1. Association for Media Education in Scotland Teaching Analysis of Page-Based Design Rick Instrell Deep Learning info@deep-learning.co.uk Version 1.0: 13 June 2015

2. 2 SQA English Assessment Tasks Example outcome Understand, analyse and evaluate detailed texts by: Identifying and explaining the purpose and audience, as appropriate to genre Identifying and explaining the main ideas and supporting details Applying knowledge and understanding of language to explain meaning and effect, using appropriate critical terminology Q. What are the implications of this for teaching page-based multimodal texts?

3. 3 Communication functions Multimodal social semiotics proposes 3 functions of communication: Ideational: information and ideas Interpersonal: engaging the reader Textual/compositional: making the text a unified whole In other words: Meaning: preferred meaning, affect Mode of address: how text ‘speaks’ to audience Design: how modal elements are combined to address audience and deliver meaning/affect

4. 4 Multimodal communication Linguistic analogy: Verbal language Words=> grammar => mode of address => meaning Media language Multimodal elements =>design => mode of address => meaning

5. 5 Implications for media teaching Two main types of text are page-based (e.g. print, web) and time-based (e.g. moving image, audio, video games). So we need to know the basic ‘grammar’ of each type i.e. how each is designed to address the audience and deliver meanings. So, as a minimum, we need to teach: 1.Page layout principles for web and print 2.Continuity editing for moving image.

6. 6 What are modes? A mode is a communication resource: body language audio language image layout (for page-based texts) editing (for time-based texts) lettering interaction colour and colour schemes sensations (e.g. vision, touch, smell) movement …

7. 7 Unpacking Concepts Unpacking concepts: Purpose: profit, persuasion, promotion, public information, satisfying audience needs, … Audience: target audience(mainstream, niche, demographics), needs (information, education, entertainment) Genre: conventional structure and elements, novelty, mixing genres Language: words, image, audio, body language, colour, lettering, layout, … Main ideas: preferred meaning, differential decoding Supporting details: multiple modes Meaning: intentional (bias, strategy), unintentional (unwitting bias, ideology) Effect: cognitive, emotional, behavioural Critical terminology: depends on medium/form Evaluation: of design, of audience address, of meaning/effect; personal response

8. 8 Common approach to all texts 1.Identify page elements (using technical terms) 2.Describe how text is meant to attract and engage reader (AIDA) 3.Identify purpose(s) and target audience(s) and justify 4.Identify modal elements 5.Describe how modal elements are organised to engage reader (page layout principles: CRAP) 6.Describe preferred meaning(s) and effect(s) 7.Evaluate design and meaning/impact 8.Describe personal response

9. 9 AIDA 4 stages for analysing/creating ads: 1.Attention (how does ad attract the reader?) 2.Interest (how does ad interest the reader?) 3.Desire (how does the ad create desire for the product/service?) 4.Action (how can the reader act to purchase the product/service?) Similar principles can be used to analyse magazine and newspaper front and back pages and web pages

10. 10 AIDA in web advertising

11. 11 Audience demographics Can classify audience in terms of demographics: Age (e.g. baby boomers, Generation X/Y/Z) Gender Ethnicity Social class (ABC1, C2DE) Lifestage (dependent, independent, parent, empty nester) Youth: good timers, well-adjusted, nerds, problem-kids

12. 12 Lettering Font TypeExamplesUsage Serif Times, Century Serifs are the small strokes at the ends of the letters. Serifs make body text readable on paper as the strokes lead the eye along the line; serif fonts can connote tradition, the past, authority Sans Serif Arial, Century Gothic Sans serif is French for ‘without serif’. Sans serif connotes modernity in mastheads; often used as subheads within serif body text. Sans serif fonts are usually used for body text in websites as serifs don’t render well on some screens Script (handwriting) Comic Sans, French Script Comic sans is good if children are the target. Script fonts connote personalisation – use sparingly for particular connotations Display (fancy) Broadway, Impact Use sparingly for particular connotations

13. 13 Page layout principles To create a good design for print or website use: 1.Contrast: things that are different should look different 2.Repetition: repeat page elements (e.g. fonts, colour scheme) to unify page/document; 3.Alignment: every page item should be lined up with another; use as few vertical lines as possible 4.Proximity: page items that belong together should be close together on the page i.e. CRAP!

14. PRINT ADS

15. 15 Headline Copy Slogan (strapline): brand message Images (photographs, pack shot of product, graphics) Logo Slogan (strapline): product message

16. 16 1.Describe how text is meant to attract and engage reader (AIDA) 2.Identify purpose(s) and target audience(s) and justify 3.Identify modal elements& connotations 4.Describe how modal elements are organised (CRAP) 5.Describe preferred meaning(s) and effect(s) 6.Evaluate design and meaning/impact 7.Describe personal response

17. 17 1.Describe how text is meant to attract and engage reader (AIDA) 2.Identify purpose(s) and target audience(s) and justify 3.Identify modal elements & connotations 4.Describe how modal elements are organised (CRAP) 5.Describe preferred meaning(s) and effect(s) 6.Evaluate design and meaning/impact 7.Describe personal response

18. 18 1.Describe how text is meant to attract and engage reader (AIDA) 2.Identify purpose(s) and target audience(s) and justify 3.Identify modal elements & connotations 4.Describe how modal elements are organised (CRAP) 5.Describe preferred meaning(s) and effect(s) 6.Evaluate design and meaning/impact 7.Describe personal response The strapline in Italian means “Up there with the best of the best”

19. 19 1.Describe how text is meant to attract and engage reader (AIDA) 2.Identify purpose(s) and target audience(s) and justify 3.Identify modal elements & connotations 4.Describe how modal elements are organised (CRAP) 5.Describe preferred meaning(s) and effect(s) 6.Evaluate design and meaning/impact 7.Describe personal response

20. 20 1.Describe how text is meant to attract and engage reader (AIDA) 2.Identify purpose(s) and target audience(s) and justify 3.Identify modal elements & connotations 4.Describe how modal elements are organised (CRAP) 5.Describe preferred meaning(s) and effect(s) 6.Evaluate design and meaning/impact 7.Describe personal response

21. 21

22. NEWSPAPERS

23. 23 Masthead (sans serif) Deck Puff or teaser Kicker Caption Splash (lead) Byline Jumpline Gutter Ad Cut out Reverse type Mug shot Lead in Headline (sans serif) Body copy (serif) Newspaper elements

24. 24 Analyze this front page 1.Describe how text is meant to attract and engage reader (AIDA) 2.Identify purpose(s) and target audience(s) and justify 3.Identify modal elements& connotations 4.Describe how modal elements are organised (CRAP) 5.Describe preferred meaning(s) and effect(s) 6.Evaluate design and meaning/impact 7.Describe personal response

25. MAGAZINES

26. 26

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28. 28 1.Describe how text is meant to attract and engage reader (AIDA) 2.Identify purpose(s) and target audience(s) and justify 3.Identify modal elements & connotations 4.Describe how modal elements are organised (CRAP) 5.Describe preferred meaning(s) and effect(s) 6.Evaluate design and meaning/impact 7.Describe personal response

29. 29 1.Describe how text is meant to attract and engage reader (AIDA) 2.Identify purpose(s) and target audience(s) and justify 3.Identify modal elements & connotations 4.Describe how modal elements are organised (CRAP) 5.Describe preferred meaning(s) and effect(s) 6.Evaluate design and meaning/impact 7.Describe personal response

30. WEB PAGES

31. 31 banner with navigation bar copy bottom bar (often used for legal/regulatory information and contact us hyperlinks logoslogan/strapline headline sidebar with hyperlinks images (pack shot of product photographs, logo, graphics)

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34. 34 References Williams, R. (2008) The Non-Designer's Design Book. 3 rd edition. Berkeley, CA: Peachpit. £18.63 new from Amazon or £11.04 Kindle edition.The Non-Designer's Design Book Williams, R. and Tollett, J. (2006) The Non-Designer's Web Book: an easy guide to creating, designing, and posting your own web site. 3 rd edition. Berkeley, CA: Peachpit. £1.99 new from Amazon.The Non-Designer's Web Book: an easy guide to creating, designing, and posting your own web site