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 87
re-fore printing, peoples eyes have been accustomed toread this straight, undisplayed matter. When ad-vertising began to be displayed there was imposedupon the eyes a new and different task. They wererequired to accommodate themselves to many shocks.They were obliged to read in an altogether… … When you are in Philadelphia, youare in the city of firsts—the city ofthe first bank, the first newspaper,the first trade paper, the first farmpaper ever to guarantee its adver-tising. In Philadelphia you are in the cityof greatests—the biggest lace works,the biggest hat factory, the biggestcarpet…
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