. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . secured to act the picture for illus-trating the story in the advertisement. Many railroad men will look at the CoesWrench advertisement as it now stands and say,None of the boys ever said that. AVhereasa real photograph of two of the boys wouldhave helped to prove that the boys did say message is much more convincing withphotographs of live models. With an ordinary kodak and a few hours time,a photograph of two real
. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . secured to act the picture for illus-trating the story in the advertisement. Many railroad men will look at the CoesWrench advertisement as it now stands and say,None of the boys ever said that. AVhereasa real photograph of two of the boys wouldhave helped to prove that the boys did say message is much more convincing withphotographs of live models. With an ordinary kodak and a few hours time,a photograph of two real railroad men could havebeen secured for the same cost as the drawingused in the Coes wrench advertisement. If you do not as yet believe that real live modelphotographs are the coming thing in advertisingjust look at the boy and cake picture. I have never seen a drawing of a boy that couldcompare with this photograph for real is a perfect piece of acting and only a fewparents will miss it. Swift & Co. once ran a series of advertisementswhich used dealers photographs and their testi-monials. The one shown here has been in my datafiles for some PICTURES AND ENGRAVINGS 153 As an idea this scheme has great possibilitieswhen it can be used in the dealers locality. will be interested 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
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