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• The actions and movements made by the models in the advert have been edited slower,

to make the movements look like they are in slow motion. This would be very different in real life as it would be a lot faster and over in a second. For example in the advert one of the models smashes through a wall of boxes, it the advert it is very slow but it real life if would be fast.

NARRATIVE CODE• Throughout this whole advert, the model are shown to be having fun, messing around and

being in the sun. Therefore the story behind this advert is having fun in the sun because its summer.

• The models are shown to be smiling and laughing in the advert which helps portray the story of them having fun.

• Also the models all come across as friends in the advert, meaning that the story is about spending time with friends.

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• After each scene in the advert the location changes, one second the model model is

running in the water and then the next she is going down a slide. This makes the advert very interesting and creates questions for the audience as they question what the models are going to do next.

TECHNICAL CODE• During the advert some of the movements are made faster and then some of them are

made slower to look like they are in slow motion.

• Also in part of the advert a model is shown to walk up to the camera and then it is shown in reverse to make her look like she is walking backwards.

NARRATIVE CODE• The story behind this advert, as it is a Ibiza summer advert, is about doing what you want,

having fun and laughing in the sun with friends. Also it tells a story about going to the clubs in Ibiza because the clothes worn are very dressy. But also it tells a story of the pool and beach side of Ibiza because of the swim wear.

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.

• During the advert a swimming pool/river is included showing that it is again summer/spring clothing.

• The clothing is also very bright which is also associated with summer/spring clothes.

• During this advert the models are shown to have very little expression on their faces.

AUDIO CODE• The music in the background of the advert is very relaxed, which is a mood you would

associate summer with.

• It is also upbeat to make the atmosphere of the advert seem fun and happy.

• At the very end of the advert, a women says “boohoo.com” This shows that they are using audio to advertise their website as well as the video as this allows the viewers to know who’s advertisement it is.

ENIGMA CODE• Throughout the video the location seems to be in the middle of nowhere, this creates an

enigma code because you question what is going to happen next because from the location it is not clear. For example if the location is a swimming pool it is clear for the audience to know that they are going to get into the pool. Whereas the location in this Boohoo advert doesn’t give anything away to the audience.

TECHNICAL CODE• Again some of the movements made by the models are slowed down, this allows you to

see all the clothing that the models are wearing because if it was really fast you wouldn’t be able to see the clothing, therefore the advert would be pointless.

• The movements have also been slowed down to match the beat of the music in the background.

NARRATIVE CODE• During the advert the models are shown to be on an adventure, walking in the middle of

nowhere but because they look good in the Boohoo summer/spring collection they feel good and the story behind it is you can have fun no matter where you are as look as you look & feel good.