The hierarchy on this ad on the Daily Orange's Web site is quite confusing. There's no real clear place to start, as different styles of type pop up all over the page. The DO tries to emphasize 'story,' 'event,' and 'DAILY' with a combination of bold and caps type styles. Parts of the page are also in lowercase letters though, which creates no consistency of type styles on the page. Not only does the reader not know where to enter or exit, but the use of different types of emphasis (bold, caps) is such a cluttered mess, it probably drives viewers away. Perhaps the DO should stick with one type of emphasis instead of bolding, not bolding, capitalizing and lowercasing words all over the ad.
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