3. What I have learnt about the codes and conventions of print adverts and how I intend to demonstrate this knowledge and understanding in my production in order to communicate meaning successfully

There are many conventions of print adverts that are important to follow in order to create one that successfully presents the product to the target audience. In my research, I have looked at several adverts to help me identify these codes and conventions so that I can include them in my own adverts.

Annotated advert 1

Annotated advert 2

Annotated advert 3

Annotated advert 4

Common conventions I have identified in these adverts are:

• Brand name - To tell the viewer what the product is called, and if the brand is a famous one such as Dove, Lynx, etc., can be a strong part of the brand identity as the audience will be familiar with the types of products that company makes.

• Tagline - A short memorable phrase promoting the product. May be a pun with relevance to the focal image, or may state a defining quality of the product.

• Pack shot - An image of the actual packaging of the product. This helps with visual identification, as the audience will have to actually buy the product and need to know what they are looking for if it is not seen in the focal image. The packaging is likely to reflect the overall advert branding in terms of design (colour scheme, fonts).

• Copy -  A description of the product ranging anywhere from a sentence to a paragraph in length. Featured in smaller print on a lot of deodorant adverts and can serve to elaborate on a caption or tagline.

• Mention of a USP

• High key lighting - To connote a positive mood or atmosphere in conjunction with the use of the deodorant.

• MCU, MS, MLS framing - This helps the audience to focus on the relevant part of the action shown in the focal image - for example, if an advert depicts a model using a deodorant product, a long shot would make the action smaller in frame and harder to identify.

Therefore, in order to create a realistic print advert, I will be sure my ideas are informed by these conventions. For example, I will also include a prominent brand name, tagline, pack shot, copy, mention of the product's unisex USP, and high key lighting. It is important to note that not all adverts have all the conventions listed, as they need to adapt to their product, target audience, display location and message that they want to connote with the advert.