superhuman Flashcards
codes
~visual/technical- communicate meaning, advertisements have a limited amount of time to convey their message so rely on tech codes & editing to do this rapidly, close up shots (engage audience & portray in a non victim way), iconography & setting (relate to athlete & sport, juxtapose with every day scenes of domestic life suggesting their normality), low angle & establishing shots (creates power), visual binary opposition (dream like sequences, rich colour palette, ambient lighting)
~written codes- challenge how lang is used, set against reality of the positive image, ‘super’ destroyed at end (just human), on screen graphics creates a conceptual binary opposition between audience perception & reality
~audio codes- struggle & heavy breathing (jux with sounds of every day life), background song (address the audience, recognisable), upbeat stirring tune grabs attention (connotations of struggle & hard work paying off, positive feel)
