Shown below is the full-page advertisement seen on page 29 of the October 3rd, 1908, Saturday Evening Post. It appeared among ads for other, better known automobile makers like Packard, Cadillac, Winton, and Oldsmobile—expensive cars for wealthy buyers. Until then, the Ford Motor Company had been only a modest competitor, producing a small number of Henry Ford’s Model R and Model S vehicles. —Jeff Nilsson, The Ad that Launched a Revolution, on the Saturday Evening Post, 2011
This revolutionary advert features display lettering and surprisingly wordy copy set in long lines of Cheltenham. Fitting with the early 20th century, it employed sentence spacing as well as special punctuation spacing near the quote-marks and semicolon. There is a drop cap, one paragraph is bolded for emphasis, and the short paragraphs are separated by spacing as well as by large indents.