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 243
ers. But no others can use the jolly darkychef. His smile opened our minds for the small butvital seed of the name of the food. Do what we may,nothing can dislodge it. We may have satisfied our-selves that the food had no special merits, that itcost too much, that it was nothing but partly… … Here is an advertisement properly proportioned, with good typography and agood border; but withal it is not a good advertisement. The border is much tooheavy for the typography, and thus hogs the attention of the reader. One iscompelled to sense the border to the exclusion of the text. THE…
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