Advertising and selling : principles of appeal and response . vious if the foregoing prin-ciples are borne in mind. Thus the writer recallsan advertisement for beds and mattresses inwhich the composer sought to convey an atmos-phere of quiet and repose. But the effect wasutterly destroyed by the insistent activity of adiagonal line of type and contrasting color whichran across the composition. Moreover, the colorsselected for this appeal were not the quieting andsoothing blues and greens, but aggressive and ir-ritating oranges and yellows. The best way torealize fully the importance of these l
Advertising and selling : principles of appeal and response . vious if the foregoing prin-ciples are borne in mind. Thus the writer recallsan advertisement for beds and mattresses inwhich the composer sought to convey an atmos-phere of quiet and repose. But the effect wasutterly destroyed by the insistent activity of adiagonal line of type and contrasting color whichran across the composition. Moreover, the colorsselected for this appeal were not the quieting andsoothing blues and greens, but aggressive and ir-ritating oranges and yellows. The best way torealize fully the importance of these laws of feel-ing tone is to go about looking for examples oftheir violation. The lines, forms, relations, colors and distribu-tion of elements should so far as possible reflectthe character of the goods or the mood desired inthe reader. A patent illustration of this wouldbe the fact that in selecting type faces, bulk,weight, mass or strength demands heavy, strong,bold faced type, while an appeal to feeling or emo- 166 FEELING TONE OF CONTENT Lentheric, Taris. 220 Jfue SdinlHonoN Harmonious Coordination between Subject, Type andTkade-mark tion should be conveyed by means of artisticallyformed letters, shaded type, with free, flowingor graceful lines. Observe the accompanying il- Lord & Taylor Imported Lace Curtains Arab Marie Antoinette HfnaistanceBrwsels Irish Point 600 pairs at . $I2»^0 v^ Value ^ and $ 325 pairs at $17-50 p^ Value $ and $ Point Arab and Italian FiletLace Curtains ?t $, , , pairUsual prices $, $« $, $ Embroidered Portieres Single pairsFormerly $ to $ pair A $ to P«T Bomdway & 20tb St.: StbAre.; lOtbSt Type Faces Suggesting Refinement and Delicacy of Texture 1S7 PRINCIPLES OF APPEAL AND RESPONSE lustrations, which show the effectiveness of suchselection. FEELING TONE AND IMAGINATION The feeling tone of a given composition of read-ing matter and cut will also depend somewhat
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Keywords: ., bookcentury1900, bookdecade1910, bookpublishernewyo, bookyear1913
