When David Carson worked with Pepsi Cola in one of Pepsi advertisiment, he showed a long paragraph of text in the shape of a pepsi can or bottle, making a entire paragraph saying all kind of things that relate to every part of the demographic in some way. Using a black color font, capitals, and the same size of the typography you can read all the expectation people had and with red color, lower case and big fonts you can red the final message from Pepsi.
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I like this piece because although the words are being thrown about in the direction of the wave, it is still pretty easy to read. It's a very creative way to advertise such an event.
In this graphic design Mr. Carson displays a good use of variety and contrast. The spacing of the type and sizing helps us read what the message states. David Carson