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Elements Applied Out-of-Home Subhead Violations 2.08 Headlines and subheads must be as large as possible in any out-of-home advertising, especially in drive-by units. Subheads may be a bit smaller in walk-by units. We’ve set the stage for great. However, care must be taken to not make the subheads so large that they are similar in size AMERICAN’S AWARD-WINNING SERVICE TO JFK. to the headlines. #GoingForGreat The following are examples of preferred subhead sizing in a drive-by out-of-home unit. We’ve set the stage for great. AMERICAN’S AWARD-WINNING SERVICE TO JFK. #GoingForGreat We’ve set the stage for great. AMERICAN’S AWARD-WINNING SERVICE TO JFK. #GoingForGreat Subheads on drive-by out-of-home units should not be too small (first example), but also take care that they don't get too large (second example). Large subheads can complete with the size of the headline and cause legibility issues. © American Airlines, 2015 Advertising Guidelines, v 3.0

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