Reading an image - Media codes

 1) Analyse this RBK 50 Cent advert using the media codes you learned in the 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: The angle from which the camera is set, for the photography of 50 cent, has him looking at an angle towards the camera and could suggest a forward facing and could suggest courage in face of life obstacles and possibly his identity. This is further shown through the lighting of 50 cent as it looks like as if he is almost emerging from the darkness maybe not completely in the dark but could be that he understands where his identity splits between how he truly feels and how others perceive him in the light or dark, this being quite polysemic. In terms of editing the advertisement is split in two own the middle with 50 cent one side and what looks like fingerprints on government documentation which could imply that 50 cent has a split identity, possibly feeling like two different people or being perceived as so by other people/society. 

Written/Verbal: The quote used in the advertisement links back to 50 cents past and where he originally called home, stating that one should always take advantage of what they are given because those freedoms and opportunity might not be there for them tomorrow .The use of the slogan "i am what i am" can create the image that the people that we are is what we ourselves perceive us to be and not what others think of us, only we as individuals can truly understand what makes us who we are and meant to become While the anchorage text at the the top of the add can further depict his past and how he feels about his upbringing. Possibly the lack of a cover line explaining what the advert is meant to be selling/promoting can depict the ideals of Reebok as a sports company, in that it may feel identity is an important part of their brand.

Symbolic/Non-Verbal: In terms of mise-en-scene, 50 cents use of clothing reflects how he feels comfortable and the hat and chain could reflect the style of clothing he is used to possibly due to the urban city background he grew up in. The lighting could reflects his desire to show of his actual personality while it could also represent how a lot of it is still hidden in darkness maybe overshadowed by other peoples expectations of who he really is. The fact that he is turned to the side, in his actor placement, yet facing the camera could imply how even though he sees us and acknowledges us as an audience he may be moving on with his own ambitions and goals to become who he wants to be. The fact that we can not establish what the setting is that the picture is taken, it could provide a sense of the void and unknown which could reflect the belief that sometimes even we do not know what make us up as an individual and that our personalities develop from many unknown factors. 

The colour code of the photo itself of 50 cent is completely black and white which could create the idea that we as people should be seen not through any colour of clothing or skin but that we each in our own right have something that makes us individually different from others on the other hand black and white is usually associated with flashbacks and the past which could reflect 50 cents upbringing comparing his past to his present .while the font/Typography used to state "i am what i am" looks almost handwritten, which could be interpreted as saying that he has his own identity and qualities that make him different and unique from anybody else. while the similar looking font of the Reebok logo could mirror this in emphasising the idea of uniqueness and individuality of those in its industry. Also he filled in O's of the text represents all the times that 50 cent has been shot showing how much danger and upheaval he has had in his life.

Narrative:

Enigma code: The fingerprints on the right of the advert create a sense of mystery as we do not know whether or not it is ment to be inferred that this is a criminal proceeding or whether it is a statement that the government is what ultimately gives us our identity in society or if it is something we figure out on our own.

Action code: In terms of action we are not give much from this ad but we can assume that its not really promising any action but instead there to give inspiration to people to be who they are and to change for the better.

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: The camera photography is from low down and in front of the sports player showing the players dominance and making them the centre of attention for this advertisement which suggests that this person is dominant and popular in this sport either in terms of skills for the sport or in terms of public popularity as is reinforced by the lighting of the ad as although it seems to be night time there are large glaring lights that make the player stand out leaving the other player behind him in the dark which further shows his superiority over his opponent. In terms of the editing of this ad it seems to be that the background is blurred and the player in the black outfit is purposely left dark and in the shadows leaving their identity unknown creating mystery while the fact that the background stadium is blurred puts even more attention the player possibly suggesting an important event unfolding as he may just be about bring his team victory so everyone's attention is cantered only around him.

written/Verbal: The anchorage text within this advert of "hydrates and fuels you better than water" creates the idea that the results and performance of the player are seen to be as a result of this drink, Lucozade, that is being promoted and that this Rugby players choice drink is Lucozade and is preferable to water. In terms of the language used we can see that at the top that the slogan of "yes" can connote that we as an audience should say yes to Lucozade as a drink for those wanting to preform better in sports and that even this renowned sports athlete has also said yes to Lucozade while also promoting his next large event/challenge at the bottom of the add using language to further incentive and popularity to their drink as being an essential for sports players.  

Symbolic/Non-Verbal: In terms of mise en scene the we know that this is a rugby player due to his costume and so he has a rugby top from his team as we can see the embroidery of a rose on his rugby top while the lighting can tell us that this sporting event is taking place at night due to the floodlights that light up the setting which is a stadium to show that there is a match going on as there is also an actor (the player in black) at the back which allows us to infer that there indeed is a match happening as this picture is taken and through the fact that that player is trying to tackle the player in the centre. The prop used in this ad of the rugby ball can confirm to the audience that the sport is indeed Rugby for anyone who may not be familiar with the sports teams in rugby making this quite generalisable to an audience. While the make up of the player being mud covered can help us infer that the match the player has had up until now has been chaotic and strenuous with how much tackling the player must have been doing further emphasising the effectiveness of the Lucozade brand.

The body language of the player in the centre can further suggest that this is an intense match as he seems to be running and dodging tackles from his opponents while his facial expression can create the idea that he is putting in a lot of effort and dedication into playing the game with as much passion and skill that he can muster. While the generally bright colour code of the ad can imply light-hearted atmosphere while also establishing intensity through more vibrant colours like Lucozade's yellow and blue tones and bright reds on the players outfit  further exemplifying Lucozade's use as a sport drink for the professionals and those serious about sport. The use of Lucozade's signature font and the player's (Chris Robshaw) signature both together in the add further implies the athletes support for the drink company adding credibility and allowing the audience to make the assumption the Robshaw likes and actively advertises Lucozade as his preferred drink.

Narrative:

Enigma code: The ad make us question whether or not Robshaw does score a point or if he gets tackled by the opposing team, and seeing that success could draw the audiences attention to his performance and possibly make them investigate further while also making us contemplate the performance of the player at his next event. 

Action code: The advert promises us action through Robshaw's next event being a challenge which could make the audience wanting to see more of his accomplishments through the use of Lucozade and whether his performance really will be as great as the ad makes it out to be.