Migrain: Reading an image- media codes

 1) Analyse this RBK  50 Cent advert using media codes you learned in lesson: Technical, Written  or verbal,  Symbolic or non-verbal, Narrative. Write a paragraph for each one exploring the way meanings are created using those media codes.



Technical codes:

  • Camera work/photographic-  In the advert there is a medium shot of 50 Cent, facing sideways towards the camera. The  sideways facing allows him to glare at the audience by conveying to them that they should be intimidated.
  • Lighting- The lighting is dark and mysterious, referencing 50 Cent's  past as he was known to be affiliated in gang activities. Therefore the lighting conveys to the audience his ambiguous past, as half of his face is hidden in the darkness. The lighting is also low-key which accentuates shadows, high contrast and dark tones. 
  • Editing- The editors were purposeful in where they focused the lighting and where it was void of light. They used the lighting as a point of focus to draw attention to certain parts of his face. Most of the lighting is focused on his facial features, his nose/mouth and forehead/head. I believe they chose to focus lighting on those parts of his face because they're the most expressive points on the face and are used to portray his own feelings towards his past and he wants to convey that to the audience. The monochromatic tone of the advert outlines to the audience an atmosphere of seriousness along with his facial expressions.


Written/Verbal Codes:

  • Language/words-  The language used seems to be very direct , addressing the audience. The quote by 50 Cent - " Where I am from there is no plan B. So take advantage of today because tomorrow is not promised." There is a relaxed/ familial feel with this quote, as if 50 cent is giving advice to the audience, in a tone that suggests familiarity. The statement " I am what I am" is a Biblical quote form the Book Exodus, this hyperbolic langue that some would consider blasphemous suggests that 50 Cent is maybe comparing himself to God which is sacreligious.

  • Slogan/Anchorage text- The anchorage text directs the reader towards a specific preferred reading in this case the adverts anchorage text is - "I am what I am" , conveying how unapologetic he is of his past and how he "owns" where he came from. Suggesting that he is freed from the constraints of his environment but still values that upbringing in hardship made him who he is today.

Symbolic or non-verbal codes:
  • Mise-en-scene (CLAMPS) -  
        1) Costume- Even though we can only see him from the waist down, It is clear his is wearing a                    vest /tank top, a diamante chain with a camo fitted cap and a diamante earring. This casual                      outfit  may depict a relaxed feel towards the audience. As it is seemed to be aimed towards                      teenagers boys because of the hyper masculine feel. So maybe they put him in that costume so                the teenagers could feel as if they can relate to him in some sort of way eg. dress sense. The                    costume also makes  him look quite edgy and cool and therefore teenagers may be drawn to                    shoulder- that is the only other body  part apart from his face that is captured in the light. That                could be symbolic vulnerability towards his past.

        2) Lighting- The lighting is lowkey, suggesting  seriousness and intense emotion.

        3) Actor, placement, movement ,expression- 50 Cent is placed side on towards the camera leaving              half of his body in the dark, suggesting that he may be hiding something eg. something from his              past or  hiding from his past.  Once again his expression is nothing but serious.
       
  • Typographic codes: 
      The typography is a gothic serif font (quote) while the statement- " I am what I am" resembles the           courier font. A font that mostly newspapers use which could convey that he's trying to tell a story           to the audience. 
        
          


2) Next, analyse a print advert of your choice using the same media codes: Technical, Written or verbal, Symbolic or non-verbal, Narrative. Make sure you add your chosen print advert using the 'Add image' button in blogger (use Google Images to find the advert first and save it to your pictures or downloads).



  

 

Technical codes:
  • Camerawork/photographic -  The trash bags are set up to resemble sushi with wooden chopsticks edging their way into the photo. The angle this is taken from is straight/direct.
  • Lighting - The lighting is bright and fluorescent , no shadows are cast within the photo suggesting that due to the content of the advert the creator prefers  the audience to perceive the advert as something that should be taken seriously.
  • Editing - They may have heavily saturated the photo to draw more attention to the blue within the advert. As the blue represent the polluted ocean, they want the audience to hyper focus on the message of oceanic pollution. 
Written or verbal codes:
  • Language/words -  "What goes in the ocean goes in you", the lexical choice of the word "goes" in this sentence is used in quite a colloquial way , maybe so that readers of all ages are able to understand the message.
  • Slogan or anchorage text (for advert) - " Recent studies estimate that fish off the west coast ingest over 12,000 tons of plastic a year. Find out how you can help turn time tide on plastic pollution..."  At the end of the quote they give a website where you can reach out to help the organisation, they want the audience to be proactive.

Symbolic or non-verbal codes:
  • Colour codes -  The colours used are white, blue and brown. The white is the colour of the background however it is also used to represent the fish within the replicated sushi. The blue within it represents the the ocean and the fishes place in the sea, however it is wrapped in a brown colour- representing trash. Connoting how troubling it is that the fish we love to eat and use to nourish our bodies are unhealthy because of where we chose to dispose of our materials.
  • Typographic codes (e.g. font/typography) - The typography is a bold ocean blue- connoting the ocean and the damage that we do to it, with sans serif font- denoting  sleek/modern look. 

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