Decoding focuses on the breaking down of what advertisements in the media mean, Every form of advertisement is specifically designed to draw viewers in and portray what they’re selling to the viewer in a promotional way.
When looking at a piece of advertisement we do two processes.
Denotation - Literal understanding, reading the most immediate signs depending on the consensus.
Connotation- secondary meaning, which means a sign might trigger off a range of other associations.
Anchorage Is used to describe the ‘relay’ between the words and visuals. This is where text and image stand in a complementary relationship.
When looking at a piece of advertisement we do two processes.
Denotation - Literal understanding, reading the most immediate signs depending on the consensus.
Connotation- secondary meaning, which means a sign might trigger off a range of other associations.
Anchorage Is used to describe the ‘relay’ between the words and visuals. This is where text and image stand in a complementary relationship.
Blog task
Denotation:
Text - The text is bold and in a san’s serif font making it clear and easy to read. Larger text at the top giving it an immediate eye-catching effect. Smaller serif font under the shoes to act as a description in smaller writing and the Classic Nike swoosh in black at the bottom.
Image – Nike shoes photographed placed in the middle of the page, positioned in a way where the Nike tick is facing the viewer. Pop of yellow in the shoes to draw the eye in.
Audience – Young adults/adults, Male, Athletic.
Connotation:
Text – ‘The ultimate quick fix.’ Gives a drawing in effect to the viewer and makes the onlooker wonder what this quick fix is. The emphasis on the ‘The’ at the very top is clever, it emphasises that the Nike shoe is the only quick fix around and persuades the viewer to believe this statement. The serif under the shoe is different to the other text in a way that looks a lot more classic and pleasant to read, its smaller to draws less attention, which is good because I feel the shoe is the focal point of the poster as well at the big type. ‘This shoe works if you do.’ Makes the viewer feel impelled to be active, like you and the shoe must come together to be successful in a workout. Almost like the shoe is there to help you and create a more effective workout.
Image- The shoe is purposely placed so that the Nike tick is facing the viewer, this is tactful because not only does it show you the shoe their advertising well, it also makes sure YOU as the viewer know who the advertisement is for. The pop of yellow in the shoe makes your eye more drawn to the shoe, which is the main focal point. Your eyes definitely gravitate from the top of the page, downwards.
Denotation:
Text - The text is bold and in a san’s serif font making it clear and easy to read. Larger text at the top giving it an immediate eye-catching effect. Smaller serif font under the shoes to act as a description in smaller writing and the Classic Nike swoosh in black at the bottom.
Image – Nike shoes photographed placed in the middle of the page, positioned in a way where the Nike tick is facing the viewer. Pop of yellow in the shoes to draw the eye in.
Audience – Young adults/adults, Male, Athletic.
Connotation:
Text – ‘The ultimate quick fix.’ Gives a drawing in effect to the viewer and makes the onlooker wonder what this quick fix is. The emphasis on the ‘The’ at the very top is clever, it emphasises that the Nike shoe is the only quick fix around and persuades the viewer to believe this statement. The serif under the shoe is different to the other text in a way that looks a lot more classic and pleasant to read, its smaller to draws less attention, which is good because I feel the shoe is the focal point of the poster as well at the big type. ‘This shoe works if you do.’ Makes the viewer feel impelled to be active, like you and the shoe must come together to be successful in a workout. Almost like the shoe is there to help you and create a more effective workout.
Image- The shoe is purposely placed so that the Nike tick is facing the viewer, this is tactful because not only does it show you the shoe their advertising well, it also makes sure YOU as the viewer know who the advertisement is for. The pop of yellow in the shoe makes your eye more drawn to the shoe, which is the main focal point. Your eyes definitely gravitate from the top of the page, downwards.
