36 below engine to keep heat from front compartment Silent camshaft drive chain with automatic adjustment, requiring no attention. Soft-acting double-disc clutch. Free-wheeling unit controlled from dash operative in all forward speeds. Transmission equipped with a special synchronizing unit to facilitate gear shifting. Helical second-speed gears insure quiet operation. Whcelbase, '4J inches. Tread, 60 inches. Brakes equipped with vacuum booster to augment foot pedal pressure. Ther mostatically controlled radiator shutters and hood ven tilators. Spriogs semi-ellipticrear, 61 inches; front, 41. Welded steel-spoke, one-piece demountable wheels, diameter, 18 inches, with yji-inch tires. Steering, worm and roller. Twenty-three custom and standard bodies (1) legibility; (2) appropriateness. The first is quickly dealt with: only extraordinary circumstances justify the use of an illegible type face. If the advertising message can be read only with difficulty, typography has failed to achieve its first purpose. Appropriateness, the second factor, is a more complex problem and is fraught with numerous pitfalls into which sound typo graphic judgment may stumble. Among other consid erations, the typographer must take into account the nature of the product, its type of audience, its "roman tic" or historical associations, and choose a face that is appropriate to the product and its advertising theme. At this point, the second dimension departs from the purely physical aspects of type itself and enters for the first time the realm of abstraction. For in addition to the physical appearance of the type and its legibility, there is that all-important matter of feeling. The type face must look the part and feel the part. A certain heavy f rench type, let us say, may have the proper origin for a F rench perfume, may be legible and gener ally satisfactory in appearance, but it may be entirely out of character, out of feeling, with the delicacy, charm and piquancy of the product itself. I he Third Dimension: H eight In this connection, one point establishes the rule: the typographic mass should be in tone-harmony with the illustration and other elements of the advertisement. In selecting the type weight, allowance must be made, when necessary, Engine of 11 cylinders cast in two blocks of six and set at a V angle of 65 degrees to give out-of-step firing and insure smooth operation. Three-point suspension mounted on rubber. Brake horse-power, 150. Bore and stroke— 3 Dual down-draft carburetor with special in take silencer and air cleaner. Ignition distributor mounted at rear end of engine Exhaust pipe carried forward of and Lincoln has always aimed to make available to the public a motor car as nearly perfect as it is possible to produce. ...In this age of mechanical progress, a natural evolution of this policy is the Lincoln V-12. cylinder. Its background is the traditional Lincoln background expert engineering, painstaking testing, unhurried manufacture, world-famous precision methods, and in every activity, the support of the entire Lord organisation. Prices of the Lincoln 12. cylinder motor car range from $4300 at Detroit

Advertising Arts en | 1932 | | page 52