Codes and Conventions

Nat Cert Level 3

What are codes and conventions

» Conventions are the reoccurring techniques used in conveying meaning to the viewer.

» Codes are the techniques used to construct meaning – editing, camera shots, lighting , mise-en-scene.

Conventions» Connotation this refers to symbolism and what is may mean and interpretation. E.g red in a horror film may suggest blood and death

Red in a romance may suggest passion.The meaning will change depending on the context of the product.

Conventions

» Denotation - the direct interpretation of what you are seeing. E.g red is one of the three primary colours.

There is no hidden implied meaning.

Conventions

» The genre of the music video Performance Narrative Parody / humour Surreal Interpretative Impressionist

Certain genres will use combination of these such as rock which will often use both performance and narrative.

Screening

» Music Videos

Activity» In groups give each of the music videos that you have seen a genre?

The Scientist - Coldplay Whats a Girl to do - Bats for Lashes Coma White - Marilyn Manson Coffee and Tv - Blur Eminem - The way you lie

You have ten minutes to complete this discuss it in your groups

Codes

» Camera The type of composition that is being used.

The way the camera is moving.» Editing

The pace of the cuts The method used to move from one shot to another.

Codes» Mise-en-scene

Lighting - how is the location and subject lit, is there strong shadows or use of colour why might these be being used.

Location - what is the location how is it designed, use of colour and dressed.

Costume - the use of colour, what is it stating to the audience.

Props - what is he significance.

Conventions» The genre of the music video

Performance Narrative Parody / humour Surreal

Certain genres will use combination of these such as rock which will often use both performance and narrative.

Codes and Conventions

» Music video The killers - Mr Brightside

Target Audience» A product will be aimed at a certain audience this will affect and determine what is included within he video.

» A music video is a promotional tool designed to help sell the song, the video is designed to convince you to purchase the track or possible the music video.

Audience Categorization

» Age» Gender» Social Economic conditions» Social Grouping

Audience

» How would watch the screened music video, consider at least three of the same categories as just discussed.

Homework » Complete the analysis of a music video, this should be detailed consider the target audience and use all of the areas that I have discussed today.

» DEADLINE Next Tuesday 1st December 2010