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5b. Typographies

Grotesque, plain, unorganic’ matter-of-fact-type’

 Logical, rational, theoretical, factory-made, modern

LETTERS WITH SHARP EDGES AND ANGLES

 Businesslike, effective, willpower

Bold and low typographies

 Materialistisc, power, concrete, greed

Antique, organic ’novel-type’ letters with ’buds’

=> Humane, talkative, traditional,natural

Slim, narrow and high types

=> Theoretical, spiritual, fine, clerical

MESSAGES OF CAR ADS (^) B. SEMIOTIC ANALYSIS