Reading an image: Media codes
- Low-key top lighting Is used and it creates pitch black shadows all around him focusing on her facial features and expression (Intensely glaring at the camera).
- Close up camera shot on 50 cent, therefore hyper focusing on him showing that he is the star and the main topic of the ad
-The monochrome choice of editing towards the ad could connote that it is trying to send one clear message so it being ‘black and white’ strongly shows that as an attempt to stop it from being polysemic
Written or verbal codes:
- The verbal code “I am what I am” connotes acceptance and shows that RBK is possibly trying to send a message to be accepted who you are and to not be shamed. But an oppositional reading could be that they support gang violence and think it is ok.
- “Take advantage of today because tomorrow is not promised” could be representing how 50 cent nearly lost his life and now is very grateful he can enjoy his days on earth. The message this media code is sending is that you don’t know what could happen to you as you could be begging for your life so just enjoy each day one at a time.
Symbolic or narrative or non-verbal
- The coloured in holes in the text is an action code that tells a story as it looks like bullets which could represent 50 cent getting shot because of gang violence.
- The finger prints is an enigma code connotes identity, criminal which makes it seem like RBK supports this which is unconventional for a brand. However the hegemantic reading could be that they are authentic and open minded for people in different situtations.
Technical codes:
- Medium shot with Micheal B Jordon in the dead centre showing he is the main product of the advertisement.
- natural key lighting from the sun with no filler lights, creates shadows on the respective areas of his body.
- The setting of the photo (at the beach) could convey a message that you could be “fit” anywhere no matter the location being fit is possible. This could be, as a dominant reading, motivating their target audience to work out and be fit.
Written or Verbal codes
- The massive title “Men’s health” clearly shows that the target audience is for men and their physical health.
- “fit at any age” sends a message to the audience that they don’t need to feel limited and that they can look like Michael, at any age once the effort is put in.
Symbolic or non-verbal codes
- C: the lack of costume on him shifts the attention to his body rather than his face.
L: natural lighting from the sun, no artificial editing
A: his body position (sitting cross legged on the beach) shows a relax manner. Also makes him level with the camera showing that he is one of us rather than better than us. This further spreads the message that anyone could be like him (fit and healthy)
M: no makeup
P: no props, everything is natural nothing is added. Shows that his health and physique is real and takes no artificial ad ons to create it
S: setting at the beach, which is a common natural setting which could be telling the audience micheal is like them and makes the magazine more relatable.
- Bright vibrant colours are soused as the colour pallet, creates a happy and relaxed feeling in the magazine
- The bold and massive font on micheal’s name shows he is the star and the main product of the magazine
- The change in size in the different texts when something else is being said, shows the importance each word holds and which the audience is meant to pay full attention to.
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