ADVERTISING DAIRY PRODUCTS 305 



leaded, n words; 10 point, solid, 20 words, and leaded, 16 

 words. It is convenient to have in a scrapbook samples of the 

 various sizes and styles of type that are available in the news- 

 paper composing rooms that handle the advertising prepared. 



Illustrations for newspaper use are of two kinds, half tones 

 and zinc etchings, both made by photographic processes. Half 

 tones are most often made from photographs, from water-color 

 drawings (wash drawings) in black, brown, or white. They may 

 also be made from oil paintings and direct from smaller objects 

 themselves. A half tone may be identified by the many small 

 dots and squares which change the solid black or white surfaces 

 into "tones " of black or white. These dots are introduced in 

 the engraving process by photographing the original through 

 a screen of fine lines, ranging from 65 per inch to 200 per inch. 

 The screen is varied for different printing uses, and is coarse for 

 rough uneven paper and fine for smoothly surfaced paper. 

 Half tones are designated according to the screen used; for 

 printing on newspapers printed on an ordinary print paper 

 from stereotyped plates, 65 or sometimes 80 line or screen is 

 most satisfactory; for newspapers printed direct from type and 

 engravings on smoother paper, as fine as 100 line may be used; 

 for booklets and catalogs as fine as 120 or 133 line may be used. 

 Photographic copy for half tones should be clear and sharp. 

 An engraving may be made larger or smaller than the original 

 copy, to fit the advertising space desired. 



Zinc etchings are made from pen and ink line drawings. They 

 contain no dots, not being made through a screen. They will 

 print well on any kind of paper and in any kind of a press. They 

 present only one difficulty, the expense of getting good original 

 drawings. 



Language is the main reliance of advertising and the ad 

 writer must know both what to say and how to say it. To 

 know what to say he needs to understand his product; to know 

 how to say it he needs to know the people to whom he is writing 

 his advertisement and how words may be used to interest and 

 convince them. 



What to say will depend a good deal upon the kind of an 



