Jasper County Democrat, Volume 15, Number 3, Rensselaer, Jasper County, 13 April 1912 — Page 6 Advertisements Column 4 [ADVERTISEMENT]

and thus give greater pronmjence to the entire ad. “Short words, sentences and paragraphs are other means of holding the attention, because they are more easily read. * “Do net try to nave your type' arrangement perform acrobatic feats. The average reader is ttv busy to decipher matter that is not easily read. Some people seem to think that the merely unusual is good advertising. Bear in mind that your alm is not merely to attract attentidn, but also to move to action. The arrangement of words as Spokes radiating from a hub Is bad -practice. How many busy men would turn their paper In various directions in order to read such matter. Such display might attract the attention of a few readers, ? but most people would not read it. “Another error frequently met with Is unusual display devoid of interest. A recent life Insurance ad appeared with the words ‘Ear Trumpets’ as its catch line, the copy finally switching over to life Insurance. Everyone knows that there are comparatiyely few people interested in ear trumpets. If the writer did not wish to have his subject suggested in the display he might at least have chosen for a heading something in which many people take an interest. “Ar ad for dainty laces or an exquisite perfume should not have the 1 same appearance as one for a machine, weighing many tons. If you are speaking of jewelry, try and give your ad a light, dainty appearance. Whereas if coal is your subject, you may use an arrangement of type that presents a more massive effect. “Trade-marks are very essential factors, and add greatly to the attention value of an ad. They should be given due prominence and, preferably, be surrounded by an ample quota of white space.”

Come and see J. V. Collins for Buckeye Grain Drills, Seeders, Buckeye Cultivators and Superior Fertilizer Disc Corn Planters. Also Miller Manure Spreaders. West side of public square. 10 a