OldSpice©. Yes, I’m a girl, and yes, I use OldSpice. #PROUD. The advertisement below portrays typography in a way that is appealing to the eye, and is a great example of contrast. Throughout the duration of this post, I will explain the various techniques used in this ad to deliver a message. I will also discuss how the designer utilized typography to do so.
If we take a closer look at the image, we see how the designer utilized a contrasting relationship between the sections of the text, which I have marked in the image below. What we see in this design is a combination of separate typefaces and elects that are clearly distinctive from one another. Although the text is in fairly close proximity to its neighbor, you can see the difference. This ad is visually appealing to the eye, because there is a balance between the captivating graphics, as well as the organization and complimenting-nature of the text. I will take a detailed analytical approach to each section of text, starting top to bottom.
If we take a closer look at the text in the purple box, we see that the typeface for the first set of text is sans serif. The specific sans serif font used in the ad is without serifs at the end of the strokes. The viewer doesn’t see any kind of thick/thin transition, but rather a text that we see as “monoweight”. If a text is monoweight, every angle and side of the text is the same thickness. To the right you’ll see that I drew over several letters. It wasn’t a difficult process because of the fact that the thickness remains the same throughout. I believe that the designer chose to use this kind of typeface, sans serif, to make the message not only bold, but persuasive. ” is a strong, catchy phrase with a lot of potential. Naturally, this is what our eye views first and foremost.
The next section of text that I would like to analyze is highlighted in blue. As we can see, the designer utilized another typeface on the ad. The script category includes all of the typefaces that resemble hand lettered, as if writ
ten with a pen or fine brush. I’ve learned that scripts are to be used sparingly, just so they don’t take the majority of the attention. The script font does an excellent job
providing a contrast to the neutral fonts used so often
today. The image to our right shows an emphasis on the parts of the text where the script was obvious, such as when the letters connect, or even when they letters have a little loop.
This advertisement used by OldSpice© does an excellent job in communicating a message to the audience: Attention men: it is only through using OldSpice that you can smell like a man. Sure, I’m definitely not a man, but wanna know something? This girl uses OldSpice herself. Now, I wouldn’t say that I smell like a man because I use a deodorant flavor that smells like Skittles, yet it’s an OldSpice© brand. The fact that I’m a girl doesn’t persuade me to like or dislike this ad any more. The designer was able to combine two completely different typefaces, to make an ad appealing to society. There is contrast, there is difference, there is a balance. Typography is an amazing thing that can either make or break an ad. In this case, I’d favorably say that it definitely makes the ad.