. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . ng contrast make it strong, do not dally. The Cheltenham family is an excellent one butit does not look well when used with EngraversOld English, or Ecclesiastical letters. There is no need for the use of Engravers OldEnglish type in the Sweater panel across the top with one line of caps andsmall caps of the Cheltenham Old Style wouldhave been much more in harmony. Advertisers are prone to use Engravers OldEn
. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . ng contrast make it strong, do not dally. The Cheltenham family is an excellent one butit does not look well when used with EngraversOld English, or Ecclesiastical letters. There is no need for the use of Engravers OldEnglish type in the Sweater panel across the top with one line of caps andsmall caps of the Cheltenham Old Style wouldhave been much more in harmony. Advertisers are prone to use Engravers OldEnglish for Easter and Christmas advertise-ments, although this often spoils the harmony ofthe advertisement and at the same time adver-tises the season more than the article. Caslon or Bookman are the best faces to usewith Engravers Old English where the use ofthis face is advisable. The Hampton Shops advertisement is set inBookman and combined with an Old English styleof handlettering. This effect is very pleasing. Do the two bold lines in the center increase theeffectiveness of the Berkey & Gay advertisement?Isnt it a fact that these lines get first attention!. THE MODERATE PRICE OF BEKKEY ^ GAY IS A PLEASANT SURPRISE TO MANY PEOPLE IN the thousands of American homes where Berkey 6- Gay furniture has beenin service during the lifetime of the past and present generation, its beauty andits heirloom qualities are well known. To those who have enioyed it andbecome familiar with it, either as guests in these homes or through other is natural the assumption should be that it must of course be quite expensive. Q Closer familiarity and contact with Berkey £r Gay Furniture, however, develops the fact that it is not: thatprid& in the possession, assurance of thorough goodness and enjoyment in its ownership may be e5«periencedwith an outlay no greater than would bej:.equired for that which is quite ordinary. Berkey & Gay Furniture FOR YOUR CHILDRENS HEIRLOOMS* co
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Keywords: ., bookcentury1900, bookdecade1910, bookidtypo, bookpublishernewyork
