This essay aims to decode the representational code in an advert that is selling "So…? Kiss Me". The target receiver is mainly teenagers, ranging from age 12 to 20, and the advert appeared in a magazine called Sugar.

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Media Essay

This essay aims to decode the representational code in an advert that is selling “So…? Kiss Me”. The target receiver is mainly teenagers, ranging from age 12 to 20, and the advert appeared in a magazine called Sugar, which is aimed at girls in their teens.

As in all adverts, signifiers are used. A signifier is something that carries meaning, like an object or a symbol. Not only these, but signifiers can be colour, focus, camera angles, stereotypes and positioning; all of which help to send messages in an advert to the receiver. However, there are denotations and connotations to the meanings. Denotations are the obvious or literal meanings that the messages are sending. Connotations are the implied or suggested meaning. For example, if a sweaty builder who looks rugged and sexy is drinking a can of cola, then the connotation is that women will get a man like that if they drink cola. The denotation is just that the builder is hot and needs a drink to cool down, and it just so happens that he chooses cola. The aim of all adverts is for the receiver to buy the senders’ product.

In my chosen advert, the model takes up most of the page. The top of the picture has been cropped so that it cuts off at the models’ stomach. Her stomach is positioned in the top right corner, with a hand placed on it. The woman’s other arm comes into the picture form the top left corner, and the hand rests with the palm on her lower back. Her fingers are pointing downwards towards the legs. The bottom of the picture is cropped at the woman’s upper legs, near the thigh. Just above the bottom of the picture is some white text, with information on how and where you can buy the product. In the bottom right corner is a picture of the product, in both a bottle and an aerosol can. In the middle of the page is large white text saying So…? Kiss Me, which is the name of the product. Just above the text on the models' hip, is the shape of lips in the colour red. Above the lip print is the strap of the woman’s underwear. She is wearing what looks to be a red thong, with strings of large red and small gold beads, hanging vertically from the waistband. The woman’s skin is bronzed and tanned. The background of the picture is blurred, but has tones of the colours red and black.

Colour is one of the most powerful signifiers and can send several messages to the receiver. For example, the model in the foreground is wearing a red thong, with red and gold beads. The colour red signifies love, lust, sex, danger and power, while gold signifies luxury, expense and boldness. The connotation is that if you buy and wear the product, you will have a lifestyle where you feel sexy, luxurious, powerful, and people will love or lust after you. The denotation is just that red is a bright colour and stands out from the page when put in contrast with the models’ bronzed skin. Black is also used with red in the background. Black signifies bad, impure and danger. Along with red, the connotation of these colours is showing the impure, sexy, sensual side of the model, which is apparently what the receiver would feel like if they bought the product. The denotation is that dark colours have been used so that it does not attract the receiver’s attention, and they will only see that model and the product. White has been chosen to write the text. White signifies purity, virginal, innocence, and peaceful. The connotation is that it is showing the model’s innocent and good side. This is to be taken with the black ‘impurity’ of the background. Together the colours show the two sides to the model. In other words, if you use the product, you will nor only be pure, virginal and innocent, but impure, passionate and dangerous. The denotation of the white text is that it stands out. It has to catch the receivers’ attention, as it is the name of the product. All of the colours are used in order to get the receiver to buy the product. Some of the colours’ connotations are a bit sexual but sex sells, as it is something that appeals to both males and females.

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Shape in an advert is also important if you want the product to sell. Shapes are used to sell the product without the receiver realising it. For example, in my chosen advert, in the bottom right corner is a picture of the product. The aerosol can is a tall cylinder shape. This is known as a phallic symbol. A phallic symbol signifies an erect penis; so again, the sender is using sex to sell. The model’s body makes a very faint triangular shape in the way that she is standing. Triangles are very important in an advert, as they ...

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