. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . dvertise-ments they are nevertheless known as ForcefulEducational. There is contrast—restrained con-trast—between the headlines and the rest of theadvertisement even if the style of type is thesame. This style has found much favor with ad-vertisers because of the restraint, which is usu-ally more dignified. It is used by banking insti-tutions and public service corporations wheremore dignity is desired and yet some contrast
. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . dvertise-ments they are nevertheless known as ForcefulEducational. There is contrast—restrained con-trast—between the headlines and the rest of theadvertisement even if the style of type is thesame. This style has found much favor with ad-vertisers because of the restraint, which is usu-ally more dignified. It is used by banking insti-tutions and public service corporations wheremore dignity is desired and yet some contrast isneeded. THE PASSIVE EDUCATIONAL STYLE Sometimes it is not good judgment to use theForceful Educational style because the wholestory or not any part of it must be read to be ofvalue to the advertiser. When there are no headlines the reader readsthe entire advertisement or he does not read anypart of it, and this very fact causes the copy toget a reading from the better class of readers. This style is what I like to call the Passive Edu-cational style; not because I think it is weak invalue to the advertiser, but because it usually isso quiet and g Opo r ^5 1^
Size: 1092px × 2287px
Photo credit: © Reading Room 2020 / Alamy / Afripics
License: Licensed
Model Released: No
Keywords: ., bookcentury1900, bookdecade1910, bookidtypo, bookpublishernewyork
