1. Factual page layout task 1
Clarity
Clarity is very important when writing
any sort of factual article. Here I have
used an example of the RSPCA. On
this campaign they have used brief text
but also it is motivating to the
audience. As you can see the have
used bold and sharp making the reader
drawn to the most important part of the
campaign. On the subheading they
have emphasised the word ‘biggest’,
they have used this technique because
they are stating that they are reliable charity and also rescue a lot of neglected
animals. They have use factual language by suggesting they are the largest animal
rescue ever, this makes the campaign more important by making the word ‘biggest in
bold and its loud almost screaming at the audience to make them pay special
attention to it by making it more noticeable from the rest of the text.
On the bottom left hand box in red, this is the extra information for the audience
reading the campaign. To get the audience hooked with the campaign the sub
heading need to draw them in so they are willing to carry on reading. The red box
however is in red. This has two different meanings as to why they have used this
specific colour. The first reason is that the colour symbolises love and passion,
since the campaign is about an animal rescue it shows that they should be loved as
they have had that affection. Following on, another reason is red is the colour of
danger, the animals have been neglected and have been put in danger with the
owner that could not take care of them.
The font they have used is softer and round this implies that the message they are
trying to communicate with the audience is persuasive and doesn’t look as
aggressive as the subheading that hooked the audience.

2. Conciseness
Conciseness is a meth people in the
media whether it is on newspapers,
magazines or campaigns using very
little words keeps the reader
interested. In some cases pictures
are more effective as it give the
audience a pictures rather than
having to read and then loosing
interest.
Using brief words or short sentences
helps the reader have a better
understanding of the topic. For example on the same campaign they have used the
main sub heading, and at the bottom left hand corner they have giving a simple
message persuading the audience to help rescue the neglected animal.
The RSPCA campaign didn’t need to add a lot of information on the ad, they have
used powerful words such and, cruelty and neglect. This paints a picture in the
audience’s mind of how they have been treated, by using harsh words.
Looking at the campaign it is very clear that they have kept it short and simple but
effective, the ad is also over powered by images such as the animals and one of the
rescuers. This has balanced the two out to make the ad more straight forwards.

3. Accuracy
Being accurate is majorly important. By
passing the wrong information to the reader
people can interpret the message differently.
Also you have to be aware that it doesn’t
discriminate against anyone’s, beliefs, gender
or race.
Here is an example of the cancer research
campaign; they have given three different
points. As you know cancer research is a
massive charity helping people with such a
deadly illness money that is raised goes
towards trying to cure the disease.
This campaign is accurate, as we all know its
trustworthy and we have seen on the news
that cancer research has beaten some of the
illnesses such as HIV as its factual.
It’s reliable as we can call trust the charity as it’s for a good cause, and therefore
what they publish will be accurate. Also publishing something that is false would be
going against the legal constraints and the code of practise. It is against the law and
also it can create a whole public feud, making people raise questions making it really
bad for the charity.

4. Register
The NSPPC advert and the
language they have used is
very formal as they have used
words such as ‘children’ and
also have used contractions
such as Lucy’s. The language
has been expressed in this
way because of the campaign
itself is a serious matter. As the
campaign is about child abuse
this is an emotional topic for
many people reading this
whether they are parents themselves or children? Using formal languages means
that the writers wants to state the message to be serious and people should handle it
with a mature manor.
To make the campaign more formal the have used appropriate typography such as
the colour green, It loves to observe, and therefore relates to the counsellor, the
good listener, the social worker. It loves to contribute to society. It is the charity
worker, the good parent and the helpful neighbour. This explanation of the colour fits
in perfectly with the message of this campaign. Not only have they found the
appropriate colour but also they have found the colour with a meaning that matches.
They have also used the colour black, the information that is highlighted with the
colour black are extra such as about the charity itself.
Finally, on the first bullet point of the ad they have used the colour white. As it is
talking about children and asking a question to the audience making them think.
They have use white as it has a meaning of purity and innocence. This is also how
children are seen to adults as they are young and yet to develop and grow.

5. Avoidance of ambiguity
Some writers will sometimes try and make the information that they are publishing
clear to the audience. But in some cases this is not always achieved, as people have
many questions if they are
uncertain. Writers often do this in
order to avoid explanation and
they will write something clear and
as simple as possible.
This weight loss ad is using
avoidance and ambiguity. Again
the use of text is very little as it
keeps the audience interested.
Especially women as they are the
most who want to lose weight
quick as they are unhappy about
their bodies.
The technique they have used to persuade people who want to lose weight is that at
the bottom of the ad there is a white footer that will immediately grab the attention of
the audience, as it is bold dragging your eyes directly at the bottom. It says, “weight
watchers, because it works” and next to it there is a link saying “join me” this doesn’t
give the audience a chance to even question the ad within itself. People will not
hesitate and believe the campaign. Also using the word ‘me’ makes it that more
person for the reader. Its suggestion that you don’t have to go through it alone and
there is someone in the same position.
Following on, weight watchers have used an iconic celebrity that some women may
look up to and find them inspiring. This motivates the reader more than if they were
to use a person they may have not heard of seen before. It makes the advert more
believable and clear that someone as famous as Jennifer Hudson has used the
same method and claims that it has also worked for her. She is inspiring thousands
of other women with the same issue.
They have used a range of colours such as white, blue for the weight watchers title;
the blue is a calming colour that is one of trust, honesty and loyalty. This implies that
the audience can trust the ad and that they are honest with what they say. As they
have used a high profile celebrity such as Jennifer Hudson to back up the doubt the
reader might have, as they may have tried other method and may not have worked,
by using an appropriate colour it puts the audiences mind at rest and should
consider in trusting this specific group.

6. Bias
Many writers have to avoid being bias in any report or article; this is purely because
it can raise debates and may be offensive to certain people. Avoiding being bias and
adding your own personal opinion to a publication is key, letting the audience make
there own decision about what is been said and judgment on it is up to them.
Here is a bias campaign about smoking. This is being bias for the right reasons.
Everyone knows that smoking is bad but however they still continue to smoke. By
advertising bias adverts this will make smokers sometimes see that what they are
doing is harmful for their health. The advert I have used is an emotional and
touching. The advert is based on a true story and someone’s experience with
smoking. They have used a quote such as “smoking gave me throat cancer at the
age of 39” this shows that if you are a smoker it can seriously harm you at such a
young age that could be life threatening. By having real life facts it will make a
smoker stop and think about their actions and consider giving up the nasty habit. The
advert doesn’t encourage the audience that smoking is good and by making it hard
hitting and as real as possible will be effective.
By making this sort of subject bias it will get through to the audience that this habit is
bad not only for them but for others around them too.
The font they have used is sharp and very bold. It lures the reader on by having a
speech such as “nothing will ever be the same again”. They have made it bold as it’s
the first thing they want the reader to read.
The colour scheme is black and white throughout. As black represents the unknown,
mystery and is a secretive colour. The white is the opposite and has a meaning of
purity and innocence. They two colours work well together as there is bad in the

7. good. This shows that an innocent person can go through an illness such as cancer
at so young without them knowing that what there are doing is harmful.
Evidencing of argument
This page layout is about vegetarians. But as
you can see they have only showed on side
of the argument about one side of some
people’s lifestyle. They have stated “the best
veggie burgers on the planet”. They have
displayed that veggie burgers are better
aiming it at the other half of the audience that
do not eat meat.
Sometimes articles or campaigns do this and
not showing the other side of the argument
and making it unbiased. But as vegetarians
raises heated debates about whether or not
is a good thing they have stated o here that it
is a good thing.
This is another form of a biased page layout.
And therefore doesn’t class everyone, and is
only targeted at vegetarians.
However thy have used a range of different typography such as making the layout
bright and eye catching by using natural and colours that look organic such as,
green, red and white. The font is round and soft making the text friendly and warm
telling the audience it’s a nice article drawing them in. The colours that they have
used link in with the colours that you can see on the image of the vegetarian burger
making the layout look more neat and professional.

8. Referencing source
Referencing sources is very important for many reasons. Such as where the
information has come from and who it is from or in some cases a quotes or speech
that someone might have said. On many publications, website and adverts they will
reference some information.
There is a BBC
news article of a
something that has
currently happened
informing the
readers.
The form of
referencing that
has been used on
this page is the
name of the person
who has wrote the
article in the top left
hand corner by
Hannah Barnes,
this lets the reader
know who has
written the piece.
Another reference the writer has included I the article is a quote or speech someone
has said about the event. She has sued speech marks to show that that someone
has there say but also used the phrase “he says” this also shows that the sentence
written wasn’t something said by the writer.
The BBC is also a formal newspaper company so therefore they will only use formal
fonts and formal text. The headline is highlighted in bold to make the reader aware
what the story is based on. They have used the colours black and white also very
formal making it appropriate for the target audience. They have illustrated the story
with an image such as a zoo animal of a giraffe.

9. Legal constraints and codes of practice
Making sure that the leaflet, advert, website or publication has follow the rules of
legal constraints and also follow the codes of practice as some the information can
be against the law and will be breaking the rules of conduct. This applies to
journalists mostly as some of the reports they write could discriminate against
someone’s, gender, religious beliefs of race.
For example the NUJ codes (National Union of Journalists) will have to follow the
code and tae into condensation what they can write about and what they cannot
include.
There are 12 points that a journalist has to take into consideration such as ‘Strives to
ensure that information disseminated is honestly conveyed, accurate and fair. This is

10. so that the writer cannot add in their own opinion or again be bias. This can be
damaging as it will create public awareness and also raise debates and tension.
Another key point is that information is not plagiarized; the information cannot be
stolen and used for your own report. Looking at all the examples I have used they all
follow the codes or therefore they would not be published or taken off the net. None
of the pieces I have selected break any codes of practice and all pieces follow the
legal constraints.