The first thing I notice when I look at this ad by Columbia, is the man's surly stance. Then my eyes shift to the text box, where even more surliness is found. The line "If this shirt had a finger, it would give it to the weatherman,"gives the shirt an attitude. This attitude is much like the attitude of the target audience. This ad is targeted towards burly, hard working men who still have a job to do even in bad weather. Columbia wants these men to know that in bad weather, this shirt will have their back. Literally.
Also from a graphics standpoint, the font used in this ad evokes the same attitude as the words. The graphic designer chose a bold, masculine, square serif font that gives the ad a feeling of strength and manliness.
Good eye on the font, Elizabeth. It's a good ad to work with, and certainly plays off of some stereotypes. I want to be a tough guy and wear Columbia shirts now.
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