Codes and Conventions of an Advert

·         Lighting

o   Bright

o   Many use of spotlights, beams of light entering a dark environment

o   Protagonist shimmers of light and sparkles

·         Clothing

o   Elegant dresses

o   Sophisticated jewellery but simple

o   Posh colours e.g. cream, purple, white

·         Setting

o   Theatrical

o   High class

o   Hotels

o   Historic buildings

·         Characters

o   Attractive women

o   Dominance

o   Presence

o   Able to show a variety of expressions

o   Good figure

·         Narrative

o   Relates to USP of perfume

o   Generally a male figure controlling woman’s actions

o   The feelings shown when women use such perfumes

o   Cinema adverts – extended equilibrium narrative – in order

·         Camera Angles

o   Close up of facial expressions and body parts

o   Long shots to show setting and effect

o   Medium close up to show part of woman’s actions

o   At times hand held camera to follow woman’s movements between scenes

o   Low angle to create connotations of power and dominance

o   High angle/ birds eye shot to show the setting. 


There are many distinctive codes and conventions within an advertisement such as, using a celebrity to sell the product eg. Beyonce in her heat advert aswell using a popular song to sell eg.Boots "Hear come the girls" whenever you hear it you think of the advert.