1. A Textual Analysis of a Education Advert- Bexley College
Logo/Institutional Name- This logo is a
simplified version of the institution’s
name. ‘BC’ clearly stands for Bexley
College. Initials are stereotypical for
logos. It allows the target audience to
identify (U+G) with the institution and
whenever they see the logo, they will
be able to identify (U+G) that these
advertising media products belong to
Bexley College. The typography is
informal, which is conventional of
colleges that are targeting young
audiences. The letter ‘C’ is inverted,
connoting youth and a sense of
quirkiness and style. The colour is blue,
which is stereotypically associated with
males; however the colour pink is used
on the advertisement which in a sense,
balances the gender connotations.
Slogan- The colour of blue is
intertextual to the brand and
institution of Bexley College. The
slogan is memorable because
stereotypically, it is in the mind set of
the target audience. Young people
want to be inspired to do well; Bexley
College can offer this through their
education (U+G).
Title- This is a form of anchorage text.
The colour pink is stereotypical of
females, however with the use of blue,
there is a balance between the gender
connotations. The phrase ‘open day’
informs (U+G) the target audience that
Bexley College will be having an open
day. The ‘grungy’ look of the typography
is stereotypically associated with the
younger generation; they are attracted
to the edgy typography. In addition, the
bright and vivid colour of pink is almost
shouting out to the target audience to
come and visit Bexley College. The
positioning of the phrase is slightly
wonky; this is informal and again
stereotypical of a young style and
fashion.
Dates and Times- These inform
(U+G) the target audience of when
the open days will be held. Open
days are generically
on the
weekends because school leavers,
adults or mature students could have
work or other commitments during
the week. Assuming this advert is for
the year of 2013, one is on a
Saturday and the other a Sunday.
The target audience can plan how
they are going to get to and back
from the open day e.g. transport
links. The typography is within the
house style of the advert; blue and
pink are iconic throughout.
Institutional
InformationInforms (U+G) what and who
Bexley College is targeting.
Audiences can consume the
product for different purposes
e.g. school leavers would
identify (U+G) with the students
featured on the advert. Parents
would inform (U+G) their
children, etc.
Layout/Colours/BackgroundThe
patterns used in this advertisement are
symbolic. Firstly, the faint ‘+’
represented in light blue has many
connotations. Firstly, it represents
positivity, as the iconic symbol for
positive is a ‘+’. This idea connotes that
Bexley College’s ideologies, standards
and beliefs are focused on positivity and
making a good change in terms of
educational purposes. The symbols are
a metaphorical resemblance of what
Bexley College stands for.
QR Code- Scanning the
QR code via a smart
phone will direct the
target audience to
Bexley College’s online
website where they can
access
institutional
information; targets a
youthful audience.
Primary Image- Both females and males of the
target audience will be attracted to this advert
because of the girl. Females will identify (U+G)
with her because they would be of a similar age
and could be experiencing related life situations.
Stereotypically, males would want to attend this
open day because they would have the idea that
they will meet young, attractive girls such as this
one (Mulvey’s male gaze). Her facial expressions
are posed, connoting her age and stereotypical
‘beauty’.
Secondary Image- The use of a young male would
stereotypically attract males; the target audience
would be able to identify (U+G) with him in terms of
his lifestyle. The mid shot only shows his clothing on
top; a funky scarf, ‘cool’ sunglasses and a bright
white jumper. These are stereotypical of a young
male. His body language connotes his age as the
movement he is doing would be associated with a
young adult target audience. Also, his direct mode
of address with the audience connotes his
dominance and confidence.
Contact Information/Addresses- This allows audiences to
contact Bexley College with any enquires they might have.
The website is an example of convergent technology as
audiences can access it via different media technologies e.g.
smart phones, laptops, PC’s, tablets, etc. The addresses
inform (U+G) the location of the campuses of Bexley College.
This again allows target audiences to plan their visit. The
colour of the typography is white and blue; these
stereotypically work well together in terms of the visual
codes. They are colours that are iconic to the advert because
they have been used throughout.

2. This textual analysis will be centred on the education advert that I have annotated of Bexley College. I have decided
to conduct a textual analysis on this advert because I wanted to research different types of education institutions
adverts e.g. ranging from private schools to colleges to universities. This has enabled me to develop my
understanding of how and why different levels of education advertise their open days with such diversity between
them.
Bexley college is the institutional name for this education institution. The target audience are able to identify (uses
and gratification) what the name of this institution is simply by seeing the text. The positioning of the name is at the
top in reference to the layout and the rule of thirds. The audience will firstly see the ‘open day’ and then look directly
up to be informed (uses and gratification) of what institution the open day is advertising. The colour of the
typography is dark blue, which has stereotypical connotations associated with males. However, because of the use of
pink used throughout the advert, it does not mean that the advertisement is targeting primarily males. It is targeting
both genders which is clearly evident through the use of colour and images (both genders are represented). The
name also informs (uses and gratification) the target audience of what area of England the college is located; Bexley,
Kent, England.
The logo is specifically important in this advertisement because it is a symbolic reference to the institution. It is
evident that it is a simplified version of ‘Bexley College’ because of the initials used. Stereotypically, initials are often
used as logos so there is a iconic and intertextural theme that the audiences will be able to instantly recognise and
identify (uses and gratification) with in reference to any other advertisements/promotional campaigns that Bexley
College will bring out. The size of the logo is recognisable in reference to the other features on the advertisement.
The typography of the logo is again dark blue; this further emphasises the iconic connotations of this colour
throughout the advertisement, The typography is informal, which is conventional of colleges that are targeting young
audiences. They want to be able to attract young people and stereotypically, young people are drawn to big, bold and
bright colours and edgy typography. This connotes to them that the college is able to take a risk in terms of the layout
of the advertisement and how it challenges traditional and conservative educational open day advertisements. The
letter ‘C’ is inverted, which to an extent, connotes youth and a sense of quirkiness and style. This further informs
(uses and gratification) the target audience that Bexley College can take a risk. This logo is memorable and it will stay
in the target audience’s minds because of the distinctiveness and individuality that is represents. This could correlate
with the idea that Bexley College are looking to recruit and educate (uses and gratification) audiences who are
individual, unique and have a sense of their own style and can take a good and safe risk. After all, risk taking is apart
of learning and developing life skills that young people will need to adopt in order to survive in the working world.
The slogan is another intertextual feature that will be evident in all of Bexley College's advertisements. The slogan
reads ‘Inspiration For The Future’. This clearly emphasises the idea that Bexley College are constantly trying to inspire
young people so they are able to succeed in their lives. The slogan is memorable because young people are wanting
to be inspired to do well. Stereotypically, young people need ‘a push in the right direction’ to be able to want to
succeed. Too often than not, young people are having to live with this stereotypical perception that they are a bad
influence on society. Bexley College is offering young adults the chance to be able to be inspired to do well. It is
almost as though the slogan is shouting out to audience members as individuals, promoting the idea of being inspired.
If audience feel as though they are being targeted individually, they are more likely to attend the open day. In
addition, with most media products, specifically in advertising, target audiences seem to make their own personal
assumptions about what exactly a advertisement is trying to advertise. The more times the audience hear and visually
see this slogan, they will be enticed into the prospect of visiting Bexley College’s open day because of the repetition
and the fact that the slogan most likely stayed in the mindset of the target audience. In addition, the slogan is written
evidence of Bexley College's ideologies and beliefs. Young people want to be inspired to do well and Bexley College
are able to offer this through the education (uses and gratification) that they offer to mass audiences e.g. school
leavers, adults, mature students, etc. The colour of the slogan is again the same shade of dark blue just like the logo
and institutional name; this is evidence that all the features of the advertisement are intertextual and iconic to the
brand and institution of Bexley College.

3. The patterns used in this advertisement are symbolic. Firstly, the faint ‘+’ represented in light blue connotes a
number of things. It represents positivity as the global iconic symbol for positive is ‘+’. The idea connotes that Bexley
College’s ideologies, missions and beliefs are focused upon positivity and making an inspirational good change in
reference to education. The symbols are a metaphorical resemblance of what Bexley College stands for.
The title is an example of anchorage text. The colour pink is stereotypically associated with females, however because
of the vast shades of blue used in this advertisement, there is an balance between the gender connotations. The
phrase ‘open day’ informs (uses and gratification) the target audience of what event Bexley College will be hosting.
Open days are regionally known, specifically in education, as a ‘taster day’ for parents and prospective students to
come into their institution and be informed (uses and gratification) of what the education institution has to offer and
whether it is the right path for the visitors. The typography of this text is ‘grungy’, stereotypically associated with the
younger generation of society. It almost looks like graffiti, which is an artist style of typography, again stereotypical of
young people. The bright and vivid colour of pink is almost shouting out to the target audience to come and visit
Bexley College’s open day. The colour and size of the text instantly draws the attention of the audience to this
feature of the advert and therefore informing (uses and gratification) of the open day. The positioning and layout of
the test is slightly tilted and wonky. This connotes informality and is conventional a young style and fits in with the
fashion trends associated with young people in society.
There is a slight difference between the two images featured on the front cover and this is how they are separately
identified (uses and gratification) as a primary and secondary image. The size of the image of the girl is slightly bigger
and effectively positioned at the ‘front’ of the advertisement. Both females and males of the target audience will be
instantly attracted to this advert because of the girl featured on it (hypodermic needle). Female members of the
target audience will be able to identify (uses and gratification) with her because assumedly they would be of a similar
age. They could be experiencing related life situations and in a sense, the target audience could want to attend the
open day simply for advice. On the other hand, females could also want to aspire to be the female in the
advertisement. It is evident from her facial expressions and style that she is a very confident girl. Girls could possibly
be looking to gain this self-confidence and attending the open day could be the initial phase of doing so. Contrasting
with this concept is why males would be attracted to this advertisement because of this primary image. Although
men and women are more or less equal in society and societal perceptions, it is a stereotype that still applies to
society; males tend to sexualise females (Mulvey’s male gaze). An example could be this; young males would see this
advertisement and initially think ‘will this girl be there, or will similar girls be attending this open day?’. Although their
education is important , stereotypically, males will be more attracted to the idea of attending an open day if physical
attractive girls will be there too e.g. the girl on the advertisement. Her facial expressions are posed, connoting her age
and stereotypical ‘beauty’. The mid shot only shows her top half what could her bottom half look like? This is an
enigma because it creates suspense and the audience do not know what to expect. It is a conventional question that
could be asked by a young male (Barthes’ enigma code).
The use of a young male used for the secondary image would stereotypically attract males. Males in the target
audience would be able to identify (uses and gratification) with him in terms of his life and style. The mid shot only
shows his clothing on top; a funky scarf, ‘cool’ sunglasses and a bright white jumper. These are conventional clothes
that are often worn by young males. The males of the target audience would be informed (uses and gratification)
through this camera shot of what Bexley College's school dress code is. This further informs (uses and gratification)
them of the type of demographics that Bexley College's students belong to. His body language connotes his age as the
movement of his hands is something that a young person would do to pose for a photograph. Also, his direct mode of
address with the audience connotes dominance and confidence; a quality that many young people look for.

4. The dates and times featured on this advertisement inform (uses and gratification)the target audience of when the
open days will be held. Open days are generically held on weekends because school leavers, parents, adults and
mature students stereotypically have other important commitments during the week e.g. work, caring for younger
children/siblings, etc. Assuming that this advert is for the year 2013, one open day is on a Saturday, and the other a
Sunday. These are days where in society, they are ‘free’. This means that parents can accompany their children to the
open day of Bexley College, without having to worry about taking time off work. The target audience can plan how
they are going to visit the open day e.g. through different transport links (walk, car, train, bus, cycling, etc). The
typography is within the house style of the advert. The colours of pink, blue and white are iconic to the advertisement
and conform to the stereotypical colours associated with a young target audience.
The institutional information informs audiences what and who Bexley College are targeting. ‘Bexley College’ has lots
of Courses for school leavers and adults’. This clearly connotes that Bexley College is targeting a mass audience
through the fact that they are offering courses to all walks of life. This further connotes and challenges the stereotype
that only young people can be in education. It is excellent that Bexley College are challenging societal perceptions and
offering educational courses to school leavers and adults. In addition, different audiences can consume the product
for different purposes. School leavers will be able to identify (uses and gratification) with the young people featured
on the advertisement, while parents would be able to inform (uses and gratification) their children on the
advertisement they saw.
The QR code is a very good example of technological convergence. By simply scanning the QR code via a smart phone,
the target audience are instantly directed to Bexley College's online website. Here, they are able to access vast
amount of information associated with the institution of Bexley College e.g. entry requirements, results, exam
boards, media information, etc.
The contact information allows audiences to contact Bexley College with any enquiries they might have. The website
is an example of convergent technology as audiences can access it via different media technologies e.g. smart
phones, laptops, PC’s, tablets, etc. The addresses inform (uses and gratification) the location of the campuses of
Bexley College. This again allows target audiences to plan their visit. The colour of the typography is white and blue;
these stereotypically work well together in terms of the visual codes. They are colours that are iconic to the advert
because they have been used throughout. The website allows the target audience to access institutional information
online.