. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . elePHOm How Hudson Super-SixSaved the Six A Review of the Crisis in Motordom Only engineers knew it, but a year ago a crisis impended in Motor-dom. The light-weight Six-long the favorite type-seemed wan-ing in popularity. The trend was toward Eights and Twelves-It appeared for a time that certain limitations might force the Sixout of the field. Note how the Super-Six reversed that condition. For yeara the Light Slx was thele
. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . elePHOm How Hudson Super-SixSaved the Six A Review of the Crisis in Motordom Only engineers knew it, but a year ago a crisis impended in Motor-dom. The light-weight Six-long the favorite type-seemed wan-ing in popularity. The trend was toward Eights and Twelves-It appeared for a time that certain limitations might force the Sixout of the field. Note how the Super-Six reversed that condition. For yeara the Light Slx was theleading type. Hudson was its fore-most exponent. It was so much smoother thanformer t^-pes that enthusiasts calledit finality But it never fulfilled expecta- bration. It won hardly a every performance recordthat counted —save a few won byheld by Foiits. motor vibration. And they set out toremedy it in a new, mathematical In June they applied for a pat-ent. In December the patent wasgranted. It gave Hudson controlof a basic invention which solvedthe problems better than anyonehad dreamed. ;-performing all rival < Hudson Super-Six. Not Like OtherSixes. Rameses. A very peculiarcigarette. Youmay not like it. But be very surethat you will form a strong anddefinite opinion oneway or the other. The reason for theconstant changingin brands amongcigarette smokers isa certain soft neu-trality of flavorcharacteristic ofmost varieties. Theonly variation in placidmediocilty is on the box. If almost any decentbrand sat^fies you, youprobably will not carefor Rameses, **TheAristocrat of Cigarettes. But if you are seeking avery definite and dis-tinctive cigarette, unlikeothers—unforgettable—the one cigarette foryour personal and indi-vidual taste—then youare conaing to Rameses. Soon. Remember,Nobody everchanges from Rameses. STEPHANO BROS., iNaPhiladelphia CLASSIFICATION OF TYPE FACES 59 The fact that the Passive Educational Style ofadvertisement is headingless and stands
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