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 197
vertisement are both decidedly bold yet thecomplete result is harmonious and pleasing. Theslightly heavy tone of the Bookman Old Style typeused for the body of this advertisement is neitherbold nor light, therefore it blends beautifullywith the white space and bold portions of the ad-vertisement… … TN a gown by Paquin or Premet the quality^ of the materials is taken for granted—yourinterest centers itself on the felicity of thedesign. The same holds true of the ROAM-ER—it is built to satisfy an ideal, not tomeet a price; and while it .has the mechan-ical genuineness of automobiles selling…
Advertising · Typography · Typesetting
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