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