i don't know if any of you have actually looked at the horowitz ad, but i'm wondering if anyone has analyzed it outside of looking at the words. when i first saw it online, it wasn't esp readable, so i looked at the "readable" version. today i saw a copy of it and i realized that part of what is inflammatory about it is the use of type, the edges, and what is it?, sienna coloring? the ad unconsciously works on you in a way to make it appear like the Declaration of Independence or some sort of 'historic document' of that sort. i'm curious if anyone else has discussed this in convos or on lists? and i'd be damn curious if horowitz hired professionals in this. there are surely many ways to have presented such an ad, so the intentional use of the type, the edges, the antiqued look is probably purposeful.
kelley