Unit 15: Advertising Production

LA.P2 Explain the codes and conventions of print advertisements

Name:

Codes and Conventions of Print Advertisements

Intro questions:

 List the different forms of print advertisements.

 Newspaper- are useful for publication for national local and community
newspapers as well as a tool for getting messages across to certain
audiences. Newspaper print advertising has a lasting impact as
consumers are proactive and engaging

 Magazine- Includes advertising within regional and national magazines,

they are effective for branding business. They give you freedom with
creating allowing you to target different audiences as appearance plays a
key figure when building public Image

 Billboard- Is effective for building awareness for you brand and

broadcasting your business to a large majority of people specifically to
those who are drives and pedestrians.

 Brochures-They establish authority, credibility and brand in the same

format. They hold information that is given to hundreds of people and
they are the most affordable way to spread the word about your business

 Explain why these forms may have slightly different codes and
conventions e.g. what are the main differences between a magazine/
newspaper print advert and a billboard print advert? Why are these
differences effective in targeting the audience?
 The difference between a newspaper and billboard print is that billboards
focus more having large images and slogans as they are mostly located on
freeways and cars don’t have time to stop so a big image and slogan is the
best way to get their attention and it is also why they have less copy
within their advertising. Magazines have more copy and extra information
on the product, as they are portable advertisements similar to
newspapers that the audience can hold, so there will be more information
including links seen within them.

1. Choose TWO of the print adverts below and label them with the
following codes and conventions (Main Image/secondary images,
package shot, slogan, anchorage copy, brand name/ logo, layout and
design (rule of thirds)

2. 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)
 Unit 15: Advertising Production
LA.P2 Explain the codes and conventions of print advertisements
Name:
Advert Examples (delete the ones you won’t be using)

Slogan: A short
Key Image:The memorable phrase
main image is David Brand Name: The name thattakes
inspires
up the malepart
a small
Beckham the image audience who want to
of the advert buy is large enough to be seen
is striking and takes be a successful and
up most of the but not too small to distract the audience
rich in life
advert capturing
the attention of the
Secondary
male audience
images: Some
adverts have a Secondary
Key image:images:
The
background Some adverts have a
image takes up most
image background image
of the advert
Rule of Thirds: Is to draw capturing the
the attention to the main attention of those in
image, the product and both male and
slogan. female
Imageaudiences
of product:
spreading more
The advert provided
a visual of the
awareness
product tempting
the audience into
purchasing the
Anchorage copy: product
Extra
information
about the
product when
purchasing
online or in
shops
Slogan: The slogan is
Anchorage longer giving a sense of
copy: Extra, urgency towards the
useful; audience drawing them
in with a need to help
information
about the topic

Brand Logo: The logo

is large enough to be
seen and recognizable
to the audience
Unit 15: Advertising Production
LA.P2 Explain the codes and conventions of print advertisements
Name:

Extension Task - Analysing Codes and Conventions of Television Adverts

1. Choose ONE of the Rimmel Kate Moss TV adverts and analyse how the
following codes and conventions construct the advert to sell the product
AND message to the target audience.

Use the bullet points below as starter prompts to guide your analysis. Comment
on the following:

• Duration in length
• Narrative elements
• Slogan: is it a voiceover or text on screen?
• Package shot: Is the product visible within the narrative of the advert or
is it shown as a still image at the end of the advert?
• Brand name/logo
Also comment on how the technical codes have been used throughout the
advert.
• Technical codes: camera, editing, mise en scene sound (dialogue/music)
Unit 15: Advertising Production
LA.P2 Explain the codes and conventions of print advertisements
Name:
Use of Special effects (SFX) / computer graphics
• What is the overall effectiveness of the TV advert in comparison to
the print advert?
• The first advert has a duration of 20 seconds, it is short and snappy
catching the audience’s attention and by not making the duration for too
long the audience does not get bored. Throughout the advert, there is a
small plot in the advert, having it solely focus on Kate moss having fuller
lips, displaying how attractive she is. By doing this the female feel a need
to buy the product as they feel they too could have the same experience
Kate Moss is feeling.
• While listening to the advert I was able to hear several small slogans but
one that caught my attention is “no pain all gain” which again adds the
female audience need to by the product as well as makes the product
appear as though it is worth all the money spent on it. Towards the end
and even from the beginning the product Rimmel lipstick) is show twice
giving the audience a peek at what they are buying.
• After analyzing both TV and print Adverts, I found that TV adverts have
more action in them making it more engaging towards the audience that
reading as seen in print adverts. The addition of music is also eye-
catching, as most of the audience would take interest in the sound out of
pure curiosity while anyone could miss or ignore a print advert.

Analyze advert in order