The document provides information and examples of codes and conventions for newspaper advertisements. It discusses scheduling information, logos, titles, colors, images, limited words, and simple graphics as common elements. It also examines specific advertisements, noting image selection, color usage, titles, and how they adhere to or break conventions. Guidelines from the Channel 4 style guide are presented that will be applied to an advertisement for a documentary. Potential design ideas are proposed that reference the documentary's topic of social media's impact on communication.

1. Ancillary Text Two Research
and Planning: Newspaper
Advert

2. Codes and Conventions
• Upon researching various newspapers, the most common codes and
conventions of an advertisement is:
• The scheduling information of the programme: The date, time and
channel.
• Branded - the channel logo is normally prominent aside the show
title.
• The name of the programme is normally at the lower side of the
advert.
• Bold colours.
• One central image that represents the programme and anchors
meaning to the programme title.
• Limited use of words, short and concise.
• Simple graphics.

3. The Guardian
3
Ads vary in size due to design and ad pricing. This
specific ad takes up half the page, perfect for this ad
because it holds all the information in a succinct way.
The image links
well with the
content. As this
image is most
likely the first
thing the reader
will see, having
a well-suited
image is vital.
The title is centred, however, yet
doesn’t stand out. If I did something
similar to this I would make it bold to
stand out.
It uses a slogan as
to connect with their
potential customers.
Bold colours (compared to the rest of the page), which
allows to create a more attractive design to stand out. This
specific design has simple graphics suited to the season.

4. The Guardian -
5
Image: As it’s black and white photography, in reference to classic
filmography, it serves as an anchorage to the ad.
Colour: The ‘French Film First’ logo is blue, adding emphasis to the
ad through symbolism of France.
Overall the ad is simple in graphics, uses a limited amount of words
and provides the information required – these being the basic
needs of a print advertisement.
Image: Photo of the actual product being advertised.
Colour: Constant throughout, the most important parts are in a darker
green. The two different shades of green allow a more visually
pleasing design.

5. The Independent
7
Title: Broken convention of a review being
bigger than the film’s title.
Limited words: Broken convention of having
limited words. There is a lot of text used, yet
they are in short concise areas so it’s justified.
Colouring: Black and white.
Graphics: Brilliantly positioned and designed.
The main interests of the ad are carefully
selected to stand out, such as the quote ‘The
Coen brothers are the greatest filmmakers on
the planet’ - ‘the greatest’ (superlative) being
much larger font to stand out.
Scheduling info: Placed in the traditional
position of a film ad.
Title: The name of the film that stands out; the
conventional way of presenting an ad.
Limited words: This ad sticks to the convention of
limited words, with the use of minimal selected
reviews.
Colouring: Colouring is consistent throughout the
whole ad, which I find useful as it appears more
visually appealing.
Scheduling info: Placed in the traditional position
of a film ad.

6. Channel 4 Ads
Image: Related to and anchors the title
and content of the show. As it’s children
photographed, it implies young people
may be the subject of the programme.
Colour: Selected darkness, creates an
ominous atmosphere, connotating
negative subjects will arise in the
programme.
Scheduling info: Vital part of an ad. All
the information is positioned in one
place.
Branded: The Channel 4 logo
represents the brand.
Image: Related to the the title. The
child in the photo is small in
comparison to the letters, presenting
the struggle children go through (from
the context of the show).
Colour: Darkness to create an eerie
effect. The contrast of dark colours
against the child in red serves to
highlight and bring attention to the
child.
Scheduling info: Vital part of an ad. All
the information is positioned in one
place.

7. 8
Channel 4 Style Guide• As I will be advertising my documentary under Channel 4, I looked at their style
guide
(http://www.channel4.com/about_c4/styleguide/downloads/C4StyleGuide1.1.pdf).
• Channel 4 have very specific and strict rules when producing content to create a
well-recognised, unique brand identity. Although I will try to stick to all the codes
and conventions of Channel 4, below I have selected five main conventions I will
try to emulate when creating my own ad.
Logo to have a
transparent
background in allow it
to blend in successfully
with my ad image.
Logo to be placed centre right.
I will use my specific
colour (social network
blue) used across all
three tasks to create a
brand identity of my
own.

8. 9
(Continued)
Large title going across the
lower third of my photograph
along with the date of the
programme.
Channel 4 have a specific way of
forming their dates which I will
follow in my advertisement.

9. 9
Design Ideas
10
When I initially planned on making a social networking documentary, I knew
it’d focus on how it is affecting the way we communicate. I hope to incorporate
this theme into my ad as a way to foreshadow the documentary’s topic to the
reader. Here are designs I came up with to fit with this topic:

10. Inspiration
A rather metaphorical advertisement, implying social interaction
in a public place yet people go on their phones when they’re
meant to be socialising (depending on interpretation).
Graphics: Although the graphics appear to be simple, a great
deal of detail and skill would have been needed to create this.
Colouring: dark. Connotes the negativity involved when people
take part in that behaviour.
Slogan: Suits specifically to the ad.
Positioning: Main part of the ad is centred, however the
background compliments it as a whole by adding context to the
image as a whole.
Ads can be seasonal (as presented in
the DFS advertisement), so it was a
possibility I’d recreate this Christmas
card in the form of an ad.