Print Advertising Conventions & Techniques

Logo

Logo

Tells the audience which brand or company is selling the product.

Slogan

A short and catchy phrase.

Product Name

The name of the product or brand being sold on the advert

Product Image

Shows the audience what the company or brand is selling.

Font size

The size of the written text on the advert. The size of the font will also indicate a hierarchy in what is seen on the page. So the largest font will be the most important text on the advert. The smallest font will be the least important in terms of selling the product.

Anchorage

The juxtaposition of written text with an image so that the writing influences how we read and understand the meaning of the image

Typeface / font styles

The style of font used for the text on the advert. Different font styles can evoke different feelings and meanings or attract different audiences. Sans Serif and Serif are the most common styles.

Shot types & angles

The camera work, specifically shot distance and angles, used to capture the model and products in the shot. For example the model in a perfume advert may be photographed in a high angle mid shot.

Composition and layout

The way in which all elements on the advert are organised. So how the text, images and product being advertised are positioned together on the page.

Colour palette

The use of colours used in the advert's design. It is conventional to use 3 colours which are either complementary and from the same colour zones or contrasting to create an impact. The choice of colour helps to set an atmosphere and create a specific feeling or mood in response to the product.

Effects / image manipulation

These are effects that are achieved when editing the advert and are used to provide greater emphasis to the product or the way in which the product is being sold. For example, a blur or motion effect might be used to create a sense of energy or motion to suggest that the product will make you feel energetic or alive.

Rule of thirds

The page is divided into 3 sections vertically and horizontally to form a grid. The content of the advert will use these 3 sections in a way that will help sell the product and communicate its associated meanings effectively. The main part of the advert will usually take up 2/3rds or at least the central third of the page.

Props

Anything seen within the frame that is movable or portable. Props are distinct from the actors, scenery and costumes. They can provide realism, give additional meaning or may be the actual product that is being sold in the advert e.g. a bottle of perfume.

Locations & Settings

The context in which the advert is 'set' - so this could refer to a specific time period and/or the actual set in which it is shot. The location refers to the specific place in which the advert can be located. Many print adverts are set in studios.

Costume & make up

What the models / actors / celebrities are wearing and the make up used. These can create a sense of realism or a specific mood or feeling to enhance the meaning of the product or brand being advertised.

Register / mode of address

The way in which the advert 'talks' to the audience. The use of language may be informal or informal, fun or serious etc... depending on how the product is branded and who the target audience is. The register and mode of address in a cereal advert targeting children will be different to a washing up liquid advert targeting housewives.

Inter-textual references

These refer to references to other media products or texts, which help to give additional meaning to a product. These could also be references to people or celebrities associated with the media or wider popular culture and are used to endorse the product being advertised.

Rebel

Associates products with behaviors or lifestyles that oppose society's norms.

Persuasive Language

Wording that entices the audience to purchase the product or service.

Rhetorical Question

This technique poses a question to the consumer that demands a response. A question is asked and the consumer is supposed to answer in such a way that affirms the product's goodness.

Scientific or Statistical Claim

Provides some sort of scientific proof or experiment, very specific numbers, or an impressive sounding mystery ingredient.

Unfinished Comparison or Claim

The use of phrases such as:

- 'Works better in poor driving conditions!' - Works better than what?

- 'The leading allergy medicine!' - Who decided this? In what aspect does this lead?

Humour

Play on words or situations, exaggerated situations, relatable situations, etc.

Beauty Appeal

Beauty attracts us; we are drawn to beautiful people, places, and things.

Fear

Advertisers use this negatively, to make you worry that you'll lose friends, a spouse, or social status, among other things, if you don't use a certain product or service, or fit into the "norm".

Lifestyle

Associates product with a particular style of living/way of doing things.

Independency and Individuality

Associates product with people who can think and act for themselves. Products are linked to individual decision making.

Escape

Getting away from it all is very appealing; you can imagine adventures you cannot have; the idea of escape is pleasurable.

Compliment the Customer/Consumer

Advertisers flatter the consumer who is willing to purchase their product. By purchasing the product the consumer is recognized by the advertisers for making a good decision with their selection.

Celebrity Endorsement

Associates product use with a well-known person. By purchasing this product we are led to believe that we will attain characteristics similar to the model in the advert.