Journalism & Advertising: An In-Depth Look

Posted on Oct 1, 2024 in Arts and Humanities

Journalism

Definition and Classification

Journalism is the primary medium of mass communication in today’s world, transmitting information, reviews, and images related to real-world events. Its content can be classified based on two criteria:

  1. Channel Employed:
    1. Print Journalism: The oldest form, characterized by its capacity to provoke reflection. It lacks the immediacy of other media and is subdivided into:
      1. General Information Newspapers
      2. Specialized Periodicals (e.g., sports)
      3. Publications and Journals
    2. Electronic Journalism: Presented as images, sound, or both on a screen (TV, radio, internet). Offers greater communication speed and freedom for the receiver.
  2. Intentionality:
    1. Opinion Journalism: Journalists offer their subjective criteria and personal vision, similar to literary, philosophical, or political essays.
    2. Information Journalism: Facts are presented objectively, without personal considerations.
    3. Mixed Journalism: Combines information and reviews.

Journalistic Language

Journalistic language is based on clarity, brevity, and objectivity. It is characterized by:

  1. Simple syntax
  2. Precise and accurate vocabulary with descriptive adjectives
  3. Objective and concise headlines to attract the reader
  4. Literary resources (metaphors, ironies, paradoxes)
  5. Euphemisms (e.g., “elderly”)
  6. Neologisms (e.g., “debut”, “card”)
  7. Foreign words (e.g., “software”, “VIP”)

Opinion Journalism Subgenres

  1. Editorial: Presents the newspaper’s opinion on a current issue. Traditionally written by the director, but now can be written by various experts. It appears on the same page and is unsigned.
  2. Article: Expresses the personal opinion of a journalist. It can cover any topic and may not always relate to current events. Its subjective nature and language quality can elevate it to literature.
  3. Column: A regular section, named after its placement on the page. It offers subjective commentary, often political, by a reporter or contributor.

Information Journalism

Its main feature is objectivity. The journalist’s purpose is to convey news accurately and impartially. Headlines are used to specify style and provide summaries. Three genres exist:

  1. News: The most important form of journalism. It recounts major events, prioritizing information using structures like:
    1. Decreasing pyramid (most important to nuances)
    2. Growing pyramid (details to conclusion)
    3. Mixed (balanced attention)
  2. In-depth Reporting: Expands on news with descriptions and witness statements.
  3. Interview: Questions posed to a person to gather their opinion, biography, or work insights. Can be informative or biographical.

Joint Journalism

  1. Chronicle: Story of current events (social, cultural, political, sports) over one or more days.
  2. News Commentary: Answers the six basic news questions but includes the journalist’s interpretation.
  3. Criticism: Value judgments on plays, films, concerts, etc.

Advertising

Advertising stimulates individuals to consume a product or behave a certain way. Its purpose is twofold:

  1. Inform about a product (denotative value)
  2. Persuade the receiver to acquire the product by associating it with values like freedom, success, or youth (connotative value)

Elements of the Advertising Message

  1. Text: Key to interpreting the image. Divided into three blocks:
    1. Slogan/Headline: Striking, brief, and memorable. Carefully crafted to match the product and target consumer. Uses literary resources.
    2. Informative Text: Explains product features, advantages, prices, models, and stores.
    3. Logo/Mark: Conveys the product name and associated connotations (prestige, quality).
  2. Image: Omnipresent in our culture. Advertising uses photographs and graphic images, with photographs providing more credibility.