File:Advertising and selling; principles of appeal and response (1920) (14765795605).jpg

Identifier: selliadvertising00hollrich (find matches)
Title: Advertising and selling; principles of appeal and response
Year: 1920 (1920s)
Authors: Hollingworth, Harry L. (Harry Levi), 1880-1956
Subjects: Advertising Selling
Publisher: New York, London, D. Appleton and Company
Contributing Library: University of California Libraries
Digitizing Sponsor: MSN

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scriminate from each other,more fixations are required, and these extra fixa-tions mean strain and fatigue. The most comfor-table length of line, for ordinary printing, is foundto be about three and one-half inches. 2. Appropriate Spacing of Letters, Words andLines.—The spacing used should indicate thenatural unities of the material presented. Thusthe space between letters making up a wordshould be less than the width of the letters them-selves, while the space between adjacent wordsshould be greater than either of these two dis-tances. The space between sentences should besomewhat greater still. If a number of lines areintended to belong together as a unit or para-graph, the spacing between the various linesshould be somewhat less than the width of thelines themselves (as measured by the height ofthe letters). If this rule is not followed, ihe space 181 PRINCIPLES OF APPEAL AND RESPONSE between paragraphs should be then increased, inorder to suggest the unity of the paragraphs. In-
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FRANKL1N AUTOMOBILES ARE MADE-IN FIVE CHASSIS SIZES,TWO FOURS AND THREE •SIXES-, WITH THIRTEEN STYLESOF OPEN AND ENCLOSED BODIES. THE EQUIPMENT OF ALLOPEN TYPE BODIES INCLUDES WIND SHIELD AND TOP.PRICES ARE F. O. B. FACTORY. 25-HORSE POWER. FOUR-CYLINDER MODEL G TOURING CAR, S2000. MODEL G RUNABOUT, 1SJ-IORSE POWER,. FOUR-CYLINDER. S)6S0, SIXCYL1NDER. 30HORSE-POWER MODEL M. S2S0O. FOR TOURINGCAR. TORPEDO-PHAETON OR ROADSTER,. . v SIX-CYLIMDER. .39-HORSE-POWER MODEL D, J3500 FOR TOURINGCASCfe TORPEDO-PHAETON. . ■ *; _ SIX-CYLINDER. 38-HORSE-POWER .MODEL H SEVEN.PASSENGER ■ TOURING, SILVERTOWN CORD TIRES. $4000. MODEL H LIMOUSINE. $5000. 23HQRSE-POWER .LIMOUSINE ORLANDAULET. J3S00. i FRANKLIN COMMERCIAL CARS INCLUDE PNEUMATIC-TIRED TRUCKS.LICHT DELIVERY WAGONS, PATROLS, AMBULANCES, OMNIBUSES.AND TAXICABS. •.-- BEAUTY OF DESIGN, LUXURIOUS .RIDING. LIGHT WEIGHT.GREAT TIRE ECONOMY. ARE DISTINGUISHING FRANKLINFEATURES. THE MOST NOTABLE FEATUREr HOWEVER, ISTHE AIR-COOLED MOTOR AND RE

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