Library of Formatting Examples:Advertisements
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Formatting advertisements (ads) is mostly like formatting any other text. The "trick" is to determine the elements (or units) on an ad page and within an ad, then separate them and format each unit.
- Use blank lines between ads. Precede the first ad page and any "large ads" with four blank lines. "Large ads" are half-page, full-page, and multi-page (ads from one publisher or company).
- Use two blank lines between the small ads on a page of all small ads. They often look like "classifieds".
- Within large ads, limited use of two blank lines may be appropriate, e.g., after the heading, between independent listings, and before "contact" information at the bottom.
- Unless requested by the project comments, don't use thought breaks in ads or between them, because most horizontal lines in ads are decorative, not true thought breaks.
- Tag everything requiring inline markups. As usual, we do not mark lines that are entirely bold text.
- Use block quotes around hanging indents and paragraphs that are in a smaller font than other paragraphs. But, we don't mark font or size changes in headings.
- Enclose lists and other material whose lines must not be rewrapped in no-wrap. We also tag right-justified lines, but not centered ones.
- Tag any illustrations, and move them to a paragraph break or the top of the ad or page.
Proper "spacing" and "blocks" in some ads won't always be clear-cut, and in those cases, use your best judgment.
You can do these steps in any sequence, but as always, doing the inline markups is the most important of all: it's easy for the post-processor to find blank lines if they need to be changed, but the only way to find an overlooked italics is to go through each page image with the same attention to detail that we (are supposed to) do as formatters.
Contents
Click on the "Next" (>>) link above to see the first example or choose an example from the list below.
- 00B: Full-page ads
- 01A: Ads with front matter
- 02A: Lists of works by authors
- 03A: Page borders
- 04A: Blackletter; multi-column lists
- 05A: Mixed line heights
- 06A: Mixed alignments in lists
- 08A: Inline font size changes
- 09A: Continuation lines
- 10A: Sub-headings and block formatting
- 11A: No-wrap within block quotes
- 12A: Publisher catalog title pages
- 13A: Book titles as headings
- 15A: Multi-part complexities
- 17A: Publisher catalogs
- 18A: Lists of works under headings
- 19A: Underlined text
- 20A: Main heading wrapping
- 21A: Detail listings
- 23A: Side-by-side ads
- 24A: Two-part ads
- 25A: Top-to-bottom ads
- 26B: Small ads
- 27A: Large ads
- 28A: Full-page illustrated ads
- 29A: Two-part illustrated ads
- 30A: Illustrations with captions
- 31A: Something of everything
- 32A: Tricky inline formatting
- 33A: Ads with precise alignment
- 34A: Embedded illustrations
- 35B: Tables
- 35D: Small caps
- 35E: Multi-column publisher catalogs
- 37A: Multi-page publisher catalogs
- 38B: Thought breaks as ad separators
- 38C: Thought breaks as ad separators (cont'd)
- 38D: Thought breaks as internal separators