There is particular emphasis on ‘problem page’ through use of typography, which is a borrowed convention from a teenage magazine, a convention likely to appeal to the target audience. As the NHS is a respected organisation their logo assures the target audience of the accuracy of the information being presented in the leaflet, it also connotes authority due to the supremacy of the NHS, a government organisation. The NHS is a health orientated organisation, so their logo being present on the front of the leaflet represents the seriousness of the issue, which is the way drugs can damage your health or put it at risk.
The borrowed convention of a teenage magazine in ‘drugs the facts’ is represented not exclusively in the front cover but is explored further in the content page. Page titles displayed on the page such as ‘problem page’ and ‘my friend could have died…!’ are typical of the contents of a teen magazine. This subverted genre is used to persuade the target audience into reading on through the leaflet.
The format is specifically used to present unfamiliar information to the target audience in a way they are familiar with. As issues presented may strike the target audience as daunting and perhaps boring particular effort must be placed into attracting the target audience; this is done through the use of layout. For example: the large block of text on the right side of the page is made more accessible for the target audience by placing it at a slant and using various vivid, eye catching colours. This is done to overcome the presumed target audiences’ initial reaction to a large block of text, which may appear tedious.
Various colours and typography are used in order to make the information displayed more appealing to read. However the use of several different colours makes the page look confused and distracts the audience from the information being presented. The typography on the right side of page 1 is difficult to read, as the text is small. The letters and words are too close together, making it hard to distinguish the lettering, and the font is in two different colours, which makes it look overall too chaotic.
Whereas ‘The Score’ has a logical, organised layout, using a manifold of colours and typography without cluttering the page. The varied range of fonts are used for the important language, such as ‘cannabis’ and ‘serious,’ highlighting their significance. It also helps to break up large amounts of text to make it look more attainable for the target audience.
Subverted genres are used to make the page look overall, more available for the target audience. On the right side of the page there is font similar to that found in a dictionary, or school textbook, this connotes order and importance. Magazine style page titles are displayed on the left side of the page, such as ‘dilemma.’ Some teenage shorthand seems to be borrowed from chat shows, for example ‘the morning after.’ This is also represented in the typography of the titles, of the page choices.
On the opposite side of the page are recurring symbols from the front cover of the leaflet, encouraging the target audience’s curiosity further as to the meanings of the symbols. These symbols are reminiscent of Internet icons, the Internet being an interest that is likely to be held by teenagers of the target audience’s age. The psychedelic background has also been repeated in the content page from the front cover, backing the definitions and affects of groups of drugs. This may represent the described effects of these groups of drugs, as well as keeping a consistent style to the leaflet. So overall the content page uses a range of generic conventions and subverts them in order to present unfamiliar information in a more familiar and yet dynamic way.
The presentation of the target audience in ‘drugs the facts’ and ‘The Score’ can be very stereotypical. This is particularly present in ‘The Score’s feature, ‘Dilemma.’
The target audience is perceived to be ‘typical teenagers,’ parties, drugs, peer pressure and a great fascination with the opposite sex are mentioned throughout the photo story. Stereotyping of the target audience is especially noticeable in picture 6. Three girls of the target audience’s age are positioned around a table eating fast food, something that is strongly associated with teenagers of this age. Whilst a boy approaches the table asking one of them whether she is attending a party that night, which is also rather cliched. However there are some elements of realism, as a fair amount of teenagers do attend parties and are associated with drugs, peer pressure and do hold an interest in the opposite sex. Making this photo story effective at attracting the target audience through their interests.
The target audience is able to relate to the ‘models’ used in the photo story. As they are all portrayed to be of the target audience’s age, (14-16) yet are from various ethnic origins. This has been specifically done so that it appeals to a broader audience. The sartorial code has been arranged so that there appears to be no individuality, as all of the models are dressed in plain clothing of regular style and colour, attempting to be inclusive.
The codes of posture appear to be contrived and structured. They are exaggerated, so to make it clear for the audience the actions taking place or the emotions being expressed. For example, at the top of page 15 in the right corner is a photo of Steve, (a photo story character.) His eyes are looking up towards the left with his hands holding up his head. This indicates boredom, perhaps embarrassment and lack of interest. These connotations are relevant to the section of the photo story it is related to, helping to make the section more understandable for the target audience. The section the photo is linked to involves a discussion between the mother and her son, Steve. It is about drug use, Steve’s reaction to this conversation is stereotypical of a teenagers, the picture helps to portray this reaction which aims to relate to the target audience.
The presentation of the mother in the photo story is particularly significant, as she appears to be the voice of the Health Education Authority. Her dialogue and views are those of the organisation, disguised as those of a character in the photo story. By using the mother the institution can express their views without fear of the target audience feeling patronised. Persuasive, emotive dialogue is used to prevent the target audience from taking drugs; “Imagine how some parents feel though-finding out their sons or daughters are on drugs. It must be a nightmare.” They use guilt to influence the target audience into not taking drugs.
‘Drugs the facts’ also use a character to present the organisations views, this time, of the same age of the target audience helping them to relate more with the character. The beliefs of the authority are portrayed through the use of a ‘real life story,’ (page 4, “my friend could have died…!) The story appears to be slightly overwrought and quite possibly not an actual true story, but one created to suit the institutions message they are trying to convey. A ‘real life story’ is a typical feature found in a teenage magazine, a genre that ‘drugs the facts’ has used and subverted to tailor to their opinions they are trying to convey.
The picture chosen to relate with the story is of a boy, of the target audience’s age, perhaps slightly older. His sartorial code is casual and ‘street wise.’ This may be so that to a certain extent the target audience looks up to and respects the boy supposedly accounting a real life story. His codes of posture appear to be sitting, so as not to connote authority or to intimidate the target audience. His facial expression indicates regret, deep thought, and disgust – perhaps triggered by the thought of his drug abuse.
The background of the picture consists of what looks like a council estate. This is stereotyping drug users as people from not so fortunate backgrounds, which is not always the case. Some people may be offended by this assumption, however it may allow others in that situation to relate more to the character and “his story.”
The institutional ethos is made reasonably apparent throughout this feature, it is also thinly disguised on pages 14-15, ‘drugs & sport.’
The language used in ‘drugs & sport’ makes the institutional ethos fairly evident. The use of the statement “sport is about fair competition,” is quite unnecessary, and clearly demonstrates the views of the organisation. It is an unequivocal statement, which may come across as dictatorial, this could have a patronising effect. There is an unambiguous use of register and language, such as ‘is,’ which denotes factual information. The institutional ethos and its objectives become clearer in the phrase. ‘It is cheating,’ a harsh choice of words for a leaflet designed for 11-14 year olds. They finish the feature with a ‘up-beat’ tagline, ‘enjoy sport be drug free,’ perhaps in an attempt to assuage the previous statements.
The language used in ‘The Score,’ tends to be quite casual; ‘There are serious risks linked to drug taking, so its vital you get your hands on information you can trust.’ Through the use of the word ‘serious,’ it shows that the institution is not afraid to state the reality of the matter. The slang phrase, ‘get your hands on it,’ connotes accessibility, practicality and urgency, thus making it appealing to the target audience. The institution attempts to establish a relationship with the target audience this is done through he use of the words ‘you’ and ‘your.’
The organisation state the danger of drugs by providing the information but they ultimately leave the decision to the reader, making the leaflet less patronising for the target audience.
I think that page 10-11; ‘no problem’ in ‘The Score’ is a particularly effective use of subverted genre. The article takes a typical feature from a teenage magazine and uses it to disguise the institutional ethos within it. The problems are realistic (“I’m a smoker and I want to quit,”) and may be problems that the target audience could have encountered, allowing them to relate to them and receive some advice.
However I feel that ‘The Score’’s feature ‘dilemma’ is insulting towards the target audience. The stereotyped view of them is not entirely accurate and may offend the target audience rather than allowing them to relate to it. Photo stories are less frequently used in teenage magazines and more in younger ones, so this borrowed convention may strike the audience as immature and old-fashioned. It is too cliché and predictable to hold the target audiences interest, however it would be more effective for a younger audience.
On the other hand ‘drugs the facts’ has successfully used and subverted the teenage magazine convention through the use of a quiz, ‘Can you stand your ground?’ The institution has adequately disguised their moral agenda amongst regular questions to make it more appealing. There are boxes to make your answers in making the target audience feel more personally involved and perhaps even making it fun to read.
However I think that ‘drugs the facts’ was unsuccessful in using the generic features found in a teenage magazine on the front cover. It appears too cluttered and therefore inaccessible. The various fonts and colours used just distract the target audience from the issue being put across.
In conclusion I think that both drugs leaflets are to an extent effective at using and subverting genres in order to attract a specific target audience. However I feel that ‘The Score’ was the most successful at attracting a specific target audience through its use of several borrowed generic features found in teenage magazines, the Internet, scientific text books, and various others.