Perswazyjne aspekty typografii na przykładzie reklamy prasowej
Persuasive aspects of typography as seen in press advertising
The article examines typography and lettering which co-create the meaning and persuasive potential of the verbal and graphic message. Selected press advertisements demonstrate such methods of typographic layout of text which together with its meaning and graphics form a coherent whole, thus facilitating multicode understanding of the message. The author discusses the relation between typography and message content: typography may strengthen the emotional or associational layer of the text message, it may illustrate the meaning of the text, and, finally, it may be a source of additional content, independent from the semantics of the written text.