Principles of Advertising a Systematic Syllabus of the Fundamental Principles O

Starch, Daniel

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, 22-29. French, A. And S. Of Ad. , 64-69. Lewis, Fin. Ad. , 121.
c. A beautiful advertisement holds the at- tention longer. In constructing attract- ARTISTIC ATTRACTIVENESS 33 ive advertisements the following points must be considered: ( 2. Form or proportion of ads.
French, A. And S. Of Ad. , 70-75.
a. Pleasing proportions and forms : 1). The "Golden Section" or "Golden Cut, " is a rectangle whose sides are as 1 :1. 62. It is considered the most pleasing proportion.
Scott, Psy. Of Ad. , 29-33....
2). The "Apparent Square" whose di- mensions are apparently 1 to 1, or mathematically the vertical is to the horizontal side as 1 is to 1. 03. See Scott, Psy. Of Ad. , 31.
3). The "Double Square, " whose sides are 1 to 2.
4). The circle.
5). The oval with proportions the same as the "Golden Section. " The short axis is to the onlg axis as 1 is to 1. 62.
b. Evidences for the preference of the ' ' Golden Cut ' ' as the most pleasing pro- portion.
1). Objects in general use, such as books, envelopes, cards, stationery, windows, doors, etc.

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