In the fifth week of visual Culture course, we learned how to use code to analyze art and design works at work, which can help us focus on the elements of meaning and the soul content conveyed in visual works.
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What is 'Codes'?
VISUAL or SYMBOLIC CODES: The visual aspects of the things in the scene that construct meaning. They are learned from culture and society.
TECHNICAL CODES: The way in which production techniques have been used to
communicate meanings. They are learned from looking at visual texts and will usually have a 'conventional' or generally agreed meaning.
LANGUAGE CODES: use of written/spoken language to anchor the meaning. These are learned from culture and society.
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Reference: BBDO (2021) . Don't lose sight of your dreams. [online] Retrieved from https://www.adsoftheworld.com/media/print/ford_mustang_dont_lose_sight_of_your_dreams [Accessed 24 April 2022].
VISUAL CODES
The subject/s:
This is a printed commercial created by German BBDO for Ford, and I think it touches me. Intuitively, the picture shows a desktop of a computer, there are a lot of documents and materials presented on the home screen, I guess this is a working person or a college student's computer. A hollow piece of the dense documents reveals the original computer desktop: a chic and high-profile Ford brand car. The message in the picture is that even if you study and work hard, but do not ignore and forget the dream you are pursuing.
Setting/ location:
The main scenes are set in viaducts and open spaces, which are relatively empty and can highlight the importance of the car, allowing the viewer to gather the vision on the car.
Colour:
Gray, red and orange appear in the scene, and these three colors are the representative and bright colors in the car.
Props/ objects:
The items have three different colors and styles, and the props are countless documents and pictures that contrast. A single car and dense documents make it easier to judge the initial relationship.
Composition:
The main body is the Ford brand car, paired with dense documents and pictures that surround the car in a surround state. Not only highlights the importance of the car, but also expresses a lot of documents, pictures and pressure around the lives of young people. And show that the title — Don't lose sight of your dreams.
TECHNICAL CODES
Lighting:
Photos taken in natural light.
Camera:
Shot type: These picture are use Long shot. It can well show the details of distant scenery, can pull different scenery to the front of the choice and composition more. The most important thing is to focus on the part, highlight the main body, and the long shot plays this point very well in this advertisement, and enhances the visual effect of the car.
Camera angle: It uses a high view over the entire car to increase the integrity of the car.
Other aspects of framing: The overall shape of the frame is rectangular. This better shows that the advertisement is presented in the form of a computer desktop. I think there is no material cut outside of the frame.
Focus: Deep focus.
Level: The subject is either left or right in the middle of the picture. They tilt left or right in the picture, showing the streamlined car.
Layout and Design: Position,whitement and contrast. Their role in this advertisement is to identify the theme, enhance the visual effect, and strengthen the object.
Typography & graphics:The graphics and visual effects are dense and blank in sharp contrast.
LANGUAGE CODES
Anchorage:This ad does not use the language code.
Thank you for watching, my name is Pyrrha, I hope you can remember me!
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