The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction (1917)
Farrar, Gilbert Powderly, 1886- · New York ; London : D. Appleton and company · leaf 185
ethod is most effective when used spar-ingly. The better magazines, however, stipple(or gray) any black cuts and this often makes avery unsatisfactory result. A good use of a black background is shown inThe Liberty Paper Company advertisement onpage 35. This is really a reverse plate—a cutmade from… … PICTURES AND ENGRAVINGS 167 Where possible, make a silver print from thephotograph and then make a line drawing fromthis silver print. From this a line cut can bemade, and in the making the shades and toneswhich will give the gray halftone effect can beput into the cut by use of the Ben Day…
Advertising · Typography · Typesetting
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