The radio dealer (Apr-Sept 1922)

THE RADIO DEALER 63 INVENTED TRADE MARK NAMES By CHAUNCEY P. CARTER In a recent publication of Charles Scribner's Sons, entitled " Essays on English," Professor Brander Matthews of Columbia University, writes very interestingly of the " manufacture " of words by advertising agencies and recalls the following " Ode " which he ran across somewhere with no indication of its authorship : ODE Chipeco Thermos Dioxygen, Temco Sonora Tuxedo Resinol Fiat Bacardi, Camera Ansco Wheatena ; Antiskid Pebeco Calox, Oleo Tyco Barometer Postum Nabisco ! Prestolight, Arco Congoleum, Karo Aluminum Kryptok, Crisco Balopticon Lysol, Jello Bellans, Carborundum ! Ampico Clysmic Swoboda, Pantasott Necco Britannica Britannica Encyclopedia? Most of the readers of this article will be able to tell the significance of most of the words included in this delightful " ode," but those who are familiar with the significance of all of them will prove apt candidates for the Edison tests, I feel sure. Those readers who have a like gift for the composition of sonnets, etc., may take considerable pleasure in getting up competitive compositions from the trademarks and trade-names found in any single issue of the more popular fiction magazines, or even their favorite trade journal. There will be some who will receive from this " ode " some intimation of the efficacy of invented words as trademarks and will put pencil, paper and brain to work in an endeavor to coin a name for their own products. To these I would commend Professor Matthews' conclusions that " an artistically compounded trade-mark word ought to be simple, euphonious and emphatic ; and perhaps emphasis is the most necessary of these three qualities." A trade-mark must indeed be " emphatic " if not in fact " dynamic " in ureins; ourchase of the trade-marked article in order to earn its salt. The efficacy of the quality of " simplicity " may be well tested by noting which of the trade-names included in the above " ode " are most familiar, the simpler ones or those that are more complex. The value of " euphony " may also be tested in this wav and the results of the two tests compared. NEW METHOD OF ENTERTAINING GUEST OF HONOR Lord Leverhulme, who recently came over from England with a party, and who is deaf, was able to hear for the first time a radio concert with the aid of a set of Globe Radio Headphones, at the home of Joe Chappie, editor of the National Magazine. It was through the courtesy of the American Radio and Research Corp., that Mr. Chappie and Mr. Mooney of the Globe Phone Co. arranged this special concert for their guest. By using the new Globe Vactuphone, Lord Leverhume was enabled to join in the conversation. He expressed much satisfaction and surprise at it all. Ask Our Service Bureau everything;;' Need it Large Stocks — Quick Service — Good Discounts One of the largest Radio supply houses in New Jersey. A profitable service for progressive dealers. Crystal Receiving Sets . $4.50 Federal Complete Sets $25 List — Less . . 3.00 35% 1.50 Marvel Complete Sets with Double Phones $12.00 List— Less 35% Variable Condensers 43 Plate 21 " 5 " $4.75 3.75 2.00 23 Plate 11 " 3 " Less 40% Catalog on request Nra 3!prsn} Htrtric Supply (En. DEALERS IN ELECTRICAL SUPPLIES Washington St. and Academy, Newark, N. J. W rite for our Proposition $3.75 NEWAR N.J rtg^tf^h Crystal LIU KJAUachmtnt For Your Crystal Set Use One Ear Phone, a RAD'O and the Whole Family Can Listen In. Made of Aluminum — and designed according to the laws of acoustics, and guaranteed to give satisfaction. Tubes of best quality rubber, with heavy walls; the ear tubes made of hard rubber and easily kept in sanitary condition. By the use of the Rad'O all distortion is eliminated. Address Kad'O, P. O. Box 418, Newark, N. J., Jobbers