MEDIA LANGUAGE ELEMENTS
- Layout
- Typography
- Use of Image
- Use of Language
- Use of Colour
- Logo/Slogan/Brand Identity
MAINSTREAM (COMMERCIAL) ADVERTISERS USE MEDIA LANGUAGE TO:
- Establish brand identity
- Make the the product more memorable
- Promote positive associations with the brand
- Differentiate the brand from its competitors
- Engage with/validate the lifestyle choices of consumers
- Engage with/validate the aspirations of consumers
- Attract new consumers
- Maintain existing consumers
NON COMMERCIAL (CHARITY) ADVERTSERS USE MED LANG TO:
- Raise awareness of issues (relevant to charity/service)
- Build up brand image (promote positive associations in the minds of the public)
- Reassure existing supporters of the charity
- Persuade new supporters to donate
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