. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . e product connected with a strongand interesting heading and the whole make-upis one that would be hard to miss wherever placed. Compare this with the Waltham Watch adver-tisement. In the Waltham copy the message andappearance would have been more interesting ifthe type had been at least 14 point instead of8 point and the amount of white space reduced toat least one-half. The Waltham Watch advertise-ment overdoes the use of
. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . e product connected with a strongand interesting heading and the whole make-upis one that would be hard to miss wherever placed. Compare this with the Waltham Watch adver-tisement. In the Waltham copy the message andappearance would have been more interesting ifthe type had been at least 14 point instead of8 point and the amount of white space reduced toat least one-half. The Waltham Watch advertise-ment overdoes the use of w^hite space. It might be said that there was too much whitespace in the Arrow Collar advertisement shownon page 212, but I am of the opinion that this whitespace as here used produces attention that willcertainly rest on the name of the goods just be-low the white space. I consider this one of thebest Arrow advertisements and an excellent useof white space as a means of gaining attention. The Ponds Vanishing Cream advertisementuses white space to excellent advantage. Thismethod of setting the body matter to one sidemakes for a freedom that gives distinction to the. Take Every Precaution Avoid sunburn and tanning;they not only discolor the skin buttoughen it and make the porescoarse. Protect your skin and it will notburn half so readily. Never use a cold cream or greasepreparation before exposure to thesun. NOT A COLD CREAM Ponds Vanishing Cream offersjust the protection the skin is not a cold cream—it containsabsolutely no grease. The substance used as its baseis recommended by scientists as un-surpassed for preventing roughen-ing and sunburn. Use Ponds Van-ishing Cream^ freely. You will findit improves the clearness and healthytone of your complexion; that it im-parts a most refreshing sensation ofcoolness and softness. You need Ponds ( Cream A free sample tube on request, orsend 4c for large trial size, enough fortwo weeks. Made by the makers, of P
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Keywords: ., bookcentury1900, bookdecade1910, bookidtypo, bookpublishernewyork
