Codes

Roland Barthes stated that codes make up all media texts. The atoms of media products. Everything you see and hear is a code

Shallow depth of field
When the subject of a code is in focus but not the background.

Hermeneutic codes
Anything that creates suspense or mystery.

Proairetic codes
Anything that suggests something is going to happen. E.g- gun

Symbolic codes
Anything that creates a deeper meaning for the audience.

Textual analysis
Breaking apart a media product in order to create meaning for the audience.

  You can see hand applying it- you can do this yourself and look like her with ease.
Gaze at the brush, acts as arrow to look at brush. Emphasises it's importance
High key Lighting around her face, makes it clear she's modelling because she's so good looking with this mascara.
Rest of makeup is fairly natural- this is the most important product and really all you need.
No jewellery on reinforces this.
Blurred woman in background, she's irrelevant compared to model.
Words maybelline are in front- powerful product
Product is in front of background of writing, powerful- important, grabs focus as well- it's larger than banners.
Hair tied up- don't have to bother with anything else if you have this mascara, makes her face the focus of the shot.
Her face takes up the shot, dominating image. If you use this product you will be the focus. She's larger than the buildings. Powerful. More important than New York
Proairetic codes of open lips- is she going to go out and kiss people? The mascara gives you confidence.
Strap line- 'maybe she's born with it. maybe it's maybelline' -recognisable, can be heard. Represents women as either naturally attractive or have to wear makeup.
New York setting- City girls use this product, New York suggests mainstream. Also stylish
Very photoshopped, image of perfection.

Z-line
The route the audience's eyes take as they look at a print product in the form of a Z.

Rule of thirds
The way in which a photo can be split into three both vertically and horizontally by the mise-en-scene and layout/composition to be more aesthetically pleasing.

Headings and Subheadings
Writing used to summarise a product or brand which the audience is expected to see immediately.

Serif font
A type of font which acts as a convention. Words more stylised and caligraphical, more fancy?

Sans-serif font
A type of font which acts as a convention. Words more bold, stand out.

Lexis
The choice of language.

Mode of address
The way in which a media product speaks to its audience.

Rule of three
The idea than an image looks better when it only has three colours.

   Heading- wavy- very feminine. In red, bold and at start of Z line so it's the first thing you see. Word 'tide' is always in red- love. Product is very domestic so having love connoted makes it seem ideal. Word tide is always in red, emphasises it's repetition- lexis makes product memorable. Tide jumps out from the words around it- like product stands out from everything.

Model- Brown hair suggests simplicity, represents women as simple. She's hugging box to her with love hearts above- woman love cleaning- visualises the slogan makes it seem more real. Hair in band, pretty with neat clothing- the ideal housewife uses tide. Two primary colours on clothing- women are basic. Box is only object with colour- tide (and cleaning) brings excitement to their lives.