Codes - in media studies, codes refer to any element of media language that creates meaning for the audience. They can mean different things to different people based on context.
Symbolic Codes - Something within media product that creates a deeper meaning for the audience. Such as a red rose symbolising love.
Hermeneutic Codes - refer to something within media which creates mystery or suspense. Such as suspenseful music, low camera angles which don't reveal much etc.
Proairetic Codes - this refers to something within media product that suggests something will happen. For example, a gun, an action - even a haircut, can all be suggestive of something that will happen.
Symbolic Codes - Something within media product that creates a deeper meaning for the audience. Such as a red rose symbolising love.
MAYBELLINE
- The largest font size is the brand, probably because maybelline is a well known makeup brand
- The second largest font size is the product name, which is in bold, which tells the audience what the product is
- The woman featured in the advert is younger, so it suggests the product is for younger women, or by using the product older audience will feel younger and youthful. The eyelashes on the model are long, and the makeup is flawless, further highlighting the qualities of the product
- The setting (or background)is a City, where many people work, so it could be symbolic that it's good for a fast-paced lifestyle and for those always on the move. Or, that it works all day.
- All the colours (apart from the models face) are darker, so it shows that the makeup will make your eyes look darker.
- The layout has the model at the front, with that being the main focus, making the audience feel envious of her appearance. We are buying into the life-style of being attractive.
- There is a close-up camera shot of the mascara wand, because it shows the product to the audience in detail.
- The gaze of the model functions as a hermeneutic code, asking the audience where is she looking.
- The composition (where everything is), nothing is covering the face. There is a lot of colour, but nothing is covering the models face, which suggests she is an attractive person, and flaunting her good looks.
- The arm being really long is a hermeneutic code. We are not supposed to notice this, but we do. The eyelashes are also edited.
- The language criticises the average person and traditional ways of applying mascara, it's direct address, and uses statistics.
- large writing, there is a slogan - maybe she's born with it, maybe it's maybelline
- Lash Stylist font being bold shares the same concept as the mascara, matching the aims of the mascara. It is symbolic of the eyelashes on the model.
- The flawless skin on the model may suggest the other products are good.
- There is anchorage of the 'New York' underneath the Maybelline logo.
- New York bases on stereotypes, it is cool, fast paced, rich and stylish. Perhaps even exotic.
- Dark colours in the background, grayscale, contrast the colours on her face and shows she will stand out.
- Z-LINE - line in the shape of a 'z', which we follow. The top of this line is the main focus. A way of composing something that makes it easier to read for the audience. Composing an image using the Z shape.
- Rule of thirds - Something to do with how the frame works, how something is shown in each third of the image. It is more attractive to have something in one third of the image (ie, the action)
- Headings and subheadings - heading would be the bigger writing, most important in the advert, subheading would be a less important piece of writing
- Serif font - Smaller, less bold than the sans serif font (formal)
- Sans-serif font - bigger, bolder than the serif font (informal)
- Lexis - Language used in the advert, the choice of language. Formal or informal.
- Mode of Address - the way the audience is spoken/told things to by the advert. This can be direct - someone looking directly at you, but typically the mode of address is much more subtle.
- The composition (where everything is), nothing is covering the face. There is a lot of colour, but nothing is covering the models face, which suggests she is an attractive person, and flaunting her good looks.
- The arm being really long is a hermeneutic code. We are not supposed to notice this, but we do. The eyelashes are also edited.
- The language criticises the average person and traditional ways of applying mascara, it's direct address, and uses statistics.
- large writing, there is a slogan - maybe she's born with it, maybe it's maybelline
- Lash Stylist font being bold shares the same concept as the mascara, matching the aims of the mascara. It is symbolic of the eyelashes on the model.
- The flawless skin on the model may suggest the other products are good.
- There is anchorage of the 'New York' underneath the Maybelline logo.
- New York bases on stereotypes, it is cool, fast paced, rich and stylish. Perhaps even exotic.
- Dark colours in the background, grayscale, contrast the colours on her face and shows she will stand out.
TERMS
- Z-LINE - line in the shape of a 'z', which we follow. The top of this line is the main focus. A way of composing something that makes it easier to read for the audience. Composing an image using the Z shape.
- Rule of thirds - Something to do with how the frame works, how something is shown in each third of the image. It is more attractive to have something in one third of the image (ie, the action)
- Headings and subheadings - heading would be the bigger writing, most important in the advert, subheading would be a less important piece of writing
- Serif font - Smaller, less bold than the sans serif font (formal)
- Sans-serif font - bigger, bolder than the serif font (informal)
- Lexis - Language used in the advert, the choice of language. Formal or informal.
- Mode of Address - the way the audience is spoken/told things to by the advert. This can be direct - someone looking directly at you, but typically the mode of address is much more subtle.
- the repetition of the word 'women' shows that the product is aimed towards the female audience, stereo-typical of the time period, where women were idolised to be at home working all the time.
- The superlative words 'cleanest', 'whitest', shows that the product is superior over competition, and works the best in comparison to the others in the same market
- Explicitly compares to other brands 'cleaner than any other washday product you can buy', being clean and having good skills in house-work were stereotypical of the time-period, and women were expected to have these qualities. The idea that a product can help these women improve their skills is good for them
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