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TMTH tlHNit ADVERTISIRfi By CHARLES B. ROTH ' jkj OW and then--but very rarely-- someone attempts to take adwantage of the selling power of ad- 1 frertising by misrepresenting and Cheating the public. Such attempts are never permatiently successful, because in the long run the American public is quick to detect falsehood fend poor quality and then it is quick tr> ftvoid the seller of feoth. Several years ago flelen Woodward, fprobably America's Inost brilliant adver •ising woman, rr "fired from adVerti: fng, charging that i f h e t r o u b l e w i t h business was it believed in truth-- fcut always spelled the word with a small "t" in place of a bold capital , letter. \ When Mrs. Woodward made that Charge it may have been true. But it isn't true now. And the reason «hy advertising today uses the capital "T" is that that which is printed >,*tannot be hidden. • Crimes and dishonesty, as someone has said, keep in the darksss, while advertising, out in the jht where all may see, invites comparison. It stands or falls on the quality of the goods o* service of- SPELLED WITH A CAPITAL T fered, and on the truth of its words. An advertiser--national manufacturer or local merchant--is in this position: He must not misrepresent because he has a permanent and a large investment in his business, in his customers and in his community. If he does succeed by lying in gaining a few customers, they never come back and 'trade with him again. In the long run his misrepresentation will be the cause of his bankruptcy. No business ever wants that. You as a customer profit by this requirement of advertising to tell the truth. You profit, not alone by getting better goods at lower prices: you also profit by the fact that you do not need to shop around before you buy. You can be so sure of the quality of advertised goods, so certain it will be right, that you can buy these goods by brand, with your eyes closed--and know that whatever you read about them in the advertising you will find true about them. In this way advertising not only serves the man who advertises, but serves yon who bay equally well. It acts as your expert merchandising advisor. What it says you can helieve. Because advertising today uses the capital "T." - « fl CkarlM B. Roth- Charles Roth When Commissioner H. B. Blakely Los Angeles asked prospective Juryman Perry Wilden if he had ever been arrested Wilden's 'reply was: "Yes, for speeding on a bicycle in 1906." Lewis Cottern of North Royalton, Ohio, aftjer varnishing the kitchen floor asked his wife what she thought of it, "Very nice," she replied, "except you've used maple syrup instead of varnish." ^SNAPSHOT GUILD USE THE SHADOWS TOO M tall the story her*. Learn to observe shadows and create shadow effects. They lead to more Interesting pictures. SHADOWS are important in a picture-- in fact, Just as Important at times as the brightly lighted areas. Observe shadows--use them Judiciously--and your pictures will be more effective. Every artist knows that a strong shadow can be used to make a subject stand away from a background. The shadow gives an effect of 'depth or "third dimension," even though the picture is actually on a tat sheet of canvas or paper. Shadows, when used properly, Sdeo give an effect of roundness or "Modeling" to a subject. By placing a light at the proper angle, often a Tather flat subject can be made to rseem well-rounded. If the subjects In some of your pictures seem flat and lacking in "third dimension," .maybe you Just haven't been plac- Big your photo lights in the best positions. There's a special use, too, for "^Shadows cast on a background. Sometimes they can be made to ' hiring out the idea or "story" of a ) picture. For example, in the statu- : ®tte shot above, the shadow shows (he action clearly--more clearly an the subjects themselves. To obtain a sharp, clean - cat shadow on a background, use a: photo bulb without a reflector. Two' photo bulbs side by side, without reflectors, will give a double shadow. Many novel effects can be worked out. However, you must remember that a reflector multiplies the light from a photo bulb. Therefore, when you omit the reflector, exposare must be Increased. Short "time" exposures will usually be needed with inexpensive cameras. Try one to two seconds, with a box camera and high speed film, when a small No. 1 photo bnlb is used 8ve or six feet from the subject. Of coarse, have the camera on a firm Support. The closer the photo bulb is to the camera, the "flatter" the light? lng. As the bulb is moved around toward the side of the subject, the lighting becomes more contrasts and shadows are broader. When using "side lighting," make sore that direct light doesn't shine into the camera lens. Experiment with shadows. It's interesting-- and it will lead yon to better pictures. _ ran Guilder MK&KNIPFRL, FORMER ' VOU> RESIDENT, DIES Mrs. "Charlotte Knipfel, 89, formerly of Volo, died last Wednesday, March 6, at the home of her daughter, Mrs. Lottie Bremock, at7 IB S. Kedzie ave., Chicago. She had made her home here of late. She was born in Germany, coming to this country when seventeen years of age. She lived in Wisconsin a long time before moving to Volo. Besides Mrs. Bremock, other survivors are: one son, William, of Elgin; and three daughters, Mrs. Minnie Devine of Los Angeles, Calif., Mrs. Sarah Carter of San Diego, Calif., and Mrs. Sabrina Taylor of San Francisco, Calif; fifteen grandchildren, and thirteen great grandchildren. Funeral servires were held from a chapel at 2906 W. Madison street, Chicago. Saturday morning, with interment at Volo. mm. i Tales j. March 14,194# SERVICES HELD FOR GEORGE A. BRISCH George A. Brisch, a former resident of Spring Gijove, passed away In Chicago last Thursday, March 7. He is survived by his beloved wife, Elizabeth V.. nee Schmitz; a daughter, Virginia E.; his mother, Mrs. Clara Brisch; four brothers, Andrew, the Rev. Leonard, O. S. B., John and Thomas; and a sister, Mrs. Marie Zeitler. The late home is at 704 Aldine avenue, Chicago. Last rites were held Monday at 9:30 a. m., from the chapel at 2114 Irving Park road to Our Lady of Mount Carmel church, with burial in St. Boniface. LAST RITES HELD FOR MRS. NELLIE WALSH Mrs. Nellie Walsh, widow of the late John Walsh, was laid to rest in Calvary cemetery, Chicago, Friday morning after funeral services were held from a chapel at 3240 Jackson blvd. The Walsh family is well known in McHenry where they formerly resided on the Woodstock road. She leaves to mourn, one son, Francis, of Madison, Wis., and three daughters, Mrs. Lizzie Kaddatz, Burlington, Wis., Mrs. Martin Meurer, Memphis, Tenn., and Mrs. Carl Meurer, Chicago. CHURCH SERVICES (Central Standard Time) St. Mary's Catholic Church * , .'&&• mm mt Inter** Take* Fro* lb* Fflea of tk" FtoW"'® *«# Tsars A«e , 'TWENTY YEARS AGO ffnreugtf the efforts of a number o# our citizens and rural residents the McHenry-Crystal Lake road has once more opened to traffic after having been closed to travel for some time past on account of the heavy f snow. The Parks house, on the corner of , .. John and Center streets on the West that the following b.lls be paid as ap <5Hj Council Proceedings Council Room, March 4, 1940. The City Council met in regular monthly meeting with Acting Mayor John A. Bolger presiding. Aldermen present: Bolger, Buss, Freund, Reg£ ner and Nye. Absent: Ferwerda, Mayor Overton. Motion by iBuss, seconded by Freund that the minutes of the last regular meeting be approved as read. Motion carried. Motion by Riegner, seconded by Nye, that the treasurer's report be approved as read. Motion carried. Motion by Freund, seconded by Nye, that the collector's report be approved as read. Motion carried. Motion by Regner, seconded by Buss, that the clerk's report be approved as read. Motion carried. Motion by Nye, seconded by Regner, that the action of the Finance Committee be OK'd in paying interest in the amount of $340.00 on Sewerage Revenue Bonds. Motion carried. Motion by Regner, seconded by Nye, 3! DEBUHKER ' By John Harvey Furbay, Ph.D. side, is undergoing quite extensive repairs, including the: installation of new electric lights. Mrs. Nellie Bacon has rented the store room in the Bonslett block on Green street, wherein she expects shortly to open a restaurant. A great deal of dissatisfaction has been expressed by dairymen through this entire territory over the price of $2.90 per hundred for March milk. THIRTY YEARS AGO Fmeen men are now employed at the Hunter-Wteckler boat factory and all are kept busy. Fox river is again free from ice and local sportsmen are anxiously await- j Joseph M. Regner, ing the opening of the spring hunt- j Springfield trip ing season. McHenry Plaindealer, Peter H. Weber and family have re-1 in Plaindealer moved to this village from Chicago I Hester Oils, Gasoline, oil for where the family has sesided during I . car ... the past two years. P. H. is among John F. Brda, Labor on furproved by the finance committee. Jack Smith, Police service .$115.00 Elmer Christensen, Special police service 100.00 W. C. Feltz, Supt. streets and alleys 105.00 Math M. Niesen, Supt. water- - works ...........i.....«............,...»... 50.00 Arthur Meyers, Labor on waterworks 15.50 Carey Electric Shop, Labor, material on waterworks Blake Motor Sales, Labor and parts on car Tonyan Construction Co., Contract at city hall H. E. Buch, Labor and material at city hall Dick Miller, Labor oh streets Expense, Notices 32.00 355.27 78.72 / 5.25 10.00 1.65 20.29 the new employees at Terra Cotta. Floyd Thompson who has faithfully filled the capacity of local repairman for the Chicago Telephone company for the past year, was last week transferred to LaGrange, 111. FORTY YEARS AGO Masses: Sundays: 8:00; 10:8fc Weekdays: 8:00. First Friday: Communion at 6:30, dence of Mr. and Mrs. Lewis Owen on On May 15, 1897. The Journal was founded, and with the issue of March 8, 1900 it passes into the hands of S"he Plaindealer company. A social will be given at the resi and 7:00. Mass at 8:00. Confessions: Saturdays: 3:00 p. m. and 7:00 p. m Thursday before First Friday. •fter Mass on Thursday, 3:00 p: m and 7:00 p.m. Msgr. C. S. Nix, pastor. St. Patrick's Catholic Church Masses: Sundays: 8:00; 10:00. Weekdays: 7:80. First Fridays: 7:30. On First Friday, Commvpion dis tributed at 6:30, 7:00 and before and during the 7:30 Mass. Confessions: Saturdays: 4:00 to 5:00 p.m. and 7:00 to 8:00 p.m. Thursday before First Friday: 4:00 to 5:00 p.m. and 7:00 to 8:00 p.m. " Rev. Wm. A. OTtourke, pastor. St. John's Catholic Church, Johnshwrg Masses: undays: 8:00; 10:00. oly Days: 7:00 and 9:00. v Weekdays: 8:00. First Friday: 8:00. Confessions: ^ Saturdays: 2:80 and Ttflfe. Thursday before First Friday: 2: and 7:30. Rev. A. J. Neidert, pastor. Community Church 8unday School: 10 a.m. Morning Sermon: 11 a. m. Epworth League: 7:30 p.m. Rev. A. W. Blood, pastor. Lutheran Evangelical Church Sunday Service: 2:15 p.m. Rev. Herman P. Meyer, pastor. 8fc. Petei*s Catholic Church, Spring Grove Masses: Sundays: 8:00 and 10:00. Holy Days: 6:30 and 9:00. i Weekdays: 8:00. -r First Friday: 8:00. Confessions: --Saturdays: 2:30 and 7:15. Thursday before First Friday: 2:30 and 7:15. Rev. John L. Daleiden, Pastor. Friday evening, in behalf of the Uni versalist church. George Wegener, who has been in the employ of Owen ft Chapell for sometime past, has returned to his home in Volo. Henry Demear was so unfortunate as to upset his load of household foods when moving from G. Howe's tenant house last Wednesday. FIFTY YEARS AGO Town meeting one week from next Tuesday, April 1. The evening mail from Chicago does not reach this station now until half past seven, and by the time, it gets over from the depot and is distributed it is eight o'clock. Consequently the swearing among those who want to get their mail and go home, is both loud and deep. Our tax collector, Wm. Schreiner, has notwithstanding the close times In the money market, beat the record in collecting the taxes of his town. He was obliged to return only $203 as uncollected, and but $1.57 of that was personal property. Messrs. R. R. Parkin, Curtis Smith, Ham Webster and Jack King took over 200 pounds of pickerel, pike and perch from Pistaqua lake one day last week. SIXTY YEARS AGO Two new dwellings are being put lip on the stneet north of the Parker {louse. A. Wendell is doing the carpenter work. F. A. Hebard had the misfortune while working on the new wagon shop of R. Bishop to run a rusty nail into nis right hand, making an ugly and _ painful wound A woman employe of a Boston textile firm returned a $2.50 pay increase explaining: "I'm not worth any more than my present salary." Our citizens should remember the Idebate at the public school this Wednesday evening. The subject of including the property qualification in the right of Suffrage will be discuss ed. We learn that Colby Bros., of this village have bought the store and stock of goods of C. F. Hall, at Nun da, and will run the same as a branch i to their store in this vijUage. nace -- 1.50 Mayme (Buss, Commissions, clerical service 50.29 R. I. Overton, Labor on car, waterworks Freund Oil Co-, Distillate Paul E. Gerasch, Labor on waterworks Rudy Brothers, Labor cleaning 375 ft. of sewer Alexander Lumber Co., Fuel at city hall Earl R. Walsh. Office expense Wm. H. Althoff. Supplies * Adams Repair Shop, Welding John J. Vycital, Supplies Mort Ritt, Repairing street clock Peter Wirfs, Special police salary Western United Gas & Electric, Burner rental, fuel Milwaukee Lead Works, Coil .. Earl R. Walsh, Freight OA waterworks Illinois Bell Tel. Co Public Service Co., Bracket light service .... Public Service Co., Ornamental light service .... 95.31 Public Service Co., Service at city hall Public Service Co., Service at clay hole Public Service Co., Waterworks power Fred C. Feltz, Supt. sewer plant McHenry Lumber Co., Lime ... Wattles Drug Store, Chemicals for disposal plant Mayme Buss, Commissions on sewer charge Public Service Co., Light service at plant Public Service Co., Power at plant - - Mr. Arno Kolls was present to dis cuss a new WPA project and give the council information as to procedure in securing assistance on improvement projects in the city. Motion by Nye, seconded by Buss, to enter into the county-wide project of W1PA. Motion carried. A committee, consisting of Aldermen Buss, Riegner and Nye, was ap pointed to meet with Engineer Kasser for the purpose of drawing up an entry estimate on thg above mentioned WPA project. Motion by Buss, seconded by Nye. to adjourn. Motion crried. EARL R. WALSH, City Clerk. R. I. OVERTON, Mayor. JOHN A. BOLGER, Acting Mayor. Mrs. Bertha Nixen of Camden, N. J., in her divorce suit charged that her husband punched her in the nose, tossed lighted matches down her back and pressed lighted her bare skin. 10.30 11.91 5.00 56.25 11.26 15.00 .50 1.75 2.71 2.50 26.00 22.66 20.38 .98 9.08 158.18 5.30 2.88 27.27 90.00 5.05 15.40 .... 30.00 2.88 44.52 POSSIBLE TO RAPH RAINBOWS N&S The popular idea that rainbows cannot be photographed is just another example of fallacies that live because nobody tries to test them. Anyone who has ever made a serious attempt to photograph a rainbow can show you plenty of photographs of them. Prof. W. J. Humphrey's book, "Proverbs and Paradox? ," has a remarkable picture of a i nbow. Get out your camera an . try it on the next celestial spectrum, with plain or color film, and see for yourself. . ; ? "Public L«dger--WNU SMy cNgighhor * * Says: Parsley is much easier to cut if washed hi hot instead of cold water. 35 WcHENRY FLORAL CO. • -tu Phone 608-R-l --^ ^ Ay Onelite'liliiSL' on Route 31. Flowers for aO Occam*! - * •V ' -T- " HlfW Phone 43 j, ^ VERROH 1 KROf attoknsy at LAW< iPrios Bldg. •'& yi ifrFlCE JBOURS -fM Toeadays ami Fridays f Days by Appointmtgil McHftry - - m PHONE 1| »;v **;• DR. J. E. SAYLEHF ^ DENTIST^ Offles Houra 9-12 Evenings by Appointment Mala Oust •r:%' ' ! A. P. Freund Co. Bxeayating Contractor Cheese sauce poured over buttered shrimps or tuna fish makes a tasty luncheon,* supper or light dinner dish. * • • A little burnt sugar added to flour I Tracking, Hydraulic and used in making gravy to serve with roast beef or lamb adds to the flavor of gra^ty. • * • When cane-seated chairs begin to sag, turn them upside down and wash cane with a sponge dipped in hot water. • * • Liquid left 6ver from ^ mastanf, pickles is excellent to mix with chopped meat or fish and use in sandwich fillings. / • V • y" Ofder a plentiful supply-of gladiolus bulbs. You will need more than you think when it comes to cutting them next summer. Six stalks make only one bouquet. (Associated Newspapers--WNU ServlMM i QABBY QERTIE |«N* It Toi 8frvice v t --Road Building-- •* Memory, II, Horses Wanted I BUY" Old and Disabled Horses. Pay from $5 to $14. ARTHUR W. WERRBACK Phone 444 335 Hayward Street Woojgtock, III J&V INSURANCE EARL I. WALSI PiwasMting* BeHable Companies When yoa need insurance of any Witt Pfcene 41 #1«M Price Bldg. MoBinf} •"When a man loses in the matrimonial election his campaign gifts are seldom returned *' JUST TAKES THINGS MONEY TO LOAN I have cHents who hpv* to lend on first aiortgage«i on real estate and ethera who want t« borrow msei on real estate. If interested either way. 1 wffl ha gU to talk it aver with yen. Joseph If. Sikes Wankagan National Bank 4 S. Genesee BL, WaaKe|ai TEL. •AJE&IIC 10S Itt. Telephone No. 3^' g v ^ . - f&offel ft Reihanspwrger Insurance agents 'for all classes property in the host companies. ' v HIGHLIGHTS IN THE LIFE OF RICHARD J. LYONS A Native Son of Illinois AS A V0UN6 TELES LY0MS,0F U80n> VtCLE. canowate for republican CANOfOATE FOR GCWERMOJLMET «SWFEi TO-BE, ftUWCHt WTtHH-L OF PRAIRJt V1€W, AN ILUNOI6 VHLA6C. UN \9t6. WH£KI WAS ZI,-THEV WERE KAJWJE0 AHD SOON AFTER HE TOOK HIS RR5T J06 AS A SAUSSMA**, A STEP WHICH, LAUNCHED HIM ON A SUCCESSFUL Business CAREER WECE0M6 HIS CONSTRUCTIVE l£6tSUCVNE RECORD IN TMf ILLINOIS HOUSE OF REPRESENTATIVES ©Hi if Ef-VPLOVED RAPHER, WfHARO J PETER PEEVE (WKU Sanrtc*) (TB8T MeHKNky ftXINOia 1 M 0TON3 ROMANCE WA6 ONE BETWEEN AN SOI AND A 6IW- W06E ANC6STW RUNS DIRECTV* BACK TO CAPTAIN SAMOR/. ONE OF THE LEADERS OF THE ALMUM* WHO CAME TO AMERICA CM TH6 IK 1620. ^ LVONS, WHO HAVE L1VE0 IN U0ERTVJf[ u SINCE 192*, HAVE TWO CWLOKtN UXILLE. WHO W 21 assures her oap OF ONE MORE ADOmONAL VOTE, AND RICHARD, JR., 16,WHO WILL HAVE 10 WWTAW V£ARS TO DO HIS a&t i rvTIMfi Mrs. Elizabeth Clomp, 61, allegedly pilfered a dress and two sweaters valued at $10.45 from a department store in Los Angeles. Searched at the police station, 127,009 was found in her purse. She said she just liked to take tilings and eonldn't seem to help it. Spanish United States Spain once owned the major part, of the land now constituting the United States. Bandits who held up Norman Mifc* tlem&n of Detroit took his car, $500 and his watch, and made him switch shoes so that he couldn't hurry in reporting the theft to police. S. H. Freund & Sot CONTRACTORS , AMD BUILD4B* & Phone 56-W MftHenry Our Experience is at Your Serviee in Building Your Wants Charlie's Repair Shop Northeast corner of State Bridge on Charles Street Sign Painting Track Lettering Fnimitnre Upholstering and Repairing OHARLTO RIETESEL KENT A 0OMPANY ft AD Kinds ,ef ^ J N R U R A N C Placed with the Cbmpani-- 1 DR. L. B. MtJRPHY Office -- • a.m. t» •