Jasper County Democrat, Volume 15, Number 3, Rensselaer, Jasper County, 13 April 1912 — Page 6 Advertisements Column 3 [ADVERTISEMENT]

only after ms attention has been aivrn'ted. “This brings us to the necessity of display. It is a mistake to suppose that display consists merely in the use of large type. While it is trfte that the latter has greater attention value than small type, it is nevertheless a fact that clear white space gives prominence to the ad by reason of its exclusion of counter attractions, the importance of which is easily apparent. “White space has the further advantage of tying the ad together, especially if there is one or more lines ot display type in the body of the ad, as these have a Jtendency to cut the ad into parts. The advertiser must carefully consider the ratio of white space to printed matter. “Another element is the attractiveness of the ad, for it is apparent that the absence of this feature will exert an unfavorable influence on the reader, and hence reduce attention value. Too many styles of type produce a lack of unity in appearance and hence should be avoided. In these days of increasing advertising it is net difficult to find examples of ads with attractive tyfce arrangement, a study of which is advisable. “Having secured the reader’s attention by means of a judiciqus use of white space, display type and attractiveness, it is now necessary to arouse and hold his interest. This Is largely the office of the copy writer, but here again wise type an-an'gement is important. The use ot’ type that is easily legible, preferably with a bold, face and leaning, are two means toward the accomplishment of this end. It is advisable to have copy possessing keen interest, follow the display, or heading, in order to get the reader started to reading the ad. This much being accomplished, he is more likely to continue reading if the copy, or the subject treated of, offers sufficient interest. “Many advertisers err in the choice of too large body type. If the reader is not interested in the subject-matter of your ad, 60-point type will be but little more efficacious than that measuring ten points. Rather than waste space with large body type, it would be better to increase the white space