• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

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.

Extracts from this document...

Introduction

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. ...read more.

Middle

This is because the anchor is printed right across it in the middle, and so it is the main focal point in the picture. The model takes up nearly all of the page. She is facing sideways in the picture. This could be seen as sexual, as she is showing part of her body but not all of it. Picture can be taken from all different angles. In my advert, the picture is taken from below slightly. This is to give it a bigger surface area for the advert. The connotation to this is that whoever left the 'kiss mark' on the model's hip is down at that level. The model's head is not in the shot, so there are no facial expressions. Not only the angle but the focus that is used can say many things about an advert. It is quite a soft focus in the picture that I chose. The sender does not want it to be too overpowering, so a soft focus is used to make is aesthetically pleasing to look at. The background to the picture is blurred. The denotation to this is to shield whatever is there, and also make sure that the receiver only looks at the main picture. The connotation of this is a bit sexual, especially as the colours are red and black. It makes the receiver wonder what is behind the model as well. The soft focus gives a gentle feel to the advert. ...read more.

Conclusion

The advert uses the signified of passion, lust love and danger in the woman's red thong, to suggest that you will have a lifestyle like that. The lighting to emphasise the woman's skin, and that fact that the picture is cropped just below the woman's bust, helps to sell the product. This is because it is appealing to men (who would buy the product in hope that if their wife/girlfriend used the product then they would look like the model) and also to women who may want a figure like the model's. It also uses the signified if impurity and danger in the black and red background, and the soft focus gives an intriguing feel to the picture. In complete contrast to the black and red background, the anchor is printed in white, which signifies purity, virginal and innocence. The 'lip mark' which suggests that a woman kissed the model, adds a sexual feel to the advert, along with all of the colours that have been used, and the phallic symbol of the aerosol can. The model's hands are cleverly placed so that they are pointing towards the anchor of the product, which happens to be in the middle of the page; the first place that the receiver will look. The faint shape of a triangle, in which the model is standing, signifies power. To conclude, I think that this advert works well in today's society, and that it would be very successful in selling the product to both men and women, as it catches the attention of both sexes. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Marketing section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related GCSE Marketing essays

  1. Free essay

    AnalLAYSING AN ADVERT FOR DIOR PERFUME "PURE POISON" FROM THE MAGAZINE "EVE"

    The use of contrasting words "pure" and "poison" is a good example of suggestive advertising. The dictionary definition of poison is a noun meaning a substance, which can cause harm, destroy or corrupt. The word pure, which is used in this case to describe the noun poison, itself means clean

  2. My business strategy - computer shop.

    have by law they are: Employers liability- If a business has any employees then it must take out employers liability insurance this covers the employees death, injury, or illness caused by a accident at work because of employer. Motor vehicle- If you own a motor vehicle then you must have

  1. Advertising Essay

    They have a large font size for the word 'Sketchers' the logo is the same size as the word and the word 'footwear' is in a slightly smaller font, but it still stands out. The website address and the word 'USA' are in smaller font but they still stand out as they are in red and white bold font.

  2. Analysing an advert.

    The letters are black against a white background of what looks like a window letting in light and reflecting on a silk neglig´┐Że and with a few very pale shadows. This foregrounds the message and also the plain difference between black and white and, in the same way, the difference between owning the product shown and not owning it.

  1. Advertisement for Energy Drink - Our brief was to create an advert entirely out ...

    Analysis: This is an advertisement for an energy drink with a simple story, and we decided to do this using a fast and up beat style. > Camera Work We used many angles and views such as over the shoulder or just simply side on or direct.

  2. This coursework aims to decode the representational code in and advert which is trying ...

    After this there is the body copy with some information on the laptop such as processor speed (1.6GHz), amount of memory, speed of music transfers, HDD size etc Also in this section it shows the official Intel Pentium 4 M logo, this is because the laptop is "powered" by this processor.

  1. In this essay I will be comparing advertisements for Oxfam and CCF. The Oxfam ...

    The images in both adverts are very effective. The converge for the Oxfam advert in the image is the girl's eye and also all her bandages. Her clothes look worn out and old. The girl's hair is a mess, untidy and unsanitary, that shows that these people can not afford to have a decent wash.

  2. AQA Marketing Essay

    What is a Brand? A Brand is a name, term, sign, symbol, design, or a combination of all used to uniquely identify a product. It can be an organization that creates a product for example Nike is a brand that makes trainers which is a product.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work