Technical Codes

Two Magazine Ads

The codes on the Sandwich Thins are:

Symbols- The green color shows relation with nature, being healthy
     The objects in it is a pack of cigarettes and a single one.
Written- Buzzwords are doctor, smoke and Camels
 Catch phrases- More Doctors Smoke Camels than any other cigarette!      
Technical Codes Jr.- Camera angle is from the front making them look serious, very     
                                    straightforward.
Framing and lighting to add on the seriousness.

The codes on Camels are:

Symbols- The color makes it look serious, being successful
     The objects in it are just the sandwich thins which are multi-grain bread
Written- Buzzwords are thin, diet, calories and select.
 Catch phrases it is an excellent source of fiber, with      
             only 100 calories each.
Technical Codes Jr.- Camera angle is from the top making them look smaller, maybe even
                                   thinner.
No framing and lighting is not too bright.

Two TV Ads-YouTube

Pepsi kick Mexico
In this TV ad we find that they use music and and catch words like “despierta”
Kellogg’s Corn Flakes
In this TV ad they use metal elements to imply strength, we can find the “you and only you” written code and the catchphrase: “You are what you eat”. They also use camera angles, framing and lighting to make the man look fit, healthy and attractive.Two Movie Title Sequence

Two Movie Title Sequences

Codes on “Supersize Me”
This movie title sequence uses the kind of colors that make you think of food.

Codes on “Thank You for not Smoking”
In this example the main code is a catchphrase which is the inverse of something they’ve heard everywhere, plus the colors and elements.

Reflection on the importance of Technical Codes Knowledge skill in our 21st Century Learners

There are different ways to provide a good education, but as teachers one thing is for sure, we have to be very aware, and very conscious of everything that can influence the information that goes into a student’s brain because it may affect their intelectual development and their academic performance.
We have to be aware of this in two different levels, to be able to make students critical thinking when it comes to media, and to be able to communicate concepts and ideas more efficiently.
There is a lot to be learned when it comes to technical codes, I had a few Ahhhh! moments while watching the video and later on while I was doing some research on the subject. The codes are so powerful that some of the effects they have on people are unexpected and potentially dangerous effects. For example, I found that:

• The color orange didn’t exist in Europe before the fruit was brought from Asia.
• Napoleon died because of his affection to the green color
• White wasn’t generalized as the color for wedding dresses until 1950, black used to be very common.
• In Asia, people who are mourning wear white
• Pink used to be a very masculine color up until the second half of the 20th century.
• During the middle ages, people had to wear different color of clothes according to their social status.

That is just talking about color, there is a lot to be said about codes, but one thing's for sure, as educators we can profit from knowing them, so we can be selective, critical, help our students be the same and also to improve our communication skills.

Lesson on Codes in media

Objective- Students will learn to be critic with media and it’s relationship with their health and the decision making skills.

Materials- Worksheet, projector, computer links to videos (provided here) and adds (provided here).

1. Provide students with the attached worksheet.
2. Show them the YouTube videos, magazine ads and movie title sequences.
3. Instruct them that they will have to fill the chart provided as a worksheet. They have to look at them and explain how it makes them feel, if they would buy the product and why?
4. Let them watch and fill in the chart. Share as a class.
5. Have a class discussion about the main purpose of advertisement, they will probably answer: to sell a product.
6. Brainstorm about what kind of techniques media uses to sell a product, or get you to do or prefer something specific.
7. Tell students they will watch a video about how media creates adds that relate to us to convince us to buy or prefer, certain things.
8. They should now finish completing the columns in the chart that refer to codes.
9. Instruct them to write a reflection on how the selection of media they observed relates to their HEALTH.
10. Share as a class and wrap up by telling them the importance of being critic on everything they see on the media.

Name: ____________________________________ Date: ______________________

Reactions to Ads

	Sandwich Thins	Camels Cigarettes	Pepsi Kick TV Ad	Kellogg’s Corn Flakes TV Ad	Supersize Me Movie Title Sequence	Thank You for Smoking MTS
Do you find it attractive?
What does it make you think about?
Would you buy it?
Second View
What codes can you see?
Would you  buy the product now?
Reflection How does this add relate to your health?