Mood and atmosphere in media can be conveyed through various technical elements. Sound such as music and its pace or volume can set the mood in moving images. For posters, mood is determined by color scheme, images, and layout, which can show if the poster has a formal, inspiring, or dark mood. Websites also use layout and behaviors like automatic music to influence mood and notify viewers of the intended tone. Genre also impacts these technical elements - horror uses dark colors and scary images/music while comedy employs brighter colors and funny images/music. Ideology and political messages can be conveyed through website navigation bars and tags. Brand identity is shown through font, logo placement and timing, and the nature of any advertising content.

1. Unit 13 Task 2B

2. Mood and atmosphere
• For moving image the mood and atmosphere can be changed by sound such as
music. This can be with an increase in the music level or pace or a decrease in it.
• The mood and atmosphere for posters is determined on the colour scheme of the
poster and the images and text used to make the poster. Layout is what shows the
mood of a poster.
• Layout also affects the mood to tell if it is formal, inspiring, dark and more.
Websites are also laid out in a way that makes the text easy to read and
understand.
• There could be a sense of reliability with websites especially the navigation bar. It
can be in neither a line going horizontally or vertically. The reliability is the fact
that it makes it easier for users to access different topics if the topic is listed.
• Behaviours such as music automatically playing on a website will change the mood
or notify the viewer of the type of mood they want to give off.

3. Genre
• Whatever genre it is the point of focus for the poster will be the image. The
image will instantly tell viewers what type of genre it is.
• A genre Horror will have a colour scheme of red and black for websites and
posters and will use a lot of scary or gruesome images. For moving image there
would be scary music with big build ups and slow moving shots.
• Comedy would have more up beat music for moving image and would be more
colourful with funny images for a poster.
• Action is a genre that would have fast paced music and scenes for moving image
and would have a picture of a gun, explosion etc. these images would be for a
poster.

4. Ideology
• The navigation bar on a website will also show weather the website is
political or campaign wise. This can be shown with tags on the
navigation bar such as donations.
• There could be a focus on religious values for campaigns and equality for
a brighter future.
• Political campaign like elections will have websites for candidates these
websites will have a layout and theme to attract and inspire people to
vote for them.
• Some websites or posters can be made with elements to give it a
personal touch. They can also be made to look creative and inspiring to
others.

5. Brand identity
• Brands can be shown on these technical elements by where they
are laid out. The titles and text of the brand can be in a different
font to show a different effect for posters and websites. While for
moving image it is about what time the brand or logo is played and
why it is played then.
• For adverts the brand identity is determined on the advert its self
some could be for a youthful audience, formal audience and more.
These are used to increase sales in product or service.
• Formal for moving image tend to have proper language which
means no slang. There is formal clothing and nice calm music if it
is added.