News and citizen. [volume] (Morrisville, Vt. ;) 1881-current, 1912-01-31
STYLE IN ADVERTISING
Some Suggestions to Copy Writers on
Most Important Advertising
Topic.


e. " Cheverton, for several years
connected with the j. Walter Thomp'
son Advertising Agency, and of late
acting as advertising counsel to sew
eral firms, was a recent speaker to a
New York Y M. G. A. class in adver'
Using Mr.. Cheverton spoke on style
in Advertising" and incidentally on
Type"
1T is very essential" said Mr.. Che,
veTton, for the ad man to have a
knowledge of type and the laws gov
erning the various effects which its
arrangement produces. The COMPOSE
tor may be possessed of rule OF thumh
knowledge and his observation or ex
perience may have fitted him to turn
out a piece of work of creditable ap-
pearance. The ad man, however has
wider knowledge Of the subject OF
the ad; knows the audience he is adj
dressing, the selling points he wishes
to emphasize, and the means by which
he can best move the reader to action.
Consequently, with his wider knoWl-
edge of the conditions that exist, he
is better equipped than the compost
tor to select and arrange the type
which is to compose the ad,
IN considering type, as in most
other details Of advertising, it is i'm
portant to constantly bear in mind
the twofold purpose which underlies
all successful advertising, namely, to
attract attention and to move to &C
ton, or the appeal and the response,
1t is also essential to consider the
latitude of the reader. He is not
looking for your a. on the contrary,
he is interested in other things, and
your ad can receive consideration
only after his attention has been di
verified.
This brings US to the necessity OF
display, 1t is mistake TO suppose
that display consists merely in the
use of large type. While it is true
that the latter has greater attention
value than small type, it is neverthe-
less fact that clear white space
gives prominence to the ad by reason
of its exclusion of counter attractions.
the Importance of which is easily APP
parent
White space has the further advan-
tage of tying the ad together, espe-
cially If there is one or more lines OF
display type in the body of the ad,
as these have a tendency to cut the
ad into parts. The advertiser must
carefully consider the ratio OF white
space to printed matter.
Another element is the attractive
ness of the ad, for it is apparent that
the absence OF this feature will exert
an unfavorable influence on the read
er, and hence reduce attention value.
Too many styles of type produce
lack of unity in appearance and hence
should be avoided. In these days of
increasing advertising it is not diff
cult to find examples of ads with at
tractive type arrangement, study OF
which is advisable.
Having secured the readers at
tention by means of judicious use of
Wullt scpdSC, ulSPioy ~ PC anu oSll az
tiveness, it is now necessary to arouse
and hold his interest. This is largely
the office of the copy writer, but here
again wise type arrangement is i'm
portant The use of type that is easily |
egible, preferably with bold face |
he accomplishment of this end. 1t |
s advisable to have copy possessing !
Keen interest, follow the display, or |
leading, in order to get the reader
started to reading the ad. This much
being accomplished, he is more likely
% continue reading if the copy, or the
subject treated of, offers sufficient in.
crest.
MANY advertisers err in the choice
If too large body type. If the reader
S not interested in the subject-matter
If your ad. 60-point type will be but
title more efficacious than that meas
lring ten points. Rather than waste
pace with large body type, it would
,e better to increase the white space
md thus give greater prominence to
he entire ad.
Short words, sentences and para
raphs are other means of holding
he attention, because they are more
asily read
do not try to have your type ar
angement perform acrobatic feats.
he average reader is too busy to de-
inner matter that is not easily read
ome people seem to think that the
merely unusual is good advertising. {
lear in mind that your aim is not
lerely to attract attention, but also to &
love to action. The arrangement OF
lords. as smokes radiating from huh