Woman's Day

Go out 
Advertisement for Woman's Day Magazine, 1953. All rights reserved.

[...] Federico’s best-known ad for Woman’s Day typifies this rhythmic sensitivity. It has the catch-line “Go Out,” and shows a photo of a woman riding a bicycle with wheels made from the two lowercase Futura ‘o’s in the headline. The aim of this ad was to persuade potential advertisers that three million-plus devoted readers went out of their way to buy this check-out counter magazine. The ads apparently did well for the client, but more importantly proved the power of persuasive visual simplicity in a field that often errs on the side of overstatement. [...]

Read more info about Federico Gene on AIGA and New York Times.

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