Revision Lesson - Media Language

Explore how codes and conventions create meaning in this advert (15 marks)

Kneejerk reaction: this advert uses codes and conventions in a highly unconventional way to create a bizarre yet relatable mode of address

Mid shot

Low key lighting

Mise-en-scene

Facial expressions

Stuart Hall - Reception Theory

Binary opposition

Summer and sadness

Hyperreality

Holiday retreat setting

Montage

Equilibrium - Todorov

Middle aged man

Open emotions

Barthes' Codes

Hermeneutic

Proairetic

Airport setting

Bean colours

Bald head symbolises bean

Long shot

Hegemonically unattractive protagonist

Diegis of sound

Non-diegetic soundtrack

Emotional music unconventional soundtrack

Music reinforces setting of holiday

Happy holiday sad crying

Yellow polo typical middle aged

Fast paced editing

Postmodernism

Codes and conventions refers to the elements that adverts typically use in order to create meaning for their audience, to minimise risk and maximise profit. The Heinz Beans advert uses codes and conventions in a highly unconventional way to create a bizarre yet relatable mode of address

Binary opposition is constructed through the difference between a sunny holiday location and a man who is very emotional

The mise-en-scene of the yellow polo shirt has connotations of happiness and joy

The airport setting constructs a relatable mode of address for the working class target audience

The Heinz brand is presented as a luxurious product, that conatructs the entire life of the protagonist. This is an example of commodity fetishism and is anchored in a humorous and almost pitiful manner, that deliberately pokes fun at the Heinz brand, and constructs an unconventional mode of address through the use of codes and conventions.

The product is constructed as an essential necessity, which is highly conventional of adverts. In this sense, we see this modern and unconventional advert using highly conventional advertising techniques, similar to those used in the 50s Tide advert, that will doubtlessly appeal to a wide range of audience

The use of binary oppositions construct a confusing yet ultimately satisfying mode of address for the target audience. The shot of the middle aged man weeping in a night club constructs an opposition between joyous dancing and crying. Furthermore, the mise-en-scene of an older man attempting to dance in a nightclub constructs a humorous binary opposition, that symbolises a midlife crisis. This complex set of codes and conventions ends up constructing a complex narrative using character archetypes that will satisfy the target audience in a variety of ways.

The binary opposition between summer and sadness is reflected through the mise-en-scene of the sunny setting, constructed through the digital post production colour grading to anchor the target audience to understand the preferred reading.

Confusing meanings are constructed through the unconventional narrative, which relies on a series of hermeneutic codes, forcing the audience to ask themselves why he is crying

An unconventional representation of masculinity is used through the mise-en-scene of the crying middle aged man. However, this conventional representation is used to provoke a humorous response. In doing so, it reinforces hegemonic patriarchal norms, that men should not cry and seeing a man crying is funny and uncomfortable.

The montage of close ups of the protagonist face reinforce his status as a hegemonically unattractive man. This allows him to construct a relatable mode of address for the older working class audience.

The holiday setting is desirable for a stereotypical working class audience. The advert uses a misleading mode of address, utilising intertextual relay, and making explicit reference to the generic conventions of the package holiday. By subverting our expectations, the advert uses satire to appeal to a stereotypical British audience.

Binary opposition between the diegetic and non-diegetic sound constructs an almost psychotic mode of address, and symbolises the collapse of mental health for the protagonist. Themes of addiction, objectivism and fetishism

Explain how social and cultural circumstances affect audience interpretations of adverts. Refer to Kiss of the Vampire to support your points (10 marks)

Social and cultural circumstances = the times in which it was made