Codal analysis

By Taylor

Advert OneRiver Island present: Spring/Summer

collection 2013

Visual Code• The River Island advert is located in a modern out doors area which

allowed the audience to recognise the blue sky and sun beaming which links directly to the season of clothing which they are advertising. This gives the advert a positive atmosphere as everyone is always happier when it is hot therefore the fore gives a positive vibe to the audience.

• An element of fun is portrayed throughout the advert due to the visual object in which the models have such as balloons, glitter and silly string. Also all the models can be seen to be smiling throughout the advert which shows they are having fun.

• Bright colours have been used in the advert also which gives it a summer feel which will attract the audiences eye as this are the colours associated with summer for example yellows, pinks and blues.

• Lastly when looking at the background, it appears to be slightly blurred which allows the models to stand out and be the main focus.

Audio Code• Throughout the advert, there is a song in the background. This

would appear not to match the fast, energetic movement in which the models are doing, however due to them being played in slow motion the music complements there movements.

• The music starts to sound a bit more upbeat and aggressive as the models start to smash objects, this uplifts the atmosphere of the advert and added to the element of fun which is continuously portrayed throughout the advert.

Narrative Code• The story behind this advert is that summer is all about having fun

with family and friends and that you should make the most of it as if there was no tomorrow. This I feel is portrayed by the models smashing objects and making a mess without a care in the world. Also by showing them smiling and enjoying the company of their friends and family allows the audience to relate to this as this is someone all people would enjoy especially in the summer.

Technical Code• When looking at the technical elements of the adverts, it is clear

that the advert has been slowed down to elaborate the actions of the models. This seems to contrast the actions as they are very aggressive and fast paced in reality. However in some section of the advert they are brought back to normal speed or made faster to emphasise some of the movements such as smashing through the coloured blocks and smashing the disco ball.

Enigma Code

• When looking at the enigma code with the River Island advert it could be that the audience are unsure as to why the model are smashing things therefore the only way to find out would be to look further into the company or buy there clothes.

Advert TwoPRADA SPRING/SUMMER 2014

Visual Code• The Prada advert is set out to look like we are watching the models,

who are watching some else for example in the advert they are seen to be watching someone at a concert.

• When looking at the colours used, a black back drop has been used in all the shots which allows the bright colours from the clothes to standout and be the main attraction for the audience.

• The models appear to move simultaneously which creates togetherness between the models which is due to them all wearing Prada.

Audio Code• When looking at the audio of the advert, this allows the audience to

understand what the models are supposedly watching. For example at the beginning of the clip, you can hear sweeping sounds and cheering which along with the models moving there heads from side to side suggests that they must be watching tennis.

• The cheering and clapping gives the advert a positive vibe which is what you would expect with summer.

Narrative Code• When looking at the narrative of the advert, I felt that it was telling

the story that Prada can be wore at any event or occasion. This is due to the advert showing the models at different evens such as the cinema, tennis and a concert and at all they appear to be enjoying them self, this shown through then laughing and smiling throughout.

• Also when thinking about the models being placed to look as if they are an audience, this can be inferred that if you are to wear Prada you deserve to be looked at by an audience.

Advert ThreeBoohoo Festival Advert

Visual Code• Throughout this advert close up are used to show the details within the

clothes in which the model are wearing. This allows the audience to get a better look at the clothes and also makes them the main focus as there is also a lot of other things going on the advert as it supposed to look like a typical festival scene.

• The festival scene is portrayed though visual elements such as groups of people, fair ground rides, food stools and people on each other shoulders.

• The sun appears to be shining throughout the whole advert which gives it a summer festival vibe and also everything become more positive due to the hot whether.

• Lastly hen looking at the contrast and appear to be very flat due to the models wearing pastel colours rather than vibrant colours which are more likely to stand out.

Audio Code• Throughout the advert ‘touch’ by Shift K3Y is played which a has a

summer vibe to it and would be a known song to the younger audience in which this advert is aimed at. This is due to festivals being stereotypically for the younger generation

• At the end of the clip, a female voice says ‘boohoo.com’ to show that this their advert advertising their festival clothing range.

Technical Code• When looking at the technical code of the advert, you notice that

the movements of the models have been slowed down. This I feel has been done to ensure the audience see the detail of the clothing as this is what they are trying to advertise.

• Also it elaborated the fun in which the models are having and by slowing it down it ensure that the audience would see this.