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SPECIALIZED APPEAL 197
Every word must count in these directory listings which must be handled as carefully as larger advertisements. Even greater attention to words and presentation is essential. The use of illustration is not possible in most directory ads and attention must be won through the concise use of cold type.
Directory ads necessarily are brief, bare essentials with no room for frills, so that selling lines will predominate.
Titles only may be listed—unless star names are too potent to be ignored— assuming that attractions have been sold to the public by the larger advertisements and publicity which accompanied first-run showings. Directory copy 1s designed merely to say, “I?’s here!”
Bold type, as large as the space will accommodate, usually will be used for titles. Or the attraction title may be set small within the allotted space and made to stand out because of white space around the type.
Elimination of unnecessary words, such as “double-feature” if the listing plainly shows two features, will permit brief messages to be put into larger type. In consequence, titles may stand out above the listings of other advertisments of similar size.
Directory ads should include address and telephone number with the theatre name. This information is especially important when new patrons are attracted.
To outsell similar ads possibly announcing the same attraction, directory ads must take advantage of every opportunity, however minor, to achieve distinction through word selection and type arrangement.
TYPE ADVERTISEMENTS
Straight type advertisements usually are visually cold. Pictures tell an interesting story—they’re the music to accompany advertising words. But occasionally straight type can be used with great effectiveness.
For a special announcement or a message of unusual interest, straight type may dramatically arrest attention. It may stand out because of contrast with predominantly pictorial copy.
Type selection, obviously, is of the greatest importance in a straight-type advertisement. ‘Type must be picked for its eye-arresting qualities and the impression, mood or atmosnhere it delivers.
An all-tyne advertisement must seize attention with its first words. Copy should be brief and dvnamic. White space should surround a clear, clean arrangement of attractive type, which should be fairly large and bold. Considera