Advertising | Deconstructing and Analysing Print Advertisement

Continuing with advertisement, three things have to be considered when creating print advertisement; media language, representation and audience which all work hand in hand to make successful media.

MEDIA LANGUAGE

• Colour
• Shot
• Angle
• Focus
• Realism 
• Layout 
• Font
• Design  
• Text
• Copy
• Mise-en-scene

REPRESENTATION

• Who is seen?
• How are they represented?

AUDIENCE

• Target audience
• What might they make of it?
• How is the audience addressed?
• How are values transferred?

Different cultures may respond to media differently as in eastern cultures they may read from left to right whereas in western culture we read from left to right, so it's important to consider these factors when creating advertisement.

It is thought that images are more powerful than words, so some companies may use less words and a strong picture to get their message across.

Slogans and strap lines are useful when you want the audience to remember your brand so it's common for advertisers to use rhymes, puns or imperatives to persuade people to remember and buy their product.

Knowing your audience is important because they are the ones you are targeting, so it is useful to know what tone of address you use which can be altered with the text and type face you use.

To reiterate on an earlier post, denotations and connotations are very important because the idea of various cultures may have different association with certain colours, images or language. There is also the theory of semiotics; Saussure says that there can be two level of meaning in an object the signifier and the signified.