Codes and conventions are used in many adverts, this codes can be looked at in four different sections, it is called SWAT codes. This standing for the following:
- S- Symbolic
- W- Written
- A- Audio
- T - Technical
You will find that this type of conventions are used in a wide range of advertisements. It is also used within programmes and films. These techniques are portrayed in many different ways.
Symbolic, "serving as a symbol of something" is how it is defined. This can be looked at in terms of the presentation of an individual, or even an object, setting. The use of body language or even clothing and colour. These aspects can be looked in terms of symbolising something. For example the advert 1 Million Paco Rabanne
When looking at the advertisement you are able to see that the man in the suit is representing money and the use of cars, diamonds are also supporting it. This is a method of symbolising it is using clothing, object and also the use of body language. By the guy clicking his fingers he is showing not only his wealth but also power. This immediately makes the audience aware of his status, by using this male to represent wealth and power also then symbolises on the product itself. The perfume and its style, by having a this use of imagery reflects and symbolises the product as the use of gold outline for the product symbolises wealth and power and reminds the audience of gold.
Written, this includes aspects such as text on the screen, headings, captions, speech bubbles and language styles. An example of this convention is the use of Asda advertisement and the use of written information to gain the audience's interest.
It uses a chart with the use of text and number to show the difference between the product and how cheaper the products are in each store. And then uses pricings of "50p" to show the products and how cheap they are. The use of doing so makes the products stand out and the company ASDA gain more recognition as it is contrasting it to other businesses through the use of their names.
Audio, this includes any sounds used in an advert or film such as sound, dialogue, music and voiceover. You are able to see that the use in audio is very effective in ads for a simple reason as it allows attention and focus to be made on a specific thing, this usually being the service or product on offer. In addition to this makes what is shown more interesting and attracts the viewers and in some sense provide them better idea and clue of what it going to happen.
A good example of using audio is the Boots advert for "Here come the girls", the use of having the choice of a popular song to sell the products is very effective as it becomes very memorable and in some cases mean that whenever next hearing the song you will remember the advert for boots.
Looking at this advertisement the use of the music makes the advertisement more popular, this is supported by the use of music choice, here comes the girls. It fits in well with the advert as the products shown are mainly at a target market of girls. For the music fitting in well with the product and advert makes it more memorable therefore meaning that it will have more impact on the audience.
Finally the use of technical codes, this side of the advertisement includes the different camera techniques, framing, camera angles, shots, the use of lighting, depth of field, exposure and so on. All these aspects are a big part to an advertisement. The use of the different camera angles can be a great method in helping to add expression, establishing shots and so on. In addition to this, they can be used to show different perspective of a scene and can be a method in showing more to the viewers.
In terms of the lighting used it is a great method in being able to create a atmosphere but also a mood to the advert. Whereas the use of sound can used whenever and can also emphasis the imagery presented. The use of sound can help create more awareness of the product and its features.
A good example of the use of camera angles is from the advertisement for Pepsi
This advert is a good example of using different camera angles and shots, there are so many used throughout the clips showing different movement for the character.
There is the use of long shots as shown below:
This is a great method in establishing the setting for the advertisement and a great method in setting up the atmosphere for the Pepsi advertisement. The use of long shots are used throughout the advertisement to establish shots and so different scenes and new areas of where the character goes to for example another being the change in scene this being to the door where the kid knocks on. This is use of long shots and some other wide shots within the advertisement are used to set location.
There is use of close up and extreme close ups, this is to show expression and more concentration to what the character is doing within the advertisement. There is also use of mid shots as shown below:
Looking at this mid shot within the advertisement can be used to express the character movement and gives a clear view of what is happening. At this point the use of the mid shot allow a different to be shown from the character at a young age to now being older age.
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