Offline text stands out: this is very clearly illustrated in 32 State Farm (Fast Company, June 2001) and 33 Symantec (Rolling Stone, May 9, 2002), where one line that is out of the shape defined by the others is a key component in the meaning of the whole advertisement. Notice also the text in 41 Riders (Glamour, August 2002), curving symmetrically in and out.
Now, consider the font choices in the following ads, then click on the images for the full advertisement and an alternate font arrangement.
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