Codes & Conventions

Codes & Conventions  Part 1

Advert 1 - 

Camera angle & Shot 

• At the beginning of the advert there is a establishing shot being used. This is shown at the time code 0:01 where there is a establishing shot of a stadium, which is filled with people with dust and smoke on the ground. This has been done to set the scene for the advert and to make the audience wonder what this advert is about.
• Another shot is a close up. This occurs at the time code 0:24 where there is a close up of the man's face with a statue type women who is pointing at him. This has been done to show the audience that with whatever product this is the women will be pointing at you in grace, whilst you walk the streets.
• A third camera shot that has been used is a long shot. This happens at the time code 0:26 where the man is facing towards the crowd with god like people bowing at his sides. This is to show the audience that if you have this products that you are higher than the gods and that the gods will bow down to you whilst you are wearing this product. 
• A final shot is a close up. This has been done at the time code 0:30 where the man is standing facing the camera with a trophy on his shoulder. This shows to the audience that when you wear this product that you are a champion and you are a winner at everything and with everyone. 
• This has all been done to make the audience buy the product more by making them think that if they have this they will be champions, gods and the women will be over them due to how nice they smell.

Iconography 

• At the beginning of the advert there is an arena. This is shown at the time code 0:01 where there is a big arena with a crowd of people. By showing this to the audience they can see that it is like a normal arena filled with thousands of people, like a concert or a football game. 
• Another piece of iconography is the rugby players. This is shown at the time code 0:15 where you see the rugby players running behind the man. By showing this to the audience they can see that it is like a game of rugby game that is going on behind the man.
• A third piece of iconography is the Greek gods. This is at the time code 0:26 where the man is facing towards the crowed and the god like people are bowing at his sides. By showing this to the audience they can remember seeing the gods and also learning about the gods.
• A final piece of iconography is when the man walks into the changing room. This is shown at the time code 0:39 where the man walking into the changing room with the trophy. By showing this to the audience they could relate it to a football game where the players going into the changing rooms. 
• This has all been done to make the audience by the product as they will feel like a player of the game, and that they will win at the games that they are playing.

Editing 

• Throughout this advert the editing pace is quite fast. This is shown at the time code 0:01 - 0 :02 where is changes from the side of the man to the back, this is also shown at several other parts in the advert. This has been done to show the audience that whilst you have this product you will have a fast paced life and you will not need to wait on anyone as you go on your own time.
• With the editing there is jump cuts throughout. This is shown throughout the advert. This is done to tel the audience what is happening during the advert, and to make them aware of whats going on in the advert.

Lighting 

• The lighting is very bright. This is shown at the time code 0:04 where the man is in the center with a close up and the light is right on his face and everything that is behind him is quite dull and not as bright. This has been done to show the audience that whilst they have this product they are the center of everything, whilst everything in the background is quite dark.
• The light is quite dull. This is shown at the time code 0:02 where the man is walking through the tunnel, the light is only shining on the back of his body and not the front. This has been done to show that whilst you have this product you do not need to be seen to be heard.
• The low key lighting. This is shown at the time code 0:24 where there is a close up of the mans face. This is done to extenuate the mans muscles, and to also show silhouette to make it more mysterious.   

Sound

• At the beginning of the advert there is the sound of the crowd. This occurs at the time code 0:01 where the man is walking through the tunnel towards the arena. This has been done to show the audience that whilst you have this product you are able to fill out a whole stadium by yourself, so it gives them courage and confidence to do anything. 
• Another sound that is made at the beginning is the pictures being taken. This happens at the time code 0:03 where the camera people are taking pictures of the man walking towards them. This has been done to show the audience that whilst wearing this product everyone wants to take pictures of them. 
• Another sound is the lights turning on. This is shown at the time code 0:11 where the man is walking out and the lights turn on when he walks out. This has been done to show the audience that they will be the center of attention whilst wearing this product as all the lights will be on them and the lights will only turn on when they walk into the room or arena.
• This has all be done to make the audience want to buy the product more as they will feel famous whilst wearing this product as everyone will want to take pictures of them and all the lights will be on them so they will be the center of attention all the time.

Music 

• Throughout the advert the song "power" by Kanye West is playing. This has been done to show the audience that with this product you have the power to do anything anywhere. This makes the audience want to buy the product more as they feel like they will have the power to accomplish anything that they want to.
• Another point is that from the music being Kanye West 'power' it shows that it is targeted at a younger target audience.

Computer Graphics 

• One computer graphic that is used is Invictus. This is shown at the time code 0:20 where the man is in the middle of the shot with the words 'Invictus' behind him with smoke. This has been done to show the audience that they are undefeated in what they do, this is shown from the way the man is standing and also the fact that the word Invictus is behind him.

SFX 

• One special effect that is used is the two giant women. This is shown at the time code 0:09 where there are two giant women who look like goddesses standing behind the man looking down. This has been done to show the audience that once you have this product that you will get goddesses coming for you and looking at you.
• Another special effect that is used is the cement men. At the time code 0:16 there are cement men running towards the man but then he flings his hands up and they break into pieces. This has been done to show the audience that no man can touch you or beat you whilst you are wearing this product.
• A final special effect that has been used is the giant women. At the time code 0:22 there is a giant women who is sitting in the smoke pointing at the man walking away. This has been done to show the audience that whilst wearing this product you are the main person that everyone is looking at and the main person that everyone care's about.

Advert 2 - 

Camera angle & Shot 

• Establishing shot is the first shot used at the beginning of the advert. This is shown at the time code 0:00 where the boy has come to pick up his date and he is looking at the new car that is in the drive. This has been done to show the audience immediately what the advert is about.
• Another shot is an over the shoulder shot. This is shown at the time code 0:17 where there is a shot over Kevin Hearts shoulder showing the back and the side of the car. This has been done to show the audience what the rest of the car looks like and also what it looks like when it is being driven. This has also been done to advertise both products, which is synergy between Samsung and the car.
• A third shot is a close up. This is shown at the time code 0:19 where there is a close up of the smart watch on his hand saying car finder. This is shown to tell the audience that with this new car you can track it if you are at home and someone else is driving it of if it is stolen you are able to find it.
• A final one is tilt down. This is shown at the time code 0:24 where the camera is tiling down at the car. This has been done to show the audience what the car looks like next to other cars and how nice it looks in a different light. 
• Theses have all been done to make the audience want to buy the car more due to how nice it looks and also that you can track the car with your smart phone or smart watch even if you yourself are not driving the car.

Iconography 

• Going to the movies. This is shown at the time code 0:20 where the boy and girl are in the movies watching a film hugging. This has been show to show the audience that with this car you can do the regular things you want to do when you go on a date. 
• Another one is going to the fair. This is shown at the time code 0:25 where the boy is trying to impress the girl by winning her the teddy bear. This has also been shown to the audience so that you can go to regular places on a night out and that you can also go to more than one place in one night with this car.
• This has been done to show the audience that with this car you can do several things in a night, and also that you can do regular things with a date or friends with this car.
• Kevin Heart is also an icon. Kevin heart is shown throughout the advert. This has been done because he makes family films and the car that he is advertising is a family car.

Editing 

• The editing of this advert is quite slow. This is shown at the time code 0:04 where the shot does not change until Kevin Heart stops speaking. This is done to show the audience that with this car you do not need to go fast to have a good ride you can just take life slow and be relaxed.
• The editing is also been done for comedy value by using jump cuts throughout the advert it makes it more entertaining for the audience. This is shown at the time code 0:22 where Kevin Heart pops up behind. This has been done to make the audience laugh and add humour to the advert.

Lighting 

• synthetic lighting is used on the car. This is shown at the time code 0:24 where the car is packed in between two cars, where the cars next to it look dull and boring, where as the one in the middle looks new, smart and clean. This has been done to make the audience to think that the car looks better than other cars and that is a more sophisticated car than others around it.
• The cars natural headlights. This is shown at the time code 0:32 where the car is being driven and the headlights are on and are shining bright. This had been done to show the audience that the headlights of the car is very bright so that if you are ever in a dark place you will be able to see far. 
• This makes the audience want to buy the product more as they will be able to have great headlights and also they will have a car that looks nicer than most cars that people are driving.

Sound 

• Voice over. This is used at the time code 0:46, where it say "car finder in the new Hyundai Genesis" whilst the boy is driving the girl home. This has been done to tell the audience the the features that the new car has that the other ones previously did not have.
• Sound effects. This occurs at the time code 0:53 where Kevin heart is locking the car and the boy jumps as he is scared of Kevin Heart. This has been done to show the audience that you can lock your car from a distance and also that it has a sound when it locks so you know that it is locked. 
• This has been done to make the audience by the car more as it has new features that will save you from searching for your car when you have parked it or if someone has stolen it you can find it quicker.

Music 

• Throughout the advert the instrumental to 'another one bits the dust' was playing in the background. This occurred throughout the advert. This was done to show to the audience that with the car all the other cars are no match so they all bite the dust as they can not catch up or match the physical state of the car.
• This makes the audience want to buy the car more as they will have a car that no other car will match due to the technology used and the physical look of the car.

SFX 

• One special effect used in this advert is Kevin Heart on the helicopter. This is shown at the time code 0:39 where Kevin Heart is trying to stop the boy from kissing his daughter in his car. This has been shown to tell the audience that once one person has seen this car they will want to follow you around to see what the car is like and what you can do in the car. This has also been used for the comedy value for the audience watching.
• This makes the audience want to buy the car more as the car will be a head turner and people will do anything to look at the car and find out what it does that another car does not do.