1. Static Image Terms Audience The people you want to attract with your static image e.g. teenagers, females, males, older people, drunk drivers … Language Techniques The words you use e.g. a quotation from a movie, a one line catchphrase …

2. Message The ideas contained in the image. The basic aim of the image e.g. encourage people to watch a movie, stop drink driving … Overall Impact The image needs to stand out to be noticed so it will be memorable e.g. it may be shocking, dramatic, unusual, funny …

3. Layout Techniques How the words and pictures of an image have been put together. Everything is placed in order to create a unity of ideas and let the viewer’s eye move naturally from the most important feature to the last.

4. Visual Techniques The way the designer grabs the attention of the audience by using provoking pictures, bright colours or bold lettering. If the audience is attracted to the “look” of an image hopefully they will be drawn in enough to study it in detail.

5. VERBAL TECHNIQUES Personal pronouns A word used in place of a noun. e.g. I, you, we, they. EFFECT: Gives us the feeling of inclusion and personal attention.

6. Imperative Expressing a command. e.g “Look!” or “Read this!”. EFFECT: Makes you feel like you should act. Alliteration When the consonant sounds at the beginning of words are repeated. EFFECT: This gives the words rhythm and gets our attention.

7. Pun A play upon words that sound similar but have different meanings. EFFECT: This is clever and makes us think about the link between the two meanings. Repetition This is a word or phrase repeated over and over. EFFECT: It adds impact and great emphasise on the repeated words.

8. VISUAL ELEMENTS Dominant image Largest image and the one on the page that grabs your attention first. EFFECT: it gets your attention. Lettering/Typeface This refers to the font, size, colour and style of lettering used. EFFECT: Different styles of lettering gives us different ideas.

9. Colour The choice of colours and the intensity of the selected colour affect the impact of the image and therefore its effectiveness in communicating. EFFECT: Different colours have different connotations. We may associate certain colours with certain moods, emotions or feelings e.g. black = death, grief; red = blood, anger. Symbolism A symbol is a visual representation of an idea or concept. EFFECT: It is an efficient way of communicating a big idea.

10. Logo This is a small, easily recognisable picture that we associate with a particular company or organisation. EFFECT: It is easily recognisable and we understand it quickly.