Saturday, 13 January 2018

3. What I have learnt about the codes and conventions of television, radio or print adverts and how I intend to demonstrate this knowledge and understanding in my production in order to communicate meaning successfully.

During my research, I have learnt lots about the codes and conventions found in print advertising for deodorants and fragrances. Below are existing adverts that use these conventions and a list of which codes and conventions I plan to follow in my own advert.

Here are a list of codes and conventions of print advertising for deodorant and scent products.
  • pack shot in bottom corner
  • copy found next to pack shot
  • copy introduces product, 'new...', 'introducing...'
  • brand logo in one of the top corners depending on positioning of models in the focal image 
  • colour schemes; white used for adverts targeting females or both genders and blue and black used for adverts targeting males.
  • slogan often placed over focal image in the center of the image or two thirds down
  • the product's role is often to make the models featured appear more confident and sexually attractive
  • the copy, pack shot, slogan and product's role are used together to construct the brand identity
  • shot types range form MS to ELS but no closer, although will be the same across a campaign 
  • Focal imageposes; with two people in advert a sense of sexual tension is often created between the two models using eye contact between them or physical contact                                                                                                
  • facial expression; use of serious expression                                                                                                                                                                   
  • direct address often used when models are in physical contact
  • costume is often sportswear or casual, with jeans, skirts and t-shirts
  • hair and make-up is minimal or very simple, imperfections removed but not obviously so
  • A clear, bold font is chosen and will often be in black and white to stand out
Below is the advert for deodorant Axe Anarchy, which targets males and females aged 16-25.

Below is the advert for a deodorant and shower gel by Gillette which targets men aged 20-35.

Below is the advert for deodorant Degree which targets men aged 16-25.
Below is an advert for Dove's deodorant Go Fresh, which targets women aged 16-30.
Below is an advert for Calvin Klein's unisex fragrance ck2, targeting men and women aged 16-25.
Below is an advert for Paco Rabanne's fragrance 'One Million' and 'Lady Million', which target males and females aged 20-35.
In my production I plan to follow these codes and conventions;



  • pack shot in bottom left
  • copy found next to pack shot 
  • copy introduces product, 'new...', 'introducing...'
  • brand logo in one of the top corners depending on positioning of models in the focal image 
  • colour schemes; will use blue as primary colour in adverts
  • slogan placed in the bottom banner with the copy
  • the product's role will be to make the models featured appear more confident and sexually attractive
  • the slogan, copy, pack shot and the product's role will work together to construct the brand identity of the product as being active, youthful and unisex
  • Shot types will range from MS to LS
  • hair and make-up is minimal or very simple, imperfections removed but not obviously so
  • Focal imageposes; physical contact will be made between models
  • direct address will be used 
  • a clear, bold, black font will be chosen as it will stand out


  • This is what I have learnt about codes and conventions in magazine advertising and how I plan to apply them in my own production. 

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