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 226
d for the exact weight andlength of the car produce luxuriousriding qualities and safety. The simple body lines are notmarred by unnecessary details. Therefinements embody characteristicsof the made-to-order car. The motor, a high-speed twelve,develops enough power to meetevery existing condition.… … CHAPTEE X THE FIELD OF HANDLETTERING Because an advertisement is all or part hand-lettered is no guarantee that it is a good adver-tisement. Many all-type advertisements would be ma-terially improved by the use of several spotsof handlettering. And there are many advertise-ments whose message is…
Advertising · Typography · Typesetting
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