Guides to the codes and conventions of advertising

Guide to the Codes and
Conventions of Advertising
Unit 15: Advertising Production
Learning Aim A

Gunns 12 Advertising Types
1)The Demo - these adverts demonstrate the products capabilities and benefits,
they aim to introduce customers to the products in hope of persuading them to
purchase the items.
2)Show the problem - focuses on some problems people face in their everyday
lives and then the product is introduced as the remedy. The adverts are created to
be relatable to the targeted group making it highly effective as it surpasses their
expectations.
3)Symbolise the problem - Illustrates the product to be the solver of all problems
however the problem is symbolised through an analogy or exaggerated graphic.

4)Comparison - These adverts compare their products to other competitors in the
same field with best selling products. In these adverts the company’s product is
presented to be superior.
5)Exemplary story - An advert which displays a narrative in which the product is
deemed to be necessary.
6)Benefits causes story - Adverts like this, withdraw the benefits of a product an
create a story around it. In these adverts, there tends to be less concentration on
the product itself until the very end of the advert.
7)Testimonial - Commence with a softer approach. Usually involves a kind friend
or neighbour telling another friend about the benefits of a product and how it has a
great impact on them.

8)‘Ongoing character’/celebrity - Very common, most likely to use celebrities in order to
build a strong brand identity. Consumers are more likely to buy into a product that their
favourite celebrity is associated with.
9)Symbolise the benefit - Products that fall into this category tend to symbolise the positive
advantage. This is demonstrated through symbols, analogies or exaggerated graphics.
10)Associated User Imagery - This genre of advert is likely to use characters who are best
associated with their products. These types of adverts are most likely used for beauty and
cosmetic companies. They target a wide audience by telling them that they can also look like
the model demonstrating the problem.
11)Unique selling point - Mandatory for the advert to make a product unique (USP) and
different to competing products.
12)Parody/borrowed content - Adverts in this field refer to TV shows, films or even other
adverts. This is pursued to create a sense of familiarity allowing the audience to remain
engaged as the parody is usually based off content that was popular in the past.

https://youtu.be/hloc2GmGIoM
Calvin Klein adverts have three
campaigns which feature four
underlying themes that attracted the
young Millennial audience: self-
expression, sexuality, digital
generation/social media and pop
culture.
Between 22-38 year
olds. The typical
demographic of a Calvin
Klein advert are middle
aged to older men who
are seen as
succeeders/aspirers with
a social grade of B or C1
due to their well paid job
which will allow them to
purchase expensive
underwear.
In the advert, Calvin Klein uses
diversity marketing as they use
celebrity endorsement to connect with
the individuals in the market rather than
just the stereotypical hot, white male.
Furthermore, by using this marketing
strategy, Calvin Klein which is a well-
known brand in mainstream audience,
they are spreading awareness for
diversity worldwide which will connect
more people together and have a
positive outcome in the end by tackling
all of the problems and negativity based
around diversity.
TV Advert

At 0:28 seconds of the advert, Calvin Klein doesn’t use their typical, expected key
signifier. By doing this, they are not only spreading diversity awareness but also
spreading body positivity. There are many problems in society today but one of
the main ones is people being paranoid about how they look as they feel as
though they are expected to look like a fitness model or the people they look up to
in life (in the music / social media industry). By including this clip in the advert, it is
almost like Calvin Klein are setting an expectation of wanting to spread love and
people to be exactly who they are, as well as showing people that there is
absolutely nothing wrong about who you are, what you look like etc and to just be
yourself which will help not only their mental health but also physical. “This is who
I am and love is my statement” supports the use of body positivity etc which is
used in the advert and also supports the fact that you should love yourself and not
who you want to be or what you want to be like.
Throughout the advert, the use of celebrity endorsement is strong. To support
this, the celebrities are continuously saying “My Truth” and then Billie Eilish
states “I just have to be real” (at 0:13 seconds) as her popular song “Bad
Guy” plays over the top. This could spread a message of female
empowerment as she is ruling the advert by her dominance, almost as though
she is at the top above the other celebrities as she sits on top of a platform in
the advert with a low camera angle showing this, making it as though
everyone looks up to her. In addition to this, young females look up to her as
their idol therefore she is representing a strong, powerful, independent
woman which her fans will want to be like one day. Furthermore, the celebrity
endorsement used shows everyone that not everything is edited behind
scenes and that there is no expected way to look as long as you are yourself
which is the meaning behind the repeated phrase “My Truth”.

Typical Codes & Conventions in TV
Adverts
Codes:
-Camera techniques,
framing, depth of field,
lighting, exposure and
juxtaposition.
(Technical)
-Objects, setting, body
language, clothing and
colour (Symbolic)
-Headlines, captions,
speech bubbles,
language style (Written)
Conventions:
-Camera angle and shot
-Editing
-Lighting
-Sound
-Music
-Computer Graphics
-Special Effects (SFX)
Techniques:
-Emotional association
-Celebrity endorsement
-Unique selling points
-Brand identity
-Lifestyle appeal
-Repetition
-Shot tactics
-Sex
-Direct address
-Stereotypes
-Music

In the Calvin Klein advert which I chose, the director uses a lot of typical codes and conventions of TV adverts,
regarding camera shots, angles, movements, framing, lighting etc. An example of this is when the scenes are
changing between the different celebrities (celebrity endorsement is also a typical codes and convention and has
been strongly used in this advert). In addition to this, brand identity has been used 9 times in order to promote
their underwear brand but however I think that they were mainly focusing on showing the problems of today’s
society - diversity, LQBT and body appearance rather than people in underwear but however managed to fit the
product in now and again. Furthermore they also use repetition of the phrase “My Truth” which could possibly
indicate that the celebrity themselves has hidden stories that the fans don’t know or imperfections that they are
self-conscious about which supports the idea that everyone is the same no matter what social status they have,
what talents they have and how rich they are which would hopefully give the audience more self-respect for
themselves and be more confident. A well known phrase in advertising industry is “sex sells” and Calvin Klein
enforces this technique in this advert when they are showing the celebrities body image to make their product
seeable on them. In doing this, advertisers are using human emotion to recognise that human sexual attraction
and impulse is perhaps stronger than any other emotion. This therefore makes the product memorable. On the
other hand, the advert only uses a small amount of their typical stereotype (hot, white, muscly male and model
type female) and instead uses a variety of different body sizes from petite to plus sizes to create a message to
the audience that being yourself is the best way to be and not be ashamed of what you look like. In doing this, it
also creates a dominant reading as the audience will hopefully agree with the message and support diversity and
body sizes.

Print Advert
The headline is bold as it uses such a vibrant
colour (red) which will easily catch the
public’s eye. As well as this, they also use a
white background to make everything clear
on the advert and also link to the product
being sold - they are making the advert look
clean and fresh. The use of primary colours
attracts attention and has positive
connotations.
The key signifier of the advert which is
the woman, has been presented as a
happy individual holding the product -
almost implying that she enjoys doing the
washing up. Furthermore, she also looks
approachable with her cheerful
expression and could be presented as a
mother with her hair style, rosy cheeks
and the expectation that adults enjoy
buying cleaning and household products.
In addition, she is also wearing old
fashioned clothes which shows the
audience that the advert was produced in
the 1900’s.
The key signifier uses indirect mode of
address to take the attention away from her
and focus the audience’s attention on the
product (Tide) itself and make it seem as
though she is busy doing something else. The
producer could also make it seem as though
she is looking at the product which is making
her happy.
The main demographic for this advert is
middle class, rich mothers or housewives
aged between 20-30 year olds. Either
reformers or resigned - they seek
enlightment, freedom, personal growth and
interested in past and tradition which is
typically older people. Demographics of E / D
/ C2.
The use of superlatives and rule of three
imply strong cleaning power and how
powerful Tide is at cleaning products. The
hyperbole of the noun ‘miracle’ helps to give
the sense of superiority.
Box of information could act as part of the
products slogan as it reassures the buyers of
what it does which will further encourage
them to buy it. “Clean” and “Tide” are in a
different coloured font which could be for
when people walk past the product and
quickly look at it therefore they know that the
product is called ‘Tide’ and it cleans products.
The secondary image shows a surprised /
cheerful expression on the key signifer’s face
which could connotate that she is happy with
the product and how it cleans her laundry.
Personal Pronouns of “you” has a
connection to the audience as they feel as
though the advert is talking to them
individually therefore they need to buy the
product.

The headings, slogans and subheadings are typed in a san-serif font which
connotates an informal mode of address.
The more important details of the product are typed in a serif font which
connotates the serious side of the advert and factual points written as a bullet
pointed list on the right hand side.
Composition: Z-line ( the audience’s eye follows the direction of the text which is
from left to right) and rule of thirds. The product is in the very middle of the
poster which indicates that it is very important and will be the first thing the
audience sees - especially with the bright colour palette used.
In terms of theory, Barthes Semantic code could possibly be applied to the three
hearts positioned above the key signifiers head. The hearts could link to the
woman’s facial and body gestures to connotate that she loves the product and it
makes her unbelievably happy. Furthermore the poster is titled “TIDE’S GOT
WHAT WOMEN WANT!” which could also link to the hearts as women expect to
have happy, healthy lifestyles as well as a clean house which links to the
cleaning product.
The way in which the key signifier is dressed could imply that she is from the
1950’s - 1960’s with her curled hair, headband and polkadot dress. By having
her hair pushed back by her headband, this could connotate that she is not only
a housewife but also works in a workplace which goes againt the typical man
and woman stereotype of the past as men were expected to work and earn an
income whilst their wife stayed at home to do house work and prepare the
dinner table and food for when their husband came home from work.

Typical Codes & Conventions in Print Adverts
Branding- Identity, name, associations (e.g celebrity endorsements), values, brand logo
(e.g graphics, positioning on page, representation)
Image- Types of images used (photographs, illustrations), technical features (lighting,
camera angles and position, colours, mise-en-scene, visual codes, connotation /
denotation of image)
Copy- Content, style and size of fonts used, positioning, integration with images,
purposes of copy.
Slogan / timeline- Function (memorable, reinforcement of message, creates a desire for
product / service), devices such as repetition, alliteration and rhyme.
Time- time to read the advertisement on billboards, posters, magazines.

I believe that the Tide advert does in fact use the typical codes and conventions of magazine covers /
posters. It has a main image, slogan / tagline, subheading, information about the product and the
choice of colour palette which works well together. By having the main image / key signifer hugging and
smiling at the product, this could be seen as a successful way as promotion as the audience can see
that she is happy and pleased with the product as though it is the best thing she has ever bought which
will instantly make people want to buy it and try it for themselves. Furthermore, the Z-line composition is
also typical as the designers and producers instantly expect the reader to read the front page from left
to right just like a page of notes. The Z layout is a popular design layout, in most print advertisements
the elements that must be included in the ad aree the headline and the companies name and logo.
Furthermore on composition, the advert uses rule of thirds which represents a refined and classic grid
layout. However the key signifier is typically in the middle section of the advert but on the Tide advert it
is different. In a way, the designer has put the key signifier on the right hand side of the advert but she
is holding a box of Tide which is held in the middle of the ad. This could instantly imply that the product
is the most important part of the ad as it is positioned in between the four points formed by the
intersections of the lines to focus on main elements. Furthermore both san-serif and serif font has been
used to show both important and unimportant information for the readers to notice and read through.
The serif font shows the important information which connotates that the advert has a serious side to it
as happy and cheerful it looks.

Radio Advert https://youtu.be/N1CRJAySsqA
There are two types of adverts - public and
commercial. The Snickers advert is classed as a
commercial advert which is ran specifically on
broadcast media like television and radio. They
typically run for 15 to 60 seconds and present a
dynamic message that the listener or viewer
must follow to understand and absorb.
Celebrity Endorsement - Mr T is endorsing and
promoting the product being sold. By doing this,
it will help sell the product due to the celebrity as
the audience will want to feel like him.
In the advert, there is very little information
said about the product however with it
being a popular product, this isn’t a
problem. Snickers started as a company in
1930 and was marketed as Marathon in
the UK until 1990 when it changed to
Snickers.
The advert starts with a phone call between
two people. This captures the audience’s
attention as they may think that someone is
talking on their phone because they didn’t
expect to hear a phone call in a radio advert
as it is typically music used for sound. The
two people are talking in a monotone tone
which makes the advert seem a bit boring
and possibly lose the audience’s attention
however they are then greeted by a rant by
Mr.T which instantly directs their attention
back to the advert as they are interested
and want to know what he is exactly ranting
about.
Mr T is introduced into the advert by being one of the people talking on the phone call. He has been
used because of the brand which he carries. He is most commonly known for the roles in the T-
Team and Rocky. By being commonly known it will help the company promote their product and is
ideal in the marketing industry and means that the audience will instantly recognise his voice and his
fans will expectedly want to be like him therefore buy the product which he is promoting.
The Snickers tagline is “Get some nuts” which
is repeated in the advert and has been their
tagline since 2006.
At the end of the advert, a man tells the audience to go
to the Snickers website for more “man” stuff. This known
in radio adverts to save them to cram all of the
information at the end of the advert whereas the
audience can just go onto the website and understand
the information clearly. Furthermore, advert is using
gender stereotypes as they are indicating that Snickers
can only be ate by men because of the phrase of going
to the website for more “man” stuff. In addition to this,
men may feel as though they need to be like the
dominant image to be a “real man” which could inspire
them to start living a healthy lifestyle and going to the
gym etc.Snickers has targeted people from all age groups that belong to the middle, upper middle and
upper class section of society as its targeted customer. They can also be known as explorers,
resigned, succeeders and aspirers as they seek survival, control and status.Demographically coded: A / B / C1 / C2 due to their class in
society.

Typical Codes & Conventions in Radio Adverts
-Often includes a catchy jingle or a memorable song.
-Includes a catchy slogan or quote about the product.
-Persuasive language as well as a lively uptone voice.
-Narrative, sound, music, identity, name, associations.
-Time to communication the message in the advert - 15/30 seconds.

Usually, a TV and radio ad lasts 15 / 30 seconds. The radio advert which I have chosen, runs for 30 seconds. Adverts that
run for 30 secs or longer are intended to attract attention by giving marketers more time to tell stories that would appeal to
viewers whereas adverts that are shorter, they are meant to have a surprise value. Furthermore by the ad being long, it will
allow the audience to take in all of the information needed and time to listen. Persuasive language as well as a lively upper
beat tone of voice will be used to attract the audience and persuade them to buy the product. By using Mr.T (celebrity
endorsement) he seems very serious and is the stereotypical “man” as he is muscly, strong and not scared of anything. In
the advert we can hear that he is trying to persuade the man on the other side of the phone call to eat a Snickers which
could possibly “turn him into a man” as Mr.T uses the slogan “get some nuts”. The advert starts with SFX which is a phone
call between two people. The beginning catches the attention of the audience as they don’t expect to hear it on the radio.
The message of the advert is for men to buy the product and become real men which could arguably create negotiated and
oppositional reading (Stuart Hall’s Reception Theory) as the advert can be seen as sexist because it doesn’t involve any
women. Therefore, these two types of reading will either partly disagree with the product or disagree completely which could
cause an uproar regarding the advertising the company has used. In addition to this in today’s society, men are mostly
seen in a more feminine way compared to muscly men as they like to take care of their body, hair and skin and are known
for using skin products which are stereotypically seen as womens products. As a result of this, it could lead to a wider
negotiated reader audience as men feel as though they don’t need to be all strong and big to be a man as they need to be
themselves.
Compared to other radio adverts, they typically contain a catchy jingle to attract the audiences attention whereas the
Snickers advert doesn’t. Possibly the advert jumps straight into the call to catch people’s attention, when they are off guard
incase they think that that are accidentally calling someone (as cars have the bluetooth feature) or just the case of not
expecting to hear it as an advert. By them not expecting it to be a type of advertising for a product, it will make them want to
listen fully to hear every second as they are intrigued. This can be very successful in promoting a product.

TV Advert Print Advert Radio Advert
Audience: Between 22-38 year
olds. The typical demographic of a
Calvin Klein advert are middle
aged to older men who are seen
as succeeders/aspirers with a
social grade of B or C1 due to their
well paid job which will allow them
to purchase expensive underwear.
Gunn’s Type: Show the problem and
‘Ongoing character’ / celebrity as they
demonstrate the problems of racism
and body positivity which people
struggle with on a day to day basis as
well as using celebrities which people
look up to in hopes to inspire them to
be like the inspirers or to be
themselves. In addition to this, by
using celebrities the brand is
connotating richness and luxury to the
product as the celebrities used are
known as millionaires and can enjoy
the luxuries given to them.
Audience: The main demographic for
this advert is middle class, rich mothers
or housewives aged between 20-30
year olds. Either reformers or resigned -
they seek enlightment, freedom,
personal growth and interested in past
and tradition which is typically older
people. Demographics of E / D / C2.
Gunn’s Type: The demo, comparison and
symbolise the benefits as the advert
demonstrates the products capabilities by
making the key signifier happy and
persuades more people to buy the product
which links to symbolising the benefits as
the product makes users happy with the
outcome, making them purchase it more
often. In addition to this the advert also
compares the product to others as it states
“NO SOAP - NO OTHER SUDS - NO
OTHER WASHING PRODUCT KNOWN -
WILL GET YOUR WASH AS CLEAN AS
TIDE!”
Audience: All age groups that
belong to the middle, upper middle
and upper class section of society
as its targeted customer. They can
also be known as explorers,
resigned, succeeders and aspirers
as they seek survival, control and
status.Demographically coded: A /
B / C1 / C2 due to their class in
society.
Gunn’s Type: The demo, symbolise
the problem, exemplary story,
“ongoing character” / celebrity and
symbolise the benefit. The advert uses
a well known celebrity whom builds a
strong, man figure which people look
up too. The product is described as
though it is a protein bar which makes
men muscly and in shape.

Guides to the codes and conventions of advertising

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