304 MANAGEMENT OF DAIRY PLANTS 



them up with other things already in the popular mind or in 

 popular favor. 



Words. — Conviction and action are secured through the use 

 of words almost wholly: 



1. By carefully planned appeal to the reason. The argu- 

 ments in favor of the product should be carefully listed and 

 arranged and then expressed forcibly and briefly, keeping in 

 mind the reader, his way of thinking and his motives of action. 



2. By skillful play upon desires and feeUngs through lan- 

 guage, suggesting appetizing tastes, pleasing flavors, and 

 healthful effects of good products. The reading of the adver- 

 tisement should leave the readers with a desire for the product 

 and an inclination to go buy. 



3. By definitely suggesting or commanding action. After 

 interest and conviction have been secured, the ad writer may in 

 so many words say do this or do that. 



Type is made in an endless number of styles, but most com- 

 posing rooms have only a limited variety. This is no handicap, 

 however, providing the few are desirable from the standpoint of 

 good taste, legibility, and attractiveness. Type sizes vary 

 according to the "point " system, a point being equivalent to 

 one seventy-second part of an inch (approximately). The sizes 

 are named according to the measurement of points between the 

 topmost part of a capital letter and the lowest part of such a 

 letter as "g," for example. If that measurement is 12 points, 

 the type size is " 12 point." The smallest size in common use is 

 6 point; the largest, 72 point. Type lines are measured on the 

 same basis, but with the pica, which equals 12 points, as the 

 unit. Newspaper columns commonly measure 13 picas wide, 

 although at present there is a trend toward a standard 12 1/2 

 pica column. Type is said to be "leaded" when thin metal 

 strips (leads) are inserted between lines to make more white 

 space and increase legibiUty. In the body matter of advertis- 

 ing, 14 point, 12 point, 10 point, 8 point, and 6 point are most 

 commonly used, especially the first three. On the average, 

 matter set in 14 point will run about 10 words to the square 

 inch, set solid (without leads); 12 point, sqlid, 14 words and 



