Can you handle the real deal?

This advertisement was put out into circulation by the company Coca Cola in 1991. There are a number of interesting things about the advertisement, but we are going to look at the typography and how Coca Cola has used typography to potentially influence us. The advertisement was found on the linked site below.

Typeface #1


In first advertisement, I blurred/highlighted the “Can’t Beat The Real Thing.” This is fairly clearly the typeface that is supposed to catch your attention. It is on top, big, and has a stark amount of contrast from the white to the black.  It is written is slab serif, and we can tell that it is slab serif for a couple of reasons.  On the lower case letters the serif is going to the left.  In addition, there is vertical stress put on the letters, and there is little to no think or thin transitions in the letters.

Type Face 2


The Second type face is no highlighted, and it is what really brings it’s name recognition. This one is written in script, and potentially a little bit of decorative sneaking in there, but written in script. You can see it is script because it appears to be written in calligraphy. After you read the main text you go to look at the picture and see the infamous brand of Coca Cola.  It brings recognition and variety to the picture. It is very interesting how it is done.


There are number of things that show contrast in this ad. Weight appears to be much heavier on “Can’t Beat The Real Thing.” In direction they quite literally face different directions in the sense that one is horizontal, and the other is vertical.  For color, they don’t use different colors for the letters, but for the back ground, and they are definitely very different contrasting backgrounds.


In conclusion, typography is a very powerful tool to provide contrast and to control how your eyes work around the advertisement. It controls and shows you what the advertiser wants you to see. It can make the advertisement jump out at you and catch your eyes in a good way.


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