The audience is one who likes quiet atmospheres, socializing, good food and good drink, and 'pub' games like billiards. This flyer is aimed primarily at a younger, university crowd, but could easily encompass other demographics because of it's taste in music(60s, 70s, and 80s), as well as it's quiet atmosphere.
The purpose of the flyer is to induce people to come to the pub and spend money on food, drinks, and various leisure activities like billiards.
This flyer appeared in the June 5, 1998 issue of The Imprint, the student newspaper of the University of Waterloo. The Imprint can be found around the Waterloo campus at numerous locations. It is read by both staff, faculty, and students. The flyer is reproduced on generic, cheap paper. The flyer is a one page insert and can be read anywhere and stuffed into backpacks and other carrying bags making it a very portable document.
There are nine different typefaces in this flyer of varying styles and point sizes. The sheer number of typefaces detracts markedly from the clarity, conciseness, emphasis, and ethos of the flyer. There is visual tension between the various typefaces in the flyer. The reader's eye is swept around the page in a flurry of noise as nothing dominates. Typefaces range from 48 pt, down to 14 pt size. There are serifed and sans serifed fonts in either all lower case, all upper case, or a mixture of both. The vast number of point sizes like the multiple typefaces also detracts from clarity and conciseness, again creating too much visual noise and tension on the page. The typeface decisions in this document create a vision of a pub that is unorganized and thoughtless, not something that a pub should be. Where the pub wants to be seen as a quiet atmosphere for students to study in, the flyer's typeface problems create an opposite ethos(noisy, noisy, noisy) of what the pub really wants to be.
There are four headings in this flyer each with a different typeface. The first is at the tope centre of the page(Kingsbridge Crossing). It is a medieval type font, 48 pt, yet because of its close spatial nearness to other text, it does not dominate as it should, which detracts from the ethos, clarity, and arrangement of the flyer. The next three headings are slanted at an angle and serve to introduce the reader to the "for fun" section, "for food" section and "other sample menu items" section. These headers like the first do not stand out even though they are larger than the text in close proximity to them. This fact hinders clarity, ethos, and arrangement. The text groupings within these three sections are consistent in that they use the same typeface(though smaller) than the relevant heading.
There are two obvious extra-level elements in this flyer. They are both horizontal wavy lines running across most of the page. They serve to divide the "for fun" section from the "for food" section, and the "for food" section from the "other sample menu items" section. Though the wavy lines act well to divide the page into three sections and thus aids minutely in arrangement and clarity, they also have the negative effect of adding more visual noise to the mix taking away from the tone and ethos of the flyer. The lines would not need to be here though if more thought was put into the intra and extra level elements.
The supra level of this document is almost nonexistent. There are hardly any consistent and meaningful elements which are repeated. All the text is black, while the background is yellow, enhancing clarity somewhat since these elements are consistent. The headers introducing each section are in different typefaces, and the last header is a different pt size altogether. These two glaring inconsistencies hinder clarity, emphasis, arrangement, and ethos because the reader is left with a jumbled, incoherent and highly unmanageable mess to deal with, suggesting a pub which has no idea of what its most important feature is.
This flyer does not work at all. It does not entice the reader to go to the Kingsbridge Crossing to eat and make merriment. Clarity, arrangement, and emphasis are the flyer's weakest features. The wide range of typefaces and the inconsistency of headers and textual layout do the most damage to this document contributing to clarity, arrangement and emphasis problems.