Exploring Printed Media Texts I have selected two advertisements printed on paper to compare and contrast

advertisements. ADVERT1. Social Work it's all about people is very busy and cluttered with untidy handwritten type across each of the eleven images; only the low key 4 lines of information along the bottom right of the page is typeset. Whereas ADVERT 2 Those who can, teach. the presentation is sleek and clearly considered, organised and defined. There is a full colour image completely filling the first page, of the cropped left hand side of a black face with bright flames reflected in the eye, against a white background; the white background continues to the next page where the typography outlines the negative shape of a flame round the photographic image of a burning match; which both relates to the flames reflected in the eye and complements and illustrates the low key, discreetly sized, main heading and title on two lines at the top of the second page: Can you light a fire? Those who can teach. The images used in both adverts, although different, use full colour, eye catching strong images to attract the reader's eye first. The images are also used to intensify and support the explanation of the message contained in the writing That although there may be danger in the job the advert speaks directly to the reader, that the reader is the person who can do it. The first advertisement ADVERT 1. Social Work it's all about people. On first glance the page does not look like an advertisement, it could be an article, or an illustration for the article on the opposite page; the content is presented very low key although the depiction and hand-drawn startling hand-drawn and photographic mix of the illustrations used, catch the attention of the reader; the way the information is presented makes compelling reading appealing to readers with a social conscience. The layout and organisation of the one page advertisement is visually complex, and deliberately so, because the intention of the presentation technique is attention grabbing. Mainly visual, the presentation is personalised giving an outline pictorial history of 'Patrick hears voices'. The single page is divided into twelve equal size squares, the middle two squares being made into one for the main impressionistic hand painted image of 'Patrick'. The story line directly appeals to the reader's social conscience; the images with scratchy handwritten explanations are compelling and powerful, strengthening and enhancing the message on each illustration, or photograph, block there is scratchy looking writing made to look as if it has been handwritten using pen and ink to make the uneven capital letters. This visual treatment of the lettering communicates instantly with the reader and creates and conveys a picture of the nightmare and difficulties of the life of Patrick - whom the reader gathers suffers from schizophrenia. Presented as a completed visual puzzle, all the blocks of information are in place without any gaps, but the reader is required to read all the different text elements to provide a context for the understated communication at the bottom of the page - that 'people can be fascinating. . . ', now find out about social work if you want to help. It is implicit that it is possible for you, the reader, to make a difference by finding out more about becoming a social worker - to work with and support the less able and needy in society. The techniques used, and the underlying thinking behind the advertisement is brilliantly executed in my opinion. The other advertisement ADVERT 2 Those who can, teach. is a glossy, feels expensive, double page advertisement, part of a brochure which encourages people to join the teaching profession. The brochure was produced by the government Teacher Training Agency but this connection is low key, as the ad looks more like a Benneton ad. The advert is cleverly worded and persuasive - teachers 'influence young minds'; implying that this 'influence' is for the better. The advertisement was printed in full colour. The first page is nearly filled with the photograph of a young persons truncated face (deliberately, it is not possible to determine the sex) but uses the remaining whiteness of the right hand edge of the page to visually link it with the contrasting complete white background of the second page. This has the effect on the second page of highlighting the carefully designed text, arranged in the top half of the page into a box shape with the type inside leaving white space to cleverly outline a flame shape, this attracts the eye and encourages the reader to read the text. STRUCTURE · Use of and type of advertisements · Complexity of language used · Length of paragraphs · Length of articles · Bias http://www.bbc.co.uk/schools/sosteacher/answers/answer35104.shtml The use of Presentation devices ADVERT 1. Social Work it's all about people. The more that I examine and analyse this advertisement the cleverer the layout and the use of type is. I really like the sense of chaos and the disorientation of schizophrenia is conveyed. 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. The boxes each read as follows: IT'S A START. HE MAY NEED MORE HELP FROM YOU, BUT AT LEAST NOW THE PEOPLE NEXT DOOR ARE TALKING TO HIM Hidden in line three amongst the positive message is the point that you, the Reader, may wish to be involved. ADVERT 2. Those who can, teach. is also cleverly presented. The images are simple and clear - a child's black face, an eye with a flame, a burning match and a small amount of text shaped to make a flame shape. The use of the metaphor of flames and fire is applied throughout the advert to convey that - to fan the flames of learning amongst the young as being the most important thing, profession, to do. The use of colour in terms of a black child could be controversial. In this neutral setting the dark skin contrasts with the white page. That the image occupies a whole page and due to its lack of complexity opf the picture the focus of the reader gives more attention to the main body of text. The focal point of the image of the black child is the child's eye and the organge flame reflected in the iris, that is set alight by the dark tone surrounding the image and the white of the eye. Also, the eye is often thought of as a gateway to the mind. The image of the match has different connotations it could be that the fire has already been lit but the flame has gone out, possibly within the child shown in the picture. Alternatively, an explanation that I prefer, is that the match has lit the flame in the child's eye and it is 'your' turn to do the same. The match has been used as a device to connect the text with the image on the facing page. There is also the text which outlines and invisible flame round the match; an alternative interpretation could be that the invisible flame is a flame that has gone out, or one that is just waiting to be lit by 'you' the applicant teacher. The stark use of two main colours black and white not only makes the use of the black image bolder due to its colour especially the flames in the eye but it also could be seen as a metaphor for black text on a white page. The whole tone is very professional and slick. That becoming a teacher is for 'Those who can'. Text structure ADVERT 1. Social Work it's all about people. The reader has to look for the reasoning for the advert. The scratchy capital letters build a picture of Patrick's dislocated world. As the readers eye moves down the page the final band of three illustrations, the middle illustration uses the wire between the headphones and his personal stereo to both write the text but to visually take the readers looking on a journey which is directed down to the bottom of the page to read four modest brief lines of sans serif text alongside a low key advertisement strap-line in the bottom right hand corner - 'social work' presented one word above the other in large type, as a block, symbolically inter-connecting with one another, that together match the height of the first three lines of text. Then the killer line in smaller type size than the four lines of text but in bold so that it is stronger than the text, and so stands out more; the words read: 'it's all about people'. The contact telephone number, the most important element on the page, is highlighted, being larger and in bold, the first thing at the beginning of the last line. ADVERT 2. Those who can, teach. Although a double page advertisement the text is all on the second page, which is the side that the reader would look at first, and the writing is confined to the top half of the page. The small headline, opening phrase, in bold large font, set apart from the main body of the text is rhetorical 'Can you light a fire?' It sums up and brings together all the elements - the visual images and text - used to associate teaching with elements of danger but also sparks are metaphors and allusions to creating interest that will grow. The second line 'Those who can, teach' is a bold attention grabbing statement. The tone of the rest of the text is positive, opinionated and passionate. Every statement is personalised, persuasive written in the language as if a friend was talking to 'you', it is geared to inspire someone to become a teacher - salaries and positions and training are mentioned. The text is not long and ends with two final strong opinions statements both opinions: 'Teaching is the ultimate profession. Because of course, without teaching there are no other professions'. Language/Tone identify the ingredients of the non-fiction writing and compare the effect of these on the reader. These ingredients take the form of presentational devices (things that affect the look of the piece). These could include font size and style, text boxes, photographs, illustrations and so on. The ingredients also include linguistic devices. Ask yourself how the author has used language for specific effect. http://www.bbc.co.uk/schools/sosteacher/answers/answer39931.shtml ADVERT 1. Social Work it's all about people. The four lines at the bottom of the page start in lower case The language is used as if in speech, as if a friend is talking to you in a playful low-key persuasive tone. The text is very brief to convey that 'it's that simple', using simple sentences. Set in medium type quite small but legible there is a sense that this most important information is being played low key. Especially when compared to the rest of the page which is spattered in large scratchy writing with comments on each of the illustrations to make a picture of Patrick's mental state and how others view him. ADVERT 2. Those who can, teach. persuasive, opinionated passionate language is used, again directly speaking to the reader as a friend. Purpose ADVERT 1. Social Work it's all about people. The purpose of this advertisement is to encourage the Reader to find out more about social work by presenting information in a personalised witty way to convey the sense that even people who have profound problems can be helped. 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 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.