e known
or rare, these items are of far less importance, and the name of the
article itself should be more prominent. The advertisement should be
so constructed as to claim the attention of the reader, and retain
that attention until he has read it through. "Excite but never
satisfy," is the principle pursued by many successful advertisers.

The advertisement should never contain anything repugnant to refined
taste, and nothing grotesque or ridiculous. The most meaning should be
condensed into the fewest possible words. The wording should often be
changed, and an attractive typography should be used. It is well to
choose an attractive heading, followed by fairly spaced paragraphs,
with appropriate sub-heads.

* * * * *

[Illustration: HOW TO BE HANDSOME.]

HOW TO BE HANDSOME

Where is the woman who would not be beautiful? If such there be--but
no, she does not exist. From that memorable day when the Queen of
Sheba made a formal call on the late lamented King Solomon until the
recent advent of the Jersey Lily, the power of beauty has controlled
the fate of dynasties and the lives of men. How to be beautiful, and
consequently powerful, is a question of far greater importance to the
feminine mind than predestination or any other abstract subject.
If women are to govern, control, manage, influence and retain the
adoration of husbands, fathers, brothers, lovers or even cousins, they
must look their prettiest at all times.

All women cannot have good features, but they can look well, and it
is possible to a great extent to correct deformity and develop much of
the figure. The first step to good looks is good health, and the
first element of health is cleanliness. Keep clean--wash freely, bathe
regularly. All the skin wants is leave to act, and it takes care of
itself. In the matter of baths we do not strongly advocate a plunge
in ice-cold water; it takes a woman with clear grit and a strong
constitution to endure it. If a hot bath be used, let it come before
retiring, as there is less danger of taking cold afterwards; and,
besides, the body is weakened by the ablution and needs immediate
rest. It is well to use a flesh-brush, and afterwards rinse off the
soap-suds by briskly rubbing the body with a pair of coarse toilet
gloves. The most important part of a bath is the drying. Every part of
the body should be rubbed to a glowing redness, using a coarse crash
towel at the finish. If su