Analysis of Newspaper Adverts

In this print ad there are not only conventional techniques used but unconventional elements have been incorporated. The colour way used in the print ad is pretty bland signifying a sense of realism in order to communicate the importance of the documentary to the target audience. The colour of the pavement stands out as a grey, not only representing but also emphasising the distressing image - located near the centre of the mis-en-scene. This also helps communicate the genre (the colouring) as the target audience can gather from the genre signifiers that the documentary will revolve around the hard truth. This genre is therefore going to be subject to the sense of realism.

One colour in particular that stands out is the use of white. It is being utilised for the channel branding identity and the highlighting of the text found at the bottom left. The white stands out from the depressing colour way of the mis-en-scene in order to promote not only the documentary but also the branding of the Channel 4 itself as well. The fact that the text is being highlighted with the same colour as the channel 4 brand colour to identify with signifies the relationship between the broadcasting platform and the documentary – connoting professionalism within the documentary production. Also, the text – the title in particular – has an increased font size to represent the importance of the wording: “Britain’s Forgotten Children” connoting that it’s not a laughing matter.

On the subject of the text, it provides an unconventional aspect for an active audience. The reason for this is because it doesn’t give the audience an exact timing of when the documentary is being aired only: “starts Monday”. As a result, this unconventional manner of informing the target audience causes intrigue for an active audience and potentially encourages them to search it up themselves to find out more. This unconventional yet clever technique raises awareness, as has the capability of creating a vortex of publicity – depending on how big the advertising campaign is.

The choice of images used is direct with a child sinking into the ground with people walking over and to some audiences they may find it disturbing. Although this is the sense of realism that the documentary is aiming to provide for the demographic, because the hard truth that needs to be told. The child sinking and the adults walking above could represent the social inequality in relation to a social hierarchy. This image of representation does help communicate the genre to not only an active audience but a passive as well. This is executed through the connotation behind that the genre is about the hard reality some of us live in contemporary society today.

Each element would appeal to the specific target audience because according to Steve Neale’s Genre theory audiences enjoy “repetition” due to the repertories of generic conventions used.

This particular print ad includes various conventions, for instance: the title standing out, the channel branding being prominent, images related to the documentary etc. These conventions also aid the communication of the genre to an active audience – known as genre signifiers. However, one convention that has been left out (on purpose as explained above) is the simple fact that it doesn’t provide the exact timing the documentary is going to be aired.  This is unconventional but purposeful.