Codes and Conventions of Print Adverts

As mentioned previously on this blog, we chose for our program to be broadcast on Channel 4. Therefore, we felt that it would be best to note the Codes and Conventions of this media outlet's print adverts. Each program follows a set code designated by the broadcaster in a handbook. The program's creator's are allowed to design the advertisement providing it meets all of their guidelines. This code applies to any genre of program shown on Channel 4, not just for documentaries. Below are the Codes and Conventions of Channel 4's Print Adverts. 

Lighting

At the audience's first observation of this advertisement, they are made aware of who the central subjects are due to bright lighting being shined to the centre. They are aware of the other characters, although their vision is focused on the centre until they read the logo, the title and the scheduling information. 

Image Colour

The bright colours of the character's clothing in the image sets a positive impression on the audience relating to the themes of the program. This is enhanced by the central lighting, as discussed above.

Font

Channel 4 always uses a constant font in the graphics for all of their print adverts. This is a font which was purposely created for Channel 4 to use on their own Television Advertisements (for content due to be aired on Channel 4) and for their print adverts in newspapers, magazines and print advertisements. The idea of having a constant font such as the one used above is to help engineer and promote a brand identity. The name of the font is 'C4'.

In this case, the font colour is relevant because of the program's title, 'This is England '86' relating to the colours of the English flag, which are red and white. These also blend in to the bright colours seen in the Image.

Sponsor

Not all of channel 4's print advertisements have a sponsor, although when they do, their logo appears in the top left corner of any print advertisement. This is so that the sponsor does not distort too much of the message promoting the program relating to scheduling, the image, and the Channel 4 logo.

Logo

The logo will always appear on the central right corner. Again, this is to help promote the brand identity and the program being advertised. In the case of this advertisement, some of the logo is transparent, although in many other advertisements for other programs, this area is black. There will always be white areas in channel 4's logo. The logo never: 

• is distorted
• is placed inside a box or frame
• contains text inside the '4'
• has tone added to areas where the white is supposed to be
• has an outline sounding the '4' logo

Typographic Hierarchy

There will never be more than three levels of a typographic hierarchy. The first line will contain a strap line (not always included), the second the title, and on the third line, the scheduling information including the date and time. In the case of the print advert above, there are only two lines. This is the title of the program, strap line and the scheduling information. The later two of the three have been mixed into the second line at the bottom. 

Typographic Flexibility

Channel 4 allow some for some flexibility relating to the location of the typography. Although many of them appear on the bottom left hand side, it is allowed to appear in the top left and also central left. This is providing that the logo and image advertised is not being covered up by the typography.

These are some other examples of print advertisement which were made for Channel 4: