Week Two | Palladino

This old-fashioned advertisement is for a machinery and woodworking company, however the true intentions behind it are very confusing. Mixing serifs and a few sans serif typefaces, the advertisement presents itself as very blockish with a bit of circus feel as well. The wavy baselines for the biggest headlines at the top add a creative touch, however as one looks further down the ad, things being to get more and more confusing. The use of a thick serif typeface for the bulk of the detailed paragraph makes it difficult to read. In addition, the strange hyphenations at the end of some of the lines make a reading of this ad very choppy and difficult. I believe if a thinner, sans serif was used for the big paragraph, maybe one similar to the typeface that was used for the words, "Cincinnati. Ohio. USA," the advertisement would be more understandable and less cluttered.