大象传媒

Copywriter Seyoan Vela and St Lukes advertising agency examine the code and conventions of print advertising. The sequence is shown in segments with inter-title and use of examples from billboards and magazines. 'Audience' is examined as determining the content of the advert, and 'representation' looks at how a feeling for a product can be created and the audience can be led to read an advert in particular ways. 'Text' is explained as carrying the message and the tone of voice of the advert. Use of font and language is also examined and the use of pictures is explained and illustrated with examples. The section on layout looks at how an advert is read and how this effects layout design.