Reading an image-Media codes

 

Technical: 

Camera work/Photographic: the producer decided to place fifty cent facing the camera as it creates some standoffish atmosphere. This may be done to show how in the past fifty cent could have been standoffish.
Lighting: Fifty cent is placed in a position where the audience can only see his face and his scars on his shoulder. This may be done to create an image that he is proud of himself.
Editing: The producer has edited finger prints in the background of the writing 'I am what I am'. This may be done to show how even though fifty cent has been in jail through out his life, Reebok is still open to sponsor fifty cent.

Written or verbal codes:

Written or verbal codes involve the words selected for the media product and what they communicate
Language/words: All the letters 'o' are filled in. There are 8 coloured 'o' and fifty cent was shot 8 times. Furthermore the font used for the phrase 'I am what I am' is similar to a graffiti font. This may be done to emphasise how Reebok is for everyone and anyone can wear/rep their brand.

Symbolic or non-verbal codes:

Mise-en-scene: In the scene, fifty cent is wearing a chain and a ear ring. 
Body language/ facial reactions: Fifty cent is facing the camera and looking deeply into the camera to create a kind-of  one to one, proud and fearless environment. Fifty cents shoulder has a scar. The lighting was shone on it to maybe suggests that Reebok is available to anyone. Further emphasising that anyone can wear/rep their brand. 
 Colour code: The colour code for this add is black and white however there are some parts where the audience can clearly see that fifty cent is wearing camo attire 
Typographic codes (e.g. font/typography):   The font is like a graffiti font. This is suitable for fifty cent because fifty cent grew up rebellious and usually people who graffiti are rebellious   

Narrative codes: 
Roland Barthes suggests narratives are driven by specific codes. The two most common narrative codes he discusses are:
Enigma codes: something that creates a question the audience want to see answered.
Why has reebok sponsored such a person with that background?
What does this mean to reeboks future?
Action codes: something that promises drama.
The scars on fifty cents face.
The mysterious darkness in the picture.











Comments

Post a Comment

Popular posts from this blog

Reception Theory

Image
  Part 1) Applying Reception theory to adverts Look back at the adverts you have been analysing in  last week's lessons on Reading an Image and media codes  (RBK 50 Cent and one of your choice).    1) What are the preferred, negotiated and oppositional readings for the RBK 50 Cent advert?  Preferred: Reebok accepts everyone for who they are. negotiated: Everyone can shop at Reebok. oppositional: Reebok are siding with gang violence  2)  What are the preferred, negotiated and oppositional readings for the advert of your own choice that you analysed for last week's work? Preferred: Creating a joke can possibly attract more customers Negotiated: If  you don't go Specsavers this is what will happen to you. Oppositional: Mocking someone who is blind. Part 2) Reception theory factsheet #218  Use our extremely useful A Level Media Factsheet archive to find  Factsheet #218  Spotlight on Stuart Hall: Encoding, Decoding and Reception Theory . Read the factsheet and complete the follo
Read more

David Hesmondhalgh’s ‘The Cultural Industries’

  1) What does the term 'Cultural Industries' actually refer to? The term ‘cultural industry’ refers to the creation, production, and distribution of products of a cultural or artistic nature. 2) What does Hesmondhalgh identify regarding the societies in which the cultural industries are highly profitable? Hesmondhalgh identifies that the societies in which the cultural industries are highly profitable tend to be societies that support the conditions where large companies, and their political allies, make money 3) Why do some media products offer ideologies that challenge capitalism or inequalities in society? This happens because the cultural industry companies need to continuously compete with each other to secure audience members. As such, companies outdo each other to try and satisfy audience desires for the shocking, profane or rebellious 4) Look at page 2 of the factsheet. What are the problems that Hesmondhalgh identifies with regards to the cultural industries? Risky bu
Read more