The idea was to show how engaging and effective press adverts can be, by giving a personality and a voice to each of the various advert sizes you would find in a newspaper. Each ‘personality’ was based in part on the type of adverts each space carries. So, if a single column suddenly started talking to you from the pages of your paper, it would sound like a door-to-door salesman, fast-talking and a little apologetic, whereas a full-page advert would be big, brash and bold. Advertisers were made to think about advert space in a different way.
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