Advertising conventions

• Most adverts have a picture filling the whole of the background….

And they usually have a slogan

There's also a logo, to help the audience identify the charity…

And to create continuity

across a number of

adverts

You will notice here,that the same style of photography, the anchorage, and the font type are the same as in the previous image…

And sometimes an image will be manipulated

to make it look more

unusual, or the image will

not be promoting a product, but

seeking to educate

people…

it may just contain text…

Occasionally, an advert will make use of intertextuality…

Intertextuality is where elements are borrowed from one media text, and reused, sometimes for irony, or for a humourous effect…

YOUR TASK

Research a current charity/ government campaignEg. NSPCC/ CHILDLINE/ DRINK DRIVING/ ROAD SAFETY

Research the background of the agency/ charity – what are their aims

Identify the main features of a campaign [denotation/ connotation

Find out who the audience is for the campaign

Discuss how successful it is based on your research.