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Typeface Persona: Investigating Goth...

Ahmed, Miriam M.

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Typeface Persona: Investigating Gotham's Suitability for Obama's 2008 Presidential Campaign.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Typeface Persona: Investigating Gotham's Suitability for Obama's 2008 Presidential Campaign./
Author:	Ahmed, Miriam M.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2013,
Description:	180 p.
Notes:	Source: Dissertations Abstracts International, Volume: 75-10, Section: A.
Contained By:	Dissertations Abstracts International75-10A.
Subject:	Design. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3613763
ISBN:	9781303774010

Typeface Persona: Investigating Gotham's Suitability for Obama's 2008 Presidential Campaign.
Ahmed, Miriam M.

Typeface Persona: Investigating Gotham's Suitability for Obama's 2008 Presidential Campaign. - Ann Arbor : ProQuest Dissertations & Theses, 2013 - 180 p.

Source: Dissertations Abstracts International, Volume: 75-10, Section: A.

Thesis (Ph.D.)--Howard University, 2013.

This item must not be sold to any third party vendors.

The Gotham typeface received widespread media acclaim during Barack Obama's 2008 presidential campaign. Creative professionals and critics described the typeface as having inherent personality attributes such as elegant, nostalgic, all-American and contemporary. Some claimed that Gotham was the perfect typeface for Obama's campaign. This dissertation was a 2- part, mixed-methods study that first quantitatively investigated the actual persona of Gotham as perceived by a convenience sample, and subsequently qualitatively determined if that perceived persona matched the persona of verbal rhetoric set in Gotham in a sample of official campaign advertisements. The results showed that the sample's perception of Gotham did not match the creative professionals' perception. Instead, the sample generally described Gotham as somewhat most of the persona attributes tested. The survey findings corresponded with the literature review of investigations into Obama's verbal rhetoric which described Obama's rhetoric as vague, adaptable and indecisive. This indicated that, at least for the convenience sample, the Gotham typeface was actually quite appropriate for the Obama campaign since the typeface was viewed as having the same adaptable persona suitable for multiple occasions, much like Obama's rhetorical style. The participants also labeled Gotham as very familiar, legible, plain and straightforward. These last four attributes were matched with the verbal rhetoric set in Gotham in the campaign ads. In other words, the rhetorical message conveyed by the visual design of the typeface corresponded to the rhetorical message of the verbal text in Obama's campaign ads. This researcher concluded that Gotham was actually an ideal typeface for Obama. These findings should encourage future political candidates to utilize tailored, visual, typographic strategies for their campaigns and should encourage further research into typography in political communication.

ISBN: 9781303774010Subjects--Topical Terms:

518875
Design.
Subjects--Index Terms:

Barack Obama

Typeface Persona: Investigating Gotham's Suitability for Obama's 2008 Presidential Campaign.
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500 $a Source: Dissertations Abstracts International, Volume: 75-10, Section: A.
500 $a Publisher info.: Dissertation/Thesis.
500 $a Advisor: Hines, Barbara.
502 $a Thesis (Ph.D.)--Howard University, 2013.
506 $a This item must not be sold to any third party vendors.
520 $a The Gotham typeface received widespread media acclaim during Barack Obama's 2008 presidential campaign. Creative professionals and critics described the typeface as having inherent personality attributes such as elegant, nostalgic, all-American and contemporary. Some claimed that Gotham was the perfect typeface for Obama's campaign. This dissertation was a 2- part, mixed-methods study that first quantitatively investigated the actual persona of Gotham as perceived by a convenience sample, and subsequently qualitatively determined if that perceived persona matched the persona of verbal rhetoric set in Gotham in a sample of official campaign advertisements. The results showed that the sample's perception of Gotham did not match the creative professionals' perception. Instead, the sample generally described Gotham as somewhat most of the persona attributes tested. The survey findings corresponded with the literature review of investigations into Obama's verbal rhetoric which described Obama's rhetoric as vague, adaptable and indecisive. This indicated that, at least for the convenience sample, the Gotham typeface was actually quite appropriate for the Obama campaign since the typeface was viewed as having the same adaptable persona suitable for multiple occasions, much like Obama's rhetorical style. The participants also labeled Gotham as very familiar, legible, plain and straightforward. These last four attributes were matched with the verbal rhetoric set in Gotham in the campaign ads. In other words, the rhetorical message conveyed by the visual design of the typeface corresponded to the rhetorical message of the verbal text in Obama's campaign ads. This researcher concluded that Gotham was actually an ideal typeface for Obama. These findings should encourage future political candidates to utilize tailored, visual, typographic strategies for their campaigns and should encourage further research into typography in political communication.
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