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Excerpt from How to Advertise: A Guide to Designing, Laying, Out, and Composing Advertisements
It needs no argument to show that if advertising is not noticed while readers are cursorily going over the pages of newspapers and periodicals it will not be read, and if not read it will not produce results. Neither does it require argument to demonstrate that the elements ofthe advertisement which make it attractive to the eye are its pictorial features, its graphic qualities.
The primary appeal of the advertisement is wholly to the eye - as a picture. If this appeal is not made, or is badly made, it follows as night follows day that the advertisement will not be read by as many people as would have been the case if it had been attractive to the eye.
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