Publishing Theory Pro-Forma

Robbie Hickman

Adverts• Adverts are a form of marketing communication used mainly to encourage, persuade, or manipulate an audience, as

well as to market, promote, and advertise a certain product. The purpose of an advert varies as there are many different types of advert, though the desired result in most adverts seems to be driving consumer behaviour or reassuring employees and shareholders that their companies are still viable.

Examples of product:• Billboard Advertising: Billboards are large structures which display advertisements to pedestrians and motorists.

They are usually located in stations, stadiums, shopping malls, office buildings, on mass transit vehicles e.g. buses, and most often on main roads with large amounts of passing traffic. They tend to be placed in any location with a large amount of viewers so whatever they are advertising is noticed straightaway.

• Aerial Advertising: Aerial advertising uses aircraft, hot-air balloons, or airships to advertise a certain media product or to spread a message. Skywriting is also another example.

• There is a wide range of different adverts out there, with each one having its own specific target audience, therefore there is a variety of different groups of people that can be targeted, perhaps all at once. Adverts are generally aimed at everyone as they advertise many different things which different groups of people may find applies to them. For example, younger audiences may find that certain adverts educate them and help them learn new things. Some adverts which are aimed at a certain gender e.g. females will feature perfumes or a certain type of music to intrigue that particular audience.

• Some adverts might be aiming to promote training material, which could apply to those in education, while others might apply to the attitudes and interests of a particular group of people; for example, ‘recruiting now’ adverts would apply to people wanting to join the Royal Navy, and new video game trailers would intrigue most teenagers who like playing video games. Also, adverts might explore the economic and demographic characteristics of a population living in a specific geographical area e.g. the countryside. Adverts like Yorkshire Tea are a good example of this as it addresses the Yorkshire region in the UK not just by the name of the product, but also by using images of the countryside.

• Adverts may also explore the lifestyle and characteristics of a large group of people, for example adverts on the sides of buses might advertise fashion or new products which will attract a female audience. As there is a variety of adverts, different age groups can be targeted so there is no particular age range targeted. A person’s sexuality and/or ethnicity is highly unlikely to be targeted in public adverts as this could lead to complaints as people are being treated unfairly, even if it is positive discrimination. Adverts mostly aim to explore different standards of living as things like new movies, TV programmes, video games, fashion, etc. These things apply to different people. Adverts don’t appear to target a specific social grade e.g. upper class or lower class families, although some might highlight people’s jobs or how to solve money problems, etc.

E-Newspaper• An E-Newspaper (or online newspaper), is the online version of a newspaper, usually as a stand-

alone publication. Like all printed versions of a newspaper, the purpose of an E-Newspaper is to inform people, to make them aware of upcoming events or things that are currently happening or have already happened. An E-Newspaper is used to create new opportunities for readers, as they are able to search online for the latest news rather than go out and buy a newspaper.

Examples of productThere are many examples of an E-Newspaper including:• ILiad: The iLiad was an electronic handheld device which could be used for

document reading and writing. It made use of electronic paper. • U.S. News and World Report: This is a veteran publication which abandoned print

newspapers and is now an online-only newspaper because of the rising popularity of E-Media back then.

• The target audience for an E-Newspaper would be adults who are intrigued by the news today, and thus read newspapers. Middle-aged people, who lived in a generation where newspapers were the source of news, might find this product applies to them as it is something new and innovative, quite unlike anything that was invented in the previous century. People affected by mobility issues may also be intrigued by this product, as they do not need to walk to the shop to buy a newspaper anymore now that they can find out what’s going on today just by using this new product. Also, for those who prefer to watch the news on TV, it is possible to watch videos while reading the newspaper online, as they are displayed instead of images that usually appear on print newspapers.

• People living in a local community might also find this product appeals to them as this is an online newspaper which can find a specific type, one that reports news from their home town. Also, if a newspaper isn’t reporting events within a certain community, a different version regarding this can be found. The online version makes it easier for readers to find the brand of newspaper they intend to read instead of having to browse endlessly though papers at shops.

• The main audience would also depend on things like entertainment preference and lifestyle, as not all individuals prefer to use a digital device. Age isn’t the only factor determining the primary audience for a product. This product does not target a particular ethnic group as it strictly appeals to teenagers and adults of any ethnic background. The product will also consider the economic status of all individuals.

Flyers• A flyer is a form of paper advertising which is used to promote goods or services, advertise events, or persuade people

with messages. The sole intention of mass distributing fliers is simply to promote and advertise. A flyer is different from a pamphlet because the latter is an unbound booklet which consists of a single sheet of paper that is printed on both sides and folded many times, however they both compare as they have the same intentions: to advertise something.

Examples of product • Flyering: Flyering is the process of giving out free material that is printed, usually in the streets, to

advertise events, businesses, political messages, etc. • Leafleting: Leafleting, also known as door-to-door marketing, is a popular marketing method for small

businesses. It involves delivering unaddressed flyers to people’s homes.

• There is a wide variety of people who may use flyers to advertise. But the individuals who are being supplied with them do not know what is being advertised until they are given it. It is the people supplying the flyers who are aiming to raise awareness for something they consider important e.g. a special event in their hometown. In this particular case, the target audience would be everyone because flyers are handed out randomly in the street, to persons of all ages, all religions, all different types of sexuality, and all different ethnicities.

• There is no particular age group or gender targeted, but this would depend on what is being handed out e.g. a performance taking place for a pre-school (for parents of children) or adverts for army recruitments (18 or over). A person’s sexuality is unlikely to be targeted, nor ethnicity (unless flyers are being given out in a certain place where only a few ethnicities exist e.g. in a country that is among the least developed). The advertisers may assume that their flyers will reflect the characteristics and patterns of living of lots of people, so that their leaflets might apply to everyone and not just one group of people.

• Flyers would most likely advertise events that are going on or will occur in one specific geographical area, while others might be aiming to promote democracy or expose corruption across the whole nation. People may also advertise things like: how to solve issues in working class families or how to improve into an upper class family. Education may also be advertised, as well as different jobs which might apply to those who want a job or those who have been recently fired from a previous job.

Scenario 1• There are a wide range of methods to provide information regarding

which type of video game console (e.g. Microsoft Xbox One or Sony PlayStation 4) is the best choice of purchase including:

• Billboard Advertising: I could produce a billboard advertisement featuring a single video game, with two images comparing the graphics of both consoles so the viewers can determine which console is the best.

• Flyering or Leafleting: I could also produce leaflets and distribute them in public places or through the mail to gain public attention.

• Magazines: I could write an article for EDGE Magazine, a popular multi-format video game magazine which features a variety of different articles including ‘making of’. Because EDGE magazine is so popular, I could gain lots of attention from gamers.

• Out of the above three, I think billboard advertising is the more effective way to advertise which video game console is the best. This method of advertising appears in lots of public places for people to see, thus attracting a great deal of audience attention. This can be considered an advantage while advertising video games as it is not something people see everyday on the side of buses or on the side of the road.

Scenario 2• To boost awareness of a new celebrity perfume I would need to

use a method of advertising which attracts a mass audience. Local outdoor advertising would be an option because this type of product is usually spotted on billboards in city streets or in shop windows. I could create an image only article in a magazine aimed at females to raise awareness for the product, or I could advertise it on TV with text and image combined where it could be spotted easily by countless viewers.

• The best way to advertise this product would be to create a short advertisement to be broadcast on TV, because not all individuals buy magazines and if males see it advertised they can inform other females. Billboards would also be effective for raising awareness as they ensure that their adverts are noticed by large groups of people and they are located in public places, but they have their disadvantages. They do not feature sound effects with their adverts which are effective in persuading the viewers, and advertisements for perfumes usually feature female dialogue to intrigue the audience.

Scenario 3• Most people aiming to source the parts and build a computer would

aimlessly and endlessly look up methods on the internet and not find anything useful. I could suit their needs by using a variety of methods to provide an instructional manual for them, including:

• E-Books: I could provide an instructional manual on an E-Book so the readers can download the text and images quickly instead of going out to buy the manual from a shop. There are many settings on an E-Book for visually impaired persons, such as enlarging the fonts or integration of Text-to-Speech software.

• Training Materials: I could use training materials to supply information on how to source parts and build a computer, because this publishing format is used mainly to educate and this scenario is also supposed to teach people.

• CDs or DVDs: I could also produce a tutorial on how to source the parts and build a computer, and burn it to a DVD or CD. A CD would feature dialogue explaining steps of the process in detail, whereas a DVD would feature dialogue while displaying text and moving images.

• Therefore, a DVD would be the best option for this scenario, because text, images, and sound combined ensure that all details of the process are highlighted and the viewers don’t get confused in any way.

Etching Process• Process• The process of ‘etching’ is creating prints using a method in which

an inked metal plate is pressed firmly onto paper. This printing technique is a traditional, made-by-hand method. The steps of etching are:

1) Cover a metal plate with a waxy ground that is resistant to acid. 2) Scratch off the ground with a pointed etching needle, exposing the bare metal and creating the lines you want to appear in the finished piece. 3) Dip the plate in a bath of acid. The acid will dissolve the exposed metal, leaving behind lines that are sunk in to the plate. 4) Clean the remaining ground off the plate, ink it all over, and then wipe off the ink so the only ink left is in the etched lines. 5) Press plate onto paper to complete the design. • Disadvantages• There are some disadvantages to ‘etching’. The process can be very

time-consuming as it requires extreme care and every little detail on whatever is being produced. ‘Etching’ is now obsolete because we have come up with new, more advanced methods of printing images. Also, ‘etching’ was invented centuries ago, and it is certain that many new, better methods of printing would have followed throughout the years.

Screen Printing Process

• Process• Screen Printing utilizes stencils to create various kinds of

designs. T-Shirt designs are often made using this process. This traditional method of printing is a technological process. The steps of screen printing are:

1) Create a stencil of your own design. 2) Impose the design on a frame with a fine woven mesh. 3) Place on material to be printed onto e.g. a shirt and ink the inside of the frame on top of the mesh and stencil. 4) Force the ink through the mesh openings with a squeegee to wet the printing surface. • Disadvantages• During screen printing, only one colour can be printed at a

time, so several screens are required to produce a multicoloured image or design and this can be time-consuming. This printing method is still used today, but not as frequently as when it was invented. Graphic screenprinting is widely used today instead, to create posters and display stands.

Advantages of Digital Publishing for Producers• The advantages of digital publishing for producers include:

• Fast publishing time: digital products can be published in just a short amount of time.

• Significantly low cost: publishing and distributing digital products is cheap. • Always in stock: Because of the low cost, any digital product can remain in

inventory. • Enormous Potential Reach: any digital product can be easily and widely

distributed. • Dynamic Updates: corrections and additions can be made easily. • Mass Storage: Unlimited space on the internet makes it easy for all individuals

to maintain files.• Rights Retained: E-Publishing retains no rights whatsoever, thus meaning the

producers can keep the rights to their work.

Advantages of Digital Publishing for Audiences• The advantages of digital publishing for audiences include:

• Preference: Many audiences enjoy how digital products work. For example, E-Book readers enjoy how they don’t take up bookshelf space with countless printed books and don’t have to pay as much.

• Time: Digital products can be purchased and/or read near instantly without waiting for physical delivery.

• Enormous Potential Reach: Anything that is digitally published can be sent all over the world in seconds. This is not only an advantage to the producer, but also to the audience who do not like to wait.

• Easily Accessible: It is easy for digital products to reach the audience because of the internet’s interactive nature.

How has technology created advantages for published products?

• Technology has created many advantages for published products as it developed over the years. Technological advances have done well to provide people with more efficient ways to do things. Existing digital products e.g. E-Books and adverts are good examples as they satisfy people a lot more than traditional methods from time periods where technology wasn’t as advanced as it is today.

• Technology has ensured that digitally published products reach wide audiences as they can get to people anywhere worldwide. Also, there are advanced options (e.g. altering font size and zooming in as well as audio description for the visually impaired) on E-Books which wouldn’t have been possible without the help of technology.

• Technology has also ensured that people no longer even need to access a computer to gain access to digital publications which they can enjoy, as shown by Amazon Kindle and the iPad.

Compare digital publishing advantages with disadvantages from traditional publishing

• Digital Publishing: There are many advantages of digital publishing, especially for the audience who could benefit from not having to leave the house as they can quickly and easily download things from where they’re sitting, and also for the producers who are able to digitally publish unlimited copies of their work. Digital publishing is cheap; for example, the costs from digitally publishing E-Books are reduced or just fall away. Digital publishing also has a positive impact on the environment as it is completely paperless. Therefore, thousands of trees are saved and smog and pollution is prevented by lack of delivery trucks delivering the paper.

• Traditional Publishing: Unlike digital publishing, traditional publishing has more disadvantages than advantages, as it is currently rendered obsolete by innovative advanced technologies today. Traditional publishing is expensive. It wouldn’t make sense anymore to pay loads of money and waste loads of time on thousands of sheets of paper when you can just download books with very little time and a significantly lower cost online. With printed publications, the producers would have to deal with things like high distribution and delivery costs, as well as negative impacts on the environment. It could take years for the work of a producer to reach the market via traditional publishing methods, whereas digital publishing ensures that it takes only a few months.

Product 1 (non interactive)

The band’s name (AC/DC) is printed in large red capital letters to attract the customer’s eye. The colour red is a very emotionally intense colour, associated with danger, desire, power, strength, and determination. Most of the songs on this CD convey those emotions.

The image of a lightning bolt in between AC ad DC is supposed to present the forward slash, but it also has a meaning behind it. Lightning is associated with danger, just like the colour red, therefore there is a relationship between these two elements as they appear together.

The name of the album (Black Ice) is smaller than the name of the band. This is because the title is meant to be noticed first. The band’s name blends into the background as they both possess the same black and white colours.

The images in the background depict strange patterns, as well as two men who who seem like authority figures because of the way they are ‘looking down’ at something. The black and white colours give a gothic feel to the album cover.

The name ‘Black Ice’ is associated with danger, just like the other elements on the cover (the colour red, the lightning bolt, etc.), as it is an actual risk for people. Black ice is difficult to spot and people can slip on it and fall.

The creators appear to have constructed a CD cover which evokes a wide range of emotions. The background images and title connote anger, danger, desire, love, and passion all at once.

Product 2 (interactive)The creators are attempting to convey that this new installment of LG is completely something else, quite distinctive from previous installments. The advert displays the size of the product, comparing it with a person’s hand which is holding it, and tries to encourage the audience to purchase it as it is easier to operate.

There is no background, only the colour white which isn’t meant to have its own connotation in the advert. With no background, the advert ensures that the audience’s attention is focused only on the image of the product and the text.

This is a digital advertisement for an LG Tablet, possibly a billboard advertisement.

There is an intriguing piece of text which is likely to be the first thing the customer sees. The pink circle stands out against the white background, thus drawing attention to the text. There are short, effective sentences which encourage the audience that ‘it’s all possible’ with a ‘one-hand grip’ and that this product is definitely worth buying.

The image of the product is placed in the centre and takes up much of the page, meaning that it attracts the customer’s eye. The animated hand is also easily spotted as it is not something people might see often on a billboard advert. There is a relationship between the hand and the text as the text describes the ‘one-hand grip’.

The product appeals to the target audience, which is teenagers and adults, because it is shown as something new, with more advanced options and easier ways to operate it.