ABSTRACT
Planning the small advertisement, is an important part of every copy writer's work, as not always are the large spaces available. This chapter discusses how to make small-space advertisements attractive and capable of the accomplishment. Every small advertisement must have a layout, and if it is desirable to devote careful attention to laying out large-space advertisements, it is obvious that attention must be given to the matter of laying out small-space copy in order that the announcement may not be lost. Sometimes it is desirable to set the small advertisement entirely in type and to use no illustration. When this is done, typography must assume responsibility for directing the attention of the reader and holding his interest. Through the use of black and white contrast, attractive layouts, and striking headlines, one can overcome to an extent the barrier of competition and succeed in giving to the small advertisement a degree of individuality that distinguishes it among whatever company it travels.
