Component 1, Advertising, Media Language


Image result for fashion adverts for men

Analysing a Mens Fashion Advert

 Semiotics (Codes):
The advert clearly uses symbolic codes to create a meaning for the advert. It does this by making the model have a relaxed pose and draping his jacket over his shoulders. This is symbolic as it seems to the audience that if you buy their clothes then you will live a relaxed lifestyle like him. This could also be utilising enigma codes as the audience begins to question why he is so relaxed and they want to know how they an be like that as well. This is effective as it means that the target audience is more likely to want to buy the product so they can understand. This also links to action codes as the advert suggests that if you purchase clothes from Polo then you will become a higher class like the model pictured.

Structuralism (Binary Oppositions):
The advert could be using binary oppositions when referring to the model used. This is because it is obviously trying to promote the suit that the man is wearing and it is clearly designed for men as a male model is wearing it and the colours are very masculine (because it uses a lot of greys, brown and blue). However, I feel as if this is a binary opposition because the model has long hair which is abnormal for a male. This could be trying to be inclusive of other people and try an reach as large audience as possible.

Modes of address:
Due to the fact that the person is looking directly at the camera it makes the audience feel as if they are being addressed directly. This is an effective mode of advertising because it makes the advert seem more friendly and personal.

Furthermore, I would say that the advert uses Z-Lines because the name Polo is at the very top where your eye naturally goes from left to right. You are then drawn across to the bottom left to read 'Fall'. This is effective because it makes sure that us as the audience gets all of the important information straight away and we don't miss anything. For example, we instantly know what the product is selling and who is selling it. The lexis is used minimally so as to not distract us from the product and it is presented in a serif font to really get across the premium feel of the product and it makes sure that you know that it is a high quality product.

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