Part 26 (1/2)

IV Adaptation to Audience

The degree to which the sie in an advertisement should be carried depends upon the audience addressed It is evident that a larger and less educated portion of the public is included in the possible custoum than there are in the portion ould be likely to purchase a set of books An even smaller portion of the public would be interested in an autoood advertisee that will be understood by all possible purchasers of an article Many household articles, such as bread, breakfast food, candy, and confections, are advertised in language that a fourth-grade child will readily understand

V assignment III

Write an advertisement for an athletic contest in which your school will take part, addressing it to the students in your school

Write an advertiserammar-school children

Write an advertiseirls' hats; for overalls; for a azine devoted to fiction

VI Simplicity in Structure

An advertisee and construction, but in mechanical structure as well Attention-lines and command-lines must be short and set up so as to stand out clearly from the body of the advertisement The eye takes in auto the natural li features in an advertiseement helps an advertisement because carefully balanced matter is more attractive than inartistic combinations A well-balanced advertisement, an advertisement in which the points are properly subordinated, conveys itsto the reader uood order, order that is pleasing to the eye as well as the mind Good order requires a distribution of eye-effects that coincides with the distribution of nment IV

Measure ten particularly attractive advertisements, illustrated or otherwise Find the line on which the attention is focused and measure its distance from the top and bottom Test these distances by the formulae:

A +-------------+ B | | | | | | C |-------------| D | | | | | | | | | | E +-------------+ F

(a) AB = 1 inch

AC = 62 inch

AE = 162 inches