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Notes - 20th September - Conventions of Print adverts

Z-Line - The way that your eyes tend to follow an advert

Rule Of Thirds - A division of an image with lines to highlight certain focal points

Serif Font - A font with serifs (Formal connotations)

Sans-serif Font - A font without serifs (Informal connotations)

Headings/Subheadings - Larger text to separate different blocks of text

Lexis - The language choice

Mode of address - How the text speaks to the audience.

Tide advert:

Eyes are drawn to the bright red colours in the poster which is why it is important that all of the words in red closely link to the product or have positive connotations.

The Z-Line is important because it means that the last thing you read on this advert is the slogan.

There are a lot of words on this advert which kind of makes it seem as if it was meant for a magazine. 

Symbolic code - The constant smiling of the woman throughout suggests that 'Tide' makes life a lot easier. This is also evident when she is hugging the box which shows she loves the product.

The bit in the bottom right corner depicting two females puts emphasis on the fact that the product is aimed at women.

Proairtic code - The image in the top right corner of the woman washing her clothes suggests that her clothes are about to be clean because she is using Tide.

Hermeneutic code - Mystery is created when the words "cleanest, whitest, brighten" are used as it makes the person viewing the advert wonder how good the product actually is.

Lexis - The use of positive language throughout the whole advert which makes people tend to believe it more than if it was just said once. The adjective "whitest" especially has connotations of positivity but it may also have a hidden racist meaning. The word 'women' may be used to build a sense of community amongst other women. Use of superlatives help emphasise that this product is the best. Hyperbole is used as a form of promotion.

The producers ideals show that there is an assumption that women should love cleaning.


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