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.      


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