File:The typography of advertisements that pay - how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction (1917) (14761509864).jpg

Identifier: typographyofadve00farr (find matches)
Title: The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction
Year: 1917 (1910s)
Authors: Farrar, Gilbert Powderly, 1886-
Subjects: Advertising Type and type-founding Typesetting
Publisher: New York London : D. Appleton and company
Contributing Library: Duke University Libraries
Digitizing Sponsor: Duke University Libraries

View Book Page: Book Viewer
About This Book: Catalog Entry
View All Images: All Images From Book
Click here to view book online to see this illustration in context in a browseable online version of this book.

Text Appearing Before Image:
n in the cut being madefrom this copy and produces a calico effect, whichis a good point to remember in sending copyto an engraver. I believe, however, that thereader will be able to distinguish the differentmethods. The Burnett Vanilla advertisement is a com-bination halftone—part halftone and part linecut all in one plate. This entire advertisement isan excellent example of the Forceful Educationalstyle. The pictures, the lettering and the arrange-ment are all in excellent taste and the message isclear cut and convincing. The Phoenix Silk Hosiery advertisement is alsoa combination halftone. The faces, feet andhands are in halftone, the rest is line work. Aregulation black and white drawing of the letter-ing is made and the engraver makes a positiveinstead of a negative which produces white onblack instead of black on white. Black backgrounds, unless the lettering is pro-portionately large, will be hard to read. Any-thing hard to read may be pretty but it is seldomgood advertising.
Text Appearing After Image:
CrkmirkVt SPORTSMANS V><U1111U1 t FIRST ESSENTIALFeet Stand Hardest Knocks. Protect Them With WitcH-Elk Boots WitcHell-SHeiU Company. - PICTURES AND ENGRAVINGS 165 The artist has gone over all of the photographin the Phoenix Silk Hosiery advertisement exceptthe hands, faces and hose with a special shadowtreatment. This is an excellent idea because itfocuses the attention on the goods advertised,and this particular shading is very attractive tothe casual reader. Such devices as these help the engraver to givea wide variety of effects with the six halftonemethods. The Witch-Elk Boots advertisement proves thattype can also be shown white on black as well ashandlettering. It is seldom as satisfactory how-ever. One or two words of white on black willusually turn out very well and be very distinctive.This method is most effective when used spar-ingly. The better magazines, however, stipple(or gray) any black cuts and this often makes avery unsatisfactory result. A good use of a black

Note About Images