Abstract
Typography undoubtedly plays a critical part in print advertisings. While most of the typographies we encountered in advertisings are two-dimensional, typotectures are types that hybridise architecture and typography together. A remarkable feature of typotecture is that its semantic language directly combines with the semiotics of the visual sign. This paper aims at discussing the possible benefits of using typotecture on print advertisings. In order to do so, six representational typotecture advertisings will be used to conduct studies and to find out what perceived experiences and emotions can audience perceive in the typotectural designs.
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I want to give thanks to my professor Dr Ho Amic Garfield for his support and guidance. Thanks for guiding me through the process of writing this thesis paper.
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I would like to dedicate this thesis to my dad, whose soul is resting peacefully now. Dad! You taught me once as a girl that I should equip myself with knowledge and walk through life with courage. Thank you for introducing me to reading, travelling and arts.
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Mak, MY., Ho, A.G. (2020). The Advertising Effects of Typotecture: Associated Learning Factors and Emotions. In: Ho, A. (eds) Advances in Human Factors in Communication of Design. AHFE 2019. Advances in Intelligent Systems and Computing, vol 974. Springer, Cham. https://doi.org/10.1007/978-3-030-20500-3_19
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