Font Design of the Titles of Advertising Texts in Women’s Glossy Magazines

Abstract

Research Methodology. During the process of study such methods as generalization, system analysis, descriptive method and observation were used.

Results. Having great potential for advertising, glossy magazines for women represent the target audience of goods and services and embed visual (iconic) advertising materials in verbal and textual content, thus representing everyday life as a category of social reality.

The analysis of the font design of the titles of promotional texts in women’s magazines such as Cosmopolitan Ukraine, Women’s Magazine, Pink, and Joy revealed that for the headline complex of women’s goods advertising the use of grotesques and the occasional fonts of individual groups is about stylistic, handwritten, geometric and fonts with special effects. For the most part, bold and straight lines are used, the contrast depends on the font type selected; the set of capital letters and small ones is found almost identically in the samples studied. During the study, the dependence of the selection of headsets in the headlines of advertising messages on the functional role of the text block, its contents, the image of the advertised product and the general mood of the advertisement were revealed.

The font always has its own value due to the design. Each type of font is able to create its own associative series, first of all it concerns decorative fonts. So, grotesque fonts are mostly used as headers, creating associations with style, simplicity, clarity and modernity. While antiques are meant to emphasize the benefits of traditional goods. It is noted that the choice of the occasional font for advertising quite often does not depend on the purpose of a particular advertising message, but on the fashion trends typography.

Novelty. For the first time, long-term monitoring of the current headlines of advertising messages in women’s glossy magazines (Cosmopolitan Ukraine, Women’s Magazine, Pink, Joy) has been made for the purpose of determining which font types are most often used and their what their characteristics are.

The practical significance. The results of the research can be used in the field of advertising design and business to develop font design for ad-oriented women’s audience.

Key words: font, font design, headline advertising text, women’s glossy publications, font graphics, advertising design.