Advertising

Advertising
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• Codes- Codes are a system of signs, which create meaning. Different codes include- Hermeneutic code (creates mystery and suspense), Proairtic codes (suggests something is about to happen) and Symbolic code (the meaning behind something).

• Layout and design-How everything looks and where things are based

• Composition- Where everything is

• Images/photographs - camera shot type, angle, focus- Where the shots take place from

• Font size, type of font (e.g. serif/sans serif), colour 

• Mise-en-scène – colour, lighting, location, costume/dress, hair/make-up- The things that go into the scene.

• Graphics, logos etc

• Language – slogan/tagline and copy 

• Anchorage of images and text-

• Elements of narrative- The way in which a story is told

This advert is selling a designer coach handbag. The advertisers have drawn focus to the bag by using a close up shot of the bag. But alongside this they have also used another image showing the model/actress. The use of a well known actress means that the audience are familiar with her so it may catch their attention. They have also chosen a theme which seems quite country but they have placed the city in the background quite in the distance which may reveal their target audience.

Key theory 1 - Roland Barthes - Semiotics

Semiotics

• Anything that can have meaning
• The things that creates meaning
• The meaning that is created 
• Signs, signifiers and signifieds

For the layout the advertisers have chosen to use a close up image of the mascara alongside the text. The affect of this is the audience can clearly see what is being advertised as well as getting the information they need. It can be seen as symbolic code as she wants desires to be attractive. The reference to New York may be seen as symbolic code and New York has connotations of expensive, busy, made for everyday life.

There is a mystery of why the model is putting on makeup so its hermeneutic code.

Close up of mascara wand floating over eye suggests she is going to put on makeup so it's proairetic code

Graphics- repetition, ubiquity 

The layout is cluttered which suggests it appeals to a more working class audience and isn't a high end product.

Contrasting colours as the background contradicts to the models bright face which suggests optimism.

Leather jacket has connotations of independence. 

They have used a variety of fonts and different sizes. The brand font is large across the bottom as it is an established brand so people will be drawn to it. The all capitals suggest that it isn't fancy and is quite basic as its quite straight to the point and clear. Whereas the slogan uses a variety of sized fonts so it adds variation and doesn't make it dull to read.

The slogan used focuses on the aim of the product which is to apply to your lashes as well as style them. It focuses on the style which suggests it is precise and makes them look good, so thus would entice the audience. 

The fact the background and design shows buildings and a city shows it may be perfect for everyday like work and even when you are busy.