Codes and conventions of print

advertising campaigns
Slogan

• The slogan is the text in an advert there to anchor the main theme or message of
the images in the campaign.
• They are usually out of the way in the corner and small so that they don’t detract
from the main image in the advert.
• Slogans are written in sans-serif in many advertising campaigns as this makes them
look more eye-catching and appealing.
• Over all of the adverts in a campaign, the slogans are typically always the same.
• They are always the same size and font across campaigns as well.
• They can be serious or humorous depending on the campaign.
Images

• The image in a campaign is usually simple so that it can be easily understood by anyone
that sees the advert.
• Although different images in each advert, they share the same tone across the campaign.
• The images look similar to each other, so you can tell that they are from the same
campaign.
• They images are usually visually interesting to attract you to the advertisement.
• The mise en scene across the advertising campaign is the same so that the images look like
they are from the same campaign.
Logo

• The logo usually contains the brand name so that you know what company this
advertising campaign is for.
• The logo, like the slogan, is in the same place throughout the campaign and is
usually small and out of the way in the corner so it doesn’t detract focus from
the main image.
• The colours of the logo usually contrast with the colours of the background so
that it is bolder and easier to see.
• The logo usually links to the company and what they do, for example in this one
there is a city in the logo, which could show that they are an inner city company
which is why it’s there.
Layout

• The layout is the same across the entire campaign.

• The layout puts focus on the main image and the same shot type is used.
• The font is typically the same across all of the adverts.
• The logo and slogan are always in the same place, usually in the corner to
not detract from the image.
• The adverts all have high key lighting to highlight the main focus on the
advert, usually the image.
Message

• The message is consistent across the campaign.

• It often focuses on the positives and negatives of the advert.(Not this one)
• The message is created through the mise en scene and the image.
• The adverts message is anchored by the campaigns slogan.
• The mise en scene usually shares the same tone as the image, e.g. in this one there is a
serious message so low-key lighting and a dark colour scheme is used.
Colour scheme

• The colour scheme is usually consistent across the campaign.

• The colour scheme is visually appealing to draw the audiences attention.
• They normally share a similar lighting and brightness throughout.
• The colour scheme usually matches the tone of the advert, enforcing it.