2. Codes
• I am looking at three different make-up adverts, all of
which are different brands and will look at codes such as
• Visual code
• Audio code
• Narrative code
• Action code
• Enigma code
• Technical code
4. Visual Codes
Firstly this is shot in studio, a lot of what we see has been computer generated and been
through lots of editing and processing. There is a constant flashing through out the video,
along with bright beams of light against a black background, between this we see the
models posing. This makes the advert seem high profile, almost as if paparazzi are taking
the pictures. Images are shown of Mac make-up eye shadows to nail varnish's to lip-glosses.
The brand “mac” is constantly shown on screen which reinforces the brand into
the audience. On screen this looks very appealing from the consumers point of view the
bright colours, the models, use of bold words and the use of the images of the products.
The models make up looks slightly over the top but glamorous.
Audio codes
The audio in this advert is the same song all the way through, the sound suits the style of advert
with an electric pop feel. The song gives a feeling of attitude which is often associated with
younger people and therefore will attract them and persuade them to buy the product.
5. Narrative codes
There is no narrative here, but what we see are various models who are suggested to be
wearing Mac make-up. They are shown to be glamorous and pretty, the audience decode
that the models look this way because they are using Mac products.
Action codes
The actions in this advert are the models who are pulling poses. These are not exactly
traditional or flatter them particularly but show youth and a bit of attitude. The models
almost look like dolls as they do not change they’re facial expression whatsoever and just
make small movements with their heads and hands.
Enigma codes
There is no real enigma code in the advert in terms of narrative, but the audience could
feel that they have to try the product to see the results. In the advert the audience are not
given much information about the product therefore this creates an enigma code, the
make-up is not seen being applied and there is nothing to say weather the make-up is
good or bad.
6. Technical codes
In terms of editing, a sense of montage editing is used as the audience are shown
different cuts of models and make-up. Graphics are used when showing the make-up on
the screen which gives the impression of them moving around, this gives a modern and
young vibe to the advert. Lots of flashing lights are used throughout the advert, this is
continuous and goes from black and white when the models are shown. This makes the
advert interesting to watch.
8. Visual codes
This advert is on location, set in the heart of London. The audience are shown various
iconic images of London for example the guards with the hat and red uniform on. This
ties into the brand of Rimmel London as the location is a strong selling point. As we know
these guards stay still and do not move much, however in this advert we see the guards
giving all there attention to the young female model and lots of interaction between the
guards and the female, for example them picking her up and he pushing them around
and also kissing them on the cheeks which relates to the product. The female model is
shown on a white horse which has a British flag painted on it, this ties in with the theme
of London and looks as if the female model has all the power. Red is a common colour
through out the advert which is typically ‘London’ and is shown through the clothing. The
product is shown multiple times in the advert, and the product is shown being applied.
Lots of kisses and pouts are made to emphasis the product and the lips, this also relates
to the 1000 kisses name of the product. Also the outfits worn by the female are very
uniformed of reds, navy and blacks, and looks very professional.
9. Audio codes
There is a music song in the background of the advert and is there from start to finish.
There is a man voice over who introduces the product first. Through out the advert words
are used such as “duty” “power” “royal” “seal the deal” which relates to London and the
guards. Also to enforce the product the voice over an says “how many kisses can you
give?” the female model replies “1000!” “what are you going to do with your 1000
kisses?” this helps the audience interact with the advert and the product.
Narrative codes
The narrative of this advert is about giving 1000 kisses. The female model is shown to
kiss and pout a lot to put great emphasis on the product. These kisses are shown to be
given to the men establish a relationship between the men and the female model. Also
the narrative is based around London and the Queen which is the most established
institution of our country.
10. Action codes
The actions in this advert is the model pulling poses, interaction with the guards which is
the picking up of the female model and the female model pushes the guards over and
kisses them. The model pouts a lot and blows kisses. This suggests a very girly and flirty
product, which will attract a younger audience.
Enigma codes
The enigma codes in this advert are about who the girl is, and also her affect on the
guards. Its well known that the guards of London are very strong and stationary, so this
raises an enigma of how the girl has all their attention. This then leads to the make-up
and perhaps this is why, however the audience do not know and will make them want to
buy the make-up. The question asked by the girl herself “what are you going to do with
your 1000 kisses?” at the end of the advert, leaves the audience something to think
about.
11. Technical codes
This is continuous editing, as this advert is telling more of a story compared to the
previous Mac Make-Up advert. Simple cuts are used between shots which are very fast
moving and goes to different scenes. Shots of the products are shown, like the previous
advert these are shown to move on the screen, this emphasises the range of colours of
the product. The different shot types used are mainly zoom ins and slight tracking, which
keeps all the focus on the female model and keeps her in control, in the majority of the
shots she is in the middle, in terms of rule of thirds.
13. Visual Codes
Bright colours are used in this advert from the props, the background to the models
outfits and make-up. Focus is put on the nails and the lips as these are the products that
the brand are trying to sell, these colours are also very bright, however the rest of the
make-up is understated. The products are shown on a large screen with in the studio
area, where the models can been seen in front of it, this reinforces their product with the
models. The models are show to be very happy, they are blowing bubbles, spray painting
the screen with bright colours, smiling and blowing kisses and taking pictures of
themsleves. This is used in order to give a girly feel to the advert, but they also look like
they rebelling and being mischievous, this typically relates to teenagers which are their
target audience.
14. Audio codes
The music starts at the beginning and doesn’t finish until the end, like the previous two
other adverts. The music playing is more of an alarm, which suggest crime and danger
however makes the advert exciting. The music starts to change in the advert to a more
soft pop beat which is less intense. The female voice over repeats the word “love” when
referring to the products, and uses other emotive words in order to sell the product to the
audience.
Narrative codes
The narrative in this advert is the models having a good time, laughing with each other.
They are all wearing very bright colours which further suggest their happiness, along with
their big gestures. They are first taking pictures of themselves, then blowing bubbles then
they start to spray paint in bright colours.
15. Action codes
The actions in this advert are the models smiling and blowing kisses suggesting
femininity and flirtation. They are blowing bubbles, taking pictures and spray painting, this
gives the impression that they are girly and also rebellious. These actions help shoe the
product, for example blowing bubbles allows shots of the lips, and taking pictures and
spray painting allows shots of the hands and nails to be seen.
16. Enigma codes
In this advert the audience don’t know who the females are or what they mean to each
other. There is an enigma around why the females are taking pictures of themselves and
why they are blowing bubbles.
Technical codes
This advert is similar to the first advert as this is more of montage editing, with simple
cuts next to each other however there is no suggestion of time. Mainly close up shots
and medium shots are used, with many zooms and slight camera tracking movements.
Not many long shots are used and this is to keep the focus on the make-up on the lips
and nails. Also at the end of the advert, graphics are used with the make-up products to
make them look like they are changing colours, this shows the wide range of colours their
product offers and also gives a modern and upbeat affect.
