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 218
oscreen is interposed, and the image on the metal isexactly like the original—a full-tone picture. Theprint from a zinc etching is a full-tone print. Thissuggests the limitations of the process, for advertisers.Zinc is used for the plate because it is less expensivethan copper, and serves this… … Halftone with Ben Day background % ILLUSTRATIONS 16S and wears better in printing. Through the use ofBen Day prepared backgrounds, tint blocks, andin combination with halftones, the zinc engravinghas come into important work in the production ofadvertising literature. In advertising that is…
Advertising
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