Adversting end tipography

Typography has long been a vital part of promotional material and advertising. Designers often use typography to set a theme and mood in an advertisement; for example using bold, large text to convey a particular message to the reader. Type is often used to draw attention to a particular advertisement, combined with efficient use of color, shapes and images. Today, typography in advertising often reflects a company's brand. Fonts used in advertisements convey different messages to the reader, classical fonts are for a strong personality, while more modern fonts are for a cleaner, neutral look. Bold fonts are used for making statements and attracting attention.

Typography and Web Advertising: Making Every Opportunity Count

Advertising on the web is so different than print. It has to contend with tininess, limited bandwidth, banner ad shapes, being shoved into sidebars no one even wants to see our ads! Let s begin with a clear definition of the term advertising. It is from the Latin advertere, meaning to turn toward, thus to bring to someone s attention, or to notice. So all advertising, whether web, print, or broadcast, must share this one attribute: It must be noticeable. So why is so much advertising, including web advertising, so skippable? Partly, I think, because advertisers make the mistake of thinking of the audience as viewers rather than targets. The distinction is real: A viewer is one who views, which impliedoes not necessarily actually delivertheir attention. It is a soft and flabby term that describes a mostly passive audience. On the other hand, a target is one to whom an ad is aimed, and suggests aiming, accuracy, and a more active, vigorous stance by the advertiser.This is necessary in our age of sales-message bombardment on the order of about 3,500 per person, per day.So why is so much advertising, including web advertising, so skippable? Partly, I think, because advertisers make the mistake of thinking of the audience as viewers rather than targets. The distinction is real: A viewer is one who views, which impliesbut does not necessarily actually delivetheir attention. It is a soft and flabby term that describes a mostly passive audience. On the other hand, a target is one to whom an ad is aimed, and suggests aiming, accuracy, and a more active, vigorous stance by the advertiser.This is necessary in our age of sales-message bombardmenton the order of about 3,500 per person, per day. Web pages are more akin to print editorial pages than print advertising pages in their complexity and sequentiality. Web ads, however, can be compared to television commercials: Web ads are brief, five-second spots, compared to the thirty-second spots that appear, for example, on the network news. There are severe limitations on story length and complexity, so being clear and persuasive (or at least mighty intriguing) is critical. Web ads simply have to reveal their value and their message immediately or sooner, if possible. There are several kinds of web ads. Variations on these continue to be invented and rolled out:

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