. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . ,heading second attention, argument third, namenext, While this point may seem trivial, nevertheless,many advertisements, some from the largest ad-vertisers, are naturally weakened by just suchsmall things as the name line in this Berkey &Gay copy. There is not one reason why this lineshould be different in style from the rest of thetype in this advertisement, except, perhaps, it maybe that the advertiser wanted to be
. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . ,heading second attention, argument third, namenext, While this point may seem trivial, nevertheless,many advertisements, some from the largest ad-vertisers, are naturally weakened by just suchsmall things as the name line in this Berkey &Gay copy. There is not one reason why this lineshould be different in style from the rest of thetype in this advertisement, except, perhaps, it maybe that the advertiser wanted to be sure that thefirm name would not be overlooked. It is a serious task to put together two facesof type in one advertisement. We must knowwhether we are striving for contrast, tone or char-acter and be careful to pick the faces to carry outour idea. We can get character and beauty by the wisechoice and use of one face only for the entire ad-vertisement. When in doubt stick to one familyof type. It is the style most likely to survive allothers now used. The Eastman Kodak advertisements are famousfor their consistent use of one face of type only—Caslon Old The New 3A KODAK Anastigmatic.—A lens that has atrifle more speed than the very bestof the Rapid Rectilinear lenses andthat in quality (depth, iharpness andflatness of field) is the equaUof thevery best anastigmats. It is madesolely for, and is therefore perfectlyadapted to, Kodak work. Autographic.—You can make sure,can write the date and title on thefilm, permanently, at the time youmake the exposure. After the lastexposure you can similarly writeyour name on the film—an identify-ing mark that is valuable when yousend your work to the this Autographing the film^is a matter of seconds only. No. 3A Autographic Kodak. (35ix5^), .with Kodak Anastigmat S:?.50 All Dialers. EASTMAN KODAK COMPANY. ROCHESTER, N, Y., The Kodak Ciiy. THE COMBINATION OF TYPE FACES 113 The New Jersey Zinc Companys use
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