Press and Advertising

Press And Advertising Web

View more presentations from MrRichards.

AUDIENCE

Audience

View more presentations from MrRichards.

SUPPORTING ACCOUNT REMINDER

ALL SUPPORTING ACCOUNTS ARE DUE IN TUESDAY. NO EXCUSES PLEASE!

Mediation

HOMEWORK TASK

Answer the following questions using full sentences, examples (where appropriate) and in as much detail as possible.

1. What is MEDIATION?

2. What causes MEDIATION within the Popular Press?

3. Why do the popular press tend to MEDIATE more than other papers?

4. Is MEDIATION a good or a bad thing?

Mediation

View more presentations from MrRichards.

News Values

'News is not the newsworthy event itself, but rather the "report" or "account" of an event... it is a discourse made into a meaningful "story".
(Hartley, 1993)

News Values

View more presentations from MrRichards.

History of Newspapers

History Of Newspapers

View more presentations from MrRichards.

Useful Media Terms (Websites)

Homepage – the main / first page

Branding – the logos, images, graphics and colour-scheme which create the recognisable image of the website / institution.

Above the fold – what you can see on the webpage without scrolling down

Banner – a horizontal section of the webpage, often with additional information or advertisements

Sidebars – a horizontal section of the site, usually at the side of the page, often containing separate or additional content.

Banner ads / scrolling ads – adverts in banner form. Scrolling banners contain moving information.

Frame – an area for specific content. A website will have several frames, each for different content.

Grid – the layout of the frames on the page, similar to the columns in a newspaper, but are more adaptable.

Links (Hyperlinks) – allow you to navigate between different pages on this website, and to link to other sites.

Flash content – moving image content such as film footage and animations.

Common Headline Writing Techniques

Alliteration – repetition of the same beginning letter sound, e.g. JUSTICE IS A JOKE.

Assonance – repetition of the same vowel sound e.g. SO ALONE.

Cliché – phrase that has been so over-used it is meaningless: balanced on a knife-edge or walking a tightrope.

Colloquialism – the use of conversational language e.g. THE BOY DUN GOOD. This is both conversational language and a pun on the name of the jockey Richard Dunwoody.

Exclamation – when emphasising something or using humour e.g. NO WAY JOSE!

Hyperbole – exaggeration. For example when a slight problem or difficulty is described as something far worse e.g. NIGHTMARE SEARCH FOR GOOD PUB FOOD.

Metaphors – direct comparison between two unconnected people or things. For example, the use of these boxing metaphors, ‘throwing in the towel’ or ‘saved by the bell’.

Parody – a slight change to a well-known phrase or song to make it fit the story e.g. WHO DO YOU THINK YOU ARE KIDDING MR MILOSEVIC? This was a Mirror headline used during the NATO bombing of Yugoslavia. It is a direct reference to the WWII song ‘Who do you think you are kidding Mr Hitler?’ comparing Milosevic directly with Hitler.

Personalisation – the use of first names or nicknames e.g. VOTE FOR MAGGIE or CLOBBA SLOBBA. These abbreviations save both space and narrow the link between the celebrity and the reader.

Pun – a humorous play on words e.g. WHAT’S THE BIG IKEA?

Repetition – reinforces an idea e.g. SPEND, SPEND, SPEND.

Rhyme – makes headlines eye-catching, readable and memorable e.g. WE SPANK THEIR TANKS.

Useful Media Terms

Headlines: The most prominent feature of any article is the headline. Front page headlines are particularly important as they aim to grab the reader’s attention and help sell the newspaper. Headlines are usually short and catchy. The Popular Press place particular value on headlines which can dominate the front page.

The Pictures: As with the headline, a good picture is vital to grabbing the attention of the audience. Newspaper photographs can be very powerful, and sometimes tell the story in their own right. Some photographs are very famous and have become the defining images of certain historical events.

Captions: Photographs are accompanied by captions. Captions anchor an image and help the reader interpret the photograph. The language of a caption rarely just describes the image, instead it adds to the angle of the accompanying article.

The Copy: Copy is written by reporters. It is written in a certain style and format which aims to quickly establish the facts of the story, and to hook the reader into reading the whole story.

Masthead: The masthead is the title that identifies the newspaper. The use of colour, language, symbol and design all help create the identity of the newspaper. Many Popular Press titles are known as Redtops due to their use of red in the masthead, though some use black.

Web address: This advertises online content
Date line: Gives the date of publication
Slogan: Reinforces the identity of the paper (e.g. ‘The World’s Greatest Newspaper’.)
Kicker: An article designed to jump out from the rest of the page
Pug: Usually placed towards the corner of the paper to grab attention (the price)
Strapline: a sub-heading usually printed below the headline
By-line: names the reporter who wrote the article
Leader: the lead story chosen for the front page
Standfirst: the introductory paragraph, often in bold to grab the reader’s attention

The key conventions of the Popular Press are common to all newspapers; however, the way they are employed is quite distinct from the Quality Press. Typically, front pages are designed to grab attention, and use short, bold headlines and a large dramatic photograph. Even within the Popular Press itself, there is variety and difference between titles.