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Analyse how structural and linguistic devices are used to target a specific audience in printed media text.

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Introduction

GCSE 2004 - PRINT MEDIA ANALYSIS Unit 12 Printed Media - Exploring Printed media Texts Ele Woolley 11/4 Analyse how structural and linguistic devices are used to target a specific audience in printed media text. INTRODUCTION In this GCSE study I intend to analyse, two printed texts I have selected two advertisements printed on paper to compare and contrast. Both advertisements have a common theme, yet they are presented very differently to attract the same target audience; both contain compelling visuals. I also selected ADVERT1. Social Work it's all about people. because I am interested in exploring the ways in which the media tackles and presents sensitive issues. It is the differences in the presentation of the two advertisements for essentially similar jobs that I find interesting. UNDERSTANDING THEIR PURPOSE AND TARGET AUDIENCE to compare any non-fiction texts, you must have an understanding of their purpose and audience. http://www.bbc.co.uk/schools/sosteacher/answers/answer39931.shtml I am going to analyse, assess and compare the effectiveness of the devices - images and language - used, and present what I think are the reasons for the use of these devices to make contact with their target audience. Both advertisements focus on attracting the middle-of-the-road social category A-C reader to apply for jobs to professions which require social awareness - ADVERT 1. Social Work it's all about people: This piece is an advertisement which encourages people, who could possibly have an interest in training in social work as a profession, to find out more about the careers available in social work. Although superficially simple language is used the message is subtly presented to appeal to the 'thinking' person with a conscience. The advertisement was printed in the Independent Newspapers 'Independent Magazine'; part of the quality press, The Independent is a broadsheet newspaper aimed at the top 10% of intelligence quota of the population and the magazine is used for quality articles and advertisements, usually in full colour. ...read more.

Middle

Through the careful use of images which are the key to the whole presentation. At the centre of the page is Patrick - a full colour illustration of his head and shoulders, a direct 'take' from Edvard Munch's painting 'The Scream', from him at the centre of the page a series of grey tonal bands are moving out, like those from a stone thrown into water to make the ripples in a pond or could be the sound of Patrick's screams or representation of sound waves; the bands are used for graphic effect to convey disturbance. The page is divided into a formal grid: there are four horizontal sections across the page; vertically the page is divided into three. The top three rectangular illustrations across the top, and the two illustrations below on the left hand side as well as just on the right hand side of the advert all have hard edges - they all help to frame Patrick's head and shoulders in the centre of the page. The other illustrations sit on the grey tonal circles of the background without edges. This all helps to move the Reader's eye down the page. This visual device would not be noticed by someone glancing at the advert - it is very subtle. I have only notice it because I am having to analyse what makes the whole thing work. The illustration at the top left hand of the advertisement of an illustration of a black spider hanging on a thread is eye catching and the strap line in the scratchy writing for this illustration confirms this view - ' people are frightened'. The illustration at the bottom right hand of the advert above the four lines of text conveys the implicit tone that there are solutions. Such solutions are presented as a series of five buttons with boxes along side, stacked one above the other. ...read more.

Conclusion

Just personalising the 'problem' draws interest and identification. Although the problems of the job required of the social worker are presented in a purposefully sloppy presentation the whole is a careful construct deliberately to ensnare in the web of the spider in the top right hand, that such problems can be solved. But can they? ADVERT 2. Those who can, teach. The purpose of the advert is to encourage applications for the reader to become a teacher. The presentation is cool, although the content, both the images and the text have been carefully thought though with a consistency to have associations with fire and are hot. The advert focuses on and speaks to 'you' as an individual. CONCLUSION The media is rarely neutral and it does try to manipulate us. The question is: are we deceived and accept what it says at face value? http://www.bbc.co.uk/schools/sosteacher/answers/answer35105.shtml ADVERT 1. Social Work it's all about people Visually very busy and presented in a frenetic, yet highly organised, style the advertisement involves the Reader, puts them into a position of feeling that they have an obligation to, and would be able to, assist 'Patrick'. Just personalising the 'problem' draws interest and identification. Although the problems of the job required of the social worker are presented in a purposefully sloppy presentation the whole is a careful construct deliberately to ensnare in the web of the spider in the top right hand, that such problems can be solved. But can they? ADVERT 2. Those who can, teach. The case is almost overstated to attract people to apply to become teachers because there is a shortage of them. The tone is almost condescending, smart, to those who do not teach, possibly it could offend. I was surprised in writing about the two advertisements how there is so much that is subliminal and how cleverly the authors of the adverts work their magic, even when it is only low key selling. In future I will be much more careful and questioning when I look at all media - particularly advertisements and I will certainly never again take them at face value. ...read more.

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