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.
SPECIALIZED APPEAL 199
tion must be given to layout arrangement, balance and proportion. Type layouts may be reversed with white letters appearing against black or gray.
Type advertisements are carried on page one of newspaprs in many parts of the world—although the only front page advertising still sold in the United States 1s composed of agate lines, a limited number of lines of 5-point type carried by some newspapers at the bottom of page one columns.
Straight type layouts often are used in commercial advertising where illustration is not possible or feasible—an effort being made, however, to achieve a distinctive layout. Readers, solid columns of editorial style text, may effectively simulate news-stories (usually with adv. tagged at the finish). Slanted copy aimed at a specific audience may be sufficiently sure of attention to eliminate pictorial appeal. Theatrical advertising will sacrifice effectiveness if it loses the graphic appeal of illustration.
Properly displayed, type may speak in a commanding voice. It will impress to a greater degree, however, if it points up an appealing, persuasive illustration.
ORE TOEATKE “RAGE
In some instances theatre advertising may be run with good results on other than the theatrical page. It is one way to reach those who do not read the amusement page.
Off-theatre-page advertisements are more effective, of course, if there is good reason for their appearance on other newspaper pages. A sports subject may be advertised effectively on the sports page, and an ad utilizing feminine allure might also find its predominantly male readership receptive. Copy with appeal for women may register strongly on the society or woman’s page.
A series of smaller advertisements, each different, may be scattered throughout a single newspaper issue, one or more ads to a page, assuring wide readership.
Society, sports, comics, radio or financial—all specialized pages have individual audiences to which selective appeals might be directed.
SELLING SHORTS
‘Also Selected Short Subjects...”
In this manner many theatres have apologized in print for short films bought and booked—with possible box-office value ignored and advertising advantage lost.