Print media and advertising

Print media and advertising

Denotation-The primary meaning of a word, in contrast to the feeling that the word suggests.
Connotation-An idea or feeling which a word invokes for a person in addition to its literal or primary meaning.
Semiotics- the study of meaning-making, the study of sign process and meaningful communication. The study of signs and symbols, and the use of their interpretation.
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. Common text that is printed at the top of the page includes page numbers and headings.
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.
Font - In printing, a font is a set of characters of the same style and size. Particular size, weight and style of a typeface.

Colour -the use of all colours, not only black and white, in photography or television.Colour is one of the most powerful tools in typographic communication. Not only can it provide contrast, emphasis and hierarchy, but colour can also evoke a mood. From a branding perspective, color can reinforce an identity, imparting a feeling of familiarity.S aturated colours in font: refers to the intensity of a colour, it is colour in its purest form They are bright and stand out, especially when set against “complimentary colours). Muted Colours in font are less eye catching but work effectively.

Header-Headers and footers are typically used in multiple-page documents to display descriptive information.
Print media - means of mass communication in the form of printed publications, such as newspapers and magazines.
Mode of Address - Mode of Address simply means how the text speaks to the audience, and involves them. It also refers to how a text influences the audience. Direct mode of address: The model looks directly at the audience, or the writing speaks to 'you'.
'Puff' - An incentive which is placed on the cover to make something stand out. usually by putting text into shape.
Tag - goes under the cover line to give extra meaning.
Tag- word or phrase is used to engage a reader's interest in a story by categorising it. e.g. 'exclusive' or 'sensational'.
Main cover line - Main story.
Skyline - top of the magazine.
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Direct mode of address
Good cover

Bad cover

Wonder woman cover

The colours displayed in the magazine cover are saturated as your eyes are directly attracted to the red and the gold shine of her armour. It has a mass appeal to both a younger and older audience, in that the colours catch the eyes of all audiences. Her  skin is glowing, she looks like a warrior and it leads people (mostly women) to almost feel empowered, as it shows that women can be beautiful and be a strong, brave female character. We can tell from the crown and her attire that she is an Amazonian woman, who comes from a place where there is no men, and this relates to modern society in how it shows that women do not necessarily need men to be strong, and can live independently without them. The strap line "step aside guys, we're with her" verifies that this cover has been deliberately crafted to make a point that women do not need men. Feminists would embrace the fact that society is changing and that women no longer need to rely on men, however men may feel like they have been left almost redundant. The main cover line "Wonder Woman" has been spaced out in sans font, and looks very formal, and serious, and almost like the seriousness of the font represents the seriousness of the character. Her clothing is not revealing, which is why this appeals to the target audience, as they have shown her in a respectful, powerful lighting. The 'x' symbol she creates with her arm is a source of strength and a symbol of power, and almost unity for women. The tanned skin, lighting, and glow of the character almost highlight the naturalness of the woman, and that women do not need to try to look or be powerful, as they can naturally be it.  The two words "Wonder" and "Woman " say everything about her character as the definition of wonder is  "a feeling of amazement and admiration, caused by something beautiful, remarkable, or unfamiliar." Which is why she has such a mass appeal to women, as she is a figure that makes some women feel admiration of the character, and that to them it makes them ever prouder because she is a woman.

The film Wonder Woman (2017) contrast the TV series Wonder Woman (1975) as one is seen feminists as a powerful woman, with a modest outfit who is a source of inspiration to women, meanwhile the TV series Wonder Woman shows the character as almost a sexual object, as she has a large chest which almost hangs out of the top of the costume and shows her thighs. One is viewed as respectful to women, while the other is viewed as sexualising women. Many disagree with the argument that the TV series Wonder Woman is less respectful, as she is still Wonder Woman, and is portrayed as a strong female character who was a mentor and source of inspiration to those who watched the series and grew up to be strong confident women.

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. e.g. Scary Movie.

• Connotation= cultural/underlining meaning, what it symbolises.
• Mise-en-scène 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.
• Semantic code - •Things to look out for

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

• ••E.g.  Horror film
  •Pop music…
  Language to use:
  – low key lighting (predominantly dull)
  –High key lighting (predominantly bright) 
  
  

•Things to look out for

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

••e.g.  Horror film

•Pop music…

•Language to use:

– Saturated -Colour saturation refers to the intensity of colour in an image. In technical terms, it is the expression of the bandwidth of light from a source. The term hue refers to the colour of the image itself, while saturation describes the intensity (purity) of that hue.

–Complimentary colours - Complementary colours are pairs of colours which, when combined, cancel each other out. This means that when combined, they produce a grayscale colour like white or black.

–Analogous colours -Analogous colours are groups of three colours that are next to each other on the colour wheel, sharing a common colour, with one being the dominant colour, which tends to be a primary or secondary colour, and a tertiary.

.–Muted tonesIt means a colour or any hue but having low saturation. 

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)

Analysis of 2016 Jungle book.
This film is directed at an audience of all ranges of age groups, from 9 upwards due to the PG rating. The media language is sinister at some points as it may be frightening for some audience members, almost like a horror film. There is a dark tone to the film but the darkness compliments the action in the film.
Female representation
The Snake, Caar, is played by Scarlett Johansson in the remake of the 1967 Jungle Book animation film. She was chosen to portray the snake as someone who is seductive, soothing and trustworthy as this is how she speaks, which links to the character of Carr, as he is meant to entice the little boy so she can feed on him.

The font used in the title is a serif font, as it is curly and curvy, and is one of the main focus points of the poster. The font looks very creative to an audience which is why it is intriguing. The serif font has been coloured with what looks like an old ancient wall from a forrest setting

The main protagonist is the character Mowgli who is played by an innocent, young actor (Neel Sethi), who suits the character of Mowgli to the detail. His two best friends are Balloo the Bear (played by Bill Murray) who is known to be a comedian who is cheerful and is a person you can rely on to have a good time and cheer you up, which is the same case for the character of Balloo, as he is someone Mowgli can rely on to cheer him up, however he cannot rely on him for protection, as much as he relies on Bagheera. Bagheera, who is played by Ben Kingsley, is the main character who is like a father figure to Mowgli, as he may not be as much fun as Balloo, but he is there to love and protect Mowgli, which is shown in the poster where is up high in the tree almost watching guard over Mowgli below him. Shere Khan played by Idris Elba who is known to be a strong male character, is displayed as being quite intimidating. his voice is deep and to children might be frightening and the character of Shere


Title is analogous colours - green of forrest
bright saturated colours -child friendly, fun bright - heaven
green- self awareness - change in environment- outdoors - jungle abundant environment
tiger - intimidating - going to pounce - links to iris elba style
wolves represent hope and salvation - home - his family- raksha lupita nyong'o
title - serif represents ancient life - 1800s created book - intertextual link
protagonist centre of poster next to friends - important
darkness - menacing villan
balloo - parent to mowgli - comic relief - like family - the foil - reinforces the main character
bear symbolises spiritual journey
snake wrapped around the tree - suffocating - camouflages suspicious - not easily seen
dark colours fear in jungle  Vs light colours - hope.
Light themes vs dark themes
shadow falling on bagheera - secretive guardian angel
shere khan - lurking in shadows - evil.