Reading an image - media codes

 


Technical codes:

The harsh lighting from above the male character could be to focus on his facial expression or how it could connote the idea that the focus is on him and how successful he is now, this also give the idea of it being a staged shot as he is looking directly at the camera. Furthermore, the close up shot of him could connote the intensity and how it highlights his stern facial expression as his eyebrows are hidden. Also, the editing of the picture is in a collage that is split in two images that's stitched together which could represents his present and past.


Written / Verbal codes:

The anchorage text has the 'o's filled in which could be symbolic of gunshot wounds that he has faced in his past. Furthermore, the title /  slogan which is 'I am what I am' could be a reflection of his past as it is on the same line but mirrored. Also, it also gives off an idea of it being a limited edition product as it's not really advertising a product which shows that what is being advertised in unclear. 


Symbolic / non-verbal:

The facial expression of the main image could connote that he is angry or serious which is reinforced with the colour scheme as is it dull and black which could connote the idea of the advertisement being a history of crime, this idea is then also reinforced by the fingerprints on the background. Furthermore, the slogan exudes his confidence and strength as it is connoting how he is determined. Also, the logo associates with celebrity culture / identity which could also be a fashion brand in the 80's and 90's. In addition, the jewellery could connote his product of success and how he is an idol to his fans as he's able to overcome his struggles in his past. This also shows how he is linked to the phrase 'Rags to riches' story as he could be reinforcing the capitalist ideologies and how he's promoting their brand to create money.


Narrative codes:

The advertisement shows an enigma codes as we are unaware of the back story that had happened in his past, the enigma codes is also reinforced with the fingerprints in the background. This is also reinforced with the monocrome colour which could connote as mysterious. Furthermore, the action codes could be the idea that there is a police involved in this story which is reinforced with the fingerprints as the police would want to get informations of the identity of a person. Also, identity is reinforced in the idea that 50 cent's identity has 'no plan B' which has unknown future actions or trajectory or there's no idea for the audience what the next events hold, this could be reinforced with the anchorage text that is stated as 'tomorrow is not promised'.

The target audience for this advertisement could be to people who have the same past as the male character on the advert, where they may have a past of crimes and mistakes and they have succeeded like the character on the advert where they could be personally relating to him.



Technical codes:

The high key lighting around the female could connote that it is a positive advert and the idea that it is approachable for a mainstream audience. The medium close up shot of the female character, focusing on the facial expression which seems to be confident, smug and sexy where the medium close up shot is trying to highlight this idea to gain attention and more audience. The editing of the advert shows how they try to focus on the product that they are advertising as the contrast and quality of the coca cola pack shot is highlighted to provide information about the product so the audience know what to buy.


Written/Verbal codes:

The slogan for the product which is 'TASTE THE FEELING' could connote the idea that the taste of their product tastes so good that the goodness of the taste can turn into a feeling and that when drinking coke they can experience deep and vivid emotions.


Symbolic/Non-verbal codes:

The costume of the female character is designed as a fluttery design which could reinforce the idea of stereotypes where females are usually wearing dresses and feminine styles. This could also reinforce the idea that she's trying to gain attention using her femininity. The female character's facial expression and body language seems to be confident, smug and seductive which could connote the idea that she's trying to gain attention from the audience, the confidence could connote that she's determined about the product that she's advertising and that it potentially tastes good. Furthermore, the make up of the character seems to be simple which could connote her elegance, natural beauty and confidence. The props which are the product itself and the serving tray could connote the idea that they are trying to show that they are serving their product in real life, giving the idea that their product and advertising is authentic. The use of the colour scheme of red could connote power and gaining attention which could again connote the idea that they're trying to gain attention through their colour scheme as red is a very eye catching colour. The typography of the title is in serif font which could give the idea of elegance and sophistication and it seems like the font wouldn't be approachable and only for a middle class to higher class audience. However, in this context the product is very much approachable for a mainstream audience as their product is already known to a wide range of audience. 

Narrative codes:

The enigma codes could be the idea that the audience would be wondering where the female character is serving and why there are different colours of the coca cola product they are advertising. In addition, the action codes could be the idea that her body language seems confident which could be the idea that she's ready in action. This idea is reinforced with the fact that the female character could be dedicated to her work and that explains why she doesn't have time to do her make up. 

The target audience for this product seems to be targeted to a mainstream audience as it's already popular to a wide range of countries. This is reinforced by the idea that the female character on the advert seems to be serving the product. 


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