WEEK 7 - Analysis of adverts
- t0414272
- Jan 25, 2024
- 3 min read
Updated: Feb 24, 2024
ANALYSIS
1- Washing machine advert
Codes
Visual code: The subject : a woman, wearing clean clothes and folding clean clothes indicates that the washing machine is effective for the cleaning.
The object : the washing machine is clean and has a neutral color.
Technical code: The lighting : the lighting is bright, referencing to the cleanliness of the clothes
The layout : the main focal point is a woman and it shows the target audience
Denotation and connotation
The woman's face: she looks satisfied, happy, proud and it means that she is happy that the clothes are clean
The clothes: clean, fresh, in good condition show that they have been cleaned
Anchorage
This advert is showing that this washing machine is very efficient and properly clean clothes without deterioring them. It is also proven by the clothes that the woman is wearing; they are all clean and in good condition.
2- Perfume advert
Codes
Visual code: The subject : a blond woman all in gold, showing luxury and affluence
The setting : the woman is coming out of a gold water or ocean, suggesting that she lives in opulence and wealth
The object : the perfume is also gold, which means good, luxury, comfort, ease
Technical code: The lighting : The light is all warm with all this gold color, creating a atmosphere of luxury
The layout : The focal point is a woman and it shows that this perfume is only for women
Denotation and connotation
The woman appearance: denotes warm, gold and means that she is confident, elegant and is comfortable.
The golden water: denotes peace, ease and means that it is a world where she belongs
Anchorage
This advert shows that this pefume is only for woman and every woman that will use it will feel luxuous, precious and oppulent.
3 - Sport advert
Codes
Visual code: The subject : a determined man wearing sport clothing
The setting : a empty space that seems to be a garage
Denotation and connotation
The man's face: he grits his teeth, meaning that he is struggling, determinated and motivated
the man's outfit: he is wearing sport clothes, meaning that he is doing some sport
Anchorage
This advert shows the determination and motivation that can be had whith sport clothes of this brand.
4- Drink advert
Codes
Visual code: The setting : a blue color as the background and some ice cubes connotes cold, freeze, fresh
The object : a bottle of soda with ice on it connotes refreshing, cold
Technical code: The lighting : The back light is making the soda glow, meaning that this drink is special and not comparable to others
The layout : The focal point is the iced bottle of soda placed in the centre
Language code: The soda has written "DIET" on it with "no sugar, no calories" showing that it is not affecting the health.
Denotation and connotation
The soda: has ice on it, connoting that it is icy, cold, refreshing
The ice cubes: small and solid, they connote coldness, refreshment and cooler
Anchorage
This advert shows that this soda is suitable for everyone as it is sugar and calories free and also can be consumed with ice to make it cooler.
REPRESENTATION
"Stuart Hall outlined three approachs to understand how meaning is created throught representation" (Image and representation, Key concepts in media studies, Nick Lacey, Second edition) so with regard to Stuart's outline, I'm going to identify the approaches that were used in these adverts and what they represent.
All these adverts have intentional approachs. However, they don't represent the same things.
For the Washing machine, the perfume and the sport adverts, the age, gender, race and socioeconomics aspects (except on the the sport advert) are represented. For the Soda advert, there is no human representation.
References
https://www.quickclean.co.in/lg-commercial-laundry-machines/
https://www.uniqstudios.co.uk/blog/item/67-coke-snow-ice-advertising-photography-by-uniq
Image and representation, Key concepts in media studies, Nick Lacey, Second edition
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