. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . •s, I .9-5 IK lis ill i rf ^ 9,. 24 S?^* ^ .S -o « §isS £ -c .S rt 5 «9 ^ *-« mil -a 8||5 as 4 ^^ E 0 STRIKING EFFECTS 253 better to show but one package in the upper left-hand corner and show this larger—twice as largeas the largest package in the present would have made identification easier. The Emerson Player-Piano advertisement is avery strong poster style small space advertise-ment, which uses white s
. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . •s, I .9-5 IK lis ill i rf ^ 9,. 24 S?^* ^ .S -o « §isS £ -c .S rt 5 «9 ^ *-« mil -a 8||5 as 4 ^^ E 0 STRIKING EFFECTS 253 better to show but one package in the upper left-hand corner and show this larger—twice as largeas the largest package in the present would have made identification easier. The Emerson Player-Piano advertisement is avery strong poster style small space advertise-ment, which uses white space to a very good ad-vantage. This style is very adaptable. Where there ismuch copy a fine line border the size of the panelcan be used and the copy can be set,inside the rulesin regulation style. Another style of w^hite space use is shown inthe United Steel Company. This is a very generalstyle but the rules in this particular advertise-ment are too heavy. The use of a cut of the hand-written second display adds force and character tothis example. One of my first lessons in getting attention inadvertisements was to break lines through rulesand borders, and I suppose most advertisementbuil
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Keywords: ., bookcentury1900, bookdecade1910, bookidtypo, bookpublishernewyork
