This document outlines the codes and conventions typically followed in print advertisements for documentaries aired on Channel 4. It notes that the title is usually in the bottom right corner below the time. The color scheme matches the main image or theme. The large main image is unobstructed by text. Websites may appear minimally in corners. Text placement depends on image framing but allows the image to be clearly visible. Images can be realistic or manipulated depending on themes. Slogans above the title reinforce the title and themes.

1. Codes and Conventions of a Print
Advert

2. • Title often sits in the bottom right hand corner and reinforces
the theme within the documentary. The time often sits
beneath the title and is clearly visible.
• The colour scheme of the text links to the colours within the
main image or the theme within the documentary.

3. • The main image dominates
the print advert and is not
obstructed by any of the
text. It reinforces the
theme of the
documentary.
• In some print adverts a
relevant website is
minimally visible, most
often in one o the bottom
corners.
• Placement of titles will
differ depending on the
framing of the image, and
will be arranged in a way
that makes the main
image clearly visible. The
positioning of text can
differ from advert to
advert.

4. • Documentary images may be
realistic or enhanced,
depending on the themes
present within the
documentary. By images
being manipulated it creates
a more visually interesting
advert for viewers, therefore
drawing them in due to their
ambiguity.

5. In some print adverts, above the title a slogan is placed. The slogan can sometimes be
a rhetorical question, or a statement that reinforces the title and the themes within
the documentary. The slogan is most often smaller than the title, adding to the detail.

6. Channel 4
For our documentary we decided to air it on
Channel Four. This meant following the codes
and conventions within the creation of a
Channel Four print advert. In the following slides
you will see the types of codes and conventions
we had to follow when making our print advert.

7. Here are two Channel Four print adverts based upon separate themes. If one
analyses both print adverts they can see similarities within the conventions in which
they follow.

8. Both have their title and/or
slogans placed in the same
typography. They also place
the text over a coloured box
in order to make stand out.
Logo clearly visible, not obstructing the main image, matches
the colour scheme of the print advert. Most often is featured
on either the right or left hand side of the advert.
Use of a colour scheme that relates to the main
image. It is also consistently used through that
specific advert e.g. white and black, black and red.
The colour of the text and boxes will most likely be
only one colour within the advert, however, on
rare occasions can differ.
Images can be manipulated in
order to reinforce the themes
within the documentary; and to
create a more visually interesting
print advert. Makes the advert
more ambiguous and draws in an
audience.
The time may also appear
alongside the title however, this
varies from advert to advert.
The title can also be detached from the rest
of the text in order to draw more attention
to itself. It will also be much larger than the
rest of the text featured within the advert.

9. Website can minimally
appear somewhere in the
print advert in the bottom
left or right hand corner,
depending on the
placement of the
titles/slogan.
The main image can
also be
manipulated, or
hold satirical value
in order to reinforce
and express the
themes present
within the
documentary.
However, this
depends upon the
present themes.