Journalistic Genres and Advertising Strategies

Journalistic Narrative and Feature Stories

The story combines research and information with a generic analysis. It depends less on strict deadlines than the daily news or chronicles. These pieces deepen the causes and consequences, reports, and allegations to draw attention.

Structure of the Narrative

• Title: It should be attractive and engaging.
• Opening: Summarizes and presents the subject in a striking way.
• Narrative or Body: The structure and logic follow a driver that provides coherence.
• Auction or End: Returns to the original idea and gives meaning to the whole story.

Opinion Makers and Editorial Content

Editorial: An opinion that expresses the ideological line, position, or business environment of the editor or publisher.

Article and Column: These are spaces for strong views. An article is longer, while a column is usually on the same page, appearing as a long and narrow text published periodically. They are daily and contain free content.

Collaboration: Written by a person who does not belong to the newspaper staff. Relevant personalities are invited to rely on their expert analysis.

Letters to the Editor: This is the opinion section for readers and the public. The recipient is the general public; these must be signed and brief.

The cover and first page also express opinions.

Structure of Opinion Texts

• Home: Approaches a topic or presents the facts.
• Body: Expanded section that collects data and circumstances.
• Final: Returns to the main conclusion to make a general idea clearer.

Linguistic Features in Media

Subjectivity: Characterized by the use of first-person verbs, opinion verbs, interrogative sentences, assessments of facts, loose syntax, and colloquialisms.

Objectivity: More habitual and timeless, using the indicative mood, impersonal constructions, and generalizing techniques to provide seriousness.

The style is generally characterized by fluidity, simplicity, and conciseness.

Advertising and Propaganda Copy

Advertising: Information on any product or service for commercial purposes. Propaganda: The aim is non-commercial, focusing on social or cultural aspects.

Key Elements of Advertising

• Issuer: The advertiser (company or organization) with the intent to sell. Agencies are paid to elaborate the advertisements.
• Receiver: The real receiver reads, sees, or hears the advertising message. The target is the specific public the message is intended for.
• Channel: Varied platforms including the Internet, TV, and football fences.

Functions of Advertising

• Phatic: Captures the attention of the recipient.
• Appellative: Creates an effect on the recipient.
• Referential: Provides product information.
• Poetic: Constructs the message in a specific, understood way.

Types of Messaging

Direct: Messages are delivered openly and clearly. Denotative messages and images arise from local situations.

Indirect: Aims to convince through emotions. It presents symbolic images and objects, such as youth or beauty.