ADVERTISEMENTS
Not every business man can write an advertisement well. Not every printer can set an advertisement well.
Of the poor advertisements that mar newspapers and periodicals, fifty per cent of the ineffectiveness should be blamed on those who write them and fifty per cent on those who set them.
EXAMPLE 379
Newspaper advertisement arranged without thought. See [380]
In this chapter we are interested not in writing the advertisement, but in properly treating it typographically after it has been written.
Some day advertising typography may become so standardized that a compositor can be told in a few words just how he shall arrange it. Meanwhile as there is more than one way to set type for advertisements, we must for the present depend on the study of good type work, the advice of those who have theories, and our own judgment.
EXAMPLE 380
Easier to read and more pleasing to look at than 379
It is possible, however, to learn something about advertising typography by giving thought to the ways of the orator, who swayed human beings long before printing was invented. We have all listened to oratory in the church pulpit, the public square and the Chautauqua tents, and in halls on the occasion of political gatherings and organization conventions. Our most agreeable recollections are of those moments when we were so pleased and impressed with what the speaker was saying that we did not think of his manner of saying it. Probably the most successful printed matter is that which pleases and impresses without one’s being immediately aware of the cause.
A good speaker will enunciate clearly and speak in a moderate tone that can be heard.
A good typographic advertisement will be set in a legible type-face and in a size that can be easily read.
Print can be too small or too large, too gray or too black.
If a speaker is addressing an exclusive group of persons, he lowers his voice and talks in polite diction.
If he addresses a large crowd, many of whom are of less fastidious tastes, he raises his voice, perhaps using all his power, and most likely mixes with his English a little popular slang.
Thus advertising printing of the exclusive kind would likely be set in type smaller and in design more classic than that used for publicity matter that has wide and promiscuous circulation.
The typographer must keep in mind that while bluntness and forcefulness are liked by some, they give offense to others.
There are orators so eloquent and flowery that one is led away from the message by pleasure and admiration for qualities that should merely carry the message.
There are advertisements so attractive in decorative beauty that one sometimes forgets to read them.
And then there is the heavy-voiced orator who emphasizes every statement. He startles and he tires, and is as unsuccessful as the speaker who croons his audience to sleep with uninteresting monotones. How like such speakers are the excitable, over-displayed advertisement, and the large advertisement monotonously set without emphasis, in one size of type!
EXAMPLE 382
The conversational style of page advertisement
The speaker who gracefully accentuates his talk at important points has the same good judgment as the typographer who neatly displays or emphasizes significant parts of his copy—not forgetting the orator who gets applause at the wrong time, and the printer who by carelessness in arrangement suggests the wrong thought.
Many speakers use the same words that Shakespeare used, but “they phrase them differently,” just as printers arrange type differently.
The orator has a message, and he tries to “get it over.” The advertiser has a message too, and he calls on the typographer to assist him in gaining customers. The problems are not unlike.
EXAMPLE 384
One word is thoroly advertised
Examples [379] and [380].—These two advertisements picture the difference between setting type with a stick and setting it with the head. It would be illogical to assume that any thought at all was given to the type composition of Example [370]. It not only is unpleasant to look at, but is difficult to read, notwithstanding the size of type used for the text. Benjamin Sherbow, who has given much time to the training of type to act for the advertiser, took the same material the newspaper compositor had to work with, and at the crack of his whip the words assumed a new formation. Keep in mind that Mr. Sherbow was not attempting to improve the looks of the advertisement; he did improve the appearance, but what he started out to do was to make the message easy to read. He labored from the viewpoint of the reader and not from that of the advertiser or printer. The difficulty usually is that the merchant and typographer are too close to the details of their own daily occupations and fail to view the advertisement as does the prospective customer.
The important first sentence was emphasized by subordinating the type below. The smaller type is nevertheless easier to read than the same words as originally arranged. The border serves to catch the reader’s attention, as in the newspaper this little advertisement dominated the page.
Example [381] (Insert).—The department-store advertisement as represented by this example is really a multiplication of small advertisements. It is necessary for the writer and printer to give attention in detail to each of the small paneled advertisements, but someone must assemble them into a harmonious whole. This is usually done by first making a layout in actual size. Such a layout as planned for the Lord & Taylor page under consideration probably looked just as this advertisement would look if everything but the panel borders, headlines and illustrations were removed. Each panel was numbered, and the copy in each instance contained a corresponding numeral.
EXAMPLE 383
The name and the trademark depended on to sell goods
The style of lettering used for the firm name (Caslon italic) is a sort of trademark, as it is to be found on the store’s stationery, on its building and on its delivery cars. The ornamental border, especially the festoon effect at the head, is used in all the newspaper advertising. It will be noticed that two of the panels have been accentuated with stronger borders, larger headlines and with decorative illustrations. They are so placed in the general group as to balance pleasingly. Prices are emphasized, but not as they usually are by department stores that appeal more to the class of people who for economical reasons find it necessary to take advantage of bargains. The names of articles in the Lord & Taylor advertisement are set in a neat, bold type-face.
EXAMPLE 385
Interesting use of white space
Example [382].—This is one of those easily read, conversational styles of advertisement set in Caslon Oldstyle. The first paragraph, in type a size larger than the rest, invites the attention of the reader. The ornament in the upper left corner adds attraction at the introductory point.
EXAMPLE 387
A study in advertising values
Example [383].—Like the house of Tiffany, the makers of Knox hats do not have much to say in their advertisements. The name and the trademark are depended on to sell the hats. Cloister Oldstyle, the type-face, surrounded by liberal blank space, is effective.
Example [384].—The purpose of this advertisement is to popularize zinc, and for this reason that word stands out so prominently. The rule band at the head and foot attracts the attention, and the Caslon type-face makes the advertisement readable.
Example [385].—An easily read advertisement, due to the size and kind of type and the use of blank space. Hart, Schaffner & Marx appreciate the value of good typography. The two-line initial at the head guides the eye to the beginning of the message. The signature at the foot is so placed that it is not forced on the attention, yet it cannot be missed after the two large paragraphs have been read.
EXAMPLE 386
A bordered advertisement
Example [386].—This arrangement of an advertisement shows a style liked by the Mellin’s Food Company. The decorative border confines the attention to the reading matter it contains, which is presented in Old-Style Antique, a dark-toned, interesting, legible type-face. The display lines are emphasized just enough to make them stand out from the main portion of the text.
EXAMPLE 388
This pictorial department-store advertisement attracted a great deal of attention in New York newspapers during the holidays
EXAMPLE 389
The store name does not appear in this large department-store advertisement published in the New York City newspapers
EXAMPLE 390
Four country-newspaper advertisements, showing slight variation in border treatment
Example [387].—The principal points in this advertisement are the name of the company (which is accentuated to catch the eyes of the many who know this house) and the three lines at the head (which are informative to those who may not know the Gorham company). This advertisement serves well as a study in advertising typography. Careless handling of it in the composing-room would have spoiled its effectiveness. The border has probably been used to attract attention, yet it does not interfere with the reading of the advertisement, as the typographer has maintained a liberal margin around the type matter.
Example [388].—This is one of the many clever advertisements that are inserted in newspapers by John Wanamaker, and is different from most others because it is a picture-story of the goods on sale. The type matter is secondary thruout excepting in the introductory panel at the head, which is displayed merely to call attention to the style of the advertisement and to the name of the advertiser.
Example [389].—Few printers have seen a department-store advertisement just like this one. It does not contain the name of the advertiser, and there is practically no display. It looks more like a story in a general magazine. A few circular illustrations are so placed as to relieve the monotony of the columns of text, and a decorative piece is placed on both sides of the heading. The page is also made interesting by the use of space between paragraphs.
EXAMPLE 391
A good-looking page advertisement that was easily read
EXAMPLE 392
Typography and shape of this four-column advertisement suggested by the architecture of the tall building pictured
Example [390] (Insert).—The most difficult copy to arrange well is probably that supplied country newspapers by their advertisers. There is seldom much to the copy, and it is almost always necessary to use display unsupported by the solid paragraphs of text that soften the contrast in advertisements that appear in city dailies. Here are four advertisements different in size and representative of small-town business. Some one has urged that fancy borders be not used in the small-town newspaper, and that the rules for borders be the same thruout. This advice is probably wrong, as it was tried in this instance and the effect was found to be monotonous and uninteresting. The same rule border is used around each advertisement, but to obtain contrast an additional rule has been added to the coal advertisement and a holiday border and another rule to the general-store advertisement. These slight variations in border treatment add a great deal of interest to the page. Each advertiser is entitled to an individual hearing, and this is only possible when there is some distinct feature found in his advertisement alone. In the city newspapers each department store usually has a distinctive type-face which appears in no other advertisement. In the small-town newspaper it may not be possible for the publisher to render such service, but an effort in the same direction can be made by varying the border treatment. The type-faces used in this example are Bodoni and Bodoni Bold. With the use of the Bold, emphasis is given at proper points in each of the four advertisements. In the largest one it is used for the name of the firm, in the smallest one it sets forth the name of the café, and in the other two advertisements it emphasizes the name of the business. There may be another way to arrange the names of the articles in the general-store advertisement, but it is doubtful if any other arrangement would make reading easier. Typographers who are inclined to treat lightly the problems of the small-town printer should attempt to improve these advertisements.
EXAMPLE 393
A page in which attractive typography was possible in spite of a long list of agents
Example [391].—The style of treatment of this trade-journal advertisement is influenced to some extent by the article advertised, yet there is no reason why this treatment would not be suitable for many advertisements of another kind. The heavy-and-light-line rule border is of a darker tone than the type page and for this reason adds color and interest. There is sufficient blank space between the border and type matter to allow for the text being read without interference. The capitals in the headings are letterspaced, the letterspacing not only giving them character, but making them more legible. The text matter is introduced with an initial that extends upward from the first line instead of downward as most initials are placed. This advertisement is of the conversational style, arranged for easy reading.
Example [392].—Some one has decreed that text types shall not be used in advertisements, but fortunately those responsible for the planning of this advertisement paid no attention to the decree. The advertisement was inserted in newspapers for the purpose of calling attention to the new building in the Gothic style of architecture erected for the Hampton Shops. Any one who has studied the details of a Gothic structure such as this or the Woolworth Building has felt the influence of the long, narrow lines found in Gothic architecture. The shape of this advertisement and the thin, pointed character of the text type used are in splendid harmony with the general idea.
Example [393].—There was presented to the designer of this advertisement the problem of including in legible size a long list of cities and agents and yet reserving sufficient space in which to give due prominence to the text matter. The solution of the problem was the long, narrow panel at the left. While the entire advertisement is easily read, especially in its larger form, and probably has the approval of those who insist on legibility in advertising composition, there is yet something about it that will also interest those who maintain that typography should be built on art principles. The border, trademark and name of the article advertised blend in tone, while the remaining type matter shows a pleasing gray. Inserting the trademark in the space left by the shorter words of the heading makes the effect unusual.
EXAMPLE 394
An advertisement planned to sell high-priced cars
Example [394].—This is one of a series of newspaper advertisements prepared for the Locomobile Company by T. M. Cleland. Planned to sell automobiles costing five or six thousand dollars, it naturally is treated differently from an advertisement that would sell cheaper cars. The decorative crest is a factor in the effectiveness of this advertisement, and the italic with the swash capitals helps to give a touch of exclusiveness. It is an advertisement that will stand out on the average newspaper page.
EXAMPLE 395
Roman lettering and Roman architecture
Example [395].—This advertisement has qualities similar to those of Example [392], the typography of which was suggested by the architecture of a building. Here we have an illustration of a building in Roman architecture, hence it is suitable that the type should be Forum, which is based on Roman carved lettering, and that the border should contain lines that suggest an architectural panel. Of course, this matter of harmonizing the plan of an advertisement with the architecture of a building can be overdone. An advertisement is not necessarily a good advertisement because of such harmony, yet if an advertisement is readably presented, harmonious type selection and arrangement should add effectiveness.
Example [396].—This advertisement in a way suggests Example [385], and in contrast with that example furnishes a study in the use of blank space. In the Hart, Schaffner & Marx advertisement the margin is equal on both sides, and monotony is avoided by having the margin at the foot of the type group more than on the sides. In this Kodak page the text group is courageously pushed to the extreme upper right corner, and all of the blank space is assembled at the left and at the foot. The use of so much space is probably for the purpose of attracting attention, which it undoubtedly does. Nevertheless, it is possible that the advertisement would look better if the text group were treated as in Example [385].
EXAMPLE 396
Uncommon placing of blank space to attract attention
EXAMPLE 397
The modest display of a large magazine advertisement
Example [397].—This advertisement has been reduced considerably, as it originally occupied a large magazine page. For effectiveness the typographic treatment was depended on, and, as will be seen, it is unusually neat. The headline and the name of the company are the only suggestions of display on the page. The illustration, of course, is to catch the reader’s attention.
EXAMPLE 398
The blank space emphasizes the illustration
Example [398].—Altho this is a lettered advertisement, it is a good example of blank space used to attract attention not only to the advertisement, but to the illustration, which here is really of the most importance. It should be noticed how the blank space in the upper right portion clears the way for a view of the automobile. Many advertisers are using a strip of white space in their advertisements, at the right or at the left.
Example [399].—The treatment of this advertisement proves that it is not absolutely necessary to have the typography of country-newspaper advertisements as formal as that presented in Example [390]. For general newspaper use Bodoni modern might have preference over the more interesting Cloister Oldstyle, yet a newspaper treated entirely in old-style type-faces would be likable. If this advertisement were placed on the average newspaper advertising page, it would stand out strongly because of the blank space used around the type group, the restful and pleasing type-face and the dark-toned border.
Example [400].—The manner in which this page of advertisements is treated should have suggestion for newspaper and periodical publishers who wish to make their classified-advertising sections more interesting. This page, from a trade publication (The American Printer), was set in eight-point type instead of the six-point that some publications usually use. It is a mistake to use type smaller than eight-point for matter that is supposed to be read. The expense and the time necessary to put in initials at the beginning of each advertisement are avoided by capitalizing the first word and setting it flush with the end of the line. Instead of using the stereotyped “Help Wanted” and “Situations Wanted” headings, human interest was introduced by phrasing each heading as a question, as would likely be done on a larger advertisement.
EXAMPLE 399
A country-newspaper advertisement
EXAMPLE 400
Suggested for treatment of classified ad. sections
EXAMPLE 403
The neat typography and well-balanced make-up of a suburban newspaper
