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 251
e Arrow Collar advertisement shownon page 212, but I am of the opinion that this whitespace as here used produces attention that willcertainly rest on the name of the goods just be-low the white space. I consider this one of thebest Arrow advertisements and an excellent useof white space as a means… … Take Every Precaution Avoid sunburn and tanning;they not only discolor the skin buttoughen it and make the porescoarse. Protect your skin and it will notburn half so readily. Never use a cold cream or greasepreparation before exposure to thesun. NOT A COLD CREAM Ponds Vanishing Cream offersjust the…
Advertising · Typography · Typesetting
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