ABSTRACT
This chapter discusses the study of preparation of the industrial advertisement. It has often been stated that the four important steps of an advertisement are: First, attention; second, interest; third, desire; and fourth, action. The first step is that the layout must be planned. In advertising anatomy, the layout is the flesh that covers the skeleton. It is obvious that one should use the utmost care and thought in planning the layout in such a manner that it will please the eye of the reader. The Monighan Machine Company, in their employment of white space and the placing of text matter, has made the mass of type form a definite outline and play an important part in layout design. If the logical sequence is followed and the examples shown in the chapter are carefully studied, the copy writer will find that many stumbling blocks have been removed from his path. Making layouts will become a pleasure instead of a task.
