HAIRCARE A

DVERT C

ODAL

ANALYSIS

BY

AM

BE

R B

US

H

CODAL ANALYSIS

I will look at three different hair care adverts, all of which are different brands and will look at codes such as

• Visual code

• Audio code

• Narrative code

• Action code

• Enigma code

• Technical code

L'OREAL ELVIVE FIBROLOGY THICKENING HAIR CARE

Visual code

This is not shot on a location, but in a studio and we can see this by the clean black backgound. The contrast of the background and the womans long blonde hair contrast and draws the focus on to the hair which is in very good condition. Also an attractive and famous female is used to make the product more appealing, in this advert Blake Lively is shown. The name of the product is frequently shown on screen to reinforce that this is their product also the audience are shown modern and science images this makes the product seem more reliable.

Audio code

An man is doing the voiceover for the product and sounds enthuisastic and reliable and the use of the word ‘only’ gives the impression the results can only be achieved by using this product. The catch phrase ‘you’re worth it’ is recongisable. The use of ‘our first product with’ makes the audience decode this as something thats never been seen before, to entice the audience to buy.

Narrative code

To this advert there isn’t an actual narrative, what we seen is a woman who is suggested to of used this product to give the visible signs of thicker looking hair.

Action code

The actions in this clip show a woman waving her hair around making it seem as though it is very important.

Enigma code

There is no obvious enigma code, perhaps the audience may feel they need to try the product to see if the results claimed are actually achievable.

Technical code

In terms of editing, cuts are used one after another to give a continuous, although there is no time concept. Technical terms related to the haircare product are faded up and zoomed in to on the screen, this gives a smooth aspect to the advert. Shots of the womans hair is in slow motion to give dramatic effect and draw the audience in.

SCHWARZKOPF ESSENCE ULTÎMEVisual code

This is shot in a studio, the background colours relate to the product of ‘pearl essence’. Images of pearls are shown which the audience decodes as something precious and attractive which relates to the product. Also Claudia Schiffer is used in this advert, she is a well known figure when it comes to beauty which makes the product seem reliable. Her long blonde and shiny hair is made the focus of the advert.

Audio code

A man is the voiceover of the advert using persuasive words such as ‘rich’ ‘luxurious’ ‘shiny’ ‘strong’ ‘percious’. The words shown on screen are also said to reinforce them, and Claudia Schiffer participation is repeated and has a good selling point. The music is also effective to make it seem more dramatic. The phrase said by Claudia Schiffer at the end ‘my professional hair care for you’ makes the audience feel as though she is talking to them.

Narrative code

The isn’t a narrative here, it’s just selling the product.

Action code

Claudia Schiffer is shown flicking her hair, swaying and jumping around, some of these are slightly blurred out but the silhouette of her can still be seen, this decodes as happiness to the audience, this makes a connection between happiness and the product.

Enigma code

There is nothing that is obviously hidden from the audience apart from the small print at the bottom of the screen. The audience will want to see for themselves if the product gives the results which are claimed.

Technical code

The images of pearls and bright lights are used throughout the advert, this reinforces the images of strong, shiny and healthy hair.

TRESEMME KERATIN SMOOTH 7 DAY SMOOTH SYSTEM

Visual code

At first we see dry and damaged hair, the woman looks fed up and unhappy, until she uses the product which is suggested to give her shiny and smooth hair for up to seven days. This allows the audience to see a before and after of the product.

Audio codes

The voiceover of a man and woman is used in the advert, the use of words such as ‘revolutionary’ makes the product seem more attractive to the audience. The man is playing the role of the hair stylist, he seems more reliable as he is suggested to be a professional.

Narrative code

The woman is seen to go from when her hair was dry and damaged, to seeing a hair stylist which tells her about the product. This then moves on to the woman being happy with her shiny smooth hair which last up to seven days.

Action code

The woman is shown putting heat on her hair, such as straighteners and hair dryer which is known for damaging hair. Speaking with a hair stylist, then to walking around flicking her hair.

Enigma code

There is noting that is obviously hidden from the audience, but things such as statistics would make the advert more reliable. The audience will try the product to see if it meets up to the expectations the advert gives.

Technical code

The advert uses continuity editing to give the sense of time moving forward in the narrative. There are four cuts used at the start of the advert which fit with the pace of her voice. This suggests a tiring and repetitive cycle, a sweep is used from left to right to suggest the moving on of time. The woman is then shown walking but in seven different shots to suggest the product has lasted seven days. Technical words and terms are used when the man speaks, suggesting he is knowledgeable.