File:The typography of advertisements that pay - how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction (1917) (14577174689).jpg

Identifier: typographyofadve00farr (find matches)
Title: The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction
Year: 1917 (1910s)
Authors: Farrar, Gilbert Powderly, 1886-
Subjects: Advertising Type and type-founding Typesetting
Publisher: New York London : D. Appleton and company
Contributing Library: Duke University Libraries
Digitizing Sponsor: Duke University Libraries

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eaner advertise-ment is a perfect small advertisement. It has agood heading and a well-applied picture, a show-ing of the package and a striking display. Thefeature most responsible for the attention-rivet-ing effect of this advertisement is the circle. In small space advertisements it is imperativethat we use odd shapes, and few features are moreeffective than the circle. There is a chapter on* Striking Effects in this book which gives moresuggestions for building small advertisements thatcannot be missed. The New Stromberg Carburetor advertisementis also an excellent example of a well-handledsmall space advertisement. It shows a good useof irregularity, which is an important thing tokeep in mind w^hen building small space adver-tisements. The Conard & Jones Co. advertisement will at-tract attention because of its odd shape and therelatively large and irregular picture of the rose.In small advertisements something must be strongand dominating or the advertisement will not beseen.
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41624 ->ttilin« >iKfr Vonuiira-nfit Bi.1 J.. uitMiiatrcir. n.-tiuL^.391S5 -I Wu Fi«ich Ivory yocJ wim^Hi. corr.H!■• ^^ ih Was.t.^.Uar>/•^rro v.,.in,w >■., i«-lt *3 50. \lt„v, Ii Icathrr bnrd cas*-, moi .,^rain »f. r ^^ >■ ■ I ■f<:t J . bpl<T.did value. $4-00 buckirt . THE KINDS OF ADVERTISEMENTS 33 The S. Anargyros Cigarette advertisement isproof that a certain amount of class can be ob-tained in small space. Ilandlettering is not outof place in small space if there are not too manywords in the small space. THE MAIL ORDER STYLE The Geo. T. Brodnax, Inc., advertisement is apure Mail Order style. It asks for an order directfrom the advertisement, and if this is not possibleit offers a book showing the complete line. Whenthe booklet is received by the prospect it is up tothe advertisers follow-up literature to produce anorder direct from the prospect. Eegardless of the amount of reading matterand the abundance of pictures

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