Advertising and selling : principles of appeal and response . Cards from New York Subway of some other appeal previously seen, a certainamount of complexity is requisite. The adver-tisement should contain shifting points so that, 135 PRINCIPLES OF APPEAL AND RESPONSE while attention must fluctuate, it can flit frompoint to point, aspect to aspect, of the same three elements or units, three facts,styles, etc., represent the ideal; three argumentsor propositions of interest, three figures if the ad-vertisement takes the form of picture, threestyles or sizes of type, three color mas
Advertising and selling : principles of appeal and response . Cards from New York Subway of some other appeal previously seen, a certainamount of complexity is requisite. The adver-tisement should contain shifting points so that, 135 PRINCIPLES OF APPEAL AND RESPONSE while attention must fluctuate, it can flit frompoint to point, aspect to aspect, of the same three elements or units, three facts,styles, etc., represent the ideal; three argumentsor propositions of interest, three figures if the ad-vertisement takes the form of picture, threestyles or sizes of type, three color masses, .jy ^kdjj ^^Shoe Polish^ ANDWHm Securing Unity througu Structure This allows one object for the focus, one for thefield, and one for the margin, and, if the elementsare properly unified, prevents the encroachmentof parts of some foreign unit into Unity.—The second mechanical factor thenis that of unity. Not only must there be com-plexity, but the elements should be so interrelatedas to form a whole, so related that the shift fromone to the other is perfectly natural. There are 136 HOLDING THE ATTENTION various ways in which this unity can be accom-plished. (a) Structure.—The elements may all partici-pate in a general design or composition, as dothe figures in the Arrow Collar card. By thedirection in which the faces are turned, by somecommon act in which all are engaged, etc., atten-tion may be led from point to point in the totalcomposition, and always returned, in the long run,to the salient points or center of the how all the lines
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Keywords: ., bookcentury1900, bookdecade1910, bookpublishernewyo, bookyear1913
