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
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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
\// JJ<A \i? i Men s Irouser
i * \ Keductions n ,
1 Ys Jyf\ \ Keductions
/ \ \ $15.00 Suits, now $10.50 $2.00 Trousers, now $1.65
/ v i SIB.OO Suits, now $13.50 j $2.50 Trousers, now •••••• «« « . 3^'jj
U V\| $20.00 Suits, now $14.50 Trousers, now $2.45
S. oA ™ ~ • $3.50 Irousers, now $2.95
Y, / Vy/]/ $25.00 Suits, now $18.50 $5.00 Trousers, now $3.95
f W/Mv SfS"*— •»» 88tes;::::::::::gS
j j \<Q/j $35.00 Suits, now $27.50 *
I Schedule of Reductions on Boys' Suits
/ // $4.00 Boys' Suits, now $2.95 $8.50 Boys' Suits, now $6.65
I J $5.00 Boys Suits, now $3.65 $ 10.00 Boys' Suits, now $7.50
I fl fcj $6.50 Boys' Suits, now $4.65 $12.50 Boys' Suits, now $9.50
/ V: $7.50 Boys Suits, now $5.65 $15.00 Boys' Suits, now .$10.50
I Reductions in Our Men's Furnishings Dep't.
\ Men's Shirts Neckwear Men's Underwear
(For Business « DruO 25c Ti„ ,9, .SEfc, ?£
50c Shirts 39c 50c Ties 39c $1.50 Men's Underwear. $1.15
SI.OO Shirts 75c SI.OO Ties 75c $2.00 Men's Underwear, $1.45
f 1-50 Shirts $1.15 Pajamas&Nl^ht Shirts $2.50 Men's Underwear, $1.85
I V\ $2.00 Shirts $1.45 ' . B Men's Hose
$2.50 Shirts $1.85 | -00 Pajamas .. . 75c 25c Men . s Hose 19c
\ $3.50 Silk Shirts ...$2.65 JVnn p! JamaS " "ti'is 50c Men's Hose 39c
V . . en oi • a>r\ 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.
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ilt ll Ti TITII rundown people aui>
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EaHMgjMgnH 'alls as per full ex-
I J planatlon In larga
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Ask your doctor or
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A Gorgas always have it.—Advertise
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/ " >
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
*
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