. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . Nickel Plated Tea Kettle Ask your dealer for the Lisk heavy nickel plated cop-per tea kettle \^ilh the Steel Ring around the the keltle just where the wear comes. Anti-ftust Wash Boiler The famous original non-rusting boiler In addinon tothe anti-rust construction it has all the special conven-ient features: Hook Handles make it easy to empty—Seamless Cover, no sharp edges to cut the hand, noClacks to rust —S
. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . Nickel Plated Tea Kettle Ask your dealer for the Lisk heavy nickel plated cop-per tea kettle \^ilh the Steel Ring around the the keltle just where the wear comes. Anti-ftust Wash Boiler The famous original non-rusting boiler In addinon tothe anti-rust construction it has all the special conven-ient features: Hook Handles make it easy to empty—Seamless Cover, no sharp edges to cut the hand, noClacks to rust —Soap Shaver—Hook-on Cover aidware and Housefi ^mn V k Does price cheapness makea preservativemore desir-ablef. Nature was certainly good to the PondPeople last winter, and the makers of hy-i;eic ice cannot compete with Nature—inprice*. But in. cleanliness, healthfulnessand lasting qualities they can. Thcrcforo, it is a question whether nat-ural ice is cheaper than Hygcic Ice—afterall. Orders are being recorded for future de-livery. 140 TYPOGRAPHY OF ADVERTISEMENTS My idea of a first glance without any definitemeaning of any kind is the Hygeic Ice advertise-ment. The illustration is as suitable for severalother products as it is for ice. The idea of clean-liness (and I admit that this advertisement has acleanly appearance) could still be retained if astrong heading such as Is Pond Ice ReallyCheap r^ were used at the top of the advertise-ment. It needs something dominant. I realize that the copy in the advertisement isweak and flat but I use it for showing methods ofdisplay only. Now we come to the Crow-Elkhart advertise-ment. The original shows an elaborately hand-lettered heading. This is
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