In Lupton's chapter titled "Text", she discusses hierarchy as an organizational system for content with the goal of emphasizing some things and diminishing others. In this Coca-Cola ad from the early 1900s, the hierarchy is easily visible and very effective. The "Thirst" in large lettering draws your attention and then redirects it through the use of the arrow to the Coca-Cola logo and a glass of the famous soft drink. Also, in between the small body text is the ageless Coco-Cola logo in large lettering with "The Satisfactory Beverage" in a smaller but still attention grabbing typeface. Overall, although this ad is quite dated, it still effectively uses hierarchy to emphasize some things and diminish others.
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