10 MINUTES COMFORT
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Obtainable from
THE HONGKONG DAILY PRESS, WEDNESDAY, APRIL 15TH, 1925
COLOUR IN ADVERTISING..
EFFECT OF DIFFERENT TONES
ON THE EMOTIONS.~> In a lecture on "Colour Grammar before the Publicity Club of London, Mr. P. J. Bovili said the basis of successful advertising was the use of as much colour possible. Colours might be divided
WEATHER REPORT.
April 14th at 17.55.-Pressure has increased moderately orer NE. Japan and sightly over central Japan. It has decreased sightly at the majority of ather reporting stations
The anticyclone has weakened slightly. The Japanese depression has passed into the Pacific
There are indications of a depression or typhoon forming E.S.E. of Yap.
Fresh inousoon will continue along the S.E. cost of thins and over the northern China Ses.
Manila
warning April 14th at 15.15.- Typhoon in Lat. 08 der. N. Long. 142 deg, B.,
unknown. Reed, April 14th at 15.50.
into two classes-warni and evol The warm consisted of chose tending towards red that is, red, orange; and yellow, whilst the cool embodied the various tints of blue.
Red possessed certain characteristics. was the most emotion compelling, typify. ing the sterner qualities of manhood, and in its bad sense, sin, cruelty, and wrath Yellow implied glory and wealth, green brought thoughts of youth and the spring. blue characterized distance and sulitude, while purple had in its train visions of royalty and pemp.
Individually each one cinco rainfall for the 24 heure ending at
CLAY TELE TỪ UK KONALDEHED, In adarrtising dance club a colour scheme of pale blue upen green, would. not be used. It would create a scene looking like the interior of a tank, cold and lifeless, nor would it be possible to pack salmón in a yellow, tin on the same principle. The clientèle to whom the de- sign was addressed had to be considered. Colouring appealing to an Art Society, would be entirely lost upon a bricklayer.
Advertising might be divided, "Mr. Bovill declared, into three;classes-Press,
THE CHINA LIGHT & POWER ter dodot signs, and display.
CO. (1918), LTD.,
SHOW ROOM-62, NATHAN ROAD, KOWLOON.
Phone K. 677.
DEPS
For COUGHS
COLDS & CHILLS
"The Remedy YOU BREATHE"
in
first case, the Seld was very
18 hours, April 14th 000 inch. Total since fainary, ist, 19.13 inches, against an average of 837 inches.
The forcast for the 24 hours anding at 18 boars, April 15th in a follow
DISTRICT
Formous Оводле
Hongkong to Gap Book
FORECAST N.E. winds, fresh,
E.winds, fresh cloudy, probably rain later.
South coast of China between} Senth court of China between
Hangkung and ‘Lamookaj.
Hongkong and Hainan
do.
do
HONGKONG METEOROLOGICAL
REGISTER Hongkong Observatory, April 14th.
Previons On": Desejon Date
Day at
at 2 pm 6:0.
2 p.m.
Barometer Temperature Hamidity Wind Directioa...
Force
30,02
50.00
30.0
71
07
63
64
E
3
Weather...
0
0.00
0.00
0.00
rd. but the possibilities of black and white drawings were enormous. When | colour could be introduced into the design a very great change took place, for colour positively dragged attention to the page. When once this attention had been arrest- Bain ed the scheme of calötrs had to be har- morious, or else the reaction which fol- Hightest open-air Temperature on 13th lowed was our of disappointment, and Lowest open-air Temperature on 14th... 61 aroused interest was very susceptible to disappointinent..
VIVID COLOR"RS.
Week.
Great attention had to be given to the type of person to whom the advertise ment was addressed. To the simpler mind vivid colours, appealed the must strongly. In the "poster class there wax an enormous field opened. A glance at ang hoarding revealed colours of all huca Fin all possible combinations. sometimes harmonious and sometimes discordant. Here lay the necessity of attracting at Wed tention from a distance and of interesting people who mare often than not were on Thur, the more. It was compulsory to have a bold design, as being mure legible and Fri core easily anderstood, and such a design materially enhanced the colours used.
||-
"
HONGKONG TIDE TABLE.
From April 15th to 21at, 1825. HIGH WATTI.
H'kong
Standard
Time.
m
34
1 18 a
16530
245
17 im 37
Height.
LOW WATER.
H'kong,
Standard
Time.
m 6 50
31
1 6 5 0 0 0 2
Fleight,
40020
58
10 521 5.
Setor, 18
I do not know, what to say, about elec trie signs, declared Mr. Bovill, Look-819 m ing at Pacendilly, what a conglomeration of the primary colours, clashing and jar-) ring it is absolutely deafening."
11. 24
m 0.55
Mon
Tiet
ཐ3་ཡ#
21
.2 18
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BEHIND THE TIMES.
8 34
the courts of Akhenaten and his successor followed the intter to a time past the death-watch.
13
Electric signs, he concluded." relied at the present time upon movement and originality for their interest, and not upon colour. They might be said to be some years behind the tunes as far as color advertising was concerned. Jt was very difficult to reconcile the various Of the more recent events it is enough schenus une with another, but the same to sketch the outlines. The death of Mr. trouble had been experienced at first on Howard Carter's canary—taken by the hoardinga. This had passed in the cabra or the evening following the open- latter case, and there was every reasoning of the tomb late in 1922-was the to hope tânt or a short time the westhetic first of a continuous series of tragedies sense of the onlooker would no longer be and 'anisadventures. It was followed by violared by elextric signs.
the death of the fatige foreman of the expedition, and a little later by the mortal illness of the Earl of Caruarvon, Meanwhile, a bitter controversy had developed between the Egyptian Govern- iment and the expedition ending in legal proceedings last spring. when the con trol of the tomb reverted to the State. Even the judge who, heard the case in the Mixed Courts was the victim of a serious accident a little later
AN UNLUCKÝ BURLESQUE.
EVILS THAT FOLLOWED THE
LUXOR EXCAVATIONS."
A chapter of acridents, it is reported, has followed the attempt to introduce a burlesque of Queen Nefertiti, the beauti- ful wife of the heretic Pharaoh Akhenaten and mother of Enkhos en Pa Aten, the Airi-wife of Tutankhamen, into the second edition of London revue, writes a special correspondent of the Morning | Mada
Rehearsals were commenced some little time ago, but from the moment a small; bust of Nefertiti, was brought to the theatre there has been a consistent.run of mishapa both to the company as a whole and to individual members. Finally, the evil influence was attributed to the introduction of this skit on royal ancient] Egyptians, and the feeling became so Leute that the item had to be abandoned. And since that moment the motley of trouble bas eaxed.
There are those who will continue to believe that the ill-Juck which dogged the "unfortunate Akhenaten and his family and invested the lines even of his son- in-law and successor, Tutankhamen, is stil virulent." What little we do know of: Akhenaten parades him on the stage of history as a peculiarly ill-starred monarch who sought to crush the wor- ship of Amon in the Two Lands (Upper and Lower Egypt) axl raise the doctrine (the worship of the Sun) to the plane of national orthodoxy. He succeed- ed merely in starting a religious Jeud which racked the country; impaired its; strength and created such dire discon tent in the army that the very safety of, the realm was put in jeopardy. Akhen- aten knew, on the eve of his death, the extent of his failure. He collapsed, and there is no more tragic pageant fa all the eventful' centuries of the Pharaonic era than the surrender of courage and then of life itself by this weak idealist about, the year B.C. 1360
ILATRED OF TUTANKHAMEN.
Of Tutankhamen his successor, despite the recent discovery and examination of hia mortuary chapel, we know compara- tively little. But we do know that his saccesso, Horemheb, so detested his memory that the name of Tutankhamen was erased from every public building in the land. Various inferences suggest that daring his tenure of the throne Tatan- Ehimen was beset by adversity," and, Horemheb's revenge indicates that the malignant influence which had dominated (Continued on next Column),
Truly those who will have it that the star of Akhenaten and his family was ill-omened will find corroboration in the latest chapter of misfortunes suffered by
the, London "theatrical company.
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