Hierarchy and Color

This advertisement immediately caught my eye and incites feelings of both good uses and bad uses of type. I feel like the ad is set up in a manner that clearly gets the advertisement across. The hierarchy of text is very obvious and it is easy to see that chewing a piece of five gum will be a "fiery experience". The cues are clear as your eye is drawn from the headline in the text to the graphic at the bottom of the page. The fact that both the graphic and headline are very large adds to the sense of hierarchical order. The vision of the advertisement is clear and one can see what the advertiser had envisioned. On the other hand I feel like the typeface used in the heading may be a little unreadable. Upon first look I could not tell if the "f" was an "h" because of its kerning in relation to the i. Also, the body of the ad is hard to read against the warm background. I think it would be hard to put any content on this ad against such a warm color Any color of text against this background would become virtually illegible. The colors, heading and graphic on this ad make it one that will be remembered, but the body of the ad gets lost in the fire.