Chiaroscuro!

Here's the good ad. I will keep it short. The ad is simplistic in nature, which makes it an easy read. The alignment of the text while very strict and uniform is easy to follow. In regards to the text itself the coloring is used as a method of prioritizing the entire ad. Every instance of the word "Lead" is written in red. Red is an eye catching color. The sword and dress uniform is also a nice touch, guys like swords. Swords are cool. The point of the ad is to recruit people into the marines, and the methods used are simple yet very effective.








 And here is the bad ad... this thing is a nightmare.
The only thing this as has going for it is the seeming uniform style they've used for the text. Other than that it is a huge mess... Color variations and font style changes all over the place... it is hard to tell what it is they are selling until you get around to reading the entire thing. On top of that, the sheer volume of text will be  be extremely off putting to most people, even if they do enjoy reading, most passersby won't have the time to read it all. All around a terrible ad.