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.—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.
Uncommon placing of blank space to attract attention ]
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.