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Write a detailed analysis of the Renault Clio advert referring to the use of the three codes and bricolage

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Introduction

Write a detailed analysis of the Renault Clio advert referring to the use of the three codes and bricolage (intertextual references) Advertising is important for all businesses; it is the difference between millions and thousands and sometimes it is the difference between profit and loss. So for a market that is already bursting at its seams, a new car has to have an advert that gets people to notice it. It has to show what the car can do, appeal to men and women and it has to remain in the minds of the viewers. The Clio advert does this. The Renault Clio advert is the last one of the `Nicole and Papa' campaign. Nicole, the long running Clio advert star, is marrying the famous comedian Bob Mortimer but Vic Reeves turns up to claim Nicole for himself. ...read more.

Middle

mood as, even though it is her wedding day, she doesn't look very happy but whenever the Clio is shown the music is changed to an upbeat, chirpy guitar which might have been used to reflect the car's fun personality. There are three codes used in advertising and they are all used in this advert. The three codes are action codes, symbolic codes and enigma codes. The advertisers use action codes to convey feelings, symbolic codes to speed up the plot and enigma codes to keep interest. In this advert the action code is used to show that the driver is impatient and late because we see him looking at his watch whilst he is waiting for the train to go past. ...read more.

Conclusion

The Ford example of this is where the theme tune to one of Steve M^cQueen's movies ("Bullit") is played and he chooses the Ford car over the famous motorbike used to escape from a prisoner of war camp in the movie "The Great Escape". There are three main intertextual references in the advert. The use of `Papa and Nicole' is an intertextual reference as they have already been used in various Clio adverts. The use of Vic and Bob is another example as is the scene where Bob is banging on the window of the church trying to get Nicole not to marry Vic, but to run away with him. This third illustration is a reference to the 1967 film "The Graduate"; this is a very famous scene and is also used in "The Simpsons" and "Wayne's World". ...read more.

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