4. VISUAL CODES
• The scenery of this advert is
outside, this advert is for a
festival summer collection
therefore the outdoor setting
reflects this and gives reason for
the clothes which are advertised.
Also the nice weather also
reflects happiness which is also
reflected in the color of their
clothes which is bright
• The models are shown having fun
freely, e.g. dancing on a friends
shoulders, the Ferris wheel,
dancing on cars, this makes the
audience excited for summer and
creates a positive vibe for the
audience.
5. AUDIO CODES
• There is a song in the background which is upbeat and
makes you feel happy and makes you want to dance, this
reflects the mood of the advert which is fun. Also the song
in the background is a popular summer track which the
youth will recognize, so the music makes the clothes
seem for the young.
• The only other sound in this advert is right at the end
when 'boohoo dot com' is said, this simply establishes the
brand at the end of the advert and it is the last thing you
hear.
6. NARRATIVE CODE
• The narrative code of this advert is explaining a festival
and how it is all about having fun and embracing your
youth and inner child, the models are seen playing with
bubbles riding karts, dancing around and not caring what
anyone thinks. This advert basically screams fun in the
sun.
7. TECHNICAL CODE
• In this advert certain parts are slowed down and some
parts have been sped up, for example when the girl is
being spun round it goes quick which could demonstrate
how time flies when you are having fun.
8. ENIGMA CODE
• The enigma code within this advert is that summer and
sunshine means happiness and that also this is reflected
in the clothes that we wear which can also entitles us to
feel good and have fun. The clothes never get in their way
which shows them to be quite comfortable and
appropriate for festivals.
9. TEXTUAL CODE
• The only text in this ad is at the very end when it says
boohoo.com, the title appears alongside it, this again is
just to establish the brand and to show where all the
clothes you have just seen come from.
11. VISUAL CODES
• The setting of this advert is on a
rooftop and seems quite exclusive
making the dress code seem quite
exclusive.It is also nighttime which
makes the clothing advertised seem
appropriate for night wear and mostly
for club wear as that is the vibe given
off by the advert.
• The models are shown to be quite sexy
and sassy as they walk as if they are
strutting around acting as if they own
the place which promotes that they
have confidence, and with focus to the
clothes it makes it seem as if the
clothes give confidence. The promotion
of confidence also brings in the sexy
element as they are shown touching
themselves as if they are proud and
confident within their own skin.
12. AUDIO CODES
• The background track is one for the youths as it is R&B,
this therefore attracts a younger audience to their clothes.
• The lyrics within the song that is played suggests sex
appeal as it reads 'I can see you watching me' which
boosts the confidence factor and the models accepting
the fact that they feel sexy, and due to what is being
advertised, this is due to the clothes.
13. NARRATIVE CODE
• The narrative code of this advert is the way that you dress
entitles if you feel sexy or confident within yourself, this
shown through the various shots of the girls running their
hands up their body, admiring themselves, the way they
act when in the clothes, e.g.- in a sexy manner, laying in a
sexy pose across a sofa.
14. TECHNICAL CODES
• The advert makes very fast cuts at one points and this
connotes to living in the fast lane or perhaps being edgy due
to the edgy clothing on the first girl, which represents a trend
to represent your personality. It is also resembles a club as a
clubs quick lighting change seems the exact same way.
• Slow motion is used when the girl flicks her hair back which
represents sexiness and beauty, following the phrase about
time slowing down when you look at some people, that is
what that part of the advert demonstrates.
• The camera shaking coincides with the shake of a beat in the
music which demonstrates the feeling of a club as
sometimes with the loud music of a club, with a harsh bass,
the room can shake, this also represent edge and night life.
15. ENIGMA CODE
• The enigma code of this advert is that if you dress to feel
sexy you look sexy and also that being out at night still
has some edge to it and that you should dress to impress.
16. TEXTUAL CODES
• Throughout the entirety of the advert
there is a title in the bottom left corner
which says '#OMGFASHION'. This
involves the youth as it is a hash tag
for popular social networking website
twitter. This also directs who this ad is
for, it is for the younger generation.
• There is also a title which reads
'dresses from £5' which notifies the
audience of the deals which can be
found on this online store and brings
in more buyers due to the cheap price
which has been advertised.
• At the end the website name is placed
in like the boohoo advert, this is the
last thing you see of this advert and
establishes where all outfits on this
advert can be found.
18. VISUAL CODES
• The setting of this advert is in a studio
which has only a backdrop which permits
all the attention to the outfits shown and
the one model, this personally reminds
me of the idea of a showstopper as all
your attention is focused on the one
model and what she is wearing.
• The background is quite dark whilst the
light which surrounds the model is quite
bright which represents standing out and
not blending it, it also represents being an
individual which is promoted within the
brand.
• There is also a spotlight at one point
which enforces the idea of the brand
promoting individuality and standing out
from the crowd. In fact it physically
illustrates the saying of 'having the
spotlight'.
19. AUDIO CODES
• The music in this advert is not one for the charts ad
therefore already stands for originality as it is not often
heard from people and stands out, like the clothes which
are shown within this advert.
• The music in this advert is edgy and its almost as if the
model can hear it as she reacts to each part of the beat,
starting to walk when the beat comes back in, head
banging to it etc. By the model reacting to the original
music suggests she is original as she knows it and
therefore everything about her is original, leading to her
clothes which shows the brand shows individuality.
20. NARRATIVE CODE
• The narrative code of this advert is that it is okay to stand
out and to be an individual away from the crowd, and that
in fact life becomes more fun when you do so and you will
feel sexy in your own way when you do so. This is shown
through the poses on the models face, and her head
banging to the music having fun.
21. TECHNICAL CODES
• In this advert there are parts where the lights
are flashing which represents a club which
suggests that they do clothing suitable for
nightwear. It also becomes interesting to
look at as it makes you not want to take your
eyes off of the media which is being shown
to you.
• This advert has freeze frames at the start of
each new outfit, showing you the sort of
clothes which are on offer and giving you an
opportunity to see them more closely as
opposed to having to follow the model with
your eyes as she acts with the clothes on,
often doing drastic movements.
• Slow motion is also used at one point and
again this gives you another opportunity to
look at the clothes in an eased manner as
opposed to having to watch their every
move.
22. ENIGMA CODE
• The enigma code of this advert is that to be individual you
must set your own trends and truly be yourself without
caring what other people thing, as the models in this video
do, by dancing and doing silly things.
23. TEXTUAL CODES
• Topshop is shown in capital letters right at the end of the advert
so it is the last thing you see and it resonates in your brain so it
makes you want to go to topshop and shop.
