Advertising

Structural Features of Adverts

Copy:
The written explanation of the product.
Analysis based on what it says, placement of text, for type and size, colour.

Headline:
An advertisement headline is designed to be the first copy for the potential customer reads.
It should grab the attention of the reader.

Subheading:
The subheading usually spells out or elaborates the promise made in the headline but is not always present.

Slogan:
It is a phrase that describes the benefit of the product/ the product's most important attributes.
The term slogan comes from the Gaelic words sluagh gairm, meaning battle cry.

Logo:
A symbol or other small design adopted by an organisation to identify its products.
It is very carefully designed and will feature on all adverts and the products themselves.

Central Image:
The main (Biggest) image on the advert.
It will often be stroking in order to grab the attention of the consumer

Typography:
The particular style of font used on the advert and helps to create brand identity.
The same style will be used on all advertising

Brand Identity:
How a business wants to be perceived .
Components of the brand- name, logo, tone, tagline, typography.
These are created by the business to reflect the value the company and to appeal to its customers.


Representation of Adverts

Aim of the print
Denotation and Connotation
Media language- Camera shots, Mise En Scene, Typography, Editing.
Representation of males/females
Representation of Themes
Representation of the brand
Psychology- Which human needs/wants is it satisfying.