This document analyzes the visual, audio, narrative, and technical codes of three fashion advertisements - River Island, Prada, and Boohoo. The River Island ad uses bright colors, blurred backgrounds, and models having fun with balloons to portray a summer atmosphere. Slow motion is used to complement the upbeat music. The narrative suggests making the most of summer. The Prada ad shows models watching events like concerts and tennis, using cheering audio and black backgrounds to highlight colorful clothes. It portrays Prada as suitable for any occasion. The Boohoo festival ad utilizes close-ups and slowed movements to showcase clothing details against a busy festival scene with rides and food. Music and a voiceover

1. Codal analysis
By Taylor

2. Advert One
River Island present: Spring/Summer
collection 2013

3. Visual Code
• The River Island advert is located in a modern out doors area which
allowed the audience to recognise the blue sky and sun beaming which
links directly to the season of clothing which they are advertising. This
gives the advert a positive atmosphere as everyone is always happier
when it is hot therefore the fore gives a positive vibe to the audience.
• An element of fun is portrayed throughout the advert due to the visual
object in which the models have such as balloons, glitter and silly string.
Also all the models can be seen to be smiling throughout the advert which
shows they are having fun.
• Bright colours have been used in the advert also which gives it a summer
feel which will attract the audiences eye as this are the colours associated
with summer for example yellows, pinks and blues.
• Lastly when looking at the background, it appears to be slightly blurred
which allows the models to stand out and be the main focus.

4. Audio Code
• Throughout the advert, there is a song in the background. This
would appear not to match the fast, energetic movement in which
the models are doing, however due to them being played in slow
motion the music complements there movements.
• The music starts to sound a bit more upbeat and aggressive as the
models start to smash objects, this uplifts the atmosphere of the
advert and added to the element of fun which is continuously
portrayed throughout the advert.

5. Narrative Code
• The story behind this advert is that summer is all about having fun
with family and friends and that you should make the most of it as
if there was no tomorrow. This I feel is portrayed by the models
smashing objects and making a mess without a care in the world.
Also by showing them smiling and enjoying the company of their
friends and family allows the audience to relate to this as this is
someone all people would enjoy especially in the summer.

6. Technical Code
• When looking at the technical elements of the adverts, it is clear
that the advert has been slowed down to elaborate the actions of
the models. This seems to contrast the actions as they are very
aggressive and fast paced in reality. However in some section of the
advert they are brought back to normal speed or made faster to
emphasise some of the movements such as smashing through the
coloured blocks and smashing the disco ball.

7. Enigma Code
• When looking at the enigma code with the River Island advert
it could be that the audience are unsure as to why the model
are smashing things therefore the only way to find out would
be to look further into the company or buy there clothes.

8. Advert Two
PRADA SPRING/SUMMER 2014

9. Visual Code
• The Prada advert is set out to look like we are watching the models,
who are watching some else for example in the advert they are
seen to be watching someone at a concert.
• When looking at the colours used, a black back drop has been used
in all the shots which allows the bright colours from the clothes to
standout and be the main attraction for the audience.
• The models appear to move simultaneously which creates
togetherness between the models which is due to them all wearing
Prada.

10. Audio Code
• When looking at the audio of the advert, this allows the audience to
understand what the models are supposedly watching. For example
at the beginning of the clip, you can hear sweeping sounds and
cheering which along with the models moving there heads from
side to side suggests that they must be watching tennis.
• The cheering and clapping gives the advert a positive vibe which is
what you would expect with summer.

11. Narrative Code
• When looking at the narrative of the advert, I felt that it was telling
the story that Prada can be wore at any event or occasion. This is
due to the advert showing the models at different evens such as the
cinema, tennis and a concert and at all they appear to be enjoying
them self, this shown through then laughing and smiling
throughout.
• Also when thinking about the models being placed to look as if they
are an audience, this can be inferred that if you are to wear Prada
you deserve to be looked at by an audience.

12. Advert Three
Boohoo Festival Advert

13. Visual Code
• Throughout this advert close up are used to show the details within
the clothes in which the model are wearing. This allows the
audience to get a better look at the clothes and also makes them
the main focus as there is also a lot of other things going on the
advert as it supposed to look like a typical festival scene.
• The festival scene is portrayed though visual elements such as
groups of people, fair ground rides, food stools and people on each
other shoulders.
• The sun appears to be shining throughout the whole advert which
gives it a summer festival vibe and also everything become more
positive due to the hot whether.
• Lastly hen looking at the contrast and appear to be very flat due to
the models wearing pastel colours rather than vibrant colours which
are more likely to stand out.

14. Audio Code
• Throughout the advert ‘touch’ by Shift K3Y is played which a has a
summer vibe to it and would be a known song to the younger
audience in which this advert is aimed at. This is due to festivals
being stereotypically for the younger generation
• At the end of the clip, a female voice says ‘boohoo.com’ to show
that this their advert advertising their festival clothing range.

15. Technical Code
• When looking at the technical code of the advert, you notice that
the movements of the models have been slowed down. This I feel
has been done to ensure the audience see the detail of the clothing
as this is what they are trying to advertise.
• Also it elaborated the fun in which the models are having and by
slowing it down it ensure that the audience would see this.