A Dvertising must do three things. It must attract attention - be easy to read - deliver a message.

Your advertisement will attract attention in two ways - by a large space or by the attractiveness of a small space.

As there are very few reasons for using a large space we will confine our discussion to small or average size spaces.

The best way to make such a space attractive to the eye is to use margins of white space that will make your advertisement stand out from its surroundings. Then place your text matter or your text and illustration within these margins so that they are nicely balanced and are pleasing to the eye.

Next to white space, illustrations probably do more toward attracting attention than any other one thing and these can be had at a very small cost. The cuts offered on page 26 are made specially for your advertising and are always attractive.

The arrangement of your advertising should be given the same care that you give to the composition of a picture, otherwise it will not be attractive and if it is not attractive it is not likely to be read.

The type you use for your text is very important because some type looks good and some doesn't - some is very easy to read and some isn't - and it doesn't cost any more to use a good style of type than it does a poor one.

It isn't necessary to know type styles by their names, although it is very easy to learn the name of a style that is pleasing. When you know it you can specify and insist on that style for all your advertising.

One of the plainest and most pleasing styles of type is Caslon Old Style. The letters are well shaped and are very easy to read. It is a style that looks very well in text for newspaper advertising and will be found in practically every print shop.

Fancy type styles, gingerbread ornaments and borders are not only in bad taste but actually detract from the text of an advertisement, which you want to make the point of interest.

You wouldn't think of framing one of your choice pictures in the way some of the advertisements are framed with fancy rules and borders. And yet the appearance of your advertising, like the appearance of your portraits, is an indication of good or bad taste and should be given careful attention.

We will suppose you have made the form of your advertisement attractive by having it well spaced, well balanced and properly framed. The next thing is to make it easily read.

Sunlight And Shadow, From A Portrait Film Negative By W. N. Jennings Philadelphia, Pa.

Sunlight And Shadow, From A Portrait Film Negative By W. N. Jennings Philadelphia, Pa.

With good composition and good type you have done much to make easy reading, and still a poor printer can spoil an otherwise good advertisement. We have seen an. advertisement set entirely in capital letters which makes very difficult reading.

The easiest type to read is what is called lower case Roman. This is the type that is used in newspapers, books and magazines and in all advertising where text matter appears. You never read a story in which the text was all capital letters. It would be very difficult to read. So all text matter in your advertising should be lower case Roman.

Practically every style of type is made in capitals and lower case letters in Roman, and capitals and lower case letters in Italic. The Italic letters are used as a mark of emphasis but when used too often the effect of emphasis is lost.

Italics of a size larger than the text are excellent for a display head. The text is then set in Roman and the signature or firm name may be in Roman capitals. A short line regarding the making of appointments can be emphasized by having it set in small Italics.

Such an ad is in perfect harmony provided the Roman and Italics are all of the same style of type. Printers are often tempted to switch to a different style, if only for the signature, but there is no reason for doing so and a good effect is harmed rather than helped.

Once your advertisement has been made attractive and easy to read, you must give your attention to what it has to say. It is money wasted if you get the readers' attention and then do not make an impression with what you say.

The best impression is the one that is made by constant reminders of the need for photographs, the satisfaction of good photographs, the pleasure that photographs will give to others.

All good arguments for photographs can not be summed up in one advertisement. If they could they wouldn't be read. But the short snappy argument makes one good impression and this should be followed by another and another until some one argument strikes home and the prospect becomes a customer.

One must be a persistent advertiser to reap the full benefits of advertising. People need continual reminding. It isn't possible to do enough advertising in a month to make people think photographs for a year. For that reason it is better to use a small space at regular intervals for a year rather than to use a large amount of space during one or two favorable seasons. It is during the unfavorable seasons of the year that advertising is most needed.

It is very important also that advertising copy be changed regularly. No one wants to, and no one will, continually read the same advertisement. Change your copy as often as possible and do not fail to make it fit in with that other most important attraction - your display case.

A Difficult Interior, From A Portrait Film Negative By W. N. Jennings Philadelphia, Pa.

A Difficult Interior, From A Portrait Film Negative By W. N. Jennings Philadelphia, Pa.

When you are advertising that photographs of the children never grow up, be sure to have an interesting display of children's pictures in your case. Call attention to it. Call attention to anything you advertise by displaying it in your case or window. It won't be long until you will find that people will be reading your advertisements to learn what you are going to have in your display case. And that amount of interest, sooner or later, will bring you business.