What's in a Thought

Introduction

This advertisement was produced by Old Spice, a company that produces hygiene and freshening products for men. One of the popular themes of old spice is to embrace one’s inner man particularly through scent. This advertisement is intended to promote the chance of winning a trip to the lumberjacks world championships.

Type Faces

Type Face 1

The Old Spice logo is a hybrid of script and sans serif types. There are letters that flow into subsequent letters and appear to be similar to cursive handwriting with a diagonal stress. The Old Spice logo also has sans serif characteristics such as letters that do not flow into subsequent letters, a nearly consistent letter thickness, and there are no noticeable serifs.

Type Face 2

The other typeface on this advertisement is a slab serif typeface. The serifs that look like small rectangles at the end of the letters as well as the slightly consistent letter size are the characteristics of this typeface that make it a slab serif typeface.

Type Face 3

The last typeface that Old Spice uses for this advertisement is the sans serif font. There are no serifs on this typeface, the letters are a consistent thickness, and the stress is vertical.

Contrast

The italics and size of the “Old Spice” logo help it stand out from the rest of the text. The contrasting color and specifically the size of the logo help draw the viewers attention up and toward the person’s face. There are noticeable differences between the script/sans serif hybrid, the slab serif and the sans serif type such as the use of serifs and the shape of the letters. The size of the larger upper text first draws your attention to the logo and the slogan, but the smaller text near the bottom make those phrases seem like extra information, but not as important as the above text. There is a lot of text on this advertisement that is all caps causing it to be more difficult to read. This capitalization is most likely intentional, because the company supports being bold and standing out, but the use of capitals makes those phrases appear bold and important.

Conclusion

This Advertisement is overall a pleasing one to see with typefaces that work well with each other. None of the typefaces are from the same category, which would conflict. There are bold characteristics emphasized by the capitalization and size. The color is consistent throughout the texts, white, but the shape and sizes have a strong contrast.