Codes and conventions of print advertisement

Different forms of print advertisement:

Billboard, magazine and newspaper.

Billboard- the most common features you would see on a billboard

would be the logo of the product or company, the image and the slogan.
The company logo and the slogan explains the context of the billboard to
the target audience. The slogan is usually shown because it is short and
catchy for the audience and gives more of an understanding of the
product. Minimal text is used because the advert needs to convey critical
information in a little time. The fonts are bold and easy to use.

Magazine- in a magazine the codes and conventions used are; the

masthead, tag line, headline, central image, and barcode. The font used
is characteristic to the magazine which makes it instantly recognisable to
the readers and the design should attract the audience. The purpose for
the tagline is to show a bit about the magazine and what it could be
aimed to. The central image is used to attract the readers and usually
the person in the image is using direct mode of address meaning the
model is looking into the camera. This gives a feeling that the reader is
being looked at and draws them into the magazine. The barcode is
visible placed mostly at the bottom but its obscuring the view of the
magazine’s images or text.

Newspaper- These are visual elements used in a newspaper is the

masthead, images, graphics, headlines, sub headlines, captions and by
lines. The masthead which would be the name of the newspaper is
placed in the front page big and bold to be noticeable. The images
mainly the most attractive feature is usually related to the article. The
graphics such as charts, maps and more are used for facts and statistics.
The headline is the largest size text at the top of the newspaper on the
front of the page and it has the most important news in the newspaper.
The sub head is a short line found below the main headline in a smaller
font. An important thing the by lines is the name of the author placed
above his or her story line.
 1. Explain the codes and conventions for each advert in terms of how they
construct the overall advert to sell the product/ service/message to the target
audience. (Use the Rimmel make up advert on the powerpoint slide as a guide) 
  
 The main image shown in this advert is a celebrity Beyoncé who they have
used to promote this product. In this advert they have used chiaroscuro lighting
to emphasis the shadow and lighting which is low key. This is a technique used
to create tension between the light and dark elements to make the effect
dramatic. This would appeal to the lifestyle aspirations of the target audience,
which would be luxury and rich. We can tell this because looking at the
product it is shaped like a diamond implying that it is expensive. Using
chiaroscuro lighting also gives an idea that it is old looking because of the
black and white filter, it makes the product look rich and valuable. Beyoncé’s
dress is white and shining just like the perfume showing she is also luxurious
looking. Because of how she looks it shows they are targeting a wealthy
audience and in a way, it makes more people buy it because it gives the idea
that if you buy this product, you have money. The background lighting is low
key making the product and celebrity stand out.  

The main image in this advert is dark, meaning its used low-key lighting giving

the audience an idea that it is serious and maybe something scary like a
warning. Going back to the main image because it is a female celebrity being
used it is used to capture the attention of a female target audience. The
typography is in white which symbolizes the diamond. One meaning of
the colour white means perfection. This means that the product is an expensive
perfume that would give perfection to the users and make them feel rich using
this just like Beyoncé. When they used Beyoncé for the shot they centered
her in the side of the poster. However, she is bigger than the product which is
shown on the bottom left side showing that the audience should focus more on
her. In this poster they have used the rule of thirds which is being used in the
layout design of the advert to draw key attention to the main image.
The secondary focus in this advert is then on
the pack shot which would be the
perfume fragrance for women
specifically. The target audience is usually
encouraged to view the advert from the top
left corner to the bottom right.  
 
The main image in this advert is of a man lying on the floor with a girl holding
onto him. From this we can get an idea that the guy is dead as his eyes are wide
open with his mouth and he’s lying on the floor suggesting something
happened to him. Along with the women she is holding onto him. Instantly
from this we can tell it is an awareness campaign to prevent death from
happening. The slogan is usually short and snappy so it is memorable to the
audience to make them more aware. This is not a product being promoted it is a
message being shown to the audience about transport accidents. We know this
as the company is tfl implying the young person lying on the floor lifeless has
possibly had an accident leading to his death.

In this advert it says, ‘don't let your friendship

die on the road’, it is very serious and straight to
the point grabbing the audience attention that
this situation could happen to anyone close to
them to increase the audience's awareness.
The colours in this advert are contrasting. For
example, the background is dark with low key
lighting which gives an idea to the audience that
it’s a serious message the advert is giving
to them, and the typography is written in white
font to stand out. The colours are
opposing colours from dark to bright. The
writing gives the audience a bit of hope that
there’s a chance you can change this from
happening as it says ‘look out for your mates’
meaning if you do this you can prevent death
happening to close ones.
 Main image- this image helps
to sell the product, idea or
message of the product.
Sometimes can include a
celebrity to attract audience.

Typography- the colours Slogan- usually is short and

used are white and yellow snappy which is memorable to
because the image is dark the audience to make them
and using a bright colour more aware.
will make the writing stand
out more and make it more
readable.

Anchorage copy/campaign
slogan- the name of a specific
collection and is the second
largest font on the advert. This is
extra information to help the
target audience find it online. Main key image- Beyoncé is
shown a celebrity used to
capture the attention of a
female target audience.

Logo/ brand name- the brand

name is featured on top and
Typography (font
is a slightly smaller font so it
style/size/colour)- the colours
is large enough for the
used are white which
audience to recognise.
represent the product as it is
the same colour as the
diamond shaped fragrance.
Image of product- the product being
advertised. This is used to entice the target
audience into buying this.