Building theatre patronage : management and merchandising (1927)

Record Details:

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312 Building Theatre Patronage 4. Too heavy a border, which nullifies the influence of display material within the layout. 5. Inside rules which cut the layout into sections, giving the impression of many advertisements instead of a unified impression, and placing obstacles to the progress of the reader. 6. Type set off line in vertical panels, requiring the reader to read up rather than along the line. 7. Copy that was untruthful, meaningless, exaggerated. 8. Unnecessary words in copy that could have been cut down to improve the effect. 9. The absence of feminine appeal in copy. 1 0. Making conspicuous a sales point which was not locally popular. 1 1 . Lack of balance. 1 2. Hand-lettered layout with large areas of white on black which was not legible. 1 3. No contrast between a particular advertisement and surrounding advertisements because surrounding material was not considered in the arrangement of the layout. 1 4. Failure to use gutter space to enhance advertisement because heavy borders were used. 15. No variety in display units to give proper emphasis. 1 6. Too many distinctly different type faces used. 1 7. Square, boxy layout when more effective shape might have been used. 1 8. Too much type or too small a type to be easily legible.