The document analyzes the visual, audio, narrative and technical codes used in television advertisements for clothing websites and perfumes. For clothing ads, the codes include upbeat music, fast pacing, energetic models, and emphasis on visuals over dialogue to attract younger audiences. Perfume ads utilize slower pacing, subtle music, sophisticated gestures and narratives involving problems resolved through the perfume to target mature audiences. Technical codes like editing style, camerawork and fonts are chosen to conform to the brands and intended moods.

1. Codal Analysis
Television Advertisement

2. Television Advertisements:
• Clothing website Adverts:
- Missguided Spring/Summer 2013 http://www.youtube.com/watch?v=VhpKxzDepNE
- Boohoo.com Spring/Summer 2013 http://www.youtube.com/watch?v=OYY1XUIiPAU
• Perfume Adverts:
- Nina L’Eau by Nina Ricci http://www.youtube.com/watch?v=tUrCrXpdP_0
- Chanel No5 Perfume http://www.youtube.com/watch?v=E_hjM35VPnk

3. Visual Codes
• The visual codes of my television advertisements are going to
be the main focus of production – This is because the purpose
of my advert is to persuade the audience and sell the
product/website to them; therefore, the aesthetics is very
important as what is being sold needs to be presented in the
best way possible.
• I have also found that all the models that have been used in all
the commercials that I have studied, conform to the
stereotyped high fashion models – tall, mostly size 8, strong
facial features and well groomed.

4. Visual Codes for Clothing
Commercials
• Missguided Spring/Summer 2013 –
- There are many bright and bold colours used in this
commercial, using high contrast (conforming to the fashion
genre). The bold colours stand out to the target audience and
catches their attention.
- The styling of the models have been done so it is reflecting to
the current trends and also suits the surroundings. Also, the
make-up exaggerates the femininity of the models.
- The props used are to go alongside the styling, and it is likely
that the props are also on sale on the site (sunglasses, hats…).

5. Continued…
• Boohoo.com Spring/Summer 2013 –
- The colour scheme on this commercial uses bright colours on
the outfits, however on quite a deep, sun kissed tone
surrounding. This makes the clothing stand out more to the
audience.
- The styling of the outfits are done so that the clothing that is
used is quite ‘flowy’ and is easily moved by the wind, this
could connote power and elegance.
- As the atmosphere is around sand and a beach, it suggests
that the clothing is very suitable for beachwear and for the
summer, targeting a larger actual audience (people about to
go on holiday).

6. Visual Codes for Perfume
Advertisements
• Nina L’Eau by Nina Ricci –
- This advertisement has a very soft, grey based colour scheme.
It is like this throughout the commercial until the fragrance
has been introduced. When the fragrance is shown it has a
very bright pink/red glow to it, making it seem very mystical,
and after there is the same colour exposure hovering around
the shots. This suggests that the perfume adds a spark to the
models life, and if the audience buy this product, this can
happen to them. The red can also connote romance,
suggesting that the perfume can bring you love.
- The other colours that are boldly used is the makeup on the
model – this emphasises femininity and has connotations
attached alike to the connotations of the glow.

7. Continued…
• Chanel No5 Perfume –
- I have found that this advertisement uses a very warm colour
scheme, using such tones like: oranges, browns, deep reds and
many others alike to this. This adds to the vintage theme of
the advertisement and conforming to the setting back in a
previous era – the props and mise-en-scene such as the
Victorian steam train, old vintage camera, clothing etc.
- The advertisement stays to the stereotyped representation
associated with the brand ‘Chanel’ – a classy look, not trashy
and extremely elegant.

8. Audio Codes
• Dialogue isn’t as important on my planned television
advertisements as the visual codes with be exaggerated in
order to catch the audiences eyes.
• However, on my perfume advertisement I will have very
subtle, soft music as it is aimed at a mature, sophisticated
audience.
• Where as my commercial for the fashion website will have
upbeat music over the top of it as it is aimed at a younger
target audience.
• In terms of diegetic or non-diegetic sounds: there will be
diegetic sounds in the perfume advertisement, to give a sense
of verisimilitude as I don’t want too much ‘fantasy’ occurring
in the advertisement – On the other hand, my other
advertisement is likely to have non-diegetic sounds as the
music will be the only sound (main focus on visual codes).

9. Audio Codes for Clothing
Commercials
• Missguided Spring/Summer 2013 –
- The sound on this commercial is non-diegetic, it is only music
over the top of the visual elements. The music is very upbeat
and would appeal to the youth target audience. It also helps
set a pace and rhythm for the commercial and the movements
of the models (walking, dancing, swimming) go alongside the
rhythm – there is one part where it sounds like a record
pausing/rewinding, and then there is clips alongside this that
rewind.
• Boohoo.com Spring/Summer 2013 –
- This commercial’s sound is very alike to the missguided
commercial. However, there is a voice over at the end
“Boohoo.com” which says the name of the website. This
makes the audience more aware of the site being advertised
and can make it memorable due to the way that is being said
(almost sung).

10. Audio Codes for Perfume
Advertisements
• Nina L’Eau by Nina Ricci –
- French string music, French connotes class and conforms to
the brand as it is a French brand. France is also a fashion
capital.
- There is a voiceover at the end making the audience aware of
the brand. And there is also diegetic sounds, such as the owl
and some wind to create verisimilitude so that the
advertisement isn’t too fantasy based that it is unrealistic.
• Chanel No5 Perfume –
- Very classical, vintage, French music over the top, to create
the romantic mood.
- Many diegetic sounds, such as the whistle, train, wind and
thunder – yet again this sets the verisimilitude as this
advertisements is almost like a short movie rather than a
fantasy based perfume campaign.

11. Narrative Codes
• Most narratives have a beginning, middle and the end, and
they are typically seen in 5 stages according to Todorov’s
Narrative Theory – 1.State of equilibrium, 2.A disruption to
the equilibrium, 3.Recognition of the disruption, 4.Attempt to
repair the damage of the equilibrium & 5.Resolved
equilibrium/new equilibrium.
• My perfume advert will follow the Narrative Theory (possibly
skip the first part to conform to a conventional television
advert and too time consuming) – I have chosen to do this as I
have found many perfume and fragrance adverts do so –
There is likely to be a problem, and it becomes resolved after
using the fragrance.
• I have found with most clothing advertisements, it doesn’t
conform to the Narrative Theory, as the clothes are constantly
keeping a stable and happy equilibrium.

12. Narrative Codes for Clothing
Commercials
• Missguided Spring/Summer 2013 –
- This commercial doesn’t really conform to the Todorov’s
Narrative theory as there is a set equilibrium throughout the
whole advert without a disruption. However, it appears that
the advert is showing clips from morning to night. The final
clip is set in a darker setting, with an outfit expected to be
worn in the evening.

13. Continued…
• Boohoo.com Spring/Summer 2013 –
- Alike to the missguided commercial, this advert doesn’t
conform to the Todorov’s Narrative as it has no disruption to
the equilibrium. The narrative of the commercial seems to be
as if all of the model’s are on a journey to a meet up, because
most of them are walking towards somewhere.

14. Narrative Codes for Perfume
Advertisements
• Nina L’Eau by Nina Ricci –
- This advertisement conforms to Todorov’s narrative theory as it
starts of with the model being in a large house, suggesting she
has an easy going life, and then the disruption of the equilibrium
is when she is hunting or hiding. This is resolved when she
discovers the perfume.

15. Continued…
• Chanel No5 Perfume –
- This advert slightly fits to the Todorov’s narrative theory,
however it doesn’t start with an equilibrium. There is a
disruption when the two characters are afraid to express their
love and then they lose each other. However, it is resolved
when they find each other towards the end, and an
equilibrium is then created of them two being together in
love.

16. Action Codes
• For my clothing campaign commercial, I will be creating fun
actions, so I will have the models dancing along to the music,
playing around, jumping – a very energetic vibe as this is what
I found from looking at similar commercials.
• My perfume advertisement will give off the opposite vibe, it
will be very sophisticated and subtle actions. Very flowed
actions that are delicate.

17. Action Codes for Clothing
Commercials
• Missguided Spring/Summer 2013 –
- I have found that there is a lot of poses, dancing and having
fun as the actions in this shoot.
- The poses help it conform to the fashion genre and also makes
the models show that they are confident, suggesting that if
the audience were to wear the garments being advertised,
they will also be confident.
• Boohoo.com Spring/Summer 2013 –
- This was very alike to the missguided commercial – including a
lot of dancing and movement.
- There is walking in the commercial as if the models were on
their way out.

18. Action Codes for Perfume
Advertisements
• Nina L’Eau by Nina Ricci –
- Elegant actions, very sophisticated and delicate – such as the
running, she is on her toes and being careful, enforces the
femininity of the model being used.
- A lot of hiding and actions very alike to a fantasy princess.
• Chanel No5 Perfume –
- Romantic gestures, suggesting there is love and passion, such
as kissing, subtle contact between the characters.
- Hiding before the use of the fragrance, showing a lack of
confidence, this connotes that the fragrance gives the user
power and confidence.

19. Technical Codes
• The editing of my advertisements is very important as I need to keep
the audience’s attention and make sure they do not want to skip the
adverts.
• My clothing website advertisement will have a very fast pace, high
contrast to conform to a fast paced life of the models and to the
fashion genre. I will also have on screen text as there will be no voice
over and the audience will want to indicate what the brand is (use
brand logo), may also include some prices.
• The perfume advertisement will have special effects (sparkles and
glowing) as I am aiming for a ‘fantasy’ type of feel. There will be
quite a slow pace, to appeal to the mature audience and create a
calm vibe. Also on screen text will be there to indicate the brand
towards the end.
• The typography and font conform to the brand and the brand’s style.
Such as the Nina Ricci logo, this uses serif font, which connotes
elegance and reinforces femininity.

20. Technical Codes for Clothing
Commercials
• Missguided Spring/Summer 2013 –
- This commercial has a large selection of shots for the whole
duration of the advert. This is because they’re very fast paced
shots (going alongside the sound), there is also a rewind
moment that looks very effective (includes jump cuts).
Furthermore, to conform to the fashion genre, there is high
contrast on the shots and some exposure added on to some of
the clips, which can create a summer feel connoting
happiness.
- Other than that, there doesn’t appear to be much editing.
There is on screen text as there isn’t a voice over, to help the
audience have a larger comprehension of the commercial.

21. Continued…
• Boohoo.com Spring/Summer 2013 –
- This commercial has a good selection of shots, especially in
order to show the products to the target audience. Such as
this mid close-up shot of the shoes.
- Use of jump cuts.
- It is also very fast paced, in order to get many outfits in during
the duration of the commercial, as that main purpose of the
commercial is to persuade and promote.
- There is also text on the commercial, so that the audience
know where the products are from.

22. Technical Codes for Perfume
Advertisements
• Nina L’Eau by Nina Ricci –
- This advertisement is very slow paced, this is so the audience
can take it all in.
- There is quite a bit of computer manipulation within these
shots, such as the on screen text, glowing colours, ripples in
the mirror and so on…
• Chanel No5 Perfume - The pace of this advertisement is extremely slow, especially in
comparison to the clothing campaigns. This is because the
advertisement is done similar to a short movie and the
audience are meant to absorb in the action.
- There is a match cut at the end when the two lovers turn into
the brands logo.