. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . n. The advertisements of the NationalFire Proofing Company and the Monroe Phar-macal Company both use this idea to good ad-vantage. These advertisements are surely irregu-lar in shape and you cannot bury an irregularlyshaped advertisement. The Iowa Seed Company advertisement is alsoirregular but it is not suggestive of clover I doubt that any casual reader will recognizeimmediately that the outline is that of the St
. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . n. The advertisements of the NationalFire Proofing Company and the Monroe Phar-macal Company both use this idea to good ad-vantage. These advertisements are surely irregu-lar in shape and you cannot bury an irregularlyshaped advertisement. The Iowa Seed Company advertisement is alsoirregular but it is not suggestive of clover I doubt that any casual reader will recognizeimmediately that the outline is that of the Stateof Iowa. The irregular shape gets attention butthe second glance does not give the story as ef-fectively as does the Pompeian Olive Oil adver-tisement and others. You cannot mistake what the Crescent Brassand Pin Co. are trying to sell. And I would notsay that this advertisement was purely irregularin shape. There are many products with shortnames and even many short and terse trade namesthat could copy this style with good effect. Advertisements do not have to be irregular inshape to produce a striking effect. They can bedistinctive in illustration and When You Want Olive Oil Thats Pure and Fine Say-POMPEIAN Since we eliminated Glass Bottles, fiveyears ago, we havfe never had a com-plaint on Pompeian Olive Oil. Itsmade from CHOICE MediterraneanOlives — the first-pressing, — andits Pure and Sweet, with a DistinctiveFruity Flavor. The Pompeian Pack-age is sealed,—Air-tight, and Light-proof. It keeps in all the Goodness. Half pints 25c Pints 50c FUU. MEASURE GUARANTEED BY US FREE —16-page book of TemptingSalad-Recipes. Ask your dealer forit or write us. POMPEIAN CO., D. C.
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