ADVERTISING DAIRY PRODUCTS 303 



7. By using illustrations that are different and which may be 

 understood readily and which print clearly. Illustrations have 

 large attention value. 



8. By introducing unusual arrangements and forms of type 

 and illustrations, ovals, circles, triangles, etc. But retain 

 simplicity. 



Interest value is given to an advertisement by the skillful use 

 of type and border, illustrations and language, as follows: 



Type and Borders, i. By making the typography (use of 

 type and borders) pleasing. Type and border should harmon- 

 ize with each other and type should harmonize with the subject- 

 matter of the advertisement — for food products suggesting 

 daintiness and purity. Adhere to simpHcity, avoid overcrowd- 

 ing and involved designs and backgrounds. Keep plenty of 

 white space within the ad. Maintain balance and symmetry. 

 In short, make the appearance of the advertisement inviting to 

 the eye and interest will follow. 



2. By using legible type that the eye may read with least 

 effort. Interest will not develop when reading is difficult. 



3. By using illustrations which are clear, which are in good 

 taste, which really illustrate and which present a story that is 

 readily understood. Let them show processes and portray ar- 

 guments and stir human desires. Such illustrations give great 

 interest value, save many words, and furnish short cuts to 

 understanding. 



4. By use of headlines that carry the important, vital fact of 

 the advertisement's story — its best news. Headlines are first 

 to be read; their impression must be favorable; they must 

 deepen attention into interest. Headhnes must be brief, lively, 

 interesting, not more than four or five words, and be taken in 

 readily by the eye in a single glance. 



5. By use of appeals and arguments in the body of the 

 advertisement that are clear cut, straight to the point, and 

 fuU of news about the product, making the reader think 

 favorably of it. But what is written should be as brief as 

 possible. 



6. By making the advertisements timely and thus linking 



