topic-and-impact

examples:
1. “Your spending. Automatically tracked.”
(private text-based message (from a bank), no special formatting)
2. Your thirst (italic – to establish topic)
REVERSED (bold, to have impact)
(public notice, re fountain drinks at a fast-food restaurant,
and therefore heavily formatted)
3. FEED (yellow – to establish topic)
ME! (red, to have impact)
(public notice, re a trash can in a fast-food restaurant,
and therefore heavily formatted)
**********
It seems that formatting (for public notices) for the
topic and for the impact follow certain rules:
The formatting in support of establishing the topic
is ‘spritely’ – e.g., italic or yellow, whereas the
formatting in support of delivering the impact is
‘heavy’ – e.g., bold or red.
keywords: linguistics, persuasion