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MEDIA LANGUAGE
2. Explore how codes and conventions create meaning in this advert [15]
Knee jerk reaction: this cleaning product advert is highly conventional of it's genre, in order to ensure power and profit
Plan
Lexis
Colour
MES
Font
Editing
Fast paced
Lighting
High key
Representation
Shot types
Steve Neale: genre, repetition and difference
Structuralism, binary oppositions
Narrative , equilibrium
Barthes semiotic codes
Hermenutic
Proairetic
Pace
Symbolic
(postmodernism)
Feminism
Introduction: DA(C)
Codes and conventions are the typical elements which construct a media product. Different genres of media product use different conventions. This cleaning product advert is highly conventional of it's genre, in order to ensure power and profit. However, there are a number of unconventional elements which may appeal; to the target audience.
Content
- The MES of the vibrant colours construct a binary opposition with the dirt and the start of the narrative, and constructs a symbolic code, suggesting the raw cleaning power of the product
- The advert constructs a representation of a stereotypical nuclear family, with the MES of a mother figure cleaning the kitchen constructing a fast paced montage and cross cutting with a shot of a hegemonically attractive man playing his children. Here we see the editing construct a hegemonic and traditional ideological representation of family, sure to appeal to working class audiences
- The representation of women in this advert reflects a feminist ideology, as it directly contrasts with the patriarchal hegemonic stereotype that sport can only be played by men. Here we see codes being used in an unconventional way, to appeal to potentially feminist audiences/modern audiences/diverse audiences
- The symbolic code of the mother archetype smiling happily as she washes up reinforces the codes and conventions of the laundry detergent advert, as can be seen in the historical representations included in the 1950s tide advert. Therefore, we see exactly the same sexiest representation of women as cleaners that has been prevalent for centuries
- Diegesis - in the world of the narrative
- Non-diegetic: not in the world of the narrative
- Extra-diegetic: something where it is not clear if it is dietetic or not
- A highly confusing and polysemic mode of address is constructed through the range of contradictory representations.
- However, the extradiegetic voiceover anchors this complex range of different meanings, and ensures that the audience understands the preferred reading: that women know how to clean
- The MES of the laundry capsule itself is bright and striking, which symbolises an exciting and delightful lifestyle. Stereotypically bright colours are used to sell exciting lifestyles to female audiences, which reinforces sexist hegemonic ideologies that women are inherently different to men.
- The lexis ‘plastic free’ reinforces the ecological aspects of the product, which is anchored through the naturalistic (and unrealistic) setting, and suggests to the audience that using this product is somehow good for the environment
- The soundtrack uses a rock and roll song to construct a dated and yet exciting mode of address. Making intertextual reference to Grease, a 70’s film with a predominantly middle and female target audience, the advert is able to effectively target a mainstream, stereotypical female audience
- A scientific mode of address is inferred through the use of extreme close up, and suggests that the power of Persil is backed up though scientific research
AUDIENCE
(b) Explain how social and cultural circumstances affect audience interpretations of adverts. Refer to Super.Human to support your points. [10]
Plan
Reception theory
Encoding and decoding
Readings
Preferred
Negotiated
Oppositional
DAC
Social and cultural circumstances refer to the unique background of an audience. Audiences will interpret the Super.Human advert in a variety of different ways. However, the producer will encode their preferred ideology in order to anchor meaning. The Super.Human trailer is an advert for the channel 4 coverage of the Tokyo 2020 Paralympic games.