. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . BORDERS 195 The Oriole Go-Basket is one of the best Force-ful Educational advertisements in this book—astrong heading, a strong connecting picture andan excellent trade name design, all separated withclean, easily read type. Study it. It is a realsalesman in print. No frills, no fads; just plainselling. Now compare the Pneu-Form advertisement. This is not a poor advertisement by any means,but it does not get the same attenti
. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . BORDERS 195 The Oriole Go-Basket is one of the best Force-ful Educational advertisements in this book—astrong heading, a strong connecting picture andan excellent trade name design, all separated withclean, easily read type. Study it. It is a realsalesman in print. No frills, no fads; just plainselling. Now compare the Pneu-Form advertisement. This is not a poor advertisement by any means,but it does not get the same attention as does theOriole Go-Basket advertisement. It has a dis-connected, incoherent appearance. The headingshould be a trifle larger. Through the use of asize smaller body type, a border could have beenused on this advertisement to as good effect ason the Oriole copy. There are numerous advertisements similar inconception to the Eichard Hudnut copy, but notquite as elaborate. This Hudnut advertisement isthe most elaborate symbolical border that I haveever seen. It is expensive in first cost but mosteffective in creating the environment necessaryto articles of this c
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