Lesson 5 - Conventions of Print Advertising
- 1. Odd One Out
- 2. Representation Lesson 5: Conventions of Print Advertising
- 3. Learning Questions • What is the rule of thirds? • What are some of the conventions and terminology of print advertising? • What representations do these construct?
- 4. Composition • The way a frame is composed can help to convey important information. A basic convention of composition dictates that a framing should be balanced according to the principle of the rule of thirds. • The rule states that an image can be divided into nine equal parts by two equally-spaced horizontal lines and two equally-spaced vertical lines. • The four points formed by the intersections of these lines can be used to align features in the photograph. • Aligning a photograph with these points in mind can create more tension, energy and interest in the image than simply centering the subject would.
- 5. FIND AN EXAMPLE OF A PERFUME ADVERT ON GOOGLE IMAGES…
- 6. THE RULE OF THIRDS
- 7. Depth of field • A frame’s depth of field refers to the focal length. • Where a frame shows everything sharp or in focus this is called deep focus. • When a particular part of the frame is picked out and the rest of the frame is blurred or indistinct it is called selective focus. • To get an idea of how this works put your finger in front of your face and concentrate on it. The finger will appear in focus and the background blurred. Now concentrate on the background, the human eye ‘pulls’ focus from the foreground to the background.
- 10. Main Activity • Firstly in pairs, label your print advert with the correct terminology • Then annotate the advert you have been given, making links to representation • Swap with another pair (with a different advert) and add any other ideas. • Individually, write a short paragraph about representation within the advert. Use appropriate media language and terminology e.g. mise en scene, connotation etc. If possible, refer to a theorist/theory e.g. Stuart Hall, Objectification etc. • Be prepared to feedback
- 16. Would this type of analysis get you a good mark in your Key Assessment? WHY NOT?