. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . y revision I have tried to get a more logicaldisplay, a better grouping, and therefore a moreinteresting and appealing display at first the re-arrangement of the bottom part. The copy in the Trenton Potteries advertise-ment makes no effort to sell the Si-Wel-Clocloset. You would not believe this statement bya first glance at the original advertisement. The copy is selling Impervio China and^Ideal Porcelain for
. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . y revision I have tried to get a more logicaldisplay, a better grouping, and therefore a moreinteresting and appealing display at first the re-arrangement of the bottom part. The copy in the Trenton Potteries advertise-ment makes no effort to sell the Si-Wel-Clocloset. You would not believe this statement bya first glance at the original advertisement. The copy is selling Impervio China and^Ideal Porcelain for all plumbing. It is tryingto create a demand on the plumber for thesegoods. We, therefore, see no reason for the illustra-tion of the closet. We realize that there is a lotof cumulative value in the name ^ ^ Si-Wel-Cloand we would retain the trade-name cut. In thefinal analysis it is the name on which a prospectshould be sold—the specially designed name. And because this closet section of the copy is asort of a postscript, why not treat it as such andput it at the bottom? We believe our revised layout gives the head-ing a real chance to be seen, connects the main.
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Keywords: ., bookcentury1900, bookdecade1910, bookidtypo, bookpublishernewyork
