How to advertise, a guide to designing, laying out, and composing advertisements (1917)
French, George, 1853-1935 · New York, Doubleday, Page & Company for the Associated Advertising Clubs of the World · leaf 206
redillustrated advertisement is the most effective formof publicity, all things considered. The picturemakes it possible to use less text, and that meansless space to pay for. The picture combines twoessential units of the advertisement—attraction andsuggestion—and guides the reader along two… … Line etching with screen background I CHAPTER XI ILLUSTRATIONS THE most important consideration with regardto the illustration for an advertisement isthat it shall illustrate. The next most im-portant consideration is that it illustrates agreeably,harmoniously, and graphically—that is, truthfully.…
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