302 MANAGEMENT OF DAIRY PLANTS 



V. The Materials and Tools of Advertising. — To "build" 

 an advertisement and give it these four essentials qualities, the 

 ad writer uses space, type and borders, illustrations and lan- 

 guage. They may be called the materials and tools of adver- 

 tising. 



All four "materials and tools" are employed as follows to 

 give attention value to an advertisement: 



Space. I. By using as large space as the appropriation per- 

 mits. Large space gets attention because it is large; it lessens 

 the counter-attraction of other advertisements; it permits of 

 larger headUnes, display type and illustrations, and better 

 typographical effects. Experience shows that it is more prof- 

 itable to use a given amount of space for a few large advertise- 

 ments than many small ones. However, the value of frequency 

 must not be overlooked. 



2. By securing space in the best positions. This is more im- 

 portant with smaller advertisements. Nearness to live reading 

 matter of the right kind is essential; space in the upper half of a 

 page is usually better than in the lower half. 



3. By varying the form of space used to secure contrast. 

 When most advertisements are square or nearly square, the 

 long, single column advertisement has marked attention value. 

 An oval or circle effect likewise secures contrast. 



4. By providing plenty of white space within the advertise- 

 ment itself; an open arrangement is desirable, and a crowded 

 space undesirable. 



5. By putting important head or key lines into type that is 

 large and which is easily read (display). All capitals are not as 

 legible as capitals and small letters (caps and lower case). 

 Headline type measuring i/io to 1/20 of the height of the ad- 

 vertisement is considered effective. Avoid the use of too many 

 lines of large type (over display), for all emphasis is no empha- 

 sis, but merely confusion. 



6. By selecting borders that catch the eye by setting off the 

 advertisement and making it different, but which do not attract 

 too much attention to themselves. Usually large advertisers 

 design special borders and have them engraved. 



