. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . ly different from the pure educa-tional style and for that reason it should be classi-fied as the Department Store style. This, then, gives us eight general groups or THE KINDS OF ADVERTISEMENTS 11 styles for classifying the kinds of advertisements,namely: The Forceful Educational The Passive Educational The Handlettered The Poster The Character and Comic The Small Space The Mail Order The Department Store. Some rare adverti
. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . ly different from the pure educa-tional style and for that reason it should be classi-fied as the Department Store style. This, then, gives us eight general groups or THE KINDS OF ADVERTISEMENTS 11 styles for classifying the kinds of advertisements,namely: The Forceful Educational The Passive Educational The Handlettered The Poster The Character and Comic The Small Space The Mail Order The Department Store. Some rare advertisements partake of two ofthese kinds, and are excellent pieces of construc-tion. Yet those which partake of two or moreof the kinds noted above are seldom maximumsales producers. This book does not comment on colored adver-tisements because the fact that an advertisementis in color does not alter its classification. THE FORCEFUL EDUCATIONAL This style is well shown by the Whitall Ta-tum and the Quaker Oats advertisements. The main point in the construction of advertise-ments of this style is that the headlines and sub-headlines, either with or without the 32
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