Masthead The name given to the overall design concept applied to a

magazine, website, or media company. Can include the use of

particular fonts, colours, layouts, images, idents, logos, etc. This
is designed to differentiate the product or company from its
competitors and is often part of an overall campaign.
Banner Usually linked with the main feature. This is used to attract the
audience’s attention by using words such as ‘EXCLUSIVE’ and
‘FREE’.
Main image The title of a newspaper or magazine
as it appears across the first page, front cover, or title page.

Headline Short statements found on the cover of the magazine that

allude to or describe the articles inside. Their purpose is to
entice the reader into picking up and/or buying the magazine.
House style The different colour themes used on the magazine front cover

Buzz Words This includes the publication’s name, volume, date,

number and serial info.
Puff
Offers something else to the magazine such as a free give
away.
Mise-en- ‘Everything you see in the frame’…
scène This is linked to mood and genre and can give an audience
visual clues about the image or film. For example, including a
Christmas tree in a shot would tell an audience roughly when in
the year a scene was taking place; including a space-ship would
tell an audience they were probably watching a science fiction
film or programme.
Coverlines A cross-column subheading directly over a headline; generally
used to emphasise a key aspect of that headline. Often used in
newspapers, on websites and in advertising. For example, Nikes
is ‘Just Do It’.
Typography Dominates the front cover, it is usually a medium close up or
close up. This image sometimes covers the masthead but is
always in direct address to the reader.
Colour palette 1. a brief, attention-catching quotation taken from the main text of
an article and used as a subheading or graphic feature.

Pull Quotes The style of the font used.

Strap line The text at the top of a newspaper, magazine or website article
indicating the nature of the content included within it. Usually
written in a much larger type size than that used within the main
article, and often using a different font in order to attract
attention and emphasise importance.
Anchorage Pinning down an image with text

Mode of The way a media product ‘speaks’ to it’s audience. In order to

address communicate, a producer of any text must make some
assumptions about an intended audience; reflections of such
assumptions may be discerned in the text (advertisements offer
particularly clear examples of this).

1
 Fancy a challenge? Try and use these in your analytical work…

Left-side third A lot of important

information designed to
attract potential readers is
placed in the left- hand
side vertical third of the
front cover page. This is in
case the magazine is
displayed in a horizontal
shelving system rather
than a vertical one.
Market Penetration This refers to the % of
potential readers who
actually buy the
publication. GQ would be
looking at all males in the
UK between the ages of
18-30.
Prominence / Celebrity Involves using a
endorsement personality (celebrity) or
event that the target
audience collectively
recognises.
Plug Information about the
contents of a magazine or
newspaper given on the
front cover.

2
 IB Language and Literature and IB Literature
Paper One - Text Type - Tabloid Newspaper

We need to keep in mind that the media has bias and that different types of newspapers and
online publications sensationalize news and spread gossip to entertain, shock and many times
mislead their readers. These are called tabloids. Tabloids differ from traditional, more respectable
newspapers in a few significant ways. They are found in supermarkets and newsstands and are
widely popular. In the United Kingdom these are sometimes called “red tops'' as the titles of these
papers such as The Sun and The Daily Mirror are in red. The National Enquirer is a widely read tabloid
in the United States.

Text Type Conventions:

1. Sensational Headlines - The headline of a tabloid will very often have a shocking effect and
be provocative and engaging. Headlines such as “Harry and Meghan Bombshell: Worst
Royal Crisis in 85 years!” is obviously dramatic and sensational.

2. Provocative Images - The choice of image will give us a clear indication of how the article is
shaped. If the article is criticizing the behavior of a celebrity or politician, they will choose
an unflattering or biased image.

3. Direct Quotations - The article will often quote sources and others who act as witnesses.
The choice of quotations are clearly a way to influence, entertain and shock the reader.

4. Short Article Length - Tabloid articles are usually shorter than conventional news articles.
Readers want quick bite-sized articles and generally these readers will read the Tabloid
quickly and are not reading to inform themselves as much as to entertain themselves.

5. Biased Language - We want to examine language carefully and really connect with how
words shape meaning. If they call a politician a “bully” or a “softy” we know that this is
biased against them.

6. Bias of Omission - Tabloid articles often do not tell the whole story. We want to look at
what they are leaving out. This is clearly a way to bias the reader and influence their
thinking. Do they leave out a person’s backstory? Have they included information about
other people involved in the story? Do they quote sources from different sides of the
story?

7. Humor - Tabloids are meant to be entertaining and shocking and also generate a laugh at
times. We want to look for the sarcasm and humor that is embedded in the article.
 8. Voice and Tone - Similar to humor, we also many times hear the voice and opinions of the
writer coming out. We want to think about his/her tone and the way that they bring in
their own voice. A journalistic article should remain objective and have a neutral tone. Not
so with tabloids!

9. Colloquial Language - Tabloids are for everyone and are meant to reach all readers of all
educational levels. The language is informal and casual and sometimes uses regional slang.

10. Biased Names and Labels - Labels and names are clearly a way to influence readers.
Calling someone a “kid” or a “youth” or a “teenager” or a “rebel” or a “geek” will clearly
carry connotations and create bias. We want to look for how these names and nicknames
and labels can add to the bias.

Be sure to check out the companion video to this document: Countdown to Paper One -
Tabloid - Close Reading. This will enable you to further understand key concepts and
develop the critical skills necessary that lead to success in IB English.
 IB Language and Literature and IB Literature
Paper One - Text Type - Tabloid Newspaper

Guiding Question:
How does the publication utilize the features of tabloids to promote a message about the World
Cup?

Stimulus Text: The Sun, Thursday, June 28, 2018

Student Response:

Every four years, football fans around the world flock to pubs and restaurants to watch
their nation compete on the world’s biggest sporting stage - the World Cup. Perhaps no place is
this fever more heightened than in England, where football fanatics hope and cheer that their
team can once again restore their former glory atop the football world. This football frenzy is
precisely addressed in the cover from The Sun, a British tabloid. Published on June 28, 2022 at the
culmination of the World Cup knockout round, this tabloid targets English football fans, precisely
men, with the purpose of informing them about the recent demise of the German team while
simultaneously enlisting support for the English. Accordingly, through leveraging the features of
tabloids, The Sun not only celebrates the demise of the Germans, but also aims to increase sales
while promoting national unity and support for the “The Three Lions.”
Utilizing the features of tabloid, The Sun garners support for the English football team by
celebrating the elimination of the German national team. The large white label with black letters
spelling the German word “Schadenfreude” immediately draws the reader's attention and
conjures up feelings of pride and joy for those who understand the translation of this native
German language word. However, for those who may not be familiar with this term, the
denotation is provided, claiming that the term refers to “pleasure derived from another person’s
misfortune.” In this moment, the humor is apparent to all readers, as the nation of England
frequently revels in the downfall of their longtime historical and athletic nemesis. To further
enhance the celebratory mood among English football fans, The Sun carefully chooses a photo of
some of Germany’s finest football stars displaying facial features of anguish and dismay. To global
football fans, the faces can easily be matched to names, but for new fans and others unfamiliar
with the German football stars, the body posture of each player clearly projects feelings of shame
and disgust with their recent elimination from the World Cup. While one player gazes at the
heavens seemingly looking for answers, another player covers his face in shame with his national
jersey, clearly indicating his disgust. In the end, The Sun uses this powerful label and clear image of
the defeated Germans to elicit joy and excitement from their readers, and they ultimately hope
this will cause them to open the magazine and further engage with their content.
Moreover, The Sun cleverly utilizes the upper left panel of the cover - normally reserved
for their logo - to draw attention to the fact that English pubs are running out of beer, and this is
ultimately a clever ploy to get more English fans to engage with their content. In the true spirit of
masculine stereotypes, The Sun associates football with beer, thus attempting to captivate their
male audience with two types of content that will garner attention. The phrase “running dry” in
bold white letters contrasted with the black label stands out for readers, and with the position so
close to the iconic “The Sun” logo, readers are sure to see this alarming article that conveniently is
“continued on page Page Two” for football fans who are also beer drinkers wanting to read about
this beer shortage plaguing pubs nationwide. To make the problem seem even more severe, The
Sun further adds an image of what to many looks like the perfect lager. The gold color and white
foam is cleverly chosen to further entice the reader to not only celebrate the English team in their
World Cup endeavors, but also to link two English cultural icons - the pub and the World Cup. The
Sun makes this association intentionally and with a clear purpose: they hope that by evoking fear
of a beer shortage, prospective readers will pick up the publication and purchase the tabloid, thus
adding to the readership and revenue for The Sun.
If celebrating the German team’s demise and a beer shortage is not enough to captivate the
reader to pick up The Sun and purchase the tabloid, then the clever coupon in the upper right
corner is sure to entice readers to continue engaging with the magazine. The massive font
advertising “£5 off” for consumers who spend more than £30 pounds at their local LIDL grocery
store is designed as the final hook to snag the audience’s focus. The clever slogan “summer sizzler”
is not only alliterative in nature, but it also notifies readers that this bargain is not to be missed.
Further, the image of a grill burning with meat presumably purchased as a result of the coupon
implies that football fans unwilling to fight the long queues at their local pub for a meal and a drink
can just as easily cheer for The Three Lions at home with their friends in a more intimate setting.
Regardless of where their readers watch the upcoming match, The Sun successfully leverages the
conventions of tabloids to not only garner support for their magazine, but also to encourage
readers to shout “now come on England!” as they continue reading about their team “on pages 5, 6,
and 7.” In essence, The Sun’s message is simple: read our publication and cheer with us as the
entire nation celebrates the English opportunities that lie ahead in the 2018 World Cup.
In the end, perhaps the red and green color palette selected by The Sun for this June 2018
edition of the World Cup was meant to be a Christmas in disguise for English fans reveling in
World Cup madness. Not only does the tabloid cleverly use textual features to celebrate the
demise of the German team and promote The Three Lions, but they also succeed in providing
multiple stimuli for readers who may not pick up the publication solely to read about the team. For
readers more interested in beer shortages as well as consumers looking for a better deal on
groceries, The Sun gives them plenty of reasons to pick up the magazine and make the purchase.
Ultimately, that is the goal of The Sun - to cleverly leverage content, language, and image to
promote their publication and continue making sales.

Word Count: 1029

Examiner Scoring and Comments:

Criterion A: Understanding and Interpretation 4 out of 5

● How well does the candidate demonstrate an understanding of the text and draw
reasoned conclusions from implications in it?
● How well are ideas supported by references to the text?

The response shows good understanding but more nuances and implications are needed for top. A
more in-depth discussion of some values such as sports and national pride are needed to secure the
top band. This is a good response, but not excellent.

Criterion B: Analysis and Evaluation 4 out of 5

● To what extent does the candidate analyze and evaluate how textual features and/or
authorial choices shape meaning?

The response shows good command of authorial choices. At times, paragraphs lack the analysis
and evaluation needed for the top band. There are some inconsistencies throughout the response
in terms of quality analysis. At times, it’s very good. Other times, it is adequate. B4 is best fit for
this response.

Criterion C: Focus and Organization 4 out of 5

● How well organized, coherent, and focused is the presentation of ideas?

The response is mostly cohesive, but the focus on the guiding questions needs improved. Without
this deep focus, some body paragraphs seem unfocused and not committed to the Guiding
Question. Topic sentences for body paragraphs should have a rich idea, and this response does not
consistently accomplish this. Unusually long paragraphs should be avoided.
 Criterion D: Language 5 out of 5

● How clear, varied, and accurate is the language?

● How appropriate is the choice of register and style? (“Register” refers, in this context, to
the candidate’s use of elements such as vocabulary, tone, sentence structure, and
terminology appropriate to the analysis.)

The response shows academic register and accurate, carefully chosen language. There is very good
sentence variety and accuracy with course terminology. The writing shows confidence and voice.

Be sure to check out the companion video to this document: Countdown to Paper One -
Tabloid - Student Response. This will enable you to further understand key concepts and
develop the critical skills necessary that lead to success in IB English.