Media language
2. Explore how codes and conventions create meaning in this advert [15]
Knee jerk reaction: this advert uses codes and conventions in a highly unconventional way to create a bizarre yet relatable mode of address
Plan
Binary opposition
Summer and sadness
Hyperreality
Holiday retreat setting
Mid shot
Low key lighting
Montage
Equilibrium Todorov
Middle aged man
Open emotions
Bathe’s codes
Hermeneutic
Proairetic
Airport setting
Bean colours
Bald head symbolises bean
Long shot
Hegemonically unattractive protagonist
Diegesis of sound
Diegetic crying
Non-diegetic soundtrack
Emotional music unconventional soundtrack
Binary oppositions
Music reinforces setting of holiday
Happy holiday sad crying
Yellow polo typical middle aged
Fast paced editing
Postmodern
Introduction: DA(C)
Codes and conventions refer to the elements that adverts typically use in order to create meaning for their target audience, to minimise risk and maximise profit. The Heinz Beans advert uses codes and conventions in a highly unconventional way to create a bizarre yet relatable mode of address
Content
- The MES of the yellow polo shirt has connotations of happiness and joy
- The airport setting constructs a relatable mode of address for the working class target audience
- The Heinz brand is presented as a luxurious product, that constructs the entire life of the protagonist. This example of commodity fetishism is anchored in a humorous and almost pitiful manner, that deliberately pokes fun at the Heinz brand, and constructs an unconventional mode of address through the use of codes and conventions
- The product is constructed as an essential necessity, which is highly conventional of adverts. In this sense, we see this modern and unconventional advert using highly conventional advertising techniques, similar to those used in the 50’s tide advert, that will doubtless appeal to a wide rage of audiences
- The use of binary oppositions constructs a confusing yet ultimately satisfying mode of address for the target audience. The shot of the middle aged man weeping in a night club constructs an opposition between joyous fdanci9ng and crying. Furthermore, the MES of an older man attempting to dance in a nightclub constructs a humorous binary opposition, the symbolises a midlife crisis. This complex set of codes and conventions ends up constructing a complex narrative using character archetypes that will satisfy the target audience in a variety of ways
- The binary opposition between summer and sadness is reflected through the MES of the sunny setting, constructed through digital post production colour grading to anchor the target audience to understand the preferred reading
- Confusing meanings are constructed through the unconventional narrative, which relies of a series of hermeneutic codes, forcing the audience to ask themselves why he is crying
- An unconventional representation of masculinity is used through the MES of the crying missile aged man. However, this conventional representation is used to provoke a humorous response. In doing so, it reinforces hegemonic patriarchal norms, that men should not cry, and seeing a man cry is funny and uncomfortable
- The montage of CUs of the protagonists face reinforces his status as a hegemonically unattractive man. This allows him to construct a relatable mode of address for the older working class target audience
- The holiday setting is desirable for a stereotypical working class audience. The advert uses a misleading mode of address, utilising intertexual relay, and making explicit reference to the generic conventions of the package holiday. By subverting our expectations the advert uses satire to appeal to a stereotypical British audience
- Binary opposition between the diegetic and non-diegetic sound constructs an almost psychotic mode of address, and symbolises the collapse of mental health of the protagonist. Themes of addiction and objectification and fetishism
AUDIENCE
(b) Explain how social and cultural circumstances affect audience interpretations of adverts. Refer to Kiss of the Vampire to support your points. [10]
Social and cultural circumstances = the time in which it was made
Plan
Negotiated readings
Stuart Hall
Reception theory
Negotiated reading
Oppositional
Preferred
Ideology
Producer