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 214
n. The white paper that we cannot distinguishas spots between the dots of the halftone modifiesthe tone of the print to our eyes, and brings out itsmotive. Recent improvements in this process enable theengraver to cut away portions of the screen, andobtain spots or areas of absolute white, called… … .\^i^\^w0^^M ^ High-light halftone from crayon drawing ILLUSTRATIONS 161 mechanics, and has been carefully studied withgood eflFect by high-class inventors. While it iscomparatively simple, in principle, its developmentfor this purpose has been along lines that are ab-strusely scientific, and it is…
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