1. Salford City College
Eccles Sixth Form Centre
BTec Level 3
Extended Diploma in Creative Media Production
L3 Unit 30 Advertisement Production for Television
HA3 – Computer Arts Blog Article – TV Advertising Trends
Task 2 Codes and Conventions of Yoghurt Adverts
Codes
Technical - camera angle, shot, iconography, editing, lighting, sound, music, computer graphics and special effects (SFX)
The camera focuses on the yoghurt and the spoon also the persons mouth all close up
The person used in the advert is mostly a woman wanting to have a healthy life style so she chooses a low fat
yoghurt.
It doesn’t normally have music is mostly focused on the women or person speaking about how amazing and
different the yoghurt is to others
The computer graphics/FX are normally used to make the yoghurt have a perfect swirl in the middle they
make it look neat and perfect
Always a shot of the woman putting the spoon in her mouth and her expression is as if it’s the best thing she’s
ever eaten in her life.
Symbolic - language, dress, and actions of characters. Symbolic codes show what is beneath the surface of what we see.
There is always a woman with perfect clothes and skin mostly a model or a well-known celebrity with the
‘perfect’ look who is telling their friend about a secret they have it is a yoghurt they have started eating which
is low in fat and is amazing and is a good choice to have for a healthy lifestyle.’ Making a change to their life’
The clothes are normally nice but plain and simple as if they were just sat at home with their friend round its
making the yoghurt seem like it will improve your lifestyle and make it look glamorous very over exaggerated
and over the top.
It always mentions how it’s better than other yoghurts how it’s creamy and smooth they make it out to be
amazing so the viewers will want to try this.
They always mention how it has less fat or low fat and what they have used to make It how its ‘Greek’ or
different
They use words like luscious, creamy, discover, thick, smooth and gorgeous.
Conventions - What should we expect to see?
It’s always a stylish young woman who is healthy and is having a conversation to their friend how the product
always a shot of her taking it out of her fridge and taking the lid off. Or her sitting on a beach or in a
glamorous surrounding.
It’s always a bright lighting with the sun shining and white surroundings with a stylish house.
The soundtrack is usually a chilled calming song.
The product is always shown rather on a table or the woman holding it in her hand.
They always use words to describe the texture.