. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . ster, Post,and others are made in families, but none withas many variations as the Cheltenham. ^^The Book of Knowledge advertisement is setin the Cheltenham family entirely, but the dif-ferent members of the family have not been wellchosen. I reproduce this advertisement: first to showthat the family idea, Avhile excellent, does notguarantee perfection, and, second, because it rep-resents a class of advertisements whose buil
. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . ster, Post,and others are made in families, but none withas many variations as the Cheltenham. ^^The Book of Knowledge advertisement is setin the Cheltenham family entirely, but the dif-ferent members of the family have not been wellchosen. I reproduce this advertisement: first to showthat the family idea, Avhile excellent, does notguarantee perfection, and, second, because it rep-resents a class of advertisements whose builderstry to make everything read at once. By actual tests italic type is much more difficultto read than old style aAd should be used spar-ingly and primarily for emphasis only. (SeeChapter What Is Emphasis and What Is Not.)All emphasis, however, is no emphasis, and whenwe mix a w^hole paragraph of bold type withitalics the difficulty is enhanced and the effectcheap and distressing. If the story has merit a few strong headlinesthat meet the reader more than halfway will geta reading quicker than every line screaming forattention. Everyone in a crowd speaking at once. IS YOUR CHILD STILL WAITING FOR THE SUPREME EDUCATIONAL ADVANTAGE? THE BOOK OF KNOWLEDGE The Children s Encyclopedia Answers every question a child can as^. Opens every door a child should enter. Make thisday the happiest and most important of your childs life because it brings the Book of Knowledgeinto the home. Send for the free illustrated sample page hook, ichich will show you justhow the important knowledge of the world is brought within reach of the mind of the child, bymeans of the 10,000 striking educational pictures and hundreds of fascinating story-articles. BUY IT TODAY! THE PRICE MUST BE ADVANCED dueto an increase of from 25% to over 80% in the cost of paper,ink, leather and other binding materials which are now onlyobtainable at war prices. Unless you purchase at once youwill be obliged to pay the neces
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