. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . car ittignti fordriver*. dl Indianapolis News, 8-5-16: -Famous ior its hold theroad quality. The Boston Herald. June :HAL TWELVE ha» low upkeep. Washinglon Times, 7-29-IG: -The Marvel of Molordom. Jay Bersh says: —Just like a rubber band. I OS Angeles Times, Sept. 3,1916: - Hew HAL TWELVE awonder. Jim Corbett says:—1 know itt a good car, sayanything you want to. The HAL TWELVE is builtto be the best car made in Americ
. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . car ittignti fordriver*. dl Indianapolis News, 8-5-16: -Famous ior its hold theroad quality. The Boston Herald. June :HAL TWELVE ha» low upkeep. Washinglon Times, 7-29-IG: -The Marvel of Molordom. Jay Bersh says: —Just like a rubber band. I OS Angeles Times, Sept. 3,1916: - Hew HAL TWELVE awonder. Jim Corbett says:—1 know itt a good car, sayanything you want to. The HAL TWELVE is builtto be the best car made in America. The HAL TWELVE is long,low and light. The springs calcu-lated for the exact weight andlength of the car produce luxuriousriding qualities and safety. The simple body lines are notmarred by unnecessary details. Therefinements embody characteristicsof the made-to-order car. The motor, a high-speed twelve,develops enough power to meetevery existing condition. The HAL will out-demonstrateany car built. Six body designs, $2385 to $ HAL MOTOR CAR COMPANY 870 EAST 72nd STREET, CLEVEUND. OHIO We are now printing astory of the car and thecompany—write for. CHAPTEE X THE FIELD OF HANDLETTERING Because an advertisement is all or part hand-lettered is no guarantee that it is a good adver-tisement. Many all-type advertisements would be ma-terially improved by the use of several spotsof handlettering. And there are many advertise-ments whose message is materially weakened bythe use of too much handlettering. The best field for handlettering is the hand-lettered advertisement to which I call attention inChapter II, where I attempt to classify the vari-ous styles of advertisements for easy handling. Handlettering has a personality that is not pos-sible with tjTDe, yet a wise use of both often pro-duces the perfect advertisement. Where there is much space, little copy, and adesire for some peculiar character, nothing excelshandlettering. With it, a good artist can conveyboth t
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