Explore how this advert communicates meanings. [15]
Example one - The World Needs More Santas | Coca-Cola
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Plan
Semiotics
Barthes
Binary oppositions
Levi-Strauss
MES
Hyperreality
Editing
Fast paced
Christmas iconography
Costume
Postmodernism
Design
High production values
Symbolic
Mode of address
Stereotypical
Ideological perspective
Anchorage
Narrative
Straightforward
Conventional
Conservative
City setting
Consumerism
Old fashioned song, traditional
Sexist?
Racist?
Gilroy and hooks?
Introduction
DAC - definition, argument, context
Media language is used by producers to construct deeper and complex meanings to target audiences. I shall argue that this advert for Coca-Cola constructs a simple, straightforward and consumerist ideology to appeal to the widest audience possible.
Paragraphs and potential content
- One meaning that is created in this advert is the idea that Coca Cola is a completely positive and transformative experience…
- However, another meaning that is constructed is one of inclusivity…
- The gesture code of a santa gifting a bottle of coke to a different santa anchors the dominant ideology that coke is associated with inclusivity
- The warm lighting, further anchored through the use of inviting facial expressions, constructs a warm and inviting mode of address. Furthermore, this representation of inner city life is hyperreal. It is completely perfect with no crime or poverty
- The use of mid shots positions the target audience within the restaurant, providing a comforting and relatable mode of address…
- The montage of different closely packed settings constructs a sense of community and togetherness
- A lack of hermeneutic codes and mystery creates a comfortable mode of address
- While the advert preaches inclusivity, ethnic minorities are completely othered throughout the advert, with the only demographic group being represented is white, middle aged men
- While this is a modern advert, another straightforward meaning that is constructed is of traditional and conservative…
- Finally, a highly consumerist ideology is constructed…
Jaguar | Copy Nothing
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Plan
Shots
Mid shots
Bright colours - 2
Hermeneutic codes - 1
Symbolic codes
Reverse editing
High production
Static cinematography
Precise
Robotic
Barthes
Levi-Strauss
Binary oppositions
Diversity - 3
Proairetic
Unconventional
Setting
Studio
Costumes
Sci fi genre conventions - 4
Makeup
Soundtrack sci fi - 4
Electronic - 4
Baudrillard - postmodernism
Polysemic
To sell a lifestyle
Introduction
DAC - definition, argument, context
Many meanings can be constructed through media language, and adverts rely on using media language to sell a lifestyle to the target audience. I shall argue that this advert is highly polysemic in order to attempt to appeal to a wider and more diverse audience.
Paragraphs and potential content
- One way in which this advert constructs polysemic meanings is through the use of hermeneutic codes to construct a confusing mode of address. One perfect example of this can be found in the MES of the yellow hammer clutched by the woman wearing a rich orange dress standing in a completely blue cube. This communicates to the audience a powerful mystery, which the preferred reading encourages the audience to think deeply about the brand. In doing so, this complex hermeneutic code indicates that Jaguar are rebranding their image, to reflect the hegemonic norms of society in order to appeal to a new audience
- Colour is also absolutely essential to constructing meaning in this advert. The producers have used a primary colour palette throughout the advert to construct a clashing and striking mode of address. In an early mid shot, a binary opposition is constructed between the model’s poofy red dress and her rich skin tone, made blue by studio lighting. This striking opposition is anchored through the use of slow motion editing, which suggests the model is flamboyant, confident and unique. Here, this complex combination of media language suggests to the target audience that by purchasing this car, they will also live a fearless and confident life. This highly postmodern mode of address constructs a hyperreal world for the audience to buy in to.