10
BIG
SALE
LADIES' RAIN COAT
WHITE SHOES
SUMMER HAT
ALSO
-
$5 Start
- $1.00
$3.00
Remarkable Reductions
in all Departments.
YEE SANG FAT CO.
Hong Kong's Artistic Photographers PHOTO TAKEN DAY AND NIGHT
The
YING MING STUDIO
No. 50-52, Queen' Road Central.
DEVELOPING, PRINTING AND ENLARGING. (Official Photographers of the "China Mail.”) ́
NEW TO-DAY
AT
PIONEER
MOODIES UNDERWEARS LADIES LATEST HOSE and
PEARL PIONEER STRIPED CREPES
EARLY VISIT WILL WIN THE
SELECTION
PUBLICITY.
EXTRACT from an address given by Mr. Arthur Chadwick (Managing Director of the Amalgamated Publicity Services, Ltd.) at the recent Advertising Con- vention at Olympia, London.
"No business man says that he is too busy to read a business communication. Scientifically conceived and well printed, it can attract the attention, rouse the interest, and whet the curiosity of the recipient. THE PRIVATE INDIVIDUAL WILL INVARIABLY STUDY A PROPERLY PRINTED PIECE OF LITERATURE."
SEND US YOUR NEXT
PRINTING ORDER.
مت
NEWSPAPER ENTERPRISE, LTD.
5, WYNDHAM STREET,
HONG KONG.
TELEPHONE CENTRAL 12,
MASSAGE Mr. SHIMIDZU Mrs. HONDA. Na. 24, Wyndham Bireet, Tel. C. 4945.
FOR SALE
YVERT'S
POSTAGE STAMP CATALOGUES
FOR
1928
GRACA & CO.
•
MASSAGE NAKAMURA
No. 23, Stanley Street,
2nd floor.
THE CHINA MAIL,
THE WORLD OF BOOKS
EYESIGHT & PRINT. approximate scientific conclusion
THE SEAMY SIDE OF READING.
that has that tiresoms word "fairly" thrice in one sentence! But by making series fulfilling the general conditions, it was found possible by experiment to dlatin- guish the best and the worst. Yet it looks as if "extremely large typographical differences must be present before it is possible to say that there is any difference in the objective legibility of types."
A Reading Age
"WOODEN WALLS.”
THE FOREST AND THE ··
BRITISH SHIP.
Professor J. Arthur Thomson,
A peculiar, but Important, phase writes in "John O' London's
of Britain's supremacy on the aca Weekly:"
has lately been dealt with by Dr. Taking 1,000 boys from one
R. G. Albion, of Harvard Univer- London school, Professor Karl
sity, in a treatise on "Forests and Pearson found nine whose 'wa'nt of We must notice the word "objec Sea Power." Obviously this coun- aphericity in the outer surface of tive," for a type that the experi- try could have had no navy nor the eye
was so great that they mental subject is accustomed to could she have established colonies would certainly fall to sce the may be more legible to him than all over the globe If she had lacked blackboard effectively. "No pal- an objectively better type that is timber for building her ships. Dr. eolithic man could have survived novel; and a type that happens to Albion tells us here how the ves- with that vision; he could not have suit your paychological organisa- sols used in our maritime ventures acon his game nor stalked and kill- tion and is therefore very legible were provided and maintained ed it." Two hundred and twenty-to you, may not commend itself to throughout the long period during two boys of that school (22.5 per me,
which they were constructed of cent.) had a deficient aculty auch
wood. We began by building them as would have made it very hard,
1. This is a reading age; and of oak, and ended by working probably impossible, for paleolithic most of us read far too much and into them many kinda of wood. man to survive. Thus 22.6 per think far too little. It is a ter- The value of our plantations in cent, of this modern population ribly true reproach that modern America was largely due to their would in all probability have per- education is turning out a product supplies of timber for this pur ished in paleolithic times."
No one who knows anything of print only.
that can cerebrate in the presence pose, and our anxiety to preserve Yet, the truth is by diplomacy and otherwise, the about eyes would suggest that the that, except for head and butter balance of power in the Baltic. want of sphericity in the surface purposes (Abig exception), "the sprang mainly from the fear lest of the cornea is due to over three R are quite uneasential any rival should obtain control of rending or to reading bad print, now especially in these days when the sources of material in that re- for the defect appears to be a we "congenital character, born with should we read?
can all "listen in."
Why sien.
Strange to say, the years during Many clever the person. That is to say, it is University students never read at which the British Navy was most not due to any peculiarity in habits all for their Pasa Degree.
in danger of being crippled for or surroundings; it is an outcrop
2. But if we are going to be want of good timber were those of of some mysterious deficiency in readers and reading is, for frail Trafalgar and the Napolcoale wars. the vigour or the completeness of human nature, the greatest safe-Through carelessness at the Ad- the germinal inheritance. This guard in life, as well as perhaps miralty, much of the timber that much-laboured distinction is of the greatest enrichment then by had been necumulated after the great importance, for if an eye all means let us have legibility. It American War of Independence had defect arises as an individual modí-
is a straw that shows how the wind been used up without replenish- Ication (or "acquired character"), is blowing that the Medical Re-ment of the stores, and our naval the direct result of some deteriora search Council should regard it as constructors had to utilise wood tive peculiarity in surroundings, nutrition, or function, the likelf an important Inquiry to discover that had been cut when full of sap. what print is nost legible. and had not been properly kept, so hood of its being hereditarily en- Science is for life.
that it was infested with the germa tailed is, so far as we know, very
of dry rot when built into the ships. slight; whereas if it is of germinal
There is little doubt that the loss origin the probability of its trans
of Admiral Troubridge, who die mission is great. But while we do
appeared with his whole crew in not think of referring an eye-defect Hike corneal astigmatism or like short-sightedness to reading over much bad print, we think that there are convincing reasons for paying more attention to the legibility of what we read.
Governmental Inquiry. Under the auspices of the Medi- cal Research Council an inquiry has been made by Mr. R. L. Pyke (Special Report, No. 110, His Majesty's Stationery Office, 48.) into the legibility of printed matter, and the results concern all who read a great deal and wish to con- serve their eyes. The inquiry has proved to be far more complex than was expected at the start, and the net result is somewhat disappoint- Ing. But there are some useful practical considerations.
Beauty and Legibility.
3. The remedy for publications with blurred letters, grey ink, wobbly lines, woolly paper, and so an, fe in our own hands. Don't storm in the Indian Ocean, was read 'em, and they will die, to the due to his ship's falling to pieces relief of us all. let us express
More positively, from sheer rottennesa. Meanwhile, our love of an supplies from abroad had fallen aesthetically beautiful page by into the hands of a combine of pro- buying it. In nine cases out of fiteers, who dictated their own ten, what it has to say will be terms to the Government. worthy of ita beauty. We are not beautiful suggesting that the archaic typography is what we want nowadays, but within certain limita wo submit that the more beautiful letters, lines, and pages will be the more legible. Aim at beauty and you will hit legibility
* US. PUBLISHER'S SUIT.
BOOKSELLER ACCUSED OF INFRINGING. COPYRIGHT,
ANIMAL SOCIOLOGY,
Herodotus has a story about an Egyptian ruler who put two child- ren under the charge of a slave with strict instructions not to let them hear human speech so that they might use the primitive speech of mankind. The latest writer on the social life of an animal remarka that it would be very interesting, though obviously altogether im- possible, to arrange for a number of children to grow up in complete. The main difficulty lies in the
savagery, to find out what organisa- number of implicated factors before
A Bult for the recovery of tions man is capable of creating one gets to grips with those that P10,000 in damage has been in- without the aid of tradition, Fail- are typographical in the strict stituted against Baltazar Mariano, Ing this he argues, with a good deal the John of clearness and force, from the Thus, in experiments ac printer, Manila, by count has to be taken of the state Winston Company of Philadelphia social life and psychology of ani- mala to that of man. That man is and previous history of the eyes: for infringement of copyright.
The complaint alleges that distinguished from animals by the of the illumination; of the indivi dual variation in attention and up. Baltazar Mariano has been and is possession of "ethical ideale" he Lake; of habituation and interest. still printing copies of the "Rizal will not for one moment allow. Sent Work," two Animals, too, obey an "Inner.volce" How difficult it must be to make Primer" and comparative experiments when books which were originally pub-though they do not indulge in these variable preliminary physilolished at Philadelphia by the plain-philosophy about it.. gical and psychological factors tiff company, The copyright to [Social Life in the Animal these two texts, the complaint World," by F. Alverden; Kegan, alleges, are duly registered in the Paul, Trench, Trubnor..] Philippine, Library and Museum by the plaintiff company,
sense.
have to be attend to!
Points to Consider,
Besides the damages sought by the plaintiff company, the court fa petitioned to enjoin Baltazar Mariano from printing copies of the books in the future.
MEMORIES OF “ALICE."
Long before "Alice" and "The Mad Hatter" were born Lewis Carroll ran a little magazine on his own account (aays a "Daily Chroni- cle" writer).
THE HEAVENS,
The mysteries of space must appeal to the imagination of every
But suppose we eliminate the variability of the reader, the ques. tion to be faced is: What con- stitutes legibility? Here we have to consider the faces of the type,
human being, but the verliest clad, the spacing, the length of line, the Indentation, the margin, the serifs
and that, perhaps, accounts for the (the projections at the upper or
unceasing output of star-books by lower ends of the main-strokes of
astronomers known and unknown in a letter), the leads (thin stripa of "
every part of the civilised world and every tongue. Indeed, it is not métal used in separating lines of
unlikely that savage thinkers have type and increasing the amount of
written such books, on bone, in clay white between them), the rivers
tablets, and on the walle of caves (channels of white space that catch
from time immemorial. Professor the eye, running down the page),
Forbes is one of the writers who the punctuation, the colour of the It was called "The Rectory invests his subject with romance. ink, the quality of the paper, and Umbrella," and was issued from "The Wonder and the Glory of the much more besides. Mr. Pyke has the Rectory at Croft, Yorkshire. Stara" is a book of fascinating most carefully analysed and ex- The Rev., Charles Dodgson was sketches perimented with eighteen typogra rector of Croft for some years, and features. He does not write, how- from the professor's phical factors. It may be noted "Lewis Carroll" spent much of his ever, for savages; but those who that the subjects used in the ex-boyhood there. periments had their aight tested by He contributed a good many interest should find in the book a have some knowledge to back their an expert, had no knowledge of pieces to "The Rectory Umbrella, passport to take them far along the psychology (a quaint advantage) and, though I have never seen a Milky Way. could not compare notes, and were copy, 1 Imagine that a full set not told more than that the object would be a quite interesting pro- the Stars," by Professor George of the experiments was to discover position to the bibliophile. what kind of print was most It is probable that Alice had, the -legible.
first element of her being at There appears to be general | Croft. It is more than possible agreement that the local type is that Charles Lutwidge Dodgson, the BEST COUGH MEDICINE MADE.
There In no
no better medicine made for "simple, fairly broad, with fairly boy who became Lewis Carroll, thick limbs, but not too much con sometimen took a shadowy Alice to Remedy. It acts on nature's plan, re- colds': than, Chamberlain's Cough trast in thickness and thinness, and Heten to his father's sermon in the llaves the lungs, opens the secretions, with fairly wide spacing." If church-"the last parish church in las expectoration and restores the acfence beging with measurement, 1 Yorkshire as you go to cross the i system to a healthy condition." For sale It is obviously no more than an Teos towards Darlington,”
BY GOLLY: THE CIRLS
HERE IN VENICE SURS ARE PRETTYÄT
GRAND CITYỆ
["The Wonder and the Glory of Forbes; Benn.1.
overywhere.
BRINGING UP FATHER.
AH THERE'S ANOTHER
ONE SHE LOOKS LIKE"
AMERICANI
THURSDAY, OCTOBER 27, 1927.
DAILY CROSS-WORD PUZZLE.
(This cross-word puzzle has been made by an expert but our readers are warned to look out for occasional. whonotio spellings, such as harbor, plow, and altho,)
12
13
14
16
£7
18
25
to
38
[89
20
HORIZONTAL 1-To morilty T-True statements 12-A small horse 13-To Jone
consciousness
15-Indefinite pronoun 16-A rodent 17-To prohibit 18-A sharge 19–Association of
Royal Academy. (abbe.)
20-A pivotal point 22-Dining-on 24-A song bird 25-Drinking vesol 27-Measure of weight 20-A non-elrouter
rotating piece 10-A municipality 32-The gult of a horse) 35-A padler 38-Completa
41-A period of time 42-Acknowledgement
payment
43-A large body of
water
·44-A threat 48-A holy day 48-Part of a man's
apparo!
10-To lose one'a.
footing
#9
50
$9
47
10
34
39
5%
THE INTERNATIOMBA KYKOWATY,
HORIZONTAL (Cont.)
62-0for
53-Knook 85-At this time 58-Retain
60-A desert animal 62-An armored car
used in war 64-To grow ald {05-Food, ahewed over
again. 86-An old horse 67-Professional
chargs
68-A crustaceart 70-Prepared 171Prefix. Around
72-A two-masted vessel |73-A person of low
mentamy
VERTICAL
1-An atomizer 2-A deception- 3-A prank
4-Potassive pronoun
6-Concelt 6-Alm B-Nonr
$-Farcination 10-Weight allowance 11-Remain upon the
feat
13-Pasning fancy
14-A rezinous
Rubstance
VERTICAL (Cont.) t-To draw into tha
mouth 23-Nagative answer 24-A measure of
electrical torca 20-Stabbed
28-Hold 29-Reveale
31-Timber 33-Repulse 34-Avarice
36-The bottom of a
skirt 36-Pallid
37-Not many 39-Sumx One who 40-Part of the hand 40-Greedy
47-A blemish
40-Ons who trades to-Pays out money 61-A crude house 52-Tha ary of a sheep 64-Part of the vorb
"to be" 86-A cracker 57-A quantity of yarn 159-A deman
60-A common dag 61-Non-professional 63-A Roman emperor 69-Before Christ
(abbr.).
171-A elvar in ly
(The solution of the above cross-word puzzle will appear in to-morrow's issue awng with a new cross-word puzzle.)
YESTERDAY'S SOLUTION. HONGKONG HEIGHTS.
向 GAP
园 MOTOR TRAMP
DO SPECIAL-D LOV SLOPS' BAL
MAN TENT
IMEAT GNL VERY A RI PALS WAS APS JORT
NO
BREAS RAVEDYD
For the information of visitors the following list of some of the. highest points on the Island and Mainland is published:
THE
Island.
Victoria Peak
Mt. Parker
Feel.
1928
Signal Station
1774
1734
Mountain Lodge
1726
The Eyrie
1725
Peak Hotel
1305
Talkoo Sanatorium
1000
Mt. Davis
877
Bowen Rd. (filterbeds)
297
*Mainland,
Talmoshan..
8124
Kowloon Fesk
1971
TELEPHONE HANDBOOK
THE BUSY MAN'S STAND-BY.
ARRANGED IN NUMERICAL ORDER,
$1. ON SALE AT THE PUBLISHERS $1. THE HONGKONG DOLLAR DIRECTORY CO.
CHI WAH
TAILORING.TM
5, Wyndham Street.
Once known as 'Chison. Perfect ft guaranteed. 9, Wyndham Street.
1: NEVER SAW SO MANY PRETTY GIRLS. THIS IS A WONDERFUL CITY}M-
TANG YUK, DENTIST Eutecessor to
the late SIEN TING, 14, D'Aguilar Street:
TERMS VERY MODERATE Consultation: Free.
OF ALL THE BUM TOWNS: THIS IS THE LIMIT: WHY
DIDN'T THEY BUILD THIS BURG ON
Page 10Page 11