Review article
The communication potential of typography in advertising messages in print
Ivana Lozo
; Sveučilište u Zadru, Odjel za turizam i komunikacijske znanosti
Abstract
This paper deals with typography in advertising messages or advertising discourse, within
which it can be considered a semiotic resource with its own meaning potential. In the first
part of the paper, the characteristics, possibilities and limitations of message transmission
in this type of advertising message are considered, then the specifics of the relationship
between the visual and verbal part of the message, and the specifics of typography
within such an advertising format. The second part of the work is dedicated to the theory
and definition of typography, its intrinsic and extrinsic properties, then its functions from
an advertising perspective, and the communication and meaning potential it possesses
regardless of the text to which it is applied. Typography certainly affects the interpretation
and reception of texts, and it can also have its own meaning independent of the
semantics of the text, which is proven by reference to a number of relevant works. It is the
resource that transmits information supraliminally, since we usually do not perceive fonts
on a conscious level, but in the way we perceive background music in movies. Although
typography is only one of several components of advertising messages in print, it is a
segment that unites the textual and visual part of the message. Considering the advertising
practice and the physical experience of the space, intrinsic and extrinsic typographic
properties, it is possible to attribute to it certain meanings arising from them.
Keywords
typography, print advertisements, advertising discourse, advertising semiotics
Hrčak ID:
318002
URI
Publication date:
18.6.2024.
Visits: 305 *