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April 28, 1928 - Image 5

Resource type:
The Michigan Daily, 1928-04-28

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Brumm States Advertising Is Directed PLAY COSTUMES WILL
To Women Since They Do Most Buying'



Ninety per cent of the average man'st
salary is administered either directly
or indlrectly by women, according to
Prof. John L. Brumm, head of the
journalism department. Even a man's
neckties and suits are s-ubject to fem-
inine approval, so that collars are
about the only thing that the mascu-
line sex finds itself free to purchase.


.) I

INSTALLATION TO BE SOONI Most advertising,, therefore, is de-
signe primarily to appeal to women,

Board Of Representatives Chairman
To B Member Of League Board
Of Diretors
Announcement of the names of the
women who will serve as chairmen
of 'the various committee's of the
Committees of the Women's league for
the coming year has just been made
by Mary J. White, '29, president of the
The women selected are as follows:
Elizabeth Wellman, '29, chairman of
the board of, representatives; Jean
Hathaway, '29, chairman of the under-
graduate campaign committee; Vir-
ginia Read, '29, chairman of the com-
mittee on vocational guidance; Cyn-
thia Hawkins, '29, chairman of the
judiciary council; Marie Hartwig,
'29, business 'secretary; Elizabeth Mc-
Curdy, '29, social chairman; Mary
Alice Moore, '29, chairman of the
point systemi committee; Jean Wal-
lace, '30, chairman of the life mem-
bership committee; Bettina Bush, '29,
chairman of the world fellowship com-
mittee; Virginia Losee, '30, chairman
of the house committee; Hilda Mary
Evans, '29, chairman of the bazaar
committee; andDorothy Mapel, '30,
candy booth chairman.
Elizabeth Wellman, as chairman of
the board of representative's, will 'be
ex officio a member of the board of
directors of the league. When the
new women's editor of The Daily is
chosen,, she, too, will be an ex officio
member of the board.
In addition, the board of directors
is composed of all the officers of the
league. These officers, who were
elected in the league elections just be-
fore spring vacation are: pre'sident,
Mary J. White, '29; vice-president,
Virginia Read, '29; corresponding
secretary, Margaret Bush, '30; record-
ing secretary, Gertrude Smith, '30;
treasurer, Dorothy Beck, '30; senior
representatives Jessie Church, '29, and
Jean Hathaway, '29; junior represen-
tatives Louise Cody, '30, and Eloise
Avery, '30; and 'sophomore represen-
tatives, Frances Movy, '31, and Helen
Jones, '31.
Installation, of the league officers
will take place soon but the date has
not yet been announced.
Investigates Amount
Of Students' Sleep
According to investigations made by
C. C. Crawford, professor in the de-
partment of education at the Univer-
sity of Idaho, students as a whole
average 8 hours and 20 minutes sleep.
This conclusion was reached after an
analysis was made of student diaries
that had -been scientifically kept.
It was found that women students
averaged 55 minutes- a day "just talk-
ing," while men spent just 40 minutes.
On the other hand, men spent thnee
hours a day on amuseme t, which is
35 minutes more than the women stu-
Sandwich Shop
516 East Williams
Fountain Service
Tasty Home-Made Pies
Phone 96a4

since they control the purse strings,
though the ideal advertisement ap-
peals to women and, men both. For
this reason, the field of advertising
attracts many women who believe!
with good reason, according to Pro-
fessor Brumm, that advertisements
appealing to women should be writ-
ten by them.
For the first few years after they
leave college, many women write copy
which equals or excels that written
by men but in a short time they begin
to fall behind, due largely to the fact
that ! they have been writing at the
top of their capacity for some .time.
Imagination is much more fertile in
women than in men, is the belief of
Professor Tlrumm. They make use of
words such as "chic," "smart," and
"wonderful," almost a necessity to
their copy, while men are apt to use
more commonplace language.
Thus, such magazines as "Vogue,"
consisting of advertisements compos-
ed largely by women, and designed for
a class which is able to disregard
price, contains advertisements which
are sophisticated but appeal to the
emotions rather than the intellect.
Men, on the other hand, find it
Approximately two-fifths of the 2000
students of Smith college are success-
fully carrying on their college work
and earning all on part of their ex-
penses. Scholarships, loan funds, an-
nual prizes, and remunerative work
of many kinds help ambitious students
to reduce living expenses and obtain
financial aid.
The college itself has set aside a
sum of $100,000 each year for the
aid of properly accredited students
and in addition 15 annual scholar-
ships in music. There are also 35
other scholarship funds ranging from
$200 to $10,000 established by per-
sons or groups interested in the col-
lege. This year 64 seniors are on
scholarships, 73 juniors, 70 sophomor-
es, and 70 freshmen.
Three college houses are run on
plans different from those of other
dormitories and provide students with
less 'expensive board and lodging, by
allowing them to help with house-
A loan library where students may
obtain textbooks, a Student Aid socie-
ty which loans to students of the
three upper classes and many oppor-
tunities for unskilled work offer other
means of saving or earning.

harder to arouse the emotions so that'
they use less glowing terms than the
women and attempt to sell the prod-
uct by showing its merit through
pointing out that it is the intelligent'
thing to buy.
This is the case of such magazines
as "Good Housekeeping," in which the
majority of advertisements are writ-
ten by men, and avoiddaltogether the
fluffy, emotional, and exaggerated
types of writing, which the average
woman of intelligence should, accord-
ing to Professor Brumm, consider as
an insult to her brain power.
However, the greatest reason that
women so often stagnate-or are forced
to leave the advertising field, Profes-
I sor Brumm believes, is that, once set-
tied in a position, they find it very
difficult to branch out into wider fields,
while men think nothing of changing
Thus, a few years after graduation,
women can still be found in their
original positions in department stores
or small firms, writing the same fluffy,
stereotyped copy as they did when
they were graduated, while men who
were in the same classes have gone
on up to better jobs with large manu-
facturing or advertising firms of
known quality.
Stugdents Keep Many1
Diaries, Avers Trow
Approximately one-third of all uni-
versity students keep diaries, accord-
ing to a research conducted by Prof.
William Clark Trow of the education
department. These statistics refer to
real diaries, and not the "line-a-day"
type, or calendar pads, which are now
very popular.
Professor Trow passed out a ques-
tionnaire on diaries recently among
members of Professor Adelbert Ford's
psychology 31 lecture section. From
this, he ascertained that 90 out of the
250 members of the class have kept
diaries. Contrary to the general be-,
lief that it is largely women who prac-
tice thi;s habit, as many men as wo-
men confessed that they did.
Interested in studying the adoles-f

Soldiers, Sailors, Median Women, And
Ball Gowns Offered To
General Public
Sailor costumes, soldiers' costumes,
the dresses of the Median women, and
the crimson ball gowns of the "old-
fashioned" chorus will go on sale from
3 to 5 o'clock Wednesday, May 2, in
Room C o - Newberry hall, along with
the remainder of the attire of the 24th
annual Junior Girls' Play, "For The
Love of Pete," which made its ap-
pearance here at the Whitney theater
March 19-24, and again for a special
showing last night.
The sale is particularly:appropriate
with the Architects' fancy dress ball
looming in the near distance, to be
more exact, set for May 11. Since
the costumes will fit anyone of aver-
age size, they should be in demand.
There are, in addition, a number of
larger and smaller than average sizes,
which should accommodate those buy-
The prices, accoroling to Hilda Mary
Evans, chairman of costumes, will be
exceedingly moderate, even inexpen-
sive. Those who saw the play during
its appearance at the Whitney will
remember the wide range of gay cos-
tumes which will go on sale Wednes-
day. There are blue sailors' suits, and
white sailors' suits, the almost Orien-
tal attire of the Median soldiers' chor-
us, and the, delicate though vivlId
dresses of the old-fashioned dancers.
Sentiment, historical value and
utility should go far to. make the com-
ing sale a successful one.
cent mind as revealed in diaries, Pro-
fessor Trow has already encountered
many problems. In the first place, the
questionnaire is of small value, unless
it is definitely established that the
psychology 31 class is a true cross-
section of the whole university. In the
second place, it is impossible to tell
how true a record the diary is, al-
though it is probably the most inti-
mate form of writing.

Here Next TI. esdav Cooperating with Mrs. W. D. Hend- Stevenson, Virginia Sands, Katherine
Herea erson, executive secretary of the Beardslee, Louise Murray, Virginia
alumnae council, Crowley-Milner com- Trowbridge, Margaret Traphajan,
Vachel1 Lindsay, Ame'rican tren i d- Mary S. White, Florence Maple, Doris
our poet, will appear here in his tour pany of Detroit will today employ 50 Mabley, Margaret Zahn, LoiseWebb,
of the country, preaching his "gospel University women as model's through- Alice Estabrook, Ann Saylor, Hermine
of beauty." He will give a lecture re- out the store, the league building fund -Soukup, Dorothy Ivapel, Kathgerine
cital at 8:15 o'clock Tuesday night in to clear $150 from their services. Fitzgerald, Virginia Arms, and Ber-
Hill auditorium under the auspices of Miss Jane Singleton, former Mich- nice Shook.
the Inlander Literary magazine. igan student, who is now in the em- Ailene Yeo, Ann Schell, Margaret
Lindsay is one of the speakers of ploy of the Crowley-Milner firm, is Berz, Mary Dively, Mary Ptolemy,
the Inlander Literary Lecture series in charge of arrangements in Detroit, Helen Brown, Dorothy Morehouse,
which has also offered a's speakers while Jean Wallace, '30, has handled Muriel Brier, Elois Tigert, Katherine
Amy Lowell, Louis Untermeyer, Dor- the plans here. Busses have been Hickey, Emmy Lou Smith, Jean Mc-
othy CarM'ieldo Carl Sandburg, and provided to transport the models who Kaig, Marie Hartwig, Theresa Jon-
last Thursday night presented Zona will spend the entire day in Detroit, aitis. Dorothy Cox, Cynthia Hawkins,
Gale. assisting at the company from 8:30 Grace House, Leone Lee, Hilda Mary
He is the author of "The Congo," o'clock until 5:30 o'clock. Evans, Jane Griffin, Louisa Sotkup,
"The Sante Fe Trail," and "General A similar arrangement was recent- and Mary Ferency.
William Booth Enters Into Heaven," ly carried out in connection with the
and has been described as intensely J L. Hudson company annual Spring Collegiate Sorosis announces the en-
American. His poetry contains an Style show. Those acting as bhodel's gagement of Martha Mary Hernstein,
undercurrent of American life, which today include Helen Parmenter, Viv- '28, of Chillicothe, Ohio, to Hermann
bespeaks an insight of keen discrimin ian Retzloff, Elizabeth Maxey, Alice Hidner, s-ofm, ho Ann Arbor.
.,ian;Rt.,o.fLlizabt1.11xe11Alic.Hildne,,SofA,_o_ An'Arbor


- - - - - - - - - - - - - - - - - - - - -

The Parisiet m
Influences t
-- of
Smart Lacey
For Summer Ti




Michigan Theatre Building


I - - 11- - .--- - I.,., * , * * * . - - - - mlmm



..f v v

Dealer in
Upholstering, Furniture
Repairing, Refinishing
and Remodeling
218 East Huron Street
Ann Armor - - - Michigan
Phone 3432
Mrs. Margorie Hanna,
formerly finger waver at the
Campus Beauty Shop, .is

O mode quite meets
the needs of the
day like the Ensemble. A
lightweight summer coat
. eand a smart matching
frock-and one goes forth
m the height of style.




(Second Floor)




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