Santa Cruz Evening News from Santa Cruz, California • Page 7

PAGE SEVEN. SANTA CRUZ EVENING NEWS, THURSDAY, JUNE ai, 1917. Group of Graduate of the Santa Cruz High School Receiving Diplomas Tonight 1 1 1 'if? 4 i 1 1 1 43 i 1' art PrW ft IT ft. top to bottom Vel ma Amick, Taylor, Myrtle Huffman, Margaret Tait, Marian Studeman, Jack Metz-ler, Heffron. Reading top to bottom Letser Reu-kema, Mamie Cohoe, Marjorie Pierce, Salieta Huffman, Lawrence Thorp, Gertrude Dodge, Hazel Wilson.

Reading top to bottom Dorothy Spencer, Alice Kenville, Fred I'racht Rae Cox, Hazel Strong, Archie Leeman, Pearl Lynden. Reading top to bottom Mabel Richey, Edwina Grogg, Hilda Braun, Harold Manning, Esther Spangenberg, Lee Svvin-ford, Ethel Mulligan. 5- I thousand officers and men come under the call, according to Herbert R. Fay, assistant adjutant general. It was previously understood by the adjutant general's office that the guardsmen would be called into federal service about the middle of July.

The News 3 Months for $1.25. Tlu retail catalogue house system is cautious. However, there is Do law against exaggerating pictures' when one confines himself to an actual description of the article. This is where the mail order 'house system covers itself. The pictures are suggestive to the prospective buyer.

The description of the article contains Latin phrases, trade terms and language that is foreign to many consumers and is not understood by them. As an illustration of picture boob buying through mental suggestion our readers might profit by reading the following poem, which illustrates the folly of buying mailorder house trash: HE QUIT. He owned a retail catalogue house car. To ride in it was heaven. He ran across a piece of glass-Bill, fH.07 He took his friends out for a rid.

'Twas sood to be alive. The carburetor sprang a leak-Bill, MO. 90. He started on a little tour. The finest ort of fun.

He stopped too quick and stripped his J90.51. He spent hi little pile of cash And then In anguish cried, "I'll put a mortgage on the housa And take Just one more ride!" CAIN IS ABLE BUYING BUTTER made in Santa ruz helns to nromote the butter making industry at home. There is none better than made by the SUNSHINE CREAMERY, 15-17 Walnut Av. LAMB HARDWARE COMPANY. Hardware, Paints, Oils, Tools, etc.

08 Pacific Avenue. PRESCRIPTIONS, DRUGS, SUN-RIES, Toilet Preparations and Sick 00m Specialties. Kodaks and a full ne of Photo Supplies. MODEL RUG STORE, Pacific and Walnut. I ...1 Reading William Bessie SUGGESTION the board of education; selection, high school orchestra.

NATIONAL GUARD TO CALLED AUGUST 5 SACRAMENTO, June 21. Every branch of the California national guard, both in active service and on ADE haveTlieTTioneyTo pay" for vvoulQ borrow the necessary amount or draw on his salary account. The power of su "gestion soon convinced the wily mail order man that he was ou the right track, and he then branched out into furniture, clothing, machinery, hardware and other lines of manufacture. Great Power of Suggestion. It is very probable now that a large proportion merchandise sold is through suggestion.

If people bought only the hare necessaries of life, only what they aciualy need, there would be but few business houses and civilization would halt. The power of suggestion is what builds up great business houses and keeps the world on its progressive march. Advertising is one of the most powerful and at the same time easiest methods of suggestion. But there are many others very much akin to the popular conception of advertising. Therefore it behooves the merchant who would be successful and to be numbered with the progressive of his kind to study well the theory and practice of suggestion.

Its ramifications are many and varied. Make a Good Impression. It is not plone in the preparation of copy for newspaper, circular or j)ther HAMMOND OF COURSE BIG TREE DRUG Cut Rate Druggist W. E. Thompson, druggist and Chemist.

Phone day or night 570. 362 Pacific Avenue. BICYCLES AND SPORTING GOODS. J. E.

O'CONNOR, 182 Pacific Avenue. FOR BUTTER OF QUALITY ana all Creamery products Cream, Milk, Cheese and the most delicious Ice Cream. SANTA CRUZ CREAM BUTTER CO, 222 Pacific Ave. WAR PROGRAM AT HARVARD CAMBRIDGE, June 21 Class day at Harvard was observed with a war program. The exercises at the stadium were more simple than usual and many of the club events were canceled.

FURNITURE for every room in our borne can be provided in quality nd at prices to defy competition at 81 Pacific Ave. PACIFIC COAST FURNITURE COMPANY. SAXTA CRUZ MERCHANTS CAN secure Loose Leaf duplicate bill heads and Binders at lowest rates at H. E. RISH Printing Department.

The one place you are always sure of saving money on GROCERIES and other MERCHANDISE in stock is at HINKLES CASH STORE, 2 Pacific Avenue. ELECTRICAL SUPPLIES, Wirinf for lights, bells, heating appliances and power. All work done by experienced workmen. COX ELECTRICAL 157 Pacific Avenue. ANDY BALICH serves the fa mi It trade with the finest aualitv WINES.

BEERS, LIQUORS, etc. Prompt delivery. 170 Pacific Avenue. Phone223. TOP BUGGY TO TRADE FOR YOUNG HENS, OR CALF.

Has Large, Roomy Body. Good Order. Call at 27 Owen Seabrgtit. The City Cash Store off m. excelled service in nurmlvin Ies.

Canned Goods. Flour. Fed Hv Grain, etc. C. E.

TOWNE CO, 154 racinc Avenue. THE LEADING FAMILY and COM-ERCIAL RESTAURANT la th. Krt- dle Rock Restaurant. Geo. J.

Carstnl- vich. 73 Pacific Ave. HENRY RUSTE METER. Merchamt Tailor, Eg Pacific Opposite Hotel St George. INDEPENDENT MARKET feuTB home products, makes Its sausages, rd, does its own eloughteri, end employs borne labor all a beae- fltotaCrnz the reserve, is included in a recent notification from the militia bureau of the war department, informing Adjutant General J.

J. Horee that the state's guard would be called to the colors August 5. The entire guard, not already called to federal service, will be affected at that time. Several priirteoTfoniis Tof advertising that This principle of suggestion must be observed and followed out. While it is all Important to observe the rules of suggestion in getting up such copy, the idea should be carried into every feature of merchandising.

The handling of good merchandise and sqin' dealing, accommodating store policy suggest to a customer that he has found the -right place to trade, and he is not liable easily to forget his first impression. The arrangement of stock, the window display, the attitude of proprietor and clerks toward customers, deliver ies. methods of collections in fact every action suggests to the naturally receptive mind of a purchaser and brings him back again. Ou the other hand, the neglect to observe all these things implants a suggestion in the mind of the public that cannot be overcome, even by offering glittering bargains. Suggestion an Art.

Some of the best salesmen In fhe business are those who know how diplomatically to suggest to purchasers something else that would be to their advantage to buy. This sort of suggestion Is a kind of art and unless used with the finest tact and discretion is liable to make a bore salesman. YEARS OF FAITHFUL, RELIABLE service suggests that you favor us with your order for MONUMENTAL AND OTHER CEMETERY WORK. J. H.

Bilodeau Sons, 14 Bulkhead St. CASH BUYERS, SAVE MONEY ON GROCERIES. You'll get the best at he smallest cost, promptly delivered, If you buy them of J. BIEDENWEG, Cash Grocer, 166 Water St. ALL THE FAMILY NEEDS IN fine footwear shoes in all popular shapes for men, women and children.

WALSH MELLOTT, 184 Pacific Ave. HARDWARE, PLUMBING, AND HEET METAL WORK, STOVES AND RANGES. Phone S. C. 104.

H. FANEUF, 220 Pacific Avenue. selection by Rossini, by the high school orchestra; invocation, Rev. W. P.

Rentley; "June," Schenecker; address, Dr. John Seaton; "The Lord is Great," Mendelssohn, high school chorus; presentation of class, Professor J. W. Linscott; presentation of diplomas, C. O.

Hinkle, president of AN ART TO BE ACQUIRED. Arrangement of Stock and Window Display Part of General Scheme. Best Salesmen Know How Diplomatically to Suggest to Purchasers. Catalogue Houses Use Pictures. Copyrighted.

1014, by Thomas J. Sullivan. If there ever was a concern on the face of this earth that has studied the theory of suggestion it is the retail catalogue house. In its early beginning it fooled railroad men and pinery workers, securing names and uddresses in some way or another, after which it forwarded each individual nice brass watch, finished in gold. However, it was cautious, never sending a watch to the prospective customer on credit.

The railroad man or woodsman never ordered the watch, and of course a mistake happened. According to the mall order man, it was wrongly addressed, but the watch was there at the express office, and if he would take it and pay for it a large reduction would be made. This suggested to the prospective purchaser that he was In need of a watch. "Rot him." and if he. did not IF YOU'VE REAL ESTATE, LIVE stock, personal property of any de scription to sell privately or by public auction see W.

E. Davis, auctioneer, Peoples Bank Room 17. Tin tvrv nnnns iun wnMRN'S WEAR headquarters in Santa Cruz, distinguished by its high qualities and right prices, is the SEASIDE STORE, Samuel Leask, Prop. Home of HART SCHAFFNER MARX, Sophomore and Styleplus Clothes, Hats and Fine Furnishings for men. SEASIDE TOGGERY, 118-120 Pacific Ave.

OUR ABILITY to supply HARDWARE, PLUMBING STOVES at right prices Is not excelled by any dealer anywhere. WHITNEY BROTHERS 113 Pacific Avenue. COMMENCEMENT EXERCISES TONIGHT. The class of 1917 of the Santa Cruz high school will have its commencement exercises this evening in the high school auditorium. The public is cordially invited.

The program to be rendered includes "William Tell," LETTER HEADS, BILL HEADS, Cards, Circulars and all Job Printing should be done In Santa Cruz. Get our estimate. COMMERCIAL PRINT ING Seighold Bldg. GILLEN'S DRUG STORE for, Ko-daks anl films and enlarging. USE FRESH ROASTED COFFEE for satisfaction.

Found only at WRIGHT'S TEA AND COFFEE LET EVERYBODY BUY AT HOME all things that can be bought here, for the upbuilding and prosperity of Santa Cruz. FRANK A. STENZ, San-taruzBrwejry BUILDING MATERIALS Lumber, Sliingles, Siding, Dimension Timber; "Wood and Coal. CENTRAL LUMBER AND FUEL COMPANY, 491 Pacific Avenue. 'Phone 705.

S. H. GREEN TRADING STAMPS given with all cash purchases of Groceries, Fruits, Vegetables, at the Sunset Grocery. LAUX BROTHERS, Props. 372 0.11 el Ave.

PHONE 254 SANTA CRUZ PRINTERY 31 Walnut Ave. Before deciding that you must send out of town for low prices on Exclusive Styles in LADIES' CLOTH-ING, inquire at the MODE. C. I KOLSEY, 176 Pacific Avenue. BREAD, ROLLS AND PASTRY.

We make a specialty of bran bread, bran coekies and oatmeal cookies. Hue-toel's Bakery, 214 Pacific avenue. SANTA CRUZ CARRIAGE WORKS O. J. Cook, Automobile Springs a specialty.

Carriage Repairing. First-class work. 333 Pacific Ave. Iteeds, Insurance Policies, Important papers of all kinds, Jewelry and other valuables are safely kept in the Safe Denoslt Boxes ot the FIRST NATIONAL BANK. The News 3 Months for $1.25..