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A code in media studies, codes refer to any element of media language which creates meaning for the audience. 

 

Code: Something that’s been encrypted. 


Decoding: To find meaning in the code.


Hermenutiic code is something that is a mystery and asks questions the audience.


Lowkey lighting (not dark/dim lighting) causes us to ask what is in the darkness.


Proairetic code: A part of a narrative that relates to what’s happening.


Symbolic Code: Something that stands in for or means something else.


Red can symbolise lust or love, or a dove could symbolise peace or innocence. 


Maybeline Advert Analysis.:


Direct adressment toward the audience.

Feminine/natural colours.

Looks like she’s going out.

Uses ‘IT’ to raise a question.

Uses bold text in important areas.

Strong use of beige throughout to put out a natural vibe.

Uses proairetic code in mid shot.

Sexual Connotations.

Close up shot of attractive women.

Aimed at middle class.

Use of lexis- ‘The Brighter Side Of Flawless’.

Use of Hyperbole.

Mode of Address talks to young woman.

Looks sexually attractive.

New York shows that better value for money than other brands.

Body posture suggests confidence.


Z-line- The theory that our eyes move in a Z when looking at an advert

Rule of thirds- Splitting the page in thirds to make the image more visually pleasing

Headings and Subheadings

Serif font- Fonts that have flicks at the end if certain letters

Sans-serif font- Fonts that don’t have flicks at the end of letters

Lexis- The choice of language used

Mode of address- How the audience is addressed


Tide 1950s Advert:


Embracing the tide package 

Lot of primary colours involved

Patriotism of America

Post-War

Bright and interesting art work

Uses comic book style as at the time Marvel and DC Comics were starting to gain traction


Tide was launched in 1946

Designed for heavy duty

DMB&B used print and audio advertising campaign to quickly build familiarity with the brand


Myths have a message.


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