An interesting instance of commercial typography appears in the March 1916 issue of Scribner’s Magazine. The advertisement is marketing a “new handy volume” of the Encyclopedia <!--StartFragment-->Britannica.<!--EndFragment--> The advertisement is marketing a “new handy volume” of the Encyclopedia Britannica. The page is bordered on three sides by the likes of some very distinguished gentlemen such as Charles M. Schwab and Andrew D. White while the center contains a text which states the following:
These successful men – and 75,000 other, - paid three times as much to get the Encyclopedia Britannica as you need pa now for the new “Handy Volume” issue with exactly the same content but in a more convenient form.
The short text is meant to inform the reader of the product but the typography calls attention to it’s most important attribute which is the price. “These” is set in a slightly larger font while “paid three times as much” is bolded making the eye go directly to the phrase “These paid three times as much” which is meant to make the reader feel as if they could outsmart these fabulous business men by getting a great steal. The typography of this add is meant to send a not all too subtle subliminal message that this product is a great buy and if you buy it would not only join the intellectual ranks of Charles M. Schwab but would even be somewhat better because you got the same product he did but at a fraction of the coast. A very clever use of commercial typography.<!--StartFragment--> <!--EndFragment-->
Due: 6/18 Blog Entry
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