Research and Planning for Ancillary text 2; my Newspaper Advertisement.

1. Newspaper Advertisement
Ancillary Task 2
Victoria Brocklesby

2. Newspapers
• Newspaper such as the Daily Mail and The Times would not be relevant for my newspaper
advertisement because they are, stereotypically, higher class. I observed that these newspaper
advertisements are usually more prestigious and do not contain television show advertisements,
meaning that publishing my advertisement in these newspapers may be unsuitable.
• There are different printings of the Sun: A National version, a South version, a North version and a
Scottish version. Taking this into account, although my documentary is based in the North, I would
advertise Nationally for more coverage despite higher costs as it would be more likely to result in
higher ratings.
• Despite The Sun not being as prestigious, it has the highest amount of readers and between January-
December in 2010 were 7,772,000 which was over 3 million more than the second place newspaper
(The Daily Mail) and was ranked as No.1 in the UK.
• The Sun is also the cheapest Newspaper in Britain, so the most available to the public, making it
more accessible. From its large rankings, I assume that a variety of class’ would read The Sun, thus
broadening the class’ of people who see my advertisement which means a variety of class’ may
watch my documentary and receive different gratifications.
• The Sun is the most popular newspaper in Britain with the highest circulation figures. From the years
of 2000-2013, the reading figures of the Sun has been gradually decreasing. In 2000 the circulation
for the Sun was 3,557,336 compared to the 2,409,811 in 2013. Although new mediums such as
television news and the internet hinder newspapers circulation, they still remain a popular source of
information, so I believe that I will still have a mass audience to aim my newspaper at.
• The Sun is primarily aimed at teenagers and adults both male and female aged between the bracket
of 18-45. I believe this age range will be interested in my documentary because of the links to their
own age. Ages 18 – 25 would more likely watch my documentary and relate to the school
environment. Ages 30-35 would be more of a parent age so watch to relate to their teenagers or
perhaps according to Katz and Blumlers Uses and Gratification theory (1974) Entertainment or
Cultural Transmission (Val Masterman 1994)
• Content analysis of the newspaper is accessible to all readers as it is fairly simple to read and to
decipher. This results in more readers because more people understand the content of the
newspaper.
I expect my documentary to be watched primarily by ages 15-19 and 30-49, but the graph supports my
hypothesis that teenagers are uninterested in Newspapers (19%) and so my advertisement would have to
be aimed at adults. Although adults are my secondary audience, I would hope that they pass on the
information as part of the Two-Step flow theory (Paul Lazarsfeld and Elihu Katz 1955). Due to teenagers
having a lesser interest in Newspapers, I would make my advertisement available on online editions of
The Sun so it is more likely teenagers will see it due to the stereotype of teenagers receiving news online.
The 19% of teenagers who do read the Newspapers may use social networking to become an opinion
leader as part of The Two-Step Flow theory and further advertise my documentary through Web 2.0
(1999 Darcy DiNucci)

3. Newspaper Outlets
• The Times is a more formalised newspaper concentrating on economics and directing itself away from tabloid
stories. The Times is a popular newspaper and has over 100,000 print subscriptions, so if I were to publish my
own documentary advertisement in The Times I would presumably have a wide audience.
• However, the average age range of readers is 60-85, and this is not the audience I planned on aiming my
documentary at, nor do I believe they will find interest in my documentary due to its concentration on younger
ages possibly meaning they can identify with no one (Katz and Blulmer 1974). On the other hand they may
watch as part of Cultural Transmission or to gain Entertainment (Katz and Blulmer 1974 Uses and Gratifications
Theory) from the observational stylisation. It is also likely that the older generation would not watch shows
they know will contain explicit language and is on at a certain late time e.g. 9pm, so aiming my advertisement
at an older age range may be futile.
• Although a large part of my documentary revolves around media and can be taken seriously, matching the
content of The Times, with the research I have found I believe The Sun is more appropriate and has a higher
amount of circulation than ‘The Times’ which will be beneficial to viewing figures.
• I believe the Newspaper my advertisement is more fitted to is Murdoch paper ‘The Sun’. This is because The
Sun contains colloquial language and often concentrates on ‘tabloid’ news. With my documentary being
colloquial and in relation to make-up in a school environment, I would expect that my advert would fit in with
The Sun’s content as opposed to more serious Newspapers e.g. The Times as this revolves around serious issues
and has advertisements to match.
• The Sun’s average readership comes from ages 18-45, which is the age of a lot of teenagers and parents.
Parents being the dominance of households, I expect that they would be in control of what the family
watch, and with 18 year olds reading the Sun they may see the documentary advertisement and see it as an
opportunity to identify with what girls are going through as well as a source of entertainment (Katz and
Blumlers 1974). It is beneficial that if I placed my advertisement in ‘The Sun’ it would be seen by my primary
and secondary demographic.
• Both males and females read the Sun, and neutral gender may garner more circulation in my documentary as
more varied people would see my advertisement, though I expect my viewers to be predominantly female as
this is what my documentary is based around (hopefully resulting in higher levels of personal identity Katz and
Blulmer’s 1974) and what my advertisement should reflect.
• The Sun readership is in the social class’ of B-C, which is middle to low classes. Being based in a local working
class secondary school, I expect that my documentary will appeal to those in lower classes as they would be
able to relate with the school environment and ‘working class’ tone of my documentary. The newspaper is right
for the tone, content and age of my documentary.

4. Placement – The Sun
This is a full page advert promoting Virgin. I
would have expected it to be a large advert
because it is aired on television regularly.
Also, bigger images cost more money, and
Virgin is a globally successful company, so it
would be able to afford a full page
advert, which costs £20,000. It is also on the
first page of the newspaper so is the first
piece that readers will see, so it is more likely
to stick with them meaning the
advertisement has been successful. Usain
Bolt advertises Virgin and he is a famous
figure, so the advertisement clearly has a lot
of endorsements. I do not think my
documentary would have enough
endorsements to have this advertisement
because, although I do believe it will be
popular, it is not as well knows as ‘Virgin’.
Also, the documentary itself would be low
budget (most observational documentaries
are) so it would contradictory to the
environment to have an expensive
advertisement.
This advertisement was on page 44 and is the
exact size (a quarter of a page) I would expect
for my documentary because I would be
maximising my space but also allow the adver
to be visually noticeable. Also, being a more
affordable price for a quarter picture, I expect
to be more attainable for my documentary to
afford.
However, being on page 44, as the newspaper
carries on the news becomes less pressing, so
would expect my advert to be on a page close
to the front e.g. page 4 and intertwine with a
relevant article e.g. the surrounding article’s
may be affiliated with school or make-up or
models. The audiences should still be
interested in the newspapers content and pay
attention if I advertise my documentary neare
the front. instead of their interest wavering.
Also, I do not envision a newspaper allowing a
full page article for a new television show
because the success is unsure, unlike Virgin
which is already successful. Also, the priority
would be on News.
This is a half page advertisement for
Tesco Mobile. It similarly uses a
celebrity in its advertisement and was
issued half way through the
newspaper. Half a page would allow
me room to have an advertisement
with more features and so perhaps be
more attention grabbing. Again, Tesco
Mobile is a well known distributer, so
it is likely they have been issued here
or have paid for this amount of space;
something a new documentary may
not be able to do. Nonetheless, I
expect my documentary to have a lot
of hype surrounding it due to the
issues it tackles and the school
environment which is often one the
public like to observe (Educating
Yorkshire) so my documentary may be
endorsed or issued this size
advertisement.

5. This is an advertisement for the popular documentary ‘Educating Yorkshire’. It is clearly an advertisement
that a student has made and I believe this creates the effect that since a student has created the
advertisement, then the documentary revolves around the students. Also, being an amateur advertisement
with no Photoshop or effects could reflect the realism of the documentary, its observational and not
contrived stylisation.
In terms of this example, I find that it is too basic because of the white background. I also do not like its
competitive ‘It’s better than Essex’ because I want my documentary to concentrate solely on itself. The
small features such as missing out colouring letters could portray the stereotypical low attention span of
teenagers, and the ‘good’ pointer could be from a teacher, connoting their equal involvement of the
documentary as well as meaning the series will be ‘good’. The advertisements for Educating Yorkshire could
change consistently between the students drawing, and I believe this could indicate it's inclusion of a variety
of students.
However, this may be a persuasive technique because Educating Essex was a popular show so quoting it
may hook my audience into thinking it is similar, if not better, and so watch.
I prefer this drawing because of its
bold contrasting colours. The drawing
is presumably of the head teacher by
a student, again connoting the
inclusion of students and adults. I like
how this picture includes the Channel
4 logo so my audience are aware of
what channel my documentary will
air. The drawing seems to have been
‘polished’ by Channel 4 and they have
added the start date and time of the
documentary.
The Nokia sponsorship is advertised at
the bottom making it clear the show
has sponsors and so perhaps will be a
success as it has been invested in by a
well known company. The ambiguity
and simplicity of these adverts also
add ambiguity of content, which I
believe makes the documentary more
interesting for the audience as they
may want to know more.
This drawing is set on a
school book with lined
paper, which connotes
that it is a ‘doodle’ by a
student in lesson. By
the drawing standard, I
would assume it is an
older student
connoting the range of
student ages the
documentary will be
based around.

6. I dislike these styles of advertisements due to the complexity of the drawings. I believe the pictures seem too ‘busy’ for the
audience to grasp a basic idea of the content as it does not convey its message clearly. The colours seems to contrast too
much to actually read, more specifically the first example, and using so many colours may distract my audience from what
the advertisement is actually for. Another difference I would include on this style of advertisement is adding the time and
date of my documentary. This is so it is clear to readers when the show is available rather than it being ambiguous which
could possibly lead to the audience losing interest as they may not want to search the show as it would be inconvenient, so
in my advertisement I would already have the information there.
I could use an advertisement involving a young child wearing make-up to
represent how girls are starting to conform to social expectation of media and
are wearing make-up at a younger age. A child wearing make-up may also
create the ‘shock-factor’ amongst the public and therefore the advertisement
would grab their attention and possibly intrigue them to watch.

7. Channel 4
• Channel 4 adverts usually have the stylisation of Channel 4 which is apparent in all of their
advertisements. The key features are:
A short bio depicting the name of the show
and then a brief sentence overview of what the
show is about. This is usually in the bottom left
hand corner and is in a contrasting yet suitable
colour to the rest of the picture. The text is
simple and is in block so it is easily read by all
and yet has a distinguished style. The basic
information and syntax makes it easier for
audiences to absorb and they are more likely
to read it if it is shorter. This would mean that
my bio would have to be catchy an
memorable.
The Channel 4 logo is on
all advertisements and is
placed suitably out of the
way yet in clear view. In
this example, the ‘4’ logo is
to the side but still in clear
view due to its contrast
with the red background.
The channel logo being on
all advertisements makes it
easier to distinguish where
the show will be aired as
well as igniting familiarity
with readers. It also saves
room in the bio.
Where you can access further information
about the show online. This openly
advertises Web 2.0 (1999 Darcy DiNucci)
and could allow teenagers a further
medium to receive information about my
documentary. The show also becomes
more accessible to read about.

8. Channel 4
This advertises a comedy show and has a comical picture
to denote this. It is clear who ‘Morgana’ is (the women
who appears on screen) and making the bio and logo
yellow means it contrasts with the actual background so it
is more prominent to the audience when the show starts
and which institution will be distributing it. I would create
this in my own documentary and use a pink bio and logo
to reflect the ‘girlyness’ of make-up, which is what the
documentary revolves around. I would more likely use a
humorous bio as my documentary is not revolved around
a serious issue but more so a much disputed and popular
issue. My documentary also contains unintentional
humour, so a humorous bio would be relevant.
Sometimes stars of the shows are involved in the
advertisement, but as my documentary is not construed I
would not expect this from my own as it does not solely
base itself around one person.
Channel 4 often use metaphorical
pictures to represent the content of the
shows and are never too simple. The
images in this advertisement represents
Insomnia (counting sheep). I would
expect my advertisement to follow these
metaphorical conventions, but my
documentary is primarily aimed at
teenagers so I would not want to be too
complex as to confuse them regarding the
content of the show.

9. My ideas
My Ideas
Instead of drawing with pencils/colours, students can write with make-up products, which can represent that make-up
has become a utility more than an option. I would ask younger students to create these posters like ‘Educating
Yorkshire’ does for more realism and give them make-up to use.
I could use a students arm (to represent the school aspect due to the blazer) writing the name of the show in lipstick
with a pencil case (another aspect to represent that the documentary is set in a school) with pens and make-up to
represent how crucial make-up has become apart of everyday life, including eye shadow, blusher etc.
I could use a child and have lots of hands holding make-up utilities around their face applying make-up and holding
magazines, so the hands would be representing society conforming the child. The child’s facial expression should be
‘innocence of the young’ so the audience feel a certain empathy towards the child thus possibly anger at what media
is, stereotypically, doing and watch my documentary to find out more. The child participant should look 12-13
because this is, stereotypically, the age that girls feel the pressure of media.
I could use both a teacher and a student to denote that the documentary will be inclusive to all ages and not just
interesting to be watched by teenage girls. Using a teacher and student may also connote that the documentary will
include binary opposites, which is often a strong hook amongst audiences because it gives them the opportunity to
observe how different people communicate so they can receive entertainment from this as part of Katz and Blulmer’s
Uses and Gratification theory (1974). The teacher would be in a dominant position e.g. looking down on a student
whilst a student could be doing her make-up (being binary opposites), as this also establishes the content of my
documentary (the different perceptions of make-up). However, this idea may not clearly represent the media aspect
of my documentary (Teens Vs. Media) if only a teacher and student are on screen, so I could ask the student to hold a
beauty magazine up at the same time for more clarity.

10. Draft
This draft shows my idea to write
with make-up. I found that writing
some of the letter with make-up was
a struggle, so I would primarily write
with foundation and lipstick as well
as actual pens to symbolise that
make-up has become part of
education and is now a utensil.
I also intend to have a makeup bag
and a students arm in view to
further accentuate teenagers
primary involvement in the
documentary and the blazer would
help connote a school environemnet
more.
I placed the date at the top of the advertisement in
various make-up utilities because students place
the date at the top of a page so I thought I would
utilise this convention. Upon further analysis, it
seems to add complexity to my advertisement and
replicate the advertisements I stated I did not like.
Also, the date will be stated in the bio to match
Channel 4 conventions so the date at the top is
not needed.
I also used quotes from
the show and what
teenagers
stereotypically say to
draw more focus into
the content of the show.