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 287
nts. If it is not done,if advertisements are left incomplete, as pictures,they will not be eflScient. Owing to the fact that all periodicals in whichadvertisements are printed are rectangular in shape,it is necessary that all advertisements be designedas rectangles, or adjusted to the rectangular… … Here is an advertisement made without considering conflicting contours. Tloval is not reconciled to the rectangular page; the oval of the decorative mark is n<reconciled to the oval contour of the advertisement; the typography is a rectanglinot reconciled to the oval of the advertisement. There…
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