The color lines at the top and bottom of the pages were designed to differentiate the various chapters and to suggest possible borders for use by anyone reading this book.

The effect of shading on the borders was secured on pages 34, 35, 42, 43, 92, and 93 and several others, by using Transograph Shading Film DT-60, manufactured by Transograph Corporation, 30 West 15th Street, New York City. Transograph Shading Film DT-60 was also used in the following charts: 47. 82B. 90A, and 366.

The first letter of the first paragraph in many of the chapters is in one of the following forms:

See Page 194 See Page 354 See Page 263 ^See Page 286

DOTS, cir 1^^ lENER ■T'

base ma tm maps X he term "c [^^/)ne well

When used in I 1 Interio divided into graphic distri

applied. Syn photographs a ponent bars in numerical val

The following type faces and sizes were used in this book: Credit Line -- 6 point Bookface, Title Line -- 10 point Vogue Bold, Comment -- 8 point Bookface. Text -- 12 point Bookface. The type was set on Intertype machines by Allied Typographers. Inc., New York City.

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Chapter 54

From Lfttcrhrad of Shnrp AilvrilisiiiK ARrncy. Srattle. Wash.

GRAPHIC CHARTS IN ADVERTISING

l^ince graphic charts present an idea clearly and concisely, their use in advertising should be encouraged. The utility of graphic charts in advertising is clearly demonstrated in this chapter.

REFERENCES

Carlyle. Paul, and Guy Oring. Layouts and Letterheads, Mc- Graw-Hill Publishing Co., Inc., New York City, 1938. Kleppner, Otto, Advertising Procedure. Prentice-Hall, Inc., New York, 1938.