Factual Writing Copy

Alan Smith

A leaflet is defined as a form of paper advertisement intended for wide distribution. There are many uses, however some could be to provide a service to a business, persuade or send a political or religious message.

The Oxford dictionary defines a leaflet as A printed sheet of paper containing information or advertising and usually distributed free.

There is a huge variety of leaflets surrounding many topics, however they all have the same intent. Leaflets are a way of informing people about the product or service they have to offer.

Leaflets can be sectioned into two categories for their purpose, advertising a product with the idea of getting sales. The other category is of informing the public about important information.

There are many businesses and organisations that use leaflets and I will explore how they choose their audience and how they aim to entice them by using effects such as the typography.

Recipe, health, survey, reference, information, study, job, and promotion are different types of leaflets that can be produced. All of these will differ from each other due to the variety in audiences.

Leaflets

The title for the leaflet is kept in a large text in order to distinguish the importance. To keep to the house style of the NHS, the blue and white is retained in this leaflet.

In order to grab attention the title was placed in a different position and across vertically. The typography is important in this piece of information because the audience needs to see and understand what is being brought up.

The colour is one aspect that has been looked into very well. The shade of black on ‘fast’ contrasts with the other soft cyan text. This is for the reader to clearly see what the outcome is and how quick you can solve the issue.

The audience needs to be reassured so using light colours is important, however a dark piece of text is vital to explain the results on the work.

‘Fast’ being in italics only helps bring forward the idea that it is different and intended to be so it can be recognised.

The address and telephone number is in a much larger size to the other text to make it stand out and grab the readers attention. Being in black gives the reader the impression that it has huge importance.

The leaflet is very clear and concise. There is a lot of information compared to others on the market, however only the text that is important such as the Pharmacies. To make the text easy to understand it was split up under bold headings and of a different shade. The use of bold was good due to making the information easy to digest.

In terms of effective communication and if the leaflet hits all the criteria I would say that it is clear, concise, accurate (The pharmacies that are on the left do support the idea and are participating in the scheme). The text is in a very formal manner and because it is aimed towards an older audience that will be reading the text.

The leaflet does not go into vast amount of detail in what is is there for however as this will be located at places of health such as hospital or doctors then the audience will be advised to see or be given this to deal with their issue.

Images to support the text are important as they help enhance the idea behind each point. For the Pharmacies the common logo as been incorporated. That of the green logo. Using this will give the reader that extra reassurance as they will recognise that image and know it is an important and reliable source of imagery.

The second piece of imagery was the yellow circle with the phone in. This helps go with the contact information above and brings the idea forward that you need to call. Being yellow suggests that it is not dangerous or difficult to deal with. When going with the soft colours used it shows that help is there and you are in control.

The NHS logo found at the bottom right is important to this leaflet. This straight away provides the audience with that knowledge that this information will more than likely be important and all the facts and figures it may include would be true.

The phrase ‘feel better’ is enlarged because it needs to be very visible to the audience. This is kept in the same font and colour as the NHS house style to make the audience feel more confident in the leaflet and trust what they are saying.

This is because the organisation has a very high reputation across the country and anything they say should be taken seriously.

There is no room for ambiguity in the work as everything is well set out and has all the required information explained in a manner that is clear yet understandable.

The different fonts are used well throughout the leaflet as not only do they create a more visually pleasing piece, but they help break down text for the older generation that may be reading.

The font changes in the main title to show the importance of the heading, however the colour remains in tact.

The idea that ‘contact your GP’ is included only enhances that reliable aspect. This is due to you already having that trust.

The pieces of text in black is information that is important and should be read. Having another colour such as yellow or green would make the piece less professional. From the dark shade you know instantly what the importance is.

After looking at health leaflet it is important to explore another type and that of a natural informative piece.

Again, this is another important leaflet that is not taking part in advertising for a product but to raise awareness for the cause they are supporting.

The heavy use of imagery makes the leaflet very appealing to the audience. This counter balances the heavy amount of text in the bottom right corner.

The images included are of the aspects they want to remain intact and prevent from being destroyed. Using these images can instantly tell the reader who this is aimed towards. Someone who likes to preserve the natural environment.

The typography on the leaflet is used well when looking into the colour of the text and how it helps make the information more readable.

The main heading is in a white. This is to stand out from the background image. Having a white shade suggests something soft and delicate. This reflects upon the idea of preserving the meadow.

The text in the Meadow history section is accurate and in a informal manner. The language is all written in way that the audience would understand.

The text is very clear due to the different fonts and shades of colour. Having imagery helps the reader digest al the content. The blue text that explains who the people are behind the leaflet is important as it stands out from the black text on the history and contact information.

The use of the green text for the captions on the imagery helps bring forwards that idea of nature and again splits the colour of the text up in importance. Black being the information that is most valuable to the leaflet and informing the audience of their service.

The map of Lower Burgh Meadow is a good way of showing what exactly they have to conserve. Having website addresses as well as telephone numbers allows the audience to reach out to this from much wider angles. ‘Conservation group’ is in italics because it needs to stand out from the name of the place without being reduced in size or colour. This is a good way of making it easily readable. Having this separate to the other text and on a bold, dark text over a light green background makes it stand out and the message becomes very clear.

Instruction ManualsCollins Dictionary states an instruction manual to be a booklet or book, usually accompanying an appliance, device, computer game or vehicle, which contains written guidelines informing how to use it

The free dictionary explains it to be a manual usually accompanying a technical device and explaining how to install or operate it.

An ‘Owners Manual’ as it may also be called is found in so many products, cars also being one of the most common. They contain many pieces such as safety, assemble instructions, normal usage and troubleshooting.

All of the manuals are designed for a purpose and that of giving you information to a product you have purchased. These usually have images to support the steps explained. This is to make it easy to understand and follow.

Including safety instructions is important as the person using the product may not understand what to use it for and could strike legal issues if not stated.

The colour is kept in black and white like the majority of instruction manuals. This is to show the importance and display as much text as possible.

Having sections In bold splits up the text to make it easier to read and understand. Having each point under the instructions in captain letters is showing its importance and is making sure the reader looks at each one of them.

The main heading is still in a black shade, however is enlarged and in a different font to all the other black text. This is so you can see what the product is and who has designed it.

The second largest font size is the instruction manual itself, the text is going from largest being the most important. The manual is in a different font again, this is to stand out and make it readable so the audience understands what the text is about.

Having diagrams of each stage gives the reader that better understanding of how to build the product they purchased.

Using numbers next to each stage makes it even more understandable for the audience. The writing is in less formal manner as it is only advising you on the product you have bought not a serious issue.

Legal constraints that could occur would be if the instructions did not state safety warnings and what not to use the product on, in this case it is found at the bottom of the page.

Having the warnings in the manual make room for no ambiguity and makes sure the product is fully covered.

Accuracy is important in relation to the product. If the instructions are wrong and the product is therefore built incorrectly it could be very dangerous.

Instruction manuals come in many forms for different products, this is one for a cash register. Here you can see the black and white is similar to the last and many more. The text for the work is very clear and easy to understand, there may be a large amount of text however it is split up into sections that are good to follow.

The use of the boxes to split the text up is a good way of keeping the instructions neat and tidy. The images of each section to the product is a good way to enhance a point made. Having it underneath the instruction makes it that much more easier to understand.

Having grey boxes around each sub heading makes it stand out that much more. As the background to the manual is white, the headings needed something to make them more readable.

The ‘getting started’ heading is in italics to separate it from the text about to follow and keep the readers attention. Having the name of the brand on the manual is important and making it clear even more so, this is so the reader knows it is for the product they purchased.

How to guidesHow to guides are designed to give the reader step by step advice on a wide range of issues. These guides often include special tips also.

There are many different types of ‘How to’ guides and created for many purposes. Individuals are the most common creators rather than businesses or organisations.

It is clear from this small selection of ‘How to’ guides that they can be very formal and serious and target an older market but can also be very simplistic and aim towards a young audience.

It is entirely down to the creator of the guide.

This suggests that the target audience is of a young age range. Whereas this is seen as something designed for a much older demographic.

The difference between the two is not just the age range but that ‘New Charter is in fact a business that is based around guides such as this.

How to guides are designed to provide a source of information or alert you to changes and even point out how to do something differently.

Many individuals produce guides that are not in a professional manner and just strange. ‘How to survive a zombie attack’ is one of multiple how to editions.

The colour used in this how to guide is of a very bright nature. This is due to the importance of the content.

The colours chosen were used well as the green was kept to keep in the theme of recycling in tact and the blue for ‘Right’ was in a different shade to stand out and grab the readers attention.

This implies that people have been seen to recycle wrong and this is a how to guide on making sure they understand, hence the ‘Reminder’.

The guide is very clear and concise. The text that is used is all important and necessary to get the point across, the use of images helps get each point across.

Using the symbols of the tick and cross to indicate what is right and what is wrong is a good way to replace text and make it easier to understand for the audience. Having ‘Recycle’ in bold makes it stand out from the other text and is very clear to the reader what the guide is about.

The use of capital letters are important here as it is telling the reader not to do something and this suggests it is very important and should not be taken lightly. Capital letters are used frequently in this guide, for all the headings and what not to leave in plastic bags. The fact that the ticks and crosses are so large it leaves no room for ambiguity and misinterpretation of what is being explained.

The minimal text that is used is in black to stand out from the green headings. This suggests that the text is important and of a serious nature. The use of the red shade is a good way of explaining what not to do as this is seen as a dangerous colour. The language used is in a formal manner which suggests that the audience is an older age range. The guide is not bias as it is not suggesting you should or should not recycle.

Another example of a ‘How to’ guide. This Is one of the most common in relation to the idea of a ‘step by step’ process.

Here you are purchasing a book rather than a poster or leaflet and this takes you through all the things you need in order to play the instrument.

The colours used a very calming rather than some dark shades or bright reds and oranges. This gives the reader a first impression that the book is right for them and will go through the process in a clear but in depth way.

Having ‘Guitar’ in a larger text, again implies what the guide is about and this is what the reader will see first.

The second largest piece of text is the ‘How to play’, so straight away the potential buyer will understand what the guide is and who it is aimed towards.

The colours are important in this how to guide because it is vital the reader is kept drawn to the piece and not overwhelmed by the possibility of it being difficult. (Which bright shades may do)

Having relaxed colours makes the reader feel as if the guide will help them understand.

The four colours for text have been chosen well because it keeps the book simplistic yet contrasts with the playing itself which individuals can find difficult.

This reassures the reader and adds that professionalism to the work. The use of the rectangular shape to split up the text was a good way of making it easier for the reader to understand.

The step by step process is reflected in this. It is explaining what you need to do and is putting you in charge of purchasing the products. This how to guide gets the reader involved and therefore engages them and makes them more likely to carry on following what is being said.

Having capital letters for the black text only enhances the idea of it being very important to read. The text is split up well with the use of the blue lines, this small effect makes it so much more clear to read and understand.

The register is in a manner where it is trying to relate to the reader and therefore not very formal. Having a section where it explains about the author is a great way to interact and create that bond with the reader. The image supports the text by including an actual guitar and someone playing it. Having a blue rectangle over the image and turning the opacity down has created a good effect where it keeps in relation to the rest of the design.

Factual JournalismJournalism is defined as the activity or job of collecting, writing, and editing news stories for newspapers, magazines, television, or radio. Factual Journalism is a type of writing that focuses on producing a piece that explores real events that have happened.

There are many parts of the media industry that can demonstrate this. It is important that the media report the correct facts and figures as well as the truth in the articles. Having bias articles can be very misleading and can be seen as wrong.

Referencing sources is vital when producing an article as it can support where the information is from and does not out the journalist in legal issues with the other party. Misquoting can also result in severe consequences.

This article is taken off the internet and epitomises the industry and where some of the problems may lie.

Fact, truth, fact, truth, fact is somewhat of a repetition in many articles. Supporting each point with a fact is a good way of journalism and can make a story into a reliable one. When looking at the NUJ code of conduct it states you should differentiate between fact and opinion.

However this point that ‘can’t be confirmed’ is a good example to how you need to check all the sources that you look into.

In the recent Scottish Referendum there was a good example of potential media bias and from a well established corporation. When looking into factual Journalism is a good example in relation to being fair and showing both sides in the same way without choosing one over the other.

Differentiating opinion and fact is what splits the good journalists with the bad. Being able to show a balanced argument is important.

The crowds of up to 1000 people were created when the BBC and ‘Mr. Robinson’ were seen to disagree with the idea of Scotland being independent. The ‘Yes’ voters were angered by this.

Evidence of argument was vital, especially in such a huge potential independence possible. With the influence the BBC has on the public, it was important that there was no room for ambiguity in what was or what was not said on people representing the company.

Number 2 under the NUJ (National Union of Journalists) Code of conduct states, A journalist strives to ensure that information disseminated is honestly conveyed, accurate and fair.

This idea of fair was something BBC wanted to explain very quickly after the accusation. This uproar from the protestors was due to Mr. Robinson supposedly ‘Heckling’ Mr. Salmon, a representative of the ‘Yes’ campaign and later producing a report that wrongly claimed Mr. Salmon had rejected one of the questions thrown at him in a press conference.

Producing something like this without any truth behind it could hinder any chances of independence for Scotland. Again, the BBC responded explaining the questions were balanced. One good point was made when the BBC mentioned that they were within the Editorial guidelines.

The editorial guidelines are something the BBC have based themselves around for years, being trustworthy, impartial and fair.

Accountability: We are accountable to our audiences and will deal fairly and openly with them.  Their continuing trust in the BBC is a crucial part of our relationship with them.  We will be open in acknowledging mistakes when they are made and encourage a culture of willingness to learn from them. 

This part of acknowledging mistakes it something that came up when researching into the values of the guidelines. This is why the the protestors were gathering, to call for the sack of a high figure within the BBC. They were obviously very upset by the possible unfairness and this shows how important factual journalism is and the great need for fairness within the media.

Editorial Complaints Unit: The Editorial Complaints Unit deals with serious complaints about breaches of the BBC's editorial standards in connection with specific programmes or items of content.  It deals with complaints about any BBC service or product where the BBC has editorial responsibility.  This includes international, public and commercial services and BBC branded magazines.

This idea of having a unit to deal with the complaints is a good way of showing that the company cares about the content they display. The BBC’s Guidelines cover a variety of aspects, another being the important intellectual property rights. Copyright, moral rights, performers' rights, trade marks, patents and designs rights to prevent "passing off" and breach of confidence.

Advice must be sought from the Talent and Rights Negotiation Group (TRNG) in Rights and Business Affairs about the commissioning or clearance of copyright works for use in BBC programmes or the contracting of performers.  TRNG will generally provide the contracting service and contact should be made with them in good time. 

Having rulings such as these can make the company more reliable and employees of the business that follow all the guidelines and rules in their work will produce pieces of work that is fair and accurate. Referencing sources if pieces are taken is important, especially with such a large business as this could reflect badly on the full company rather than the individual.

This report itself in a aesthetical sense is portrayed in a very formal manner. Having the text all black and together suggests something serious.

Having the heading in the same shades of colour but a larger size makes it very clear what the story is about. The bold heading and subheading makes it stand out that much more from the other text. This is due to it explaining what the article is about.

The image is taken in a great way in relation to piece of work, this is because it is shot from above looking down on the large amount of people protesting.

As it is looking down it creates the impression of the BBC being a very big corporation and the sense of the 1000 people still being small when looking into their importance on the vote. The image makes it look like the BBC are in a position of power even though there is a huge amount of protestors.

The links in the text are something many articles include. Having a hyperlink that takes you to another piece on a relevant topic. This way it saves having more text than needed and enough for the reader to digest.

This is a good way of having people read the other articles, this idea of wanting people to view the page is supported with the ‘Share this page’ aspect at the rear of the piece.

Having quotes in the article make it that much stronger as this is what people have said in relation to the conflict. ‘We believe our coverage has been fair and impartial’ a BBC Spokesman said. This way by quoting themselves rather than saying, ‘we have been impartial’ in the report they have kept professional and still produced a fair piece that explains the issues raised by the protests.

This idea of factual journalism comes across well with need to produce work and provide a service to the public even when it is the BBC being accused. Producing a piece rather than avoiding it goes to show that the accusations may be false or exaggerated and just in anger over the result.