The Yale expositor., 1912-01-04
.dOertisiI1g
| Talks
STYLE IN ADVERTISING
Some Suggestions to Copy Writers on
Most Important Advertising
Topic.

f. V. 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. Nj. G. A. class in adver-
Using Mr.. Cheverton spoke on style
In Advertising" and incidentally Oh
Type"
1T is very essential" said Mr.. Che
verton, for the ad man to have
knowledge OF type and the laws gov
erning the various effects which its
arrangement produces. The compost
tor may be possessed of rule OF thumb
knowledge and his observation or en-
perience may have fitted him to turn
out piece of work of creditable APP
pearance. The ad man, however, has
wider knowledge of the subject OF
the ad; knows the audience he is ad-
dressing. the selling points he wishes
10 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.
I'm 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 ac-
ton, or the appeal and the response.
1t is also essential to consider the
attitude OF the reader. He Is not
looking for your ad; 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 lis a 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 it's 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 il there is one or more lines OF
display type III the body OF the ad,
rs these have 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 1t 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
white space, display type and attrac-
liveness, 1T is now necessary to arouse
and bold his interest. This is largely
The office OF the copy writer. bat here
again wise type arrangement is i'm
portant. The use of type that is easily
legible, preferably with a bold face
and leaning, are two means toward
the accomplishment of this end 1t
is advisable to have copy possessing
keen interest, follow the display, or
heading, in order to get the reader
started to reading the ad. This much
being accomplished, he is more likely
to continue reading If the copy, or the
subject treated OF, offers sufI Client in
terest
MANY advertisers err in the choice
of too large body type. II the reader
Is not interested in the subject-matter
Of your ad. 60-point type will be but
little more efficacious than that meas
uring ten points. Rather than waste
space with large body type, it would
be better to increase the white space
and thus give greater prominence TO
the entire ad.
Short words, sentences and para
graphs are other means OF holding
the attention. because they are more
easily read
DO not try TO have your type ar
rangement perform acrobatic feats
The average reader is too busy to de
cipher matter that is not easily read
Some people seem TO think that the
merely unusual is good advertising
Bear in mind that your aim is not
merely to attract attention, but also TO
words as spokes radiating from n hub
Is bad practice. How many busy men
would turn their paper in various di.
rections in order TO read such matter
Such display might attract the atten-
ton of a few readers, but most peo-
pie would rot read it,
Another error frequently met with
is unusual display devoid OF interest
A recent life insurance ad appeared
with the words Ear TrumDets' as its