Logo
The Channel 4 is something that is kept consistent throughout all of the channel's print adverts. It is always displayed on the right side in the middle and is never too small so that it is noticeable without being too distracting. The Channel 4 logo is iconic and instantly recognisable and therefore no text is needed to accompany the logo as people would recognise it anyway. The colour of the logo is generally something that would stand out against the background, and if it is coloured it is made to match the rest of the advert; for example, on the above Lost advert the logo is the same colour as the text box. This creates a relationship between the channel and the show and would stick in one's memory as they would think as the two as a pair. Another example of a relationship being created between the channel and the show is seen in the Shameless advert, where the character appears to be stealing the logo. The logo is always displayed in the foreground to make it as clear as possible. These are all things that we will have to consider when putting the logo on our print advertisement.
Image and Colours
The image in the advert either takes up the entire frame - such as in the Lost and This Is England '86 adverts - or is just a single image such as in the Shameless advert. The adverts are generally focused on a key theme featured within the show so to not be misleading or uninteresting to potential viewers that see them. The main image is also generally central and the rule of thirds is applied for key character's eye lines. The images offer as a preview to what can be seen in the show: for example, the Shameless advert implies some sort of theft or crime whereas a crashed plane can be seen in the background of the Lost advert which hints at possible content which could draw people into watching them. The colour and lighting is used to create a mood and atmosphere for the show just off a single image: the Shameless image features mainly darker colours which sets a mysterious and dark mood whilst the character's faces are clearly lit in the This Is England '86 advert which creates relationships between them. The colours are also made so that the logo and font stands out.
Text
Text is kept minimal, only displaying the key information so that somebody looking at the advert can easily find out the vital information without having to scan a lot of text for information which could be off-putting. Generally, the text is contained within a coloured text box in the bottom left corner of the advert where it is clear enough but not distracting from the main image. The colour scheme generally matches the colour of the logo and as a result stands out on the background. Also, only two simple colours are used for the text and the text box to create a clean and simple look. The title of the programme is always at the top of the text box in larger font, with the scheduling and occasionally a tag-line included in smaller font underneath. The positioning of the text box balances out with the position of the logo as it is always on the far left while the logo is always on the far right with the main feature in the centre of the page. Relevant font is also used; most programmes use the official Channel 4 font which creates a consistent and official look to their print advertisements.
We will take all of this into account when producing our print advert as we want it to be professional and realistic as possible.
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