. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . BORDERS 205 holiday spirit is conveyed in a border, hence theParis Garter copy. This might just as well beholly leaves. The Indian Head advertisement shows a newtrend in the use of borders. It is a fine idea, butthe ribbon effect occupies too much space thatshould be used by the message in the copy. Theelimination of the ribbon border at the right andbottom of the picture would have helped. This idea of getting trade-mark re
. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . BORDERS 205 holiday spirit is conveyed in a border, hence theParis Garter copy. This might just as well beholly leaves. The Indian Head advertisement shows a newtrend in the use of borders. It is a fine idea, butthe ribbon effect occupies too much space thatshould be used by the message in the copy. Theelimination of the ribbon border at the right andbottom of the picture would have helped. This idea of getting trade-mark repetition in aborder has great possibilities, so long as it doesnot overshadow the rest of the Hal Motor Car Company uses this same ideato impress the name upon the reader. They haveoverdone the matter by using a type line inside ofthe border. It is too confusing. A borders place is supplementary in the back-ground. When it becomes the chief attraction, themessage is bound to lose some of its effect. Keepyour border plain unless it means something defi-nite. When it has a definite reason give it roomto express that reason. 3T^. DIAN HEAD ins. The GrowingPopularity ofINDIAN HEAD The genuine IndianHead is rapidly grow-ing in favor for whitedresses, suits, blousesand childrens are enthusi-astic about it! IndianHead appeals to wom-ans love of beautyjust as much as it doesto her sense of wiseeconomy. Indian Head makesyour money go furtherand your clothes wearlonger. Why buy linen at 50cwhen you can get all thebeauty of linen and evenbetter wearing quality atone-third the cost ? It willpay you to remember 12V2C 33 ■ ■. ■ ■■•>. ■ A Ik ■ ■ ■ ■■■■ ▲ ■■*a. Ins. ■ ■ ^B ■ • ■ ,Mm ■ %■ ■ ■ ■ m^M. m / de ■ ■ ^a ■■# m » m ■ ^a ■ ■ ■■■■ m m •■#* 25ca yard Reg. U. S. Pat. Off. Use it instead of Linen when next you want a good-looking, splendid-wearing, white wash-fabri
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