Print Media and Advertising

Print Media and Advertising

Serif Font

Sans Serif Font

Colour is one of the most powerful tools in typographic communication. Not only can it provide contrast, emphasis and hierarchy, but colour can also evoke a mood. From a branding perspective, colour can reinforce an identity, imparting a feeling of familiarity.
Saturated colours in the font: refers to the intensity of a colour, it is colour in its purest form…
They are bright and stand out, especially when set against “complimentary colours)
Muted Colours in the font are less eye-catching but work effectively

This is a picture of Reece Witherspoon who is staring directly into the camera, making sure that the communication is made directly with the audience.

The newspaper of Gal Gadot in her Wonder Woman costume standing in a powerful position portraying her character as a strong, independent woman and her character is a powerful woman. The masthead (Entertainment) shows the name of the magazine - it is hidden behind Wonder Woman which could perhaps show her being more dominant and needs to be more present and shown. The colours that are surrounding Diana Prince (Wonder Woman) is dark and unsaturated colours could portray many things: a serious tone, the battle that she is living through or the era of WW1. The colours of the writing are brighter: being yellow and gold exaggerating the contrast of what the film is about (Prince losing her mother at the beginning of the film to an attack that was made to the island and towards the end, the death of her lover who died due to his courageous acts whilst driving a plane and dies trying to save his country. Wonder Woman faces a lot of stereotypes; one is that women need men to live, to which this has been counter-stereotyped as Themyscira - the place Prince grew up - has only a population of women, therefore, meaning that women do not need men to be able to function and can live perfectly fine on their own, they don't need any men due to all of the women doing all of the jobs; another stereotype is that only men are heroes, this has been directly counter-stereotyped through her being a superhero with plenty of superpowers (even being a god), however, due to this being an older stereotype, the more contemporary audience is beginning to see more women heroes - meaning that gender equality is happening more and more, and women are being able to do more than men do; she also counter-stereotypes women in general during the WW1 era (which is when Wonder Woman is based), the stereotype is that women are meant to stay at home, look after the children, cook food, not vocalise their opinions, and obey their husbands. Wonder Woman as a whole is about giving women power - for starters her being the Princess of Themyscira and Queen of the Amazon, and with the weaponry, she has (bracelets of submission, lasso of truth, and her deadliest piece of battle-gear is a magically forged sword (a gift from Hephaestus), so sharp that it can "carve the electrons off an atom"). The fact that Wonder Woman is looking directly into the camera and making eye contact with the viewers of the magazine creates a dominance from her, especially with her arms in the 'X' position - showing strength a power. The skyline is in the font old sand serif - allowing the reader to know of the magazine being "free", exciting the viewer as they do not have to pay to get this magazine. Some people may even argue that audience is being lost due to Wonder Woman wearing more clothing that before in previous Wonder Woman films/comics - this allows a more serious tone to be made than before but it creates power in today's contemporary story and proves the change that is happening for the better.

Media Framework

Media language - how the media through their forms, codes, conventions and techniques communicate meanings

Media representations - how the media portray events, issues, individuals and social groups

Media industries - how the media industries’ processes of production, distribution and circulation affect media forms and platforms

Media audiences - how media forms target, reach and address audiences, how audiences interpret and respond to them and how members of audiences become producers themselves.

The semantic code points to any element in a text that suggests a particular, often additional meaning by way of connotation which the story suggests. Connotation= cultural/underlining meaning, what it symbolises.

When applied to the cinema, mise-en-scène refers to everything that appears before the camera and its arrangement—composition, sets, props, actors, costumes, and lighting.
The appearance of being true or real. Verisimilitude, in a narrow sense, is the likeness or semblance of a narrative to reality, or to the truth. It comes from Latin: verum meaning truth and similis meaning similar.

Lighting

Low Key Lighting - predominantly dull

High Key Lighting - predominantly bright

Colour

Saturated - the intensity of colour in an image. In technical terms, it is the expression of the bandwidth of light from a source.

Complimentary Colours - pairs of colours which, when combined, cancel each other out. They are colours on the opposite sides of the spectrum

Analogous Colours - groups of three colours that are next to each other on the colour wheel, sharing a common colour, with one being the dominant colour, which tends to be a primary or secondary colour, and a tertiary

Muted Tones - generally low in “saturation” and “brightness” - often darker colours - tending towards the muddy browns, beiges and mid-grey tones.

Colour and Mood

there are both positive and negative components to each colour at your disposal. Within each colour are a multitude of hues you can break down even further to specifically hone in on the exact level of emotion you're seeking. 

RED – anger, passion, rage, desire, excitement, energy, speed, strength, power, heat, love, aggression, danger, fire, blood, war, violence

PINK – love, innocence, healthy, happy, content, romantic, charming, playfulness, soft, delicate, feminine

YELLOW – wisdom, knowledge, relaxation, joy, happiness, optimism, idealism, imagination, hope, sunshine, summer, dishonesty, cowardice, betrayal, jealousy, covetousness, deceit, illness, hazard

ORANGE – humour, energy, balance, warmth, enthusiasm, vibrant, expansive, flamboyant

GREEN – healing, soothing, perseverance, tenacity, self-awareness, proud, unchanging nature, environment, healthy, good luck, renewal, youth, vigour, spring, generosity, fertility, jealousy, inexperience, envy, grandeur

BLUE – faith, spirituality, contentment, loyalty, fulfilment peace, tranquillity, calm, stability, harmony, unity, trust, truth, confidence, conservatism, security, cleanliness, order, sky, water, cold, technology, depression 

PURPLE/VIOLET – erotic, royalty, nobility, spirituality, ceremony, mysterious, transformation, wisdom, enlightenment, cruelty, arrogance, mourning, power, sensitive, intimacy 

BROWN – materialistic, sensation, earth, home, outdoors, reliability, comfort, endurance, stability, simplicity 

BLACK – No power, sexuality, sophistication, formality, elegance, wealth, mystery, fear, anonymity, unhappiness, depth, style, evil, sadness, remorse, anger 

WHITE – Protection, love, reverence, purity, simplicity, cleanliness, peace, humility, precision, innocence, youth, birth, winter, snow, good, sterility, marriage (Western cultures), death (Eastern cultures), cold, clinical, sterile 

SILVER – riches, glamorous, distinguished, earthy, natural, sleek, elegant, high-tech 

GOLD – precious, riches, extravagance. warm, wealth, prosperity, grandeur 

Anatomy of a Serif
Serif typefaces are among some of the oldest modern typefaces. They are used in everything from book publishing to newspapers and magazines to billboards and websites. So what is a serif anyway?
It’s the little decorative stroke that extends from letters. It can be in the form of a tail, sharp or blunt, decorative or plain. Each serif typeface will have a distinctive style for this mark that makes the family identifiable. Serifs appear on both upper- and lower-case letters within a font family, as well as on glyphs, numerals and other characters.
The mood and feelings most associated with serif typefaces are classic, elegant, formal, confident and established. Some of the most well-known serif typefaces include Times Roman (and Times New Roman), Rockwell, Georgia and Baskerville.

Going Sans Serif
Sans serif typefaces are considered more modern and include a variety of widths and shapes. This style of typeface lacks strokes at the ends of letters (hence “sans” serif). The type category is thought to embody simplicity because of this lack of added detail. Sans serif typefaces have a look that is direct and precise, although character edges may be either sharp or rounded.
The mood and feelings most associated with sans serif typefaces are modern, friendly, direct, clean and minimal. Some of the most well-known sans serif typefaces include Helvetica, Arial, Futura and Franklin Gothic.

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