Specifically dealing with Tone, as covered by Kostelnick and Roberts in chapter 4, I feel that some of it is quite obvious while other points are fuzzy to me. While I certainly understand why you should not use type font that comes across funny or whimsical for a political campaign, I struggle with the slight differences of meaning to an audience with type of Lucida Sans, or Verdana for example.

Lucida Sans comes across like this,
While Verdana comes across like this.

I feel that there is not enough difference between these two to sway an audience to any certain direction. They are both Sans Serif type, and the letters are both monoweight. They even take up roughly the same size.

Similarly, I fail to understand how type font Georgia is any different in meaning from Times New Roman. Yes, Georgia is slightly bigger, but you could accomplish different sizes with Times New Roman as well.  (Note:  I originally typed this in Microsoft word, and the two sizes below were nearly the same; in the blog area however, the Times New Roman prints much bigger unfortunately)

This is Georgia in 12 point font.
This is Times New Roman in 14 point font.

I guess what I am trying to say is, what is the difference in how an audience perceives these two types? Perhaps I don’t concentrate too much on the meaning of type choices, so long as it is not something that very obviously strikes a different tone. Like this which is Monotype Corsiva, which I would expect to be in a love letter. Or like Curlz MT, which I would expect as the title for a children’s book.

Of course there are the obvious blunders, like this image I found on Google:

Clearly, one would not realistically approve this as an ad for a motorcycle club. But less clear to me, are the slight differences in a political campaign poster. For example:

    VS.







Do either of these two signs really pull an audience a certain way simply based on the type font itself? I would argue no. What I feel may pull an audience is the added symbols like the star in Crist, or the political party symbol in Dillard. Both used the “I” as an opportunity for a symbol, and one has San Serif bold letters versus Serif slim letters. The word Governor across the bottom is nearly the same on both ads. As stated earlier, I understand how the tone can affect these ads by way of examples listed in chapter 4, but how does it really affect when the writings are not a drastic difference like AR Darling versus Goudy Stout?
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