. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . series for the headings. This is not a criticismof the Beacon Falls display, because this adver-tisement was undoubtedly used in a list of paperswhere strong contrast was desired. Most of theother advertisements in the same iDublicationwhere the Beacon Falls advertisement appearedused extreme contrast and the readers were ac-customed to extreme contrasts. Hence the treat-ment of the Beacon Falls advertisement. The problem re
. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . series for the headings. This is not a criticismof the Beacon Falls display, because this adver-tisement was undoubtedly used in a list of paperswhere strong contrast was desired. Most of theother advertisements in the same iDublicationwhere the Beacon Falls advertisement appearedused extreme contrast and the readers were ac-customed to extreme contrasts. Hence the treat-ment of the Beacon Falls advertisement. The problem resolves itself into the choice ofeither harmonious beauty or contrasting strengthin type face and illustration. It all depends onthe plan, the product and the medium, as to whichmethod is the most effective as a sales-agent. When the ultimate consumer is properly consid-ered and correctly analyzed, I can hardly see anyreason for the choice of type and letter used inthe Gillette advertisement. If the first heading were omitted and the cutwith band behind it moved to top of the adver-tisement, the result would not be so crowded andunrelated. Welcomed hyWomenEveiYwhere. In French Ivoryand Gold— Plate,of French Ivorylined with velvetand satin — your , Purple. Old Rose. Green or Old Milad^^ecoriete (jilUite A GIFT that is new,unique, verymuch up to beautiful addition toMiladys toilet table—and one that solves anembarrassing personalproblem. Milady DecoUeteGillette is welcomedby women everywhere —now that a featureof good dressing andgood grooming is tokeep the underarmwhite and smooth. You C2m see it in the leadingdepartment stores, 4n drugstores, jewelry and hardwarestores. Ask your dealer—have himget it—or send direct to which color you prefer inlining of case. The price is $5. GILLETTE SAFETY RAZOR COMPANY BOSTON i ii i i i i i\ i i
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