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welcome what we're gonna be looking at in this video's we're going to be looking at studying print advertising and just going through an overview of some of the things that you'll be looking at when you'll be looking at well basically magazine newspaper ads posters or even in some cases web ads now what basically print ad are is literally a printer dad and you often see these come up quite often in exams you'll come soon come off it in a lot of our unseen material but you also may be required to study them on a sort of a in class basis and basically know the variety of techniques which you used in ads and through advertising to communicate a point now ads are pretty much the same as any other visual text that you'll study and that they basically have a visual representation of a message of an idea and the images are arranged in such a way where they are communicating those images to or through those images are communicating a message to you so that's what we're going to be looking at how that is all constructed but the start we've basically print verse mints are a text and image based meeting which you use to convey a message based on behalf of an organization or a group in other words it's something that is made by an advertising agency or by accompanying themselves and they're trying to give a message out to the population everyone and it doesn't matter who they are and what they do obviously they do target certain groups of people and they certainly depending on the company and depending on what they're trying to sell or what the what message they're trying to deliver they're only going to beat arguing a certain group but what they do is basically it is them trying to scream over the top of everyone else and say look at us look at me look at what we do and look at what you can get from us what we basically trying to sell and no matter what the the cause no matter what it is that an ad is trying to do it is selling something whoever it's selling charity whether it's selling in message or an idea whether it's selling any sort of political or social or religious or any other point of view all advertising is selling and so every age we're looking at is trying to sell something and yes part of it is identifying what is it is they're trying to sell but the other thing is the way that they do it all right and as I said they are designed to sell a message and that is the most important thing you can look at and most important thing to consider when you start looking at a magazine or any kind of basically print media wrap all right so let's just have a look at some various types now basically print advertising is based in print as the name suggests and it's any form of medium which is basically printed okay so you'd be looking at any kind of basically newspaper magazine or poster base dad and the reason why we're also looking at web based days now they're normally not print advertising but we're looking at them in the sense that because the fact that if you get them in an exam if you get them on any kind of textbook or workbook or whatever it is they're going to be printed out so they're essentially a print ad which is just pretending to be a web ad the only difference is that there's a little bit more interactivity with them but really there's not a huge amount difference you'll be using the same sword techniques now obviously the most common ones you'll come across our magazine newspaper ads and they basically targeted to reach readers of a particular publication so if you do see adverse Minh sin the magazine they're usually targeted the people who would buy that magazine so for instance if I was having a magazine on men's health I wouldn't be trying to sell my line of ladies underwear in there because it just no one no one's going to basically look it and buy it because it'll because it's going to be an audience of men who are going to be reading that magazine so those basically what that publication reaches in terms of audiences what advertisers look for of course it's not really going to be a consideration but it's just one of those things that every every marketer and every advertisement you'll find has a market and when you're studying ads when you're is studying anything really there's always a particular market that they're looking for at a particular group of people who they're talking to the other ones that you'll probably see most of the time are posters and billboards which are basically targeted that anyone passes by and are often much shorter particular in terms of message as in they don't have a big long message they've just got very short one that you can basically see while you're driving past ok so again it's another form of communication it's another form of communicating a message another mentioned before website advertising while it isn't print you'll be looking at it in terms of how you would look at a print of those men the only difference is that a lot of web based advertising has a link it's a is usually hyperlink to a website or hyperlink to give you somewhere else to go mind you that being said a lot of magazine newspaper articles particularly now will give you the link to the website so there's no huge difference between those two things and and both of them will encourage you to further explore that that group that organization whether it's a product whether it's a message wherever it is so whatever is being communicated it's going to do / chua lee the same thing so you might get a question which gives you a investment from a website and it says to discuss it you'll be pretty much discussing it in terms of basically a print ad even though most of the web based advertising you see now it has nothing to do with print so it's just one of those things that comes up in terms of questions ok moving on so what is well what is distinguishable about print advertising well most of all it's their visuals all right and now deliberately chosen and manipulated now what that means is that no matter what the ad is there's usually a lot of time and effort that's gone into the planning of the images which are in the ad it's not something that's done over a split second it's something that takes time from strategic planning it takes creative planning it takes storyboards and concepts and even in terms of print advertising they will do all these different ideas I'll brainstorm lots of different things then I have the book of photographer then they have to set it a lot then I have to do everything else everything is very deliberate and meticulously chosen so wait way things are set out in the ad unless it's a sort of a community out where it's just someone standing outside with a camera and they've just taken a shot and added on to the ad most of them and most the ones you'll be looking at will have very deliberately chosen images they are part of the message and don't just excuse any image as being a bit of eye candy or something to distract you from the idea all of the images that you'll see on an ad are there for a reason they're there to help communicate that message and bring it across to you there's a shocker they're there to inspire you they're there to give you a visual reminder of what the product is what the idea is what the services and they direct the viewers gaze as well as in it's one of those things in particular the way the visuals are laid out basically for dictates where your eyes are going to go so in the case of various ads that you usually get you towards the main product first and then they'll get you to look around where you can get it from they evoke mood and emotion they make you feel something particularly if you're one of those people that they're targeting and usually they focus very hard on choosing the right kinds of people men casting for advertising is done as a very far process because they want people to feel a connection with those people in their ads and particularly for a print ad because the way it's photographed the way it's styled all those sorts of things is designed to do just that evoke a mood and emotion emotional response to make you go wow I really want that are distinctive as in they try and set themselves apart from each other and particularly good at so ones that are quite distinctive even smaller ads as you see in any newspaper will try and do anything they can to shout over the top of the others and if you or anyone else have even tried to sell something over a newspaper or online or something along those lines you're trying to do something to make it so people will be clicking on your thing that you're trying to sell rather than someone else's and that's basically what again this is all about and use of text can also be a visual to so don't scout where the text is big or small or not there at all it is part of part of the visuals as well now in terms of text it is also forming a part of your language and the language will be the other thing you'll be looking at but they can be a visual as well and they are one that you shouldn't be ruling out okay so those are all the visuals that you'll see in the printer now for text it is direct and focused now language and Internet is called copy and basically all copy is directed and focused towards conveying its message and it's very very specifically chosen and getting sometimes it goes through a lot of rewrites in order to convey a message they will use a caching or interesting tagline which will stick in whoever's looking at the the ads mind so something that's going to help them say oh I remember that oh because it's got that tagline and it's emotional century it tries to attach itself so it tries to create an emotional spot response as in it makes you feel good makes you feel hungry whatever it is it tries to do and that works again in conjunction with the visuals so the visuals will show you one thing and the text will make you almost reinforce why you're looking at that image why you really want to look at this and so it tries to convey that response and tries to make people feel that way when they look at it okay so as I said those two things work together and one thing you'll be mainly looking at when you're looking at magazine ads is how text and images work together and also in terms of layout but before we look at that we're going to look at the message now the message is basically it is trying to bring itself across and this is what we really want to be looking at here because you message is what you're going to be asked to respond to as in what the ads trying to do whoo it's trying to appeal to what it's trying to do what action is trying to make us do and the one thing that is very important when you look at this is that every ad is trying to be the boldest the edges in the loudest that is that everyone is trying to screw me over the top of each other as I mentioned before and so in terms of the message that they're trying to deliver they're trying to find some way for it to be eye-catching in to be attention-grabbing all as different things because the fact that we are bombarded of ads every day now what is important to you when you look at in terms of studying an ad for your responses is when you think about how it's trying to appeal to people you need to think of a couple of key visuals key lines of text those sorts of things things that really stand out as immediately oh wow that's sort of thing so that's the thing you need to look at is every other is trying to expose itself and expose whatever it is the idea that the product the service the message whatever it's trying to do it's what that exposure is trying to do and it needs to be distinctive basically when you stay in the verse meant remember it's basically trying to get your attention so think about what aspects of it do get your attention what aspects of it are the most distinctive because those are the things that you'll be writing about so in terms of this ad here to my right immediately drawn to the image of the lady and the lady drinking the shadow behind and then you saw follow the image around from there but immediately it's sort of that feeling of refreshment i get i felt sort of relaxed looking at it and that's how it's trying to make you feel even though okay yes the person i'm in the image is a as a young lady it's relatively old ad but it still makes me sort of feel the same as even though it's probably more directed towards um women drinkers of coke rather than men but that being said it still creates that feeling of it's very distinctive it's very stylish it and it makes you basically feel whatever it is that they are basically the product coca-cola is trying to make you feel which is when you drink it you feel refreshed okay so they both it has that expert the quality of exposure residents very stylish images first well set out it's all those sorts of things that's very distinctive as in if I see they image i'll be thinking of coca-cola and future well maybe not that that's the idea at least okay so what does this message do as and how does all this work together and what is the message of an hour trying to do first of all it can be trying to create awareness now awareness can be for a number of different things it can be for a company as in a company wants to make itself known so people would find out more about it it could be about an issue or a charity who are trying to raise awareness or trying to raise a profile of a particular issue it could be any number of those things so creating awareness is about basically getting people to pay attention to them and they hope their ad by running will get people to investigate them to tell their friends about them which is especially what they want and to basically communicate that we want to be made aware of inspire an action again this is one of those are ones where immediately it's trying to get people to do something so when they see that out there we go I need to do something about this if you see an ad for a burger you're inspired to action of going to the shop and buying that burger and if you are seeing again something else it's just about trying to make you do what they want you to do so it's inspiring an action in that regard it can be to foster habits as in you should be using this every day you should be doing this you should be doing that you should be getting into good habits and by the way while you're getting into good habits buy our product cause it's going to help you get into a good habit so it could be doing that and it's trying to communicate that habit it's also could be just a a message about how we should be how we can live health healthcare so when we go to the beach we've got the ads for slip slop slap and the rest so we know that when we go to the beach we should be getting I have it up bringing a t-shirt long bringing on sunscreen bringing a hat all those things create an emotional response so to get people to emotionally attached themselves to it to get people to really like it or really feel happy by it or make them feel something towards a certain product make them feel good towards it and finally create interest as in to get people to talk about it to get people to communicate and especially with social media tools to get people to tell all their friends about it so those are the five things that an ads message is trying to do so any age you're going to be looking at is going to try and do at least one of those five things it may not be trying to do all of them it may be doing a couple of them but no matter what ad it is that you're looking at and what matter what it is you're going to be writing about it's going to be covering one of those aspects okay so in summary print ads use text and visuals and they work together in a very strong way and they basically communicating a message through the use of them both they aim to be distinctive they aim to set themselves apart from the others and finally messages promote action where that action is an emotional response of fort for response awareness or otherwise all messages and all forms of advertising are designed to provoke a response and to get people to pay attention to them and when you're looking at that that's what you're so looking at is that relationship between the message of the ad and the text in the images otherwise a tip for the message of print advertising until next time I'll see