. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . or bold wordsused in light-faced body type. CHAPTER XIII STRIKING EFFECTS There is a growing belief among many adver-tisement builders that the Forceful Educationalof one series and the Passive Educational styleof advertisements are the logical styles and theones most likely to dominate among the advertise-ments of the future. If the message in the advertisement is vital, itwill be read and believed without any freaky orshri
. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . or bold wordsused in light-faced body type. CHAPTER XIII STRIKING EFFECTS There is a growing belief among many adver-tisement builders that the Forceful Educationalof one series and the Passive Educational styleof advertisements are the logical styles and theones most likely to dominate among the advertise-ments of the future. If the message in the advertisement is vital, itwill be read and believed without any freaky orshrieky arrangement. While I am of the opinion that the plain PassiveEducational style is usually effective and producesa more pleasing and wholesome appearance, I amalso of the opinion that the majority of adver-tisements must be unusual and striking in make-up to get attention. Practically all of the plain Passive Educationaladvertisements occupy half or full pages and, forthis reason, they do not have to compete withnearby advertisements to get attention. Theirsize and treatment with a reasonably interestingheading or illustration practically command at-tention. 249. Get this point! You cant break the pencilpoint in a Stewart sharpener. Its the first of its kind—an effi-cient, durable, needed tool. See itin your dealers window. Test itin your office — home — school. Made by J. K. Stewart ManufacturingCompany, of Chicago, and sold at aUdealers—or direct from factory—for $ STRIKING EFFECTS 251 It is seldom possible to get maximum attentionin small space with the Passive Educational Eastman Kodak advertisement Your friendscan buy anything you can give them except yourphotograph^ is one of the very rare occasionswhere such 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
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