What Codes?!?!
SWAT Codes
SWAT stands for;
- Symbolic
- Written
- Audio
- Technical
Symbolic Codes
A symbol is an object that has additional meanng to its physical form. A cross is not just two pieces of wood nailed together; it is a symbol for Christianity. See if you can figure out the symbolism in the ads below.
Setting
The setting in this ad for Corona provides the audience with additional meaning. Look at the setting. think of some words to describe it. What do you think it is saying about the consumer who buys Corona? What might it say about the feeling supposedly given by drinking this beverage?
Objects
Look at the accessories worn by the girls in this ad for Ed Hardy. What might they symbolise? Think about the car the central subject is sitting on also. What might it promise?
Colour
Colour is used to create a mood, feeling or atmosphere. What mood is created by the colour in this ad? It tells us to "Enjoy the snow" in our new Audi. What does this tell us about the car?
Body Language
Body language can convey a particular attitude about the product.
Look at this ad for Dolce and Gabbana. What does Scarlett Johansson's body language say about how the product makes her feel?
- Posture: The way that the body is held. If someone is standing up straight then they will look proud and confident
- Gesture: Using hands or arms to express feelings
- Facial Expression: Pay particular attention to the eyes and mouth
- Clothing: This can indicate the time period of the ad and also the personality of the person shown
Look at this ad for Dolce and Gabbana. What does Scarlett Johansson's body language say about how the product makes her feel?
Written Codes
Headlines
Headlines catch the audience's attention. It might also promote the brand name.
Captions/ Body Copy
Captions or the body copy can provide additional information to the audience. Details about the product are given here. The language used may be persuasive or have particular connotations.
Find a magazine ad with a caption/body copy and look at what it says about the product. What does it tell you?
Find a magazine ad with a caption/body copy and look at what it says about the product. What does it tell you?
Persuasive and Emotive Language
This helps consumers to remember a product. It might also encourage the audience to take an action, to DO something like, visit a website, call a number, try a product. Emotive language will play on people's feelings and trigger an emotional reaction.
Technical Codes
Camera Angles
High angles: the camera looks down on the subject. This shot makes the subject look small and therefore it is seen as vulnerable or insignificant
Eye level: The camera takes a normal eye view of the subject. This suggests that we are on the same level.
Low angle: The camera looks up to the subject. This shot makes the subject look larger and therefore more powerful or impressive.
Activity
Name the angles below
Eye level: The camera takes a normal eye view of the subject. This suggests that we are on the same level.
Low angle: The camera looks up to the subject. This shot makes the subject look larger and therefore more powerful or impressive.
Activity
Name the angles below
Camera Shot (click here for more examples)
Long shot: You can make out the figure and it establishes the scene
Medium shot:There is not much background. The audience can see the figure from the waist up.
Close-up: A full shot of the object takes up the whole advertisement
Extreme Close-up: A shot focuses on a specific feature. Eg: a diamond ring on someone's hand
Activity
Find three advertisements and assess the camera shot used. Why has it been used?
Medium shot:There is not much background. The audience can see the figure from the waist up.
Close-up: A full shot of the object takes up the whole advertisement
Extreme Close-up: A shot focuses on a specific feature. Eg: a diamond ring on someone's hand
Activity
Find three advertisements and assess the camera shot used. Why has it been used?
Diagonal lines
Can give the impression of movement. See more here
Placement/ Composition
Where the product is positioned in relation to other objects in the picture. What is larger? What is smaller? Therefore, what is privileged?
Exposure/ Lighting
Lighting effects to highlight areas of desired attention. Shadows to create effect. What do you think the creator of this advertisement is trying to tell the viewer through the use of light and shadow in the ad below?