Reading an image code

 

The RBK 50 Cent advert uses different media codes to create a strong and confident meaning around both 50 Cent and the brand, the technical codes include the close up of 50 Cent which makes him the main focus and lets the audience see his serious facial expression, the dark lighting and black and white colour scheme make the advert feel quite serious and menacing, the written codes are shown through the phrase I am what I am which suggests that 50 Cent is confident in himself and does not care about what other people think, the Reebok logo also reminds the audience what the advert is selling, the symbolic codes are created through his clothing, body language and facial expression, his serious look and posture make him seem powerful and confident, while his dark clothes connect to the darker style of the advert, the narrative focuses on 50 Cent and his identity and suggests that he has been through difficult experiences but has become successful, this makes the audience connect Reebok with confidence, independence and determination, so the advert is not just selling their attire, it is also selling a lifestyle and an attitude that the audience may want to have.

The Nike advert uses different media codes to create a strong message about determination and success. The technical codes include a close up shot of the runners legs which focuses the audiences attention on their movement and speed. The black and white effect makes the advert feel serious and dramatic while the Nike logo stands out at the bottom. The written code uses the phrase Twice the guts, double the glory. This suggests that putting in more effort and having more courage can lead to greater success. The bold white font makes the message easy to notice and gives it a powerful tone. The symbolic codes are shown through the runners movement and trainers which represent speed, effort and determination. The running action suggests that the person is working towards a goal and refusing to give up. The Nike tick can also represent achievement and performance. The narrative suggests a simple story of an athlete putting in effort and eventually achieving glory. This makes the audience connect Nike with hard work, confidence and success rather than just seeing it as a sports brand.