The Daily Telegraph uses a formal tone with balanced columns and intellectual language to attract an older, well-educated audience. It references a website and includes pricing, dates and issue numbers. The Salford Advertiser uses colorful ads and simple language to engage local readers. It features a manipulated photo to provoke an emotional response about animal abuse. The Daily Telegraph page 2 continues conventions like multiple stories, portraits and balanced debate. It uses images to represent authority and sway opinions. The Sun page 2 prioritizes simple headlines and summaries with condensed articles and colorful weather forecasts to attract a wide audience. Both papers follow newspaper conventions while targeting different demographics.

1. The Daily Telegraph Front Cover
The Daily Telegraph font page expresses a formal tone as the
majority of the front page is taken up by text. The three main
articles are neatly balanced between the equal vertical columns.
The headline of the Daily Telegraph is more complex than the
monosyllabic headlines of a tabloid. The intellectual language
used in a broad sheet attracts a niche older well educated
audience attracted by the in depth details of the articles and
formal tone of the text. The minimalistic house style of a
broadsheet continues throughout to maintain the broadsheet’s
high status.
The mast head is shown in a serif old English font to declare the
newspapers aim to attract a respectable niche audience. The
masthead is located in the main focus area of the cover so that
the reader will acknowledge the memorable masthead
acknowledging the rest of the front cover.
On this particular cover there is a picture of a missing school girl
enlarged at the centre of the page. This image is used to apply Bulmer and Katz’s uses and
gratification theory through personal relationships as the audience would want to know what is
being done to find the missing teenager. The image provokes and emotive response from the
audience as the older readers would consider how they’d feel if it had happened to their child.
At the bottom of the cover there is an advertisement for an airline, attracting the newspapers
wealthier audience. There is also a free giveaway voucher that offers the reader a free cup of coffee;
this would attract new readers to purchase the newspaper. Convention of traditional newspapers
offer free give away and advertisements to promote local businesses in the area. I will include these
techniques in my final piece.
A website if referenced to underneath the masthead so that readers can also catch up on their local
news online using web 2 technology. The issue number, price and date also appear in a small san
serif text in the same banner across the top of the articles. The issue number is used to state how
many newspapers have been produced prior to this addition. The price is printer on the newspaper
so that different shops are unable to make profit on the product.
At the bottom of each article the page number states where the story continues allowing readers to
relocate through the newspaper if they were only interested in a specific story. Halls theory of
encoding and decoding allows the audience to naturally relate the media text to a newspaper. I will
be including the traditional conventions like the Daily Telegraph has in my final piece.

2. The Salford Advertiser Front Cover
The Salford Advertiser uses a verity of colours to attract a wide
audience. The simple sentences and monosyllabic wording
throughout the newspaper attract a wider audience as the text
is easy to understand. The casual approach at reporting the
local news also allows the reader to enjoy and engage in the
newspaper without the confusion of technical language.
Similar to the Daily telegraph there is a advertisement along
the bottom strip of the newspaper to advertise a local door
business. The bright and colourful advertisement would attract
readers to the newspaper as well as the business. Like The
Daily Telegraph, the masthead for Salford Advertiser is located
across the top section of the cover highlighted in red to attract
the reader to remember the highlighted masthead. Tabloids
are regularly referred to as ‘red label’ newspapers, reflecting
the casual reputation of the newspaper.
The main story photograph has been manipulated to
emphasise the pet owner’s cold white face. As the headlines describes how the woman ‘starved
dogs til they were barely alive’. The cold white complexion of her face is exaggerated by editing
techniques encourages the audience to relate her pale face to her cold careless actions. The
suspect’s dark symbolises the dark deeds she is accused of committing. An image of a dog expressing
an upset emotion creates sympathy in the audience, creating the opposing effect on the pet owner
as the reader is provoked to judge her.
Other stories are referred to on the front cover marked by page numbers. The reader would be able
to read the sub headlines and locate the story in the newspaper by the page number in order to read
the article. There is an advertisement down the right side of the newspaper encouraging the reader
to take part and apply for ‘free council tax’. The less wealthy audience would purchase the
newspaper so that they would be able to take advantage of the competition. The competition
advertisement is highlighted I yellow to attract the audience attention in a shop.
The Salford advertiser uses the same traditional conventions of a newspaper as the Daily Telegraph.
Both newspapers encode the same conventions to establish the media texts are newspaper s. The
similar techniques are exposed in different in each of the newspapers to attract a different target
audience. However both newspapers follow the same purpose to inform and persuade the reader.

3. Daily Telegraph Page 2
The Daily Telegraph is a broadsheet shown by the compressed
columns, small text and formal tone of the article following the
conventions of a news paper. Intellectual language attracts the
niche older audience to explain the content of the article
documenting on current affairs internationally. This newspaper
would be aimed at the older affluent audience interested in world
current affairs. A bigger bold font has been used to highlight the
main storyline. The double page document six different stories,
allowing the reader to choose a certain story they would prefer.
The multiple genres available such as crime, local events and sport
encode the traditional conventions of a 2nd
page.Offering a wider
variety of articles is illustrated by a portrait, usually of a member
of parliament or a professional in the field. The use of close up
portraits allows the readers to acknowledge the person featured.
The broadsheet layout reports news on a national level which will attract the more knowledgeable
audience who take an interest in current affairs and politics. The CCTV styled main image is used to
create realism, exaggerating the ‘yobs’ to be the course of the ‘war’. The image shows reckless
rioters trying to barge threw a police wall, representing the police to have authority over the ‘yobs’.
The dysphemistic adjective ‘yobs’ is used to describe the protesters attempts to sway the reader’s
opinion to the journalist biased view. Uses and Gratifications are applied through personal
relationship as the audience would wonder if any of the local ‘yobs’ were people they would know.
However the newspaper uses a contrasting head line for a sub article ‘Teenage win legal battle’
praising a young man for successfully challenging the PSNI for the publication of his appearance
during the riots. Contradicting the main story the use of opposing opinions from the two journalists
express a balanced argument so that the newspaper would not face claims of being bias.
Traditionally newspapers show both sides of a debate so that readers from opposing arguments
aren’t offended. This writing techniqueis a convention of newspapers encoding the balanced report.
The layout for the Telegraph second page follows the conventions of a newspaper using closely
condensed articles illustrated by photographs to report on local news.

4. The Sun Page 2
The Sun second page is more casual tabloid compared
to the Telegraph broadsheet. The simple sentences
and monosyllabic headline helps the tabloid attract a
wider audience making the articles easier to
understand. Big Bold headlines highlight what the
article is about summaries in just a few words. The
headline ‘OLD AGE TAX’ is summarised ‘Elderly face
cash squeeze to fin care’ the articles are summarised
so that audiences are introduced to the article without
having to read the whole article. Condensed articles
and photographs illustrating the article follow the
conventional traditions of news papers. Colours are
used to highlight the weather report and other articles
to make the page more attractive towards a younger
audience, as the tabloid has a wide target audience.
The weather forecast takes up a third of the page to express a separate subject matter to the
articles. The weather would be a popular subject for the variety of readers throughout the UK shown
by the large area used to exhibit the weather forecast information. The weather forecast names all
the major cities in the UK applying uses and gratifications as readers would look at the weather to
see how it would affect their plans. A contact number appears on the page to provide further details
for the weather report if readers would like to query the weather in their local area. The main story
on the second page is highlight by a black border to emphasise the importance of the article.
I will be focussing on the conventions of tabloid newspapers rather than tabloids as the casual tone
would attract a wider audience. The layout of a tabloid is much more attractive and simple
compared to the crowded column formal set out of a broadsheet.