Week 5 - Visual codes

In this week, I'll use the visual codes that I've learned to analyse and break down an advert.

Visual language

Visual codes

• Use the Hulk (a character in Avengers that have the power to strengthen himself into a giant when he is angry) to present the print

• The character is angry (can be observed by the blood vessels that appear on his hand)

• Green colour (To present the Hulk)

• No setting (There’s only green gradient background)

• Focus on Hulk’s hand and the bandage on the left, and put a little product’s image on the bottom right

• Bandage on his finger

Technical codes

• Close-up shot on the hand to focus on the bandage

• Low key lightning but high contrast (to present the key character)

• Put the main character on the left, the bandage in the center, and the product on the right, which lead the eye from the hand to the product

Language codes

• There's no language or slogan in the advert

More sources (secondary research)

• This is 2010 Arabian advert designed by the JWT Dubai agency.

• The purpose of this advert is to advertise Band-Aid Flexible Fabric by showing that the bandage is really flexible that it’s still on the hand even after the Hulk’s transformation

• The pointer finger and the Band-Aid box are close together which leads the audience’s eyes from the main character to the product

• Clear contrast between the background and the Hulk’s hand, also the bandage

• Sources:

  • Beale, S. (2010), Hulk Has Boo Boo. Retrieved October 24, 2020, from https://laughingsquid.com/hulk-has-boo-boo/#:~:text=JWT%20Dubai%20created%20a%20clever,you%20transform%20into%20The%20Hulk.

  • Howard, R. (2020), “HULK HAVE BOO-BOO” ANALYSIS. Retrieved October 24, 2020, from https://studiorh.design.blog/2020/01/18/hulk-have-boo-boo-analysis/

Overall analysis

• The main idea of the work is to show flexibility of the bandage from the product named ‘Band-Aid’ by representing its flexibility through the Hulk’s character. The bandage doesn’t fall apart even when he transforms into Hulk, which show how flexible the product is.

• The main purpose of this print is to advertise the product

• The clearest element that can be clearly seen are colour and tone. The colour of the bandage differs from the colour of the Hulk and the background which makes you see the product clearer. Also, even the colour of the Hulk and background are in the same tone, high contrast helps separate them.

• Another outstanding formal element is descriptive lines and expressive lines on the Hulk’s hand. It helps expressing the character’s mood and action.

• The most significant use of visual codes to create visual communication is definitely the Hulk. His green skin and muscular arm make audiences notice his character, which make the whole meaning of the advert makes sense

• I really like how minimal this piece is. The composition of the character and mood are not in much details, yet it creates lots of impact to the audience. Personally, I think because of its minimalistic style, the audience can understand the point of the print easily, which is a good thing when you create an advertising.