. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . reakborder is a failure nine times out of ten. Thisparticular advertisement has character, and when-ever you can produce a border with a distinctivecharacter and use it consistently without crowd-ing the advertisement, you are producing cumu-lative value and good-will. The border in the Hotel Sherman advertisementis distinctive, but I doubt its power to producecharacter or cumulative value. It crowds the pic-ture and the cop
. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . reakborder is a failure nine times out of ten. Thisparticular advertisement has character, and when-ever you can produce a border with a distinctivecharacter and use it consistently without crowd-ing the advertisement, you are producing cumu-lative value and good-will. The border in the Hotel Sherman advertisementis distinctive, but I doubt its power to producecharacter or cumulative value. It crowds the pic-ture and the copy and overshadows both. Thisborder would not be so conspicuous in a full-pageadvertisement—four times the size of space usedwithout increasing the thickness of the for a quarter-page it is too dominant. It istoo much in evidence. The border of an advertisement should neverbe so strong as to weaken the headline or border is ^millinery^ at best—an aid, not thechief. The border Save 64%* on the Sears-Roebuckadvertisement has something about it that seemsto say, Read the next one, see if we are allalike.* Nine people in ten will read the border. ^r^Mions^
Size: 2354px × 1062px
Photo credit: © Reading Room 2020 / Alamy / Afripics
License: Licensed
Model Released: No
Keywords: ., bookcentury1900, bookdecade1910, bookidtypo, bookpublishernewyork
