code and conventions & characteristics of a product or service

Codes and conventions  

mis-en-scene ( close study of all visual elements in the advert. This includes setting and scenery, props, costume and  people. What can you see ?) 

iconography ( elements of mis-en-scene such as costume, props and scenery that represent conventions or  stereotypes in advertising  . For instance , three men in a pub = beer advert. Wedding ring = family.  see link )

use of camera ( shot types and movement) 

editing( type , timing and pace of cuts) 

sound and  music 



Techniques used (  overt messages , hidden messages , emotional response or association ( fear, compassion, social position etc. ), lifestyle appeal, celebrity endorsement  


An overt message is one that is directly told to the audience e.g  "This perfume is the cheapest on the market "

A hidden message is one that is not clearly stated or shown in the advert but is implied by the content or narrative of the advert e.g if you buy this product you will seem more attractive.


Lifestyle appeal will persuade the audience by linking its product to a particular potential lifestyle ( wealth, glamour, attractiveness etc. )



Characteristics of product  (practical benefits offered, advantages over similar products, USP,  brand identity)

An advert using brand identity will link the specific product to its overall brand which may have its own identity and  associations and responses for the audience e.g Nike, McDonalds , Aldi.