. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . STRIKING EFFECTS 0^9 Reproducing a clipping of comments on thefavorable mention of an article offers great possi-bilities. I reproduce one as the last exhibit inthis chapter. It is excellent arrangement, but Ithink the name of the book advertised should havebeen put across the top. The arrangement is, how-ever, most CHAPTER XIV ADDING LIFE TO PACKAGE DISPLAY Advektiseks now realize bow important it is tohave th
. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . STRIKING EFFECTS 0^9 Reproducing a clipping of comments on thefavorable mention of an article offers great possi-bilities. I reproduce one as the last exhibit inthis chapter. It is excellent arrangement, but Ithink the name of the book advertised should havebeen put across the top. The arrangement is, how-ever, most CHAPTER XIV ADDING LIFE TO PACKAGE DISPLAY Advektiseks now realize bow important it is tohave the reader see and remember the readers do not get a clean-cut idea of just whatthey are going to be given when they ask for theadvertised article, substitution will be an easymatter. The problem of package display is therefore aserious one and it becomes more serious when werealize that it is only in rare cases that an illus-tration of the package in its real colors is possi-ble in the advertisement. We must do somethingstriking in black and white. If the reader is an experienced builder of ad-vertisements, he can readily visualize how farshort even the best black and white reproductionsof packages come toward giving an adequate ideaof the package itself. Modern builders of advertisements, however,are becoming more and more efficient in the hand-ling of package display, and this chapter wascalled into existence merely to show and record 271
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