. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . emade, and in the making the shades and toneswhich will give the gray halftone effect can beput into the cut by use of the Ben Day treatment. By this treatment, regular and irregular dots,lines at all angles, textures and spatters can beput into various parts of the line cut. And the cutwill print on any kind of paper. The cut of the book ^A Thinking Hand showsone style Ben Day dot put over all except the let-tering. This do
. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . emade, and in the making the shades and toneswhich will give the gray halftone effect can beput into the cut by use of the Ben Day treatment. By this treatment, regular and irregular dots,lines at all angles, textures and spatters can beput into various parts of the line cut. And the cutwill print on any kind of paper. The cut of the book ^A Thinking Hand showsone style Ben Day dot put over all except the let-tering. This dot eifect could just as well havebeen a fancy texture, a series of vertical or hori-zontal lines or one of many other designs. Itwould also be possible to use several of the BenDay patterns on this one cut. Some cuts have asmany as a dozen Ben Day designs. Ask your en-graver to show Ben Day samples. You can take an ordinary line cut and put adifferent texture or screen in various parts of will produce a gray halftone effect that issure to print on any paper. The Packard advertisement shown in the Chap-ter The Classification of Type Faces has aBen Day How to Buy a Tea Set Two hundred patterns in tea sets! Suppose you could seethem all together—wouldnt it help you to find exactly theset you are looking foi ? You can see them all together at the Gorham stores. Youmay compare and price them in an absolutely unhurriedway. Patterns range from simple Colonial and Georgian designsto the elaborate silverware of the Louis XV and LouisXVI periods. You may thus secure a tea set that willharmonize with any dining room or drawing from $105 to $5075. PICTURES AND ENGRAVINGS 169 Many excellent effects for newspaper adver-tisements are obtained, however, without the useof any special treatment of the line cut. Someartists make a specialty of line drawings, and thedetail and color that they can get into a pictureare remarkable. The Gorham Company once ran a series o
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