Key Theories

Key Theory 1:

Roland Barthes- Semiotic
Semiotic- study of meaning
Anything can have meaning
Signs, Signifiers and signifieds

In media studies, code refer to any element of media language that creates meaning for the audience.

Hermeneutic Code: Also known as enigma codes, these refer to something within the media product that creates mystery or suspense.

Proairetic codes: Also Known as action codes, this refers to something within a media product that suggests something is about to happen.

Symbolic codes: Something within a media product that contains a deeper meaning.

Textual Analysis:

Blagging it: make educated guesses.

She is selling the product to a target audience to show it creates attraction on an individual. The language used exaggerates on how the product stands out from any other forms of make-up, this is a use of a Proairetic code. The advertisement points out that using the mascara will help you stand out above the rest by having an unfocussed individual in the background. Avoiding direct eye contact from the audience, showing insecurity which therefore emphasises the importance of the make-up. The brand name is clear and narrow and spaced out. It symbolises the stereotypical feature of femininity. Close-up shot emphasises the effect of the mascara on the person. The lip gloss emphasises sexual attractiveness, the lip gloss is shiny and shows the healthiness of her. Slogan is an hermeneutic code that shows the make-up gives you a naturally attractive look.

Key Theory 4:

Claude Levi Strauss-Structuralism.

"We make sense of the world through binary opposition"

Binary Oppositions are an element of narrative, as they can quickly tell a story, and establish character archetypes.