How does one label say it all? Of course, pictures are one strategy that the advertiser uses to grasp the viewer's attention. But what other component of an advertisement catches our eye? I believe that a typeface can be a very powerful tool used within marketing. As the consumer, we associate certain shapes, colors, and even typefaces with a particular product and/or brand. This method has been used for many years, as we can see in this advertisement for Budweiser in 1979. The bold typeface at the top of the image draws in the viewer, and causes the eye to continue to follow the ice cool glasses of beer, down to another typeface. This specific typeface is automatically associated with "Budweiser," the king of beers. Also, you will notice that each letter in "king of beers" is capitalized to emphasize the claim that there are no other beers above the Budweiser brand. It's quite interesting that such a minor detail can be such a powerful marketing tool within an advertisement.
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