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.