Interesting isn’t it? Although the basics of ads hasn’t really changed much over the decades, font styles and fashions do. Not the best laid out ad I’ve ever see. It looks a bit slapdash in the layout department. But that mustache! All you need to see is that little, stylish Poirotesque ‘stache and you feel compelled to look. The ad does scream early 20th century but in 1918, when it ran, the pilot would have been quite fashionable. Flying was still a gentleman’s obsession – it took money and time to pursue and this ad is definitely targeting gentleman pilot market.
What’s equally interesting is the font. Not sure what it is, but it pops up in Aerial Ace Weekly a fair bit during WW1. It seems to be their font de jour and it’s a mess of inconsistencies. Just the title alone seems to use 3 seperate fonts. It’s a bit of an odd pairing in my opinion. The font is fun and erratic, the pilot is dashing and whimsical, but the product is pretty much life and death. Whimsy, cheer and a bullet to the eye – bit of a mixed message here.
As well, the advertiser squeezed far too much info into the space and it came out lopsided. It’s like the layout department lost their rulers and eyeballed everything. But somehow I suspect the reason doesn’t lay with the printers. What makes me think the ad was ready for press and the customer decided to add more details. The last paragraph looks shoe horned in … “just one more paragraph, come on, you can squeeze it in”. Nothing changes.
So, what do you think? Does it work for you? I’d like to hear opinions on this, especially about the main font.