textual analysis

codes

• refer to any element of media language that creates meaning for the audience. 

Roland Barthes 

Hermeneutic codes 

• also known as the enigma code.
• refers to something within the media product that creates mystery or suspense.

Proairetic codes

• also known as an action code.
• refers that something will happen.

symbolic codes

• creates deeper meaning in the audience.

maybelline ad

• font is bold to make the brand stand out.
• set in a city (new york) connotes wealth and makes out the product is of good quality.
• the ideology that buying this product will make you beautiful.
• the model is a aspirational figure to the target audience 
• eyelashes are bold/black so stand out from the rest of the models features.
• the models hair is slicked back giving a more professional look and she has brown hair which has connotations of being mysterious. 

z-line: how people look at an advert.

rule of thirds: split an image into 3 which focuses on different parts.

headings and sub-headings: Heading is the main title and sub-heading is a smaller different part of the main topic.

serif: font with a flick (serifs)

sans-serifs: font without the flick (serifs)

Lexis: choice of language 

mode of address: The way in which the media product 'talks'

direct mode of address: where the model in an ad looks in the camera so to the audience.