the results have jus tified the course followed. My idea is to put out advertisements that have in them what you Americans call' punch." Successful businessmen con duct their concerns that way. Whv shouldn't a government do the same? "Another ground of opposition was that the expense of the work was too great. This claim was made by those who did not know the circumstances. As a matter of fact the cost has been comparatively small. Many of th<- newspaper proprietors have contri' uted the space in their papers an owners of billboards have given us th use of them. The printing of the bi!!;< Is done by the government printers and the cost is the minimum." Query Slackens The advertising campaign for re fruits for the army was the first under- Aken. "Tour King and Country Xeed "ou met with instant success and gradually there followed a long line of more elaborate advertisements. Lists Df questions were propounded to men who had not enlisted, such as: "What will you say in years to come sehen people ask you 'where did you serve' in the great war? What will you inswer when your children grow up ind say: 'Father, why weren't you a loldier, too?'" A unique advertisement was display id in Manchester. A map showing :omparative distances from London of D»tend, Belgium, and some English towns was printed, and accompanying tljie map was the following: "If the German army were in Man :hester, every fit man in the country vould enlist without a moment's de lay. Do you realize that the German >rmy is now at Ostend, only 125 miles Gray Hair Restored to its Natural Color Remove every trace of prematurely gray, streaked and faded bair. easily, quickly, safely, ud turn it an even dark, beautiful shade with and keep It full of life, lustrous, bealtby. soft, wavy and fascinatiag. Removes all traces of dandruff. itching scalp and atops falling hair, too. No dye—harmless to use—use cannot be detected. Large 50c and tl. bottles at your druggists. Send for valuable booklet "Beauti ful Hair." Philo Hay, Newark. N.J. Getting Too Fat? Try This—Reduce People who don't grow too fat are the fortunate exception. But if you find tha 'at accumulating or already cumbersome, you W'H be wise to follow this suggestion, which ta endorsed by thousands of people who know. Ask your druggist (or if you pre fer write to the Marmola Co., 864 Wood ward Ave., Detroit. Mich.) for a Urge case •f Marmela Prescription Tablets. 75c ia the price the world over. By doing this you will be safe from harmful drugs and be able N to reduce two, three or four pounds a week without dieting or exercise. FRIDAY EVENING, At the New Store of Wm. Strouse Prices Are Little, Hut=== ■T] Values Are "Big Pfv\ Adler-Rochester Clothes—the clothes we're offering now in Our First Sale were \ unusual clothes values even before present price reductions were in force. If sls, S2O ■r \jHHS or $25 was paid for a suit of clothes you got a suit that is crammed full of good, rugged W \ clothes service—style, fit and clothes-comfort—with expert tailoring thrown in. ■ f u \ Think, then, what wonderful values you're getting in these same clothes, now that W j \\fl HT ?" \ j Our First Sale has knocked prices into a cocked hat. r SB Workmanship, fabrics, fit and satisfaction are guaranteed now just as they were .J then —and if they're not right you MUST bring the suit back. Prices were not mark i U P—^ ien down; the original price tags remain on every garment and the sched y ules of reductions posted throughout our store tell you exactly how much you save. BE T JJ'' I \ Here are the schedules of reductions—well let prices talk for themselves. L ] 1 \!l/H/A Men's Suit vr , ™ i \// JJr\ w vpZ.UU rajamas . ... .«p 1.4b $4.00 Silk Shirts .. . $2.95 50c Night Shirts . . 39c Bathing Suits $5.00 Silk Shirts .. . $3.65 75c Night Shirts .. 65c At 10 Per Cent. Reduction $6.00 Silk Shirts . . .$4.65 SI.OO Night Shirts .. . 75c on Regular Prices THE NEW STORE OF WM. STROUSE W away—or forty miles nearer to London than is Manchester? How much near er must the Germans come before you do something to stop them? The Ger man army must be beaten in Bel gium. The time to do that is now. Will you help? Yes? Then enlist to-day. God save the King." Sacrifice Convenience Still another advertisement contain ed the following appeal to those who employed male servants: "Have you a butler, groom, chauf feur, gardener or game keeper serving you who at this moment should be serving your King and Country? Have you a man serving your table who should be serving a gun? Have you a man digging your garden who should be digging trenches Have you a man driving your car who should be driv ing a transport wagon? Have you a man preserving your game who should be helping to preserve your country? A great responsibility rests on you. Will you sacrifice your personal con venience for your country's need? Ask your men to enlist to-day." Best Boy Wearing Khaki What is considered by many as one of the best recruiting advertisements was addressed to the young women of Ireland where Sir Hedley spent some time during the campaign. It follows: "Is your 'Best Boy' wearing khaki? If not don't you think he should be? If he does not thing that you and your country are worth fighting for, do you think he is worthy of you? Don't pity the girl who 16 alone—her young man probably Is a soldier, fighting for her t and her country—and for you. If your young man neglects his duty to Ire land, the time may come when he will neglect you. Think it over—then ask your young man to Join an Irish regi ment to-day. Ireland will appreciate your help." "This appeal met with great suc cess," said Sir Hedley. "The young women flaunted these advertisements at the young men in the streets until in self-defense a stream of volunteers began to pour into the recruiting of fices. It was a plea which by its very simplicity and truth reached home." Then Advertise for Loans FroVn the campaign for raising re cruits Sir Hedley turned to Treasury advertising for the war loans. He sub mitted to Mr. McKenna, Chacellor of the Exchequer, a plan for a campaign. It was a radical venture for the con servative Treasury department, but Mr. McKenna believed that it would pay and had the courage to approve Sir Hedley's scheme. Vast sums have been needed and the advertisements have been made strong to meet the oc casion. Businessmen have been ap pealed to with such crisp bits as: "Use your money to save the lives of the men who are fighting your battles," and "Turn Your Sovereigns into Sol diers." Even the women who "have nobly helped the war in a thousand ways" have been asked to aid further by lending their money. One adver tisement which has attracted great at tention is in the form of the following imaginary' conversation between a ci vilian and a soldier, under the heading HARRISBURG TELEGRAPH "What is the Price of One of Your Arms": Civilian: "How did you lose your arm, my lad?" Soldier: "Fighting for you, sir?" Civilian: "I'm grateful to you, my lad." Soldier: "H«w much are you grate ful, sir?" Civilian: "What do you mean " •Soldier: "How much money have you lent your country?" Civilian: "What has that to do with it?" Soldier: "A lot. How much is one of your arms worth?" Civilian: "I'd pay anything rather than lose an arm." Soldier: "Very well. Put the price of your arm, or as much as you can afford, into exchequer bonds or war saving certificates and lend your money to your country." The recently inaugurated plan whereby small savings may be turned into war loans at five per cent, com pound interest, fifteen shillings and six-pence returning twenty shillings at the end of five years, has been adver tised in many ways, the most striking displays being those pointing out that 12 4 cartridges can be bought for fif teen shillings and six-pence, and that six hand grenades cost only fifteen shillings. Urging Economy The advertising that has brought about the greatest criticism from the more conservative people is that con demning extravagance, It being main tained that it is beneath the dignity of the government to deal with such matters in this way. Many business men also are said to have attacked this campaign, for it waß striking hard at their business. It was a delicate matter to handle but Sir Hedley kept putting out his ads with the result, ho declares, that there has been a decid ed turn in favor of economy through out the country. "To express extravagantly in war is worse than bad form, it is un patriotic," is one of the sharp exhor tations which have been hurled at the British public. Another poster reads: "New clothes should only be bought when absolutely necessary, and these should durable and suitable for all occasions. Luxurious forms, for ex ample, of hats, boots, shoes, stockings, gloves and veils, should be avoided." Many other advertisements have been put out along this line but the gist of them is given in the following: "You are helping the Germans when you use a motorcar for pleas ure, when you employ more servants than you need, when you waste coal, electric light or gas. when you eat and drink more than is necessary to your health and efficiency. Set the right example, free labor for more useful purposes, save money and lend it to the nation and so help your country." Sr Hedley stated that the working classes have turned over for govern mont use nearly one hundred million JULY 28, 1916. pounds from their savings since the war began. Part of this has been put into the war loans directly and part has been deposited in the postal sav ings banks. Sir Hedley believes that the advertisements have been respon sible for the deposit of a large propor tion of this amount. FIGHT MOSQUITOES WITH DYNAMITE Special to the Telegraph West Haddonfleld, N. J., July 28. Residents of this lJorough for years haVe been tormented by mosquitoes which, it was learned, were.propagat ed in stagnant pools between the rail road and Haddon avenue. It was found impossible to drain these to the street gutters, and it was decided to sink the water Into the ground. A heavy charge of dynamite was sunk and discharged about 20 feet under the surface. This caused the pools to disappear and a marked diminution In the number of mosquitoes. CASTORIA For Infants and Children In Use For Over 30 Years Always bears _ /7 _ Signature of NUXATED IRON Increases strength of delicate. nervous, ilt ll Ti TITII rundown people aui> ■ fill kaU P« r cent. In ten days IB I B1 I M In many instance*. Bjtt VIT k I ijJHj SIOO forfeit If It EaHMgjMgnH 'alls as per full ex- I J planatlon In larga ll*illllU article noon to ap pear In this paper. Ask your doctor or druggist about It. Croll Keller and G. A Gorgas always have it.—Advertise ment. / " > Cumberland Valley Railroad SPECIAL TRAIN to Presbyterian Reunion PEN^MAR Thursday, August 3d Train leaves Harrisburg at 7:15 A. M. $1.40 For the Round Trip * Try Telegraph Want Ads