In reply to ALL CAPITAL TYPOGRAPHY:
That’s the cover of a book which reproduces ads from the 1960s at 100%, so it would be around 8½" x 11".
The kerning is in proportion to the size of type.
It was published in 1984, just about the end of the Tight-But-Not-Touching era.
During the 1960s, American ad copy was written in a (feigned) friendly, second person singular, conversational style.
Headlines were set as if they were blow-ups of body text, to continue that casual, informal theme.
So: paragraph indent, flush left, upper and lower case, like this from 1965:
Image may be NSFW.
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The asymmetric shapes made by the text blocks are positioned dynamically in the layout, balanced against negative space, in the high modernist manner, creating a flat “abstract” graphic on the surface of the page.
In comparison, all cap headlines are bossy and authoritative.
Easier to create a superficially neat effect, but lacking the sophistication of the ’60s.
