Reading an image - media codes

 

: 
Technical: 
  •  lighting = harsh/upwards angle 
  • monocles colour black and white 
  • stage shot - direct address 
  • highlights/brows are hidden 
  • collage/images 
Written/verbal:

  • text/anchorage 'o' filled in symbolic of gun shots 
  • title of 'i am' - reflects of past/ mirrored 
  • limited edition product/ unclear advertisement 
Symbolic: 
  • facial expression - serious / angry 
  • colour scheme - dull 
  • slogan extends confidence and strength 
  • logo associated with celebrity culture 
Narrative: 
  • enigma - slogan , fingerprints, unaware of back story 
  • monoheme - mystery story 
  • action - police involvement 50 cent identify 'no plan B' - unknown future actions 


Technical: 
  • uses a simple, high-contrast, black-and-white photograph
  • undeniable focal point and gives the ad a serious tone 
  •  placed in a large, empty, white space, isolating it from any background distractions. 
Written/verbal:

  • one-word headline "Lemon" - subverts the traditional celebratory tone of car 
  •  written text below the sub-heading provides a detailed and trustworthy-sounding 
Symbolic: 
  •  symbolized a rejection of the big, flashy American automobiles
  •  vast amount of blank, white space surrounding the product symbolizes honesty, clarity, and     simplicity.
  •  minimal use of the Volkswagen logo emphasizes that the product's quality
Narrative: 
  • Tells a story of failure—the car that didn't make it. 
  • This narrative creates suspense and curiosity.
  • "Lemon" ultimately functions as a hero's journey for the other Volkswagen cars. 


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