V8 isn't just about veggies, anymore!

This advertisement for the new V8 fusion drink appeared in 'Shape,' a woman's fitness magazine. It uses justified type and an even amount of kerning, as well as a large point font size. The ad is hierarchically efficient, because the eye obviously enters through the word "fruit," then scans above and below to the words "love" and "married." The eye then continues to the natural exist point, the bottom right, where the ad utilizes product placement as one final reminder.

This ad is effective because of it's bold font and black lettering. Black might ordinarily be an unusual color for an attention-grabbing typeface, but maybe it worked here because it starkly contrasts the colorful nature of the ad on the opposite page of the spread (like most ads in this publication). The play off of 'love' and 'marriage' point to a deeper message embedded within the ad: the fruits and veggies have married to form a better, more well-rounded v8 product, and if you drink it, you too can reap the benefits of love and marriage that have come together to form a more well-rounded 'you.'

The bottles themselves starkly contrast the black font used in the lettering for emphasis on the product, which promotes shelf recognition. The letters blend right into the lids of the fruit drinks, drawing the eye even further down into the product and logo. One possible design flaw here is that the very recognizable "V8" brand is not as bold in this advertisement. They used red (a warm color that attracts the eye's attention) to highlight the fact that they were offering a coupon for the product if only the customer visits the website, which promotes further interaction with the company and brand.
The chosen typeface is effective because it's bold yet soft (almost delicate, like fruit, yet still sophisticated). There are small serifs on the letter R's. The corners on this font are rounded, and they selected one with all caps, counters that are long and narrow, and a tall x-height. It got my attention!