Codal Analysis Television Advertisement

Television Advertisements:• Clothing website Adverts:- Missguided Spring/Summer 2013 -

http://www.youtube.com/watch?v=VhpKxzDepNE- Boohoo.com Spring/Summer 2013 -

http://www.youtube.com/watch?v=OYY1XUIiPAU

• Perfume Adverts: - Nina L’Eau by Nina Ricci - http://www.youtube.com/watch?v=

tUrCrXpdP_0- Chanel No5 Perfume - http://www.youtube.com/watch?v=

E_hjM35VPnk

Visual Codes• The visual codes of my television advertisements are going to

be the main focus of production – This is because the purpose of my advert is to persuade the audience and sell the product/website to them; therefore, the aesthetics is very important as what is being sold needs to be presented in the best way possible.

Visual Codes for Clothing Commercials• Missguided Spring/Summer 2013 – - There are many bright and bold colours used in this

commercial, using high contrast (conforming to the fashion genre). The bold colours stand out to the target audience and catches their attention.

- The styling of the models have been done so it is reflecting to the current trends and also suits the surroundings. Also, the make-up exaggerates the femininity of the models.

- The props used are to go alongside the styling, and it is likely that the props are also on sale on the site (sunglasses, hats…).

Continued…• Boohoo.com Spring/Summer 2013 –- The colour scheme on this commercial uses bright colours on

the outfits, however on quite a deep, sun kissed tone surrounding. This makes the clothing stand out more to the audience.

- The styling of the outfits are done so that the clothing that is used is quite ‘flowy’ and is easily moved by the wind, this could connote power and elegance.

- As the atmosphere is around sand and a beach, it suggests that the clothing is very suitable for beachwear and for the summer, targeting a larger actual audience (people about to go on holiday).

Visual Codes for Perfume Advertisements • Nina L’Eau by Nina Ricci – - This advertisement has a very soft, grey based colour scheme.

It is like this throughout the commercial until the fragrance has been introduced. When the fragrance is shown it has a very bright pink/red glow to it, making it seem very mystical, and after there is the same colour exposure hovering around the shots. This suggests that the perfume adds a spark to the models life, and if the audience buy this product, this can happen to them. The red can also connote romance, suggesting that the perfume can bring you love.

- The other colours that are boldly used is the makeup on the model – this emphasises femininity and has connotations attached alike to the connotations of the glow.

Continued…• Chanel No5 Perfume – - I have found that this advertisement uses a very warm colour

scheme, using such tones like: oranges, browns, deep reds and many others alike to this. This adds to the vintage theme of the advertisement and conforming to the setting back in a previous era – the props and mise-en-scene such as the Victorian steam train, old vintage camera, clothing etc.

- The advertisement stays to the stereotyped representation associated with the brand ‘Chanel’ – a classy look, not trashy and extremely elegant.

Audio Codes• Dialogue isn’t as important on my planned television

advertisements as the visual codes with be exaggerated in order to catch the audiences eyes.

• However, on my perfume advertisement I will have very subtle, soft music as it is aimed at a mature, sophisticated audience.

• Where as my commercial for the fashion website will have upbeat music over the top of it as it is aimed at a younger target audience.

• In terms of diegetic or non-diegetic sounds: there will be diegetic sounds in the perfume advertisement, to give a sense of verisimilitude as I don’t want too much ‘fantasy’ occurring in the advertisement – On the other hand, my other advertisement is likely to have non-diegetic sounds as the music will be the only sound (main focus on visual codes).

Audio Codes for Clothing Commercials • Missguided Spring/Summer 2013 –- The sound on this commercial is non-diegetic, it is only music

over the top of the visual elements. The music is very upbeat and would appeal to the youth target audience. It also helps set a pace and rhythm for the commercial and the movements of the models (walking, dancing, swimming) go alongside the rhythm – there is one part where it sounds like a record pausing/rewinding, and then there is clips alongside this that rewind.

• Boohoo.com Spring/Summer 2013 – - This commercials sound is very alike to the missguided

commercial in terms of sound. However, there is a voice over at the end “Boohoo.com” which says the name of the website. This makes the audience more aware of the site being advertised and can make it memorable due to the way that is being said (almost sung).

Audio Codes for Perfume Advertisements• Nina L’Eau by Nina Ricci –- French string music, French connotes class and conforms to the

brand as it is a French brand. France is also a fashion capital.- There is a voiceover at the end making the audience aware of

the brand. And there is also diegetic sounds, such as the owl and some wind to create verisimilitude so that the advertisement isn’t too fantasy based that it is unrealistic.

• Chanel No5 Perfume – - Very classical, vintage, French music over the top, to create the

romantic mood.- Many diegetic sounds, such as the whistle, train, wind and

thunder – yet again this sets the verisimilitude as this advertisements is almost like a short movie rather than a fantasy based perfume campaign.

Narrative Codes• Most narratives have a beginning, middle and the end, and

they are typically seen in 5 stages according to Todorov’s Narrative Theory – 1.State of equilibrium, 2.A disruption to the equilibrium, 3.Recognition of the disruption, 4.Attempt to repair the damage of the equilibrium & 5.Resolved equilibrium/new equilibrium.

• My perfume advert will follow the Narrative Theory (possibly skip the first part to conform to a conventional television advert and too time consuming) – I have chosen to do this as I have found many perfume and fragrance adverts do so – There is likely to be a problem, and it becomes resolved after using the fragrance.

• I have found with most clothing advertisements, it doesn’t conform to the Narrative Theory, as the clothes are constantly keeping a stable and happy equilibrium.

Narrative Codes for Clothing Commercials• Missguided Spring/Summer 2013 –- This commercial doesn’t really conform to the Todorov’s

Narrative theory as there is a set equilibrium throughout the whole advert without a disruption. However, it appears that the advert is showing clips from morning to night. The final clip is set in a darker setting, with an outfit expected to be worn in the evening.

Continued…• Boohoo.com Spring/Summer 2013 –- Alike to the missguided commercial, this advert doesn’t

conform to the Todorov’s Narrative as it has no disruption to the equilibrium. The narrative of the commercial seems to be as if all of the model’s are on a journey to a meet up, because most of them are walking towards somewhere.

Narrative Codes for Perfume Advertisements • Nina L’Eau by Nina Ricci –- This advertisement conforms to Todorov’s narrative theory as it starts of with the model being in a large house, suggesting she has an easy going life, and then the disruption of the equilibrium is when she is hunting or hiding. This is resolved when she discovers the perfume.

Continued…• Chanel No5 Perfume – - This advert slightly fits to the Todorov’s narrative theory,

however it doesn’t start with an equilibrium. There is a disruption when the two characters are afraid to express their love and then they lose each other. However, it is resolved when they find each other towards the end, and an equilibrium is then created of them two being together in love.

Action Codes• For my clothing campaign commercial, I will be creating fun

actions, so I will have the models dancing along to the music, playing around, jumping – a very energetic vibe as this is what I found from looking at similar commercials.

• My perfume advertisement will give off the opposite vibe, it will be very sophisticated and subtle actions. Very flowed actions that are delicate.

Action Codes for Clothing Commercials• Missguided Spring/Summer 2013 –- I have found that there is a lot of poses, dancing and having fun

as the actions in this shoot. - The poses help it conform to the fashion genre and also makes

the models show that they are confident, suggesting that if the audience were to wear the garments being advertised, they will also be confident.

• Boohoo.com Spring/Summer 2013 – - This was very alike to the missguided commercial – including a

lot of dancing and movement.- There is walking in the commercial as if the models were on

their way out.

Action Codes for Perfume Advertisements • Nina L’Eau by Nina Ricci – - Elegant actions, very sophisticated and delicate – such as the

running, she is on her toes and being careful, enforces the femininity of the model being used.

- A lot of hiding and actions very alike to a fantasy princess.• Chanel No5 Perfume – - Romantic gestures, suggesting there is love and passion, such

as kissing, subtle contact between the characters.- Hiding before the use of the fragrance, showing a lack of

confidence, this connotes that the fragrance gives the user power and confidence.

Technical Codes• The editing of my advertisements is very important as I need

to keep the audience’s attention and make sure they do not want to skip the adverts.

• My clothing website advertisement will have a very fast pace, high contrast to conform to a fast paced life of the models and to the fashion genre. I will also have on screen text as there will be no voice over and the audience will want to indicate what the brand is (use brand logo), may also include some prices.

• The perfume advertisement will have special effects (sparkles and glowing) as I am aiming for a ‘fantasy’ type of feel. There will be quite a slow pace, to appeal to the mature audience and create a calm vibe. Also on screen text will be there to indicate the brand towards the end.

Technical Codes for Clothing Commercials • Missguided Spring/Summer 2013 –- This commercial has a large selection of shots for the whole

duration of the advert. This is because they’re very fast paced shots (going alongside the sound), there is also a rewind moment that looks very effective (includes jump cuts). Furthermore, to conform to the fashion genre, there is high contrast on the shots and some exposure added on to some of the clips, which can create a summer feel connoting happiness.

- Other than that, there doesn’t appear to be much editing. There is on screen text as there isn’t a voice over, to help the audience have a larger comprehension of the commercial.

Continued…• Boohoo.com Spring/Summer 2013 – - This commercial has a good selection of shots, especially in

order to show the products to the target audience. Such as this mid close-up shot of the shoes.

- Use of jump cuts.- It is also very fast paced, in order to get many outfits in during

the duration of the commercial, as that main purpose of the commercial is to persuade and promote.

- There is also text on the commercial, so that the audience know where the products are from.

Technical Codes for Perfume Advertisements• Nina L’Eau by Nina Ricci –- This advertisement is very slow paced, this is so the audience

can take it all in.- There is quite a bit of computer manipulation within these

shots, such as the on screen text, glowing colours, ripples in the mirror and so on…

• Chanel No5 Perfume - - The pace of this advertisement is extremely slow, especially in

comparison to the clothing campaigns. This is because the advertisement is done similar to a short movie and the audience are meant to absorb in the action.

- There is a match cut at the end when the two lovers turn into the brands logo.