Model Answer to the RIMMEL London analysis

Introduction: This establishes the media form and the genre of the text, the target audience are loosely identified and the question is responded to clearly by letting the reader know you are clear about the context of the question; which is about constructing meaning.

This print advertisement is likely to appear in women's magazines, which will focus on fashion and beauty and appeal to the product's target audience.  The intended audience is likely 16-24 year old women who will decode the advert in this context and construct meaning based upon this theme.  The advert is for RIMMEL London and is for a lipstick product called "PROVOCALIPS"

Analysis: Writing separate paragraphs that decode the elements of the advert in turn to explain how the media language constructs meaning through denotation, relevant connotations, representations and the use of signs.  Remembering to use key media terminology throughout the paragraphs and structure them to make points about how meaning is constructed for the audience using clear examples from the text.

The mise-en-scene displays a dominant main image to the audience, which is of a medium close-up of a young white female model.  The audience are informed through a coverline at the bottom left of the page layout that this is the famous model Georgia May Jagger, who is in her early twenties.  The representation that is offered to the audience depicts her as attractive, with striking blonde hair, she is made-up with provocatively bright red lipstick which signifies femininity, fashion and beauty.  This is clearly displaying RIMMEL's new product "PROVOCALIPS" in use.  The producers will be encouraging the audience to aspire to look like Georgia May through the use of their product.  In line with Hall's Reception Theory it could be argued that the dominant reading would be that if you want to look as attractive as Georgia then buy this product as it will give you a wild and rebellious character that is attractive to men.  The focus of the main image is clearly on the model's lips and the visual hierarchy is such that the audience will firstly engage with the main image.  The audience are led directly to her lips as she is seductively drinking from a straw in a can of pop, something not usually encouraged when wearing lipstick.  This is perhaps suggesting to the audience that the product is able to cope with such activity.  The straw also serves as a compositional device which is juxtaposed to point at her pouting lips and encourages the audience to focus their attention on them.  Her mouth is open overtly and it exaggerates the bright red colour of the lipstick.  The red is used with pink throughout the advert and suggests traditional connotations of femininity, love and passion.  This is reinforced to the audience through the sub-heading "16 hour kissproof lip colour", further suggesting this product allows the user to be able to kiss without it smudging, any loss of colour or unwanted removal.  Furthermore, the use of the headline "WILD WITHOUT A TRACE" may construct the meaning that this product is fun, sexy and rebellious. Perhaps promoting values that a teenage and 20's target market would be most interested in.

The model's costume shows her to be dressed fashionably in torn, contrasting denim adorned with large, silver hoop earrings and red and silver jewellery.  She is represented as cool, sassy and seductive, men will look at her with attraction whilst young women will aspire to look like her.  The use of a capitalised sans-serif stencil style font communicates directly to the audience, almost as though it is shouting its message at them.  The headline is in white on a torn red banner, which combined with the model's costume codes could be suggesting connotations of punk styling, synonymous with rebellious attitudes and behaviour.  Furthermore, this is reinforced by the use of grafitti style spray paint and the Union Jacks on the background connoting a sense of Britishness and of London street style that fits the brand identity of RIMMEL London.  The model's direct mode of address has her staring directly at the audience with a cool, laid back facial expression and body language that displays confidence, cool sophistication and glamour.  The target audience could be lured into thinking this product will give them such qualities.  An oppositional reading however may hold objection to the ideology that a lipstick has such power and some of the target market may reject this belief seeing it as sexist and objectifying women's sexuality. 

Conclusion: This is where you summarise the general themes and wrap up your concluding points.

To conclude, it is clear that the print advert has been encoded with clear signs that persuade the intended audience to adhere to the preferred reading.  It establishes recognised codes that an audience will be familiar with and can easily decode.  The text encourages young women to buy-in to the fun, youthful identity that RIMMEL London are selling through their brand values.