9. Text Effects

Go back and look at the newspaper magazine advertisements created in the 1800s. (Yes, that was way before I worked in advertising.) In those ads, the text marches along in a straight line without swerving toward or moving around the images.

Back then, it was extremely difficult to wrap text around an image. Each line of text had to be cut and pasted around the edges of an image.

The paste-up artists never dreamed of setting text along a path so that it follows the shape of a roller coaster — that would have been far too much work!

Adding short horizontal rules to divide paragraphs was another tedious task. In fact, if you look ...

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