1930-07-02 — Page 3

HUMOUR: ANCIENT AND MODERN..

Policeman Hey! Come out of that! No bathing allowed here !

Dignified Victim (in pond): 'Par don me; I'm not bathing, I'm not. bathing, I'm drowning.

Hubby:

isn't What! Dinner ready again? Then, I'm going to n restaurant!

Wife: Oh just wait about five minutes, sweetheart.

Husby And will it be ready then?

Wife No; I'm coming with you i

A small boy was taking part in a loca concert. Ele was only eight years of age, and recited so well that he was encured.

When he arrived home his mo ther asked him how he had got on

"Why, I thought I'd done all right," replied the boy but they made me do it all over again?"-

While man

19

was digging L hole in the road, two strangers came along and watched him.

"What are you digging for, my good man? usked oar

Money!" he replied. "

The crowd increased.

Dorothy: "Why does 'your dach- shund sit up on his hind legs all the time?"

"Alice: The intelligent animat realizes that when he is on all fours he takes up too much room in the fai,

Englishman, to American (who is boating about his country's humour): There is only one American who has ever made a good joke and driven it home.

Tank: Who was that i Englishmat Henry Ford!

Edward, aged six, rushed tome from school with the news of the day. Among other items of interest he announced that he had learned to spell "can't."

"Have you smiled his mother, "Let me hear ron spell it, dear,"

"Can and possibly t." spelled Edward proudly.

"Mama," said her little six-year- old daughter, please button" my drem."

"You will have to do it yourself, dear." was the reply. "Mother's too'

"And when do you expect to find busy."

Friday'

it "

A tramp asked the proprietor of"

a circus for a job. He was inform-

"Oh, dear!" exclaimed the little girl "I don't know what I'd do without myself"

A boy walked into a London' mer-

d that he could become a lion-chant's offer in search of a situa- tamer.

He was assured that it was rusy, and that the whole secret was in forcing the lions to believe he wasn't afraid of them.

"No."

said the tramp: couldn't be so deceitful."

tion. After being put through a series of questions by the merchant, ihn was asked. "Well, my lad, what

is your motto?"

Same as yours, sir," he replied; "Iame as you have on the door,

'Push

He was engaged.

A priest arranged with a taxi- driver to call for him at a friend's house after R dinner party, and drive him home.

The driver was fond of a drop, and had and a quantity of drink when he called for the priest."

The baby car had stopped right in the middle of the road, and the driver was quite unable to get it going again. He was a pietare, of misery as he bent over the bonnet. furiously but vainly winding up.

Then the driver of a lorry near "Hey. hy added to his sorrow. Will, to tell you the truth, yerniate he yelled, derisively. "Why riverence," replied Jim. "I'm a bit don't get one of them eight-day that way meself."...

"Drunk again, Jim said the

priest, as he mounted the car.

ones ?"

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Paramount's Sound Pictures R

TO-DAY ONLY

Daily at 2.15, 5.10, 7.15 and 9.20 P.M.

ALL TALKING-SINGING-DANCING

Sweene

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PARAMOUNT SOUND NEWS

HONG KONG DAILY PRESS, WEDNESDAY, JULY 2, 1930.

NEWSPAPER ADVERTISING.-II.

WRITTEN FOR "THE HONG KONG DAILY PRESS."

[BY A LOCAL ADVERTISING SPECIALIST:]

How Buyers React to Advertisements,

All persons who buy anything which they see advertised pass through six stages of mental con. dition, according to a great autho- rity on this subject. These stages. may be classed as follows:-

1.-Attention,

2-Temporary curiosity.

-Settled interest. 3.-Desire for possession. 3.Decision to possess. 6.Action.

One

30

It is true that sometimes these stages succeed

another rapidly that the reader decides to purchase almost as soon as he sees the advertisement. In such an in- atance, however, interest in the article or desire for possession has usually been established, previous- ly, by another advertisement, through recommendation, or trom some other enuse, As the advertiser can never be sure of his readers having interest in his goods, he must always set out to create it, so that normally every advertisement must be designed to produce in the reader's mind the six successive states mentioned above, each form- ing a step on the road towards-

salen.

It will be observed that it is quite possible for an advertisement to lead a reader to take the first four steps, and even the fifth, and yet be not really a good or successful ad- vertisement. The one thing that matters most in the sixth step in the process, for action is the thing that means profit to the advertiser. Thousands of clever and attractive advertisements have attracted atten. tion, aroused temporury curiosity. secured interest, created a desire for possession and even led to de cision to possess some time, but the money spent on those advertise- ments was a total loss, so far as direct results were concerned, be cause action was not secured. This stage in the mental processes of readers is the most important one to be aimed at by advertisers, but all of the preceding five steps are essential to sccuring the sixth.

Six Questions. Either before or after the draw- ing up of an advertisement, it would be well to test it by the following six questions:-

1.-Will it attract attention 7 -Will it arouse curiosity 3-Will it create settled in-

terest?

4.-Will it cause desire for

THE SILVER SCREEN.

"HELL'S HEROES "AT THE QUEEN'S.

· Charles Bickford and Raymond Hatton take two of the principal parts in Holl's Heroes," the at- traction at the Queen's. The minïn picture, which is preceded by amus- ing musical and comedy features, deals with the exploits of four- bandits who raid the New Jerusalem Bank. The cashier and one of the robbers are killed.

The gangsters escape, into the desert, where they stumble upon a covered wagon in which aro young woman and a newly-born babe. The woman, who is about to die, extracts a promise from the gang to restore the infant to his father, the cashier who has been killed. The three bandits start on

forty-mile. hiks back to the fruntier town, 'two of them choosing death in the desert to give Bob Sangster (Charles Bickford)

chance to take the child through. Sangater staggers into a church in 'the town with the child, but he dies immediately from the effects of Foison in the water which streng thened him in the last stage of the journey. The story is an interesting one, and shows that there is honour even among bandits when it comes to fulfilling a promise to a dead mother.

Camera and Microphons Chase Actor.

of

The microphone, bugaboo screen actors, chased a man dawn a castle ball during the filming of "The Thirteenth Chair," at the Metro-Goldwyn-Mayer studios. This ia Tod Browning's new all-talking- picture which will be shown at the Queen's Theatro on Thursday. In one of the strange scenes in the all talking version of the drama à man runs down.

a great hall; screaming while the camera and microphone, swinging on special mechanism, follow him at top speed to film and record his action,

Margaret Wycherly will play the same role in the picture that she created on the New York stage, and Helene Millard. John Davidson, there is nothing to arouse one's Cyril Chadwick, Holmes Herbert,

Mary Forbes and others of note are - curiosity..

in the cast,

Creating Interest.

Often it is the first sentence or paragraph of reading matter which creates a settled interest, after curiosity has been aroused. You can doubtless recall certain para graphs of some advertisements, perhaps containing rather meaty matter such as technical details or 5.Will it lead to decision to statistics or demonstrations, which riveted your attention and caused possession? 6.-Will it result in action-you to become definitely and per- manently interested in the thing purchase?

advertised. But you are interested

possession?

but

Broadway Musical Comedy at the Central.

The Marx Bros.. whose first talking, singing, and dancing may- ing picture," The Cocoanuts," will be shown at the Central Theatre to-morrow for a week's run, and was the hit of the Broadway season, were playing in their latest current stage attraction. Animal Crack ers when work on their screen production The Coconut "was begun. These comedians

went

Animal Crackers" turned to rave about them in their motion picture "The Coconuts.".

It may seera that the stressing of in many things which you have seen directly from a Broadway stage hit these six obvious points repeatedly advertised which might be useful to a Broadway motion-picture hit. in this article is unnecessary. the fact that a few advertisements to you, but because of some lack.The critics who raved about their appearing in the Press will stand in the advertisement you have no this simple yet effective teat would real desire to possess those things. seem to indicate that if this brief article accomplishes no more than to focus attention upon these six essential points, by means of the continued repetition of them, it would not have been written in

vain.

It may be prolitable to other readers besides those who have re- sponsibility for the preparation of advertisements, to consider each of these points, for the teacher" be fore a class, the preacher before an audience, the politician in the midst of a campaign, or the sales man facing a customer, must hear in mind these same six points in order to get desired results in each case. It is hoped, therefore, that not only shopkeepers and advertis ing managers will read this series of elementary: articles, but that all readers of the paper may find help

in them.

Usually each of the meatal stages is produced by a particular section of an advertisement."

Attracting Attention,

Causing Desire... Frequently a second pithy para- graph or some convincing argu- ment or attractive, suggestion is effective in causing one really de- sire to possess the thing in which interest has been aroused. Unless this sort of desire is created, there is no possibility of leading one to decide to make a purchase. If one of these six points could be con- sidered more important than an other, which is hardly possible when all are essential, perhaps this fourth point might be singled out as pre-eminently important, inas much as there can be no decision or action whatever without desire for possession.

Two leaders in the musical comedy field, Oscar Shaw and Mary Eaton, carry the romantic leads in The Coccanuts." This pair of artists were seen together in the Broadway musical comedy hit of The Five O'Clock last season Girl," and, for several seasons, were the high spots of Ziegfeld's Follies. Shaw carried the lead two seasons ago in Oh Kay," and Miss Eaton was the lovely prima donna of "Lucky."

"The Cocoanuts" brings to the screen all the charm, and display,

the swift action and convulsing humour of the riotous stage pre- sentation, The Cocoanuts," with which the Mars Bros. kept New Leading to Decision,

York laughing, for more than a year. Various items in advertisements The presentation carries out the are intended to lead to immediate methods of musical comedy for the decision, such as the reduced price, first time on the screen. If the the case with which the article may lovers have a song in mind when be obtained, or some point about they are in conversation, they don't the article which makes it of hesitate to sing it. If the chorus especial immediate value to the feels like interrupting the action reader. Causing people to come to with one of their dances, they skip definite decision is one of the most right out. Here is another picture

SENATE AND NAVAL

PACT.

The head-lint or the iliastration or the slogan, combined with the difficult tasks of the advertising not be missed. general appearance of the adver-man, because most people are in tisement," must naually, attract the a state of ebronic indecision about attention. By closing your eyes almost everything. Millions of and visualizing some of the most people have given favourable con- US. attractive advertisements you have sideration to certain advertised seen, those which you cannot forget, articles but the manufacturers have you will recall the startling head gone bankrupt simply because those line of one, the artistic picture in people were not led to decide that another, the striking and unfor: they required those particular pro gettable slogan in another, and ducts, while other manufacturers perhaps the general attractiveness have become fabulously wealthy

NEXT CHANGE, THURSDAY, JULY 3rd of the entire layout of another because their wares have been so

BROADWAY'S BIGGEST, STARS

THE MARX BROS.

IN

"THE COCOANUTS

WITH

OSCAR SHAW & MARY EATON

BOOKING AT ANDERSON'S AND THE THEATRE, (TELEPHONE 25720)..

#

In any case, you know that your advertised as to lead the multitude attention was attracted by those to decide that they simply could advertisements for you have not not live or be happy without those forgotten them as you have many articles. others which did not really attract your attention.

Arousing Curiosity.

Ellecting Purchase.

MINORITY REPORT

SUBMITTED.

(UNITED PLESA.)

Washington, June 24-A minority report on the London Naval Limita tion Treaty, contending that it is impossible for the Senate to dispose of the treaty without having had access to related documents, was As Kas already been stated, it is submitted to-day by Senate Henrik Badly true that many otherwise ex Shipstead of Minnesota, one of the It is frequently the sub-heading, cellent advertisements have utterly four dissenters to the favourable or the price of the article when failed in the one thing that adver opinion of 16 members of the this is mentioned, or some outstand tisements are intended to accom Foreign Relations, Committee.. ing part of the reading watter plish-getting profit from sales. Benator Bhipstead's reference which arouses our curiosity. The Many people have desired articles was to the now-famous incident element of mystery in an advertise and decided to purchase them, but wherein Col. Henry L. Stimson, in ment is most valuable. If, readers they went no further, because the his joint capacity of head of the are perplexed somewhat by some advertisements were lacking in American delegation to London and thing which is not apparent upón clinching power or in something Secretary of State, announced that casual glance, they become curious else.. It is sometimes the clear on orders from President Hoover and are determined to solve the direction as to just how to order he was withholding certain secret riddla or get at the real meaning an article, or just where to get it, documents in connection with the of the phrase or iden Some ad or the idea suggested by some such negotiation of the treaty. vertisers make the fatal mistake of phrase as "Do it to-day" or As a result of this action, the never drawing upon the imagina Don't delay," or something else committee sent to the State Depart tion of their readers or encouraging of an urgent nature which causes mente resolution condemning them to make any mental effort people to take immediate action in Colonel Blimson's attitude, but if Everything is so simply stated that stead of procrastinating.

took no further action.

AT THE

HELLS HEROES"

POIZON

QUEEN'S

Death Valley held on the rim of its burning Holl three bad men Soe how a naw-born baby made them fad their avaly only to lose their live. It's the most beautifully drama- tie and wonderfully human atory Peter B. Kyno over wrote. With Charles Bick- ford, Raymon Bat- ton, Fred Koblet.

Directed by Wr.WYLEE

Presented by CARE LAEMMLE,

FINAL SHOWINGS TO-DAY At 2.30, 6.10, 7.18.9.20

A TALE OF LOVE IN SPAIN T

MAE MURRAY

VALENCIA

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To the Publishers

"HONG KONG WEEKLY® PRESS"

11. Iz HOUSE STREET, HONG KONG

Please send me the

Hoxo KONG WEEKLY: Par98;

1930

addressed as follows:-

from

SUBSCRIPTION PAID IN ADVANCE. $13.00 per annum for delivery in

Hong Kong p

$15.00 per annum to any part of the world (including postage).

A Merry Story of Life Guards and Mermaids.

BEAUTIFUL COLOUR

SCENES I

AT THE FINAL SHOWING TO-DAY STAR

· At 5.30 Only.

At 9.15-

The SALISBURY Co. presents "JOURNEY'S END

1

TO-DAY ONLY At 2.30, 5.80 & 7.29 p.m.

Chinese Picture with English Subtitles

"REMINISCENCES

OF PEKING"

A story of mo

Peking,

revealing the snares. and temptations and the de-" votion of a wife.

Special Music at 5.30 p.m. At 9.20 p.m.

THE

LILLIPUTIAN

REVUE

Two hours of popular songs and clever dancing in aid of VINCINTE DE ST.

PAUL SOCIETY

AT THE

MAJESTIC

Nathan Road, Kowloon