Magazines and other print texts
Print texts like magazines, CDs and film posters use the technical codes of framing, editing and lighting to transmit meaning.
These texts are constructed using a range of techniques designed to appeal to an audience.
Layout and design
The way in which a print text is constructed is partly through the technical codes of the text.
The use of colour, font style and text positioning all contribute to the overall style of the publication.
Magazines have a house style that is always used and readers will recognise this and expect it to be consistent.
Readers will recognise for example, the font style used for the masthead and the colour codes.
Camera Shots
The choice of shot on a print text helps to communicate meaning.
A screen shot from a film used on a poster suggests the narrative and genre of the film.
A close up of a performer on a music industry website contributes to their star persona and will attract their fan base.
Lighting
The way in which an image is lit helps to convey a mood.
Moody lighting with high contrast adds drama. Bright, naturalistic light is more friendly.
Use of Colour
The colours chosen to be incorporated into print texts convey messages about the texts genre and often about the audience who will consume it.
Pastel colours on a CD suggest a particular type of music.
Print based adverts for fragrances convey messages quickly to their audience by using digitally applied colour washes.
Graphics
Logos and graphical representations appear in many forms on print based texts.
Some CD covers and websites, for example do not contain images of the band or artist but use more artistic illustrations or photos which represent the genre of the music.
(See the Cage for Elephant website).
Post production techniques
It is the case in media today that still images are manipulated and enhanced digitally for an effect. In advertising for example, eyelashes are extended and skin is made to loo flawless through the use of digital airbrushing. Models on the front covers of magazines are body brushed to give an unrealistic appearance of perfection.
