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The Contrast Between The Daily Mail And The Independent

1168 words - 5 pages

The Contrast Between the Daily Mail and the Independent

Newspapers need to aim at a specific corner of the market to be
successful. The main reason for this is that if you have a readership
consisting of a specific class or type of people eg. Middle class
business men. Then advertisers who want to appeal to that specific
audience will use that paper for their advert and the paper can obtain
large profits from adverts and the advertisers can sell lots of
products. Therefore the paper needs to know the readers status so it
can tell the advertisers what kind of people they could reach by
advertising with them. Whereas the Mail doesn't put adverts on the
front page (as there is limited space), the Independent being a
broadsheet newspaper has more space to be able to show one or two
adverts as well the copy.

The mastheads for the two papers are totally different. The names
Daily Mail and Independent have significant meaning that gives an
outline of what the paper is about. The name 'Daily mail' is supposed
to give a sense of regularity and reliability as it is 'Daily' and it
regular like the post. The name 'Independent' relates that the paper
will present a balanced report and leave you to make your own personal
conclusion. The Mail uses a gothic type font; this is to make the
paper look well-established and authoritative. The Independent uses a
bold but elongated writing to imply an authoritative but more modern
and stylish look. This is hoped to convey an up-to-date feeling that
makes the paper seem the right choice for current news and issues.

The Mail uses no motto but in-between Daily and Mail is the Royal
Crest of Arms which further emphasises the authoritative look that the
paper wants to convey. The Independent has a motto of 'THE BROADER
VIEW' which is the same font as the masthead and shows that the paper
intends to give both sides of the arguments. It also uses the symbol
of an eagle which conveys an image of class and elegance as well as
wisdom and authority as the eagle is the top of its food chain.

The headlines of these two papers differ vastly as they are trying to
achieve different aims. The Mail's headline of 'THE BLAIR MUTINY' was
designed to give a dramatic look to the page as it is in a huge, bold
text. It is also a WOB (white on black) which is only used when it is
a serious and important issue. It uses the word 'Mutiny' which adds
lots of stress to the headline as it is a powerful word that has a
dramatic. The use of 'Blair Mutiny' is clever as it mimics 'The Cain
Mutiny' which was when the crew of Cain's ship mutinied, just like now
as Blair's 'crew', the cabinet are revolting.

The Independents headline of 'Short faces the sack over act of
treachery' is much less in your face as it is printed in...

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