The Liberal democrat. [volume] (Liberal, Kan.) 1911-1924, 1912-04-19

como Suggestions 10 Copy WHters 81
M0st lup0rtaRt, Advertising
Topic.

oral Arms, was recent speaker to q
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
Verton, for the &d man to have a
knowledge OF type and the laws gov
ornIng the various effects which It's
arrangement produces The compost
tor may be possessed OF rule OF thumb
knowledge and his observation or ex-
perience may have fitted him TO turn
out a piece OF work Of creditable Ap-
pearance. The nd man, however, has
a wider knowledge OF the subject Of
tho nd; knows the audience he is aGS-
dressing, the sailing 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
10 better equipped than the compost
tor to select and arrange the type
which In to compose the ad.
In considering type, AZ in most
other details OF advertising, It Is i'm
portant 10 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.
II 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 d.
Verted.
This brings us TO the necessity OF
display. 1t Is mistake to suppose
that display consists merely in the
use OF large type While 1t is true
that the latter has greater attention
value than small type, 1t Is neverthe-
less a 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-
clally II there IL one or more lines Of
display type In the body OF the ad,
as these have tendency to cut the
nd into parts. The advertiser must
carefully consider the ratio Of white
space 10 printed matter.
Another element is the attractive
ness OF the I'd, for V Ia apparent that
the absence Of this feature will exert
an unfaVOrAble influence on the read
or and hence redace attention value
Too many styles OF type produce a
lack OF unity In appearance and hence
should be avoided. In these days OF
increasing advertising 1t Is not diffi-
cult to fnd examples Of ads with at
traetlVe type arrangement, q study OF
which Ia advisable.
Having secured the readers at
tention by means Of tudicious use OF
white space, display type and attrac-
tlVeness, 1t 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 uSs OF type that Is easily
legible, preferably with q bold face
and leaning, are two means toward
the plishment 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 n the copy, or the
subject treated Of, Oilers sufficient In
tere3t.
Many advertisers err IN the choice
OF too large body type II the reader
Ia not interested In the subject-matter
Of your Ad. 6O-pOint type will be but
little more eficacious than that meas
uring ten points. Rather than waste
space with large body type, 1t 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
ranRement perform acrobattc feats.
The average reader Is too busy to de-
cipher matter that IN not easily read.
Some people seem to think that the
merely unusual is good advertising.
Bear In mind that your aim 10 not
merely to attract attention, but also to
move to action. The arrangement OF
words as spokes radiating from a hub
is bad practice. How many busy men
would turn their paper In various dr.
rections In order to read such matter.
Such display might attract the Atten-
ton OF few readers, but most PEG
pie would not read 1t.
Another error frequently met with
IL unusual display devoid OF interest.
A recent life insurance ad appeared
with the words Ear Trumpets' az its
catch line, the copy finally switching
over to life insurance. Everyone knows
that there are comparatively few PEG
pie interested In ear trumpets. II the
writer did not wish to have his sub
ject suggested in the display he might
at least have chosen for a heading
something in which many people talEs