READING AN IMAGE

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 Reading an image - media codes






Technical codes:
Camerawork/photographic
Lighting
Sound
Editing

Written or verbal codes
Language/words
Slogans
Cover lines/titles
Dialogue
Written codes are also called lexical codes (related to language)

Symbolic or non-verbal codes
Mise-en-scene (CLAMPS)
facial expression
Colour
Typographic codes 

Narrative codes
Roland Barthes suggests narratives are driven by specific codes.
Enigma codes: something that creates a question.
Action codes: something that promises drama.

 
Technical Codes

The low-key lighting creates a moody atmosphere, accentuating the man’s features while casting shadows that enhance his mysterious presence. The key light on his face directs attention to his cheekbones and facial structure, potentially symbolizing strength and resilience. The shadows around his eyes showcase an enigma code.


Written codes

The font fills in the 'O ' character, to mirror his past or mimic a bullet. There is a slogan that reads "I'm what I am", in grand font, perhaps to emphasize the quote's importance. The size and positioning are large and in the center of the photo once again signify the importance. The text conveys a message of authenticity.


Symbolic or nonverbal codes

The fingerprint image as a background hints at his criminal past. Perhaps this is intentionally done because Reebok wants to promote authenticity. Furthermore, the non-verbal codes convey that people can change.


Narrative codes

There is an enigma code as we see fingerprints making the audience question what offence he had done.


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Technical code:
Bright lighting creates a high-contrast effect with the red background, highlighting the product. The color red dominates the image, signifying the brand identity.

Written/ verbal codes: 
The tagline below reveals the idea of tomatoes being grown and transformed into ketchup. The font used is also bold and recognizable, showcasing a visual identity.

Symbolic codes:
The Heinz bottle's familiar shape and label provide brand recognition, reinforcing trust and familiarity with the product.

Narrative codes:
The enigma lies subtly in the tagline as the metaphor makes the readers think beyond the literal meaning.

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INDEX

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