This document provides an overview of various media language techniques used in advertising, including:
- Camera shots and angles like close-up, wide shot, and high/low angles
- Technical elements like focus, framing, lighting, and mise-en-scène
- Symbolic codes from images, colors, and other visual elements
- The use of language techniques like slogans, fonts, and word choice
The document uses examples and descriptions to explain how these different techniques can be analyzed and how they contribute to conveying meaning and shaping audience perceptions of brands.
5. For an answer…
• The advert for …… denotes ______________
• These can connote_________ and ________
which is positive for the brand image
because__________________
04/09/2014 Term 1, Lesson 1 5
6. • There are 4 types of CODES included in a Media Text:
– Symbolic Codes
• Images/Colours/Gestures/Body language
– Technical Codes
• Camera Angles/Lighting/Focus
– Narrative Codes
• Is there a story being told through the picture?
– Text Codes
• Text content/Text style/Anchorage
Codes
9. Extreme Wide Shot (EWS)
• In the extreme wide shot, the view
is so far from the subject that she
isn't even visible. The point of this
shot is to show the subject's
surroundings.
• The EWS is often used as an
"establishing shot" - the first shot
of a new scene, designed to show
the audience where the action is
taking place.The EWS is also known
as an extra long shot or extreme
long shot (XLS).
10. Very Wide Shot (VWS)
• The very wide shot is much closer
to the subject than an extreme
wide shot, but still much further
away than a wide shot.
• The subject is (just) visible here,
but the emphasis is very much on
placing her in her environment.This
often works as an establishing
shot, in which the audience is
shown the whole setting so they
can orient themselves.
11. Wide Shot (WS)
• Also known as a LONG SHOT.
• As with most shot types, the wide
shot means different things to
different people. However the
wide shot seems to suffer more
from varying interpretations than
other types. Many people take the
WS to mean something much
wider than my example, i.e. what I
would call a very wide shot.
12. Mid Shot (MS)
• The MS is appropriate when the subject
is speaking without too much emotion
or intense concentration. It also works
well when the intent is to deliver
information, which is why it is
frequently used by television news
presenters. You will often see a story
begin with a MS of the reporter
(providing information), followed by
closer shots of interview subjects
(providing reactions and emotion).As
well as being a comfortable,
emotionally neutral shot, the mid shot
allows room for hand gestures and a bit
of movement.
13. Medium Close Up (MCU)
• The medium closeup
is half way between a
mid shot and a close
up. This shot shows
the face more clearly,
without getting
uncomfortably close.
14. Close Up (CU)
• In the closeup shot, a certain feature or
part of the subject takes up most of the
frame. A close up of a person usually
means a close up of their face (unless
specified otherwise).Close-ups are
obviously useful for showing detail and
can also be used as a Insert Shot ( or
Cut In). A close-up of a person
emphasizes their emotional state.
Whereas a mid-shot or wide-shot is
more appropriate for delivering facts
and general information, a close-up
exaggerates facial expressions which
convey emotion. The viewer is drawn
into the subject's personal space and
shares their feelings.
15. Extreme Close Up (ECU)
• The ECU gets right in and
shows extreme detail.You
would normally need a
specific reason to get this
close. It is too close to
show general reactions or
emotion except in very
dramatic scenes.
16. High Angle
• a high angle shot is
usually when the camera
is located above the
eyeline.
• With this type of angle,
the camera looks down
on the subject and the
point of focus often get
"swallowed up" by the
setting.
• High angle shots also
make the figure or object
seem vulnerable or
powerless
17. Low Angle
• a low angle shot is
usually when the
camera is located
below the eyeline.
• With this type of
angle, the camera
looks up towards the
subject
• Low angle shots also
make the figure or
object seem powerful
18. Birds Eye View
• The scene is shown from
directly above. This is a
completely different and
somewhat unnatural point
of view which can be used
for dramatic effect or for
showing a different spatial
perspective.
• In drama it can be used to
show the positions and
motions of different
characters and objects,
enabling the viewer to see
things the characters can't.
19. Worms Eye View
• The scene is shown from
directly below. This is a
completely different and
somewhat unnatural
point of view which can
be used for dramatic
effect or for showing a
different spatial
perspective.
20. Slanted
• Also known as a dutch
tilt, this is where the
camera is purposely
tilted to one side so
the horizon is on an
angle. This creates an
interesting and
dramatic effect.
21. Rule of Thirds
• Mentally divide your viewfinder into thirds horizontally and vertically.
• Lines of interest should occur at 1/3 or 2/3 of the way up (or across) the
frame, rather than at the center.
• In shots of people, the main line of interest is the imaginary line going
through the subject's eyes. So try to place the eyes about 1/3 from the top
of the screen.
22. Framing
• Look for natural "frames" within your scene.
• Also, beware of horizontal and vertical lines in the frame (edges of
buildings, counter tops, picture frames, and so forth). Make sure the
horizontal lines are level and the vertical lines are straight up and down.
23. Balance
• There are two main forms of balance:
• Symmetrical balance creates a formal appearance.
• Asymmetrical balance creates a feeling of movement and suggests a
creative and dynamic mood.
• Use the form of balance that is most appropriate for your subject.
24. Depth of Field
• Depth of Field is the amount of a photograph
which is in acceptably sharp focus from the
foreground to the background
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Everything in
focus
Main subject in
focus – background
blurred but
recognisable
Main subject in focus
– background totally
blurred
Deep Focus Shallow Focus Very Shallow
Focus
26. For an answer…
• The advert for …… uses a ______________ camera
shot and a _________ angle
The Focus is _________________
The Layout uses the rule of thirds by______________
• These technical codes can connote_________ and
________ which is positive for the brand image
because__________________
04/09/2014 Term 1, Lesson 1 26
30. High Key Lighting
• Indicates a brightly lit scene
with few shadows;
• Usually provided by one
source of light (the 'key
light').
31. Low Key Lighting
• Where the lighting is more
towards the greyer and
darker scale,
• Where there is a good deal
of shadow, and where the
key light is less bright and
does not dominate.
33. For an answer…
• The advert for …… denotes __________ and
____________
• These symbolic codes can connote_________
and ________ which is positive for the brand
image because__________________
04/09/2014 Term 1, Lesson 1 33
34. Language
• Words can play a powerful part in Adverts
• Text in adverts is known as COPY
• A brand might also use a SLOGAN
• By selecting the correct words, font and colours,
words can play a huge part in advertising!
04/09/2014 Term 1, Lesson 1 34
36. For an answer…
• The language techniques in the advert for ……
are ______________ and _____________
• This can connote_________ and ________
which is positive for the brand image
because__________________
04/09/2014 Term 1, Lesson 1 36
