Tuesday 12 July 2011
Types of Advert - Product Placement (Audi Commercial)
This advertisement is an example of a product placement advert. Again, it is short and uses brand identity such as the car manfacturers shown in the commercial to sell the product, in this case an Audi, to its audience. These brands create a strong message, which comes at a cost. This is because Audi, who promote the advert would have to pay a TV company enough money in order to be allowed to use the different brands featured in the advert.
Camera
The camera stays in a fixed position for the majority of the commercial, which allows the audience to concentrate on the brands of cars shown on the keys, which is an important message within the adverts meaning. The keys are therefore shown as a MS, so all are easly visible. The only movement of the camera occurs when the camera pans upwards to show the Audi logo. It is centralised in the shot which suggests Audi is the dominant manafacturer over the other car logo's.
Editing
The lighting is dark and only lit up slightly by a lamp which creates a shadow. This darkness makes the audi badge stand out as it is silver. This is a futuristic colour which denotes an audi is a car for the future, connoting that its the latest, best car in the market. Furthermore, text is a feature in the advert instead of speech. This forces the audience to read which could mean the Audi's target audience is a sophisticated, up market audience.
Sound
The sound is simple, non diegetic with no lyrics the whole way through the Audi commercial. This doesn't complicate the message of the advert so the audience can concentrate fully on the purpose. Also, it shows that Audi are portraying a serious message, denoting that an Audi is an important car.
Mise-en-scene
The mise-en-scene is a very important aspect of this product placement advert. Props are used to create the message, which are the keys of different car manafacturers. These keys show different parts of a car which is successful. They come together to form the Audi badge. This connotes that the Audi is an all round car whereas the other cars only have one good point, symbolising that the Audi is the best car. Also, using the product placement to show different manafacturers connotes the others are no good, so the audience is attracted to the Audi.
Types of Advert - Traditional (VW Polo Ad)
This is an example of a traditional advert, it is only 31 seconds, meaning it has only a short time to put its message across, typical of this type of television advert. It is clear that it is an avdertisement targeted at a specfic audience. This audience is car drivers who are interested in buying a new car. I know this becuase it is avdertising the new Volkswagen Polo.
Camera
The advert begins with a MS of the dog from outside the car, sitting in the passenger seat. Having the camera outside the car shows the cars safety. Also in this shot is tracking, which keeps up with the car whilst it is driving, the camera is smooth, suggesting that the ride in the Polo is also smooth and comfortable. Next, without the car, the setting is established with an ELS which makes the dog small and weak, as it is hard to spot in the room. Then the camera changes to a MS of the dog shaking, reinforcing the weakness being showed. However, this changes when the audience see the dog sitting in the car again. A MS shows the dog with its head up high, denoting confidence, which connotes the dog is comfortable in the Polo. The shot is also at a slightly low angle below the characters shoulder, emphasising superiority. Then once again, in the next scene, the camera tracks towards the dog in the shop when the setting has changed from the car again. Here, the dog is frail, showing fear as the camera gets closer.
Putting these camera shots from the different parts in the advert together, shows that the dog is confident in the Polo, but has low self esteem without it.
Sound
The Volkswagen advert also shows Polo's are a desirable car within the non diegetic sound when the dog is singing. Although it seems diegetic, it is actually non diegetic which allows the editors to make the dogs singing loud and clear in the car but muffley and quiet outside, presenting the idea that the car is simple to drive and easy to understand and life can be tough without it, like it is for the audience.
Mise-en-scene
The advert creates many assumptions to the audience to help boost the Polo's reputation in this short space of time. The main message which is shown using text at the end is that the Polo gives someone confidence, which will make a driver feel better about themselves. This is shown in the mise-en-scene when the dog has his head up and sing clearly and happily in the car, but when outside of the car, the dog is frail and shaky. Also, the dog tucks his tail in which is a common sign of them being scared, meaning he feels safe inside the Polo. This could lead to the assumption that is is a safe car to drive which is an important aspect of a car nowadays due to rising accidents. Also, within the mise-en-scene, the dog does not use a lead but does outside the car. Leads are used to restrict dogs from wondering around, meaning the car is more of an adventure than everyday life, making it appealing for an audience.
Monday 11 July 2011
The Four Types of Televsion Commercials
Now I have researched more into broadcast advertising, I now need to focus primarily on my task, which is to produce an advertisement for a television commercial.
Since TV was invented, advertising has been one of its many features. When many homes adopted regular television-watching as a habit, advertisements were strategically placed between breaks. This has proved to be extremely helpful for businesses and institutions as the majoirty of the western world consume television and therefore consume adverts which are often relevant to them, which is done by the programme they are watching.
There are four different types of television commercials which I need to consider. This is because I will know what type of advertisement I wish to do so I can research that further, so my final advert covers all the areas it is expected to in order for it to be a success.
Traditional Television Advertisement
This is most probably the most common form of television advertisement that viewers watch in between breaks of programmes. These are the shortest types of television adverts which last around 30 to 60 seconds, meaning a message has to be put across accurately in a short period of time. These adverts began being targeted to everyone who watched Tv, but nowadays are becoming increasingly targeted to a specific audience. This has occurred when the television has expanded to offer a more diverse channel list, meaning a variety of people watch and consume television adverts. Furthermore, apart from pushing a product to increase sales, traditional television adverts make commercials entertaining for the viewer often using actors to portray a short film, they also boost the popularity of songs which are not well recognised in society.
Product Placement Advertisement
Companies that are involved in selling a consumer item, make use of product placement. This type of advertisement rely on brand indentity to help sell the product to the audience. This is because they commonly use things such as a certain car being driven with a companies logo/manafacture e.g BMW. Using this image can make an advert seem aesthetically pleasing, creating a strong message to an audience.
These companies usually pay a TV production company to incorporate their product into a commercial.
Political Advertisement
These type of television advertisements are government based projects. This method may also be used by human interests groups and religions, to help sway someones beliefs or values. Political advertisements usually occur on television when important issues need to be decided upon amongst the public e.g. the elections.
Infomercial Advertisement
Infomercials are long advetisements which run as long as a whole programme would. This is one of the least popular types of television advertisements, due to the fact that it is shown at off hours such as 3 a.m. These adverts feature surveys on a products target audience using emails and phone lines, meaning informercial advertising aims for immediate and direct responses from an audience. These commercials must state that products being advertised are part of a paid advertisement.
Since TV was invented, advertising has been one of its many features. When many homes adopted regular television-watching as a habit, advertisements were strategically placed between breaks. This has proved to be extremely helpful for businesses and institutions as the majoirty of the western world consume television and therefore consume adverts which are often relevant to them, which is done by the programme they are watching.
There are four different types of television commercials which I need to consider. This is because I will know what type of advertisement I wish to do so I can research that further, so my final advert covers all the areas it is expected to in order for it to be a success.
Traditional Television Advertisement
This is most probably the most common form of television advertisement that viewers watch in between breaks of programmes. These are the shortest types of television adverts which last around 30 to 60 seconds, meaning a message has to be put across accurately in a short period of time. These adverts began being targeted to everyone who watched Tv, but nowadays are becoming increasingly targeted to a specific audience. This has occurred when the television has expanded to offer a more diverse channel list, meaning a variety of people watch and consume television adverts. Furthermore, apart from pushing a product to increase sales, traditional television adverts make commercials entertaining for the viewer often using actors to portray a short film, they also boost the popularity of songs which are not well recognised in society.
Product Placement Advertisement
Companies that are involved in selling a consumer item, make use of product placement. This type of advertisement rely on brand indentity to help sell the product to the audience. This is because they commonly use things such as a certain car being driven with a companies logo/manafacture e.g BMW. Using this image can make an advert seem aesthetically pleasing, creating a strong message to an audience.
These companies usually pay a TV production company to incorporate their product into a commercial.
Political Advertisement
These type of television advertisements are government based projects. This method may also be used by human interests groups and religions, to help sway someones beliefs or values. Political advertisements usually occur on television when important issues need to be decided upon amongst the public e.g. the elections.
Infomercial Advertisement
Infomercials are long advetisements which run as long as a whole programme would. This is one of the least popular types of television advertisements, due to the fact that it is shown at off hours such as 3 a.m. These adverts feature surveys on a products target audience using emails and phone lines, meaning informercial advertising aims for immediate and direct responses from an audience. These commercials must state that products being advertised are part of a paid advertisement.
Wednesday 6 July 2011
How does Television advertising work?
As I am going to be producing a television advertisement, I need to delve deeper into this and research how they work effectively to ensure mine is a success.
Television is the most widespread and effective way of advertising awareness. Over 90% of consumers of a product advertised on TV watch television each week with the average adult watching approximately 25 hours of it in this time.
Is it still effective?
Television is the most widespread and effective way of advertising awareness. Over 90% of consumers of a product advertised on TV watch television each week with the average adult watching approximately 25 hours of it in this time.
Is it still effective?
TV advertising still is relied upon by many businesses. This is proven in the fact that over the first 28 days of advertising on TV a brand is likely to see a sale increase by 5%. This is even higher in satellite channels that have a niche audience and small businesses with a targeted audience.
So, although consumers are becoming more reliant on new forms of advertising such as the internet, 43% of adults still say they respond to a TV advert, which is significantly more than radio and newspaper ads, with 13%.
Is it expensive?
As digital TV has expanded in recent years, many people now have a choice of channels specific for them on a specific topic such as SKY SPORTS who focus on just sport. This offers a niche audience for potential advertisers. This results in advertising on these types of channels alot cheaper. Years ago, it would cost a £1million budget and £100,000 for the prodcution of a commercial to run a TV campaign. However, due to niche channels needing niche adverts, an advertising solution can be found for £10,000.
How does the process work?
To make the most out a TV advert, an ad agency should be hired. Agencies deal with a variety of campaigns and therefore give critical advice for any advertisement. They manage the cost of your advertisement by negotiating with contractors to find the best price and target your specific audience.
Top agencies offer invaluable experience. These include agencies such as Ogilvy and Saatchi & Saatchi.
How is my audience targeted?
Although my audiences age, gender and status is important in an advert, it is not as crucial for a TV advertisement. Demographics are more widely used which involves capturing my target audience through their interests such as their hobbies. This is becuase it will be more appealing for them to watch becuase its more of a specific group of people.
Tuesday 5 July 2011
Broadcast Advertising
*Broadcast advertising is radio and television commercials. Broadcast media reaches a broad audience. Radio and television broadcast advertising is known as mass marketing since national or even worldwide audiences can be reached. Advertising is one of the components of marketing. Marketing promotes services, products and ideas through specific channels.
Broadcast advertising persuades consumers of the benefits of advertisers' brands. Organizations such as the Federal Trade Commission (FTC) monitor television and radio commercials to make sure advertisers and broadcasters aren't making false claims that may mislead consumers into buying their products. Radio and television stations must ensure commercials meet FTC standards before broadcasting them.
Advertisers pay broadcasters for a spot. An advertising spot is typically 30 seconds on both radio and television, although occasionally it may run up to 60 seconds. Although most broadcast advertising is paid, free public service announcements are typical broadcasting fare on television and radio. Broadcasters allow nonprofit groups and the government a limited number of free spots to promote messages and information for the general safety of the public. Public service announcements may include anti-drug messages or information about what to do in an influenza outbreak.
* http://www.wisegeek.com/what-is-broadcast-advertising.htm - Wise Geek
Broadcast advertising persuades consumers of the benefits of advertisers' brands. Organizations such as the Federal Trade Commission (FTC) monitor television and radio commercials to make sure advertisers and broadcasters aren't making false claims that may mislead consumers into buying their products. Radio and television stations must ensure commercials meet FTC standards before broadcasting them.
Advertisers pay broadcasters for a spot. An advertising spot is typically 30 seconds on both radio and television, although occasionally it may run up to 60 seconds. Although most broadcast advertising is paid, free public service announcements are typical broadcasting fare on television and radio. Broadcasters allow nonprofit groups and the government a limited number of free spots to promote messages and information for the general safety of the public. Public service announcements may include anti-drug messages or information about what to do in an influenza outbreak.
* http://www.wisegeek.com/what-is-broadcast-advertising.htm - Wise Geek
Types of Advertising
Advertising comes in many different forms, but there purpose it still the same. The following are the different types of advertising:
*Print Advertising – Newspapers, Magazines, Brochures, Fliers
The print media have always been a popular advertising medium. Advertising products via newspapers or magazines is a common practice. In addition to this, the print media also offers options like promotional brochures and fliers for advertising purposes. Often the newspapers and the magazines sell the advertising space according to the area occupied by the advertisement, the position of the advertisement (front page/middle page), as well as the readership of the publications. For instance an advertisement in a relatively new and less popular newspaper would cost far less than placing an advertisement in a popular newspaper with a high readership. The price of print ads also depend on the supplement in which they appear, for example an advertisement in the glossy supplement costs way higher than that in the newspaper supplement which uses a mediocre quality paper.
*Outdoor Advertising – Billboards, Kiosks, Tradeshows and Events
Outdoor advertising is also a very popular form of advertising, which makes use of several tools and techniques to attract the customers outdoors. The most common examples of outdoor advertising are billboards, kiosks, and also several events and tradeshows organized by the company. The billboard advertising is very popular however has to be really terse and catchy in order to grab the attention of the passers by. The kiosks not only provide an easy outlet for the company products but also make for an effective advertising tool to promote the company’s products. Organizing several events or sponsoring them makes for an excellent advertising opportunity. The company can organize trade fairs, or even exhibitions for advertising their products. If not this, the company can organize several events that are closely associated with their field. For instance a company that manufactures sports utilities can sponsor a sports tournament to advertise its products.
Broadcast advertising – Television, Radio and the Internet
Broadcast advertising is a very popular advertising medium that constitutes of several branches like television, radio or the Internet. Television advertisements have been very popular ever since they have been introduced. The cost of television advertising often depends on the duration of the advertisement, the time of broadcast (prime time/peak time), and of course the popularity of the television channel on which the advertisement is going to be broadcasted. The radio might have lost its charm owing to the new age media however the radio remains to be the choice of small-scale advertisers. The radio jingles have been very popular advertising media and have a large impact on the audience, which is evident in the fact that many people still remember and enjoy the popular radio jingles.
*Covert Advertising – Advertising in Movies
Covert advertising is a unique kind of advertising in which a product or a particular brand is incorporated in some entertainment and media channels like movies, television shows or even sports. There is no commercial in the entertainment but the brand or the product is subtly( or sometimes evidently) showcased in the entertainment show. Some of the famous examples for this sort of advertising have to be the appearance of brand Nokia which is displayed on Tom Cruise’s phone in the movie Minority Report, or the use of Cadillac cars in the movie Matrix Reloaded.
*Surrogate Advertising – Advertising Indirectly
Surrogate advertising is prominently seen in cases where advertising a particular product is banned by law. Advertisement for products like cigarettes or alcohol which are injurious to heath are prohibited by law in several countries and hence these companies have to come up with several other products that might have the same brand name and indirectly remind people of the cigarettes or beer bottles of the same brand. Common examples include Fosters and Kingfisher beer brands, which are often seen to promote their brand with the help of surrogate advertising.
*Public Service Advertising – Advertising for Social Causes
Public service advertising is a technique that makes use of advertising as an effective communication medium to convey socially relevant messaged about important matters and social welfare causes like AIDS, energy conservation, political integrity, deforestation, illiteracy, poverty and so on. David Oglivy who is considered to be one of the pioneers of advertising and marketing concepts had reportedly encouraged the use of advertising field for a social cause. Oglivy once said, "Advertising justifies its existence when used in the public interest - it is much too powerful a tool to use solely for commercial purposes.". Today public service advertising has been increasingly used in a non-commercial fashion in several countries across the world in order to promote various social causes. In USA, the radio and television stations are granted on the basis of a fixed amount of Public service advertisements aired by the channel.
*Celebrity Advertising
Although the audience is getting smarter and smarter and the modern day consumer getting immune to the exaggerated claims made in a majority of advertisements, there exist a section of advertisers that still bank upon celebrities and their popularity for advertising their products. Using celebrities for advertising involves signing up celebrities for advertising campaigns, which consist of all sorts of advertising including, television ads or even print advertisements.
* - http://www.buzzle.com/articles/different-types-of-advertising.html - Different types of advertising
My brief is to create a TV advertisement, so therefore in my research, I will be focusing specifically on broadcast advertising which will help me develop my knowledge so that my own advertisement is a success.
*Print Advertising – Newspapers, Magazines, Brochures, Fliers
The print media have always been a popular advertising medium. Advertising products via newspapers or magazines is a common practice. In addition to this, the print media also offers options like promotional brochures and fliers for advertising purposes. Often the newspapers and the magazines sell the advertising space according to the area occupied by the advertisement, the position of the advertisement (front page/middle page), as well as the readership of the publications. For instance an advertisement in a relatively new and less popular newspaper would cost far less than placing an advertisement in a popular newspaper with a high readership. The price of print ads also depend on the supplement in which they appear, for example an advertisement in the glossy supplement costs way higher than that in the newspaper supplement which uses a mediocre quality paper.
*Outdoor Advertising – Billboards, Kiosks, Tradeshows and Events
Outdoor advertising is also a very popular form of advertising, which makes use of several tools and techniques to attract the customers outdoors. The most common examples of outdoor advertising are billboards, kiosks, and also several events and tradeshows organized by the company. The billboard advertising is very popular however has to be really terse and catchy in order to grab the attention of the passers by. The kiosks not only provide an easy outlet for the company products but also make for an effective advertising tool to promote the company’s products. Organizing several events or sponsoring them makes for an excellent advertising opportunity. The company can organize trade fairs, or even exhibitions for advertising their products. If not this, the company can organize several events that are closely associated with their field. For instance a company that manufactures sports utilities can sponsor a sports tournament to advertise its products.
Broadcast advertising – Television, Radio and the Internet
Broadcast advertising is a very popular advertising medium that constitutes of several branches like television, radio or the Internet. Television advertisements have been very popular ever since they have been introduced. The cost of television advertising often depends on the duration of the advertisement, the time of broadcast (prime time/peak time), and of course the popularity of the television channel on which the advertisement is going to be broadcasted. The radio might have lost its charm owing to the new age media however the radio remains to be the choice of small-scale advertisers. The radio jingles have been very popular advertising media and have a large impact on the audience, which is evident in the fact that many people still remember and enjoy the popular radio jingles.
*Covert Advertising – Advertising in Movies
Covert advertising is a unique kind of advertising in which a product or a particular brand is incorporated in some entertainment and media channels like movies, television shows or even sports. There is no commercial in the entertainment but the brand or the product is subtly( or sometimes evidently) showcased in the entertainment show. Some of the famous examples for this sort of advertising have to be the appearance of brand Nokia which is displayed on Tom Cruise’s phone in the movie Minority Report, or the use of Cadillac cars in the movie Matrix Reloaded.
*Surrogate Advertising – Advertising Indirectly
Surrogate advertising is prominently seen in cases where advertising a particular product is banned by law. Advertisement for products like cigarettes or alcohol which are injurious to heath are prohibited by law in several countries and hence these companies have to come up with several other products that might have the same brand name and indirectly remind people of the cigarettes or beer bottles of the same brand. Common examples include Fosters and Kingfisher beer brands, which are often seen to promote their brand with the help of surrogate advertising.
*Public Service Advertising – Advertising for Social Causes
Public service advertising is a technique that makes use of advertising as an effective communication medium to convey socially relevant messaged about important matters and social welfare causes like AIDS, energy conservation, political integrity, deforestation, illiteracy, poverty and so on. David Oglivy who is considered to be one of the pioneers of advertising and marketing concepts had reportedly encouraged the use of advertising field for a social cause. Oglivy once said, "Advertising justifies its existence when used in the public interest - it is much too powerful a tool to use solely for commercial purposes.". Today public service advertising has been increasingly used in a non-commercial fashion in several countries across the world in order to promote various social causes. In USA, the radio and television stations are granted on the basis of a fixed amount of Public service advertisements aired by the channel.
*Celebrity Advertising
Although the audience is getting smarter and smarter and the modern day consumer getting immune to the exaggerated claims made in a majority of advertisements, there exist a section of advertisers that still bank upon celebrities and their popularity for advertising their products. Using celebrities for advertising involves signing up celebrities for advertising campaigns, which consist of all sorts of advertising including, television ads or even print advertisements.
* - http://www.buzzle.com/articles/different-types-of-advertising.html - Different types of advertising
My brief is to create a TV advertisement, so therefore in my research, I will be focusing specifically on broadcast advertising which will help me develop my knowledge so that my own advertisement is a success.
Research Methods
For my research, I need to consider the most appropriate methods which help me for a specific purpose. There are more than one research methods, which can help me with my task in different ways.
Primary research - This is information that is collected from a consumer, which could be a survey such as a questionnaire on the related topic, or by observation. Most ad agencies will often employ specialist market research to generate primary research.
Secondary research - This comes from information that already exists in the market. This can include looking at sales data and existing adverts via youtube. This research can come from reports also, based on a variety of internal and external sources.
Qualitative - This is in-depth information from a products specific target audience which helps agencies learn more about what its consumers expects in a product. This helps an agency know what to include in a certain topic. This research is micro and therefore generalisations cannot be used as it is too broad.
Quantitative - This is a large scale type of research which requires many responses and facts from an audience making it difficult to interpret in different ways. This research uses methods such as questionnaires to identify what a consumer wants from a product, how often they want and where etc. This research can be conducted in a variety of forms such as mail, telephone or internet.
Primary research - This is information that is collected from a consumer, which could be a survey such as a questionnaire on the related topic, or by observation. Most ad agencies will often employ specialist market research to generate primary research.
Secondary research - This comes from information that already exists in the market. This can include looking at sales data and existing adverts via youtube. This research can come from reports also, based on a variety of internal and external sources.
Qualitative - This is in-depth information from a products specific target audience which helps agencies learn more about what its consumers expects in a product. This helps an agency know what to include in a certain topic. This research is micro and therefore generalisations cannot be used as it is too broad.
Quantitative - This is a large scale type of research which requires many responses and facts from an audience making it difficult to interpret in different ways. This research uses methods such as questionnaires to identify what a consumer wants from a product, how often they want and where etc. This research can be conducted in a variety of forms such as mail, telephone or internet.
Monday 4 July 2011
What is advertising?
Advertising is recongised as a way of promoting and selling a certain product to develop a company and increase sales. Although, this is the most common aim of advertisment, this is not the sole reason for it. This is becuase not all companies advertise to make money for themselves. E.g charities such as Oxfam advertise to create funds for poor countries such as Kenya. Therefore advertisement can commonly been seens as a way to inform and persuade a group to use a product or service.
Advertising helps companies and organisations due to the fact that it puts something on a larger scale so that an audience is more familier with it.
1) Advertising also:
• make people who have not heard of a brand become aware of it;
• persuade people who know of a brand but haven’t tried it to try it;
• persuade ex-users of a brand to try it again;
• persuade current users to use it more often;
• persuade current users to try using it in different ways;
• persuade a different target market – younger or wealthier
perhaps – to use the brand;
• persuade retailers to stock the brand, so people can easily buy it.
These varying objectives demand varied messages, and so demand
an almost infi nite variety of advertising approaches.1) Advertisement - A very short introduction - Winston Fletcher
Advertising - Codes and Conventions
Advertising has a variety of different codes and conventions, which are regularly used to create meaning. This meaning is what makes avdertising successful, by making customers and consumers respond to it.
Media construct their own mediated reality in advertising texts, through the use of recognised codes and conventions, which is credited by the degree to which an audience can identify the texts meaning which is being portrayed. This connotes that a successful advert is made up of conventions can relate to other adverts, making these rules conventional. For a mass audience to connect with an advert to ultimately make the product sell, it needs to be trusted, needs to be interacted with which is all aided by its codes and conventions.
There are three categories of codes used to convey meanings in media. These are:
Technical Codes - these include camera techniques, framing depth of field, lighting and exposure and juxtapostion.
Symbolic Codes - these codes refer to objects in the adverts, setting, body language of characters or protagonists, clothing and colours used.
Written Codes - These refer to headlines, captions, speech bubbles and language syle.
The term "code" means a communication system which contains elements which have an agreed meaning and which can be combined according to agreed rules.
A code must consist of:
- signs which carry meaning
- agreed rules for combining those signs together
I came across this information via http://www.sssc.vic.edu.au/dpd/Code%20and%20conventions%20in%20Media%20Texts.pdf which has helped me to understand the meaning of codes and conventions.
When I come into my planning stage of my production I can refer back to this information to ensure common codes and conventions are included in my own advertisements.
Media construct their own mediated reality in advertising texts, through the use of recognised codes and conventions, which is credited by the degree to which an audience can identify the texts meaning which is being portrayed. This connotes that a successful advert is made up of conventions can relate to other adverts, making these rules conventional. For a mass audience to connect with an advert to ultimately make the product sell, it needs to be trusted, needs to be interacted with which is all aided by its codes and conventions.
There are three categories of codes used to convey meanings in media. These are:
Technical Codes - these include camera techniques, framing depth of field, lighting and exposure and juxtapostion.
Symbolic Codes - these codes refer to objects in the adverts, setting, body language of characters or protagonists, clothing and colours used.
Written Codes - These refer to headlines, captions, speech bubbles and language syle.
The term "code" means a communication system which contains elements which have an agreed meaning and which can be combined according to agreed rules.
A code must consist of:
- signs which carry meaning
- agreed rules for combining those signs together
I came across this information via http://www.sssc.vic.edu.au/dpd/Code%20and%20conventions%20in%20Media%20Texts.pdf which has helped me to understand the meaning of codes and conventions.
When I come into my planning stage of my production I can refer back to this information to ensure common codes and conventions are included in my own advertisements.
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