2. CODAL ANALYSIS
I will look at three different hair care adverts, all of which are different brands and
will look at codes such as
• Visual code
• Audio code
• Narrative code
• Action code
• Enigma code
• Technical code

3. L'OREAL ELVIVE FIBROLOGY THICKENING HAIR CARE
Visual code
This is not shot on a location, but in a studio and we can see this by
the clean black backgound. The contrast of the background and
the womans long blonde hair contrast and draws the focus on
to the hair which is in very good condition. Also an attractive
and famous female is used to make the product more
appealing, in this advert Blake Lively is shown. The name of the
product is frequently shown on screen to reinforce that this is
their product also the audience are shown modern and science
images this makes the product seem more reliable.
Audio code
An man is doing the voiceover for the product and sounds
enthuisastic and reliable and the use of the word ‘only’ gives
the impression the results can only be achieved by using this
product. The catch phrase ‘you’re worth it’ is recongisable. The
use of ‘our first product with’ makes the audience decode this
as something thats never been seen before, to entice the
audience to buy.

4. Narrative code
To this advert there isn’t an actual narrative,
what we seen is a woman who is
suggested to of used this product to give
the visible signs of thicker looking hair.
Action code
The actions in this clip show a woman
waving her hair around making it seem
as though it is very important.

5. Enigma code
There is no obvious enigma code, perhaps the
audience may feel they need to try the product to
see if the results claimed are actually achievable.
Technical code
In terms of editing, cuts are used one after another to
give a continuous, although there is no time
concept. Technical terms related to the haircare
product are faded up and zoomed in to on the
screen, this gives a smooth aspect to the advert.
Shots of the womans hair is in slow motion to give
dramatic effect and draw the audience in.

6. SCHWARZKOPF ESSENCE ULTÎME
Visual code
This is shot in a studio, the background colours relate to the
product of ‘pearl essence’. Images of pearls are shown
which the audience decodes as something precious
and attractive which relates to the product. Also Claudia
Schiffer is used in this advert, she is a well known
figure when it comes to beauty which makes the
product seem reliable. Her long blonde and shiny hair is
made the focus of the advert.
Audio code
A man is the voiceover of the advert using persuasive
words such as ‘rich’ ‘luxurious’ ‘shiny’ ‘strong’ ‘percious’.
The words shown on screen are also said to reinforce
them, and Claudia Schiffer participation is repeated and
has a good selling point. The music is also effective to
make it seem more dramatic. The phrase said by
Claudia Schiffer at the end ‘my professional hair care
for you’ makes the audience feel as though she is
talking to them.

7. Narrative code
The isn’t a narrative here, it’s just selling the
product.
Action code
Claudia Schiffer is shown flicking her hair, swaying
and jumping around, some of these are slightly
blurred out but the silhouette of her can still be
seen, this decodes as happiness to the
audience, this makes a connection between
happiness and the product.

8. Enigma code
There is nothing that is obviously hidden from
the audience apart from the small print at
the bottom of the screen. The audience will
want to see for themselves if the product
gives the results which are claimed.
Technical code
The images of pearls and bright lights are used
throughout the advert, this reinforces the
images of strong, shiny and healthy hair.

9. TRESEMME KERATIN SMOOTH 7 DAY SMOOTH
SYSTEM
Visual code
At first we see dry and damaged hair, the woman
looks fed up and unhappy, until she uses the
product which is suggested to give her shiny and
smooth hair for up to seven days. This allows the
audience to see a before and after of the product.
Audio codes
The voiceover of a man and woman is used in the
advert, the use of words such as ‘revolutionary’
makes the product seem more attractive to the
audience. The man is playing the role of the hair
stylist, he seems more reliable as he is suggested
to be a professional.

10. Narrative code
The woman is seen to go from when her hair
was dry and damaged, to seeing a hair stylist
which tells her about the product. This then
moves on to the woman being happy with
her shiny smooth hair which last up to seven
days.
Action code
The woman is shown putting heat on her hair,
such as straighteners and hair dryer which is
known for damaging hair. Speaking with a
hair stylist, then to walking around flicking
her hair.

11. Enigma code
There is noting that is obviously hidden from the audience,
but things such as statistics would make the advert
more reliable. The audience will try the product to see if
it meets up to the expectations the advert gives.
Technical code
The advert uses continuity editing to give the sense of time
moving forward in the narrative. There are four cuts
used at the start of the advert which fit with the pace of
her voice. This suggests a tiring and repetitive cycle, a
sweep is used from left to right to suggest the moving
on of time. The woman is then shown walking but in
seven different shots to suggest the product has lasted
seven days. Technical words and terms are used when
the man speaks, suggesting he is knowledgeable.