Analysis of Passport Leaflet

Passport Leaflet Analysis

 The graphology on this leaflet shows connotations of many different things, such as the main image. The main image holds the target audiences focus when they first look at the leaflet as this is on the front cover. This is because of the denotation of the word 'PASSPORT' in big, capital letters, taken straight from a close up image of a passport. This shows authority and genuine connotations as this is the first thing the audience sees and because of the logo, the font and the image of an official passport, this leaflet proves its identity as genuine. On top of this, on the front cover, the title is in capital letters, in white on a dark background, to stand out and grab the attention of the consumer, so they know what they are reading quickly. Also, the font of this title is sans-serif, comparing this to the font of the logo above, it shows a more relaxed tone compared to the authoritative company that holds power over this leaflet and the information inside of it. Coming to the logo, it holds the crest that is similar to the one on the passport, branding the leaflet to belong to the foreign and commonwealth office, along with the serif font beneath it, suggesting royalty and importance as well as the non-English language in among the crest. Finally, at the bottom of this font cover, you can see the website that the company is assuming the consumer is going to go to, as well as follow the road sign looking arrow symbol that is next to it, suggesting moving on to the next page. 

 Overall, the way the leaflet is set out, using different aspects of mise en scene(colour, layout, house style). The page is split up in different ways, with a dark background behind the titles and light backgrounds behind the adverts and behind the main block of text. As well as this, there is a block of colour behind the logos and the website in order to make these stand out too. Altogether, these blocks of colour and backgrounds make the leaflet look geometrical and informative.

 On the second page, with the main block of information, it is split up into bullet points and using imperatives in order to tell the audience what to do, giving them instructions, as they have consequences and must be obeyed otherwise the person will not be able to go on holiday or abroad if these rules are not followed. Also, the second section is bullet pointed and under the title of 'INSURANCE' which then links this page to the back side of the booklet, in which there is a Halifax advert which is advertising travel insurance(obviously the highest bidder!). 

 Finally, on the back page, there is a repeat of the design from the front cover, as there is a repeat of the logo and branding and also a repeat of the website that was at the bottom of the page. On top of this is the repeat of the arrow, but bigger next to the feedback section, showing the power this simple symbol has over the demographic, just because of where the leaflet was made. On top of this, the logo does not have to be this big, but to show its authority and demand over the reader, it is quite a bit larger than it needs to be. Finally, the repeat of the website throughout the text also shows massive authority over the reader, shoving the idea and reminding the reader what they are and where to find them, so they won't forget.