Page 8 Advertisements Column 1

Press, Volume C, Issue 29536, 10 June 1961, Page 8

•everal mffilM («*(ie (at ri(t« thrMffe Htaie stans tglt wlHwut KtMtb rawKng • ward. Hew kav Britain evklcveJ fMt Hehaalegfcat mired*» A Mitcettoey (aqairy iafe eewte«ser leyoat. CROSS HEADS . BREAK UP STRIKING COLUMNS A'Awrrer .VmaftMteaa for Baotinn Hf> Seeden EVtSr awralM. »ri er *•<•. several wUHmi reeHe kw* ri<ht IkrwkS ikriv ampaear eHkaut irtuJb rvxlleg • ear* He* Ms Smale Mkleve! ekat bai keva tanlke* la iMn yaem set lee mtwalea age ea "TMa Trnkeeletlral Miracle * ? »Y WHOM IS THIS MIkACLI HIFOtMID? I"fr lucuta ntAm j A FTHI studying Mnw quosttoas on -‘1 and off B»w for nearly thirty minute*. I have cmm to th® ranritnitaa that the credit moat be <ive« mainly to the system of layout which British papers have evoherf Even the most gripping prove r»a Mt rendered suitably unreadable hy skilful layout. By breaking H up into short ga*n*. Like thio. And by stunning the reader »| regular intervals with treat beads. VACUOUS THE mu head Muster la rhe trade r biMeat ancillary. Skilled wrrrkera ectrart words trem the tevt «u that the this echo they produce in the followlM paragraph CeUeelele eunwta the vacuity or the whole article. Almost as hafnrtiat aa the «nae head la the box which tar suxtmum effect abould bo pieced la Um middle at Michael Srara Maw to Ma aeeslwsisss ea eiwepaaar lorear oltsv atadyleff Hr. saeenea ea ead ori tar eaarlv tlirtr eiiMiit* Ha Hr> . " I am desetv eeaaereed cheat the eevirien el the creative artist la ■safety today." Hie laaearlte teed la salted eeaaofa. a aentence NONSENSICAL IF all else falls, a pmtotnat mder can usually be halted by a randear. aalvo X bold typo If bold type had boon mad at random on the verbs of Nllten and Phahoapoore, they re«M have hero •tamped out and forgotten about yean ago. Apart from mats ortormfnaUr»n. bold type to alee useful fer slaughtering individual words, by using it for the words which it would be nonsensical to emphasis®. STWKtfD SOME journalists mate jokes in their articles These are effectively strangled at birth*by waiting for the punchline and then DOING THIS TO FT! ! I What are the focts about | cross*heads, bold type, 1 •nd blob paragraphs ? In ! this searching analysis. ? Miscellany gives you THE I FACTS. iHniiinimmiMNmmmimuniNmiiNiHiuiitinuiMiwi TVHAT are the facts about cross vr heads. Macks, and bloo paragraphs? Here are the fact*. TH6 FACTS • 2d0.000 people would die of shock every morning if they actually read the news. • Doctors aay evo>wobble caused by this sort of layout improves muscle tone by 8 8 per cent • The use of blob paragraphs gives employment to 7.0 W) disabled blobmskrrt at (yowestoft SHOtTfR IF any readers are still reading an article at thia stage, emergency measures are usually adopted. Like making paragraphs shorter. And shorter. MOFF BY making er»>»a beads m®rw frequent. AND mere frequent atin. OF OR by putting «ven more egtra> ordinary words late bold typo and Italics. If there are still any readers around, the following deaperate measure to aometimea tried. DESRERATE MEASURE THE sight of another main headline at thia stage should choke off even th* keenest pursuer A» a final check, however, articles are ended by inserting in mtd-oentenro <TI RN TO PAGE !• <OL l>