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Advertising, Marketing and Music Video

Print advertising: layout, typography and design codes

  • 3 things to know
  • AS Unit 1

Overview

Layout of a print advertisement, term mode of address and dominant image in an advertisement's layout.

What you need to know

Answer each one before you reveal it.

Your recallNot started
Key term

Define the term mode of address.

Key term

What is the dominant image in an advertisement's layout?

Key term

Explain why an advertiser might place the product in the lower right of a page.

Questions from this subtopic

Each one with the model answer underneath.

  1. 1

    What is meant by the layout of a print advertisement?

    Model answer

    Layout is the arrangement of images, text and space on the page, and it controls the order in which a reader takes the advertisement in.

  2. 2

    Define the term mode of address.

    Model answer

    Mode of address is the way a media product speaks to its audience, including how formal, direct or intimate that address is.

  3. 3

    How does a direct mode of address work in a print advertisement?

    Model answer

    A direct mode of address speaks to the reader as you, or has a model look straight out of the frame, which creates a personal relationship and makes the reader feel individually spoken to.

  4. 4

    What is the dominant image in an advertisement's layout?

    Model answer

    The dominant image is the largest and most prominent visual element, placed to catch the eye first and to carry the advertisement's central idea.

  5. 5

    Explain why an advertiser might place the product in the lower right of a page.

    Model answer

    Readers of English scan a page from top left to bottom right, so the lower right is where the eye settles and the product is remembered as the conclusion of the message.

  6. 6

    What is a strapline?

    Model answer

    A strapline is a short memorable phrase attached to a brand or campaign that summarises its message and is repeated across products.

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An audience receives what is offered.
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