Rabbit

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Rabbit

  1. 1. A Textual Analysis of a Education Advert- Bexley College Logo/Institutional Name- This logo is a simplified version of the institution’s name. ‘BC’ clearly stands for Bexley College. Initials are stereotypical for logos. It allows the target audience to identify (U+G) with the institution and whenever they see the logo, they will be able to identify (U+G) that these advertising media products belong to Bexley College. The typography is informal, which is conventional of colleges that are targeting young audiences. The letter ‘C’ is inverted, connoting youth and a sense of quirkiness and style. The colour is blue, which is stereotypically associated with males; however the colour pink is used on the advertisement which in a sense, balances the gender connotations. Slogan- The colour of blue is intertextual to the brand and institution of Bexley College. The slogan is memorable because stereotypically, it is in the mind set of the target audience. Young people want to be inspired to do well; Bexley College can offer this through their education (U+G). Title- This is a form of anchorage text. The colour pink is stereotypical of females, however with the use of blue, there is a balance between the gender connotations. The phrase ‘open day’ informs (U+G) the target audience that Bexley College will be having an open day. The ‘grungy’ look of the typography is stereotypically associated with the younger generation; they are attracted to the edgy typography. In addition, the bright and vivid colour of pink is almost shouting out to the target audience to come and visit Bexley College. The positioning of the phrase is slightly wonky; this is informal and again stereotypical of a young style and fashion. Dates and Times- These inform (U+G) the target audience of when the open days will be held. Open days are generically on the weekends because school leavers, adults or mature students could have work or other commitments during the week. Assuming this advert is for the year of 2013, one is on a Saturday and the other a Sunday. The target audience can plan how they are going to get to and back from the open day e.g. transport links. The typography is within the house style of the advert; blue and pink are iconic throughout. Institutional InformationInforms (U+G) what and who Bexley College is targeting. Audiences can consume the product for different purposes e.g. school leavers would identify (U+G) with the students featured on the advert. Parents would inform (U+G) their children, etc. Layout/Colours/BackgroundThe patterns used in this advertisement are symbolic. Firstly, the faint ‘+’ represented in light blue has many connotations. Firstly, it represents positivity, as the iconic symbol for positive is a ‘+’. This idea connotes that Bexley College’s ideologies, standards and beliefs are focused on positivity and making a good change in terms of educational purposes. The symbols are a metaphorical resemblance of what Bexley College stands for. QR Code- Scanning the QR code via a smart phone will direct the target audience to Bexley College’s online website where they can access institutional information; targets a youthful audience. Primary Image- Both females and males of the target audience will be attracted to this advert because of the girl. Females will identify (U+G) with her because they would be of a similar age and could be experiencing related life situations. Stereotypically, males would want to attend this open day because they would have the idea that they will meet young, attractive girls such as this one (Mulvey’s male gaze). Her facial expressions are posed, connoting her age and stereotypical ‘beauty’. Secondary Image- The use of a young male would stereotypically attract males; the target audience would be able to identify (U+G) with him in terms of his lifestyle. The mid shot only shows his clothing on top; a funky scarf, ‘cool’ sunglasses and a bright white jumper. These are stereotypical of a young male. His body language connotes his age as the movement he is doing would be associated with a young adult target audience. Also, his direct mode of address with the audience connotes his dominance and confidence. Contact Information/Addresses- This allows audiences to contact Bexley College with any enquires they might have. The website is an example of convergent technology as audiences can access it via different media technologies e.g. smart phones, laptops, PC’s, tablets, etc. The addresses inform (U+G) the location of the campuses of Bexley College. This again allows target audiences to plan their visit. The colour of the typography is white and blue; these stereotypically work well together in terms of the visual codes. They are colours that are iconic to the advert because they have been used throughout.
  2. 2. This textual analysis will be centred on the education advert that I have annotated of Bexley College. I have decided to conduct a textual analysis on this advert because I wanted to research different types of education institutions adverts e.g. ranging from private schools to colleges to universities. This has enabled me to develop my understanding of how and why different levels of education advertise their open days with such diversity between them. Bexley college is the institutional name for this education institution. The target audience are able to identify (uses and gratification) what the name of this institution is simply by seeing the text. The positioning of the name is at the top in reference to the layout and the rule of thirds. The audience will firstly see the ‘open day’ and then look directly up to be informed (uses and gratification) of what institution the open day is advertising. The colour of the typography is dark blue, which has stereotypical connotations associated with males. However, because of the use of pink used throughout the advert, it does not mean that the advertisement is targeting primarily males. It is targeting both genders which is clearly evident through the use of colour and images (both genders are represented). The name also informs (uses and gratification) the target audience of what area of England the college is located; Bexley, Kent, England. The logo is specifically important in this advertisement because it is a symbolic reference to the institution. It is evident that it is a simplified version of ‘Bexley College’ because of the initials used. Stereotypically, initials are often used as logos so there is a iconic and intertextural theme that the audiences will be able to instantly recognise and identify (uses and gratification) with in reference to any other advertisements/promotional campaigns that Bexley College will bring out. The size of the logo is recognisable in reference to the other features on the advertisement. The typography of the logo is again dark blue; this further emphasises the iconic connotations of this colour throughout the advertisement, The typography is informal, which is conventional of colleges that are targeting young audiences. They want to be able to attract young people and stereotypically, young people are drawn to big, bold and bright colours and edgy typography. This connotes to them that the college is able to take a risk in terms of the layout of the advertisement and how it challenges traditional and conservative educational open day advertisements. The letter ‘C’ is inverted, which to an extent, connotes youth and a sense of quirkiness and style. This further informs (uses and gratification) the target audience that Bexley College can take a risk. This logo is memorable and it will stay in the target audience’s minds because of the distinctiveness and individuality that is represents. This could correlate with the idea that Bexley College are looking to recruit and educate (uses and gratification) audiences who are individual, unique and have a sense of their own style and can take a good and safe risk. After all, risk taking is apart of learning and developing life skills that young people will need to adopt in order to survive in the working world. The slogan is another intertextual feature that will be evident in all of Bexley College's advertisements. The slogan reads ‘Inspiration For The Future’. This clearly emphasises the idea that Bexley College are constantly trying to inspire young people so they are able to succeed in their lives. The slogan is memorable because young people are wanting to be inspired to do well. Stereotypically, young people need ‘a push in the right direction’ to be able to want to succeed. Too often than not, young people are having to live with this stereotypical perception that they are a bad influence on society. Bexley College is offering young adults the chance to be able to be inspired to do well. It is almost as though the slogan is shouting out to audience members as individuals, promoting the idea of being inspired. If audience feel as though they are being targeted individually, they are more likely to attend the open day. In addition, with most media products, specifically in advertising, target audiences seem to make their own personal assumptions about what exactly a advertisement is trying to advertise. The more times the audience hear and visually see this slogan, they will be enticed into the prospect of visiting Bexley College’s open day because of the repetition and the fact that the slogan most likely stayed in the mindset of the target audience. In addition, the slogan is written evidence of Bexley College's ideologies and beliefs. Young people want to be inspired to do well and Bexley College are able to offer this through the education (uses and gratification) that they offer to mass audiences e.g. school leavers, adults, mature students, etc. The colour of the slogan is again the same shade of dark blue just like the logo and institutional name; this is evidence that all the features of the advertisement are intertextual and iconic to the brand and institution of Bexley College.
  3. 3. The patterns used in this advertisement are symbolic. Firstly, the faint ‘+’ represented in light blue connotes a number of things. It represents positivity as the global iconic symbol for positive is ‘+’. The idea connotes that Bexley College’s ideologies, missions and beliefs are focused upon positivity and making an inspirational good change in reference to education. The symbols are a metaphorical resemblance of what Bexley College stands for. The title is an example of anchorage text. The colour pink is stereotypically associated with females, however because of the vast shades of blue used in this advertisement, there is an balance between the gender connotations. The phrase ‘open day’ informs (uses and gratification) the target audience of what event Bexley College will be hosting. Open days are regionally known, specifically in education, as a ‘taster day’ for parents and prospective students to come into their institution and be informed (uses and gratification) of what the education institution has to offer and whether it is the right path for the visitors. The typography of this text is ‘grungy’, stereotypically associated with the younger generation of society. It almost looks like graffiti, which is an artist style of typography, again stereotypical of young people. The bright and vivid colour of pink is almost shouting out to the target audience to come and visit Bexley College’s open day. The colour and size of the text instantly draws the attention of the audience to this feature of the advert and therefore informing (uses and gratification) of the open day. The positioning and layout of the test is slightly tilted and wonky. This connotes informality and is conventional a young style and fits in with the fashion trends associated with young people in society. There is a slight difference between the two images featured on the front cover and this is how they are separately identified (uses and gratification) as a primary and secondary image. The size of the image of the girl is slightly bigger and effectively positioned at the ‘front’ of the advertisement. Both females and males of the target audience will be instantly attracted to this advert because of the girl featured on it (hypodermic needle). Female members of the target audience will be able to identify (uses and gratification) with her because assumedly they would be of a similar age. They could be experiencing related life situations and in a sense, the target audience could want to attend the open day simply for advice. On the other hand, females could also want to aspire to be the female in the advertisement. It is evident from her facial expressions and style that she is a very confident girl. Girls could possibly be looking to gain this self-confidence and attending the open day could be the initial phase of doing so. Contrasting with this concept is why males would be attracted to this advertisement because of this primary image. Although men and women are more or less equal in society and societal perceptions, it is a stereotype that still applies to society; males tend to sexualise females (Mulvey’s male gaze). An example could be this; young males would see this advertisement and initially think ‘will this girl be there, or will similar girls be attending this open day?’. Although their education is important , stereotypically, males will be more attracted to the idea of attending an open day if physical attractive girls will be there too e.g. the girl on the advertisement. Her facial expressions are posed, connoting her age and stereotypical ‘beauty’. The mid shot only shows her top half what could her bottom half look like? This is an enigma because it creates suspense and the audience do not know what to expect. It is a conventional question that could be asked by a young male (Barthes’ enigma code). The use of a young male used for the secondary image would stereotypically attract males. Males in the target audience would be able to identify (uses and gratification) with him in terms of his life and style. The mid shot only shows his clothing on top; a funky scarf, ‘cool’ sunglasses and a bright white jumper. These are conventional clothes that are often worn by young males. The males of the target audience would be informed (uses and gratification) through this camera shot of what Bexley College's school dress code is. This further informs (uses and gratification) them of the type of demographics that Bexley College's students belong to. His body language connotes his age as the movement of his hands is something that a young person would do to pose for a photograph. Also, his direct mode of address with the audience connotes dominance and confidence; a quality that many young people look for.
  4. 4. The dates and times featured on this advertisement inform (uses and gratification)the target audience of when the open days will be held. Open days are generically held on weekends because school leavers, parents, adults and mature students stereotypically have other important commitments during the week e.g. work, caring for younger children/siblings, etc. Assuming that this advert is for the year 2013, one open day is on a Saturday, and the other a Sunday. These are days where in society, they are ‘free’. This means that parents can accompany their children to the open day of Bexley College, without having to worry about taking time off work. The target audience can plan how they are going to visit the open day e.g. through different transport links (walk, car, train, bus, cycling, etc). The typography is within the house style of the advert. The colours of pink, blue and white are iconic to the advertisement and conform to the stereotypical colours associated with a young target audience. The institutional information informs audiences what and who Bexley College are targeting. ‘Bexley College’ has lots of Courses for school leavers and adults’. This clearly connotes that Bexley College is targeting a mass audience through the fact that they are offering courses to all walks of life. This further connotes and challenges the stereotype that only young people can be in education. It is excellent that Bexley College are challenging societal perceptions and offering educational courses to school leavers and adults. In addition, different audiences can consume the product for different purposes. School leavers will be able to identify (uses and gratification) with the young people featured on the advertisement, while parents would be able to inform (uses and gratification) their children on the advertisement they saw. The QR code is a very good example of technological convergence. By simply scanning the QR code via a smart phone, the target audience are instantly directed to Bexley College's online website. Here, they are able to access vast amount of information associated with the institution of Bexley College e.g. entry requirements, results, exam boards, media information, etc. The contact information allows audiences to contact Bexley College with any enquiries they might have. The website is an example of convergent technology as audiences can access it via different media technologies e.g. smart phones, laptops, PC’s, tablets, etc. The addresses inform (uses and gratification) the location of the campuses of Bexley College. This again allows target audiences to plan their visit. The colour of the typography is white and blue; these stereotypically work well together in terms of the visual codes. They are colours that are iconic to the advert because they have been used throughout. The website allows the target audience to access institutional information online.

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