New Signs

Writing Numbers as if they were Letters

In this ad of Horlicks (sleep inducing drink), numbers are written as if they were letters with the different typographic characteristics of textual message.

Due to this combination, we have a mixed sign “number/letter” dealing with all punctuation mark. To understand the message, the receiver needs to share fully or partially the same code with the sender, as noticed by Jakobson’s communication model:

Letters equals Numbers

The code (letters equals numbers) is used to construct the meaning of the message:

So, with this interactive mathematical calculation we have:
“Age doesn’t always bring wisdom Sometimes age comes alone”
Confucius
Some have it, some don’t

Insomnia

As a sleep inducing beverage, Horlicks used a phrase from the Chinese philosopher as something to help the receiver to sleep. Repeated boring mental effort such as equals between letters and numbers or counting backwards are used to cure insomnia.