Image from page 209 of “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)

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Image from page 209 of “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)
Identifier: typographyofadve00farr
Title: The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction
Year: 1917 (1910s)
Authors: Farrar, Gilbert Powderly, 1886-
Subjects: Advertising Type and type-founding Typesetting
Publisher: New York London : D. Appleton and company
Contributing Library: Duke University Libraries
Digitizing Sponsor: Duke University Libraries

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Text Appearing Before Image:
m Medium. This chapter would not be complete without ashowing of the Kleinert Dress Shield advertise-ment. Here is a very delicate subject handled in avery bold manner and the entire composition ofpicture and type is very harmonious. Whetherits heavy color will be repellent to the averagewoman reader is hard to say. There is, however,no disputing the distinctiveness of this advertise-ment. It is worthy of serious study. In conclusion: The plan determines the styleof advertisement and the audience and mediumdetermines whether you must make this style boldthroughout for harmony, or light in tone through-out for harmony. Perhaps the plan determinesbold headings for contrast with body matter (theForceful Educational style). Maybe the contrastshould be restrained as in the Beau Brummeladvertisement, or loud as in the Beacon Falls ad-vertisement, or average contrast as in the QuakerOats advertisement shown in the chapter ^TheKinds of Advertisements.^ BEAV BRVMMEL a Single liair annoyed liim

Text Appearing After Image:
TBCMtC THAT greatest dandy of alltimes, Beau Brummel, setgreat value on the smooth-ness of his face. After shaving, his custom was to go over hisface with a pair of nippers. H2drsthat survived the razor werepulled out by the roots. Brummel wcis famous for hisgrooming at a time when goodgrooming was the exception 2mddefects were covered with patchesand paint. Today in any gathering ofbusiness men you will see thefreshness of face and ruddinessof skin that is due to the toniceffect of a dsdly Gillette shave. Just lather briskly, rub in well:use the Gillette with an singlestroke: dip the face in cool waterand pat dry with a soft towel. A Gillette shave b quick and cool, safe and sani-tary. It is velvet-smooth, no matter how wiry thebeard or tender the skin. Adjust the handle for alight or a close shave. A.keen, fresh blade Ls alwaysready. No stropping—no honing. Prices $5 to $50.Blades 50c to $1. the packet Dealers everywhere. GILLETTE SAFETY RAZOR CO. BOSTON, MASS. No Stroppinff—No

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