Book Description

Excerpt from How to Advertise: A Guide to Designing, Laying, Out, and Composing Advertisements The object of this book is to suggest how advertising may be made more effective by making it more attractive - giving it more "Attention Value." It needs no argument to show that if advertising is not noticed while readers are cursorily going over the pages of newspapers and periodicals it will not be read, and if not read it will not produce results. Neither does it require argument to demonstrate that the elements of the advertisement which make it attractive to the eye are its pictorial features, its graphic qualities. The primary appeal of the advertisement is wholly to the eye - as a picture. If this appeal is not made, or is badly made, it follows as night follows day that the advertisement will not be read by as many people as would have been the case if it had been attractive to the eye. What makes an advertisement attractive to the general eye - to the eye of the average person? About the Publisher Forgotten Books publishes hundreds of thousands of rare and classic books. Find more at www.forgottenbooks.com This book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully; any imperfections that remain are intentionally left to preserve the state of such historical works.