Codal analysis

By Sophie Bennett

CODAL ANALYSIS FOR AN ADVERT

VISUAL CODE

• River Island- Spring, Summer 2013 advert.

• Throughout the advert the location is outside, there is clear blue sky and the sun is out, this links to the theme of spring, summer clothing.

• The movements made in the advert are in slow motion.

• All of the models in the advert are shown to be smashing objects, being crazy and having fun, meaning that the new collection makes them happier.

• A huge amount of colour is used throughout the advert. The lighting is also very vibrate to create the atmosphere of happiness.

• The models are also smiling throughout the whole of the advert.

AUDIO CODE• The music used in the advert is up beat, the beats within the music link to the

movements made by the models, the music used matches with the craziness of the video.

• Sound effects are also used in the advert such as the fire extinguisher.

ENIGMA CODE• During the whole advert the models are just shown smashing objects, this creates an

enigma code because the audience watching the advert are questioning why they are smashing the objects.

TECHNICAL CODE

NARRATIVE CODE

ACTION CODE

VISUAL CODE

• During the advert a number of swimming pools are shown, a water slide and water guns are also included, this links to the theme of the advert being a summer, holiday (Ibiza) advert.

• The clothing that is advertised are summer clothes. For example: dresses.

• The colours of the clothing are also very bright and colourful, which is also linking to the summer theme. Coloured smoke is also used in the advert which is also very colourful.

• Throughout the advert the lighting is nature and sunny.

• Smoke effects are used a number of times during the advert.

• During the advert there is also an underwater shot.

AUDIO CODE• Throughout the advert, background music is used. The music has a very fast beat, in

links to the theme of advert of Ibiza because it is typical music you would find in an Ibiza club.

ENIGMA CODE

TECHNICAL CODE

NARRATIVE CODE

ACTION CODE

VISUAL CODE• Throughout the advert the model are shown to be walking towards the camera to show

that they are the main focus of the advert.

• The adverts location during the start looks to be in the middle of no where, this allows the audience to actually look at the clothing rather than the surroundings or what they are doing.