Codes and conventions

of print advertising
campaigns
Theme, mise en scene and
message
All themes aim for the target audience to relate in any way,
this makes the audience identify with the campaign and ads
making it more effective.
The mise en scene in each campaign differs depending on how
serious of focused the company wants the campaign to be. Eg:
for a more shocking message, use straight forward and simple
mise en scene so that it doesn’t distract from the message
itself.
The message in each campaign aims to show how a product
could benefit the audience and persuade them to either buy
the product or keep the message in mind (like the drive safe
and drink responsibly campaigns)
Font
Fonts used in the campaigns are all sans serif which
make the text easier to read and more appealing to
younger audiences.
The font is the same in each photo in a campaign, if
the font were to change it would make the photos
look like they’re from different campaigns.
The fonts are all easy to read colours and are never
out of place in the photos.
Logo
The logos in the campaigns are all placed in the same
positions and sized the same throughout, this creates
continuity and helps people to know that all the
photos are from the same campaign.
The logos are places in the bottom right corner and
are not too big, this doesn’t distract the audience
from the image and slogan.
The logos usually don’t have too many colours and
are kept simple to the name of the company can
easily be read.
Slogan
The slogans in the campaigns all follow the same
theme and may change slightly, but overall they are
similarly positioned and sized so its easy to tell
they’re from the same campaigns.
The slogans anchor and explain the message of the
adverts, this makes the adverts easier to understand
if people are only looking at it for a couple of
seconds.
Colour scheme
The colour schemes of the campaigns vary on the message, if
the message in each advert is the same, the colour scheme is
the same. But if the adverts have different scenes and mise
en scene, the colours depend on the scene. The colours of the
slogans and logos don’t change in the adverts, as those are
consistent throughout the campaign to create continuity.
If the theme and message of the campaign is dark, the
colours in the photos will be dark. If the campaign is trying to
sell something and show the positives of a product or service,
the colours will be light and eye catching to make the
campaign more effective
Layout
The layouts of the logos and slogans throughout the
campaigns are overall the same in each photo as the
logos are not part of the mise en scene.
The main focus point of the photos are usually
centred, this makes it easier for the audience to
understand the message of the advert.