Criticize the following heads and rewrite each, retaining as far as possible the ideas and point of view of the original:
The image above is example (1) of sixteen examples of heads to be criticized. In this example, as in all the examples that follow, the top deck is a drop-line head. In that context it is worth recalling from page 280 that each line of a drop-line head should ideally be 18 unit letters wide.
In this example, the drop-line head in the top deck is in two parts of 17½ and 16½ unit letters respectively. It says | HURT IN AUTO CRASH | QUITTING HOSPITAL |. The second deck is a pyramid in three parts and says | Woman Patient Is Injured in | Collision Fifteen Minutes | After Release |
The image above is example (2). It is a head of three decks. The top deck is a drop-line head of two parts with 17 and 16 unit letters respectively. It says | PARCELS POST PLAN | STARTS TOMORROW |. The second deck is a head in pyramid form which says | New System Makes It Possible | to Mail Packages Weighing | Up to 11 Pounds. | The third decks is a cross-line head which says | REQUIRE SPECIAL STAMPS |
The image above is example (3). It is a head of two decks and is followed by the first paragraph of the story it heads. The top deck is a drop-line head of two parts with 15½ and 15 unit letters respectively. It says | RIVERS IN GOTHAM | FOR CROSS SETTO |. The second deck is a four-part hanging indention head which says | Little Mexican, in Great Condi- | tion, Announces That He Will | Surely Put the Quietus on the | Hard Hitting Dentist. |
The opening paragraph of the story follows the head. It says | NEW YORK, Dec. 28.—Joe Rivers, the Mexican lightweight, accompanied by his manager, Joe Levy, his brother, Andy Rivers, and his trainer, Abdul the Turk, arrived in this city Friday night. Rivers is scheduled to fight Leach Cross, at the Empire A. C. on Jan. 14, instead of Jan. 8. |
