Component one: Advertising and Marketing Textual Analysis

1. Who advertises and why? (think of at least 4 examples)

2. Name at least 3 conventions of print advertising:

2.b. In which ways do these two adverts subvert conventions of the perfume advert sub-
genre and the car advert sub-genre?

33. Find another cosmetics advert online and conduct a full textual analysis. Copy and paste it into
the box below and use all the bullet points to analyse how the advert uses media language to
create meaning and how the advert represents groups, individuals or concepts.

Visual codes
Written codes
Technical codes
Iconography? Signs? Connotations?
Representation
Extension: Can you find a contemporary and historical advert for the same product and
find3 or 4 differences in the codes they use to create meaning?
The written code of the headline wild
without a trace, foregrounds the
beliefs and the products intentions
which is to able to participate in
promiscuous deeds and be spotless,
which links the anchorage caption at
the bottom 16Hr kissproof lip colour
In addition, this use of the
technical and visual code of make-
up and airbrushing, suggests to
the consumer, by using this
product, you are be able to
achieve a flawless countenance.
On the other hand, the blush
insinuates mischievous behaviour,
since blushing connotes heat.
The adjective kissproof,
amplifies the idea of buying the
red lipstick will enhance
sensuality and femininity, as
well as encouraging women to
explore their passions and being
free with their sexuality, as well
as using a statistic to reinforce
the long-lasting product which
juxtaposes with the raunchy
connotations of being wild and
provocative.
Another visual code is the iconic
representation of using the
standard of westernised beauty
and placing it central image, also
implying by using this product,
you would be able to achieve
this beauty standard to.
One feature of the technical code, is
the use of editing and layout in the
advert. For example, to enhance the
theme of rebellion, they have edited a
British flag in the background, which is
able to amplify the idea of rioting and
disobedience, since the flag of the
United Kingdom is used in cases of
fights and protests against politicians
One aspect of the visual code is the
central image; in this case Kate Moss
and her red lipstick. Kate Moss facial
expression is quite relaxed, thus her
lips slightly opened, which also
connotes seduction, linking back to
the anchorage NEW PROVOCALIPS
and wild without a trace.
The written code Provocalips, is in the
form of a pun, which connotes to the
viewer using the lipstick adds sensuality,
thus the use of the fusion of the
adjective provocative and the noun
lips. In addition the typography is bold
and has a juxtaposition to the white
colour against the word play, making the
advert more shocking and intriguing to
look at, since the colour white connotes
purity, but the pun suggests promiscuity.