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 formulæ: 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 letter "H" is also one of the most common arrangements in advertising. The square is another pleasing figure and there are many other forms in which advertising matter may be balanced. VIII. Brevity Advertising occupies space for which a high rate frequently is paid. Brief statement is therefore a factor of great importance. If a small space is all that is available, the problem of attracting attention becomes most important. It should be evident that a few words clearly and plainly printed are far more effective in a small space than a long message that is in such fine print that it will strain the eyes of the reader. In the one case you say something at least to your reader. In the other, you have no chance to say anything because you have tried to say too much. When it is necessary to confine your message to a small space, the attention-sentence, or in some cases the command-sentence, is the part to use. Many signs seen from the rapidly moving window of a street-car or railroad train carry only the name of the product attractively displayed, with a command to use it. IX. Assignment V