Channel 4 newspaper advertisements typically feature their logo prominently on the right side. A banner at the bottom left displays the title, tagline, and air time. The ads are usually landscape format. They feature a dominant image, and Channel 4's unique font. Channel 4 documentaries aim to shock or educate on taboo topics to appeal to a culturally diverse adult audience aged 18-30. Their ads portray people in shocking ways to represent the shocking nature of the documentaries.