06.10 - Codes

Codes

- a wall protecting something
- different meanings of something
- programming

- Any element of media language that creates meaning for the audience

Textural analysis - refers to studying a media product, and suggesting ways that the media language creates meaning for the audience. 

- The language used in the advert draws in the audience with a statistic. The colour and font of the text, black and bolded, makes it clear to see. 

Lexis - choice of language
High-key light - 
Direct mode of address - person is looking directly at us

*- Location set in city - professional and upmarket, lexis of New York acts as anchorage for the audience, reinforcing the idea of the place - connotations to an exciting busy life
- Muted colour palette draws attention to the product instead of the setting
- Intense high key lighting emphasises the model's face, showing that she is the focal point of the image
- The target audience of women - use of clearly female model suggests makeup is targeting a female audience 
- Direct mode of address - model looks directly at audience, demonstrating her power, confidence and importance
-slogan - "maybe its Maybelline" - catchy and easy to remember for the target audience (working class audience?)
- Model's use of makeup is 'natural' and unobtrusive (hard to see) which draws attention to her eyelashes
- Gesture - Slightly open mouth functions a hermeneutic code, forcing the audience to answer the question "what is she about to say?" // May also function as a proairetic code, suggesting that she is about to kiss someone - suggests to audience that putting on maybelline makeup will make them more sexually attractive
- Use of city as mise-en-scene suggests the mascara is everyday, normal use product - Highly polysemic advert
- Mise-en-scene of other woman walking creates contrast between normal looking women in the background and the 'beautiful' Denise Richards, again suggests that makeup will make the audience beautiful.
- Emphasis on the model's eyes reinforces the importance of having beautiful eyes
- The unnatural setting and strange place to put on makeup (a busy street) gives the advert some fantasy elements
- Contrasting colours reinforce the notion of a 'boldly thickened look' further emphasising through anchorage
- Model's face takes up approx 50% (close up) demonstrates importance of the model
- Enigma code of "maybe she's born with it" - maybe shes pretty, maybe shes ugly - no woman can be beautiful without makeup


Z-line - The ideas that our eyes will naturally follow a Z shape when looking at something
Rule of thirds - The idea that things can be split into three
Headings and subheadings - Titles, subtitles or slogans
Serif font - Font with flicks on it (called serifs)
Sans-serif font - Font without flicks
Lexis - Choice of language 
Mode of address - Where the model of the advert is looking


-Very much marketed towards women - as they were the only ones to do cleaning, laundry etc around the house at the time of the advert production - and being "what they want"
- Multiple mentions of "World's [cleanest/whitest] wash" - The best in the whole world, doing what the other brands cannot hope to do, no other product can outperform it so it must be the best one to use
- around 1/3 is illustration - draws the audiences eye's through the page

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