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Typography has long been a vital part of promotional material and advertising.
Designers often use typefaces to set a theme and mood in an advertisement (for

example, using bold, large text to convey a particular message to the reader). Choice

of typeface is often used to draw attention to a particular advertisement, combined
with efficient use of color, shapes, and images. Today, typography in advertising

often reflects a company's brand.

A brand may use typography to express it’s theme, personality, and message.

Just by looking at the typeface, viewers can get an idea about the message and
personality of the brand, which the brands are fully aware of and are tapping into the

power of good typography.

Typefaces used in advertisements convey different messages to the reader:
classical ones are for a strong personality, while more modern ones may convey clean,

neutral look. Bold typefaces are used for making statements and attracting attention.

In any design, a balance has to be achieved between the visual impact and
communication aspects. Digital technology in the twentieth and twenty-first centuries

has enabled the creation of typefaces for advertising that are more experimental than
traditional typefaces.

Although extensive political communication research considers the content
of candidate messages, scholars have largely ignored how those words are rendered –

specifically, the typefaces in which they are set. If typefaces are found to have
political attributes, that may impact how voters receive campaign messages. Our

paper reports the results of two survey experiments demonstrating that individuals

perceive typefaces, type families, and type styles to have ideological qualities.

Furthermore, partisanship moderates subjects’ perceptions of typefaces:
Republicans generally view typefaces as more conservative than Independents and

Democrats. We also find evidence of affective polarization, in that individuals rate
typefaces more favorably when perceived as sharing their ideological orientation.

Results broaden our understanding of how meaning is conveyed in political

communication, laying the groundwork for future research into the functions of
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typography and graphic design in contemporary political campaigns. Implications for