The New Typography

letters. words. accompanying heavy rules. and so on. to heighten an adver­
tisement's effect. The effect can be further enriched by flat tint-blocks. as
in Baumeister's Tietz-advertisement (p. 205). or through photography and
colour. as in Burchartz's advertisement for "Vierradbremse Poulet" (p. 206).
Almost more important than these generalities is the question of how
advertisements are placed in relation to each other. No one would agree
that the universally used fine-rule separations are particularly beautiful. but
they are often essential. They should however be avoided when neighbour­
ing advertisements themselves use rules or similar devices which might
lead to confusion.
In smaller advertisements in New Typography a rule (as in Baumeister) is
often useful. But often. especially in horizontal half-page advertisements, a
plain horizontal rule is enough - and is preferable. See Lissitzky's pub­
lisher's catalogue. p. 197. In larger advertisements. borders-which are in
any case a characteristic expression of the earlier individualistic epoch -
should be avoided. In newspapers with the usual half- and quarter-page
arrangement. the use of fine rules for separation is nearly always unneces­
sary. since the advertisements are usually separated by white margins.
The great economic advantages that would result for the advertisement
from a universal acceptance of standards for formats and type areas in
newspapers is described in the following section.
There are a few newspapers that adopt a consistent style for the design of
all their advertisements. That is of course the happier solution for this dif­
ficult problem. Many Dutch architectural magazines have for long used only
sanserif. and the Prague journal Stavba uses only Sorbonne as typeface for
advertisements. In both. except for bold rules. all ornament (and rule­
combinations) are completely excluded. The advertising pages of these
papers make a very good impression.
It seems. above all. to be exceptionally difficult to deal harmoniously with
"small advertisements." The only practical way is to limit type sizes to one