THE ANATOMY OF ADVERTISING: Vol. 2

Volume I dealt with campaign planning in advance; Volume II deals with the actual mechanics of advertisement making, its purpose to provide means and directional material. He discusses -- with ample illustrative material -- the argument, the layout, the building of the headline, the choice of illustrations, of captions, building the text, overcoming reader resistance, special types of ads (strip, cartoon, etc.) research and analysis. An interesting aspect of the book is the inclusion of an inventory planned as a check and test of the way in which particular ads qualify under his categories and standards. A thoroughly sound and practical book, which meets its own tests. With the other, should be a Must item for advertising men.