The Influence of “Attitude Toward the Typography” in a Print Advertising Context

Although the place of writing in communication remains important, surprisingly, little research has been done on the role of typography in an advertising context, especially on attitude toward the ad (Aad). Yet, the interest for research on the relation between typography and attitude toward the ad was highlighted by Childers and Jass in 2002. Our experiment conducted on a print advertisement shows that typeface characteristics influence advertising responses. This work highlights the importance of typography in advertising and enriches it with a new variable: attitude toward the typography.