Media Guardian-
BBC 'won't dumb down' to News at Ten
Tara Conlan
guardian.co.uk,
Thursday January 10 2008

The BBC has pledged not to counter the return of ITV's News at Ten next week by going "downmarket" but will instead focus on original journalism and exclusives.
As ITV1 and BBC1 prepare to go head-to-head with late evening bulletins at 10pm from Monday, head of BBC newsroom Peter Horrocks said the corporation is taking a "long-term" view of ITV's decision to relaunch News at Ten.
BBC journalists are working on exclusive stories which they may break on Monday, but Horrocks added that viewers are also looking for commitment to the 10pm slot.
"It's about the position we've established. Our audiences have increased. We want to hang on to them with our winning formula," he told MediaGuardian.co.uk.
Nick Robinson: the BBC's political editor provides political analysis for the Ten O'Clock News. Frank Baron "But we're taking a long view. We're not chasing audiences or going to go downmarket just because ITV is bringing back News at Ten.
"We'll be concentrating on our original journalism and analysis built around our great team of specialists, such as Nick Robinson."
Horrocks also said the fact that BBC1 carries news at 10pm six nights a week, compared with ITV's four nights a week, will give it an advantage.
ITV's News at Ten will air at 11pm on Friday nights and at other times over weekends.
"We've shown we are consistently committed to 10pm. The first Friday [18th] of the week News at Ten starts there's a big foreign story with Gordon Brown going abroad," said Horrocks.
"That's going to be major news but they [ITV] are on at 11pm rather than 10pm. That sort of thing is going to be a problem for them."
The Ten O'Clock News increased its audience last year from 4.6 million to 4.9 million viewers, according to the BBC.
ITV is revealing more details about the new News at Ten to journalists in London today.
Anchors Mark Austin and Julie Etchingham - newly hired from Sky News - will be at the launch, along with Sir Trevor McDonald, who has come out of his retirement from news presenting to front the returning News at Ten.
The network hopes the 10pm bulletin's return next week will draw a line under the long-running News at When saga, which has been running since News at Ten was axed in 1999.

This article is about BBC and ITS competeing for having the best 'news at ten'. Even though BBC say they are not competeing, they are because they said they will have an advantage because they have news at ten 6 nights a week whereas ITV only 4 nights. I think the BBC do not need to compete or have anything to worry about how many viewers they get compared to ITV because the BBC news is much better compared to ITV news. And if they have been having news at ten for a long time then they have nothing to worry about because im sure their viewers will remain loyal and stick with their preferred choice which has obviously so far been BBC.

Media work-i am legend



Firstly, the dominant image on the poster is the writing. This is because it takes up the whole poster and is very large. the writing reads 'The last man on earth is not alone'. The size of the font goes from small to large (top to bottom). The word 'alone' is biggest. The font is bold, this is to make it stand out. This is probably to emphasise Will Smith's loneliness on the poster and to show that he is the hero, because he is alone. The genre of the film is probably action/adventure because Will Smith is 'alone' it connotes he is on an adventure on his own.



Moreover, the title is not noticable on the poster, it is in the bottom right hand corner and is small. This suggests that the film is already well known and does not need to advertise the title any more. Also, because Will Smith is the only person on the poster this could suggest a patriarchal society because in the film he is obviously the hero. Also, this represents men as heroes and saviours.

Furthermore, the main colour used is yellow. This is brighter around Will Smith. This could represent the light is shining on him and again he is seen as the hero. The sunshine could also represent a new day, and maybe the film is set in one day. Also, Will Smith's name is above all the writing. His name is also big, this shows that he is helping to sell the movie. This represents his fame because everyone will know who he is, and he is obviously popular amongst people because otherwise they would not have used him alone to sell the film.

Finally, the setting in the background is of America. This is a very famous country and so people who are not from America might want to get an insight of what it is like. This might attract people to watch it, especially people who may live in Eastern countires and might not be able to afford to go there, and so they can get an insight of what it is like. This also means the film could be used for escapism because people who are watching the film and do not live in America will be 'escape' to an unfamiliar place (to them).

Practice essay 3



Heat magazine



Firstly, the main story which is on the cover is about Britney's sister being pregnant, and it is her 'first' interview. This is in the middle of the page and takes up the most space with a picture of her too. There is no name of her, which means she is identified through Britney. This is because Britney is very well known ampngst magazines like 'Heat' and has recently been in the limelight for the wrong reasons. The typography is bold and bright yellow. This yellow is against a black background which makes it stand out to attract readers so it is the first thing they see. On top of the headline it reads 'World exlusive!'. This makes the reader think they are getting all the gossip before anyone else and it must be true because it is her first interview and everything will be revealed. There are also quotes underneath the headline: "Yes, i'm 16 and pregnant." Again, this reassures the reader they are going to get facts and truth from the interview. This suggests the target audience of 'Heat' are people who like celebrity gossip and watch a lot of TV. Also, because women are associated with gossip more, it could be targeted at women, from 14+.


Furthermore, the second main headline is an article about Posh and Becks. There is above the title of the magazine. This is probably because Heat include an article about the couple almost every issue which shows they are so common to the magazine like the title. This is probably what sells the magazine because if there is an article about them every issue then people probabaly rely on that article which is why they buy the magazine. The article is about their marriage whcih is what people always want to know about because they have been married for a long time which is unusual for a couple who are that famous, and there is always suspense as to whether they are stable or not, especially after David's alleged affair with Rebecca Loos a few years ago. The pictures of the two of them also create suspense because they do not look particularly happy. Also, they are not together, their pictures are on different sides of the headline which makes it look like they are distanced from eachtother. Because they have an article on Posh and Becks, this suggests that maybe the target audience are working class because upper class will not be interested in them and because it is celebrity gossip. The price also supports this because it is £1.65 which is cheap for a magazine, because something like Vogue is approximately £5.


Moreover, one of the predominant features on the page is the 'free 10 torso posters'. The typography of 'free' is in bold and capitals letters with an exclamation mark at the end. This makes it stand out from everything else. Because the torso's are of male's, it suggests the target audience are obviosuly women. This also suggests they are young because people of 30+ will tend not to have posters of half naked guys in their rooms. The colours of the title and background are red and white which connote a British ideology. This could also represent British people as gossips. Also, because the title is read and the title is 'Heat' it could also be to reflect the word 'heat' and is red like fire.

The overall look of the magazine looks really action packed. There is information of what is included in the magzine everywhere. As opposed to the cover of the Guardian magazine, Weekend. This is done to reassure the reader they are getting what they pay for. It also rwassures them they are up to date with the celeb gossip. 'Heat' has a reputation for gossip and the cover reveals three stories which will be included. These are all of well known people who are in the limelight at the moment, for example, Eca Longoria, Britney's sister and Posh and Becks who are all a list celebs. As opposed to the Weekend magazine where Charlie Brooker was on one of their covers and he is not that well known. The use of rhetorical question on the Eva Longoria story and whether her husband is cheating on her or not is done to encourage the reader to buy the magazine because they will be certain that the answer is in the magazine. Also, this magazine has celeb news from both America and England. Unlike the Sky (Jan 2008) magazine cover and Weekend magazine cover. Again, this is to reassure the reader they are getting gossip from all over and are not missing out on anything.

Practice essay 2
Weekend-(Guardian)

Firstly, the predominant colour of the magazine cover is black suggesting the magazine is a serious magazine. This suggests the target audience is mainly older adults, aged 22+. This is because youngsters, for example, teenagers would not be interested in this colour because teenage magazines are mostly bright colours. Because of the colour of the magazine it could represent Guardian readers as dull because black is usually associated with death/funerals. However, it also shows the Guardian are environmentally friendly because they are not using colour ink which is less environmentally friendly.

Moreover, the title of the magazine 'Weekend' is at the top of the page and in the middle. The title is not big, which suggests it is a well known magazine because it is already known which is why the title is not big. The colour of the title is olive green, a subtle colour. Again, this does stand out against the black, but not as much as other colours such as yellow or white would have. This again suggests that the magazine is well known amongst Guardian readers.

There is only one artciele inside the magazine which is advertised on the cover. This suggests that the Guardian do not force ideologies into their readers minds by encouraging them to read the magazine including loads of straplines encouraging them to read their mag. Instead there is only one. Which shows the Guardian readers are more intelligent than those who read magazines such as; Smash Hits or Heat. This also shows how well established the magazine is because it does not need to encourage the readers, it probably has a well reputation already.

The image of Charlie Brooker on the magazine is in the middle of the page and is a long shot. This enables us to see his whole body and expression which show his character as a comedian because he is pulling a funny face. This will let the reader know that if they find him funny from the picture they may find his 'evil Christmas quiz' funny too. He is dressed in black to create suspense. As does the lighting which is dark and dim at the top of the page and gradually becomes lighter towards the bottom of the page creating a shadow. This is done to create an 'evil' theme on the page because that is what Charlie Brooker's quiz is about. Again, this is probably done to create a comical effect because Charlie Brooker is a comedian and the 'evil quiz' probably really is not 'evil', instead it is probably funny. Guardian used Charlie Brooker because he writes an article for The Guardian anyway which means the readers are familiar of him and if they keep on buying the Guardian they may like him, as opposed to putting someone who is not so familiar with Guardian readers and the editors will not know how it will go down with the readers.

Media Guardian Story Lacoste tears in logo battle with dentistsMartin HodgsonThursday January 3, 2008The Guardian

A Cheltenham dental practice has won a protracted legal battle against an international fashion giant - over the rights to a toothy reptile. For the second time in a year, a trademark judge has rejected complaints from the French clothing company Lacoste over the crocodile sign adorning the surgery in Gloucestershire.
Lacoste had argued that the sign could wrongly lead people to associate the surgery with its brand.
The battle began in September 2004 when Dr Simon Moore and Dr Tim Rumney attempted to register the crocodile logo which they have used at the dental practice in Cheltenham since 1990. Lawyers for Lacoste said patients could wrongly associate the practice with the company, which has trademarked its crocodile symbol across 44 areas of goods and services.
At the Intellectual Property Office in Newport in May, the dentists represented themselves, arguing that shoppers would be unlikely to confuse a small clinic offering root canal surgery with a fashion boutique selling distinctive tennis shirts.
Ann Corbett, an adjudicator for the IPO, agreed, ruling that the two crocodiles were different enough to avoid confusion. "Dental services are so different to clothing that ... the average consumer of the goods and services in question, who is reasonably well informed and reasonably observant and circumspect, would not make that mistake."
Lacoste appealed, and the case was put before the UK Intellectual Property in London, but the judge, Professor Ruth Annand, has rejected the appeal.
Yesterday, Moore said Lacoste's legal action was "using a sledgehammer to crack a nut". He said: "We chose a crocodile as our logo simply because of the animal's association with a lot of teeth, nothing to do with Lacoste."
At the original hearing Lacoste was ordered to pay £1,000 towards the practice's legal costs. After the failed appeal, it has been ordered to pay a further £450.

This story is about Lacoste and a dental surgery having a similar logo. The dental surgery argue that they have had the logo since 1990 and that people will get confused. In the end Lacoste had to pay £1450 to the dental surgery. I think this is a stupid argument because no one will get confused about clothes and teeth. They probably just wanted the money (dental surgery).

Practice essay 1
Jan 2008 sky magazine.

Firstly, the predominant colour used on the magazine is red. The background is red, the title ‘Sky’ is red and so is the word ‘queen’ and Kelly Osbourne’s lipstick. This colour makes the cover look ‘sexy’ because red connotes love. This suggests that the target audience for the magazine is young adults and the strap lines also suggest that the magazine is aimed at women; “fashion queen…all new project catwalk!” This is about the programme ‘Project Catwalk’ which will be coming on Sky and is hosted by Kelly Osbourne, which is why she is on the cover. This suggests that the genre of the magazine is about TV, in particular Sky. This is made obvious by the title “Sky mag”.

Furthermore, Kelly Osbourne is made to look like the Queen. This is done by her pose and crown, also the word ‘fasion QUEEN!’ make it obvious how the magazine want the reader to know what look they are going for. Her head is tilted to the side so only three quarters of her face is showing. This helps to create the ‘snobbish’ British look. This connotes British ideologies, as do the colours red and white which are the main colours on the cover and resemble the England flag. The look on Kelly Osbourne’s face makes her look ‘stuck up’, and because she is British this may represent all British people to be like that. Also above the title it reads “BRITAIN’S No.1”. ‘Britain’ is in capital letters to make it stand out and to be proud of.

Moreover, the type of shot used is medium angle shot. This shows Kelly from chest upwards which allows the readers to see some cleavage, again making the cover look ‘sexy’. This is done to help portray the genre of the programme the magazines is promoting: “Project Catwalk”. The article which are advertised on the magazine cover suggest a working class audience: “win a 6k…save over £210”. This connotes the most of the readers are working class because they want to save and win trips which maybe they would not be able to afford otherwise.

The make up used on Kelly is also used to make her look seductive. She has heavy eye make up to make her eyes stand out, and red lipstick to suggest she may be ‘horny’ and trying to attract the opposite sex. This could also lead men to read the magazine because they might want to see more pictures like this and read the article to find out what it is about.