【小試牛刀】：WHAT THE ADS SAY?

Los Angeles--- When you hit a new town, it』s interesting to browse through the newspaper ads, because they often give you an inside picture of conditions there, the cost of living, the rents, the shows, and wages, and prejudice and kinks of the locals.

The classified ads are especially rich in this home-made sociology. Let me present a few whiffs from the Los Angeles press, (and what a crude and commercial press it is!) For instance, for days and probably weeks a classified ad with a big headline has been yelling: 「You Can Net $150 a Week, Without Work, Overhead, Depreciation. Only $800 Investment.」 Looks mighty good, even to a sociologist.

But here』s the payoff, and it could only happen in Los Angeles: 「Let me teach you how to beat the dice at Las Vegas! I share in the profits.」

Las Vegas is the gambling headquarters for the people of Los Angeles, as Reno is for San Francisco.

I noted a slew of ads by domestic agencies, here are some typical ones: 「Domestic Help, Scandinavian, Guaranteed Permanent, Reliable, Low Salary.」 Another employment agency offered, 「Swedish, British, Irish domestics, A-1, young, long terms job, Low Salary.」

There are quite a few escapist ads, promising happiness and a solution to the problems of life in L. A. There are many 「healers」 making grandiose promises, dozens of old cults, a dozens ads on hypnotism in one paper, teaching you how to become Napoleon or Nelson Rockefeller by talking to yourself.

There are many dozens of ads for health cures, including the establishment run by Madame Daisy or Fifi, where lady masseurs wait to rub your cares away.

Some of these health spots advertise that they are open all night. 「Mary In One Hour. Any Day or Nite, No Waiting,」 advertises regularly some spiritual outfit in Yuma, Arizona. Next to it was a one-line ad that puzzled me. All it said was 「SA Fire Injector.」 What is a fire injector?