. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . uch a style is effectively used in smallspace. The main feature of this advertisement,however, is the use of white space, and white spaceproperly used is an effective display feature inany size or style of advertisement. As an example of white space as an effectivemedium, I show the Stewart Pencil Sharpener ad-vertisement. The reading matter is practicallythe Passive Educational style in connection with astrong dominating il
. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . uch a style is effectively used in smallspace. The main feature of this advertisement,however, is the use of white space, and white spaceproperly used is an effective display feature inany size or style of advertisement. As an example of white space as an effectivemedium, I show the Stewart Pencil Sharpener ad-vertisement. The reading matter is practicallythe Passive Educational style in connection with astrong dominating illustration. The adaptation ofcopy, headline and product in this Stewart ad-vertisement is as nearly perfect as I have well-balanced white space in this advertise-ment shows excellent planning. Whether thisadvertisement is used in small or large space itis bound to be seen. The H-0 advertisement is also a good exampleof the use of white space and is the kind that ishard to bury or skip. The copy and illustrationof this advertisement do not have a close connec-tion. As there is no mention of unending supply,large output, etc., in the copy, it would have been.
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