THE ONLY OFFICIAL
J~ i4 u rrirwSUMMER NEWSPAPER

K No. 23. ANN ARBOR, MICHIGAN, SATURDAY, AUGUST 17, 1918 PRICE THREE CENVTS

ISO HIACHMENT
IJISO51 MEN
Have Been Examined, Measured
for Uniforms, and Assigned to
Quarters
ALITIES GOOD, SAY OFFICERS
he entire number of men in the
d University training detachment
ived Tuesday. The present detail
sists of aproximately 851 men, in-
ding 100 members of the signal
ps.
.t 4:50 o'clock Thursday morning
first contingent of men arrived in
city. The last detail of men arriv-
at 9:50 o'clock Thursday night. On
ir arrival in the city Boy Scouts es-
ted the men to the headquarters of
detachment. The mobilization was
bly smooth and orderly. The gen-
t procedure was as follows:
Are First Recorded
'he Knights of Columbus war tent
used as a listing personnel office,
it was here where the future
hers were recorded. Then they
at to the "Y" war tent, where they
'e assigned to the different branch-
of shop work.
inmediately after they had been
ed and assigned to the different
les, they underwent a physical ex-
ination in the basement of Water-
n gymnasium. Captain Bedford E.
ighan and his staff of medical as-
ants examined the men.
Measured for Uniforms
leasurements were then taken by
utenant EdWard J. Stotter, quar-
naster, and his assistants for uni-
ns, shoes, and regular equipment,
ch will be issued to the men as
n as it arrives from the quarter-
ster deparment of the war depart-
nt.
h men, when they finished the
liminary steps, stuffed their bed
ks with straw and were assigned
cots in the barracks. After they
ipleted all these duties, the major-
of them put their suitcases over
r knees in the barracks and wrote
ers to the folks at home.
Hooslers Were Equipped
.11 of the 100 signal corps men de-
ed from Valparaiso, Ind., were
ipletely equipped, and it will not
necessary to issue an entire new
fit. These men had previous ex-
lence at Valparaiso. They were
ed on guard andorderly duty.
. quantity of signal corps field
ipment arrived in the city Tues-
. Yesterday morning one of the
e army trucks, accompanied by
of the signal corps men, went to
roit for additional equipment. In-
sive signal corps training will
baly commence Monday.
Officers Are Pleased
flicers in the detachment are high-
leased with the appearance of the
v detail. They claim that the men,
enera, are younger and more spir-
i than those in former detachments.
he personnel of the companies has
been changed somewhat. Lieut.
ries J. Harrison, formerly in
rge of company B, is now in charge
ompany A. Every officer .of com-
y C has been transferred to com-
.y B. Lieut. John P Norvall has
n placed in command of com-
.y C.
Unitarian Services

,ecture at 10:30 o'clock on "The
tarian and the Missionary Spirit,"
Miss Carlisle. Miss Carlisle is a
duate of the University, and goes
tember 1 to be a missionary to the
'th Carolinian mountaineers.

Fete Tonight Last
of Social Events
All faculty members and their
wives and summer school students
are invited to the annual lawn fete
to be given this evening on the lawns
of Newberry residence. The affair is
in the nature of a reception, followed
by several hours of dancing, with Miss
Agnes E. Well, social direteor of New-
berry, and Newberry residents as
hostesses.
This event marks the social climax
of the summer session ,and has al-
ways been looked forward to with a
great deal of anticipation as a fitting
end to the summer activities. Strings
of Japanese lanterns will transform
the lawn into a veritable fairyland.
In case of rain it will be impossible
to hold the fete.
OBJECI OF AYEHIISN
10 COMPEL PUBCHSE
Bond Should Be Established Between
Need and Trade Name of
Particular Product
It is only in the last few years that
the relation of psychology and adver-
tising has been established, although
its relation to grammar painting, eco-
nomics, and rhetoric has long been
realized, said Dr. H. F. Adams in his
lecture on "The Psychology of Ad-
vertising" yesterday afternoon
The main object of advertising he
said is to establish a bond in the mind
of the public between some need and
the trade name of the commodity
which can satisfy this need The ad-
vlertigement is entrely satisfatory
only when it really compels the public
to buy what it approves A study of
psychology has helped greatly in mak-
ing the pure business of advertising
more successful because it trys to
discover what is attractive to the gen-
eral public and then these features
can be put in the advertisement
A picture colored is especially good.
Illustrations of familiar things paint-
ed in their most attractive aspect in
bright colors red if possible, are the
ones that take the best. Another way
of attracting the public is by a clever
name, or slogan, or even a witty verse
if it is short and to the point. The
name "Nabisco" has been valued at
$15,000,000 and "Bon Ami" at $5,000,-
000. Sometimes headlines are very suc-
cessful in cating the general interest.
The best ones of these contain no
more than three words because the
'average mind cannot take in more
than that at a glance. The idea con-
veyed in headlines should never be
complete; there shoul always be
something omitted to pique the curios-
ity to read on farther. Symbolical
names if the idea in them is perfectly
plain are an effective means. This is
shown for instance in Ivory soap,
which brings the idea of its whiteness
equaling that of ivory.
Dr. Adams gave a brief history of
the development of advertising. The
earliest form was merely praising ob-
jects which were to be exchanged, but
later in Rome placards were posted
announcing things for sale. When the
guild system was at its height each
town was divided into districts, in
each of which a different article was
sold which objects were announced by

a town crier. It was not until the
art of printing was well known, and
until the masses of the people could
read easily, that the modern form of
advertising was established.

CAPTAIN BOCBVSTELLS
MEN WAD'XPEIENCES
Detachment Informed of What Com-
pany E Baa Met -And What It
May Encounter
Pointing out valuable lessons for
men who are going to France, Cap-
tain L. S. Bachus of Company E,
which he left but a few weeks ago
In France to return to this country
to act as an instructor, told a capacity
audience of detachment men and in-
terested Ann Arbor people last night
in the Y tent some of the experiences
of that company since it left Michigan
for the firing line.
He reviewed its history up until it
went forward, the first company of
its division to be so honored, to take
over a sector of about a mile of the
front line. By means of blackboard
he diagrammed the various positions
of different parts of the unit, explain-
ed why they were so dispositioned,
and what the part of each one would
lqe in case of an attack, such as did
occur, and which was repulsed.
Gas, he explained, was the most ter-
rible weapon the enemy possesses, and
then proceeded to demonstrate with a
British gas mask, which he carried
around his neck, just how an Allied
soldier protects himself when gas is
coming over. He told the different
kinds of gas the )ermans use, and
what the particular effect of each is.
He warned the men to put on their
masks whenever the alarm is given,
and to keep them on despite bodily dis-
comfortures, and the nauseating ef-
fects of some of the gasses, which
gasses are always followed with others
of a deadly nature.
Company E, he said, has been mak-
ing a record of which the relatives of
the men should be proud. It has par-
ticipated in the American drive, and
is probably now in the midst of the
fighting.
Captain Bausch kept his talk en-
livened with humor, and had his au-
dience laughing mucq of the time.
Football Player
To Hit Hun Line
Frank (Count) Villa, one of the
greatest football players Michigan
ever produced, and whom football de-
votees of the last years of the nine-
teenth century well remember, was re-
cently in Chicago, according to infor-
mation received here. This time he
was in an army uniform. He is on his
way to France asH a first lieutenant
of engineers, and expects to hit the
Boche line as hard as heedid the lines
of rival teams in the four years he
was all American tackle at Michigan.
During the years of 1896 to 1900
Frank Villa played on the Varsity
teams. His marvelous speed, to
gether with his weight, made him a
terror to opposing teams. After grad-
uating from the University, Villa went
to the Klondike for adventure and
gold. He made a name for himself up
there, for a tramp of 1,700 miles from
Dawson to Nome, and for carrying a
350 pound flywheel over a .mountain
pass on his back.
Later he became a construction en-
gineer in Seattle, where he has lived
for the last 17 years.
Gets Position on General Staff
Prof. H. A. Kenyon of the modern

languages department has been com-
missioned a captain in the army, and
ordered to Washington, where he will
take up executive duties on the gen-
eral staff.

Registrar's Office
to Handle tiers
Men in the University who have
reached their 21st birthday since
June 5, and on or before August 24,
should register at the office of Regis-
trar Arthur G. Hall, if they are not
residents of Washtenaw county. The
office will be open for this purpose
Monday, Tuesday, and Wednesday of
next week, between the hours of 10
to 12 o'clock, and 2 to 4 o'clock.
It is necessary that the registrations
be made early, as they must be mail-
ed to the local registration boards in
the home cities of the registrants.
This is the same method that has been
employed in previous registrations.
OBCANIlATIINS PROVIDE
WEEKS ENIERTAINMENI
Full Program of Movies, Lectures, and
Stunts Arranged to Amuse
Detachment
Members of the third training de-
tachment were entertained for the
first time since their arrival in the
city by the Y. M. C. A. last Thursday
night with motion pictures. On ac-
count of the "Y" tent being occupied
by the officers of the detachment a
sheet was stretched on the side of the
Chemistry building
On Friday night Captain J. L. Bach-
us, who has just returned from abroad,
spoke to the men on his personal ex-
periences in France and in the front
line trenches. At 8:30 o'clock to-
night motion pictures will be shown in
the "Y" tent. Dorothy Dalton is fea-
tured in the "Love Meet."
" Entertainment, both social and re-
ligious, is scheduled for next week by
the "Y," the K. of C .and the Eastern
Star. Mass /will be held in the K. of
C. tent at 7:15 o'clock tomorrow
mornig At 10:15 o'clock the go-to-
church groups will start from the
"Y" tent to attend the various church-
es. A general detachment stunt night
wil be held in the "Y" tent Monday
night, while the tent on Tuesday even-
ing is in charge of the Eastern tSar.
It was customary with the members
of ofrmer detachments to sign up if
they desired to be invited out to din-
ner on Sunday. The same system will
be in vogue for this detachment. Any
members desiring to go must sign up
at the "Y" tent immediately after the
noon mess.
FACULTY OFFICERS
LEAVE FOR CAMP
Prof. F".R. Finch, Mr. Harry N.
Coles, and Prof. C P Wagoner have
left for Fort Sheridan training camp
to take one month's course offered for
officers in university military organi-
zations Prof. Finch and Mr. Cole left
Thursday night, and Mr. Wagoner
yesterday morning. The camp was
scheduled to begin yesterday.
Prof. Wagoner has been conducting
the R. O. T. C. at the University this
summer ,but arrangements have been
made to continue the work during his
absence. All three men were faculty
officers for companies in the R. O. T.
C. during last winter's session.
Contract Not Yet Signed
Government officials who are to sign
the contract between the Uniyersity
and the government for the signal

training school, and for the extra mo-
tor mechanics, have not yet arrived,
according to Prof. H. H. Higbee, who
represents the University in the con-
duct of. special war courses. ;

CEBMAN LEACUE
Kaiser on Side of Peace Until Forced
by Public Opinion . to Slake
Declarations
WANTED TO DOMINATE WORLD
That the German Kaiser was not
the force instrumental in bringing on
the war, is the belief of Prof. Wal-
lace Notestein of the University of
Minnesota, who spoke Thursday in
Natural Science auditorium on "The
Pan-German League and America."
Prof. Notestein has been conducting a
course on The Great War ,in the sum-
mer session, and prior to that was
employed by the government in com-
piling the book, "Conquest and Kul-
ture," which is being scattered broad-
cast as part of the national education
campaign.
Rather, he would place the blame
at the feet of the Pan-German league
and its subsidiary organizations,which
since 1890 have been engaged in a
systematic campaign for rousing the
national spirit in Germany, and edu-
cating the people to the belief that
a war was inevitable if Germany were
to occupy the position in world pol-
itics to which her superior civilization
entitle her.
Kaiser Kept the Peace
The Kaiser was a friend of peace up
until 1911, and probably later, accord-
ing to Prof. Notestein. He demon
Strated this in the Moroccan incident,
when he compromised with France
over the administration of Morocco,
when France was in such a feeble
military situation that she could have
been crushed easily, and her ally,
Russia, was meeting with disaster in
the East. His refusal then to declare
war brought down upon him the most
bitter criticism from the Pan-Ger-
mans, who kept up their cry for ag-
gression. His position became unten-
able, and he went over to the side of
those who wanted war. There is no
doubt, according to Prof. Notestein,
that he then went ahead and forced the
war, on no grounds whatsoever.
To Unite All Germans
The league, he said was organized
in 1890 in southern Germany, and had
for its purpose the prospering of Ger-
mans, and the furtherance of German
ideas, in all parts of the world. At
first it was composed of comparative-
ly little men in German political life,
but it soon gathered unto itself some
of the biggest men politically Branch-
es were established all over the world,
in Holland, Belgium, Russia, South
America, and even in the United
Stats, in New York. Through these
branches it sought to reach every per-
son of Germanic origin in the world,
no matter what his present allegiance,
and try to bring him into close touch
with the fatherland. It also had as
its object the protection 4If all Ger-
mans no matter where they lived.
Employ Best Writers
The best writers in Germany were
employed to prepare the propaganda.
They travelled all over the world, and
then wrote books on the progress of
Germanism in various lands, com-
menting on the possibility Germany
had to get control of that particular
country. These books. were issued in
very cheap editions and had enormous
circulations, which proves their popu-
larity. At every point, according to
Prof. Notestein, they pressed home the
fact that Germany was the power des-
tined to rule the world, and that the

war was near in which the Germans
would demonstrate to the world their
great superiority.
In this way there was created a
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