HONG KONG DAILY PRESS. MONDAY, DECEMBER 28,
1931.
CHRISTMAS Christmas Competition
COMPETITION
OPEN TO ALL READERS
$100.00
FOR THE BEST LETTERS
ALL YOU HAVE TO DO. 18' TO
STUDY THE ADVERTISEMENTS
Results Of 4th Contest Published
To-Day
IN THIS ISSUE OF THE BONS LETTERS FOR 5th $10.00 COMPETITION AND FOR $50.00
KONG DAILY AND IN EVERY SUBSEQUENT ISSUE TP TO DECEMBER 25—. DECIDE WHICH YOU THINK IS THE BEST, AND WRITE A SHORT LETTER. GIVING THE REASONS FOR YOUR DECISION. LETTERS MUST REACH THE MANAGER ADVERTISEMENT
NOT LATER THAN JANUARY 1, 1982, AND MUST BE ACCOM- PANIED BY A CUTTING OF THE ADVERTISEMENT
YOU
COMPETITION SHOULD BE POSTED TO-DAY
THE WINNING LETTER.
HAVE CHOSEN, AND AN ENTRY LANE, CRAWFORD'S TOYS. FORM (PRINTED ELSEWHERE
IN THIS ISSUE)...
A PRIZE OF $50.00.
WILL BE GIVEN TO THE WRITER OF THE BEST LETTER. The Winning Letter, and the advertisement securing most votes, will be published in the Hong Kong Daily Press on January 7, 1982.
Dear Sir,
W, H. Ray:
H.M. Parthian,
다
Hong Kong
リ
This week my choice is given to the enclosed advertisement, issued by Mosars Late, Crawford. Ltd.
Prominence is gained by the dark illustration in contrast with the white rectangle in the centre posi tion. Attention being drawn, it is held by the eagey children on the One at once thinks of staircase.
WE ARE ALSO OFFERING A PRIZE OF $10.00 BACH WEEK those at home, or perhaps. of sou UP TO CHRISTMAS, FOR THE little child who has no home. The BEST LETTER GIVING YOUR REASONS FOR YOUR CHOICE a spirit of Christmas for after OF WHAT YOU CONSIDER TO all it is the children's day. We may HAVE BEEN THE BEST ADVER- Hook- forward to a ball, or dance, TISEMENT DURING .THE
bit the kiddies simply five for
PREVIOUS WEEK. LETTERS,
ACCOMPANIED BY A OUTTING Christmas Morning.
OF THE ADVERTISEMENT The advertisement next points out CHOSEN, AND AN ENTRY that the date of issue is Kiddies FORM, MUST REACH THE
Day." When the children #TA ADVERTISEMENT MANAGER NOT LATER THAN THE home. and father is free, then off to And Father Christmas and those wonderful toys we see depicted here. The body matter is done in a fairly bold type, and written in a way that should pierce the coldest heart, much less the warm heart of
23.
*
FOLLOWING DATES $10-4th Competition-Best aver. tisement between December 14 and 18. Letters must be received by December
Texult "published December 30. 310-5th Competition - Best adver tisement between December 21 and 25.. Letters must be received by December 80. results published January 4. $50.-Compalition-Best advertise- ment between November 28 and December 25. Letters be received by January 1, 1932, results published January-2. The Editor's Decision is Final.
No correspondence will be entered into:
at
(No member of the staff of the HONG KONG DAILY PRESS is eligible for this competition).
"Shhhh Santa"
mother. It is so easily written that should the parents miss it, dur- ing a busy day, the children will most certainly spot it and sell Mum- io. Against the appeal of these excited youngsters nothing stand, and you can be sure of one more family at the store; also that Dad will be as excited as any.
can
At the bottom are given the times of closing thus helping the house. wite to drop her.preparations and get there in time.
Kumming up. I consider this a good advert, containing the tremen- dous Christmas appeal of happy children, with a powerful and straightforward selling angle. Yours sincerely,
W. H. RAY.
This afterson is "Kiddle's Day" 1 On Christmas Morning-
there will be malied. Bila 'voloss whispering when the first daylight muhas its way through the nursery window, Enger Bittle Kando will unpack thờre stock= Ings you filed a few Movers Keföre, . Lättle brains will speculate-what have Himmy wil Daddy god for
ma?
WE HAVE every thing the heart of a litle boy or girl can wish for
DOLLS-kundreds of them from tiny babies to great. big beauties—all frenied up.
TRAINI-that really ran on tracks wlik polnis and tunnels.
CAM-that look like the real ones seen on the streeta.
TÁIRY CYCLES-that go like anyikfag, scooters, drums, airplanes, teidy hons all so many oder Concisaling Toys...
རྩྭ
You can get your personte för all the fasily al Lane Crawforda, and its the boat pikde'of'all for toyth
LANE, CRAWFORD, LTD. TOY DEPT.
FOR THE DORVERITAGE OF OUMIÉTILAN BIOSPHER, JAYE GHAWFORDD IN SEMAINING "OPEN "EVERY
DAY TILL A DEM. RESEPT ON BATUNDĶER, WHEN ALL "DEPARTMENTS WILL DE OPEN TILLA **
THE CHOICE OF THE WRITER OF THE BEST LETTER.
WE HAVE ONCE MORE HAD A HEAVY BATCH OF
LETTERS TO DEAL WITH IN RESPECT OF THE 4TH OF OUR CHRISTMAS COMPETITIONS, IT HAS BEEN PLEASANT TO FIND SO MANY READERS WHO HAVE WRITTEN EACH WEEK AND WE ARE GLAD TO AN NOUNCE THAT MR. W, H. RAY, WHO WON THE FIRST OF THE SERIES, HAS BEEN AWARDED THE PRIZE FOR THE BEST LETTER WRITTEN ABOUT ADVERTISEMENTS WHICH APPEARED BETWEEN THE DATES OF DEC., 14: AND DEC. 19.
||
MR. RAY, WHose lätter IS PRINTED ON THIS PAGE, CHOSE AN ADVERTISEMENT FOR THEIR TOY DEPART. MENT ISSUED BY LANE, CRAWFORD'S, "AND" IN SUM. MING UP ITS POINTS HE HAS, WE BELIEVE, STRESSED THE REAL REASONS WHY IT IS A GOOD ADVERTISE" MENT. THE PICTURE OF HAPPY CHILDHOOD SHOULD ATTRACT THE ATTENTION OF OLD AND YOUNG: THE FIRST PARAGRAPH OF THE TEXT HAS BEEN WRITTEN TO APPEAL TO MOTHERS WHILE THE SUCCEEDING PARAGRAPHS TELL AN ENTICING STORY TO CHILDREN: THE FOOTNOTE ABOUT THE HOUR AT WHICH THE STORE- CLOSES IS A "PRACTICAL REMINDER.-
THE WINNING ADVERTISEMENT.
ik
THE ADVERTISEMENT, WHICH WE REPRODUCE BE LOW IN A SMALLER FORM, ISSUED BY MACKINTOSH'S WON THE 4TH COMPETITION HANDS DOWN. A POINT OF CONSIDERABLE INTEREST TO ADVERTISING EXPERTS IS THAT THIS ADVERTISEMENT, DESIGNED TO ATTRACT THE SOPHISTICATED AND SOMEWHAT CYNICALLY MINDED READER, HAS BEEN CHOSEN NOT ONLY BY THIS TYPE, BUT ALSO BY A LARGE NUMBER OF PEOPLE WHOSE LETTERS SHOW THEM TO
THE BE QUITE REVERSE.
LOOKING BACK OVER THE ADVERTISEMENTS WHICH HAVE BEEN CHOSEN DURING THE PERIOD OF THE COMPETITION THREE FACTS EMERGE: (A) THE ADVER TISEMENT THAT PULLS IS THE ONE THẤT TELLS A STORY. THE STORY MAY BE TOLD "IN LITERARY FORM, AS IN THE MACKINTOSH AND LANE, CRAWFORD ADVER TISEMENTS, OR PICTORIALLY AS IN DODWELL'S AD- VERTISEMENT FOR "BLACK AND WHITE" WHICH WON -LAST WEEK, BUT IT IS THE APPEAL TO THE IMAGINA. TION THAT COUNTS. (B) A PICTURE ACTS LIKE A SIGN. POST DRAWING THE ATTENTION TO : THE "ADVERTISE. MENT. (C) THE NECESSARY FACTS, ADDRESS OF SELLER, - PRICE OF ARTICLES, ETC., HELP TO CRYSTALISE THE IMPULSE TO BUY CREATED BY THE APPEÁL TO THE IM. AGINATION, AND FOR THAT REASON SHOULD BE PRINT ED CLEARLY AS A FOOTNOTE TO THE ADVERTISEMENT,
The Lover's Progress
..
Wkarain in relojëd the entirely proper story of‘o certain young man xio. having disembered, perfect tallering av~MACKINTOSH'S~ken met the perfect girl. Hem de courtes and Krafty mon kere
Mating the DA Podar
the tang hang holati n
1912 deply in lama deva'ala,
Ha ha sinisited, wha more than inanerares in
mory permengklippene man,
teanga aytma semakang in
oly nandað a
Ayat te match Bɛ.
#1b
set Sunday,
·TAMĪNI
and give francese kan wer
falte plús Ingers ju God Menu
Issued by.
That-Bukky wên Xai bateti
MACKINTOSH'S LTD.
MEN'S WEAR SPECIALISTS
THE WINNING ADVERTISEMENT, WHICH GAINED 50 PER CENT. OF THE VOTES.
WINNING
ADVERTISEMENT.
wwwww....
THE LOVER'S PROGRESS.
We had a very large number of letters about the advertisement headed The Lover's Progress," Mackintosh's, Ltd., and issued
It was easily the most popular of the week in which it appeared. Mr. EL. Pax whose lotter won the 2nd competition, gives excellent rea sons why he chose it and another roader writes from a full heart the "following" amusing letter:-
20th December, 1931.
Ricci Hall
Hong Kong
The Advertising Manager,
The Hong Kong Daily Press, Si-The reason for my choice of the attached advertisement is ob-
13
CONSIGNEE NOTICES CONSIGNEE NOTICES.
"NOTICE "TO" CONSIGNEES!
AMERICAN & MANOBURIAN
SDINE
FROM NEW YORK, PHILADELPHIA AND MARSEILLES.
TH. Stamship
"CITY OF EILLE" having arrived, Consignor of Cargo.by her are informed that all Goods are being landed at their risk into the hazardous andjor axtra-hazardous Godowns of Messrs. Bolt's Wharf, whence Dollvery may be obtained,
No Claims will be admitted after the Goods have left the Godowns, and all romaining undelivered after 3rd January, 1902, will be subject to Rent
All Claims against the Steamer must be presented to the Undersigned ou or before 10th January, 1937, or they will not be recognized.
Good
All broken, chafed and damaged Goods will be examined on any Tuesdays or are to be left in the Godowns, where shoy Fridays, between the hours of 1,8 8,m. and Noon, within the Free Storage period of One Week.
No Fire Insurance has been affected. Billa of Lading will be countersigned by
THE BANK LINE, LTD.,
General Agerts.
CL818
Hong Kong, 16th Doo, 1991.
CONSIGNEE'S NOTICE...
THE BEN LINE STEAMERS, LIMITED,
Fox MIDDLESBRO". ANTWERP
LONDON AND STRAITS. The Steamship
"BENLEDI."
HAMBURG AMERIKA LINIE.
NOTICE TO CONSIGNEES,
THE Motor Ebjp THE
"KUEMARLAND “ having arrived. Consigades of Cargo aro horoby notided that their Goods o hoing lauded and placod at their rink the Hong Kong Kowloon Wharf & Godown. Company's godawan at Kowlook whore Delivery own be obtained, na thần Goods are landed,
Optional Cargo will be landet, naluse Noties has been given prior to Steamer's arrival
No Claims will be admitted after thà Goods have left the Godowns, and all Goods romaining undelivered after the 30th December, 1991, will be subject to Roet.
All broken, chafed and damaged Goods are to be left in the Godowns, whore they will be examined on 29th Dec, 1031, Goddard & Douglas, at 10 am, by our Surveyors, Hauora.
All Claim mùnt, rouch viz.before tho 13th January, 1882, or they will not be recognized.
No Insurance will be affected. Bill of Lading will be sountersigned by the Undersignað.
JERSEN & CO.,
· Hong Kong, 18rd Dec., 1931,
(1818
HAMBURG, AMERIKA LINIJA:
NOTICE TO CONSIGNEES:
ARE
CONSIGNEES of Oatgeo wis berely Steamship
informed that all Goods are being landed at their risk into the hazardous and/or extra hasardous Godowns of the HONG KONG AND Kowloon Whaar AND GUDOWY COMPANY, LAD, whence and/or
the wharves Delivery may The story The Lover's Progress"
No Claims will be admitted after the scotas too real for everyday lifa, especially in this little fascinating Goods have left tha Godawas, and all Goods remaining undelivered after the city, where there is many a young98th instant, will be subject to Bent. man who feeling that he has an attachment for girl, does not Appreciate the value of a sinart and attractive costume. A common tai- lor who seems to give satisfactory work does not fulfil all the require ments that a young gentleman of the work wants, Agnin another equipment for a young gentleman is a smart looking felt hat for this
One dues not only fusinnt
vious for the following statement.med.
HORMON.
All Claims against the Steamer mant be presented to the Undersigned on or before the 11th January, 1992, or they All broken,chafed and damaged Goods will not be recognised, are to be left in the Godowns, where they will be examined on the 24th inst, at 10 M., by Mesues. Goddard · 4 Douglas.
To comply with the general Bonded Warehouse Regulations consignees must have a Revenue Ofear in attendan o when damaged, dotiable goods are examined.
a girl in attitive and smart look ing suit, but also in sports, where one's abilities are easily noticed, and a costume property suited for playing golf, complies with ona's abilitics for such game. When" one has a liking to go to a concert or a dance, a well-hit suit is all that is required to give an elegant apERVICES CONTRACTUELS DES
pearance to escort a girl whom one has met before. Finally the winning of her heart came when a beautií"l dressing gown is worn. All these lenk very enticing but a young man who is aiming for his prize, does appreciate this, though his older neighbour will whisper
economy is the saviour of life," Therefore such a young man is advised to patronise Mackintosh's Ltd., a specialist in man's wear, and, a helper to one who needs perfect tailoring for all kinds of suits.
· “that
With pleasure, 1 enclose this story, and hope that you will con- sider my choice favourably,
I remain, air,
Yours faithfully,
KHO 500 LAT
A STORY
WITH A PERSONAL
INTEREST.
No Fire Insurance has been effected, Pills of Lading will be countersigned by GIBD, LIVINGSTON & Co., LTD,,
Agente
[1801
Hoog Kong, 21st Dea, 1931.
MESSAGERIES, MARITIMES,
CONSIGNER NOTICE.
6,3. " FORTHOS.”
AARIYO HONG KONG ON WEDNESDAY, 18 WED DEC., 1931
From MARSEILLES: 4TC. ONSIGNEES of Cargo by the above-named Versal are hereby informed that their Goods, with the exception of Opium, Treasure and Valu. ablon, are being innded and placed at their risk in the Godowns of the Hony Kong and Kowloon Wharf and Godown Co.,
,Ltd., Kowloon, whence Delivery con be obtained as the Goods are landed,
Goods not cleared within 7 days, in. cluding date of arrival, will be subject to Rent
All Claims zanet be sent to the Under signed before Thursday, the 31st Deo, 1931, or they will not be recognised.
Damaged packager must be left in the Godowns for examination by the Consigness and the Company's Bur voyors, Messrs., Goddard & Douglas, st 10mm. on Tuesday, the 29th December,
"PREUSSEN- having arrived, Consigness of Largo aro hereby notified that their Goods aro being landed and placed at thedy risks in the Hong Kong and Kowloon Wharf and Godown Company's godowas at Kowloon, where Delivery Da be obtained so the Goods are landed.
Optional Cargo will be landed, unless Notise has been given prior to Steamer's arrival,
No Claims will be: admitted after the. Cloods have left the Godowns, and adl Goods remaining undelivered after the 28th Dec, 1931, will be subject to Rent
All broken, chafed, and damaged Goods are to be left in the Godowns, where they will be examined on 34th Dec., 1981, at 10 am, by ons Surveyora; Monera Doddard & Douglas.
All Claims must roach, us before the 14th January, 1928, or they will not be recognized.
No Insurance will be effooledi. Bills of Laling will be countersigned: by the undersigned,
TOBBEN & CO.. Agents.
Hong Kong, 19th Dec. 1981.
[1000
NORDDEUTSCHER LLOTD, BREMEN.
THE Steamor
THE
"COBLENZ " having arrived from BREMEN, HAM- SURG and Ports, Consignass of Cargo ars hereby notified that their Cargo is being landed at their risk into the Go. downs of the Hong Kong sad Kowloon Wharf and Godown Oo Ltd. Kowloon, where Delivery can be obtained.
the
Consignees are further notified that
"COBLENZ" has taken at" HAMBURG and BREMEN Through Cargo for HONG KONG ex 8,2
"Kong Kia." 8.8. "NORDW287" 8.6. aad 48. FERONIA" from BONN 08LO and GOTHENBURG.
All Goods, remaining undelivered after the 29th of Doosuber, 1981;"' will be. subject to Rent.
No Fire Insurance will be effected by us in.
Fin any case whatever.
Damaged Packages must be left in the Gedown for oramination by the Con signees and the Company's Surveyors, * Arhest 10 km. Mantra. Anderson the 28th of
December, 1081 No Claim will to admitted her tie
Jr. H. L. Paw's letter mas quite a must have a Revenue Goods asys left the Godown and all
the best be hus written fur the com- petition and it was not easy to de cide which was the better his or that of Mr. W. H, Ray. His letter
2015 1
19, Bowrington Canal Rd., W.,
Hong Kong
Officer in attendance when damaged datiable goods are examined by the Company's Burveyors.
No Claims will be admitted after the
"Goods have left the Godowns.
No Firm Insurance will be effected by us in any once whatever.
B. DEL Agent
22th December 1931. Dear Sir. For the purposes of attracting attention and arousing Hong Kong, 23rd Dec., 1931, interest, the advertisement of Mac- kintosh's Ltd. is admicably suited. It has been said that all the world loves lover : what is more allur ing then than to introduce & love story to express ones points? This is done successfully in the case under consideration:
in conjunction with the heading, the illustrations, executed in comie cut fashion, are certain to catch the eye. They tell the story in pictorial form, which is a strong inducement for one to read every word of the advertisement with interestą empeci- ally when written in such a delight ful style. The introduction of familiar local places and eventé into the story gives it an appour" ince of reality, brings it in touch with the reader, and provants: it from being merely a story but one with a personal Interest.
"At the outset, the quality of the firm's tailoring is impressed on the mind by association with the per- fect girl." Throughout the story, the, necosity of dressing faultlessly for auccess in life is emphasised," and the fact at Mackintosh's ex- cell in clothing for every occasion is brought out."
The advertisement is symetrically arranged with plenty of space, and in, appropriately enough, enclosed by a border made of flowery curves and wedding bells. It cleverly sug posts the reputation and depend- ability of Mackintosh's, and doubt- lesa serves it purpose 'well.
I am,
Yours. trully,
C H. R. PAU.
Ola must be presented within Twn Weekt of the Shap'a arrival here, after which date they will not be recognised. their Bills of Lading to the Undersigned Coblignees are requested to surrender for Countersignature.
MELOREES & CO.
Agents: NORDDEDTSOURX LLOYD, BREKIN. [1812 Bong Kong, 22nd Dec., 1991,
CHRISTMAS COMPETITION
ENTRY FORM
4th $10 Competition
To the advertising manager
THE HONG KONG DAILY PRESS
11, ICE HOUSE STREET, HONG KONG.
my opinion the attached is the best advertisement which has appeared in the Hong Kong Daily Prens between the dates of December 14 and December 19. I enclose a letter giving reasons for my choice. I have read the conditions of this competition and agree to abide by them.
"MR. Signed MRS.
Address
MISS
#
1100
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