analysing an advert

denotation- surface/ basic meaning.

what you can see in this image:
(basic analysis)

  • colour red.
  • attractive female model looking into the camera
  • pictures of shampoo bottles(the product being advertised).
  • lexis
  • title- L'oreal (brand name).
  • model's hair- shin, long, full of volume.
  • offer on products (free conditioner..)
  • the word "Paris".
  • gesture of model's open palm.
  • slogan "because you're worth it".
  • Red lips.
  • word "damaged"- repeated a few times.


  • Proairetic code: model's hand gesture implies that something is about to happen, she's stopping people from getting too close or trying to draw attention to herself.
  • Hermeneutic code: what is she wearing?
  • Symbolic code: the colour red on her lips symbolises 
  • Another symbolic code is the shampoo bottle.
  • Binary opposition between colour of her lips and of her dress- dress is black and lips are red.
  • Mis-en-scene of her hair looking shiny and full of volume is a proairetic code as it suggests something good can happen to the audience if they buy this product.
  • Font is sans-serif in block capitals implying that the text is formal- brand may be seen as high end and expensive. 
  • slogan: "expert for damaged hair"
  • woman is framed in the middle of the shot- its a mid shot so audience gets a closer look at her.
  • the image of model is a referential code which links to a romance or drama genre show.
  • ring on her finger is a symbolic code as it represents her faithfulness to the product.
  • preferred reading for this advert s to make the audience want to buy this product for their hair. people are better off with the product- makes the audience dissatisfied with their lives until they buy the shampoo. 
  • primary target audience- heterosexual women.
  • Mise-en-scene of her eyes connote a mysterious and alluring character- an element of sexuality. 
  • Red background connotes love and passion.
  • The gesture of her palm implies that she wants the audience to leave her alone- this text is polysemic as it connotes feelings of romance but also violence. 
  • through the repetition of the word "damaged"- it implies that the audience has damaged hair. the word "damaged" is harsh and connotes violence.
  • white is symbolic of innocence and purity. 
  • curvy shampoo is  a referential code to the shape of an attractive curvy woman's figure. 





  • Advertising

  • Codes and conventions
  • Layout and design
  • Composition
  • Images/photographs - camera shot type, angle, focus
  • Font size, type of font (e.g. serif/sans serif), colour 
  • Mise-en-scène – colour, lighting, location, costume/dress, hair/make-up 
  • Graphics, logos etc.
  • Language – slogan/tagline and copy 
  • Anchorage of images and text
  • Elements of narrative



















  • Owning this car symbolises unity in a family implying to the audience that if they buy this car, their family would be closer. 
  • Sans-serif lexis- formal and implies this is a well known, high end brand.
  • Mise-en-scene of the setting, a natural mountain and dessert has no people around in the background implying that this car can take people to places that haven't been discovered before.
  • High key, natural lighting.
  • Mise-en-scene of setting shows binary opposition between the unnatural car and the natural setting.      


Comments

Post a Comment

Popular posts from this blog

Riptide (intertextuality)

Image
How does the video to Riptide encode feminist ideology? Presents a parody of sexism in music videos (close up "how to photograph girls," connotes that women are purely presented to be looked at by a heterosexual male audience). Many shots of women in stereotypical male clothing (low angle mid shot of a woman holding arms in a gesture that connotes power). Mid shot of blonde woman bound in mise-en-scene of tight ropes connotes the restrictions that women face in society, and is critical of the notion of women as the "weaker sex" (connotative of "being tied down" with maternal responsibilities etc).  The video lacks anchorage which forces the audience to make own assumptions, simultaneously providing sexual gratification for male heterosexual audience, but also consistently informs the audience that scopophilia is creepy and not ok. Its an ironic representation of patriarchal hegemony (mid shot of man standing in front of woman with a torch in an ex
Read more

Target audience for Assassin's Creed III: Liberation

Pen portrait for the target audience for Assassin's Creed III: Liberation (age, gender, class, lifestyle, cultural capital…) Age: 14-20 Gender: Male Class: Working class Lifestyle: Student Cultural capital: Nerd- no cultural capital Merchandise Some items of merchandise will only appeal to a niche audience  Fan's way of demonstrating to the world that they're a hardcore fan of the video game.  How does Assassin's Creed III: Liberation ands UBISOFT use technology to maximise audience consumption and to ensure sales? Social media promotion  Rereleases of the game on more consuls (play stations, ps3, pc etc). Trailers What happens if you play too many video games? Attitude towards things/ other people change- e.g: if you play too much grand theft auto you'll become violent. Square eyes You become antisocial, developing an inability to interact with others in real life. You'll become stupid  This is an audience theo
Read more

Attitude + Stream Publishing

Image
Attitude + Stream Publishing Attitude is published by stream publishing limited They are an independent, specialist publisher They are vertically integrating by buying attitude, however they bought attitude to reduce their competition in order to avoid risk Attitude's target audience Attitude has a target audience who are "professional" which suggests they have cultural capital. The use of the word "professional" suggests they have a more financially stable job than the average person. As well as that gay people are more likely to have expendable income as they are less likely to have children than heterosexual people. The words "they are very style conscious" is a popular  gay stereotype. The reason Attitude are very stereotypical is for financial gain as it allows the audience to be sold.  The only reason Attitude exists is because the consumer  audience buy things.The inside over double page spread  is £157,000 for the Uk Vogu
Read more