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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
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