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TtaoaUy, October 19, IBM THE POCKETBOOK of KNOWLEDGE Wm^JSrn wwbipwl «• w©«s w* nStFiy TO nm •Mjg e< wK „ mi ... ta Aitt *rmmur mm mm **•* m rm otmKr ) TO MASTM Of rm A*r ABOUT OH anus SWig*. By CHARLES B. ROTH WHAT IS ADVERTISING GENIUS? IN THE early days of advertising there were men who posed in the role of genius. They shrouded advertising with mystery. To portray their part they let their hair grow, wore flowing bow -ties, affected a far-away look and muttered mysterious formulae. ^ Some persons still believe that the ability to advertise a business successfully is like the ability to write poetry--an inborn gift. It isn't at all. The closer advertising comes to answering some of the needs in the lives of common, ordinary people the more nearly it comes to success. The only genius needed in advertising is the everyday genius of telling the truth in a simple and an understandable way. A few months ago some of the leaders in the advertising p r o f e s s i o n w e r e boasting about the results of their work. One of the advertising publications published what they said about themselves. Charles Roth Writers of some of the largest corporations in the country took part in the discussion. But a little druggist in Florida, spending just a few dollars in his local newspaper, was able to top all the results of these high-salaried advertising men. All he did was to know the desires of his customers, and sit down and tell them what he had in a simple, an understandable, a convincing, conversational way. Here is his advertisement: SATURDAY SPECIAL this coupon and 5 cents Will buy a Bigger and Batter "Double Dip" ICE CREAM SODA Clip this Coupon and bring it with <- five cents to the PARK VIEW DRUG STORE This is a perfect advertisement. It offers a wanted service. It offers value. It inspires confidence. It is something people in hid neighborhood wanted to read. It didn't take a genius to write ift, but the whole genius of advertising is behind it. , Every day advertisers are publishing similar announcements in the newspapers. These announcements are as much in what is called the public interest as the results of scientific research or study--because they bring the public something it wants to make life better or more interesting or, in the case of Park View Drug, a little more 'enjoyable. 9 Chartes S. S8&. qt*SNAPSHOT GUILD HALLOWE'EN PICTURES, • * A box-camera could get thte, with high speed film,on# *i*,b - Inside pumpkin, snapahot exposure. Try some like It this Hallows enl JTtALLOWE'EN, with Its parties, Interior of the pumpkin, nor shine ** decorations, and grotesque maa- . iterates, offers fine opportunity for < weird, unusual pictures. And these -are easy--It's mostly Just a matter at placing your photo bulbs, to ©b- . tain a novel lighting effect. Ordinarily, photo bulbs are placed at the subject's eye level, or above. But for weird effects, you place them low--so that the light shines apward into the subject's face. It's a simple trick, but It produces surprising results. Try this idea to a Jack-o'-lantern •hot, such as the one above. Use last one small No. 1 flood bulb inside the pumpkin, at a distance of two feet from the subject's face. For 4 box camera! load with high speed Mm, of course, and open to the largest lens aperture. For finer cameras and high speed film, set the shutter t$r 1/25 second and lens aperture St f/11. Incidentally, see that the -d oAe s not -to Au:c fchw XthAe,, :.w Ae--t. directly into the camera lens (via Jack's nose or eyes). Use the same idea for a picture' of the "witch's cauldron" at the Hallowe'en party. Simply place the light down in the kettle--allowing it to Bhine up In the "witch's" face. Also, get a shot of a group listening to a ghost story. For this one, place photb lights at floor level, or conceal them back in the fireplace, to imitate firelight. You'll need two bulbs for this shot, and exposure data will be found in any snapshots-at-nlght leaflet, which you can get without charge from year . photographic dealer. It's fan to play with these effects, but don't overlook other Hallowe'en activities. Get shots of -Jthe games .. . ducking for apples .. i costumes and masks i . . serving ot refreshments. Make the party record complete, and then you can enjoy it over and over again. . . - " •--Johttn: van OolMer Forecasts New 'Exploding' Star ' Parsons of this generation may live to see a star near the earth "explode" and become brighter than Venus, or even far brighter than the moon. Making thia suggestion, Milton A. Humason, astronomer of the Carnegie institution's Mount Wilson obaervatory, pointed out that the only exploding star, or super nova of historical times which might have been within the galaxy, was observed in 1672. . "We can expect only one super nova in the galactic system in several centuries," he said, "and it is obvious the place for astronomers to look for them is in a near-by cluster of nebulae (star systems), such as the Virgo cluster, where mm-e than 500 nebulae can be photographed on a single plate." It was in the spiral nebula NGC 4273 of this cluster that Dr. Edwin fr"v-v?r", noted authority on distant Star systems, discovered a super nova last January. Gases shot out from this star at explosive speeds up to nearly 4,000 miles a second. The super nova became one-sixth as bright as the entire star system in which it was located. An ordinary exploding star, nova herculis, which could be seen in its normal state only with strong telescopes, suddenly became one of the bright stars of the sky in December, 1934, attracting world notice. yBut it would have been dim compared to a super nova observed in the Andromeda nebula in 1885. At maximum, Humason said, its intrinsic brightness was placed at 100,- 000.000 times that of the sun. , "If such a super nova should flare tip in our own stellar system at the distance of Sirius, which is nine light yearSj it would appear to us 100 times brighter than the full moon," he said. "At a distance of 300 light years it still would appear 100 times brighter than Wnus. "Possibly this generation may be1 fortunate enough to witness the appearance in the galaxy of a super nova similar to those which occasionally appear in other star systems." British Guiana Mines Yield Gold, Diamonds British Guiana has a total area larger than England, Scotland and Wales together. Yet the population is little more than 300,000, or about two people to a square mile, except in the cities. Georgetown, the capital, accounts for one-fifth of the entire colony's inhabitants. Sugar, raised in a narrow coastal strip diked against the sea by Seventeenth century Dutch settlers, is the chief product of British Guiana. But the inland reach, penetrating 500 miles into the South American continent, has mineral and forest wealth practically untapped because of the difficulty of transportation. More than 2,000,000 ounces of gold and 2,000,000 c3fats of diamonds have been brought out of British Guiana's jungle hinterland. Exports of bauxite ore for aluminum now rival the value of sugar exports. But almost nothing has been done with reported deposits of manganese ore, oil and mica, because the rivers--the only lines of communication into the mountains of the interior--are interrupted by a sudden wall-like edge of the interior plateau, over which plunge some of ffae highest and most spectacular Waterfalls in the world. There are only 79 miles of railroads in a region larger than Kansas. The Whole colony's complex river system offers a mere 450 miles of navigable waterway. > ' Life of Virginia Dare Virginia Dare was the daughter of Ananias and Eleanor Dare, and waa the granddaughter of John White, governor of the Roanoke island settlement. She was born on that island on August 18, 1587, and was . hamed after the colony of Virginia which Sir Walter Raleigh had attempted to establish. She is famous as the first English child born in America. Ten days after her birth, the colonists sent their leader back to England for supplies. From that time nothing further was heard of the 89 colonists left' on the island. Governor White did not return until four years later, when no trace of them could be found. An inscription on a tree indicated they had probably left for another island near by. It is thought they were all slaughtered by Indians, but there was a legend that some were spared and when the Virginia colony was finally established 20 years later, certain Indians with apparently English features were discovered, possibly.descendants of some of (he colonists. ' ' * ' ^ • •, - Story of Cadis I Cadiz, Spain, has an unbroken record for usefulness, sometimes Tame. Since the Phoenicians founded it about 1100 B. C. This Methuselah Of European cities is the senior of Rome. almost twice as old as London, three or four times the age of Madrid and 20 times as old as the United States. When American colonies were struggling for independence, Cadiz was the richest city of western Europe. Its wealth mounted as lumbering galleons lifted their sails above the western horizon and hove into the Bay of Cadiz, for here were unloaded Spain's precious cargoes of gold and stt*ar from Mexico and Peru. The Lily Lake Ladies' League held a bunco party at Bernie's Casino on Tuesday afternoon. Prizes were won by Mrs. Vachet and Mrs. Gilraan. George Toons spent Saturday at Lily Lake. Pete Simon of Chicago spent Wednesday at the heme of Mrs. Mae Budil. A surprise houeewarming party was held for Mr. and Mrs. Einspar last Thursday afternoon. Sandwiches, coffee and cake were served to the guests present, being Mrs. C. McDermott, Mrs. C. Vachet, Mrs. L. Bransford, Mrs. L. Swanson, Mrs. L. Gilman, Mrs. A. Seyfferth and Mrs. T. Klabough, all of Lily Lake. Mr. and Mrs. Einspar have moved to a new home in Lilymoor. Friends and neighbors wish them lots of luck and happiness. sajt nuxcisoo awd ITS ATTRACTIONS (Continued from Page Six) tain. No admission charge but one was supposed to drop a coin in a box on the way out A visit was made to the famous Cliff House and seal rocks, where numerous seals are to be plainly seen a short way from the ocean shore. A side trip, which provided many thrills, was taken by 'some ot the party--that to the Muir Wbods, where the giant redwoods rise hundreds of feet high, in a forest so dense that the sun findB it hard to peek through. This trip was over the Golden Gate bridge to the north of the city, reaching high altitudes In the mountainous territory. Just as a sample of the sise of the trees, we found one measuring 52 feet in circumference, with standing room for twenty-seven people inside. If Mrs. Nora McCalla of Chicago vis-'you go to Frisco, don't miss Muir itcd the home of her daughter, Mr. Woods. and Mrs. Thomas Klabough last week. Mr. and Mrs. James Klabough spent the weekend at the home of his brother, Mr. and Mrs. Frank Klabough, of Downers Grove. Mr. and Mrs. Fred Dosch Were callers at Woodstock Saturday. Mrs. Strnad spent last week in Chicago at the home of her daughter* Mr. and Mrs. Lester Venable. George Hartwig of Chicago spent the weekend at Lily Lake. Trsasaiw Island "Tall palm trees line the shore. Sculptured elephants above the halfmile- long rose-colored wall. A gilded bird above the blue, sky-touching tower is a monumental Phoenix and a Spanish galleon beside the Chinese junks is in a little cove. "More than 4,000 trees cast dancing shadows on the huge exhibit buildings, and a million blooming flowers make > living Persian carpet in between through the palms. Mexico and all the countries to the tip of South America are there. And New Zealand. ure Island and the fair. Souds ratter fantastic, but after a visit to th# jr--I exposition one reaches the coBctustaa<' Australia, France, Italy, Denmark,: that it is a Job well done and we Sweden, Norway, Holland; these and many another, brought to Treasure Island for a year. Around them and between them, spread across the Island from the yellow lighted Clipper base up to the Gayway walls, are the buildings of the States--the 48--tall-columned Federal Building topping all the rest Walk through the Courts of the Sun, and the Moon, and the Seven Seas, through half of the United States, and through a score of foreign lands. Hear the Chimes of the Carillon, and listen to the music of two dozen different bands. See the lofty statue of Pacifica: the Queen. Yes, that's a word picture of Treasnot blame the people who organised and promoted such an undertaking to <* >j take a lot of pride in talking alMwfc.^H,4rk' their accomplishment. ,*1? One thing very noticeable in <NUT trip to the fair was the lack of rackets ; and high prices. Everyhing sold within the grounds seemed tq be reaaoa-r ^^8 able and no higher la price thaa throughout the city. Eight-year-old Edward Pearlraaixv of Philadelphia wandered away from home so often that his mother took. ui. him to a clinic for an examination. While she explained. his case to the doctor, Edwaird strayed off for sev- f eral hourt?. 4 ! Eyca ftxamined ir. Faul S. Sehwabe Phone: McHenry 123-J Woodstock <74 A. k Nye BUr Wot MfHenry OPTOMETRIST THURSDAY MORNINGS BY APPOINTMENT ONLY A surprise birthday party was held Through all the sculptured courts, at Bernie's Casino in honor of Adolph;an^ round about the long lagoon be- Zeient. Singing and dancing were|fore the foreign bulfdings and the enjoyed by the guests. About twenty buildings of the States, a fairy-land of guests were present: Mrs. Lavin, Ruth and Evelyn Lavin, Mr. and Mrs. H. Miller, Mr. and Mrs. Odachowski, Joseph Simusak, Marie Dee Dilla, and Harry Strnad, all of Chicago, Mr. and Mrs. William Nystrom, Mr. and .Mrs. Fred Dosch and Josephine Dosch, all of Lily Lake. Mrs. William Nystrom of Chicago plants and shrubs covers all the ground--soft-lighted, like the murals on the walls, and the fountains and the trees. That's Treasure Island, where the Golden Gate International Exposition was built, including the ground on which it stands." These are not my words--They are spen.t .th. e wee.ke nd• at. t.h» e »h ome of- iI a ^d e s c r i p t i o n „w r i t.t.e. n b'y _ t h e p u b l i c i t'y - -- • ~ ^ I men of the exposition. But we were there long enough to realise the truth of them. To quote a little further, they tell Mr. and Mrs. Wllbert Swansoe. Mr. and Mrs. M. Berglund, Garry j Williams, Mr. and Mrs. J. Petrik, Mr.I and Mrs. D. Smith, Miss Mary Stanistan, Ed jBraatz, Miss Rose Smith and Marie Bouquet, all of Chicago, visited the home of Mr. and Mrs. Harry L. Miller Sunday. At the time of this writing Mrs. George Wegener is still very ill at the Woodstock hospital. Friends and neighbors and the Lily Lake Ladies' League members hope to see her well soon. Mr. and M!rs. 'Lawrence Sansone and sons, Laurence, Raymond and Gerald, of Chicago spent the weekend at their cottage here. freed Robber Stamps ? Otfiler at Hie Plaindealer. us that we can ride in a rolling ricksha through a Chinese town as real as any in Anhwei, hear the haunting temple bells of Bali, and walk between its thatch-roofed homes. Shop a bannered street in Surabaya, and the river front in French Saigon. Learn to eat with chopsticks, sitting with legs crossed on a softly matted floor-- served by a dainty Japanese, clad in a kimona. Smell Hawaii with its leis, and see the fascinating, fragrant Philippines; the far-Pacific islands of the caraboa. and see orchids growing wild on trees Visit Baguio, and watch the bright - sailed boats of Zamboanga sailing PLACE RESTAURANT 377 'Jl FBEUND, Props. Grata Si. • ' A S 4i a d $7 -- Chicken Chop Suey . Friday -- Tresh Boneless Pilar •a Ibktada. 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