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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

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