galaxy

codes and conventions of adverts

codes and conventions of adverts

Codes and conventions are important in advertising for the creation of meaning. For an advertisement to be successful it is important that the target audience responds to it in the way that the producer intended.  A successful advertisement will contain codes and conventions that the audience is familiar with.  For the target audience to connect with an advertisement they need be feel that they can trust, interact and bond with it and this is assisted by the conventions and codes within it.

Symbolic Codes

Mise En Scene, props, settings, costumes and colors.  These codes help symbolize the meaning of something, for example if you see a very well dressed man in an elite sports car in an exotic location the audience would automatically think that he is successful and link the product with success.

 Written Codes

Headlines, captions, speech bubbles, language style

Technical Codes

Camera techniques, framing, depth of field, lighting, exposure, sound and editing.

These codes include camera angles, shots, lighting, editing and sound. Camera, position, angles and shots are can be used to show different perspectives. The lighting can be used to create an atmosphere and/or mood.  Sound can be used for dialogue, as a voice over to speak about the product is or music also to create a mood.

why is there lots of noise

to creat chaos and stress in italy and also vespas

who was audrey hepburn

a famous and iconic actress with glamorous looks.famous in the 50 and 60

known for breakfast at tiffanys .and roman holiday intertextuality

whats special about the advert

she was not alive when the advert was made so the directors used cgi

what was their selling point

the CGI that made her stand out and seem interesting to the audience .she also connotes luxery and style and nostalgia .

why is there a close up of the galaxy packaging

to establish brand identity

why is there non diegetic sound

to connote relaxation and luxery

what does the crowded bus represent

the working class

what does the luxerious car create

a binary opposite with the bus ,suggesting that he is wealthier and high class

what is a shot reverse shot

A shot-reverse shot starts with a shot of a character, and then cuts to a shot of what or who that character is looking at (the reverse of the angle from the first shot), and finally cuts back to the initial shot to show the character's reaction.

what is the shot reverse shot used for

to emphasise and emotional connection and possible romantic narrative .this makes him look like the hero and audrey as the damsel in distress

who is in the car

nick hopper because he looks lke gregory peck from roman holiday

how is she represented

very femininely with makeup and high heels

what happens later

she leaves the bus takes the hat and places it on nick’s head

why does she put the hat on his head

to show the hierarchy and of power and status and connote indpendance

what shot is used and what is the effect of it

close up of the chocolate to sell it and the red lips create a sexualised image which is stereotypical of a chocolate advert

what do the framed shots add tp the message of the advert

freedom and luxery chocolate removes the stress

what is the slogan

why have cotten when you can have silk

what is cotton and what is silk

silk=galaxy

cotton=every other chocolate brand

more binary opposites

what does the direct address do

to engage the audience

what is the message

chocolate is like audrey heoburn luxeriuos stylish and classy

what song is used

moon river frombreakfast at tiffanies which creates intertextuality adding nostalgia

what was the oppositionl reading

unethical because she was dead and there was no consent .people also found it creepy and uncanny