The document analyzes common codes and conventions used in deodorant advertisements. It identifies that pit shots showing application of the deodorant and its effects are central. Post-application keying (PAK) shots with superimposed text are often used near the end. Quick cuts and music aim to imply busy lifestyles or positive moods. Characters typically represent the target audience and contrast others through use of the product. Voiceovers accompany text to reinforce marketing messages.

1. Deodorant Adverts:
Code and Conventions
Clarenz Badlis

2. Codes and Conventions of Deodorant Adverts
Looking at 10 different deodorant adverts; I have selected
the codes and conventions that applies throughout the
adverts.
I will use the information I have collected in this work for
my own adverts. Therefore, it will have the same look and
feel of a conventional deodorant advert.

3. ArmPit Shots
Pit shots are the
main codes and
conventions for
deodorant adverts.
This is mainly to
show that the main
characters are using
the promoted
deodorant and to
show how it should
be used.
Camera Shots

4. PAK Shots and Superimposition
PAK shots feature
at the end (or
near the end) of
every deodorant
adverts. They
normally feature
the rule of
thirds, as it
creates space for
the slogan and
marketing.
Camera Shots

5. Quick Cuts
Quick cut
editings are used
conventionally as
it is an easy way
to imply the busy
lives of the
working class
people.
Editing

6. Colour Code
Adverts (in
general) feature a
colour palette and
mise en scene that
matches the colour
of the product.
Mise en Scene

7. Positive Effects after using the deodorant
After using the
deodorant, the
characters’ lives change
for the better.
It is shown right away
after applying it
(through facial
expressions), or it is
shown through their
change of actions and
chain of fortunate
events.
Mise en Scene

8. Representing the target audience
The people and characters
shown throughout these adverts
represents their intended
target audience. For example,
to represent the working class
people, they will show them
waking up early and tired,
they wear button up shirts to
represent their working lives,
and they are shown working in
their workspaces.
Meanwhile, the teenager/young
adults are represented to be
outgoing and active.
Mise en Scene

9. Contrasting Characters
The character that
uses the deodorant
juxtaposes from
everyone else as
they stand out from
others in a positive
way.
This is a marketing
technique to show
that their deodorant
is a great product.
Mise en Scene

10. Music
The music is upbeat and light, to show the positive effects
of the deodorant. However, not all the adverts are upbeat and
lighthearted, and so the chosen music reflects the atmosphere
of the advert.
This advert offers an upbeat and party
tone and so the music chosen is rhythmic
and for dancing.
Whilst this advert offers a lot more
inspiring but still upbeat music through
the use of violins.
Sound

11. Voiceover
Every PAK shot has the
superimposition showing the
slogan and marketing of the
product.
Over this section of the
advert, there is a voiceover
to amplify the slogan and so
that it will stick into the
minds of others. As the way
it is said can be remembered
easily.
Sound