Codes and Conventions
Codes:
Codes are used in advertising to create meaning; those codes can
be divided into two main categories, technical and symbolic.
Technical codes are all the ways technical equipment is used to illustrate
the story clearly in an advertisement, for example the use of editing or music
in the advert. These codes include camera angle, iconography, editing, computer
graphics, lighting, sound and special effects. So from any technical equipment
used while shooting (camera angle, lighting), to what is used in
post-production (editing, computer graphics).
Symbolic codes are used to show what the meaning is behind what
we see upfront, for example the actions of the character show how they feel.
These codes include everything about the characters, including the language,
dress and action of the characters involved in the advertisement.
However, some codes used can be considered into both categories,
for example music is both technical and symbolic as it can show meaning behind
what we see, if the music is light and happy it shows the character is happy.
Also music is considered technical as it is used to show the story throughout
the advert.
Conventions:
Conventions are defined as the generally accepted way of doing
something, something that is considered ‘normal’ in society. There are certain
conventions which are often used in advertisements.
Case Study: Hair Dye
Adverts for hair dye have a very clear set of codes and conventions which are used incredibly often within hair dye adverts.
Close up of hair, smiling, shots of the women moving to show hair movement, scientific words used, visual representation of what the hair dye is doing (animation), shots of water droplets into water, show of product in packaging, shows the difference in hair colour (before and after shots), model explaining what it has done to her hair, close up shots of hair, contains the products slogan (e.g.: Nourished hair means better colour), shots of hair blowing in wind, using famous people to model in the advert.
Case Study: Hair Dye
Adverts for hair dye have a very clear set of codes and conventions which are used incredibly often within hair dye adverts.
Close up of hair, smiling, shots of the women moving to show hair movement, scientific words used, visual representation of what the hair dye is doing (animation), shots of water droplets into water, show of product in packaging, shows the difference in hair colour (before and after shots), model explaining what it has done to her hair, close up shots of hair, contains the products slogan (e.g.: Nourished hair means better colour), shots of hair blowing in wind, using famous people to model in the advert.