Judge — January 12, 1924 — page 31: what you’re looking at

Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

THOSE ADVERTISING CONFERENCES by W. Livingston Larned TT Apvertisinc Man—If we are to sell this new underwear to the public in a big way, we must invent a clever name for it—a trade name. The Client —Lissen, I got a name. Call it. the “Eureka.” That’sa swell name —sounds as if it was a lot. The Ad- vertising Man— Common- place. What doe it mean? It has no trade significance What made you think of “Eureka The Client —A_ friend of mine on Lexington avenue— he’s got a restaurant by that name — and he’s doing a big business. The Advertising Man—But, my dear sir, the modern idea in trade-mark names is to have a descriptive thought. The Cl Well, suppose we call it “The National. That's descriptive, ain't it. We manufacture these garments in America. The Advertising Man—That name has been used thousands of times for all kinds of products. The Client—An’ ain't that a good idea. We get the benefit of them other fellers’ advertising. The Advertising Man—Not a good name. Look at B. V. D. The Client—That’s a biscuit, ain’t it? The Advertising Man—You are think- ing of N. B.C. No—the name you select should, if possible, be descriptive. — all difficult to please. the very minute I set Humorist. A TRUSS BE COMFORTABLE ance, the r trade-mark bearing portrait and signature of C. E. ‘Brooks which appears on every Appliance. | None other. genuine, Full information booklet sent free in plain, envelope, BROOKS APPLIANCE co., 371 State St., Marshall, Mich. Mrs. Brown (to new maid)—Well, hope we shall get along very nicely; I’m not at Nora—No, mum. That’s just what I thought The Client—Whadya say “Bluebird,” or something? The Advertising Man—I wouldn't call those de- criptive trade names foranunder- wear. The Client -Y ou meanta say “Tw entieth Century’ don’t scribe noth- ing! Lissen supposen we call this line aftermy partner, Max = Lind- dinchowder. He's well known in th’ trade. The Ad- vertising Man — Nothing doing. T'll give the matter some thought and call to- morrow with sug- gestions. The name of the product is very important. we call it “Twentieth Century” or Nora, I eyes on the master.— he Client—No—lissen—we make that | decision right now. I been thinkin’—I like “Eureka.” But we gotta have some sort of picture with the name. ‘‘Eureka” is a historic general said it, didn’t he? Lissen—be- tween the letters or maybe dressed in the underwear we'll have George Washington. $85 SELF-CONSCIOUS?| Embarrassed in company, lacking in self- W. VERITAS, 1400 Broadway, New York City | “T suppose you wish that every year had 365 days of rest!” “Are you mad? Then I would have to work a day every fourth year!” 29 ame, ain't it—some famous | SMOKERS- 'ATOOTH PASTE SPECIALLY MADE FOR YOU o« Certainly you have drawn smoke thru a handkerchief and noticed the yellowish-brown coloring left on the mesh, h mel ive, for smoking teeth but the micoting and acid mouth. ‘This special tooth past 1, Prevents discoloration 2. Removes nicotine stains 3. Counteracts acid mouth 4. Sweetens the breath 5. Keeps the teeth white and CLEAN It is the result of several years experimenting with tooth paste formulas one of the fore- most chemists of the United s, with the of perfecting a formula for the use of smoker rs and tobacco users. smoking ABSOLUTELY HARMLESS fore the pu fident belief that it will any tooth paste will do, aid in correcting conditions peculiar to smo without the slightest irritation to the most delicate membranes of the mouth. tooth paste at no You can get th th (Oc a tube—by mail- higher pri ing the coupon below GUARANTEE: We each Be ackage of SMOKER'S ‘OOTH PASTE to be absolutely pure and to accomplish all we claim for it. We will cladly refund the purchase price to any one finding this preparation unsatisfactory. The George W. Luft Company New York Paris London Creators and manufacturers of quality toilet preparations Mail this coupon NOW Not yet on sale in stores, Dealers and distributors wanted. Send one dollar for two tubes The George W. Luft Company 489 Fifth Avenue, New York City Enclosed 1s 50¢, Please send me a tube of Smoker's Tooth Paste. Name eet.