. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . nerts guaranteed Dress Shields for $ size*. CHAPTER IX BORDERS Borders have many uses. We are discoveringnew things every day about the physical featuresof advertising, and I trust the reader will be leni-ent in his criticism of my efforts to classify bor-ders and their applications. Here is my classification: Borders are used to make a complete unit ofan advertisement that will cause it to stand outin a page agains
. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . nerts guaranteed Dress Shields for $ size*. CHAPTER IX BORDERS Borders have many uses. We are discoveringnew things every day about the physical featuresof advertising, and I trust the reader will be leni-ent in his criticism of my efforts to classify bor-ders and their applications. Here is my classification: Borders are used to make a complete unit ofan advertisement that will cause it to stand outin a page against other advertisements. Borders are used to suggest a period of historyin the goods or supply an atmosphere consistentwith the goods advertised. Borders offer an opportunity to surround themessage with a distinctive mark that cannot befound in any other advertisement. The Oriole Go-Basket advertisement uses a bor-der that is the most efficient in modern advertise-ments—Ji/5f two plain rules! They hold the ad-vertisement together and separate it from otherson the same page, yet the border is hardly noticed!It is simple. It fills the need and does not gobeyond. 193. 3O .ti ^ 6 tfi 9 -ffi ^ -y bfl ^ ^ CQ .ti =: = u bfi<u ^ 73 c .2 OQ ■o biO bJD ;^0^ 1- c3 CO
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