Using Technical Symbolic and Written codes, explain how meaning is conveyed in the Renault Clio car advertisement.
Chris Pickering, Mrs Grimes 10E6
Using Technical Symbolic and Written codes, explain how meaning is conveyed in the Renault Clio car advertisement.
Many company’s use advertisements to try to persuade the viewer or reader to purchase the product being advertised. A lot of television adverts are very short, some even under thirty seconds, as well crafted texts tend to be very expensive, however this Renault Clio advert is fifty-nine seconds long, as it is more like a narrative. In the Renault Clio advert, the producers have used some original ideas, but have also borrowed some ideas from various other projects, this borrowing and adapting of ideas is called intertextuality.
When an idea from a previous film or television program is adapted to another idea it is known as intertextuality. This is used to make the audience familiar with the text or advert, assuming the audience recognises that the idea has been used before, this will make them feel clever after making the connection. In the Renault Clio advert, an idea from the 1967 film ‘The Graduate’ starring Dustin Hoffman. The idea of someone banging on the upstairs window of a church trying to win a women just as she is about to accept marriage from another man will be recognised by middle aged people and people who have seen the film. Intertextuality is also used with the characters Papa and Nicole, which have been used in Renault Clio adverts before.
