14.
HONG KONG DAILY PRESS, MONDAY, DECEMBER 21, 1931.
CHRISTMAS Christmas Competition
COMPETITION
OPEN TO ALL READERS
$100.00
FOR THE BEST LETTERS.
ALL YOU HAVE TO DO 19 TO. STUDY THE ADVERTISEMENTS IN THIS ISSUE OF THE HONG
·KONG DALLY PREES, AND IN EVERY SUBSEQUENT ISSUE UP TO DECEMBER. 25- DECIDE WHICH YOU THINK
Results Of 3rd Contest Published To-Day
READERS ARE REMINDED TO MAKE THEir choice ofF AN ADVERTISEMENT FOR THE $50.00 COMPETITION THIS WEEK.
IS THE BEST, AND WRITE A LETTERS FOR 4th COMPETITION SHOULD BE POSTED
"SHORT LETTER GIVING THE "REASONS FOR YOUR DECISION. LETTERS MUST REACH THE ADVERTISEMENT MANAGER NOT LATER THAN JANUARY 1, 1982, AND MUST EN ACCOM- PANIED BY A CUTTING "OF THE ADVERTISEMENT YOU HAVE CHOSEN, AND AN ENTRY FORM (FRINTED ELSEWHERE IN THIS ISSUE).
A PRIZE OF $50,00.
WILL BE GIVEN TO· THE WRITER OF
"BEST" LETTER.“
THE WINNING
LETTER.
A GREENER, CLEANER.
LAND.
IF
THE
The Winning Letter, and the advertisement securing most wotes, will be published in the Hong Kong Daily Press on January 7, 1932.
A
PRIZE OF $10.00 EACH WEEK
SUNNY LEGHORN FARM.
har Sir,
CP:O.'s Mess,
H.M.S. Hermes,
The keynote of this advertisement
WE ARE ALSO OFFELING A, its sinipitetty and sincerity. One UP TO UHRISTMAS, FOR THE feels instinctively, on reading the BEST LETTER GIVING YOUR advertisement, that here is un BEASONS FOR YOUR CHOICE artich of every day
use which OF WHAT YOU CONSIDER TO
from the best available HAVE BEEN THE BEST ADVER- TISEMENT. DURING THE Soured.
PREVIOUS WEEK. LETTERS, The nine Sunny Leghorn Farm"! ACCOMPANIED BY A CUTTING is a happy and striking choice. In- OF THE ADVERTISEMENT deed, the words are almost poetry. CHOSEN, AND AN ENTRY They suggest eleanliness, and con- FORM, MUST REACH THE tent.
ADVERTISEMENT MANAGER The well reproduced photograph NOT LATER THAN THE of the White Leghorn against the FOLLOWING - DATES :---
black background is an arresting featureThis plump, handsome $10--1t Competition-Best adverbird invites a mental comparison fisement between November 29 with the scraggy China variety. and 23. Letters must be received and strikes a rexpensive chord of "greener, cikaner no later thac December 2 memory of a The winning lester and adver- land, ac dear to British hearts. tisement securing the most votes The photograph is buttressed on "will be published, in the Hong two of Hong Kong's mont
either side by the, endorsement of well- Kong Daily Press on Monday, known and reputable frms who December 7,
mke themselves responsible for the $10.-2nd Competition-Best adver-distribution of the farm's products. tisement between. November 30 Finally the cordial invitation to and December 5. Letters visit the farm (an invitation which wust be received by December can easily be responded to) assures 2, results published December the reader that it is open to the most serupulous investigation and that the most hygienie and efficient methods are employed, to market tisement between December 7 | che finest products obtainable in the and 12. Letters must be received by December 16, results published December 21,
14.
+
10-3rd Competition-Beat adver-
$10.-4th Competition-Beat adver. tisement between December 14 and 18. Letters must be received by December 28. resulta published December 30..
$10-5th Competiton-Best adver- tisement between December 21 and 25. Letters must be received by Deedinbur 30. results published January 4 $50-Competition--Best adverliso-
ment between.November 3 and December 25. Letters must be received by January 1, 1982, results published January 7. The Editor's Decision is Final.
No correspondence will be entered into.
(No member of the staff of the HONG KONG DAILY PRESS is eligible for this competition)."
A LITTLE
care in setting up an advertisement often doubles its selling power.
is
It is that little extra thought and care, which given to every advertisement drawn up in the office of the Hong Kong Daily Press, which brings good results.
orality.
The whole forms an enticing and virile advertisment.
Yours. etc.,
H. F. VIGAR.
SANTA CLAUS' ·
PROCLAMATION.
A LITTLE GIRL WHO
BELIEVED IT.
The Prochumation by Santa Claus chosen by Mr. H. J. Beer got a large number of votes. Mr. Bear's letter is, we consider, the second best sent in for this contest as he 'has" given an excellent human' reo- son for his choice, it was not how- ever so well expressed as that of the winner. A woman reader, whose letter arrived too late to be included in the contest endorses Mr. Bear's opinion.
"My R Mttle girl," whe writed," believed this få be a rent proclamation from Santa Claus und at once weit duten and wonte letter to him, which she asked. me to post. To the Hat of the things who wented herself, whe added and please bring a pram and some chocfits for my baby winter,'"
Dear Sir,
H.M.S. Cornwall,
Hong. Trong December 14. 1031.
I consider the best advertisement
of the wock, from the. 7th December
until th 12th December, to be that
of the Sincero Co., Ltd.
My reason being," it is quite a seasonable advertisement, which takes the eye of both old and young Children would certainly think it a real "Proclamation" as hended trom Santa Claus."
They would impress upon their parents to buy from the Sincere Co., Ltd., and it being as adver tised the headquarters of "Santa | Cinur" would appear to make the Xmas gift more real than that of another 6rm Hong Kong. Apart from the beauty of the ad- vertisement, I consider it a good appeal to both old and young.
I remain,
Yours truly,
H, J. BEER.
IT
TO-DAY
AL
T HAS BEEN NO EASY TASK TO DECIDE WHICH OF THE MANY LETTERS SENT IN FOR THE THIRD WEEK OF OUR CHRISTMAS COMPETITION WAS THE BEST. AFTER MUCH READING AND RE-READING THE FOUR LETTERS PRINTED BELOW WERE PUT ASIDE AS THE MOST INTER. ESTING, AND FINALLY THAT OF MR. H. F. VIGAR WAS SELECTED AS THE BEST.
"MR^^VIGAR HAS CHOSEN THIS ADVERTISEMENT FOR REASONS WHICH WILL APPEAL TO ALL OF US WHO ARE ** STRANGERS IN A STRANGE LAND," IT SPEAKS TO HIM OF HOME, OF THE PLEASANT ENGLISH COUNTRYSIDE, OF SECURITY AND COMFORT. IF THAT IS ITS MESSAGE TO BRITISH PEOPLE AND WE BELIEVE MR. VIGAR TO BE RIGHT THEN THE ADVERTISEMENT OF "SUNNYSIDE FARM," HAS DONE ALL THAT COULD BE EXPECTED OF IT. THAT ITS APPEAL MAY BE LIMITED TO FOREIGNERS DOES NOT MATTER BECAUSE IT IS OBVIOUSLY ISSUED TO ATTRACT THAT PARTICULAR CLASS OF CUSTOMER. WE HAVE NO REASON TO SUPPOSE THAT THE CHI- NESE PREFER ENGLISH EGGS TO THEIR OWN NATIVE PRODUCT, IT IS AN ENGLISH PECULIARITY TO PRE- TEND THAT OUR NATIONAL COOKING IS THE WORST IN THE WORLDI
4
SUNNY LEGHORN FARM
Shueng Shui, New Territories.
Single Comb White Leghorns only.
EGGS
for
HATCHING
or
BABY CHICKS
Apply
| c/o PARKSON & CO., LTD
19, Osznaught Road. O
A BUNNY FARM CHICKEN
FRESH SUPPLY
of
NEW LAID EGGS DAILY Obleauble from LANE, CRAWFORD, LTD, To ensure regular supplies place i standing order
DOW.
You are cordially invited to inspect the
||
above farm at any time.
THE CHOICE OF THE WRITER OF THE BEST LETTER.
$50.00 COMPETITION.
There are still three more contests in our Christmas competi tlon. The 4th $10.00 competition for the best letter about an advertisement which appeared between the dates of Dec. 14 and 19, extries for which will be accepted up to noon on Wednesday: the 5th $10.00 competition for the best letter about this week's best advertisement, closing date for letters noon on Wednesday, "Dec. 30; and the $50.00 competition for the best lefter stating your reasons for your choice of what you coulder to have been the best advertisement during the run of the competition-between Nov. 23 And Dec. 25. Don't forget to look through the various advertisements you have chosen and make your final decision. Letters must be received by Friday, January 1.
BLACK
WHITE
DOBWELL & CO., LTD.
Queen Baldin da
THE WINNING ADVERTISEMENT.
WINNING
ADVERTISEMENT.
LYRICAL OUTBURST ABOUT WHISKY,
{
Mr. W. H. Ray, who won the first of our $10.00 contests has sent in what we can only describe as a lyrical outburst on the subject of an advertisement for Black and White Whisky. His choice of this advertisement is endorsed by a large number of readers and· · it gained Just one more voto than that issued by Sinceres which is also reproduced on this page. Els letter runs ****
"BLACK AND WHITE.
H.M.S. Parthian,
Hong Kong.
Dear Sir,
In stating my preference for the "Black and White" advertise- ment, I must say that the name. sems in have been deliberately' chosen for its publicity qualifica tions,
The uses of black and white are the gnly mode to secure promin- ence on a printed pago. We have in this a boldness which literally forces everything else on the page to form nothing more than a back- ground. No matter how one may want to lock at the page, the cyo must be drawn by the magnetic. influence of those, striking black firshes. These, being in an arrow shaped formation, compel the eye to travel to the apex where there. is the bottle. It is impossible to avoid this.
ence.
C
HEY knew.
As soon
as you came into the club they knew you'd
had good news.
Didn't old George immediately order Johnnie Walkers all round? There's friendship for you, there's understanding!
-For-there's something-about- Johnnie Walker, supremely." fitting in that moment when your own good fortune. has given pleasure to your friends.
JOHNNIE WALKER
BORN 1820-STILL GOING STRONG
Sole Agents for China :
Caldbeck, Macgregor
Shanghai
Company, Limited
Hongkong
Tientsia
CHOSEN BY THE WINNER OF THE LAST CONTEST.
state of mind favourable to a con- To the name, printed in large sileration of the merite, of the type, is added. article advertised."
slogan which strengthens the impression produc-
£
The advertisement needa no body matter because the only people in terested already know of its exist- A story, delightfully told, adjoins led by the figure. The names of the
No.it is a vivid reminder
the illustration, and is at once sug-agenta and the places in which they that Christmas and its attending gestive ang pleasing to the imagina are in business follow, which in festivitica are nigh. That depleted tion. Continuity between them is diente that the article is obtainable wine cupboards must be replenised gained by the unobtrusive way in everywhere. A thick line at the To non-partisans of the whisky which the words break into the bottom balances the illustration at thore is tremendous influence illustration.
the top, and gives stability to the forcing interest. Everytime the
The figure of the vigorous old { whole." paper is opened there is that im-
Than a suggestive of this strength. The advertisement is attractively pelling power which either, keeps and Mellowness of "Johnnie seb up and creates in one a desire a cherished memory fresh, or forces Walker.' The picture of him strid- to taste this refreshing drink, its personality on the minds of ing happily along is pleasing and
I am, those who favour other brands. also serves to assist, one to romem-
Yours truly, Sooner or later, given the opportu ber the word "Walker." nity, a trial is not a possibility but a certainty. The whisky itself, will doubtless do the rest.
Again, the name causes such an enormous mental appeal; that soon one finds the memory stirring when ever seeing any vivid contrast of black and white. The brain im- mediately usepciates the contrast with the whisky and what is more natural than to want another,
Indeed A remarkable display which, capable of drawing the. merest glance, ecs, by repetition,. establish a firm interest although the reader may be scarcely aware that he has noticed it
A brilliant copposition obviously representing to everyone a house. hold word, and to заде
a dire necessity.
Yours truly,
W. H. RAY
ANOTHER WHISKY ADVERTISEMENT.
JOHNNIE WALKER CHOSEN.
Mr. H. Pau, who wrote the best letter sent in for the last com- petition, has chosen one of Cald. beck, Macgregor's advertisements for Johnnie Walker. His reasons azé -
19, Bowringtoo, Canal Rd., W.,
Hong Kong
December 14, 1931. Dear Sir,
Picturial representation
represe
being older and more fundamental than the written word, the advertisement of Johnnie Walker" is certain to' attract interest and attention by virtue of its large; and distinctive illustration.
The impressivences of the illus tration is enhanced, by the circles which surround it. It shows," ap- propriately enough, a har, whích. awakens in the mind thoughta of the many delights which one asy partake of there, and encourages a
Proclamation
All little girls and boys are hereby notified that I have chosen The Sincere “Co., Ltd.
to be my Christmas Beadquarters. They have on display all of the new tops and gifts I have been making since last Christmas and it you will make your selection and be good
little boys and girls until Christ.
mas, 3 will see that you get just " what
at you want
signed, Santa Claus
H. L. PAU..
THIS ADVERTISEMENT GAINED ONE
LESS VOTES THAN THAT FOR
BLACK AND WHITE.