Print media and advertising

Print Media and Advertising

Definitions:

Anchorage - Fixing of meaning e.g. the copy text anchors (i.e. fixes to one spot) the meaning of an image

Banners – Typically found at the top or bottom of a print media text.

Broadsheet - Large format newspapers that report news in depth, often with a serious tone and higher level language. News is dominated by national and international events, politics, business, with less emphasis on celebrities and gossip. Examples: The Independent, The Guardian, The Times, The Telegraph

Byline - A journalist's name at the beginning of a story.

Captions – Text below an image that describes the image or informs the audience who took the image.

Copy - Main text of a story

Coverlines – Captions on a magazine front cover

Emotive Language – the use of language to generate specific emotional reactions in the target audience

Headlines – The text highlighting the main story being given priority by the producers of the print media text. Often designed to be eye-catching.

Inverted pyramid structure - Newspaper stories start with the main events. Then they give more details and eyewitness comments in short paragraphs. The paragraphs at the end of the story are less important than those at the beginning. This allows sub-editors to shorten stories by cutting paragraphs from the end.

Layout – How the print media text has been designed and formatted.

Masthead - The top section of a newspaper which gives the paper’s title, price and date

Sans Serif font – Font type which does not have lines perpendicular to the ends of letters e.g. Comic Sans – often seen as more contemporary. Think of Apple’s advertising.

Serif font – Font type which does have lines perpendicular to the ends of letters e.g. Times New Roman – generally seen as more traditional or higher class.

Splash – The front page story

Sub-headings – Smaller, typically one line headlines for other stories.

Tabloid - Smaller newspapers aimed at a large audience. News is reported in less depth and emphasises human interest stories. The language level is lower, paragraphs and stories shorter, with more use of images. Content often includes more celebrities, media news and gossip. Examples: The Sun, The Mail, The Mirror, The Express

Text to image ratio – This involves considering how weighted the print media text is with regards to text and image – you need to ask yourself why the ratio exists.

Typography – The collective term when considering elements of print media relating to the style of the text such as the font, colour, serif, sans serif etc
Connotations- an abstract meaning or intention of a term
Semiotics- the study of signs and symbols and their use of interpretation
Header- common text that is printed at the top of the page, includes page numbers and headings

Direct Mode of Address

This is where the subject or text communicates directly with the audience.

Television presenters of a live television show- the effect is to make the audience feel involved with the programme; it is as if they are talking directly to us at home.

News anchors engage in direct mode of address as they are dealing with serious and important matters

Magazine cover models and celebrities often look directly out of the magazines, engaging seemingly in direct eye contact with the reader. They draw the audience into the magazine, persuading us to purchase the text

David Beckham has been made to look into the camera, to create the effect that he is gazing into your eyes to lure women in and also men who might want to look like him. He is posing with a cheeky smile which could reflect him trying to be seductive and sexy.

The pose is a shield which could represent power. White is a pure colour which stands out from the darker background colours. Very formal typography which is bold and stands out on the page

Looking into the reader's eyes which could be seen as being intimidating. Direct mode of address.

Wonder women is an amazonian who was on an island with no men. Saturated colours throughout, your eyes are attracted to the yellow straightaway as it is the brightest colour. She looks like a fighter, metal guards on her arms and a head shield. 'wonder woman' could reflect the power and strength women have in today's age. It could present the fact that they are independent now and do not need a man to help them. This cover could suggest that society is changing and woman can be a lot more powerful than men.

Wonder women on the tv series is completely different to wonder women in today's society. This one has her boobs out. The magazine cover image, wonder women was covered up underneath her 'power' pose and this could represent that time has gone by and women aren't seen as objects anymore. The fact that wonder women on tv series wasn't covered up shows that in that period of time, that is what drew the audience's attention to watch the show, mostly men. It suggests that if women didn't have many clothes on then men would find them more attractive and it would lure them in, however with the new image of wonder women being covered up, it shows that she is powerful and strong without having to be half naked and approved by men.

Four elements of media framework:

•media language: how the media through their forms, codes, conventions and techniques communicate meanings

•media representations: how the media portray events, issues, individuals and social groups

•media industries: how the media industries’ processes of production, distribution and circulation affect media forms and platforms

•media audiences: how media forms target, reach and address audiences, how audiences interpret and respond to them and how members of audiences become producers themselves.

•‘media product’ refers to media texts, such as television programmes, newspapers, radio programmes etc., as well as to online, social and participatory media platforms

•‘intertextuality’ refers to the way aspects of a particular media product relate to another and thus accrue additional significance.

The semantic code

points to any element that suggests a particular, often additional meaning by way of connotation which the story suggests

Mise en scene

When applied to the cinema, mise-en-scene refers to everything that appears before the camera and its arrangement—composition, sets, props, actors, costumes, and lighting.

Verisimilitude

The appearance of being true or real. Verisimilitude, in a narrow sense, is the likeness or semblance of a narrative to reality, or to the truth. It comes from Latin: verum meaning truth and similis meaning similar.

Lighting, how well a scene is lit in print media or a film may influence the way we see a character.

Language to use: 

low key lighting (predominantly dull)

High key lighting (predominantly bright)

How colours are used in film and print media  affect the way we view a character.

Language to use:

saturated

Complimentary colours

Analogous colours

Muted tones

Colour and mood

There are both positive and negative components to each color at your disposal. Within each color are a multitude of hues you can break down even further to specifically hone in on the exact level of emotion you're seeking.

Here's a quick guide:

RED – anger, passion, rage, desire, excitement, energy, speed, strength, power, heat, love, aggression, danger, fire, blood, war, violence

PINK – love, innocence, healthy, happy, content, romantic, charming, playfulness, soft, delicate, feminine

YELLOW – wisdom, knowledge, relaxation, joy, happiness, optimism, idealism, imagination, hope, sunshine, summer, dishonesty, cowardice, betrayal, jealousy, covetousness, deceit, illness, hazard

ORANGE – humor, energy, balance, warmth, enthusiasm, vibrant, expansive, flamboyant

GREEN – healing, soothing, perseverance, tenacity, self-awareness, proud, unchanging nature, environment, healthy, good luck, renewal, youth, vigour, spring, generosity, fertility, jealousy, inexperience, envy, grandeur

BLUE – faith, spirituality, contentment, loyalty, fulfillment peace, tranquility, calm, stability, harmony, unity, trust, truth, confidence, conservatism, security, cleanliness, order, sky, water, cold, technology, depression

PURPLE/VIOLET – erotic, royalty, nobility, spirituality, ceremony, mysterious, transformation, wisdom, enlightenment, cruelty, arrogance, mourning, power, sensitive, intimacy

BROWN – materialistic, sensation, earth, home, outdoors, reliability, comfort, endurance, stability, simplicity

BLACK – No, power, sexuality, sophistication, formality, elegance, wealth, mystery, fear, anonymity, unhappiness, depth, style, evil, sadness, remorse, anger

WHITE – Yes, protection, love, reverence, purity, simplicity, cleanliness, peace, humility, precision, innocence, youth, birth, winter, snow, good, sterility, marriage (Western cultures), death (Eastern cultures), cold, clinical, sterile

SILVER – riches, glamorous, distinguished, earthy, natural, sleek, elegant, high-tech

GOLD – precious, riches, extravagance. warm, wealth, prosperity, grandeur

Use of font

Anatomy of a Serif

Serif typefaces are among some of the oldest modern typefaces. They are used in everything from book publishing to newspapers and magazines to billboards and websites. So what is a serif anyway?

It’s the little decorative stroke that extends from letters. It can be in the form of a tail, sharp or blunt, decorative or plain. Each serif typeface will have a distinctive style for this mark that makes the family identifiable. Serifs appear on both upper- and lower-case letters within a font family, as well as on glyphs, numerals and other characters.

The mood and feelings most associated with serif typefaces are classic, elegant, formal, confident and established. Some of the most well-known serif typefaces include Times Roman (and Times New Roman), Rockwell, Georgia and Baskerville.

Going Sans Serif

Sans serif typefaces are considered more modern and include a variety of widths and shapes. This style of typeface lacks strokes at the ends of letters (hence “sans” serif). The type category is thought to embody simplicity because of this lack of added detail. Sans serif typefaces have a look that is direct and precise, although character edges may be either sharp or rounded.

The mood and feelings most associated with sans serif typefaces are modern, friendly, direct, clean and minimal. Some of the most well-known sans serif typefaces include Helvetica, Arial, Futura and Franklin Gothic.

Jungle Book 2016 PG

Antagonist- gets in the way of the good people

Sinister like a horror film

Dark and dull colours

Animals walking and talking

Audience: range of people

Parental guidance as little children will get scared of the noises and things jumping out

Representation

The snake in the 2016 Jungle Book is played by Scarlett Johansson. She has the track record of being strong and powerful and quite 'pretty'. Scarlett sounds quite seductive

Raised by a family of wolves since birth, Mowgli must leave the only home he's ever known when the fearsome tiger Shere Khan unleashes his mighty roar. Guided by a no-nonsense panther and a free-spirited bear the young boy meets an array of jungle animals, including a slithery python and a smooth-talking ape. Along the way, Mowgli learns valuable life lessons as his epic journey of self-discovery leads to fun and adventure.