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colour in newspapers and in newspaper advertising


For the analysis four newspapers are chosen: universal periodicals federal («Arguments and the facts») and regional («mine!») values, and also political editions federal («New news») and regional («the Voronezh courier») level.
We chose the advertising messages published in 2012-2013 in these newspapers, being, in our opinion, characteristic samples of the modern press and able to serve as indicative sources of empirical base.
2.2.1. Colour advertising in the newspaper «Arguments and the facts»
(The appendix 10)
The newspaper «Arguments and the facts» is published since 1978 This weekly all-Russian edition which is positioned as obshchestvennopoliticheskoe, however, more likely, it it is possible to name the edition of the universal maintenance. The basic themes of a weekly journal: events in Russia and abroad, a policy, culture, ecology, social problems, health, a life of known people. And though on site ID «Arguments and the facts» it is declared, that the newspaper «keeps million circulations, not turning thus in the parkway edition» 1, in 2001 the newspaper has been accused of the publication of custom-made articles [222 [223] [224]. There is every Wednesday, a circulation about 2,1-2,4 million copies (varies from number in number). The Editor-in-chief - Nikolay Zjatkov.
The reader's audience of one number makes 7 146 000 persons, or 12,4 % from all population of Russia at the age of 16 +. Besides, the newspaper extends on a subscription and at retail in 60 countries of the world, including in the USA, Canada, Australia. "AiF" possesses also the most extensive network of regional editions - 66 in Russia, 16 - abroad. And in 1990 the circulation "AiF" has been fixed by the Book of records Ginnesa, as the most scale
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Circulation in the world. Site AiF www.aif.ru, started in 1997, in 2013 entered in top-10 the most popular resources into categories «News and mass-media» according to Liveinternet [225].
The edition corporate style does not differ restraint, characteristic for serious political newspapers. The front page dazzles with photos of heroes of number among which the basic place throughout already many years is occupied A.Dorofeyev's with collages.
Firm colour - red with which help are allocated a slogan «your newspaper», announcements on the front page, some decorative elements. The newspaper most part black-and-white, colour accents are applied on first and last strips and on two-three internal strips of each number. On colour pages red, dark blue and green colours in headlines and decorative elements are used. These are headings «Business environment», «your health», "Advertising", "Question-answer". Accordingly, colour strips of the newspaper possess the most powerful potential for advertising placing. And quality of a paper and a paint allows to publish multi-colour advertising in the edition and to use difficult colours and combinations. In a context of our theme we analyzed in "AiF" only colour advertising in the above-stated headings.
Colour advertising of the complicated forms is most extended in the edition. As it is noted in target data, as advertising the publications designated by headings "Opinion", «the success Price», "Good luck", "Event", "Literally", «Conversation with the professional» are printed.
However on colour strips advertising of the complicated forms is visually difficult for distinguishing from editorial matter to which it adjoins, and the unsophisticated reader is easy for misleading. The advertising information is often issued as the answer to the letter of the reader, the comment of the expert, a response of the person who has taken advantage of the advertised product etc. In this case unity of registration with journalistic materials is inadmissible, therefore "AiF" as a whole it is impossible to consider the advertising policy correct.
We have selected 20 advertisements placed on colour strips, from 50 numbers "AiF" for 2012 and 45 numbers for 2013 was most of all printed advertising of medical products, iatrotechnics and BUDS. If the message moves in the form of advertising of the complicated forms, more often in it there is an image of packing of the goods, a photo happy (th) buyer (-pour) at neutral shades and one-two complementary colours for allocation of heading, decorative elements or the contact information (training glasses "Super-vizhn", "AiF" № 13, on March, 27th - on April, 2nd, 2013; fizioapparat "Almag", "AiF" № 19, on May, 8-14th, 2013). And as the competition between advertising messages of the goods of adjacent commodity categories in a heading «your health» is high enough, designers often choose nonconventional colours and combinations: turquoise (means for fixing of tooth artificial limbs "Korega", "AiF" № 12, on March, 20-26th, 2013) Violet with green (vitamins for women 45 + "Komplivit", "AiF" № 13, on March, 27th April, 2013), red, yellow and orange with grey (an anti-inflammatory plaster "Dorsoplast", "AiF" № 12, on March, 20-26th, 2013) etc. And in some cases inharmonious from the point of view of researchers of a combination are looked successfully: for example, if the area of colour stains is insignificant ("Komplivit", green with violet), or the complementary colour shade ("Dorsoplast", sredne-grey does not soften and should not soften activity red with orange, but allocates the announcement on a strip) is picked correctly up. In other examples the unusual combination is harmonious, but exists as though in itself and is not connected with the advertised goods. So the combination red with dark blue is in all senses successful, however for advertising of means for sight improvement («Ljutein a complex», "AiF" № 4, on November, 28th December, 2012) More likely, green colour in a combination with dark blue more would approach, the sensation of softness would be more pertinent. Advertising has turned out too active and even aggressive. The combination grey with pink would approach for advertising of cosmetics or, for example, house textiles, but not a preparation for liver treatment ("Gepa-Merts", "AiF" № 42, on October, 16-22th 2013 more
) - the "grey" liver does not look healthy. Once again we will underline, that surplus of colours in one announcement does by its simply motley stain (gepato - protektornoe means "Karsil", "AiF" № 35, on August, 28th September 2013: the combination orange, green, violet, white, yellow, red both black mixes symbolical and psychological characteristics of separate colours and brings colour influence to nothing.
Let's separately allocate raznoplanovost values of a combination red with yellow in advertising. In "AiF" to us there were very many announcements issued thus. Here only some of them. A yellow font on a red background and red on yellow look very sharply and defiantly though the announcement unequivocally attracts attention (Legal consultations, "AiF" № 8, on February, 22-28nd, 2012). Such aggressive combination is calculated on instant reaction of the consumer: the impression is made, that offered in advertising it is the extremely favourable and it is necessary, and the person as though does not have time for meditations. The similar way of giving is used for influence on people unbalanced or being on the verge of despair: in advertising of legal services, means for alcoholism treatment, for growing thin etc. In other case red in a combination to the yellow symbolises discounts or actions (skidochnyj the coupon in shop of electronics and home appliances "Eldorado", "AiF" № 45, on November, 7-13th, 2012) . Also this combination approaches for accent for the speed, capacity, speed of action (fuel "Odds", "AiF", on December, 28th - on January, 10th, 2012). However in other cases such variant of design can be failure: the yellow means something cheap and, most likely, not so high quality, and red - "pay attention" («the world of the useful goods», "AiF" № 4, on January, 23-29rd, 2013). Incorrectly placed colour accents characterise the goods as "consumer goods". At last, as we already spoke, there is a discrepancy of a colour score and a commodity category. For example, the advertising of a cream issued thus from wrinkles («Stem Sell Terapi», "AiF" № 5, on January, 30th - on February, 5th, 2013) causes, more likely, sensation of danger, alarm, rather than pleasures, sensations of prolongation of a youth.
It is necessary to note also popularity of so-called complementary colours. So violet colour is actively enough used in "AiF" in advertising of the most different goods and services. And if associations with the female beginning are obvious enough (female urological linings «Tena the Lady», "AiF" № 43, on October, 24-30th, 2012) it is rather unusual to see lilac and violet in advertising of means from an allergy ("Suprastin", "AiF" № 26, on June, 27th - on July, 3rd
2012) or advertising of the television channels broadcasting matches of the European championship on football ("AiF" № 25, on June, 20-26th, 2012). In the latter case the relation of this colour to concept of feminity is replaced with associations with an entertaining orientation. Violet colour began to be used often for advancement something cheerful, active, modern. We will confirm our thought with one more example: advertising of entertaining television channel «Friday!» ("AiF" № 44, on October, 30th - on November, 5th
2013) it is executed in the firm colours, one of which is lilac. The accent on fun is expressed and in a slogan «Give radovatsa!», and there is no also a hint on feminity: in the given advertising message the man's character close up is represented. Brown use is interesting to expression of positive emotions in advertising of insurance company "Rosgosstrakh" ("AiF" № 37, on September, 11-17th, 2013) though historically this colour possesses the extremely negative symbolics. The given advertising message is looked successfully thanks to "air" considerable quantity - the big area which has been painted over brown, would be looked heavy. As a whole all these examples confirm that fact, that designers often break stereotypes, and unpopular colours at the expense of the rarity do the announcement not only appreciable on a strip, but also attractive.
In the newspaper «Arguments and the facts» it is a lot of both successful, and unsuccessful examples. It is thought, it is connected with shortage of knowledge of designers in the field of symbolics, psychology and a colour aesthetics in a print advertising. And after all one small accent can be the successful even; one word allocated with colour (the medicine for alcoholic dependence "Pentalk", "AiF" № 45, on November, 7-13th, 2012) can be enough to make the announcement effective. As well as surplus even one colour in the announcement (cigarettes "Maxim", "AiF" №29, on July, 18-24th, 2012) can distract from advertising idea and force the potential buyer to turn page.
2.2.2.
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A source: Matveecheva Love Mihajlovna. COLOUR In MODERN JOURNALESE ADVERTISING: TECHNOLOGICAL And CREATIVE ASPECTS. 2014

More on topic colour in newspapers and in newspaper advertising:

  1. colour advertising in the newspaper «mine!» (The appendix 11)
  2. colour advertising in the newspaper «Voronezh courier» (the Appendix 13)
  3. colour advertising in the newspaper "Novyeizvestija" (the Appendix 12)
  4. effective practice of application of colour in journalese advertising. Tendencies of registration of advertising in a press.
  5. developing journalism for children: specificity of regional newspapers (on an example of the Lipetsk regional children's newspaper «Gold key», the Tambov regional school newspaper "Coeval")
  6. colour in magazines and in journal advertising
  7. colour advertising in magazine «De Facto» (the Appendix 15)
  8. CHAPTER 2. COLOUR In PRESS ADVERTISING
  9. colour advertising in magazine «Pulse Voronezh» (the Appendix 17)
  10. Matveecheva Love Mihajlovna. COLOUR In MODERN JOURNALESE ADVERTISING: TECHNOLOGICAL And CREATIVE ASPECTS, 2014
  11. ENVIRONMENT History of studying of colour and development of colour symbolism
  12. an aesthetics of colour and harmony of colour combinations
  13. colour advertising in magazine "Spark" (the Appendix 16)
  14. methods of an estimation of efficiency of advertising activity of subjects of business and possibility of their application in Internet advertising
  15. 3.3. The qualitative analysis of characteristics of advertising platforms at a complex estimation of efficiency of advertising activity in a network the Internet
  16. criteria of a choice of advertising platforms and means the advertising Internet-.
  17. recreational journalism for children: game communicative space of the modern children's newspaper (on an example of newspaper"neznajka")