. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . 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 i
. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . 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. ADDING LIFE TO PACKAGE DISPLAY 273 some of the things that have been accomplishedalong this line. Pep-0-Mint Life Savers, Smith Brothers CoughDrops and Nabisco Wafers all show a similarmethod of putting life and action into the dis-play. This method makes possible a showing of thegoods as well as the package. The reader has twochances of comparing what he buys with what hecalled for. While this method has the appearance of beingeasy to handle, it is by no means simple. Thehand of a master and the patience of Job arerequired to get the wafers or the drops in justthe right position and focus in order to preventa strained or stilted atmosphere. They must benatural and the freedom and ease of any naturaleffect is difficult to obtain. Some advertisers are using motion picturecameras to obtain natural^ photographs. Theyget the model, or machine, or package in fr
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