y all possible purchasers of an
article. Many household articles, such as bread, breakfast food, candy,
and confections, are advertised in language that a fourth-grade child
will readily understand.

V. Assignment III

Write an advertisement for an athletic contest in which your school will
take part, addressing it to the students in your school.

Write an advertisement to introduce a new candy or confection among
grammar-school children.

Write an advertisement for boys' hats; for girls' hats; for overalls;
for a magazine devoted to automobiles; for a magazine devoted to
fiction.

VI. Simplicity in Structure

An advertisement must be clear, not only in language and construction,
but in mechanical structure as well. Attention-lines and command-lines
must be short and set up so as to stand out clearly from the body of the
advertisement. The eye takes in automatically from four to six words at
a glance, setting the natural limit of length for strong features in an
advertisement. Artistic arrangement helps an advertisement because
carefully balanced matter is more attractive than inartistic
combinations. A well-balanced advertisement, an advertisement in which
the points are properly subordinated, conveys its meaning to the reader
more easily than a badly distributed statement of the same arguments. In
the last analysis good art is little more than good order, order that is
pleasing to the eye as well as the mind. Good order requires a
distribution of eye-effects that coincides with the distribution of mind
effects.

VII. Assignment IV

Measure ten particularly attractive advertisements, illustrated or
otherwise. Find the line on which the attention is focused and measure
its distance from the top and bottom. Test these distances by the
formulae:

A +-------------+ B
| |
| |
| |
C |-------------| D
| |
| |
| |
| |
| |
E +-------------+ F

(a) AB = 1 inch.
AC = .62 inch.
AE = 1.62 inches.

(b) AE : AB :: AE + AB : AE
1.62 : 1 :: 2.62 : 1.62

(c) CD : AC :: CD + AC : AD
1 : .62 :: 1.62 : 1

This is the so-called "golden rectangle," the most pleasing of all
rectangular forms. The attention-line CD is at the point that makes the
upper section a "golden rectangle." The capital lett