STUDY TASK 4 - Visual Analysis

Helvetica Advert

The advert is extremely different to many other car ads at the time, the font used in the text is Helvetica, a sans serif font, clean and easily legible, unlike the script fonts used in majority of ads during the 50s. The characteristics of Helvetica reflect those of the car, Helvetica is simple and easy to understand, so the audience will project these traits to the product being advertised. Since Helvetica has such a stark contrast to other fonts used in advertising during the 50's it really draws the audience to the ad as it is something new and unseen. This combined with the abbreviation of Volkswagen to VW, a quicker, easier way to identify the car manufacturer, gives the the audience an impression of the car being fresh and new.

The text is in black and white, some may simply overlook the ad since it won’t stand out in a newspaper full of black and white text. When seen next to other ads from the 1950’s it will be one of very few to be in black and white, as most ads during the 50’s were in bright colour, as a result people may disregard the ad, or ignore it completely. However, the juxtaposition of colour next to black and white could make the image stand out against the other ads and therefore grab the audience’s attention more than if it was in colour.

The bold writing on the text is ‘If you run out of gas, it’s easy to push.’, the full stop equates to no messing, it is what it is, this in turn supports the idea that the car is no hassle. The sentence itself also backs the notion of being easy to manage since if something goes wrong, you can quickly fix it yourself.

Common style 

Helvetica, meaning 'the Swiss', was designed in Switzerland, which was neutral during WWII this, along with Helvetica’s simplicity, supports the idea that Helvetica is a neutral typeface. As a result the neutrality, and trustworthiness of Helvetica is paramount to the adverts success. The advert was published shortly after the World War II, and the cars being advertised were manufactured in factories built by Nazi's, this would potentially deter certain groups away from the product, such as the British and American. This is when Helvetica’s neutral characteristics are most beneficial to the text.

Key points to write about:
Volkswagen Advert from the 1950s.
- Uses Helvetica, very different from other ads at the time, most used fancy script style font. 
- Post WW2, Helvetica was developed from Swiss/international style type, seen as neutral, promotes ideas of trustworthiness.
- The simple layout of image and text is clear and easy to understand. Also supports the idea of trust, and transparency within the company.
- Black and white, also contrast to bright colours used in many other ads during the 1950's.

- Word, full-stop. Easy no messing, it is what it is. Supports the idea that the car is no hassle, the ad presents itself in the same way the company wants the car to appear.