. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . ested to see the likeness of hertradesman whether she admires him or his meth-ods or not. Mr. Tradesman will get a warmerfeeling for the advertiser also. His picture inthe papers is no small event! Most of us arehuman. Live people are interested in other live is partly why the movies are more popularthan the art galleries. My idea of an ideal illustration is that usedin the Hammermill Bond advertisement. This isa
. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . ested to see the likeness of hertradesman whether she admires him or his meth-ods or not. Mr. Tradesman will get a warmerfeeling for the advertiser also. His picture inthe papers is no small event! Most of us arehuman. Live people are interested in other live is partly why the movies are more popularthan the art galleries. My idea of an ideal illustration is that usedin the Hammermill Bond advertisement. This isa photograph in the foreground, and a crayondrawing background put in by an artist. This isthe best method because the background can besubdued in the picture and the emphasis placed onthe photograph of model wdth the goods. Many photographs and pictures have no con-trast between the background and the picture it-self. This produces a flat and uninterestingwhole. When it comes to showing the goods themselves,try to use a real photograph with as little re-touching as possible. This is seldom possible,however, because most advertisers want to seetheir goods idealized-. It is not necessary toparboil this ham be-fore broiling or frying Potters Grocery & Market3532 Indiana Avenue Chicago
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