I absolutely love how effective the typography is in this ad! The tagline for this Panasonic DVD Theater system is: "The sound of movies has never been so sophisticated." This is expressed through the illuminated styling of the letter-forms. There is a sub-message carried by the typography as well. Not only is the sound sophisticated, but it is also highly detailed. While I don't know if the system lived up to this lofty ideal of detail and sophistication, I do see this as a highly effective use of typography. It enhances the message by making us wonder what sophisticated sound...well, sounds like, and makes us curious as to how this system could be different from others, which is exactly what the advertisers wanted.
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