We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
278 Building Theatre Patronage
Perhaps because cuts are generally not available for vaudeville acts. However, sets of standard cuts supplied for photoplays can be saved for use as attractors in vaudeville advertising. But usually the vaudeville announcement as prepared by the staff artist is only a mass of hand lettering which lists the vaudeville acts. This listing would be much more legible in standard type faces. The artist may also contribute a sprinkling of gargoyles, scrolls, curlycues, tortured lines and strained curves; but these defeat the very purpose of an advertisement — legibility which will sell.
It has been said that a nationally known advertising expert refers to the amusement page as "the comic section." He goes there for his laughs. This is his reason why: "Think of the good money being spent for that space and then see what is put in the space!"
Medium.
The most important thing to realize before arranging your layout is the mechanical limitations of the press and the nature of the material on which the layout is to be printed. One visit to a newspaper press will make this evident.
Purpose.
The purpose of any advertisment is to sell. All the elemental principles of layout ran be traced to this. First of all, no advertisment will sell unless it is noticed. It must win attention. Realize that the busy reader is turning pages of a newspaper, and that the theatre advertisement must reach out and catch his attention before the page is turned. The exception is the reader who seeks deliberately for a particular advertisement. Even then the quest for entertainment might result in the more attractive advertisement bidding so strongly for attention that other advertisements would not be noticed. The patron who deliberately seeks out a particular theatre advertisement is usually already sold through some other medium of advertising. Selling with newspaper advertising involves more than passing out goods to one who asks for them.
Attention winning depends upon certain elements of display. These are illustration, borders, headline, white space, panels, theatre name-plate, etc.