Codes and conventions. Codes are systems of signs, which create meaning. Codes can be divided into two categories – technical and symbolic. Technical codes are all the ways in which equipment is used to tell the story in a media text, for example the camera work in a film.
MAIN IMAGE FILLING THE PAGE
THE USUALLY HAVE A SLOGAN
THEY HAVE A LOGO TO HELP IDENTIFY THE CHARITY
THERE IS CONTINUITY ACROSS ADVERTISING CAMPAIGN
SIMILAR ANCHORAGE IS USED AS WELL AS A SIMILAR STYLE OF PHOTOGRAPHY AND TYPOGRAPHY AS OTHER IMAGES
THEY WILL MANIPULATE IMAGES TO MAKE THEM MORE UNUSUAL OR POWERFUL
IT MAY CONTAIN TEXT
THERE MIGHT BE INTER-TEXTUAL REFERENCES
Conventions of Charity Adverts and the Subvert Conventions of Charity Adverts in Water Aid's Claudia Sings
Conventions of Charity Ads
The conventional shot types are used in charity ads, such as close ups to emphasise emotion and expression which acts as an action code- Bathes - driving the narrative.
Soundtrack that's used, in the adverts the song is used as comparison between both UK and Africa, with sunshine and rain shown through the song.
The mise-en-scene is typical of a charity with high key lighting representing innocence and the wash of colour that's gradually saturated throughout, supporting the narrative.
Subvert Conventions of Charity Ads
In the advertisement, a personalised narrative is used. This is significant as it allows WaterAid to directly appeal to its consumers. The persona of the character helps the audience to feel attached to the characters story and therefore a sense of accomplishment is generated when the audience views the positive effects of water to her village.
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